For my media coursework, I have selected the Nestle smarties chocolate bar advertisement to scrutinize. The advert features bold and vibrant colors such as blue, yellow, red, white and black. These colors are strategically chosen to grab people's attention and differentiate it from other advertisements. The font used for the advertisement is bold bubble writing with white color which makes it prominent against the blue backdrop. The advertisement is aimed at teenagers as the colors and Ali G's smartie character would attract them. The slogan 'smarties go undercover' suggests their smarties have merged with a chocolate bar, which is also evident from the Ali G costume. The most prominent element of the ad is undoubtedly the big and bright smartie located in the center of the advertisement.
According to Charlotte De Abreu, the effectiveness of an advert lies in its big an
...d bold visuals and text that capture the attention of customers. To target young audiences, Charlotte suggests placing such adverts in schools and music shops. In her opinion, products endorsed by teenage idols are likely to appeal to young people. She analyzes and compares two adverts: 'The Virgin Mobile' advert and 'Strongbow' advert, describing their content and appeal.
Describing the celebrity endorsement used in the Virgin Mobile advert, Christina Agularia is the chosen celebrity to endorse. Her sex appeal makes her attractive to some men, leading to more people becoming a part of the phone network. Women are curious about her involvement and think that by switching to Virgin Mobile, they can text faster and emulate Christina's image, pleasing their partners. Additionally, the advert captures people's attention as they wonder about Christina's actions halfway through
the commercial and why she is near a window in a business block; all contributing factors to the success of the endorsement.
As the Virgin Mobile advert concludes, its catchphrase "the devil makes work for idle thumbs" appears, which is memorable due to its unusualness. The slogan implies that joining or already being a part of the Virgin Mobile network may result in going to hell. Although provocative, it could deter potential customers from joining the network. Additionally, the imagery in the advert expressed through its logo conveys symbolic meaning.
The Virgin Mobile advertisement features a successful and simple logo. It is an egg-shaped red symbol showcasing the word "Virgin" in white positioned at the center of the shape. The entire symbol is situated underneath a black rectangle that is characterised by arched corners and contains the word "Mobile" written in white. It is noteworthy that this is an unusual, small and simple logo for a major mobile company since major companies often exhibit large and complex logos.
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