Analysis of Two Beer Advertisements : Strongbow and John Smiths Essay Example

with the catchy phrase "Get a Thirst First". The shot of two arrows punctured a rubber raft.

The two advertisements demonstrate both similarities and differences. Upon closer examination, it becomes apparent that the names John Smith's and Strongbow are both distinctly English. While John Smith is a typical English name, Strongbow is not, yet it is associated with English history, having been a weapon used in the Middle Ages to defeat other nations. Additionally, the demographics of the characters featured in both ads share some similarities and connections. Although they vary in age and ethnicity, the individuals featured in both John Smith's and Strongbow advertisements target the same audience. Specifically, the characters in John Smith's ads are single males between the ages of twenty and thirty.

The Strongbow cider brand targets a younger audience of around 18 to 25 years old, which is slightly younger than their cousin brand, John Smith's. This difference is due to John Smith's being a bitter and weaker drink than Strongbow. Additionally, the characters portrayed in Strongbow ads are typically from higher social classes and have more wealth, as evidenced by the sunny beach setting. In contrast, John Smith's ads depict characters from lower working classes, as seen in the clothing they wear and the football field where they play.

The advertisement is situated in a football pitch, with terraced housing surrounding it. The connotations of terraced housing are linked to being homes for relatively 'poorer' people in towns, especially in the Northern part of England where bitter, a Northern drink, is more popular. A notable influence of Northern culture is apparent in the advertisement, exemplified by Peter Kay's use of

the Northern term 'ave it' in his speech, further indicating that the target audience is Northern people.

Both advertisements utilize the setting of alcohol consumption to appeal to their target audience. Additionally, they both employ a humorous tone and subvert the viewer's expectations in some manner. John Smith's achieves this through Peter Kay's proud declaration of kicking a football into someone else's garden rather than performing impressive tricks. In contrast, Strongbow adopts a cinematic style that leaves the viewer questioning whether the ad is actually a trailer for a movie.

Beginning with classical music and bright sunlight, the advertisement portrays people on a rubber raft appearing weak and stranded in the middle of the sea, evoking a connotation similar to that of a film trailer. However, when the men jump off the raft, the unexpected reveal of shallow water generates humor for viewers. The camera and lighting techniques used in the two advertisements also display noticeable differences.

Despite using limited camera effects, John Smith's advertisement managed to capture the footballers playing their tricks. However, the camera's close-up shots only focused on the football, thus failing to capture any of the footballers' faces. Peter Kay's mid-shot only appeared after he kicked the ball away, without any accompanying lighting effect or music. Consequently, the advertisement has a cheap appearance.

One advertisement aimed for a casual, handheld camera feel to capture exceptional skills, while the other created a more professional film-like style. The Strongbow commercial utilized lighting and music to establish a serious atmosphere, starting with a close-up of one young man's face and later using long shots of the group racing up a steep, less illuminated beach.

It is clear

that the Strongbow advertisement has invested more money than the John Smith's advertisement, and they have adopted dissimilar styles based on the drink's origin. John Smith's hails from Northern England, which caters to a less affluent audience, hence opting for a more economical approach. Conversely, Strongbow selected a richer cinematic effect for their Southern target audience, aligning with their chosen target market.

Both advertisements share similarities, particularly in their endings, as neither revealed their product until the conclusion, where both displayed their respective slogans alongside a view of their product. In the case of the Strongbow advertisement, the slogan 'Get a Thirst First' accurately represents the characters from the beginning of the ad who follow its instructions and remain on a raft for an extended period to generate thirst. This portrayal directly aligns with the ad's slogan and showcases the product itself featured next to a raft being shot by arrows.

This text is a reminder of the product name for Strongbows. John Smith's slogan is "No Nonsense" which represents Peter Kay's straightforward approach to playing football. The font used in the slogan is comprised of numbers found on football players' shirts, connecting the John Smith's ad to football.

Peter Kay interrupts briefly, moving oranges that were placed beside the bottle and reaching for the John Smith's. This emphasizes the significance of the beer, compared to the oranges which could represent any other item. It highlights John Smith's as the most important thing in the world. In conclusion, the ads differ based on the product's origin but share a similar use of humor to mislead and surprise viewers.

In the world of advertising, there exist numerous television

ads. One notable difference between John Smith's and Strongbow advertisements is their production style, with John Smith's adopting a 'cheaper' approach and Strongbow choosing a more 'expensive' one to represent their target audiences' areas and characteristics while preserving the advertisements' positive impact. Thank you for reading.