the Activia yogurt advert

Analyse the construction of the Activia yogurt advert, commenting on the codes and devices it uses and their effect.

 

The Activia yogurt advert is a summer special version for selling three new favours of yogurt from the Activia with the famous fashion consultant Gok Wan. The main idea of the advert is ‘to feel good, you have to start from within’. The only way to achieve this purpose is to eat the new favours of the Activia yogurt. Both men and women are the target audience but female tend to buy the Activia yogurt in their daily lives. The audience could be aged 20-40 with busy life and want to have something fresh. The audience might be class C1, C2, D, even a section of people from class B. Due to the advert is from the UK, the target audience could be people living in the UK, also part of the people who live in Europe and near the UK.

 

The appeal of the Activia yogurt includes its function and the packaging, also the spokesman Gok Wan. Yogurt is known as a healthy product for discharging the toxic material in our bodies. The advert focuses on this function and create the idea of start from within. Without the toxic material, people could be happy psychologically in summer. For the packaging of the Activia yogurt as well as the advert, the colours are bright and fresh like white and light green. They are the symbols of fresh and energetic. Besides, the spokesman Gok Wan smiles in the entire advert. He speaks very well and attracts the audience to listen. Gok Wan is a famous fashion consult, author and television presenter in the UK. He was 133 kg in his teenager life and now he is fit and good-looking. His information and experience could attract the target audience to purchase the Activia yogurt and be like him. He could reduce the fat successfully so the audience could do it as well by eating the Activia yogurt. This advert used three different dimensions to attract the target audience.

 

The reasons why people have to buy the Activia yogurt are diverse. The simple idea of the Activia yogurt is that ‘start to feel good from within’. In the season of summer, it is hot and people want to do something energetic. With the blue sky, light clothes, young women and children in the advert, people have to eat the Activia yogurt together. This advert would appear on TV, social media and Youtube. They are the main ways for people to receive this information.

 

In the advert, the language Gok Wan used is quite positive. It is related to what the yogurt could bring to you. He used ‘we’ in the advert to let the audience feel that they are part of the people who could feel fresh and keep fit by eating the yogurt. For the sound, there is a background music which is actually a song called ‘ Gimme some Lovin’’ by the Blues Brothes. It is an energetic, dynamic song to show the yogurt is suitable for summer.

 

The visual elements in the advert are all related to summer. It takes place in an amusement park with white and light green colours, which make the audience feel powerful. The blue sky and nice weather refer to summer. Smiling ladies and children increase he entire atmosphere in the advert. The position of the Activia yogurt is important because of the condition in the advert.

 

For the mise en scene in the advert, people dress energetically like dresses and shorts. Girls in the advert walk with confidence and they are cheerful. They smile and laugh happily to show that eating the Activia yogurt could improve their health and appearance to really ‘start from within’.

 

In conclusion, this advert uses different factors to show the importance of the Activia yogurt, including its function, the target market, the condition and so on. Gok Wan did a great work in this advert as well. It could completely show the summer special edition of the Activia yogurt.

Compare and contrast the target market for the 3 car adverts giving reasons for your assessments.

BMW M5, Vauxhall Zafira and Jaguar are three different car brands with different target markets. Although they are cars with same functions, their consumers are very different from the classifications. These three car adverts have introduced their functions, colours, shapes to their target audience via the three classifications. This essay will compare the car adverts with the classifications to show their target market in detail.

Firstly, in the part of demographics, the target classes of these three car adverts are different. BMW M5 is for class C1 or above because of its smart appearance and speed in the advert. Vauxhall Zafira is for class C2 or above due to the practical functions and space for families that could be easily understood in the adverts. Jaguar is also for C1 or above as it is a sports car in expensive price for rich young people and playboy.

Specifically speaking in demographics, BMW M5 is for male aged 30 to 50 who have stable income for 7,500 pounds or above. This car is most likely to be driven in urban areas rather than the rural areas for people to work and travel. Driving this car could give an impression to the driver that he is professional and intelligent. On the other hand Vauxhall Zafira is totally different. It is mainly for both male and female aged 30 to 60 who have a family with children. People in this target market have stable income as well to support their families with this car. The car is flexible to have more sits or more usage for storing luggage. For Jaguar, it is for male aged 25 to 40 who try to be cool and have good taste. Their income could be extremely high for 8,000 pounds or more. This car is a sports car so its speed, appearance and colours are very attractive for their target market. People would admire the drivers of Jaguar because of its shape-looking.

For the geographics, both three car adverts show that these cars are mainly driven in Western urban countries. For instance, America and Europe are the main areas for the main target market. However they still have slightly difference in the appearing areas. BMW M5 mainly appears in the cities and crowded areas. It could be easily seen in shopping and working areas driven by the officers. Vauxhall Zafira could be seen in family vacations, schools, beaches and theme parks. In other words it is suitable for families and children to contain many tools for children to go outside. For example, the babysitter is huge and it is suitable for putting in Vauxhall Zafira. Only Vauxhall Zafira could take these kinds of tools to everywhere but BMW M5 and Jaguar could not. Jaguar could be found in highways and main streets for showing-off by rich people. The sound of the engine attracts people to make the attentions of Jaguar so the purposes of these three cars for their target market are different.

Finally for the psychographics, BMW M5 is for people who are mature and professional. They have their own lifestyles and they are individuals. Due to the purpose of driving this car is mainly for working and travelling, the target market could be passive and quiet. They do not like active activities and they prefer stable activities. The target market of Vauxhall Zafira could be lost for their personality as they are seeking a perfect, practical car for their families. They might not have their own opinion and they have to buy this car because of their children as well. However the target market of Jaguar owns their personal opinion to buy this car for showing-off. They like their cars with shape colours to show they have elegant lives.

To sum up, these three car adverts have shown their functions and appearance to their target markets. Each of them is different and their purposes are different as well. These three cars are good choices for officers, families and rich people. Their car adverts have perfectly shown their functions, speeds and the purposes of the cars. They are all good adverts for target market to consider.