Guinness Essay

Guinness advert essay

1) What is the AD for and what is the message?

The ad is trying to get Guinness to appeal to more audiences and to explain to audiences why their brand is better than all the other audiences out there. They also try to send a message that the audience will remember very clearly whenever they see a product in store.  Their message “Good things come to those who wait “. The message can relate to the drink but can also relate to everyday situations. Although the Slogan is saying to wait for drink to rise. The message could also mean although the process might take long, the ending result will be worth wait and the drink will taste good.

2) Who is the target audience?

The main target audience could be males of a young age that go to parties and events and people that bars, pubs. The other main target audience could be middle age males when they celebrate sports games like Football and Darts.  This is could explain why middle-aged and young people were shown in the advert and why the newer adverts are target toward a younger audience. The secondary target audience would be females and the elderly because they wouldn’t use the product as much when being purchased by that specific audience. They probably would only use it at parties

3) When was the advert aired /when would you expect the advert to be aired?

I would expect the advert to be aired after the watershed which is 9pm where tv shows can be more inappropriate and offensive. I would expect it be on a channel like ITV and channel 4 when a popular Saturday night show is aired. BARB is a Company that gather information on viewing figures, what age ranges watch a specific show. They gather Data so they can personalise show to be aired specifically to the target audience’s needs. They do this by gathering information on whether shows are being watched on demand or being watched live they also check how long audiences watch a show for. The advert was aired on channel 4 after 9pm so younger audiences could access it. This helped me base my opinion on when the show would be aired.

4) what forms does the AD take?

The adverts are a mini-series in a sense of it trying to spread the same message and trying to advertise the same product but can be a stand-alone because the storyline and the action of the adverts change each time.

I would say the adverts of mini drama because of the seriousness of the advert and the message the advert is trying to convey to the audience. I would also say it is a mini drama because audience being adults and audiences that are middle age.

The advert is live action with small aspects of CGI in it to make the advert more appealing to the audience and to help spread their message more effectively. 

 

 

5) What style is the AD? what techniques are used?

There advert is in black and white. This could have been used for dramatic effect to help spread their slogan “Good things come to those who wait “. Long lasting shots were used to make the audience wait for the main part of the advert which persuades people to buy their product.  Their message at the end is long lasting to make them wait for the advert end and to also give the audience an idea of what the slogan means.

I would say the advert is Serious rather than funny although there are aspects of happiness in the advert for example when the friends in the advert are surfing that could be seen in a positive light as they are socialising. It could also be a seen as a serious advert because it is advertising alcohol and it is being played late. It could be considered a serious advert because it is in black and white and it doesn’t have any positive music.

I think the Guinness have used the overt message technique when making their advert. I think this because although it has its main message / slogan. There are many Hidden messages in the advert that could give the audience multiple ideas that link to certain parts of the advert. An example of this is that the waves could be seen as drink rising to the top of the glass. The same idea could be explored with the horses. When one of the surfers is standing / posing this could be the drink gives you strength or provides health benefits. Another message could be that if you drink slowly and appreciate the taste and don’t rush it the taste will be more rewarding after the wait.

 

6) Does the ad follow A.I.D.A.?

The Ad does follow A.I.D.A to a certain extent because It does attract the audience’s attention and it does interest the audience, but I don’t think it desires interest or promoter action.

I think it attracts attention be having the advert based on an island with surfers and flying horses, I also think it attracts attention by the advert being black and white because it attracts seriousness, and it makes them want to wait to see what happens at the end of the advert.

It interests the audience because there are multiple references throughout the advert that can remind them of the drink and how the drink functions and rises to the top of the glass. The scenery is interesting and relates to the drink, so this interests the audience.

7) Discuss the characteristics of products / benefits?

Here are the benefits

It allows people to socialize and hang out with their friends and family.               

One of the most popular and purchased beer out there.

It Can be used at social gatherings

Best quality when waited for

Advantages

It tastes better and has a better quality when the drinker waits for it to rise

Its reputation makes it more purchased because of its good taste and quality

The popularity of the drink makes it more people want to buy it.

When the slogan is endorsed people realize why the drink is so good.

 

USP

Slogan makes the drink easy to remember to the audience because the slogan relates directly to the drink and the experience of having the drink and waiting relates to the audience because they could buy other drinks and not wait but they Guinness because of the aftermath of the wait. When the audience watches the pour and sees it rise to the top of the glass and taste it after the wait. That taste makes the drink makes it so iconic to the audience.    The logo being a harp could also be a USP because the harp could represent waves of the drink and the drink rising up the glass

 

The brand identity

The brand identity of the drink is the slogan because in recent adverts the slogan is incomplete, and people can still guess it. The brand could also be the logo because it is recognizable to the audience because and can covey different meaning and messages to the audience. Another form of brand identity could be the style of the adverts and how CGI can be used to help convey the messages of waiting and the strength that the drink can give you. For example, the long pauses in the advert to give the audience the idea of waiting and the way. The black and White within the advert makes the advert serious and helps covey the waiting message. There are adverts are rather serious and don’t really give of an atmosphere of an advert being rather snappy and quick.  Where the adverts are rather long serious more like a short film. 

8) Who are responsible regulating adverts. ASA are responsible for making sure that adverts are appropriate for all audiences and handles complaint about adverts and bans ads that are offensive misleading. They monitor ads to make sure that ads are suitable for everyone and ask the public their opinion of ads and what they could do to improve their company as well as improving adverts. 

 Ofcom focuses on a variety of media services including broadband, mobile services and tv and radio. They also look at postal services and electronic devices. They make sure that everyday customers don’t get scammed. They also handle complaints and use a ADR scheme that helps the audience get their message out there. They also make sure that anything that appears on the radio and television is none offensive  

 

9) Analyse the codes and conventions of the advert's construction (lots of print screens needed here) 

 

Mise-en-scene & iconography

The iconography for the advert would be the waves and the horses as this reminds the audience of the drink and the waves relate to the audience for when they see the drink being poured. The only prop that was used in the advert was a surf board, this allows the characters in the advert to socialise

 

Angles 

The was a bird’s eye view angle this allows to see the sea. Although this allows the audience to imagine the beer waving and splashing in the glass. Eye level angles were also used throughout the advert which allows the audience to see the main part of the sea, waves and surfers

 

Shot types, framing & composition 

  Extreme close ups and close ups were used in the advert this allows the audience to see the surfers socialise whilst waiting or their drink. This allows the advert to send their message out more clearly and to show the audience to see that the surfers enjoy waiting because they are occupied. This also helps the audience with the process of waiting in the first scene when we see the mans face for 23 seconds

Camera movement 

Some of the movement within the advert is in synchronization with the surfers. The allows the advert to show the audience the surfers perspective of the actions. Some of the camera movement is still this allows the audience to see what the surfers are doing clearly without the camera being shaky.  They use a handheld camera to make the advert more relatable to the audience and allows the audience to see and experience the beach from the surfer’s perspective