Advertising Analysis

I am doing an analysis of three adverts to examine the various factors about them, from their narration to their special effects. The advert examinations are as follows:

Money Super Market.com

Narrative

The adverts from Money Super Market are part of a series, however the specific advert that I am analysing is a standalone advert and did not have a direct sequel, so to speak.

Visuals

The visuals are of a man riding an elephant, complete with a steering wheel and a rear licence plate. The elephant appears to be riding through an unnamed city (suspected to be New York, as the ad gives an impression of Americano).

Verbal

The narrator uses the word "Epic!" to try to describe how epic "Graeme" feels after using the services of Money Super Market.com's and at end of the advert, the vocabulary takes a comical turn because a baby/toddler with a large afro says in a deep voice "Graeme, you're so Money Super Market!".

Order of the information

There was no repetition in the advert, however there was a placement at the end of the advert with the Money Super Market logo and slogan appearing on the screen near the end of the advert.

Music

The music seems to be very much in the speed and style of the artists originally performed it. It could also possibly have some type of back-beat in it to make it sound more modern.

SFX/Graphics

The special effects are of green-screen, as the city was clearly green-screen and was synthetic. The elephant was possibly real, but the car instruments on the elephant were clearly synthetic.

Persuasive Techniques

The information about the service that the product provides is evident. For example, the narrator says "This is Graeme. Graeme saved money at Money Super Market, and now he feels EPIC!". What this advert is essentially saying is that you too can feel epic if you use Money Super Market.

Brand identification is also present, albeit at the end of the advert. The Money Super Market logo and slogan is also present.

Compare the Market.com

Narrative

The Compare the Market.com company has a long-running series TV shorts featuring Alexander Meerkat and co, promoting their website through comical means. So there is narartive and sequel running through this advert.

Visuals

The visuals are of Alexander and Sergei departing from Africa and leaving Oleg in his new home, then leaving the scene in a 4x4. The scene then changes to an image of an Oleg stuffed toy in the grass.

Verbal

Alexander realises the Oleg is "very happy here". The next time that any vocabulary is heard is when Oleg says "Bye, bye, Uncle Alexander. Bye, bye, Auntie Sergei". The final time that vocabulary is displayed is when Alexander (in a voice-over) talks about how customers must act quickly if they want an Oleg Africa Safari stuffed plush.

Order of the information

There is no repetition in this advert, but there is a placement at the end of the advert with the Compare the Market.com logo appearing on the screen. This is so as to not divert attention from Oleg's departure.

Music

The music is incredibly slow-paced and calm with no changes in rhythm, apart from the ending when Alexander and Sergei drive off into the distance.

Graphics/SFX

The Meerkats are clearly green-screen or are in CGI animation. However, the background could be real, as it could be taken from an angle or shrunk to make the meerkats' world look realistic.

Persuasive Techniques

This advert uses emotional manipulation to make the viewer feel sad that Oleg is staying in Africa and that Alexander and Sergei are returning home without him. This emotion is also carried on in the fact that the company that stating that it their last chance to get an Oleg stuffed toy. This plays on people's sadness at Oleg's departure and could even buy an Oleg toy because they miss Oleg on the TV.

Confused.com

Narrative

The Confused.com company has a long-running series of TV ad shorts featuring Brian the robot promoting Confused.com's car insurance in a way that appeals to children and adults alike. This is a part of that ad series and therefore has a canonical sequel and prequel.

Visuals

The visuals of this ad are of Brian being attracted to a large magnet, about to be scrapped. Then a group  of four new robot characters, all varying in size, race away to rescue Brian and save him just in time from being crushed.

Verbal

Brian begins talking to two scrap dealers and they attach him to a magnet and Brian says "Help!" while being suspended from the magnet. Four robots then say "Help Brian!" and they go to the scrapyard. Brain, now disorientated, says "I can save you cars on your pound insurance". When the four robots rescue Brian, he says "Thank You!".

Order of the Information

There is no repetition in this ad, but the logo of the company appears at the end of the advert.

Music

The music of the advert is fast-paced, dramatic and rapidly goes up tempo as Brian gets closer to the crusher. The music then gradually relaxes as Brian is rescued. 

SFX/Graphics

The scrapyard is possibly real, as it is shown how it would look in real life. However, the robots are clearly products of green-screen or some type of CGI or 3-D animation.

Persuasive Techniques

This advert also plays on people's sadness because at the start of the advert, the viewer is led to believe that Brian is about to die. At the last moment, the viewers' hopes are relieved when Brian is rescued. The viewer might then buy car insurance on Confused.com because they think about Brian and what he symbolises.

Brand identification is present in this advert as well because the Confused.com logo appears at the end of the advert.