Advert - Secondary research

Secondary research

The first advertising brand I have looked at is Pepsi. This company is one of the biggest selling fizzy drinks companies along with coke. Other companies include fanta, sprite, Dr Pepper and 7up. All these brands have different ways into targeting their audiences as they target different age ranges and groups.

Pepsi uses a lot of famous people to sell their products. They mainly use well known football starts. For example David Beckham, Ronaldo, Fernando and Frank Lampard. In previous adverts they have used music stars as well, such as The Jackson family and Michael between the years of 1984 and 1991. They also sang on the advert. Other people included Brittany Spears and Mary j Beige. By Pepsi using these people they are targeting there target audience of which I would say is now males of 16-30 year olds where as in the 80’s when the Jacksons did it would have been mainly families. The producers getting these people on the adverts it helps to sell their products as people think if my favourite star is drinking this drink I should drink it.

From Looking at the image that would appear in papers and magazines and billboards. We can tell that the target audience is for 14 to 20 year old males that are from a working class family. I would day this as these are the main group of people that watch football and by them using famous footballers this would appeal to them. Pepsi seem to mainly target this group of people. If you look at the video (http://www.youtube.com/watch?v=HKV0QuQsonk) you can see a group of friends getting together to help their friend get a job. The people in this advert would be the same age of the target audience which would make this more appealing to them.

Pepsi have a number of slogans but they all always say there slogans in there advert. The slogan in this image is “Dare for more” this slogan makes the drink sound dangerous. This would appeal to this target audience as it would make them feel daring and Risky if they drink it. The slogan in the TV advert is “Max it”  This also give off the same vibes as it makes you feel you can do anything and that you should keep drinking it.  Pepsi’s slogans also have a manly feel to them which make you think that they are aimed at males. By Pepsi doing this it makes their audience feel like they have to do it.

Coca cola adverts target a different people, for example we can tell this from this video of the polar bears and the Holidays are coming that they are a very family orientated company. I think that this is the target audience as the polar bears are representing a family and people can relate to it. And in the Holidays are coming advert this represents the Christmas period where families are altogether. Also by having Father Christmas in it, young children would still believe in it so they would get excited by this. I would say that families would be of any class, any demographics, as all families would celebrate Christmas. This advert would also be popular all around the world as father Christmas is related to Christmas any with young children.

http://www.youtube.com/watch?v=EsOHk0JuHuY - Coca cola advert with polar bears.

http://www.youtube.com/watch?v=ogetBqMgau0 - Coca cola advert "holidays are coming"

All drinks companies use techniques, slogans and messages to sell their products. They would use these on their adverts, images and billboards. One advert for Sprit shows that there message of their drink is “freedom from thirst”. This suggests to their audience that if you have this drink you won’t be thirty anymore. For this they have use alliteration by them using this it will easier for the audience too remember the message. Glittering generalities is a technique that is used in this as its making you think that if you have this drink you won’t be thirsty again. The image also suggests this as the bottle is fading, this could be symbolising you thirst going 

away.  

Coco cola have changed their slogans over the years in 2001 it was “Life taste’s good” and now in 2011 it is “life begins here” these both suggest that by drinking this drink it’s your life and if you haven’t drunk it your life hasn’t started. For these they have used Glittering generalities as there saying this product can make your life better. All these messages are all talking about life and they use these to promote their products.

All these Fizzy drink companies have very different logos and typefaces. 7-up and Pepsi logo’s are very bold and bright coloured. Pepsi use blues, reds and whites in there logo’s these are very eye catching. The round ball that is used with the three colours on could be related to a sport for example , Football or tennis and this would be why sports stars are used a lot in there commercials. As the drink is from America the colours could also relate to it country to show where it’s from. 7 –up Logo is also very bold this uses green, white and red, this logo/typeface has bubbles going through the name, this is to do with the drink being fizzy. As these fonts on these drinks are very bold, coco cola and fanta’s fonts aren’t so bold. The fonts for this are more stylish and fun. By them being stylish it makes you think that the drink you’re drinking is fashionable. The colours that coke use are Red and white. These colours still stand out as they are Dark against lights. The same goes for Fanta as they use Blue font against the colour of the drink. We can tell that all the logos are copywrited as they have the ‘r’ or a ‘c’ logo on them which is the register trade mark symbol.

Overall Fizzy drink advertise the drinks in many different ways on newspapers, magazines and on television and these all help to sell there products.

Here are some examples of the logo's-