Media Essay Essay Research Paper I am

Media Essay Essay, Research Paper

I am going to examine closely the way advertisers aim their

Products at certain audiences. The audiences mainly targeted are:

vLittle children

vTeenagers

vAmbitious men

vAdult women

vCouples

vProsperous older women. Advertisements are used to increase the sale of a product and so choosing the right time to show a commercial is vital. A company won´t show an advert aimed at children late at night, when they know their target audience won´t be watching. Children´s products are usually shown in the morning and in the early afternoon and products for adults are shown later on. Advertisers will pay lots of money for perhaps a 30 second slot, in between a popular television programme, because they know that a large number of their target audience will be watching. The two adverts I have chosen to analyse are the M&M advert aimed at children/teenagers and the Virgin Mobile phone advert aimed at adults. I have chosen two adverts, which were shown at different times of the day and in between different programmes.

The M&M advert was shown in between the Simpsons in the early evening. Now this is a good advantage to the advertisers because the Simpson´s is a very popular cartoon programme watched and loved by many including their target audience, children and teenagers. The advertisement is very clever in catering for the two different target audiences. The advert contains both cartoon characters (aimed at the young children) and a popular television presenter (aimed at the teenagers). Straight away the viewer is introduced to the product.

The advert starts with a wide shot of the animated M&Ms, being treated like people and the actor sitting down, with the studio doors behind them. They are in the green room with a lot of people moving around in the background. All through the advert there are people constantly moving about, given the viewer an impression of what it takes to interview a person. Also it makes the viewer feel more involved in the advert, because it feels like you are actually there watching these people rehearse for the interview.

The viewer hears the red M&M speaking. Zoom in on the red M&M. The camera zooms from character to actor, quite a lot. The camera uses slow moves combined with sharp direct moves creating effective shots. “This babe was all over me”.

Zoom in on the actor, who looks very uninterested and bored.

“Fascinating”.

Next the camera zooms out and we see the door opening and a Green M&M looking glamorous, walking in with an entourage of people. Zoom in on Green M&M.

“Hi Green, thanks for coming and doing the show”.

We now find out that this is an interview and the actor is interviewing her, and Green is the big star.

Zoom in on Green M&M.

“Anything for you gorgeous”.

The Green M&M talks in quite a husky voice giving the impression of a movie star.

Zoom in on interviewer.

“I thought we´d talk about your new autobiography”.

We see the soundman preparing in the background. So this is not the actual interview, they are just preparing.

All through the advert people are moving.

Zooms to book.

“Sweet on the inside”

This actually telling the viewer what the M&M is like in the inside. The sweet, referring to the chocolate filling.

Zoom in. Green replies, ”I´ll tell you about the critics, they love it.”

There´s a hidden message in that line, because she is actually referring to the consumers of M&Ms, saying that they love M&Ms.

Cut to the interviewer who goes on to say “and then we´ll talk about your new movie”. This is adding a storyline to the commercial and so keeping the viewer entertained.

The commercial also has some humour added in.

Cuts to Red M&M (acting like a Hollywood agent) “Hey babe I´ve got a part for you”

Cuts to Green “ In commercials-I don´t think so”

That´s an ironic statement, seeing that this is a commercial!

Cut to Interviewer who looks depressed, with hand on chin, and says, “Yeah that´ll kill your career!”

Implying that his acting career has gone that way, because of his previous involvement with commercials.

The camera zooms out and we see the stars sitting on the sofa and the actor looking depressed. We then see the two different types of products i.e. Chocolate M&Ms and Peanut M&Ms that appear at the bottom of the screen. So our last impression of the commercial is the product they are selling.

The advertisement appeals to its target audience by using cartoons, making it enjoyable and appealing to younger children. It keeps their attention to the cartoon and so leaves a memorable impression of the product.

The Virgin Mobile Commercial, is aimed like the M&M advert, at adults.

The advert is set in a living room, and has a very warm, relaxed and cosy feeling to it. They use soft lighting, slow camera actions and make the actors looked relaxed by putting them in dressing gowns to achieve this. Unlike the M&M advert, there are no other actors around. There is just the young husband and wife on screen.

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