Advertising Techniques Research

For this unit, I have decided to create two adverts. These adverts will both have very contrasting target audiences, therefore I will need to research both types of advert-target audiences to help me when I am creating them.

Teenagers/Young Adults:

https://www.youtube.com/watch?v=PNlp_8ru8TA

This advert is slightly different, as there are no real adverts for leather recliners targeted directly at the younger generation. Therefore, I have chose an advert from VUE Cinema, which personally I feel are most popular with teenagers and young adults anyway, so it still gives me an idea of the target audience.

The immersive sound effects and music goes accordingly to the video of this advert. It brings the audience’s attention in and I feel like the good uses of sounds and the visually appealing factor of this advert would be completely overlooked by an older generation. The fact that it says, “the ultimate upgrade” makes the video seem immense and therefore people who want a bigger and better product would want to get it, or in this case go to VUE. I feel like younger people are more impressed with newer upgrades, as they understand more the complexity of the designs, when the elderly would not mind and the disabled need something more for comfort reasons.

As I was saying, this advert focuses more on the visual side. Although it does seem extremely comfortable, this recliner is clearly for uses of only hours at a time. Looking at my other target audience, I feel that this would not be appropriate for the elderly and disabled, as they would need something that they could use on a day-to-day basis. Seeing this advert has made me realise that for this target audience I need to focus more on the visual side instead of the benefits for people. I think that this advert will be more of a want than a need, when the other advert will be an actual product that could potentially help people.

This advert also used a lot of After Effects within the title and subtitles, which was not something I saw in the other advert. I need to improve on my use of After Effects anyway, so whilst I am making this advert I feel like I can be experimenting with it in the meantime.

Elderly/Disabled:

https://www.youtube.com/watch?v=yqUKHWOYbmY

Although I could not find a direct advert for the last target audience, I could for this one. I feel like that fact alone just shows that this is a more realistic target audience, something that I will be discussing in my creative pitch.

I feel like the pink overlay used on this advert makes the white bold font stand out. This is easier for the elderly to read, therefore making them more interested because it is clearly an advert targeted at them. I also think that this style of advertising with the number at the bottom and all the sections on the screen with footage playing in the background is the type of advert you would think as targeted at an older audience. It is quite an old style of advertisement, so therefore represents an older generation even more. In the other advert, there was no overlay, making it see4m newer and modernised, and even more visually appealing.

This advert will be a lot more laid-back and relaxing in comparison to my other advert. The elderly will not be interested in the gadgets used in my other advert, more the comfort and looks of the product. This advert has made me think about using basic colours and designs to appeal to that specific target audience. I think that older people prefer to not be as vibrant and complex with the products that they put in their house, so I will defiantly bare this in mind when contrasting both of my adverts.