1. FREDDIE C
https://www.youtube.com/watch?v=LJmStf-
3iOw&safe=true
7.mp3
The picture advertis designed topromote the AA andtoshow how reliable the service is.We can
inferthattheirtargetaudience isadultsas the songusedisan oldsong byTina Turner,the fact that
the song was made in 1988 meansthatthe people thatwill be attractedtothe songwill be middle
aged.Appealingtopeopleof thisage isimportantasthe advertisadvertisingbreakdowncover,so
thiswill appeal topeople thatare driving.
Followingthe Zrule,the firstthingwe see isthe child.Thisisimportantbecause thiscreates a
relationshipbetweenthe childandthe audience,italsomeanspeople withchildrenof theirowncan
empathise asimportantlyeveryparentsmainpriorityiskeeping theirchildsafe.The nextthing we
see are the lyricsonscreen.Thisappealstopeople of the generationwhenthissongwasproduced.
The campaignmessage issayingthat beinginsuredby“AA”enablesyoutokeeprollingnomatter
what.The fact thatthe childishappyalsosuggeststhatpeople whopurchase thisservice will
constantly remainhappywhendriving.Usingasong alsoisa great marketingtacticas the song will
thenremindthe audience of the advertwhichmeansthe advertwill stayonthe audiencesmind.
Usinga childinthe advertcan be quite the missionasthere maybe many legal issuesinvolvedwith
this,itis importantthatthe childis beingrepresentedappropriatelyasthiscan cause serious
damage to the companyand can easilyruinthe company’sreputation.
It isalso importantthatwhenusingthe songthat the company has all the rightsto it, if notthisis
copyrightandis a seriousoffence. A regulatorybodythatcontrolsadvertisingis“ASA” they regulate
the contentof advertisements,salespromotionsanddirectmarketinginthe UK.Theyensure all
advertsare above boardand are doingeverythingcorrectly.Whenlookingatthisadvert“ASA”
wouldneedtoensure that“AA”have all the rightsto thismusicand are representingthe child
correctly.Theyare a self-statutoryorganisationsocannotenforce or interpretlegislations.
Withinthe picture there isnologoor any signsof the company,thisispooradvertisingasthe
audience remaincompletelyunawareof whatthisisadvertisingaswell aswhere tofindtheir
website.Thiswill reduce customerssignificantly. If we follow the Zrule Ifeel the logoshouldbe in
the top leftcorneras thisisthe firstthingthe customerwill see andwill allow themtohave abetter
understandingof whatthisisadvertising.
The videoadvertgivesmore of an insightintowhatthisisadvertising,the advertsbeginswiththe
same childinthe picture advert dancingand singinginthe backseat. This givespositive
connotationsof travel.Theythenpassanothercar where the girl passesonjoyto surroundingcars.
The driverthen receivesaredlightonhis dashboardandpullsover.The manseemsvery relaxed
and pullshisphone out.Thisisthenthe firsttime we see the “AA”logo.At a clickof a buttonthe
2. FREDDIE C
“AA” manappeared.The man seemsveryfriendlyanddoeshisjobquickly. The whole processseems
verystress-free andeasy.Thisattractsthe audience astheywantto avoidlongandstressful car
journeys.The “AA”logoandappearsas the car travelsintothe distance.
The advertfrom start to finishisveryupbeatandpositive,thismarketingtechnique canbe
extremelybeneficialastheyare advertisingtoabsolutelyanyone.The songisverycatchy andwill
meanthat the advertwill remaininthe audience’s headforalongperiodof time.
The two advertsintertwineextremely wellastheybothsupplypositive connotationsof journeys.
Theirmarketingtechniquesare verysimilarbymakingpeople happyandwantingtobe happy
attracts customers.The whole processof beinginsuredwith“AA”isportrayedasbeingveryeasy
and there can be helponits wayfromthe clickof a button.Thishelpful service cangetridof all
stressful carjourneys.
The song withinthe advertcannotbe copyrightedas“AA”can receive manyproblemswiththis.Also
the childwithinthe advertisa minor and will have tobe representedrespectfullytoensure the “AA”
do notruin theirreputation.
Both advertsdoan extremelygoodjob of advertisingthisproductbyportrayingthe serviseasbeing
simple touse foreverybody.
