This document contains analyses of various marketing advertisements from different companies such as Tesco, M&S, John Lewis, McDonald's, Lidl, Asda, and Tesco. The analyses examine aspects of the ads such as their focus on quality, price/value, competition, imagery used, and target markets. Key points made include that some ads emphasize quality of products, others focus primarily on price/value, and some use metaphors or humor to position themselves competitively against rivals.

1. Marketing and PR
Task 4
Hannah Richards

2. Quality
This advert is for Tesco finest Christmas pudding and is focused mainly
on the quality of the food and how appealing it looks to the target
audience, we know this by looking at everything on the image, they
have used a nice background and added a piece of holly at the side to
indicate the time of year and make the image look more friendly and
inviting, also they have made sure that the customer can see inside the
product to ensure that they know what they are getting or what they
hope to get.
Most of the time these product will not look the same in the shops but
on this advert they have used lighting and mild simple colours to show
the maturity of the product and the shop.
They have also not added a price on this advert possibly because the
price may be quite high and will not appeal to the target audience.
In the top right hand corner they have added text which states ‘six
months matured’ which shows that the product has had time taken
with it.
The disadvantages of this advert are that they have not added the
price and not given enough information on what is in the product or
what it actually is.

3. Quality
This advert for M & S is also focusing on the quality of
the food, this advert I think looks more appealing than
the Tesco finest advert due to the fact that the food
looks more appetising and they have also added a bit of
humour in the text.
This image is very different because it is close up unlike
the Tesco one which showed the whole product .
Although this advert doesn’t state what is in the
product or what it is; it shows the audience what is in it
by using a clos up photograph .
They have also used high quality words to appeal to the
target audience such as the word ‘indulgent’ in the
smaller text which implies that the shop is very mature
and high class, it also appeals to the audience and
makes the product sound nicer.
The disadvantages on this advert is that it doesn’t show
the whole product and doesn’t give the audience
enough information about what the product is and also
the price.

4. Image
This is a John Lewis advert from 2013 for the Christmas
season.
By looking at this advert we automatically see the
animals which we associate with being cute, innocent
and friendly which I think John Lewis are trying to make
themselves look like.
This advert also looks warm and inviting with the time
of day and the Christmas tree, they have also added a
bear sitting next to a rabbit and a deer when in reality
the bear would see these as prey which again adds the
friendly theme.
The slogan they have used which says ‘give someone a
Christmas they’ll never forget’ shows that if the
customers buys somebody a gift from John Lewis for
Christmas they will never forget because their products
are so valuable.
The disadvantages of this adverts minimal but they
covey a message, the disadvantage is the realism of this
advert because of the bear and the other animals.

5. Image
These adverts for McDonalds I think is a good example
of companies trying to convey and image to the
audience, McDonalds have always been known for fast
food containing a lot of grease and fat.
Introducing a healthy option to the menu and including
it in an advert makes the audience think that all
McDonalds food is healthy. The advert also uses a
humour technique to draw its target audience in and
possibly attract to more customers.
They have also included images of their salads and
again made the audience feel like all their food is
healthy by mixing the chicken with the salad.
The disadvantages of these adverts are that they are
very bare and do not catch the eye of the target
audience.

6. Price and Value
This advert focuses on the price and the value of the
product by using a clear simple background and they
promoting the price in a red bubble.
This advert is very simple and lets the audience know
what it is about and what it is selling straight away
without spending money on lighting or actors, this again
shows that they are aiming to only show the price and
the value because they have used a bold bright colour
to show the price.
The presentation of the product is also not at a high
standard as they have just sat it up, the bag is
transparent so the customer knows exactly what they
are getting and it doesn’t cost them much to make
these bags.
The disadvantages of this advert are that it is too simple
and boring, it doesn’t catch the attention or the
audience and shows lack of interest in the quality of the
product.

7. Price and Value
This advert from Lidl again only focuses on the price of
the items and the value that the customer will be
getting.
The images they have used are very simple and are
taken with a blank background to help the product and
the text to stand out, they have used yellow which in a
colour itself already stands out but usually when people
see yellow or red they associate it with a sale or a
special offer which I think this is why they have chosen
this colour.
They have also shown the price that it used to be at to
ensure that the customer knows how much they are
saving and makes the audience want to buy it now
rather than missing the offer and having to pay full price
later.
Although Lidl mostly sell their own products they do
also sell branded products which attract the customer
more because they trust branded items and it is at a
better quality then own brand items.
The disadvantages with this advert is that its very plain
and boring and also looks like it has been made very
cheaply.

8. Competition
This advert for ASDA is based on competition and is
focused on making their supermarket look better than the
other leading supermarkets using metaphors and keeping
in with the seasonal theme.
They have used snowmen to represent the different
supermarkets and their own, they have done this by
giving salves to the snowmen according to the main
colours of each supermarket.
This advert uses different techniques to convey the
message of competition and making their company look
better than the rest, one way they have done this is they
have made the other supermarkets snowmen look like
they have been made with bad snow and they have also
added a nicer smile to their snowman to show the
friendly theme of their supermarket.
The disadvantages of this advert are that its very easy to
see what they are trying to do and see what message
they are trying to give their target audience.

9. Competition
This advert for Tesco has also used the same techniques
as the ASDA advert by making the other supermarket look
bad but they have also used a better technique as they
have mentioned that more of their products are cheaper
than ASDA although this could mean that they have made
their products cheaper but on by a small amount.
This is a good technique to attract customers because
they think that they will be spending less if they shop at
Tesco than ASDA.
They have also made their products stand out more by
adding their information in a red bubble which stands
out more than the ASDA green bubble which blends in
with the baskets.
Although they are not allowed to add the ASDA logo due
to copywrite laws we know who they are trying to
represent with the colour green.
The disadvantages with this advert are that some people
may not know who the green baskets are trying to
represent but overall it is a good adverts with clever
techniques.

10. Market
The target market for M & S is mature middle aged and
old aged people mostly aimed at females, it is not
targeted at families due to is maturity and choice of
products.
When looking at their adverts we can see what their
target audience is, from this advert we can see that they
are trying to target a mature audience who are aged at
least 40-60.
We can see this because they have used a big product
and added vegetables when vegetables are not usually
associated with children as it is stereotypical that they
don’t like them.
M & S also like to make their market feel very
independent and they do this by making the product feel
more personal to the customer and the company as if it
were a friend or local shop by adding the word ‘your’ to
the M & S logo.
The disadvantages with this advert are that its market isnt
a very wide range and does not appeal to children or
families.