2. TK Maxx
Here for TK Maxx you can see they are very interested in price of the clothes
they are selling and how they are branded and good quality at the same time.
They are concentrating the audience in that they can afford branded clothing
for a smaller price, writing this twice on the photo, once in their tagline “big
labels, small prices” and again in another piece of text on the photo “always up
to 60% less!”. This tag line not only focuses on price, but value for money, these
clothes have a lot of worth and the audience will feel good when making
savings so large. But TK Maxx are not trying to put their ‘big’ labels in a light
comparing to the price, these labels are just an added bonus. TK Maxx have a
much more mainstream approach in their advertising, photography and TV
adverts. The feel to their photography is a lot more catalogue and brash, rather
than the subtle details that are placed in the designer adverts. The TK Maxx
advert is bright and eye-catching. The age for this target audience is aimed at
young women, you can tell this by the nature if the advert, with who is
representing the clothes, what the models look like and what the models are
dressed in. In this particular photo the models are showing the range of clothes
TK Maxx offer, so on the left the woman looks older and more smart, wearing a
fitted dress, then the middle woman is dressed more causal and then the
woman on the right is dressed in a lot more younger clothes that are the most
causal. Because of this really large focus on TK Maxx’s prices, their public image
isn’t on that represents the designers the clothes originally came from. I feel as
if their public image is fairly poor, picturing their shops as a jumble sale, rather
than an actual clothes shop.
3. Chanel
Chanel are a brand that are mainly focused on their image, and how
much the audience respect that image. Chanel have created
their image over a number of years, proving that they are one
of the top brands through their quality and status, selecting
celebrities to wear garments which make the designer more
desirable. The whole image they try to create is that everything
this designer makes is too expensive for a regular person, giving
it a higher desirability. Then when someone is seen wearing a
piece of clothing by this designer, other people are impressed
and jealous. This image is then supported by their advertising
campaigns, which are mainly photography based. Chanel like to
make their photo shoots look more like a piece of art rather
than just advertising the clothes, the background, the model
and the lighting is all important to the final feel of the
advertisement, which is a feel of pure luxury and quality, with
the expensive looking surroundings complimenting the clothes
and contrasting, the dark wood of the wall and dresser
contrasts with the white clothes. The prices of the clothes in
this are not specified as you already assume these clothes are
expensive, and the customer understands that they don’t have
sales.
4. Morrisons vs Waitrose
Price and competition.
Here the main position for this ad to be in is to do with comparison,
Morrisons are putting themselves out there to show the other
supermarkets up, putting their prices next to their competitors, telling
the audience how good Morrisons are and rewarding their customers,
giving them money back if their shopping was more expensive
anywhere else. The card they are offering gives the customer a sense
of security with their shopping, knowing they will get money off even if
another shop is cheaper. The image they have used is very simple,
incorporating simple colours of their logo, yellow and green. They also
put a picture of the main card that they are offering to to their
customers to give some idea of what the card is. I feel that Morrisons
are very sharp and clear in their method of naming the competition
clearly on the advert, this is what makes it memorable and makes
customers respect them and believe their claims of being cheapest,
especially against the supermarkets that are known for being the
cheapest
Image, quality and value.
Waitrose have a different approach to their advertising, they steer
away from lighting upon their prices, but instead are more
interested in showing their customers how important is it to
know where their food comes from and how it was sourced, so
they can justify their prices because all their meat is free-
range, the pigs have names and were all bred from British
farms. The wheat for their bread was grown from organic soil.
Their advertising really focuses on the quality of the food they
sell, how when a customer buys their groceries they are safe in
knowledge that everything is ethically sourced and that they
are contributing towards the support of this. Comparing to
Morrisons this is aimed at an audience which have completely
different priorities when shopping for food, the Morrisons
audience wanting cheap food, so this would suggest Waitrose
are advertising catering to a more middle class audience.
5. Mac vs Microsoft
Over the years the audience for laptops has always had the main rivalry of Mac vs Microsoft. There has always
been a fairly large gap in how Microsoft would advertise, trying to create adverts to appeal to an audience
with a lower income, because their computers are cheaper. Apple have always been very simple in the
advertising, assuming the audience are already aware that the price of Macs are expensive and that their
audience have a higher income so are willing to pay the price for the quality of the product. But over time
Microsoft have started to change their technique in the way they advertise, now becoming more similar to
Mac, with clean cut lines and simple colours, now concentrating on the value of the product, how much the
product can do and what it offers to the audience, while still being affordable. Microsoft also started to
advertise a product that filled a gap in the market, being the tablet that acts like a laptop, where as Mac only
have an Ipad and Macbook separately, so Microsoft are bringing these 2 elements together. But with other
high street computer brands, advertising has stayed the same and they are fixated on giving the customer
the best price for the laptop, their audience only be interested in the cheapest models of laptop and getting
a good deal, and being told how much money they have saved.
https://www.youtube.com/watch?v=CTo5DfBtWkY
