This document compares and contrasts four different advertisements - two for supermarkets (Tesco and Waitrose) and two for cars (Dacia and Honda). The Tesco ad focuses solely on price reductions for iPods using simple imagery and messaging. In contrast, the Waitrose ad emphasizes product quality and selection over price, using sophisticated imagery. The Dacia car ad highlights value for money by prominently featuring the low price, whereas the Honda ad emphasizes the qualities of the two car models without mentioning price, aiming for a more premium feel. The document analyzes how each ad's messaging and visual style are tailored to the typical customers of the respective brands, with some focusing more

2. This Tesco advert is advertising it’s price cuts of an iPod. It has been
given a very mild Christmas theme in the image using the sparkles, snow
flakes and mistletoe. The advert is very simplistic and focuses on the
price of the product rather than the product itself. Tesco is a leader in the
branded price cut market and it’s audience are often 50/50 when it comes
to importance of price versus quality. The brand slogan ‘Every little
helps’ is linked to the image as it shows a step by step process of price
reductions, rather than showing the full price dropping to the lowest price.
Tesco express high value in this advert as you are saving a lot of money
from the original price.
This Waitrose advert takes a very different approach the the Tesco
one shown above. The main image shows a wide selection of
product including grapes, digital camera, premium Osprey purse and
an interesting vase. The entire image has a purple-ish tone which
gives it a very sleek quality feel. The advert is expressing the
surprise that you as a customer will feel when shopping there. The
entire focus of the advert is on the product rather than the price, the
opposite as done in the tesco advert. The reason for this is due to
the market of Waitrose which leaves it competing with classy
supermarkets such as M&S. The adverts are suitable for the
consumers as they are more interested in the product quality than
the value and price, - how else would they prove their riches to their
friends at the golf club?
Supermarket Advert

3. This Dacia advert appears very simple. There is some basic text, an
image of the car un-flatteringly placed low on the page and a bold
price showing high value for the consumer amongst some other
information. The advert certainly focuses on cheap and cheerful,
explaining all the different toppings for pancakes as a metaphor for
all the different expensive technologies a car can have, but
sometimes you just want the basics – and the basics is the Dacia
Sandero. Dacia target the budget run around car market, and do so
by using advertising which very clearly shows a high value for
money product with price coming before quality.
This is an advert for the Honda Civic merged with an advert for the
Honda Civic Type R. Honda are renowned for their great adverts and
this is no exception. The contrast between both vehicles in the image
is very well done, it shows both cars nicely and neither put each other
down although they are very different styles. Using the word ‘explore’
on the basic civic suggests that its open and available to look at,
where as the ‘discover’ on the Type R suggests trying a little harder
to obtain its information. There is no price shown on the advert as it is
all about the product, it is asking you the audience to explore and
discover, to be practical rather than sitting back expecting to be fed
the information. This advert has a very premium and qualtiy feel
compared the the Dacia advert above, there is a modern colour
scheme and sharp graphics, it’s also thought provoking and
interesting. The lack of a price shown suggests that the car is not a
value for money vehicle, it’s a premium product without cut corners.
Car Advert

4. This broadband advert by BT looks very
modern and sharp, it has very technological
colours with the contrasting blue and black,
and appears very mature. The advert is
definitely targeted at the high quality
market and doesn’t suggest any prices.
The audience of this BT advert are people
who want quality over price. The image
used of a man running quickly is symbolic
of the speed of the broadband. It also
disses the competition as it says it is 4
times faster than the UK average. Without a
price it is hard for the consumer to measure
the value.
This billboard shows a sky broadband advert. It is
a much more family oritentated advert showing the
toy story characters that will appeal to the children
of families. The image matches the text as it
mentions ‘goes beyond’ in terms of being even
greater than great tech support. The link is that
buzz from toystorys favourite quote is ‘to infinity
and beyond’ when flying. This advert really
stresses the quality of support you will receive
when using sky broadband, although there is no
price mentioned just like the competitors advert.
This could mean that the focus is the quality over
a good price. Without mentioning a price the
consumer will struggle to determine the value of
the product.