The document summarizes and compares advertisements from different brands: Stone Island focuses heavily on quality materials and production techniques using technical language to appeal to knowledgeable customers. Primark emphasizes very low price (£9 jeans) to target budget-conscious shoppers. Liberty Mutual positions itself as simpler and easier than competitors who overwhelm customers with complex claims processes. Swift Cover uses humor, with an image of a chicken in a headset, to draw attention and promotes cheaper car insurance above quality of service.

1. Task 4
Jonah Adshead

2. Comparison.
QualityPrice

3. Stone Island heat reactive jacket advert.
•This advert focuses on quality. It is quite minimalistic
but very high class in appearance, as is the clothing
brand Stone Island. This works as fans of the brand will
appreciate and be attracted to this style of advert.
•The model has been shot looking head on at the
camera with nothing but a white backdrop putting the
main focus on the clothing.
•A white strip at the bottom of the advert contains a
large image of the Stone Island logo. The Stone Island
badge is a large part of all their clothing and so to make
it such a large feature in the advert works well.
• A relatively in-depth description of the materials and
techniques used in the design and production of the
coat also features.
•The description is written using quite technical
sounding words like “Garment” and terms such as
“liquid crystal heat-sensitive coating”. These terms give
the impression that the clothing is quality and is
targeted at a specific audience who will understand
them.
•There is no mention of price in this advert but heavy
focus on quality.

4. Primark denim advert.
•This advert focuses a lot more on price than the Stone
Island advert.
•A large feature of the advert is the “£9”. This is very
cheap for a pair of jeans and so shows the type of
audience the advert is targeting.
• Something else to note is the £9 is in the same colour
as the Primark logo, drawing a connection between
Primark and cheap deals.
•In the Stone Island advert the Model used looks like a
model, as in they are looking at the camera dead stood
in in quite an unnatural position with an expressionless
look. In the Primark advert however it looks as though
the model used could just be walking down the street.
This makes her much more relatable for the Primark
customers.

5. Liberty Mutual car insurance advert.
• This advert creates an image of many competing insurance companies that are failing to provide the right
service for their customers by putting them through a “huge claims process” and then go on to say that their
clients claims process shouldn’t be overwhelming.
• Here they claim to provide a simple and easy claims process unlike their competition and create an image of
how they believe a good insurance provider should be.

6. Swift Cover Car Insurance Advert.
• This advert makes a joke to draw the attention of the audience, and the
chicken in the headset is also an eye catching feature of the advert.
• The text says “For cheaper car insurance”. This puts a lot of emphasis on the
value for money rather than quality of this service.
• The advert seconds this, being very simple with just a white background and
black text with a chicken just PhotoShopped on top of it.