I will start with the highest valued company in the world, coca-cola who produce drinks such as Coke, Dr Pepper and 3,500 other brands.
As with all of them I will select a few different styles of advertising and analyse them.
This is the logo from Coca-Cola's drink FANTA.
Judging by the logo and other adverts this drink is aimed at a younger audience, maybe 12-24 year olds. Just from this logo, it seems to be aimed at the younger generation because of it's extremly bright colour, simplistic shape and clear writing. Also it's shape, colour and small leaf like shape above the name makes it similar to an orange, which may appeal to a more health concious part of the population and offer a more healthy alternative to other fizzy drinks. Plus with other drinks on the market for sports based energy this may make people form a link between the two. So they may seem that by drinking this they can enjoy it without feeling guilty even though that may not be the truth. The typeface is very modern and have a similarity to graffiti which is seen as very trendy with alot of young people.
This advert is for the drink Diet Coke, coke without sugar, very popular with women and people watching their weight or sugar intake. Therefore alot of the adverts involve women looking their best, always having fun and empowering to women. For example you can see in this advert a group of attractive women in a very empowering pose. Then them being together in a fighting formation all together in one colour makes them seem like a force to be reckoned with. This is very female empowering image, and then women viewing the piece will make the connection between diet coke and power hopefully making them want to be part of this powerful crowd.
The perception and domination of the photograph in the advert gives attention straight to the women so to grab their audience straight away. On top of that the text is in relation to fashion using the phrases 'good taste' and 'statement' which is a big sway and interest of many women. This poster applies to many of the advertising techniques, the main two are Snob Appeal because all of these women are very attractive and seem very upper class and as many people desire to be the same they feel buying Diet Coke may include them. The other is the 'glittering generalities' which is where the text comes from, using words and names which appeal to the audience and make it seem glamourous and life changing.
This coca-cola advert is defiently aimed at the younger generation, perhaps 14-25, and judging by the layout and colours this is more aimed at females with the pink artwork, the heart shape and the background which suggest the sky, grass and the beach. Other groups this appeals to is people interested in live music because of all the instruments, the headphones and the dancing figures. In the image all of this is spilling out of the bottle of coke, therefore a quick declaration is that drinking coke can bring you the fun activites it represents,
The text imprints that idea that the coke 'life' is full of fun and love, which is something lots of people desire. The techniques this one uses are many again but the two most effective, will be the emotional selling points with the use of the happiness and love emotions and the 'glittering generalities' I described earlier.
Other than Coca-Cola there are other smaller companies who have there own successful programs.
This Pepsi Max advert, shows a group of friends getting another out of a boring situation into one he wants to be in which is out with mates. This causes this drink to mainly be directed towards males, perhaps young adults to 16-30 who have been in these situations and enjoy having a laugh with their friends. Women do to, however I feel the humourous situation they are in more applys to men, and pranking which is definetly more popular with the male sex. I think bandwagon is a big technique used here, as alot men are mischeavious and enjoy the idea of jokes and trickery, almost like their inner child wants to be set free, just like the advert and the 'emotional selling point' of this advert is fun.
Relentless
This the logo for Relentless, the energy drink quite recently released in the UK. My first impressions from this logo are that it's aimed at a teenage to young adult group of people. Other groups I think that may be targeted are people into sport and energetic experience. Thats what I would gather from the word 'Relentless' itself, plus the graffiti like artwork around the text and the font itself, seems very modern and exciting which may appeal even more to a younger energetic audience. The colour varies between each flavour of relentless there is but they are all very strong and deep colours which suggests power and would again appeal to this audiences.
This is a clever way on promoting their drink because this is a website that would appeal very well to their young and sporty target audience (not that this is their only target audience) as this website features some breathtaking images, news reports, music and links to upcoming events they are hosting. So this will keep bringing people back and create may create an emotional link (selling point) between extreme sports, music and the drink red bull which is a very effective link. Plus using as the famous faces they sponsor may cause viewers to jump on the 'bandwagon' and drink red bull in an attempt to be like them.
In the 'products' section they use the 'card stacking' technique as Red Bull is loaded with some ingredients not very beneficial to health however they focus on the good 'short term' effects of the drink, especially effective when they use scientific papers as sources for evidence. Constantly throughout this website you are being reminded that 'Red Bull' endorses this and so causes a link between success and the fizzy drink, which is a clever technique this website uses.
This is a banner produced to advertise the drink Tango. I also think this is aimed at the younger generation for a variety of reasons. Firstly is the element of danger put across by the orange and black, a usual association with hazards. A sweeping generalisation is that younger people crave danger and excitement, usually males, so this would be a first 'emotional link' made between the drink and fun. Secondly is the text in the banners saying 'caution' which backs up the first point, that this is an dangerous drink which younger people would think is rebellious, maybe because parents and teachers would stop them doing anything like that.
The phrase 'will the extra get ya?' suggests two things, that perhaps this is better value because of the word 'extra' tricking people into thinking it's worth more than normal drinks which is using the 'bribery technique' and also it sounds like a challenge. People may see this and feel like they need to try the drink to prove they can overcome the 'extra'. Plus this rhyme of 'extra and get ya' is easy to remember and may stick with them after they have seen it.
Lastly in the younger generations, perhaps between 16 and 24, taking drugs and experimenting with them is in large circulation in their peers. Plus a lot of the 'cool' famous people who they look up to take them or sing about them in a positive way and the word 'side effects' suggests the use of medication or drugs. This may appeal to them as a alternative, seeming to come across as a drug, with that phrase and all the of the 'danger' colours and writing, but which also being legal, cheaper and less dangerous than the ones they have heard about or seen. This is almost using the 'magic ingredients' technique offering something other drinks don't have. Very well suited to a young audience who long to look the coolest and stand out from their peers.
In conclusion, you can see that most of these adverts I have chosen are mainly aimed at the younger generation, appealing to their interests and targeting them in the areas they visit and want to see most.
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