five characteristics of adverts

When directors make adverts they include five different key characteristics which are

• Benefits offered 
• Advantages over similar products 
• Unique selling point 
•  Lifestyle appeal
• Brand identity  

So looking at 2 Adverts I will analyse how each of them show these characteristics and what about them makes it so appealing to the viewer.

Benefits offered

So the first advert I have is a Haribo’s advert. Straight away we can see at 0:02 the advert shows a woman using a child’s voice and this continues as the discussion progresses in the boardroom, from here we can see they have tried to show us that with Haribos you can still be a child whilst being a responsible adult. From this we know that sweets tend to be made for children but we can see adults, who look like they're in a very important boardroom meeting messing around with sweets. They also try to show us that you can let loose at work and don’t have to be so strict, all with the use of Haribos. Then at 0:10 we can see the man mention the heart sweet and how it relates to his emotion, from this we can see that the sweet helps you bring out your inner self and express how you feel from what you are eating. Then looking at the advert as a whole we can see that it is trying to show us, that with Haribos, you can have as much fun as possible. And this is not just when eating them, you can also make funny stories and characters with the sweets.

Advantages over similar products

They show that Haribos can be better than other sweets because you can tell stories with what you’re eating and also have fun with it. We see this at 0:20 when the man shows how the bear can swim and not drown. All of this again is relating back to how you can still have fun and be childish when doing a job at work, and like I said before, especially it being a boardroom meeting, which looks very important you wouldn't expect a boss to bring in a packet of Haribos and start talking about how much she likes the sweet she is eating, so this is showing us that anyone can eat the sweet, bus as a snack too. Whereas we look at competitors such as M&M's and Skittles, They are snacks based for children and are simply dull where you can have no fun with the snack you are eating. And we don't see other products adverts use grown adults as their actors, from this we can see that the product is trying to show that it is made for all ages and all jobs and functions, So you can enjoy the product anywhere at anytime.  

Unique selling point

In this case with the Haribo advert. At 0:23 the man talks about what he’s done with the sweets. This is the unique selling point. Telling us that we can have fun whilst enjoying Haribos. Again looking at competitors, they do not make products which allow you, as a customer, to have fun whilst eating a snack. And also realising that they have grown adults playing with their product, may tell any viewer that even themselves as adults can have with Haribos. , he also mentions before at 0:20 that you could play with your sweets and make funny stories and scenarios with them.

Lifestyle appeal

In most cases we would refer sweets to kids, but here I think they are referring to a mature audience, who are office workers from the wide age range of 25-40 , we can see this from the actors in the advert. What the adverts shows is that these people can have fun whilst in the boardroom with a packet of Haribos. Then to you and me this is humour but some people might see this as a chance to take Haribos into a boardroom and actually have a laugh using them. And with the age range of 25-40 within the advert we can see that people who watch these adverts and reflect back at the advert and want to do the same. But also they might see this as something they can do with their kids. as we see at 0:23 the older man says how he's made a burger with the product. People his age would want to use the product to potentially have fun with their kids or even friends. 

Brand identity

What they are telling us in this advert is that, the sweet can provide you with humour even when you are working in a top job. The benefits allow you to let off some steam and have some fun from time to time. They are also saying, Unlike their competition, they have a product which allows people to have fun whilst eating a small snack. They also show by having the advert set in a boardroom that the product is made for anyone and anywhere no matter what the age of you are, We can also see this when the actors talk. we can here in the dialogue that they are not pronouncing their words properly, this is telling us that even when eating the product you can bring out the inner child that you are and just simply have fun when eating it. 

Benefits offered

So this second advert we can see is very unique, and at 0:43 in the video we can see the slogan. This shows us that you can experience each flavour when eating them. And with skittles where each colour represents a different flavour, this is telling us that with each colour you will experience the flavour. This shows us that the product is a enjoyable snack which anyone can have. Again if we take a look at the actors we can see they are all adults this is showing us that the product is made for anyone. We also notice that anything he touches turns into skittles, This is something that is very unique and reflects back to the word "Awesome!" which is used a number of times within the advert to show that the product they are selling is awesome itself. 

Advantages over similar products

At 0:10 we mention the man say “awesome!” after the man touches the stapler. This is telling us that the product is awesome and is better than others out there. Especially with this advert being very different and unique it makes the viewer keep watching, it gives you the idea that the skittles are very unique is very different. Plus looking at competition, we don't see other products who use different fruit flavours to make their sweets, this may also tell the audience that the sweet is not fully junk as it is using fruit as well as junk whereas other products are just fully chocolate and junk.  

Unique selling point

The unique selling point in this advert is at 0:10 because it shows that the man has some weird powers which allows him to turn anything into skittles when he touches it. This shows that the product is out of the ordinary and is like nothing else on the market, so again referring it back to the competition we can see that no other product has adverts like this one and as we can see the use of older actors, the product is not just made for children but for everyone. 

Lifestyle appeal

In this advert we can see that skittles can add something extra I your life and is very unique. Or as they say makes everything you touch awesome when eating skittles. This is something no other product does and makes the viewer attracted to the product.

Brand identity

This advert shows that you can have fun with skittles and it also allows you to add some colour into your life, whereas other products who are in the competing market do not sell products like this or who are so colourful. Again like I said before unlike the competition this product has made something that is as they say "Awesome!" and also made it clear that even adults can eat the product we can see this when the women in that advert at 0:10 where she eats it. Then at 0:30 we can see how the man tells us a story about how he shook a mans hand, Although it is a rather sad story he rubs it off by calling it awesome. then at the end of the advert where he slams the table, it refers back to the slogan "touch the rainbow" where it links back too, "anything i touch turns to skittles".