Audio Visual M1 and D1- approaches, compare and contrast

Sell- Fanta advert and Tango advert

(M1)

 

The two adverts that I am going to talk about are two adverts that were made to sell the product. I have studied these two adverts before which is why I want to use them as my examples. They are two quite different styled adverts but they both have the same purpose which is to sell. This means that both of the adverts are made to sell the product, they shouldn't be long and the ones I have chosen are very short but they are perfect examples. One is the Fanta orange advert and one is the old Tango advert. 

Purpose

The first advert is the fun funky advert that is there to sell and remind people that Fanta is still there for you to chose its just promoting its product. This advert was there to entertain, sell and promote you on their product. They have done this by making it fun and different by adding editing animation with real like actors. Watching this advert I can see that they have added in different styles of editing such as adding emojis and trendy characters to the advert, this is so it reaches the right target audience and it gets more views by using things that people are relatable with. The advert has up best music in there to make the advert give off a positive and engaging feeling to it. These are just a few techniques that they use to keep you entertained but they are still selling a product to you. 

The advert Tango is there to do the same thing as the Fanta advert which is to sell, entertain and promote but they do it in many different ways. The adverts are very different in style but they are still there to do the same things. This advert uses humor and comedy to entertain their target audience, this also helps other people remember the advert because it has some side of comedy too it so more people are going to remember that. This product is also there to sell and promote a product that is already out but it’s there to remind people of the product and gain its popularity. 

Target audience

I think that both of these adverts have different target audiences, the Fanta advert has a target audience aimed at a younger generation that maybe use social media a bit more and will appeal to the trends that are within the advert. The aim of the advert seems to be for the younger generation to be introduced to the Fanta drink, this is for the product to reach all the different types of target audiences. The way the advert is animated and very chaotic make me thinks of something that would be aimed towards teenagers, this is one target audience that has been aimed. This could still appeal to many different types of target audiences and I think that it is friendly and welcoming other target audiences too with the positivity that it is showing so I think they have amained this well. 

The Tango advert seems to look like it has a very vintage and old look to it, it was made in the 1990's, it makes you feel very nostalgic when watching it and I think it is definitely  aimed for the older generation due to it being an older advert however, it also has that comedic aspect to it which makes me think it is also for the younger generation more on the side of kids because it is funny and acceptable for children to watch. The orange man will be something the audience will remember so i think it is definitely a different target audience but it will cover some of the same audiences. 

Different approaches

Fanta advert 

Looking at the first advert for Fanta I can see they have used the entertainment aspect of it and made people want to watch to for its comedy. They have used up beat music, the music could be one approach that they have used to be able to attract the right audience and to sell but still entertain the audience. They have used certain colours that I think represent sell, the colour orange and yellow are bright attract positive colours that I think they can use to sell their product it links in with the style of the advert an the drink so I think they can use this to sell it to their audience. The text and wording used in this advert shows use clearly what kind of target audience that they want and this still could appeal to many other people but I think that they have used the right text and imagines to then match the right target audience. The characters used in are there as a form of entertainment. 

There are many characters within this advert, this is a form of entertainment and this is how you get people invested and enjoy watching the advert. The way the characters are acting and look make a difference, if they look dull and doing nothing you don't get a good feeling or entertaining vibe when watchin the advert. However, if they are bight colorful happy and dancing you are going to want to join in and enjoy he advert more. The character are having a good time and partying, this shows a positive vibe and you need that to make people feel like this advert I something that is going to bring the positively. Once the audience is interested and connected to the positive vibe they are gong to see what the advert I promoting and then see what the product it is you are advertising. This advert does this by using the characters to bring you in and then make you watch the rest. 

The way the camera is used move though the shop and follow the certain characters in the advert make you feel like you are there which is welcoming and inviting which means people are then going to enjoy the feel of this advert and want to watch more. When the camera is focusing on one thing such as the product they are maybe selling or the characters in the advert it shows what the main fucus of the advert is which then helps the audience become interested int he advert. 

Tango advert

The advert for Tango is set in a very different time to the first advert however, I can tell it has a very retro sense to it to maybe keep for when its in the future and people can still look at it now and see that it is a very retro and nostalgic look to it. I like how they have kept in the theme of the flavor of the drink which is orange, you can see they have used an orange tint on the filming and they have also added an orange crazy man due to the comedy part of the advert. They are not selling their product based on price or value, this is similar to Fanta.  They are selling based on flavour.

They put the colour orange everywhere so that when you think of a drink or here the word tango you think of the tango orange man or the tango orange drink so it plants the idea of the drink in your head, they have done it very well here. I think that it is short and simple too does come with benefits because we now due to technology tend to only look at things for a few seconds and decide whether we want to watch it or like it, so with it being a short advert I think that it has helped to advert gain more views than a longer advert. 

Coming back to the weird orange man in the advert this is a character that you are going  remember and be invested in. This is because of the actions he is doing and what he looks like, the mad in dressed in orange even his face which makes you think that it is different and interesting. This draws the audience into the advert so now we have a character that looks weird so the audience will be invested and entertained. Then we look at his actions which are weird too, is interesting ad entertaining. Once you have a character dong all of that people are gong to want to know what's going on so they watch the advert. I personally was drawn to the characters which made me watch the adverts and that's how you have a positive vibe and then learn about a new product. This is a older advert compared to the first once which then means you are looking at an old product, the nostalgia is something that people can also connect too. 

Why have they used the approaches to match the target audience

They have both used things that were popular in each advert, in the Fanta advert they made sure that they added things that were popular in that time and in the tango advert they have done the same. In the more modern advert they have added things like emojis and disco vibes to make the time and era of the advert. Just like the Tango advert they have added in the traditional humor in the advert to make them both entertaining but while selling a product. Due to the first advert being very social media related I would think that it is leaning towards the younger generation who use social media the most so I would think that they understand the trends emojis and social media posts so I think that's how they have made it very good to match their target audience. 

The second advert is an older advert so I would think that they are aiming towards the older generation which makes sense because the style of this advert shows that it is not modern at all and it makes me think the approach to it being nostalgic without knowing it is makes me think that the people that used to watch it when they were little are gong to appeal to this more. They have made sure to keep it very entertaining something that would be funny back then and then it will bring up those memories of watching the advert. 

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Compare and contrast

(D1)

Advert One- Fanta Advert 

Advert Two- Old Tango Advert 

Compare audiences

Looking at the Fanta advert that I have been researching I think that the audiences for this advert would be the younger generation and I think that this is related to the advert due to the content within the advert. The advert has a lot of graphics in it that younger people are going to appeal to more so I think that this is a good target audience to have. However looking at the Tango advert this is more onto the older generation because its an old advert and it probably brings back a lot of nostalgic memories so I think that appeals more to the older generation that might have seen this when they were younger. This then makes me think that it also can be targeted the younger generation because it is very comedic and funny but not funny for a teens point of view its a very vintage looking advert.  However, in it's day it may have appealed to a mature younger audience who had a childish sense of humour.

Looking at them both the adverts are targeted very differently because of the style of advert which makes me see they are two completely different advert however, they are promoting and selling some of the same thing. Just the way the adverts are made and what content is in them shows that it changes the whole view on them. The demographics and psychometrics could be different, looking at the demographics the fist advert could be for everything but aimed to a younger age and the second advert could be aimed towards an older generation. Which to me concludes that the fist advert is aiming towards people that have a low income and maybe people who don't have jobs so people in the E class. The second advert makes me think that its for the older generation because it reminds them of having it when they saw the advert so I think it is for the employed class and age such as D class and C1/2 class. 

Looking at the psychometrics the first advert are definitely looking for people that are mainstreamers and explorers, people that follow trends and like to look for new things or people that want to stick to what they like again following the new trends. Then the second advert we are looking at the resigned and reformer, I say this because the resigned will want to look at the product as something they have used in the past and the nostalgic feeling to it they might no want to break tradition to that. Reformer are not influenced by anything and are not materialistic so I think that they would like this product as it is already an existing product it isn't new and its trust worthy.  

Compare approaches

There are the same approaches here both there to entertain and both to sell, they do this by having a comedic side to it to relate to the entertain and the product is advertised with the comedy due to the approach bring to sell. I think that they both have different ways of showing the approach but you can tell they both have the same approach overall. The first advert is there setting trends and making it look all fun and chaotic but the second advert is there to make it memorable so you know the drink is still there to have and it is still selling now. 

When I look at the advert for Fanta I think it is there to show off the product as if it was a completely new product and I think it is there to make the production to be shared across many platforms. The social media style of it makes me think that it is wanting to be share on things such as social media or to already is shared on social media and its wanting us to look at those platforms too. The second advert is very vintage as we have seen and I think that the advert was there to show people that Tango is still there and the fact that is it is still around shows people the nostalgic vibe and that people that have seen this advert before can remember it and remember the drink, its there to remind people about the product.  The concept of communicating the flavour of the drink in the second advert is done in an abstract way in order to invoke humour in the brand.  It plays on the conventions of sports replays which targets a young (male oriented) demographic.  It uses sports replay graphics to reinforce this whereas the Fanta advert is mainly animation and little in the way of acting and editing effects.

Compare camera shots and editing

When we compare the two advert we can see that they both have two completely different ways of editing and filming. The first advert has a very social media approach to it but the second one has an old tv style approach to it. The Fanta advert is very media based and has a lot of very over the top editing to it, it has emojis, text, colour and images added to it even when the advert its self has so many things happening all at once. The advert its self has a very dramatic scene changes and transition to each shot, it also has a lot of camera shots like medium long shots or close-ups to get all the transitions and edits in. 

The second advert has many high angle shots and it also has shots where the camera is following the character which the draws your main attention towards the main character. This is to show that they want their main character to be the main thought of the advert, when you think about the orange man people that know this advert will think of tango and that reasoning for why they use shots and entertainment in adverts. This is very different to the other advert due to there still using the same shots but they aren't using them for the same reason which is good because it makes each advert unique even though the aim of the advert is the same approach. 

Compare use of graphics

The graphics used in both are very different, the graphics used in the first advert is added a lot of editing and text over the top of the advert but the Tango advert is doesn't have a lot of editing on it but it has visuals on it. The editing on the first advert is a lot of social media related editing and the transition used are there to make the advert run smoothly. The editing used in the second advert is just one things where they have added a re play effect into the original advert and put the text replay on it but other than that there isn't much editing that has happened in this advert at all. It just makes it very clean and simple there the other advert is mess but looks effective. 

These adverts are very different is one will not have a lot of graphics but one does, the first advert is full and chaotic with different visuals/ graphics and the second advert is simple doesn't have many things gong on in the advert apart form one thing. This might mean that one advert is more memorable than the other, due to there being just one visual happening in the second advert and then in the first advert because there is so much going on then it might be hard to remember one specific thing but this doesn't mean that its not effect and memorable. 

Compare narrative

The first advert doesn't really have a story to tell even though there is so much happening there is still nothing that is telling a full complete story. In the first advert there is nothing that is telling us a story but there is a lot going on it is based around having fun being active and trendy with the drink. 

The second advert is telling a story but not fully, the basic story line is someone taking a drink but they have been tangoed by the orange tango man and that when he takes a drink he is all fun and joining back in with his friends. This isn't a full narrative but it is a simple advert that has a basic story line, he was tangoed which is the comedy elements to it and then he is chilling again with his friends and the tango man strikes again. Both of these narratives are completely different because one has a simple story set up but one is all over the place which isn't bad because it ties in with the advert and runs smoothly but it just doesn't have a clean simple storyline.

Tango advert- Tango Orangeman Advert (Banned) (youtube.com)

Fanta advert -Fanta | It's An Orange Thing (youtube.com)