Structure -
Actor Mark Benton, who stars in Waterloo Road, plays the male lead in this campaign. He goes out for a smoke and misses both his baby’s first steps and the impromptu Gangnam Style performance. When he re enters the room he says "So... What have I missed?" as he is greeted by the amazed faces of the other people in the room. The slogan for this product is 'What are you missing?' so they are emphasizing the fact that people that smoke miss out on things because they are smoking.
This advert is a standalone advert as it does not follow on from another nor does another precede it. This advertisement is realist as it is a real life scenario and it focuses on the fact that smokers miss out on important things as they have to go outside to smoke. This advert is also realist as the baby is taking his first steps as they do in real life. This advertisement is non-realist as a baby who is just beginning to take his first steps would be unable to dance, let alone to a popular dance routine. The use of Gangnam style is a good choice for the present as this song is currently an internet phenomenon, therefore it is humorous. The problem with this is that in a few years this advert will be dated and will not be as funny due to the fact the song used is current and internet trends change rapidly.
Who is the target market and how are they targeted by the advertisement?
The purpose of this television advertisement is to encourage smokers to stop smoking normal cigarettes and to switch to electronic ones that can be smoked indoors so that you never miss anything. When the man re enters the room after the baby has danced he says "So... What have I missed?" as he is greeted by the amazed faces of the other people in the room. The slogan for this product is 'What are you missing?' so they are emphasizing the fact that people that smoke miss out on things because they are smoking.
The persuasive techniques used include the product being a solution to a problem. Smokers have to go outside to smoke regularly and miss out on things, therefore this product can be smoked indoors, meaning that smokers no longer have to leave the room and they will also stop smoking real cigarettes, which is better for their health. The hidden message for this television advertisement is that they do not say that having cigarettes is a bad thing (eg. they do not mention anything about how bad smoking is for your health) which is unlike other anti-smoking advertisements. They imply that smoking makes you miss out on important things, therefore it isn't worth smoking. They want you to cut down and use their product indoors so that you never miss anything. They play up to the fact that smokers miss out on things when they go out to smoke. Therefore they persuade the audience to purchase their product as it is a solution to this problem.
This product is aimed at smokers of any age, although you cannot purchase cigarettes under the age of eighteen in the UK. The advert features a middle aged man; therefore young smokers may not take an interest in this product as it appears to be aimed at older smokers.
Techniques -
The style of this television advertisement is humorous and a parody. For example, the baby bursting into the funny dance routine for Gangnam Style is humorous as a baby who is just learning to walk would not be able to do this, let alone recognise this routine. The advertisement is also a parody of the original Gangnam Style music video as the baby does the same routine in a humorous way. The baby imitates the singer, Psy, and the way that he dances. As Gangnam Style is currently a big trend and a popular dance routine among young people, people will view this advertisement as it is funny and a baby doing the dance is not realistic. So lots of people will talk about the advert and the product will become more popular, which is the purpose of this advertisement.
Characteristics of the product or service -
E-Lites electronic cigarettes are marketed by McCann Birmingham. They are electronic cigarettes made without tar or nicotine, designed to help smokers stop smoking and to encourage them to switch to them as they can be smoked indoors. Their packets and products look like real cigarettes. This is so the viewer is more inclined to use this product instead of other similar electronic cigarettes as the fact they aren't smoking a real cigarette will not be obvious as the product looks like a real cigarette The unique selling point for this product is depicted on this advertisement showing viewers what they could miss by going outside to smoke. They do not state on the advertisement that they contain no nicotine or that they are better for you that normal cigarettes, they only focus on the fact that smokers miss out on tings when they leave the room to smoke. This is also the main benefit of this advertisement as they do not mention the health benefits.
The main competitors with E-Lites would be real cigarettes, although these cannot be advertised on British television. Therefore E-Lites have the advantage of being free to advertise as well as the fact that this product can be smoked indoors, unlike real cigarettes.
This advert features a man who leaves the room to go and have a cigarette just as his baby takes his first steps. The baby wows the family members in the room by suddenly bursting into the Gangnam Style. The product is electronic cigarettes that can be smoked indoors. The purpose of this television advertisement is to encourage smokers to stop smoking normal cigarettes and to switch to electronic ones that can be smoked indoors so that you never miss anything.
Actor Mark Benton, who stars in Waterloo Road, plays the male lead in this campaign. He goes out for a smoke and misses both his baby’s first steps and the impromptu Gangnam Style performance. When he re enters the room he says "So... What have I missed?" as he is greeted by the amazed faces of the other people in the room. The slogan for this product is 'What are you missing?' so they are emphasizing the fact that people that smoke miss out on things because they are smoking.
This advert is a standalone advert as it does not follow on from another nor does another precede it. This advertisement is realist as it is a real life scenario and it focuses on the fact that smokers miss out on important things as they have to go outside to smoke. This advert is also realist as the baby is taking his first steps as they do in real life. This advertisement is non-realist as a baby who is just beginning to take his first steps would be unable to dance, let alone to a popular dance routine. The use of Gangnam style is a good choice for the present as this song is currently an internet phenomenon, therefore it is humorous. The problem with this is that in a few years this advert will be dated and will not be as funny due to the fact the song used is current and internet trends change rapidly.
This television advertisement follows a linear format as it has a beginning (Where the man goes for a cigarette) a middle (when the baby takes his first steps and begins dancing to Gangnam Style) and an end (when the man re-enters the room and asks what he has missed.)
Who is the target market and how are they targeted by the advertisement?
The purpose of this television advertisement is to encourage smokers to stop smoking normal cigarettes and to switch to electronic ones that can be smoked indoors so that you never miss anything. When the man re enters the room after the baby has danced he says "So... What have I missed?" as he is greeted by the amazed faces of the other people in the room. The slogan for this product is 'What are you missing?' so they are emphasizing the fact that people that smoke miss out on things because they are smoking.
The persuasive techniques used include the product being a solution to a problem. Smokers have to go outside to smoke regularly and miss out on things, therefore this product can be smoked indoors, meaning that smokers no longer have to leave the room and they will also stop smoking real cigarettes, which is better for their health. The hidden message for this television advertisement is that they do not say that having cigarettes is a bad thing (eg. they do not mention anything about how bad smoking is for your health) which is unlike other anti-smoking advertisements. They imply that smoking makes you miss out on important things, therefore it isn't worth smoking. They want you to cut down and use their product indoors so that you never miss anything. They play up to the fact that smokers miss out on things when they go out to smoke. Therefore they persuade the audience to purchase their product as it is a solution to this problem.
This product is aimed at smokers of any age, although you cannot purchase cigarettes under the age of eighteen in the UK. The advert features a middle aged man; therefore young smokers may not take an interest in this product as it appears to be aimed at older smokers.
Techniques -
The style of this television advertisement is humorous and a parody. For example, the baby bursting into the funny dance routine for Gangnam Style is humorous as a baby who is just learning to walk would not be able to do this, let alone recognise this routine. The advertisement is also a parody of the original Gangnam Style music video as the baby does the same routine in a humorous way. The baby imitates the singer, Psy, and the way that he dances. As Gangnam Style is currently a big trend and a popular dance routine among young people, people will view this advertisement as it is funny and a baby doing the dance is not realistic. So lots of people will talk about the advert and the product will become more popular, which is the purpose of this advertisement.
There is no soundtrack or background music used in this advert & the only sounds are the main characters speaking. For example, during the opening scene the whole family is talking, which is Diegetic. This is used to set the scene of a normal everyday family get together.
High key lighting is used to illuminate the characters. The lighting used is from a natural source. We can see this from the window behind the characters, which is used to show the average living room. We can see this as there are no shadows on the actors.
The camera techniques used are long shots to set the scene, showing the viewer the whole room and all of the family members. This sets the scene of a normal family gathering, which will be able to relate to this. This means that smokers will relate to the fact that they have to leave a room to go and smoke and they will see what things they miss. The baby bursting into dance is so unexpected as the scene is so ordinary. Over the shoulder shots are used to give the viewer the family members POV. We see the look on the families faces when the baby begins to walk from an over shoulder shot to show what the baby is seeing. We then see close ups of their shocked faces when the baby begins to dance Gangnam Style.
Simple editing techniques are used to edit this television advertisement. Visible cuts are used to show the reactions of all of the family members in the room. Lots of different camera shots and angles are edited together to show the viewer what everyone in the room is doing and their facial expressions.
Characteristics of the product or service -
E-Lites electronic cigarettes are marketed by McCann Birmingham. They are electronic cigarettes made without tar or nicotine, designed to help smokers stop smoking and to encourage them to switch to them as they can be smoked indoors. Their packets and products look like real cigarettes. This is so the viewer is more inclined to use this product instead of other similar electronic cigarettes as the fact they aren't smoking a real cigarette will not be obvious as the product looks like a real cigarette The unique selling point for this product is depicted on this advertisement showing viewers what they could miss by going outside to smoke. They do not state on the advertisement that they contain no nicotine or that they are better for you that normal cigarettes, they only focus on the fact that smokers miss out on tings when they leave the room to smoke. This is also the main benefit of this advertisement as they do not mention the health benefits.
The main competitors with E-Lites would be real cigarettes, although these cannot be advertised on British television. Therefore E-Lites have the advantage of being free to advertise as well as the fact that this product can be smoked indoors, unlike real cigarettes.
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