Custom «Coca cola and Guinness Advertisement» Essay Paper Sample
An advertisement is a paid announcement in the print, electronic or communication media with the aim of attracting more consumers for a given product. Advertisements are tailored to reach a certain audience with the aim of pulling them towards the company’s products. An advertisement is staged for various purposes such as introducing a new commodity into the market or increasing demand for the existing commodity. Advertisements employ the use of varying language and medium depending on the target group and the coverage desired. Companies could employ celebrities in their advertisements with the objective of attracting their fans. The Coca cola and Guinness are among the most common types of advertisements all over the world. These advertisements have a clear description of their target group, use specific type of language to pass across the message, use visual images to pass across the message, state the effects of products to users, and feature various personalities to boost the advertisement. The Coca cola and Guinness advertisements have both similarities and differences in the aspects they employ to pass across the message to their audience. These comparisons and contrasts are aimed at establishing the significant specifications that their respective companies base on to boost their sales.
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This essay expounds on the Coca cola and Guinness advertisements and their respective comparisons and contrasts.
The Coca cola advert in January 2007 that was aired across the world through television was one of the major ones. It targeted every audience regardless of age or gender. Coca cola is a soft drink that refreshes everyone, and this was the main emphasis of the advertisement. The commercial employed both use of sign and spoken language and the target group could easily tell the point being passed across (Cola). The language was simplified for all the audience, to understand at first sight and hearing. Slogans are also employed to emphasize on the aim of the company toward s ensuring the message sinks, for example ‘live on the coke side of life’. The advertisement involves the use of visual images such as Coca cola glasses, people climbing a mountain courtesy of Coca cola and happy kids playing. More so, the advert features football stars, this is targeted at attracting more of their fans to drink Coca cola (Cola).
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The Guinness advertisement on television aired in November 2007, focussed on a specific target group. Only people with a majority age of eighteen years are allowed to consume the product. It stated the contents in Guinness just to inform the audience it is an alcoholic drink. In addition, it employed visual images of Guinness bottles and glasses, images of people enjoying themselves in a restaurant were also used. The advertisement employed the use of clear and understandable language. Slogans such as ‘Guinness, reach for Greatness’ are also used. The language was both spoken and sign language for easier digestion by the audience. The side-effects of consuming the product are also stated just in case users are affected. For instance, it stated ’excessive consumption of alcohol is harmful to your health’.
These advertisements are similar to the persuasive language they employ in attracting customers to buy more of the product. In addition, they both employ visual images of the product and how they can be consumed for maximum enjoyment. These advertisements are both aimed at meeting the customers’ satisfaction and ultimately increase their sales. Both of these commercials have a clear target group, and they both state it clearly, for instance Coca cola involves all consumers while Guinness is restricted to eighteen years and above.
On the other hand, the Guinness advert goes ahead to state the side effects of consuming its product. This is mainly on the health of users. The overuse of the product has also been stressed to be risky. These advertisements vary to a great extent in the kind of their target group. Coca cola aims at getting everybody drink while Guinness emphasizes on the age factor.
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In conclusion, an advertisement is a paid announcement that is tailored towards attracting more customers towards a given product. Advertisements involve the use of attractive and persuasive language to increase the marketability of a given product. The Coca cola and Guinness advertisements in 2007 were one of the best presented in television announcements. These advertisements involved the use of persuasive language and slogans to increase customer loyalty, for Guinness it was ‘Guinness, Reach for Greatness’ while for Coca cola it was ‘Live on the coke side of life.’ These advertisements had both similarities and differences in the approach they employed in getting to their respective target groups. For instance, they both involved use of visual images, which were illustrative, of how the products are used. On the other hand, Guinness explains to its consumers the side effects of uncontrolled consumption while Coca cola only emphasizes on the positivity of its products and the positive benefits derived from its consumption. The Guinness advert employed visual images of Guinness bottles and glasses, images of people enjoying themselves in a restaurant were also used. The advertisement employed the use of clear and understandable language. On the other hand, in the Coca Cola advert, language was simplified for all the audience, to understand at first sight and hearing. Slogans are also employed to emphasize on the aim of the company towards ensuring the message sinks. For instance, ‘live on the coke side of life’.