The characteristics of adverts

These Characteristics include:

• Benefits offered - How will the product improve your life?
• Advantages over other similar products - why should you buy this product?
• Unique selling point (USP) - What does this product do that no other product has or can?
• Lifestyle appeal - How will this product compliment or enhance the target audience's lifestyle?
• Brand Identity - how does the advert position the brand being advertised?

Advert 1

Video here

Benefits offered
This advert takes more of a humorous approach to attach its target audience. It shows a man can turn everything touch turns into skittles implying that particular man will have an endless amount of Skittles. However the man states there is a downside about turing everything into skittles which makes the other actors feel awkward and possibly the audience. On the other hand this advert neglects to mention the ingredients especially how much sugar is in the skittles.

Advantages over other similar products
The entire advert shows a man that can turn anything he touches into skittles. However it can reflect the fact that there is more Skittles in the packet than before. Other products e.g. cabuarys haven't demonstrated these powers in their adverts.

Unique selling point (USP)
At 0:06 -  0:11 is predominant throughout the entire advert, showing a man turn anything he touches into skittles. Having this power may not be realistic to the audience but it creates and interesting situation for the view since this is unlikely going to happen.
Lifestyle appeal
Despite the fact there is a female present in this advert the target audience would be directed at men because of the unerving sense of humour, this maybe something that females do not like, with a few exceptions. Therefore at 0:00 - 0:11 shows this may be aimed at someone who enjoys a lot of candy particular skittles. Then again this could be a gentle way of warning people that having too much skittle is a bad thing and could lead to devastating consequences. However because there is no children or young people present in the advert this means this advrt could be directed at older people that work. This because adults that work are the ones that will buy the product and give money to their children to buy the product.

Brand Identity
Towards the end of the advert 0:42 - 0:44 the products slogan is stated "Touch the Rainbow. Taste the rainbow" followed by the trade mark colours of the skittles packet. This links to what the actors are wearing in the advert additionally where and what the characters are working for. However using this slogan implies that skittles has a varity of flavours or has a distinct flavour which can help try and distance itself from their compeition e.g. Starburst, Fruitpastels.

Advert 2

Video here


Benefits offered
Throughout the entire advert is stresses the 11 calories and to be naughty. Meaning the advert could be telling the audience to enjoy themselves whilst still eating very little calories. However this advert neglects the ingredients and there is ambigous meaning is the entire maltesers packet 11 calories or is each maltesers just 11 calories? If the maltesers are each 11 calories then it is just the same as any other chocolate bar.

Advantages over other similar products
Since Maltesers contains 11 Calories each this means people shouldn't feel bad for having chocolate shown at 0:11 - 0:13. This advert has a realist feel which the audience can relate to therefore more able to relate to the advert.

Unique selling point (USP)
The USP is 11 Calories and the fact you should rebel despite your age, shown at 0:33 - 0:39. Additionally 11 calories is light compared to other chocolates therefore would make the consumer feel lighter.

Lifestyle appeal
This advert starts off as a realistic scenerio but quickly changes into something that is unlikely to happen (0:11 - 0:33). The intended target audience is young woman aged 21 to 29. Especially if these woman are under stress because they could treat themselves to chocolate. Additionally this can appeal to people that are too hard on themselves because they are dieting. Therefore they should treat themselves now and again.

Brand Identity
Near the end of the advert (0:33 - 0:39) the logo and the product's logo is stated. The colours of the product is not evident however a Maltesers is shown in the advert. Which ables the audience to understand despite the location and the two ladies chatting loudly in an library.