For this project I watch the PG Tips monkey advert, this ad was used to promote PG tips a british tea company. First aired in 2007 the ad carried on to have over 10 different ads called a series, it also parodied ‘when harry met sally’. also having lots of changes in logos and slogans like
‘Put the kettle on’
‘Helps you focus’
‘It’s the taste’
‘Keep it tea’
Aimed at all audiences, they are part of a series with lots of ads in different styles, times, and genre and used celebrity endorsement (Johnny Vages) it has a realist narrative to engage and relate with the viewers with the content in the ad relating to an everyday event its humorous with slapstick, a talking toy, sound effects, and a good script.
Mainly focused at British people due to the stereotype of British people and Tea, 18-100 mainly adults but also aimed at young adults and the elderly. People who can go to the shop to buy it and would want to but it. No barriers against an audiences education, gender, social status, disabilities, or income, focusing more on ‘The taste’ rather than who it’s aimed for. Also focused on a British audience with a English celebrity and English humour in rainy day ad, and layout of the set.
Usually aired in the morning and early evening as this is when most people would have a cup of tea. and in-between morning news and day time television and then late night shows giving the audience a time to make a cup of tea before the show comes back on. As a series it also keeps the British audience on their feet and creates excitement when a new ad comes out rather than seeing the same ad over and over, a series creating a short story that the audience can be involved in and enjoy seeing making them also create a good connection to the product.
The ads use of a cute comical monkey and a British comedian make the ads funny and enjoyable, short and snappy but still having a narrative to engage the viewers.
These ads also follow AIDA, the ad uses reminder ads after the main on in between other adverts to remind the viewer of the product and keep them interested, also attracting their attention with bold lettering and only a few words, also using comedy to also do this, also using its slogan to focus on the product and things involving tea, i.e. put the kettle on to invoke action. Also talking about the natural ingredients and even promoting helping the rainforest to make people want to help by buying the product using charity for sale and a good cause making the company keep a good name.
Johnny Vages' distinctive voice good for capturing the attention of the audience to and the cute mascot also making the ad lovable and enjoyable to watch with the chemistry between the two.
In the UK there are 2 main regulations of British adverts these are ASA and CAP, ASA is responsible for the ads quality and discretionary, responding to complaints and conducting research to find what the pubic finds acceptable and remove ads if needed. CAP is a organisation that helps companies make ads that comply with the rules of advertising and make sure the company don't advertise anything they shouldn't or that would upset anyone.
In the advert it uses bright lighting and pastel colours to show the friendliness of the ad and how simple the product is, also using mid shot camera angles to put us on the same level as the people in the ad showing equality and a no bias view just because the advertiser is a celebrity. The music also very sweet and upbeat the keep the viewer happy, but the monkey puppet being the main attraction with its cute demeanour funny voice and relatability.
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