Vaseline - AnalysisJack Reeve

Vaseline Advert

Form: This advert is made in a documentary form. Throughout the whole of the advert it has information on the skin and proves how Vaseline can help the skin. It's presented in a very natural way and that is the way the company wants the product to come across.

Style: Despite the advert being surreal in some ways it is also surreal due to the abnormal circumstances in the video. It is not normal to see hundreds of people naked and embracing the quality of their skin. Until the end it is not that clear what the product is either- they know it will be something natural but Vaseline is not clear.

Structure

The advert uses a whole range of camera angles and movements to create the desired effect. It often uses a long shot to set the scene and then moves in closer to show what is making up the setting. All of the people are acting as they are real life skin and when the camera moves in you can see the individual people rather than an object you can't really determine from a long shot.

Camerawork

The editing is made up of cuts in quick succession to keep the information given precise and snappy. If the transitions between camera shots and information was too slow the audience would get bored resulting in the information from the advert not being consumed.

Editing

The sound is a mix of a natural soundtrack and a voice over. The voiceover gives very scientific evidence about how the skin is so good, for example ‘containing more than 300,000,o00 cells. The soundtrack is linked in nicely with the editing and when the beat in the soundtrack changes pace so does the visuals, this is clever and keeps the advert moving at a good pace. The voice over is very clear and easy to understand which means the information is portrayed very well.

Sound

To promote a new product: When a company produce an advert they often try to create hype around a new product for the viewers to invest in.

To reinforce brand identity: Often companies will use advertising to remind the consumers what their company identity is.

The maintain product awareness: By creating advertisements it allows companies to keep their products in the back of consumers mind.

To reposition a product towards a new target audience: This is what I will be doing with the Vaseline brand and very much like what Old Spice done

To burnish a corporate image: Companies can sometimes use adverts to polish up the image of a product if it hasn't been in good light. McDonalds done this to make their food seem healthier.

Social Advertising: This is normally carried out by charities to get a point across, for example road safety campaigns. Shock factor is often used in this style of advert.

Why do companies advertise?

A – (Attention) – Vaseline attracts attention of the customer with it’s fairly surreal advert, it really is different to anything I have ever seen before and others I have shown have also been attracted by the surreal element of the advert. The voiceover is also very engaging and it is evident that Vaseline tried very hard to find the right person for this job.

I – (Interest) - Everyone has skin so most people will be interested in how to improve their skin. With the use of real people this advert is very relatable. It is also how every shot includes a subtle camera movement so you are constantly engaged.

D – (Desire) – Customers will have desire towards this product due to the promises it makes. Vaseline claims that ‘your skin is amazing so look after it’ this is a bold statement by Vaseline as they believe they can keep your skin amazing. Who wouldn’t want this?

A – (Action) – The advert does not really use any action words throughout the whole advert but the whole advert is subtly telling you why you should but it without using these action words.

AIDA

Some people think that adverts try and convince you to buy a product using hidden and secret messages –this isn’t the case.

Adverts DO NOT carry secret or subliminal but the messages may not always be overt.

Sometimes messages work on a more connotative, subtle way.

For example Vaseline associate themselves with nature and luxury through the use of imagery and colours.

Techniques Of Persuasion

Example of connotative advertising

Adverts try and mobilise desire in the target audience to try and make them buy a product. Companies try and associate their advert to attractive lifestyles and other qualities.

Some of the qualities that are associated with the Vaseline advert are – nature and natural world, rich and luxurious lifestyle. They also make it appeal to a wide range of people as they include people from all walks of life in the advert.

Advertising by association

They have a USP – Vaseline are one of the few recognisable natural skincare products. It’s a family product but still is a quality product.

Creating problems and providing solutions – In the advert Vaseline talk about having dry skin and that Vaseline can solve that, this is a widespread problem that people want to solve.

Temptation – Vaseline try and create a desirable product and try and tempt consumers by creating an advert that will make the product fashionable.

Some other techniques used by Vaseline

The natursome feel is something that connotes freedom and ‘living’

The language of advertising has the primary aim to attract attention.

The way Vaseline have used nude models to advertise their product shows Vaseline makes you comfortable in your body – a trait that is very rare and makes the product desirable.

Attractive names are used for Vaseline products. These include ‘rosy lips’ and ‘cocoa radiant’ this makes the product more sellable – this connotes a luxury product.

The language of advertising

Ofcom –

They are the communication regulator. They regulate TV and radio sectors, fixed line telecoms, mobiles, postal services, plus the airwaves over which wireless devices operate.

Regulation – Ofcom

ASA (Advertising Standards Agency) are an independent board who regulate adverts across all media. There aim is to make every advert a responsible one.

Despite all adverts going through thorough checks before being aired the public are still able to complain and ASA will investigate.

The advert with the most ever complaints was Paddy Power’s, Oscar Pistorious advert ‘if he walks again we will refund your losing bet’

ASA have a five step strategy –

Understanding

Support

Impact

Proactive

Awareness

Regulation – ASA

BCAP are the UK code of British advertising.

BCAP is then followed by ASA who regulate the adverts.

‘Broadcasters are responsible for ensuring that the advertisements they transmit comply with both the spirit and the letter of the Code’

Some of the sections in the BCAP code include gambling, motoring, and

premium rate telephone

services

Regulation - BCAP

Firstly Ofcom are the main regulator for TV and all other communication devices. These also regulate ASA who work solely with Adverts. The rules for ASA to work with are written by BCAP.

Regulation – How do they all link?

OFCOM ASA BCAP

Investigate Rules

Write Rules Regulate and take action

http://www.asa.org.uk/?gclid=CIizw57Kp8ICFcjHtAodmkkAHA

http://www.ofcom.org.uk/

http://www.cap.org.uk/Advertising-Codes/~/media/Files/CAP/Codes%20BCAP%20pdf/BCAP%20Code%200712.ashx

http://www.vaseline.us/

Sources