http://www.youtube.com/watch?hl=en&v=L43yqIVy24U&gl=US
*The following analysis refers to different parts of the Youtube link, please click and follow to the suggested areas.
This advertisement slogan replaces 'Woolworths, the Fresh Food People' and capitalises on the Australian 'nickname' for Woolworths- Woolies. This gives it a more community feel as it sends a message that Woolworths is compatible with the times that Australia lives in.
The advertisement consists of people of different ethnic backgrounds, ages, livelihoods, genders all saying 'That's my Woolies', which implies that they are united under one Woolworths. This is backed up by the conversation at 0:29 where the two people say 'That's my Woolies', 'No, that's my Woolies', and then the man saying that 'Okay, we can share' means that both people are in the 'That's my Woolies' experience. It also repeats the slogan which, throughout the course of the advertisement, imprints it into the buyers brain so that when they see the symbol of Woolworths they immediately think of the slogan.
The advertisement consists of people of different ethnic backgrounds, ages, livelihoods, genders all saying 'That's my Woolies', which implies that they are united under one Woolworths. This is backed up by the conversation at 0:29 where the two people say 'That's my Woolies', 'No, that's my Woolies', and then the man saying that 'Okay, we can share' means that both people are in the 'That's my Woolies' experience. It also repeats the slogan which, throughout the course of the advertisement, imprints it into the buyers brain so that when they see the symbol of Woolworths they immediately think of the slogan.
This advertising campaign will be mainly aimed at people anywhere from a 20 to 65 age group from both genders as they are the age range of people appearing in the advertisement- usually families or people around that age, and this is true of the company as a large supermarket chain it wants to attract everyone that has the monetary means to buy their products.
The children in the advertisement implies that children, while shopping with their parents, will find a place to fit into the Woolworths system and therefore are welcome here along with their parents to shop at Woolworths.
It also has reasons why people shop at Woolies, which adds to the community feel of the supermarket chain as people will be able to relate to it. It is also incited to create humour within the advertisement that also draws people from younger age groups.
The fact that very different people all appear in the advertisement is why this advertising campaign is successful as it reinforces the fact that everyone is welcome at Woolworths, and it can also reveal the prices of their product range, as it can cater for everyone- people with different socio-economic backgrounds are shown, with young families, surfers, and even Woolworths staff making an appearance to show that they are all connected. I think that this campaign is successful mainly because of that reason, and also that they are all saying the slogan backs up that statement.
The children in the advertisement implies that children, while shopping with their parents, will find a place to fit into the Woolworths system and therefore are welcome here along with their parents to shop at Woolworths.
It also has reasons why people shop at Woolies, which adds to the community feel of the supermarket chain as people will be able to relate to it. It is also incited to create humour within the advertisement that also draws people from younger age groups.
The fact that very different people all appear in the advertisement is why this advertising campaign is successful as it reinforces the fact that everyone is welcome at Woolworths, and it can also reveal the prices of their product range, as it can cater for everyone- people with different socio-economic backgrounds are shown, with young families, surfers, and even Woolworths staff making an appearance to show that they are all connected. I think that this campaign is successful mainly because of that reason, and also that they are all saying the slogan backs up that statement.
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