Advertising Campaign Analysis No.2

Tooheys New- The official currency of the Beer Economy

http://www.youtube.com/watch?v=uT120JBL4yo

*The following analysis refers to different parts of the Youtube link, please click and follow to the suggested areas.

This advertisement is another witty beer advertisement possibly produced in the wake of the Global Financial Crisis. It incorporates humour aimed at young males and it places a person faced with several scenarios and what his 'mate' should pay him in beer.

The scenarios the people are placed in will only be humourous to males with a fairly extensive Australian background from 13 up to around 40 years of age- the age in which people are either interested in or are drinking beer. People watching from other age groups may not get the humour or jargon expressed in these advertisements or may also get offended- primarily females of the same age group as these advertisements usually poke fun at this group.

The fact that they are using beer to buy services or products is also humourous as this economy is claimed to be better than the normal, or 'rich mans' economy of money. This is shown through comparisons to the global and Australian economies and how effective the beer economy is, and the fictional graph of the differences between 'when the world economy s**t itself' and when the beer economy was growing.

This advertising campaign is mainly getting the product out in the public through slightly contraversial methods, and through this to also increase sales. However I believe these types of advertisements is to just put the company name out there and to just have a laugh (for males anyway) at the humour presented. Usually Australian beer ads are done for these purposes and the aim of the advertisement is to not actually receive beer for actions but to laugh at the scenarios the person is faced with and the amount of beer that he is paid.

This advertising campaign I think reflects well on the current times Australia is going through right now as we are just coming out of the Global Financial Crisis and it also shows one of the many ways in which humour is incorporated into mainly beer advertisements in order for it to be effective. These commercials are also shown on television at major sporting events which increases its exposure and can therefore increase its sales.

The YouTube video shown here is stating the fictional impacts and aftermath of the beer economy being introduced, the individual advertisements are after 0:45 to 1:40.

Advertising Campaign Analysis

Advertising Campaign No 1: That's my Woolies

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.

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.