Analysis Ad Renault Clio

Companies choose to advertise on the television for the simple reason that, every night over 60 million Britons watch their television sets and, if you have a product to sell and money to make, it is the perfect way to promote your merchandise to a large audience of potential buyers. Advertising on TV is extremely expensive, though; for a 30 second advertising slot, at peak time, shown in the break between parts of a popular program (Coronation Street for example) the price can reach £700,000 or over. This is because more people are watching the TV at this time; therefore more people are likely to see the advert. Companies are prepared to spend such vast amounts of money on adverts because they are confident that viewers will see their advert, buy the product and gradually repay the money spent on the advert through sales of the product.
For the advert to be a success the company must come up with a range of new advertising ideas. The advert must be new and original so that it does not bore the viewers or make them want to change the TV channel. It must hold their interest and make the viewer associate the originality of the advert with the product. For example, if a product is advertised in an old-fashioned and boring way then the viewers will see the product in the same light, boring and old-fashioned. However, if a product is advertised in a new and inspirational way then the viewers will regard the product as something exceptional and are more likely to buy it.

Another thing that companies like to use in their adverts is famous people, for example David Beckham advertising Gillette razor blades and Beyoncé’s voice accompanying the new Tommy Hilfiger perfume advert. This is because the general public see the ‘rich and famous’ as role models and aspire to be like them. If they see someone who they look up to using a certain product on the television, it not only makes the public want to buy the product so that they can be like their idols, but it makes them... [continues]

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