Analysis the IKEA advertisement on the TODAY newspaper.
IKEA is an internationally known home furnishing retailer. It was founded in 1943, when Ingvar Kamprad is 17 years old, his father gave him a graduation gift, to help him create his own company. In 1978, IKEA to enter the Asia’s market, Singapore is the first station, develop to today it is the world's largest furniture retailer. At IKEA, their vision is to create a better everyday life for the many people. Business idea supports this vision by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.
This advertisement is about the a kitchen activities organized by IKEA Singapore, concept is “Keep the relationship”, IKEA believe relationships are meant to last, that is why IKEA kitchens are guaranteed for 25 years. IKEA hope people can keep the relationship with their family members and friends. At the same time, people get the awards.
The advertisement targets people of two different class groups, the first group are the urban middle class working adults, their age between 22-45 years old, they have independent economic capacity, who can accept the philosophy of design and way of life in IKEA kitchen products.
The second groups are the people who just bought the house, they do not have specific age level, maybe they are old people, and they will update their old kitchen to be new, because IKEA has more than 3,000 design solutions.
Through sentences on the advertisement, IKEA use the sentences to introduce this activity, how to join this activity and awards. They use a very emotional and skeptical sentence as begin, “We believe relationships are meant to last”, I think the IKEA want to say, in today's society, everyone is busy, some people make a living, some people in order to work, they may begin to slowly forget the past friends or classmates or even a family members. Can your relationship stand the test of time?
“25” is a special number in this advertisement and activity. As we know, IKEA kitchen has 43 years of history, “25 hours cook-off“ is represent 25 years, that is IKEA kitchens are guaranteed for 25 years, the time also about the live of kitchen. At the same time, IKEA wants to pass a message to public, IKEA kitchens are guaranteed for 25 years, but for the people relationship, how many numbers of 25 years do you have? Meaning is we need to cherish our friendship. They show 18 kinds of innovative kitchen products around the sentence, meaning is telling the public this advertisement is about kitchen products. As we know, the most of IKEA products are DIY (Do it yourself) products, you need to assemble it by your self. Like this activity, cooking competition, also do it yourself, close to the philosophy of IKEA.
Placement of advertisement
For this advertisement is on the Today newspaper, Today newspaper is a free newspaper to the public, IKEA advertisement is on the page 7, right slide on the newspaper. I have 2 opinions about advertisement placed.
Firstly, People's reading habits. Today newspaper as a free newspaper gives to the public in MRT station, people passing the table. just take newspaper and continues to go. Or people are reading the newspaper while walking, they find the main news to read, maybe they do not read all the pages. So, in the front 7 pages of Today newspaper, IKEA has 3 pages advertisements, a cross-page advertisement (680mm*470mm) and a full-page advertisement (340mm*235mm), when the people open the newspaper, very strong visual feeling to the readers.
Secondly, nature of the activity. For this advertisement, IKEA only want to present an idea through this activity, they hope people to know this activity. At this page, they hope to have a strong effect of publicity.
Effects of the messages on the target audience
For this IKEA advertisement, it...
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