Characteristics of a TV Advert:
- Benefits offered
- Advantages over similar products
- USP (Unique Selling Point)
- Lifestyle Appeal
- Brand Identity
Brand Identity
Brand identity is a crucial characteristic of a TV advert because it is how the production company want the audience to perceive and identify the brand. The brand identity could be in the form of a logo, a slogan or the production company's name. It is important for a production company to make their brand identity known and easily identifiable in order to increase its appeal and value to the customers. Strong brand identities in advertisements are highly effective because the audience will recognize the product immediately and will be interested. However, if a production company does not have a well known brand identity, they may struggle at first to attract audiences through the brand identity and will focus on other characteristics of a TV advert.
The image above is a prime example of brand identity, a simple form of advertisement through a logo which the audience will recognize as 'Apple' immediately. It is highly effective as the audience will feel that there is a supremacy attached with the brand, due to its simplicity, which encourages them to buy their products. 'Apple' has a very distinguishable brand identity that even non customers will recognize and this is key to their brand exposure.
Lifestyle Appeal
This is an effective characteristic of a TV advert because it will represent the audience's desired lifestyle which will appeal to them. Lifestyle appeal in advertisements grabs the audience's attention because it will contain a feature or product that the audience will wish for in their own life. However, sometimes this may not appeal to certain audiences as they might not be interested in this particular lifestyle.
The image on the left is from an advert called 'The Rolex Way' and a key characteristic is the lifestyle appeal that is on offer. The advert presents a new 'Rolex' watch in a superior way where it really stands out. This is a watch that nearly every audience desire to have and the way in which it is displayed in a supremacy, fuels the audience's desires even more.
USP (Unique Selling Point)
The unique selling point of a TV advertisement differentiates and separates a product from other similar products from rival competitors. It is something that the production company will highlight in order to appeal to the audience and make sure that they are the best option compared to their competitors. The USP may be that it is of the highest quality, has the lowest price, or that it is a new product of its kind. More often than not, the USP will come in the form of a slogan which will explain what their offer is or what the product is all about which will appeal to the audience in a simple way. The USP also could be other features such as guarantees or special deals that come along with the product, which may also be appealing to the audience. The USP is a great way for the advertisement to stand out ahead of rival adverts. The only time where the USP of a TV advert may not be effective is if the particular audience are not interested with the
proposition being offered.
The online advertisement on the right is of the upcoming 'iPhone X' and there are two slogans which stand out to the audience. 'Say hello to the future' reflects their USP to produce innovative technology like they always have done. 'A new generation of iPhone' also boasts a new product which will appeal to Apple customers particularly those who desire to possess the latest product and it also builds excitement for the new phone.
Advantages over similar products
TV advertisements that present advantages over similar products are highly effective in appealing to the audience. This is because they will feel that they are looking at the best product available because the advert will point out what other production companies don't have, and what they have instead. The advertisement will serve as proof to the audience that they are the best product in the market because of the advantages over similar products on display. Many TV adverts contain this characteristic as it is effective in luring new customers in who will want to buy their product instead of rival products. Some audiences will be made aware of the advantages and will want to change their product for the better one, which is positive for the production company.
The following image is a logo from 'm&m's' with a slogan that instantly presents to the audience as an advantage over similar chocolate products. "Melts in your mouth, not in your hands," appeals to chocolate consumers because they will be looking for the best taste and experience and they promise that it it will not melt in your hand like other chocolate products may do.
Benefits offered
Many TV advertisements will include any benefits offered along with the product available. This will encourage the audience and customers to buy the product as they will feel that they are gaining more than just the product. A key example of benefits offered is deals that include money off which will appeal to the audience as they will save their money. As well as this, there may be other benefits on offer such as bundle deals where the customers can buy more products together for a lower price. This is an important characteristic of a TV advert because the audience are highly likely to notice the benefits offered and will be tempted by it.
The leaflet on the right from 'Pizza Hut' includes the benefits offered if you buy one pizza, you get one free. This encourages the customers to buy it because they will get two for the price of one. It is clear that the advertisement of 'Pizza Hut' strongly depends on the benefits offered because it is the first thing the audience will notice on the leaflet.
Brand Identity
Brand identity is a crucial characteristic of a TV advert because it is how the production company want the audience to perceive and identify the brand. The brand identity could be in the form of a logo, a slogan or the production company's name. It is important for a production company to make their brand identity known and easily identifiable in order to increase its appeal and value to the customers. Strong brand identities in advertisements are highly effective because the audience will recognize the product immediately and will be interested. However, if a production company does not have a well known brand identity, they may struggle at first to attract audiences through the brand identity and will focus on other characteristics of a TV advert.
The image above is a prime example of brand identity, a simple form of advertisement through a logo which the audience will recognize as 'Apple' immediately. It is highly effective as the audience will feel that there is a supremacy attached with the brand, due to its simplicity, which encourages them to buy their products. 'Apple' has a very distinguishable brand identity that even non customers will recognize and this is key to their brand exposure.
Lifestyle Appeal
This is an effective characteristic of a TV advert because it will represent the audience's desired lifestyle which will appeal to them. Lifestyle appeal in advertisements grabs the audience's attention because it will contain a feature or product that the audience will wish for in their own life. However, sometimes this may not appeal to certain audiences as they might not be interested in this particular lifestyle.
The image on the left is from an advert called 'The Rolex Way' and a key characteristic is the lifestyle appeal that is on offer. The advert presents a new 'Rolex' watch in a superior way where it really stands out. This is a watch that nearly every audience desire to have and the way in which it is displayed in a supremacy, fuels the audience's desires even more. USP (Unique Selling Point)
The unique selling point of a TV advertisement differentiates and separates a product from other similar products from rival competitors. It is something that the production company will highlight in order to appeal to the audience and make sure that they are the best option compared to their competitors. The USP may be that it is of the highest quality, has the lowest price, or that it is a new product of its kind. More often than not, the USP will come in the form of a slogan which will explain what their offer is or what the product is all about which will appeal to the audience in a simple way. The USP also could be other features such as guarantees or special deals that come along with the product, which may also be appealing to the audience. The USP is a great way for the advertisement to stand out ahead of rival adverts. The only time where the USP of a TV advert may not be effective is if the particular audience are not interested with the
proposition being offered.
The online advertisement on the right is of the upcoming 'iPhone X' and there are two slogans which stand out to the audience. 'Say hello to the future' reflects their USP to produce innovative technology like they always have done. 'A new generation of iPhone' also boasts a new product which will appeal to Apple customers particularly those who desire to possess the latest product and it also builds excitement for the new phone.
Advantages over similar products
TV advertisements that present advantages over similar products are highly effective in appealing to the audience. This is because they will feel that they are looking at the best product available because the advert will point out what other production companies don't have, and what they have instead. The advertisement will serve as proof to the audience that they are the best product in the market because of the advantages over similar products on display. Many TV adverts contain this characteristic as it is effective in luring new customers in who will want to buy their product instead of rival products. Some audiences will be made aware of the advantages and will want to change their product for the better one, which is positive for the production company.
The following image is a logo from 'm&m's' with a slogan that instantly presents to the audience as an advantage over similar chocolate products. "Melts in your mouth, not in your hands," appeals to chocolate consumers because they will be looking for the best taste and experience and they promise that it it will not melt in your hand like other chocolate products may do.
Benefits offered
Many TV advertisements will include any benefits offered along with the product available. This will encourage the audience and customers to buy the product as they will feel that they are gaining more than just the product. A key example of benefits offered is deals that include money off which will appeal to the audience as they will save their money. As well as this, there may be other benefits on offer such as bundle deals where the customers can buy more products together for a lower price. This is an important characteristic of a TV advert because the audience are highly likely to notice the benefits offered and will be tempted by it.
The leaflet on the right from 'Pizza Hut' includes the benefits offered if you buy one pizza, you get one free. This encourages the customers to buy it because they will get two for the price of one. It is clear that the advertisement of 'Pizza Hut' strongly depends on the benefits offered because it is the first thing the audience will notice on the leaflet.
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