Advert Analysis - John West

Advert Analysis

Advert: John West Red Salmon Commercial

Setting & Props: The advert is set in the wild in outdoor setting at a reservoir/lake. The advert implements a salmon to contribute to the short story sketch. The advert also implements the product for product placement with in the pact shot.

Costume, Hair & Make-up: The advert uses a fisherman's outfit & a bear outfit for effect of the plot of the story and a visual effect. The advert also uses stereotyping to get the idea across in a small amount of time.

Body Language: The body language of the fisherman is viewed as determined and relentless. The advert shows that the body language try's to connect with the advert, which is "Tastiest and most tender salmon. Which is exactly what, we John West want!". (Fight to get the best).

The Lighting & Colour: The Lighting and colour used in this advert are: Natural light & Low - key light. One aspect of the colour in this advert is the bright orange fisherman's outfit. Other aspects of the colour within the advert are more toned down or dull. They use this to set the scene and make the 'Fisherman' stand out.

Positioning of characters & objects within the frame: The positioning of the characters within the frame are distanced from the camera and are within the middle of the frame.

Camera Techniques: The camera techniques that are used within the advert include: Zoom in, wide shots and focus.

Sound: The sound that is used within the advert include a voice over & character sound effects.

Genre: Comedy - They use comedy to express the story in a humorous why and to intrigue and connect with the audience.

Audience: Mid working class and family.

VALS Survey

VALS Survey Results

This is my results from the survey. I received Striver and Experiencer. There are six types of primary VALS including; Thinkers, Achievers, Experiencers, Believers, Strivers, Makers.

Striver

Strivers are trendy and fun loving. Because they are motivated by achievement, Strivers are concerned about the opinions and approval of others. Money defines success for Strivers, who don't have enough of it to meet their desires. They favour stylish products that emulate the purchases of people with greater material wealth. Many Strivers see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead.

Strivers are active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy. As consumers, they are as impulsive as their financial circumstance will allow.

Favourite Things:

• A lottery win
• Stress relief
• A sense of belonging
• Stability

Experiencers

Experiencers are motivated by self-expression. Young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savouring the new, the offbeat, and risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities.

Experiencers are avid consumers and spend a comparatively high proportion other income on fashion, entertainment, and socialising. Their purchases reflect the emphasis that they place on looking good and having "cool" stuff.

Favourite Things

• A social-media following
• Being entertained
• Being established
• The ability to purchase