Audience appeals are a critical aspect of advertising, and different advertisers use varying strategies to appeal to their target audience. In this essay, we will compare the audience appeals used in two advertisements - the Meerkat Movies advert and the Zazoo condom advert.
The Meerkat Movies advert is a popular advert that features Aleksandr and Sergei, two meerkats who offer free cinema tickets to people who buy insurance from Compare the Market. The advert is known for its use of humor and emotional appeal. The advert uses humor to grab the audience's attention and create a memorable message. The use of meerkats as the main characters is also an effective technique to appeal to the audience's emotions. Meerkats are cute animals that are often associated with playfulness and curiosity, making them an excellent choice for an advert aimed at families and young adults. The advert also uses emotional appeal by creating a connection between the audience and the characters. The meerkats are shown enjoying the cinema and having a good time, which creates a positive association with the brand and encourages people to buy insurance from Compare the Market to get the free cinema tickets.
On the other hand, the Zazoo condom advert is a more serious advertisement that aims to raise awareness about the importance of safe sex. The advert features a young boy who is trying to get out of going to school by pretending to be sick. However, his mother discovers his lie and sends him to school. The boy then puts on a condom before having sex with his girlfriend, and the advert ends with the tagline, "Don't be silly, wrap your willy." The advert uses logical appeal to persuade the audience to practice safe sex. The use of a young boy as the main character is an effective technique to appeal to the younger generation and create a connection with the audience. The advert also uses ethical appeal by creating a sense of responsibility among the audience. The tagline, "Don't be silly, wrap your willy," is a simple and catchy phrase that encourages people to take action and practice safe sex.
In terms of aesthetic appeal, both adverts use different techniques. The Meerkat Movies advert uses bright colors and cartoonish animation to create a visually appealing and engaging experience for the audience. The use of animation also adds to the humor and playfulness of the advert. On the other hand, the Zazoo condom advert uses a more realistic and serious tone with natural lighting and muted colors. The use of a realistic setting and characters adds to the credibility of the advert and reinforces the message of safe sex.
In conclusion, while both the Meerkat Movies advert and the Zazoo condom advert use different audience appeals, they are both effective in their own way. The Meerkat Movies advert uses humor and emotional appeal to create a connection with the audience and encourage them to buy insurance from Compare the Market. The Zazoo condom advert, on the other hand, uses logical and ethical appeal to persuade the audience to practice safe sex. The use of different techniques in aesthetic appeal also reinforces the messages of the adverts. Overall, both adverts are successful in appealing to their target audience and communicating their messages effectively.