Television Adverts

Today was the presentation deadline for our television advertising unit. We were required to present and analyse three adverts from the past to current. My chosen adverts were from the Oreo brand.

The first advert was from 1993 with the slogan “Unlock the Magic”. It has a linear structure, is a realist advert because it has nothing out of the ordinary, and is closed ended since there is nothing more which the audience needs to know after the advert. The advert shows how the product should be used and that was their Unique Selling Point (USP).

The second advert was from 1999, this time with a different slogan, “Only Oreo”. This also has a linear and realist structure with a close ending. The USP is the plot in which you have the younger kid who tries to copy the other by dunking his Oreo, but has a problem which he manages to overcome. When he does at the end, the kids reaction creates an emotional response with the audience were they may relate.

The third advert is from Oreos recent campaign. It has a linear structure with anti-realist elements since they use fantastical characters. It has an open ending because the anthem finishes with a question “What if I gave an Oreo to you?” and in that way it is up to the individual to decide what comes next. It uses celebrity endorsement as the song is performed by Owl City, and also there are various versions performed by different artists online. It is an upbeat and adult-oriented advert. Mostly because the adverts first television debut was during the Tv show ‘Mad Men’, which has a very loyal viewership and is also very social.

The use of repetition of the phrase, “What if I gave an Oreo to…” is the brand identity, as well as the repetition in the animation where we see two character hands sharing an Oreo.

That pretty much summarises my presentation. I do think it went well, although I could have mentioned a few other things which were included in my presentation notes.