Oreo Bedtime Advert Analysis - Essay Example

Oreo Bedtime Advert Analysis Introduction In every society, there is a constant factor hiding in plain sightwith a far greater impact on the mindset of society than we like to believe. Like a hunter lying in wait for his kill, the various forms of advertising remain in the various media used for them waiting to spread messages that get diverse interpretations from different people. In the advertising world, advertisers try to sway us into preferring the purchase and use of their products. In an attempt to do so, they manipulate us into thinking that their products are what is best for us through the portrayal of certain implied messages and ideas. In the life of a human being in today’s world the advertisements implant different ideas in our minds from childhood to adulthood with some having devastating results. These ideas influence our perceptions towards life with a majority of the ideas resulting in fuzzy perceptions. Some advertising works of today portray ideas that stimulate the imagination of the audience to capture their attention and drive the message home. This essay seeks to show how the people behind the adverts incorporate this technique to sway the market consumers into purchasing their products. The Oreo advert manipulates the audience into thinking that their products improve family bonding by portraying scenes involving good family relations because of the use of the product. This idea is the basis of many ideas in various prints and TV ads like the Oreo Bedtime advert ("Oreo: Bedtime | Ads of the World™"). Advert description The advert tells the story of a small girl and the feeling she gets from eating an Oreo cookie, which the advert describes as “wonderfilled”. It uses images and text to spread its message of a young girl who would like to spend time with her father over an Oreo cookie so that they can bond and maybe talk to her grandma ("Oreo: Bedtime | Ads of the World™"). The illustrations provided by the child as she uses her creative mind to draw up the images enable better understanding of the audience. The marketers of the Oreo cookie are trying to use the various styles of imaging, text, special effects, color, and general advertisement layouts portray the Oreo cookie as a tasty product fit for the kids that improve family ties and bonding while stimulating the creativity of the children ("Oreo: Bedtime | Ads of the World™"). Implied messages Family Other than the cookie itself, the advert tries to sell other messages to the audiences, which support the marketing of the cookie. The first message that the advert implies is family. The advert starts with the girl asking “what if she had shared an Oreo cookie with her father, would he have sent her to bed?” she concludes they would still be up “telling jokes and watching monster movies”  ("Oreo: Bedtime | Ads of the World™"). They would sing and play while eating more cookies. This tries to bring out the importance of family in every setting. Although the little girl has gone to bed, she still feels the need to stay up with her father and do fun things. This shows that Oreo cookies promote bonding among family members and keeps the fun going beyond the bedtime hours. This gains further support as the girl continues to say they would play and call “grandma” after eating the cookies. This portrays the importance of keeping in touch with all family members and not just those who live around you. It also shows that Oreo encourages good relations with family as the little girl remembers to call her grandma after sharing cookies with her dad ("Oreo: Bedtime | Ads of the World™"). Importance of play In the advert, one of the key arguments portrayed is play. In the larger portion of the advert, the little girl is playing various games. She starts by jumping on the bed, before playing with dolls and drawing before she finally goes to sleep ("Oreo: Bedtime | Ads of the World™"). All this comes after she “twists, dunks” and eats the Oreo cookie. This shows the cookie to bring out the fun side in kids that helps improves their participation in playing. The advert shows that the improved playing helps the creativity of the kids to soar. It also shows the improvement of the happiness of the kids who use Oreo, as they exhibit more activity in playing games. Creativity One of the core foundations of the advert is the sketchy illustrations made by the little girl. These illustrations used to tell the story behind the advert to the audience. Due to the nature of the illustrations, they seem to originate from the girl’s mind. This portrays her to be very creative. The fact that she also comes up with an idea that could involve her father instead of going to bed also serves to make the audience view her in this light ("Oreo: Bedtime | Ads of the World™"). This creates an idea in the mind of the viewer that the girl outsources creativity from the cookie. As such, the cookie comes off as sparking creativity in kids. The creativity of the little girl is also shown to have improved because of the cookie as she suggests drawing and reading after “twisting and dunking” ("Oreo: Bedtime | Ads of the World™"). This shows that the creativity sparked by the cookie is not restricted to imaging and illustrations but may also manifest as reading and even drawing with the kids. This is a very important illusion particularly as it targets kids in an age bracket, which needs encouragement to improve their reading and writing skills, which Oreo provides. Basic appeals of the advert The ad incorporates several basic appeals of advertising that relate to its target market. First, the ad uses the need for affiliations ("jfowles.html"). The images, audio, and text illustrate a little girl who has a wanting to spend more time with her father and get in touch with her grandma. A session of sharing a cookie with her father provides this opportunity. The use of the little girl to paint the picture of the setting creates the illusion of the need to nurture, which triggers this motive that is akin to the needs of affiliation ("jfowles.html"). In the advert, the techniques used describe a young girl who wants attention from her father, which relates to most children in the age bracket, which constitutes the larger part of the target. This uses the need for an attention appeal ("jfowles.html"). The advert depicts the cookie as a means to momentarily forget the reality in the lives of children allowing them to stay up after their bedtime and spend a lot of time with their family playing. This appeal to their need for escape, that helps to sway them into favoring the product ("jfowles.html"). Techniques used in the advert The advert incorporate techniques that seem to be a perfect blend for appealing to the its target market that is children with a liking for play and sweets. The images depict a child that has gone to bed but still wants to play, which is a typical setting of the American population ("Oreo: Bedtime | Ads of the World™"). This is successful in appealing to the children that constitute the target audience and market through the incorporation of the appeals outlined in the previous section. The images use a little girl to paint the picture of Oreo as a wonderful product using her life. The drawn sketches of the activities that the girl wants to participate in providing this illustration. This is succeeds in appealing the designated target market made by children who can only draw sketches. This captures their attention, as they easily understand the drawings. The coloring schemes used in the advert are of quality bringing out different aspects of the setting. The colors of the room are lively as in the case of the bedrooms of little girls. This contrasts with the images of the girls’ imaginations that have a clear black outline ("Oreo: Bedtime | Ads of the World™"). This seeks to bring out the realities in the room and show what the cookie brings to the ordinary life. The layout also seeks to bring out a clear distinction of the two with the imaginations layered over the real images. The advert, although being a motion picture, uses texts to send the message home clearly. The advert uses texts to provide proper descriptions of the activities going on to further spark the curiosity of the viewer to find out more. They also describe the feelings of the girl with the cookie described as “wonderfilled”. This is successful in sending a clear message to the audience. The music in the story Portrayal of culture The advert depicts the target audience to hold values that portray them as infatuated with ideas that are fictional in nature. The ad uses the idea that the cookie, Oreo, is “wonderfilled”, meaning that its consumption brings a wonderful life ("Oreo: Bedtime | Ads of the World™"). This is in fact a depthless idea that pollutes the minds of the young at a small age as they lose focus on the important things in life. In the future, the discovery of the ad would lead to deductions on the culture of today’s world as one that was unrealistic as the people thought that simple products like cookies make life better. Conclusion The Oreo cookie advert depicts images of the imagination of a child to sway the audience to purchase the product. The ad design aims to incorporate various appeals and techniques to sway the target market into wanting the product. It conveys a number of messages that help to support the product marketing. The techniques used rule the advert as a successful strategy for the exploration of the market. Work cited "jfowles.html." Cyberpat.com, 2013. Web. 28 Nov 2013. . "Oreo: Bedtime | Ads of the World™."Adsoftheworld.com, 2013. Web. 28 Nov 2013. . Read More