Relevant Research For Our Advertisement

As part of the group I conducted some research into previous diet coke adverts as our brief clearly stated that our advert had to be aimed at women in a particular age range of our choice. So we choose and age range of 18-45. Below is the research I conducted and explanations of the advert etc.

Previous Diet Coke Adverts (Group Research I conducted)
http://www.youtube.com/watch?v=l0O8t4zXQy8 

Diet Coke Advertisement with hunk.

One advertisement that caught my eye when conducting research for the group was the diet coke ad with hunk. This advertisement is completely different to my concept but the style fits with the type of message we want to convey through in our idea.

The advert is animated, and has a group of women holding and drinking diet coke whilst getting into a lift at what looks like a business place. Whilst the women are going up in the lift the video jumps to a clip of a man standing in front of security screens watching the girls in the lift, we then see the "hunk" being lifted down into the lift where the girls are. The girls look impressed as the lift opens, and they walk out. This advertisement narrative is about diet coke being for women and that it attacks men! The aim of the advertisement is to attract women or men into buying diet coke. There is nothing dark about this advert at all as there are mainly bright colours used throughout. The structure of this advert is really simple as it's only 40 seconds long. Which I like as it doesn't bore you, making you want to buy the product. The advert creates a happy situation throughout then sells the product at the end with a slogan "Create your own diet coke break"

This particular advert appeals to the audience we are trying to appeal to. The advert shows three modern, working women  looking at an attractive male which is the stereotypical nature of the audience the advert is trying to attract. They are dressed well, and there hair and make up is well done. This is the new image of the modern women which we will need to adopt in our own advert. The advert also has an interesting spin on it as it is usually women used as an object of sexual appeal but this shows a man instead. This will appeal to women as it portrays them in a new light and in a position of power which represents the new image of women. The actual product is shown frequently throughout the advert which solidifies in the viewers head what is actually being sold.



Love It Light Diet Coke- Commercial

http://www.youtube.com/watch?v=0cNgwoAl2SM

This advert is called "Love it light" by Diet Coke. This advert is similar to the last diet coke advert I looked at. It was shot in a completely different manner to the majority of coke ads in the fact it uses puppets. However the narrative is very generic for a coke advert as it shows the modern women in the workplace. The advert shows women in a position of power in the workplace which is typical of a coke advert as it attracts the target audience it wants to appeal to ( working women, 18-35) The women are dressed smartly with there make-up well done; looking like they're at work in an office. The concept isn't pushing or forcing you into buying the product straight away. This is why this advert influenced my idea. 

The whole idea of the "Love It Light Diet Coke Ad" is that diet coke calms you down as there is an animated woman carrying lots of files getting really annoyed and her work colleague tells her she has to lighten up, so she picks up a coin and throws it into the Diet Coke vending machine where the woman who is angry starts smiling as the money goes into the vending machine, and starts dancing with her colleagues as she reaches her foot out using her heel to select a drink, collects her drink and starts drinking a dancing happily. At the very end on the Commercial there is a slogan with a diet coke can stating "Diet Coke if you love it light" this is suggesting that Diet Coke is light to drink and is for everyone as there are not just females in the advertisement but men too.