Instruction:
Part 1: Detailed Description of an Advertisement
Adolescents ingest a lot of information on advertisements from the television, internet and magazines. Concerns are growing about the effects of this information on adolescents because excessive media exposure negatively affects lifestyle choices and behavior in teenagers. Red bull takes marketing to extremes with its advertisements. In one of its advertisements, a teenage boy is holding a red bull drink, he then grows wings and fly’s after drinking it. This advertisement might not seem so convincing to an adult but to an adolescent who wants to be associated with something trendy it is so deceive (Micael, Fredrik, & Terry, 2010).
The energy drink’s slogan “gives you wings” endorses the advertisement. This advertisement and slogan misleads many teenage who passive the energy drinks in a different way without thinking about the effects of the drink on their heath.
Part 2: Critical Thinking Questions
- Who is the intended audience for this advertisement? What age group? Male or female?
The intended audience of the advertisement is teenagers between the age of 18 to 30 both female and male. This, however, does not mean that younger or older people are not enticed to drink red bull by the advertisement.
- What subliminal and overt messages does this advertisement send?
The red bull advertisement tries to send an unrealistic message to the audience. A teenage boy is seen flying while holding a red bull can, this directly implies that one can or will be able to fly if they take red bull which is impossible in real life. It seems quite unrealistic that someone can be lured by this advertisement to think in that way, but considering that adolescents make decisions quickly without considering the consequences it is possible.
- How would this ad be interpreted differently by each gender?
This advertisement is interpreted in the same way by both genders; it is not based on any one gender. Energy drinks are consumed relatively same by boys and girls especially those taking part in sporting activities.
- Do you think this ad is inaccurate in its portrayal of body image? If so, in what ways? If not, explain why not.
It is evident that the advertisement is inaccurate since it goes way out in trying to lure teenagers into using a product that will not produce the same results in the advertisement. Flying is impossible to someone normal; therefore, it is not ethical in trying to convince someone to buy something under the pretense that they can fly.
- Why do you think this ad and its product may be appealing to adolescent?
The red bull advertisement is appealing to an adolescent because one is easily convinced that he/she will get so much energy out of a red bull drink that can make him fly and be “untouchable” (Megan, 2012). The advertisement makes red bull look like a drink that will not have any negative health issues when consumed. The packaging and graphics on the red bull can also promote the product and makes it more appealing.
- Why do you think the marketers chose to use this specific content and imagery?
The red bull marketers were smart to pick the contents in this advertisement because they choose imagery that an adolescent can easily relate to himself or herself and feel that the product will not only suit him/her but also give a refreshing experience.
References
http://www.overtcollusion.com/iadvertising/2013/2/14/red-bull-gives-you-wings.html. (2013, February 14). Retrieved April 15, 2014, from Red Bull Gives You Wings: http://www.overtcollusion.com
This website contains information about the red bull advertisement. It talks more about the advertisement and its content
Brandly, J. (2013, September 02). http://adage.com. Retrieved April 04, 2014, from Engery-Drink Giant Proves Branded Stunts Can Pump Up Sales: http://adage.com/article/special-report-marketer-alist-2013/red-bull-stratos-space-jump-helped-sell-a-lot-product/243751/
It contains information about the sales that are a result of the advertisement strategy.
Megan , K. (2012, March 09). http://www.ehow.com/info_8477929_negative-effects-media-teenagers.html. Retrieved April 15, 2014, from Negative Effects of the Media on Teenagers: http://www.ehow.com
It talks about the negative effects of media advertisement on teenagers.
Micael , D., Fredrik, L., & Terry , S. (2010). Marketing Communications: A Brand Narrative Approach. John Wiley & Sons Ltd: London.
This book contains information about ethical behavior in advertisement and the effects it has on consumers of the product.
O'Brien, J. (2012, December 19). http://mashable.com/2012/12/19/red-bull-content-marketing/. Retrieved April 15, 2014, from How Red Bull Takes Content Marketing to the Extreme: http://mashable.com/2012/12/19/red-bull-content-marketing/
It talks more about the marketing strategies used by red bull, it contains other advertisements that are deceiving.
Ryan, B. (2011, May 24). http://prezi.com/6jlprvedd0fo/red-bull-advertising-analysis/. Retrieved April 15, 2014, from Red Bull Advertising Analysis: http://prezi.com
