The advert that I have chosen is the Jack Daniel’s promotional advert of its new product, Tennessee Honey.
Source: "Jack Daniel's: Bees."
Cosmetic Appeal/ Use of Color/ Use of White Space
This particular advertisement aims at influencing the manner in which other consumers view themselves factoring in the beneficial aspects that buying such a product can bring to them. In the advert, a crowd is shown attracted to the product which in essence indicates a combination of social and humor appeals which makes consumers to laugh and build an emotional attraction to the product.
Typography
Typography, as we all know refers to texts arrangements aimed at passing product advertisement’s information to consumers. In Jack Daniel’s case, careful words have been chosen to communicate the product’s content. “Draws a Crowd” for example, depicts that the product is basically a premium one and has earned the endorsement of many other consumers. This wording further enhances the product theme thus strengthening the brand.
Graphics
This particular advert uses graphics in the form of texts, imagery, color, illustration. Here, a creative spark is evident on the use of unlikely similarity existing between a cluster of bees and crowd of people at a specific distance, color and scale each featuring the execution of a large pack shot appearing to have invited a swamp of excited bees as if it were the case of honeypot. Interestingly, a closer inspection reveals that there are no bees at all but rather a crowd of party goers who are enjoying their night in style. This content has been summed up by the phrase line “Draws a Crowd”.
Accessibility/ Ease of Use
This advert offers the typical massive product shot that consumers would want. Consumer education particularly on where and how to enjoy the whiskey is clearly demonstrated in the advert. The advert manages to pass the content message with style, humor and simplicity. Again, the advert answers what could be a tricky brief in the past by offering emotional and educational message to its consumers.
Clarity
The advertisement print is very clear. Every element that supports the conveyance of content message can be easily seen and read by every consumer interested in the product. Even though from a distance, the images on the bottle looks like a swamp of bees, closer view clearly indicates that they are indeed an attracted crowd who are busy enjoying themselves.
Conciseness
In this advertisement, the texts are used in a very clear and conscious manner. Phrases like “Tennessee Honey”, “Draws a Crowd” are the key words that symbolize the product. From these phrases, a consumer can have a conscious picture about the product and not in a manner that may contradict his/her imagination concerning this product.
Authority
In this advert, there is a proper demonstration of the authority that a product should exhibit in the market. It is brought out as if this is the only product in its category. The advert shows that everyone from the surrounding gets attracted to this product, and, therefore, all people would want to associate with it. Again, bees are known to be only attracted to sugary and sweet elements. This aspect again gives a highlight that the product is simply the best that attracts everyone interested in sweetness and quality.
Scope and Purpose
Work Cited
"Jack Daniel's: Bees." Bees. Web. 27 Mar. 2016. <http://www.arnoldfurnace.com/creative/work/bees>.
