1960's Fairy liquid advert
In this advert we can quite clearly see that there is a mother and a daughter at home doing the washing up. The mother is explaining to the daughter what the product is and this is a good way to explain it to those viewing the advert as well. Another reason as to why she might be explaining it to the daughter is because she is preparing her for later life as in those days it is what the woman would do. This is evident by the fact that we see no Father figure in the picture as we assume he is out working. At the start of the advert we see the daughter playing with alphabet blocks, we can clearly see these are labeled "F" and "L" which relates back the product name "Fairy Liquid", which is very clever and a good way of promoting the product. The mother is the main character in the advert which is evident as the camera shots are mainly focused on her, however the daughter is also seen a lot but she is not considered the main character, this advert is what's known as a single strand advert. This advert has tried to introduce a second selling point other than the product itself and this is evident in the advert when the mother talks about soft hands, a lot of women in this generation were worried about how they looked and portrayed themselves to the men of this era. therefore giving them soft hands when using the product is an effective way to sell the product, as in this time it would be predominantly woman who would use the product.
1970's Fairy Liquid advert
In this advert we again see that they have used a mother and a daughter as the predominant characters in the advert. In this advert we see the daughter outside watering the plants while her mother is again washing the dishes. This could mean a number of things for example it could be showing that the daughter is growing up and is starting to do chores that a mother would usually do so is preparing herself for later life as a housewife which was very common in this time. However it could also suggest that fairy liquid are trying to get across the point that they want their product to smell like flowers which is again a selling point for women as most women all love flowers. We see a close up of the mothers hands after she has used the fairy liquid which to me again is saying like in the previous advert that fairy liquid provides woman with soft skin, so we can see that they have stuck with the same unique selling point.
1980's Fairy Liquid Advert
In this advert we quite clearly see a big difference to the previous adverts as the female character is no longer at home but in a school. However this advert feels more personal because the female character is talking directly to the audience, which will engage the audience and make them more likely to want to buy the product, the advert shows fairy liquid being compared to other washing up products but is shown the be the superior one. Which will then hopefully convince the audience to buy their product. Comparing the fairy liquid product to the others in the advert we can clearly see that the fairy liquid bottle lasted longer which to me could mean a change in the unique selling point of the product, as it would be much more appealing to people as they would be saving money if they buy this product, it also shows that it produces a much better quality of cleanliness for the finished product, which again is very appealing to those viewing the advert.
1990's Fairy Liquid Advert
This is the fourth advert in a row where we still see no male character which means the roles that were expected of woman have still not changed. This advert follows the pattern of the previous advert I analyzed as again it is comparing itself to another washing up liquid. However this advert is a lot brighter than the previous adverts and is more colorful which could represent a change in the way women are perceived. Again this advert provides a close up of the mothers hand which is trying to sell the fact it leaves your hands soft when you use the product which proves that the company have stuck with the same unique selling point throughout the many years they have been on the market. The bond between the mother and the daughter could be a way of showing how happy fairy liquid makes its customers and that this is the reason why you should buy their product as it makes those who use it happy.
2000's Fairy liquid advert
Again the female character is present in the kitchen, however we have finally seen a change in characters as it is now the son who is with the mum in the kitchen. The mother is seen using the fairy liquid with the voiceover saying "a bit too long" which again is emphasizing how long the product lasts. Not only have we seen a change of character we have also seen a change of ethnicity to the previous adverts, this would be because they want to be considered inclusive and show that they are changing with the times. towards the end of the advert we see the mother pull out a frying pan which is very shiny and clean, which is a clever way of promoting the product as it is suggesting that this tiny drop of fairy liquid has cleaned the pan to that quality standard. which is again focusing on the selling point of long lasting effect and efficiency.
2015 Fairy Liquid Advert
This advert is quite different to the previous ones I have analyzed as we can see that there is a mother a father and a son present. The first thing we hear in the advert is "it's taking ages to run out" which is again focusing on the long lasting effect the bottle has and that its slowly become their man unique selling point as they are no longer focusing on the soft hands. The mother is wearing green and white which is the colors of the fairy liquid bottle so they have been clever and used a slight bit of brand identity within the advert by making her wear this color clothing. Having all 3 of these characters again shows that the fairy liquid company has changed with the times because nowadays not all mums stay at home on their own with children and they have pushed through the feeling of equality, which correctly represents todays society.
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