Strongbow Bittersweet ad analysis

Strongbow Bittersweet Advert

 

 

 

 

 

 

 

 

 

 

 

In this stand - alone advert, Strongbow advertises it’s cider through showing the audience the farmers growing cider apples in both rain and sunshine. The cast is a group, but focuses on one farmer who appears to be the chief one. Every cast member looks like a seasoned farmer and the settingis Herefordshire; this creates an air of trust and quality in the apple, which goes onto be made into the cider. Like most cider ads, they focus on the apple part to make the cider seem healthier and more appealing.

 

 

Brand Identity

 

 

. Masculinity                                              .Outdoor activity (sponsor of Team GB)             . Nature  

 

. Work and Accomplishment                   . Apples

 

. Social                                                        . Bows and arrows                                

 

 

 

Strongbow’s typical TA

 

. Male 24-35 – males substantially more featured in the advert. Cheap price cans and apparent good quality appeals (quality especially important when at a pub where all pints cost £4-5)

. Social, outgoing, worker

.Working class/ middle class

.Ad could also appeal to middle aged category 36-55 who like their quality cider

 

 

 

Structure

 

The advert follows a chronological, realist and simple narrative- the cider apples being grown in all conditions. What separates it from other adverts is the split screen used to show both the sun and rain environments. The majority of shots used are close ups, to show the quality of the apples, as emphasising the quality and therefore taste is vital when competing against other ciders.

 

 

 

 

 

 

 

Persuasive Techniques

 

The first persuasive technique used is the showing of the apples and how they are grown in the orchard. This gives connotations of health, quality and lets the audience think they know what is in the cider so they trust it. All these things are key as Strongbow is an alcohol and not healthy, so by contrasting this it means the audience don’t focus on this fact. Also the use of apples as a tasty, sweet fruit give the audience a subconscious feeling of the appealing taste it should taste like.

 

Another persuasive technique used is the group of farmers. This creates two things: a social element, as in one of the shots the farmers are shown smiling together; the other thing is an element of trust in local farmers, as those shown are white and appear to be British or French (Strongbow apples are grown in Britain and France). The social element is key, as Strongbow is predominantly bought in social situations such as a pub or for social situations in packs of cans. Finally the trust element is key for the customer buying Strongbow over another cider, as trust and quality implies better taste. At the end of the advert the chief farmer/ taster is seen tasting a glass and smiling in approval.

 

 

 

The final persuasive technique used is the arrows crashing into the bottom of the Strongbow. This is the iconic image of Strongbow, which the audience can identify with. This also makes the brand more memorable, which means when customers go to buy a cider they will look for or buy Strongbow.

 

ASA Rulings

 

There were no issues with this ad.