Characteristics of Advertising

Benefits offered:
The benefits that are offered in this aero advert are that it is pleasurable as the rapid melting of the chocolate allows you to have immense pleasure and flavours in your mouth as there are a range of different flavours. The graphics also say "Have you felt the bubbles melt?", showing the audience that they should go out and try it because it is the bubbles that cause the chocolate to melt the way that they do, and the ending voice over tells you that there are single bars so you can enjoy the pleasures of the chocolate on your own.

Advantages over other similar products:
The advantages of this product over other types of chocolate is that it melts quicker than other chocolate products for example another advert that would be similar is the minstrels advert which shows the two women sitting waiting to watch a show with a bag of minstrels between them it is later revealed that they were watching a raunchy show which echoes  the aero advert as it features a half naked man but this shows him with water droplets so it echoes the representation of melting.

USP:
The unique selling point of this product is that the chocolate melts in your mouth unlike many other chocolates which you would have to suck on the chocolate for it to start melting an example of this from the advert would be from 0:06 - 0:10 when he describes that when it gets to body temperature it starts to melt so it not only melts in your mouth but it also starts to melt before you put it into your mouth. This is then repeated later during 0:15 - 0:24 when he tells the ladies that it increases the pleasure when it melts faster this is followed with two women voice overs saying that that explained why there were bubbles and the other woman had zoned out whilst he was speaking because of his physical appearance. 

Lifestyle appeal:
The lifestyle appeal of this product is that for women between the ages of 20 -35 as seeing a man half naked would immediately grab their attention from the beginning when he throws the towel and then when he sits on the couch so you can see him sitting on the couch at 0:13 - 0:23 which also shows a close-up of his face allowing you to see him eating some of the aero bubbles and the look of delight and the raise of his eyebrows in a cheeky manor after he had the chocolate.

Brand identity:
The brand identity of this product could be described as saucy and sensual as they man in the advert is only wrapped in a towel for the duration of the advert showing just how pleasurable the chocolate are, also from 0:00 - 0:02 you see the man drying his hair and then goes on to throw the towel to the side showing that he had just gotten out of the shower showing just sensual the chocolate is. The mood that is set is quite romantic as the way that he speaks is deep, low voice which would immediately capture the attention of the audience for example when he speaks from 0:03 - 0:10 when he describes the temperature and that it melts once it reaches the temperature.



Benefits offered:
The benefits that are offered with this product is that they are trying to promote healthy living as a graphic in the advert that says "LIVE LIKE GRANDPA DID: MOVE MORE, EAT WELL, TAKE IT EASY", this shows that are trying to get you to eat healthier but to have a treat once in a while by having coca cola like their grandpas did. Another benefit offered is that you can follow in your grandpas footsteps and to be exactly like him by doing similar jobs, and eating similar foods.

Advantages over other similar products:
The coca-cola advert has an advantage over other similar products as they have made their advert different to others instead of using cartoons/animations to make it appeal to the audience they have used real stories about grandparents and their grandchildren to show that it runs in the family and that everyone does drink cola. They also further this by showing pictures of other families drinking to show the similarities between that family and other families which also promotes family life and the relationships between grandparents and grandchildren.

USP: 
The unique selling point of this product is that whilst it is trying to promote their product they are trying to also promote healthy living as they show the differences between the grandpa and his grandson an example would be from 0:07 - 0:11 this shows that there is a difference as one has breakfast but the other only has a bite and a travel mug of coffee in his had before he leaves which is then followed by their way of getting to work as one rides his bike whilst the other drives his car. Also at 0:20 you see a clip of them both having a snack, the granddad having an apple whilst his counterpart was having a bag of crisps, this is similar when they are having dinner as one has a homemade meal and the other had a microwave meal.

Lifestyle appeal:
This appeals to the audiences lifestyle as they are shown that they can have a healthy live and still treat themselves once in a while as it appeals to people of all ages for example children are going to ask their grandparents questions of their past to see what they did as they may want to mimic them like the advert showed them, also the grandparents may be reminiscing over their past and their youth feeling nostalgic over times that have passed. This is shown when they show other families 0:52 with the graphic to enjoy life and they follow with other families until 0:56 showing it could be anyone.

Brand identity:
The brand identity of this product would be active, the work hard ethic and to also have fun as they are the different things that the advertisement are trying to promote to their audience, this is because the advert is mostly done in split screen and to show the similarities and the differences between the two and their lifestyles. Throughout the advert you can see that both men work hard to make a living but in their own way, the advert also uses graphics like "LIVE LIKE GRANDPA DID: MOVE MORE, EAT WELL, TAKE IT EASY" and "DON'T FORGET TO ENJOY LIFE", these show that you should work hard and you should also rest and equal amounts of time for fun.