We have decided on a final idea and we have chosen to do an advert for Specsavers. We chose this because we can create a funny and rememberable advert and we already have ideas of how we are going to create the advert and who the actors can be.
Specsavers don't have just one specific target audience who they aim their adverts towards; it varies depending on the types of glasses they are trying to sell and/or what special deals they are offering.
SPECSAVERS SHEEPDOG ADVERT:
We have researched many adverts created by Specsavers and almost every advert is made to make you laugh. The advert above is the man who shaves his sheep and then his sheepdog because he cannot tell which is which and this catches the audiences attention therefore they remember what the advert is about. Also the advert is very obviously for glasses, telling the audience that this man cannot see but if you go to Specsavers that can be fixed and this ultimately draws the audience into buying it and the product seems desireable for people that need glasses. It does not include any dialogue from the actor, the only speaking your hear is a voice-over at the end promoting an offer for over 60's, and this is a clever way to attract a wider market.
This advert is in black and white, unlike the majority of adverts for Specsavers which are in colour and this immediately tells us that they are targeting an older audience. We can tell this because people who are over 60 will be used to watching television or movies that were in black and white and having an advert in this colour attracts them and catches their attention.
There is only one actor in this advert and this shows that this person has got his independence, which seems desierable for the target audience who still want to feel independent in their old age. The way that Specsavers are potraying their glasses is that you can have them and become more independent than you already are. Also the fact that this actor shows good work ethic and is still working at his age keeps the audiences attention and makes the advert more attractive to them.
SPECSAVERS OVER 60'S ADVERT:
The second advert shown is also targeted at over 60's; as you can clearly tell by the people who are acting. This also is a typical Specsavers advert because the storyline of the advert is an elderly couple looking for somewhere to eat their lunch and think that this roller coaster ride is a nice bench to sit on and they get a surprise when the ride starts. This grabs the audiences attention and keeps them focused on the advert because up to this point it is not clear what it is exactly about. At the end of the advert you hear the man ask 'what sort of cheese was that?' and the Specsavers logo appears on the screen, telling the audience what the advert was about and they also include a promotional offer of 30% off for over 60's, which is an appealing offer to attract more customers. The way that this couple is portrayed makes them seem vulnerable and they look very naive. The way that Specsavers have made their glasses seem like something that is nessesary and desierable to give people more confidence and security knowing that something like this will not happen to them.
We feel that this type of advert will be much more suited to our skills and will allow us to be creative, in terms of location, actors and storyline. Both of the adverts shown are targeted at over 60's and this is likely to be because your eye sight begins to get worse from this age, therefore the offers and adverts are made to attract this particular audience.
We began thinking about Todorov's theory: situation, problem, resolution and how Specsavers use this theory in their adverts. The situation will be at the start of the advert, in this example getting the child ready for school and dropping them off. The problem is when the child is picked up from school and realising that it is the wrong child and the resolution is to go to Specsavers.
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