3.1 Identify the tagline in the advertisement. (1)
The tagline in the advertisement is "Heat Happens. Stay Cool."
3.2 How does the advertiser create a desire for the product? Refer to both text and visuals in your response. (3)
The advertiser creates a desire for the product by tapping into the relatable experience of heat or discomfort during hot weather, which evokes a strong emotional response. The phrase "Heat Happens" acknowledges a universal truth, making consumers feel understood and prompting them to seek relief. The use of the word "Cool" in the tagline suggests that Sprite can provide not just physical comfort but also a refreshing experience, associating the drink with relief from the heat. Visually, if the advertisement includes bright colors, images of ice-cold Sprite, or people enjoying the drink in a summer setting, it reinforces the product's association with coolness and refreshment, intensifying the desire to purchase.
3.3 Discuss the effectiveness of the use of the third-person pronoun. (3)
The use of the third-person pronoun "he" in the advertisement can be effective as it creates a sense of distance and universality, making the message feel applicable to a wide audience rather than limiting it to the first-person perspective. It allows the advertiser to tell a story or scenario where someone is representing the consumer's experience, making it more relatable. This positioning can build a connection with potential customers who find themselves in similar situations, encouraging them to think, "This could happen to me." However, it may also feel impersonal or detached if the audience doesn’t connect with the character, which could dilute the impact of the advertisement.
3.4 Do you think this is an effective advertisement? Explain your answer. (3)
Yes, this advertisement can be considered effective. It addresses a common situation—experiencing heat—making it relevant and relatable to a large audience. The catchy tagline not only encapsulates the theme of the advertisement but also promotes the product as a solution to discomfort. Additionally, if supported by appealing visuals and a clear connection to the product, it has the potential to grab attention and evoke a desire for a refreshing beverage. The urgency implied in the phrase "5 minutes 45 minutes ago" suggests that the refreshing experience is needed right away, further motivating consumers to consider Sprite as their go-to option. Overall, the blend of engaging text, relatable scenarios, and visually appealing elements works together to create a strong advertisement.