Structure
In this advert that is actually a music video for the band Masters In France, and they decided to make it they were clearly approached by Ikea to use their song in this advert. And it was created to show people coming together and hanging out no matter what age they are.
In most of the video the kids are shown playing with their 'friends' which consists of other children and also their toys - which in the end turns out to be their parents/grandparents/brothers/sisters etc.
Also within this advert we see the children collecting the plates and cutlery for dinner which is what most children generally do help out with doing in households.
There is one child in particular in this video that almost seems to narrate what is going in and that is the child that you see in the first opening shot, she almost acts as the mother who has invited everyone around for tea as she seems to be quite authoritative and you see little characteristics in her showing what the mother usually does like taking peoples coats and hanging them up.
Techniques
The advert uses lots of different techniques such as the bright colours, use of Ikea products, a catchy song and odd flamboyant animal characters. Firstly the use of bright colours helps to catch the audiences attention as everyone loves a bright spacious kitchen as it is considered one of the most important rooms in the house. With the use of Ikea products it shows that they cater for children with steps to help them reach things from the cupboards and child height tables and chairs and also the simplicity of their products that they manufacture create a sense of easy living.
Characteristics of the product/services
The unique selling point of the advert is the fact that its showing that people can hang out together no matter how old they are. Its being inclusive of all age groups. Another USP of this advert is the characters such as the robot, teddy bear, monkey and others. This captures the attention of young children as they are attracted to cool toys and bright colours.
Audience
The target audience for this advert is aimed at a wide range of people from young children to elderly adults as there is an elderly lady in the last shot of the video. Because of the wide target audience it is showing that Ikea caters for all age groups, it has toys for children and then it has all the household amenities for adults because they are the main audience as they will be the people that will be buying the products.
Regulation
This particular advert that Ikea have produced was created with Ikea's new strategy which is to focus of different activities that you can do throughout the home rather than creating different campaigns for different rooms in the house. This was said to be the first 'entertaining' one that they had created and with it being about children it was imagined through the eyes of children.
Characteristics of the product/services
The unique selling point of the advert is the fact that its showing that people can hang out together no matter how old they are. Its being inclusive of all age groups. Another USP of this advert is the characters such as the robot, teddy bear, monkey and others. This captures the attention of young children as they are attracted to cool toys and bright colours.
Audience
The target audience for this advert is aimed at a wide range of people from young children to elderly adults as there is an elderly lady in the last shot of the video. Because of the wide target audience it is showing that Ikea caters for all age groups, it has toys for children and then it has all the household amenities for adults because they are the main audience as they will be the people that will be buying the products.
Regulation
This particular advert that Ikea have produced was created with Ikea's new strategy which is to focus of different activities that you can do throughout the home rather than creating different campaigns for different rooms in the house. This was said to be the first 'entertaining' one that they had created and with it being about children it was imagined through the eyes of children.
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