'Smirnoff Ice' Analysis

This is an advert for 'Smirnoff Ice' a similar drink to 'WKD' which I have also researched. The style of these adverts is very different to the style of the WKD adverts as these 'Smirnoff Ice' adverts are much more conventional as they focus much more on the drink itself and the branding whilst still including the comedy side. Each of the 'Smirnoff Ice' adverts include the same theme and some of the same dialogue. The product is always recognised in the very beginning of the advert and is presented to be something very powerful and essential to the people in the advert, therefore persuading the viewers to buy the product. In addition, the people in the adverts at the parties are all the age of the target audience which also encourages people to buy the product as young adults can recognise that the product is aimed at them.

Each advert begins with one man noticing the drink and picking it up to drink, then questioning why there's something unusual at the party, then for another man to reply 'you've got to think of everything', then there's a cut to something unusual, such as the monster or the giant dog. The slogan then states; 'you think of everything, you serve Smirnoff Ice' which implies that 'Smirnoff Ice' gives you more power than other drinks and is essential.

The protagonist in the advert is presented to be cool, popular and powerful which the viewers supposedly aspire to, therefore the message is that if you drink 'Smirnoff Ice' then you will also become all of these things. Furthermore, in some of the ads for example the first one where there's a girl in a bikini, women viewing this advert as supposed to aspire to be like this girl, and men are encouraged to believe that if they drink 'Smirnoff Ice' then dating a beautiful girl like the one in the advert is achievable.

The fact that the adverts all take place at parties allow the target audience to relate to the advert and consider buying the drink to have for when they are next out. Similar to the WKD advert, 'Smirnoff Ice' is targeted at most classes but mainly working/middle class as it drinks themselves are very cheap and the setting of the adverts is stereotypical for working/middle class people.

At the very end of the advert there's then a close up of 'Smirnoff Ice' bottles in a cooler, this is essential for any advert aiming to sell a product as it appeals to viewers and looks attractive as well as closely showing viewers the brand name, making it recognisable for them to see in shops.

Adverts for alcohol are often shown on TV channels during the ad-breaks for people of the same target audience, for example 'Smirnoff Ice' may be shown during an ad-break for 'The Only Way is Essex' as this is on TV after the 9 o clock watershed, and it's aimed at young working/middle class viewers who may aspire to be like the people on the show, who go out a lot to parties and clubs. 

I would like my advert to be similar to this advert, with the same sort of settings and ideas as the 'Smirnoff Ice' adverts as my product will have a similar target audience as this advert and therefore will include similar aged people.