Análisis cuñas publicitarias- Sara Díaz

Lo más importante del mensaje publicitario, independientemente de su origen es la consecución del objetivo que persigue. Si los géneros informativos nos narraban una historia real, y los géneros de ficción nos la representaban o dramatizaban, la publicidad buscará captar nuestra atención con el finde vendernos un producto o servicio, por tanto, utilizará estrategias de persuasión para incitarnos al consumo. Lo relevante de un anuncio es que el público potencial recuerde el nombre del producto en primer lugar (esto se consigue mediante la repetición de la marca, un claim original, un jingle efectivo...);  le apetezca adquirirlo, en segundo lugar; y vaya a comprarlo e interactue con él, por último. Las estrategias emprendidas por las marcas son muchas y variadas. Van desde potenciar sus beneficios realzando su utilidad, precio, calidad, diseño o estatus social, pasando por alabar sus virtudes en comparación con productos similares o sustitutivos hasta crear conciencia respecto a un problema y mostrar el producto o el servicio como la solución.

Una de las prácticas semanales que nos mandaron hacer en la Universidad de Ulster (Belfast) durante mi año de Erasmus en la asignatura Writing in communication fue un comentario sobre dos anuncios publicitarios. Ahora que tengo ocasión de recuperarlo, me gustaría incluirlo en este análisis y comparar estos anuncios con el mismo tipo cuñas que podemos encontrarnos en nuestra radio. 

El primer clip de soundcloud se corresponde con el anuncio del parque de atracciones Pleasure Island, a partir del 1'13. El segundo es el anuncio íntegro del Mini Cooper. A continuación, el comentario a fecha de diciembre de 2013.

"Both Mini Cooper car and the Pleasure Island theme park radio advertisements were released this year. In fact, it is quite probable that they remain on radio broadcasts.

 I strongly believe that these two ads provide great examples to analyse the strategies discussed during the last lecture. Although I consider the Mini Cooper advert more original than the Pleasure Island one, the first seems to me more effective and, probably, the best approach to announce a theme park. Sounds effects and positive connotations have been included to make it more attractive. In addition, the listener is able to recognise the context very soon and remember the name of what is being advertised due to the repetition of Pleasure Island three times in 15 seconds. One of its main strengths is putting the audience in the place of the consumer, whose profile is clearly the family. The message gets across in a simple and effective way. I do not know if it is persuasive enough to get action but, at least, the potential consumer hears about the product (gets awareness of it) and hopefully, will take into account when thinking in going to a theme park with the family.

Judging by the language, in the case of Mini Cooper the target is more restricted. While Pleasure Island looks for colloquial terms like dokes (conversations), Mini Cooper, in contrast, uses technical language such as mpg, which refers to the car fuel efficiency or go-kart, which alludes to car’s speed and driving style. The ideal consumer may be someone uppity, who like cars, technology and design overall, and is eventually willing to spend a lot of money to achieve one desirable and expensive Mini Cooper.  With the goal of conveying the public and talking about the car’s features, the advert reproduces a familiar context thought the expert narrator who tries to hypnotise the audience. The pretending conviction as a result of telepathically powers aspires to become real and reliable to engage potential consumers. Nevertheless, from my point of view, this strategy could be more effective without including those parts which are supposed to be funny."