Detailed
analyse of Ikea advert
STRUCTURE
With the Ikea advert the first thing we see is a bright happy
place with children playing and taking on the parent’s role with the child
kitchen set. What this tells me about the advert is that it’s aimed at parents,
the reason for this is because the children are smiling and enjoying what they
are playing with learning new cooking skills doing adult activities such as
cooking on their own, the children are showing their own independence which
makes the parents want to buy the product. Throughout the advert there is a lot
of medium close up and long shots. For example the first thing you see on the
advert is a mid-shot of the girl and her teddy and bright colours on the
kitchen units which represent Ikea. The bright colours are aimed at the younger
audience to make the area feel more homely. Throughout the advert they use the
three colour code of green, blue and white. They use these colours because they
are neutral colours and represent a calm and healthy environment for the
children. Throughout the advert you see
the teddy bear watching over the little girl; helping her out in the kitchen
not until the end do you find that it’s her mother. What I also think the teddy
represents as well is how helpful the Ikea staff are with their customers.
There is an open and closed narrative in the advert because it’s how Ikea helps
with every occasion including parties. The style of the advert is very surreal
because the parents are made to be like toys throughout the advert. I think
Ikea makes the parent surreal so that the secondary audience feel more comfortable
with the surrounds and makes it a place for families were as if you took the DFS
advert for example they don’t specifically make it for families not as much as
Ikea. In between the advert you see a long shot of a robot coming into the
hall. With Ikea you see a lot of long shot angles, this is due so that the audience
can see the variety of products that Ikea has to offer and to try and relate
the house as if it was the typical family home with the bike in the hall, and
coats hung up. Ikea throughout the advert are always pushing to get the whole
family involved. The lighting of the
whole advert is very bright and clean. There is no mess or anything. I feel
they have used the lighting in this way to show the crispy finish on the doors,
if the lighting was dull then there units wouldn't stand out as much as Ikea would of liked I don’t think.
TECHNIQUES
I think in the Ikea advert there is quite a lot of hidden
messages that are been given off when you look more deeply into the advert. I think
the main one that stands out is how happy the children are when playing with
the new furniture and how beneficial it can be for young children for example
helping them to cook. I think the hidden message Ikea is giving out is that if
you buy new furniture for your house it’s not just going to make the children
happy but the whole family happy too. Another message is how emotional the
advert could be to new parents looking at the children on Ikea advert smiling
and having fun, and I think every parent wants that for their child to live in
a happy peaceful environment.
CHARACTERISTICS OF
PRODUCT
Everyone knows Ikea as being cheap to buy, but I think with
this advert they are trying to get the point across of it being cheap but looks
just as good as anything else. The adults in the advert look middle/ upper
class so it makes people want to buy the product more because it makes them
feel like everyone is buying from Ikea. Also from the way the children are
dressed as well they are saying its good quality furniture and you are getting
what you paid for but for a cheaper price. I think this is a good way for Ikea
to get a wider audience because the advert appeals to everyone I think this is
one of Ikeas unique selling points that it doesn't just appeal to couples like in
the DFS advert. You can also tell this is an Ikea advert because of their well-known
bright colours but unique furniture this is how people recognise them and the
brands identity. I think the Ikea advert has advantage over other furniture
adverts because they have a lot to offer and a wide range of stuff. They also
aim it not a specific audiences like the low budget independent shops. They
have a lot of advantages like how cheap and how the finish product looks.
REGULATIONS
Ikea have aimed this advert mainly at children so the
watershed will possibly between 4-7 pm from when they come home from school to just
before the go to bed the reason for this is that if the children see the advert
they will tell their parents and the parents will remember it for when the next
want to purchase a sofa or a new kitchen. Also with it being Ikea they can put
it on a number of times because they are a quite well known company. If the
children do like the advert then its more than likely that the parents will
keep an eye out for it on telly and tell their friends about it.
AUDIENCE INFORMATION
I think the main target audience is adults with children and
families but they aim it more at their secondary audience which is the
children. I think Ikea have done this in a cleverly way because they know that
if children like something they are going to want it. Same with their main
target audience; if they see the child smiling and laughing the parents are
going to remember the advert and think how their child liked the advert.
