Research

Research

In this first part of my project, I am going to research into advertising and how café chains such as Costa, Caffe Nero and Starbucks advertise hot drinks through TV and Print adverts. TV is an incredibly powerful tool in advertising because producers and manufacturers know that TV is viewed by huge audiences so therefore they will use this platform to advertise their product and then they know they will receive huge audiences. Print Adverts are also advantageous to marketers because a lot of the general public pick up leaflets and receive leaflets through their letterbox so therefore this is an effective marketing strategy because it means that the audiences are made aware in public areas of consumables.

TV Adverts

1). Costa

The target audience for this advert is identified to be for people who love coffee. The basic narrative for this advert is that 'Costa' makes coffee that is made to be loved by the person who is drinking it.

One prominent colour in this advert is the colour of red, which has connotations of love, to show that the company puts love into every cup of coffee they make. Secondly, The advert takes place in an almost theatre-like setting, which would convey why there is a musical element to this advert. Finally, a key prop in this advert is coffee beans, which have a resemblance with Costa but they convey the love for the coffee, which may convince the audience to come to Costa and try the coffee.

The advert features a group singing a song called "I was made for loving you". This will have a positive impact on the audience's opinion of the advert because it will encourage them to come to Costa because the advert has assured them that they will receive a positive experience there.

During the advert, the shape of a heart features very heavily, which strongly connotes that Costa will provide its customers with a coffee from the heart. Secondly, the use of the song, "I was made for loving you", makes the audience think that the coffee is there to be loved by its consumer.

A key advertising technique in this advert is the use of the slogan. In this case, Costa clearly states its target audience and refers back to the theme of love conveyed earlier in the advert. This gives the company a positive look because they are telling their audiences that their coffee is loved by their customers.

A second advertising technique in this advert is the use of a catchy theme tune. The tune, "I was made for loving you" is very catchy and it will stick in the audience's head and therefore, they will immediately associate this song with Costa and know that it is the place where they known they will receive a cup of coffee made with love and they know they will love and enjoy.

2). Starbucks

The target audience for this advert is for people who like drinking coffee. The narrative for this advert is to promote a more personal service in their coffee shops by getting to know their customers. There is also an offer for a free latte on a certain date. This is similar to Costa in the sense that their coffee is made to be loved by their customers but the difference is that they convey that they care more about customer loyalty than the quality of product so they are giving away free drinks in order to attract customers back to their coffee shops.

The setting of this advert takes place in a Starbucks coffee shop, which is totally different to Costa. There is also people in the background socialising, which would convey to the audience that their coffee shops are friendly places to come and buy drinks and take part in recreation. A key prop in this advert is a coffee cup where the drawing on it changes from names to cartoons. The cartoon element of this advert will attract an audience of all ages, whereas Costa would only attract a certain audience.

The music in the Starbucks advert is different because it has instrumental music whereas the Costa advert has a more vocal sound. This may attract a more mature audience because it doesn't have as much of a catchy theme tune.

A key advertising technique is the use of a deal to help persuade the audience. The use of a deal, "Free Latte", will help to attract fans of this beverage to Starbucks instead of another café as they know they won't have spend any money here.



3). Caffe Nero

The target audience for this audience is for people who like drinking coffee. The narrative for this advert is to inform customers of how coffee is made at Caffe Nero. While this is mostly unique compared to the Costa and Starbucks adverts, it is loosely similar to the Starbucks advert because they show the audience brief details of how their coffee is produced however in this advert, they concentrate on demonstrating how their coffee is made and giving the audience facts about the coffee such as "each bean is hand picked", which will attract audiences because they will want fresh coffee.

The setting of this advert is a table in a studio, which is completely different to the other adverts as they have elements of them filmed on location in their coffee shops. A key prop in this advert is coffee beans, which inform the audience of the audience of the key ingredient to a cup of coffee.

The music in this advert is similar to the Starbucks advert in the sense that it is very instrumental, which can attract a more mature audience as it is not a dancey theme tune and it is more calm.

A key advertising technique used in this advert is the use of slogans. The use of the slogan, "Everything starts with espresso", tells the audience that they can start their day happy at Caffe Nero.





Print Adverts

1). Costa

The target audience for this print-based advert is for people who like cold drinks. This print advert uses persuasive language such as "cool off the tongue-tingling way" to lure the audience into Costa over the summer to buy this drink. In special times of the year such as Christmas and the summer, Costa will bring out special drinks such as festive hot chocolates or smoothies because at these times of year, there is a market for these sorts of drinks. Elsewhere, the mention of summer fruits such as peaches will encourage the audience to buy this drink in the summer because it will make them feel refreshed in the hot weather. A key advertising technique used in this print based advert is a slogan. The use of the slogan, "A refreshing hit of summer" helps to promote the product as a refreshing drink and also, to fit in with the time of year that the advert is being put out into the public eye.

2). Starbucks

The target audience for this print advert is for people who like coffee. Similarly to the Costa advert, this Starbucks advert uses persuasive language such as "Merry yourself with these Christmas specials" to lure the audience into Starbucks over the Christmas period to buy these drinks. Like Costa and many other coffee chains, Starbucks will bring out a special selection of drinks at Christmas with festive flavours such as Gingerbread and Caramel. A key advertising technique is the use of persuasive language such as "Merry yourself", which conveys that the audience will be made to feel festive by drinking these hot drinks.