The Ad i like.
The adverts has a bright and positive feel to it from the beginning, this is done through the lightining, the bright clothing and setting. The main male (that is meant to reach out to the other elders) starts by mentioning work and similar thoughts to those that would be thinking about retirement. Already the target audience will be engaged in the advert. Both the elders in this advert are being active, this breaks the stereotype of those over 65 not being very active or full of life. The actors in the ad are tanned, have colour in their hair and look like they still take care of themselves, an image that other elders would like to see themselves as being like. 6 seconds in to the advert both the elders have positive facial expressions and look hopeful which could reflect how people view Aviva. The Italian music gives a soft and gentle feel to the advert, also makes it more engaging.
He mentions that he "had a good look 'round". This shows these people are being logical therefore of good judgement airgo we can trust there judgement of choosing Aviva. They visually show their journey of looking through of retirement deals in a more interesting way by showing it as a journey for looking for a new home.
When they view one home (retirement plan) the elder man is assertive with the younger one by telling him "No!" This shows the older generation still having authority and opinions. When they are following one woman talking to them in a foreign language, the wife pushes her husband from behind but in a jokey way. This shows them as still having energy and being able to joke around.
When they are looking at houses, they are all dim and dull as well as being rather cramped. This is used to show the other retirement deals they have been offered as being dark and not flexible, in general rather flexible. Where they end up (Aviva) it is a beautiful, spacious and bright showing Aviva being bright, flexible and positive.
They still some of the stereotypical assumptions with the older generation such as kinked jumpers, cups of tea and falling asleep in an old dull chair. This helps make the advert seem more believable as it has some of the realistic stereotypical assumptions. This is also in a christmas setting and there are many positive connotations around Christmas.
Information is placed during the advert and is positioned clear enough to read and understand but not to distracting from the interesting visual of the ad.
The voiceover that says information about Aviva is very gentle, relaxed and friendly as is the end pack shot. The background is yellow which has positive connotations to it. The type is in blue which is a safe colour that people feel like they can trust. The little bit green could be used to make people think of money, that Aviva is good for money. They also have ensured all vital information needed is shown and easy to understand.
The ad i don't like.
The voiceover is slightly whiney and the advert starts with an image of a shopping trolly. This automatically off putting and confusing. A black rip runs down the middle of the image and the voice over asks a rather negative question. This immediately makes the advert seem negative in itself.
Then more random images come on screen and have black rips down the middle. I understand there idea of showing the good stuff being unavailable to people if they don't have a retirement plan but it is executed in a very negative way.
Information is also randomly placed in the middle of the advert which can seem confusing as just before that you were seeing random images getting pieces ripped out of them.
This cuts to a man in a suit talking to the screen as if he was talking directly to you. He is giving you information and directly looking at screen is normally engaging, however, in the scenario it seems rather boring to me and i lost interest in what he had to say. Before he finishes what he has to say more random images appear which could cause more confusion.
An image of an old couple sitting on a couch appears. But the rip is fixed in this image which i believe is to show their company fixing the problem. The old couple are with their grandchild. The grandparents have grey hair, dull looking clothes and are in a dull room, the only real colour is the granddaughters clothes. This shows the older generation being dull and the younger generation being the ones full of life but it should be both generations being shown as energetic and fun. The adults appear happy but it gives the message that they need the granddaughter to be so.
