Essence of advertising
Petley (2003) presents one of the clearest and informative ideas, regarding advertising as “the means by which goods or services are promoted to the public” where “the advertiser’s goal is to increase sales of these goods or services by drawing people’s attention to them and showing them in a favourable light” (p. 4).
So advertising as an activity needs to attract attention, to promote the use of goods, and to demonstrate that the offered idea/service/thing is better in comparison to the others. In our two posters, much attention is paid to colours, slogans, and images which are represented by PJ Smoothies.
Elements of advertising
To succeed in this activity, it is very important to be aware of its main elements and steps. Elements of advertising may depend on advertising purposes and advertising outcomes.
If we talk about purposes, the elements will be all about data collection (who buys, what is bought, what is not bought), constant innovations to be ready to present fresh and obligatory facts, and evaluation of prices to be able to compete in prices with other organizations (Walters, 2007).
Other elements of advertising are more connected to the outcomes of this activity and the ways of how to achieve the desirable success. Advertising should be appealing to people’s eyes so colours play an important role. Each of colours has its meaning and power (Wright, 2006, p. 115):
- Red colour used for girl’s clothes symbolises human life, sexuality, passion, and ambitions.
- Orange juice is all about joyful and high spirits which are inherent to people. Two young people hold orange bottle in their hands. It means they use these drinks to make everything around happier.
- Green colours on the background are chosen to demonstrate that calmness and comfort that is still available to all people;
- Yellow colours underline the idea of happiness and optimism of the production.
Advertising has to be memorable as well. To make it so, captivating slogans were chosen for the ads. Slogan has to be short and informative. The slogan for the first ad is “Enjoy This Life with PJ’s Smoothies” – a person should comprehend that this production will represent a chance to enjoy this life!
Another slogan is all about health that is so important for people: “Health Is Here”. You should not search for more ideas on how to improve your health but try this juice and feel better.
Advertising needs to be simple and clear, this is why the use of colours and ideas are not too difficult to comprehend. Read what you see, and do what you read!
Advertising is to be fun and interesting. This is why such elements of ads as titles, contact to audience, range of colours, and attention-grabbing ideas that make people re-evaluate their lives.
All this is present in the ads under consideration so that the public will accept the offered idea and comprehend its essence and purposes (Mooij & Mooij, 2009, p.169).
Ideas generation
To generate the ideas for the ads about PJ’s Smoothies, it turns out to be necessary to evaluate the production of the chosen company, its position on the market, its propositions and conditions.
One of the ideas supported by this company is “What fruit? Drink fruit”; they certainly believe that life should be not only about living but also about for fun, fun for everyone (PJ Smoothies).
The evaluation of their profiles helps to clear up that this organization is not afraid to make fun, entertain, and encourage other people to do the same. To create a captivating ad for PJ’s Smoothies, it is better to think about something bright, funny, and appealing.
First ad about everyday life and people in it
Our first ad represents how a successful young couple drink a fruit juice. They look healthy, happy, and satisfied. With the help of properly chosen colours, the ad attracts the attention and explains how to comprehend this ad.
As it was mentioned above, colours are crucial in the ad. The meaning of red, orange, and green colours are clear. However, what about blue colours? Does it mean something sad, cold, and unknown? Hardly! According to Wright (2006) blue also means some kind of protection and power.
This is why boy’s clothes are of blue colours. He is powerful, he is creative, and he is ready to share the same condition and the same idea with other people. It is very important not to use this colour too much, because ads which are full of blue seem to be cold and sad.
In the background, several people look very preoccupied with different affairs: telephone calls, traffic jams, and job challenges.
This couple is ready to cope with everything as they drink such a good drink (of orange colour) and strengthen their health; they save their money because they drink juice that is not too expensive; and finally, they are always ready to find time and have a break to enjoy this life.
The idea to connect the image of PJ’s Smoothies with ordinary life seems to be rather effective: you are an ordinary person just as that couple on the poster, and you can buy this juice to enjoy this life just like this couple does.
Fun and relax with PJ’s Smoothies production
As it was mentioned about, one of the key elements of advertising is fun and entertainment. It is not enough to smile and enjoy the sunny day now. To persuade people pay more attention to this production, and more reasons and ideas of why PJ’s Smoothies are worthwhile have to be given.
What we suggest now is to drop all doubts and seriousness away and think about something not real. PJ’s Smoothies bottles are alive. They are bright and unpredictable. They are able to chance colour depending on the mood of people around. They are orange so they bring joy, happiness, and satisfaction.
They are red to make this world brighter and funnier. Let it be two bottles with fresh juice, fresh smoothies, which are in hurry to help as many people as possible. They aim at providing people with juices that make people stronger and healthier.
Their slogan is short and clear “Health Is Here!” Do you want to become healthy? Drink this and wait for results. Though these juices are not free, in comparison to other drinks, PJ’s Smoothies are cheaper and make people able to buy them any time.
Now, let us talk about the ideas of slogans and images deeper. To succeed in selling and advertising, four Ps of marketing have to be mentioned: product, price, place, and promotion (Petley,2003, p.18). We have to consider all of them before present the final outside poster and be sure about its effectiveness.
Effectiveness of Slogans
Do you remember such slogans like “A diamond is forever” or “just do it” (Shimp, 2008, p. 222). Of course, you do because these slogans characterise and introduce popular companies which aim at helping people and making their lives more interesting, captivating, and successful.
A slogan should not be too long. In our case, this requirement is met. Second, it should call for some actions and make people believe in something better. The two ads not only call for actions (drink) but also propose to improve human health.
Third, our slogans do not present some kind of empty promises because people should know what to expect from this production. Finally, the success of our slogans has to be characterized by a properly organized thematic context (Saad, 2007, p.155). Our context is still about health, style of life, and satisfaction.
Variations of themes for PJ’s Smoothies ads
The smoothies category has already undergone considerable changes and become recognizable in many countries of different continents.
When people get tired with buying expensive food and drinks, it is necessary to think about something that will be so delicious and so healthy that already known brands and their popularity may be under a threat. So, the ads for PJ’s Smoothies are:
- Funny because this is one of those organizations that pay much attention to fun and entertainment. The idea of two bottles seems to be rather funny and attractive. One of the expected outcomes is that more children are eager to search for these funny bright bottles.
- Informative because the public should know what kind of product these smoothies are all about. The term smoothies is new and it is better to explain what kind of drinks these PJ’s Smoothies are. These bottles are not only cheap and available for people. They provide their customers with heath and love.
- Captivating because people can hardly be interested in something not bright and boring. These posters are appealing, intriguing, and connected to our everyday life so that people may discover their chances to succeed.
- Not aggressive because usually people are searching for something to make their lives more calm and simpler, so why not present juice that can help to enjoy some peace of mind.
Ads and their features
The peculiar feature of these two aids is the possibility to use them in different media and attract the attention of people with different tastes and interests.
The idea of the first aid where a young boy and girl drink the production of PJ’s Smoothies and demonstrate how they are satisfied with the things and events around may be used in such spheres like education (to attract students’ attention to this production and promote the use of this cheap and healthy drinks), social sciences (to encourage communication between different people and get some common themes to discuss), medicine (to explain why such drinks are more effective for people and how they may influence human health), and, of course, food industry (to demonstrate achievements in this sphere and present people more options to choose from).
Conceptions of PJ’s Smoothies
One of reliable PJ’s Smoothies portfolio’s admits that “PJ’s main conception is Innocent” So, this organization is one of those, who take care about its customers and is ready to present innocent and healthy products only. This is why our ads corresponds to the following points:
- It is cheap – so let these posters attract attention of many people. They are students, who try to control their incomes and, at the same time, enjoy this life, families with not high incomes, who still care about their health, businessmen, who want to have a good look during meetings and eat properly, lacking of time constantly, and sportsmen, who want to eat their fill and have health and well-developed figures.
- It is tasty – so it is possible to show people what benefits it is possible to get from this production. The outcomes of PJ’s Smoothies production are good health, good mood, abilities to communicate with different people, possibility to save money and enjoy drinks, and a good chance to try the most amazing drink, prepared from fresh fruits and GMO-free food.
With the help of such ads, people get a chance to learn more about the productions offered by PJ’s Smoothies. It is not enough to know about these drinks but it is important to know about their advantages, benefits, and use.
General overview of the campaign
PJ’s Smoothies is one of the most popular companies owned by PepciCo. Among the variety of peculiarities, one of the most tempting issues about this company is its production and its effectiveness. There are not many organizations which focus on useful and healthy products for people.
In addition to the attempts to take care of their customers’ health, they consider the financial side of the situation. The prices on their products are not too high so that almost everyone can allow to enjoy these drinks. The ads under consideration demonstrate that people, who have already agreed to try these drinks, are satisfied with their decisions.
They differ from other people, who still doubt about their reliability, but they are better, healthier, and more attractive. The purpose of this company is to promote the use of these drinks and help people become better. Do you want to get a chance and improve your life? You are welcome to trust in this drink and buy it to make sure the ad is true.
Theoretical justification of ads
MacRury (2009) underlines the fact that “advertising is also a genre whose legitimacy and authority is always in doubt” (p.24). Due to the varieties of advertising and inabilities to check their validities all the time, some people may not believe how useful the offered production can be.
It theoretical justification is all about advertising perfecting qualities to reduce customers’ ignorance and improve communication between products and consumers (Kirkpatrick, 2007, p.126).
Though “much of the advertising industry is designed to persuade us to desire new things” (Cobb para. 50), some part of this industry has to focus more on description and evaluation: what happens before the use of the production, what may happen during the use of this production, and what results are expected after the use of this production.
To make it legal and justified, it is obligatory to define what aspects are covered and have to be covered. In our case, the ads about PJ’s Smoothies are oriented on ordinary people, who want to make their lives better.
It does not cost too much; it does not take much time to find it out; and finally, it does not depend on such issues like fashion, weather, or progress. These drinks can hardly worsen. They are developed to protect people and give them a chance to improve their health.
Used advertising elements
To achieve better effects and influence society in a proper way, our two ads are characterized by the following elements:
- Bright colours to attract people’s attention and present an idea that this life is full of different colours and sides;
- People’s presence of these ads prove the fact that this production has close connection to people and their styles of life;
- Humour and fun help to demonstrate that these juices may improve many things;
- Short and informative slogans share the main ideas which are introduced effectiveness and use of the products to the public;
- Attention to people’s styles expresses the idea that though smoothies are not dependent on fashion, they suit people down to the ground.
Every chosen element has powerful grounds. Our choice does not hurt someone’s feelings and interests, but attracts attention and introduces the variety of positive sides according to which people would like to try it at least once in their lives. It is so difficult to find out juicy products and enjoy their natural tastes.
Effects and outcomes of the offered campaign
“Advertising and promotion can have positive effects on the standard of living, address lifestyle needs, support communications media, and are contemporary art forms” (Guinn, Allen, & Semenik, 2009, p.3). Is it possible that our ads may influence human perception of PJ’s Smoothies production?
Of course, it is possible due to several reasons. First, almost each person wants to try something new and believe that this novelty will change the world or at least mood somehow. The idea to try a new drink is always tempting. You have not done this before, and now, you have an opportunity to try it and spend not much money.
PJ’s Smoothies think about their customers and want to provide them with numerous opportunities to drink and enjoy. Second, healthy food and drinks are always in demand. Today people are too busy to follow diets, go in for sports, and eat only proper food.
Hot-dogs, hamburgers, and other fast food suggestions seem to be attractive and cheap. This is why many people agree to use this food and not to think about possible outcomes. PJ’s Smoothies is all about health and satisfaction. Are you thirsty? – Drink these smoothies.
Are you eager to eat a fruit? – These smoothies are full of fruits? Do you want to amaze another person and present a new drink? – Try our smoothies! You will lose nothing if you try this juice! But if you fail to try it in time, you may regret about your lost.
Reference List
Cobb JB, ‘The Global Economy and Its Theoretical Justification’, Religion-Online. Web.
Guinn T, Allen C, & Semenik RJ 2009 Advertising and Integrated Brand Promotion. South-Western Cengage Learning, Mason.
Kirkpatrick J In Defence of Advertising. Greenwood Publishing Group, Westport.
MacRury I 2009 Advertising. Routledge, New York.
Petley J 2003 Advertising. Black Rabbit Books, London.
PJ Smoothies. ‘Want Fruit? Drink Fruit.’ Web.
Saad G 2007 The Evolutionary Bases of Consumption. Lawrence Erlbaum Associates, Inc., Mahwah, NJ.
Shimp TA 2008 Advertising Promotion, and Other Aspects of Integrated Marketing Communications. South-Western Cengage Learning, Mason, OH.
Walters M 2007, ‘Elements of a Successful Advertising Campaign’, Netregistry News. Web.
Wright, Ray. Consumer Behaviour. London: Thomson Learning, 2006.