Finish Advert: Breakdown of the effective Telly Advert
A person’s home can often be seen as a reflection of their character, so keeping a tidy home is important to most people. Finish are playing on this with the images of the dirty sink, hoping it will fill consumers with horror to think that by not cleaning out their dishwasher with a product such as this they are effectively subjecting their dishes to the same conditions. They are playing on the consumer’s basic human need to conform and be accepted by others, and perhaps hope that viewers arrive at the conclusion that anyone with any self-respect would not let their dishwasher get in such a “state”.
Diamonds are recognised as one of the highest value gemstones, and by using the term “the Diamond Standard”, they are suggesting that they are the best in the market. The seal at the end with the backing from the reputable brands should also assure the consumer of the product’s quality.
Even in these modern times, it is still normally the female in the household who does the majority of the kitchen chores. Although she might get a helping hand now and then, Finish is mainly targeting this market sector.
The voice used for the voiceover is sultry and confident, hoping to give viewers the impression that the woman behind it is the same, selling the product as part of a lifestyle idea that target viewers might aspire to be a part of. The choice of music is from a group popular with the 25-35 age range, and has an international and modern flavour, again trying to fit in with this preconceived lifestyle. People in this age range have normally travelled, may not have children yet (and subsequently more disposable income), will most likely have modern appliances such as a dishwasher, and are normally grateful for any time-saving household help.
The computer graphics showing the dirt and limescale being blown away, along with the product being placed in the dishwasher demonstrate just how “bad” the problem was, and how easy it is to solve. Indeed, the article wanted to point out how even people with high-end top of the line dishwashers, such as the Miele G1222SC, can still suffer from the problem if they do not use a dishwasher cleaner. As such, the need for the Finish dishwasher cleaner becomes all the more imperative and essential.
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