Analyse a Memorable TV Advert

Advert - Compare the Meerkat

About the advert there is a meerkat right at the centre of the image. Between the meerkat there is two boards the one on the left mentions "FOR COURAGEOUS MEERKATS' at the top of the board and at the bottom of the board it mentions "comparethemeerkat.com.

The one on the right mentions "FOR CHEAP CAR INSURANCE" at the top of the board and for the bottom it mentions "comparethemarket.com".

Target Audience
The target audience of this advert would relate to those people who have cars. When you usually have cars people would have to pay for their car insurances and this advert would persuade them to pay for their car insurances for cheaper instead of expensive money.

Effect
The effect of this advert image in terms of stylistic codes is that at the top of the image there is a big bold white font headline which says"ATTENTION! The use of that would definitely catch the target audiences recognition of the advert.

There is also use of colours such as blue, green and white predominantly in the advert they have probably used this to relate to the two click buttons by the bottom of advert, to help the audience understand why they have used these colours.

The props that are in the advert is the main one the meerkat folding his arms looking posh and wealthy with the meerkat wearing his upper class robe. This could signify that he is rich and possibly has loads of stuff to himself although he is a meerkat. Also you can also see the background of the house is amazingly posh as well.
There is a lot of close up shots especially at the beginning at the meerkat presenting the advert and camera shots cut from some other scenes during the advert for instance, the camera cut from the meerkat to his laptop to show the price and the detail about the car insurances.

Form
The form of the advert is anti realist, because there is animated meerkat dressed wealthy. However, the setting is in a real life house and it looks very nice since the meerkat is so rich and, also the meerkat uses the laptop on the screen it is showing The Go Compare website which relates to the advert. So there is some realism in the advert as well as anti realism.
 There is also some scenes in the advert that the meerkat is speaking directly at the camera to give the audience the full attention.

Style
The advert is surreal the fact it is a meerkat presenting the car insurances will make the target audience think why there is a animated animal in the advert.
It is also humorous, because the meerkat is in the advert scene and it would kind of make some people laugh.

Selling Techniques
This advert is lifestyle appeal. The reason being is that the advert is trying to persuade the target audience that they can pay their car insurances for cheaper. Nowadays to pay insurances for your car is really expensive and it relates to a lifestyle situation.