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Where? Supermarket - Cereal Aisle

Target Audience:
People on the go, parents, adults

Packaging:
Cardboard box with warm yellow colours. Wholesome imagery with the sunshine, oats and words such as 'soft' and 'golden grain'. The nutritional information is displayed on the bottom left.

Misleading Claims/Images?
The box has words such as  'energy for the whole morning', 'breakfast' and '5 whole grain'. This would give the consumer the impression that these bars are nutritious, a good source of energy and an appropriate food for breakfast.

Upon reading the ingredients list, we can see that this product contains 2 teaspoons of sugar per soft bake. It claims to have 5 whole grains in its ingredients and while this is true, the product is mainly made from refined wheat flour and an average of 1% of each of the other grains.

The nutritional information on the bottom right contains no traffic light system to inform the customer is this product is low, moderate or high in specific nutrients.

Verdict:
This product is misleading to the customer. It is marketed as a wholesome nutritious breakfast food, but upon closer inspection, the actual nutritional content does not reflect the image portrayed by the product.

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Where?
Supermarket - Freezer Aisle

Target Audience :
Children and Parents/Adults

Packaging:
Cardboard box with bright contrasting colours, eye catching. The imagery displayed on the front shows slices of the watermelon fruit. This creates an image of juicy, refreshing watermelons in the consumer's mind. The font is very playful. The nutritional information is displayed in the bottom right.

Misleading Claims / Images?
The box displays the words ' no artificial colours, flavours or preservatives' on the top left. The brand name 'Rowntrees' is displayed on the top of the box above 'Since 1881'. The word 'watermelon' is very pronounced in the middle of the box and really jumps out at the consumer.

Upon reading the ingredients list of this product, the product is mainly made up of water, sugar and glucose syrup. The images of fruit may mislead the consumer into thinking a high percentage of this product is made of pure fruit juice, and therefore nutritious and healthy. The product only contains 6.5% fruit juice, which is very little.

The nutritional information does display the traffic light system, and it is mostly green, meaning 'low', on nutrients we are advised to monitor our intake of. While the product is low in energy, fat, and salt, it is not necessarily a good source of nutrition. It would certainly not be considered as one of your '5-a-day'.

Verdict:
This product could be very appealing to both children and adults, due to the bright colours on the packaging, the  use of the fruit imagery to create a product that looks like a healthy option or a good choice and the green traffic light labelling.

This product is essentially water and sugar, and while it may be beneficial from a caloric point of view, it is certainly not a good source of fruit or nutrition.

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Where?
Supermarket - Health Food Aisle

Target Audience:
Health conscious people, people avoiding sugar, people avoiding gluten, dieters, parents, children

Packaging:
Wrapped in bright orange paper and an image of the product surrounded with a halo and angel wings. Words such as 'Tangy!', gluten free and no added sugar are displayed on the front. The nutritional label is found on the back of the product.

Misleading Claims/Images?
The name of the product FREEIST and the imagery of the angelic piece of chocolate gives an impression that the product is not harmful and is potentially beneficial to the consumer. The words 'no added sugar' and 'gluten free' are spelt in capital letters and stand out above the picture of the angelic square of chocolate. 'Be good to yourself' is also displayed on the top of the packaging.

All of the imagery and captions may mislead the consumer into thinking this product is a 'health food' or health promoting food. Upon reading the ingredients, this product is very high in fat and is made up of highly refined ingredients.

'No added sugar' may mislead the consumer into thinking this product is free from sugar and potentially low in carbohydrates, yet it actually contains a sweetener called maltitol. Maltitol is a sugar alcohol and contains carbohydrates and calories.

Verdict:
This product is highly misleading and uses imagery and captions to create an impression on the consumer that does not reflect the nutritional status of the product.

While someone experiencing coeliac disease may benefit from the gluten free status, the impression of holiness this product creates is false. In terms of marketing, it is an excellent example of how to sell a product to a specific target audience.

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Where?
Facebook

Target Audience :
Diabetics, health conscious people, people who are avoiding sugar, parents, adults

Packaging:
The product is stored in a clear glass jar. There is a picture of blackcurrants on the front of the jar. The words 'no added sugar' are seen on the front label. The product gives an old fashioned impression with cream and white colours running through it.

Misleading Claims/Images?
The product gives an old fashioned, homely impression due to the colour scheme and type of product that it is. The image of fresh blackcurrants on the front of the jar leads the consumer into thinking this contains fruit, and therefore is potentially a good source of nutrition.

'No added sugar' and 'for diabetic recipes - visit stutefoods.com' may mislead the consumer into thinking this is a sugar free product. Upon using a search engine to look at this product in more detail, it is mainly available to purchase in health food stores. This may also give an impression that the product is a 'health food'.

Upon reading the ingredients, this product contains sweetener in the form of a sugar alcohol called sorbitol. Sorbitol contains carbohydrates and calories, but a consumer may believe it is low in both of these nutrients due to the clever packaging.

Verdict:
This product has effective packaging to offer a 'no added sugar' alternative to regular jam, as regular jam is usually very high in white sugar.

The product creates an impression that it is sugar free, healthy and readily available in health food stores. Therefore, this is quite misleading to an uninformed consumer who may not understand nutritional labels or information.

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Where?
Youtube

Target Audience :
Busy people, students, those looking for convenience

Design:
This advertisement is for an app that allows the consumer to make a grocery order and have it delivered to their door in a very short time frame.

The name of the app is Getir. The image that is displayed shows bold words 'get milk' in yellow and white writing. An image of bowl of cereal with milk being poured over it is displayed beside the words. The colours in the background contrast well with the words and image to create a vibrant advertisement.

Advertising/Marketing/Consumer Appeal?
Although there isn't necessarily any misleading claims or images, the text is very appealing to those who lead busy lives and are short on time.

An offer of 10£ off your grocery order when you download the app also appeals to consumers who may want to save money.

There is a rating of 4.8 stars and FREE on the bottom of the advertisement. The app does not cost the consumer anything to install, and the high rating of 4.8 stars may cause the consumer to have a high opinion of the app.

The 'INSTALL' button under the advert makes it easy for the consumer to immediately access the application.

Upon accessing the website, the currency is different to the geographical location of the consumer, Europe (Euro €), and cannot be changed. The app is also based in the UK only. This is not very consumer friendly.

The advertisement was cleverly placed on youtube, and the consumer had to view the advertisement before viewing any other Youtube videos they were interested in.

Verdict:
As youtube is a very popular site, it is a good online place to advertise goods and services, such as Getir. The eye catching design, £10 discount, and urgency to 'INSTALL' the app makes it an effective advertisement. When the app is downloaded, the customer may realise that the app and website are not what they appeared to be.

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Where?
RTE One

Target Audience :
People living in Ireland, older adults, mothers, homemakers, viewers of the programme

Design:
Fair City is a Irish tv drama that is broadcast on RTE 1. It has approximately 500,000 viewers per episode. As RTE is an Irish broadcaster, its main audience are people of Irish nationality living in Ireland or living abroad. It also targets people living in Ireland, who engage in daily Irish life.

Fair City features product placement in many episodes. There is a corner shop in the programmme that is shown as a local Spar. Spar is an Irish chain convenience store. It is accessible to many areas in Ireland.

Product placement is a type of advertising used whereby a product is placed in clear view during the programme in order to influence the viewers attitudes and opinions of the product. This will make the consumer more likely to purchase the product, and therefore increase company sales and profits.

Advertising/Marketing/Consumer Appeal:
In this particular episode of Fair City, a bottle of Milton Sterilising Fluid and a carton of Premier Dairies Fresh Milk is clearly seen in the home of the characters in the tv programme.

Milton Sterilising Fluid would commonly be used by new mothers and fathers to clean baby bottles and this product placement may cause the consumer to trust the Milton brand if they have positive associations with a tv character who appears to be using it.

Premier Dairies Fresh Milk is a brand of fresh milk. The consumer may be more likely to buy this particular brand of milk if they see that a tv show representing Irish life is using this product. The character using the product would also influence the consumers opinions on the product.

If a brand has not paid to feature in a tv programme, the brand label of the product will always face away from the camera.

Verdict:
Product placement is an extremely effective method to advertise products.  A lot of the mechanisms behind product placement are not conscious to the consumer. Product placement allows companies to create an image in the consumers mind of how they want the consumer to feel about the product and how to interpret it.

Any tv programmes that contain product placement must clearly state that it is present in the following tv show. This is to inform the consumer and bring it to their attention. They can then decide if they want to accept the influence of this form of advertising. This protects the ethical rights of the consumer.

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Where?
Instagram

Target Audience:
Health conscious people, people who avoid dairy, vegans, food businesses

Design:
This is a food product that has been advertised on instagram stories. It is a paid advertisement. It is an advertisement for vegan ice cream.

The advertisement features a large image of the product which immediately catches the consumers attention. The pink background, with blue, green, white and black text create a nice image of the product that is being sold.

The word 'VEGAN' is prominently displayed at the top of the advertisement.

Advertising/Marketing/Consumer Appeal:
This is a paid advertisement, meaning the product will be shown to an audience that is interested in products similar to this one. Websites and companies collect data to profile internet users into categories and use this to advertise products to them that they have an interest in and are more likely to buy.

Buzz words like 'plant based' , '100% vegan', 'ambient', and 'win' are used to directly let the consumer know what the product is about. Upon looking at the ingredients, the product is full of fat and sugar, and the innocent image created does not match the nutritional content. Plant based and vegan are not synonyms for healthy and nutritious, even though the public have that association.

The image of a soft serve cone is also usually associated with positive memories of the beach , relaxation and summer holidays. The size of the image is effective in focusing the consumers attention on the cone. This positive association will likely cause the consumer to already have positive feelings towards the food product.

The inclusion of a competition will cause the consumer to interact with the product company more, and may cause them to receive email advertisements if they sign up to a competition.

Verdict:
This is a very pleasant advertisement that is effective in creating pleasant associations in the consumers mind.

The imagery and text are very pretty and light, and it is very attractive to the consumer.

By using the paid advertisement service on instagram, the specific audience is being effectively targeted effectively.

Overall, the positive associations and buzzwords are very effective in terms of marketing, but may mislead the consumer into thinking this product is a good source of nutrition, and a 'healthier version' of regular dairy soft serve.

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Where?
Instagram

Target Audience :
People on the go, health conscious people

Design:
This is a food product that has been advertised on instagram. It is a paid advertisement. Bens Original brand offers a range of pre cooked rice products.

The advertisement features contrasting colours such as blue, red, orange and white which grab the consumer's attention. The words 'TASTY CAJUN CHICKEN' are displayed in a large font.

An image of cajun chicken and rice features on the advertisement and looks very appealing. The packaging the rice product comes in is displayed on the bottom right, which allows the customer to identify the brand when in the supermarket.

Advertising/Marketing/Consumer Appeal:

It is a paid advertisement, which means the product will be advertised to a certain target audience based on their interest in similar products, as well as things such as age.

The advertisement features contrasting colours such as blue, red, orange and white. The colours make the advertisement stand out and grab the consumers attention. The words 'TASTY CAJUN CHICKEN' create an image in the consumers mind of a tasty meal which appeals to their senses, and may cause them to crave the product.

The caption indicates the product is 'new' with the 'same great taste'. This will appeal to both current and potential consumers of this product.

The image of the cajun chicken and rice meal creates a clear vision of the potential meals the consumer could create with the product.

Verdict:
The advertising of this product has been done very well, as it appeals to the consumers sense such as sight and taste.

The fact that it is a paid advertisement means the company has the benefits of using specific data to advertise the product to a target audience who is most likely to buy the product. This is a very clever and effective way to use media to promote a product.

Overall, the consumer will have to buy the product to confirm whether the products claim of 'tasty' is accurate or not.

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Where?
Office Building

Target Audience:
Office workers, employees, people who drink coffee

Design:
The Starbucks freestanding board displays a hot, frothy coffee along with the words 'Your next coffee is waiting'.
It features the Starbucks logo and clearly describes where the consumer can locate the beverage. Starbucks also states it is proud to serve it's coffee. This is repeated on both the Starbucks cup and side of the freestanding board.

Advertising/Marketing/Consumer Appeal:
Starbucks is an extremely well known and established brand with a good reputation for serving good coffee. The image of the coffee product is very pleasant and the words 'Your next coffee is waiting' is very inviting to the consumer.

The freestanding board was very cleverly placed outside an employee lunch room. It is located in an office workplace, which may appeal to those needing an instant boost in the form of caffeine. It is also located next to a vending machine stocked with chocolate. The image creates a warm, cosy feeling that may make a consumer more likely to get a Starbucks coffee.

Verdict:
Due to the location of this advertisement, and the nature of the work in this office, this advertisement is extremely effective and appropriate. The target audience has clearly been reached, and the advertisement definitely influences the consumer to purchase a coffee.

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Where?
Shopping Centre

Target Audience:
Adults, Health conscious people, people struggling with tiredness/wanting more energy, seasonal/wintertime

Design:
The Floradix Liquid Iron and Vitamin formula is displayed in a supermarket on a bin outside a health food store that stocks the product.

The advertisement features an image of a lady yawning with the words 'Tired of feeling tired? displayed on the top. 'Free from preservatives' and 'Available from health stores and pharmacies nationwide' can also be seen.

Advertising/Marketing/Consumer Appeal:

The imagery used in this advertisement is extremely effective in creating a feeling of tiredness in the consumer. The consumer can relate to the lady in the image. It grabs the consumers attention.

The location of this advertisement is very clever, as the product is available to buy right beside the consumer. The product comes in a dark glass jar, which is often associated with medicine that is good for you. The outside packaging shows an array of fruits and vegetables.

As this is a product designed to boost vitamin and mineral levels in the body, the nutritional content of the formula matches the healthful image of the packaging. As most people can relate to feeling tired and have an awareness of the cold/flu season as we come into winter, this advertisement is appropriate. It contains nutrients to combat the tiredness and boost the immune system that it states in the text.

Verdict:
The advertisement and product claims are congruent with the nutritional status of the liquid iron and vitamin formula. This product is not misleading to the customer, and it does not claim to cure anything. This is an example of effective, honest and ethical advertising.