Detailed Analysis of Tesco's 100 Year Celebration Advertisement

This report provides a detailed analysis of a Tesco advertisement celebrating the company's 100th anniversary. The analysis covers various aspects of the advertisement, including its objectives (to inform, convince, and remind), connotation (suggestive and imaginative), creative approach, framing perception, location, costume, narrative, props, and writing style. The report highlights how the advertisement aims to create brand awareness, promote diversity, and influence consumer behavior through the use of discounts and a relatable role model. The conclusion summarizes the key findings, emphasizing the importance of effective advertisement in delivering business messages and targeting audiences. The report references relevant books and journals to support its analysis, and includes an appendix with a link to the advertisement.

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ANALYSIS
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Advertisement analysis................................................................................................................3
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
APPENDIX......................................................................................................................................8

INTRODUCTION
Advertisement analysis concerns with the kind of market research which the professionals
utilised to develop the effective advertisement (Verma and et.al., 2019) . This analysis helps in
accounting all stages of the processes which covers the development and delivery of the
particular advertisement. Analysis helps in evaluating the structural elements, it helps in
enhancing the critical understand about every aspect. Following essay is based on advertisement
analysis for which it will highlight the analysis of marketing advertisement of recognised
TESCO retail organisation, that covers the ad of 100 years’ celebration of Tesco company.
MAIN BODY
Advertisement analysis
Advertisement generally has the objectives which are to inform, to convince and to remind
and nudge, informative advertisement helps in communicating and to create the brand awareness
of any organisation. It is the most important and primary aspect of the promotion, helps in
announcing the new services and commodities also educates the people about the certain
attributes and advantage of the new developed goods. Advertisement is the best way to
communicate with the audience, it helps in promoting the information regarding business and
their products and services (Chen and Tian, 2020). Connotation in advertising refer to the
linguistic factor of any advertising, it is the sense of word. As for the 100-year celebration
marketing advertisement of the Tesco is both suggestive and imaginative. In terms of suggestive,
it means with the selling techniques which the organisation seeks to ask their consumer, whether
to involve the additional purchase suggestions for the product which can suits the client. Thus
100-year celebration advertisement is also communicating the suggestive approach. As for the
imaginative perspective it is like developing the equal brand recognition means to give the values
to the consumers by creating the useful association from being imaginative in advertising, it is
the best way for developing the brand recognition. Thus Tesco’s advertise is also approaching
with the imaginative concept as their brand logo is also involved in the ad with the unique design
that are able to catch the audience attention.
It is analysed that customer are more resonate with the advertisement when the specific ad
is related to their interest or something which they can easily relate. For the advertisement
creativity is most significant aspect as it provides the ability to create the fresh, rare as well as
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efficient ideas that can be used for solving the communication problem, thus for the creative
approach it is important to note that particular creative idea must needed to be pertinent to the
targeted consumers. Regarding context of the Tesco’s advertisement it is found that the ad is
particularly aiming to celebrate the company’s anniversary for that they have also provided the
discount over the price (Verma, Frank and Lamsal, 2021). As in the ad it is clearly denoted the
previous prices were reduced and new price is adjusted under the previous prices. This particular
image has the reference point as it not only focusing on the anniversary celebration but it is also
denoting the marketing, as for instance company have reduced the price over the products just to
increase the sale for business to create the larger impact over the market. thus all points which is
found in the image is informative as they have use the female role model for the marketing
advertisement which is also breaking the gender stereotype, as previously important roles and
other task only limited to the males, but now these things are changes and businesses have
adapted this approach at wider picture.
This particular image is also communicating the business value as hundred-year
celebration for the company is itself a big achievement as they have come across to this point
after many more efforts they have given to their business. Thus it also promoting the diversity as
in the image it can be seen that Tesco have selected the role model which is not belongs to the
white people community, as it is founded that previously in UK most of the people are victim of
the racism, for instance of the black Britons have stated that they are not treated with the values
and respect. Thus this image is better in this aspect to communicating the message of diversity,
thus it also shows the company’s image as they mainly follow and implement the diversity in
their work culture (Rios and et.al., 2020). Thus it helps their audience to retain to them and also
to make purchase from their groceries stores. Thus it is the other aspect for advertising as it helps
in creating the brand awareness which is significant for every business. As for the framing
perception, photography is all about linking the subjects than the association with the camera.
Thus in this particular ad it is seen that main object is not lost as there is role model there but it
still highlighting the main object which is marketing and discounts on the products in the
celebration of the hundred years’ anniversary. Framing choices are helpful in influencing the
message, as framing in ad is often used for the marketing purpose as it influences the consumers
to make purchase, it takes the benefit of people tendency to overview the similar data but to
respond in different manners, it also relies on the specific choice which can be reflected as either

positive frame or negative frame. As in this Tesco’s ad it is founded that the ad has the positive
frame which means that audience can be benefited for buying the products. As the product which
is shown as discounted are those goods which can be used as daily purpose, therefore ad is
showing the positive framing.
In context with the location of the ad, it is important to select the relevant location which
helps in communicating the ad message to the audience. For the Tesco’s ad the location set up is
super market where it promoting the products that can be used for the daily purpose and also in
the celebration of the 100-year completion anniversary products are discounted. The connotation
of the location is that it is related to the marketing of the super market products therefore the
location is selected as inside of the super market mall (Schimmelpfennig, 2019). Costume also
have the other influence over the advertisement, mainly it relates to the message which the ad
aims to conveying. Therefore, it is clearly seen in the ad that the model wears the clothes which
shows the excitement and interest and also celebration mode for enjoying the company’s success
and their hundred-year accomplishment. Another factor which is required for the influencing ad
is that it should be narrative as if there is no particular hook then consumers more likely to forget
the ad thus it can be a negative marketing for the business. Therefore, in this ad it is shown that it
is narrative as for the emotional perspective company has completed their greater achievement in
the market throughout their hundred years of business (Lipovac and Bagić Babac, 2021). Thus
this sentiment helps in influencing the consumers to be part of the company’s success, as it is
obvious that Tesco has the better valuable products which helped them a lot to reach to the hike
of their business.
Ad must be relevant and up to the point which also means to address the all aspect that is
helpful in communicating. In ads props also matters the most, for any ad props are important as it
helps in story telling as they are beneficial in complementing and encouraging the character, with
this model can also develops the feeling of “the part” which helps in giving the better outcomes
(Mogaji, Czarnecka and Danbury, 2018). Thus in this ad it is seen the use of the props which are
model is wearing the skate shoes which is helping in showing the excitement about the
company’s anniversary also food trolley is used for carrying the products that is showing the
discounted prices on it there are other decorative materials also present which is creating the
complete celebration environment. as for the writing perception mainly in ads there are the
promotion of the products and services it follows the persuasive style, in this particular style it is
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related to the copy writer and mainly used by the marketers. Thus this persuasive writing
approach helps in making people to buy the products which is shown or featured on the
advertisement. Thus for the ad of Tesco, persuasive writing is efficient as it aims to target the
people and to influence them to buy their discounted products (Begum, 2021). Thus overall it
can be said that for approaching with the right advertisement approach always helps in
influencing the people to make purchase it also helps in communicating the ideas or message
which the businesses aim to conveying it with their potential customers.
CONCLUSION
From the above essay it is concluded that analysis of the advertisement helps in undergo all
the stages as how it helps in delivering the particular business message. Advertisement is the
main source for promotion and to target the audiences. Above essay have illustrated the
advertisement which is about the company’s hundred-year completion celebration. It has covered
the range of information regarding the ad which highlighted the ad’s narrative, props, framing,
copy and other aspects which helps in influencing the targeted audiences.

REFERENCES
Books and journals
Begum, S., 2021. Perception of Women Consumers towards Satisfaction of Social Media
Advertisements: Exploratory Factor Analysis Approach. NVEO-NATURAL
VOLATILES & ESSENTIAL OILS Journal| NVEO, pp.7523-7530.
Chen, N. and Tian, C., 2020. A genre analysis of business english print
advertisements. European Journal of Literature, Language and Linguistics
Studies, 4(2).
Lipovac, I. and Bagić Babac, M., 2021. Content analysis of job advertisements for identifying
employability skills. Interdisciplinary Description of Complex Systems:
INDECS, 19(4), pp.509-523.
Mogaji, E., Czarnecka, B. and Danbury, A., 2018. Emotional appeals in UK business-to-business
financial services advertisements. International Journal of Bank Marketing.
Rios, J.A. and et.al., 2020. Identifying critical 21st-century skills for workplace success: A
content analysis of job advertisements. Educational Researcher, 49(2), pp.80-89.
Schimmelpfennig, C., 2019. The use of different endorser types in advertising: a content analysis
of magazine advertisements. Journal of Global Marketing, 32(3), pp.139-153.
Verma, A., and et.al., 2019. An investigation of skill requirements for business and data analytics
positions: A content analysis of job advertisements. Journal of Education for
Business, 94(4), pp.243-250.
Verma, A., Frank, P. and Lamsal, K., 2021. An exploratory study of skill requirements for social
media positions: A content analysis of job advertisements. arXiv preprint
arXiv:2106.11040.
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APPENDIX
Tesco launches 100th-anniversary campaign as Christmas results loom, 2019. [online].
Accessed through<https://www.campaignlive.co.uk/article/tesco-launches-100th-
anniversary-campaign-christmas-results-loom/1522141 >