TV advert analysis

"Anytime you're away from filming, it messes with your head" - Jennifer Lawrence

The advert we decided to analyse briefly was the most recent Warburtons advert which highlights their new bagel range. It stars Hollywood film actor Robert de Niro and is a parody of his famous starring role in the 1990 crime film ‘Goodfellas’.

For this main reason, I would say the primary demographic is mostly middle-aged men. I say this because usually we would associate crime and drama films with a lot of high paced action would be stereotyped to the male demographic and the use of a major star in this field in Robert de Niro really sells the product/advert to the audience. We could argue that the primary psychographic for this advert is mainstreamers. These are usually domestic or orthodox people who prefer value for money rather than unnecessarily splashing out the cash on a more expensive brand. They usually focus on the ‘latest trends and brands’ and with a clear preference for the household family brand. Warburtons is a highly valued brand in society, with its sales reaching approximately £20.7m pre-tax profit in 2018 (Warburtons UK, 2019) therefore making it a mainstream brand.

The secondary demographic I would say is anybody in middle class. I say this because usually we stereotype bagels as a middle-class snack and would usually think of bagels being very American or extremely stylised. We could argue that the secondary psychographic for this advertisement is `Succeeders’. Usually this audience have high aims, a strong worth ethic and they base their brand choice on their prestige, so they only pick the best brands. Therefore becoming a secondary psychographic for the extremely successful brand of Warburtons.