Old New advertisments

Coca-cola- The old ad. targeted everyone with the unique benefit being that of a taste that all ages like. The picture has a man and his son at a fountain shop getting ready to enjoy a glass, smiling at one another. It also has a cutaway of a woman drinking coca cola. There is a large paragraph describing the benefit.
- The new ad. has targeted no one in particular (it is my guess that they left that up to its placement). Out of the classic bottle, as if it where the drink itself, comes the only wordage, “open happiness”. The unique benefit is summed up in those two words. They use two colours: red and white. Spreading away from the tag-line are old glass bottle tops that are configured as if they where the carbonation rising from the coca-cola.

Cadillac- The old ad. targeted repeat costumers by saying the only rival to a new Cadillac is a vintage one. The unique benefit of this would be that the buyer is assured that the car that he bought will still have worth even after a few years. There isn’t much going on in the picture and again this ad. relies heavily on the descriptive paragraph.
- The new ad. targets a younger audience with its tagline that suggests action, “Life, liberty, and the pursuit”. There is a woman in her early thirty’s walking away from a hot-red Cadillac. The new design of the car is more sporty looking (dew largely in part to Cadillac’s target market passing away, literally they had to go after a new target market).

Old Spice- The old ad. is a painted image of a small set of hands passing a whole box of old spice gifts to a larger hand. In the background is the ocean and in the foreground all the different products old spice offered. There is surprisingly little wordage as the ad. directs you to, “choose the gift that comes through with flying colors…”. The top of the ad. reminds the viewer that fathers day is on the 19th.
- The new ad. is all words with few colours. It targets younger people with the tone of the statement, “We’ve seen you… drowning yourselves with European manfume… roll up your sleeves and get ready for some serious experiencing”. The unique benefit here would be to take an adventure with old spice. This ad is still creative without the graphic because of the size of the words, they are substantial enough to have gotten my attention.