Task 3

After watching the two adverts; SR Gibbs and Colgate total, you notice that even though they are advertising the same product, there are still a lot of differences.

Both of the adverts use facts but present them in different ways, the old advert is quite plain and explains the ingredient and what it does to you teeth and gums, whereas the Colgate advert shows a list of effects that happen once using the specific toothpaste, and go through the list quickly and explaining them briefly.

They are also in slower paces; The SR Gibbs advert is quite slow and boring even though they use a ‘happy’ backing track and the Colgate advert is much fast, explaining this quicker to keep the viewer interested and alert. The SR Gibbs advert only has one voice talking, which is a man that we cannot see, whereas the Colgate advert has more than one person talking and you can see who they are which persuades the viewer to bye the product even more because the viewer is made to believe one of the people talking (The man giving the facts and running the test) is a dentist. This difference also builds a similarity, which is that they are both men in both adverts and this is mainly because although its sexist, most people still believe most dentists are men.

Even though there are many differences, there are also a few similarities. Both adverts use animations, although we hardly realise them. In the SR Gibbs advert, they show the toothpaste and then show ice forming around it to insinuate the cool, minty fresh taste. The Colgate advert uses a time lapse to show that it has been a certain amount of time before the woman went back. They also use a lot of repetition when it comes to saying their product name (SR Gibbs and Colgate total). The SR Gibbs uses more repetition because they repeat the effects of using it.

Both adverts have the same targeted audience, which are women. A lot of people would think otherwise because everyone brushes their teeth, therefore it should be targeted to everybody with teeth, but if you really watch the adverts closely, you realise that both of the people testing each toothpaste (Even though the SR Gibbs advert just shows somebody brushing their teeth ‘happily’) are women. They do this to draw the men in because ‘if women use it and say its good, then it must be good’ and they also draw the women in because in most homes, the shopping is done by the women, normally the mums, so it makes women think that when they go shopping next, they should try out the new toothpaste.

Although they are both adverts about toothpaste, they are both presented in very different ways.