We looked at this advert as a class, and the one thing we all pulled the advert up on is that it doesn’t advertise the product. It advertises the product and a feelgood feeling.
The product is Mastercard, a credit card. Credit cards have APR on them, but there is no APR rate on this advert. The advert is focusing on the “common person” which in this case are the two girls who are singing Ellie Goulding’s song. They associate her song about happiness as they have suffered from anxiety and depression. They are best friends and the song means a lot to both of them.
The advert looks quite staged. You didn’t see her performing, and the story was told from the beginning to the end of the advert. It’s a narrative. It’s very similar to reality TV shows and makes the advert seem boring. However there is celebrity endorsements here. She is appearing in the advert for money and promotion of herself.
RWise Designs 