Television conveys messages in mass, both visual and auditory. It serves as a support for other advertising discourses, which is one of the instances of production that we find in the media which will be the topic of our study in this paper.
We will devote our analysis on one of the TV commercials of the Nespresso firm. This is part of an advertising campaign in various media: Television, newspapers and cinema. Our problems revolve around the strategy that the firm Nespresso demonstrated through its campaign.
How advertising, by creating an image for the brand and by spreading it may create a need among consumers? First, we present the Nespresso brand, and then we'll talk about the communication situation in which the advertising is present. Next, we address the question of discursive enunciation, that is to say the ideas put into action to achieve the desired target effects.
Nestle Nespresso SA is entitled to display the fastest growing companies in the Nestle Group, the leading global agri-food, nutrition and well-being. While benefiting from the Nestle expertise, Nestle Nespresso SA is a separate entity, responsible for its Research and Development, its supply of raw materials, but also production and marketing of its products.
Nestle Nespresso SA offers coffee to enjoy at home but also away from home: the office, in restaurants, hotels and upscale cafes, caterers serving prestigious events, in shops and outlets of luxury; in business class and first class airlines. In this idea, the company has developed two divisions: Nespresso business-to-consumer, for individuals and Nespresso business-to-business division AFH.
The registered office of the firm is in Paudex, Switzerland and has over 2,000 employees. Nespresso products are marketed in over 35 countries through various subsidiaries and network of independent agents. The machines are sold in over 16,000 outlets.
The machines and capsules are also available in Nespresso boutiques found in major cities in Europe. Finally, Nespresso is an international company that continues to expand its distribution area.
As mentioned in the introduction, the television media has been chosen, as opposed to backing paper or radio, it has both a visual and sound analysis and is therefore doubly interesting.
According to our sources, the TV campaign has 54% of the media which has Nespresso. It was aired from the month of May.
A phase teaser was first broadcast for one week and then a longer version of 50 seconds and finally a 30 second version. From our personal memories, advertising has been broadcast on different channels and at different times, with a higher frequency before the news of 20:00hrs.
Advertising is part of a specific genre. It feels like a mini movie. Many advertisements that are involved with this campaign have been made by filmmakers, including Guy Ritchie (director of ‘Lock, Stock and Barrels' and ‘Snatch', among others.) The commercial television must propose a story to the viewer in a few seconds. TV spots generally range from 8 to 30 seconds.
Tags: Nestle's Nespresso, television advertising, advertising done by coffee brand Nespresso
[...] He takes one and puts it in the coffee machine. We then see the coffee flowing. We find the intense feeling evoked by subtle and smooth coffee. It feels sensual and seductive. George Clooney drinks coffee, and at this point, a new person enters the scene. This is actress Camilla Belle who asks for coffee, but George Clooney who does not let her finishes her sentence, thinks she wants an autograph. George Clooney the delivers the brand's slogan: "Nespresso . [...]
[...] The viewer is then given to understand through effective staging, that they are talking about their Nespresso. This example proves that there is complete cohesion between the choice of the personality, and the product for sale. Beyond the image, the use of celebrities in advertising is a phenomenon frequently used by brands, as these figures became "KNOWN WITNESSES" (We may mention the brand of liquor Campari as another example of this strategy. Actress Salma Hayek has long been the muse of Campari, before Eva Mendes, and soon Jessica Alba. [...]
[...] It is an image of elegance and refinement. The ads are shot in shops which are very stylish, and among customers who are clearly distinguished and wealthy. The principle of a single cup of coffee based on a capsule which can vary in taste and origin is also highlighted, to show that each cup is equivalent to a unique moment. The commodity, coffee, is sold here in its most sophisticated and developed way, through a campaign that shows that this form is synonymous with luxury Loyal consumers The quality of the relationship with the client is essential for Nespresso. [...]
[...] He leaves his position as the lead player, and gives it to the product Nespresso. We can then interpret the advertisement in several ways; Nespresso is more famous than Clooney, and when we joined the Nespresso club, we belong to the world of celebrities where Clooney is a person like us Indeed merchant This is an advertisement that does not value the product, but the brand as a whole, promoting and disseminating its image and values. In this idea, there is a real challenge for the brand, because though it currently has a monopoly over the production of single doses for its machines, this market will soon be opened to more competition, thus producing an effective price decrease. [...]
[...] Advertising and the media. Marie Benilde, REASONS FOR ACTION Editions, Paris Press Articles - "How to spice up its image with a sex symbol."Virginia Baucomont, CB NEWS, Number 947, Monday, November p.6 - "Nespresso wants to transform its brand icon."Clotilde Briard, Les Echos, number 19183, Monday, June p.11 - "Nespressoclooney, the best ambassadors."Challenges - The New Observer, No Thursday, November p Quoted from the number 19183 of the magazine "Les Echos" dated 21 June 2004. Quoted from the book by Marie Benilde "We buy a lot of brains.Advertising and the media. [...]
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