Within advertising the product is usually set up in a scenery or with other objects to which portray the values, or representations of who, and which consumers should be using the product or how others would like to picture themselves using the product. This allows consumers to buy into a “lifestyle”. Earlier in the year I looked into this with the object to create a series of adverts that displayed the products truthfully.
Mr Kipling does not exist, he’s a fictional character, however he was invented to portray the image of a old sweet man, who makes ‘exceedingly good cakes’. This brand identity for the cakes carries across a range of advertising. I have created an advert for Mr Kipling which portrays the truth behind the cakes and the making of. I think it is interesting to question how the difference between this type of advertising would effect the product value and the sales of these cakes.
This king of advertising is not very appealing, and would not intrigue a consumer to want to buy the product, as much to the fact it is a true representation of the creation of the product and does not effect the taste whatsoever.
This reminds me of the horse meat scandal a few months ago, where products stated on their packaging and within their advertising that their products contained 100% beef. However when consumers found these products contained traces of horse all hell broke loose. Obviously horse meat is not harmful, but what upset consumers most was not knowing what was in their food and what they were actually eating. This allows me to question the attitudes of consumer behaviour, and why this type of advertising is any different to knowing the truth behind the ingredients or making of specific products.