Piece One

Chosen Service: Twinings Tea. Target audience – ordinary people all genders and nationalities aged around 18-40 who have habits to drink tea at home. This will be mainly a street poster but can also be placed in the magazines and newspapers.

 

Visuals: A white background. A collage of people’s portraits from the head to the chest (also on the white backgrounds so that they join with the main background and run into one shared background) in the shapes of squares, in equal columns and lines, all together making up a bigger square. People used for the photo should be different ages, casually dressed, different skin colors and different nationalities – the diverse the better. All holding a pack of Twinings tea of different taste(pack faces the viewer), faces smiling and face expressions radiate happiness. Underneath the portraits is a copy in blue capitals.

 

Copy: Headline: “ Admired by millions in UK and worldwide. Become a part of our group!”

 

Bodycopy: “Since 1706 we are continuing a favorite British tea drinking tradition. Support us on twinings.co.uk”

 

Slogan: “Twinings. A tea to trust”.

 

I have used a blue color for the copy because this color is said by psychologists to have calming effect and radiate security and trust.

 

Explanation of persuasive techniques: Twinings is one of most popular teas in UK and also known nationally worldwide for the established reputation and great quality. The central ideas in this marketing piece are to attract new customers and maintain the attitude that existing customers already have to the Twinings tea mainly with use of the weapons of social proof and liking.

I have decided to use the photos of real people because I have seen it as the most obvious and intelligible way to show the target audience that the people that are just like you advice this tea and that its quality and taste are verified by millions of people – this makes the product trustworthy. We decide by the choices of other people what is right and what is wrong, and here the use of this tool is quite strong. The people on the poster are different ages and nationalities and here is the weapon of liking is in action because “we like people who are similar to us” (Cialdini 2007, p.173). Here we can also note a use of ethos – we will trust these people because they are just like us, our age, gender and nationality and it does not take much to distinguish between good and bad tea.

The use of pathos also present here. The image of happy people puts audience in happy emotional state as well and therefore they are more likely to wish to buy a product, as they will unconsciously assume it will make them happy.

The fact that every person on the poster holds a Twinings pack of a different taste will show the viewer that he will most probably find a taste he likes from the choice that the brand offers.

 

If a viewer becomes interested he would be willing to get more information. The mention of the website in the bodycopy together with the phrase part of the headline “Become a part of our group!” will act as a remembering tool in this ad. There won’t be many people who will actually go to the website to “become a part of the group” because people are lazy, but the ones who do so will discover a pleasant website interface, online shopping and a number of promotions which will hopefully make him stick to the brand. The target audience of this ad is the group of people who are majorly are social network users and here I am calling them up to join the group, supporting their need to be a part of like-minded people.

 

I have used alliteration here in the slogan “Twinings. A tea to trust” using letter “t” here three times. The slogan here is short and catches attention together with concisely expressing the main aim of the advertisement. Alliteration makes it rhythmical, pleasant to the “inside ear” when people read it and therefore easy to remember.

 

There are a couple of fallacies I have used in this marketing piece. The “ad antiquitam” fallacy is present in the bodycopy: “Since 1706 we are continuing a favorite British tea drinking tradition.” This shows that the Twinings exist for more than 300 years now. People who read this suggest that if the brand exist for that long therefore it should be experienced and knows how to make good tea. This assures customer’s trust, which is the main objective of campaign.

Another fallacy used is actually a clone of a Cialdini’s social proof – “ad populum”. This suggests that the more people use this product the better it is. There is no evidence of this but this is the way people’s minds work.