In the following paragraphs I will be reviewing as well as critiquing the advertisements/commercials that Target has made for this holiday season:
Target's first Christmas television advertisement was released October 11, 2012. They decided to go all in and as soon as they could by releasing this commercial as early as what many would consider the beginning of October and early even for the likes of Halloween commercials, which was a mere few weeks ahead.
Target Audience: Everyone. I didn't see anything in the commercial that would point me to believe that a certain demographic was in aim with this ad, but some could argue that pet or dog lovers were in sight.
Main Objective: Target came out with this ad very early pushing the idea that holiday shopping at their store was going to be "big", which is why there is a giant dog who has a bag full of giant presents. They wanted to get everyone in the mindset of shopping for their loved ones for the holiday season, and by being early they were hoping to be the first department store to advertise for Christmas, so that Target would be the first thing the consumer thinks of when they think of Christmas shopping.
Effectiveness: I believe this advertisement was released much too early to the point where the customer would become annoyed. Much like political ads, Christmas advertisements can become very annoying and repetitive. I understand that Target wanted to be the first of their kind to be on television promoting Christmas shopping, and their efforts to be first were successful, but I believe their success with being first also had a slightly higher downside. (A good article about this subject)
One thing is for sure: Target officially started the panicked state that comes every Christmas season a little early for my grandmother this year.
Target has become well known for their over-enthusiastic Christmas people in their holiday commercials over the year. This is one of their Black Friday advertisements that came near Thanksgiving, but how well did it work?
Target Audience: Young Adults, Teenagers, Parents and Grandparents. Target focused on all of the people who go nuts on Black Friday, which I can say that I am guilty as charged. A lot of teenagers and young adults make and event out of Black Friday that involves socializing as well as shopping. It was also aimed towards adults and parents who need to buy gifts for their friends and family. The young adult girl who is circling everything and going crazy about
all the "fantastic" deals appeals to young women as well as young men.
Main Objective: The main idea of this commercial is stated many, many times: they want everyone to come to Target and buy things for all the people you know and love as well as treating yourself to a self given gift... or 5. The idea that you can buy someone in your family a present that can also benefit yourself such as a TV or and Xbox all while getting a great price. The point is that you can buy all your gifts for your friends and family as well as yourself. Target wanted to push this idea so that people would feel okay to buy something that they wanted for themselves and not feel bad about it.
Effectiveness: I believe that the Christmas-crazy duet is much too over the top in this commercial. I do not disagree with buying yourself something on Black Friday, but the commercial comes off as corny and over-the-top. I actually saw this commercial on Thanksgiving, and I was in no way encouraged to go to Target to shop, but I had plans to go Black Friday shopping that night, so I can vouch for the fact that my demographic was not successfully effected by this ad. I think this commercial was successful, however, with the obsessive compulsive Christmas buying crazy machines that go nuts when the holiday shopping time comes around every year.
Target switches it up on this advertisement and focuses on the idea of buying all of your Christmas party needs at their stores steering away from solely shopping for Christmas gifts.
Target Audience: Mothers, Women and Home-owners. This ad focuses on reeling in business from people who are having Christmas parties this holiday season. The main character in focus is a good-looking young woman who mothers of all ages can associate with because they have all been that age or currently are of that age.
Main Objective: The goal of this commercial was to make the host of a Christmas party think that if they go to Target and purchase all of their party needs that their party would be successful and everyone would love it. All the women in this ad are of various ages (and are of course attractive and appear wealthy) and look as if they are having the time of their lives at this woman's Christmas party. Target can make your Christmas party magical and everyone will love it, well that's what they want you to believe!
Effectiveness: I think that everyone who sees this advertisement knows better than to think that their Christmas party will be completely perfect and that everyone will have the time of their lives just because they bought their party supplies at Target. I think it is a very good way to get people in the Christmas spirit, but it is also very unrealistic rendition of a common person's Christmas party.
It looks like Santa isn't the only one who has little helpers when Christmas time comes rolling around into this family's home. They get a little surprise from the nutcrackers that they bought at Target.
Target Audience: Children, parents and grandparents. Almost everyone loves kids, and this is a perfect example of using children in advertising to target parents and well as grandparents who frantically try to get their children the toy they desired.
Main Objective: Children are a great way to tug at the heart strings of people, but especially that of parents and grandparents who buy presents for the children in their families. I think that was what Target was going for with this advertisement, and I believe they did a good job. This commercial brings together the spirit of children's happiness, Christmas decorations and all leads to the point that Target has all of your holiday need.
Effectiveness: I think that this commercial is a classic Christmas commercial that would be heartwarming especially if the target logo wasn't so prominent. It is good because it doesn't seem like a commercial, but more like a short story revolved around the common young family household. This is a very sentimental and close to home feeling commercial.
A commercial with a comedic side of parents trying to get their kids the perfect gift and the joy that comes with success.
Target Audience: Parents, but specifically fathers. Targeting the dad (or mom/grandparent) who wants to get their child the perfect Christmas gift.
Main Objective: The main objective is to appeal to all of the parents and grandparents who buy the gifts for their children/grandchildren and hope that it is the perfect gift. When it is the perfect gift, the kids freak out and it gives the parent and unexplainable feeling that they had been hoping for when they bought the gift. Target is also trying very hard to push their customers to use their Target branded credit card offering 5% back and free shipping online. They try to push it in all of their holiday commercials, but this is one where it stood out the most.
Effectiveness: I believe this commercial does a fantastic job of bring a comedic side to buying Christmas gifts all while they associate the happiness of their children because the dad uses a Target REDCard. I think that this connection is a little far fetched, but it is so entertaining that it does not stick out to someone who is not analyzing the commercial. The hugging and the over-the-topness works very well for this commercial, and is definitely a good laugh.
-Grant Ausbury
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