Selling New Zealand: the Language of Advertising

The Eighties

Framegrab, GGGGGGGGGerard

GGGGGGGGGerard - John Rowles, Aldous Creative, 198-

Would you believe this Advertisement was successful? It was. John Rowles and a young family celebrating their new Gerard roof. Groovy or just plain terrible - you choose.

• Celebrity endorsement
• (Annoyingly) catchy tune
• Imperative – "Go for GGGG…"
• Superlative – "Unique"
• Appeal to prestige – reference to Mediterranean (connotations of seaside villas, exotic places etc?

Framegrab, Missing Cheeseballs

Missing Cheeseballs - Eta, Colenso, 198-

Ripping off the legendary Peter Sellers character from the Pink Panther movies.

• A short narrative – telling a story
• Use of humour – "Balls, Inspector!"
• Interrogative sentences – "Is it because zey ‘ave more crunch?" etc

Framegrab, Griffin's Wine Biscuits

Amanda & Timothy - Griffin's Wine Biscuits, Lintas, 198-

Two children sit eating biscuits at a table. Girl talks incessantly: “I’m so lucky to have such a fascinating brother.”

• Compound sentence – "Amanda and Timothy and some fine wines"
• Pun – "Fine wines"
• The ‘cute factor’ – kiddies in adverts can be cheeky, lovable, adorable etc

Framegrab, Fernleaf Butter

Not as nice as home - Fernleaf Butter, Saatchi & Saatchi / Lee Tamahori, 1989

Dad picks up Sam from school and shows her his new flat. First broken family scenario on NZ TV.

• Using characters that the public will come to know this started a long-running series of ads climaxing with a nationally awaited finale – will the butter family get back together?
• Famous song – sunshine (colour of butter)
• Simple sentence/declarative statement – "New Zealand’s favourite taste." Really?

Framegrab, New Zealand Tourism

New Zealand Tourism – Don’t Leave Home Till You’ve Seen The Country, Colenso, 1984

Man travels the world unable answer question about NZ. “Hey man, do you know where the Victoria Falls are?”
“Somewhere near Taupo aren’t they?”

• Exotic locations – appealing to the famous Kiwi appetite for travel
• Imperative – “Don’t Leave Town …”
• Humour – the famous last shot. In fact, “Somewhere near Taupo, isn’t it?” became the phrase of choice after this ad to show one had no idea where a place was. Power of television, eh?
• Innuendo/blatant sexism? – “…never been down that far” and he looks straight down the woman’s top!
• Victoria Falls – “Hey Man!” A local of Victoria Falls with an American accent?
• Bay of Islands, Milford Sound – used to show just how much New Zealand has to see.
• “Don’t Leave Town Till …” Clever slogan – pun on town etc.

Framegrab, Telecom

Are You Lonesome Tonight? - Telecom, McKay King 1987

Pulling the emotional phone line from Telecom.

• Famous song – E.Presley; a real tear-jerker.
• Stereotype – tough truckie dad: "Gidday"
• Alliteration – "Keep in touch with Telecom"

Framegrab, Telecom

I've Been Everywhere – Telecom, Saatchi & Saatchi, 198-

Fast cut images of people & places.

• Catchy tune
• Allusion – to E.T the Extra Terrestrial (reference to ET phoning home.)
• Minor sentences – "Usually less. Never more."
• Disjunctive – "Usually less …"

Framegrab, Stand By Me

Stand By Me - Steinlager / All Blacks, Saatchi & Saatchi, 198-

Real men. Using the legend.

• Imperative – "Stand by the All Blacks.
• Minor sentence – "We are."
• "I won’t be afraid" says the song. Nor will the All Blacks
• Lots of close-ups to show emotions
• A champion mullet on prop Kevin Boroevich!

Framegrab, Toyota Hi-lux

Barry & Scottie - Toyota Hi-lux, Colenso, 1982

Barry takes Scottie inland in Scottie’s new Toyota Hi-Lux. Scottie is busy telling Barry the advantages of the new Hi-Lux. The track’s a bit bumpy in parts.

• Begins a series with likeable characters
• Colloquial language – "…tight as a snapper’s…"
• Use of humour – the cup of tea at the end ends the ad on an amusing note
• Stereotypical Kiwi bloke – national icon Barry Crump
• "Experience and technology" – why Toyota vehicles are good
• Slogan - "You’re so right"

Framegrab, Mum Deodorant

I Can't Get By Without My Mum - Mum Deodorant, [198-]

A young woman nervously tells us what she can get by without. She giggles when she says she can’t get by without her Mum. She adds that she can’t really get by without her boyfriend either.

• Simulated interview – documentary style to give ad a sense of realism
• Appeal to comfort, family etc

Framegrab, Lion 10

Lion 10 - Lion Breweries, Colenso, 1982

How many innuendos can you fit into one ad?

• Freudian imagery abounds in this ad – rather rude, really!
• Definite target audience here – blokes
• Pun – "score"
• Reference to Dudley Cook/Bo Derek film ‘10’ with a beautiful blonde (suggesting a ‘10’ is the perfect woman).

Framegrab, NZ Butter

Pure & Natural - NZ Butter, Flying Fish, 198-

Clean, green, pure, natural - pity about the cholestrol. The timing of this ad release also coincided with certain legislation passing into law.

• "Against the la-aaw?" and "You make their lunches" – both phrases stuck in the viewers’ minds at the time this ad was on TV. Why?
• Connotations – Kiwi stuff is home made, pure, natural. American stuff is plastic, imitation, has additives
• Minor sentences – "Butter. Nature’s spread."

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