This advert uses dimensionality alteration to help establish fairy as a household essential. In this advert, dimensionality alteration is achieved through speeding up time in the second part of the advert (Goldenberg, Mazursky, & Solomon, 1999). The advert was released at the time of the Olympics where adults and children admired the Olympians and wanted to be like them, Fairy used this to their advantage. By using dimensionality alteration and speeding up time, they show the brand has history and heritage because it has been used over a long period of time to ‘create a champion’. It also suggests to the viewer that it will continue to be used as this particular brand of washing up liquid lasts a long time.
It also uses elements of pictorial analogy. The advert is describing and showing the development of an athlete. This is a lot of continuous hard work over a long period of time. The athlete symbolises Fairy: that it is hard working and will last a long time.
The music used in the advert starts off simple and almost childlike and develops along with the child into a more complex tune. It is used to evoke emotion congruent to the advert. It further helps create a sense of history with the brand. Research has shown that when music is played alongside advertisements, when it is congruent to the message from the brand, it helps to increased buying power in consumers (Alpert, Alpert, & Maltz, 2005).
Alpert, M. I., Alpert, J. I., & Maltz, E. N. (2005). Purchase occasion influence on the role of music in advertising. Journal of Business Research, 58(3), 369-376.
Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18(3), 333-351.