Analysis of Jacobs Kronung advertising

This advertisement shows Jacobs Kronung coffee. In the top of the page, with pretty pronounced letter, is printed the advertising message such as: Alintaroma for the soul, Antioxidants for Health. This slogan is on a green background, also all advertising products on this page have a light decor, which gives the feeling of relaxation, warmth and last but not least cleanliness and health. Placed in the center of the page we see a few products such as: a spring o sage, a packet of green tea, a bunch of grapes and a cup of Jacobs coffee. The products are spaced, arranged in pairs and their colors are very resembling with the background color of the print. Finally at the bottom of the page on a light brown background (that makes us think of coffee) is found the Jacobs badge and in the right side is found the image of the coffee package Jacobs Kronung. A very small text that gives an explanation on the relationship between the products from the image, we can see on the left side of the coffee package; that is under the Jacobs badge. The image of the two coffee beans with little leaves, suggests that Jacobs Kronung is a natural source of antioxidants. In the given print we find a natural harmony for the placement in the page. Each product seems to have found its right place in this picture and a change would disadvantage the advertising. Components are not confusing and neither baffling because the nuances of the colors and tones are very resembling. We can identify Jacobs marc very quickly and easy, because she has representative elements like: the gold background and black words that have a red steam at the beginning. Green color dominates the entire image. The light green gives us the feeling of a soul closeness and even of cleaning while the dark green presents the power of product or even the brands authority in the advertising. We can quickly compare light brown with color and smell of the coffee. This would be a psychological game between green << which symbolize the coffee tree leaves >>, fawn << which is the color of the product itself >> and the affirmation Natural source of antioxidants.

The four products placed in the page: the green tea, and at the same time for our soul. And the image of Jacobs package is so alive that it the spring of sage, the grapes and the coffee coup have a real and perfect image, which immediately brings to our minds the quality of the product and reminds us how good and necessary is for health seems we can smell it. The advertising gives to consumers the possibility to live different emotions that leads to change of behavior and finally to acquisition of product. Its clear that the advertising aims to reach at consumers heart by a very important aspect; which will be that their products are natural and without oxidants, which is why they use words like good and necessary, to convince consumers that their product is the best. But it will be consumers which will criticize their expression, because not everyone consider coffee a benefic product for health. But this is what actually advertising means, the opinions should be divided, pro and counter.

Asistenta Manageriala Si Secretariat Paraschivoiu Ancuta Ileana

Anul III, Grupa 2