The adverts for the “Orange Tango” created a naughty, young and unpredictable image for the product. They did this in the way that they used the Tango man as a little child. He was quite naughty to behave in the way that he did. Also as the Tango man was painted orange it was like he was a character out of a cartoon, which appeals to young children. The orange colour also made the man stand out , and helped promote the product, which was orange flavoured. In the adverts there is much comedy slapstick involved, which children
can relate to as they find play fighting funny. Sometimes, children like to act out what they have seen in an advert and copy what is staged, which is the desired effect as this means the advert is being remembered and therefore so is the product. There was also a very unpredictable element to the adverts. In the first of their adverts they had the Tango man running up to a stranger in the street and slapping him on both cheeks. This had an unexpected effect on the public as children took the advert as an example and slapped their own friends and family.
Because of the effect that the adverts were having there were many complaints made to the Advertising Standards Authority and the advert was banned from television. The advertisers for “Orange Tango” then changed the advert and instead of the Tango man slapping the stranger he kissed him. The effect that the advert had on the public was good for the “Tango” company in two ways. Firstly, they got to bring the element of surprise and unpredictability into the adverts, and it also showed that the public did actually take notice of the advert, so if they were
remembering the events which took place in the advert they were obviously taking in the name of the product. The slogan also proved to be very successful as many members of the public could remember the very bold slogan “You know when you’ve been tangoed! ” Although the adverts were aimed at youngsters, a surprising bonus for the manufacturers was that the adverts also appealed to older people because the advert was so unusual. Another very successful advert for Tango was the one for “Blackcurrant Tango. ” The target audience for this advert was very different to those for the “Orange Tango.
” The “Orange Tango” adverts were aimed at young children, whereas the advert for the “Blackcurrant Tango” was aimed at teenagers to young adults. There are many points to back up the fact that there is a difference in the age for the target audience. In the “Orange Tango” adverts, they were very childish, and the best way to explain the “Blackcurrant Tango” adverts would be patriotic; which is associated more with adults. The advert put forward an aggressive, powerful and almost jingoistic image. They did this by the dramatic change in mood throughout the advert.
At the start of the advert it is a very calm scene with Ray Gardner, the spokesperson for Tango in his office reading a letter from a foreign exchange student called Sebastien Loyes, who has said he did not enjoy “Blackcurrant Tango” as much as previous flavours. The fact that Ray Gardner uses his full name shows he is showing some respect towards the boy, although his attitude towards him varies wildly towards the end of the advert. Gardner then goes on to say that he can only apologize to the boy, as if he is wrong.
He comments that they have done all they can to provide “satisfaction for all Tango drinkers, even if you’re only visiting our great nation,” the way that he added “great nation” into his speech shows he is starting to become slightly patriotic. The use of “you’re only visiting” also implies the ‘foreigner’ is inferior to the British people. This starts to change the tone of the advert. Ray Gardner says later on in the advert “you’re an exchange student aren’t you Sebastien? ” There is a definite change in the tone of his voice at this point. He becomes more
aggressive, and becomes fairly insulting by stereotyping the French as “all hair gel and fancy loafers. ” By this time Ray Gardner has begun to remove his clothes revealing that he is wearing a pair of purple boxing shorts. He has also moved from the office to outside in the car park. He then walks past a “Blackcurrant Tango” lorry and the scene changes from the car park to a field, which in the end is revealed to be the top of the white cliffs of Dover. He then becomes very defensive towards “Blackcurrant Tango” commenting: “You’re one dissenting voice in a billion, Johnny French, – you’re that!
(holding up a small gap between his thumb an index finger)” At this point he has dropped the boy’s name and become very anti-French. By saying the boy is “one dissenting voice in a billion”, this implies the boy is odd, or abnormal for not liking Tango, and indicates Tango is enjoyed by huge numbers of people. In the closing scene of the advert there are a lot of things going on. Ray Gardner jumps into a boxing ring on the edge of the white cliffs of Dover, challenging all French people. There are hundreds of extras running carrying “Blackcurrant Tango” flags to
support Ray Gardner around the boxing ring. There are also three Harrier Jets lifting off behind the crowd. The music plays a big part in the advert, at the beginning the music is very calm, but after the point where the spokesman walks past the “Blackcurrant Tango” lorry, the music becomes very dramatic. There are very bold colours used in the advert, and this indicates a sense of power. The end of the advert is highly charged and is an aggressive and dramatic climax to the advert. This leaves us with the image of Ray Gardner challenging the whole world to a fight.
I think this advert was effective because it appealed to most patriotic British people, at a time when it is almost considered wrong to stick up for your country. Also, the way the scene changes from a conventional one to the surreal boxing match is again very unusual, and grabs the attention. The use of humour in both adverts helps them to stick in people’s memories, and so helps promote the product. In my own advertising campaign my partner and I decided to promote a perfume aimed at teenage girls. We chose to give it a striking image and worked with the words sexy, stylish, young and naughty.