go compare advert analysis

The advert that I have looked at is the comparison advert, which helps people compare prices on a wide variety of things and help them find prices most suitable to them, this includes; find their most suitable or cheapest car insurance; cheapest Gadgets, home insurance and many more comparison options. ’’ Go Compare’’. This advert in particular is one of the most memorable and catchiest commercials on UK television. When watching television and it comes on, I find myself staring at the TV as it catches my attention straight away which is one of the reasons I have decided to write about this advert.

On the other hand, this advert can also be seen as annoying as it is shown frequently and is very noisy. The key message that the advertiser wishes to communicate in this advert is that; ‘’Go compare’’ is the best site to go on to find the best and cheapest deals, additionally I believe that he is saying that the this website should be used for everything that you need, anything that you need to buy; ‘’Go compare’’ The advertiser makes that evident by not just making the advert extremely vocal and but also visual.

The report will explain this further. Furthermore, this report will look at which relevant aesthetics are used by the advertiser to catches viewers’ attention. Main section There are now at least over 10 different Go compare adverts and each of them there is a different setting, with the same message which is to ‘’Go compare’’. All of these adverts have the same main character; the Big Guy dressed in suit and has a distinctive moustache. The ‘’Go compare advert also has very memorable theme song. The theme song is mainly vocal and quite loud.

The phrase ‘’Go compare can be heard throughout the commercial which adds to making it a very memorable one. The specific ‘’Go compare’’ advert that we looked at as a group is the one with the setting on the beach where the big moustache Guy comes running out of the water screaming/singing ‘’Go compare’’. Perception has to do with how things are perceived, this can be different individuals.

According to Roth 1989, 81 it refers to the means in which information, acquired from the environment via the sense organs, is transformed into experiences of objects, events, sounds, tastes etc. Roth 1986, 81). In relation to the ‘’Go Compare ‘’ advert, it’s the sound in the commercial that makes and impact on the how it will be perceived. In the advert sound is used effectively to communicate to consumers in order to gain attention from the viewers. Music can create favourable mood, increased likability of products and affect perception of time. This is evident in the advert as it has sounds which quickly catches viewers’ attention. Furthermore in the sound in the advert makes the viewer’s become aware of the service that is being offered.

Another sensation used in this advert is vision. It is evident that the advert has attractive visual content which again contributes to catching viewers’ attention. Attention is a major part in this advertisement. According to Tipper & Driver humans have a selective mind, they find something to focus on amongst something and ignore everything else around it (Tipper&Driver, 2000). Conclusion In conclusion, the selected message does not necessary meet all requirements of the theories as it only uses visual, imagination, and sound which are why it fits into the behavioural theory.

With the advert the attention of viewers are captured as soon as it is shown. It uses visualization and sound which is why it falls into the behavioural theory. The aim of the advert is to capture the attention of their target market and in the end benefit from profit. The ‘’Go compare’ advert is done in such a way to be memorable to viewers, by using as mentioned earlier; sound, vision as well as imagination these all contribute to pleasuring the consumers mind and imagination as consumer get pleasure from their visual senses. I don’t think that the advert needs major improvements.

The way the advert has been done, it stimulates the relevant viewers’ senses including vision and hearing. This is why the ‘’Go compare’’ advert is so memorable even just by sound.


Buchanan, D. Huczynski, A (2001). Organisational behaviour Janson-Boyd, C. V. (2010). Consumer Psychology. Maidenhead : Open University Press Solomon, M et al. (2010). Consumer Behaviour – A European Perspective. (4th ed. ). Harlow: Prentice Hall. Schiffman, L. G. , Kanuk, L. L. & Hansen, H. (2012). Consumer Behaviour – A European Outlook. (2nd ed. ). Harlow: Pearson. http://www. youtube. com/watch? v=rvqzx1bA488

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