Textual Analysis: Compare The Market – Compare The Meerkat: Window Cleaner

Compare The Market – Compare The Meerkat: Window Cleaner

This advert contains features such as:

• Real Time
• Repetition – This advert was made for multiple viewing as viewers can notice something different each time they watch it.
• Speech – There are no voiceovers, just the two meerkat characters speaking.
• Dramatic Action – This advert shows a window cleaner named James being given a second meerkat toy by the mascots of Compare The Market.com, for purchasing his home insurance from their website.

This is a dramatization/ spokesperson type advert. The meerkats have gone to the human character while he is cleaning windows to offer him the toy for being a repeat customer. We then see the human character inside along with Aleksandr Orlov (the main meerkat), as Aleksandr speaks directly to the audience telling them to buy car/home insurance, or to get a credit card through comparethemmarket.com in order to get a free meerkat toy.

Although the target audience for the product would be adults as they would be the ones who purchase car/home insurance; the advert targets children. The use of the humorous, animated characters would appeal to children and the free toy that comes with the purchase of the insurance is a ploy to draw in the children’s attention. The advertising company thought by seeing this advert, kids will bug their parents to purchase car insurance though comparethemarket.com so that they can get a free meerkat toy.

A white male in his late twenties is the only human character in this advert and he is shown in a positive way.

This advert has a light, humorous and informal tone, which coupled with the fast pace makes it perfect for the target audience, as the children do not have the longest of attention spans and would be more inclined to watching something they would find funny.