Conclusion

‘Bounty’, or the remodeled ‘Plenty’ Kitchen Roll has had an advertisement campaign that has assaulted the late 2000′s. The non-diegetic sound effects within the circus and pantomime like impression throughout the everyday house hold tool advertisement, make it family orientated and therefore more popular due to the wide audience admiration. Consumers of all ages have been enthralled by the advertisement’s from the first ‘Carry On Cleaning with Bounty’ parody in 2007 to the ‘One Sheet does Plenty’ Matrix spoof in late 2009.

Other reasons I am confident that Bounty has successfully secured an effective advertising campaign because they have created and maintained a brand identity or brand image, whilst increasing the buzz-value of the brand and the company therefore sustaining product sales. One will admit that what Bounty claims is quite a strong persuasive technique and the risk of demoting other kitchen roll in the adverts and on their website is a brave step:

‘Because it’s strong when wet and really absorbent, you can wring out and reuse a sheet of Plenty rather than grab sheet after sheet to get the job done.’ (http://www.plenty.co.uk/)

This is due to the buyers assumption that, even after the huge mess that is being made throughout the ‘Carry On Cleaning’ commercial, Bounty will just keep on cleaning it up. The mess created relates to the consequence of the typical antics in the ‘Carry On‘ films that Bounty have chosen well to mimic.

Another problem Bounty could have with their ostentatious advertisements is with the representation of women, or the ‘Housewife’. In this representation, are they suggesting housewives are less attractive then single, more care free females? Or are they deliberately and more then obviously improving all women’s self esteem but using non-idealisitc personalities? Unlike less cheery depictions in the tense ‘Desperate Housewives’ C4 2005 and many television commercials for other kitchen appliances. Although, on a decisive, more positive side, the equally represented low class and high class are merry making, fun charactures.

The blend of habitual kitchen cleaners with concurrent film texts has enabled ‘Bounty/Plenty Kitchen roll’ to join the festoon of enchanting advertisements that battle for a fresh reception. I think Bounty enlisted in original advertising in a humorous, dramatic and even a propagandist strategy where other companies fail at doing so. They join a league of advertisers that promote a better quality of life using celebrity endorsed perfumes, advantageous cars and waterfalls of alcohol. Even though these small, disposable dry wipes are taken for granted every day. This I salute, and I hope British Advertising, both moving image and outdoor stills, rise up and continue to discharge genuine creativity.

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