Adelhozener Mineral wasser
LET'S study this video commercial
Background History of the Adelholzener Mineral wasser
The Adelholzener Alpenquellen belong
to the Sisters of Charity of Saint Vincent de Paul in Munich since 1907 uptill
now, and 100% of the company income after the necessary investment supports the
convent's institutions and projects such as hospitals, nursing homes, homes for
the sick and elderly and numerous other social projects. The history of the
Adelhozener Mineral wasser can be date back to the year 959. At first, it was
not name as Adelholzener Alpenquellen. The original name of the company was
Adelholzener Primusquelle, it is on 1994 that the name- Adelholzener
Alpenquellen was adopted. The mineral water company Adelolzener Alpenquellen is
located in the Bavarian Alps and produces healing water, mineral water and soft
drinks under the brand names Adelholzener and Active O2. Adelholzener mineral
water are very famous of its healing power and the countless charity work that
they had been involved throughout history.The company only start to expand from
year 2005 by employing more than 360 workers.
Source of the water
The source of the water is from the
Bavarian Alps, and it can be found in geological formations created by natural
forces in the Ice Age around 25,000 years ago. The water will flows through the
massive rock formations and absorbing its unique minerals on the way, and this
is how the naturally pure water of Adelholzener has been collecting from its
very special origins.The minerals that is absorbed by the water along the way
had make the more valuable for living creatures. The source of the water can be
found 140 meters below a widespread nature sanctuary, which receives one of the
highest levels of environmental protection available in Europe as a Fauna
Habitat Area(FHF). This makes the water source of Adelholzener very valuable,
protected and pure. In addition, underneath this nature sanctuary is a
40-meters dense protective layer of lake clay, which provides yet even more
protection for the water from surface elements.
Contents of the water
The water absorbs minerals from the Alpine rocks, thus making it
so valuable for humans. Adelholzener mineral water contains, amongst others,
calcium, magnesium and hydrogen carbonate. Calcium makes an important
contribution to healthy bones, magnesium supports the muscles and the functions
of the nervous system. Hydrogen carbonate neutralises acids in the body. This
special composition gives it its unique, balanced taste. At the same time,
Adelholzener Mineral Water is characterized by low sodium, provides
approximately 10% of the RDA (Recommended Daily Allowance) of calcium and
magnesium per 1000 ml, which contains a high hydrogen carbonate content.
Active O2
Active O2 is the ideal
thirst-quencher with pure Adelholzener mineral water from the Bavarian Alps,
which comes in pure or with fruity flavour. It is a refreshment for active
living which is enriched with an extra of calcium, magnesium or vitamin
B12.This could help strengthen bones, muscles and immune system at the same time.Besides, from
the the new label design itself, it is trying to gives the
consumer the impression that they are instantly entering the pure and untouched
mountains of the Bavarian Alps whenever they are drinking this water.
Scene Analysis
The
1st scene shows the snow covered Bavarian Alps, which signifies the source of the Adelholzener
Mineral Wasser is from the Bavarian Alps. Then there is a man performing ski and free falling of the cliff in a wing suit. The
act itself speaks of a free, active and lively attitude towards life. The
choosen sports, which is skiing correlates back to the original source of the
water, which is from the Bavarian Alps.
The 2nd scene feature the ski man knock into the
Adelholzener Mineral Wasser bottle.
Here, it is signifying that the moment you get to experinenced the taste of
this water, you are instantly feeling refreshed. It is to give the impression
that one will feel like entering the pure and untouched mountains of the
Bavarian Alps once you tasted the water. Followed by the next action, the ski
man is
getting out of the Adelholzener Mineral Wasser bottle.
Here, it is trying to imply the refreshing feeling you get after drinking their
water.
In the next scene, they are
advertising another series of their products, which is called Active O2. Active O2
was produced to cater as a refreshment for active living. Hence, from the
advertisement itself, it is obvious that the backdrop and the action choosen is
to emphasize on the natural source of the water as well as it is an ideal
companion for sports through the action of skiing and free falling off the
cliff with a wingsuit. In addition, the water bubbles that appears signifies
that there are 10x more oxygen in Active O2 water series.
The
last scene is a spoken statement that emphasize on the source of the water,
which says Active O2
- die Natürlich Adelholzener
Mineral Wasser aus den bei Hochsten Alpen. The english translation to this is
Active O2 - the natural Adelholzener mineral water from the highest Alps. The Bavarian
Alps is the highest Alps in Germany.
The Logo
The logo shows the snow covered
Bavarian Alps, which signifies the origins of the water source. The product
brand, which is featured in written form as Adelholzener Alpenquellen.
Adelholzern is the name of a therapeutic bath that dates back to the old
Bavaria time. Here, the name was adopted with the meaning of healing water. Alpen
means the Alps, while quellen means the source of water. Thus Alpenquellen
means the source of water is from the Alps. The colour of the small flag in the
logo is red and white, which is the same colour as the usual pharmacy sign.
Here it means the water has the same healing power as to the normal
understanding of the healing power that one can get from the pharmacy. The 3
white stripes in the small flag signifies the flow of water, which correlates
back to the original source of the water that flow from the Bavarian Alps.
The cultural values in
German TV commercials
1. The attitude of Germans
This can be seen from the way this
commercials presents itself. The extreme sports- skiing from a very high point
in the Bavarian Alps and also free falling off the cliff with the wing suit was
choosen as the main action focus in the advertisement. This represents the
attitude of Germans who like exciting and dangerous sports. This shows the
carefree, actively engaging with nature, lively and active lifestyle that is
lead by the Germans.
2. Germans practice
healthy lifestyle
This was shown from the
main objectives of the advertisement itself, which is to promote the Active O2
drinks that contain 10x more oxygen and also various important minerals
for the refreshment of the body after performing an extreme sports. It shows
that the Germans are very health conscious. After performing an extreme sports,
they will repenish their body with important
minerals and more oxygen from the Active O2 products
instead of just any other normal mineral water.
Sequence of TV Commercials before
and after the Adelholzener Mineral Wasser advertisements
TV commercials sequencing
|
Urlaub website
|
Adelholzener Mineral Wasser
|
Magnolia
|
Top-up commercial of Adelholzener
Mineral Wasser
|
Format used in ads *
|
LF
|
PF
|
LF
|
P-Image-F
|
Cultural value
|
- enjoymeny
- relax
|
- healthy lifestyle
- excitement
- enjoyment
|
- enjoyment
- foods
- relax
|
- more variety
- enjoyment
|
* LF= Lifestyle Format
PF= Personalised Format
P-Image-F =Product-Image-Format
Conclusion
Themes
|
Cultural Values
|
Performing sports in the Bavarian
Alps
|
engage with the nature
|
Skiing and free falling with wingsuit
from high point
|
try out new and exciting things
|
Refreshment
|
looking for a healthy lifestyle
|
The whole advertiement itself
|
excitement and enjoyment
|
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