I wrote this analysis paper as a part of a native advertising project I was assigned in my strategic communications class. I analyzed a podcast and how the hosts slipped in ads in a way that wouldn’t break the audiences’ focus.

Publishing Site and Product

On “The Ben and Ashley I Almost Famous Podcast,” Ashley Iaconetti promotes her Crate and Barrel wedding registry. Crate and Barrel, a retail store, specializes in houseware, furniture and home decor.  This entertainment podcast appeals to fans of The Bachelor and The Bachelorette by interviewing cast members of the television franchise and discussing the content of the seasons currently airing. Presented by iHeart Radio, the show streams through Spotify and Apple Podcasts. This particular advertisement gets played in the episode “Live from Planet Hollywood with Dean, Caelynn, Derek and Mike Johnson.” The advertisement begins 15 minutes into the show. 

Analysis of How the Ad is Native

Ashley creates a major segment about her wedding plans and the love story created with her husband, Jared. A Crate and Barrel wedding registry relates to this period in Ashley’s life as she just got married in August, and she succeeds in boosting the highlights of the product during each episode. She talks about her marriage plans so often that when she slides the advertisement in, the listener doesn’t immediately understand the deviation from the podcast’s traditional content. She brings up the product naturally and segues into the ad in an excited tone that doesn’t bore listeners. 

Ashley begins the ad by saying “I know you guys are maybe a little bit tired of hearing about how great my wedding registry was, but I’m here again to drill it in your brain because if you’re out there and you’re engaged, you gotta do a Crate and Barrel registry.” She acknowledges that she always talks about this product and consumers get annoyed. Most people experience a situation where they took about something they love too often and their friends get sick of listening to them talk.  By relating to her viewers, she engages in a healthy consumer relationship that establishes a bond of trust and understanding. 

She speaks in a very casual yet convincing tone. Her voice stays consistent throughout the majority of the show, which doesn’t imply that this content differs from the other content presented. After listening to Ashley constantly mention the registry, her speaking starts to sound less casual, which alludes to the idea that she gets paid to talk up the product. Once the ad concludes, a quick musical interlude plays to show the listener when regular content returns. 

Consumer Evaluation
I would classify this advertisement as very effective because you hear it from someone that you know used the product. Ashley clearly mentions her first-hand experience with the registry, and she seems like a trustworthy source. This advertisement remains ethical as long as Ashley tells the truth about her usage of the registry. She uses pathos when explaining her gratefulness for Crate and Barrel and how much she loves her registry. Ashley explains the simplicity of starting a registry and how she appreciates the help received from the in-store Crate and Barrel expert. “You’re going to be overwhelmed, you’re going to want everything,” she says. Ashley keeps it real with her viewers; she gets them on her side and tries to relate. Although a well-known reality TV celebrity, she makes the audience feel like they remain on the same playing field as her. Because she had a positive experience with the product, it would inspire me to use the same one if I needed it.

Ashley uses repetition as a tactic to get her audience to listen to her. Hearing the words “Crate and Barrel” over and over again gets annoying, however, this method ends up extremely effective. If anyone mentions looking for a registry, Crate and Barrel comes to mind right away.

Target Audience

Crate and Barrel chose a smart platform to advertise on. The listeners of the Almost Famous Podcast most likely range from their early- to mid-20s.  The Bachelor markets to young adults searching for love and fairytale romance. Ashley more specifically appeals to the hopeless romantic, as she presented herself like that through her screen time on The Bachelor and Bachelor in Paradise. Ashley and her husband, Jared’s, love story contrasts with the other tales the franchise fans watched before. On the Bachelor, Ashley clearly obsessed over Jared and he constantly rejected her. A few years later, they seem more in love than any other television couple. She provides hope to those young romantics searching for their true love. Viewers watch their story and say, “if it worked for Ashley,  how can it work for me?” The answer to that? Shop at Crate and Barrel. Ashley says herself in the podcast, “You kind of maybe thought this would be a dream one day when you got engaged, you’re like, “I have a registry now…I get to choose my own gifts!”” Crate and Barrel markets to a higher- scale social group with fancy, expensive designs. Ashley dresses in the finer things and used lots of high-quality, brand name products. If looking for a fantasy love story like Ashley’s, her audience may find themselves inclined to buy the same home decor she uses. 

Work Cited
Iaconetti, A. (Co-host). (2019, September 20). The Ben and Ashley I Almost Famous Podcast [Audio Podcast]. Retrieved from iheart.com/podcast)