Friday, 25 November 2016
Sunday, 23 October 2016
L01 written analysis Cadburys Creme Egg Campaign
Tv Advert - : https://www.youtube.com/watch?v=rDURT0Nrm_4
The key message of the campaign is that the creme eggs are only on sale for a limited time and this short period of availability causes the audience to feel pressured into buying a creme egg and 'have a fling' with it which is the campaigns slogan which has connotations of a short term relationship.
This campaign was mainly marketed across their Facebook and twitter page as well as TV. The aim of the advertising was to use Facebook to reach the target audience encouraging them to buy buying individual creme eggs as this is below the line advertising . The social media campaign for this created crème egg versions of social networking sites and dating sites such as 'Eggstagram' (instagram) and 'Tindegg'(Tinder) revealing common interests between the campaign and its target audience.
Throughout the campaign there isn't a lot of uses of groups or stereotypes to enforce the campaign message. However, in the campaign there were several variations of the same advert all with the message of too 'have a fling with a creme egg' included to show different people of different backgrounds all enjoying the same crème egg creating more unity in the campaign and making it appealing to a larger market as the audience is led to feel as if they can relate with at least one of the characters.
This campaign was well organised which resulted in its success in increasing Cadburys sales and purchase intent for younger ages as the campaign was deliberately timed to be released prior to the Easter holidays , which was essential as at this time it is know that there is a rise in the sales of chocolate due to this festive event and therefore the campaign would have a bigger impact and the campaign has been repeated following its success.
By choosing to largely promote this campaign using social media it has successfully reached there intended target market of 16 - 24 year olds as this age range are frequently found using these platforms. The TV advertisements were also successful in expanding this target market and possibly reaching older ages as the ads featured people of all ages and genders. As a whole this campaign proved extremely successful as in previous years Cadburys have been struggling to keep up with other competitors in the confectionery market however after this initial campaign and the ones there after the company has gained more recognition and profits.
This campaign has supported the guidelines set by the ASA and therefore will avoid the risk of the advertisements being removed or further reported to OFCOM. The ASA issue guide lines that state that the media product should not be misleading, harmful or offensive and this campaign is seen not to have breached this. as well as this there is little issues regarding ethical issues in the campaign this is because it doesn't include products such as alcohol or gambling and drugs are used as they don't have any relation to the chocolate market. Only one thing that could be deemed as ethically wrong is that it is promoting an item that is unhealthy and if it is abused when consumed it can cause health problems .
L01 Written Analysis Dumb Ways to Die Campaign November 2012
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https://www.youtube.com/watch?v=IJNR2EpS0jw - Dumb Ways to die music video
https://itunes.apple.com/app/dumb-ways-to-die/id639930688 - Dumb Ways to die game
https://itunes.apple.com/gb/album/dumb-ways-to-die-single/id575962249 - Dumb ways to die song
Dumb ways to die poster in train stations
The target audience is the general public who use trains regularly as its purpose is to make people aware about the dangers of not paying attention/ being safe when around trains . The target audience of this campaign would probably be people aged between 16-24 both male and female as this age group are most likely to commute to school/ work by train and as well as this they are stereotypically on their smartphones which can cause them to be un aware of their surroundings and as well as this a lot of the campaign is online based therefore if they use smartphones they can access different elements of the campaign e.g the game or the theme song. I believe that the NRS grade of the campaign is C2 as they would need to be financially stable or in a financially stable family in order to have a smart phone and to afford using the train or metro.
The key message of the campaign is to make people become aware of the dangers and risks of not being cautious when around the metro or trains as in Australia which the campaign was first launched, in Melbourne the amount of 'Near misses' in the following months after the campaign launched dropped from 13.29 a year to 9.17 which suggests that the message of the campaign was acknowledged by its target audience thus making it successful.
There are multiple methods this campaign used to engage its audience one of which was creating game which allowed the audience to gain points by making sure different characters safe in multiple mini games in order to achieve points and the game also featured a button that a player could click which allowed them to state that they would be safe around trains. Another method they used to engage the audience was including an extremely catchy song which was included in the campaigns online video and the game which emphasised all the "Dumb ways to die' and this was clearly an effective and catchy song as it charted in 28 different countries on iTunes.
The key issue raised in this campaign is the ongoing problem with railway safety which caused this awareness campaign to launch showing various characters getting injured in different ways with the main purpose of the mobile game being to prevent characters from getting injured which enforces the message of be careful and observant when doing things and especially when near trains. The characters used are all coloured fictional designs that have been used to make the campaign more visual and recognisable when these characters are seen. Some of the characters could be deemed as stereotypes for example it showed a character listening to music and not paying attention to its surroundings which some people may think that it is a stereotype of a teenager.
The campaign originally launched in November 2012 to decrease the rate of train related incidents along with the music video of '21 characters killing themselves in stupid ways' which was launched on November 14th 2012 and as of December 2015 it had obtained over 117 million reviews and the song managed to chart number 38 in the Uk Indie Charts . Later on in the campaign the mobile game was release in May 2013 for iOS devices with an android version releasing in September with the same purpose as the rest of the campaign encouraging people to be safe when performing different tasks and especially when near trains.
This choice of media is effective in enforcing the key message of the campaign as by including lots of visual elements by using VOD and a game it allows the campaign to be remembered by an audience due to its bright original character's and its catchy theme song. As well as this with the target audience being young adults in a C2-3 NRS grade by using a more online based campaign it reaches them easier as they are more likely to be using YouTube or playing games on there phone or even on social media where this campaign can be shared thus making them take into account the message of the campaign.
https://www.youtube.com/watch?v=IJNR2EpS0jw - Dumb Ways to die music video
https://itunes.apple.com/app/dumb-ways-to-die/id639930688 - Dumb Ways to die game
https://itunes.apple.com/gb/album/dumb-ways-to-die-single/id575962249 - Dumb ways to die song
Dumb ways to die poster in train stations
The target audience is the general public who use trains regularly as its purpose is to make people aware about the dangers of not paying attention/ being safe when around trains . The target audience of this campaign would probably be people aged between 16-24 both male and female as this age group are most likely to commute to school/ work by train and as well as this they are stereotypically on their smartphones which can cause them to be un aware of their surroundings and as well as this a lot of the campaign is online based therefore if they use smartphones they can access different elements of the campaign e.g the game or the theme song. I believe that the NRS grade of the campaign is C2 as they would need to be financially stable or in a financially stable family in order to have a smart phone and to afford using the train or metro.
The key message of the campaign is to make people become aware of the dangers and risks of not being cautious when around the metro or trains as in Australia which the campaign was first launched, in Melbourne the amount of 'Near misses' in the following months after the campaign launched dropped from 13.29 a year to 9.17 which suggests that the message of the campaign was acknowledged by its target audience thus making it successful.
There are multiple methods this campaign used to engage its audience one of which was creating game which allowed the audience to gain points by making sure different characters safe in multiple mini games in order to achieve points and the game also featured a button that a player could click which allowed them to state that they would be safe around trains. Another method they used to engage the audience was including an extremely catchy song which was included in the campaigns online video and the game which emphasised all the "Dumb ways to die' and this was clearly an effective and catchy song as it charted in 28 different countries on iTunes.
The key issue raised in this campaign is the ongoing problem with railway safety which caused this awareness campaign to launch showing various characters getting injured in different ways with the main purpose of the mobile game being to prevent characters from getting injured which enforces the message of be careful and observant when doing things and especially when near trains. The characters used are all coloured fictional designs that have been used to make the campaign more visual and recognisable when these characters are seen. Some of the characters could be deemed as stereotypes for example it showed a character listening to music and not paying attention to its surroundings which some people may think that it is a stereotype of a teenager.
The campaign originally launched in November 2012 to decrease the rate of train related incidents along with the music video of '21 characters killing themselves in stupid ways' which was launched on November 14th 2012 and as of December 2015 it had obtained over 117 million reviews and the song managed to chart number 38 in the Uk Indie Charts . Later on in the campaign the mobile game was release in May 2013 for iOS devices with an android version releasing in September with the same purpose as the rest of the campaign encouraging people to be safe when performing different tasks and especially when near trains.
This choice of media is effective in enforcing the key message of the campaign as by including lots of visual elements by using VOD and a game it allows the campaign to be remembered by an audience due to its bright original character's and its catchy theme song. As well as this with the target audience being young adults in a C2-3 NRS grade by using a more online based campaign it reaches them easier as they are more likely to be using YouTube or playing games on there phone or even on social media where this campaign can be shared thus making them take into account the message of the campaign.
Tuesday, 27 September 2016
L01 written analysis Paco Rabbanne 1 million 'For Him' 2008 campaign
https://www.youtube.com/watch?v=JVvKOQUZkKw - Paco Rabbanne 1 million for him advert 2008 campaignIts aimed at men as it shows a wealthy looking man in an expensive suit who at a click of the fingers can get money , cars and naked women all due to his wealth and power which is down to him using this particular fragrance.
It makes the audience (males) aspire to be like the model/actor in the advert as they believe that if they use the same perfume then they can have all the things that are shown whenever he clicks his fingers.
It is aimed at the B/ C1 class as i shows a successful business man who has lots of money and can afford luxurious cars and clothing which can attract him good looking women ' Ideal partner'. It also is aimed at this NRS Grade as the majority of younger individuals fall under this category as they are i their early years of work meaning they are usually not higher up in the ranking system therefore this may be used to encourage them to use this fragrance in order to become as successful as the man in the trailer and posters.
The key message of the campaign is to entice the audience to buy the product therefore they need to make the campaign appear to be more interesting and appealing in order to grasp the target audiences attention ( Being younger males) and they believe the best way to do this is by showing expensive clothing, Naked women and lots of money and wealth items such as cars as they may aspire to share the same lifestyle as the model.
The campaign uses a stereotypical 'Wealthy man' by dressing him in an expensive looking suit to enforce that if you buy his product you are or will be on the same social level as the man. This supports the ideal self theory as most males would like to be in a position where they have lots of money along with lots of interest from women which is also why a naked looking woman is used as the set target audience have most likely not settled down yet and are still looking for an 'ideal partner' and this fragrance can help you obtain the ideal partner according to the campaign.
The campaign launched in spring 2008 and it was mainly advertised by Magazines ,online posters and banners and T.V advertisements which were also available online which allowed the target audience to have an extended viewing time.
By mainly using a video to advertise the product helps enforce the key message of the campaign (Buy this product) as it is able to show more than just a poster as it is able to show all these fantastic things that relate to the people who use this product which make the product look more appealing which encourages more people to buy it.
By using what some people think are 'attractive actors/' and women in very little clothing may be deemed as an ethical issue as it could be portrayed as body shaming as it could suggest that if your body doesn't look like that then you won't gain attention like the actor is getting.
Monday, 26 September 2016
L01; Written Analysis Sky Sports 2016/2017 football season advert
https://www.youtube.com/watch?v=0WySrMGpafc - Sky Sports 2016/17 T.V advert
Mobile and website advert
The gender of this campaign is predominantly males as football is usually stereotypically associated with males however the advertisements now include females which suggests that they are now trying to expand there target audience. Although football generally appeals to a wide age range of people sky sports focus on people aged 18 - 60 as these are the bill players for the subscription therefore they need to make it appear to be good value by stating '126 live games' which suggests its worth your money as people won't want to waste there money. I believe that the NRS grade this campaign is aimed at is C2 and above as its an expensive subscription to have as it costs an extra £50 a month n top of sky which is already expensive enough.
The key message of the campaign is to make football fans and customers aware when the new season is starting and how/where they are able to get the 'best value' as sky is showing '126 live games' therefore they are trying to use this feature to obtain more sky customers upgrading to sky sports as well as new customers subscribing to sky just for the sake of the football.
One method that sky uses to engage the audience is that they choose to always include more 'famous' and well known footballers in there trailers and posters as the are the campaigns U.S.P as football fans are more likely going to be more interested in subscribing to sky sports if they know world class, high earning footballers are going to be features as it connotes they will be showing high quality football which is why they choose to use premier league footballers as the cover stars rather players from Football League 2. As well as this, with the target audience being interested in football they use these football stars as they may be the consumers ideal self or partner due to them being successful wealthy footballers who's career is based from the consumers interest.
In the youtube video thats part of the campaign it always shows large groups of people (predominantly men) enjoying themselves whilst having a beer and watching the football .This is included as lots of people can relate to this scene encouraging them to spend their money in pubs that have sky sports or alternatively like the other scenes have a beer at home and enjoy the football which encourages the household to subscribe as both show the people enjoying themselves . Beer and football are used as they are stereotypically two things that men like and where there is one there is usually another.
The official sky sports 2016/17 season trailer was released in mid July after the month and a half break following the previous season and a month before the new season which allowed people more time to see the fixtures that are shown on sky in order for more people to upgrade to sky sports.
By mainly using a video to advertise the product helps enforce the key message of the campaign (Buy this subscription) as it is able to show more than just a poster as it is able to use celebrities (David Beckham) as a USP which makes the product look more appealing which encourages more people to buy it.
It has to think about the message the campaign suggests to an audience as if it shows everybody staying inside and being inactive it suggests that being active and healthy isn't important as long as you are watching sky sports therefore to get around this they show multiple people outside enjoying the football whilst actually moving around and socialising.
Sky Sports Premier League mobile compatibility advert
Mobile and website advert
The gender of this campaign is predominantly males as football is usually stereotypically associated with males however the advertisements now include females which suggests that they are now trying to expand there target audience. Although football generally appeals to a wide age range of people sky sports focus on people aged 18 - 60 as these are the bill players for the subscription therefore they need to make it appear to be good value by stating '126 live games' which suggests its worth your money as people won't want to waste there money. I believe that the NRS grade this campaign is aimed at is C2 and above as its an expensive subscription to have as it costs an extra £50 a month n top of sky which is already expensive enough.
The key message of the campaign is to make football fans and customers aware when the new season is starting and how/where they are able to get the 'best value' as sky is showing '126 live games' therefore they are trying to use this feature to obtain more sky customers upgrading to sky sports as well as new customers subscribing to sky just for the sake of the football.
One method that sky uses to engage the audience is that they choose to always include more 'famous' and well known footballers in there trailers and posters as the are the campaigns U.S.P as football fans are more likely going to be more interested in subscribing to sky sports if they know world class, high earning footballers are going to be features as it connotes they will be showing high quality football which is why they choose to use premier league footballers as the cover stars rather players from Football League 2. As well as this, with the target audience being interested in football they use these football stars as they may be the consumers ideal self or partner due to them being successful wealthy footballers who's career is based from the consumers interest.
In the youtube video thats part of the campaign it always shows large groups of people (predominantly men) enjoying themselves whilst having a beer and watching the football .This is included as lots of people can relate to this scene encouraging them to spend their money in pubs that have sky sports or alternatively like the other scenes have a beer at home and enjoy the football which encourages the household to subscribe as both show the people enjoying themselves . Beer and football are used as they are stereotypically two things that men like and where there is one there is usually another.
The official sky sports 2016/17 season trailer was released in mid July after the month and a half break following the previous season and a month before the new season which allowed people more time to see the fixtures that are shown on sky in order for more people to upgrade to sky sports.
By mainly using a video to advertise the product helps enforce the key message of the campaign (Buy this subscription) as it is able to show more than just a poster as it is able to use celebrities (David Beckham) as a USP which makes the product look more appealing which encourages more people to buy it.
It has to think about the message the campaign suggests to an audience as if it shows everybody staying inside and being inactive it suggests that being active and healthy isn't important as long as you are watching sky sports therefore to get around this they show multiple people outside enjoying the football whilst actually moving around and socialising.
Wednesday, 14 September 2016
Key Terms 2
Ideal Self: An idea of the perfect version or life of yourself
Intertextuality: The relationship between texts that is used within products
Pastiche: An artistic work in a style that imitates the work of another artist or work
Endorsement:The act of dying you approve or support something or someone
Call to action: An instruction to the audience to provoke an immediate response
Intertextuality: The relationship between texts that is used within products
Pastiche: An artistic work in a style that imitates the work of another artist or work
Endorsement:The act of dying you approve or support something or someone
Call to action: An instruction to the audience to provoke an immediate response
Wednesday, 7 September 2016
Key Tems
Connotation- An idea or feeling to a person along with the initial meaning/feeling
Denotation- The primary meaning of a word
Demographic- The group of people based on criteria
Iconography- images or symbols used in a product that fall under its specific genre (mise en scene)
Branding- Categorising something by a particular name or image through the use of colour,font and image
Denotation- The primary meaning of a word
Demographic- The group of people based on criteria
Iconography- images or symbols used in a product that fall under its specific genre (mise en scene)
Branding- Categorising something by a particular name or image through the use of colour,font and image
Friday, 2 September 2016
Legal Bodies
OFCOM- (The office of communication) - OFCOM regulate T.V. , Radio, VOD and telecommunication sectors. They ensure that the public don't get scammed from things such as voting and they prevent harmful or distressing material being published on TV or radio
BBFC -( British Board of Film Classification)- They regulate films and classify them into age ratings depending on the content of the product. The age ratings they use are U PG 12a 12 15 18 R18 all dependant on the severity of the content included in the oil
ASA- (Advertising Standards Agency )- This company regulates a range of different media sectors and their aim is to regulate harmful or offensive contents or mis leading advertisements in order to protect consumers.
BBFC -( British Board of Film Classification)- They regulate films and classify them into age ratings depending on the content of the product. The age ratings they use are U PG 12a 12 15 18 R18 all dependant on the severity of the content included in the oil
ASA- (Advertising Standards Agency )- This company regulates a range of different media sectors and their aim is to regulate harmful or offensive contents or mis leading advertisements in order to protect consumers.
Wednesday, 31 August 2016
Research Campaign for different classes
A- Jaguar xj x350 advert- it shows a well established male in an expensive looking suit driving the car and showing that the car is worth the money it cost to buy and it attracts attractive women 'Ideal Partner'
B- Apple iPhone 6 campaign- Allows people who want to buy into the brand to be able to buy it who may not be able to pay £1900 for a mac. Also it allows them to show that they are sill able to afford a high end mobile device on the wage they are on . The advert appeals to this class as it shows an overview of how stylish the phone looks along with how good the camera is to capture key events and the models used in the video are also around the middle class area.
C1- Ford fiesta -
B- Apple iPhone 6 campaign- Allows people who want to buy into the brand to be able to buy it who may not be able to pay £1900 for a mac. Also it allows them to show that they are sill able to afford a high end mobile device on the wage they are on . The advert appeals to this class as it shows an overview of how stylish the phone looks along with how good the camera is to capture key events and the models used in the video are also around the middle class area.
C1- Ford fiesta -
Friday, 26 August 2016
ASA codes and conventions
In my advertisement campaign i need to take in consideration the rules of the ASA as if an audience is offended they will report there problem to the ASA who could take the campaign down and fine you. To Prevent this happening i need to ensure there is no swearing, no inappropriate images, no showing anyone under the age of 25 under the influence of alcohol and no drug use. My campaign will follow these rules as the campaign is targeted at families as this is who Sheffield Steel dogs want to target and inappropriate content would put them off coming to see the hockey. There are also ethical issues that need to be accounted for, for example when showing fans in my video i need to include people of various sizes and demographics to ensure no body is discriminated against.
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