P1 M1 Case study of existing advertising campaigns

Food Campaign

Snickers 2014 Mr Bean ad

The product in this advert is the snickers chocolate bar.
The advert is from 2014.
This advert would have been displayed on tv however I found the advert on YouTube.
The advert would be attractive for those who are of the same ethnicity of the people in the advert, however it is more appealing to a wider audience as the famous character Mr Bean is in the advert and he does not use words to convey messages but rather his actions.

Point: The aims of this advert are to gain awareness of the snickers product which is available as well as to gain feedback on the advert due to its humorous nature.

Example: This can be seen from 0:17 to 0:41 where Mr Bean is attempting to move across the roof tops and is failing to do so in a hilarious manner that is interesting for an audience to watch and be entertained by.

Explain: The advert meets its aim as it is able to interest people in what is being shown through the comedic actions of Mr Bean and be interested in how he is dealing with the situation in which he is currently in. This would ultimately be peaked when he has the snickers bar and then takes the situation more serious insinuating to the audience of the advert that the product in which they offer helps to better be yourself when you been hungry.

Point: The target audience for the advert are person who are of the same ethnicity as the people in who are performing the daring feats as well as any who are a fan of action.

Example: Throughout the advert we are able to see people running across roof tops and performing tasks in which no normal person could achieve. For some who are of the same ethnicity as these people it would be interesting for them to see such things in the advertisement as well as generally exciting people with the action that is taking place

Explain: This would appeal to the audience as it would be interesting for them to see someone of the same ethnicity as them performing such feats.

Point: The key message of the advert is that it is pushing the benefits of the product in which the advert is offering in order to fill you up.

Example: This can be seen towards to the end of the advert where Mr Bean has a snicker and then upon consuming the snickers he then focuses up and then turns into a completely different person.

Explain: This key message is effective at selling the product on offer as it convinces the viewers of the advert that have a snicker will help them to focus up and be a better version of themselves.

Point: The adverts approach is celebrity endorsement as seen through the use of Mr Bean throughout the trailer.

Example: This can be seen throughout the trailer as Mr Bean is shown to be doing one of his classic sketches throughout the advertisement. His most notable moment within the advertisement is his attempts in climbing the roof top and is not as good at doing so as compared to the others in who are doing so.

Explain: This is evident that the use of comedy is being employed by Mr Bean as a means in order to engage the audience and get them interested in the advertisement being shown to audience. This is effective as through the use of comedy it is able to communicate the message of the advert without the use of audio.

Point: This advertisement is attempting to appeal to people through the use of stereotypes of the characters that are shown off within the advertisement.

Example: This is evident throughout the advertisement as the characters of the certain ethnicity are able to perform feats in which no ordinary person would be able to do.

Explain: This stereotype could prove interesting to some as it is what they are exposed to, and this style of entertainment is engaging for them however other people may not find the advertisement as engaging due to them either not finding any appeal from the stereotype of taking offence because of it.

Point: The advert would be best scheduled for around 12am-6pm on channels such as Cartoon network and BBC.

Example: This is because of the humorous nature of the advertisement as well as action parts within the advertisements as well. This would be appealing for a young target audience as well as older target audience as well.

Explain: This would be useful because a younger target audience will see the advertisement for the snickers and be interested by what they see through both the comedy and action elements from the trailer and want the product to turn into a different version of themselves. This would also be good for the BBC as the older audience that are watching the channel to have the needed information from the channel in order to plan their schedules would see this advertisement and be interested and want to have a snicker.

Point: The response mechanism at the end of the advert is a hash tag which can be used on social media accounts and the expected reaction is the purchasing of the product.

Example: At the end of the advertisement there is a hash tag at the end being "#hungry" which is to allow people to find the relevant posts on social media. The expected reaction would be from seeing the use of the snickers bar that is being shown within the advertisement.

Explain: The response mechanism is appropriate for the product as it allows people to use social media to find out more information regarding the product that they are interested in and further their desire for the product. The expected reaction is appropriate due to the product being food related seeing such a product would make viewers desire to have said product.

P10

Issue 1

Point: One ethical consideration in which they would need to consider is how people of the same ethnicity would receive the advertisement.

Example: This can be seen throughout the trailer most notable when the characters are moving across the roof tops but are doing so in a particular manner that is overemphasised martial arts that is commonly associated with the ethnic group.

Explain: This would be managed in the advert by not having the main focus be placed on these characters in who are performing these feats and instead be focused on Mr Bean who is the main focus of the advertisement who uses his comedy to steal the attention and focus of the audience.

Issue 2

Point: A legal consideration is performance rights with the famous celebrity Mr Bean whose performance is the main focus within the advertisement.

Example: Due to the needed legal considerations the advertisement requires the right in order to have Mr Beans image and character in the advertisement the required right is needed in order to do so without breaking any legislations.

Explain: This legal consideration is managed by having all the needed legal paperwork carried out before hand to ensure that they would be no issues with the final product.

P11

Point: The advertisement is compliant with the ASA codes such as the compliance code as well as the harm and offence code.

Example: The advertisements follows the compliance code as it does not mislead viewers about the products true nature it simply exaggerates it. It also follows the harm and offence as it does not show any content throughout the trailer in which is not appropriate for an audience under the age rating of under 18s

Explain: The advertisement if it did not follow these codes would not be allowed to be displayed onto the tv channels in which it was advertised and ultimately not create a profit for the company. The advertisement may have breached the codes with the compliance implying the product is able to fulfil what is being shown in the advertisement and the harm and offence if the included any further conflict within the advertisement.

"You're not you when you're hungry" poster. 2014

The product in the advert is a snicker chocolate bar.
The advert is from 2014.
The advert is an image so it would have been seen either on magazines or on the walls of places such as bus stops. The image above was acquired from a website known as Campaign.
The advert is not created for any specific group of people in mind it is simply created to interest those in the countries in which the companies sell the product to.

Point: The aim of this advert is to gain awareness of snickers by providing an example of what is being offered as well as having a catchy slogan to get the attention of potential clients for the product.

Example: This can be seen with the image of the snickers bar that is front and centre of the advert that is used to show off the product to the audience and make them interested in having said product. With regard to the slogan this can be seen below the snickers bar as means of trying to convince people that they should have a snicker.

Explain: The advert achieves the aim by being simplistic in its design. The logo at the bottom is not too long as to bore people and the image of the product is not complicated a simple wrapper of the product in order to interest people in the product that is being displayed before them.

Point: The main target audience for this advert would be those in whom are busy people that will require a quick snack in order help them as they go.

Evidence: The advert shows a wrapper of the snickers bar and the text that is on the bottom which is used to indicate to the viewers that the snack is ready out the packet for a person to have and help fill them up.

Explain: This is meant to be appealing for those that are in a bit of a hurry and require a quick snack to help fill them up and give them enough energy in order to keep going through their day.

Point: The adverts key message is the unique selling point of the advertisement that is the unique slogan that it has to help convey its point that snickers will help fill you up quickly.

Example: On the advertisement below the image of the product that is being displayed as on offer a small bit of text is being used in order to catch the eye of the viewer reading "You're not you when you're hungry".

Explain: This small piece of text is used in order to interest the person in whom reads the advertisement in order to make them think what the slogan says could be true and that potentially they aren't them when they are hungry. Therefore, making them think that they should have a snicker in order to help themselves out.

Point: This adverts approach is desire of the product that is being shown to the audience attempting to convince them that the product being offered is desirable.

Example: This can be seen via the use of the text that is underneath the image of the advertisement that is being used in an attempt of persuasion regarding the product.

Explain: Here the text is used in order to convince the audience looking at the advert that the product that is being offered is desirable and that perhaps that they should acquire the product in order to feel better.

Point: With this advertisement there is no inherent group of people that are being represented within this advert as it simply is the image of the product that is being displayed.

Example: This is evident due to the lack of any person being used within the advertisement and simply just having a bar of the product in the image.

Explain: This is to be more inclusive with the product in order to appeal to a much wider audience in order to get them interested with the product that is being offered.

Point: This advert would best be placed at bus stop locations as well as shops where there are many induvial in whom will be using the areas and seeing the product.

Example: These advertisements could be placed at specific bus stops and shops in which are close to stations and other key areas that would be in close facility, and which are selling the product being advertised.

Explain: This is because the people who would be going to these busy places would be busy people who would have a lot on their mind and having an advertisement for a snicker may be convincing to these people to have a snicker.

Point: The advert is shown to not have a response mechanism to link any potential induvial to a social media account, but the expected reaction is to go and buy the product.

Example: This can be seen from the straightforward nature of the advertisement, which is simply just, and image of the product being offered as well as a simple bit of text to reinforce this idea of the need for the product.

Explain: This appropriate for the product as it is food based and could usually be found in common place shops that will be selling the product.

P10

Issue1

Point: With the poster of the snickers bar there are words in the background in which are not very appropriate to be relating to the desirable nature of the product.

Example: Such words that are being used are tyranny and ignorance which can be seen in the background of the image.

Explain: Using such words in the background of the promotional material it does not help with promoting the image of the product or make any more desirable for people or appropriate for children of a young age.

Issue2

Point: The needed intellectual property acts need to be followed as if they are not the original creator of the design then it can prove difficult to promote the product.

Example: This design that can be held by another could bet the text underneath the snickers bar or it could be the text that is on the snickers bar itself.

Explain: If the text that is used is not the property of the snickers company, then it can prove difficult to use as they technically not allowed to use such text without the permission of the creator as well as following the necessary rules to give mention to them.

P11

Point: This advertisement stays within the guidelines for the ASA in the areas of children as well as Harm and offence.

Example: The advertisements stay within the guidelines with harm and offence as all the advertisement is doing is displaying a simple image of the product in which they are offering to potential clients with simple text to try and convince them to acquire the product. The product also follows the children code as all the product is a simple image of the chocolate bar and not something that is proving inappropriate for them to see.

Explain: If the advertisement did not adhere to these codes, then they would be unable to display the posters within public areas where a young audience may have access to seeing the content. The advertisement may breach the guidelines with the words in which they have placed in the background of the image which is not appropriate for young audience to see such words and may cause some offence to certain induvial.

Non-Food Campaign

Stranger things

Immersive billboard 2022

The product in the advert is the tv show known as Stranger Things from Netflix.
The advert is from 2022.
This advert was shown on the side of buildings as to give people the experience that they are in another dimension. The image above was found on the website known as Beyond.
The advert was created for viewers of the show as to get them excited for the fourth season of the tv show as well as provide them with a form of entertainment whilst they were anticipating the release.

Point: The aim of this immersive billboard is to gain awareness for the new season of the show that is coming out as well as to increase the profit which the show would be able to generate with more people becoming interested in the show and then subscribing to Netflix.

Example: This can be seen with the main images with one of the main antagonists of the show as well as one of the settings in which the show takes place in. These would be used to make people be interested in what they are seeing and make them interested into seeing more of them.

Explain: The aim of the advert is achieved as the immersive billboard is displaying the breath-taking images from stranger things as to give the people seeing the images the idea that they are really there and are seeing from the perspective of the show. Thus, making them interested in the show that exists and making them either want to see the fourth season for the show or become a new fan of the show.

Point: The target for this audience is for those in who have an interest in the concept of science fiction.

Evidence: This can be seen with the creature that is most famous from the show being one of the main selling points of the show due to its recognisability.

Explain: This would interest the audience as they are seeing one of science fictions most notable monster characters being shown on the side of a building giving the impression that the creature is really there thus making them excited for the fourth season of the show.

Point: The adverts key message is pleasure and the sense of confusion that is being provided for the viewers of the advert as they see the immersive billboards.

Example: When seeing the images that are being displayed on the side of the buildings people would feel pleasure as they are being given the experience and the feelings as if they were in another world and seeing other unique creatures as well as confusion of what is happening.

Explain: The key message is effective here as it is providing the viewers of the interactive billboard a pleasure able experience in which if they watch the new season of the show in which is being advertised, they may yet again feel other pleasurable experiences when watching the show. They will also feel confusion as they have been provided information but not much leaving them with an enigma in their hands.

Point: With the immersive billboards their approach to advertising of the product is through the use of both shock and desire.

Example: This can be seen through the use of one of the main antagonists within the narrative of the being displayed on the side of the building to provide a means of fear for the audience as they are made to feel small and powerless by its presence. The desire can be seen from the otherworldly landscape that is being shown off as well to give the impression to the viewers that they are in another reality and that they desire to see more of.

Explain: Through the use of one of the main antagonists as well as an immersive landscape it is creating the idea that the people looking upon the billboard are seeing themselves in another place and feeling threatened with the presence of the antagonist. This use of emotions will make them want to feel them again and want to watch the next season of the show that is being advertised.

Point: There is no inherent group that is being represented within the advertisement for the show Stranger Things.

Example: Within the advertisement on the billboards there are no human characters in which are advertised instead it is simply advertising one of the main antagonists within the narrative as well as the setting in which is shown within the show.

Explain: The purpose of the billboard is to not represent any particular group or people but instead it is meant to provide people with the experience and the idea that the viewer is in an alternate reality and that they can further experience this reality with the show.

Point: With the immersive billboards for Stranger Things this could be placed in near a densely populated area near large buildings.

Example: This can be placed on well-known buildings in which any induvial would be able to see when they are going about in the area as they are continuing on with their day.

Explain: This would be to expose the billboard to the largest amount of people in the area allowing that large amount of people to be interested with the immersive setting in which they are being placed into. This is to get a larger number of people interested with the show and want to feel the similar feelings in which they were given by the immersive experience.

Point: This billboard does not have a response mechanism due to the nature of the advertisement however the expected reaction of the advert is the researching of Stranger Things.

Example: This can be seen with the setting of the show being displayed as well as one of the main antagonists within the narrative leaving viewers curious as to what they had barred witnessed.

Explain: This reaction is appropriate as it will bring attention towards the show and allow for more people to be made aware of the show and its new season that this people will want to watch.

P10

Issue 1

Point: Another issues is the permission to display the images that they whish onto the side of the different buildings that are going to have the images being displayed onto them.

Example: In the image two buildings are being used in order to display the images for the interactive bill board.

Explain: The needed permission is required from the owners of the buildings as you can not simple display an image without permission as it can interfere with the people and work going on within the building as well s it not being the property of the advertiser.

Issue 2

Point: The images in which are being displayed onto the side of the buildings may not prove appropriate for some ages of viewers in whom could see the images and not be appropriate for their age.

Example: One such image that may not be appropriate is the image of one of the main antagonists of the show being displayed on the side of the building in his frightening image.

Explain: Such an image would not be appropriate for younger audiences in who are still growing and are still young. This would terrify them and could potentially cause further problems meaning that any in who see this should only be an appropriate age.

P11

Point: The advertisement is following the ASA codes such as the code of compliance as well as the code of Privacy when advertising Stranger Things using the immersive billboard.

Example: The advertisement follows the compliance code as it is not misleading with the information, they are spreading them are simply providing a taste of the feeling ion which you would be able to experience if you watch Stranger Things. The advertisement also follows the code of privacy meaning that no one was disturbed in the buildings when the images were displayed onto the side of the building.

Explain: If the advertisement breached any of the codes, then it would not be allowed to be displayed on the side of the buildings and thus not allowed to advertise Stranger Things season 4. The code of compliance as the feeling that may be felt may not translate to the show and the code of privacy may have been breached if the building owner did not give permission meaning people may not be prepared for the billboard displaying the images on their building.

Stranger things 4th season trailer.

The product in the advert is the tv show known as "Stranger Things" from Netflix.
The advert is from 2022.
This was initially released on the streaming service but is accessible by other means such as YouTube.
The advert was created for fans of the show as it is designed to interest them with where the narrative can be going next. This can be for those who are fans of the science fiction genre as well as people who are interested with the 1980s.

Point: The aim of this advert is to create awareness of the next season of the show Stranger Things and get people excited and want to watch it.

Example: This can be seen throughout the trailer as tension is being built with what will be happening in the narrative next but is most notable at 2:04 to 2:07 where the dark environment is appearing as imposing and frightening. This is used as means in order to gain awareness of the product that has been created and to interest fans of the show that already watch it.

Explain: Here the aim of the trailer is achieved through the tension that is being built up within the trailer and actions that are happening with in it. This tension is used in order to attract the audience to the show in which is being shown off to the audience as well as interest any new fans of the show through the tension that is being built up.

Point: The target audience for this advert are for those in whom are interested within the conpets of the old 80s style tv shows.

Evidence: Throughout the trailer there are several parts showing off the time period that the show is set in this being the 80s. This is mainly identifiable through the clothing of the characters, the design of the environment that they are in and the technology in which they have access to.

Explain: This would interest those that are interested in the concept of the 80s tv show as they would be drawn to these items in which are being shown off and wish to see the actual show in where these items will be more commonplace and also to give them the feeling of nostalgia when seeing the 80 styles of show.

Point: The adverts key message is fear that is being provided to the audience with a lack of knowledge and information that is not being provided to them.

Example: Throughout the trailer there are many scenes with action as well as uncertainty as they are many on the edge of your seat events going on making the audience feel uncertainty. This is because only part of the information of what is going on is being provided to them about what is going on within the trailer.

Explain: This is interesting to the audience as they would be left longing to know what happens next within the narrative that has been shown to them as well as anticipation as they question themselves what is going to happen next what now. Hence leaving them interested within the next season of the show in which is being advertised.

Point: The adverts approach is through the use of fear that the characters are experiencing within the advertisement and the ominous settings in which they are in.

Example: This can be seen throughout the trailer as they are multiple scenes where the characters are in strange situations and where there is tension that is being built through the danger that is being shown. One particular scene this can be seen is when one of the main characters are being affected and being lifted from the ground building tension as it is unknown as to what is going on or what is going to happen to her.

Explain: This use of tension and suspense is used in order to leave the audience in fear for the characters as they do not know what is going to happen to them within the situations that they have been shown to be in. This will interest them and want to know what happens next in order to free themselves of the fear of not knowing what will happen next.

Point: The representation for the advert is the people in whom are considered nerdy as evident throughout the trailer.

Example: This can be seen when some of the characters are at school and are trying to fit in but instead are being shunned for their differences as well as other parts within the trailer in where they are forced to use their intellect in certain situations.

Explain: This representation helps sell the product as it provides a sense of familiarity as viewers of the advertisement who are nerdy themselves would them find themselves interested with the programme as they are seeing characters similar to themselves going through perilous trials in which they have to endure. This provides them with s sense of relatability with the characters as they are going through these situations.

Point: This would best be advertised between the timings of 6 till 10 and would be best on the tv channel known as Fox.

Example: This would be because of the dark setting and serious narrative in which the trailer that is being advertised as well as the nature of the characters in whom are present.

Explain: The channel known as Fox is known to have its serious shows usually in the form of action-packed detective shows. This serious natured trailer would fit in with the shows in which are presently advertised on their due to a mixture of the action and serious nature parts of the Stranger Things trailer.

Point: This does not possess a response mechanism for people that are watching the advertisement however the expected reaction of the viewers would be shocked and desire to see more of the show to have the answers.

Example: This can be seen throughout the trailer as the product is providing them with more information regarding the nature of the show and its fourth season and what is yet to come.

Explain: This response is appropriate as the viewers of the trailer are being provided information regarding the show in which without watching it will not understand making them desire to want to watch the next season of the show.

P10

Issue1

Point: The performance rights are required for the trailer as without them the needed permissions from the actors would not be acquired.

Example: These documents are what allow a company to use the image of an actor or actress within their product in which they will be broadcasting.

Explain: Without these documents signed by the actors themselves then they would not be allowed to be shown within the media product. This is managed by simply ensuring the documents are signed before the product is aired to the public.

Issue2

Point: The needed permission to film within certain locations will be required otherwise there are not allowed to film within these locations.

Example: These documents allow them to film in locations in which they do not own themselves with the expressed permissions of the owner of the locations in which they are filming.

Explain: Without these documents they are technically not allowed to film in these locations therefore to mitigate before filming begins a meeting is held with the landowner in order to get the needed permissions to film at the locations.

P11

Point: This advertisement follows the codes of the ASA such as the harm and offence code as well as the privacy code.

Example: The advertisement follows the privacy codes by ensuring each of the actors that are within the advertisement will have their privacy kept safe so that it is compliant with the privacy act. The advertisement also follows the harm and offence code as it does not contain any content in which a particular person can find offence from.

Explain: The advertisements if breaching the codes would not be allowed to display the product that is being advertised due to the need to removing the advertisement. The privacy code may have been breached with the actors not signing the necessary documents for the privacy or the advertisement may reveal the information. The harm and offence code may have been breached when a single character follows a stereotype in which people offence to some people.

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P1 M1 Case study of existing advertising campaigns

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