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Assignment The Nature of Advertising Jenni Corbett
1. Explain the difference between an advert and other forms of media content. Advertising is a form of creative communication. It has a target audience, It is persuasive and informative. It is created to create an action or reaction Other forms of media content include P.R How this differs from advertising: Is free content It is an opinion
2. Explain how advertising fits into the media landscape and the commercial landscape Advertising is everywhere, the average person will see about 100’s of adverts a day whether they realise it or not. As the media landscape continues to evolve with new technology as does advertising. Television, radio, print (magazine and outdoor) were the main areas of media advertising used as a transport for communication however as media become more diverse including the internet, Bluetooth, mobile phones Advertising also uses other vehicles to create effective impact for example placement of sponsorship ads during programmes such as X Factor and Hollyoaks. This means they can effectively target a known audience.
3. Explain how advertising is part of the wider economic growth cycle The recent recession had witnessed many companies and businesses tighten their purse strings. Companies are looking for ways to reduce money spent. This in turn has a knock on effect on advertising in this economic landscape. Less money is spent on advertising, meaning there are less advertising jobs this then leads to less people being employed from art directors to the photographers that would be hired to create the photo shoot. If a lot is spent on an advert and advertising then this is an indication of a positive state of the economy.
4. Compare and contrast adverts &5. Explain how these adverts either worked or did not. ‘Honda accord COG’ Skoda full of lovely stuff’ Ultimately both of these TV campaigns are advertising cats. However each campaign Looks at different USP’s to create very effective executions. The Honda adverts focuses around the the message ‘isn’t it nice when everything works’ Describing the reliability of the Honda, whilst the advert cleverly depicts just what the car has to offer part by part. The Skoda campaign shows that a lot of precision, care and attention go into making the Skoda Fabia. The tagline ‘full of lovely stuff’ links the baking idea with the reality of what the car is actually equipped. Both adverts are inventive, original and intriguing, and show that car adverts can be very creative.
Compare the market.com Go Compare Compared to other internet comparisons websites both Compare the Market and Go compare have done well for themselves. Compare the Market’s ingenious campaign to create interest around a fake, purposely built ‘compare the Meerkat.com website is insightful and inspired. Go Compare which has been voted the most annoying advert of 2009 has also managed to increase interest in the website it promotes. As although the jingle is annoying this helps create awareness.
Hair care adverts can be very uninspired with most campaigns focusing just on celebrity faces and clinical facts for example the Loreal advert above. The campaign is very similar to most other hair care adverts however the innovative Pantene adverts on the left take hair care products to a new level by mixing the imagery with metaphors to show the audience the product potential.
Both of these campaigns are aimed at smokers in order to try and motivate them to to quit. The motivation to quit is bought about by using images of children suffering due to the consequences of a parent or other people around them subjecting them to the smoke. Passive smoking increases lung cancer in people who don’t smoke by 38% Both campaigns utilize a device which creates a story and therefore evokes emotion in the viewer which is intended to hit home the strong message that smoking damages young people both physically ad emotionally.
6. 5 key texts and why they are valid in explaining the nature of advertising Lurzers Archive A bi-monthly magazine showcasing the best advertising campaigns worldwide. A great resource for creative inspiration and an update of the movement of the advertising world. Kiss & Sell Writing for advertising – Robert Sawyer Examine and learn from various campaigns, analyzing different types of copywriting techniques. Creative Advertising: Ideas and Techniques from the World's Best Campaigns- Mario Pricken- gives insights into agency techniques, ways of working and helpful idea stretching exercises. Creative Advertising: Ideas and Techniques from the World's Best Campaigns UweStoklossa Includes examples of various different types of visual communication from using typography to create and image to optical illusions . Guerrilla Advertising: Unconventional Brand Communication – Gavin Lucas Taking a look at some of the best original unconventional forms of advertising. From stunts, street propaganda, sneaky tactics to sight specific campaigns.
7. Critically compare new and old adverts for brands and state how they have changed over time The Cadburys caramel bunny used to be an elegant, friendly face for The chocolate bar. However in 2001 when last seen before her reappearance the Bunny was very family orientated, animated in a disney-esque style. The audience could be clearly defined as young, children. However in 2001 The rabbit made her return debut 2009 she returned with curvier appearance with make up and a new sexy image, reminiscent of Jessica rabbit or the playboy bunny the advert is designed to promote the products new appearance to an older higher end market.
Ever since Eva Herzigova said Hello boys about 10 years ago Wonderbra have managed to create innovative and creative ad campaigns consecutively from print ads which make the viewer look twice to uncoil the image to ambient campaigns around the underground.
Specsavers have managed to transform a previously unloved product which most people were embarrassed to have to wear in to a benefit for the company. Adopting the tagline “ should have gone to specsavers” the company has managed to create a diverse range of campaigns based around this theme reaching wide audiences young, old, men and women. They have even spoofed Lynx advertising with the specsavers effect.
8. Describe how success and failure is measured in advertising The success of an advert can be measured in numerous ways. Surveys, focus groups and feedback can be a good way of measurement before and advert is released. Other wise sales, impact, awards can helpmeasure the successfulness of adverts once they have been released. Failure might be seen in the lack of interest, in the lack of creativity if there has been an idea like it before. Advertising has to be fresh and exciting and fails if it is not.