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Case study 3


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Case study 3

  1. 1. Case Study by Charlie Frank 2012
  2. 2. The Product Magazine Newspaper • World Politics • Business • Finance • Science • Technology • Culture and Society
  3. 3. Brand Philosophy and Values
  4. 4. Abbott Mead Vickers/ Strategy 1984 “I always felt that it would be wonderful if we could create an aura around the magazine. To establish a sort of exclusive club that people were keen to belong to. To make it something that you would be proud to be seen reading on a tube, train or an aircraft. But we had to keep it accessible.” David Abbott Progression and Intelligence
  5. 5. Why his strategy works/ Contextualization The UK in 1984 British Unemployment at record high of 3,260,000 Margret Thatcher, first female Prime Minister First Virgin Atlantic Flights (Richard Branson) Young Urban Professional (Yuppie term reaches England) New Romantics, Ska and even the miners strike Heimann, J (2005) 80’s All-American Ads. Köln, TASCHEN Harris, J (2009) Date of a Decade the 1980’s. London, Franklin Watts.
  6. 6. Why his strategy works/ PsychologySocial psychology of the need to belong ‘Intrinsic motivation to affiliate with others and be socially accepted’. Cherry, K (2012) Maslow’s Hierarchy of needs
  7. 7. Why his strategy works/ Advertising Landscape Technology- The release of mac and PC Intelligence and Progress
  8. 8. Creation of the Red Ad / Target audience AB business community . Proposition The Economist gives you the edge in business. New reader and new advertisers.
  9. 9. 1988
  10. 10. Semiotics – ColourAds of the time warned you they were ads, similar layouts, white back ground, headline body copy and logo. Signifier – Red Signified – Masthead - Important
  11. 11. Typeface - Bauer Classic Signifier - Serif Typeface Signified -The Economist Masthead - Newspapers - Financial/ Business - Highbrow Semiotics – Typeface Signifier + Myth =Signified (Meaning) “I never read The Economist.” Management trainee. Aged 42.
  12. 12. “I NEVER READ THE ECONOMIST.” MANAGEMENT TRAINEE. AGED 42 Semiotics – Typeface Tone of voice Lower case letters.
  13. 13. Semiotics – Composition Grid System The content is then better understood and retained in the viewers memory The point size of each section -Hierarchy (Importance) Justification -Western world we learn to read media texts up to down, left to right -signifies a quotation
  14. 14. Lorem ipsum dolor sit amet. Lorem Ipsum Creating their own Signs and Signifier
  15. 15. Linguistics / Lexical Choices Management trainee – Subject specific lexis(jargon)- Target audience The Economist – Definite Article(determiner)- only one of, usually the best Never – I don’t read The Economist (Present) I haven’t read The Economist (Past) I never r / e / d The Economist I never r / i / d The Economist Death of the author, How you read a text is subject to reader
  16. 16. Linguistics / Punctuation Quotation Marks- Signifier, Translates the message quickly, Billboard Capital Letters- A proper noun, so we know it’s a ‘thing’ Full Stop – complete end, I never read The Economist except on Sundays.
  17. 17. Linguistics / Punctuation and Syntax Full Stops -Minor sentences -Pauses -Emphasises the punchline -Sarcasm Syntax 42 year old Management trainee. Call to action No imperative, hidden rhetoric ‘do you want to be a management trainee aged 42?
  18. 18. Linguistics / Ellipsis David Anderson. Management trainee. Aged 42 Ellipsis- Anonymous Identitiy- Gender, Class, Nationality all the things a name can tell you remain unknown It could be anyone, including the reader
  19. 19. Linguistics/ Sentence Parts and Pragmatics I never read The Economist I never read The Economist
  20. 20. Narrative Narrative Narrative Media Text Points of Cultural Reference
  21. 21. The message The signs, language and narrative all work to create a message If you don’t read The Economist you will still be Management Trainee at 42 It comes back to the proposition The Economist helps you get ahead in business And the strategy If you read The Economist you are part of a club that shows you will and do get ahead in business But why do these messages work for the target market?
  22. 22. Ideolog y Reflecting beliefs with an Ideological State Apparatus Capitalism- Making money The era before the career change. If these beliefs are shared by a consumer (if they understand the sarcasm and agree) They can then associate the brand with themselves and be put into a reference group and be given a social ’place’.
  23. 23. Panopticis m Knowledge of being watched Care what people think The target wants to be known to read The Economist Self surveillance
  24. 24. Effectiveness and Success • 13 years • 1991 Sales rose 14%, by 2001 it was 80% • 1991 BMRB recall study amongst AB business audience was 37% • 1992 IPA Effectiveness award, and another in 2001
  25. 25. Conclusio n “The Campaign hasn’t just positioned The Economist brand in peoples minds it has established a role for it in peoples lives” -Hugh McCahey, Director of Marketing Advertising • Strategy • Human nature • The social situation in the UK at the time • Semiotics, linguistics and narrative • message for the consumer that worked • Long living successful advert and campaign.
  26. 26. Bibliograph y Marentonio, A (2006) Well-writter and red. 2nd Edition, Hampshire, Harriman House (25/09/12) Heimann, J (2005) 80’s All-American Ads. Köln, TASCHEN Harris, J (2009) Date of a Decade the 1980’s. London, Franklin Watts. Cherry, K (2012) What is the need to Belong?, About.Com, Bowdery, R (2008) Copywriting. Switzerland, AVA, page 33 Aitchison, J (1999) Cutting Edge Advertising, Singapore, Prentice-Hall Art&Copy (2009( Directed by Doug Pray, USA, Art&Industry, Granite Pass, The One Club [Video:DVD]
  27. 27. Barry.P (2008)The Advertising Concept Book, London, Thames & Hudson Martin and Ringham (2006) Key Terms in Semotics, New York, Continuum Thorn, S (2008) Mastering Advanced English Language, 2nd Edition, London, Palgrave Macmillan Atchinson, J (1992) Teach yourself Linguistics, 4th Edition, London, Hodder&Stoughton Barthes, R (1977) The Death of the Author, Image, Music, Text Wilson, K (2011) Narrative, Mediaknowall, (02/10/12) Branston and Stafford, Media Students Handbook (2001), London, Routledge Louis Althusser Fennis, B (2010)The Psychology of Advertising, Sussex, Psychology Press Williams,J (1978) Decoding Advertisements, London, Marion Boyars Publishers Ltd Foucault, M (1977) Discipline and Punish, London, Penguin Books Ltd Branston, G and Stafford, R (2001) The Media Student’s Book, London, Routledge