This document provides an analysis of 5 different advertisements. It summarizes the claim, speaker, purpose, target audience, and propaganda techniques used for each ad. The ads analyzed are for Nike soccer, Old Spice, Hyundai Coupe, Oreo cookies, and seat belt safety. For each one, the analysis identifies the rhetorical devices like ethos, pathos, and logos employed to persuade the audience.
1. The document discusses the positioning strategies used by Pepsi for its soft drink brand. It covers different types of positioning such as benefit, price, quality, and competitor positioning.
2. Pepsi's advertising strategy targets teens and young adults and uses creative promotions featuring music and sports to attract its audience. It spends over $1 billion annually on advertising.
3. Pepsi positions itself through various media like print, outdoor, television, internet and music partnerships. It uses emotional branding through sports sponsorships and iconic slogans over the decades to connect with customers.
The document summarizes Pepsi's "Youngistan" advertising campaign in India. The campaign targeted Indian youth aged 15-25 and featured celebrities Ranbir Kapoor, Deepika Padukone, and Shah Rukh Khan. It aimed to reflect the mood and interests of young Indians through the theme of "Youngistan," representing the youth's state of mind. The campaign used television, radio, outdoor, web, and wireless advertising to reach its undifferentiated target audience across major cities in India. Pepsi hoped to capitalize on the popularity of its celebrity endorsers and themes appealing to Indian youth culture.
Pepsi launched a new brand positioning campaign called "Oh Yes Abhi" in India to target young, impatient consumers. The campaign featured celebrities like Ranbir Kapoor and was spread across various digital and social media platforms. It emphasized living in the moment and doing things "right now". Pepsi also launched online initiatives like a concert and short film contest to engage customers and promote the "now" proposition. While the campaign gained attention online, it could have been expanded around the IPL cricket tournament that Pepsi was sponsoring. The "Oh Yes Abhi" message resonated with characteristics of young Indians seeking impatience and change.
Both ads use football to advertise their products since it is the most viewed sport. The Nike "Switch" ad portrays that wearing their boots can give viewers Cristiano Ronaldo's abilities and lifestyle, showing his success compared to a fan's life. It uses celebrity endorsement and exaggeration. The Pepsi "Drone Football" ad shows a futuristic street game made exciting with their product. It aims to make simple things more fun and uses memorable visuals. Both aim to stand out from competitors by creating unique experiences but were regulated for content.
Pepsi launched its "Live for Now" campaign in 2012 to connect with 18-35 year olds and establish brand relevance. They partnered with celebrities like Nicki Minaj and used social media platforms like Twitter to promote exclusive music events and encourage sharing experiences with the brand. Through these tactics, Pepsi saw a 114% increase in website activity and gained over 8 million Facebook likes within the first 30 days of the campaign.
How effective is the combination of your product and ancillary textsMarkusforrest96
The document discusses how a brand created adverts and ancillary texts to promote their "Secret Smoothie" product. It analyzes how the brand maintained consistency across different marketing materials to reinforce brand recognition. Key elements like the logo, bottle design, voice actor and soundtrack were reused to link the TV ads, sponsorship sequence and radio advert together as a cohesive brand campaign. Photos and props from the first TV ad, featuring a sprint race, were also incorporated into the second winter-themed TV spot and other materials to maintain visual continuity.
The document outlines Pepsi's digital marketing strategy for a holiday campaign to promote Pepsi and its associated brands. Key elements include using social media, mobile apps, websites, and commercials with a festive theme to target 18-40 year old holiday shoppers. The goals are to build brand loyalty, make consumers aware of Pepsi's other product lines, and enter them in a contest to win a tropical vacation. Success will be measured using analytics from social media, websites, and a customer satisfaction section on Pepsi's website. The budget for the campaign is $1.5 million.
The document analyzes Pepsi's "The Godfather" advertisement. The ad aims to change Pepsi's brand image, gain market share, and position Pepsi as the real joy of cola over Coke. It uses the credibility and nostalgia of "The Godfather" movie to attract attention. The ad also aims to build long-term brand memory through repetition of its message and Pepsi's bright blue color.
1. The document discusses the positioning strategies used by Pepsi for its soft drink brand. It covers different types of positioning such as benefit, price, quality, and competitor positioning.
2. Pepsi's advertising strategy targets teens and young adults and uses creative promotions featuring music and sports to attract its audience. It spends over $1 billion annually on advertising.
3. Pepsi positions itself through various media like print, outdoor, television, internet and music partnerships. It uses emotional branding through sports sponsorships and iconic slogans over the decades to connect with customers.
The document summarizes Pepsi's "Youngistan" advertising campaign in India. The campaign targeted Indian youth aged 15-25 and featured celebrities Ranbir Kapoor, Deepika Padukone, and Shah Rukh Khan. It aimed to reflect the mood and interests of young Indians through the theme of "Youngistan," representing the youth's state of mind. The campaign used television, radio, outdoor, web, and wireless advertising to reach its undifferentiated target audience across major cities in India. Pepsi hoped to capitalize on the popularity of its celebrity endorsers and themes appealing to Indian youth culture.
Pepsi launched a new brand positioning campaign called "Oh Yes Abhi" in India to target young, impatient consumers. The campaign featured celebrities like Ranbir Kapoor and was spread across various digital and social media platforms. It emphasized living in the moment and doing things "right now". Pepsi also launched online initiatives like a concert and short film contest to engage customers and promote the "now" proposition. While the campaign gained attention online, it could have been expanded around the IPL cricket tournament that Pepsi was sponsoring. The "Oh Yes Abhi" message resonated with characteristics of young Indians seeking impatience and change.
Both ads use football to advertise their products since it is the most viewed sport. The Nike "Switch" ad portrays that wearing their boots can give viewers Cristiano Ronaldo's abilities and lifestyle, showing his success compared to a fan's life. It uses celebrity endorsement and exaggeration. The Pepsi "Drone Football" ad shows a futuristic street game made exciting with their product. It aims to make simple things more fun and uses memorable visuals. Both aim to stand out from competitors by creating unique experiences but were regulated for content.
Pepsi launched its "Live for Now" campaign in 2012 to connect with 18-35 year olds and establish brand relevance. They partnered with celebrities like Nicki Minaj and used social media platforms like Twitter to promote exclusive music events and encourage sharing experiences with the brand. Through these tactics, Pepsi saw a 114% increase in website activity and gained over 8 million Facebook likes within the first 30 days of the campaign.
How effective is the combination of your product and ancillary textsMarkusforrest96
The document discusses how a brand created adverts and ancillary texts to promote their "Secret Smoothie" product. It analyzes how the brand maintained consistency across different marketing materials to reinforce brand recognition. Key elements like the logo, bottle design, voice actor and soundtrack were reused to link the TV ads, sponsorship sequence and radio advert together as a cohesive brand campaign. Photos and props from the first TV ad, featuring a sprint race, were also incorporated into the second winter-themed TV spot and other materials to maintain visual continuity.
The document outlines Pepsi's digital marketing strategy for a holiday campaign to promote Pepsi and its associated brands. Key elements include using social media, mobile apps, websites, and commercials with a festive theme to target 18-40 year old holiday shoppers. The goals are to build brand loyalty, make consumers aware of Pepsi's other product lines, and enter them in a contest to win a tropical vacation. Success will be measured using analytics from social media, websites, and a customer satisfaction section on Pepsi's website. The budget for the campaign is $1.5 million.
The document analyzes Pepsi's "The Godfather" advertisement. The ad aims to change Pepsi's brand image, gain market share, and position Pepsi as the real joy of cola over Coke. It uses the credibility and nostalgia of "The Godfather" movie to attract attention. The ad also aims to build long-term brand memory through repetition of its message and Pepsi's bright blue color.
PepsiCo is one of the world's leading food and beverage companies operating in over 200 countries. It was formed in 1965 through the merger of Pepsi-Cola Company and Frito-Lay and has since expanded its brand portfolio through acquisitions. PepsiCo entered the Indian market in 1989 and has grown to be one of the largest multinational food and beverage businesses in India, guiding its growth with a philosophy of sustainability and empowering local communities. PepsiCo supports Indian farmers through initiatives like assured crop buying and financing assistance. The company is also a global leader in water conservation efforts.
Hannah analyzed the forms and conventions of real beauty and skincare advertisements to develop a cohesive brand identity across her five advertisements. She used techniques like close-up shots, natural colors, slow pacing, and consistent music to match expectations. However, she also challenged some conventions like ending with the logo instead of a product shot. She chose to sponsor "Loose Women" because it aligned with her target audience and allowed daily exposure during primetime. For her radio advert, she employed techniques like rhetorical questions and sound effects while subverting some conventions like repetitive music.
Through researching existing advertisements, the document discusses various conventions and how they were developed or challenged in the creation of five media texts advertising a smoothie product. Key conventions that were developed include using consistent music, logo, and voiceover across all texts to create synergy and brand recognition. Some conventions that were challenged include using elliptical narratives, fast pacing, and variations in endings. The document reflects on how researching conventions informed the creative choices made to develop an effective yet unique advertising campaign.
Design is thinking made visual.
The brand Jugnoo is a transport service that provides rickshaws in two tier cities.
This presentation also contains 3 of the most enticing creatives I have seen.
The advertisement features Gwen Stefani promoting a new L'oreal lipstick. It uses several propaganda techniques including testimonial with Gwen Stefani's endorsement, positive words like "luxury" and "comfort" to create a good impression, transferring feelings of being appreciated to the product, mentioning healthy ingredients like vitamin E to appeal to health concerns, and using contrasting red, white, and black colors that attract attention and associate qualities like passion with the product. The summary effectively highlights the key details about the ad's content and techniques in under 3 sentences as requested.
During my time in my "Advertising" Course at Ithaca College, I worked in a team to produce a mock advertising campaign for Mentos mints. This pan provide information from our situational analysis, to strategy to creative executions.
The document contains summaries of print, bus, website banner, and tube/train advertisements created by four people for a new water product called Jeto. Person 1 created a print ad featuring Jennifer Aniston to promote the product using celebrity endorsement. Person 2 designed a simple bus ad with a picture of the product against a white background to make it stand out. Person 3 suggested placing a banner ad on the Premier League website to target sports enthusiasts. Their banner ad features an image and slogan for Jeto. Finally, Person 4 was inspired by an Evian tube station ad to create an eye-catching Jeto ad for the tube using bright colors and a memorable slogan.
Parle Agro is an Indian company that was founded in 1984. It started by producing beverages and later expanded into bottled water, packaging, and confectionaries. One of its most successful products was Frooti mango drink, launched in 1985. Frooti became very popular in India due to its unique tetra pack packaging and positioning as a healthy drink for kids. However, over time Frooti's sales started declining due to stagnation. Parle Agro revamped Frooti in 2001 with a campaign centered around a mysterious character called "Digen Verma" to generate buzz and appeal to youth.
Integrated marketing communication mix of coca colaGoogle Blogger
Tools and techniques used by coca-cola in its marketing communication & how it is different from pepsi in terms of identifying consumer behaviour. Marketing strategies from the beginning, i.e. From establishment in 1889.
This presentation introduces jingles and their use in advertising. It provides examples of famous jingle slogans for brands like Kit Kat, McDonald's, Coca-Cola, and KFC. The presentation notes that jingles are easy to remember, help build branding, are cost effective, and attract customers. However, overuse of a jingle can cause customers to tire of it or replace it with a new favorite.
This document provides information for a print advertising campaign for Canon. It discusses the client, Canon, which is a major camera company. The target audience is people aged 15-25, who are going through life stages like school or finding jobs. The purpose is to encourage brand allegiance to Canon and increase involvement in photography. Ideas for the ad include showing nightlife scenes of sports or walks to capture different nighttime atmospheres. Color schemes and layouts are discussed, with darker colors and bolder text planned to draw attention. Existing ads are analyzed for their successful design elements. Themes and an overview of the proposed ad are provided.
The document provides information about a brief for a campaign for Canon called "Journeys". It discusses that Canon is a well-known camera company with 190,000 employees. The purpose of the campaign is to show how photography can be creative on its own or combined with other elements. The target audience is people aged 15-25, who are going through life journeys like education or career choices. When creating content for the campaign, the values and philosophy of Canon should be considered. The brief also discusses typical codes and conventions used in print media, such as using colors like red, blue, and white which symbolize different meanings. Examples of two print ads are analyzed which demonstrate color symbolism and design techniques.
The document summarizes the branding and marketing strategy for a new gum called Exhilaration gum. It discusses researching competitors' packaging using black and bright colors. Exhilaration gum adopted this theme with orange as the primary color to represent the orange flavor. The name "Exhilaration" and slogan "Thrill yourself" aim to excite customers. The target audience is teenagers and young adults who often share hobbies. Advertising will include TV spots after sports, websites, magazines, buses, subways, corner stores, supermarkets, sweet shops, and newsagents. Competitions may include flying customers to meet famous skateboarders.
The document provides background information on Canon, the client, for a marketing campaign called "Journeys." The campaign aims to showcase photography and its ability to capture physical and mental journeys. The target audience is young people aged 15-25, particularly those studying media. Key considerations include adhering to deadlines, following the brief, and ensuring the work appeals to the target demographic through visual elements and themes of discovery. Research finds articles discussing both physical travel and mental health journeys, and how they shape identity and teach life lessons.
The document discusses the use of jingles in advertising. It notes that jingles are catchy, repetitive musical phrases that help audiences recall brands. While jingles can boost recall and recognition, they may not overcome weaknesses in other aspects of branding. Overuse of jingles also risks clutter that diminishes their impact. An effective jingle strengthens emotional connections to a brand through associations formed in the listener's memory and subconscious.
PepsiCo has a digital marketing strategy to gain market share among 16-24 year olds by positioning Pepsi as the "sexy" and "cool" brand. The campaign will feature stylish spokespeople like Anna Wintour and Fernando Torres to endorse the slogan "Form is temporary, class is permanent" and promote the idea that drinking Pepsi is classy. Over six months, the $300,000 budget will be used to generate buzz around hashtags on Twitter and Instagram and create a new Pepsi label through a contest in order to associate the Pepsi brand with being classy, sexy, and cool.
The document provides feedback from an audience on a student's media advertising project for a mascara product called "Ultimate Lash." The student learned that their use of consistent music, actress, and branding created effective synergy across their advertisements. However, some respondents felt the product name was not memorable enough. Most audience members felt the sponsorship of The Only Way of Essex reality show was well-suited. The music was cited as the most liked aspect of the advertisements by many respondents.
Analysis of: poster, video and merchandising advertisement. JamesGMedia
The ad uses persuasive language like "perfect" and "one of the 57 varieties" to imply the product is complete or leaves the consumer feeling left out. Bright colors and large, bold text are used to catch the eye of viewers. The image of tomatoes is used to convince consumers the tomato sauce has the same healthy qualities as actual tomatoes.
1) Deepika Padukone endorses 17 brands across many industries like banking, technology, fashion, and FMCG.
2) Her positive image of being strong, aspirational, and healthy makes her a good fit for brands like Kellogg's cereal and Axis Bank.
3) The document examines how Padukone's brand endorsements align well with her public persona and the brand messages.
4) Virat Kohli endorses 13 brands including sports brands like Adidas and Boost due to his fitness and athleticism as a cricket player.
This document discusses different types of advertising appeals that can be used to attract consumers or influence their feelings towards products. It identifies two main categories of appeals - rational appeals, which appeal to logic and reason, and emotional appeals. Some specific emotional appeals discussed include personal appeals, social appeals, fear appeals, humor appeals, endorsement appeals, sexual appeals, romantic appeals, youth appeals, adventure appeals, popularity appeals, empathy appeals, brand appeals, scarcity appeals, testimonial appeals, status appeals, transparent appeals, and beauty appeals. Examples are provided for many of these different types of appeals.
English 8 Ethical Appeal (Types of Propaganda)Gracepensocas1
This document contains a presentation on propaganda techniques. It discusses the use of ethical appeals in propaganda, including testimonials and transfer techniques. Testimonials directly use endorsements from respected figures, while transfer techniques indirectly associate a product with positive attributes by showing its use by celebrities or symbols. The presentation provides examples to illustrate the difference between these techniques and includes a quiz to test understanding. The overall purpose is to educate about how propaganda uses ethical appeals to influence audiences.
PepsiCo is one of the world's leading food and beverage companies operating in over 200 countries. It was formed in 1965 through the merger of Pepsi-Cola Company and Frito-Lay and has since expanded its brand portfolio through acquisitions. PepsiCo entered the Indian market in 1989 and has grown to be one of the largest multinational food and beverage businesses in India, guiding its growth with a philosophy of sustainability and empowering local communities. PepsiCo supports Indian farmers through initiatives like assured crop buying and financing assistance. The company is also a global leader in water conservation efforts.
Hannah analyzed the forms and conventions of real beauty and skincare advertisements to develop a cohesive brand identity across her five advertisements. She used techniques like close-up shots, natural colors, slow pacing, and consistent music to match expectations. However, she also challenged some conventions like ending with the logo instead of a product shot. She chose to sponsor "Loose Women" because it aligned with her target audience and allowed daily exposure during primetime. For her radio advert, she employed techniques like rhetorical questions and sound effects while subverting some conventions like repetitive music.
Through researching existing advertisements, the document discusses various conventions and how they were developed or challenged in the creation of five media texts advertising a smoothie product. Key conventions that were developed include using consistent music, logo, and voiceover across all texts to create synergy and brand recognition. Some conventions that were challenged include using elliptical narratives, fast pacing, and variations in endings. The document reflects on how researching conventions informed the creative choices made to develop an effective yet unique advertising campaign.
Design is thinking made visual.
The brand Jugnoo is a transport service that provides rickshaws in two tier cities.
This presentation also contains 3 of the most enticing creatives I have seen.
The advertisement features Gwen Stefani promoting a new L'oreal lipstick. It uses several propaganda techniques including testimonial with Gwen Stefani's endorsement, positive words like "luxury" and "comfort" to create a good impression, transferring feelings of being appreciated to the product, mentioning healthy ingredients like vitamin E to appeal to health concerns, and using contrasting red, white, and black colors that attract attention and associate qualities like passion with the product. The summary effectively highlights the key details about the ad's content and techniques in under 3 sentences as requested.
During my time in my "Advertising" Course at Ithaca College, I worked in a team to produce a mock advertising campaign for Mentos mints. This pan provide information from our situational analysis, to strategy to creative executions.
The document contains summaries of print, bus, website banner, and tube/train advertisements created by four people for a new water product called Jeto. Person 1 created a print ad featuring Jennifer Aniston to promote the product using celebrity endorsement. Person 2 designed a simple bus ad with a picture of the product against a white background to make it stand out. Person 3 suggested placing a banner ad on the Premier League website to target sports enthusiasts. Their banner ad features an image and slogan for Jeto. Finally, Person 4 was inspired by an Evian tube station ad to create an eye-catching Jeto ad for the tube using bright colors and a memorable slogan.
Parle Agro is an Indian company that was founded in 1984. It started by producing beverages and later expanded into bottled water, packaging, and confectionaries. One of its most successful products was Frooti mango drink, launched in 1985. Frooti became very popular in India due to its unique tetra pack packaging and positioning as a healthy drink for kids. However, over time Frooti's sales started declining due to stagnation. Parle Agro revamped Frooti in 2001 with a campaign centered around a mysterious character called "Digen Verma" to generate buzz and appeal to youth.
Integrated marketing communication mix of coca colaGoogle Blogger
Tools and techniques used by coca-cola in its marketing communication & how it is different from pepsi in terms of identifying consumer behaviour. Marketing strategies from the beginning, i.e. From establishment in 1889.
This presentation introduces jingles and their use in advertising. It provides examples of famous jingle slogans for brands like Kit Kat, McDonald's, Coca-Cola, and KFC. The presentation notes that jingles are easy to remember, help build branding, are cost effective, and attract customers. However, overuse of a jingle can cause customers to tire of it or replace it with a new favorite.
This document provides information for a print advertising campaign for Canon. It discusses the client, Canon, which is a major camera company. The target audience is people aged 15-25, who are going through life stages like school or finding jobs. The purpose is to encourage brand allegiance to Canon and increase involvement in photography. Ideas for the ad include showing nightlife scenes of sports or walks to capture different nighttime atmospheres. Color schemes and layouts are discussed, with darker colors and bolder text planned to draw attention. Existing ads are analyzed for their successful design elements. Themes and an overview of the proposed ad are provided.
The document provides information about a brief for a campaign for Canon called "Journeys". It discusses that Canon is a well-known camera company with 190,000 employees. The purpose of the campaign is to show how photography can be creative on its own or combined with other elements. The target audience is people aged 15-25, who are going through life journeys like education or career choices. When creating content for the campaign, the values and philosophy of Canon should be considered. The brief also discusses typical codes and conventions used in print media, such as using colors like red, blue, and white which symbolize different meanings. Examples of two print ads are analyzed which demonstrate color symbolism and design techniques.
The document summarizes the branding and marketing strategy for a new gum called Exhilaration gum. It discusses researching competitors' packaging using black and bright colors. Exhilaration gum adopted this theme with orange as the primary color to represent the orange flavor. The name "Exhilaration" and slogan "Thrill yourself" aim to excite customers. The target audience is teenagers and young adults who often share hobbies. Advertising will include TV spots after sports, websites, magazines, buses, subways, corner stores, supermarkets, sweet shops, and newsagents. Competitions may include flying customers to meet famous skateboarders.
The document provides background information on Canon, the client, for a marketing campaign called "Journeys." The campaign aims to showcase photography and its ability to capture physical and mental journeys. The target audience is young people aged 15-25, particularly those studying media. Key considerations include adhering to deadlines, following the brief, and ensuring the work appeals to the target demographic through visual elements and themes of discovery. Research finds articles discussing both physical travel and mental health journeys, and how they shape identity and teach life lessons.
The document discusses the use of jingles in advertising. It notes that jingles are catchy, repetitive musical phrases that help audiences recall brands. While jingles can boost recall and recognition, they may not overcome weaknesses in other aspects of branding. Overuse of jingles also risks clutter that diminishes their impact. An effective jingle strengthens emotional connections to a brand through associations formed in the listener's memory and subconscious.
PepsiCo has a digital marketing strategy to gain market share among 16-24 year olds by positioning Pepsi as the "sexy" and "cool" brand. The campaign will feature stylish spokespeople like Anna Wintour and Fernando Torres to endorse the slogan "Form is temporary, class is permanent" and promote the idea that drinking Pepsi is classy. Over six months, the $300,000 budget will be used to generate buzz around hashtags on Twitter and Instagram and create a new Pepsi label through a contest in order to associate the Pepsi brand with being classy, sexy, and cool.
The document provides feedback from an audience on a student's media advertising project for a mascara product called "Ultimate Lash." The student learned that their use of consistent music, actress, and branding created effective synergy across their advertisements. However, some respondents felt the product name was not memorable enough. Most audience members felt the sponsorship of The Only Way of Essex reality show was well-suited. The music was cited as the most liked aspect of the advertisements by many respondents.
Analysis of: poster, video and merchandising advertisement. JamesGMedia
The ad uses persuasive language like "perfect" and "one of the 57 varieties" to imply the product is complete or leaves the consumer feeling left out. Bright colors and large, bold text are used to catch the eye of viewers. The image of tomatoes is used to convince consumers the tomato sauce has the same healthy qualities as actual tomatoes.
1) Deepika Padukone endorses 17 brands across many industries like banking, technology, fashion, and FMCG.
2) Her positive image of being strong, aspirational, and healthy makes her a good fit for brands like Kellogg's cereal and Axis Bank.
3) The document examines how Padukone's brand endorsements align well with her public persona and the brand messages.
4) Virat Kohli endorses 13 brands including sports brands like Adidas and Boost due to his fitness and athleticism as a cricket player.
This document discusses different types of advertising appeals that can be used to attract consumers or influence their feelings towards products. It identifies two main categories of appeals - rational appeals, which appeal to logic and reason, and emotional appeals. Some specific emotional appeals discussed include personal appeals, social appeals, fear appeals, humor appeals, endorsement appeals, sexual appeals, romantic appeals, youth appeals, adventure appeals, popularity appeals, empathy appeals, brand appeals, scarcity appeals, testimonial appeals, status appeals, transparent appeals, and beauty appeals. Examples are provided for many of these different types of appeals.
English 8 Ethical Appeal (Types of Propaganda)Gracepensocas1
This document contains a presentation on propaganda techniques. It discusses the use of ethical appeals in propaganda, including testimonials and transfer techniques. Testimonials directly use endorsements from respected figures, while transfer techniques indirectly associate a product with positive attributes by showing its use by celebrities or symbols. The presentation provides examples to illustrate the difference between these techniques and includes a quiz to test understanding. The overall purpose is to educate about how propaganda uses ethical appeals to influence audiences.
1. Nike used a global video content distribution network to engage consumers across the product lifecycle from awareness to loyalty.
2. They launched the "Write the Future" campaign for the World Cup to generate awareness and interest through a participatory video platform.
3. Videos demonstrating products like the Nike CTR 360 boot helped drive action by showcasing features to target audiences.
4. Nike Football+ content kept consumers loyal by providing video tutorials and training from athletes to continuously improve their skills.
The document discusses how the media product uses and challenges conventions of real media products. It analyzes each component of the media product, including the main TV ads, sponsorship ad, and radio ad. It examines conventions used, such as including fashionable female actors, upbeat music, and branding at the end. It also discusses conventions challenged, like not explicitly showing the nails or using persuasive language. Audience feedback found the ads were clearly part of the same campaign and most found the logo and slogan memorable. The document learns that keeping the product clear and including branding throughout may improve understanding.
The document discusses various aspects of developing effective advertising messages, including:
1. It outlines factors to consider when creating an advertising message such as the target audience, media used, and product factors.
2. It discusses different types of rewards buyers seek from products including rational, sensory, social, and ego satisfaction benefits.
3. It provides examples of advertising messages and how they appeal to different types of rewards through result-of-use, product-in-use, and incidental-to-use experiences.
The document discusses various aspects of developing effective advertising messages, including:
1. It outlines factors to consider when creating an advertising message such as the target audience, media used, and product factors.
2. It discusses different types of rewards buyers seek from products including rational, sensory, social, and ego satisfaction benefits.
3. It provides examples of advertising messages that appeal to different types of rewards through result-of-use, product-in-use, and incidental-to-use experiences.
The document contains analyses of 7 different advertisements, examining their style, purpose, target audience, and camera angles. The styles examined include surreal, realist, dramatic/humorous. The purposes are generally to promote a product and persuade viewers to buy it. Target audiences vary from sport fans to women to everyone. Camera angles used include close-ups, mid-shots, and long shots.
The document analyzes and summarizes 4 different advertisements. Ad 1 is for headphones and focuses on fun and being awarded. Ad 2 is for shoes and emphasizes power and durability testing. Ad 3 is for soft drinks and targets health and youth. Ad 4 is for skyscrapers and appeals to freedom of thought and making big projects possible. The ads were chosen to represent the themes of fun, power, freedom and basic human needs.
The document discusses and analyzes print advertising campaigns for several products:
- A Dior men's fragrance campaign uses celebrity endorsement to suggest the product will make users like the celebrity. It targets young adult males.
- A McDonald's Big Mac ad humorously portrays the burger asking not to be stared at "like a piece of meat." It aims to both sell and entertain viewers mainly targeting adults.
- An iPhone 11 campaign focuses attention on the phone's features through minimalist photography. It targets both young tech enthusiasts and older audiences. The goal is to intrigue viewers rather than directly sell the product.
Lewis williams structure in advertising assigment.(finished)lewisW318
The document discusses various structures and techniques used in TV advertisements. It covers realist narratives, anti-realist narratives, surrealism, animation, documentaries, celebrity endorsements, talking heads, stand-alone vs. series ads, nostalgic, humorous and dramatic styles. It also discusses codes and conventions like editing, lighting, camera angles and iconography. Emotional responses, characteristics of services, regulation, audience research methods, and sources of information for advertisers are outlined. Overall, the document provides an overview of common advertising techniques, structures, and considerations for TV commercials.
Lewis williams structure in advertising assigment.(finished)Lewis Williams
The document discusses various structures and techniques used in TV advertisements. It covers realist narratives, anti-realist narratives, surrealism, animation, documentaries, celebrity endorsements, talking heads, stand-alone vs. series ads, nostalgic, humorous and dramatic styles. It also discusses codes and conventions like editing, lighting, camera angles and iconography. Emotional responses, characteristics of services, regulation, audience research methods, and sources of information for advertisers are described. Overall, the document provides an overview of common advertising techniques, structures, and considerations for TV commercials.
Both ads use football to advertise their products since it is the most viewed sport. The Nike "Switch" ad makes it seem anyone can have Ronaldo's skills and lifestyle by wearing his boots, showing a fan gaining his abilities after a collision. The colorful Pepsi "Drone Football" ad makes street soccer more exciting with lighting and drones, implying their product enhances experiences. Both aim to attract football fans but Nike specifically targets those wanting to improve, while Pepsi has a wider audience. They must adhere to advertising regulations.
This document discusses the codes and conventions of different types of advertisements, including video, print, and radio. It provides examples of each:
A Reebok video advert uses satire and humor to portray a man outrunning a large belly to symbolize the shoes helping with exercise. A print advert for pollution awareness uses a graphic of a plastic bottle-shaped fish with the slogan "you eat what they eat" to elicit an emotional response. A Subway radio advert utilizes alliteration and describes its deals as "too good to miss" to make listeners feel like they need the product. The document explains techniques for each media to effectively target audiences.
1) The document analyzes conventions of fashion sponsorship advertisements, including having short 15-30 second ads, quick cuts between shots to showcase a variety of clothes, and upbeat soundtracks.
2) It discusses the ad's narrative of two girls getting ready for a night out and how this appeals to their target audience of 18-25 year old girls.
3) The ad sponsors Gossip Girl because the show and brand have similar target audiences that value fashionable self-expression.
The student created an advertisement for Irn Bru in Photoshop. They took photos of the main character and edited one image to create a glitch effect. They also added images of an Irn Bru bottle and the brand name. The advertisement aims to convince viewers that drinking Irn Bru will make their dreams come true by showing the character playing guitar. The advertisement uses bright colors and effects to portray an upbeat, fun theme. It aims to persuade viewers to purchase Irn Bru by offering an escape from reality and the reward of achieving dreams and happiness.
This document discusses the marketing strategy for Axe deodorant in India. It provides background on Axe being launched in India in 1999 and its tagline of "The Axe Effect". The brand's target is males aged 16-35 and campaigns revolve around the theme of seduction. The objective is to be the number 1 brand among youth. Media habits of the target segment are also discussed. The promotion mix includes TV, print, and digital advertising, events, contests, and partnerships.
The student analyzed and compared their advertising products to similar professional advertisements across different media. For their advergame, the student noted similarities in theme but preferred the other's art style. For their video, the student wanted to improve scene transitions and fix technical issues. For their print ad, the student thought theirs was too confusing compared to the organized silhouettes in the Coke ad.
This document defines various techniques used in advertising, including:
- Avante Garde, Bandwagon, Card Stacking, Emotional Word Repetition, Glittering Generalities, Jingle, Plain Folks, Simple Solutions, Slogan, Snob Appeal, Target Audience, Testimonial, Transfer, Weasel Words, and Wit and Humor.
It provides examples for many of the techniques and discusses how advertisers aim to attract consumers by exploiting emotions, popularity, credibility and associations with desirable things. The document also discusses common traits of famous advertising slogans and defines demographics used to identify target audiences.
The document discusses how new media technologies were used at different stages of creating a media production. During research and planning, YouTube was used extensively to analyze existing advertisements and understand conventions. During construction, video editing software was used to produce the advertisements. For evaluation, an online survey was created using Google Forms and distributed on social media to collect audience feedback on the advertisements. The feedback provided insights on how to improve future productions.
This document summarizes information about Nike Sports Agency and Nike's marketing strategies. It discusses Nike's target audience, competitive analysis, brand awareness tactics, internal structure, ability to implement promotional programs, communications processes, and advertising objectives and plans for a new "Nike Full Effect" agency branch. Key points are that Nike has a broad target audience, top competitors include Adidas and Under Armour, and it utilizes brand ambassadors, sponsorships, and social media to build awareness and loyalty.
3. Analysis Claim: The claim in this ad is that the World Cup will be a very exciting event to watch, and also that through Nike, you too can be a star. Although it doesn’t mention this, it is clearly hinted throughout the ad. Speaker: The speaker of this ad is Nike. Although they are advertising the World Cup, they incorporate their product in the ad. Purpose: This ad shows the caliber of the World Cup and to illustrate how important soccer is to the world and also to showcase famous athletes that wear Nike apparel. By advertising this idea, it leads people from all over the world to watch the World Cup and to purchase Nike apparel all at once. Audience: The primary target audience is soccer fans around the globe, while the secondary target is people who watch sports on TV or play sports. Ethos: Nike establishes their credibility to the audience by showcasing world class athletes using their product in the World Cup. Pathos: Nike adds pathos by utilizing strong images to evoke emotion in the viewer. By bringing the fans to the field with such intense drama, the audience feels connected to the game and will more likely watch the World Cup and buy Nike apparel. Logos: Nike incorporates logos by using expert testimony, showing a wide range of athletes using their product to its potential. It is logical to think that if a pro athlete is wearing Nike cleats, I should too. Techniques: This advertisement uses three main techniques, these being bandwagon, testimonial, and repetition. It integrates bandwagon through the plethora of players wearing their product, which persuades them to do it because others are doing it. The ad uses testimonial by showing famous soccer players using their product to the World Cup, which adds to the products reliability and persuades the viewer to buy because of the famous person’s opinion about the product and to watch the World Cup. Finally, the ad applies repetition with an advertisement within an advertisement, ads for Nike around the soccer field as well as repeated images of the logo throughout the video.
5. Analysis Claim: The claim is that if your man wears Old Spice, he will smell like the person in the video, which is hinted to be very good. Speaker: The speaker of the ad is a male who represents Old Spice. Purpose: The purpose of creating this ad is to persuade consumers to buy their deodorant. Audience: The primary target audience is men from 15-29, and the secondary target is females in a relationship with a male, who will promote Old Spice to their boyfriend. Ethos: Old Spice uses ethos by appealing to absurdity found in the complete “perfection” of the man. This absurdity adds a degree of credibility in his humor and wit. Pathos: The ad appeals to the audience’s emotion by using sarcastic and weird humor as well as an arrangement of different scenes to evoke amusement in the viewer. This aspect of the commercial will last a long time and will promote the product intensely. Logos: The ad uses logos by forcing the audience to logically see the exaggerated humor in the advertisement. By doing so, they connect with the audience and prove that they know how their audience thinks. Techniques: This advertisement exploits two major propaganda techniques, being bandwagon and repetition. By using a very muscular man with extreme charisma, the audience feels that they need to be like him to be accepted by their girlfriend or people in general, and the only way to be like him is to smell like him. Also, repetition is used by the man repeating phrases like “Now look at him” and “Smell like me” to persuade the audience to buy Old Spice.
7. Analysis Claim: Hyundai claims through this advertisement that the Hyundai Coupe is a very fast car. Speaker: The speaker of this ad is Hyundai. Purpose: The purpose of this ad is to persuade the general public to by the Hyundai Coupe because it is very fast. Audience: The primary target audience is car buyers who favor speed in a car, but the secondary target audience is the general public who purchase cars. Ethos: Hyundai establishes its credibility by showing the dog’s tongue. Hyundai proves that the car is fast by using this image, and the fact that the tongue is basically wrapped around its head causes the viewer to come to the conclusion that the Coupe is a very fast car with the ability to do that to a dog’s tongue. Pathos: The ad uses pathos by adding the image of the dog’s tongue flipped around its head. This image evokes laughter (emotion) in the audience and again furthers its point that the car is fast. Logos: This ad incorporates logos by pointing out that the Hyundai Coupe goes “0 t0 100 km/h in 8.4 sec”. This fact proves to the audience that the car is indeed fast, and are not making false claims. Techniques: The main propaganda technique that this advertisement uses is testimonial. The ad depicts a dog with its tongue around its head. Instead of a famous figure, Hyundai chooses its expert as the one animal who knows how to test how fast a car is going: a dog.
9. Analysis Claim: The claim that this advertisement is saying is that Oreo is “Milk’s favorite back to school cookie”. The viewer knows that this is a false claim, because milk is not sentient, and thus cannot form an opinion. Speaker: The speaker of this ad is Oreo. Purpose: The purpose of this ad is to persuade the audience to buy cookies , especially for the back to school occasion. Audience: The primary target audience of this advertisement is students and the secondary target is parents who have children who are students. Ethos: Oreo establishes its credibility by making a bold claim that Milk’s favorite back to school cookie is Oreo. By claiming this, Oreo has a source of popularity within the milk, so the cookie must be good, despite the audience knowing that this isn’t true. Pathos: The ad utilizes pathos by evoking laughter in the viewer because the Oreo cookie is shaped like a book. This visual picture makes the Oreo cookie seem to the viewer to fit in with books, and will go great with back to school. Logos: The logical approach in this ad is that if milk thinks Oreo tastes good, then myself or my child going back to school will certainly like Oreo. Techniques: This ad uses bandwagon, repetition, and testimonial to persuade the audience. It incorporates bandwagon by saying that other objects enjoy Oreo so you should too. It emphasizes repetition by stacking many books on top of each other. Finally, it uses testimonial by claiming that Oreo is “Milk’s favorite back to school cookie” to send the message to the viewer that milk is an expert on what types of cookies are the best and if milk loves the cookie, then the viewer will love it too.
11. Analysis Claim: The claim this advertisement is making is to always wear your seatbelt. They also claim that without it, you will not be safe and are prone to serious injury or death. Speaker: The speaker of this ad is Sussex Safer Roads. Purpose: The purpose of this ad is to convince the audience to always wear a seatbelt, and may save your life. The ad highlights both the positive outcome of wearing a seatbelt and for one of the most important reasons to wear one, for ones you love. Audience: The primary target audience is car drivers who choose not to wear seatbelts, and the secondary audience is people who ride in cars. Ethos: Sussex Safer Roads establishes its credibility by showing a saved life because of the seatbelt, and is also ethical to save a life. Pathos: The ad appeals to emotion by displaying extremely emotional images of life, through illustrating a situation where a seatbelt saved a man’s life and with glitter. Logos: The ad appeals to logic in the sense that it would be logical to wear a seatbelt and be safe than to not wear a seatbelt with the possibility of injury or death. Techniques: This ad uses loaded words, testimonial, and transfer. It has loaded words by incorporating the campaign slogan “embrace life” to convince the audience to wear their seat belts, testimonial by displaying somebody that has gone through the situation where a seatbelt saved his life, and transfer by illustrating very emotional images of the wife and child as the seatbelt and the glitter flying across the advertisement.