The document discusses several John West food advertisements, analyzing aspects like visuals, colors, and text placement used to portray messages about the naturalness and quality of John West tuna products in a way that aims to make consumers feel the food is healthy, homemade, and will make them envious. It also examines the global advertising agency Cheethambell that has worked with John West on campaigns using TV commercials and barcode scanning on products to tell customers where the tuna was caught.

1. John West Case
Study
By Rory Forrester

2. Analyzing Adverts
This advert is very visual with little information
from what is shown. But the idea of greed of
companies is destroying the wildness of the
arctic. From the handprint we can see that is
human print showing that this is what the
companies have done. The arctic is used well
because the white of the ice and show clashes
with the blackness of the oil that has been put
on top giving the advert more of an alarming
nature. For an Greenpeace advert this is very
conventional as its a very shocking image and
meaning that is present very bluntly.

3. Analyzing Adverts
The advert above is for interior design.
The add is done well and makes good
use of the colour from everything in the
front most picture. Most of the
furniture is white or clear I think that
this is to portray the pureness and
completion of the products that they
offer. This is done well as the light
coming from the outside makes the
room look lighter so it seems that the
room is bigger and more homely and
this is what the are trying to portray.
The typography is in a font that makes
it seem like someone's hand writing
this is to give the feel as though there
products are going to have the quality
as though they where all made and
checked by hand.

4. Major Agency Advertisement
This advert is made to make the viewer feel more
at home as the coloured waves represent steam
which can be linked to freshly cooked food and
with the images of organic produce it will make
the viewer feel as though the food is good for
them and hand cooked. The background is green
this could be interpreted as 'go' for go ahead and
get this and it will be ready to go, or as green is a
rather natural colour the idea behind it could
mean that the food is all natural and none of the
fish or veg was grown artificially or in captivity.
The green could also be for the green with
jealousy as this could be somebody's lunch in an
office environment and by seeing the person
eating this they feel envious of them, so john
west is not only selling a fast easy lunch but also
the idea that you can be better than others by
eating your lunch that is of a better quality.

5. Major Agency Advertisement
The text around the add is designed to make
the viewer remember the slogan of they are
hard to say no to as it would be the first thing
you read, as its what your eyes would read first
and if read in depth the last thing also on the
bottom left its the last sentence. The reason
the text is on the left is because the human
eyes are naturally drawn to the right so by
putting it on the left it makes the viewer have
to focus on it.

6. Major Agency Advertisement
The ad is very conventional in the layout and
use of the logo. The logo is simple with the
'John West' with a seagull above and 'Since
1857' The use of both of these is very
important as the seagull is a symbol and is
connected with the sea and the beach and
most who live inland consider the beach as a
fun trip to the seaside. These are normally
good memories so already the client will be
feeling a sense of sentimental value toward
the product. 'Since 1857' has a very
important role in the logo as it make the
customer feel as though it has a history with
the brand if the have brought it before and
for the new customers makes them feel as
though the brand is trustworthy as its been
going on for a long time.

7. Advertising Agency Profile
Cheethambell
David Bell
After gaining a PhD in Ancient Greek from Edinburgh University and the German
Sports University in Cologne, David joined the marketing department of ICI.
He then worked in advertising for three years before setting up CheethamBell
with his business partner, Andy Cheetham in 1992, working as both Managing
Director and copywriter. After the merger with JWT Manchester in January
2001 he became Chief Executive of CheethamBellJWT.
The Cheethambell agency is rather large with many offices around the world
and lots of employees.
The offices: Asia Pacific, Europe, Latin America, Middle East/Africa, North
America

8. Advertising Agency Profile
Extract from Cheethambell website about John West advertising campaign:
With UK consumers increasingly interested in exactly where their food comes
from, we suggested that John West tell them. As a worldwide first, John West
customers can discover not only the ocean where their tuna was caught, but
also the actual trawler name by visiting johnwest.co.uk and entering a barcode
from the top of each can.
We created 3 TV commercials, each telling the humorous story behind a
particular tuna can. The campaign won YouGov's Brand Index Campaign of the
Month Oct 2011.
Cheethambell is a global company with offices all over the world. The company
advertises many products in the different country's all to the target market of
the people living there. The company has also worked with brands such as
Dr Oetker, Soreen and BCA

9. Distributed and Promoted
Cheethambell
Distribution
This advert was used in magazines and news papers either as a small ad on the
page or a full page (note: It was only full page in the magazine not the newspaper)
I think as this was because this is the place it is most likely to be seen by people
who are busy and do not have to much time to cook, so when they are commuting
or have a moment read the magazine/paper they see the advertisement.
The advertisement was also used on the website 'todays plan for profit' for the
product that was being advertised when following the links in 'new products' this
was done to show the viewers what the product actually was as there was no
other preview before hand
The reach of this product is rather broad as it does not advertise to one group of
people as in the moving advert it says how good they are for kids so this advertises
towards mums as its healthy and will be a good snake for the kids. But also at
older people who are unskilled in cooking or lead busy lives as it's fast and easy to
make.

10. Distributed and Promoted
The Cost
Newspaper
The quality of local newspapers can vary
greatly but you can expect to pay in excess of
£250 for a quarter page advertisement.
One low cost way around this is to write a
press release and distribute it to your local
newspaper. They are often looking for relevant
and interesting local news so you may be able
to get your company in the paper for free.
Advertising in national newspapers is
extremely expensive. As an example, it costs
over £30,000 for a full page colour ad in The
Daily Mail. This tends to make it out of reach to
smaller businesses.

11. Distributed and Promoted
The Cost
Magazine
Magazine advertising is even more expensive than newspaper
advertising. Long lead times also mean that ads must be paid for up
to one month in advance of the advertisement actually being
published, which can cause cash flow problems for small businesses.
However, magazine advertising does have a number of advantages,
particularly in its ability to target niche audiences.
As an example of the cost, don’t expect to pay less than £200 for a
full-page ad in a magazine with a readership of 5,000 people, and in
may cases it’ll be considerably more expensive than that.
Always be aware that sometimes additional extras can be obtained,
such as free space at trade shows or free advertising on the
magazine’s website in return for placing an advertisement in their
publication.

12. Audience Research

13. Legal and Ethical
I personally do not believe that there are any
major representation issues with my chosen
advert. The only thing is the john west logo
being too close to the steam pots logo. Some
may interpret the the Steam Pots are since
1857 and not the brand John West. But this is a
minor issue.

14. Legal and Ethical
An issue could be if the tuna that was caught
and used is dolphin friendly. Dolphin-safe
labels are used to denote compliance with
laws or policies designed to minimize dolphin
fatalities during fishing for tuna destined for
canning. Some labels impose stricter
requirements than others. The term Dolphin
Friendly is often used in Europe, and has the
same meaning. The labels have become
increasingly controversial since their
introduction, particularly among sustainability
groups in the U.S., but this stems from the fact
that Dolphin Safe was never meant to be an
indication of tuna sustainability.
Australia
Netherlands
New Zealand
United Kingdom
Virtually all canned tuna in the
UK is labeled as dolphin-safe.

15. Legal and Ethical
The advertising industry is regulated by The
Advertising Standards Authority.
The Advertising Standards Authority is the self-
regulatory organization of the advertising
industry in the United Kingdom. The ASA is a
non-statutory organization and so cannot
interpret or enforce legislation.
(YouTube Video) 

16. Genre
This advert is a food advert so the way it is advertised is different to how a shoes
are is advertised.
A print advert is usually made up of four elements which carry out different
functions:
• The headline attracts the reader’s attention
• The body copy presents the product characteristics
• The photograph or visual sets up a glamorous background
• The slogan synthesizes the product value and prompts its purchase
As we can see the John West
advert has the aspects listed above
and so does the Nike advert but
both have a different impact. One
of the difference is the text color
as the Nike text is black on a grey
background so its very bold and
jumps out whereas the john west
add has white text so it’s very
calming.

17. Pre-Production
Summarize your goals for the
advertisement in a creative
brief for your advertising
agency, or the staff members
who will produce it for you.
Define the target market,
clarify your message and state
the specific action you would
like its members to take, such
as to visit your website or call
a toll-free number.
Include your budget, timeline and any
specifications on where and when you want
the advertisement to run. Specify the
particular television station, publication or
radio show. Suggest images or phrases that
might help achieve your goals.

18. Production
The creative process begins in earnest once you hand over the brief. The
advertising professionals will work up proofs, or in the case of commercials,
storyboards, that bring your ideas to fruition. Review the preliminary
concepts for consistency with your ideas and their ability to achieve your
goals. Avoid cost overruns by confirming in advance how many revisions you
are entitled to before incurring additional charges. Ensure that the final
advertisement includes the necessary contact information, as well as any
needed mention of pricing or a special offer.

19. Post-production
Check the publication you
have contracted with to
confirm that your
advertisement has run
according to the agreed
upon terms. If you ordered
color, it should not be in
black and white. Similarly,
watch or listen to your
broadcast advertisement.
Television and radio stations specify when your commercials will
run. Make sure that they do. Track any corresponding increase in
phone calls or web traffic. Consider running the advertisement
again if the response was strong. Contemplate tweaking your
strategy, or starting the advertising production process anew if
the results disappoint you.

20. Frequency
In advertising, the effective
frequency is the number of
times a person must be exposed
to an advertising message
before a response is made and
before exposure is considered
wasteful.
The frequency on this add I
think will depend on the use
of the slogan and the location
of the adverts. For example
the ad could be placed at a
bus stop near a local shop or
supermarket so when exiting
the bus the add is seen so
then the viewer of the add
will be more inclined to buy
the product.

21. TV Spot
This is the advert for the campaign
of the John West Steam Pots.
We can see how it links into the
campaign by using the same slogan
of ‘They’re hard to say no to’. This
can also be useful to the frequency
of the add as when the slogan is
herd on the TV and then read on
the advert the viewer will feel a
sense of familiarity with the
product as they have seen or heard
the advert slogan before.
The advert itself is, in my opinion,
very effective as the use of the sea
captain will place the idea that a
man who catches fish as a living will
have a very good opinion on fish
and show the quality of the
product.