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.
The document provides information on codes and conventions commonly found in print advertisements. It notes that print ads usually include a logo, make it clear what they are advertising, and may include dates/times. They typically feature one main image chosen to appeal to audiences and grab attention through bold text, slogans, and creative/noticeable designs while avoiding large blocks of text. Dates and times are included when relevant to events.
Young marketers Elite 3_Assignment 12.1_Đình Giang + Đức Hiệp + Ngọc KhánhNgoc Khanh Pham
1. The document describes a conceptualization process for developing marketing campaigns called XIDEA. It involves 5 stages: eXploration, Ideation, Development, Evaluation, and Action.
2. It then provides an example application of this process for the Sunsilk hair care brand in Vietnam. The goal was to engage young consumers and differentiate the brand.
3. Through exploration, the insight emerged that in Vietnam a woman's hair gestures communicate her feelings. The winning concept developed was "The Language of Hair", creating a dictionary to decode different hair touches.
The document discusses how the author's advertising campaign for the clothing brand Morale both uses conventions of real advertising and challenges some conventions. The author aimed to clearly convey that Morale clothing provides confidence and a better quality of life. Feedback from an online survey showed that most respondents felt the campaign's message was clear and its ads were effective at engaging the target audience. However, some felt the campaign appealed more to teenage girls than a broader audience. The author learned they were most successful at crafting an appealing narrative and selecting engaging music and models.
The document provides a comparison of Tommy Lister's print, video, and advergame advertising projects to similar professional advertisements.
For the print comparison, Lister notes technical differences in quality between his amateur Photoshop poster and the professional Coke ad. He also compares their use of factors of persuasion.
In the video comparison, Lister analyzes differences in narrative structure, technical quality, and use of persuasive factors between his amateur chase video and a professional Coke family ad.
For the advergame comparison, Lister discusses similarities in structure but notes technical differences between his basic game concept video and a professional Irn Bru tossing game ad. He evaluates strengths and weaknesses of his projects and how he
Young Marketers Elite 3_Assignment 20.1 - PRhonvongphu
Tuần này anh sẽ handle PR Session. Bên dưới là bài tập & nhóm nhé.
1. Liệt kê giúp anh 30 popular PR tactics với định nghĩa cụ thể từng tactic. (30%)
2. Liệt kê những metrics để đánh giá hiệu quả của PR campaign. (25%)
3. Định nghĩa thế nào là PR Stunt. Cho 3 ví dụ. (45%)
DS Nhóm:
Nhóm 1: Đình Giang + Thiên Vân + Thanh Vy + Văn Hiển
Nhóm 2: Hồng Phong + Khánh Thy + Minh Thông + Tường Vy
Nhóm 3: Hậu Huỳnh + Trường Liêm + Ngọc Khánh + Đức Hiệp
Nhóm 4: Nhật Minh + Thanh Thùy + Thanh An + Ái Lâm + Kỳ Vỹ
Young Marketers Elite 3_Assignment 21.1_Mobile Marketinghonvongphu
Câu hỏi duy nhất - Phân tích 4 case mobile marketing ở Châu Á thành công: trong đó có 1 case thành công do technology innovation, 1 case do consumer insight xuất sắc, 1 case xuất sắc khi kết hợp mobile với những platform khác, 1 case có sales conversion thành công . (100%
Young Marketers Elite 3_Assignment 11_Brand Communication 2honvongphu
Với tuần này, Young Marketers sẽ dành tặng 2 suất dự thính cho các bạn young marketers gửi bài assignment trong 6 slide nội dung gửi về contact@youngmarketers.vn trước 22:00 thứ 5 ngày 7/4 nhé :
1. Communications/Advertising Insight là Gì? Sẽ có bao nhiêu loại Communications/Advertising Insight? Cách thức để tìm ra các Insight đó. Cho ví dụ. (50%)
2. 2. Conceptualization/Development Process cho 1 campaign/advertising big idea bao gồm những bước gì? Cho ví dụ. (50%) (câu hỏi dành cho Eliter)
Write Better Advertising Ideas With These 21 Creative Thought StartersCraig Barber
The document provides 21 creative thought starters for writing better advertising, including using topical references, subtle uses of sex appeal, unconventional "weird" ideas, personifying products, factual claims, mashups of different worlds, character-driven campaigns, distortions of reality, celebrity endorsements, emotional storytelling, targeting demographics, presenting problems and solutions, exaggeration, scale, artistic collaborations, demonstrations, visual stories, symbolism, featuring real people, creative uses of media, and playful attacks on competitors. The suggestions are intended to help advertisers develop fresh, engaging, and memorable creative concepts.
The document provides information on codes and conventions commonly found in print advertisements. It notes that print ads usually include a logo, make it clear what they are advertising, and may include dates/times. They typically feature one main image chosen to appeal to audiences and grab attention through bold text, slogans, and creative/noticeable designs while avoiding large blocks of text. Dates and times are included when relevant to events.
Young marketers Elite 3_Assignment 12.1_Đình Giang + Đức Hiệp + Ngọc KhánhNgoc Khanh Pham
1. The document describes a conceptualization process for developing marketing campaigns called XIDEA. It involves 5 stages: eXploration, Ideation, Development, Evaluation, and Action.
2. It then provides an example application of this process for the Sunsilk hair care brand in Vietnam. The goal was to engage young consumers and differentiate the brand.
3. Through exploration, the insight emerged that in Vietnam a woman's hair gestures communicate her feelings. The winning concept developed was "The Language of Hair", creating a dictionary to decode different hair touches.
The document discusses how the author's advertising campaign for the clothing brand Morale both uses conventions of real advertising and challenges some conventions. The author aimed to clearly convey that Morale clothing provides confidence and a better quality of life. Feedback from an online survey showed that most respondents felt the campaign's message was clear and its ads were effective at engaging the target audience. However, some felt the campaign appealed more to teenage girls than a broader audience. The author learned they were most successful at crafting an appealing narrative and selecting engaging music and models.
The document provides a comparison of Tommy Lister's print, video, and advergame advertising projects to similar professional advertisements.
For the print comparison, Lister notes technical differences in quality between his amateur Photoshop poster and the professional Coke ad. He also compares their use of factors of persuasion.
In the video comparison, Lister analyzes differences in narrative structure, technical quality, and use of persuasive factors between his amateur chase video and a professional Coke family ad.
For the advergame comparison, Lister discusses similarities in structure but notes technical differences between his basic game concept video and a professional Irn Bru tossing game ad. He evaluates strengths and weaknesses of his projects and how he
Young Marketers Elite 3_Assignment 20.1 - PRhonvongphu
Tuần này anh sẽ handle PR Session. Bên dưới là bài tập & nhóm nhé.
1. Liệt kê giúp anh 30 popular PR tactics với định nghĩa cụ thể từng tactic. (30%)
2. Liệt kê những metrics để đánh giá hiệu quả của PR campaign. (25%)
3. Định nghĩa thế nào là PR Stunt. Cho 3 ví dụ. (45%)
DS Nhóm:
Nhóm 1: Đình Giang + Thiên Vân + Thanh Vy + Văn Hiển
Nhóm 2: Hồng Phong + Khánh Thy + Minh Thông + Tường Vy
Nhóm 3: Hậu Huỳnh + Trường Liêm + Ngọc Khánh + Đức Hiệp
Nhóm 4: Nhật Minh + Thanh Thùy + Thanh An + Ái Lâm + Kỳ Vỹ
Young Marketers Elite 3_Assignment 21.1_Mobile Marketinghonvongphu
Câu hỏi duy nhất - Phân tích 4 case mobile marketing ở Châu Á thành công: trong đó có 1 case thành công do technology innovation, 1 case do consumer insight xuất sắc, 1 case xuất sắc khi kết hợp mobile với những platform khác, 1 case có sales conversion thành công . (100%
Young Marketers Elite 3_Assignment 11_Brand Communication 2honvongphu
Với tuần này, Young Marketers sẽ dành tặng 2 suất dự thính cho các bạn young marketers gửi bài assignment trong 6 slide nội dung gửi về contact@youngmarketers.vn trước 22:00 thứ 5 ngày 7/4 nhé :
1. Communications/Advertising Insight là Gì? Sẽ có bao nhiêu loại Communications/Advertising Insight? Cách thức để tìm ra các Insight đó. Cho ví dụ. (50%)
2. 2. Conceptualization/Development Process cho 1 campaign/advertising big idea bao gồm những bước gì? Cho ví dụ. (50%) (câu hỏi dành cho Eliter)
Write Better Advertising Ideas With These 21 Creative Thought StartersCraig Barber
The document provides 21 creative thought starters for writing better advertising, including using topical references, subtle uses of sex appeal, unconventional "weird" ideas, personifying products, factual claims, mashups of different worlds, character-driven campaigns, distortions of reality, celebrity endorsements, emotional storytelling, targeting demographics, presenting problems and solutions, exaggeration, scale, artistic collaborations, demonstrations, visual stories, symbolism, featuring real people, creative uses of media, and playful attacks on competitors. The suggestions are intended to help advertisers develop fresh, engaging, and memorable creative concepts.
The document discusses how the author's advertising campaign for a clothing brand called Morale used and challenged conventions of real advertising. The author incorporated conventions like upbeat music, bright colors, and models laughing at the end to convey happiness. However, the author also challenged conventions by including dialogue and narratives in the ads. Feedback from an audience survey showed the ads successfully conveyed their message clearly and formed a cohesive campaign, though the author could improve their branding. The author learned their target audience providing the most feedback was female rather than male as originally intended.
This document summarizes a marketing presentation for a Canon camera campaign. The target audience is 17-25 year olds who want to travel and capture memories. A print advertisement is chosen to reach this audience effectively. Prototypes are presented for the ad, which will feature 3 overlapping images taken with Canon cameras alongside text in a handwritten font and red color scheme to match the Canon brand. The unique selling point is using 3 images instead of 1 to give more options and temptation for audiences. The presentation covers research on the client, audience, and ensures the ad meets their needs.
Game Of Thrones - one of the most successful all time HBO series does not take its success lightly and rest on its laurels.
There seem to be some hardcore strategic efforts into its season pre-launch.
Here's a strategic instigation from @wolfzhowl trying to de-code & retro-organize the approach behind their 2015 season pre-launch content marketing strategy efforts. #wolfSIGHTS
The deck primarily focusses on Game of Thrones, followed by an at best sketchy capture of the Indian Premier League of Cricket's (IPL's) efforts at pre-launch content marketing efforts for the 2015 season.
While the analysis of IPL has not been as robust as GoT, we have also studied the individual team efforts in detail (not included in this deck - for reasons of manicuring the length of the deck). Our biggest findings seem to be that IPL actually has pretty decent content - which is not well distributed and socialised enough. While better content assets can be developed indigenously and also from borrowing examples from GoT.
Note: GAME OF THRONES - content marketing strategy instigations is a thought-piece crafted as one of the 5 components of "The Howl". #TheHowl is a strategic instigations newsletter from @wolfzhowl shared with brand custodians every full moon.
If you desire to be on the mailing list, please send us a howl at intelligence@wolfzhowl.com
The document discusses how the media product uses, develops and challenges forms of real media. It summarizes the ways each TV advert uses camera shots, lighting, costumes, sound and editing inspired by real advertisements. The first advert uses a presentation and slice-of-life style mixed from Thomson Holidays and Rimmel London ads. The second advert features customer testimonials inspired by Uswitch, with dialogue structured unusually. Both adverts challenge conventions through simplified shots, pacing and information delivery tailored for understanding.
The document provides an evaluation of two products created for a client's smile campaign project - a television advertisement and print advertisement. The evaluation discusses how the products meet most of the client's brief by using techniques like cultural codes, representing diversity, and allowing audiences to relate personally. It also covers the testing and feedback received, which indicated the ads were successful in encouraging smiles and meeting the client's goal of building a happier society.
Magazine adverts codes and conventions maxinescott
This document provides an analysis of conventions used in advertisements. It examines several advertisements and discusses elements like the use of images, fonts, logos, contact details, and slogans. Key conventions highlighted include using bold mastheads to engage attention, stylish fonts that match the product, landscape or portrait images that effectively showcase products or brands, and contact details that allow audiences to find more information. Color schemes, models/poses, and positioning of elements are also described as appealing to different target demographics. Overall, the document analyzes how advertisements employ specific design choices and text to attract audiences.
This document summarizes Vinacafe's successful PR campaign for Tet (Vietnamese Lunar New Year) in 2015.
The campaign aimed to change young consumers' perception of Vinacafe from an old, heritage brand to one that represents deep family emotions during Tet. It did so by [1] launching a gift set called "The Cup of Love" that allowed youth to express their awkward feelings for parents and [2] creating a viral video clip encouraging people to express love while they can.
The campaign was successful, driving a 100% sales increase of "The Cup of Love" sets and receiving over 24 million impressions and 2.5 million positive interactions online. However, the document provides a recommendation that the third
The document provides an overview of the #JustCantDo social media campaign run by Topman to promote their wool coat line. The objectives were to generate user-generated content, drive engagement on key social channels, and increase awareness of the wool coats among males aged 16-28 in the UK and US. The campaign involved daily prizes for the best shared images on Twitter and Instagram. Results included over £8,700 in total revenue and 1.5 million people reached. Key learnings centered around the effectiveness of different ad formats on Facebook.
The document discusses an advertisement about mental health and happiness. It promotes social interaction, community, and talking through issues. The advertisement's main message was the importance of being happy and maintaining good relationships through smiling and small kind gestures. The respondent learned that almost half of people experience mental health issues from stress, and that smiling stimulates the brain's well-being. They felt the advertisement effectively encouraged appreciating little things and interactions that can positively impact others.
The document discusses the importance of websites for promoting films and increasing sales. It provides 10 tips for an effective film website, such as having a logo, navigation, and search function. The website for Kung Fury is then analyzed, noting its unique design attracts viewers to the film and represents its uniqueness. Social media is also highlighted as a cheap promotion method that allows viewers to discuss the film online.
The document discusses using comedy in business communications and marketing. It outlines an approach for creating a comedy video series campaign to engage employees and customers. The campaign would involve launching teaser trailers, surveying employees' existing knowledge, showing episodes in phases, and promoting each new episode. It also addresses questions around whether comedy can translate internationally and discusses best practices for writing comedy that travels well.
Young Marketers Elite 2 Brand Comunication Agency Side - Mai Bang - Tuan Du...Mai Bằng
Close Up wants to own "kiss" as the most noteworthy moment of Valentine's Day and increase their brand equity. Their campaign will communicate that Valentine's Day is for expressing love through kissing. It will target couples aged 18-30 who want memorable moments. The insight is that people want to kiss but feel shy, so the campaign will give them confidence through games and events. It will use viral videos, social media, and events to encourage sharing and participation from January to February 2015 with a 3 billion VND budget.
The combination of the main and ancillary tasks of promoting the movie Perception was effective. The magazine Exposure provided context for the horror film in a genre-agnostic way using familiar conventions. The poster drew viewers with a high-quality disintegrating image of the protagonist and reviews. The trailer introduced the storyline and characters chronologically with consistent fonts and promotion of the protagonist across all materials to create a cohesive branded package.
The document contains descriptions of four advertisements from different genres:
1) A humorous advert for Fosters Gold beer that uses humor and iconography to contrast Australia and England.
2) A surreal advert for Jordans cereal that features talking animals in a fantasy setting to portray the product.
3) A dramatic charity advert for Full Stop that uses close-ups and facts/figures to elicit emotion from viewers.
4) A parodic Specsavers advert that mocks Lynx ads to humously promote eyewear.
Elite 2 assigment - Brand Activation - Mai Bang - Minh VuMai Bằng
This document discusses brand activation strategies and provides examples. It defines brand activation as bringing a brand to life through experiences that change how consumers see and interact with the brand. This is done through brand activation platforms, which are physical or emotional spaces that allow meaningful brand interactions. The document then provides examples of brand activation platforms and ideas for several brands like Closeup, OMO, Fanta and Sprite. These include events, viral videos, apps and more aimed at engaging consumers.
The document analyzes several advertisements for jewelry, furniture, and cosmetics. Some key points made:
1) Advertisements indirectly address the audience through attractive models to draw focus to the product. Models represent ideals that audiences aspire to.
2) Imagery, fonts, color schemes are designed to portray the product and brand in a sophisticated light and attract audiences wanting that image.
3) Contact information allows audiences to learn more, relating to surveillance uses and gratification theory.
4) Famous models and logos create recognition and confidence in the brand. Overall the ads employ techniques to attract audiences and associate products with desirable identities and lifestyles.
The document discusses a print advertisement campaign for Canon aimed at young people ages 15-25. It provides rationale for the target audience and use of a print ad. Research was conducted on existing Canon and photography-themed print ads, noting trends in color palettes, journey themes, and slogans. Ideas are proposed for a print ad representing a journey of self-discovery using imagery of a person in a mirror reaching for their reflected self. The ad aims to be relatable, inspirational, and appeal to the target audience while meeting campaign objectives.
The document provides three potential advertisement ideas for review. The first idea is for a poetry collection focusing on themes of love, lust, passion and innocence, filmed in peaceful suburban settings. It would reference Propp's character archetypes and Mulvey's male gaze theory. The second idea is for a unisex perfume called "Subversive" touching on gender non-conformity and diversity. It would reference Butler's queer theory. The third idea is for a liquid lipstick collection inspired by the moon's phases, filmed over varying lighting in one location, referencing representations of women and the LGBT community through queer theory and gender roles.
Industry Guide to the Codes and Conventions of AdvertisingBethPotter4
The radio advertisement uses typical codes and conventions such as celebrity endorsement with Mr. T promoting the Snickers bar. Though little information is given about the product itself due to its popularity, the unexpected phone call dialogue at the beginning captures listeners' attention in an unconventional way for a radio spot. By humorously portraying Mr. T becoming irritable when hungry but then satisfied after eating a Snickers, the ad associates the product with resolving irritability to create an emotional connection with the audience.
This document discusses the codes and conventions of different types of advertisements, including video, print, and radio. It provides examples to illustrate techniques used for each medium.
Video advertisements rely heavily on visual elements like lighting, editing, characters, and camera techniques to engage their target audience. Print ads catch attention through bold images and text due to their static nature. Radio ads are auditory-focused, using slogans, jingles, and tailored language over 30 seconds. The document also examines how advertisers classify audiences and provides analyses of sample advertisements.
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.
The document discusses how the author's advertising campaign for a clothing brand called Morale used and challenged conventions of real advertising. The author incorporated conventions like upbeat music, bright colors, and models laughing at the end to convey happiness. However, the author also challenged conventions by including dialogue and narratives in the ads. Feedback from an audience survey showed the ads successfully conveyed their message clearly and formed a cohesive campaign, though the author could improve their branding. The author learned their target audience providing the most feedback was female rather than male as originally intended.
This document summarizes a marketing presentation for a Canon camera campaign. The target audience is 17-25 year olds who want to travel and capture memories. A print advertisement is chosen to reach this audience effectively. Prototypes are presented for the ad, which will feature 3 overlapping images taken with Canon cameras alongside text in a handwritten font and red color scheme to match the Canon brand. The unique selling point is using 3 images instead of 1 to give more options and temptation for audiences. The presentation covers research on the client, audience, and ensures the ad meets their needs.
Game Of Thrones - one of the most successful all time HBO series does not take its success lightly and rest on its laurels.
There seem to be some hardcore strategic efforts into its season pre-launch.
Here's a strategic instigation from @wolfzhowl trying to de-code & retro-organize the approach behind their 2015 season pre-launch content marketing strategy efforts. #wolfSIGHTS
The deck primarily focusses on Game of Thrones, followed by an at best sketchy capture of the Indian Premier League of Cricket's (IPL's) efforts at pre-launch content marketing efforts for the 2015 season.
While the analysis of IPL has not been as robust as GoT, we have also studied the individual team efforts in detail (not included in this deck - for reasons of manicuring the length of the deck). Our biggest findings seem to be that IPL actually has pretty decent content - which is not well distributed and socialised enough. While better content assets can be developed indigenously and also from borrowing examples from GoT.
Note: GAME OF THRONES - content marketing strategy instigations is a thought-piece crafted as one of the 5 components of "The Howl". #TheHowl is a strategic instigations newsletter from @wolfzhowl shared with brand custodians every full moon.
If you desire to be on the mailing list, please send us a howl at intelligence@wolfzhowl.com
The document discusses how the media product uses, develops and challenges forms of real media. It summarizes the ways each TV advert uses camera shots, lighting, costumes, sound and editing inspired by real advertisements. The first advert uses a presentation and slice-of-life style mixed from Thomson Holidays and Rimmel London ads. The second advert features customer testimonials inspired by Uswitch, with dialogue structured unusually. Both adverts challenge conventions through simplified shots, pacing and information delivery tailored for understanding.
The document provides an evaluation of two products created for a client's smile campaign project - a television advertisement and print advertisement. The evaluation discusses how the products meet most of the client's brief by using techniques like cultural codes, representing diversity, and allowing audiences to relate personally. It also covers the testing and feedback received, which indicated the ads were successful in encouraging smiles and meeting the client's goal of building a happier society.
Magazine adverts codes and conventions maxinescott
This document provides an analysis of conventions used in advertisements. It examines several advertisements and discusses elements like the use of images, fonts, logos, contact details, and slogans. Key conventions highlighted include using bold mastheads to engage attention, stylish fonts that match the product, landscape or portrait images that effectively showcase products or brands, and contact details that allow audiences to find more information. Color schemes, models/poses, and positioning of elements are also described as appealing to different target demographics. Overall, the document analyzes how advertisements employ specific design choices and text to attract audiences.
This document summarizes Vinacafe's successful PR campaign for Tet (Vietnamese Lunar New Year) in 2015.
The campaign aimed to change young consumers' perception of Vinacafe from an old, heritage brand to one that represents deep family emotions during Tet. It did so by [1] launching a gift set called "The Cup of Love" that allowed youth to express their awkward feelings for parents and [2] creating a viral video clip encouraging people to express love while they can.
The campaign was successful, driving a 100% sales increase of "The Cup of Love" sets and receiving over 24 million impressions and 2.5 million positive interactions online. However, the document provides a recommendation that the third
The document provides an overview of the #JustCantDo social media campaign run by Topman to promote their wool coat line. The objectives were to generate user-generated content, drive engagement on key social channels, and increase awareness of the wool coats among males aged 16-28 in the UK and US. The campaign involved daily prizes for the best shared images on Twitter and Instagram. Results included over £8,700 in total revenue and 1.5 million people reached. Key learnings centered around the effectiveness of different ad formats on Facebook.
The document discusses an advertisement about mental health and happiness. It promotes social interaction, community, and talking through issues. The advertisement's main message was the importance of being happy and maintaining good relationships through smiling and small kind gestures. The respondent learned that almost half of people experience mental health issues from stress, and that smiling stimulates the brain's well-being. They felt the advertisement effectively encouraged appreciating little things and interactions that can positively impact others.
The document discusses the importance of websites for promoting films and increasing sales. It provides 10 tips for an effective film website, such as having a logo, navigation, and search function. The website for Kung Fury is then analyzed, noting its unique design attracts viewers to the film and represents its uniqueness. Social media is also highlighted as a cheap promotion method that allows viewers to discuss the film online.
The document discusses using comedy in business communications and marketing. It outlines an approach for creating a comedy video series campaign to engage employees and customers. The campaign would involve launching teaser trailers, surveying employees' existing knowledge, showing episodes in phases, and promoting each new episode. It also addresses questions around whether comedy can translate internationally and discusses best practices for writing comedy that travels well.
Young Marketers Elite 2 Brand Comunication Agency Side - Mai Bang - Tuan Du...Mai Bằng
Close Up wants to own "kiss" as the most noteworthy moment of Valentine's Day and increase their brand equity. Their campaign will communicate that Valentine's Day is for expressing love through kissing. It will target couples aged 18-30 who want memorable moments. The insight is that people want to kiss but feel shy, so the campaign will give them confidence through games and events. It will use viral videos, social media, and events to encourage sharing and participation from January to February 2015 with a 3 billion VND budget.
The combination of the main and ancillary tasks of promoting the movie Perception was effective. The magazine Exposure provided context for the horror film in a genre-agnostic way using familiar conventions. The poster drew viewers with a high-quality disintegrating image of the protagonist and reviews. The trailer introduced the storyline and characters chronologically with consistent fonts and promotion of the protagonist across all materials to create a cohesive branded package.
The document contains descriptions of four advertisements from different genres:
1) A humorous advert for Fosters Gold beer that uses humor and iconography to contrast Australia and England.
2) A surreal advert for Jordans cereal that features talking animals in a fantasy setting to portray the product.
3) A dramatic charity advert for Full Stop that uses close-ups and facts/figures to elicit emotion from viewers.
4) A parodic Specsavers advert that mocks Lynx ads to humously promote eyewear.
Elite 2 assigment - Brand Activation - Mai Bang - Minh VuMai Bằng
This document discusses brand activation strategies and provides examples. It defines brand activation as bringing a brand to life through experiences that change how consumers see and interact with the brand. This is done through brand activation platforms, which are physical or emotional spaces that allow meaningful brand interactions. The document then provides examples of brand activation platforms and ideas for several brands like Closeup, OMO, Fanta and Sprite. These include events, viral videos, apps and more aimed at engaging consumers.
The document analyzes several advertisements for jewelry, furniture, and cosmetics. Some key points made:
1) Advertisements indirectly address the audience through attractive models to draw focus to the product. Models represent ideals that audiences aspire to.
2) Imagery, fonts, color schemes are designed to portray the product and brand in a sophisticated light and attract audiences wanting that image.
3) Contact information allows audiences to learn more, relating to surveillance uses and gratification theory.
4) Famous models and logos create recognition and confidence in the brand. Overall the ads employ techniques to attract audiences and associate products with desirable identities and lifestyles.
The document discusses a print advertisement campaign for Canon aimed at young people ages 15-25. It provides rationale for the target audience and use of a print ad. Research was conducted on existing Canon and photography-themed print ads, noting trends in color palettes, journey themes, and slogans. Ideas are proposed for a print ad representing a journey of self-discovery using imagery of a person in a mirror reaching for their reflected self. The ad aims to be relatable, inspirational, and appeal to the target audience while meeting campaign objectives.
The document provides three potential advertisement ideas for review. The first idea is for a poetry collection focusing on themes of love, lust, passion and innocence, filmed in peaceful suburban settings. It would reference Propp's character archetypes and Mulvey's male gaze theory. The second idea is for a unisex perfume called "Subversive" touching on gender non-conformity and diversity. It would reference Butler's queer theory. The third idea is for a liquid lipstick collection inspired by the moon's phases, filmed over varying lighting in one location, referencing representations of women and the LGBT community through queer theory and gender roles.
Industry Guide to the Codes and Conventions of AdvertisingBethPotter4
The radio advertisement uses typical codes and conventions such as celebrity endorsement with Mr. T promoting the Snickers bar. Though little information is given about the product itself due to its popularity, the unexpected phone call dialogue at the beginning captures listeners' attention in an unconventional way for a radio spot. By humorously portraying Mr. T becoming irritable when hungry but then satisfied after eating a Snickers, the ad associates the product with resolving irritability to create an emotional connection with the audience.
This document discusses the codes and conventions of different types of advertisements, including video, print, and radio. It provides examples to illustrate techniques used for each medium.
Video advertisements rely heavily on visual elements like lighting, editing, characters, and camera techniques to engage their target audience. Print ads catch attention through bold images and text due to their static nature. Radio ads are auditory-focused, using slogans, jingles, and tailored language over 30 seconds. The document also examines how advertisers classify audiences and provides analyses of sample advertisements.
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.
This document discusses various codes and conventions used in advertising across different mediums. It explains that narratives, whether realistic or unrealistic, are commonly used in video ads to engage audiences. Techniques like lighting, editing, props and characters can be altered for different target groups. Slogans are also discussed as a way to make brands memorable. The different codes and conventions for print, video and radio ads are outlined, noting elements like visual appeal, audio language. Audience classification methods like social grades, demographics and psychographics are described as important for targeting specific groups.
This advertisement for Gucci's Guilty perfume line utilizes several common advertising codes and conventions while also subverting some expectations. It features celebrities Jared Leto and Lana Del Rey engaging in exaggerated and unrealistic narrative scenarios associated with the brand's theme of living outside social norms. Visual elements like bright colors, lavish sets, and Gucci's signature animal motifs create an anti-realistic storytelling style common for the perfume industry. By appealing to alternative audiences with iconic figures, the ad promotes the lifestyle surrounding the products while diverging from typical celebrity-endorsed advertising.
The document discusses various techniques used in television advertising, including narrative structures, visual marketing, mini fictions, animation, humor, surrealism, parody, realism vs anti-realism, codes and conventions. It provides examples like John Lewis Christmas ads that use narrative and Cadbury Gorilla ads that employ surrealism. Special effects are also discussed as a technique to make ads more appealing.
Guides to the codes and conventions of advertisingBethPotter4
This document provides an overview of 12 common types of advertising and describes each type. It also includes examples of codes and conventions commonly used in television and print ads. Some key types discussed include demonstration ads, problem-solution ads, comparison ads, and testimonial ads. Technical codes like camera techniques, symbolic codes like objects and settings, and written codes like captions are outlined. Conventions around editing, lighting, music, and other production elements are also summarized. The document serves as a guide to understanding different advertising strategies and the typical visual language of ads.
Brand personality is a set of human characteristics associated with a brand.
From the consumer’s point of view brand personality offer them a touch point that gives them the opportunity to connect with the brand on an emotional level. From a company’s point of view brand personality offers a host of benefits: it differentiates the brand, makes it more memorable, creates message consistency across all channels and it offers a vehicle for creating engaging brand messages.
In this presentation we explore some of the reasons why brand personality is so important in today's competitive environment, what brand personality is and some of the many ways to capture that personality visually.
The document discusses several topics related to advertising including:
1) How target audiences are classified using social grades from A to E based on occupation and socioeconomic status.
2) The importance of platforms and targeting ads to the appropriate demographic based on factors like age and interests.
3) Common codes and conventions used in different types of ads including TV, radio, and print. Techniques like camera angles, editing, music, graphics, logos and slogans are discussed.
4) Examples are provided of ads that effectively use these techniques including a Coca-Cola radio ad and a KFC print ad.
How to make decisions on advertising that drives brand linkBeloved Brands Inc.
Brand leaders who are good at advertising can get great ads on the air and keep bad ads off the air.
You need to make decisions to find the sweet spot where your brand’s advertising is both different and smart.
To be different, you need to achieve a branded breakthrough, using creativity to capture consumers. Gain their attention amid the market clutter and link your brand closer to the story.
To be smart, you need a motivating message to communicate the main message memorable to connect with consumers, and make the ad stick enough to move them to see, think, feel, or act differently than before they saw the ad.
In our Beloved Brands book, I outline principles for achieving attention, brand link, communication, and stickiness—the model I call the ABC’s. I show examples of some of the best ads in the history of branding to support those principles. I hope to challenge your thinking about your brand’s advertising.
Brand link is not just about more of your brand, but rather the right engagement of your brand, and the placement of your brand. Sometimes less is more, when you tell stories.
This type of thinking is in my Beloved Brands book, can be found on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X
1. Advertising is a form of communication used to persuade potential customers to purchase or consume a particular brand of product or service.
2. Advertisements are designed to generate more consumption through creating and reinforcing brand image and loyalty. They may include factual information to support persuasive messages.
3. Major media like television, radio, magazines, and the internet are used to deliver advertising messages, often through agencies representing companies.
Structure and Techniques of Television Advert Craig Porter
The document discusses different styles, structures, and techniques used in advertising. It describes realist and anti-realist narratives, animation, documentary, talking heads, stand alone, and series structures. It also covers humor, surreal, dramatic, and parody styles. Techniques discussed include hidden and overt messages, celebrity endorsement, lifestyle appeal, and eliciting emotional responses. Specific advertising examples are provided to illustrate each concept.
This document discusses various styles, techniques, and conventions used in television advertising. It provides examples of different styles such as documentary, mini fiction, animation and talking heads. It also discusses techniques like hidden messages, overt messages, emotional response, celebrity endorsement, and repetition. Finally, it covers conventions such as soundtracks, brand logos, dialogue, special effects, and characteristics of products/services including benefits, advantages over competitors, and lifestyle appeal. The document is an overview of creative and marketing elements commonly employed in television commercials.
This document contains 3 summaries of different documents:
1) The first summary discusses a KFC print advert that uses Cristiano Ronaldo to promote their product. It takes up most of the page and directly addresses the audience. The stadium in the background and slogans also appeal to football fans.
2) The second summary explains how target audiences are classified using social grades A-E based on occupation and demographics like age, interests and lifestyle. It notes the importance of selecting the right marketing platform for different audiences.
3) The third summary is of a Dior perfume advert that uses attractive models living lavish lifestyles to appeal to younger audiences and convince them the product can achieve that idealized
The document provides a branding proposal for One Piece Hair Studio. It includes an analysis of the target audience, competitors, and digital marketing landscape in Indonesia. The proposal outlines strategies to increase brand awareness such as creating digital content like tutorials and contests on YouTube and social media. It also recommends optimizing the website with customer reviews, online chat, and consistent branding across online and offline channels to provide a seamless customer experience. The goal is to differentiate One Piece Hair Studio amongst competitors and strengthen its brand impression.
The document discusses various advertising strategies used to influence consumer behavior, including repetition of brand names, emotional appeals, association of products with desirable qualities like patriotism, use of humor, celebrity endorsements, and comparisons of products. The strategies are meant to get consumers' attention and create mental links between products and positive feelings.
A unique or creative idea for an advertisement or campaign that attracts consumers’ attention, gets a reaction, and sets the advertisers product or service apart form the competition.
The document discusses various advertising techniques, both overt and covert. It defines advertising and explains how it works to promote products and services. Overt techniques discussed include repetition, shock tactics, using sex, stereotypes, and appealing to needs, fears and aspirations. Covert techniques include product placement in films and TV, sponsorship, plugging products in stores, and promotional plugging on talk shows. The document asks the reader to devise an advertising campaign using overt and covert techniques for a selected product, considering the target audience.
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.
Similar to Lewis williams structure in advertising assigment.(finished) (20)
Gamify it until you make it Improving Agile Development and Operations with ...Ben Linders
So many challenges, so little time. While we’re busy developing software and keeping it operational, we also need to sharpen the saw, but how? Gamification can be a way to look at how you’re doing and find out where to improve. It’s a great way to have everyone involved and get the best out of people.
In this presentation, Ben Linders will show how playing games with the DevOps coaching cards can help to explore your current development and deployment (DevOps) practices and decide as a team what to improve or experiment with.
The games that we play are based on an engagement model. Instead of imposing change, the games enable people to pull in ideas for change and apply those in a way that best suits their collective needs.
By playing games, you can learn from each other. Teams can use games, exercises, and coaching cards to discuss values, principles, and practices, and share their experiences and learnings.
Different game formats can be used to share experiences on DevOps principles and practices and explore how they can be applied effectively. This presentation provides an overview of playing formats and will inspire you to come up with your own formats.
11June 2024. An online pre-engagement session was organized on Tuesday June 11 to introduce the Science Policy Lab approach and the main components of the conceptual framework.
About 40 experts from around the globe gathered online for a pre-engagement session, paving the way for the first SASi-SPi Science Policy Lab event scheduled for June 18-19, 2024 in Malmö. The session presented the objectives for the upcoming Science Policy Lab (S-PoL), which featured a role-playing game designed to simulate stakeholder interactions and policy interventions for food systems transitions. Participants called for the sharing of meeting materials and continued collaboration, reflecting a strong commitment to advancing towards sustainable agrifood systems.
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1.) Introduction
Our Movement is not new; it is the same as it was for Freedom, Justice, and Equality since we were labeled as slaves. However, this movement at its core must entail economics.
2.) Historical Context
This is the same movement because none of the previous movements, such as boycotts, were ever completed. For some, maybe, but for the most part, it’s just a place to keep your stable until you’re ready to assimilate them into your system. The rest of the crabs are left in the world’s worst parts, begging for scraps.
3.) Economic Empowerment
Our Movement aims to show that it is indeed possible for the less fortunate to establish their economic system. Everyone else – Caucasian, Asian, Mexican, Israeli, Jews, etc. – has their systems, and they all set up and usurp money from the less fortunate. So, the less fortunate buy from every one of them, yet none of them buy from the less fortunate. Moreover, the less fortunate really don’t have anything to sell.
4.) Collaboration with Organizations
Our Movement will demonstrate how organizations such as the National Association for the Advancement of Colored People, National Urban League, Black Lives Matter, and others can assist in creating a much more indestructible Black Wall Street.
5.) Vision for the Future
Our Movement will not settle for less than those who came before us and stopped before the rights were equal. The economy, jobs, healthcare, education, housing, incarceration – everything is unfair, and what isn’t is rigged for the less fortunate to fail, as evidenced in society.
6.) Call to Action
Our movement has started and implemented everything needed for the advancement of the economic system. There are positions for only those who understand the importance of this movement, as failure to address it will continue the degradation of the people deemed less fortunate.
No, this isn’t Noah’s Ark, nor am I a Prophet. I’m just a man who wrote a couple of books, created a magnificent website: http://www.thearkproject.llc, and who truly hopes to try and initiate a truly sustainable economic system for deprived people. We may not all have the same beliefs, but if our methods are tried, tested, and proven, we can come together and help others. My website: http://www.thearkproject.llc is very informative and considerably controversial. Please check it out, and if you are afraid, leave immediately; it’s no place for cowards. The last Prophet said: “Whoever among you sees an evil action, then let him change it with his hand [by taking action]; if he cannot, then with his tongue [by speaking out]; and if he cannot, then, with his heart – and that is the weakest of faith.” [Sahih Muslim] If we all, or even some of us, did this, there would be significant change. We are able to witness it on small and grand scales, for example, from climate control to business partnerships. I encourage, invite, and challenge you all to support me by visiting my website.
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Lewis williams structure in advertising assigment.(finished)
1. Structures And Techniques Of TV
Advertisements
Realist Narrative
A realist narrative advert is an advert that focuses on the problems of real life, to be more specific focusing on everyday
issues in our society and focusing on ways they feel they could help solve the issue.
Why is realist narrative used?
• Realist narrative is used to target certain audiences mostly the people effected by the issue in society.
• Realist narrative can also be used to gain sympathy from the viewers.
The realist narrative is one of the most popular type of adverts and is very rarely combined with any structures other
than a documentary styled ad for charities etc.
Underneath is a URL to an example of a realist narrative advert.
URL- https://www.youtube.com/watch?v=Bm8l82OX6Ek
2. Anti Realist Narrative
Definition
An Anti Realist narrative styled advert aims to provide a surreal view or situation or concept that is clearly
made up, anti realist narrative is very often associated with comedic or escapism.
Why is Anti Realist Narrative used?
• Anti realist is used to provide an escape from reality for viewers and grab their attention.
• Anti Realist are often associated with surrealism.
Surrealism
Surrealism and anti realist adverts as I mentioned before are heavily linked as advertisers see them as a
great way to grab a audiences attention for as little as 30 seconds but this is seen as a very useful and
efficient way of advertising if used correctly.
On the next slide there is an example of a great advert that showcases both mentioned advertisement
structures and techniques.
3.
4. Animation
Overview Of Animation
Animation has always been a very popular style of advertisement mainly because its surprisingly unique
especially in the present as advertisers tend to favor the likes of special effects and editing.
Why Is Animation Used?
• Animation is popular because it is very cheap and affordable which is why often you will see lower budget
campaigns have an animated campaign.
• Animation is an opportunity to create a character that is comedic and surreal or in fact very relatable if the
campaign go down the realist narrative road.
• The advert is timelessly effective, unlike a celebrity an animated character doesn’t have a life so to speak,
meaning he wont get in trouble with media or die out in fame and will always be relevant no matter what.
On the next slide there is an example of a Animated advert.
5.
6. Documentary
Documentary adverts are today amongst one of the most popular styles, they aim to get you to trust the advert as they usually
show a real everyday person explaining why they use or would use the product themselves, this adds a certain element of trust
to the advertisement and allows people to invest into the product.
Why Are Documentary Styled Ads Used?
They are used because as I already mentioned they allow the audience targeted to gain an element of trust when they see a
human like their selves advertising.
Documentary adverts are also very often associated with celebrity or expert endorsement.
Celebrity And Expert Endorsement
Celebrity and expert endorsement is used just like documentary it adds a sense of trust especially when you yourself are a fan
of the celebrity being used in the advertisement.
Also celebrities will often post on social media when the advert is released allowing their personal fan base to see the product
and giving it an added level of exposure.
In the next slide I will include two examples, one of each advert technique/structure.
8. Talking heads
As you would of seen in the previous advert of Cheryl Cole advertising the loreal campaign celebrity
endorsement can be done as a talking head.
Why is this effective?
Talking heads are used to make the advert feel personal almost as if you are having a conversation with the
person on the screen which is why you will often see rhetorical questions used by the ‘talking head’ to try and
gain a response from that question with your emotion followed by complimenting you for example in the loreal
advert Cheryl Cole closes with the famous quote ‘you’re worth it’.
This type of advertisement is seen as a great way to really connect and influence a viewer especially with the
use of a public figure like Cheryl.
9. Stand Alone Adverts
Stand alone adverts are adverts that are never usually followed up and have no relevance
to previous advertisement campaigns from the company.
An example of a stand alone advert is-https://www.youtube.com/watch?v=h6CcxJQq1x8
These types of adverts are used to give an impact, making the product more memorable
and to bring more attention to the more than likely less spontaneous adverts the company
or product would usually use.
Series Ads
Series Ads are the complete opposite to the stand alone adverts, series ads are an ongoing
campaign where there are a series of adverts with a storyline or same set of characters.
A good example of a series Advert-https://www.youtube.com/watch?v=z6OfYWsKZ_4
These types of adverts are used because they are memorable and give an essence of
excitement when a new installment of the campaign is released, they are usually comedic
although some can follow a realist narrative.
10. Styles In Advertising
Nostalgic
Nostalgic ads are used to allow the target audience to feel connected when they see something that they remember or miss from old
times being brought back to life. This allows an old generation to feel more involved and more inclined to buy a product.
Humorous
The humorous style aims to make its audience laugh and feel amused by the advert, to see the brighter side of the advertisement and
gain attention from the viewer.
Surreal
Surreal adverts are used to breach points of reality for comedic effect e.g. in one of the most memorable adverts of the decade you
may recall a certain gorilla playing the drums all for a chocolate bar? Weird right? But people remember them and the comedic side
sticks in your head and allows you to think of that advert when purchasing the product.
Dramatic
Dramatic adverts are used to generate sympathy from the viewer and gain attention in a sympathetic way. They make a reader feel
pressured to be involved and listen and when done right this is by the most effective technique in my opinion, dramatic can also be
used in a sarcastic way for example in a famous skittles advert a man is sympathized over for having been struck by a rainbow and
turning into skittles, this is obviously largely un true and impossible and is used purely for comedic effect.
11. Hidden And Overt Messages
Often inside an advertisement there is a hidden message, or an Easter egg for lack of a better term, as an
example the Coca-Cola advert that displayed a 70 year difference between a young man and his grandfather
there is said to be a hidden message beyond what you see, this is relevant because Coca-Cola are ware that
only the lovers of their product will se this message allowing them to know really by their boost of sales how
successful their advert is and how many fans recognized their secret message. Coca-Cola are very well known
for making out that drinking their product improves your life and lying which of course it does not.
Other adverts have what you call an Overt message, this is a message that is completely out there for the world
to see, hidden messages are also sometimes to obvious in badly constructed adverts and become much more
overt, and overt message is almost like a moral, it’s a way of advertising that allows people to see another
message within the advertisement and allows them to take something away from it. Whilst overt messaging is
completely legal it does have to be approved by the ASA. Essentially any advertisement you watch will have an
overt message otherwise they would serve no purpose.
12. Codes and Conventions
In todays society adverts are made to attract the attention of an audience by being funny, serious and gaining
sympathy or relatable to the audience in order to grab their attention and sell the product or company.
These are some of the codes and conventions used in advertising.
• Editing
• Lighting and sound
• Iconography
• Camera angles
In the next slide I will break an advert down using these codes and conventions.
14. • Camera angles- within the Coca-Cola advert there are numerous camera angles to create different emotions
starting with a close up on a boy to show the tension and emotion he is feeling. Then a wide shot followed
by a close up showing the next guy drinking a glass of Coke. This is all followed up by a various amounts of
wide shots and close ups quickly thrown together showing that coke bring happiness to peoples lives.
• Iconography-As far as iconography goes there isn’t an awful lot to be said other than the coke bottles used
for product placement and making it very obvious the advert is about coke from the beginning.
• Lighting-Lighting is very simple in the advert mostly made up of completely natural light in certain instances
there are key and backlights to light characters faces and show emotion in a greater detail.
• Sound-The sound in this advert plays a huge part there starts of with a build up of sounds and then
progresses into a more happy and influential song when the Coca-Cola take effect on the peoples lives
making it seem more realistic and allowing the viewer to fell greater emotion.
• Editing-Editing is very fast paced and confusing, jump cuts and numerous special effect and on screen text to
allow the viewer to think and leave their mind open for the remainder of the advert, later on as the
happiness begins to flourish it becomes much slower with much more time in-between cuts and allows you
to see the emotion.
15. Emotional Responses
Emotional responses are very popular in todays society and the emotion evoked from the viewer is often
depending on what product is trying to be sold. Advertisers will try and make you sympathetic if their trying to
get donations for a problem in the world e.g. the water aid advert. Or they will try and make you laugh if their
trying to sell something a little less serious for instance a Cadbury's chocolate bar.
When advertisers get people watching to feel emotion they are much more likely to become a consumer
because they feel something for that product, even if the advert has nothing to do with the actual product
itself.
An emotional response from your audience is vital no matter who you target in order to have an effective
advert and for your product to be remembered and sell good healthy numbers, this is why you will see
companies using close to all of their budget just for an advert that lasts 30 seconds to leave an impression with
emotions on their viewers.
On the next slide there will be an example of an advert that leaves a emotional response.
16. This advert made for the RSPCA is designed to make you feel sympathetic for the animals.
This strategy is used to make viewers donate to the animals and help them for a good cause.
17. More examples of emotional responses
There are many more types of emotional responses:
Fear-Making the audience fear the things happening in the ad.
Compassion-Make the audience develop a strong liking and feeling towards the events taking place in the ad.
Relatable-Making the audience relate to the advert and allow them to reflect from their own personal
experiences.
Nostalgia-Makes the audience feel a certain warmth to the subject as they will be able to relate from their
past.
These are just some of the many different emotional responses there are many more and are all used
specifically to the audience targeted.
18. Characteristics Of Service
Overview
Every advert comes with its own characteristics:
• Benefits Offered-Adverts will often state all the benefits that you gain with the product even when they have no
evidence to back it up in order to show customers what they will gain true or false.
• Advantages over similar products-Companies will often compare their selves to rival companies within the same
market a great example of this is Asda comparing their prices to Tescos in their adverts.
• Unique selling proposition-Companies may have something super unique about their product that has not been
done before although in the present day this is very unlikely and its more common that the product has a unique
take on a common product.
• Brand identity-Some advertisers rely entirely on the products brand and the consumers loyalty in order to sell their
product. This is essentially relying on selling and advertising big name brands in order to keep the customers youva
always had and are not focused as much on boosting sale rates but rather keeping them the same.
On the next slide will be example of the above points.
19. This is an advert in which tesco compare to asda and as you’d expect make themselves out as
cheaper although no evidence to back it up simply because of tescos popularity people and loyal
customers trust the numbers they provide.
20. Regulation In Advertisement
The ASA are in charge of all advertising regulation in Britain there are thousands of rules that must be followed
when advertising a product and when an advert cross the rules the reports made to the ASA are reviewed and
checked by an ASA representative or multiple of them where they will then make a final decision on whether
or not an advert should have further action taken or be banned etc.
I will now analyze an ASA report on why an advert is banned, and give my opinion on the situation.
Advert chosen-Lynx The cleaner you are campaign.
21. Reason for being banned
• 1. 97 complainants challenged whether the ad was offensive because it was
sexually suggestive, provocative, indecent, glamorised casual sex, and because it
objectified and was demeaning to women;
• 2. 71 complainants challenged whether the ad was irresponsible because it was
inappropriate for public display, where it could be seen by children; and
• 3. 12 complainants challenged whether the ad was irresponsible because it
promoted promiscuity.
• 1. 97 complainants challenged whether the ad was offensive because it was
sexually suggestive, provocative, indecent, glamorised casual sex, and because it
objectified and was demeaning to women;
• 2. 71 complainants challenged whether the ad was irresponsible because it was
inappropriate for public display, where it could be seen by children; and
• 3. 12 complainants challenged whether the ad was irresponsible because it
promoted promiscuity. Copied from the official ASA website.
22. Personal Opinion
The decision made by the ASA was that the advert should no longer be
displayed in its current form. I agree with this decision, although the
advert didn’t offend me personally I could see why it would offend
others and I do agree that it certainly degrades women.
23. Audience Information
In this next topic I will discuss how advertisement companies gain information about their audiences, I will
discuss the following topics.
audience measurement panels; ratings; face-to-face interviews; focus groups; questionnaires;Broadcasters’
Audience Research Board (BARB); television research agencies.
24. Audience measurements Panels
Companies like BARB are known widely for collecting data and giving it back to the producers of the media,
BARB collect viewing figures from television and display them on their website fro companies to see, this
allows media outlets to judge how successful their advertisement really was, for example if a Lynx advert had
recently been made and blew up with views it would allow the advertisement companies to know that the
techniques used were successful.
Very commonly for lower budget companies there is a technique called keeping a diary, although this is basic it
is known for having one appealing pro to lower companies it costs absolutely nothing making it very effective
despite how raw it is.
25. Ratings, Face to Face interviews and Focus
Groups
Ratings- Ratings are given by the general public and critics, ratings allow advertisement companies and media
outlets to judge how well their advert appealed to the audiences in which they targeted and the public in
general.
Face To Face Interviews-Face to Face interviews are used a lot by advertising companies to get very specific and
detailed research, often critics and expert opinions are interviewed but there are also occasions when random
members of the public have been interviewed to get an average viewers opinion. The advertisement
companies will use the information to develop their future products and make improvements to their
campaigns.
Focus Groups-Focus groups are a very popular technique used in audience research, a focus group usually
consists of 5-6 people and is an event that is organised where people can share their opinions on certain
topics, for example and advertising company could hold a focus group in order to get opinions from different
audiences on recent and future campaigns using the research gained in order to improve.
26. Questionnaires
A series of questions about a product or company in order to gather a public opinion and gain
knowledge on where to improve, this is similar to a survey but is a dimmed down version and also
helps with many cases of audience research e.g. consumer attitudes, consumer behaviour etc.
specifically to the media industry question airs can be used to gain ideas of what the audience
wants for example a lot of famous television channels will include a questionnaire on their website
in order for viewers to answer and provide feedback on what they like and don’t like as well as
asking what viewers would like to see them expand into and include, this helps big media outlets
keep up with trends and keep viewers and public interest high increasing their overall public
exposure. They review the results as a company and this allows them to learn about their audiences
behaviour and what they want as well as what they need to improve on or cut out to please them
much like a survey the purpose of this kind of research is for the media outlets to gain audience
information.
27. Television research companies
There are a number of television research agencies such as BARB Ofcom etc. all of these websites specialise in
collecting data for different broadcasting companies and media outlets through things like questionnaires,
record of viewership circulation, the outlets use these websites to keep track of public exposure allowing them
to witness their progress first hand and study results when targeting different audiences and gain information
about what different types of audiences want from an advertisement.
28. Sources Of Information
Rates Cards-Rate cards are cards that allow advertising companies to see the prices slots of advertisements will
cost at different times, this is great as these slots are priced to which are more valuable, for example if the
EastEnders Christmas episode is on it generally gets an amazing amount of views each year the slot would
obviously be much more expensive as there is a higher viewing rate, but it allows the lower budget
advertisements to set goals and invest in the higher spots to gain more success.
Advertisers Information pack-www.itvmedia.co.uk is a great example they have a tab ‘advertising
opportunities’ this allows advertisers like a rate card to view the opportunities in which the channel present,
and decide on a target audience and the best ways to target them.
Research agencies-A company offering market research to clients through their website, presenting them with
either qualitative information or quantitative to benefit them in audience research and information, they may
also give both types of research if they are a higher quality website.
29. Audience Classification
Demographics
Companies and advertisers also use occupation in order to
classify different types of people, for example companies like
Gucci, Ferrari etc. would aim for class A audiences as they
generally have much more money because their jobs pay
much higher. Where as lower brand companies like JD would
aim for B and downwards as they are more likely to go for
affordable clothing and products.
30. Psychographics
Companies are also known to use psychographics to target
audiences, in comparison with the last slide companies like Ferrari,
Gucci etc. would aim towards the Succeeder, where as companies
like JDSports would go more for the Strugglers, also some categories
such as the aspirer are especially known for going for apple
products which is why apples advertisements are usually targeted
towards this category, even though apple is stylish some of their
products like their smartphones are only just breaching the
boundaries of affordable. Meaning that aspirers see them as
desirable and want to have them. This is effective because when
creating a product advertising it to the right audience is crucial and
this provides a base for the companies thinking and a starting point.
31. Occupational Qualification.
Some companies also specialise in targeting an audience of a specific job, for example manual labour is
a growing and popular business route, but is often self employed work, this leaves a large market for
tool companies to make money, therefore their adverts will often be directly affiliated with manual
labour as an occupation for a selling point to this specific audience, this is because for Tool Companies
this ill always be their main selling point. This is also the same with many other products such as
fabrics are usually directly aimed at fashion designers or aspiring fashion icons in order to get the best
results from their specific audience.