The document analyzes advertising campaigns for the Nissan X-Trail created by Nissan to promote the car as a safe, family-friendly vehicle. The campaign includes video, radio, and print ads targeting adults ages 25-55 who are likely to want a car that can carry their family securely. The print ad focuses on the car's size and technological features while the radio ad humorously demonstrates the vehicle's monitoring systems. The video ad builds suspense around the car's abilities to bring happiness to families. The document also discusses relevant regulatory bodies and potential legal or ethical issues with the campaigns.

1. Media Advertising
By Jamie Hamer

2. The campaign – Nissan X-Trail
Video advert
https://www.youtube.com/watch?v=vTWvjdj4oq4&safe=true
Radio advert
https://www.youtube.com/watch?v=MTINfrbnw8I&safe=true
Print advert

3. What are the aims of the campaign?
The campaign is called “the volcano – Built to build families” and has
been produced by Nissan to showcase their new Nissan x-Trail. The
aim of the campaign was to prove to the public that this Nissan X-
Trail is a family friendly car and that it is safe for the family to travel
in, something which the audience may find very appealing as this is
what many parents may look for in a car as they want their kids to be
safe when travelling on the road.

4. Target audience of the product
The target audience of the Nissan X-Trail is most likely to be males
and females in the age range from 25-55 as this is normally the age
that most people want family cars that are safe for their family to use
and can carry all of their family easily and this is what makes the
Nissan X-Trail appealable to the target audience. According to the
NRS scale I would place the target audience from B to C2 as this car is
around £25,000 brand new and therefore people in categories D and E
are unlikely to be able to afford the car. In addition to this people in
category A are more likely to target a more expensive car as they may
have more disposable income than people in category B or C.

5. Campaign representation
Throughout the campaign the car is presented to be shown as quite a good
safe family car that has a variety of different features, which are shown off in
the different adverts to give themselves a unique selling point to other
competitors in the market which may not have these features. The print
advert can come across as quite formal and factual as there is brief
information about the car but it provides the message quickly for the target
audience. Whereas the radio advert is a bit more fun as you interpret it like
they're in some sort of massive panic but really they’re not, it has just simply
been done to try and show off the feature of the car.

6. Print advert
From analyzing the print advert, it is shown to be
quite a big car as they have made it quite big in
contrast to the city which is suggesting that it is
quite safe for a family to use. However the print
advert doesn't’t specifically imply how it is family
friendly car massively from other factors. Also the
tagline of “it parks itself, you enjoy the view”
suggests to the audience that it has very good
technological features and is quite innovative and in
keeping with the modern society. Also the logo is in
red to make sure it stands out to the public and
boost the brand image of Nissan. Additionally there
is a brief bit of text giving the audience more
information on the car if they are interested and
how they can also find out more info.

7. Audio advert
The radio advert for the Nissan X-trail
is quite different but unique at the
same time as it really lets the car show
off its key features. The radio advert is
a conversation between two people
panicking over the top and explaining
how they cant dodge the things coming
towards them but they manage to
because of the around view monitor,
one of the unique selling points of the
car. Also this shows the car to be very
tough and come up against any
problems which links into it being a
safe family car their main aim.

8. Video advert
The video advert for the Nissan X-trail
allows Nissan to showcase how they aim
to make the x-trail such a family
orientated car, while showcasing some of
the outstanding features that are on the
car. They take their time to build up the
music as the advert progresses and this
allows the car to be shown off very well.
Also, The music is very upbeat and happy
and this implies that the car will bring
happiness to a family. The features of the
car which are revealed are very exclusive
to this car and they try and make that
one of the unique selling points in the
advert.

9. Legal and ethical issues
• From looking at the ASA broadcasting codes I don’t feel that there is very many
that are relevant for them but they would need to take into consideration that
their adverts does not include any slander, libel or discrimination when
developing it. If any of these were to be included then the advert couldn't be
played and the agency could get sued. Regarding ethical issues, the agency
shouldn't do things like swear or over work their staff as it could lead to public
backlash. It could also hinder the image of their advertisement as less people
would want to watch or listen to it

10. Regulatory bodies
• ASA
The Advertising Standards Authority (ASA) is the self-regulatory organisation of the advertising
industry in the United Kingdom. Its role is to "regulate the content of advertisements, sales
promotions and direct marketing in the UK" by investigating "complaints made about ads, sales
promotions or direct marketing", and deciding whether such advertising complies with its
advertising standards codes.
• OFCOM
Ofcom is the communications regulator in the UK. Ofcom has wide-ranging powers across the
television, radio, telecoms and postal sectors. It has a statutory duty to represent the interests of
citizens and consumers by promoting competition and protecting the public from harmful or
offensive material.
• BBFC
The British Board of Film Censors is a non-governmental organisation. It is responsible for the
national classification and censorship of films, television programmes, trailers, adverts etc and
provides age ratings such as U, PG and 12A, which are released on physical media within the
United Kingdom, therefore relates to my print advert.