• Introduction As we now, talking to the consumer and sending specific information to make him aware of a certain product or services can be done through several ways, but the most effective way to reach the consumer is through advertising. Advertiser use different campaigns to communicate with their targeted audiences and make them aware of a product ,service or an idea and what benefit they can get from it. We are an Anti Alcohol campaign that has one main goal; which is to protect the human being and the society as a whole from any activity that can harm human being and cause any damage to the environment. In addition to that, we want people to feel safe and live and let live. Our attention today turns to the idea that most of the people, especially young people, damage their life by drinking Alcohol. According to some statistics, almost 23% of people who drink alcohol are the primary cause of public problems and car accidents. Also 8% of the people who drink die immediately after getting trunk. Thus, we tried to create an Advertisement in which we are promoting neither a product nor a service, instead, we are promoting an idea in which we want to create awareness and make people aware of the danger and the negative impacts of alcohol on their personal life as well as the society as a whole. In this advertisement we show some pictures that give a clear idea about the effects of alcohol and how drunken people can behave in manners that cause enormous problems. • The objectives Our primarily aim from creating this advertisement is to educate people about the effects of alcohol. Since, the majority of people don’t have a clear idea about the real impact of alcohol which has double effects, the user as well as the society. We want also from this ad to make young people who drink take in mind these negative impacts in order to stop drinking alcohol or at least minimize the quantity consumed. Another objective that concerns us is to make the society safe from any harmful activities that can damage the public goods shared by the citizens, also make citizen live a stable life without any Annoyance from the other parties. We want also to encourage families to have open and frank discussions about the risks associated with drinking earlier. This is about making sure we put young people in charge of their future - not alcohol. • The visual techniques & other elements While creating the advertisement, we think of the visual techniques that can be used appropriately in order to deliver the message as it should and to attract the audience and make him watch the commercial till the end. Also, we tried to use the maximum number of optical effects in order to make the ad look attractive as well as play on the mind of the viewers and make them follow the video. Follows are the visual techniques and the optical used: Visual techniques • Vignette and situation: we mention different situations portraying cases of alcohol damages • Sl

1. MRK 420: Advertising
Management and Strategy
Final Project Report
Prepared by: Benyaich Hicham
Benchrif Soufiane
Alouani Iliass
Submitted to: Miss Anubha Kalra

2. Summer 2010
Outline
• Introduction
• The Objectives
• The Visual Techniques
• Other Elements of the Commercial
• Logo & Slogan
• Target Market
• Key Benefits
• Conclusion
2

3. • Introduction
As we now, talking to the consumer and sending specific information to make him aware of
a certain product or services can be done through several ways, but the most effective way
to reach the consumer is through advertising. Advertiser use different campaigns to
communicate with their targeted audiences and make them aware of a product ,service or
an idea and what benefit they can get from it.
We are an Anti Alcohol campaign that has one main goal; which is to protect the human
being and the society as a whole from any activity that can harm human being and cause
any damage to the environment. In addition to that, we want people to feel safe and live
and let live.
Our attention today turns to the idea that most of the people, especially young people,
damage their life by drinking Alcohol. According to some statistics, almost 23% of people
who drink alcohol are the primary cause of public problems and car accidents. Also 8% of
the people who drink die immediately after getting trunk.
Thus, we tried to create an Advertisement in which we are promoting neither a product
nor a service, instead, we are promoting an idea in which we want to create awareness and
make people aware of the danger and the negative impacts of alcohol on their personal life
as well as the society as a whole. In this advertisement we show some pictures that give a
clear idea about the effects of alcohol and how drunken people can behave in manners that
cause enormous problems.
• The objectives
3

4. Our primarily aim from creating this advertisement is to educate people about the
effects of alcohol. Since, the majority of people don’t have a clear idea about the real
impact of alcohol which has double effects, the user as well as the society. We want also
from this ad to make young people who drink take in mind these negative impacts in order
to stop drinking alcohol or at least minimize the quantity consumed. Another objective that
concerns us is to make the society safe from any harmful activities that can damage the
public goods shared by the citizens, also make citizen live a stable life without any
Annoyance from the other parties. We want also to encourage families to have open and
frank discussions about the risks associated with drinking earlier. This is about making sure
we put young people in charge of their future - not alcohol.
• The visual techniques & other elements
While creating the advertisement, we think of the visual techniques that can be used
appropriately in order to deliver the message as it should and to attract the audience and
make him watch the commercial till the end. Also, we tried to use the maximum number
of optical effects in order to make the ad look attractive as well as play on the mind of the
viewers and make them follow the video. Follows are the visual techniques and the optical
used:
Visual techniques
• Vignette and situation: we mention different situations portraying cases of
alcohol damages
• Slice of life: we mention the story of the guy who go to buy alcohol and suddenly
he thought of his friend who was a victim of alcohol
• Still photographs and artwork: this is the ready pictures that we used for the
reason of cost and time constraint
Optical
• Pixelization technique: to tell what happen inside the alcohol buyer mind
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5. • Dissolve: to give a fluent to the video
• Cut: one scene comes immediately after the other
Music
We used two types of music; the first one illustrating fun and party life music when
people are enjoying the bad habit of drinking alcohol. Whereas the second one
tackling the sadness and the sorrow some people have experienced because of
alcohol.
• Logo & Slogan
5

6. • The logo is composed of of alcohol bottle and a glass , actually this nice appealing
picture is used by marketers of alcohol we crossed to show the uncovenienty and the
danger of it , as well as the slogan worst of all to position the alcohol with worst of all in
people mind
• We used the red color to grab the attention and to get people to take action and
react toward the phenomena of drinking alcohol.
• The slogan : has the same ryhme to be easy remembered by people
• Target market
Nowadays, we can notice that alcohol as a product and drinking alcohol is very common in
our society. Almost everyone is drinking different types of alcohol with a quantity varying
from one person to another. While creating our advertisement, we took into account our
target markets that are attached to our campaign in order to reach them properly. Our
target market can take the form of any of the following:
 Male and female: Drinking alcohol is a common practice shared equally between
male and female.
 Parents: there are a number of families who enjoy drinking alcohol either at home
or outside. In most of the case, they drink alcohol in front of their children and
other member of the family.
 Young people, teenagers: teenagers are the victims of alcohol addiction. Once
children start drinking at an early age, they become alcoholic.
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7.  All social classes: alcohol can be drunken by rich people as well as poor people.
Since, the price of this kind of product is suitable to everyone at different process.
• Key benefits
Make people aware of the danger of this issue especially among
teenagers
Who are most of the time the victims.
Our campaign is to insure that people go away from drinking
alcohol or at least reduce the amount consumed. It is a
humanitarian act in the society to make it a clean and straight
one that believe in morality and create a superior atmosphere for
the next generation.
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