Learning Aim A:
Task 1: Advertising Sectors:
Broadcast:
The advantages of using broadcast advertising is that it reaches Large Audiences and events can run as long as necessary. However the disadvantages of using broadcast advertising is that it is difficult to make changes and there is no guarantee that the advertisement will be viewed.
Print:
The advantages of using Print advertising
is that it enables more visibility to small businesses and it is immensely powerful to craft a message. However the disadvantages of using Print advertisement is that there is a long Lead Time and it is hard to target a specific audience.
Web-Based:
The advantages of using web-based advertising is that it reaches everybody globally, is cost effective and is very time efficient. However the disadvantages of using
web-based advertising is that it is incredibly easy for internet users to block advertising.
Mass Audience:
A means of public communication reaching a large audience.
Niche Audience:
One that is particularly small, unpopular and only known to a small range of people.
Psychographics:
A form of market segmentation where various groups are formed based on psychological traits that influence their consuming behavior.
Geodemographics:
The analysis of population characteristics, sorted by location, and uses clustering algorithms to create similarly classified demographic areas.
Demographics:
Measurable characteristics of media consumers such as age, gender, race, education and income level.
Demographics are used to categorise audiences in sections which are judged on your work status.
Young and Rubicam Theory:
The Young and Rubicam 4C's Theory (Cross Cultural Consumer Characterisation) is the theory that separates people depending on their ideas/beliefs/thoughts. The different sections are as followed below:
Young and Rubicams theory can be considered as cross cultural as the 7 sections would be able to effect everyone.
The Aspirer:
The Reformer:
The Mainstream:
The Explorer:
The Succeeder:
The Struggler:
The Resigned:
Main Task:
Web-Based:
Analysis:
On the official Daily Mail website, the readers can see banners on both sides of the website as well as a landscape banner introducing the reader to the article which include popular brands in the UK, such as M&S as seen in the image above. These images mostly contain a medium long shot of popular role models, also as presented with Holly Willoughby. This method of advertising could be very beneficial to attract their audience to look at the advertised brands as the main target audience of the daily mail, according to Google, are middle-class British women. This can further be interpreted as targeting mainstreamers as Holly Willoughby stars/is involved with many mainstream companies such as ITV and works with big names such as Phillip Schofield. The use of having her name in a different font style in the advertisements could represent that she wants to make her style unique. By looking at the official M&S website and with looking at the style of which she uses in the advertisements, I can understand that she likes to wear predominantly dresses as when her name is searched on the M&S website, only dresses come up.
By looking at Gunn’s 12 types of advertising, I can understand that this M&S advertisement falls under:
-
Associated user imagery (showcases the type of people associated with the product).
-
Ongoing characters and celebrities (to help cement a brand’s identity).
With the first point being Associated User Imagery, I can infer that by M&S having such a pretty and popular role model such as Holly Willoughby, they can then lure in their main target audience to buy their product to then make them feel as if they are pretty like Holly Willoughby. Having previously described the reasoning as to why the second point, being Ongoing Characters And Celebrities, is beneficial towards Gunn’s 12 points of advertising, she is a popular celebrity who could attract others to buy M&S products. The colour scheme used for Holly Willoughby’s dress in this advertisement (bright pink) has probably been used to attract the readers as it contrasts with the other colours on the website.
Broadcast:
Analysis:
​
Link: https://youtu.be/ptgVqJ6Bf00
This McDonalds advertisement named ‘Laughter’ is a minute long video of various types of people, varying from gender, age, status, disability and many more factors. The key point that McDonalds try to achieve with this advertisement is to let the audience understand that everybody is welcome to eat at McDonalds, which is beneficial to their campaign as this could maximise their target audience. We see many two shots which symbolises that whoever eats at McDonalds is not alone. This is included with many Close Up shots to further connote the aim of this advertisement and to show the ‘laughter’. The main props used in this adverts are either props which separate the different social demographics or the food with McDonalds branding, this could be used to show that everyone is similar but equally different. This point can also explain the use of costumes and how many people vary in costumes but come to eat in the same place. A few examples of how many demographic groups differ in this advertisement is that in one of the shots, we see a few construction workers eating together and laughing uncontrollably, whereas in the next shot we can see two elderly friends who are silently giggling. The only audio the audience can hear is ‘laughter’, as mentioned in the title. The only text we see is at the end with a rhetorical question which says “Fancy a McDonalds?” with the slogan included.
By looking at Gunn’s 12 types of advertising, I can understand that this McDonalds advertisement falls under:
-
Symbol, analogy or exaggerated graphic (to demonstrate a benefit of the product).
The point included from Gunn’s 12 types is beneficial as McDonalds itself is the symbol which can be considered as the solution through this advert because it supposedly makes people happy.
Print:
Analysis:
In this Nike advertisement, we see a white high-key lighting shot of the sentence “sport can’t be stopped.” however the word ‘sport’ is covered with ‘you’ in red connoting that the audience should focus on the word ‘you’. This could be beneficial for Nike’s campaign as it could symbolise some sort of motivation and/or confidence booster for their audiences. Having said that, I feel like the main target audience of this print advertisement would either be people who play sports and/or people who want to push themselves even further.
By looking at Gunn’s 12 types of advertising, I can understand that this Nike advertisement falls under:
-
Symbol, analogy or exaggerated graphic (to demonstrate a benefit of the product).
-
Associated user imagery (showcases the type of people associated with the product)
The first point is beneficial as it could show the benefit to reading this advertisement, and as previously mentioned, the benefit could be to motivate their audience. The second point is beneficial as it could show the audience who this advertisement is targeted at.
Primary Images:
Secondary Images:
Print Fashion Advertisement Images:
Different Fonts:
-Find The New You (Museo)
-Find The New You (Noticia Text)
-Find The New You (Pacifica Condensed)
-Find The New You (Snell Roundhand)
-Find The New You (Rosewood)
-Find The New You (Soho Condensed)
-Find The New You (Oswald Medium)
-Find The New You (Reklame Script)
-Find The New You​ (Suez One)
-Find The New You (Sacramento)
In my opinion, I really like the fonts Reklame Script, Soho Condensed and Sacramento as it gives a street type of vibe, which could help the product being sold become more appealing to the mainstream psychographics.
Fashion Advertisement analysis:
Drawn Drafts:
Here we have an image of how the mask would look like, a plain black/white mask with the writing "Rossi&Russo" stitched on both top right and bottom left corner, giving the mask more value.
Here we have an image of how the mask would look like on a male guy, with a close up on the guys face and shoulders with the addition of it being central staged by the rule of thirds, this is used to clearly show what the mask looks like and the main attention should be focused on the mask.
Digital Drafts:
(The descriptions in these digital drafts are identical to the drawn drafts, therefore there won't be a description present.)
Learning Aim C:
This is the final outcome of my Advertisement. I have implemented both of my Digital/Drawn drafts into making this piece, I have included parts of the first draft where the label "Find The New You" is repeated, with the addition of a close up of my model looking at the camera.
This is the initial photo in which I will be converting into a well made advertisement.
The first major change which has been applied was me adding the name of the company "Rossi&Russo" on both north west and south east corner of the mask.
At this point, I have added the title being the name of the company with the repeated use of the memorable quote "find the new you" which is scattered around the main model.
At this point I had scrapped the scattering quotes as I had felt as if it were unnecessary to include multiple versions of the same quote.
