Burger King summary: In this ad campaign, Burger King aims to entertain the audience with their product, and also inform people of their new product. They used YouTube promotional videos, billboards and posters to advertise the product in order to reach audiences at home and when they are in town. It is clear they have targeted young people, because they use young models in their campaign, and they have also created a fun product that the youth can mess around with and enjoy. The aspect that hooks the audience in is the feature of using your phone to interact with the product, which appeals to young people as they like to use smartphones more than more mature audiences. The call to action they have used simply says "Get the Christmas jumper".
Lucifer summary: In this campaign, the company aims to promote a new season of Lucifer by showing people a sneak peak of what will come up in the plot, and it also aims to inform people that the time the show airs is changing. Posters, billboards, TV adverts and social media were used to reach audiences. Judging by the people who commented on the social media posts for Lucifer, the target audience is mainly teenage/young adult girls - this is also reflected in the show as they use a young and attractive male actor to play the lead role.
P&O Cruises summary: In the P&O campaign, the aims of it is to entertain/impress viewers with beautiful views so they will wish they could see that for themselves, and also to inform people of how much the cruises cost and where they can book one. The company used newspapers, magazines and TV adverts to reach their more mature target audience of retired people and couples. This is evident as they have used a middle-aged couple in the adverts so that their key audience can picture themselves as these people shown in the ad. It also targets retired people because they have the most free time out of any adult age group, and often they have money to spend on cruises and holidays. The advert hooks the audience in by using star power, as Rob Brydon stars in the advert and he is a well known actor amongst the target audience's age groups.
Representation in adverts:
Dolce & Gabbana:
This advert shows a negative representation of women as is shows them to be objects to please men. The fact that the woman is lying down and the men are standing up clearly show a power imbalance, and implies that men are more powerful. The woman is also wearing revealing clothing and the men are wearing suits - this implies that the men are rich and powerful and work-orientated, and women are meant to be looked at by men and be appealing to them. This advert enforces feminine stereotypes by getting the model to wear a low-cut swimsuit, makeup, high heels and have a flat stomach - so it could show women that they should dress in this way, rather than in a more masculine way if that's how they prefer to dress. It shows women that they are objects and should change their appearance to appeal to men, rather then dress how they want to. It also shows men, the target audience, that they should objectify women, treat them like they are objects and not treat them with respect.
Sport England - This Girl Can:
The 'This Girl Can' campaign is designed by Sport England to encourage women to be interested in sports and feel empowered. This advert in particular shows a positive representation of women and of religion. The advert is a positive representation of women because it shows a woman doing a sport which is a male-dominated field. Sports in general are a male-dominated area, but combat sports are especially "un-ladylike", so this advert subverts stereotypes about boxing and shows women that they can be just as successful in sports as men. The advert also subverts stereotypes of how women should dress, as this women isn't wearing revealing clothing - most likely because of her religion which brings me onto the next point. This advert shows a positive representation of Muslims because it shows them that their religion shouldn't make a difference in how they perform in their hobbies. It also shows that you can be religious and still be a powerful women - even if you wear a hijab and cover up your skin, that doesn't make you any less of a woman or any less of an athlete. The slogan "this girl can" clearly shows the message of the campaign which is to show that women can participate in any sport they like, and can succeed in it regardless of skill level.
The ASA is the regulatory body that regulates all adverts, so if audiences feel that an advert is offensive or encourages dangerous behaviour, they can complain to the ASA and they will look into the issue. If they write a report about an advert that should be banned, they can then send this to the government, who are then able to ban it as it causes harm and offence. However, some adverts that could be considered offensive are still allowed to be shown, like the Dolche & Gabbana advert, which doesn't represent women in a positive way, but the ASA did not determine it fit to be banned.
M1: Evaluate different cross media advertising campaigns for consistency of message
Campaign 1: Humans TV show The TV show Humans created a cross-media campaign by combining TV adverts with online content and Out-Of-Home advertising. The TV ad shows clips of the show and tells the audience what time the show airs - so it acts as a TV trailer. However, the other 2 methods are designed in a way to make the audience question the reality of the show.
The online content is a video created in the style of a interview, and shows no indication of the video being about a fictional company, so I think a lot of people would watch this video and be confused that they are talking about hyper-realistic robots. This is deliberate as it makes the audience intrigued, so they will look up the name of the company and find that it links them to the TV show. By making the audience find out about the show for themselves, it makes them feel a sense of accomplishment, and because they engaged more with the product they are more likely to remember it.
In terms of the Out-Of-Home advertising, Humans put large posters in tube stations saying there was a "product safety recall", these posters had no hint it is a fictional product, so like with the viral video, people would have to look up the name of the company online. By showing this advert on buses, at tube stations, etc. this keeps the brand in people's mind, so even if they don't consciously think about it, their sub-concious has read the advert and taken it in. By making the audience unsure of what is reality, this keeps the brand front-of-mind, and therefore makes people more likely to engage with the product, i.e. watch the TV show.
Humans has very effectively used synergy to create a successful cross-media advertising campaign. They have used the same concept of blurring the lines between fiction and reality by presenting the synths as a real product throughout all their adverts. These adverts are then placed in places their target audience are likely to see them - online and in the streets where commuters usually go. Synergy is essential to use in an advertising campaign because it creates brand familiarity and consistently shows the same message to the audience. The message of this advert is that synths are not as safe as everyone thought, and to find out more details the audience will have to watch the TV show. Campaign 2: IKEA Augmented Reality App In 2014, IKEA launched an augmented reality catalogue, this allowed users to use their phone's camera to see how products would look in their home. They advertised this product with a YouTube tutorial, a TV advert and adverts in magazines. Below is the TV advert.
This advert is good because it has a clear target audience of young people who are new to furnishing a home. By showing how the app works within the ad, this shows people how easy it is to use as young people who are students or who work long hours don't have much free time to go and look at furniture in a shop. The accent of the voice actor re-inforces IKEA's brand identity by reminding people that they are a Swedish company. The message of this advert is that this app is time-saving and makes buying furniture easier for everyone.
Above is the advert placed in magazines, it shows how the app is used and gives information about what it does. This is an effective advert because it has bright colours, but also a large amount of white space, both of which will catch the reader's attention when flipping through a magazine. This ad will also attract the attention of people who are interested in mobile phones and technology, as you wouldn't usually associate phones with furniture.
This video tutorial shows how you can use the app for fun and not just for finding furniture. Since the video is a promotional video rather than an advert, it targets young people as they use YouTube more than an older target audience. This advert is effective because it isn't serious at all, so viewers are more likely to remember it because it shows a family messing around with the app. The video also shows that the app can be used by all ages as they show three generations enjoying the app.
IKEA have used synergy throughout their campaign by presenting the same idea that using the app will make life easier when buying furniture, they have also emphasised the fact that they are advertising an app, rather than their own furniture by showing a phone/tablet in every advert. Synergy is essential in an advertising campaign because it re-enforces the message/concept the company are presenting to their audience about their product.
Campaign 3: Cadbury's Creme Egg Cadbury host an annual nation-wide creme egg hunt, in which white chocolate creme eggs are sold alongside the normal creme eggs, and cash prizes are given to those who find the white eggs. To advertise this event, Cadbury released a TV advert, posted on social media and used posters. Below is the TV advert.
This advert is effective because it gives a clear message, as the only speech in the advert says "Creme egg hunting season is back!". This will get the audience excited if they know what the Easter egg hunt is, and if they don't know what it is they will want to look it up. The company uses enigma to make the audience look up the information for themselves, and they are more likely to be positive about a product if they found out about it on their own, rather than be forced to see the content like adverts do.
Above is the poster that was used to advertise the creme egg hunt, this ad is effective because it uses bright eye-catching colours, and also uses the colours of the creme egg packaging as this is a very distinctive colour scheme. The message of this advert is slightly different to the TV advert, but it is still for the same campaign - it is advertising the creme egg bus that will be visiting various cities. Cadbury has still managed to create synergy between their adverts by using the same colour scheme of purple, red and yellow - and also by creating excitement for the creme egg hunt.
Above is one of the first posts put on the Cadbury Creme Egg Facebook page to promote the egg hunt. This advert is effective because it encourages people to share the post and to join in with using a hashtag, this makes the campaign more interactive. By getting the audience to interact with the company/product on social media, it creates more hype for it and gets people talking to their friends and followers about it. The message of this post is that the creme egg hunt has started, and you can win cash for finding a white chocolate creme egg.