LO1 = Know how existing advertising campaigns embed advertisements
across a range of media products
Pepsi advert
In this Pepsi advert, many fans would have been entertained by the fact that some of the new famous
players are being shown in the new advert that sponsors the Champions League.
As this advert is for the sponsorship of the Champions League, the advert will be most likely to be
distributed around many countries around the world. To cope with this, Pepsi's advert only contains
writing that will need to be changed in the airing of different countries instead of adding a script which
would have required translation for every ad around the world.
The message given in this advert is that by drinking Pepsi as seen in advert, will achieve the consumer
to be seen with higher regards from his peers as he's purchased a beverage that is relevant to the
football season because of the high amounts of promo covering the beverage and the football event
as one.
For the release of the adverts, Pepsi released posters, billboards, TV adverts and online streaming
adverts such as YouTube adverts.
Target Audience
The intended audience is the people who are watching football for the Champions League football season.
Therefore the ages for the marketing project had a wide range, but it mainly focused on those of the
age between 12 and 25.
This is because the young audience would see the football players as heroes and copy what they are
doing in the ad which would be drinking a Pepsi. The older audience would do the same as they see
the drink as a trend for football teams and fans.
Representation in adverts
Lynx This advert by Lynx is giving the consumer the message that applying the deodorant to ones body, gives the user a sent that females (as generalised in the advert) will feel attracted to. I see this giving a bad representation to women, that is because in the advert women are represented as sex objects, which can be observed as the women shown in the advert are chasing a man because the man simply applies deodorant on himself. The representation of the advert on women shows them to be simple and as sexual objects for the male gaze as those adverts will be most commonly watched by men, also to compare, the man is wearing a simple swimsuit which does not reveal his private parts back in the other hand the female models used for the advert are wearing tight bikinis, and these can be revealing for the audience. As this advert would be on TV, all kinds of audiences could be watching this advert, and it can be offensive for most females as they are represented wrongly. Target Audience - This advert is directly targeted at men from the ages of 16-30, because firstly it's a men's deodorant and secondly many women are shown to find the man attractive because of the deodorant. |
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Nike The message in this advert is that everyone, from all walks of life has some kind of difficulty when faced with adversity while in the pursuit of each individual's goal or ambition . This advert shows may different representation of the people who live in London, and gives positive representation for the people who are shown in the ad but negative for certain people like those who stereotype people because of their culture and gender. It showed that people can and should work hard to follow their own passion no matter how difficult the obstacle. Each of the characters talk about the difficulties they face in their day to day life and this advert shows them to all have the same goal, to be great in their own way even though they have wide range of difficulties some harder than others in their life. Target Audience - The target audience for this advert is those from the ages of 12-18 because of the amount of young people being casted in this advert. |
M1 - Evaluate different cross media advertising campaigns
for consistency of message
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Battlefield One
The game Battlefield 1 made headlines in the gaming industry when they made a game based on WW1. The game had many different advertisements for the fans and the public. At first, they released a trailer for the audience that was mainly advertised on Youtube and various social media that contain fans following their page. Shortly the game was released as a trial for the public to use in the big gaming convention held in the US like E3 Expo, such celebrities like Snoop Dog and many different gaming YouTubers attended E3, and this followed to give the game more popularity and advertisement for free. The game was given to a Tv show host called Conan O'Brien to do a biased game review that would then be posted on his Youtube channel and on live Tv for viewers and fans to watch. Therefore the release of the game used advertisements on streaming services and social media. Then they used an expo for the fans to test the game out along with some celebrities to expand the popularity of the game. Finally given to Tv host to show the game product to the viewers as the viewers would probably like to buy the game. The message that the game intended to give to the audience is that the game is moving away from the present time themed war games (2016 at the time) to a more historical moment from the past WW1. The message from the company is to give a fresh new game unlike their competition Call of Duty. |
GoPro
GoPros are small cameras that can be attached to a body or object depending on the need of the user, the company GoPro is already known to have been making the best cameras for harsh and rugged terrains as the camera is small, durable and resistant to an extent. As the product only has these simple features, the camera mostly relies on its consumers, for example, a short video of a surfer surfing underneath a wave can be seen as aesthetic. For this advert, they wanted people who used GoPros to post their tricks and leaps for the world to see. The effect on people is that these consumers are professionals and the use of this camera shows that the camera is reliable and high-quality production. For these adverts, GoPro used multiple cross-media advertising to sell their products, and one way was by using social media, for example, Twitter, they wanted followers and consumers to send the hashtag #Goforit. The use of this marketing was to show people what the GoPro users can do with the small camera like climbing, free running, surfing and much more. Another cross-media used is YouTube, the company itself makes videos for their adverts, but most of the time GoPro uses videos taken by there own consumers for their adverts and a lot of the time people on the internet hear about GoPros because they are popular on YouTube videos. The company also uses technology expeditions that are holding some states in the US. This allows consumers to get their hands on the latest models of GoPro and compare it against other action cameras. The message that GoPro is sending to all the consumers through their cross-media advertising, is that their product is a great camera to bring with you when experiencing exciting moments and it should be remembered and shared through social media. The advertisement encourages consumers to share their moments with social media and platforms like on Youtube, as it is shown in the advert many people using for their fun and exciting moments. |
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Heinz Baked Beans
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These company Heinz is widely known for their ready-made breakfast meals that are distributed in the UK. At the time, the cup challenge was known to be done by children and young adults to show off their skills to perform the rehearsed beat. The company Heinz beans involved themselves with that trend by making new advertisements that had people play a beat on the can while singing a song. They distributed this advert in many different cross media’s. To begin with, Tv was their first option, and the advert would be airing in the morning when people were likely eating their product and kids would be watching before going to school. Another media outlet for the company was the use of social media. The advert would be shorter for the purpose of Facebook and Instagram. One of their other ways of getting people’s attention to follow their trend was by playing the can song on the radio while kids were being taken to school.
In the end, because of the amount of popularity this gained around children and young adults, the company was sued for persuading children to play with cans which most were already opened. Many kids received cuts in their hands from performing the dangerous task, and the company had to change their adverts and include safety instruction before playing the beat. Regardless kids still play with it and still are hurting themselves but at a lower rate. Unlike the other two adverts who sent a more safe message out using their platforms, this one had to change their message of fun by including safety adverts after their lash back. This is an example of what are the precautions of using cross-media advertising as the audience reach is much higher. |