LO1: Purpose of advertising (Improved)

Analysis of different campaigns:

1. Gather all adverts from the campaign (check dates, slogans, endorsements etc.)
2. Define the target audience (Age, Gender, Lifestyles (NRS), Interests)
3. Define the key messages of the campaign.
4. Analyse what methods are used to engage the audience
5. Analyse how groups/people/issues/Steretypes are used to enforce the campaign message.
6. Discuss the logistics of the campaign (timing, Scheduling, Events, How TA access message). comment
7. Analyse the campaign’s choice of media and on how each enforces the key message of the campaign.

!!NEW!! – Discuss the legal and ethical issues the campaign has had to consider before putting the advertising campaign into the outside world

Coca Cola Zero 

Youtube Ad Link: https://youtu.be/IQovoot_ZUM

In 2015 Coca Cola launched their most ambitious advertisement yet, the "NEXT TIME YOU'RE THIRSTY, DRINK AN AD" campaign. This seemed to be targeted at the age range of 16+ since everyone featured in the advert was a young adult. It looks like it is promoting a 50-50 split between men and women in the ABC1 classification. The main message of the campaign is to engage the audience in an interactive advertisement, all done through their partnership with 'Shazam'. Shazam is an application that can identify music, movies, advertising, and television shows, based on a short sample played and using the microphone on a smartphone.


This clever cross promotion tactic allows the audience to try their 'Coke Zero' line through their phones; using platforms such as; Billboard, TV, Poster, Social media, print and even radio. This unique spin on modern and post modernist advertising is very clever and allows a huge audience to try their 'Coke Zero' product for free, if they took advantage of the advertisement . The aspect of getting a product for 'free' will motivate a large amount of the target audience to try the product. However to engage the audience Coca Cola started the youtube advertisement with a pastiche spin on normal drink advertisements, they then introduced their new innovative method of advertisement.

Heineken Advertising Campaign:

Video advertisement: https://www.youtube.com/watch?v=etIqln7vT4w

Heinekan released the 'Open your city' billboard in all major cities. The advert shows a back drop lists of key areas of the city in this case it is London.

For TV Heineken produced the 'Open your world' advert. This adverts purpose was to bring people together that had polar opposite opinions. They have not chosen a specific demographic in fact they have included a wide range of ethnicity, age and gender. This is to target a wide audience of young adults and older. In this advertisement the barrier was broken through 'having a beer' together. The advert abided by advertisement rules overlooking alcohol however represented the beer in a good light. It emphasises social connectivity between people and implies 'beer' can bring people together and isn't just used by a certain demographic.

The target audience is post 18 (In England). Since the billboard advert featured in many different countries the target audience will vary depending on the drinking age. However the Tv advert will be shown post watershed and will be advertised to 18+ in England.

I think this is a very clever marketing campaign by Heineken since it links over many platforms. Through Billboard, Tv and Film advertisements and even featuring in films to back up the message of the campaign such as the James Bond franchise. This makes a successful marketing campaign because it shows the product in and out of advertisements within product placement.

Evian campaign: 

Evian released the ‘Baby & Me’ campaign in 2013, which showed adults in front of their reflection as babies, this ‘Oversize’ campaign goes one step further by giving everyone the possibility to feel  projected directly into a baby’s body. From the 2013 'Baby & Me' that aired as a TV advert, Billboard and poster print; Evian has sinced branched out to new platforms such as 'Snapchat'.

The target audience for this campaign would be middle class parents or young adults. Reasons being the phrase is 'Live Young'. Whether you are a tennis champion, a business man, or a fashion victim, the message remains the same: youth lies within  everyone, all you need to do is find this ‘Live Young’ spirit in your everyday life.

To engage and interact with the consumer they put a 'Snapcode' on the back of every bottle this enables the user to have a limited timed Snapchat filter for an hour. This further encourages the consumer to buy the product.

Bacardi

Video advertisement: https://www.youtube.com/watch?v=UpqQrTBgvT8

The Bacardi advert shows a vibrant high energy dance routine. The advert does not show any consumption of the drink however it connotes to partying and socialising. The bright, vibrant colours/ audio represent Cuba. Outfits and actors have been chosen to look like young adults. This shows that the target audience is not kids and has a clear demographic of adults. The tv advert does not show actors faces this is to widen the target audience and not alienate them to look a certain way.  This contrasts with the billboard adverts. I think this is done to represent that whatever you look like Bacardi rum will fit into your social lifestyle. 

The main message of the campaign is 'do what moves you', this is shown through freedom of dance. This campaign shows the viewer the origin of Bacardi rum and shows Cuba's culture. It is an equal represented split between men and women, the advert shows no faces so social class does not apply. Choosing to promote it through an audio visual promotion allows them to represent the key message of  uptempo movement and fun you get when you have Bacardi.

Key Terms

• Ideal Self-Your Real Self is who you actually are, while your Ideal Self is the person you want to be. 
• Intertextuality- the relationship between texts, especially literary ones.
• Pastiche- imertating someone else work
• Endorsement-The use of a celebrity that is under a contract that appears in an advert
• Call of Action- When an advert requires immediate response from the audience