Advertising/Perfume

Old Spice Advertising

Old Spice Advertisment

Face - good looking, smug, confident, humour shown 

Beach - calm, relaxed, happy, leisure scene, bahamas, luxurious 

He feels like he is on holiday

= sand is on his body covering 

= like aftershave/perfume 

Volcano - hot headed, hot, fierce

Text - the company doesn't take themselves seriously, humourous - compares themselves to other brands 

Advert - 1953, 1941, 1945 - doesn't use as much text as lucozade does 

The History of Old Spice
1934 founded William Lightfoot Schultz
1937 introduced women
1938 introduced men
1990 June Procter and Gamble acquired Old Spice
2012 Iconic Ship logo replaced with a yacht, brighter red - which targets younger people
Old Spice were losing market share, was seen as updated and old for men

- There was direct competition 2010 Super-bowl
- Research showed 60% of buyers bought men's wash, so Old Spice needed to attract female shoppers.
- Products in market lacked masculine credibility
- Old Spice had to make something men would want

Media Strategy:
Target audience is 12-34 men and their women's shoppers
Used Youtube and Facebook to make awareness: Youtube has 10 million views, Facebook has 55,000 fans, Google - traffic increased 9 times from previous year
Launching product
Engage both sexes

Spoofs = humour, reminds customers of the products

Male representation = masculine, the expectation of a man in today's society

Masculinity = in commercial was a key factor in the campaigns success 

Lucozade

Lucozade Sport Advert

Lucozade History: 

- The product was first created in 1927 known as 'Glucozade' meant to give energy to sick people

- It was then renamed 'Lucozade' in 1929

- 1983 the product was re-branded as a sports drink rather than a health drink 

The Lucozade Sport Campaign: 

- £4 million or £9 million campaign - both claims made online 

- Agency: Grey London 

- In September 2013 Lucozade was sold to Suntory for £1.35 billion

- The sports drink campaign was banned in 2014 by ASA as it failed to show that it only benefited during prolonged exercise.

Reminder: Advertising Print Adverts - Analyse using:

CLAMPS

Representation (Gender, themes, brand)

Target Audience and how is it targeted to them? 

Social Context: 

Social anxieties (athletic/muscular bodies represent male obsessions with staying fit and what they look like) 

Inequalities (gender and race)

Cultural Context:

Consumerism: The total value of the soft drinks market in the UK is around £15 billion

Celebrity culture: Capitalizing on star appeal/using celebrities as the face of the brand or product

Analysing the lucozade advert - representation, language and audience

Colour: The blue and yellow advert themes to incorporate the lucozade bottle. Blue symbolises calm, refreshing and resembles water, which would link with why the company said that "lucozade is more hydrating and better than water".
- Strong, hyper masculine male represented which makes the audience feel as though they could become the celebrity and the fitness that he shows. The customer will then be more attracted to the drink, suggesting that drinking lucozade will give you the same successes as this sports representative - Gareth
- Blue represents cooling, stereo-typically a male colour. Yellow symbolises energy, brightness etc.
- The image of the celebrity is slick, 'perfect', chiseled, clean. This is due to the fact that it is scientifically prove to be better than water - shows it is guaranteed to help them and a professional campaign.
- Stats in the top right corner looks professional and relates to the scientific experiments on people and how energy drinks affect you.
Camera shot:
- Pac shot = image of product super imposed; instantly recognizable
- Full face shot/mid shot =  clothing visible to the shoulders, masculine, sports clothes to show the theme of the drink and brand. What it supports.

Advertisement Paper 1 - Section B

Advertisement Paper 1 - Section B 

Set Exam Topics:
- Old Spice
- Lucozade
- Charity advert

Marketing an advert consists of three key things: The awareness, interest and desire of a product. When creating an advert you must consider what makes it memorable? What will make people purchase the product being promoted or how will they address new customers? What is the target audience?

Things that make an advert memorable:
- Songs
- Unrealistic or unusual things
- Bold text
- Humour
- Innovative ideas

The Haribo advert is an example of a memorable advert for me that when I see, I recognize the brand and product immediately. Due to the light hearted humour of using grown adults eating sweets with children's voices for sound. The facial expressions and dialogue is realistic - sounds as though children are speaking but contrasts with an older generation. It uses a creative idea/USP through advertising which makes it stand out within the market.

In order to be a successful business, a brand must evaluate what they are offering using the 4p's. Without one of these being assigned, the business has less chance of survival. A company tends to address the 4p's during the start up of the business. The 4p's are:
- Product
- Place
- Price
- Promotion
Another thing that builds towards growing a business is if it has a USP (Unique Selling Point). This will help differentiate the business from any other, make it stand out among the crowd.

Structural features of adverts:
- The Copy
- Headline
- Subheading
- Slogan
- Logo
- Central Image
- Typography
- Brand Identity

How to analyse the advert when it comes to the exam...
Describe what you see
What is represented in the images or text? (themes, brand, male/female)
Make connotations and denotations of the product
Body language
Facial expressions
Gestures
Gaze
Clothing/Appearance
What is the aim of the print advert?
Camera shot and why is it used?
Mise en scene
Psychology - what does everyone need it? what will it provide for the customer?
Lighting - examples of lighting include the following: High key, low key, back, top of the subject etc.

Direct mode of address: This is when a person looks straight into the camera. 

Representation of The Big Issue

The Big Issue

The Big Issue

Reference to the following in an exam question: 

- DR CAGES

- CLIFT 

- CLAMPS; 

- Locations, costumes, props, makeup, lighting, camera shots, angle, typography, layout, text 

Key Terms:

Circulation - Number of copies that a magazine sells 

Readership - Not just who buys a magazine but the total number of people likely to read it

Mass Audience - Readership, but on a much larger scale 

Niche Audience - Narrow group of readers with a particular interest

Subscription - Where a reader pays for a set of copies of a magazine in advance at lower price and receives them by post 

Intertextuality - texts blending together 

The Big Issue is a niche market company and was an established magazine in 1991. "A hand up not a hand out" to show that they are a helping community that want to make a difference.
The 'INSIDE' label on the front cover is in bold and red to stand out among the cover's images and text - so that it doesn't get lost within the background - provides more information. It helps provide training, secure housing and heath care.

The Big Issue FACTS:
100,000 copies sold per week
2,000 vendors in Britain
Copies made for £1.25 and sold for £2.50
2013, over 5 million poud was made
The paper has inspired 120 other countries to create similar magazines to help the homeless
100 people approach the business each week
4,000 bed spaces in hostels are available
More than 240 people slept rough in the cold weather, a 5% rise since 2012
8000+ people homeless in England

It is the most widely circulated street newspaper
Hybrid Genre (entertainment and social business) .
"Ethical Capitalism" - the right way of doing something, making money

Magazine Key Terms:
Master-head = title of the magazine
Plug = text that 'plugs' a feature that will appear inside
Puff =  a story prominent on the front cover
Cover stars = a 'star' featured on the front cover
Anchorage text = text that anchors the main image and gives content and meaning
Banner = text runs across the lower section
Skyline = text run across the top section

Magazines Advertisement:
Without the advertisement no magazines could survive. No adverts would make the magazine cover price 3 or 4 times greater
Income comes from the advertisement included

Minecraft Evaluation

1) What was the task you were given and who was your target audience? 

2) What was the name of your brand? 

3) What research and planning did you undertake? 

4) What gap did you find in the market? What are other merchandise is available?

5) What was you initial feedback? What did others say about your production? How successful was your sequence?

6)  Identify what went well and with hindsight what you do to improve/do differently.

7) What have you learnt from completing this task ?

Video Games

Video Game = Game played by electronically manipulated images produced by a computer program on a monitor or another display.

Examples:
Call of Duty
Sims
Micro Cart
Fifa
Club Penguin
Spiderman



Types of games:
- Sports
- RPG
- Strategy
- Action/Adventure
- Construction/Strategy/Building
- FPS
- Simulation
- Horror
- Puzzle Solving
- Children games

RPG = Situation that is unrealistic
FPS = First person shooter
Platform = Different types of digital technology you use

Minecraft:
Multi-platform
Open sandbox
Started an an 'Indie' film
Critically and commercially successful
From independent to mainstream
Created by Marcus 'Notch' Persson and developed by Mojang

Minecraft Merchandise

Minecraft Essay

Introduction to Minecraft

Minecraft is one of the largest video games in the world, which enables their players to create and build their sandbox worlds using their imagination and excitement. The game was designed and created by a Swedish programmer named Marcus Notch Perrson in the year of 2009. It was then fully developed by Mojang in 2010, reaching more and more sales at this point.

The creators wanted to produce a game that allowed people to build a 3D generated world, whilst surviving and exploring the terrains with online players. It involves action and adventure and has a wide targeted audience – ranging from all kinds of ages. Therefore, benefiting the Minecraft business for the reason that their profits will increase because lots of consumers are showing an interest in the product. It isn’t limited in themes; meanwhile capturing people’s thoughts and ideas – enabling the game players to create different worlds every day. This is influenced by the Youtubers that upload videos and tutorials of worlds and buildings they have made. It is a method of teaching and giving people more experience with the self-taught game. Furthermore, Perrson decided that creating and distributing his game would not be done through advertising or publishing the game to the internet or app store. He first began making basic terrains with one mode. Following this, came showing it to his friends to see how well they got on with the video game and to see what they thought. Positive feedback began to show which gave Perrson the confidence to improve Minecraft and potentially grow it into something bigger.

A month after creating the simple outlined game, Perrson started to charge players £8 to download the game. By the end of the first weekend, 40 copies were sold. As you can imagine, the more feedback he received and people that purchased the game, the more updates were made, increasing features along the way. Minecraft is set in infinitely-generated worlds of wide open landscapes; this includes icy mountains, swampy bays, vast and desolate deserts.

Reasons for the appeal:

-         Multi-platform video game – Minecraft can be downloaded and bought for numerous devices. Some of these examples include: PlayStation, Xbox, Windows Phone, Android, Wii, iOS. This benefits Persson because the more platforms that are available to play the game, the more customers will purchase the product. Therefore, the game

Minecraft

Timeline of Minecraft

Made with Visme Infographic Maker

How is Minecraft regulated?

Minecraft Marketplace

Minecraft platforms and versions