Bullying Campaign

Energy Drinks Analysis

Shelter Exam Question

Shelter Exam Question

Analyse how social and cultural contexts can influence advertising. Use figure 3 to support your answer. 450 words 

In the shelter advert, the social and cultural contexts are shown through the statistics and imagery in the print copy. For instance, the typography stated on the bottom half of the advert shows three different stories of people that were in unfortunate positions – which shows diversity in people’s lives and backgrounds. The facts are used to shock the audience; showing that the target audience isn’t children. The quotation ‘We can help.’ is strong and confident which gives people hope that they aren’t alone – regardless of their current predicament, there are people that want to help and solve their problems. In today’s society advertising influences and shapes people’s opinions on topics that are presented to the public. The audience sympathise and feel empathy towards the people in the advert. Presenting the advert with pain and hurt allows the audience to view it in this way and feel these emotions. Using red coloured text across the victim’s faces shows the struggle because we as an audience symbolise red with anger, ache and upset; red in their eyes may suggest blood shot eyes which is also a result to someone feeling disconnected and lost.

As an audience, people have become desensitised to charity adverts, such as this one. Therefore, the harsh realities have been shown through dramatic and blank expressions in the faces. They look tired, expressionless and pale. This is for the reason that if the audience see pain or inhumane things, we are more likely to react and try and reach out to help people. The main target for this advert are adults – more specifically, caring people – because they are the kinds of people to have an understanding of debt or fear of losing homes at that age.

They have used a rhetorical question in the first image, as well as strong built, bold writing which effects the reader because they question themselves. ‘But where will we live’ gives the impression that the audience has a responsibility in assisting others – to do ‘their bit’ or all they can for the charity. Without funding and charity supporters, people wouldn’t be cared for. As a result, it has a strong message that we are all equal and should try and make a difference – despite some being strangers.

Social contexts can influence advertising in the way that facts and statistics make the advert even more real and life-like. In 2017 to 2018 56,580 households were classified as homeless. This number of households being homeless has decreased by 4% over the last year. Which suggests that charities such as the Shelter and others similar have made a different to the number – ensured there is help for homeless people to get their lives back. This is a result of the effective advertisement created. Making adverts equal (gender, race, class etc.) creates a more positive print copy for the audience and more appealing to help – showing that everyone is the same and can be going through the same thing. Which is also shown in the Shelter advert, presenting different ages and genders across the three images.

Charity Campaigns

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

Advert Remake

 

Fruitella Advert Remake