LO1 Campaign Analysis Cancer Research UK

 Current Campaign

The target audience is the general public as it shows a Black man and a white woman making it appeal to a multi-cultural society. The ad campaign is clearly trying to signify the danger that cancer poses and how common it is. It also implies that their is a unity of us (humanity) against it which connotes that they don't discriminate but neither does cancer. The advert is short and simple making it easy memorable but also make the message seem more important as it isn't diluted. The advert uses personal identity to gain peoples interest as by showing multiple ages, genders and ethnicities in the advert allows it to appeal to a larger audience. The advert uses bold blue font to make the important and simple message stand out and to be easily memorable. The ad also uses simple denotative points Fundraise. Pledge. Volunteer. Donate. Which is straight to the point and makes the message far easier to remember and it keeps the attention  span of the audience opposed to having a large wordy paragraph. Having the message in small simple points also makes the message come across as more important and quite brutal too; as if each point is an individual bullet shot into you. They use the idea of human equality and togetherness to bring people together in order to tackle cancer forever. By making the models look directly into the camera they are looking directly at the person reading the advert making it seem personalised. As well as this it also looks like the people who are aiding Cancer Research UK are judging you for not donating and doing the same as they are. On top of this the female model in the advert is looking down at the camera which puts her in a high angle and the audience in a low angle. Which suggests people who are doing nothing who are just sat at home are bad people or at least worse people than she is. But also connotes that if you too donate you can better yourself as a human. 

January 4th 2022

The target audience for this advertisement is parents; particularly mothers. This is because Cancer Research UK are showing an example mother, looking on with obvious worry and sadness. This is clearly meant to 'tug at the heart strings' of parents in the audience and make them feel empathy and sympathy towards the fearful mother. The fact that we can't see the face of the person in the bed properly allows parents watching to project their child's face on to that of the cancer patient further creating sympathy and empathy and the connotations of being 'put into someone else's shoes'. The advert is essentially 'guilt tripping' viewers into donating to them by juxtaposing them in their day to day lives such as on seeing the advert on a billboard whilst they are on their daily commute to and from work. Or whether they're sat at home together with their families and friends on the sofa; whilst they see a distraught mother who watches on from an empty and unforgiving hospital bedroom in the dead of night hoping above all hopes that her son will be ok. It also connotes that cancer is constant and that it wont stop so the donations and the research funded by them mustn't either. The ad campaign uses emotions such as empathy and sympathy in order to get people to donate to their charity, as people don't want to imagine themselves in that scenario, and will find themselves picturing them and their children in that hospital room despite their best efforts not to. 

September 2018

The advert targets a mass audience by appealing to all cultures with a neutral colour scheme. It also appeals to mass general audience as it is talking about a disease which is a massive people killer and affects 1 in 2 of us. As well as the highest causation of cancer other than smoking. The advert brings across the fact that their is more than one main cause of cancer, as people generally think of smoking when they think of causes of cancer however cancer can be caused by many different things and can be completely random with its victims hence part of the reason why it is so nasty. The advert also juxtaposes the seriousness of the disease against a 'fill in the blanks' game of the word obesity as if they're playing a children's game of hangman opposed to talking about the main causes of a devastating disease. The ad campaign uses a simple colour scheme to make the ad become more noticeable, easier to remember and to come across as more serious as the black and white could be denoted as them being completely truthful and there being nothing else there. But could also be connoted as the insides of a doctor or GP's office where of course your diagnosis of cancer would be given. It also uses satirical comedy on peoples ignorance at other main causes of cancer as it is essentially making a dark joke about obesity being another big cancer risk and people either not knowing or not caring.

LO1 Campaign Analysis Sainsbury's

 Ad Campaign date: March 2022

The target audience for the Sainsbury's 'Cake or not cake?' campaign is mass because the advert works in synergy with The Great British Bake Off which is on a mainstream channel, being on Channel Four and available to catch-up/stream on All 4. It appeals to a mass family audience because the adverts are on at prime-time and thus are seen as acceptable for everyone. You could also argue that it target a mass/family audience due to the fact that Stephen Fry voices over the advert and he has hosted QI appeared on Blackadder but also voiced over the Harry Potter audio books and each of the three media products listed appeal to different target demographics.  However it is also targeting a niche as it specifically appeals to people interested in cooking and baking therefore a hobby/interest. The ad campaign is trying to appeal to a mass audience by creating fun and interactive advertisements that would get families watching guessing whether it was cake or not creating word of mouth for the adverts. The adverts wouldn't just target people watching but also target friends of the people that watched it through interactions like "Last night did you think it was cake or not?" Therefore it would also allow the advert to reach an even bigger mass audience. The advert uses a premise that the audience will be familiar with as in The Great British Bake Off and other baking programs such as Is It Cake?  There are surrealist cakes which are meant to look like something else or to let the audience guess 

whether it is is cake or not i.e., Entertainment. By showing a diverse range of Sainsbury products in the ad campaign they're showing the audience that they have a wide range of produce available in their stores which they will remember from the adverts. The ad also uses the house-style colours of the supermarket with a white background and bright orange font the same as the stores logo. They also use a grey scale filter on the knife and arm that comes in to slice the cake or not cake this is not only a format they have used in other ad campaigns connoting continuity between them but it also adds emphasis on the middle of the screen and the bright product. 

LO1 Campaign Analysis A Quiet Place

 January, February, March, April 2018 (Film released April 8th) 

The ad campaign targets a niche audience because the film is a PG-13 this is denoted by the house-style colours of the film being black and red. Black signifies darkness mystery and death whilst red signifies blood, violence and anger. We can also connote that the film is a niche non-family audience because the ratings/reviews of the film are arranged in a way for it to say STFU short for the phrase Shut The F**k Up. The use of the swearing highlighted out to the audience not only makes it follow the codes and conventions of a horror film but also signifies it being a mature film. The ad campaign is trying to hint at the idea of the film through Emily Blunt's gestures like her hand over her mouth and finger to her lips signifying quiet the phrase in white bold text STFU and the soundproof booths they rolled out. The ad campaign is also trying to connote that it is a tent pole movie as the name is A Quiet Place creating enigma and suspense where are they? Why are they quiet? What's hunting them? The ad campaign uses stereotypical codes and conventions of the thriller and horror genres such as connoting suspense and enigma, creating fear and tension, having a dark and foreboding colour scheme, using darkness and shadows to connote further suspense and enigma and using the actor's gestures and movements such as in the ad below as Emily Blunt is looking away from the camera clearly distracted and fearful of the shadow in the doorway. What does this mean/ Who's there? The ad campaign also uses bold red or white font to stand out but particularly uses the red font to draw attention and denote the major plot points of the movie. Such as in the one below the words in red font are ''hear' and 'hunt' which is a major plot point of the film as the creatures that are in the film hunt by hearing. By making these two words red it allows the main parts of the advert that connote intrigue to come across and be more memorable for the audience. 

LO1 Campaign Analysis Nike Shoes

 Ad Campaign Date: 17 May 2022

The advertisements slogan is 'Giannis Antetokounmpo power forward for the Milwaukee Bucks.' The advertising campaign is endorsed by Giannis Antetokounmpo who is a basketball player for the Milwaukee Bucks. The advertisement appeals to both the fans of the basketball team and the basketball player as it promotes both positively. Target age would be around 13-25 as it is sport related and because he is a relatively new player older fans may not know about him. Gender would be predominantly male as both people in the advertisement are male and therefore it is meant to target to the male audience of the sport. Lifestyle would be ABC1 as Typhon is from mythology and is reasonably obscure unless you are well educated. The shoes will be quite expensive meaning the audience would have to have a high disposable income which the bracket has. As well as being educated the tickets and merchandise from the sport would also be costly, and although lower classes could still afford both the shoes and the tickets to the game it would be more a once a year expenditure rather than per game or season for ABC1. The key message of the campaign is to promote their new type of shoe and to make a larger mass audience aware of Giannis. The ad shows Giannis overcoming Typhon who is a powerful monster from Greek mythology in order to reach his goals, this is to make people aware that against all the odds he alone has come through the fire and destruction behind him stronger than ever. The advert uses bright colours and graphics to catch the attention of people walking past a physical copy or scrolling past a digital copy. The use of fire also denotes intrigue and suspense as a fight is clearly taking place in front of them, and the fact that Giannis is depicted as he is in real life connotes the fight as an underdog situation similar to that of David and Goliath. They also use a large loud font for their text connoting it as if it is a film trailer for an action or blockbuster instead of a clothing advert. The use of the Nike shoes in the foreground connotes them as a practical and reliable piece of equipment as the advert connotes that Giannis has worn them throughout the entire journey through the fire and destruction and they have remained clean. However you could also argue that the themes of violence and a bad childhood and upbringing is incredibly stereotypical making Giannis seem like a token POC character rather than his own unique person. It also relies on the stereotype of all basketball players have to be a POC in order to make it in the sport connoting racial exclusion. The Scheduling of the advert being on the 17 May means it came out two days after the end of the season where in the last two games the Bucks lost to the opposing team the Celtics. The advert therefore is connoting that although the team has lost the battle they have-not lost the war and are training harder than ever for next season. The advert being digital shows technological convergence because it was available through other platforms but particularly the Nike website their target audience being 13-25 will all be digital natives and therefore appeals to their target demographic directly. However the advert was also accessible through poster form meaning it also appealed to a the general public i.e., a mass audience. 

Same as the earlier advert in the campaign the age group of the target audience is the same being around 13-25 particularly targeting the younger side who are around Sky's age. We can denote from the slogan of the advertisement that to also meant to target women and young girls, connoting post-feminism. The lifestyle of the target audience being younger would be busier and more sport orientated as we can tell from the other ad of Giannis Vs Typhon as it is also sport orientated. The use of the props (the nike shoes) also being in the middle bottom foreground like the first ad connotes continuity between the ads and therefore promotes the similarity of the brand in their product. Implying that all pairs of the shoes are made to the same degree and standard and are pristine. The key message of the campaign is therefore for Giannis challenging stereotypes of race and in Sky's ad it is challenging gender stereotypes. Therefore the ad campaign is about being rebellious, challenging peoples expectations against all odds like fighting a mythological beast and being able to fly. These are clearly meant to be metaphors for the actual challenges the two young athletes have had to overcome to pursue their dreams and careers. The ads show this in a accentuated hyperbolic form as it is easier than telling their whole life story but still gets the same message across that a four hundred page biography would. The same target audience as Sky's advert is targeted here however the age range could be wider as typical older audiences are more interested in Tennis. The advert like Giannis's targets an ABC1 audience as Tennis especially Wimbledon is connoted as a middle class+ sporting event. Opposed to a sport such as Rugby, Tennis is much more esteemed and has a posher reputation. As the crowds watching take picnics have champagne, Pimm's and strawberries and cream. The referees or 'Umpires' have to wear suits and the Royals have always been associated with the sport too. However this advert challenges the usual stereotypes of the sport as it is traditionally a 'white' sport the main exception being Venus and Serena Williams. Here we can see a young female POC tennis player 

L01: Legal and ethical considerations in advertising

 What is covered by law in advertising?

Copyright

Intellectual Property Rights

Legal Vs Ethical

Legal - Anything governed by law.

Ethical - 'issues' not covered by law which may raise strong feelings or more question in the audience. 

1. Driving without a seatbelt - Legal
2. Asking a friend for money - Ethical
3. Erecting a new fence between you and your neighbours - Ethical if its your fence and you may want to let them know. Legal if it's their fence and you don't seek permission etc.
4. Leaving someone in the street who is dying - Ethical

Legal Bodies:

Ofcom - (Office of Communications) is the government-approved regulatory and competition authority for the broadcasting, telecommunications and postal industries of the United Kingdom. Ofcom has wide-ranging powers across the television, radio, telecoms and postal sectors. They control all media and advertising meaning they are the first body that people will complain too.

Ofcom has wide ranging powers across the television, radio, telecoms, and postal sectors. It has a statutory duty to represent the interests of citizens as consumers buy promoting competition and protection from harmful or offensive material. Some of the main areas Ofcom presides over are licensing, research, codes and policies, complaints, competition and protecting the radio spectrum from abuse.

BBFC (British Board of Film Classification) - The British Board of Film Classification is a non-governmental organisation founded by the British film industry in 1912 and responsible for the national classification and censorship of films exhibited at cinemas and video works released on physical media within the United Kingdom. From U-18, there is also E - Sports highlighting, R - Pornography only.

The BBFC are responsible for the classification of ilm in Britain. All films to be released to the public re subject to BBFC classification. The BBFC also regulator the content of trailers and promos for films to ensure they are only seen by suitable audiences.

ASA (Advertising Standards Authority) - The Advertising Standards Authority is the self-regulatory organisation of the advertising industry in the United Kingdom. The ASA is a non-statutory organisation and so cannot interpret or enforce legislation. However, its code of advertising practice broadly reflects legislation in many instances. 

1. 

                                                                      Print and Publishing

                                                                        Web:

                                                                Public Domain:

                                             

2. Target Audience:

definitely a fifteen plus film as the house style colours of the film are Red, White and Black. red denotes violence, blood anger and hatred, also passion.