Section B: Industry and Audience.
We are using the advertising industry to prepare for and to concentrate mainly on the industry question.
You should discuss three main advertising campaigns, not just single adverts.
Advertising key areas:
The aim of advertisers, whatever the product, is to persuade their audience, this is why advertising is often called the art of persuasion. Advertisements are usually created and produced by advertising agencies whose job it is to market research and come up with creative ideas.
Advertising campaign - This is a co-ordinated series of linked advertisements with a clear recognisable theme. It will be broadcast across a range of different platforms.
Brand identity - This is the association the audience make with the brand, for example Chanel. This is built up over time and reinforced by the advertising campaigns and their placement.
For example, Chanel produces campaigns with high production values which appear in expensive, glamorous magazines.
Iconic representation - The actual image of the product appears in the advert so that the audience knows what it looks like, for example a perfume bottle.
The Dove Campaign for Real Beauty is a worldwide marketing campaign launched by Unilever in 2004 that includes advertisements, video, workshops, sleepover events, the publication of a book and the production of a play.
We are using the advertising industry to prepare for and to concentrate mainly on the industry question.
You should discuss three main advertising campaigns, not just single adverts.
Advertising key areas:
The aim of advertisers, whatever the product, is to persuade their audience, this is why advertising is often called the art of persuasion. Advertisements are usually created and produced by advertising agencies whose job it is to market research and come up with creative ideas.
Some campaigns do not use agencies and are produced in house, this may be the case for high profile, financially secure brands although they may recruit agencies to help them with something viral marketing.
Here are some strategies used by advertisers.
Use this terminology when you can but only when it is relevant, don't just 'shoehorn' it in.
Hard sell: This is aggressive, in your face marketing. Hard sell television adverts are usually short and loud. They give the audience clear information about the product, it's price if relevant and what it does.
Soft sell: These advertisements sell the audience a lifestyle, the product is often not the main focus of the advert and may only appear at the end as an iconic representation.
These adverts are often narrative based.
Celebrity endorsement: using an iconic celebrity to tell the audience how good the product is or persuading them to donate money. Other types of endorsement use ordinary people, as audiences are often convinced if they see someone more like themselves using the product or service. (B&Q).
Language and mode of address: The advert might use hyperbolic, emotive or persuasive language to sell the product or service. Catchy slogans or jingles can be an important element of advertising.
Demonstrative action: seeing the product in use, for example a cleaning product, can persuade an audience of its efficiency.
Ideology and messages: some adverts convey messages about what effect the product can have on the audiences.
Key terms:
Advertising spokesperson: In advertising terms, this is someone who is employed to promote, speak about and be the face of the brand. The are usually high profile celebrities who will have audience appeal, for example Keira Knightley.
Buzz marketing: This can also be termed more simply buzz and is the term for word of mouth marketing. It is the interaction of consumers which creates a positive association, excitement or anticipation about a product or a service.
Globalization: Imagine the vast spectrum of all the cultures in the world. Listen to the music—from the gentle drum beats of Africa, to the melodic didgeridoo of Australia, to the scream of the electric guitar. Taste the curry from India, the coconut milk from Thailand, the cheeseburger from the United States. Now imagine that all these cultures are compressed into one super-culture.
Global brand: For a brand to become global depends on whether or not it generates a certain amount of sales outside its home country.
Globalization: Imagine the vast spectrum of all the cultures in the world. Listen to the music—from the gentle drum beats of Africa, to the melodic didgeridoo of Australia, to the scream of the electric guitar. Taste the curry from India, the coconut milk from Thailand, the cheeseburger from the United States. Now imagine that all these cultures are compressed into one super-culture.
Global brand: For a brand to become global depends on whether or not it generates a certain amount of sales outside its home country.
Links 4 U!
ASA Stuff - Know why people complain about ads and who deals with those complaints
Things to remember for this section:
Advertising campaign - This is a co-ordinated series of linked advertisements with a clear recognisable theme. It will be broadcast across a range of different platforms.
Brand identity - This is the association the audience make with the brand, for example Chanel. This is built up over time and reinforced by the advertising campaigns and their placement.
For example, Chanel produces campaigns with high production values which appear in expensive, glamorous magazines.
Part of their brand identity is their choice of spokesperson, for example Kiera Knightley.
Chanel appeals to audiences through, female empowerment and are actually selling a lifestyle because it is simply quite difficult to advertise a smell.
Iconic representation - The actual image of the product appears in the advert so that the audience knows what it looks like, for example a perfume bottle.
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PP - Paddy Power is an international betting and gaming group founded in 1988. Its unconventional approach to betting and gaming includes the simple vision that interacting with Paddy Power should be entertaining, fun and fair.
But with their core audience comprising men in their twenties and thirties, Paddy Power knew that their customer base was likely to be made up of smartphone users, so by not offering mobile betting the company stood to deny themselves a major competitive advantage.
Paddy Power's marketing is all about mischief, PR and press coverage. This has gotten them into trouble with the ASA (Blind football - be ready to discuss this case, how many complaints ASA response).
PP are marketing a service here rather than a product.
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The Dove Campaign for Real Beauty was started after Dove conducted a global study on beauty. The study called, The Real Truth About Beauty: A World Report confirmed that the definition for beauty had narrowed and was impossible to attain. Dove found that:
- Just 12 % of women are very satisfied with their physical attractiveness
- Only 2 % of women describe themselves as beautiful
- 68 % strongly agree that the media sets an unrealistic standard of beauty
- 75 % wish the media did a better job in portraying the diversity of women's physical attractiveness, including size and shape, across all ages
Dove are selling some soap.
Although it can be said that Dove are almost not selling a product, but a lifestyle behind it and the woman herself.
Consider using these terms:
Aspiration
Personal identity
Decoding messages
Denotations
Connotations
Personal identity
Decoding messages
Denotations
Connotations
Dove launched ads celebrating curvy women and older women.
While most brands focus on the importance of the product itself, Dove’s key message was the importance of every woman feeling good about herself. (Compare to Coco Mademoiselle with a different key message about luxury helping women to feel empowered).
While most brands focus on the importance of the product itself, Dove’s key message was the importance of every woman feeling good about herself. (Compare to Coco Mademoiselle with a different key message about luxury helping women to feel empowered).
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Chanel Coco Mademoiselle campaign
This campaign is a multi-layered advertising and promotional campaign comprising a series of print advertisements, two TV adverts, interactive digital performance adverts and a high profile promotion of the campaign itself. For this reason, it is a rich example to study for A level.
There have been two linked campaigns, both using Keira Knightly as the spokesperson for the brand. These were created and produced in house by Chanel. In 2007 there were a few print advertisements and a television advert and in 2011 there were two print adverts and an extended television advert. In 2007 and 2011, there were also other promotional films broadcast before and during the campaign.
In order to illustrate how Chanel marketed their product as luxurious and GLOBAL, indicate the high profile figures that were involved.
Keira Knightley - spokesperson (say how Knightley's previous film roles would attract audiences)
Joss Stone
Mario Testino
Coco Chanel's apartment
Paris
Ducati
Lagerfeld as designer
Joe Wright as director.
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Task: Work in pairs to brainstorm key figures and events in the ad campaigns we looked at.
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