LA:A

Task 1

Advantages of advertising in selected sectors

TV/radio/cinema is that it's more specific and can be reached by several audiences and people. Using these chosen sectors will allow a wide range of web users and viewers to be reached and see what you are advertising.
The advantages of advertising on tv are that there are various channels and target audiences to appeal too, for example on cbbc the adverts will be for kids and a younger audience, whereas on a channel 4 it would be more mature and adverts appealing to adults and older people in general.

Disadvantage advertising in selected sectors

People do not really watch tv as much as the used too and use apps like Netflix and other streaming sites that have no adverts so it will be hard to reach that audience as they pay to not see adverts.

Cinema

The advantage of cinema is that the advert will have everyone's attention and can be seen by multiple people, an it should be allocated to the right audience depending on what their watching. The disadvantage of the cinema is that it would be expensive to advertise there, and it would be for a niche group as not everyone goes to the cinema, and it would be hard to appeal to the right audience as loads of different people go to the cinema, so the audience and viewers are varied.

Challenges of advertising on different platforms

Different platforms have different audiences so they will receive it differently, for example there is lots of competition, loads of people doing the same thing, so they must be original, and stand out to the audience.

Increase in digital consumption

There is more of an increase in digital media as more people are on the internet and view things digitally and are constantly on social media. So, it is going to cause a decline and decrease in the print and newspapers so the traditional way of advertising is going to die out but the digital way of advertising is going to boom but will become hard to advertise as everyone will be doing the same thing, and it will just become a competition.

TASK 2

Mass audience

is a very large group of people who watch the most popular tv show and have mainstream ideologies and beliefs.

Niche audience

a more focused subgroup of the broader market's target audience, not popular and don’t have the same beliefs as everyone else and is usually fixed to one specific audience.

Geodemographics

Is how people view things depending on where they are from for example kids in America will view things differently to kids in America.

Demographics

Is an audience profile it defines groups based on their age, gender, education or occupation. It describes populations and their characteristics.

Psychographic profile

A description of attitudes and interest of an individual or group for example.

Mainstreamer
Succeeder
Struggler
Resigned
Explorer
Aspirer

- Psychographic profiles are commonly used to categories audiences as it puts them into different groups regarding their characteristics and interest.

Young and Rubicam’s theory

The 4c’s stands for cross cultural consumer characterization. this divides people into 7 groups depending on their ‘motivation’ meaning the audience is split into categories based of of what the consume and act like, These seven groups are the aspirer, the succeeder, the explorer, the reformer, the mainstream, the struggler and the resigned.

Mainstream

They tend to have a daily routine, tend to copy other people and like what they like, everyday brands such as H&M and Primark. They don’t aspire to have expensive things but can afford more expensive things if they needed, the shows they watch are probably Eastenders because it on BBC which is a mainstream channel.

Aspirers

they are materialistic and focus on appearance over personality. The aspirer focuses on others opinions rather than their own values, they would where expensive brands and brands they see models and famous celebrity’s wearing. The shows they’d watch would be love island and keeping up with the Kardashian as they are very appearance orientated tv shows and majority of people on the show are aspires.

Succeeder

they have a lot of self-confidence and have a strong goal orientation as they want to be successful. For that reason, a succeeder would often shop in higher class places due to them wanting people to know they’re successful. The shows they are likely to watch is apprentice as they are reaching for their goals as they do.

Reformer

they have their own judgement and do what they want to do. Often an reformer wouldn’t care for other people’s opinions as they want to try new things and live life to the fullest. the shows they’d watch would be documentary’s that make you think and probably read more.

explorer

The explorer looks for challenge and discovery, they often look to be different from others. Similarly, to the reformer I think an explorer would do their own thing and try new places and they wouldn’t care what others thought. they’d watch tv shows such as blue planet and other geographical shows.

struggler

they’re often seen as a victim by other groups and are often heavy consumers of alcohol and junk food, the core motivation for the struggler is escape. Typically, a struggler wouldn’t buy expensive things from expensive places as they are. A struggler would normally shop in lower class places which are more affordable for them. and they’d watch ever is on the tv.

TASK 3

Digital Media kits

Vouge

Vogue is a fashion brand so therefore it audience would be fashion fans and viewers, they have 3.2 million monthly viewers and they’re average age is 44 but however they’re most followed social media is snapchat with 4.7 million and the average age is 22 so there are targeting towards young adults (20s).
But however since it’s a high-end brand so it won’t be affordable to all as most young adults/students aren’t rich so it won’t appeal to all.
But also as a brand they are very involved in the beaty scene and jewllery so brands they would associate and work with would be;
- Dior
- Ysl
- Channel
- Charlotte tilbury
- Hublot
- Diesel
- Cartier

Empire

Empire is a film magazine therefore they’re readers would be film fanatics and fans of the film industry; their average age is 35 so most of their viewers are of ma middle age. However,
they say their audience is mostly male in fact 74%of their viewers are.
But again, they are quite an established and recognized magazine, so their magazine is more targeted to middle class middle-aged people as the magazine is quite expensive has many a-list celebs on it and makes a lot of income from it.
Brands they are likely to work with/ associate with would be.
- Netflix
- Warner’s brothers
- Luca’s film
- Universal
- Disney

Source magazine

Source is a hip hop/ music magazine they have a very diverse target audience with 50%of their readers being African American, their readership is 1,500,000 so 750,000 of them being African American.
their average reader age is 24 so young adults, and the gender is quite equal 58% men 42% women.
the brands they use/ associate with would be;
- adidas
- Nike
- Versace
- apple

GQ magazine

they are a men’s magazine they have 1.7million social media followers, they have a 4.5 million global reach, so they are very established and well known.
their readership is 266k which is a lot for a gender specific magazine.
the average age for print magazine is 37 and for digital is 41
brands they are more likely to associated with/partner.
- Prada
- tom ford
- Braun
- Selfeges%co
- clinque for men

They have used an inventive idea for the main image of a bolar bear Turing into a grizzly bear showing him turning dark, referring to the slogan at the bottom.

The slogan is ‘’reveal your dark side” which links to the main image being the bear reviling the darker bear.

TASK 4

The main image is a light bulb filled with a liquid probably water and a green stem branching out, its simple and informative with the texrrt bellow.

The slogan is “lights off. green on.” which fit with the image being the light of and the plant breaking through giving a meaning to the audience sending a message.

The other informative text in small text saying “join us for another earth our…” where their talking about what the advert is for, what their advertising and what they want to achieve.

Advert

In the beginning of the advert the 7elven shop front is displayed showing where you can get the product. then there is a shot of a lot them in one shot emphasizing what their selling. when he takes a bite, it turns into a montage the screen time for the Dorito is quite long as it is always in shot. they then use captions talking about how good it is for example “crunchy” and “loaded with awesome” showing how good it would be and why u should buy it, then there is a lighthearted ending of an owl on his shoulder, and another advertisement for 7 eleven.

TASK 5

Difference between parody, satire and pastiche.

A parody is a comedic commentary about a work, that requires an imitation of the work. Satire, on the other hand, even when it uses a creative work, offers commentary and criticism about the world, not that specific creative work, whereas a pastiche is an imitation of a style/character of another artist as a form of celebration or tribute to the original.

Parody example

https://www.youtube.com/watch?v=CQOmQazp6zY

pastiche example

Define the following persuasive techniques

Pathos

Pathos is the persuasive technique that appeals to an audience through emotions. Pathos advertisement techniques create a sense of memory or nostalgia, Pathos examples pull at the heartstrings and make the audience feel.

Logos

Logos is the persuasive technique that aims to convince an audience by using logic and reason, logos examples in advertisement include the citation of statistics, facts, data, charts, and graphs.

Ethos

Ethos is the persuasive technique that appeals to an audience by highlighting credibility, An advertisement using ethos will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product.

Donald Gunn theory

His first one is the “demo”, this is a visual demonstration of what the product can do, he is referring to the hundreds of demo ad on tv late at night for things like, kitchen utensils, and DIY products.
The second one is the “show the need or problem”. when they make it clear that something is not right in a consumer’s life, then they’ll introduce a solution/remedy which is the product they’re obviously trying to sell.
The third one is a variation of showing the problem but in this case you “symbol, analogy, or exaggerated graphic” to show the problem.
The fourth one is the “comparison”, here is when they highlight/ state that their product is better/superior that their competitors/competition.
The fifth one is the “exemplary story.” These ads enforce a narrative that helps present the product’s benefits. In Gunn’s words, the way is to create “a situation where you’d use and be very glad for it.”
The sixth one is “benefit causes story.” You make the ad back-to-front, by imagining a trail of events that may be caused by the product’s benefit
The seventh one is “tell it “Also known as testimonial,” This can take the form of a best-friend spot informing you on the product, Or it might be a classic talking-head ad
The eighth one is “ongoing characters and celebrities.” One big obstacle when making an ad is to make sure that your brand “gets credit” for the spot. The viewer may remember the ad just fine but then forget which brand it was for. The use of a recurring character, or celebrity, can help stick a brand’s identity into the viewer’s brain.
The ninth format is the “symbol, analogy, or exaggerated graphic” demonstrating a benefit of the product. (Recall that earlier we saw this technique used to demonstrate a problem that the product solves.)
The 10th format is “associated user imagery”: The advertiser showcases the type of people it hopes you’ll associate with the product. Often these will be hip, funny, or good-looking people. But sometimes the associated users are goofy or geeky—it depends on the target market.
The 11th format is “unique personality property.” These spots highlight something indigenous to the product that will make it stand out. It could be the country of origin (a sports car boasting about its German engineering). It could be the product’s unusual moniker (“With a name like Smucker’s, it has to be good”).
The 12th and final format is the “parody or borrowed format.” This is a popular approach these days, perhaps because pop-culture references have become our common language. (Intertextuality) Recent ads have parodied movies, TV shows—and even other ads. At its worst, a parody is a lazy way at humor. Done well, however, a parody can be both memorable and hilarious

copper knife advert

https://www.youtube.com/watch?v=kTx-tEs3qvQ

This advert has Gunns first format of a “demo” as for most of the advert they are demonstrating how good it is and why u should get it,
they also show the second format of show the need or problem, as he shows him struggling to cut cheese and then shows how effortlessly he copper knife does it
they also use the fourth by comparing the issues of normal knife in comparison to how great their knife it.
they also use the 11th one as the show how it has an ergonomic handle and holes in the knife making it different from other knifes and better.
They use the third format by showing how hard it is to cut with normal knife and how difficult it is compared to their knife.

CORE ASSESMENT

Task 7 (survey)

i conducted a small survey on audience analysis about the fashion industry. From this survey i have noticed that different advertisements and fashion styles appeal to different people, for exsample they all agreed that the target audience was 17-24. however in the other questions such as, what fashion style would appeal to this audience they agreed on a range of answers such as y2k being the ntop and streetwear in second.

billboard 1

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final billboard