Research Portfolio
l Learning Outcome 1 (U20): Know how existing advertising campaigns embed advertisements across a range of media.
Learning Outcome 1 (U24):Understand the products that are produced within and across media industries
P1 (U20): Describe an existing media advertising campaign
1. Burger King - Whopper Neutrality (image found from google)
Aims and Objectives
The aims and objectives of this advert is to increase sales by encouraging more people to buy food, more specifically the new product they have introduced 'the whopper' from Burger King. I believe they have made their main objective to increase their sales so that they can make more revenue and profit which can be spent on opening up more restaurants across the UK in order to become the market leader, ahead of other fast food chains such as Subway, KFC and McDonalds.
Target Audience
Based off their advert, I believe their primary target audience is male, middle aged people, of no particular race and of a NRS Social grade C2DE. Junk food is often consumed within this social grade, though not exclusively. The meals are seen to be cheap, and C2DE families stereotypically use them. I think they have chosen middle aged people as their primary target audience as many middle aged people are out working and so will often go to a fast food chain such as KFC to get a quick bite to eat during their lunch break. This is especially true for lower income workers. I believe their secondary target audience are children because parents often take their kids to fast food restaurants such as Burger King and many kids like burgers, meaning there is a high chance they will like 'the whopper' and so will therefore ask the parents to go to Burger King more. This will therefore help Burger King as they will get more revenue from this which is why their secondary target audience is children.
Key message
The key message of this advertisement is to go to the restaurant and purchase the new 'whopper'
burger by Burger King and then continue to purchase this product at KFC. Another message is that the Whopper is the same for everyone, hence the name 'Whopper Neutrality' and encourages everyone to be treated the same, for example on the internet. The advert is trying to say to the audience that the Whopper burger is consistently good and will be tasty for everyone as it is consistent.
(image found from youtube)
Approach
I believe that Burger King have tried to use a comedic approach in this advertisement through customers reactions and interviews. I think that the reason they've used a comedic approach is so people find the advertisement funny and humorous and so will therefore remember it more as it will stick in their heads for being a comical advertisement. The campaign used social media heavily in their approach - especially Instagram and Twitter, though the campaign was backed up by billboards, which tended to be placed above busy trunk roads in urban areas. Instagram and Twitter were chosen because they are the most widely used by the target audience, and offer a cheap way of reaching a large audience. This is an example of below-the-line advertising when people share content and likes. The video was shown on social media, but was also shown on television and YouTube. YouTube is an effective way of advertising, because people often have no choice about watching adverts, as they appear before their chosen media begins.
Representation
There is a stereotypical representation of fat people in the advertisement, as there is a fat person getting frustrated with the fact that he isn't getting his food. This is a bad representation of overweight people as it fits in to the stereotype that fat people get angry when they don't have their food and that they need food to be happy. Other then this I do not see any bad representation within the advertisement and no other stereotypes. The advert is filmed in Brentwood, Essex, and features a number of different customers supposedly shot using hidden cameras as they order at the Burger King counter. The advert therefore represents 'everyday' customers though the setting suggests this might be in a lower income area with the familiar Essex accent used throughout. The customers are white, black and mixed race, and range in age from late teens to middle age. This suggests that the company is trying to engage a large target audience, of many different ages and ethnicities. The staff at Burger King are younger - a white girl and a black male. The use of young people gives the fast food chain a sense of energy, as if this is a company moving forward with the times. Comedic music is played throughout, so the overall feel of the advert is that it tries to capture everyday British life.
Campaign logistics
The Whopper advertisement was made in January 2018 and there has been a 'Whopper' product around for many years. They chose to release their whopper net neutrality campaign during January 2018 as they believe this is when net neutrality really needed to be brought up as there had been a few incidents of customers not all being treated equally in certain resteraunts. Their target audience are able to see the message by going on Youtube, their website or just turning on the tv to see the television advertisement. Burger King have also heavily promoted the Whopper campaign on social media because they believe that a lot of their target audience are on social media and so will therefore see it.
Choice of media
They chose television as one of the main advertisement methods as they will believe that this is the best method of spreading awareness of their new 'whopper' product. This is because of the fact that there are so many tv watchers of all ages and so therefore many people are going to inevitably see this advertisement.
They also have chosen to advertise online through the use of Youtube as a social media platform, since the advertisement is a video after all and is also on their actual website. Choosing to advertise online will mean that many people will see their promotion because of the fact that there are millions of social media users, especially of a younger age and so therefore Burger King will be targeting their younger demographic by doing this and will also be attracting more younger customers by doing this too.
I believe that Burger King chose to advertise using a billboard because of the fact that it will be placed in a populated, crowded area and, as a result of it being so big, this will mean that many people will either walk or drive past it and therefore see it.
Call to action/why chosen and expected (Image found from Burger King website)
There are many ways that people are able to respond to the Burger King 'Whopper Net neutrality' campaign, one way being through social media. For example, on twitter people are able to write posts giving their opinions and feedback on what they thought of the campaign. They are also able to tag
the Burger King twitter page to ensure they see what they have had to say. As well as this, people can also give their reaction and feedback to the campaign on the Burger King youtube page by commenting on the youtube video post that Burger King would have uploaded.
Relevant legal and ethical issues
One legal issue is copyright. They need to ensure their new product is protected by copyright so that no other restaurants can use the same product. They also need to ensure they are not copying anyone else products or they could get sued for copyright themselves. They also have ethical issues, such as ensuring there is nothing offensive in the advertisement. This includes no discrimination against someones race or religion and also ensuring no offensive language is used. Another ethical issue is the fact that more kids are being put at risk of becoming obese as this advertisement encourages children to eat more unhealthy food.
Regulatory bodies
ASA is a regulatory body that has to go over this Burger King advertisement to ensure that it doesn't break any codes and rules. ASA are a self-regulatory organisation of the advertising industry in the United Kingdom. The ASA go through advertisements to check that everything in the advertisement is legal and appropriate so that it can be shown to all different age groups.
2. - John Lewis Christmas Ad 2017
Aims and Objectives (Image found from google)
The aims and objectives of this advertisement is to encourage adults to buy their children a gift from John Lewis this Christmas. They encourage adults by tugging on their heartstrings through making them sympathise with the little child in the advertisement when his imaginary monster leaves after he switches on his new lamp which was a Christmas gift. It is trying to tell the viewer how magical a child's imagination is so that the viewer can then realise this and buy their child a gift from John Lewis. An aim for them is to increase sales, especially during Christmas time. The main objective for John Lewis I believe is to become the biggest market retailer in the UK and I believe that they chose this aim as it is a step further to becoming the biggest market retailer should they achieve this aim.
Campaign Logistics
The John Lewis advert is released early to mid November for 17th. The guardian carries the first report for advertisement on the 10th of November. Most other newspapers also feature the advertisement with their own review. People consuming the papers online are able to access the advertisement via an embedded youtube video. The John Lewis Christmas advert has become something of a tradition due to it's high production values and indeering seasonal message. The way in which people consume the advert has become more oriented towards digital media rather then television. Most people see the advertisement for the first time either in youtube or in the papers rather then television itself. The release of the advertisement in early November coincides with the beginning of the Christmas rush with people buying Christmas gifts.
For the campaign, John Lewis released teasers of their ‘Moz the Monster’ Christmas campaign on their social media channels before the main ad was released to build anticipation amongst their 1.2 Million Facebook Followers. John Lewis are very good at employing social media to engage it’s audience. Last year they had a partnership with Snapchat, and the release of a limited edition Buster the Boxer Snapchat filter to promote social sharing.
Target Audience
Based off their advertisement, I believe their primary target audience is middle aged parents with a NRS social grade AB. The advertisement is, likewise, a celebration of the family, with its focus on a young child and his parents; this suggests that the target audience is family-oriented.
John Lewis traditionally targets this demographic. This is perhaps reflected in the fact they use Facebook as one of their primary social media sites for sharing content, as Facebook is increasingly used by older demographics. However, the use of Snapchat might suggest they are attempting to appeal to a wider demographic, possibly to establish a consumer base amongst younger people in order to consolidate their brand in the future. This is especially important at the moment as the high street is in decline.
Representation (Image found from google)
John Lewis represent inclusiveness through the child having a white mother and black father. This represents a diverse ethnic family. The family seem to be quite a wealthy family, this is represented through the spacious house, the child's large bedroom and the many presents under the Christmas tree. In the advertisement we can also see scenes that take place outside of the house, for example, there is a scene where the child is at the barbers getting his haircut. The setting of this barbers is suburban which shows that the area is quite prosperous. We can see the father at the sons football match which demonstrates a strong family dynamic. As well as this, the monster under the bed is also not represented as a typical monster would be. This is because, as the advertisement goes on we see that the monster is soft and kind. We know this because of the monster is presented in a very friendly way as we constantly see friendly gestures towards the child. The monster also uplifting the child and making the child feel happier throughout.
Key messages
The key message of this advertisement is to tell the audience how amazing a child's imagination can be, and one gift for your child can allow them to explore their imagination and enjoy their childhood. The whole point of the advertisement is to encourage parents to buy their children a gift this Christmas from John Lewis so that they can let their imagination run free. Its about associating the brand with joy and happiness as Christmas is a festive time of year where the maturity of people are happy. By creating this link between Christmas and Jon Lewis and the key message of happiness allows audiences to view John Lewis as a positive and uplifting company, who create happiness and joy through the gifts they advertise.
Approach
John Lewis have taken an emotional approach with this advertisement, with the relationship of the child and Moz the monster really tugging on the audiences heart strings. They have used an emotional approach so that the audience can get the message that a child's imagination is so special, and they have done this to encourage people, in particular parents, to buy presents from John Lewis for their children.
Choice of media
I believe that John Lewis have chosen to advertise on television due to the fact that there are so many people of all ages who watch television meaning they will inevitably be showing so many people their advertisement because of this.
I believe that John Lewis have chosen to advertise using social media platforms such as Youtube and Twitter because of the fact there are so many social media users in todays society, especially younger people. This means that therefore many people will therefore be seeing their advertisement, especially younger meaning John Lewis are targeting their younger demographic by doing this.
I believe that John Lewis Chose to advertise using a billboard due to the fact this form of advertisement targets a mass audience due to he fact there are so many people who will be walking past it as billboards are put up in populated areas, and as well as this, it is massive so it will capture the attention of many people.
Call to action
There are many ways that people are able to respond and give their opinions on this John Lewis advertisement. One way being through social media. For example, on twitter people are able to write posts giving their opinions and feedback on what they thought of the campaign. They are also able to tag the John Lewis twitter page to ensure they see what they have had to say. As well as this, people can also give their reaction and feedback to the campaign on the John Lewis youtube page by commenting and liking/disliking on their youtube video post that John Lewis would have uploaded.
Relevant legal and ethical issues
One legal issue is copyright. They need to ensure their new advertisement is protected by copyright so that no other retail store or any other business can use the same idea as they have. They also need to ensure they are not copying anyone else's advertisements or they themselves could get sued for copyright. They also have ethical issues, such as ensuring there is nothing offensive in the advertisement. This includes no discrimination against someones race or religion and also ensuring no offensive language is used. I can see in the advertisement that John Lewis have chosen a diverse group of people who are of different races, for example the Childs parents are of different races, one black and one white. I believe this is to ensure they are not offending or discriminating against anyone or excluding any races, and therefore making everyone feel equal.
Regulatory bodies
ASA is a regulatory body that has to go over this John Lewis advertisement to ensure that it doesn't break any codes and rules. ASA are a 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.
M1 U20: Evaluate different cross media advertising campaigns for consistency of message
Burger King (Image from google)
One method of advertising Burger King used for their Whopper Neutrality campaign was billboards. I believe they chose to use billboards as a way of advertising their campaign due to the fact that it is able to catch the eye of so many people, not just a few. This is because of how big a billboard is, for example it only takes someone a few seconds to just quickly glance and they will already see it. It has on it the main things that they want people to see, such as the product itself, a slogan for the product, a small bit of writing to also advertise and encourage the public to purchase the product, and of course the logo so that people know where and who the product/campaign is from. I also believe that because their target audience is broad and covers many different ages, (an adult), a billboard is suitable as it doesn't specifically target any age as it is shown to anyone that walks past it.
(image from google)
Another method of advertising Burger King used for their Whopper Neutrality campaign was social media. I believe they chose to use social media as a way of advertising their campaign due to the fact that social media is a great way of reaching out to a mass number of people, because of the fact that there are so many people who use social media. There are also additional things Burger King can do on social media for their campaign to become more viral, for example, on twitter they can use hashtags to get their Whopper product and campaign trending which will mean more people will know about it and will see it. I think that social media is a good method of advertisement for Burger King as so many people use social media these days and so inevitably they will manage to get a lot of people to see what they are posting. They are also to post pictures of the product, not just write about it, which will further help to encourage people to purchase the new product, depending on the quality of the picture of course.
As well as this, Burger King also use Television to advertise their new product 'The Whopper' as this is another form of advertisement that is successfully able to capture the attention of a large number of people, which is exactly what Burger King are trying to do due to the fact the target audience age for the Whopper is so broad. It is for this reason why I believe that television is a great way for Burger King to advertise their new product as I believe they will be able to have their advertisement seen by many people, because of the fact that so many people, of all ages, watch television. Despite this form of advertising being a good way for them to capture the attention of people, it is does cost a lot to advertise on television, which may result in Burger King's profit being lower. I still believe that, even though it does cost a lot, advertising on television is a sensible idea for Burger King as it will reach out to so many people as so many people watch TV.
John Lewis
One form of advertisement John Lewis have used is social media. I believe they chose to use social media as a way of advertising their campaign due to the fact that social media is a great way of reaching out to a mass number of people, because of the fact that there are so many people who use social media. There are also additional things John Lewis can do on social media for their campaign to become more viral, for example, on twitter they can use hashtags to get their campaign trending which will mean more people will know about it and will see it. I think that social media is a good method of advertisement for John Lewis as so many people use social media these days and so inevitably they will manage to get a lot of people to see what they are posting. They are also able to post pictures and videos of their campaign, not just write about it, which will further help to encourage people to purchase products from their store during Christmas.
(image from google)
Another form of advertisement John Lewis have used is television. I believe they chose to advertise on television as this is another form of advertisement that is successfully able to capture the attention of a large number of people, which is exactly what John Lewis are trying to do due to the fact the target audience age is so broad (adults). It is for this reason why I believe that television is a great way for John Lewis to advertise their new product as I believe they will be able to have their advertisement seen by many people, because of the fact that so many people, of all ages, watch television. Despite this form of advertising being a good way for them to capture the attention of people, it is does cost a lot to advertise on television, which may result in John Lewis' profit being lower. I still believe that, even though it does cost a lot, advertising on television is a sensible idea for John Lewis as it will reach out to so many people as so many people watch TV.
As well as this, John Lewis also advertised their campaign in the newspaper. I believe they chose to do this due to the fact that so many people read the newspaper, and therefore many people are going to see the advertisement for the campaign. I think it was a good idea for John Lewis to advertise their new campaign in the newspaper because it is mainly adults of a higher class that read newspapers, and the advertisement is aimed at adults, (especially those with children), and so it means that their target audience will be seeing the advertisement and therefore will hopefully go to John Lewis and purchase products. The fact that higher class people will be reading it means there is more chance of them being wealthy and therefore it is likely they will have the money to be able to afford to go to John Lewis, which another reason for why I believe it was a good idea by John Lewis to advertise in the newspaper.
P1 (U24): Describe the media products for an identified industry sector
There are many different types of platform used in the advertising industry. These include:
These three screenshots are from Twitter, Instagram and Facebook. Social media is typically used to attract a wide range of demographics. Typically, Twitter and Instagram and more associated with older demographics, whilst Instagram and Snapchat are associated with younger demographics. However, the screenshots above are targeted mainly at younger demographics, though there is a wide appeal. In each of the social media posts, the branding of Burger King is prominent through the logo, which is repeated across the pages, along with various shots of the company's products. Blue, yellow and red are the colours used in the logo - these are primary colours and therefore are quite striking yet at the same time simple. The logo itself is supposed to represent a burger, with the yellow representing the bun and the lettering the filling.
Aside from this, the company uses sans-serif typefaces typically. This can be seen on the prices at the top of the Twitter page. Noticeably the word 'Whopper' has the letter 'E' replaced by four strips of colour - green, red, brown and yellow/orange. Again, the colouring is supposed to represent the layers of a burger. The sans-serif typeface would attract younger audiences, and the use of capital letters makes the text visually striking. The use of the stylised 'E' creates a strong sense of branding.
This is a poster used to advertise the Whopper, and is also used in the title card at the end of some of the television adverts. Here, synergy and branding is created by adapting the same typeface and colour scheme to these platforms. The burger is presented on a tabletop, with a shallow depth of field making the burger really prominent. The Burger King logo is displayed on the box of fries.
The clean tabletop is supposed to show that this burger is cleanly prepared and delicious. This device is used on the images in the social media campaigns as well. The burgers are shown on clean tabletops in a prominent position. Brands like Burger King have been criticised in the past for exaggerating how plump and juicy their burgers are, when in fact in real life they are squashed and messy. The company does this to attract as many different people as possible to the brand, because it makes the burger look more mouthwatering than it actually is. Across each of these platforms, the Coca-Cola branding is also prominent, creating strong links between each of the two companies.
In terms of slogans, none have been used across these platforms. This is because the Whopper brand is so well established now that the company doesn't really need a slogan to sell the burger. Though on the television adverts, they do try to introduce new concepts and new ideas to the product. In a recent Whopper advert, customers in the restaurant are told to leave unless they order the Whopper. This is supposed to be humorous, but also highlights how important the Whopper is to the Burger King brand. It is similar to the Big Mac with McDonald's.
This screenshot is from a recent television advert for the Whopper. The target audience is attracted by using an actor in the same demographic. It is noticeable that his t-shirt and cap use the same colour scheme as the letter 'E' in the Whopper logo, and this is also shown through the burger itself. The colours in this advert have also had the saturation and hue turned up, so that they appear brighter. This underlines the branding of Burger King.
In conclusion, the branding across these Burger King products uses similar colour schemes, logos and camera shots to advertise the product. By using similar themes, a sense of branding is established for the target audience, who will be encouraged to purchase the product. The tie-in with Coca Cola helps to highlight that this is an important global brand.
P1 (U20): Describe an existing media advertising campaign
1. Burger King - Whopper Neutrality (image found from google)
Aims and Objectives
The aims and objectives of this advert is to increase sales by encouraging more people to buy food, more specifically the new product they have introduced 'the whopper' from Burger King. I believe they have made their main objective to increase their sales so that they can make more revenue and profit which can be spent on opening up more restaurants across the UK in order to become the market leader, ahead of other fast food chains such as Subway, KFC and McDonalds.
Target Audience
Based off their advert, I believe their primary target audience is male, middle aged people, of no particular race and of a NRS Social grade C2DE. Junk food is often consumed within this social grade, though not exclusively. The meals are seen to be cheap, and C2DE families stereotypically use them. I think they have chosen middle aged people as their primary target audience as many middle aged people are out working and so will often go to a fast food chain such as KFC to get a quick bite to eat during their lunch break. This is especially true for lower income workers. I believe their secondary target audience are children because parents often take their kids to fast food restaurants such as Burger King and many kids like burgers, meaning there is a high chance they will like 'the whopper' and so will therefore ask the parents to go to Burger King more. This will therefore help Burger King as they will get more revenue from this which is why their secondary target audience is children.
Key message
The key message of this advertisement is to go to the restaurant and purchase the new 'whopper'
(image found from youtube)
I believe that Burger King have tried to use a comedic approach in this advertisement through customers reactions and interviews. I think that the reason they've used a comedic approach is so people find the advertisement funny and humorous and so will therefore remember it more as it will stick in their heads for being a comical advertisement. The campaign used social media heavily in their approach - especially Instagram and Twitter, though the campaign was backed up by billboards, which tended to be placed above busy trunk roads in urban areas. Instagram and Twitter were chosen because they are the most widely used by the target audience, and offer a cheap way of reaching a large audience. This is an example of below-the-line advertising when people share content and likes. The video was shown on social media, but was also shown on television and YouTube. YouTube is an effective way of advertising, because people often have no choice about watching adverts, as they appear before their chosen media begins.
Representation
There is a stereotypical representation of fat people in the advertisement, as there is a fat person getting frustrated with the fact that he isn't getting his food. This is a bad representation of overweight people as it fits in to the stereotype that fat people get angry when they don't have their food and that they need food to be happy. Other then this I do not see any bad representation within the advertisement and no other stereotypes. The advert is filmed in Brentwood, Essex, and features a number of different customers supposedly shot using hidden cameras as they order at the Burger King counter. The advert therefore represents 'everyday' customers though the setting suggests this might be in a lower income area with the familiar Essex accent used throughout. The customers are white, black and mixed race, and range in age from late teens to middle age. This suggests that the company is trying to engage a large target audience, of many different ages and ethnicities. The staff at Burger King are younger - a white girl and a black male. The use of young people gives the fast food chain a sense of energy, as if this is a company moving forward with the times. Comedic music is played throughout, so the overall feel of the advert is that it tries to capture everyday British life.
Campaign logistics
The Whopper advertisement was made in January 2018 and there has been a 'Whopper' product around for many years. They chose to release their whopper net neutrality campaign during January 2018 as they believe this is when net neutrality really needed to be brought up as there had been a few incidents of customers not all being treated equally in certain resteraunts. Their target audience are able to see the message by going on Youtube, their website or just turning on the tv to see the television advertisement. Burger King have also heavily promoted the Whopper campaign on social media because they believe that a lot of their target audience are on social media and so will therefore see it.
Choice of media
They also have chosen to advertise online through the use of Youtube as a social media platform, since the advertisement is a video after all and is also on their actual website. Choosing to advertise online will mean that many people will see their promotion because of the fact that there are millions of social media users, especially of a younger age and so therefore Burger King will be targeting their younger demographic by doing this and will also be attracting more younger customers by doing this too.
I believe that Burger King chose to advertise using a billboard because of the fact that it will be placed in a populated, crowded area and, as a result of it being so big, this will mean that many people will either walk or drive past it and therefore see it.
Call to action/why chosen and expected (Image found from Burger King website)
the Burger King twitter page to ensure they see what they have had to say. As well as this, people can also give their reaction and feedback to the campaign on the Burger King youtube page by commenting on the youtube video post that Burger King would have uploaded.
Relevant legal and ethical issues
One legal issue is copyright. They need to ensure their new product is protected by copyright so that no other restaurants can use the same product. They also need to ensure they are not copying anyone else products or they could get sued for copyright themselves. They also have ethical issues, such as ensuring there is nothing offensive in the advertisement. This includes no discrimination against someones race or religion and also ensuring no offensive language is used. Another ethical issue is the fact that more kids are being put at risk of becoming obese as this advertisement encourages children to eat more unhealthy food.
Regulatory bodies
ASA is a regulatory body that has to go over this Burger King advertisement to ensure that it doesn't break any codes and rules. ASA are a self-regulatory organisation of the advertising industry in the United Kingdom. The ASA go through advertisements to check that everything in the advertisement is legal and appropriate so that it can be shown to all different age groups.
2. - John Lewis Christmas Ad 2017
Aims and Objectives (Image found from google)
The aims and objectives of this advertisement is to encourage adults to buy their children a gift from John Lewis this Christmas. They encourage adults by tugging on their heartstrings through making them sympathise with the little child in the advertisement when his imaginary monster leaves after he switches on his new lamp which was a Christmas gift. It is trying to tell the viewer how magical a child's imagination is so that the viewer can then realise this and buy their child a gift from John Lewis. An aim for them is to increase sales, especially during Christmas time. The main objective for John Lewis I believe is to become the biggest market retailer in the UK and I believe that they chose this aim as it is a step further to becoming the biggest market retailer should they achieve this aim.Campaign Logistics
The John Lewis advert is released early to mid November for 17th. The guardian carries the first report for advertisement on the 10th of November. Most other newspapers also feature the advertisement with their own review. People consuming the papers online are able to access the advertisement via an embedded youtube video. The John Lewis Christmas advert has become something of a tradition due to it's high production values and indeering seasonal message. The way in which people consume the advert has become more oriented towards digital media rather then television. Most people see the advertisement for the first time either in youtube or in the papers rather then television itself. The release of the advertisement in early November coincides with the beginning of the Christmas rush with people buying Christmas gifts.
For the campaign, John Lewis released teasers of their ‘Moz the Monster’ Christmas campaign on their social media channels before the main ad was released to build anticipation amongst their 1.2 Million Facebook Followers. John Lewis are very good at employing social media to engage it’s audience. Last year they had a partnership with Snapchat, and the release of a limited edition Buster the Boxer Snapchat filter to promote social sharing.
Target Audience
Based off their advertisement, I believe their primary target audience is middle aged parents with a NRS social grade AB. The advertisement is, likewise, a celebration of the family, with its focus on a young child and his parents; this suggests that the target audience is family-oriented.
John Lewis traditionally targets this demographic. This is perhaps reflected in the fact they use Facebook as one of their primary social media sites for sharing content, as Facebook is increasingly used by older demographics. However, the use of Snapchat might suggest they are attempting to appeal to a wider demographic, possibly to establish a consumer base amongst younger people in order to consolidate their brand in the future. This is especially important at the moment as the high street is in decline.
Representation (Image found from google)
John Lewis represent inclusiveness through the child having a white mother and black father. This represents a diverse ethnic family. The family seem to be quite a wealthy family, this is represented through the spacious house, the child's large bedroom and the many presents under the Christmas tree. In the advertisement we can also see scenes that take place outside of the house, for example, there is a scene where the child is at the barbers getting his haircut. The setting of this barbers is suburban which shows that the area is quite prosperous. We can see the father at the sons football match which demonstrates a strong family dynamic. As well as this, the monster under the bed is also not represented as a typical monster would be. This is because, as the advertisement goes on we see that the monster is soft and kind. We know this because of the monster is presented in a very friendly way as we constantly see friendly gestures towards the child. The monster also uplifting the child and making the child feel happier throughout.
Key messages
The key message of this advertisement is to tell the audience how amazing a child's imagination can be, and one gift for your child can allow them to explore their imagination and enjoy their childhood. The whole point of the advertisement is to encourage parents to buy their children a gift this Christmas from John Lewis so that they can let their imagination run free. Its about associating the brand with joy and happiness as Christmas is a festive time of year where the maturity of people are happy. By creating this link between Christmas and Jon Lewis and the key message of happiness allows audiences to view John Lewis as a positive and uplifting company, who create happiness and joy through the gifts they advertise.
Approach
John Lewis have taken an emotional approach with this advertisement, with the relationship of the child and Moz the monster really tugging on the audiences heart strings. They have used an emotional approach so that the audience can get the message that a child's imagination is so special, and they have done this to encourage people, in particular parents, to buy presents from John Lewis for their children.
Choice of media
I believe that John Lewis have chosen to advertise using social media platforms such as Youtube and Twitter because of the fact there are so many social media users in todays society, especially younger people. This means that therefore many people will therefore be seeing their advertisement, especially younger meaning John Lewis are targeting their younger demographic by doing this.
Call to action
There are many ways that people are able to respond and give their opinions on this John Lewis advertisement. One way being through social media. For example, on twitter people are able to write posts giving their opinions and feedback on what they thought of the campaign. They are also able to tag the John Lewis twitter page to ensure they see what they have had to say. As well as this, people can also give their reaction and feedback to the campaign on the John Lewis youtube page by commenting and liking/disliking on their youtube video post that John Lewis would have uploaded.
Relevant legal and ethical issues
One legal issue is copyright. They need to ensure their new advertisement is protected by copyright so that no other retail store or any other business can use the same idea as they have. They also need to ensure they are not copying anyone else's advertisements or they themselves could get sued for copyright. They also have ethical issues, such as ensuring there is nothing offensive in the advertisement. This includes no discrimination against someones race or religion and also ensuring no offensive language is used. I can see in the advertisement that John Lewis have chosen a diverse group of people who are of different races, for example the Childs parents are of different races, one black and one white. I believe this is to ensure they are not offending or discriminating against anyone or excluding any races, and therefore making everyone feel equal.
Regulatory bodies
ASA is a regulatory body that has to go over this John Lewis advertisement to ensure that it doesn't break any codes and rules. ASA are a 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.
M1 U20: Evaluate different cross media advertising campaigns for consistency of message
Burger King (Image from google)
One method of advertising Burger King used for their Whopper Neutrality campaign was billboards. I believe they chose to use billboards as a way of advertising their campaign due to the fact that it is able to catch the eye of so many people, not just a few. This is because of how big a billboard is, for example it only takes someone a few seconds to just quickly glance and they will already see it. It has on it the main things that they want people to see, such as the product itself, a slogan for the product, a small bit of writing to also advertise and encourage the public to purchase the product, and of course the logo so that people know where and who the product/campaign is from. I also believe that because their target audience is broad and covers many different ages, (an adult), a billboard is suitable as it doesn't specifically target any age as it is shown to anyone that walks past it.
(image from google)
Another method of advertising Burger King used for their Whopper Neutrality campaign was social media. I believe they chose to use social media as a way of advertising their campaign due to the fact that social media is a great way of reaching out to a mass number of people, because of the fact that there are so many people who use social media. There are also additional things Burger King can do on social media for their campaign to become more viral, for example, on twitter they can use hashtags to get their Whopper product and campaign trending which will mean more people will know about it and will see it. I think that social media is a good method of advertisement for Burger King as so many people use social media these days and so inevitably they will manage to get a lot of people to see what they are posting. They are also to post pictures of the product, not just write about it, which will further help to encourage people to purchase the new product, depending on the quality of the picture of course.
As well as this, Burger King also use Television to advertise their new product 'The Whopper' as this is another form of advertisement that is successfully able to capture the attention of a large number of people, which is exactly what Burger King are trying to do due to the fact the target audience age for the Whopper is so broad. It is for this reason why I believe that television is a great way for Burger King to advertise their new product as I believe they will be able to have their advertisement seen by many people, because of the fact that so many people, of all ages, watch television. Despite this form of advertising being a good way for them to capture the attention of people, it is does cost a lot to advertise on television, which may result in Burger King's profit being lower. I still believe that, even though it does cost a lot, advertising on television is a sensible idea for Burger King as it will reach out to so many people as so many people watch TV.
John Lewis
One form of advertisement John Lewis have used is social media. I believe they chose to use social media as a way of advertising their campaign due to the fact that social media is a great way of reaching out to a mass number of people, because of the fact that there are so many people who use social media. There are also additional things John Lewis can do on social media for their campaign to become more viral, for example, on twitter they can use hashtags to get their campaign trending which will mean more people will know about it and will see it. I think that social media is a good method of advertisement for John Lewis as so many people use social media these days and so inevitably they will manage to get a lot of people to see what they are posting. They are also able to post pictures and videos of their campaign, not just write about it, which will further help to encourage people to purchase products from their store during Christmas.
(image from google)
Another form of advertisement John Lewis have used is television. I believe they chose to advertise on television as this is another form of advertisement that is successfully able to capture the attention of a large number of people, which is exactly what John Lewis are trying to do due to the fact the target audience age is so broad (adults). It is for this reason why I believe that television is a great way for John Lewis to advertise their new product as I believe they will be able to have their advertisement seen by many people, because of the fact that so many people, of all ages, watch television. Despite this form of advertising being a good way for them to capture the attention of people, it is does cost a lot to advertise on television, which may result in John Lewis' profit being lower. I still believe that, even though it does cost a lot, advertising on television is a sensible idea for John Lewis as it will reach out to so many people as so many people watch TV.
As well as this, John Lewis also advertised their campaign in the newspaper. I believe they chose to do this due to the fact that so many people read the newspaper, and therefore many people are going to see the advertisement for the campaign. I think it was a good idea for John Lewis to advertise their new campaign in the newspaper because it is mainly adults of a higher class that read newspapers, and the advertisement is aimed at adults, (especially those with children), and so it means that their target audience will be seeing the advertisement and therefore will hopefully go to John Lewis and purchase products. The fact that higher class people will be reading it means there is more chance of them being wealthy and therefore it is likely they will have the money to be able to afford to go to John Lewis, which another reason for why I believe it was a good idea by John Lewis to advertise in the newspaper.
P1 (U24): Describe the media products for an identified industry sector
There are many different types of platform used in the advertising industry. These include:
- Social media
- Billboards
- Television
- Newspaper
- Magazine
- Emails
- Websites
- Flyers
- Pop up ads
- Radio
- Use of public transportation - Sides of buses, underground platforms, underground trains
Burger King has a presence across a number of different platforms, including social media, television and poster/billboard campaigns.
These three screenshots are from Twitter, Instagram and Facebook. Social media is typically used to attract a wide range of demographics. Typically, Twitter and Instagram and more associated with older demographics, whilst Instagram and Snapchat are associated with younger demographics. However, the screenshots above are targeted mainly at younger demographics, though there is a wide appeal. In each of the social media posts, the branding of Burger King is prominent through the logo, which is repeated across the pages, along with various shots of the company's products. Blue, yellow and red are the colours used in the logo - these are primary colours and therefore are quite striking yet at the same time simple. The logo itself is supposed to represent a burger, with the yellow representing the bun and the lettering the filling.
Aside from this, the company uses sans-serif typefaces typically. This can be seen on the prices at the top of the Twitter page. Noticeably the word 'Whopper' has the letter 'E' replaced by four strips of colour - green, red, brown and yellow/orange. Again, the colouring is supposed to represent the layers of a burger. The sans-serif typeface would attract younger audiences, and the use of capital letters makes the text visually striking. The use of the stylised 'E' creates a strong sense of branding.
This is a poster used to advertise the Whopper, and is also used in the title card at the end of some of the television adverts. Here, synergy and branding is created by adapting the same typeface and colour scheme to these platforms. The burger is presented on a tabletop, with a shallow depth of field making the burger really prominent. The Burger King logo is displayed on the box of fries.
The clean tabletop is supposed to show that this burger is cleanly prepared and delicious. This device is used on the images in the social media campaigns as well. The burgers are shown on clean tabletops in a prominent position. Brands like Burger King have been criticised in the past for exaggerating how plump and juicy their burgers are, when in fact in real life they are squashed and messy. The company does this to attract as many different people as possible to the brand, because it makes the burger look more mouthwatering than it actually is. Across each of these platforms, the Coca-Cola branding is also prominent, creating strong links between each of the two companies.
In terms of slogans, none have been used across these platforms. This is because the Whopper brand is so well established now that the company doesn't really need a slogan to sell the burger. Though on the television adverts, they do try to introduce new concepts and new ideas to the product. In a recent Whopper advert, customers in the restaurant are told to leave unless they order the Whopper. This is supposed to be humorous, but also highlights how important the Whopper is to the Burger King brand. It is similar to the Big Mac with McDonald's.
This screenshot is from a recent television advert for the Whopper. The target audience is attracted by using an actor in the same demographic. It is noticeable that his t-shirt and cap use the same colour scheme as the letter 'E' in the Whopper logo, and this is also shown through the burger itself. The colours in this advert have also had the saturation and hue turned up, so that they appear brighter. This underlines the branding of Burger King.
In conclusion, the branding across these Burger King products uses similar colour schemes, logos and camera shots to advertise the product. By using similar themes, a sense of branding is established for the target audience, who will be encouraged to purchase the product. The tie-in with Coca Cola helps to highlight that this is an important global brand.
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