task 1: p1, m1(u20) and p1 (u24)
Learning Objective:
BOSS bottled: man of today with Chris Hemsworth.
In terms of the choice of media, in this campaign for Hugo Boss aftershave, the video advert for boss bottled, there is an over voice with a deep masculine tone that it very confident. the over voice also uses inspirational sentences to motivate the audience to purchase the product. the video starts with the protagonist waking up and getting dressed whilst using the product the campaign is advertising, after this it shows the protagonist going through his daily life and how the product advertise in the campaign effect his day, with the advert being in an urban city.
In the print advert, it has the company name in the top right corner and a medium shot of the protagonist, Chris Hemsworth, which is the same as the video advert, the background is of an urban city with the same slogan of the product in the bottom left and the protagonist wearing a smart suit. the hashtag is also the same as the one in the video advert.
The aim of campaign is to get the target audience to purchase the products and the objectives is to make the target audience believe that they need the product.
The key message comes from the slogan and hashtag which 'man of today' which implies that by using the product will make the audience feel more masculine and attractive to women. It also suggests they will be more modern and successful. The approach is similar in both adverts of the campaign in which is shows that the product is the starting point of success.
The target audience is of younger men aged between 18-30 this because the protagonist Chris Hemsworth is someone they wish to be like. Chris is generally associated with being women's crushes and therefore someone for younger men want to immitate, by using Chris Hemsworth as the protagonist it encourages the target audience to believe that by using the product they will be the 'man of today' and what women want.
Class? Ethnicity? Secondary target audience?
the class this is aimed is working class to higher class this is because the campaign shows a successful protagonist in a suit looking professional and successful, with the main ethnicity being caucasian as that is the most likely demographic to be in the class aimed at. the secondary target audience is of a black ethnicity and lower class to middle class, this is because they would be unlikely to afford the product in the campaign and would only be able to purchase as a luxury or as a gift.
The key representation is of men through Chris, who is represented as handsome, masculine, successful and modern. This conforms to the stereotype of white men and suggests to audiences that they too can be powerful with this product.
The campaign logistics with the print most likely being on magazines like GQ and posters such as on or around public transport and high-end stores where designer perfume like Hugo Boss are sold, the video advert would most likely be advertised on stereotypical male shows such as sporting events like Premier League football.
Was it released at any specific time of year? Did celebrities post about it online?
The call to action is to make the target audience think that they need the product to be successful. They are told to purchase the item and are provided with relevant links and hashtags to follow.
These adverts would have to meet the standards set by the ASA (advertising standards authority) and the producers would have had to consider how they represent men and women in the advert by not making it too stereotypical or prejudiced. The advert does not mislead and is not offensive or harmful in anyway, therefore it conforms and follows the rules outlined by the ASA.
I'm Lovin It Campaign:
P1(U24):
magazine, video, social media, billboards, posters, brochures, leaflets, pop-up, newspapers, electronic boards, radio, tv, cinema,podcast.
Mcdonald's creates brand identity across different platforms through the colour scheme which is red and yellow and the use of the iconic yellow arches in front of a red background. The fact that these are reinforced in both adverts allows the audience to make the link between them. The other way the two adverts are connected is through the slogan, which appears in both. The colours and bad grammar of the slogan appeals to the young target audience as yellow and red are primary colours. As well as this, the yellow arches is known for being the golden arches of Mcdonald's which allows the company to be identified on multiple platforms.
Hugo Boss creates brand identify with its well known protagonist Chris Hemsworth appearing in both adverts of the campaign. He is very successful and very well known, because of success he is able to catch the attention of the male audiences as they will know who he is and aspire to be like him, which makes the audience pay attention to the advert. the print background is of an urban city with the slogan and hashtag added, this is adapted in the video advert as it is shown with Chris Hemsworth getting up and getting dressed in the urban city which is a narrative setting which connects the adverts and creates the campaign. The video also includes the same slogan, hashtag and image of the product to reinforce the link.
M1: U20
Hugo Boss Campaign:
the appearance of the protagonist in both forms of advertisement creates a consistent message of success across the campaign. By having Chris Hemsworth in both the campaign infers that the audience will want to be rich, attractive and successful like him. Using Chris Hemsworth was a powerful move by Hugo Boss as he was voted sexiest man alive in 2014 by Peoples magazine.
Both advertisements for the campaign have the same background which is of an urban city, this consistency of background sends a consistent message of modernism and inner city success.
Both advertisements share the hashtag 'man of today' which conveys a consistent message of masculinity and heterosexuality across the campaign. This consistency will make the audience feel inferior unless they purchase the product, as without product the campaign is implying that the audience are more feminine and have no chance of success or power.
The campaign is consistent is its messages by having images of the product in both adverts of the campaign, this reinforces the call to action of the campaign and reminds the audience what the product is and convey to the audience to purchase the product.
McDonald's campaign:
The campaign is consistent in both advertisement by the colour scheme. The colour scheme used by both adverts in the campaign are of yellow and red which are primary colours. By keeping to this consistently it reinforces the message sent to young target audiences as the colours will consistently draw their attention.
The campaign also has consistent messages from the slogan 'i'm lovin' it' this reinforces the campaign by having poor grammar which relates to younger audiences and reinforces the message of what the company will bring.
In the campaign both forms of advertisement use the arches of the company, the golden arches which our of the letter 'M' reinforce the consistent message that the campaign and adverts used are for the company of McDonald's.
BOSS bottled: man of today with Chris Hemsworth.
In terms of the choice of media, in this campaign for Hugo Boss aftershave, the video advert for boss bottled, there is an over voice with a deep masculine tone that it very confident. the over voice also uses inspirational sentences to motivate the audience to purchase the product. the video starts with the protagonist waking up and getting dressed whilst using the product the campaign is advertising, after this it shows the protagonist going through his daily life and how the product advertise in the campaign effect his day, with the advert being in an urban city.
In the print advert, it has the company name in the top right corner and a medium shot of the protagonist, Chris Hemsworth, which is the same as the video advert, the background is of an urban city with the same slogan of the product in the bottom left and the protagonist wearing a smart suit. the hashtag is also the same as the one in the video advert.
The aim of campaign is to get the target audience to purchase the products and the objectives is to make the target audience believe that they need the product.
The key message comes from the slogan and hashtag which 'man of today' which implies that by using the product will make the audience feel more masculine and attractive to women. It also suggests they will be more modern and successful. The approach is similar in both adverts of the campaign in which is shows that the product is the starting point of success.
The target audience is of younger men aged between 18-30 this because the protagonist Chris Hemsworth is someone they wish to be like. Chris is generally associated with being women's crushes and therefore someone for younger men want to immitate, by using Chris Hemsworth as the protagonist it encourages the target audience to believe that by using the product they will be the 'man of today' and what women want.
Class? Ethnicity? Secondary target audience?
the class this is aimed is working class to higher class this is because the campaign shows a successful protagonist in a suit looking professional and successful, with the main ethnicity being caucasian as that is the most likely demographic to be in the class aimed at. the secondary target audience is of a black ethnicity and lower class to middle class, this is because they would be unlikely to afford the product in the campaign and would only be able to purchase as a luxury or as a gift.
The key representation is of men through Chris, who is represented as handsome, masculine, successful and modern. This conforms to the stereotype of white men and suggests to audiences that they too can be powerful with this product.
The campaign logistics with the print most likely being on magazines like GQ and posters such as on or around public transport and high-end stores where designer perfume like Hugo Boss are sold, the video advert would most likely be advertised on stereotypical male shows such as sporting events like Premier League football.
Was it released at any specific time of year? Did celebrities post about it online?
Chris Hemsworth tweeted around the same time as the release of his campaign with the same hashtag of HUGOBOSS, the tweet got a lot of retweets which helped with the success of campaign. the tweet sent from Chris Hemsworth also got comments from other celebrities such as Joonas Suotamo who replied to this tweet.
The call to action is to make the target audience think that they need the product to be successful. They are told to purchase the item and are provided with relevant links and hashtags to follow.
These adverts would have to meet the standards set by the ASA (advertising standards authority) and the producers would have had to consider how they represent men and women in the advert by not making it too stereotypical or prejudiced. The advert does not mislead and is not offensive or harmful in anyway, therefore it conforms and follows the rules outlined by the ASA.
I'm Lovin It Campaign:
With regards to the choice of media, in this campaign is a billboard print of a Mcdonald's advert. The advert features just the golden arches of Mcdonald's in yellow on a red background which are recognised as the colours of Mcdonald's. Underneath are the words 'i'm lovin' it' using a lower case 'i' for 'I'm'. This incorrect grammar is deliberately aimed at younger audiences as are the use of primary colours.this simple clean billboard has a powerful and iconic impact and grabs the attention of audiences even when they are in a car or on a bus as they pass it. the fact that there are very few words means the message is easily read and understood.
In the video advert there is a guy in a family car is seen driving around the drive through without stopping, the employees are confused at first as to why he isn't stopping, but soon understand and help to get the order he wants without him needing to stop, once they give him the order it ends with a thumbs up from the man and the audience see that the reason he didn't stop was because there was a baby asleep in the back and the advert cuts to the iconic red background with the golden arches and the slogan of 'i'm loving' it' connecting the two adverts.
The aims of the campaign is to encourage people to stop and eat at the company while the objectives for the campaign is to make people think about using the company as a choice to eat at. A variety of products are available and this campaign advertises this. The advert also aims to send the message that this is a product for families and that they can relieve any stressful situation.
Additionally, the key message from the campaign comes from the slogan 'i'm lovin' it' which implies that the people reading or watching the campaigns will enjoy eating at Mcdonald's.
The target audience of the print is younger audiences aged between 8-13 whilst the video advert is aimed at parents and family people. The video advert aims at parents as they can relate to the problem of not wanting to stop the car incase of waking the baby up, which shows that McDonald's are showing that they are being personal and are there to help and support parents, they do not aim at any specific class or social grade as the campaign is there to help parents of any demographic.
The billboard is aimed at a young audience because of the use of colour and improper grammar, the colours used are primary which are associated with young kids as well as the use of improper grammar also relates to young kids, this billboard is not aimed at a specific class or social grade as young kids are all stereotyped to like primary colours and have improper grammar.
This needs much more expanding --> firstly explain HOW and WHY the advert targets a younger audience. Also, are they of a specific class or does it appeal to all social grades?
In terms of the video advert, again expand on HOW and WHY.
The approach of the print advert ..... and the approach of the tv advert ... .
Approach = is it meant to shock? is it meant to provide humour? is it emotional? Why?
The approach of the tv advert is meant to be relatable to parents as it shows a parents not wanting to stop their car in case of waking up the baby, this can also be meant to be somewhat humorous as parents will relate to the struggle of the task and will laugh not because it is funny to see a parent struggling but because of how relatable it is.
the approach of the print advert is just to attract the attention of the target audience as it doesn't do anything special besides advertise McDonald's, therefore the approach is to catch the readers attention and make them want and think about McDonald's.
The print advert represents the company as fun and happy through the colours and the informal slogan. The video advert represents the staff as caring and responsible and shows men as good fathers who care about their children. Together this represents McDonald's as a family restaurant. Several genders, ages and ethnicities are represented throughout the video advert to highlight that this company appeals to, celebrates and supports all backgrounds.
Logistics were put on billboards near bus stops and train station and the video advert would be shown during family tv shows, such as X factor.
WHY show the TV advert on X Factor? Prime time TV/mass audience etc
WHY advertise the poster on bus stops, at trains etc...
The tv advert it shown during shows such as X-Factor because it is prime time TV with a mass audience and is watch as a family, this will make younger kids ant McDonald's whilst seeing the advert with their family as it will stand out to them.
The posters are shown on bus stops and trains are because it would best aimed at working class and lower class demographic who would be most likely to use trains or buses in order to get to their destination and who need breakfast at an affordable cost to them.
The call to action was to make families go to Mcdonald's.
How does it specifically tell them this?
The tv advert relates to parents which makes them feel welcomed at McDonald's because of how relatable the advert was and how they were treated makes them feel accepted and not feel judged to come in with young kids. the kind and friendly nature of the employees in the campaign also will make them families feel good about going to McDonald's because of how family friendly it is.
the print advert doesn't really have any call to action as all it is meant to do is draw the attention of younger audiences because of the colours and improper grammar.
The campaign would have gone through the ASA to make sure the adverts meets the standards and guidances.
Did it break any harmful, misleading or offensive codes?
the campaign didn't break any harmful, misleading or offensive codes and therefore did not cause any problems or issues to occur.
P1(U24):
magazine, video, social media, billboards, posters, brochures, leaflets, pop-up, newspapers, electronic boards, radio, tv, cinema,podcast.
Mcdonald's advertisement within the campaign suits the platforms they are on because, the print advertisement which is presented on a billboard in high footfall areas that gain the attention of various people, it suits the areas it is put in because it is put in areas where it aims and attract the company's main target audience as well it is very simple and doesn't take mauch effort to read or understand, which could mean that it is targeting younger audiences, especially as the use of poor grammar is deliberate and will resonate with younger people. The video advertisement of Mcdonald's would be on family channels with family shows such as X factor as it uses humour to grab the main target audience's attention. Parents watching the advert will immediately identify with the comical situation the main character finds himself in, unable to stop the car from fear of the baby waking up. This would initiate conversation about the situation and possibly lead to one about food and generally around dinner time therefore encouraging the family to go and get Mcdonald's for food.
Hugo Boss print advertisement is suited for its campaign because the print advertisement would generally be either near high end stores and in public transport areas as this is where working class men and higher class men are likely to be. It is also likely to be featured in men's magazines such as GQ because the protagonist is Chris Hemsworth and GQ is the kind of magazine he would normally feature in and be read by the primary target audience, with the target audience being around 18-30 with it being aimed at working class men and higher class men as the adverts are shown in different areas and platforms such as public transport. The video advertisement would be advertised during sporting events and suited for that time as sporting events such as premier league football is generally a male interest and therefore would be the most promising time to gain the attention of the target audience.
Mcdonald's creates brand identity across different platforms through the colour scheme which is red and yellow and the use of the iconic yellow arches in front of a red background. The fact that these are reinforced in both adverts allows the audience to make the link between them. The other way the two adverts are connected is through the slogan, which appears in both. The colours and bad grammar of the slogan appeals to the young target audience as yellow and red are primary colours. As well as this, the yellow arches is known for being the golden arches of Mcdonald's which allows the company to be identified on multiple platforms.
Hugo Boss creates brand identify with its well known protagonist Chris Hemsworth appearing in both adverts of the campaign. He is very successful and very well known, because of success he is able to catch the attention of the male audiences as they will know who he is and aspire to be like him, which makes the audience pay attention to the advert. the print background is of an urban city with the slogan and hashtag added, this is adapted in the video advert as it is shown with Chris Hemsworth getting up and getting dressed in the urban city which is a narrative setting which connects the adverts and creates the campaign. The video also includes the same slogan, hashtag and image of the product to reinforce the link.
M1: U20
Hugo Boss Campaign:
the appearance of the protagonist in both forms of advertisement creates a consistent message of success across the campaign. By having Chris Hemsworth in both the campaign infers that the audience will want to be rich, attractive and successful like him. Using Chris Hemsworth was a powerful move by Hugo Boss as he was voted sexiest man alive in 2014 by Peoples magazine.
Both advertisements for the campaign have the same background which is of an urban city, this consistency of background sends a consistent message of modernism and inner city success.
Both advertisements share the hashtag 'man of today' which conveys a consistent message of masculinity and heterosexuality across the campaign. This consistency will make the audience feel inferior unless they purchase the product, as without product the campaign is implying that the audience are more feminine and have no chance of success or power.
The campaign is consistent is its messages by having images of the product in both adverts of the campaign, this reinforces the call to action of the campaign and reminds the audience what the product is and convey to the audience to purchase the product.
McDonald's campaign:
The campaign is consistent in both advertisement by the colour scheme. The colour scheme used by both adverts in the campaign are of yellow and red which are primary colours. By keeping to this consistently it reinforces the message sent to young target audiences as the colours will consistently draw their attention.
The campaign also has consistent messages from the slogan 'i'm lovin' it' this reinforces the campaign by having poor grammar which relates to younger audiences and reinforces the message of what the company will bring.
In the campaign both forms of advertisement use the arches of the company, the golden arches which our of the letter 'M' reinforce the consistent message that the campaign and adverts used are for the company of McDonald's.
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