P1 Advertising Theory

Cross media campaign - use of different mediums: audio-visual, audio, print, online (websites, apps, games)

John Lewis 2015 Christmas Advert:

This advert caught my attention due to the emotional storytelling and the comforting feeling of it as it came around Christmas time. The key message is about taking care of others especially in the festive period and how small acts of kindness can positively influence someone. The target audience is likely to be older people, perhaps around 50 and over as this would be the typical demographic of John Lewis. This audience is likely to feel emotional as a result of the advert's message and therefore be interested in buying from the company. 

Advertising Campaign - a collection of advertisements, often cross-media, aimed at promoting a product or company linked by a core message or aim, for example to launch a new product or service. 

Tesco Advert:

This advert feels aimed at an older audience due to the fact it portrays one person who is an adult and supermarket shopping is commonly associated with adults rather than young people. They could make it more appealing to younger audiences and inspire them to get a clubcard and therefore choose to shop at Tesco by including more representation of different ages. By having a range of ages they can show that it is available to anyone and they could show different products that would particularly appeal to those ages. For example it could show deals on video games and a younger person. Perhaps they could try. make it appeal to students as they are likely to want to save money when shopping. 

Celebrity Endorsement:

The involvement of Taylor Swift in advertisements for Diet Coke would appeal to a younger audience as she has a wide range of fans who idolise her are primarily millennials/Generation Z. Her fans would see  her enjoying the product and thus trust that it must be good and they can go out and try it to be more like her. The brand has been around for a long time and in order to ensure new generations still enjoy it they use popular modern celebrities to appeal to them and show it is a modern and trendy brand. The aim of the advert is to promote Diet Coke as well as Taylor's music and hopefully expand the audience of the brand to the younger audience. This advert is effective in its use of the celebrity as in the modern day young people are perhaps less interested in watching adverts but when they see a celebrity they are a fan of and idolise they are more likely to take notice and therefore become more aware of the brand. 

Molly Mae is very well known influencer due to Love Island and is idolised by many young people, especially teenagers. By using her in the advertising campaign for PrettyLittleThing they appeal to this audience which is largely the target audience for the shop. People who idolise her want to look dress like her and through these adverts they can see where she gets her clothes from and it will inspire them to start shopping there. They can see that it is a brand she trusts and enjoys and therefore they will too. The aim of the advert is to promote the brand as well as specific items of clothing that they sell and gain further interest in their clothing. It is effective as they chose someone who is known to be trendy and stylish and who appeals to the target audience of the brand. Furthermore by using a young person they are more likely to catch the attention of the younger audience who will feel represented even if they don't know who she is. 

Shockvertising:

Shockvertising is the use of shocking/provocative images or phrases used by a company in advertising in order to grab the audiences attention. An example of this is the above used by Burger King, the main phrase that is visible on the advert is 'Women belong in the kitchen'. Although this is not the actual belief of Burger King, they are likely to gain attention from it because it will provoke the audience and shock them that a company in the 21st century would say something so outdated. The aim of the advert is to make people want to read further into the campaign in order to understand why they would state that and thus that brings their attention to Burger King as a company. In addition, people are likely to tell people around them of the message as it is out of the ordinary. Overall, it is effective in a sense because it will spread publicity for the brand, it does put them at risk that some people won't read on and will hold it against the company but they do explain their actual beliefs so the majority of people will continue to support them.