My Case Study Advert
Case study 1:
Snickers Chocolate Bar
There's a new chocolate launched in the market it aimed to give you that energy as soon as you take a blissful bite out of it it's called ' Snickers' this chocolate bar was launched in 1930, however this advert was released in 2014 and features Mr Bean in it. The advert portrays Mr Bean going to China for Kung fu Lessons to fight enemies.
Aims
The aim of this Snickers chocolate bar is to portrays it meaning which is to not lose focus when you're hungry. The key brand of the message is that people are not themselves when they are hungry, and a snickers bar is the solution to make people feel like themselves again. Snickers aim is to allow the consumers think that a snicker would satisfy they're hunger and refill them with energy instead.
In the advert we can see that at 0:49 when Mr Bean bites into the Snickers bar he transforms into a warrior, the advert has achieved its look and would make consumers think that a snickers bar could give them the same energy Mr Bean received.
Target Audience:
The brand Snickers positions their target audience in all age groups within society for upper, middle and lower class, the snickers bar is aimed within all age groups this is because the chocolate is considered good with nutritional value and good taste. The snickers brand is famous as it is rich in flavour and has a melting centre filled with crushed nuts and caramel. Snickers is also aimed at both male and female overall the target audience is everyone.
Key Message
The key message of the Tv Advert is ' You're not you when you're hungry ' this can be seen in the Tv advert at 0:41 where Mr bean jumps into the hole in the roof and crashes straight onto his back in shock surrounded by the enemies. Moments later one of the warriors throw down a snicker bar and that's when Mr Bean transformers back into a warrior, this connotes that Mr Bean was not himself without the snicker bar and needed the snicker bar to get him back in focus.
Approach
The Snickers Television advert approach can be seen through comedy and a slight bit of fear, we can see this in 0:43 when Mr Bean crashes onto the ground on his back with all the enemies surrounding him, however comedy can be seen in 0:48 when Mr bean is given a Snickers bar and his face lights up as he takes a bite out of the snickers bar and then transformers into a warrior this is quite humours as it is unexpected that a bite out a snickers bar can transform Mr Bean into a warrior.
Representation
The Snickers Television advert has transitions which can also take place in a perfume advert a example of this would be when Mr Bean falls it is a transition between the top floor to the bottom which is seen in most perfume advert when they drop the perfume and it becomes the main camera shot, the drop he takes would be a transition for a perfume advert with a perfume.
Campaign Logistics
The snickers television advert should be scheduled to air on television from 7pm-11pm on popular television adverts such as ITV also on normal channels such as Children channels such as Disney this is can be supported by the advert as it is filmed in the night, we can see this at 0:02 where the opening scene is in China during the night so it would make sense for the advert to be hosted during night. Between 7pm most people would be eating dinner and watching tv so this is a good chance for the consumers to have a close look at the advert, the consumer would also possibly want a snicker to snack on after dinner as a treat. ITV would be a good channel to schedule this television advert on because there is a larger population watching which would mean that there would be a large audience which can be attracted to this chocolate bar, this is also because ITV is the most watched channel in the Uk. Therefore, scheduling the advert on a popular channel would lead to more consumers. Disney channel on the kid channel would also be a good channel to schedule this on as it has comedy in it and most kids would think that by eating this snicker bar, they could also become a warrior so this would lead to more children consumers.
Choice of media
This piece of work is a television advert. This shows the transformation of Mr Bean after biting into a snickers bar, this is aired on television as the audience watching this advert would be empowered by the transformation that a snickers bar takes and would feel attracted to how a bite from the snickers bar can change you when you're hungry. This advert is suitable for television as it will attract more consumers and make more profit for Snickers themselves.
Legal and Ethical issues
Two legal issues that would affect Snickers advert is intellectual property rights and copyright acts. This is because when launching the snickers advert, Snickers did not address who had the idea of the quote ' you're not you when you're hungry '. This allows credit to be given to the owner of the idea and prevent any law cases that could possibly occur, when it comes to copyright the advert would need some music. This will allow the advert to be more interesting and engaging, overall, when addressing snickers, they will need to ensure that the music they use has permission to be used an example of this would be permission from the artist so that there is no prevention of any law cases used against them. Two ethical issues that would affect the snickers campaign is the material they have used and the location it needs to be addressed because when producing they would need to make sure that the advert does not discriminate anyone or go against any audiences' beliefs, Overall, when creating the snickers television adverts these legal and ethical issues need to be considered.
Call to Action
One response mechanism that the snickers advert has is towards the end of the advert it has a hashtag with the word ' hungry ' this is aimed towards social media platforms and platforms such as twitter and Instagram as they are trying to promote the snickers bar with the hashtag ' hungry' so that the advert can go viral, as well as reach its potential target audience. Reaching its potential target audience would mean that every snicker bar advert or picture would have the hashtag ' hungry' below it and this would also be ideal for the advert as the meaning behind the advert is ' you're not you when you're hungry'.
Regulation issues
The advert stays within the ASA guidelines as it does not mislead or harm or discriminate ay of the audience however many could argue that Mr Bean turning into a warrior is a bit misleading and offensive to the Chinese in 0:52. However, the overall advert does not mislead or cause any harm to the overall purpose of the advert as it creates a humours effect on the audience, an attracts majority of the audience into thinking that the snickers chocolate bar has enough power to turn you into a warrior. Snickers have achieved the quote ' you're not you when you're hungry' in the advert as they turned Mr Bean into a warrior with one bite of the snickers bar.
Print Ad: Posters
The Snickers was also advertised on posters. The advert was launched in 2014 and was shown on several adverts such as television adverts and posters around the Uk, the advert was created for the USA as well as the UK. The snickers advert was also advertised in shops and was put up in shop windows.
Aims
The aim of the snicker's poster is to spread awareness and get the message through, the message which the company want to get through is ' you're not you when you're hungry'. The poster is used to achieve this aim as it broadcasts the product to thousands of people which can either be consumers of the snicker's chocolate bar or newer audience. Furthermore, using the print ad poster in popular area is likely to catch the attention of a larger number of people, this would lead to most people become interested in the product and could possibly increase the number of purchases made.
The posters above show that when eating a snicker bar, it transforms you and give you enough energy to stand out and be different.
Target Audience
The target audience for this print ad would be any ages between 12 and above this is because the snickers bar contains nuts and many children could possibly be allergic to nuts, so this would not be recommended for younger children as most younger children eat and forget that they have allergies. The gender targeted would be both male and female however in the print ad we can see that the pictures used is mostly of men so this would make most men attracted to the product.
Key Message
The key message of the Snickers poster is to show their unique selling point, Snickers area unique company which are not like other fast-food companies. The print ad poster connotes to the audience that this snicker bar is very luxurious as it has a centre filled with crushed nuts and caramel, the print ad aims to catch audience's eyes and interest them. Snickers is aimed to transform a hungry man or women into a beast and unleash their inner potential.
Approach
Snickers adverts approach is to project their quote and aim their meaning behind their snickers bar, the aim is to attract more customers and be able to create enough profit from the snickers bar. The snickers bar is evidently colourful and would catch the audiences' eyes when walking past the poster. The colour of the poster is the most attractive part of the approach and would catch more consumers.
Overall, the television advert and the print advert have two different approaches, as the television advert has dark colours is based in China and is in the night, however the poster is more colourful and would attract more people.
Representation
Snickers print ad poster does not have a representation of someone specific which is publicly known however in the print advert, we can see that there is a group of boys, and one is facing the opposite direction. This representation is shown through the boy running towards the opposite way and the boy with his shirt pulled up, snickers aims to portray a meaning behind both of these pictures and the meaning behind it is the same as the television advert which is ' you're not you when you're hungry ', In the picture both representation are aimed to show that both of the boys are acting different because they are hungry and a snickers bar would help them.
Campaign logistics
The print advert poster for snickers would be best placed in the front of local shops and advertised in big supermarkets and in the train station on the underground, the poster being placed on local shop windows would make a good outcome this is because people passing would end up seeing the posters meaning it could catch their eyes. The poster would attract more busy workers this is by putting the posters up on the underground stations so while waiting for the train the people could have a look and read at the poster on the wall, this would be beneficial as it could make them hungry and want to grab a quick on the go snack which could potentially be snickers.
Choice of Media
This is a print advertisement. This print advert informs people that there is a new chocolate bar out in store, this also allows people to catch a glance at the product making them keen on buying and trying out the product. Posters are usually used around public areas such as the underground or on huge kiosks, this allows the poster to attract many people as many people go to work in busy areas. Publishing posters in busy areas means that the increase in audience and viewers would be large and increase many customers.
Call to Action
The response mechanism to snickers is to go to their website and look into their web page and then order yourself a snicker or go into your local supermarket and purchase the product. However, Snickers does not have a response mechanism apart from the image of the product and the quote which portrays its meaning. Socials media platform is one way to get a response mechanism out of snickers.
Overall, both television and print advert are different this is because in the television advert we can see that there is a response mechanism which is the hashtag. However, the print advert does not have a response mechanism, both are aimed to attract more consumers.
Legal and Ethical Issues
Legal issues that would affect the snickers print advert is the permission to take pictures this would need to be copyright proofed as it is a poster, this is so that before releasing the product the copyright would need to be marked down. This is vital because if it is not copyright approved it will be a problem, when taking picture or editing anything all reference needs to be added and asked for permission.
This needs to be addressed because when producing the poster, the company would need to know so that it does not cause any future issues with the company and the production.
Overall, the television advert and the print advert are considered slightly different with their legal and ethical issues, the television advert looks into the music and the graphics of the advert while the print advert looks into how this poster will go viral and where it should be published.
Regulation Issues:
The print advert stays in the ASA guidelines as it is not misleading or harm to any of the public. The poster clearly shows a bunch of boys who are ready to have a race, this also portrays the meaning of the quote as one of the boys in either poster is doing something completely different to the other boys this portrays the meaning of ' you're not you when you're hungry'. The poster does not cause any harm or offence to anyone in the public, as it purely focuses on connotating the quote. However, both television advert and poster advert stay within the same ASA Guideline of not causing any harm or misleading anyone in the public.
Case study 2:
Miss Dior Perfume
Tv Advert: https://www.youtube.com/watch?v=h4s0llOpKrU
The product in this television advertisement is Christian Dior's new perfume called 'Miss Dior'. The advert was launched in 2017 and was spread across several popular television shows. Dior featured Natalia Portman as the face of their new perfume Miss Dior, this went viral as Natalia Portman is a well-known actor.
Aims
The aim of the Christian Dior's television advert was to advertise their new product and catch a huge audience's attention as Christian Dior is a well-known famous brand. The aim of the advert is shown towards the end of the advert where we can see the new released perfume Miss Dior, the advert allows the audience to see how the perfume bottle is designed and how the perfume looks like. The advert manages to successfully reach its aim of to attract the audience and persuade them to purchase the perfume.
Target Audience
The target audience for Christian Dior's perfume Miss Dior will be young people and middle-aged people of different ethnicities and it can attract both male and female, however this perfume is mostly made for women as we can see in the name 'Miss Dior'. They have made the perfume to be a floral sweet, scented perfume so this would attract more young women, throughout the television advert we can see that the women on the front screen of the advert is Natalia Portman this would also attract young women as some look up to her as an idol/role model.
Key MessageChristian Dior's key message for the television advertisement is a rhetorical question. The question being asked is 'what would you do for love?' this allows the audience to think and potentially question themselves. In the advert at 0:04 there is a man saying 'I love you' to Natalia Portman and she replies with 'prove it' this would make the male audience think of how they could possibly show their love towards their wife/girlfriend. In the advert we can see that Natalia wear the colour pink and the Miss Dior perfume is a pink substance these to connect and at 0:31, she drives a car with pink smoke spelling out the word 'love' in the sand. The key message of this advert is about love and to be fully committed and leave a legacy of beauty.
Approach
Christian Dior's approach to the advert is about love and commitment. This can be seen in the advert at 0:21 where Natalia is in the bed holding hands with her lover, this shows a sexual side of love however at 0:14 both Natalia and her lover are in France this shows the other side of love where there is no sexual attraction. The adverts approach is successful as it connotates Natalia's quote of 'What would you do for love', however the advert also has another approach which is a storyline of freedom and fascism, beauty and betrayal, roses and repression, and how the polished surface of fashion conceals hidden depths.
Representation
Christian Dior's television Advert focuses on freedom and fascism, beauty and betrayal, roses and repression, and how the polished surface of fashion conceals hidden depths. The advert mainly focuses on Beauty and Love, this can be seen as Natalia Portman is the star of the advert and she is shown in many angles throughout the advert. Christian Dior's aim of representation is to allow the audience to feel some way with Miss Dior, Dior allows women to feel powerful and in control of their emotions this has been connoted by the way Natalia Portman acts and at 0:04 in the advert we can see that when she says, 'Prove it'.
Campaign Logistics
Christian Dior' television advert for their new fragrance 'Miss Dior' should be aired on popular channels during the evening. This evening is the most popular time people watch television as most people come back from work/school and have some time to themselves, by airing it on the popular channels this allows a large population to be able to come across the advert. By airing the new fragrance on a popular channel in the evening this would allow people to be aware of 'Miss Dior' and also have interest as the advert features Natalia Portman.
Choice of MediaThe advertisement is aired on television. The Tv advert focuses on Natalia Portman. It then shows the perfume bottle at the end of the advert making sure that the audience don't get carried away with Natalia Portman beauty and focus on the ideal purpose of the advert. Thousands of people will be watching this advert; however, this advert would be aired on a popular channel.
Call To Action
The televisions advert response mechanism is to search and buy the new fragrance 'Miss Dior'. The adverts' expected reaction is to go out and purchase the product, this can be shown through the advert as they have announced the name of the perfume towards the end of the advert. This would persuade the audience into having some type of interest towards the product or even researching into the product; therefore, the response mechanism has been successful as it will have a large population of eyes on the product itself.
Legal and Ethical Issue
Two legal and ethical issues about this television advert are the intellectual property right and the music. The television advert uses the music Chandelier by Sia, this would need to be copyright approved and allowed to be in the advert as it could cause issues for the advert and be claimed to be copyright act. They will need to get permission from the artist to use their song in their advert and offer them a sum of money to do this, intellectual property right may also be an issue with other actors. These actors will have to approve of being in the advert and in certain shots that they want to be in.
Regulation Issues
The Christian Dior advertisement stays within the ASA Guidelines as it is not misleading or harm or any offence to anyone in the public. This is shown in the advert as it mainly focuses on love and beauty and Natalia portman as she is the main star of the advert. The advert achieves its aim as it states what the perfumes name is and also how the product looks, the advert does not mislead or harm or make any offences to the ASA Guidelines.
Print advert: Magazine
The product in the magazine is a print advert of the Christian Dior's new fragrance ' Miss Dior'. The advert was launched in 2017 and was displayed in magazines under a campaign marked #DiorLoveChain, it was targeted at females as it is a floral sweet, scented perfume.
Aims
The aim of the Christian Dior's magazine is to spread awareness of their new perfume Miss Dior. They have advertised tis in the magazine to ensure that everyone reading a magazine of a print advertisement also gets a view of this new product that they have released. The advert achieves its aim by advertising in the magazines, they are able to reach a large variety of the audience, and this increases their customers on their magazine pages and how many people that purchase their magazines. Overall, both television advert and print magazine advert share the same aim of reaching out to a large population so that they can get the audience to purchase their product.
Target Audience
The target audience for the Christian Dior's new fragrance Miss Dior is young female women. They have specifically made this targeted towards women as the products name is ' Miss Dior', there is also a fragrance dedicated to men. The magazine displays Natalia Portman as the front cover this presents her beauty, this would attract young female as Natalia Portman is an idol to some young women. Overall, both advertisements from the campaign appeal to the same target audience.
Key Message
Christian Dior's key message for the magazine advert is to show how the fragrance has a sweet and floral scent and is unique. The advertisement is made to attract females to the product as the front of the magazine cover features Natalia Portman. The advert uses Natalia wealth and beauty this attracts women and inspires them to want to be like her. The key message is to show that Christian Dior's new fragrance is unique and is featured by wealth and beauty, the quality of the fragrance is very good and the worth of the product is very high.
Approach
Christian Dior's magazine advertisement approach is beauty. Beauty can be seen in the advert through Natalia Portman, she is a model and a beauty ambassador. Christian Dior features Natalia as her beauty helps represent and connotes the definition of beauty, this attracts a large population of women as women want to feel powerful within their beauty. This approach is achieved in both television advert and the print advert magazine, the main feature of both adverts is Natalia Portman.
Representation
Christian Dior's Magazine print advertisement represents the same as the television advert, both adverts represent beauty love and wealth. However, the magazine represents more beauty as it features Natalia Portman. The audience which are female would have interests in this magazine as most girls are into beauty.
Campaign Logistics
Christian Dior's print advert is placed in magazines and posters. I think that placing the print advert in a magazine was a good idea, however the magazine should be placed in beauty and fashion for women such as magazine's like Glamour. This is because on the print advert Natalia Portman is starring as the main cover and beauty guru and she is representing Christian Dior's new fragrance 'Miss Dior'. Natalia Portman is a very attractive women, this would attract more younger women to look up to her and also take inspirations from her. The magazine for Glamour would be a good magazine for Christian Dior's new fragrance print advertisement, the advert uses Natalia portman and is more targeted at women and the Glamour magazine is a women friendly magazine, which gives beauty and fashion based tips. Placing the Christian Dior's new print advert in the Glamour magazine would mean that the advert has a large chance of reaching a large population in the UK, the magazine will also be read by people who look after their appearance and love to smell good. Both advertisements are from the same Christian Dior campaign and have the same target group, and also reach their aim of publishing their new fragrance.
Choice of Media
This is a print advertisement. This magazine models and shows Natalia Portman's beauty as well as the new fragrance 'Miss Dior'. Magazine adverts are used to target a certain group of audience and attract them to the product. The magazine is aimed towards women which are interested in beauty and fashion, therefore this would catch their attention and interest them, which would most likely make them want to purchase the product. The television advert and the magazine advert are both from the same campaign and company, however they both carry the same elements around the two different media adverts.
Call to Action
The magazine adverts call to response mechanism is to look on their website or search into their social media sites such as Instagram and twitter. An example of this would be in the television advert and their twitter page where the product is captioned with a hash tag or followed with a link. The adverts response mechanism allows customers to find their social media and website page and allows there to be research done on the product. The advert's expected reaction is to go to the store and purchase the product and to test the tester samples. The magazine adverts mechanism is therefore appropriate for the product as it interests customers towards the product and gives recognition to the new fragrance 'Miss Dior'. Overall, both print advert and television advert use the same call to action mechanism within the same campaign, the adverts call to action mechanism for the print advertisement is to look into and be able to research and find out more about the new fragrance. The Advert allows the public to do this by linking in the social media websites and putting up hash tags within the captions.
Regulation issues
The magazine advertisement stays within the ASA Guidelines as it does not cause any harm/offence and is not misleading. This can be seen on the advert as it shows Natalia portman on the front page and portrays her beauty. It also states that there is a new perfume being released as it quotes ' Miss Dior'. Therefore, it is not misleading or causing any harm towards the target audience or others.
Both Televison and magazine advert do not cross the ASA Guidelines or mislead or cause any harm or offence.
