Our target audience is 12-18 teenagers, we want to target this audience due to our awareness campaigns we are focusing on, because we are looking at young carers we will incorporate elements that would attract a teenage audience such as bright colours and informal language
We think that targeting ages similar to ourselves will be helpful as we can relate to the audience and we know what attracts and appeals to the age.
We want to target young carers 12-18 in particular due to this being a detrimental age that can be heavily impacted if being a young carer detracts from a normal teenage life.
To target this audience we will place print products in school toilets and changing rooms along with bus stations and gym changing rooms to ensure maximum exposure, we would ideally showAV products before youtube videos or on snapchat or instagram to target the digital native audience.
Our target audience is a 12-25 females, we want to target this audience due to our awareness campaigns we are focusing on, because we are looking at lung health and skin cancer due to sun-beds and tanning.
We think that targeting ages similar to ourselves will be helpful as we can relate to the audience and we know what attracts and appeals to the age.
We want to target younger females (12-18) in particular due to the rise of pressure by social media, social media influencers are promoting use of tanning beds, social media influencers have a huge following of impressionable teenage girls and after seeing ideal selfs using this type of equipment this has lead to the rise of sun-bed use by younger girls, this being one of the main reasons were targeting young females to show the problems that are caused.
We also feel like sun-beds are used frequently by bodybuilders and fitness models this being due to the tan not turning patchy whilst sweating or working out however it still has the same negative health risks for the users and this once again needs to brought to attention of the users, we feel like this group of females using sun beds are older and are the higher end of our target audience age (18-25)
Another reason why we want to target teenage females is to raise awareness on smoking both legally and underage as its still a huge problem and in some areas its seem as a normal activity for teenage girls to smoke as its seen as a social activity with friends.
To target this audience we will place print products in school toilets and changing rooms along with bus stations and gym changing rooms to ensure maximum exposure, we would ideally showAV products before youtube videos or on snapchat or instagram to target the digital native audience.
We have chosen three media platforms to promote our campaigns, these three platforms being print, web and audio visual.
We have chosen these three media platforms to better target our chosen audience, our 12- 18 target audience would respond best to these medias, for example we aim to have our print based media being distributed in schools and placed school changing rooms and bus stops.
We are aiming to create print based media covering the topic of young carers as we can list statistics and have colourful graphics that will catch the target audiences eye, this also appealing to the younger target audience.
We have also chosen to do a social media campaign to cover the topic of young carers this would be a good campaign to cover in an social media aspect as the target audience are all digital natives, statistics have shown that young people send an average of 2 hours daily on social media therefore by placing a campaign on this platform we will gain huge coverage with our chosen target audience.
We will place the social media campaign on platforms such as instagram and facebook.
Our last media we are looking at is web, were looking to create an educational page that creates awareness and spreads important information and statistic to the audience about young carers, we think this type of campaign awareness complements the other two media platforms as we can link the website to other platforms by including the web link in poster and the end of videos, this can be an aid of more information and can be used to link the campaign together.
All campaigns put out on all media platforms will include strong synergy to ensure that audiences know that even though different types of cancers have been shown that its all part of the same awareness campaign, we will create this synergy by using linking colours, fonts and other visual aspects this will link the separate campaigns for the target audience.
We have chosen three media platforms to promote our campaigns, these three platforms being print, web and audio visual.
We have chosen these three media platforms to better target our chosen audience, our 12-25 target audience would respond best to these medias, for example we aim to have our print based media being distributed in schools and placed in girls changing rooms and bathrooms this would gain the attention of the exact target audience for skin cancer, it would also make the topic a talking point with peers and other target audience members, as well as placing print products in schools we would also look into placing them in other areas that are visited by teenage girls these places would be public transport stops.
We are aiming to create print based media covering skin cancer as we can list statistics and have colourful graphics that will catch the target audiences eye.
We have also chosen to do an audio visual to cover the topic of underage drinking this would be a good campaign to cover in an audio visual media as we are the target audience so we could easily set up a party environment to film in, after filming the advert the AV could be distributed on youtube as adverts before videos that have a large female teenage demographic e.g music videos or vlogs.
Our last media we are looking at is web, were looking to create an educational page that creates awareness and spreads important information and statistic to the audience about skin cancer and the risks of underage drinking, we think this type of campaign awareness complements the other two media platforms as we can link the website to other platforms by including the web link, this can be an aid of more information and can be used to link the campaign together, all campaigns put out on all media platforms will include strong synergy to ensure that audiences know that even though different types of cancers have been shown that its all part of the same awareness campaign, we will create this synergy by using linking colours, fonts and other visual aspects this will link the separate campaigns for the target audience.
CANCER ALLIANCE -
The Cancer Alliance would be a suitable company to advertise and create my campaigns for, I can create adverts for the cancer alliance and promote them on platforms such as social media, print based and websites. The target audience would be targeted in all of these adverted and would see them in day to day life. Due to it being a charity funding a disease that affects both genders and people of all ages adverts need to be honed due to the target audience being to mass, I would aim my adverts at teenage cancer issues as the age will give me an advantage as I can relate to the target audience.
A Campaign Message: awareness and informative information e.g how to check for breast cancer A slogan/strapline : The Main imagery JACKS FOR WOMEN https://www.jacksforwomen.co.uk/
Jacks for Women is a high end clothes shop ran by a family member, its located in Leicester and could be advertised and placed on many different platforms e.g. social media, print based and websites, I would ensure that my target audience would be 30-60, due to the price range of the clothes its important that the adverts have an atmosphere of sophistication and elegance to attract the right age and ABC1 audience.
A Campaign Message : promotion of the clothes
A slogan/strapline : Just for women
The Main imagery : turquoise and blue whilst featuring clothes
SHEFFIELD PRIVATE TUTORS http://www.sheffieldprivatetutors.co.uk/
Sheffield private tutors are a tutoring business featuring in teaching GCSE/A Level syllabus subjects such as maths and English, located in Meersbrook the company is a local company and I have received maths tuition there for over 2 years. I could create campaigns for this business on three or more platforms such as social media, print based brochures or on there website.
Once again I would be able to have a good sense on what would attract both parent and child to the business and can relate to being a child in need of extra education.
A Campaign Message:
A slogan/strapline: Providing professional tutoring
The advert I have chosen to analyse is one advertising the NHS as a viable job career as well as making audiences more aware of how much the service does for the UK.The target audience that the advert denotes is mainly women however we do see men feature at regular intervals, The job of a nurse is very stereotypically a woman's job this being due to the the very caring and almost maternal nature that is expected from nurses however this stereotype is being broken by male nurse figures rising and this advert showing the sexist job stereotypes being broken.
As well as actors shown in images the adverts doesn't target a specific age in the advert, the audience assumes the age ranges from 25-50 as the models in the advert show a variety of ages within this bracket.
The advert is produced to also inspire younger audience members such as 10+ to want to pursue the career, the advert shows a job that is very dependent on your personality and whether you would be inspired to helping sick people however if the advert targets younger audience members this would line up future generations of nurses this being beneficial for the company as this would stop shortage of staff that has been seen recently and has started to taint the reputation of the NHS.
Along with age in the advert no financial bracket is connoted, the wage for nurses would put the employee in the bracket of C1/C2 however the job is known to be more about the aspect of helping people rather than the money earnt this being due to the advert not showing any specific actors showing any sign of extreme or low wealth. In the advert all the actors are unified by the recognisable uniform known to be worn if your a nurse this once again reinforces the idea of unity and working as a team in the job and reinforcing the idea that the job isn't for people who have high aspirations of earning a lot of money however just helping people in need.
The key messages in the advert is teamwork that accompanies the job, the repeated slogan 'we are the NHS' shown on all adverts shows no individual being more successful than another this creates a community environment for the target audience to desire. The writing of this repeated phrase is in very strong san serif and this text represents a strong idea of targeting both genders and the connotations of modernity that is also carried by sans serif font, this idea shows younger generation the always changing company that the NHS is.
In the video advert we hear a narrative over the top of clips which show nurses doing tasks, the narrative creates a very UK tone to the advert by referring to 'making a cuppa' and speaking in quite a broad English dialect due to this the audience connotes the uniqueness of the UKs health service due to we being one of the only country's with free health care this aspect of the advert is placed to create a sense of proudness in the company once again this creates a positive aspect for the target audience to focus on. In the video advert also we see the narrative repeating the phrase 'we are' after saying this phrase she then continues to say the nurses names as we see different actors on the screen, this continuity between all campaign adverts of the phrase shows the reinforcement of community and in this segment of the video we hear the names of both genders this referring back to the aim of targeting both genders this making a mass target audience. This method of showing a very family-like connected unit of nurses is used to engage the audience and show them the type of friendships you make being a nurse.
The logistics of the campaign are catered so the advert is shown to the target audience, for example the video advert will be shown around 5/6pm so the target audience (25-50) who probably already have day jobs will be at home having their tea watching the TV with family members. The timing of the advert is all based on stereotypes of the target audience, this is also the case for where the advert is shown for example the advert will be shown on channels such as Channel 4, BBC1 and ITV all these channels are known to also cater to the target audience that the advert is aiming for this ensuring the greatest chance of the target audience seeing the advert. The advert will be shown after programmes such as Come Dine With Me or Gogglebox these programmes are targeted also at the majority of ages that the advert is this once again allowing the advert to reach the target audience.
The still digital adverts will also be placed on platforms such as a pop up ad on websites such as BBC News or be shown on digital billboards, due to the target audience being a range of both technology indulged and more traditional ideology when coming to advertising the company needed to make sure to target all audiences, this meaning including both digital and print based advertisement.
This campaign due to it being shot in a hospital, a public place, the production team need to be careful not to shoot members of the publics face in the advert this once again could cause a lot of legal action and could cause controversy that covers the positive message spread by the NHS campaign.
The adverts I have chosen to analyse are the ASOS face + body campaign, Even though ASOS is known mostly for its clothing range it has recently started to branch out and sell makeup brands such as ; MAC, NARS, NYX. The campaign ASOS have created to promote their makeup brand has been seen as extremely inclusive for every type of religion, skin colour, gender, sexual preference.
All adverts shown have a running theme and consistency to them all ensuring the audience knows the brand and what their message is.
The target audience denoted from these adverts are both genders, aged 15-25, and have a moderately high income (C1 and above), However the advert targets every nationality, sexual preference, skin colour and this major inclusivity creates a mass target audience for the brand and the products.
I immediately can denote that unusually for makeup brands they have tried to aim at both genders.
Stereotypically only women can wear makeup however in the recent years the rise of men wearing makeup has increased, the fact that this advert includes men of both heterosexual and homosexual preferences is also very impactful as even more conventionally only homosexual men would wear makeup however in the video advert we see very masculine exuberayting men wearing makeup also this creating the message of everyone is welcome and no one is excluded this once again creating a massive target audience which would create more profit for the company.
Along with genders the adverts also include models who have a vary of nationality and skin tones, these models have unique appearances and wouldn't be seen as a conventional makeup model however this inclusion of models who embrace new and interesting styles e.g bald women and men with painted fingernails, These very individualistic looks reinforce the message of everyone being welcome and on the digital advert which features two Asian models we see them both celebrate their natural facial features which is a great aspect of the campaign as in a stereotypical advert we would only see caucasian models, the inclusion of different nationalities celebrates difference but allows unity within this aspect of the adverts attract many target audience members who are from many different nationalities and celebrate their differences.
The advert reinforces the message of different is okay also by contrasting the editing and photography used, In both the video and print adverts we see a massive contrast of coloured backgrounds between models, this pop of colour in every shot creates a fun and interesting aspect to the adverts and allows us to connote that the target audience is younger than 30 as older audience members may perceive it as too childish or too bright for their preferences, In the printed advert shown above we see all the models photographed in a portrait mode having them all be shot in a consistent way to make the advert show that even though every model is sporting a completely contrasting look they are all equal.
To engage the audience ASOS has ensured that the strong message of inclusivity is unmissable in the range of adverts distributed but in particular they wanted to ensure their video advert stuck as the advert resembled a spoken word poem, In the poem read as a non diegetic background narrative it includes strong messages of loving yourself along with your uniqueness, this a problem faced by many 15-25 year olds and this powerful message of understanding leaves the advert being very memorable to the audience meaning they are more likely to buy from the company.
The lifestyle of the target audience would be quite varied, e.g some may be at university but some may still be in secondary school however a common link between them being they have a C1 and above income from either parents or themselves, this is indicated by the price and brands sold by ASOS for example the first item you see on the website is MAC highlighter palate costing £35, this is a very high end product and for target audience members to pay that much they must have a high disposable income, even though the online shop does have more lower branded items such as Maybeline and Barry M which are both well known drugstore brands the audience members could easily go to a drugstore and pick up these items without paying for shipping so this once again shows that if buying off the site you would have a disposable income to spend on the high end products.
The logistics of the campaign would be surrounding the lifestyle and travel patterns of the audience, In sense of print adverts the adverts would need to be placed in environments that the majority of people passing by were an audience of 15-25 year olds this would include bus stops, train stations and on the motorway this would ensure that the maximum coverage of the adverts. With the online video adverts and digital advert this would be placed in between Youtube videos, in between programmes on free view channels such as ITV, All 4 this is due to all these platforms being most frequently visited by people of the age 15-25 and this once again leaving this being the best platforms to target the audiences on.
For the online still advert this would be shown as an advertisement on social media platforms such as Instagram or Facebook this would also be accompanied by a link to the website of ASOS makeup and this would be very influential to the company as this would appeal to the digital natives and encourage them to buy the products due to the easy access.
The fact that ASOS have created adverts that can be shown on multiple platforms including both print and digital shows the mass audience they are targeting and highlights the digital native generation they are targeting, the target audience is known to be very active on social media platforms and have a huge presence on sites such as Youtube, ASOS using this to their advantage have chosen these locations to spread their campaign message of inclusivity and celebrating individuality.
In releasing the advert, ASOS needs to consider legal and ethical issues also for example all models before being photographed for the adverts needed to have signed a consent and release form this allows models to know where their images are being distributed and the extent of the usage of their images, without this form the company can be sued and in many cases its for defamation of character.
Tesco supermarket has created a 2018 advert named "Food love stories", the adverts all have a continuous theme of homemade recipes that have been shared in communities or families. Tesco's have used these very personal recipes and demonstrated how celebratory they are in international cuisines made by their ingredients and the inclusion of all ethnicities and cultures. All the adverts created have a very consistent layout, this demonstrates the ideology of equality, it could be seen that the consistent banners and writing font demonstrate how we should all have the same treatment no matter what race or religion, this also creates a consistent house style throughout all adverts, the adverts all contain the name of the person creating the food followed by the name of the dish however this names in quotation marks to demonstrate how personal the dish names are to the people who have created the food. The food that has been created has a wide variety of continental meals, the array of different cultured foods that have been featured has been a massive sign of inclusion in Tesco's brand. The target audiences are adults aged 25-60, the adverts target both genders and create a mass target audience by targeting the C1 and below occupations. This massive target audience is aimed at by including both genders in all the adverts and ensuring that no ideology is included of women being the only gender who cook and feature both genders equally throughout. Along with the unisex advertising they also aim for audiences who are aged 25-60, They have aimed for this range as they have featured younger cooks such as "Henry" however any audiences younger than 25 would stereotypically be more focused on microwavable meals. The meals featured in all adverts are shown to be cooked from scratch this creating connotations of an older audience due to the older generations are stereotypically known to be better at cooking and at a higher level of culinary. The advert also aims at a range of occupations and money incomes, due to Tescos being known to be budget friendly and be one of the cheaper supermarkets they aim they're adverts at the everyday working audience who would cook for their families or friends, you can see this approach in the photography of the adverts as the models photographed you would expect to see walking down the street.
The key messages of the campaign are things such as cooking being a way to celebrate culture and the merging communities in today's society, the celebration of culture is seen in the different ethnic models holding up a variety of dishes for example in 'Davids' picture he is holding a chicken curry, an originating Indian cuisine and the fact that David is a white male demonstrates that love for food stretches across communities.
To engage the audience, Tesco has created advertisements containing everyday people, this being a break in convention as normally the model in the advert has an aspect of sex appeal and creates an ideal self/partner ideology however as the audience sees normal people who the audience would relate to this then creates not only the idea of them being able to cook the appealing meals the models are showing but they are also welcomed by Tesco's and this then creates inclusion making the audience more likely to shop at Tescos.
The campaign has been placed in locations that will be seen by their target audience in particular, this means they have placed billboards on busy roads where thousands of drivers will be passing daily by placing billboards on roads and motorways this then means people driving to and from work see a comforting and relatable sight, The video advert shows a mum cooking her ill son some soup whilst we see hints of Tesco's helpfulness for example whilst an assistant puts her trolley away for her whilst she is on the phone, this advert is seen as very heartwarming and once again very relatable for the everyday parents who can especially associate with her being stressed because of her ill son, This advert is broadcasted on major channels like BBC and ITV, these would be the two main channels that would be seen by the target audience, its shown in between programmes that appeal to the target audience e.g Masterchef or Pointless, this once again to target the specific audience, as well as the advert being shown on TV it is also shown in between YouTube videos, the YouTube videos that the advert is usually placed in between would be reality/talkshow highlights such as Good Morning Britain, this would mean the younger section of the mass audience would also be targeted whilst they are online.
The campaigns choice of cross media advertisement ensures that both digitally aware adults and more traditional adults can both receive the same amount of coverage of the product, this is important due to the huge range of ages in the target audience.
In Tesco's Food Love Story campaign, the company Tesco's has created a very ethically positive advert for example the usage of many different cultures, religions, genders and ages in their adverts has created a very inclusive advert and therefore makes it very ethically correct this being recognised by the audience and increasing the likeliness for target audience members to buy products suggested.
The adverts I have chosen to analyse are all raising awareness about a sponsored run organised by the charity Cancer Research UK, The adverts all have very common themes and consistent components between them. The target audience denoted from these adverts are women, aged 16-50, who have varied lifestyles however the adverts do demonstrate women who appear to have a C1-B lifestyle.
I have immediately connoted that the target audience is women, this being due to the house style being based heavily on the gender associated colour of pink, The colour pink has an ideology attached to it of being a female's colour and this is used to the Cancer Research's benefit in all 3 adverts.
The advert reinforces the idea that its target audience is solely females due to in all adverts we only see female runners, The sight of no men suggests that the run advertised is only for women and this is backed up by in the video advert all the runners wearing pink running outfits once again reinforcing the idea of female audience members only.
The ages of the target audience however is more varied this creating a mass audience and leaving the advert appealing to more audience members, All adverts show very distinctly that the organised events are created to raise money for the research into finding a cure for cancer, the reappearing word of cancer allows the audience to be much larger as the disease cancer is known to be effect approximately 2.5 million people in the UK, the fact that so many people live with cancer broadens the age range as the advert is targeting anyone who knows a close relation with cancer, this leaves the ages to be very varied.
The lifestyle of the target audience would supposedly be varied alike the age range however the adverts are seen to cater slightly to the C1-B categories more as they show a runner having an educated southern accent and vocabulary, The advert would want to cater slightly more to the higher classed women as if they are asking for donations the higher classed women would in theory raise more due to relatives and friends supporting them would have more of a disposable income and would be more willing to donate a larger sum of money to the cause.
A consistent house style that is reoccurring throughout all three adverts also is the strong San Serif font, this font is very well known for its modern,powerful and visibility, due to it being such a bold font the writing on all adverts is very readable from a far distance this being an advantage as the message is spread wider and a quicker time is taken reading the advert meaning more people can consume the adverts key messages quickly.
The key messages shown in the adverts is the importance of raising awareness and the money donated for the charity, The video advert demonstrates a relatable runner who tells a short but powerful story of survival and how the run helps, however the print and online advert also promote a sense of community throughout united women fighting cancer this creating a positive aspect on the situation and makes it seem fun, attracting audience members who may be less active but are drawn in by the united community aspect.To engage the audience the video advert uses repetition for effect but also it uses very strong imperative command words for example "Sign up right now" the emphasis in the phrase is the "right" this being a common technique which leads the audience member to be more compelled to follow the adverts advice due to the strong guidance given. In the other adverts they also use text in a compelling way for example they address the adverts to cancer itself this creates an idea of intimidation to the huge killer and creates inspiration in the target audiences.
The logistics of the campaign and the smart use of synergy is very clever, The video advert was aired on huge channels such as BBC, ITV and on platforms such as Youtube in between videos, the logistics of showing the video on these particular platforms was very strategic as this would gain the most coverage on the advert and alert the most number of target audience members of the race, The days when it was shown in particular were Fridays and Saturdays, this was due to these days being notorious for
families to sit down and watch TV together this meaning once again more coverage and a higher chance that the target audience would view it. The advert would be shown in between major programmes such as BBC News, Masterchef and other programmes that would also be aimed at the target audience so this would once again increase the chances of the advert being seen to the mass target audience. The other adverts, the print and online advert were also shown in places that would be visited by the target audience for example the print example was placed inside a Daily Telegraph, a newspaper aimed at a range of adults including the age and lifestyle of the target audience.
The campaigns choice of media to broadcast their message was chosen very tactically to ensure maximum chance of the target audience viewing the advert, due to the women being targeted being slightly richer, the newspaper article would've been very impactful due to newspapers being stereotypically read in a household with traditional values, this would've conventionally covered the women being targeted however the video advert creates a sense of modernity to the campaign and ensures that the target audience would've been able to see the advert.
In the campaign, the company Race For Life need to be very careful with their campaign for example because the adverts are being shot in a public places such as a parks, all photos need to be taken with consenting runners only and if any images show members of the public who haven't consented to being in the adverts they could sue the company this could ruin the company's reputation and cost the charity money that would've went to the research of cancer.
