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.
No comments:
Post a Comment