LO1 :Analysed NHS advert /Campaign #4

The 'We are the NHS' 2018 campaign


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.