research

Introduction

We have been given an advertising project which we have to make a 30 second advertisement and 3 print based adverts over the course of 4 weeks. 

Analyse two tv adverts

Section 1

The target audience for the cadburys advert is going to be mostly children, and adults who like the song, and for the digestive biscuits advert is going to be aimed for adults and children who love kittens. The narrative for the cadburys advert is a gorilla playing in the air tonight on the drums in a studio. The narrative for the digestive biscuit advert is women opening a digestive packet of biscuits and instead of biscuits, kittens come out instead and their also in a office. So the target audience for the digestive biscuit advert will be women and people who work in a office, the target audience is mostly women because there are only women in the advert  and women love kittens. the difference between the adverts is that the cadburys advert is aimed at everyone which means its more likely to make more money whereas the digestive biscuit advert is more aimed towards women who work in a office so it will more likely make less money.

Section 2

In the cadburys advert their are quite a lot of props from the music industry, fro example drums, drum sticks, fake gorilla, speakers, lights so basically everything you would find in a music studio which brings me to the setting of the advert, there's a purple screen behind the gorilla which should be a green screen but they have made it purple because that's the colour of there brand. The advert itself looks very motivating from the gorillas expressions and enthusiasm when playing the drums, so this advert will impact the audience by motivating them to do what they love or desire.

 In the digestive biscuit advert it is set in a break room and the people's expressions show before they open the packet of biscuits that they are unhappy which has a negative impact on the audience. There are a lot more props than in the cadburys advert such as a hoover, kettle,mugs,clock,posters, water dispenser etc Which gives the impact to the audience that it is a break room. The main colour used in the advert is blue to give an emotional impact on the viewer.

Section 3

The sounds from the cadburys advert are the drums and the music. When the gorilla is playing the drums, every time he hits the drums he uses more power and enthusiasm which then the viewer will feel his power and enthusiasm as well.

In the digestive biscuit advert you here quite a lot of different noises such as the hoover in the background which gives a negative impact on the audience because no one likes the sound of a hoover. You can also hear her open the pack of biscuits which when she does the music starts playing which starts to to give a positive impact on the audience. You can then hear the kittens meowing for the rest of the advert which makes the viewer feel happy. You can faintly hear the aw's from the people. The man hoovering at the end starts whistling to show he's also happy which makes the viewer feel happy. You then hear there phrase sweet at the end.

Section 4

The content sign in the Cadburys advert is the gorilla, the gorilla makes the viewer feel emotions by playing the drums with passion, so the advert uses content signs to impact the viewer to buy the product. The content signs in the digestive biscuit advert is the kittens because they also make the viewer feel emotions which also impacts the viewer and persuades them to buy the product. 

Section 5

In the cadburys advert at the start there is a extreme close up of the gorilla so the audience can straight away see the gorillas emotion, it then moves to a close up shot of the gorilla for a couple of seconds and then moves back to a extreme close up to the gorilla nose so the audience can see that it is heavily breathing which gives a worried impact to the audience. It then moves to a close up and slowly moves out into a medium shot so you can start to see the background and what he is doing which then gives a powerful impact to the audience when he starts playing the drums. It then proceeds to move from a close up shot to a medium close up shot. Then finally it slowly moves out to a full shot.

In the digestive biscuit it starts with a long shot so you can see the background straight away, as she sits down it moves to a medium close up shot of all three of them, as she opens the biscuits it changes to a point of view shot also know as a over the shoulder shot. It quickly moves to a close up shot of the woman so you can see her facial expression so the audience know's she is now happy. It then goes back to the point of view shot of the kitten for a second before changing to a medium close up shot of all three of the women to see all their facial expressions. It then moves to a full shot of the kitten coming out of the biscuit packet which makes the audience feel happy. It then proceeds to go from a medium close up shot of the women to a full shot of the kittens and then finally a full shot of all of them.

Section 6

In the cadburys advert the gorilla draws your attention almost straight away because it has nothing to do with the cadburys product, so by it drawing your attention straight away your more likely to watch the whole advert to see what the gorilla is doing. The song in the air tonight also draws viewers attention who like the song and they will also watch the whole of the advert. Advertising is all about drawing the viewers attention. When the gorilla starts playing the drums the viewer can almost feel the power the gorilla had when playing the drums, so its almost like a message to the viewer to do what you love and trying to persuade you to buy their product.

In the digestive biscuit advert, its only 30 seconds long which means the advert needs to be short and still have a story behind, so when she opens the packet kittens start coming out which draws attention to people who love kittens which a lot of people do, they are also using their product in the advert unlike the gorilla advert where they play a separate video at the end of their advert. Near to the end of the advert at around 23 seconds, it show's the women enjoying the biscuits. Which bring me to who the advert is aimed at, women, which they have to do because of their catch phrase "sweeet" which is what women tend to say. But by them advertising this at women unlike the gorilla advert that is aimed at everyone, the gorilla advert is going to make more money.

Conclusion

Both advertisers sell their products in similar and different ways, for example a difference is who the advert is aimed at, in the digestive biscuit advert its aimed at women whereas in the cadburys advert its aimed at all. Another difference would be the advert lengths of the two, the cadburys advert is 1 minute 30 seconds long whereas the digestive biscuit advert is only 30 seconds long, so the cadburys advert would have cost more to advertise than the digestive biscuit advert which means the cadburys advert is most likely to get noticed more. The cadburys advert sends a message to the viewer to basically do what you love, so its trying to persuade them to buy the chocolate by motivating the viewer. The digestive biscuit advert sells its product by using kittens in the advert, they need to do something to engage the viewer in the 30 seconds of time they have. Alot of people find kittens cute and it makes them feel peaceful and relaxed which by them doing this in a biscuit advefrt their telling the viewer by eating these biscuits that you will feel these emotions.

Target audience

For question 1 I asked people what their ages were, 8 people answered,37.50% are under 18 and 62.50% are 18-24 years old. I asked people this to get an age range for my product and what age's would like it the most.

For question 2 I wanted to know what would interests people the most, 75% said music so I know most 18-24 year olds are interested in music. 12.5% said reading and another 12.5 % said sports.

For question 3 I asked where the people are from, I let them answer the question themselves they all said places in England so I know where all my audience are from.

For question 4 I wanted to know if myself and the people who did the survey had anything in common, but everyone's answer was different so by this I know the audience may have different opinions on the advert.

For question 5 I wanted to know how I was going to set the advert 62.50% said they love comedy the most which I may use comedy in my advert.

For question 6 I wanted to know my target audience so like if it should be targeted at women or men, or both. 62.50% were men and 37.50% were women so I'm going to aim it at both women and men.

For question 7 I asked on the survey if they liked coca cola, 100% said yes, which is good since I'm doing a coca cola advert.

For question 8 I wanted to know the income from the people who took the survey so I know who to ai the advert at and if they would be able to afford the product.

For question 9 I wanted to know what the audience's favourite advert is currently, but most of them were unsure, what I was looking for was the product, one person said coca-cola which is the product I am doing.

For question 10, my last question on the survey I wanted to know if they enjoyed the survey and what they would rate it out of 10, 50% of the survey takers said 10, 25% said 8,12.5% said 6 and another 12.5% said 5.

https://www.youtube.com/watch?v=qdPXQLrueRg

Brotherly love- coca cola advert

This advert was trying to send the message "always their when it matters" which viewers can relate with their siblings. You can notice in the advert that the boy is in red representing coca cola and when his brother is picking on him he is wearing blue representing Pepsi which tell the viewer that Pepsi  bullies coca cola. The bully is also wearing blue again representing Pepsi. When the brother comes to defend his brother he is wearing red sending the message to the viewer that coca cola saves the day which persuades the viewer to buy the product. The brother after helping his little brother still hits the drink which shows he's always their when it matters but is still a big brother.

The target audience for the advert are boys, you don't see one female in the advert being focused on because it would take away the name "brotherly love" it only focuses on the brothers and the bully's.  The bully's are there to make the brother look like the hero who saves the day. The age is targeted at 13-19 years old since that's roughly the age of the younger brother and the older brother. The secondary audience would be kids below the age of the 13 and adults over the age of 19 because they are not excepted but are still counted and added to the statistics. A single can of coca cola is around 79p so for that reason the demographic would be D and upwards because they will be able to afford it.


Audience persona

To find out information about my target audience I conducted a survey to help me find out my demographic to help with my research part of my advert. I wanted to know their age, location, gender and their opinions on adverts and which advert they enjoyed watching the most, by asking them this I was trying to find out the product they used in their favourite advert, most people who answered were unsure, someone said coca cola which is the product I am using in my advert.

I have received 8 responses on my survey which was created on survey monkey, I sent the survey to a group chat on messenger and to some other people. I received a good amount of data so I know who my target audience is and who will enjoy and understand my advert.

Gender: More males than females answered my survey which means males are more likely to watch and understand my advert since hey can relate to the male in the advert which is myself.

Age: The majority of people who answered my survey were over 18. My advert will be targeted at teenagers 13-19 because this is usually the age where you enjoy fizzy drinks and have them all the

location: All my responses were from places in England which is where I am filming my advert so they will be my target audience.

Media preferences: As my age demographic is 13-19 year olds (teenagers), sites like YouTube, Instagram and other social networks are going to be big ways to reach this demographic, so I will market on these sites to grab their attention.

Socio economic group: The socio-Economic group I am going to market to is D. In my survey the majority of responses said their yearly income is under 15,000. So for this reason I will be marketing to people in D as they will be able to afford the product.

Product references: Because of the age demographic, most teens will have phones or a television at home even though their socio economic group is D. They will have YouTube and other social networks on their phone already on their. This is what ill be advertising on.

Advert preferences: Funny and dramatic. I asked on the survey their favourite genre of film was and the majority said comedy which my advert will include some humour as well as a dramatic trip. Everyone who answered the survey said they like coca cola so my primary audience is easy.


Analyse two print based adverts

Persuasive methods imagery: Both adverts have a similar black background to make the product the main focus of the advert. In the shoe advertisement you can see iron man very faintly in the background which persuades marvel fans to buy the shoes. The coke zero advertisement tells you it has zero calories in big letters to make sure people can definitely see it, people who are trying to lose weight will be interested in the drink. They also brighten up the shoes to make them look better, they are also the main focus of the advertisement since that is the product their trying to sell, also the same as the coke advert, the can is the most noticeable thing in the advertisement because its the product their trying to sell. 

language methods and slogan methods: In the first print based advert the slogan is "the sneaker makes the man" so by the advertisement saying this its refereeing to men and that if you buy them you are a man, so its trying to demasculate the viewer of the product.  The language method in the second print based advert is " Real coca cola taste and zero calories" so its like what I said in persuasive methods of imagery by it saying it has zero calories that's going to draw a lot of peoples attention, it also puts coca cola in red to make it stand out because that's the name of the brand so that is also going to catch the viewers attention. 

Composition methods: In the first print advert the shoe is positioned at the bottom and its bright so you can see it clearly, the slogan is also big and I think they tried to make the slogan more noticeable than the shoes since it takes up more space than the shoe. In the second print advert the coca cola is big, so they want the coke to be the main focus of the advert.