• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Analyse any recent advertising campaign in terms of its technique for reaching and appealing to its target audience.

Extracts from this document...

Introduction

Analyse any recent advertising campaign in terms of its technique for reaching and appealing to its target audience. Boddingtons Boddingtons newest Chilled Cream advertising campaign introduced five new television advertisements and many magazine and newspaper supplements as well as articles written in 'The Manchester Evening News,' 'The Sunday Times,' and 'The Guardian' by Graham himself; He was also interviewed personally by Michael Parklison. In my analysation I will look at the different methods that Boddingtons used to attain and tempt their audience I will achieve this by looking at the media language, intertextuality, humour, as well as other techniques they used throughout the texts. The main star of the Boddingtons advertisements is Graham the Cow. Graham is a male cow that is seen as being cool and a bit of a stud with the ladies. Graham is perceived as a lad, who was associated with being southern and drinking larger (Larger Lad), but he also has a northern Manchester accent. This is a strategy for broadening the market, as it will appeal to both the southern Larger Lad's and the Northern drinkers. ...read more.

Middle

Boddingtons uses this humour to entice their target audience. I believe that they see that any younger age groups than 18 will not understand the humour that is being put across to them and any older age groups than 34 will not find the humour funny. Another way that Boddingtons helps to draw in their audience is by use of intertextuality. 'The Shining' advertisement makes a clear reference to the film The Shining. The Shining film has a cult following so after seeing the Boddingtons avert we feel that Boddingtons is part of our culture. The intertextuality inserts the Boddingtons product into our world that we live in and makes us feel like it is part of our culture. Boddingtons also use self-referentiality is during the 'Cream Towers' advertisement. We see that either side of the gates as we go in there are ice cream cones, this relates back to the previous campaign in which Claudia was driving an ice cream van. They also use self-referentiality by the use of Graham being the star in his own advertisements; they reinforce this by the use of star endorsements such as Des O'Connor. ...read more.

Conclusion

Some of the objections were: The sexual innuendo, that they were sexually explicit, that they promoted bestiality and homosexuality, and that they were misleading as bulls don't have udders. The ASA came back and said that the advertisements would not be shown around the time when children's programmes are aired. They said that the cartoon concept meant that the advertisements would not be taken seriously, but that they did appreciate that some may find it in poor taste. The complaint wasn't upheld and Boddingtons continued to air their advertisements. These complaints increased the publicity on the campaign, which also helped with the advertising as more people were hearing about the product. Boddingtons are trying to widen their audience by showing Claudia being interested in the beer. They are pushing boundaries, which when done cleverly can work out, in this case it has, and can make the audience more interested as it has never been done before. I think that they have captured their target audience but have also picked up some younger viewers along the way. Advertising is used to make people feel good about the brand and I think that Boddingtons does this very well by making us feel that it is part of our way of life. Emma Spicer-Howard ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. The History of AdvertisingTypes and Functions of AdvertisingAdvertising in mass media.Advertising agencyDomestic advertising

    The sales department engaged in commercial activity of the agency. Very often agencies attract new clients in themselves due to their reputation or work. However, as a rule, the client is suggested several agencies to lead competitive presentations and the customer makes his choice on the result of these presentations.

  2. Marketing Media and Audience Feedback

    adverts/promotions produced * Provide an extensive list of the contributions to content and editing To conclude, for Assessment Objective 3, I will work in a marketing team or individually to produce one example of direct advertising, indirect advertising and a promotion.

  1. This advertising campaign is a proposal for Guinness. It details the proposal for a ...

    and off-trade (off-licences and supermarkets). Off-trade should particularly be developped because sales become more and more important in this trade. Between 1999 and 2004, sales in on-trade have decreased by 31.4% while in off-trade sales have increased by 15.9%. Consumers are still consuming more in pubs, bars and nightclubs but

  2. How Media Texts Persuade Us.

    This also has a double meaning, as it refers to the car key of the Peugeot, and which also, thanks to the Peugeot, means that on owning this car we can be seen as a member of society with the admirable attributes in the advertisement.

  1. Report on Black Sheep Brewery 's PerformanceCommunication planning to effectively target wholesalers

    * Public relations: It's plan should include a strategy for public relations within it's local community, as well as national public relations, if appropriate. Public relations opportunities include new staff appointments and promotions, new project assignments and recently completed projects.

  2. As the Marketing Manager of this ice cream firm, CALMOR, I have written this ...

    Part of the primary Marketing Research that has been conducted is a questionnaire that I have compiled to find out if there would be a market for this product. The questionnaires were asked of customers and staff within Sainsbury's, South Ruislip, Middlesex.

  1. You have been newly appointed as Promotions Manager to a company - Your task ...

    that are delivered over time to a brand's targeted customers and prospects." IMC's Status as a Theory Some academics (Cornelissen & Lock, 2000) have questioned whether the IMC movement is just another management fad that lacks theoretical content and rigor. But, evidence to the contrary (see Schultz & Kitchen, 1997)

  2. "The Advertising and Selling Program of the Avon Cosmetics Inc."

    no nationality because a good idea is universal-simple, powerful, timeless, and it belong to the world. But a Filipino look in an ad is always welcome. Ad men should strive for it whenever an idea calls for it." All ads are the same in the sense that all advertising hopes to sell or persuade.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work