• 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

    Usually the advertising agency consists of four departments 1. The creative department engaged in development and manufacture of announcements; 2. The department of advertising responsible for a choice of means of advertising and accommodation of announcements; 3. The research department studying the consumer psychology and requirements of audience; 4.

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

    * Rejecter: They didn't hear about the brand, nor do they want to. Marketing objectives Guinness' marketing objectives for this 12 months campaign are to: * Increase product awareness among the Adorers (10% of them are making the step down and become Adopters. This figure must be reduced to 5%.)

  1. marketing communications for cider

    Threats: * Low percentage of growth in economy market. * Pressure groups against the advertising of alcohol. * Government campaign against the underage drinking. 3) APPROPRIATE SMART MARKETING COMMUNICATIONS OBJECTIVES In order to devise the marketing communications objectives Dunkertons must have to define its marketing objectives. The marketing objectives for Dunkertons will be: * To increase the market share

  2. Marketing Media and Audience Feedback

    and audience feedback with the aid of case studies or examples to further enhance understanding, explaining any problems identified * To consider the motivations of the different aspects of marketing media and audience feedback, and the theories for how it is done professionally, reviewing and clarifying these key points *

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

    Don't begin by forming unrealistic expectations for your communications or marketing staff. Or don't create a plan that will cost more to implement when you know you can only spend less because of low budget on your communications program. Work within your means.

  2. How Does Advertising Work

    * Advertising is used as part of a wider marketing process where other factors such as price and availability also exert an important influence. * Therefore advertising has to work alongside the other aspects of marketing in an integrated fashion to communicate effectively with the consumer.

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

    * Challenging-The aim of getting the product recognised after launch date * Measurable-If the product has not achieved its challenge, the adjustments that are made to ensure that it will reach it. Good Marketing research will give me sufficient information to make marketing strategic decisions.

  2. Promotions & Advertising

    When a business wants to advertise they have to think about how to advertise and what they need in order to advertise. Advertising cost a lot of money so Lanc�me have to carefully plan out how to advertise or they will be spending too much money on advertisement and won't gain anything from it.

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