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Describe one recent advertising campaign. Pay particular attention to the key concepts and discuss the effectiveness of the campaign.

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Introduction

Media Essay Describe one recent advertising campaign. Pay particular attention to the key concepts and discuss the effectiveness of the campaign. Advertising is a way to market a product in order to create awareness and an understanding so as to persuade the audience to purchase the product. Advertisements are effectively messages sent via the media in order to influence the audience that consumes them. An advertising campaign such as the Boddingtons beer campaign directly sets out to target a 15-30 year old audience, in the B to D socio-economic groupings. Everything in an advertisement has been purposefully placed there for a reason. Before anything can be read into and depicted from advertisement such as Boddingtons, looking at the adverts at face value, from the vibrancy and boldness in colour of the animation, to the voiceovers and portrayal of men and women. The content of the adverts have been positioned to make the audience believe a preferred reading. The media language employed throughout the five advertisements within the campaign puts focus and emphasis on the product throughout, in both direct and indirect ways. The beer itself plays a central role, whether it is actually being consumed or placed in a superior position. ...read more.

Middle

The type of intertextual references are those, which the core target audience of 18 to 25 year olds would recognise, so the campaign effectively targets them. Such references to the film - 'The Shining', the television programme - 'Through the Keyhole' and the television show - 'Des O'Connor Tonight'. The differences between the adverts allow for a wider audience to relate to the adverts, so that more people can be targeted. It is interesting to notice that the narratives contain some of the codes and conventions specific to situation comedy, for example the idea of a set up and pay back in the form of a joke and the subversion of the audience's expectations. The narrative, media language and representation all help to create an initial preferred reading of the advertisement and then as it builds up the audience's expectations of what is about to happen are subverted. For example the use of sound to deliberately create sexual connotations creating the preferred reading of what is going to happen, the subversion of expectations creates the 'Boddingtons is better than sex' connotation. As with the representations created in the campaign where Boddingtons is placed with essential foods in a fridge to show it is needed to survive - placing it in this dominant recognisable position creates identification by the audience, encouraging them to do the same. ...read more.

Conclusion

The main codes and conventions are the use of humour, sexual connotations, live action, social inclusion and a happy, aspiration lifestyle, these all feature heavily in the Boddingtons Beer advertising campaign. The values that the adverts are promoting are the moral acceptance of sex, partying and drinking as everyday activities. Boddingtons is shown to give you an advantage of money and 'the celebrity' lifestyle and it encourages the audience to live in this way, showing that success is measured by wealth, fame and sexual conquest. It also, quite importantly, shows the role for independent, powerful, dominant women in society, placing women on an equal par with men, which reflects the changing attitudes, our society has gone through, even though this equality is sown by the fact that it is acceptable for women to drink alcohol. On the other hand it shows the drinking of alcohol on a regular, daily basis as morally acceptable for our youth, naturalises heterosexuality, shows casual sex as acceptable and places alcohol at the forefront, as an acceptable social device. Showing alcohol in a light that it will improve all the areas of a person's lifestyle that the target audience are particularly interested in. The advertising campaign does make assumptions about its audience. Particularly that they aspire to celebrity status, wealth, sexual activity, drinking and clubbing, and overall success. ...read more.

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