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

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

Extracts from this document...

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.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing 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 GCSE Marketing essays

  1. Analysing the effectiveness of background colour in magazines.

    As you read on it talks about ' the perfect pout ', which may appeal to teenagers or young women who would love to have perfect voluptuous lips. It then goes on to talk about ' cut along dotted line, affix to chin and tilt upwards by 45 ' which

  2. Proposal Template (Binge Drinking)

    fully psychologically open up and provide as much information as they can recall. The series will be accompanied by an opening to the programme which will include an appropriate song and an overwhelming visual scan of alcoholic drinks.

  1. Evaluation of the Froops Campaign

    Also the froops packet is very colourful compared to the backround and is sparkling. The advert makes the people believe the froops are very tasty. Radio Advert The radio advert has the same rules as the television advert-it lasts thirty seconds and is divided into six main sections.

  2. Advertising - Peter Kay's John Smiths Campaign

    A close camera view of Peter Kay's used during the conversation for a more intimate and involved feeling. The camera moves round to the other diner's, showing their reaction. They seem to be impressed by his caring attitude towards his daughter.

  1. Analyse the media devices and techniques used in a particular advert and comment on ...

    adverts, the models are the same but just showing probably extreme colours and tones. In this advert, only natural colours are shown which suits the face of each model but not forgetting a sense of individuality that attracts, further, to the viewers.

  2. Upon looking at the JVC advertisement, there were five key ideas to analyse - These ...

    The audience are quite literally positioned on this advertisement, so they are looking over Seb's shoulder. This means that we look at what Seb is looking at, e.g. we look at the woman, and then around the rest of the room.

  1. Investigation of How Women are Represented in the Media

    life is to have a family and raise children), to make us think we need their product. 'If you buy this baby product you are a good mother' or 'If you go to this place, you will look as good as this model'.

  2. Gender in the Media

    This is somewhat confusing, as this is likely to be a situation of sexual appeal. The main purpose of this is to advertise a new promotion where silver rubber gloves are being given away. The text 'What does it take to get me into rubber?'

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