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English Media Essay (first draft)

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Introduction

English Media Essay (second draft) How did the John Smith's advertising campaign, starring Peter Kay achieve its success? The advertising campaign for John Smith's beer achieved its success using a variety of techniques. The main reason for the achievement was the approach that the producers took. The purpose of the adverts was evidently to encourage the public to buy John Smith's beer. Analysing the audience allowed them to aim their adverts to people who would be most likely to purchase the product. Once the purpose and audience were summarised, the content and ideas for the adverts were produced. They supplemented the campaign's success by using Peter Kay, a recognisable comedian, and various storylines for each advert, which attracted the correct audience. Firstly, in each advert, the slogan 'NO NONSENSE' draws a close to the advert. This slogan reinforces the actual message, which is that John Smith's beer is a 'NO NONSENSE' product. An example of how it is used is in the 'Wardrobe Monsters' advert. The setting is in an Indian Restaurant, where Peter Kay, his wife and friends are sitting at a table having their meal. Again this is an every day setting, nothing out of the ordinary. The camera is on a wide-angled shot so as we can see all the actions. We hear a common Nokia ring tone sound and Peter Kay answers it, close up shot of Peter Kay. ...read more.

Middle

The advert 'Mother' also uses this type of humour. To begin the advert, we instantly see a long-angled shot of the 'mother' character hovering her living room, shown as a normal living room with coffee table, cabinet, TV system. The audience can relate to this, as it is probably not unlike their homes. The 'mother' wears jeans and generally 'trendy' clothes, which gives the impression of a younger person. She has short, modern, spiky hair and the action of her hovering indicates that she is an able woman of about 45-50 years. However, this is not supported when Peter Kay (playing her son) enters with a suitcase in his hand, wearing a jacket and starts to talk loudly and clearly to his mother, as if she is deaf. He persuades her that she needs to go into an old people's home, patronising her by saying: "It's for the best." Of course, the mother wonders why her son is ordering her about and sharply relies with: "Why should I go live in an old people's home?" Peter Kay tells her straight: "Because I wanna put a snooker table in your bedroom and the kids are frightened of your moustache!" This reinforces the 'no nonsense' slogan. At this point the camera focuses on a close-up shot of the mother to show her response. Obviously, the mother is behaving shocked and taken back from the whole episode. ...read more.

Conclusion

Again, adding humour while also reinforcing the campaign's message-'no nonsense'. The whole impression of a professional diving competition, to an unknown 'bomb' creates much laughter from the audience and without pressurising them to buy the product, still succeeds in purchases. This is why the campaign has been so successful. In the other adverts 'Wardrobe Monsters' and 'Ball Skills' shock humour is created and works very effectively on the audience. In 'Ball Skills' again similar to 'Top Bombing' professional sportsmen are shown doing quite complicated ball skills. Their costume consists of a black and yellow strip, covered in mud. The opening shots only show their legs and feet, with the camera tracking the ball. Some skilful pausing is completed before the 'NO NONSENSE' kick approaches from Peter Kay's foot, sending the ball over a terraced house's garden fence. Peter Kay, feeling please with himself says: " 'ave it!" and the advert comes to a close with Peter Kay pushing orange pieces off a tray and grabbing his can of John Smith's beer. This creates humour but also shows the versatility of John Smith's by using a can instead of a pint glass. So, to conclude, this advertising campaign achieved its great success by not outwitting its audience, but at the same time being more interesting and comical than the programmes surrounding it. I believe, by using all the techniques mentioned, that the John Smith's beer campaign has achieved this and therefore the adverts are, and deserve to be, an award-winning success. Lucy Cable 10RL ...read more.

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