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

English Media Essay (first draft)

Extracts from this document...


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.


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.


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.

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. GCSE English Coursework

    At the bottom of the advert is says " Trust Boots". The audience may want to buy this because it is a well-known brand. It has a special offer and people will think may as well buy it as it is on offer.

  2. Why were the John Smiths/Peter Kay adverts so successful

    The third advert is the football one. In this advert is a team at football training they show of their skills by keeping the ball up and then they pass it to john smith he then volleys it and

  1. What is the most affective form of media?

    The reason this is affective is because people recognise the slogan and also the logo. The advert is good at advertising for its target audience. It does not appeal to me because I am not female and between the age of 18-40. Printed adverts can be found in many places.

  2. GCSE English Language Assignment, KH2: Media

    The advert itself has remained almost unchanged for the last forty years, as Chanel wish to preserve their image. However, to appeal to successive generations the visual treatment has recieved subtle changes, such as the inclusion of a more modern looking colour scheme.

  1. Advertising - Peter Kay's John Smiths Campaign

    that is contrasted against a close up of a 'perfect pint' and a distant shot of 'not so perfect' Peter Kay and his bottom. With this close up of john smiths and long shot of Peter Kay makes our eye perceive that pint as being larger than it really is.

  2. Studying a passage from Oscar and Lucinda by Peter Carey.

    This area surrounds Lucinda's glass blowing shop. He doesn't expect to see such beauty in a place in which one wouldn't expect to see any sort of beauty. But, he's surprised, at the end of the passage, by the ability of the amazing glass pieces to have come from this gross place and made by a grotesque man.

  1. Coca-Cola was first sold in 1886 in Atlanta, Georgia and was the creation of ...

    This helped Coke, as the USA is now a symbol of wealth and freedom so to be associated with the government further reinforced Coke's association with the USA. However, this association came with some drawbacks. Coke was banned in some anti-American states in the Middle East.cocf cfr secfcfw orcf cfk incf focf cf.

  2. Reading the media essay.

    This re-presentation is similar to that used in the Audi A6 advert. This very different representation still presents people and places in a stereotypical way. The butch looking authoritarian type and the technologically advanced western world goods are both stereotypical representations.

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