The task set was to create the opening sequence to a thriller or a campaign for a type of confectionary or service. As a group we felt most confident doing an ad campaign for a type of confectionary.

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Part One

  The task set was to create the opening sequence to a thriller or a campaign for a type of confectionary or service.

  As a group we felt most confident doing an ad campaign for a type of confectionary.

  Then we had to decide what type of confectionary we would advertise.  In our research we discovered, through TV there was no real market for health bars.  We produced a questionnaire and one of the questions asked was ‘can you give us a name of any health bar?’  Two of the ten people we asked could.  This gave us the incentive to advertise a health bar.

  During research into health bar adverts, we discovered them to be alike as they exposed similar messages and shared conventions.  They portrayed health bars as being nutritious, low in fat, slimming and will make you look good and feel great.  Each ad we examined was similar in its narrative-often the main character is a woman who aspires to live a healthy lifestyle by exercising hard and eating things like health bars.  Linking in with this each ad had similar settings-outside in a natural pleasant environment.

  We did want our campaign to be original but felt it was important to follow conventions also.

  When considering a target audience for our ads we naturally thought women as when studying health bar ads all of them were aimed at women.

  We wanted to be sure we were making the right decision so we did some more research.  We discovered two thirds of all confectionary is purchased by women.

  When considering our target age group we did not want to restrict ourselves by only advertising to a certain age group so we chose to aim each of our ads at different aged women.  The first of our adverts concerns a ‘twenty-something women’ who’s single and lives a healthy lifestyle but treats herself every now and again.  The second of our ads involves a ‘middle-aged mother’ who is purchasing our bar for her children.  Our final advert is about a ‘happily married women’ who’s treating herself to our bar but teasing her husband by not letting him have one.

  In each of our adverts we wanted to show a different kind of women in typical situations that occur in their lives.

  Young and Rebulicam’s developed the four C’s-Cross-Cultural Consumer Characteristics.  They moved away from the concept of class and viewed consumers in terms of their personal aspirations.  All the main characters of our ads have lifestyles the audience would want to aspire to having.

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  When looking into what every ad should contain we discovered Angela Bell states all adverts should possess some if not all of the following; humour, repetition, shock tactics, sex, stereotypes, intertexual references, music and elite persons.  Excluding the last of the list we have endeavoured to include most of the above in our ad campaign.  

  Once we had a clear as to the nature of our campaign we needed then to put it into practise.

Part Two

  Once we had completed our research we had to plan the production.  

We began by creating brief ...

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