Message and consistency in a cross-media campaign - example

My Campaign Mock-Up



Samples of Own Work:



Analysing an Advertising Campaign:
What is the key message?
As with any commercial advertising, the ultimate message is that the viewer should buy the product. However, the deeper meaning is that the product can make the perfect Christmas present, instilling the childlike wonder and excitement many are nostalgic for in whoever is lucky enough to receive the gift. The ideas of luxury, elegance and class are also presented. The celebrity endorsement helps to appeal to the target audience of ABC1 female aspirers and succeeders.

How is this expressed consistently across each part of the cross-media campaign?
The same visual style is used throughout the campaign, with the colour palette of primarily black and white alongside smaller amounts of red and gold. The imagery of the snow-globe and the large, often somewhat camouflaged Chanel logo are prominently displayed to create a clear consistent brand identity.

How are the different adverts adapted to their different formats? (e.g. magazine advert, web banner - how can you tell which is which and how are they adapted to that platform?)
Each different platform has unique shape and size requirements, meaning that the Chanel marketing department had to alter their print advertising accordingly - with different aspects of the campaign's iconography arranged to suit the layout.


































Comments

Post a Comment

Popular posts from this blog

Create a pre-production plan for the media components in the planned advertising campaign (P3)

Image
Summary of Campaign Plan: - 'Animated' banner/skyscraper ad - Large-scale print advert - Social Media profile - Magazine or newspaper advert Production Schedule: Component 1: Animated Banner/Skyscraper Ad Mind Map: Draft: Component 2: Large-Scale Print Ad Mind Map: Draft: Component 3: Social Media Profile Mind Map: Draft: Component 4: Magazine or Newspaper Ad Mind Map: Draft:
Read more

Create a plan for a cross-media advertising campaign in response to a client brief (P2)

Image
Existing Soap Campaigns Bulldog:   These adverts largely focus on being bizarre and centred around the eponymous bulldog character assisting various generic men with their personal grooming. The ads focus on comedy and subversion of expectations. The phrase 'for the goodest man' adds to the idea of the roles being reversed with bulldog now looking after the human which runs through this campaign, with the literal dog in the marketing being representative of the products. Dove: Dove advertising tends to be more minimalistic, with white backgrounds and either simply displaying the product framed by a, for lack of a better word, creamy graphic, and a small paragraph of information. Other campaigns focused on self-esteem, showing that - with the help of Dove products - even if you're grey, wrinkled or otherwise conventionally unattractive you will still be beautiful. LYNX: These adverts largely appeal to the male gaze idea, with them often presenting the p...
Read more

Justify the choice of planned components by targeted media sector (M2)

Component 1: Animated Banner/Skyscraper Ad For this design, I decided to go with a simplistic and clean design representative of the clean nature of the product. Online advertising is comparatively cheap, meaning that it will likely be quite profitable. Such adverts can also be targeted to users based on their browsing habits, meaning it is easier to only invest in promoting the products to those users who are most likely to be in the market for such a product. The nature of the internet is such that users will be able to be sent directly to the company site where they can purchase the product. Component 2: Large-Scale Print Ad While more expensive, if placed in the right location such as outside shops or in public transport stations, large-scale print advertising is seen by a very wide range of people. In the case of the latter, people will likely be very keen on the idea of a relaxing bath or shower having been on a flight, train or bus for a potentially ...
Read more