Unit 20 - Advertising Media

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:

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...

Example 1: Captain Marvel Print Ads - Powerful female character, looking strong and stern and such. Also confident body language, direct address. - A pretty standard Marvel colour scheme of bold colours - red and blue with gold accents and also familiar to fans, marketing synergy. The kind of glow her hair has in connotative of being a kind of saviour figure. She also has a bit of a similar colour scheme to Superman if you like. A bit of American patriotism. - Strangely there are no side characters in the background.   Campaign Consistency: All the character posters have the same somewhat canted angle (even the cat) with the same design for the title and the same background colour scheme. They're all looking wistfully into the distance. Apart from the cat. I think the cat is doing direct address. Captain Marvel's is generally glowing more.     2 Extra Posters: We have the side characters in one of these, and in the other one she's in an aviation h...

Example 1: Compare the Market.com (2012/2013) THE PRODUCT Compare the Market.com is a price comparison site for Insurance, Loans, Credit Cards and other such financial things. The company has had a consistent advertising campaign starring meerkat characters running 'Compare the Meerkat.com', which causes confusion for users, for the last 14 years. In 2012-2013, the company launched a spin-off campaign within the same storyline, starring comedian Robert Webb and Tim Downie. THE AUDIENCE As an insurance-related company, the audience for the marketing campaign is essentially all adults, ABC12DE in every psychographic category, as insurance is an essential product for the vast majority of people. However, it can also benefit from appealing to children who will then ask their parents to insure themselves through the company with the funny mascots and the free toys. THE MESSAGE While the previous adverts featured the meerkat owners of competing 'Compare the Meerkat.com' becom...