Class Examples - Describe and evaluate different cross-media advertising campaigns (Practice)

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 hanger that gives hints about the backstory of the character and such. The first is very hero shot-style,  with Captain Marvel in the centre, the largest and doing direct address again while Samuel L. Jackson seems to be looking at the back of her head and the man on the other side is, once again, looking wistfully into the distance. There are also 2 Captain Marvels in the first one which likely relates to the superhero alter-ego concept.
 
 
 
 
Example 2: Cadbury's
Advert 1
- This very much plays on the audience's emotions.
- People find children endearing so people will find this very wholesome.
- Busy parents will find it relatable.
- The fact it's a little corner shop rather than a big chain store adds a little more to the wholesome element.
 
 
 
Advert 2
- This one also goes for wholesomeness, with the cold heart of the old man being slowly thawed out by the kids next door who then hurl chocolate at him as a reward for 2 years of giving them their toys back.

- The concept of regular day-to-day folks remains, this time focusing on the older demographic.
- Both adverts use the chocolate to bring happiness to someone who was somewhat sad in various ways.
 

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