This section of the module looks at advertising. The fourth assignment is designed to pull together what I've learnt in this section and make a calendar. I have no idea where I'm going with my ideas yet - I have to think about them a bit more and complete the exercises.
This first exercise of this section asks me to look at three current adverts and analyse them as to who, what, and how:
Who is the intended market for the product?
What are they selling?
How are they selling it to the customer?
For the product below the who and the what is obvious; we all eat breakfast cereal don't we? The how I've written in more detail for two adverts below:
This ad for Weetabix uses the notion of health and vitality to portray their product. The image implies that only two ingredients exist in Weetabix - sunshine and wheat; the consumer only has to add the milk for a nutritious, healthy breakfast. There are no people visible in the ad. Many people are needed to transform the wheat in a field through to a factory formed product that ends up on the breakfast table. Once harvested by mechanical means, the product is processed in a factory with added chemicals. This is part of an efficient production process to add colour, texture, and sweetness to the product. Other chemicals are added to lengthen the storage and shelf life.
The ad ignores the reality of factory food production and instead visually imbibes the product with wholesome goodness.
This ad for the same product uses a completely different approach. Gone are the notions of natural products growing in a sun-kissed field untouched by mechanical production and processing methods.
This image is more post-modern in its visualisation. The viewer is shown a rather grand table setting with a fancy spoon and plates (notice there are four plates stacked from smallest to largest) They all have a crown emblem, as does the napkin ring and spoon handle. This is a breakfast fit for a queen.
I think this advert works on multiple levels. It would appeal to those of a conservative disposition who would perhaps aspire to and enjoy all things grand and traditional. The text 'Fuel Britannia' I think is a knowing nod to 'Cool Britannia' a phrase that was in circulation during the 1990s. The text is there to diffuse any sense of stuffiness and makes the whole image a visual pun. For me, it conjures up additional images of mopeds, street cool, Ginger Spice in her union jack dress - a modern Britain that still keeps the best of its traditions. This is a clever image that works for different audiences.
Below are some more adverts I've noticed online:
This advert is for an I.T. outsourcing company:
Who - I would say that the customers clients are other companies that need I.T. services to enable them to operate their business. This advert would be aimed at professionals making financial decisions on behalf of their companies.
What - Expertise in I.T. services and also peace of mind that sudden technical breakdowns or mammoth infrastructure overhauls can be handed over to a third party to sort out.
How - Through the use of sizeist humour and narrative. In the foreground, a guy with a muscular physique and cool jeans stands legs apart, his hand on hip. He scratches the back of his head at the thought of 'scaling' such a 'mammoth' task as the naked woman on the bed. The implication being that we wouldn't want to undertake the task ourselves (because she's fat, innit!) but the guy in the jeans is ready to have a go, no matter how difficult, he gets the job done - 'HILARIOUS!' Oh, HO! HO! HO!
In other words, by outsourcing I.T. services, all those insurmountable I.T. tasks (such as upgrading infrastructure etc) will be done by a company with a willingness to figure out how to complete the job.
I do wonder how the woman model feels about being photographed and used in an advert this way?
This advert for Burger King surprised me. I thought family oriented companies didn't go in for this type of humour.
Who - the clients that eat the produce. This would be people of all ages and demographics.
What - they are selling convenience food that can be consumed either at rest stops, or on the move.
How - sexual humour is being used to promote the product. I'd be interested to know actually how a family audience would react to this visual imagery - with it's obvious references to seven-inchers and blow jobs. Maybe the ad works on the level of an in-joke between adults that children are oblivious to.
When advertising works well it is enjoyable to read and see. Where the industry lets itself down is its continual re-enforcing of visual stereotypes. I have to say how surprised I am at the blatant stereotyping on most of the advertisements I researched online. I'd thought as a society we were starting to move away from this kind of rubbish. It appears that as long as the concept is done in a jokey way then it's acceptable. The whole culture of 'it's not sexist, racist or homophobic - it's just 'banter' seems to be very prevalent for the last few years. Also, as I tend to fast forward through adverts on TV, don't buy fashion magazines or newspapers, I think I've been a bit caught unawares by how much sex is still used to sell product.
The advertising industry is a very creative place but creativity is directed by market forces. If it makes money then all is good. Sometimes adverts are deliberately designed to shock. Even bad news is good news. It is hard to see if this attitude will ever change.
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