Thursday 28 March 2019
Old Spice
A more comical advert compared to other fragrance adverts.
Man 'wearing a beach', his facial expression is proud and smug
The beach is relevant because the brand is called Bahamas
Man has a volcano on his head because he is 'hot-headed' and very cocky
1942 advert was first advertised to be bought as a fathers day gift
1953 advert was advertised to be bought by men only
Later on adverts were presented to make it seem more attractive, bringing in women to the main images therefore, increasing their target market.
History-
60% of men's body washes were purchased by women, so they needed to attract female shoppers.
Many products on the market lacked masculine credibility so old spice could work on the idea of smelling like a man, hence why the adverts mention multiple times about really smelling like a man.
Man 'wearing a beach', his facial expression is proud and smug
The beach is relevant because the brand is called Bahamas
Man has a volcano on his head because he is 'hot-headed' and very cocky
1942 advert was first advertised to be bought as a fathers day gift
1953 advert was advertised to be bought by men only
Later on adverts were presented to make it seem more attractive, bringing in women to the main images therefore, increasing their target market.
History-
- 1934 founded by William Lightfoot Schultz
- 1937 introduced for women
- 1938 introduced for men
- June 1990 Procter and Gamble acquired old spice
- 2012 they changed the logo from the traditional ship to a yacht, targeting changed to young demographic due to the more modern influences.
60% of men's body washes were purchased by women, so they needed to attract female shoppers.
Many products on the market lacked masculine credibility so old spice could work on the idea of smelling like a man, hence why the adverts mention multiple times about really smelling like a man.
- Target audience - 12-34 year old men
- "the man your man could smell like" first appeared on YouTube and Facebook a few days before the super bowl, instead of spending a lot more money on the super bowl, this then created hype and word of mouth was a tactic to help spread awareness of the product.
- They launched the product the last day of the super bowl
- The product went quite viral, making people want to buy it after the big game due to the hype created previously.
- Adverts would be shown in things which both sexes watch together, e.g. Olympics and cinema films. They also got gave BOGO's (buy one get one free)
At the time it got 10 millions views on YouTube and 55000 fans on Facebook
How was old spice traditionally advertised?
An advertising campaign developed in 2010 which became very popular and went viral after the first advertisement, which was titled 'the man your man could smell like'.
What are the similarities/differences (old and new ads)?
The old adverts are very masculine based. They are very stereotypical to the normal fragrance adverts whereas the newer ones are more comical.
How did the new campaign fit with this historical strategy?
It fits because it promotes men being men, the older adverts are for the men around fathers day but the newer adverts are going through women to see if they think men are still the men they should be.
Which products/companies were the main competitors and in what ways?
The main competitor of Old Spice was Dove who released an advert during the SuperBowl and is a very well known and popular brand. By releasing the advert it was guarantied to be seen by millions due to the popularity of the event.
What techniques are employed in:
The TV commercials/The print ads/The social media campaign -
Dove would be a vocal competitor, due to the placement and timing during the super bowl
What social and cultural issues are raised by the campaign?
A social problem is the adverts could make men feel insecure because of the stereotype and expectation shown through the advert as to what men should be like. This can also be quite negative and could offend some men
Who is the actor (Isaiah Mustafa) is this campaign? Why was he chosen?
He is an American actor and American football player. He was chosen because he fits the expectation and stereotype of how a 'man' should be seen.
He is an American actor and American football player. He was chosen because he fits the expectation and stereotype of how a 'man' should be seen.
Old Spice Analysis
- The advert is very humorous
- Old Spice is very traditional
- An advert that has a very American theme and influence
- Has products that are typical for men but also is silly with the adverts
- 1934 founded by William Lightfoot Schultz
- 1937 introduced for women
- 1938 introduced for men
- June 1990 Procter and Gamble acquired Old Spice
- 2012 its iconic clipper ship logo replaced with a yacht and targeting changed to young demographic segment
Had direct competition with the Dove SuperBowl campaign
Research showed that 60% of mens body washes were purchased by women
Most products were aimed at mens masculinity
- The man your man can smell like- create a buzz- seeding
- Launching the product and using buzz words for the SuperBowl
- Engaging with their audience
YouTube- 10 million views
Facebook- 55000 fans
Traffic increase- oldspice.com 9 times from previous year
Wednesday 27 March 2019
Lucozade analysis
- Created 1927 as Glucozade- meant to give energy to the sick
- Renamed Lucozade in 1929
- 1983 rebranded as a sports drink rather than a health drink
- Have lots of sponsorships in sports
$4 million or $9 million campaign- both claims made online
Agency Grey London
GlaxoSmithKline Consumer Healthcare- Owners of Lucozade in Jan 2013
Lucozade sold to Suntory in Sept 2013 for $1.35b
Ad stars Gareth Bale (Spurs) and Alex Oxlade Chamberlan (Arsenal)
The total value of the soft drinks market in the UK is around $15 billion
Monday 25 March 2019
Exam analysis
Advertising:
- Old Spice
- Lucozade
- Shelter charity
Questions you could get asked:
- What is the producer's purpose of the advert?
- What is being represented? Positive? Negative?
- How does the producer use media language to show representation?
Marketing:
- Awareness
- Interest
- Desire
The song
The message
The things that happen in the video
The product or service its advertising
Price
Product
Place
Promotion
Structural Features of Adverts:
- Copy
- Headline
- Subheading
- Slogan
- Logo
- Central image
- Typography
- Brand identity
Aim of the print advert
Don't forget denotation and connotation
Media language- Camera shot, Mise En Scene, Typography, editing
Representation of Males/Females
Representation of themes
Representation of brand
What human needs does it satisfy
Wednesday 20 March 2019
Big Issue analysis
- 48 pages
- 36 adverts
- 29 editorial pages
- Items advertised include: Charities, Home appliances, furniture, competitions and healthcare.
- Environmental change was talked about in the issue
Monday 18 March 2019
Big Issue facts and overview
Social, Cultural and Political
Niche Market
Outside usual market stream of magazines
Only focusing on cover and actual magazine not online
Media language
Magazine language
Media representation
Key terms
Intertextuality within the Big Issue
Typography
A hand up not a hand out- means your helping someone off the streets by buying the magazine
Masthead- the title of the magazine
Plug- text that plugs a feature that will appear inside the magazine
Puff- a story that is given prominence on the cover
Cover star- the star featured on the cover
Anchorage text- text that anchors the main image and gives it context/meaning
Banner- the text that runs across the lower section of the cover
Skyline- text that runs across the top of the cover
On average, advertising accounts for 70% of magazine income
A magazine with a small circulation are more dependent on advertising rather than sales
Helps to secure: Housing, training and healthcare for the vendors
100,000 copies sold a week
2000 vendors in Britain
In total the vendors made 5 million pounds in 2013
Ethical Capitalism
Niche Market
Outside usual market stream of magazines
Only focusing on cover and actual magazine not online
Media language
Magazine language
Media representation
Key terms
- Circulation- number of copies a magazine sells
- Readership- not just who buys a magazine but the total number of people likely to read it
- Mass audience- readership on a very large scale
- Niche audience- narrow group of readers with a particular interest
- Subscription- where a reader pays for a set number of copies of a magazine in advance at a lower price and receives them by post
Intertextuality within the Big Issue
Typography
A hand up not a hand out- means your helping someone off the streets by buying the magazine
Masthead- the title of the magazine
Plug- text that plugs a feature that will appear inside the magazine
Puff- a story that is given prominence on the cover
Cover star- the star featured on the cover
Anchorage text- text that anchors the main image and gives it context/meaning
Banner- the text that runs across the lower section of the cover
Skyline- text that runs across the top of the cover
On average, advertising accounts for 70% of magazine income
A magazine with a small circulation are more dependent on advertising rather than sales
Helps to secure: Housing, training and healthcare for the vendors
100,000 copies sold a week
2000 vendors in Britain
In total the vendors made 5 million pounds in 2013
Ethical Capitalism
Thursday 7 March 2019
Minecraft Essay
Minecraft is a sandbox computer game created and designed in 2009 by a Swedish programmer named Marcus "Notch" Perrson. It was later fully developed and released by the company Mojang.
A sandbox game is an open world game in which the player is allowed to roam and play freely without any specific objectives within the game, this idea represents the theme of a child's sandbox ( let your imagination run wild). Players that use sandbox games are able to do anything they wish, the game is only limited by their imagination.
In Minecraft players have the ability to use textured cubes to build structures in a 3D world. The main activities in the game involve mining (gathering resources) and crafting (making things out of the resources). There are also various other activities which include combat and exploration.
Minecraft has two different modes of play known as creative mode and survival mode. In survival mode the players start with nothing and have to explore, create and build in order to survive and progress in the game. Creation mode however is completely different as players have access to all the items in the game. They are able to roam the map and create their own games and build whatever they want without having to worry about taking damage from monsters or not eating any food. Its completely under the players control. A key to Minecraft's success and popularity is the fact that players and create and customise which is really only limited by the players imagination. Minecraft also doesn't need to advertise a lot because the creations that players make in the game are used to advertise.
Minecraft has been a huge commercial success with over 121 million copies of the game sold (as of February 2017). An estimated 55 million people play every month and Minecraft is the 2nd best selling game of all time (behind Tetris). The game was bought by Microsoft from Mojang in 2014 for $2.4 billion. After this takeover Minecraft has spread across various other platforms such as: Xbox, Playstation, Nintendo Switch, IOS, Android, Windows and PC. Spinoff versions of the game have been released such as Minecraft Story Mode and Minecraft Education Edition which was created to be used in various education facilities.
Minecraft has influenced popular culture through social media. Minecraft video channels on Youtube and Twitch have huge followings. A study at the University Pennsylvania found that 1/3 of people found out about Minecraft via social media. Most videos that are created or broadcasted on social media are mainly of players creations which helps to advertise the game. Videos also involve various mini games being played, explorations and survival modes.
A sandbox game is an open world game in which the player is allowed to roam and play freely without any specific objectives within the game, this idea represents the theme of a child's sandbox ( let your imagination run wild). Players that use sandbox games are able to do anything they wish, the game is only limited by their imagination.
In Minecraft players have the ability to use textured cubes to build structures in a 3D world. The main activities in the game involve mining (gathering resources) and crafting (making things out of the resources). There are also various other activities which include combat and exploration.
Minecraft has two different modes of play known as creative mode and survival mode. In survival mode the players start with nothing and have to explore, create and build in order to survive and progress in the game. Creation mode however is completely different as players have access to all the items in the game. They are able to roam the map and create their own games and build whatever they want without having to worry about taking damage from monsters or not eating any food. Its completely under the players control. A key to Minecraft's success and popularity is the fact that players and create and customise which is really only limited by the players imagination. Minecraft also doesn't need to advertise a lot because the creations that players make in the game are used to advertise.
Minecraft has been a huge commercial success with over 121 million copies of the game sold (as of February 2017). An estimated 55 million people play every month and Minecraft is the 2nd best selling game of all time (behind Tetris). The game was bought by Microsoft from Mojang in 2014 for $2.4 billion. After this takeover Minecraft has spread across various other platforms such as: Xbox, Playstation, Nintendo Switch, IOS, Android, Windows and PC. Spinoff versions of the game have been released such as Minecraft Story Mode and Minecraft Education Edition which was created to be used in various education facilities.
Minecraft has influenced popular culture through social media. Minecraft video channels on Youtube and Twitch have huge followings. A study at the University Pennsylvania found that 1/3 of people found out about Minecraft via social media. Most videos that are created or broadcasted on social media are mainly of players creations which helps to advertise the game. Videos also involve various mini games being played, explorations and survival modes.
Wednesday 6 March 2019
Tuesday 5 March 2019
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