LO1- Task 1 Evaluate an existing campaign

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The many type of chocolate that Cadbury's do are promoted on this advertising campaign. The quote "obey your mouth" This is a promotion technique to make you want to treat yourself.

This is a Cadbury's advert promoting the London Olympics. They have done this to boost the sales as millions of people watch the Olympics. This is done every 4 years near July over the summer holidays in 2012. The one on the top right is a promotion techniques coming up to Christmas. This is done as Christmas is a festive season and everybody likes to celebrate with a treat. The timeframe for this is November 15th and will end January the 2nd 2015.

A) Aims and Objectives 

The main aim for an advertising campaign is to be able to promote their product to wide range of their target audience. Cadburys do this very well as they are an established company and already have a huge audience. One objective for Cadburys is to make revenue for the company. Most of the time they do put the money back into the advertising to keep the revenue coming in. The main aim of the print based media is to captures people attention so people will buy their products.

B) Target Audience 

The target audience for this campaign is mostly anybody who likes chocolate. Which is nearly everybody. This includes males and females at all ages. However they do specifically target people who like a certain type of brand. For example like Oreo biscuits. The target audience for the product likes to eat the chocolate as a form of comfort as they eat to feel happy. Advertising will also attract companies like supermarkets to sell the product as it will benefit both companies. The people who would buy the chocolate are A, B, C1 this is because they have the disposable income. However anybody can buy the chocolate but the people who earn more will buy it more often.

C) Representation

The ongoing theme of representation of Cadbury's is the "house style" for example the colour of purple is seen throughout the campaign. The colour is associated with the brand and is represented by Cadbury's in all pieces of media. One thing that is represented well is the variety of chocolate available in the company. Cadbury's like to promote that they are different and love to bring out new flavours of chocolate for the public. The representation of the staff is good as they don't specifically focus on a gender or race as all workers are different and in there adverts they have many different types of people to show the wide variety of people who eat their chocolate. For example the advert that has all the different flavours and chocolate matching the person with the colour of the chocolate. This also shows the type of people who have the disposable income. As they target the product to working class but Cadbury's do aim to sell for all ethnicity groups. Cadburys aim at everyone this is shown in there media as they don't stereotype. The high class family will probably buy the chocolate more often however they do have some adverts based in a city which may branch out to more customers but also they have adverts in factories which chocolate should be made in.

D) Campaign message 

The message with in the Cadbury's advert is how tasty their food is to the audience. The main message is that the chocolate is a treat to your body. All of the print base media I am analysing all show this as it shows how nice the chocolate looks. With the chocolate looking so good on the print base media it shows a good sense of accomplishment as the company is happy with their product. Another message that they show in the campaign is that it is ok to be different with what you like and what you choose to have. This brings out a sense of confidence as people can be comfortable with what they. For example the gorilla playing the drums is different and funny. The mode of address is pupil to pupil as they are very informal on the adverts as it is friendly. The mode of address is pupil to pupil as it is informal.  

E) Print-based advertisements used in the campaign

The print base advertisement in this campaign that I've decided to analyse are 3 posters and one print base in a magazine. The differences between the print based advertisement in the magazine and the posters, are the way each one is laid out for example the leading and the kerning. Font style and the content with in the media is the same as the house style is the same throughout. The poster I have looked into are made for billboards so when the general public are out they will glance at the poster this doesn't really give the reader time. So the product is placed on it just to make it clear. This is shown in poster three as the picture stands out a lot more than the writing. This is done on most of the posters. However the campaign for the Olympics has more information as it is in a newspaper article and will be seen up close. The TV advertisement has been made to make you remember the brand but the print base media follows the genre and the theme of chocolate and the treat. The poster 2 has a picture of the chocolate holding up the bar of chocolate. In this poster there is a lot of bank space which brings out the photo as the picture pop out to the audience. The Creme egg poster has the effect of the egg splatter over the surface making it look like it is saying them words. This looks aesthetically pleasing as the texture get the audience want to by one and eat one.

The colours that the print base media includes pops out for the customers so the pictures on the posters stand out. When looking at the print base media I can see that they are trying to stay with the theme of what’s happening with that season for example for Christmas they keep with white snowy and cold but for summer they go for photos with warmth in it.  

They usually keep the small print at the bottom of the poster or magazine so then people may not read it. The reason for this is if they need to cover any shortcut they may have taken and someone points out that there is something wrong with their product. The magazine includes an actor who looks like he works in the factory that makes the chocolate and gives a seal of approval.
Usually you would see the media on TV but you would see it all the way through the day as the adverts and the promotion techniques are child friendly you will usually see these in the advert breaks.

F) Relevant legal and ethical issues 

The exclusive and assignable legal right, given to the originator for a fixed number of years, to print, publish, perform, film, or record literary, artistic, or musical material. (This means that no one can steal Cadbury's Ideas as the copyright act protects them from being taken.

All media needs to be truthful. This sometimes does come in the small print however it still is on the page. They do this so customers don't read it as they only read the text that stands out to users eyes. If they do not tell the truth the company could get into some serious trouble for false advertisement. As I have found out in the advert and poster there is no terms and conditions however the actors still need to agree to be in the video.

G) Regulatory bodies  

Who is the ASA?

The Advertising standards authority are the independent regulator for the advertising all media platforms in the UK. The ASA use advertising codes for advertising practice written by committees.  The main point of the ASA is to act quickly if complaints and troubles from the public that may be harmful or offensive advertisement for the public.

The ASA intends to ensure that all adverts are honest and reliable. They make sue it can be presented to the public in a well-mannered state. They also have a team that will decide if the adverts can be shown at different times of the day, for example like adverts after 9pm.

ASA have many sectors that will look at the adverts in each detail to make sure that they do not make a mistake. These are usually made of independent experts.

ASA are funded by advertisements and there arrangements with the companies.

Ever since TV was made in 1955 ASA have been there and it was controlled by legislation.

http://www.asa.org/

H) Method

 Print- based

The print-based advertisement are in many different platforms as they can be shown in many different ways to the public eye. One place you would see this is in the newspaper. They show in most of the newspapers and also show in magazines. One they promote their product in magazine to try and increase the sales.  Cadburys purple is very recognisable colour as it represents the company. The writing for example "Obey tour mouth" and "the meeting of two greats" stands out because of the background colour. The best thing is that Cadbury's can be in all types of media as it is just I will know. I am currently looking at the poster and all factors of importance are considered as the leading and kerning is well done. The white space has been done well as it helps the pictures stand out. The house style throughout all of the campaign has been carefully thought off as they have stuck with the colour theme which is purple also the fact that they keep making there chocolate fancy and posh.

Audio Visuals

I will be talking about the adverts for audio and visuals. The adverts do match the print based product because it matches the same house style as the posters. In all forms of advertisement Cadbury's try to represent how nice the chocolate is. As the gorilla advert represented Cadbury's as an image that the public will remember. The colour purple always stands out a reals in the potential buyers.





M1) Audio visual

The "yes sir, lets boogie again" advert represents Cadbury's target audience as many different ethnicity, ages, culture and genders are used in the advert. This is done as Cadburys do not want the reputation of being racist or sexist. The song has a great effect to the target audience as the song has a positive vibe about it. The song is also well known which will attract more of the target audience. The adverts represents each person to be a different chocolate bar. This also connotes that everybody is different and it ok to be different. This shows that Cadburys is trying to get message to the audience that people with different disposable income can eat the chocolate. As the characters in the advert dance and lip sing there are many types of shot types such as long and low angle shots to match the music. This also is the same with the cutting between scenes to go with the beat of the music. The transitions between each of the character has been done very well this has been done so then the other person looks like he's doing the same movement and lip singing at the same time. Cadburys in this advert also show off all of their range of chocolate they provide. Cadburys like to show off their chocolate as it is the best on the market.

The "gorilla advert" is a very weird one has you can clearly see that it has nothing to do with chocolate. This is random and a really good way to market them as people will remember the advert and remember what brand made it. The gorilla playing drums is a friendly image. The camera movement in the advert is very simple as it only moves in and out however pans across the gorillas face.

The "eyebrow dance" has the same concept as the gorilla advert to make people remember the company. This has nothing to do with chocolate but still funny to watch. The camera work is really simple throughout as it only zooms in and out however the camera angle is level and the shot is a medium shot type. The audio used is a very well know tune as is they dance there eyebrows to the music. The advert doesn't include many bits of editing as it is just filmed however it does cut to the brand logo and colour at the end. The costumes used in the advert are very formal as the little boy and little girl don't speak however represent that the style is smart and sensible.

The editing techniques they use in the adverts shows a photo of the product at the end as it cuts to the product. The titles pops up with the name of the production company of this advert at the start, then disappears. At the start of the advert the camera cuts to a close up shot of him pressing his watch this is to show him interacting with the watch then cuts back to a medium shot. The camera then goes closer to emphasis his and hers eyebrows and then it cuts to the beat of the music as it changes camera angle and shot type. The editing throughout makes it look like an advert as it includes the brand and stays with the same genre however the eye brows have nothing to do with chocolate and it promotes the company name as people will remember.




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