Advertising

Primary research result

Do you like to see celebrities endorsing products in adverts?

Yes	9
No This research shows that people like to see celebrities in adverts. This means that if we include a celebrity in our advert it is more likely to succeed.	3

What is your favourite advert at the moment?

Compare the market	3
Dell	3
Safe style UK	1
Coca cola magic keyboard	1
Cadburys dairy milk African head	1
We buy any car	3

Compare the market, Dell and we buy any car are the three most popular adverts. All three of these adverts use comedy, meaning that we are more likely to make a better advert if we also make a comical advert.

Do you like adverts with a narrative?

Yes

10

No People are more likely to be influenced by the advert if it has a narrative, with the most affective narrative being a comical one. Do you think taglines are important in TV advertising? Yes 10 No This research tells us we need a catchy tag line such as 'washing machines live longer with calgon' for our brand to get stuck in people's minds, and make the advert more affective. what appeals to you most in adverts? comedy-7 nostalgia-0 happy families-0 beautiful people-4 successful lifestyles-1 This research goes to prove that laughter is the best medicine, and that a funny advert is more likely to catch the viewers eye. what is the worst advert on TV? safestyle UK-4 cadburys eyebrows-2 DFS never ending sale-5 barry scott-1 NSPCC-0 The DFS advert is the worst advert because it never goes away, and irritates people. With our advert, we have to be funny without being annoying. what type of music do you like in adverts? pop-2 rock-3 classical-4 other-3 Classical music is the best for an advert as it soothes the viewer, and hopefully makes them reach for their wallet to buy the product. do you like animation? yes-9 no-3 A staggering three quarters of people like animation in adverts, showing that animation makes the product more appealing to the viewer. when do hate watching adverts? always-4 during my favourite shows-7 never-1 This shows that people hate adverts interrupting their favourite shows, but we all knew this anyway. what do you dislike in adverts? annoying catchphrases-3 annoying people in it-7 other-2 2 For our advert to succeed we have to do the hard task of being funny, but not annoying, as annoying people in adverts is the biggest turn off for viewers. Matty Adams-15, Pupil, Pudsey Grangefield favourite advert: dell (barbershop quartet) Matty likes to see humour in advertising- an advert that has caught his eye is for tribor gum, as it is a funny advert. He also likes adverts with catchy songs as they are more effective and more likely to get stuck inside his imagination. The only celebrity he likes seeing is Barry Scott, but likes seeing Mickey mouse as he has a 'kind face', which makes him feel warm and more likely to buy the product. He doesn't like seeing NSPCC adverts as they are depressing and don't say how they help the children in need. Adam Cowling, 15, pupil, Pudsey Grangefield- favourite advert: cillit bang! The advert most likely to catch Adam's imagination is Cilit Bang, as it is annoying yet memorable, this is due to the repetition of the slogan/ catchphrase. He also likes seeing animated characters as they are more viewer friendly. However, he dislikes the DFS adverts as the sale being advertised has never ended- this makes it appear hyperbolic and unrealistic. He also dislikes seeing Celebrities as he doesn't relate to them- he has no sense of referent power. The most effective power in an advert is expert power, as he wants products to be thought through and tested so he knows they work. Jordan Keenan- 15, Pupil, Pudsey Grangefield. favourite adverts- Peter Kay John Smiths Adverts most likely to catch Jordan's eye are funny ones, such as John Smiths adverts with Peter Kay. He also likes seeing the advert for the DFS never ending sale. He likes seeing celebrities as he thinks that if celebrities use it the product must be worth using. However, the only celebrities he likes seeing are funny ones so he'll laugh. He dislikes charity adverts as they don't appeal to him, but an effective advert in his opinion features comedians or beautiful women. Personally, one of the adverts I like is the compare the market advert starring a russian meerkat who is simultaneously advertising compare the meerkat. The reason I find this advert successful as it is different from what I expect of an insurance advert, as it doesn't mention insurance and mentions something completely irrelevant. I also like the viral marketing campaign for the advert, which includes an actual website for compare the meerkat. The main line of appeal is comedy, as a meerkat advertising car insurance is surreal, yet amusing. It uses expert power, albeit one that is irrelevant to the advert sue to the appearance of Alexander founder of compare the meerkat. Further adverts featuring the character could be classed as star power, as the meerkat has become a celebrity. The target audience is broad- from small children who like the meerkat to young people who are getting their cars ensured for the first time. My other favourite advert is the dell advert, which I find successful and memorable due to the catchy tune on the advert. Another successful aspect is the fact the song is about a 'lollipop', something thats fun and enjoyable, connoting dell is fun and enjoyable. This also subverts from the norm of computer adverts as it represents the computer with fun instead of work. The factor of persuasion for this advert is reward power, as it promises that by purchasing this laptop you will have fun. The advert also uses the line of appeal of fantasy (singing instead of working), and comedy/humour (people singing as a barbershop quartet instead of working). The target audience for this advert is again very broad, children will like it due to the catchy song, and young people buying a new laptop will like it due to the connotations of fun instead of work. The only thing I don't like is the voiceover talking over the end of the song. Disneyland advert- pre-production mind map: Codes and conventions: Dress codes- people dressed as Disney characters Cultural codes- the castle and the rides. Narrative/characters- Equilibrium- family walking towards castle/rides Disruption- screaming on rides Resolution- happy family at the end Sound- Non-diegetic music bed (Disney theme tune) Voiceover- Mickey Mouse telling us about the special offers if we book a holiday at Disneyland today. Uses and gratifications theory- Personal identity- happy families Diversion fast rollercoaster’s Lines of appeal- Happy families and star power Primary target audience- Small children and their parents. Factors of persuasion- Reward power as children get a day out star and expert power- Mickey Mouse camera shots- establishing shot of Disney castle Panning shot of family walking towards castle High angle shots of kids on rides finish with close up of disney characters Idea 1- A family day out at Disneyland that starts with the family walking towards the castle, before taking part in various activities such as going on rides. Throughout there is a voiceover from mickey mouse telling us about special offers. The advert ends with a close up of disney characters. Idea 2- Idea 2 serves as a prequel to the first advert, and shows the same families journey to Disneyland Paris and ends at the place where the first advert starts. The advert starts with an establishing shot of a family getting in a car, as well as the Ferry to France, driving past the Eiffel tower going the wrong direction, before climaxing with the family walking towards the eiffel tower which is what starts the second advert. Throughout the advert a French song is playing as they are going to France. It ends with the disneyland logo and special offers if we book now. Treatment- The lines of appeal that feature in my campaign are happy families and dreams/fantasy. Dreams and fantasy are used from the appearance of Mickey Mouse which will make the target audience of small children want to visit. Happy families will be seen at the theme park, which will make families want to go for a happy day out. The use of childhood nostalgia is also used due to the various Disney appearances. The factors in persuasion that will feature are reward power, star power and expert power. I have chosen to focus on these because reward power will be used on the fact Disneyland is a fantastic day out, whilst star and expert power are used by Mickey mouse- the worlds biggest children's entertainer and an expert on Disney. The primary target audience are children, who will want to go to Disneyland from watching the advert. The secondary target audience are adults, who will have to fork out for their children's holidays. There are a variety of camera shots in both adverts- the establishing shot in advert 1 is the Disney castle, whilst advert 2 has a family getting in the car as an establisher. Advert 1 also features panning shots (of the family walking towards the castle), high angle shots (of the kids on rides) and a close up (of the disney characters). Advert 2 features a high angle shot of a ferry, a low angle shot of the eiffel tower and a close up of the family looking at the disney tower at the adverts climax. The narrative of the adverts fit together, however advert 2 serves as a prequel to the first advert. Advert 2 has the families journey to Disneyland which features them going on a ferry and past the eiffel tower. The first advert starts where the second left off, with the family going on rides at disneyland and doing various other activities. The music bed for the first advert would probably be a French song as the family are journeying into France. The second advert would feature a non diegetic music bed of the stereotypical disneyland music. Finally, the advert uses some of the aspects of the uses and gratifications theory. It uses personal relationships in the fact it shows a family having fun, meaning they have personal relationships with each other and families will be brought closer together from visiting disneyland. The advertising standards agency (ASA) is an independent government body stet up to regulate adverts to check they have no offensive, misleading or harmful materials. In our advert we have to consider the codes and try not to break them. One of the codes we have to consider is 5.1.1; no advert can directly or by implication mislead about any characteristic or fact about the product or service. This means we can say the theme park is fun, but can't say it will 'change your life'. We would show our advert during television shows that get large audiences of children and families, such as Britains got talent, the x factor and dancing on ice. The advert would also be shown on channels such as the disney channel and nickelodeon so children can see it. The advert will appear in newspapers to get a wide audience, as well as appearing in children's magazines and other magazines such as OK! which mums read. The advert will be advertised virally on all disney websites, as well as on youtube and games websites.