Far Cry 6,
It has to be Heinz,
NHS COVID Campaign
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Target Audience
The target audience for the NHS COVID Campaign would be much broader than a typical advert because it is meant to target nearly everybody in the country.
The age group that would be targeted would be from older teens upwards, although with less of a focus at older people because they are at a much higher risk of the disease so they would need less persuasion to take it seriously. This advertising
Age
The age group that would be targeted would be from older teens upwards, although with less of a focus at older people because they are at a much higher risk of the disease so they would need less persuasion to take it seriously. The reason it doesn't target children is because they are less likely to understand the severity of the situation and aren't able to control their lifestyle choices the same way an adult can
Gender
This campaign would not target a specific gender at all because it needs to have as broad an appeal as possible
Lifestyle (NRS)
The campaign may target "Urban Ventures" more than any other group as they are more likely to socialise in the city where the risk of transmission is higher; However, the campaign is really targeting people of all lifestyles because it needs everybody to listen to the campaign.
NRS social grade
Once again, the campaign will be targeting all NRS social grades because it needs to have a wide appeal.
Interests
The campaign may target people with an interest in social actives because they will need to follow the message more as their activity are more dangerous, but once again this particular campaign is targeting nearly everybody in the country.
Key Message
The key message of the campaign is to "Stay at Home to protect the NHS" and to "Protect each other"
Methods Used
It uses imperative language to create a sense of urgency, " We must keep on protecting each other" "People will die". This is effective because it shows that the message of the campaign isn't really optional as it is a public health crisis.
It also uses emotive imagery to create a sense of guilt and shock in the "Look into their eyes" and the "Wash your hands" adverts. The "Look into their eyes" creates a strong feeling of guilt as it shows people the real potential effects of their actions and forces them to reflect on them. The photography is very unflattering and uses harsh lighting which is unusual for adverts which usually try to make their models look idealistic. They do this so that the viewer feels sympathy for the characters and is more likely to change their actions to help these people. The "Wash your hands" advert creates a sense of shock as it highlights the spread-ability of coronavirus so that people are more aware of their actions; The green colour used to show the areas touched is deliberate because the colour green has connotations of danger and poison.
It also uses bold colours such as neon green and yellow which naturally connotate danger and fear for humans, therefore it will make people feel more alert when they read the advert and highlights the urgency of it.
Groups/People/Issues/Stereotypes Used
The advert mostly contains older people, when models are uses, for two reasons:
Firstly, people people are perceived to be more wise and therefore people are more likely to listen to an older figure, it adds a sense of professionalism.
Secondly, older people are more at risk of COVID so including them in the advert makes the viewer feel sympathy for them and therefore is more likely to change their actions to protect them.
The advert also use models wearing a oxygen mask consistently which connotates bad health and potentially death since they are used in hospitals. This therefore makes the viewer consider the situation as more serious and once again makes the viewer feel more sympathetic towards the models and more importantly the real life people they represent.
Discuss Logistics
This campaign had to be produced and distributed at very short notice because COVID was unexpected and the government needed people to listen imminently.
It was then distributed widely because everybody needed to see the campaign, it was released to digital platforms such as TV or online primarily because during lockdown people were not outside so there would be very little point in putting adverts on billboards. After the country came out of lockdown the adverts continued to remind people to remain sensible but the adverts started appearing on billboards (such as scrolling billboards) and things like buses.
In total, the cost of the campaign exceeded £100 million.
Discuss choice of media
This campaign used a range of media types because it needed a wide reach to a large demographic, who access different media platforms. For example it needed to target the younger demographic (15-25, digital natives) and the media platform they primarily use is Web 2.0 so the Government would have distributed a large number of adverts online on places such as YouTube and Instagram. Alternatively, they needed to target an older target audience (50-65, digital migrants) and they still consume newspapers heavily so the government would distribute many adverts in newspapers. However the usage of physical newspapers would have decreased during the pandemic because they they pass hands which would create a risk of transmission so people would have shifted to using online newspapers more. They also need to target the "Urban Ventures" demographic so they would have used physical billboards in urban areas to target this demographic because they are more likely to see them if they are in urban areas more. Therefore the government would place adverts on things such as scrolling billboards, paper billboards, buses, and posters.
Legal and Ethical Issues
The campaign was considered high priority and created by the government so it may have been somewhat exempt from some legal issues. However, they did have to remove this advert because ASA deemed it to be sexist because it showed woman doing housework and men were lounging on the sofas. It was therefore removed because it broke ASA's 2019 rules that banned gender stereotypes from advertising.
It would have had to consider the ethical implications of the "Look them in the eyes" advert because it could be considered quite scary, especially for children who aren't even being targeted by the campaign. On the other hand the point of the advert is to scare people into changing their actions so it has to be slightly ethically questionable.
James Bond - No Time To Die
Define Target Audience
Age
From 12 to 60's because the age rating of the film is 12A so it will mostly be 12 and up, also the franchise has a rich long history so the franchise will have many older fans
Gender
Generally Male audience but not entirely Male.
Lifestyle (NRS)
This campaign would not target a specific lifestyle group
NRS social grade
Probably ABC1 because this campaign is advertising it coming out in cinemas which are an expensive way to watch films so it would appeal more to people with more disposable income. Furthermore, it is quite a classy films so that may appeal to more posh people.
Interests
People with an interest in action and adventure because it is an action film. Also people with an interest in cars because it has many luxurious cars such as Aston Martins.
Define Key Message
"Come and watch our film at the cinema"
Methods Used
The campaign uses repeated imagery like the films title, this builds a brand image in the audience's heads. The posters are all in the same style with a main actor in the centre with the film logo over the chest, the background is all in a similar colour scheme with a brown wall with the 007 logo painted on it. This repetition builds the brand image to something recognisable and familiar.
The campaign also uses a range of advertising platforms to advertise such as physical posters, Billboards, TV adverts, Cinema adverts and Web 2.0 adverts. This helps to advertise to a very wide target audience which means that more people are aware of the campaign. Also it increases exposure which results in people seeing more adverts so they are more aware of the campaign.
Analysis how Groups/People/Issues/Stereotypes are Used
The posters use a range of actors from a range of demographics which will result in different people finding different posters engaging because they will only relate to some of the actors. In the last advert, it uses stereotypes because it shows James Bond in front of Madeline to signify that he is protecting her. Furthermore, in the adverts James Bond is consistently placed at the front because he is the lead and the actor, Daniel Craig, is recognisable as the face of James Bond.
Discuss Logistics
The campaigns logistics was complicated because it was planned to be released in April 2020 but it was delayed massively due to the pandemic so it was realised October 2021. This meant that it was advertised in Early 2020 and Mid-2021.
Also, many companies did joint ventures with them to advertise the film alongside their products. Examples include Heineken and Omega. This allows them to increase their brands exposure and for upmarket companies such as Omega it would signify James Bond being prestigious.
Discuss Choices of Media
This campaign used a range of media types to advertise because it needs to appeal to a wide audience who will consume different media products. For example it will need to advertise to the older target audience who are watching it because they are long time Bond fans and are perhaps Nostalgic for it. They consume much more physical media products such as Billboards so the campaign managers will have placed more traditional Bond adverts on Billboards and Posters because they will appeal to that audience. However, younger people will also see Billboards and Posters so they will need to cater some of these adverts to them as well so some Billboards/Posters will be more modern.
Moreover, the younger audience will consume more Web 2.0 based media products such as YouTube or Instagram so the adverts that appear on social media will be more targeted at the younger target audience which will break stereotypes more often.
Discuss Legal and Ethical Issues
There were no legal issues surrounding the campaign.
There were bullet holes visible in the 2nd last advert which could be deemed an ethical issue because everyone can see adverts so young children may find this disturbing.
Far Cry 6
Audience
Age
Gender
Lifestyle (NRS)
NRS social grade
Interests
Define Key Message
Methods Used
Analysis how Groups/People/Issues/Stereotypes are Used
Discuss Logistics
Discuss Choice of Media
Discuss Legal and Ethical Issues
It Has to be Heinz
Audience
Age
Gender
Lifestyle (NRS)
NRS social grade
Interests
Define Key Message
Methods Used
Analysis how Groups/People/Issues/Stereotypes are Used
Discuss Logistics
Discuss Choice of Media
Discuss Legal and Ethical Issues
Age
Gender
Lifestyle (NRS)
NRS social grade
Interests
