Essays PowerPoint

1. Essays PowerPoint Jack Hales

2. Structure Humour • Structure: (Style) • For our task we had to design an advert, in which we tried to make our advert memorable. In order to achieve this we conducted a survey and asked ten people in their opinion what makes an advert memorable. The results that we obtained highlighted that people think humour will always make an advert great. We found that dialogue is less important than having humour in an advert. Our survey also showed that people consider other factors important to producing a good advert such as music, good characterisation and famous actors being used. However the top feature for an advert that people valued in making it very memorable was humour. • From the feedback we received from the survey we have tried to add humour to our advert because that is what people think is very important to memorability in advert and in the Pepsi Max adverts they always use comedy as they want people to remember there adverts, for example of a Pepsi Max advert that uses humour is the (Pepsi Max Office Advert) also (Pepsi Max Magic Advert) the humour in the office add is at the end when they are dancing and when they trick there boss into leaving the room, and in the opera advert is were there a man is in a magic show and he does not want to be there and the people on stage pick him to do a magic trick on and they make him and the people on stage disappear and they leave and drink Pepsi Max so we have tried to keep in the theme of the professional adverts. By the comedic parts of our advert are were we trick the teacher in leaving the class room and making a dummy out of cloths balloons and the last dancing scene.

3. Hidden And Overt Message • Technique: hidden and overt message • Usually the adverts we see on television have both hidden and overt messages. The overt messages are the ones that directly sell the product but it is the hidden messages that can have the greatest impact on audiences. • The overt message was male friendship and bonding. This keeps within the theme of the adverts of selling to men a drink that has zero sugar which appeals to their target audience. The overt message is that this product has no sugar and is a healthier alternative. • The hidden message of the advert was a boy trying to get out of class by tricking his teacher. This links back to the professional advert because of the key themes were a group of men trying to get each other out of tricky situations. The hidden message involves a method known as subliminal persuasion. This is a way for companies to sell you products and offer an ideal lifestyle that people want rather than telling you why this product is so good and you should buy it over others because it’s of a better quality. This is a very nuanced and sophisticated way of advertising because it appeals to people emotionally. They do this by having you relate in your mind a product with a specific need. It is irrelevant whether the product actually fulfils that need. Since some companies have got into trouble trying to explicitly market in a certain way like trying to make a product sexy that have had to resort to other ways of appealing to audiences. For example, Pepsi released in 1990 specifically designed “cool cans” and when they were stacked they spelt ‘sex’ and they were told to withdraw them. This is both overt and hidden because you have to be see it in order to understand it.

4. Life Style Appeal • Characteristics of product: lifestyle appeal • The characteristics of a product are the features that identify it to a company, the market and the consumer. Pepsi max has a particular logo and a slogan (maximum taste, no sugar) that can be identified with them based on their colour scheme (red, white and blue). It has sleek, modern packaging, which is instantly recognisable to consumers. • “Each product is a complex of tangible and intangible characteristics which define the product, its use and value. Product characteristics can be viewed as technological, consumer and market: • Technological: raw materials, composition, structure, size/shape, • processing method, storage method, product type; • Consumer: convenience, sensory properties, use, nutrition, • Safety, psychological, social; • Market: type of market, marketplace, sales, price, promotion.” • Creating new Foods: The product developer’s guide. Available at: [online] http://www.nzifst.org.nz/creatingnewfoods/idea_generation5.htm (accessed 12/12/13) • The characteristics of this product is that it appeals to 16-25 years old who enjoy socialising, being active and playing sports. This relates to the advert because Pepsi max had an advert set in Africa for the world cup to do with professional footballers playing the game and this relates to the target audience because they play sports and they want to be like their heroes. It allows them to dream about how they could be a footballer or live a footballers lifestyle if they consume this product. • What it tries to therefore do is reflect societal and cultural trends and because at the time, the world cup was on, it was trying to appeal to its target audience to buy their product over Coca-Cola. • In 1959 Pepsi started a campaign called “sociable@ which was specifically orientated towards young people by trying to reflect the face of youth. As Pepsi is a global product it needs to appeal worldwide. The idea of lifestyle in advertising is powerful because it refers personally to customers. It has built a special attitude to the product.

5. Ofcom • Regulation: Ofcom • Ofcom was created in (29 December 2003) • The definition of Ofcom is “they regulate the TV and radio sectors, fixed line telecoms, mobiles, Postal services and the airwaves over wireless devices operate”. “Also they make sure people in the UK get the best from there communication services and make sure they are protected form scams and sharp practices”. And what they don’t do is they are not responsible for regarding “The BBC offices fee, Newspaper and magazines, the content of television and radio adverts. • But here are some examples of were advert does not follow these roles and some people may find offensive and will make them feel degraded. • For example there was a banned pot noodle advert were it “shows a boy eating a pot noodle and fanaticising of a half- naked woman, implying that if you eat this product, is what happens. This is very misleading in every way” so this advert was banned at the company was told to change the advert and make is less rood/degrading. • So linking this to the roles you need to abide by we made our Pepsi Max advert we had to make sure that it did not break any roles in regarding that it was not offensive or misleading in any way. The way we did this was we took every precaution to make the advert great and clean for everyone to see. And in Ofcom what they insure is “people are protected from being treated unfairly in TV and radio programs and from having their privacy invaded.” • So as you can tell Ofcom is a very important company that can help you in many ways and needs functioning from making sure you are not looking at a misleading advert to making sure TV and Radio programs don’t invade your privacy. • http://www.ofcom.org.uk/about/what-is-ofcom/ • http://en.wikipedia.org/wiki/Ofcom

6. Barb • Audience Information: BARB • BARB stands for Broadcasters Audience Research Board and deals with viewing figures for UK Television channels. It lists all programmes for all channels on their website keeping up to date with recent viewing figures. • With the target audience and audience profile the BARB viewing figures can be used for appropriate programmes to see when it is most efficient to show the television advert. We used it to see what the viewing figures were like for recent football games on Sky Sports. This included a variety of games and showed that more viewers watched Champions League and International games than any others, which suggested that we would reach a wider audience, by showing adverts in between or after these games. November 2013 viewing figures showed that Premier League games with Man Utd and Arsenal reached 1,000,000 at the weekend in comparison to 300,000 in mid week games earlier in the year. • BARB lists top 10 viewed shows for every channel and top 30 viewed shows for terrestrial channels such as BBC and ITV. This makes it very easy to research which shows would get the most viewers for an advert. You can start to draw patterns in viewing figures around certain times of year and make a better prediction as to when is best to advertise. It also lists overall weekly average figures per person broken down into hours and minutes as well as drawing graphs of this information for different years. • BARB is extremely useful for anyone looking at when to advertise on television. Having viewing figures for television shows allows advertisers to make an informed decision as to when to advertise and has a prediction of how many people it will reach. This allows the fee of an advert to be justified with larger viewing figures meaning a larger fee. • http://www.barb.co.uk/

7. Advertising Information Pack • Sources of Information: Advertisers Information Pack • A advertising information pack is for example is were some one can give you a leaflet with it containing information of a event. “knowledge of specific and timely events or situations; news” • So this is used when you are trying to inform people/keep people up to date so they don’t miss out. • You can find these information packs in places like Museums, churches, hospitals and even in you local shopping centre, but also places Like agency’s offices as well. • My views on information packs that they are great piece of valuable incite to information as it teaches you new information you might not of known. But to some people they see it as a waste of time and they cant be asked to read it when you are on the go. So I really hope some people in the near future more and more people will start to read these information packs and learn new things! • For example of a information pack you could use the (Rural Community Of Essex) in this packs they talk about how to plan and produce a village plan, also it shows all the aspects you need to plan a design statement for a village. • On the page they have feedback from the people how have used there site to help them with their needs, what is a really good aspect to add to your page as they also reply to the users as well. • But linking this to our Pepsi Max advert you could try and make a information pack about Pepsi Max and it could tell people about the new Pepsi products and what it includes in the product the prices etc. Also it could include general information about Pepsi Co as a company and when the company first started. • dictionary.reverso.net/english-definition/information pack • http://www.essexrcc.org.uk/our_work_with_communities/Community_Led_Planning/Information_packs.aspx

8. Go-demographic • Audience Classification: Geo-demographics • Ge-odemographics is the study and grouping of people in a certain area because of their socioeconomic position. This means looking at certain areas of the country and drawing conclusions on what they typically like. Although this can cover countries, cities or areas/places. • It can be used to predict a group’s viewing habits and common programs that they would watch. For example, in London the programs they might be interested in would be films/programs like Kidulthood, Adulthood, Eastenders, Anotherhood and Football matches. However the problem with this is it is extremely generalised and can often be wrong because everyone is different and has their own opinions. • This can therefore be used by advertisers to show their adverts on billboards in the right places and on local television and radio to a more targeted audience. For our Pepsi Max advert we use this information to find where is the most likely to buy and consume Pepsi Max and target the advert to those places. For example, viewers for our Pepsi Max advert and target audience enjoy socialising, sports and being active so advertising in somewhere such as London where there are a lot of places to socialise, such as bars and clubs, and where sports are shown and celebrated. This coupled with BARBs figures allows advertisers to get an extremely detailed view of what the country is interested in and who in the world of celebrities is popular. Using Geodemographics helps advertisers be more specific in who their advert is shown to and allows them to reach the target audience that they are aiming for. The more research that is done into this the more specific it can be. • Geodemographics is constantly changing because places and people change and so research is consistently being conducted to get an updated view of life in certain areas.