research portfolio

Learning Outcome 1 (U20): Know how existing advertising campaigns embed advertisements across a range of media products

Learning Outcome 1 (U24): Understand the products that are produced within and across media industries

P1 (U20): describe an existing media advertising campaign 

All photos from: 

business insider 

pinterest 

Advertising campaign - Coca-cola (2016) taste the feeling
coca cola youtube 


images from Buisness insider 

The aims of the advertising campaign

The aim of this advertising campaign is to sell coca-cola and get the viewer to purchase coca-cola. The target audience is a wide range as the video is aimed at family and bringing people together so the advertising campaign is targeted at people in a family. That can be any age but is mainly targeted at the younger side as most of the people seen are under 50. Through this advertising campaign Coca-Cola aims to develop their brand identity and be more than a drink. One way this is done is the different themes they use in their advertising campaign, such as in the billboard ad we see a Asian woman drinking Coca-Cola wearing retro clothing with the retro glass bottle and straw. Through this one advert they can reach multiple different audiences.  

Key messages

The key message is about family and bringing people together and how coca-cola does that by helping strengthen relationships this is evident in the television ad as it shows brothers and how their relationship is brought together through coke. This is also evident in the print as, as we see a young couple who are black so that can show how coke is not discriminatory and only wants to bring people together. The print ad shows them smiling with coke bottles center frame conveying how they have a good relationship and coke is at the center of that.

The approach was to convey the image of family and make people associate family and happiness with coca-cola giving it a strong and positive brand identity sowing how it is more than just a drink.

The campaign aims to represent all different family types such as brothers or couples. it also aims to show people from all different ethnic backgrounds as to say coke is for everyone. That is why they try so hard to present all different family types so it can therefore form a large target audience by representing people of all different backgrounds

They use lots of different media platforms such as the hashtag by using social media to promote  coke on platforms such as Facebook and Instagram. they used platforms such as you tube and television ads to get their ad out on all different platform using above the line advertising to get to a large audience. Thy used print ads on billboards to gain a large audience and use their pint ads in magazines and all over as it is such a recognizable brand. They even made an interactive experience 'world of coke' to get images of this brand heavy activity to get it trending on social media e.g. the coke mascot the polar bear. All of the images have one thing in common that is a some sort of coke always present and most of the time center frame.

Legal and ethical issues

legal and ethical issues is that they have to present a lot of people from different backgrounds and sexual orientations, they cant just show white nuclear families they must present people of different backgrounds or lifestyles and must make sure to do so in a way that is not offensive. as they dont want to get flagged by the ASA from people complaining about the ad. In order to keep the brand image of coke is for everyone they must do their best to represent as many different people as they can. They also need to move away from the bad image that sugary drinks have and recreate it so that coke is seen as more than just a drink. They want to make Coca-Cola a drink for everyone no mater the age, gender, race or ethnicity that is what they present with their adverts as they use a wide variety of people throughout their advertising campaign 

Target audience, choice of media

There is a broad target audience as they aim to appeal to most people they show this through the different people used in the advertisements. As it is a drink they will always appeal to a lot of people their primary audience is men and women ages  18-50 as they are most likely to go to the store and buy the drink. They used billboards and video ads as that would be the most successful way to get to their target audience. They also had a large social media presence as a lot of their audience would be on the platforms such as Facebook for the top end and Instagram for the younger side of the audience. 

Through the whole advertising campaign there is  lot of representation from people of all different areas of society such as in the billboard ad's seen above where they use people from two different minorities as one shows a young black couple having a coke and the other shows a asian woman drinking a coke. When representing minorities they made sure to include all people and not feed stereotypes 

Campaign logistics

The campaign was launched in 2016 on multiple platforms it was announced  in Paris by Coca-Cola executives, the campaign ads have rolled out across more than 200 countries world-wide. Ten television commercials were part of the campaign, along with a 100 static images shot by fashion photographers Guy Arch and Nacho Ricci, capturing people around the world enjoying Coca-Cola in a variety of everyday moments, as well as a song developed by Avicii, and interactive digital advertising.

Regulations

BBFC , ASA and OFCOM 

Call to action

The advertisements aim to make you want to drink coke and spend time with your loved ones as the advertisement campaign has a strong theme of family and relationships this is seen in the ads as the images used to show families and couples calling the audience to drink coca-cola as it is a drink associated with good relationships. calling people to buy coca-cola or their family and especially if they have a family event or date.  

Approach 

They use models that people can relate to so they can associate themselves with coca-cola they create a brand identity that can be easily relatable such as a strong theme of the family which is instilled in most people meaning they can form a connection and associate with the coca-cola advertising campaign. They set up the image of unity when they use models from all different races promoting diversity  among their customers furthering the idea of inclusivity and bringing people together. They approached the advertisement campaign aiming to create a brand identity for coca-cola they did this by making all adverts from this campaign following the same theme of being for everybody. As no matter what platform you see an advert on there is a strong similarities tying them all together keeping the same message for everyone. They promoted ideas of equality and family being key.

 

Disney+ advertising campaign
P1: Describe the media products for an identified industry sector






The Aims of the advertising campaign

The aim of his advertising campaign is to sell disney + and to preview to customers what is going to be available on this platform by showing a few of the big names such as toy story, marvel or star wars the target audience is family as seen in the print ad where you can see disney+ on the TV and a family sitting on the sofa in the front this means it is aimed at people of both genders between the ages of about 3-60 as there are films from years ago to films from 2020 for people of all ages giving it a wide range of target audience

Key messages

The key message is about the magic of movies and the wide range meaning that this product is something that everyone can enjoy.it does that though the wide range of disney products they show as no matter your age and gender by watching this trailer you will see something for you. The use of the + shows how there is so much and there will keep being more as Disney owns a lot of subsidiaries. They approach this with the idea that this is for everyone as on all of the different ads wether video or print they all show how diverse the media on this platform is. Disney has a very strong brand identity of family and children so they are trying to keep that image but expand so it is not just for children and even the older generation as they will have good memories of when they were younger with motion pictures such as snow white which released as far back as 1938.

They aim to represent themselves as a old fashioned brand refashioned to fit in the 21st century they want to be seen as they are for everyone no matter colour, gender or ethnicity. They do that through representing all different type of people ion their platform such as Mulan who is Asian or Mona who is Polynesian they are all seen in the video ad.

They use lots of different media platform such as you tube to show their video as the same ad would be aired on Tv as that would be seen by a large amount of people they have billboards on many different roads. They are also able to use their own platforms to advertise Disney+ such as the frozen website. They can also use their social media, Instagram, Facebook or twitter where they already have ammassd a large following.

Legal and ethical

Legal and ethical issues would be not exploiting children as they are a child friendly brand and need to keep that image. They also have to present different cultures and ethnicity in an appropriate way that is not seen as racist or a stereotype. That is important as they have a strong brand identity and must keep that in order to be seen as this family friendly brand for everyone that is why its important that the ads present more than just the stereotypical audience they must make sure they do not discriminate as their is no longer just one audience type there are multiple different audiences from all different parts of life it is there for their duty to make sure that there is a that representation on their platform and the advertising is not just aimed at one audience type such as the stereotypes that follow with superhero movies being only for boys it is important that they show more than just white male superheroes. 


Target audience

For this advertising campaign There are many target audiences the main 2 being children aged 3-15 who will be attracted to the new films such as toy story and Frozen. Which are aimed at both genders as they can provide for each one. They also have Disney films such as Moana and princess and the frog which are aimed at different races expanding the targeted audiences as they represent all people. The second audience is adults who watched Disney films when they were younger with a focus on nostalgia from their childhood with films such as star wars and cinderella targeting both the male and females of this age. By combining the new and old content on the same platform they allow for a larger target audience of all ages as there are films such as snow white which is nostalgia for the elderly audience working all the way down to films releasing in 2020. 

Choice of media

 For their advertising campaign, they used multiple different media outlets to advertise. One example is social media where they used multiple different platforms to reach each of the audience demographics such as Instagram and facebook. They also used Film and television to get their ads out there on tv shows and programs and then before films in the cinema to target all of the different audiences for both films and for the television shows. They did this to gain a large amount of brand exposure allowing multiple different audiences to see their ads on all different media platforms. Adverts also appeared on various websites and public transport.

Representation

The advertising campaign represents its platform as having something for everybody they aim to represent everyone. One way they do this is by films presenting minorities that are shown on their platforms such as Mulan representing Asians and "The Princesses and the Frog" representing the black community. They aim to be fair n the way they represent their characters and not using any stereotypes which have been seen in the past they redesigned the brand an used this platform to show inclusivity in equal representation. They advertise this as it is a key identity that is associated with the platform of Disney +. for example if you look at the advertising on busses in this example you will see it has a diverse range of genders and races represented including Moana (aboriginal), Scandinavian and white American

Call to action

In Their advertising campaign, they call families of all ages and race they show their strong family brand identity as there s something for everyone and they show this in their print ad where there is a father, mother, son, and daughter showing that there is everything for each of them although they are all different emphasizing the idea of bringing family together and providing equally for everyone. They emphasise this as they ultimately want them to purchase the service for their family as they have shown they have something for everyone. They make it accessible to purchase their services as once you make your account you can instantly start watching and using their platform. From the ads of the campaign, you can see the links on all different platforms which allow you to purchase your subscription. 

Campaign logistics 

The advertising campaign was scheduled to be released much later in the Uk however due to the increasing demand for home streaming caused due to the Covid-19 pandemic this lead the advertising campaign to increase its presence online and as movies can't be seen in the cinema due to restrictions they used their platform to release the new movies this lea them to include this in their advertising campaign as it gave them a USP for the current time. One of the main strategies was to aggressively promote disney+ during the pandemic as a result there was an increase in video adverts across platforms, lots of billboard avdverts, on the tube =, busses and online during this period.

Regulators 
BBFC - for the films that will be shown on the platform  

 ASA  - for the adverts created for the platform and put into different platforms 

OFCOM - for the Tv and radio ads that will be shown 

M1 evaluate different cross media advertising campaigns for consistency of message: 

Consistency 

the cross media advertising for coca-cola was consistent with the message that was given and it was very clear what as being advertised and the messages they were trying to convey.

This is seen in the advertising campaign for coca-cola in which all of the adverts were recognizable to that brand as they all followed the same base structure using people of both genders and multiple ethnicities. The entire campaign follows this making it easily recognizable, another what this is done is the use of color emphasizing the bottle of coca-cola an example is the image above. Both of their entire advertising campaigns followed the same themes, as all adverts for the campaign are connected. One way that was done is through the use of the same slogan and the use of the colour blue for disney+.

 But overall the ads all conveyed the same message of coca-cola bringing people together and helping personal relationships weather they are friends or family. you can look straight at one of the ads and tell instantly that it is coca-cola and the messages they are conveying whether it be a video, social media or an image They keep the same consistency on all platforms further emphasizing the brand identities of bringing people together whether it be through a drink or a streaming service. They have consistent advertisements on social media and on billboards to name a few.  The use of low-key lighting puts the emphasis on the logo of coca-cola and the drink this can also be seen on other advertisements on their social media. 

As well as consistency with the messages the coca-cola campaign is consistent with the aesthetics throughout all of their advertising campaign they use the same colours putting emphasise on the deep red that shoots out catching attention. They also use the same logo and font on every AD. This logo is distinct as it is a bright red circle with the unique coca-cola font in white and the name coca-cola  

Delivery of message 

Throughout the entire advertising campaign they delivered a consistent message throughout every platform they did this through the use of the slogan 'taste the feeling' this followed through the imagery of friends and family helped to further the bran identity of being more than a drink and something for good times this is the meaning of their slogan that through this drink you can taste the feeling as it is something associated with time with loved ones. They kept this idea throughout all platforms for all audiences reinforcing the idea of being for family by targeting everyone in the ad.  

Strengths and weaknesses 

A weakness of this is that the drink is unhealthy with a very high sugar content and through the whole advertising campaign their is no mention of the amount of sugar contained in the drink and they do not address this and choose to only show how it is a classical drink. A danger of this is for the older people and people with diabeties a large sugar intake such as the eone in the drink can be harmful to them and have negative effects on dental health aswell. 

A strength is they are extremely consistent with the message and the aesthetics and you can instantly recognise this from any one of their ads by means such as the slogan, colour, fonts, lighting, images and the same message conveyed. this will help to cement their brand identity as a classic drink for the whole family as well as friends this creates a large audience as this message is received by most people.

Disney+ 

Consistency

Throughout the entire disney plus advertising campaign they advertised a consistent messages they did this through the asthetics as they used the same blue color on every ad they produces they also used the highley recongisable disney logo and same font as when you saw the ads you instantly knew it was for disney+ that was reinforced by the use of images of Disney characters that are well known to the audience making their ads automatically recognisable to the majority of the audience. 

Strengths and weaknesses 

A strength of the advertising campaign is that they have the the ability to gain a large audience as they show their content which ranges from Disney princess to national geographic these will attract two very different people however they will both pay to access this content as it has been advertised to them showing them what will be included. A weakness is it is hard to advertise the full extent of media on their platforms which can lead to people being misinformed by the advertising campaign on what it will include 

Delivery of message

Through out the advertising camoaign they delivered the message of being inclusive and having something for everyone they did this by including some of their most famous characters on their ads on a host of different platforms these included darth vader and the simpsons to name a few and these two have very different audiences by including this disney used the ad to show there is something for everyone. 

Disney+ Media platforms that are used in advertising

The Advertising campaign for Disney+ also has a consistent message of family and how this streaming service is for everyone no matter age, gender or ethnicity this is done through the ads which all outline the large number of different genres of media it has stretching from Disney princess to superheroes or star wars. The image above emphasises this as on all platforms their advertising uses the same colours and shows the same variety of films as their aim is to have something for everyone such as the image above where there is toy story for the younger audience next to star wars for the older audience. this is also seen in the video trailer and the images, also on the social media. the first thing you see on all of the ads after the Disney+ logo is the wide range of media that have on there . there is also inconsistent messages as only in the trailer and social media as it is the only part of the campaign where they mention the magic of Disney and believing.

P1(u24): describe the media products for an identified media product 

There are many platforms used for advertising here is an example of some:

. social media averts.

.billboards 

. Tv ads

.Radio ads 

. Word of mouth 

. Magazine and newspaper ads 

.Online pop-up ads 

Disney+ 

How products are adapted 

the ad is adapted to be a print ad in a magazine and is all made so it can all be seen while fitting on one page and stand out to a reader while they are flicking through making sure the featured media is visible to the audiences they aim to target this will be successful as the target audience is young children and they will be automatically drawn to the big bold lettering spelling dinsey to add to that there will also be images of characters which they associate with Disney as a brand. they also played the ad in cinemas which were aimed at the target audience who are into movies so they showed off the movies available on this streaming service through an advert showcasing the large collection and variety for all different audiences staying in line with the rest of the advertising campaign 

- websites - they had adapted it to suit that platform by making it big and simple so people wont just scroll over it they will stop as it captures their attention as it is big bold and simple. They also have the ability to use their large following on other websites also owned by Disney which they can use to further promote their website for fans of all different types audience.

 television ads would aim it at people of all ages as this is most likely to reach a wider range of audiences they had to showcase a lot of different media available. They use the same ad for each type of audience as in the ad they showcase the variety of programs available for each audience  
billboards - they adapted it to so that people could see the whole ad in a matter of seconds such as if it was a billboard on a motorway people would be driving so it would have to be simple and easy to read showing a few of their main programs in one glimpse such as star wars and the simpsons. 
- social media adverts - snap chat adverts - Instagram - Facebook - they used social media to show the wide range of programmes they have available by targeting different posts at all different age groups so there were posts about sleeping beauty and they're ere also posts about star wars to target all of their different audiences s that platform would reach all of them as long as they followed them.

Institutions create brands across different products and platforms


Institutions create brands across different products and platforms by creating a recognizable brand logo such as the Disney logo which is universally recognizable, they also have music which when you hear you associate with Disney or one of their brands such as star wars, or even Aladdin. Disney is a widely recognizable brand with a large following and through the advertising campaign for Disney plus on multiple different platforms such as social media and on television they made an instantly recognizable campaign for Disney plus using the success of the Disney brand to further bolster their streaming platform. they also use a lot of brand imagery of different subsidiaries such as star wars and nat geo to advertise the brands disney will include in their platform creating the brand image disney already has but now for their streaming platform by doing this they also reach a broader audience s they have advertising for the streaming service on a  variety of different platforms targeting lots of audiences.

How do they engage different target audiances

They engage different target audiences by using the same base which is the Disney brand and image of being a timless classic with a large following however for their Disney plus streaming service advertising campaign they started adapting it to its audience such as changing the color to pink and focusing on Disney princess films if they are targeting little girls on platforms where they would reach this audience they will use the bold disney logo and characters. Or using different images such as a lightsaber or Darth Vader's helmet when targeting the other end of the spectrum which will include multiple different audience such as tenage boys and men who come for nostalgia of starwars as that was something to remind them of their childhood. Disney uses this for this campaign and has the ability to use one ad to engage and target multiple different auduances such as the lion king remake which was highly advertised on their platform as it attracts the nostalgia and the current younger people. This idea is followed throughout the whole of their advertising campaign and they make sure to show each end on their adverts on all manner of platforms for all manner of audiences Engaging the majority of people to see their advertising campaign.