Using the format of powerpoint processed onto slideshare I have explained my demographics, psychographics and included an internal critique within the makeup industry to illustrate why I would want to use certain camera shots, styles of adverts and reasons behind my chosen audience.
The L'Oreal advert which is analysed within my PowerPoint, taking inspiration from this advert and the conventions it follows I would like to have my own advert along the basis of this one. This advert entails the form of a realistic advert using real life situations in which you would need to buy this foundation which they are commercialising - by showing different people with different tones of skin they are broadening their target audience on the aspect of race or gender within the demographics. By using dialogue such as "make peace with my porcelain skin" or "I could never quite find something that matched to me." using these within the advertisement makes audiences appeal to the product and want to try the product, grabbing their attention through personal experiences is probably their most effective USP as they are singling out different types of people - the ones that change themselves to fit in with society or the ones who do things because they are taught to conform to it. By dramatising their product through personal experiences they are able to put more power behind the product and appeal to a wider range of makeup wearers.
Aforementioned, I would like to produce my product as available to be worn by both females and males within societal "boundary" of gender domanined products. Within this advertisement - it mirrors a perfect image of what I aspire my product to be like as there is the inclusion of a male walking with makeup towards the middle of the advert as if a plot twist as the commercial at the beginning to surrounding the basis of females using the product but then a male appears and is wearing a full face of glam makeup deteriorating the battle between gender barriers within the world of makeup.
Here is an example of the preparation for my product, showing different varieties of how I would want to distribute my product through a TV advertisement. I want to either produce it through a realistic form or surreal style. This is because with makeup advertisements, usually they use different coloured backgrounds using CGI and green screens to illustrate the colour scheme alongside the makeup brand - I have shown examples of these in the following work. I have created four different types of advertisements that I may produce, two that follow a surreal establishing shot of the product and the background, one that is a talking heads between several models. However as I have to create two advertisements for my product I may create two stand alones using different models, and different slogans within each production.
I have created slogans for my product depending on the type of style and form I want to go for - these slogans are the following:
"Get Lippy in style!"
"Embrace the power of the lips!"
"The power of makeup requires no gender!"
I want to create a cover for the outside of my lip product to make my advertisement more realistic and more appealing to the target audience I will choose. To prepare to do this I have looked at examples of Lipstick cases and seen how sleek they have produced their product through the classic black cover and a marking within the case - However I want to have a very delicate looking case with an addition of bright colour to produce a distinction between my product and other companies products.
Within the image above I have analysed several similar adverts that all use the conventions that makeup advertisements would essentially need to embrace to make their commercials successful towards their chosen target audience and towards making their product appealing. I have chosen to analyse Miss Vogue, Dior and Maybeline. All three advertisements all use vivid colours, celebrity endorsement and even their slogans are bold and intended to capture their audiences attention.
Within advertisement, each production must have an appropriate target audience in which they are relaying their commercial to. For example each advert follows a marketing category that classifies who their product or service is appropriate for - basically a particular group of people, identified as the intended recipient of an advertisement or message. it's imperative for a business to know who their target audience is and how to appeal to them. Although it is important to do this and to reach as many people as possible, sometimes it seems as if some advertisements are only for certain segments of the population and this could be limiting to their service and product. Directly appealing to a range of audience can perform better for the organisation and provide them with a higher service and a higher amount of profit and promotion for their production. It is important to have a target audience because for consumers to purchase your product, they need to relate to the tone and the content of the message that your advert is portraying. The most important part of recruiting a target audience for your product is paying attention to what is effective and what isn't, organisations have to have an effective method to what they are campaigning for people to view their service and for it to actually be popular and work with purpose.
Advertisements follow two of the following graphics which are demographics and psychographics:
Demographics is used within the media marketing system to classify an audience into the following categories of age, gender, race and other. Demographics are broken into bands depending on peoples jobs or status. As shown above, this would be what advertisements would be distributed within. Many advertisements can be aimed at any of the letter codes due to many adverts having such a wide audience, however different adverts and services don't always appeal to every category.
(EXAMPLE OF DEMOGRAPHICS VIDEO)
Psychographic segmentation divides the market into groups based on social class, lifestyle and personality characteristics. It is based on the assumption of different organisations and the types of products that will appeal to different audiences - reflecting their characteristics and patterns of lifestyle.
A jingle is a short song or tune used within the world of advertising, usually for commercial uses. The jingle explicitly is used to promote the product or service being advertised. Slogans are a vital part of marketing and have been used to promote businesses and products for years to connect and engage with the consumers and customers or each organisation. A slogan is a catchy phrase or series of words used to help consumers remember a company, brand or product. Companies create slogans to use in various marketing areas. By using Jingles and Slogans, the producers of the advert or service are trying to capture the attention of the audience it is targeting. The way organisations create their slogan is by highlighting a key benefit within their product, by doing this they represent differences between them and opposing brands and products. This is how they differentiate from each other and make more people want to buy their products. By creating a slogan and jingle the company is explaining the company's commitment towards their product and how they promote it. They find a memorable quote or words and keep it short so it sticks with the audience, they include a rhythm or rhyme and stay honest about their product. The following are examples of how companies may do this:
The following is a production from 1996 Rice Krispies advert, by stating the time this advert was created up until now they have illustrated a stable slogan which can also be conveyed as their USP as this is what has made many audiences remember their cereal product and refer to their product by using the slogan "SNAP, CRACKLE, POP!" they animate three characters to go alongside this slogan which advantages them within the younger demographic of children who remember these characters specifically because of their names and colours. This is a good technique to use within a slogan as their product will be perfectly remembered for their target audience and used to remind the children's parents of what their favorite cereal may be. The slogan of Rice krispies is short and simple, it perfectly defines the brand by making it easy to remember and you can't help but pay attention to how catchy it is. It makes the audience remember the taste and remind them of the slogan behind the cereal product. Whereas with other companies and their slogans they may be subliminal and endorsing a certain brand or message without explicitly doing so, however as an audience we have been conditioned to embrace the advert as linked with the slogan and we wouldn't be able to mistake any other brand as this slogan.
Another example of a slogan would be KFC "Finger lickin' good." towards the end of their advert they include it to use it as if an ending to their advert but a start to their product. They have used this slogan for a macro period of time and have largely invested on keeping this slogan by recruiting consumers through the stability of their company and products. The advert illustrates different moments of where you may enjoy their product being quite humorous within the context however by doing this they are relating to many audiences and having them remember their product through their catchy slogan. By creating a slogan like this KFC are building a bridge between the consumers and the brand to build and strengthen the relationship between them and heighten the ratings of their product within the different groups of consumers. This slogan works because it best displays the reality of their product because of the chicken grease it leaves on your fingers, it will leave you licking your fingers and wanting more.
With Jingles and Slogans in an ad-saturated world you need to be able to create a distinctive one to stand out and differentiate from other brands. Music invokes memory, and within the McDonalds advert you have a tune of whistling that you automatically link with McDonalds. Naturally by doing this, advertising with music is an effective marketing technique. With McDonalds they have used a jingle that can be recited and understood by various of audiences even those of such young age and this is what keeps them stable as many children will remember this jingle and refer it to their parents and make them purchase the products McDonalds provides increasing their rating of products. Many advertising jingles incorporate a slogan line, and this is what they have done by using "I'm lovin' it." by doing this they have accompanied their slogans with a jingle, invoking feelings and memories towards the brand.
Many different techniques are used within adverts to extend the quality of the service and product for example:
Hidden messages: This can also be known as subliminal messaging where a message or service is presented to the audience however it is only seen quickly as it is delivered in the way of an image or word being upon the screen for a very short time. Audio may be played in the background or images within the scene of the ad that we are viewing so that we aren't consciously aware of seeing or hearing them. Within the Chipotle adverts above, they are using subliminal connotations in their print advertisements by saying "Usually when you roll something this good, it's illegal." quite clearly they are referencing to some what the forbidden fruit, the illegal doing of smoking something that will increase your satisfaction level they are opposing their buritos to illegal substances as they are presenting in a positive way the way their food makes you feel as if you have tasted sin because of how good and appetising it is. They also use the quote "Buritos so big you wanna ride 'em." this clearly connotes sexual activity, once again referring their buritos as something satisfying and filling. In this Chipotle advertisement, they use the reality of someone's life by making them be truthful of the situation they are in to covertly describe how real their burito is and how real the taste validates the satisfaction of their product.
Overt messages: This technique is the obvious input of messages that are clearly and openly displayed on screen to sell the product, however these can be applied in any way. For example within this advert above we can observe that the ultimate point of the advert is to display how the teeth whitening product works - to do this they have illuminated the adverts with very bold colours using only white and red to illustrate the strength of the toothpaste. This is an obvious technique and can be used in many other ways. However by only using women within this advertisement, this may diminish the whole overt message within the advert as people will only focus on the women's image being the main topic - as on the negative outlook as they have only portrayed women this could mean only women need to look their best as appearance is an important thing for a women to be focused on.
Emotional response:Adverts tend to draw on the emotions of their audience to play a significant part in the production of their service or product. Many products may play upon guilt or compassion, as customers may choose to buy the product to solve a problem or to stop something happening. Within the advert above, the production creates several perspectives of mothers and their children - creating an emotional connection with the audience showing the hardship and security that the power of a mother can have. P&G is the sponsor of the advert and they project through the campaign that the audience can feel as strongly as the actors within the advert can feel. They represent different cultures, different families, different situations all through one emotion and thats love. It's through emotional advertisement that they can connect with the audience. By doing this they make their advertisement memorable for making mothers a significant empowerment within society and every individuals life. However one disadvantage of using the technique of emotional response is that some adverts may be too over-whelming and could trigger a young audience if the emotional content is too deep to take in for a younger demographic such as E which would be students.
Celebrity endorsement: Celebrity endorsement speaks for itself within the title, this is the technique of introducing someone famous to appeal to the audiences and associate this person featured with the brand and product. By doing this, the supplier aims to appeal to different target audiences depending on the featured celebrity and who they appeal to more. Through having a celebrity as the face of a brand or involved within the promotion of the brand, makes it more appealing to many audiences as they can refer to the product by using the celebrities name and this will make the product seem more memorable due to the endorsement. The perfume within the advert empowers the woman and makes her project her femininity as her strength through the iconography of her placed on a motorbike and as she comes to a halt against men dressed in black also on motorbikes, the colour difference between their outfits also illuminate her known softness and femininity but the perfume mobilizes her to be confident and beautiful. As she holds control over the male figure in the advert, making him wonder about her it shows how the perfume can intoxicate the people around her. By doing this they are promoting their product by enabling women to have this as their power and confidence - overall boosting their self esteem through the fragrance.
Shock tatic: Many adverts may use this technique to produce dramatic sensations within their target audiences, they use this to draw on fear and compassion to raise awareness of their advert or service. Within this advert, the production uses young people to inform society and older generations of what they have been bought up to believe and think about certain societal expectations of women. The dramatic effect of using statements like "A girls confidence plummets during puberty." Shocks the audience into understanding compassion for young girls and their role in society. Towards the end of the advert, the production illuminates different ways of how girls can act despite the expectations and labels they receive in society. The progression the advertisement shows is that the older generation combines stereotypes they view in society with the phrase "Like a girl" illustrating how society has portrayed gender of females as weak and dainty instead of strong and powerful. By contrasting how the younger generation views "Like a girl" with the older generation, they shock the audience by how the youth actually views like a girl as an insult as there are no boundaries between what genders can do and how genders behave. The young girls portray like a girl as something empowered as they don't follow what society thinks it doesn't apply to them. They are whatever they want to be, and thats the shock tatic within this advert.
Bandwagon: Within advertising, many companies use a statement to show that 'everyone' is using the specific product and so therefore the audience should to. It's as if to make them conform to society and buy the same product as others around them including their peers. In this Dove advert, they are projecting their product used by different types of women as their demographic would ideally be women they have different cultures and different ages of women within the advert - by doing this they are making their women audience want to use the product and feel as beautiful and protected as those within the advert. By using this technique the production team has created a way to make their product appeal to various groups of psychographics as they present different women taking part in different activities, showing that people from different lifestyles are easily adaptable to their product and it is affordable for all of those from A-E. This is a great quality for an advert as they are generally advertising to everyone, not just one specific psychographic and therefore can connect with a wider spread audience. However a disadvantage of this advert would be the fact they have only included women and haven't used any male actors to promote this product as for both women and men - and this could result in a lack of consumers along the male range as they would think this Dove deodorant is specifically only for women. However because they have not targeted their product specifically for women they are isolating men who may use Dove.
Plain folks: Using the 'plain folks' tatic, advertisers attempt to associate their product with average working class people. This target audience is therefore convinced that the product and service is needed within their life. This may be shown within adverts by showing a familiar scene that relates to their family situation as well. Throughout this advert, they target various situations of families from single mothers, single fathers, weekend fathers, divorced families and even towards the end there is the addition of a homosexual family. By including this they are defeating the media barrier of sexuality and they are defeating the idea about homosexuality as a taboo or something less approachable within the media. This technique supports many products and services within advertisements, as it is making the advert more relatable to a wider range of audiences and providing the consumers with an insight in how the product can relate and benefit them as a buyer. Within this advert - they highlight the idea that by buying McCain they are producing a family mood and atmosphere around the dinner table where they spend quality time together eating dinner.
Limited Availability: Many advertising companies will use the phrase "limited offer only." to make audiences feel as if they need the product before it runs out and they have no time for purchase. The above McDonald advert is only shown during summer as it is generally targeted towards the summer season and the warm weather due to it promoting McDonald cold drinks. After summer this advert would typically be not seen on televisions or heard on the radio, as these drinks are particularly limited to only Summer. However, a disadvantage of this technique is that if this advert is only distributed during a specific period of time, then this advert will have less ratings than adverts that have limited offers throughout the year, marginalising this advert and making less consumers buy the product. However a good thing about distributing a product through this technique is because of it being limited edition or limited offer, it will make the consumer want to buy it quicker than other consumers and go out and physically buy the item before it is sold out or unavailable to consume or purchase within the area they are located.
A Unique Selling Point abbreviated to USP is a specific characteristic or convention that makes a product, service or message stand out from every other institutions production. This makes the company have a distinct benefit for their audience and increases the rating and amount of its consumers. A USP gives the companies prospects a clear reason to do business with you, and allow other competitors to understand the quality of your product or service. Creating a unique selling point for a product is about making the product appeal to a specific demographic and psychographic audience - each advertisement must suggest to the customer "buy me! buy me!" ideally the suggestion will be unique and something other competitors do not have. It must be appealing and strong enough to engage new customers. A USP basically singles you out from the opposition and will often be a proposal that appeal to the consumers of the product, the USP is often reinforced by a slogan alongside it.
Examples of USP and why they benefit the company:
In both of these advertisements, the clear USP would be their slogan shown on both forms of advert "Get The London Look." this slogan acts as their USP as its adverting what Rimmel gives you by using their bold red lipstick - which is the London Look. This is different from their competitors such as Mac, Max factor or L'Oreal as they are appealing to their audience specifically through their products. Whereas the above mentioned do not do this to stand out, they use generic slogans to work well with their overall company despite following the conventional idea of makeup brands. Their USP would be bright colours and smooth textures and they support this by using their slogan to reinforce their USP.
Within this short advert produced by Rimmel London- they are using celebrity endorsement and as the face of Rimmel London they religiously use celebrities to wear their makeup and this can act as another USP for their makeup brand due to other makeup brands lacking in this. In this advert, like aforementioned with the poster adverts they use bold lipstick within this advert too, relaying the before message I mentioned. These techniques of repetition definetly make the makeup brand more memorable and help it stand out from the others. Also this advert helps to sell the sloagan of this particular advertisement "Get the London Look." taking this slogan and making it literal by referring to the London look as a bright red lip stick.
The M&M advertisement has one of most-known slogans "Melts in your mouth, not in your hand." this acts as their Unique Selling Proposition as this distinctively separates them from every other chocolate company as it creates a memorable image of the company and acts as something to relay back to, to mention the product. As well as their slogan, the USP could also be described at their chocolate being covered in a hard candy shell, differentiating them from their competitors. Competitors of the company such as Smarties or Hershey's increase the competition between M&M's and the competitors as they increase their prices and this will make M&M lose value, thus causing them to lose customers. However their USP keeps them above the game and helps them stand out.
From early 1986 - M&M have been using their slogan "The milk chocolate melts in your mouth not in your hand." they use this as their USP, clearly because of the strength their slogan has and the way it has the control to continue to promote their product. Over 40 years the slogan has continued to embrace the audience of M&M and make them want to purchase the product.
Overall, USP can help a company increase in ratings, memorability and value. However it depends on the company that has the USP whether or not other companies will begin to develop similar USP's.
Different adverts have a variation of styles, these styles help the audience understand what the guideline of the advert is and how each advert reciprocates to the audiences needs. The following are different styles: Surrealism, Parodic, Dramatic and Humorous.
Surrealism is the movement of art, the modernity of this is represented within certain adverts that targets specific audiences in the relation to their aspects of art. More likely towards the younger generation as they have a more connected involvement to arts and craft and the whole idea of individualism. Surreal adverts may appear to be vivid with imagery and colours depending on the product, service or message they are relaying towards the audience. Surreal adverts will have a dream-like effect that may make audiences want to view them again and again and tell their friends about the adverts. The Muller yogurt advert with the celebrity inclusion of Nicole Scherzinger, represents a heavenly view of the after life creating a perspective of a dreamlike surreal world. The creators do this to appeal to the enjoyment of soothing visual imagery that the consumers may have, this is an advantage as doing this will make consumers think of the advert as very memorable because of the distinctness that the advert has and when consumers think of the product they will link it with the advert. The demographics of this advert could appeal to A-E as they are presenting a food item, all demographics would be appealed however because of the celebrity endorsement it may appeal closer to the psychographics of mainstreamers and explorers as these are usually young people and will know the celebrity and be more appealed to it. A disadvantage of using this concept of angels in heaven eating yogurt and being air-headed by falling down may be insulting to those of religious beliefs as they are mocking higher power than us. Another disadvantage would be because of the focus on the surreal image of the advert, audiences may ignore the actual product and just focus on the look of the advert instead of the service behind it.
Humor is a double-edged sword, many people have different variations of what they would find comical. This is represented within adverts that appeal to different target audiences, they can characterise the humor differently depending on the advert as there are different humor guidelines the producers will follow to achieve the most satisfaction for their consumers. In this case, the humor is subjective and people may find the Evian advert quite cute and cheerful as there is a basis of amusement and enjoyment seeing the animated babies take on surreal actions such as break-dancing and skating. The idea behind the adverts visual production is to make the product as original as possible compared to other water bottle adverts, and this is an advantage as the consumers will acknowledge this advert due to the humorous actions of the animated babies. The demographics of this advert would appeal more to those who are family orientated and are within the path of life where they are becoming families - so ideally it would be from A-C as these demographics would have entered that stage in their life where they can relate to adverts with babies. However although the demographics is of A-C, commonly the psychographics would be mainstreamers as they heavily seek for security and believe in family products. Due to the entire motif of the advert being babies they would be able to relate. A disadvantage of using only babies and not many other age groups is that some people may feel uncomfortable with the idea of babies doing these types of activities and take a negative outlook on the advert and the way it is presenting its product.
Parodic adverts are usually created to mock other advertisements and their products- by borrowing different elements of the existing advert and manipulating audiences to buy their product in a humorous manner and this directly shows them creating a rivalry between them and badmouthing the opposing companies. This is an original advert which promotes the usage of Duracell batteries that advertises how long the battery can be powered for and specifically how it is more powerful than other brands of batteries. The ideal promotion of this advert is to exaggerate the life of Duracell batteries to make audiences want to use these batteries fundamentally for their products that use this current. The slogan "No ordinary battery looks like it, No ordinary battery works like it." helps them in marketing their product and making it seem intensified contrasted with other battery brands. By commericialising their brand and product with the usage of pink toys they are creating a concept of nostalgia for their demographic audience that can be anyone from A-E as all demographics will use their product among their every day life and routines. The psychographics for this advert could be mainstreamers as they are very domestic and seek the value of family products - as their children rely on batteries for various toys this advert would appeal directly to them. The disadvantage of only using toys is that not everyone has children and sees the family side of this advert thus they are more likely to turn the advert off and change channel which makes the rating of the advert decrease as less audiences will be able to relate to the advert and want to buy the product or service they are presenting.
However with this advert above it manipulates the advert of Duracell and mocks the company, by doing this they easily can manipulate audiences into believing they are the better batteries to be used. Throughout the production of this advert, it illuminates the same visual imagery using the same bunny symbol only this one has a bigger drum maybe metaphorically speaking about the competition between Energizer and Duracell you can convey that the drum refers to this competition. They also mock Duracell at the beginning of the commercial when they say 'you may have seen other batteries outlasting in toys' this is the brand of Energizer throwing comments at Duracell and the way they portray their product. By mocking other brands of batteries, Energizer are giving themselves a bad name and property for their brand and product - decreasing the popularity that their product may have and this can lead to less audiences wanting to buy their product.
Dramatic adverts are to engage the viewer and provoke a sense of guilt or sadness and to leave an impact on the viewers because of the general element behind the advert, this could be a message or a service. Most dramatic adverts are concerning serious and sensitive topics such as bullying,drugs or even drunk driving. The adverts mainly contain topics that will provoke us to feel something towards the actions and make us remember the advert and the message,service or product behind the advert. Many dramatic adverts have a main target audience in which they try to suck in and gain more promotion and attention towards their production. The above advert is relaying a very personal, sensitive topic that will engage the consumers and arouse their interest in the message or service. It provides a helpline and a person to talk to when you are experiencing the low level of treatment that bullying involves, it gains the attention of the people that entertain bullying and are the bullies. Through the production it will stimulate their conscious sense of how they feel about bullying and guilt will contaminate them if the advert relates to how they treat someone. Within the advert, it produces the message that it only takes one person to stand up to bullying and to let that one person be you. The demographics of this advert would ideally be towards E as it directs this service to students, by doing this they are projecting an issue within schools to the students and making them realise the severity of bullying. The psychographics of this advert would therefore be more towards Aspirers as this would describe youth of today being orientated to their image and appearance and seeking status among their peers. A disadvantage of this advert however may be that the service is only touching the surface of bullying as in this example it would be a child being ginger, and that to some audiences may be seen as minor because of simply a hair colour and not an extreme reason for attacking and bullying.
