Wednesday, 1 March 2017
Pitch Reflection
We found that a younger audience was most common in purchasing and appealing to the chocolate. Our chosen target audience is 4-17 year olds as we feel the theme and choice of bright colours on the packaging will appeal to them and grab their attention, making them want to buy the product. We have researched past chocolate adverts and took note of all the conventions they used to make it a successful and engaging advertisement.
When presenting our pitch, we spoke confidently about the product we were re-launching and made it clear as to why we were re-launching the product. We discussed that the chocolate 'Marvellous Creations' needed to raise more awareness as it has a lot of unique qualities that are undervalued. We had also included a diagram with all the ideas we had brainstormed on what the advert should be about and how we will present our product so that it can raise awareness.
Our first ideas was that we would use a mother and her two kids located in their home. The mother would come home with the Marvellous Creations chocolate in shopping bags and the children would get all excited. The product would also have competitions and giveaways such as 'WIN a trip to Disneyland', however thought this would bribe the consumer.We then moved onto another idea where we portray an evil and excited scientist to create the chocolate using all of the ingredients that are contained in there such as Popping Candy and Jelly Beans. The scientist conveys himself as a creative and experimental person who love developing new ideas. This advert may be better suited in appealing to the targeted audience as I feel children are quite imaginative and creative and they love creating new, unique things everyday and so therefore the scientist would connect to them. We have considered different ideas to develop the success of our 30 second advertisement.
We included all of our pre-production materials that we are planning to do such as finding our locations and getting our cast together and buying our props so that when filming, the set looks professional and suits the theme. We also presented our Risk Assessment which went through all of our safety precautions and what would be considered dangerous whilst filming our advertisement. This is done to avoid any danger or harm that may occur on set.
The elements that we could improve on is developing the idea more so that it appeal to a more wider audience range. I will have to consider the fact that the scientist may not appeal to the very young audience aged 4-7 as they may not understand a scientists purpose with what they do. I have researched the products colour scheme which is mainly purple, however I feel that I have not really considered the colour being used in the advert and so therefore people may not be able to associate the advert with the print advert. When presenting the pitch we could have shown a bit more confidence performance wise. This is for when presenting the product and the ideas that we had which could have been conveyed with a stronger understanding of our pre-production ideas. If we were to present another pitch, we would work on our confidence and the initial ideas.
Regulation Issues
Aero Chocolate
TV
For the Aero Chocolate advert, the content stays within the ASA guidelines by being suitable for children and adults as it does not show footage that will affect childrens health or influence them to do dangerous stunts. It show the skateboarder on a skateboard which could be offensive or dangerous, however the skateboarder is wearing a helmet to protect himself from hurting himself.
I have found a quote from the ASA guidelines which clearly states 'Advertisements must not condone or encourage practices that are detrimental to children's health'. The Aero advert clearly following this rule by showing the skateboarder wearing the helmet on his head which encourages children to protect themselves and prevent harm. If the producers for the advert had shown at 0:15 seconds the skateboarder not wearing a helmet, a great offense to many may be generated and could cause discomfort towards the audience.
Comparison
Both adverts from the same campaign stay within the same guidelines by not misleading the product and showing an accurate representation of what it looks like in store when buying it.
Pantene Shampoo
TV
The Pantene Shampoo advert makes boastful statements about what the product does to the consumers hair. This called advertising puffery. The statement it makes is 'strong is beautiful' indicating that the shampoo physically makes your hair stronger. It is misleading the viewers into believing that their hair would be physically stronger when in fact it would only be more resistant to breakage when combing. This may be criticised by many viewers.
Print
In order to steer clear of misleading the viewers, they should follow the ASA guidelines which is clearly states 'Obvious exaggerations ('puffery') and claims that the average consumer who sees the advertisement is unlikely to take literally are allowed provided they do not materially mislead'. The Pantene campaign must get rid of the slogan strong is beautiful as it might be misleading for the audience and thing their hairs will not fall out when brushing it. 
Comparison
Both advertisements stay within the same guidelines by not materially misleading all of the audience and making all consumers hairs strong and healthy.
Legal and Ethical Issues
Aero Chocolate
The legal issues that could occur in the advert for Aero Chocolate is that it could have Copyright issues as they use the song 'ABC' by Jackson 5 at 0:14 seconds and would obviously have to get their permission for using their song unless it was Copyright Free. If the song was used without their permission, it would be illegal and would cause a lot of issues and hassle.They could also receive a huge fine placed for them to pay if the issue was taken to court. For the legal issue to be managed, the producers would have to gain permission to use that song as the song fits really well with the advert, as it creates a very warm-heartened vibe.
Both advertisements overcome the same legal and ethical issues from being allowed to use the music by gaining permission and avoiding all distress from court. Also, the skater is revealed skateboarding safely throughout the TV and print ad which takes away any distress felt from the audience.
Pantene Shampoo
TV
An ethical issue that the Pantene shampoo campaign could create is that the face of the campaign is Selena Gomez who has beautiful brown hair. This could encourage children to develop a negative self image of themselves according to their hair colour. Children are quite credulous and can be easily influenced that they should have the same hair colour as Selena Gomez, otherwise they would not consider themselves beautiful. However, we understand that this advert is mainly aimed at female adults but if the advert is broadcasted at an earlier time this could affect childrens perceptions of themselves.
A legal issue is guiding the expectations of the shampoo experience. In the ASA rules and regulations, there is a quote that states 'Advertisements must not materially mislead or be likely to do so.'
and the Pantene advertisement can be pretty misleading as they use the term 'Strong is Beautiful' interpreting that the shampoo will make your hair very strong in order so that your hair does not fall out, however when consumers brushed their hairs, their hairs would come out onto the hairbrush and this misleading situation had caused the campaign to get many complaints.
Comparison
Both advertisements overcome the same legal and ethical issues by creating Selena Gomez in a positive light as even though she represents the face of Pantene with brown hair, she appeals to all women by showing her beauty and being a feminist.
Call to Action
Aero Chocolate
Skive had created Aero's a recent social media campaign called 'AeroMail' which was aimed to raise awareness to the new Aero bar. AeroMail allowed consumers to 'spread the bubbliness' by sending an uplifting message to their friends using a digital balloon on Facebook and each message had generated a sample bar. The call of Action for the advert was effective and obvious for the audience. The message was positive and light-hearted and effective to drawing in viewers of all ages and genders. In the advert it shows the skateboarder in a sea of bubbles that represent aero chocolate bubbles.
For the print advertisement, the response mechanism for it is to create word of mouth and get a mass audience talking about the product from looking at the engaging print advert. Majority of the younger audience will use social media to talk about the product and advertisement and share it with their friends and family so that it creates awareness. The social media that it will be shared on is Twitter and Facebook where they could also use a hashtag of the product or slogan of the product eg:'#feelthebubbles' to make the advertisement trend globally.
Comparison
Both of the advertisements use the same call to action as they are both interacting with the audience and make them get involved using the internet. They both create awareness of the campaign by interacting with their friends and family and sharing a link of the advertisement.
Pantene Shampoo
TV
The audiences response mechanism in the TV advert is it contains a woman of true beauty and gorgeous hair. It shows how the ingredients in the shampoo makes your hair shiny, soft and healthy. The ingredient they show is called Pro-V which is supposed to be an excellent vitamin making your
hair smooth and shiny. It is not only this that appeals to the audience but also the celebrity endorsement that is put in the advertisement - Selena Gomez.
The slogan that Pantene use is 'Strong is Beautiful' and this encourages a lot of women and makes them drawn into buying the product.
On the social media Twitter they use the hashtag #StrongIsBeautiful to gain a mass audience talking about about their product.
The print advertisement does not use any Call to Action as it is just a magazine and they have not included a web address or hashtag to get the product spoken about using the internet. However, they promote the product by selling it using celebrity endorsement. Many young people know and acknowledge Selena Gomez as she is very famous and has the most biggest fan base on Instagram. Therefore they might have thought they did not need to use the internet to create a mass audience to sell the product, they just needed the face of Selena Gomez.
Comparison
The TV advert can use call to action as they use social media to promote the product and create word of mouth, whereas, the print advertisement use Selena Gomez's face which is plastered in the centre of the magazine to appeal to her fan base and of those who know the celebrity. It is not only her celebrity verification that promotes the product, but also her beauty and image that is being shown that all women would appeal to.
Choice of Media
Aero Chocolate
In the advert, the skateboarder has done a 360 in the air through all of the bubbles. The skateboarder reveals how energetic and skilled he is by showing off his tricks to engage with the audience. The bubbles represent the chocolate bubbles that are present inside the chocolate which is very creative. The audience connect with the creative input and understand what they represent. It makes the balloons look mouth-watering and delicious reminiscing the image of chocolate.
Comparison
The two types of media includes the same images shown in the campaign so that it familiarises the audience that the billboard ad is from the TV advertisement for Aero chocolate.Pantene Shampoo
TV
The adverts type of media is a TV advert where it shows Selena Gomez promoting the shampoo. The audience are engaged into the celebrity endorsement used as she has the biggest fan base international. This draws in the audience as she also uses her own song 'Good For Ya' which links to message the advert is trying to get across.
The print that they use for the same campaign is displayed in magazines. It illustrates Selena Gomez leaning on a giant golden chrome hairdryer. There is text written on top of the hairdryer that says 'Strong is Taking the Heat' which indicates that women are strong individuals. It is almost as if the slogan was meant for Selena Gomez as she has experienced and faced up to bullying and is 'taking the heat'. This draws in a lot of audience awareness for the product and also for Selena Gomez and majority of her fans idolize her. The selling point of the magazine is Selena Gomez's hair as it show a clear view of her hair in the centre of the cover. Her hair connotes volume and glossiness and is immediately eye catching for the audience.
Comparison
Both advertisements from the same campaign carry elements across two type of media as they portray Selena Gomez promoting the product in action and also on a magazine cover to appeal to their young audience and also to sell to product by making it as visible as possible using different mediums.Campaign Logistics
Aero Chocolate - Skateboard Advert
The campaign logistics for the Aero chocolate bar advert is explaining when and where I would want the advert to be best scheduled or where I would think the print adverts for the campaign would be mostly suited. I think that the Aero advert should be aired on both ITV1 and Channel 4 on TV at around 4pm to 10pm to be shown when children are home as the advert mostly appeal to them. the advert is all about fun and therefore should be shown at an earlier time during the day. It is mostly suited to air at 4pm as this is the time that all children are home from school and straightaway switch on the television.
Also the channel that I have chosen are both light-heartened and love to show TV programmes full of humour and fun. The advert fits in well as it is quite optimistic and gives a positive vibe to the audience.
The print advertisement would be shown at Leicester Square and Piccadilly Circus on the digital advertising screen where it is displayed. This would be aired between 3pm and 10.30pm as these times are between rush hour and several people would catch attention of the vibrant print ad. This creates awareness of the advert and creates a mass audience as many people in London visit Piccadilly Circus and Leicester Square and it is a tourist location. It would also be shown on several bus stops around London such as in Trafalgar Square, Stratford and Ilford.
Both advertisements use scheduling to target the same audience by being displayed all around London and in tourist places to create awareness producing a mass audience.
Pantene Shampoo - Selena Gomez
TV
It could also air on E! Entertainment when Keeping Up With The Kardashians comes on to promote it to the younger audience who love watching the show. It would be ideal to air on Sky Living during the show America's Next Top Model as many young girls and women watch that show also.
The print ad of the advert will be printed in magazines as many women buy and read beauty magazines and it could also be plastered on the front cover. These magazines would be sold at newsagents around London mainly in tourist places like Trafalgar Square and Piccadilly Circus. The newsagents that are outside of train stations are most suitable in selling and advertising the magazines. Comparison
Both the advertisements of the same campaign use scheduling and locations to create awareness through a mass audience and engage as many people as possible by advertising the product on any popular TV channel or popular location to sell the product.
Representation
Aero Chocolate - Skateboard Advert
TV
The advert represents the inside of the Aero chocolate bar with the bubbles. They signify the bubbles with thousands of brown balloons which represent the chocolate bubbles.
At 0:26 seconds there are many chocolate bubbles that are floating and lifted in the air, This connotes that the bubbles are light and represent the bubbly centre that are in the Aero chocolate bar. The slogan of the campaign was 'Feel the Bubbles' and as the skateboarder is travelling through the bubbles energetically, it definitely does liven up the atmosphere of the filled space of balloons. This appeals to individual people as they get to experience the optimism through the movement in the TV advert. However, the stereotype of skateboarders may discourage the audience from buying the product as skaters are depicted in a negative light.
The print ad is illustrated as very vibrant and the high resolution of the picture makes the bubbles seem very realistic, as if you are with the skateboarder drifting through all of the chocolate bubbles. The appearance of the advert makes the audience forget the stereotypes that skateboarders represent. The stereotype conveyed through the skateboarder is that they behave very dangerously and may do illegal activity by causing disruption and causing chaos. This may affect selling the product as the audience may feel threatened by the skateboarder.
Both the advertisements use the same representation as they both show the skateboarders in the ads. The representation of skaters throughout the campaign may affect the image of the product in a negative way and cost them the sales of the product. No one will want to buy a product due to the intimidation and trouble that the skaters represent.
Pantene Shampoo - Selena Gomez
Selena denoted herself wearing a stylish white dress which reveals her image as prominent. At 0:27 seconds, Selena's white dress connotes a symbol of pureness and elegance. The colour of white illustrates her angelic representation. Furthermore, people believe they can trust angels as to guide and protect them in life and producers interpret this connotation as to trusting the product of Pantene as it is made to protect your hair. This representation helps sell the product as it is a very positive illustration of Selena Gomez and of the product.
In the print ad she is also seen wearing the same outfit to remind the audience that the print ad is connected to the TV ad and will refer them as selling the same product which is the Pantene Shampoo. Selena Gomez is standing tall and strong and is placed in the middle of the magazine cover as she promotes the product. She overtakes the product named heading as her hair is covering most of the title. This is done so that the audience can focus more into her hair and how vibrant and silky it looks.
Comparison
Both of the adverts use the same representation as they are using the same celebrity in both and also show the similarities by using the products name to headline the campaign which is shown in the TV and print. Also, Selena Gomez is seen wearing the same outfit in both.
Approaches
Aero Chocolate - Skateboard Advert
TV
The key message for the Aero Chocolate is shown in the slogan which is 'Hold on tight, or i'll fly away!'. The advert connects with the slogan as they have used balloons to signify the bubbles in the chocolate bar, and this is clever as if you do not hold onto a balloon full of helium tightly, the balloon will fly away. The emotions that it creates in happiness and pleasure. It makes the audience feel light and free which represents the balloons.
At 0:03 second it shows the skateboarder taking a bite into the chocolate bar and then after showing him take off, revealing how energetic the chocolate is making him as he goes riding through all the balloons doing cool stunts. It unveils his excitement about the chocolate and does somersaults in the air on his skateboard and helmet. Revealing the skateboarder in the air exploits the action of 'flying away' which is written in the slogan.
The advertisements approach is the same as the TV advertisements which is to create the emotions of happiness and energy to the audience. They want to produce a positive impact on them by creating life with the use of bright and bold colours. The use of the skateboarder in his zone and environment allows the audience to connect with him and feel the liveliness and passion he feels whilst performing his hobbies.
Comparison
Both advertisements from the same campaign use the same approach by illustrating the skateboarders actions and feeling. In both they connotes the skaters energetic spirit and life by showing the balloons flying midway through the air and that everything in the shot is moving and is alive.
Pantene Shampoo - Selena Gomez
TV
The main approach of the Pantene Shampoo advert is using celebrity endorsement to gain profit on their product. As we all know, Selena Gomez is a very famous celebrity that lives out her career as a singer and actor. The celebrity has the most followers on Instagram with over 112 million follower and over 46 million followers on twitter. Her fan base is very useful for the Pantene campaign as she can promote the product to millions of people around the world and create awareness. Majority or fan follow their celebrity idol and mirror their actions with what they buy and wear and also use. Therefore, if Selena Gomez uses Pantene shampoo, then the fans will also buy and use Pantene shampoo.
Comparison
Both the TV ad and the print ad show Selena Gomez in the centre of both medias 'slaying' off how voluminous her hair is which is the cause of the amazing Pantene Shampoo. In the print ad it reveals her brushing her fingers through the ends of her hair to indicate the attention that needs to be drawn to her hair.
Key Messages
Aero Chocolate - Skateboard Advert
The key message for the Aero Chocolate is shown in the slogan which is 'Hold on tight, or i'll fly away!'. The advert connects with the slogan as they have used balloons to signify the bubbles in the chocolate bar, and this is clever as if you do not hold onto a balloon full of helium tightly, the balloon will fly away. The emotions that it creates in happiness and pleasure. It makes the audience feel light and free which represents the balloons.At 0:03 second it shows the skateboarder taking a bite into the chocolate bar and then after showing him take off, revealing how energetic the chocolate is making him as he goes riding through all the balloons doing cool stunts. It unveils his excitement about the chocolate and does somersaults in the air on his skateboard and helmet. Revealing the skateboarder in the air exploits the action of 'flying away' which is written in the slogan.The key message for the print advertisement is that the slogan in the bottom left corner reveals 'Feel the bubbles' which link to what the overall print ad is illustrating.
The slogan links with the image as it reveals the skateboarder skating through loads of balloons and throwing his hand out to feel them. The balloons represent the bubbles and therefore links with the slogan as the skater is literally 'feeling the bubbles'.
Comparison
In both the TV ad and print ad, both show the chocolate bar packaging. The key message is that they are trying to promote the Aeros chocolate bar so that they can make it profitable.
Pantene Shampoo - Selena Gomez
TV
The key message of the Pantene shampoo advert is to advise women of how the shampoo keeps their hair healthy and clean. The shampoo advert displays at 0:15 seconds, the vitamin that they use in their ingredients which is the main selling point of the product. The pro v vitamin they use in their formula makes your hair smooth, soft, and shiny and really moisturises your hair. The formula they use is believed to be among the best in the industry, and that is why the producers really want to promote their product, and put the word out there to get as many consumers as possible.The main key message is said in the advert 'Strong is Beautiful' and they use Selena Gomez because she is a beautiful young lady and her hair exemplifies strength and lusciousness to appeal to the audience. At 0:15 seconds they also show in the advert how everything, all the ingredients are infused into the shampoo to give women a great outcome.
In this print ad, they also show the Pro-V vitamins surrounding Selena Gomez in the background as it is an important substance to the Pantene Shampoo and is what gives it its unique selling point.
Comparison
Both the advertisements represent each other by revealing the products formula in both. This reveals that they are selling the formula to engage and interest the audience, they will appeal to this unique selling point.
Target Audience
Aero Chocolate - Skateboard Advert
TV
The adverts target audience would aim to please 12-45 year olds. The advert denotes livelihood and energy as the skateboarder skates through the bubbles which would be astonishing for viewers. The song that is played throughout is the Michael Jackson song 'ABC' which appeals to a younger audience as it is lighthearted song that brings positive vibes.At 0:14 seconds, the skateboarder skates around in 360 degrees in the tunnel. This reminds the audience of a rollercoaster as that is what exciting rides do when they go upside down. It signifies fun and excitement which causes adrenaline upon like a rollercoaster does. It makes the younger audience feel exhilarating as they love to go to theme parks and experience the thrills.
The print ad highlights that the audience are targeted to a mixed gender as the product is made for everyone and the colours they use of the packaging does not specifically appeal to a specific gender. The colours that they use that are illustrated are brown and greeny mint which are used because those are the colours in the mint aero bubble chocolate bar. This shows that it appeals to all viewers and that anyone can eat the product.Comparison
Both of the advertisements appeal to the same audience as it reveals the energy and excitement in both by showing the skateboarder skating through loads of balloons. It is quite youthful and conveys the feeling of feeling young and energetic which is how all the audience would want to feel and therefore, the aimed audience aged between 12 - 45 years appeal to the advert.
Pantene Shampoo
TV
Selena Gomez The target audience for the Pantene advert are mainly aimed towards women as in the advert they show the famous singer and actor Selena Gomez to promote the product. The age of the audience that it appeals to is 12-60 year olds that love to take care of their hair and are concerned whether it's healthy enough and strong. No woman wants split ends and their hair to fall out and therefore would use the product.At 0:17 seconds, Selena says that ' Strong is unbreakable' and looks straight into the camera with a cute smile, and this instantly grabs the audience's attention as they don't want breakable hair and they appeal towards the celebrities beauty. All women understand what their hair goes through and how they would do anything to prevent damaging hair. And therefore they are interested in the Pantene shampoo product.
The print ad appeal to more of the younger audience as teenagers tend to buy magazines more and would then aspire to be Selena Gomez and teenage girls see her looking as gorgeous as ever and would want to purchase any product they see her using. The print ad reveals Selena Gomez looking radiant and perfect in the centre of the image surrounded by Pro-V vitamins as that is the ingredient that makes it look healthy and shiny like Selena Gomez's hair.
Comparison
Both of the advertisements appeal to the same audience by showing a more youthful look that the product may give. This appeals to a wide range as all women what to feel young and empowered.
Aims
Aero Chocolate
TV
The aim of the Aero Chocolate advert is to show that the unique chocolate bar has bubbles compressed inside and this makes the chocolate bar light and instantly melt in your mouth. In the advert there are brown balloons denoted to make it look like chocolate bubbles. In the video at 0:26 seconds there are many chocolate bubbles that are floating and lifted in the air.This connotes that the bubbles are light and represent the bubbly centre that are in the Aero chocolate bar. The slogan of the campaign was 'Feel the Bubbles' and as the skateboarder is travelling through the bubbles energetically, it definitely does liven up the atmosphere of the filled space of balloons.
Comparison
Both the TV and print advertisements share the same aim by illustrating the brown balloons in both adverts to convey chocolate bubbles. By revealing this image in both ads it represents the whole campaign and also highlights what the inside of the chocolate looks like.
Pantene Shampoo - Selena Gomez
TV
The aim of the Pantene Shampoo is that it allows women to feel beautiful about themselves and not worry about their damaged hair. It creates awareness of the product towards women by using Selena Gomez who is a beautiful, young girl with amazing hair that many people would envy. At 0:09 seconds Selena Gomez's hair is shown in slow motion to reveal how healthy and rich her hair is.At this moment the audience reacts to the beauty and shininess of her hair but are blinded by two of her, as the editor has doubled the scene onto one page. The slow motion centralizes the detail of her hair as smooth, thick, glossy and full of rich colour. Her image is portrayed as a perfectionist, as she perceives her perfect hair with confidence and vivacious.
The print ad portrays Selena with wet hair and her fingers running down through it. This reveals that she has slick hair connoting a smooth and glossy texture and appearance. It conveys her natural look of using the product just after she has washed it. This increases sales as her hair is looking healthy and radiant which means that the formula inside the shampoo definitely works and is aiming this at the audience so that they are engaged to the product and purchase it .
Comparison
Both of the advertisements share the both aim as they convey Selena's hair as smooth and glossy. By advertising the texture of her hair and making it visible and focuses on what the product is being used on, it engages the audience to purchase the product.
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