Lo1 - River Island - 'Labels Are For Clothes' campaign analysis.

The target audience for this campaign is of males and females aged 8-60 due to the fact that the models used within the adverts for the campaign vary from this age range (shown in the pictures), this means River Island are trying to target this audience as models in adverts typically reflect the audience that a company are targeting as the models make the adverts more relevant / relateable to people that look like them. The campaign has been launched to tackle outdated stereotypes and social labels, therefore people of different ethnicities, genders, sexual orientations, religions, shapes, sizes and disabilities are denoted within the adverts in an attempt to show society that we are all the same regardless of our beliefs or physical appearance etc..This inclusiveness of a variety of different individuals makes the campaign appeal to an extremely mass audience as it shows that River Island don't just cater to a certain group of people. I think this campaign is targeting people that are classed as A's,B's,C1's &C2's on the NRS scale, since river island can be expensive but not to the point where it's not affordable for those that are middle class.

The key messages within this campaign are that people should be allowed to express themselves and not be defined via conventions, such as their sexual orientation, gender, ethnicity, religion, disability etc..to portray this message the campaign plays on washing instructions found on clothing labels, featuring 12 spokespeople, including a model and a body confidence activist, the adverts with these models on them includes a label graphic reading “do not shrink”, another advert includes a same sex couple with the phrase “do not separate” and a another has a non-binary model with the phrase “100% gender free”.                                                                                                                     

Bold, bright colours colours of the rainbow are used as white space within the adverts, this helps attract a mass audience as these colours are eye-catching and visually appealing due to their intensity, making the adverts attention grabbing to both children and adults. Secondly, these colours reinforce the key message of the campaign as we associate the colours of the rainbow with gay pride, therefore helping represent River Island as a brand that cater to everyone, regardless of their conventions. The denoted text on the adverts is in sans-serif font, this use of font helps the campaign appeal to a mass audience due to being very bold, meaning the text is easy to read from a reduced size or distance, this is important as the adverts were distributed on platforms such as poster and billboards, therefore the sans-serif font allows people to read text despite the fact that they may just be passing by or stood quite a distance away. Other methods used to attract the target audience are ones such as the fact that the campaign plays on washing instructions found on clothing labels to convey it’s key message, this helps the audience easily understand the meaning behind the campaign due to these labels being a visual representation of it’s name ‘Labels are for clothes’ (not people). This visual representation also helps filter the seriousness behind the purpose of the campaign as it adds a fun, therefore the use of these labels help attract the desired target audience as it makes it easier for the younger half of the audience to understand and keeps them entertained due to the play on words and elements within the campaign. Lastly the models used help attract the primary target audience as they make the campaign relevant and relatable to the target audience and their lifestyle, showing that River Island’s clothing is suitable for them.

The campaign was released in early 2018, this is significant due to the fact that in modern society people (especially young girls) feel pressured to meet standards of unrealistic social media influencers such as models and celebrities, due to the fact that todays generations children and teenagers are digital natives it is hard to avoid being bombarded with images of these ideal people due to social media recommendations and promotions, therefore River Island’s campaign attempts to show that you should accept who you are by using body confidence activists as models for the campaign with phrases reading “do not shrink” to show that you don't have to be a certain weight or look a certain way to be beautiful, this is important as many young girls compare themselves to these people despite that fact that these celebrities and infulencers have most likely had cosmetic surgeries. Secondly, although modern society has become a lot more accepting of gay and transgender people, there is still a lot of hate from ignorant people who are biased towards it being unacceptable due to reasons such as the way they were raised or their religion, therefore the campaign tries to normalize these elements by using a same sex couple as models within one of their adverts with the phrase “do not separate”, implying that is wrong to tell these people not to be together. Immature people, especially those who are younger tend to laugh at people with disabilities, it isn’t typical to see individuals with disabilities as models within adverts especially since campaigns typically use models who are seen as ideal selves to market their product, however,again this sets unrealistic standards for people, therefore the campaign has used models that have disabilities such as down syndrome to convey the message that everyone is the same no matter their physical appearance and someone shouldn’t be belittled or laughed at due to a disability. 

The producers of the campaign decided to distribute the advert over traditional media channels such as on billboards, posters, leaflets, newspapers and magazines. This use of traditional distribution is significant to helping attract the right target audience as everyone is able to see these advertisements due to them being in public areas, therefore helping reach everyone included within the target audience, the adverts were also distributed over modern media channels such as social media’s like Instagram, Snapchat, Facebook and Twitter, on websites and digital posters, this use of distribution over social medias will help the adverts reach a digital native audience. This is important to helping attract the right target audience as 8-19 year olds will have been brought up using technology, therefore helping reach this part of the primary target audience due to people of this age typically being on social medias a lot and having them with them all all times due to elements such as Iphones being portable. It was important that both traditional and new media channels were used to distribute the advertisements for the campaign as the audience targeted consists of a fairly large age gap, therefore various platforms needed to be used to help the advert reach those of different ages as they have grown up with different technologies, therefore the adverts needed to be suitable and reachable for everyone included. 

Legal issues such as intellectual property rights would have to be on assets such as the River Island logo to ensure that no other company steal / use them without the companies permission. Ethical issues that would have to be considered during the release of the campaign would be making sure River Island represent all of these people in a way that is suitable and acceptable, as non heterosexual people, people of different ethnicities, races, sizes and genders can be controversial and and sensitive topics as they are often represented in a negative way, therefore the campaign has to be sure that they have not portrayed anyone in a negative way that some people may question. 

Lo1 - Coca Cola - 'Share a Coke' campaign analysis.

The target audience for this campaign is of A,B,C1,C2 & D digital natives / teens and millennial's, which would therefore be males and females aged 8-40 years old, this is due to the fact that the company (Coca cola) had successfully established that this was the primary audience in which consumed their product the most via statistics from previous campaigns / sales, however the company felt as though they weren’t persuading their audience enough to keep buying the product, therefore this campaign was designed to meet their primary target audience eye-level to make them feel a connection towards the product / brand by creating personalized bottles. However, this created a secondary target audience as people of all different ages share different names therefore the campaign was relevant everyone that had their names on bottles.

A key message of the campaigns was that these new bottles were a way of connecting with your friends and family etc. due to adverts that consisted of ‘share a bottle with…’ as this connoted that by buying these bottles it was a talking point for you and another person due it it being something that you would be sharing in common, however I think the purpose of this campaign was more to gain profit and not necessarily to give out a significant message.

The main element that helped engage the audience within this campaign was the use of people’s names due to the fact that it made the adverts personal to the audience, even if the audience didn’t see their name on the adverts this use of people’s names still worked in engaging the audience as it made people want to find their own name, therefore successfully working to meet the audience more eye-level and tempt them to want to buy the product with their name on or buy one for someone else as a present.

The layout / design of these adverts had elements that made the adverts more eye-catching and engaging for the audience such as the fact that there is a lot of white space, this makes the key elements such as the coke bottle, logo and slogan significantly stand out as there is nothing else to look at but these elements on the adverts, therefore getting the point straight across to the audience due to the contrast between them and the background, this was successful as the adverts for this campaign were distributed over media such as billboards and posters therefore this use of a layout was good for people to just glance at as they were passing / driving by and instantly understand the context of the advert.

Some adverts also consist of a hash tag reading #shareAcoke, this is one of the main elements that made this campaign so big as once people found a bottle with their name on it they posted it onto different social medias using this hash tag, this became a trend and therefore made more people want to buy the bottles so that they would post their own bottle to the internet, more than 500,000 posts were uploaded to this hashtag before 2014 and Coca cola gained over 25 million followers due to this campaign alone. 

The company also came up with websites as a part of this campaign that would allow people to pre-order / create personalised bottles with their own custom name on it, this was a huge success in engaging the audience due to events such as Christmas coming up where personalised gifts are perfect to people, therefore many were custom bottles were ordered / created online to give to people as gifts, these bottles were also very cheap which made it able for people of most classes (A,B,C1,C2 & D) to be able to do this, helping engage a mass audience, however people also wanted to order their own bottles also due to the fact that posting a picture of your own bottle online was something that people had just stared doing, as a result of this hundreds of custom coke cans were printed across the country and more than 6 million virtual coke cans were created and shared online by September 2014.

At first the majority of names denoted within the adverts and on the products were very stereotypical / common boys and girls names, e.g. Matt, Kate, Josh. This was done to help the advert be more relevant to more people as these were only the adverts and therefore they needed to use names that may appeal to a large majority of people, however due to the target audience the names used within the adverts and on the products are stereotypical to people within that age range (8-40), meaning not may names that stereotypically elderly people would have were denoted.

This campaign was released in the UK in 2013-2014 after it being a huge success in Australia, due to the timing of the release Coca Cola were able to take advantage of the fact that Christmas was coming up whist this campaign was being distributed, therefore they decided to market the product as something that would be a good Christmas present as a part of the campaign, this  was successful as the company marketed the product as a 'personalised' gift in which are a very popular type of gift to get someone around Christmas, it was also popular as the product is cheap to buy but also would have slight sentimental value despite that fact that it is just a drink.

Secondly due to Will and Kate's royal wedding being a year or two previously Coca cola decided to also use this to their advantage to try and imply that by s buying a personalised Coke bottle for someone you like you might end up being together like Will and Kate due to the relevance and hype still around the wedding, this advert is also trying to imply that by drinking the product you're like 'royalty' therefore due to a majority being younger and more impressionable this may make them want to buy the product to seem like Kate or Will as these celebrities will be seen as ideal selves due to their place in society. 

The producers of the campaign decided to distribute the advert over traditional media channels such as on billboards, posters, leaflets, newspapers and magazines. This use of traditional distribution is significant to helping attract the right target audience as everyone is able to see these advertisements due to them being in public areas, therefore helping reach everyone included within the target audience, the adverts were also distributed over modern media channels such as social media’s like Instagram, Snapchat, Facebook and Twitter, on websites and digital posters, this use of distribution over social medias will help the adverts reach a digital native audience. This is important to helping attract the right target audience as 8-19 year olds will have been brought up using technology, therefore helping reach this part of the primary target audience due to people of this age typically being on social medias a lot and having them with them all all times due to elements such as Iphones being portable. It was important that both traditional and new media channels were used to distribute the advertisements for the campaign as the audience targeted consists of a fairly large age gap, therefore various platforms needed to be used to help the advert reach those of different ages as they have grown up with different technologies, therefore the adverts needed to be suitable and reachable for everyone included. 

Legal issues such as intellectual property rights would have to be used due to elements such as the Coca cola logo and slogan to ensure that no other company can steal / use them without the companies permission. The copyright, patents and design act may also have to be considered during the production of the campaign due to the iconic red and white house style colours on the adverts as they instantly imply that the advert is about 'Coke' due to the popularity of the brand, therefore other brands may attempt to market their product using these colours to try and replicate Coke's product to instantly gain popularity, this act will ensure that the company have the right to take them to court if anyone tried to attempt to blatantly do so. Ethical issues that would have to be considered during the release of the campaign would be being inclusive of a variety of different name especially due to the fact that a large part of the target audience is younger as they may be more sensitive / feel excluded if they don't see their name anywhere which could make them feel like they aren't good enough etc.. to overcome this problem Coca Cola created websites that allow people to personalise their own bottles with their own custom names on in case they don't have a common name.  

Lo1 - Subway - 'Train hard. Eat fresh' campaign analysis.

I think the primary target audience for this campaign is of both males and females aged 7-30 years who are involved / would like to be involved in athletic activities, I think this due to the fact that the models within the adverts are aged around 25-30, meaning the advert will be more appealing to an audience of 25-30 year olds due to it being relateable and reflective of them, I also think that the reasoning as to why the campaign only targets an audience of people up to 30 is because the average age of athletes is 26 (according to The Guardian), therefore the adverts wouldn’t necessarily be relevant to many above the age of 30.  Due to the context of the advert being based on athletes I think the campaign is targeting an audience of people that are involved in athletic activities as the campaign will appeal more to them due to it reflecting their lifestyle, therefore being also relevant to kids as well as adults due to schools having many athletic clubs an activities for children, this is shown via subway sponsoring children's athletic clubs (shown in the picture). I also think the campaign is targeting a younger audience as well as an older one due to ‘pester pounds’ for example: younger children typically having aspirations of becoming someone big in the future such as an athlete, therefore more impressionable children may think that by eating subway they’ve got a better chance at doing so meaning they may convince their parents to buy them a subway.

The key message within the campaign is that subway’s food is healthy and ideal for those involved in athletic activities, I think that subway have decided to make a campaign on this as we associate subway with being unhealthy and ‘fast food’ like, therefore I think this campaign was a way of almost trying to re-brand subway and change peoples opinion on the food to gain a larger audience.

Methods such as celebrity endorsement have been used to try and attract the right target audience due to the use of well-known athletes being used as the main focus point and supporting the campaign, this has worked as people will look up to these celebrities as role models, especially impressionable children who aspire to be like them one day, therefore helping attract those who are interested in sport / like to eat healthy as they will most likely see these celebrities as an ideal self and therefore will want to copy their lifestyle to become like them, meaning they may buy subway as they’re lead to believe that this is the food that these celebrities eat. Secondly the celebrities used to model the campaign are of different ethnicities and genders, making the adverts appeal to a mass audience due to the adverts being reflective of people of all different races, therefore everyone will included. The denoted slogan ‘Train hard. Eat fresh’ also helps attract the desired target audience due to it implying that subway’s food is perfect for those that train hard and participate in sports.

The house style colours of these adverts is of yellow, green and white, these colours helps reinforce the fact that the campaign is trying to appeal to an audience of people that eat healthy due to the fact that these colours are a reflection of the colourful array of fresh vegetables and other ingredients that subway have on show, so they’re used to put the idea of healthy food into peoples head due to the associations we have between these colours and elements such as vegetables. 

Subway had also sponsored children's sports clubs, this helped attract both children and adults due to the fact that when adults come to watch their children at these clubs they will see all the elements that have been put there by subway, such as banners, making the older half of the target audience aware of the campaign, this will typically be appealing to them as they will be interested in the sports due to them being involved / supportive of  their children doing athletic activities. However this use of sponsorship also helps attract children as the children in these clubs will feel proud to have a sponsorship from a large brand, therefore possibly making them feel as though they should eat at subway to support them back and stay fit as that this what subway was claiming do to which will be believable to younger impressionable children. 

This campaign was released in early 2012, release date of this campaign is significant due to the fact that the 2012 Olympics took place in July, the Olympics is a huge deal and is something people look forward too all year round, therefore subway was able to use these athletes as a way to help market their company as they were involved with the Olympics, therefore attracting a large audience as the Olympics was a main focus for everyone at this time and got people very excited, secondly due to the Olympics being such a big part of peoples life’s at this time, people’s attitude towards exercise was enhanced e.g. more children clubs are put on and people tend to work out more, therefore due to the fact that subway brought out ‘low calorie’ subs at this time, it made people want to buy it more than they typically would now due to people getting in the spirit of being healthy. 

The producers of the campaign decided to distribute the advert over traditional media channels such as on billboards, posters, buildings, busses, leaflets, newspapers, magazines and banners. This use of traditional distribution is significant to helping attract the right target audience as everyone is able to see these advertisements due to them being in public areas, therefore helping reach everyone included within the target audience, the adverts were also distributed over modern media channels such as social media’s like Instagram, Snapchat, Facebook and Twitter, on websites and digital posters, this use of distribution over social medias will help the adverts reach a digital native audience. This is important to helping attract the right target audience as 7-19 year olds will have been brought up using technology, therefore helping reach this part of the primary target audience due to people of this age typically being on social medias a lot and having them with them all all times due to elements such as Iphones being portable. It was important that both traditional and new media channels were used to distribute the advertisements for the campaign as the audience targeted consists of a fairly large age gap, therefore various platforms needed to be used to help the advert reach those of different ages as they have grown up with different technologies, therefore the adverts needed to be suitable and reachable for everyone included. 

 Legal issues that the producers of the campaign would have to consider during the production of the campaign would be the use of release and consent forms for the models / athletes within the campaign so that the company have clear proof that they agreed to be a part of the campaign if they ever decide to say they weren't, this is especially important due to the fact that they are well-known people within society, secondly the data protection act would also have to be used to keep all the athletes personal data kept safe if the company required any from them, again this is extremely important as these athletes are celebrities so therefore they cant risk having any information leaked about them, lastly intellectual property rights would have to be used on elements such as the Subway logo and slogan to ensure that no other company can steal / use them without the companies permission. Ethical issues that would have to be considered during the release of the campaign would be representation of people and body image due to the fact that all models within the campaign are very fit and healthy due to the fact that they are athletes and work out a lot, however some people may take offence to this as they might feel like they have to live up to these expectations and therefore complain as it may make them feel bad about themselves for not having their 'ideal' body type. 

Lo1 - Analysis feedback and response

Response to feedback. 

From this feedback I will accomapny paragraphs with images, this help will reinforce my core message by giving a visual representation of what I'm talking about. Images also help keep the attention of the reader and visually demonstrate the different sections and subject matters of different paragraphs. I also need to ensure that I don't rush my next campaign analysis's in order to keep my points clear and detailed.

Legal vs Ethical.

Legal - anything governed by law. 

Ethical - 'issues; not covered by law wihch may raise strong feelings or moral question in the audience. 

Scenarios:

• Driving without a seatbelt - legal issue.
• Asking a freind for money - ethical issue.
• Erceting a new fence between you and your neighbours - legal issue.
• Leaving someone in the street who is dying - ethical issue.

Legal bodies:

• OFCOM (Office Of Communications) - ofcom is the regulator for telecommunications serices in the UK, they have wide-ranging powers across the TV, radio, telecoms and postal sectors.     ofcom seeks to protect the British public from elements such as scams and sharp practices, they also ensure that the content being shown is sutiable for the specififc target audience. Some of the main areas ofcom presides over are licing, research, codes and policies, complaints, competition and poretcing to thje radio sepctrum from abuse. 

• BBFC (British Board of classification) - BBFC regualte and classify films in the UK to ensure that they're suitable for the target audience, all films to be released to the public are subject to BBFC classification, BBFC also regualte trailers and promos for films.

• ASA (Advertising Standards Authority) - ASA are a self-regulatory organization that regualte all adverts across diffrent platfroms in the UK to ensure that they're suitable for thre target audience's.

Audiences.

NRS data idnetifies different working groups through an aslpahbeted system. the further into the alphabet, the less well paid/socially affluent they are:

A - upper middle class.

B - middle class.

C1 - lower middle class.

C2 - skilled working class.

D - working class.

E - those at lowest level of subsistence.

A,B,C1 families are those regularly targeted by advertisers/brands as they are more likley to be able to purchase higher end / more expensive produce.

It's likley that A's will be aged older (30+), as to earn a high disposeable income you need to be well educated to get a good job, thgerefore connoting the A audience is older as they would spend a long time in eductaion working toards their dream jobs.

   

Campaign audiences aimed at A audiences.

Denoted serif font connotes that the campaign is targeting an an audience in which has a high dispoable income as serif font has flicks in which gives it a classy effect, therefore appealing to
a more 'classy' educated audience, the font also attracts a female audience due to the flicks giviing it a more 'handwritten' and 'girly' effect, typically making it more relateable to women.
Denoted colours are ones such as pastel blue and neutral colurs such as beige, white and black, these are used as they oppose from florecent colours, as florecent colours are typically seen on kid's or common advertisments due to their bright, visually appealing apperance, therefore the campaign has used low-key lighting and toned down colours to attract an older audience, more sophisticated audience.