Campaign Analysis

My 5 chosen campaigns-


Chanel NO5 https://www.youtube.com/watch?v=iBBeY6wSYDE

magazine poster/ public domain advertising 

This is one of the adverts for the Chanel NO5 campaign which aired November 7th 2014, alongside this tv advert came various other forms of print based and web advertising (magazine/print shown above). The most successful of these platforms would be the tv campaign as it managed to reach a broader audience however more up market magazines such as Marie claire which allow the advertisement a double page spread. All of the advertising platforms for this particular campaign (chanel NO5 only) are aimed specifically at women due to it being a feminine fragrance- the advert itself is geared toward the stereotype of women wanting to be loved and a desire to be attractive which apparently comes from the NO5 scent. The fragrance is endorsed by Gisele Bunchen , a fashion model whom fits the brand well - she appears on all of the different advertising platforms which forces the audience to associate her with the brand.


























Ford Focus 2012 https://www.youtube.com/watch?v=GkIIBTKlSJI




Cadburys creme egg https://www.youtube.com/watch?v=rDURT0Nrm_4

The McDonald's cow https://www.youtube.com/watch?v=ahXxdsuYh78

A,B and C1 target campaign 19/9/16

A-https://www.youtube.com/watch?v=uKagmlyb1ig

The range rover sport advert features a life style which wouldn't be accessible to people that have a smaller income. The car in the advert is featured with all of the added extras such as leather interior and dashboard lighting , this connotes that the car is aimed at a target audience with high end jobs that can afford the luxuries added on top. Additionally showing the car racing through what appears to be the Austrian countryside connotes that this car is intended for those who can afford more luxurious holidays abroad on which they can take the car with all the mod cons- should this car be aimed at a target audience with a smaller budget, it would be in a more urban area as that would relate more to their lifestyle.


B- https://www.youtube.com/watch?v=skXI93dWFIQ

Although this car is seemingly luxury it is quite clear that it is aimed at a target audience with a slightly smaller budget however still large enough to afford the finer things in life. At the end of the advert, we see a payment plan which connotes that the car is more accessible than say the Range Rover because of the pay monthly scheme and the inclusive MOT testing. The fact that the campaign is shot in a city appeals more to those people with more urban jobs such as accountancy which they could commute to in said car. The overall appearance of the advert appeals to those who live a more luxury yet affordable lifestyle.

C1- https://www.youtube.com/watch?v=naMdNlwYX6o

The new Ford Mondeo in this advert again appeals to a fairly well paid audience however living with a smaller budget that the Mercedes. This advert gives a more luxury feel to a fairly standard car - what with the cast appearing in helicopters and swerving around a landing strip which again connotes that  the advertising team are trying to make the audience think that this car is the closest thing that they are going to get to a high end well performing 'sporty' car. The close ups of the car make it appear much sleeker which again gives the impression of an expensive item.

CHANEL N05 Analysis

https://www.youtube.com/watch?v=8asRWe5XNw8  (full film version)
https://www.youtube.com/watch?v=iBBeY6wSYDE (commercial version)


Throughout the advert we see a strong female character which helps appeal to women around the same age, she is obviously well established and lives a lavish lifestyle in a large beach house. This gives women an ideal self and a desire to wear the perfume due to it being related to such a strong female personality. Within the advert we see a scene featuring a small child, this is important as it conforms to the thing we associate most to women, being a mother. The bonding shown in the advert is over the Chanel No5 perfume and associated make up which again appeals to mothers as they see it to be an ideal way to get in touch with their younger daughters (being a role model/ owning expensive luxury products).

 Being a mother, more relatable than a model for most women.

The advert is based on the denotation that women are strong independent people and the need for a male presence isn't always necessary, which again calls to the new age audience of feminists as many other Chanel adverts feature men running after women rather than the alternative. The use of the popular song 'the one that i want' is important due to it originally starring in the film grease where it featured up beat and sang by both male and female characters whereas here it is being sung by a man socially deemed as 'attractive' again appealing to women. Using a song from this popular 'chick flick' is more likely to be appreciated by a female audience as it is something that they have interacted with before but can now relate to a seriously upmarket product.

Strong male presence, gives sex appeal to the perfume.

Additionally this advert denotes that if you wear the perfume that is being advertised you may be more susceptible to the life style being shown or at least you can give that impression to other people if you are wearing it. Again its this ideology of what could be when you spend the money on Chanel No5.

Key Terms 14/9/16

Definitions-

Ideal self; an outlook on which you base your aspirations for yourself, for example what hair colour or body type you would desire or whom you would to look like.

Intertextuality; a relationship between texts, especially literary ones. (simpsons)

Pastiche; imitating a style of another person particularly an artist - basing your work/design on someone else's .

Endorsement; endorsing something in order to make it more desirable for example celebrities selling products would be a celebrity endorsement.

Call to action; In marketing, a call to action is an instruction to the audience to provoke an immediate response, usually using an imperative verb such as "call now", "find out more" or "visit a store today".

Researching advertising campaign - McDonalds 'chicken legend'

Mcdonalds chicken legend campaign-

The advertising team behind one of the newest additions to the menu of the fast food chain McDonalds have come up with a new way of engaging their target audience by implying that their sandwich is fit for a 'legend' - in some of the adverts, we see on our ad breaks people describing why a person they know is deserving of this sandwich. In one example a young man volounteers for a demonstration in a judo lesson which results in him being knocked about, however his peers deem this to be of legendary status.

Previously for fathers day the same ad aired with small children describing why their dads were legends and the preferences they would have for the sandwich such as what condiment and lettuce they would like - this is an example of clever marketing as it implies that the sandwich is made for that specific person whereas in fact - these choices are available to everyone, its just about making that person feel special (especially on fathers day).

link for the advert is as below

'Discover what makes you a legend'

https://www.youtube.com/watch?v=mlGhMaRjlSY


personally i believe the core message of this campaign is to make you buy/try the new chicken legend range at McDonalds as we have learnt previously such speciality meals available are only on sale for a limited period of time which ties along with this theme of a legend - as once a legend always a legend. The key message to the advertising campaign is that you don't necessarily have to be a sports star or break records to be a legend, there are every day occurrences that make the same impact especially on children.

 The fact the advertising team chose to use a child's voice over the advert plays on your emotions as it is a well known fact that children speak the truth, and also have an overwhelming desire to be like one of their parents due to them serving as a role model throughout their life. This serves a purpose for the audience as it makes them believe that they/someone they love has the potential to be of legendary standard and this sandwich is the 'least they deserve'


This advert is available in many forms, but some of the most common are the my dad/uncle is a legend.