LO1- Analysing existing Campaigns

McDonalds advert- 50 years of Big Mac

  The product in the advert is McDonalds. The advert was to promote the company's new idea which was to add a Grand Big Mac and a Mac Jr as a way to celebrate having Big Mac for 50 years. The advert is from 2018. The video would be displayed on TV and on the official Apple website. The advert was created globally.

The product in the advert is McDonalds, which are campaigning 50 years of Big Mac. The print ad presents all three sizes of the Big Mac. The advert was from 2018. The poster was displayed on billboards and magazines. The advert was made globally.

Target audience

McDonald's Advert's target audience is teenagers aged 14 and over, which appeals to both genders. This is proven in the TV advert which presents mostly teenagers in the advert, including a part in which a group of teenagers is eating a Big Mac in a parking lot, which is shown at 00:30, along with the part where there are teenagers shown in the car ordering a Big Mac in a Drive-Thru. Also, the print ad presents all the sizes of the Big Mac's with each label on top of them. This ad is conveyed to appeal to the audience as a Big Mac is one of the most eaten items from the McDonald's menu and that teenagers mostly eat it, so the use of this will be able to target a younger audience. Also, the print ad appeals to the audience as it has different sizes of the Big Mac, which also includes a Grand Big Mac, meaning that they can get something a bit different from the original. Also, the ads use the same target audience, as they are able to include all the things that come in the interest of that age group. They do this by presenting teenagers mostly.

Adverts Key Message

The advert's key message is that Big Mac is still one of the best items from McDonalds and that eating it will make you delighted. This pushes the benefits of the product as the advert portrays a group of friends hanging out to eat a Big Mac. This is presented in the TV ad which shows how the Big Mac was first introduced to the public and how the food item was one of the popular things everyone chose from the menu, which is shown at 00:07. There is also a clip of a man enjoying his Big Mac, which is shows at 0:35. This is also presented in the Print ad as the number 50 is the largest written in the Title, with the text underneath present 'Celebrating Big Mac fifty years'. There is also an image of the Big Mac, along with the addition of a smaller size one called Mac Jr and a Larger size one called Grand Big Mac. This key message is effective in selling this product as the Big Mac is popular in McDonalds and that it will lighten people's mood if they were hungry. The key message is the same across the two ads as they present a smaller size and a larger size, meaning that the audience can enjoy their food no matter what.

Approach 

The advert uses aspiration to get across the key message. This is presented in the ad as the people in the TV ad show their love of the Big Mac when they eat on it in the parking lot. This approach is evident in the advert as people are enjoying their Big Mac and they could have been hungry at first and what they wanted to achieve was to eat something that will satisfy them. This is the same for the two ads as they both present the front view of the Big Mac in a much larger size and for anyone who wanted to achieve having an enjoyment eating it, this will be a great opportunity for them as they have put a Grand Big Mac as an additional size.

Representation

The first advert, which is the TV ad, has its representation of stereotypes. This may be due to the advert wanting to achieve its audience. This is presented in the advert as there is a part which shows a group of teenagers hanging out in a parking lot at the night, eating their food, which is shown at 00:30. This representation helps to sell the product as it will gain a younger audience. In the print ad, there is the representation of food. The idea of this is due to how the advert mainly focuses on one item from the fast-food restaurant. This is presented in the print ad as it presents three delicious burgers in three different sizes. This representation helps sell the product by putting one of the most popular items from the McDonald's list to persuade people to have a chunk of the burger. The representation is not really the same as they both have different ideas on how to present the Big Mac, with the TV ad presenting people enjoying it, however, the Print ad shows a front view of the burger with all the ingredients inside it. 

Campaign Logistic

The TV ad would be shown during the break of the show Hell's Kitchen, which is shown on ITV2 at 9:00. This would be presented in between the show. This would maximize the advert's chance of reaching the audience as they both relate to food. Also, hell's Kitchen is watched by a lot of young people due to the idea of having to watch Gordon Ramsey shout every 10 seconds so this would be helpful for the advert to reach its target audience as they could watch the ad while waiting for the show to return.

Choices of media for the ad campaign 

The type of media that would be used for the ad campaign is a TV advert. This is proven as they did an ad about a man who wanted to take a break from work so he decided to get some McDonalds. This advert is suited to this type of media as they are able to give a storyline to how it leads up to the moment where people would get McDonald’s. Also, this would be a preferred media than the other ones, such as radio, as this presents a visual look, along with the idea that the ad could include a bit of entertainment, which would go with the ad.

Call to action 

The adverts response mechanism would be social media. This would be proven as there would be a post that gives a visual representation of the food item, along with a description on Instagram. This response mechanism would be appropriate for the product as it is discovered that a lot of young people use social media, so the idea of this will attract a younger audience as they are part of the target audience. The possible expected reaction is to go and buy the product. This would be considering how the advert is promoting a food-based product. This would be appropriate as the advert would probably make the audience feel hungry.

Legal or ethical issues

One legal or ethical issue which could have an effect on the advert is copyright. This would be due to the background music that they use in the advert. The issue would have been managed by making sure that they have permission granted to them by the copyright owner. Another legal issue that could have an effect on the advert is permission to film. This would have an effect on this advert as it is filmed in different locations which a lot of people usually go to, such as a parking lot, which is shown in the ad in a scene where people go there to eat their food. This issue would be managed as the company would get permission to film in that location.

Regulation

This advert stays within the ASA guidelines as they make sure that the children included in the advert are used appropriately. This would be presented in the ad where it shows parents with their kids ordering food from McDonalds shown at 00:14. The ad may breach the guideline about the children used appropriately as there is a part where two teens are teasing another person because they have never had a Big Mac. Also, they make sure that the ad doesn't encourage poor healthy eating. This would be presented in the print ad, which presents the Big Mac which includes some vegetables, such as lettuce. This could be breached as the part shown at 00:14 shows which presents the menu, which contains other items from the fast-food restaurant which would be considered healthy. The effect that it has is that it could stop people from eating from there.

  iPad Air 2020

 

The product is an iPad air for the Apple advertisement. The advert was made in 2020. This advert would mainly be displayed on TV as a lot of people watch TV and this would get their attention on the product. This product is made globally.

This is a print ad for the iPad Air. This print ad was to promote the new iPad Air which came from the company Apple. The advert was made in 2020. This advert was displayed on magazines and billboards. The product was made globally.

Target Audience

Apple advert's target audience is people aged 16-30, which would mostly be male. This would be proven in the TV ad, which includes an upbeat song. which shows a colourful spring bounce from one device to another on the beat of the song and also turning them on in the process, which is shown at 00:08. Also, the print ad presents a device that is shown to be a regular iPad with a bright home screen. This would appeal to the audience due to how bright the ad has been presented, and the idea of the spring bouncing to each device conveys that there will be a lot of new included on the iPad. Also, the idea of upbeat music connotes that this would be in the interest of a younger audience as they like upbeat music and this would gain their attention. The Print ad would appeal to the target audience as it presents to them what the actual product looks like. The ads appeal to the same audience as they are able to include all the elements that would gain their attention, such as having upbeat music in the background.

Adverts Key Message

The key message for this advert is that the iPad air is faster, brighter, and better. This would link to emotion as the upbeat music that is being played would lighten people's mood. This is conveyed through the idea of a colourful spring that is used in the TV advert, which would bring some form of energy in the advert. This is also presented in the print ad through the choice of colours that are used on the device, which would convey that the device is best to use day and night. This key message is effective in selling this product as it lightens everyone's mood and this would get the audience excited to buy it. The key message is the same through the two ads as there are bright colours that are presented on the devices which connote that there are positive vibes. 

Approach

The adverts use aspiration to get across the key message. This is presented in the TV ad where there is a colourful spring that takes most of the movements in the ad. This approach is evident in the advert as this would be a way for people to spend their free time by using the device and the ad may want to have an achievement of getting people's positivity up and lighten their mood through the use of the upbeat music. This approach is the same for the two ads as they present the device with bright colours which connote that it is to achieve making people happy.

Representation

The TV ad has its representation of an individual This is due to how the ad wanted to promote their product through creativity. This is presented in the TV ad as there is a bright, colourful, spring which is shown throughout the ad bouncing on the devices on the beat of the song. This representation helps to sell the product as this idea of creativity will entertain the audience, therefore, get them to buy the product. The Print ad has its representation of individuality. This is due to the fact that the company wants to promote their product, which is one device only. This is presented in the Print ad as there is only one device shown which is turned on. This representation helps to sell the product as the audience can know exactly what they are buying. The representation is the same across the two ads as they present to the audience what it looks like. However, the TV ad presents the device in different forms.

Campaign Logistics

The TV ad would be shown during the break of the soap opera 'Hollyoaks', which is shown at 7:00. This would be presented when the mid-break of the TV program is showing. This would maximize the advert's chance of reaching the audience as a lot of people watch the soap opera and the idea of presenting this ad would gain their attention while they are waiting for the show to return. Also, a lot of people have a high interest in Apple products, so this would be a great way for a lot of people to see.

Choices of media for the ad campaign 

The choice of media for the ad campaign would be TV adverts. This would be presented in an ad that presents a new device which comes from the Apple company. This advert is suited for this type of media as it presents the product in an entertaining way to the audience. Also, this would be a preferred media than print-based as the TV ad would be a way to present how it is used or turned on.

Call to action 

The adverts response mechanism would be online. This would be proven as the audience can go look at the product on the website. This advert is suited to this type of media as the audience will be able to know a lot more about the product if they wanted to, along with checking the prices. The possible expected reaction would be to go out and find more information. This would be due to how a TV ad would just present the appearance of the product rather than give information. This possible expected reaction would be appropriate for this advert as the audience would consider buying the product and will be able to know all about it.

Legal or ethical issue

One legal or ethical issue that must be considered would be copyright. This would be an issue as the upbeat background music is a song which is made by an artist. This issue would have been managed as they would need to make sure that they had permission from the owner of the song otherwise they would face a lawsuit. Another legal or ethical issue to be considered is royalties. This would be due to the material that the ad has included which doesn't exactly belong to them, which would be the song in this case. This would have been managed as they would need to pay the copyright owner.

Regulation

The advert stays with the ASA guidelines as they ensure that people can get the product without any face to face sellers. This would be presented through the TV ad as they don't show people in the ad and only the device. This ad may breach the guideline as they don't present where people can directly buy the product. This could be effective as the audience wouldn't know where to buy the product. Another guideline would be making sure that they don't make false claims, such as the battery life. This would be if it has a certain battery life or processing power.