Lesson three

BE REMARKABLE ...BE REMARKABLE ...

Messages and values

1.To learn the key concepts of messages and values used in advertising.

2.To develop skills in media production through the creation of an advertising campaign.

LEARNING OUTCOMES

Messages: What the advertiser wants you to think about a company or product.

Values: Something that is judged as important by a company, person or society.

ANALYSING A MEDIA TEXT

» What values are being held up as ‘normal’ or ‘acceptable’?

» How have they have displayed the values of the advert?

» What message does this give us about the company?

» Who is the target audience?

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Target Audience: The audience that a media product is aimed at.

DISCUSSION

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Coke Advert, 1969. Coke Advert, 2006.

What similarities are there in the messages of these two adverts?

What values are Coke-Cola displaying as being important?

IPOD CAMPAIGN

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Ipod - an evolution in advertising

Exploring the ipod advertising campaign

ADVERTISING CAMPAIGN

» An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC).

The critical part of making an advertising campaign is determining a campaign theme, as it setsthe tone for the individual advertisements and otherforms of marketing communications that will be used.The campaign theme is the central message that will becommunicated in the promotional activities.

The Apple iPod silhouette commercials are a family of commercials in a similar style that form part of the advertising campaign to promote the iPod.

ADVERTS

•Watch the following set of adverts. •Identify the key Messages in each of them ?•Who do you think is the target audience for each advert ?•What techniques have been used to attract the target audience?

Original iPod Video

Early iPod Video

First Silhouette Advert

Silhouette Advert ft Eminem

ADVERTS

How have the Messages and Target Audience of iPod commercials changed over time?

TASK

»You have been commissioned by the advertising agency Weiden and Kennedy to create, in groups, an advertising campaign for Coca-cola.

»You must uphold the value that Coca-cola brings

happiness to the world and brings people together in unity.Commissioned: When a media company

is hired to create a piece of media.

Advertising Campaign: A series of adverts that share common messages and a values.

Traditional Forms of Advertising

Television: Adverts in intervals of thirty seconds, usually no longer than one minute in length.

Magazine/Newspaper: Print adverts that are generally full page in size for large companies.

Radio: Audio adverts that usually take the form of a conversation or a short skit.

Billboard: Large, usually very simple, print adverts that are displayed in prominent positions outside to maximise exposure

WRAP AROUND ADVERTISING

Stunt Advertising

TASK

Key Objective: You must uphold the value that Coca-cola brings happiness to the world and brings people together in unity.

At the start of next lesson, you will be pitching your advertising campaign.

The expectations are:

That you have a powerpoint with a separate slide for each advert in your campaign.

Posters/Bilboards need a product sketch/mock-up. TV/Radio Ads require a script and explanation of the advert. Stunt/Viral Ads need an explanation of what will be seen and an explanation of where and when they will be implemented.

Reflection

»How well does the group uphold the values of coca-cola?

»How powerful is the campaign in your opinion?

»What message about the company are the group giving?

»Have they effectively used the skills of advertising in your opinion?

Have a nice day ...