Unit 15 M1: Evaluate Cross Media Campaigns

Introduction

In this report, I will discuss two different audio visual promos and I will analyse the different approaches used in the audio visual promos and discuss the semiotics, mise-en-scene and any techniques used in the promos.

Promo 1


This is an Apple audio visual promo with the purpose to entertain and sell. Undoubtedly, the promo was created with the purpose to sell Apple's new iPhone 7 and AirPods but has the secondary purpose to entertain. The entertaining aspect of the advert helps sell the product as it keeps the audience engaged in the advert and they can picture themself using the product displayed in the promo. This promo utilises camera shots, angles and movement to create an entertaining promo. I believe that the target audience for this promo are people aged 18 - 30, I do not believe it targets a specific gender or race however a male is the main character in the promotion therefore men could easily picture themselves in the position of the man in the promo if they purchased the advertised products. I do not believe that the promo is targeted towards specific demographics like race or sexuality because the iPhone is a very mainstream product so Apple would not purposely cut off a large amount of customers by catering the promo to a specific sexuality or religion. Also, the advert doesn't include anything that would cater towards those specific demographics therefore it is targeted towards all sexualities and races. The costume of the main character in this promo is cool and trendy, wearing an all black outfit with a backwards cap. Backwards caps usually have the connotation of being cool and sometimes rebellious which portrays Apple as a brand that is trendy and desirable brand because people will notice that you are using an Apple product. This is the perfect message to portray to a young audience as they are impressionable and want to be seen as cool. The psychometric profile that Apple was targeting with this audio visual promo is the mainstreamer profile, this is because they take up 40% of the population and like to purchase from popular, tried and trusted brands. Apple is a brand that has been around for many years and is a staple of the technology world, therefore it fits into the mainstream category and Apple is aware of its influence and main audience therefore they target their products towards the majority (mainstreamers) as it makes them the most profit.

The fast paced editing style is perfect for their younger demographic target audience (18 - 30 roughly) as it seems quick, trendy and cool to the viewers; these are characteristics that a younger audience would be interested in and it would keep them engaged in the promo as the quick cuts and unique camera angles prevent them from getting bored and stop watching. 

Promo 2


This is a Beats audio visual promo with the purpose to sell and the secondary purpose to entertain much like the Apple promo. Both the Beats and Apple promo have many similarities but they also have a handful of differences as well. Firstly, both the Beats and the Apple promo are venturing into the same market; this market being wireless earphones. Although both Beats and Apple are very well known and established companies in the technology market, the wireless earphone market is a more recent piece of technology and therefore it is very important for both companies to try to establish themself as the most reliable and high quality wireless earphone makers. The Beats advert includes interesting and engaging cinematography just like the Apple ad to keep their viewers engaged in the advert. However, the Beats promo includes celebrity endorsement unlike the Apple ad. The Beats promo include a wide range of famous celebrities/athletes such as Anthony Joshua, Serena Williams, LeBron James and Simone Biles, plus many more well known athletes. Apple know that their brand is influential and that everybody trusts their products to be the best so they do not need to include celebrities to endorse their brand, but Beats are trying to compete with Apple and to do this they needed to include several celebrities, this makes the public believe that the product is high-quality and a luxury piece of technology because rich, famous and talented athletes are choosing to wear the Beats brand. On the other hand, due to the famous athletes starring in the Beats promo a niche target audience is one of the main targets for this advertisement: athletes and people who enjoy sports. The promo establishes itself as a sporty promo by including several athletes and fast paced editing as well as the narrative including many different sports. This means that athletes or sporty people watching the promo are more intrigued as it is something they can imagine themselves doing; they can picture themselves wearing the Powerbeats Pro product while playing their sport. The close up camera shots of the famous athletes further target a sporty audience because it supports the idea that the brand is desirable since celebrities use it. The costumes portrayed in the promo further solidify this target audience as all the athletes are wearing sportswear. So, although the Apple promo and Beats promo are both fast-paced promos with quick cuts and interesting camera angles, the Apple promo has a more broad target audience whereas the Beats promo has a more niche audience, however both target audiences are teenagers to young adults. 

Bibliography

  “IPhone 7 + AirPods – Stroll — Apple Official.” Www.youtube.com, www.youtube.com/watch?v=WpeQMg6YUH0&t=5s. Accessed 21 Mar. 2024.

   “Beats by Dre | Powerbeats pro | Unleashed.” Www.youtube.com, www.youtube.com/watch?  v=Dd1VIeTMGQs&t=5s. Accessed 21 Mar. 2024.

 BBC. “Target Audience - Revision 3 - GCSE Media Studies - BBC Bitesize.” BBC Bitesize, 2019, www.bbc.co.uk/bitesize/guides/zy24p39/revision/3.



Comments

Post a Comment

Popular posts from this blog

P1: Describe the different radio industry operations

Image
 Describe the different radio industry operations   Introduction In this report, I am going to outline the different types of radio stations and go in depth on each type and the differences between them.  Public Radio In the UK, public radio stations are the BBC radio stations e.g. Radio 1 and Radio 2. However, this also includes the local stations like BBC Radio Sheffield or Trax FM when it still existed. Public Radio is funded by the Government and by the license fee the general public pay; due to this, it means that they cannot explicitly promote products or advertise on their stations. Public radio have to be careful with the content they produce due to being funded by the government and license fee. They also don't have competitions that offer cash prizes. They have some of the highest listener numbers in the UK with approximately 14.9 million listeners tuning in to Radio 2 every week.  According to RAJAR, all BBC radio stations had a population of 56,348(000s). The BBC's
Read more

Unit 15 D1: Compare and Contrast Approaches

 Introduction  In this report, I will discuss the comparisons and contrasts of the messages of audio visuals promos. I will analyse and compare the choice of multiple different key aspects like the audience, approaches, narrative and stylistic choices like the use of graphics, camera shots and editing. I have chosen two audio visual promos that I have previously analysed in my P1 document for this unit.  Promo 1  TV AD | Barclays | Digital Safety (youtube.com) Promo 2 Ed's Heinz Ad (youtube.com) Compare the Audience Firstly, the target audience for both the Barclays Digital Safety Promo and the Ed's Heinz Ad promo are undoubtedly different; this is due to the fact that both the audio visual promos have different purposes and exist in completely different markets. Due to the fact that the Barclays promo is to inform, they want to inform as many people as possible, meaning their target audience is quite broad, however I believe that the primary target audience for this promotion
Read more

P2

Image
 Soft Drink Cross Media Advertising Campaign Introduction In this document I will talk about all the planning documents I have used to create my energy drink can and brand. I will go into detail on why I made specific decisions and why and how I was influenced to make certain decisions. I intend for my brand to have a fresh, healthy style to it and you will be able to infer that from how I have used pre-production documents to plan my can.  Mood board I started off with a mood board with successful soft drink advertisements. I did this as a part of my initial market research to discover more information about the soft drink market and how other brands advertise their products. I purposely chose adverts that may be a similar design to the advertisement I am planning to make or adverts I could take slight inspiration of. It is clear from the collection of images on my mood board that I am planning to create a colourful and fresh looking advertisement and that is why I selected images of
Read more