Joshua Vallely

MY CASE STUDY

In this advert, the main focus is the fish and the bread. But reading the slogan, you start to realise that it is a person who is painted in blue, disguising themselves within the background to be part of the fish. The color blue is mostly used as it gives the view of water for the fish and the fish I can see was aimed to be easily noticeable. There is a recognisable look of this advert, for example, it has the ford advert on the bottom right hand side, however, there is no car nor any type of vehicle on the ad but the color they use quite symbolises the company's logo. When it comes to genre, I say it fits around the creative and natural genres, such as WWF as it is focused on nature. By the look of the ad, the aim I think is to get people to sign up for the 'Environmental Consideration Award' but how they persuade the people is by giving a catchy slogan, 'Those who help nature, end up helping themselves'. This slogan gives the message that people might in fact feel better when signing up or even win something. The fact it says 'helping themselves' you could view it as a deep feeling of doing a good deed that makes feel like a good human being. For a car company doing a environmental advertisement is certainly different, it is like turning a new leaf and also quite ironic, as cars do cause pollution and yet doing this advert shows that they care about the environment and the dangers it is facing. The poster I think that is capturing the types of audiences are young adults alike considering it is advertisement about the environment and how cars affect it. It would be very helpful for those who are interested of helping and those who have just started to drive, as they would be interested to find this information about cars and they'll perhaps even to be persuaded to cycle or walk than drive. When it comes to putting this advertisement out there in the public, I would choice a varity of environmental sites and films, such as WWF or a environmental agency. But when it comes to films, documentaries and serious films like the inconvenient truth would be highly appropriate for this advertisement.

THE RESEARCH OF THE CAMPAIGN

Type of Media: Print Client: Ford Agency: JWT Salo Paulo Company: Ford

When it comes to target audience and genre, for this poster it is quite similar. First off, how the poster was made was by painting the person in the color that represented the habitat of the animal it was presenting. For example, for the fish, they painted the person blue and made the background blue. Saying this, it makes the genre look environmental and aimed for people who care and want to help, it is a small audience overall, it could be for children but they won’t get the whole ideal. When it comes to genre, I say it is around the environmental side and the nature. Because, as colorful and harmless the poster may look, the story behind it is quite dark, the fact that nature itself is dying and we are doing nothing about it. So when it comes to target audience supporting this, it will be people who care about nature and the environment, it is a small a target audience but it can expand as the audience will be telling others, and recommending it.

THE GENRE AND TARGET AUDIENCE

¡  By the look of the poster, I could imagine the makers of the poster making rough sketches of the idea, slowly making it into a metaphor hence the quote ‘Those who help nature, end up helping themselves’. Then, they design the look of the face paint and experiment on the model’s face. By the look of the poster, it does look like they didn’t use any special effects for the painting.

Brief Produce Development Rough Concepts Final Product

PRODUCTION PROCESS

First had to come up with the idea of the product.

Get the ideas And obtain copyright for Ford

Create lots of Ideas about the Poster.

Showing the Ideas to the team, they choose which one to their liking.

Final Product Is made, it is Then shown To the public Audience.

ANALYSIS ON THE POSTER

Piece of Bread Human being that is painted

Painted fish

Logo for Ford

Slogan The sentence that sums up the advert as a whole, nature and helping are highlighted as they are have key roles to this advertisement. The company

A metaphor painted on the human’s face to represent ‘nature’.

A painted human being that represents ‘themselves’ as in us. The person is painted blue to also give the affect that it is one with the fish.

The piece of bread represents the relationship between nature and ourselves, it’s a reward for the both of us.

COMPETITORS

LEO BURNETT COMPANY, INC.

BBDO WORLDWIDE INC.

McCann World group Company Information

Specialties advertising, marketing, branding Website http://www.leoburnett.com Industry Marketing and Advertising Type Public Company Headquarters 35 W. Wacker Drive Chicago, Illinois 60601 United States Company Size 5001-10,000 employees Founded 1935

Specialties Advertising Website http://www.bbdo.com Industry Marketing and Advertising Type Public Company Headquarters 1285 Avenue of the Americas New York, NY 10019 United States Company Size 10,001+ employees Founded 1891

Website http://www.mccann.com/ Industry Marketing and Advertising Type Public Company Headquarters 622 Third Avenue New York, New York United States Company Size 10,001+ employees Founded 1912

ADVERTISEMENT IN PUBLIC

As we can see here, the poster I have been analysing has been shown in public, the place they have been shown in is what seems to be near or even inside art museums. I think the reason for this is because the poster itself looks artistic and the main purpose for the poster is to speak out about us human beings affecting wild life, if we have the ability to destroy it, we have the abilty to save it and I think that is what it is saying in a artistic way, the face painting of the human holding food and giving it to itself, its remarkable. However, I couldn’t find any more pictures of advert being advertised in public, instead, I’ll show some examples and discuss some of the prices of adverts shown in public.

ADVERTISEMENT IN PUBLIC

Here are the prices for advertisements to be on buses. As you can see, Super Square is the cheapest and Full Side is the dearest.

This picture represents the costing of the different sizes of posters.

¡  https://www.jwt.com/brazil/work This is the link to their website and their works, the website itself is jam packed of many fantastic works. Here are some examples.

LINK TO WEBSITE AND THEIR WORKS

EXAMPLES OF ADVERTISEMENTS

OF THE AGENCY

This  is  a  NSPCC  poster,  their  aim  in  this  one  was  to  promote  child  line  in  a  different  way.  On  the  egg  poster,  it  says  'Be  a  good  egg  this  easter',  something  that  links  to  hope  and  a  reminder  that  easter  is  on  its  way.  Below  is  my  analysed  one.  It  is  also  a  print  based  advert  

Here  we  see  a  polar  bear  in  the  wilderness,  giving  the  sense  that  it  truly  is  all  alone  and  perhaps  even  the  last  of  its  kind,  it  is  the  main  centre  of  the  picture.  Also  to  add  to  the  picture  is  a  small  picture  of  the  word  'GREED'  soaking  in  oil.  Moreover,  a  oiled  handprint  is  shown,  giving  the  effect  that  we  are  the  cause  of  this  problem.  

ANALYSIS OF THE ADVERTISEMENTS

Here I analyzed the NSPCC poster, making notes on the smallest details. For example, I pointed out that the child’s face on the poster is sad, aiming for the audience’s sympathy and making them want to help. I also noted down that Even though it is promoting Easter, it is also promoting itself in a way of making it sad by Having the egg be upset, they added a tear which gives a big impact when it comes to calling out. In some ways, it is representing children.

I then analyzed the Polar Bear Pr int Poster, I had noted down the o i led hand pr int which indicates that we did i t , we are ru in ing these bears l ives . The s ign that says ‘Greed’ a lso indicates we are the ones who are responsib le , wi th the words being b lack themselves and the o i l be low i t connect ing to i t , i t ’s as i f i t is represent ing o i l as a symbol ism of the word. I th ink the most power fu l message however, is the s ingular polar bear which is s tanding in the wi lderness looking towards the camera, i t real ly does show that i t i s complete ly a lone.

ANALYSIS OF THE ADVERTISEMENTS

Ownership: Stefano Zunino owns the agency currently but it was first taken up by Jame Walter Thompson and the agency has been going since 1864. The company was then renamed by James Walter Thompson in the year 1878 known as 'The James Walter Thompson Company' after the purchase of the company. The WPP Group then acquired it in 1987, they rebranded the agency by shortening the name into JWT (J. Walter Thompson). Operating Model: The network has more than 10,000 employees in more 200 offices in over 90 countries, who serve just under 1,200 clients. Products: JWT invents the grilled cheese for Kraft (1930) JWT sells Kellogg's Rice Krispies with the slogan 'Snap, crackle and Pop' (1930s) JWT introduced the first paper towel for Scott Paper (1931) JWT introduced the Kraft Miracle Whip (1933) JWT produced the first-ever TV program for 'Libby, McNeil and Libby' (1939) JWT introduced the Ford Mustang (1964) JWT creates the Audrex Puppy (1972) JWT breaks the Guinness World Record for the world's largest billboard (2000) Kit Kat in space campaign by JWT London (2012)

THE COMPANY

¡ When it is comes to legal and ethical, there is always some risks of where to put the poster and the target audience around the area you want to please. For example, if ford would have wanted to place the poster at a shopping center, people wouldn’t even stop to read the poster, the art of it will capture the attention but they will not care about it as there are shops nearby to be interested in. However, placing the poster in a city (Especially in a dirty street) it will capture those who regularly walk down that street, as the rich, bright colors catch their attention and will make them interested in reading it. Overall,the ASA is a non-statutory organisation and so cannot interpret or enforce legislation. However, its code of advertising practice broadly reflects legislation in many instances.

LEGAL AND ETHICAL

RELEVANT ISSUES

When researching the advertisement I couldn’t find anything that had any issues within the audience, however, I can show you a advert Ford had done which made them apologise towards the public. The advertisement’s slogan was called ‘Leave your worries behind’. Even though it is obvious of why people complained about the poster, to go into further detail of why, it was because when it was released at the same time when several attacks occurred. People had thought it was a grim reminder on those deaths and the fact the poster itself is very nsfw (not safe for work) it would be very unsuitable for children alike.

IMPACT AND AFFECT ON AUDIENCE Participant (Photo)

Profile: gender, age, lifestyle, interests, spending power

Participants’ initial response and reading of the advert.

What is the participants understanding and relationship with the product?

How likely are they to buy the product on the strength of the advert?

Elliot, Male, 19, social, clubbing, games and sports, low spending power.

‘Makes sense, so what?’

‘I don’t get it, it’s a car advert but its aimed at nature and stuff. Makes no sense.’

Not very likely, Elliot was no interested at all with it because he doesn’t care about its message.

David, male, 43, chilled, games, reading and working, high spending power.

‘Smartly put, especially with the use of the painting.’

‘The whole poster is a metaphor, it is us helping nature but helping ourselves during the process. Very good of how they showed that.’

Likely, as David saw what the company tried to do and appreciates what they are showing as a message to the audience.

Siana, female, 18, hyper, sports, Hulu hooping and writing, low spending power.

‘I love the art work and creativity! I see what they did there.’

‘With the art work and great slogan I kinda see why they put that there.’

Likely, loves the creativity and imagination behind the poster, respects how the company shows something serious in a artsy way.

Ben, male, 19, chilled, games, work and music, high spending power.

‘Lovely art work, weird that its by a car company.’

‘It’s a good take on doing something different, especially that it is a car company. Successful companies do try different things so I like what they have done here.’

Unlikely, likes the art and the message behind it but doesn’t get why a car company would promote something like this as cars ruin nature.

¡  https://youtu.be/h-gGFaDZc3k

TV ADVERT (FORD FOCUS)

In this televised advert, Ford shows off the Ford Focus back in 2011, looking at the advert, it shows off the car’s features such as the touch screen up front and the other technology. But it wasn’t about showing off the features of the car, the purpose of the advert is to show the ‘difference’ of how it drives, as the slogan of the advert ‘Feel the difference’. The campaign message here is all about the feeling of driving and how it changes the driver, focusing on the expressions the driver’s give in the advert it also shows people the fun of it. Overall, the campaign message of Ford is being different.

FREQUENCY

On the bottom of the page of the official website where people have commented on the picture, here it shows how many people appreciate Ford’s take on art and the importance of wildlife and us. One of them even said ‘beautiful’ indicating that it is a very good blend of a metaphor showing that we humans are just as important as wildlife.

HOW MANY TIMES THE AUDIENCE SEES IT. (FREQUENCY PT. 2)

First time: They ignore it. Second time: Glance at it. Third time: See’s the fish and bread. Forth time: They wonder what it is about. Fifth time: They read the slogan. Sixth time: Notice it is made by ford. Seventh time: Questions why ford? Eighth time: Ford make cars? This isn’t a car. Ninth time: They think they might be missing out on something. Tenth time: Ask friends if they have seen it. Eleventh time: They wonder how the Company have done this. Twelfth time: They notice the painted Human. Thirteenth time: They think it is a really Smart advert. Fourteenth time: They remember it. Fifteenth time: They are interested in the Ad and appreciate it.