P1
A) BURGER KING 'MOOD' CAMPAIGN ANALYSIS
A) AIMS AND OBJECTIVES
B) TARGET AUDIENCE
The target audience for this AD campaign would be teenagers ranging from 13 to 19 years of age - possibly older. This is because in most of the audio-visual elements of the campaign include school settings and teenagers watching TV which all indicate that the Burger King AD campaign is trying to allow teenagers to relate to their ads by including people their age in it.
C) REPRESENTATION
In the audio-visual aspect of the AD campaign it shows people of different ethnicities, race and age (within the target audience range). This portrays to the audience that anyone, anywhere regardless of your race or religion that you can purchase a Burger King 'mood' meal that represents your current mental state.
D) CAMPAIGN MESSAGE
The overall campaign message of the whole Burger King AD campaign that is being promoted would be that they want to raise awareness for an ever-growing issue currently in society with mental health and keeping a stable mental health. This shows that Burger King is trying to get in on the conversation about the issue overall and wants there to be a solution.
The audio-visual advertisement part of the AD campaign starts of with a teenage boy that is sitting on the side of his bed with his head in his hands. This signifies that he may be in some sort of mental distress as their is no apparent reason for him to be doing what he is doing; this links in with the campaign message. Afterwards, it shows a teenage girl being bullied through the use of writing on her locker. This also tells us about mental health as it shows how bullying affects people mentally.
BURGER KING ADVERT
E) AUDIO-VISUAL ADVERTISEMENTS USED IN THE CAMPAIGN
The audio-visual advertisement part of the AD campaign starts of with a teenage boy that is sitting on the side of his bed with his head in his hands. This signifies that he may be in some sort of mental distress as their is no apparent reason for him to be doing what he is doing; this links in with the campaign message. Afterwards, it shows a teenage girl being bullied through the use of writing on her locker. This also tells us about mental health as it shows how bullying affects people mentally.
BURGER KING ADVERT
F) LEGAL & ETHICAL ISSUES
There isn't really many ethical issues regarding the print or audio-visual ad but however, there are potentially a few ethical issues that the AD campaign as a whole might face. One ethical issue might be the fact they used real teenagers to represent people with actual mental health issues which could cause them to feel distressed off set due to the act.
G) REGULATORY BODIES
The regulatory body that monitors advertising companies in the UK is OFCOM. If the advert doesn't meet the regulation guidelines then the advert will have to be altered or be completely remade completely dependant on the OFCOM's opinion on the advert/production.
In the print advert, they try promoting their campaign through a more subtle way by using the different types of packaging/'moods' in their campaign which all state a different type of mood above it depending on what colour/icon the consumer wants based on their current mental state. This also enforces the primary objective of the AD campaign which is to raise awareness for mental health by speaking up about it.
In conclusion, both the audio-visual and print aspect of the AD campaign carry the same campaign message as they clearly state visually that they want people to be more aware about their own and others mental health.
H) METHOD
The method of advertising that Burger King used was to use a variety of print adverts on buses around the UK. Additionally, the AD campaign uses a variety of audio-visual advertisements which are shown on breaks between shows on various TV networks which furthers the recognisability of the campaign and its message.MERIT CRITERIA
A) HOW ARE THE ADS LINKED BETWEEN EACH OTHER IN THE CAMPAIGN
The links between the audio-visual and the print aspect of the ad include having the same colour scheme/iconography. In the print ad it shows a wide variety of colours ranging from red to purple on their packaging with a new signature logo dependant on which mood its representing. This links in with the audio-visual ad as the similarities in it include that it represents these packaging colours at the end of the ad which in turn makes it easier for a target audience to know what brand/promotion is being advertised.B) EVALUATION OF THE AD CAMPAIGN
The AD campaign is effective at sending its message to its audience because it clearly states what its trying to promote through the use of their audio-visual and print ads but also across all of their stores. Because of their clear message I think that the AD campaign is well-made as the colours and imagery used doesn't inflict on any legal or ethical issues but at the same time provides its audience with a unique perspective on their product whilst linking into to the mental health side of the campaign.C) HOW DO THEY CARRY THE SAME CAMPAIGN MESSAGE?
In the audio-visual advert, it shows a range of different scenarios of which people are shown in a way to represent a issue that can cause their mental health to deteriorate. For example, one of these scenarios include a girl being bullied by portraying graffiti on her locker. These scenarios enforce the idea that the campaign is trying to send a message about mental health.In the print advert, they try promoting their campaign through a more subtle way by using the different types of packaging/'moods' in their campaign which all state a different type of mood above it depending on what colour/icon the consumer wants based on their current mental state. This also enforces the primary objective of the AD campaign which is to raise awareness for mental health by speaking up about it.
In conclusion, both the audio-visual and print aspect of the AD campaign carry the same campaign message as they clearly state visually that they want people to be more aware about their own and others mental health.
B) AD CAMPAIGN EXPLANATION
WHAT IS AN AD CAMPAIGN?
An ad campaign is a campaign where a companies or charities promote products or awareness through a multiple forms of advertisement to achieve a certain goal that the company/charity has in mind. This could be for more wide-spread recognition of the product which in turn increases the companies profit and sales on an product overall or a awareness campaign which prevents likely causes of deaths like drink-driving.
WHERE MIGHT YOU SEE IT?
There are a variety of forms for consumers to receive advertisements in for many types of items:
TV
Radio
Print
Trailers
TV
Radio
Trailers
CAMPAIGN 1
PRODUCT: Haynes Baked Beans
WHAT HAPPENS IN THE AD?
A monster emerges from the ground from the first Apollo mission from which it kills everyone apart from one astronaut that is hiding. But then the astronaut lets off some gas which makes the monster turn in his direction. From there it cuts to a pitch-line and a image of the Baked Beans can.
WHAT MAKES IT INTERESTING?
The key aspect that makes this ad interesting it the fact that it starts of from using something that historically happened and made it more action-based with aliens fighting the astronauts.
CAMPAIGN MESSAGE
The campaign message they are trying to convey is that baked beans is for everyone as they use humour to justify this through a slogan saying 'Not For Astronauts'.
WHAT HAPPENS IN THE AD?
A monster emerges from the ground from the first Apollo mission from which it kills everyone apart from one astronaut that is hiding. But then the astronaut lets off some gas which makes the monster turn in his direction. From there it cuts to a pitch-line and a image of the Baked Beans can.
WHAT MAKES IT INTERESTING?
The key aspect that makes this ad interesting it the fact that it starts of from using something that historically happened and made it more action-based with aliens fighting the astronauts.
CAMPAIGN MESSAGE
The campaign message they are trying to convey is that baked beans is for everyone as they use humour to justify this through a slogan saying 'Not For Astronauts'.
CAMPAIGN 2
PRODUCT: KIA Car
WHAT HAPPENS IN THE AD?
The main actor of the ad is driving the KIA down an empty street whilst thinking about many different types of scenarios that involve animals and the eco-system.
WHAT MAKES IT INTERESTING?
The key aspect that makes the ad interesting is that fact that it shows many different environments and animals in comparison to other car ads which mainly promote more classy environments.
CAMPAIGN MESSAGE
The campaign message they are trying to convey is that the KIA car is eco-friendly and supports the environment rather then destroy it in comparison to gas-powered cars.
WHAT HAPPENS IN THE AD?
The main actor of the ad is driving the KIA down an empty street whilst thinking about many different types of scenarios that involve animals and the eco-system.
WHAT MAKES IT INTERESTING?
The key aspect that makes the ad interesting is that fact that it shows many different environments and animals in comparison to other car ads which mainly promote more classy environments.
CAMPAIGN MESSAGE
The campaign message they are trying to convey is that the KIA car is eco-friendly and supports the environment rather then destroy it in comparison to gas-powered cars.
CAMPAIGN 3
PRODUCT: KIA K900
WHAT HAPPENS IN THE AD?
The main actor offers a choice between two different cars to which they pick the KIA K900 which then provides a weird experience to the new drivers which persuades them to buy it.
WHAT MAKES IT INTERESTING?
The key aspect that makes this ad interesting is that it uses intertextuality to convey its message. It uses many references from the film 'Matrix' which gives a feeling of familiarity the the viewer as well as give them a better incentive to buy it as they would want a car that is based on a highly-rated movie.
CAMPAIGN MESSAGE
The campaign message is that they want to present the car in a luxurious but weird way to show that its unique as well as practical.
WHAT HAPPENS IN THE AD?
The main actor offers a choice between two different cars to which they pick the KIA K900 which then provides a weird experience to the new drivers which persuades them to buy it.
WHAT MAKES IT INTERESTING?
The key aspect that makes this ad interesting is that it uses intertextuality to convey its message. It uses many references from the film 'Matrix' which gives a feeling of familiarity the the viewer as well as give them a better incentive to buy it as they would want a car that is based on a highly-rated movie.
CAMPAIGN MESSAGE
The campaign message is that they want to present the car in a luxurious but weird way to show that its unique as well as practical.
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