Advertising Contextual Study

Brandon Chow

Apple Logo image: http://www.apple.com/euro/ipad-mini-4/a/generic/images/og_image.jpg?201509240440Nike Logo image: http://srv-live-02.lazada.com.ph/cms/spinbasket/brands-banner/06192014/Lazada-Brand-Banner-NIKE_957x300. jpgFacebook Logo image: http://www.smartgirlpolitics.com/wp-content/uploads/2015/07/facebook-icon.jpg

Apple: ‘Shot on iPhone’ CampaignBrandApple have a very powerful campaign for their newly released iPhone 6, where they show off their camera for around 16 seconds which show very beautiful scenes in extremely high quality. They have 3 adverts showing off this camera, all of them lasting 16 seconds. Apple may have done this because they want to show off the new and improved features of the iPhone 6 and the high quality camera would make the audience want to buy their product.LogoThe Apple logo is obviously an apple with a bite taken out of it. This logo is featured in every ‘Shot on iPhone’ advert and this tells this audience what the product is. Since it is so popular and so dominant in technology, the audience will instantly know what it is and they will notice the difference in the new iPhone. Apple is a mainstream product as well so all the people who want the popular product would buy it and there are a lot of mainstream people.

Apple Logo image: p://www.apple.com/euro/ipad-mini-4/a/generic/images/og_image.jpg?201509240440

Tagline or CatchphraseThe only catchphrase on this advertising campaign for Apple is ‘Shot on iPhone’. However, because it is such a popular brand, it doesn't’ particularly need a tagline or catchphrase. If it shows the logo, it will instantly make the audience interested in the advert because it is an Apple product.

GraphicsThe graphics on ‘Shot on iPhone 6’ show different pictures, where it shows nature, cities, deserts etc. and it also shows the high quality of the image with the edit of ‘Shot on iPhone 6’ tells the audience that it is their new phone camera taking the shot.

ShapesThe shape of the Apple logo is obviously an apple. The apple symbolizes knowledge and the bite in it could mean the knowledge has been put into the product to create the ultimate smartphone.

Shot on iPhone 6 image: http://cdn.iphonehacks.com/wp-content/uploads/2015/03/shot-on-iphone6.jpg

SoundsThere is not a lot of sounds in the adverts but you are able to hear the music in the background of the advert. This is a calm and peaceful music and that is because it is being shot in a calm atmosphere.

ColoursThere isn’t a lot of colour in the Apple logo – just black. However, black represents many things for the company – it represents the power that the company have and the dominance of technology that they have. The connotations for black are, formality and power and that links with Apples logo and their company’s superiority.

Brand IdentityThe brand is identified in its advert by its logo. This is to tell the audience what the product is and this will appeal to the audience because it is a very popular product and the mainstreamers would want to purchase the product.

Typical Advert?This is a very unique advert for the brand because it is only 16 seconds long and showing off their camera. When apple advertise their products, they tend to show the audience the whole thing, instead they have decided to show the audience one of the products best features, which is the 4K camera. However, this does not mean the audience will not be able to identify the product instantly, apple use the same style of advertising with the peaceful music in the background.

AudienceThe target audience for the brand is teenagers, young people, businessmen/women and many more. Apple has a wide range of target audience because it is such a popular product. However, the advert only has a target audience of teenagers and young people, as well as photographers and film makers. The businessmen/women don’t come into it because they would use their phone for certain apps and for contacting colleagues to discuss business trips etc. Because apple is such a popular product, it could be for the mainstreamers because they want the most popular product. It could also be for the aspirers because they may aspire to have the latest and coolest product.The audience has been targeted by the brand showing off their best feature, persuading the audience to buy their product.

StructureThe 3 adverts do not have a narrative structure. They are stand-alone adverts. There is no story to the adverts as they are only 16 seconds long and there is no one speaking in the adverts. It is a stand-alone advert because they don’t link to each other, they just show off the camera to the audience.

Persuasive TechniquesEach advert shows off the camera in different areas. This has a big impact on the viewer because the camera is one of the features they would use on their phone everyday and the camera would be a big thing to persuade the audience to buy their product.

Nike ‘Risk Everything’ CampaignBrandNike is one of the biggest sporting brands in the world. Their ‘Risk Everything’ campaign is one of the biggest campaigns ever in advertising. They feature the top sportsmen in their adverts such as, Cristiano Ronaldo, Neymar, Zlatan Ibrahimovic, and many more. These world class sportsmen show how massive the brand is.

LogoNike’s logo is a ‘swoosh’ that looks like a tick. This is obviously featured in every Just Do It advert Nike do to identify their product. Because this is such a popular product, the audience will be able to identify it as soon as they see a swish on the celebrity’s shirt, or anywhere else.

Nike Risk Everything Logo image: http://www.fubiz.net/wp-content/uploads/2014/04/Nike-Football-Risk-Everything3-640x365.jpg

Tagline or CatchphraseObviously the tagline or catchphrase is going to be ‘Risk Everything’ for the Nike advert. The audience have been identifying the brand for a long time, so they would be able to identify it with the ‘Risk Everything’ catchphrase on it. Nike wouldn’t need a tagline or catchphrase because they are such a well known product they wouldn’t need a tagline or catchphrase to make a name for themselves and be more well known.

GraphicsThe graphics in the Risk Everything advert start of at a local football pitch where a group of friends play against each other. The friends then evolve into world class footballers just by saying their name and the local football pitch eventually turns into a big stadium where all of the group of friends have turned into world class players such as, Ronaldo, Zlatan Ibrahimovic, Iniesta etc.

ShapesThe shapes of the logo show a swoosh that looks like a tick. A tick is to say that you have done a task and this connotes that anything is possible with Nike. It connotes that with Nike, you can achieve your goals and that is what can persuade people to buy their products.

ColoursThere are not many colours in the Nike logo, they are usually just one colour. The original Nike logo is white. White connotes more positives than negatives, white connotes heroes, good, innocence. This shows Nike are trying to say that their products are good quality and people who buy them are on the good side.

SoundsAt the start of the advert, you can hear a group of friends getting hyped up about the game they are about to play as they enter the pitch for a friendly game of football. As the advert unfolds and the local pitch turns into the large stadium, you can start to hear the crowd chanting for their team as well as the commentators. You can also hear the elite players shouting as they fight for the ball, even the Hulk when the goalkeeper turns into him.

Brand IdentityThe audience do not need much to identify the product because Nike is one of the most popular and known sporting brands out there. As soon as the viewer see the swish they will instantly identify that the advert they are watching is a Nike advert. This will make the audience interested because Nike are known for their exciting and appealing adverts.

Typical Advert?This advertising campaign is unique because usually Nikes adverts contain new products they sell such as, running shoes, football boots etc. and instead they tell the audience to ‘Risk Everything’. They send this message because they may want to tell the audience that they have to take risks to be at the top level, using the top level football players as examples.

AudienceThe target audience for Nike is usually people who are fit, looking to get fit and sports lovers who like to purchase products such as, football jerseys to support their team. There is no age limit or a specific gender that Nike want their products to appeal to. However, the Risk Everything advert only contains football so it would appeal to the people who are into football but also to the football lovers who are not into Nike products too much because it shows a good game of football with world class players from around the world playing the game. The advert would probably be for mainly aspirers because the ‘Risk Everything’ message would tell them to take risks to be what they want to be, hence why they featured all the world class players from around the world in the football game. The audience has been targeted by Nike featuring all the world class players so fans all around the world may see their favourite football player in the advert.

StructureThe advert is a linear storyline because it starts of as a group of friends playing a game of football then it quickly escalates into an intense game of football between world class players around the world at a big stadium. It tells the audience that these players have risked everything to be where they are and the audience can be at that level if they do the same. It is also a realist advert because it shows how risking everything can get you to that level and that is what these players have done so it makes the advert realistic.

Persuasive TechniquesThe advert shows off all the world class players showing off their skills whilst wearing Nike gear. This has a big impact on the target audience because if they ‘Risk Everything’ with Nike, they may get to the level the players are at. All the celebrities in the advert are the world class players and they have been chosen because they are sponsored by Nike so they are featured in the advert and that also links them with the brand.

Facebook ‘The Friends’ Campaign BrandFacebook is arguably the most popular and dominating site on the internet. They have a very appealing campaign called ‘The Friends’ because it appeals to almost every type of audience because Facebook has over a billion users so ‘The Friends’ would be one of the most powerful campaigns ever.

LogoThe logo for Facebook is a curved squad with the letter ‘F’ on it. The logo is featured on the advert which tells the audience what advert they are watching. Since it is arguably the most well known site on the internet, people will be able to identify the brand instantly.

Facebook logo image: http://www.seeklogo.net/wp-content/uploads/2011/06/facebook-icon-logo-vector.png

Tagline or CatchphraseThe tagline or catchphrase on the advert is ‘Be Connected. Be Discovered. Be on Facebook.’ This is to tell the audience that with Facebook, they can make new friends from around the world and experience new things.

GraphicsThere are very little graphics on the advert. There are mainly clips of friends hanging out together and having fun. However, at the end, there is a ‘friends’ sign when you added a friend and there is a ‘tick’ sign to show you are friends on Facebook. There is also the Facebook logo at the end to tell the audience that it is a Facebook advert.

ShapesThe shape of the Facebook logo is a curved squad with the letter ‘F’ in the middle right. The arms on the ‘F’ tell the audience that Facebook is an open arms website and anyone is welcome with open arms.

‘Friends’ Image: http://www.adweek.com/socialtimes/wp-content/uploads/sites/2/2015/02/FBOurFriendsUKTVAd.jpg

ColoursThe colours on the Facebook logo are blue on the curved square and the ‘F’ is white. The connotations of blue show that Facebook is a warm welcoming site to make friends on and the connotations of white are also very friendly. This shows that everyone is welcome to the website to make friends and have new experiences.

SoundsThere is no narrator or voices in the advert, the only sounds you can hear are peaceful music. This shows that Facebook is a very peaceful site to go on and the music would make any gender, age, race etc. feel comfortable about going on to their website.

Brand IdentitySince Facebook is such a dominating and well known website, anyone will be able to identify their website because it is one of the most used websites in the whole world.

Typical Advert?Facebook are not known for advertising their website because it is already a known brand. However, it does advertise what the website is used for – making friends. This may remind people that Facebook is a place to make friends as people may use Facebook for different purposes such as, games, entertainment etc.

AudienceThere isn’t really a specific target audience for Facebook because it is used by all genders, ages, races etc. However, there are some people in the world who do not use Facebook so the advert may appeal to them and get new people on the website.The main people in the Young & Rubicams 4C’s who Facebook intend their advert to appeal to would be The Explorers. This allows them to go on Facebook and make new friends and enjoy new experiences on the website.

StructureThere is not really a story in the advert because it shows friends from around the world hanging out together, but it certainly gets the message across to the target audience. It is a realist advert because it shows talking and hanging out with new people would be a great experience for the target audience.

Persuasive TechniquesThe advert shows repetition because it has nothing other than friends having fun together, the advert has used this type of technique because it shows hanging out with friends endlessly can be a really good experience for anyone. This has a big impact on the audience because the advert doesn’t feature any celebrities so the people on the advert and the viewer watching at home are at the same level so it makes the audience feel part of the advert.