LO1: Initial Feedback Sheet

NRS - National Readership Survey - gather information about their audience from magazines and surveys

BARB - Broadcasters Audience Research Board - viewership figures

Thats Life! magazine is read mostly by people in the C2DE grades of the NRS social scale who are over 35. The magazine would advertise cheaper products as its target audience are from the lower social classes

Production Schedule

Deconstructing a brief

Deconstructing a brief

The aim of the advertising campaign is to make people aware of their company and attract customers to their facility.

The target audience of the advertising campaign is families and teenagers aged 13-19.

The deadline is not explicitly specified; this could be a problem

Planning Documents for Design Space

Planning Documents for Design Space 

• Moodboard
• Production schedule
• Storyboard
• Gant Chart
• Visualisation diagram

DSA Treatment

Advertising Campaign - Design Space Architects

The advertising campaign for design space architects is to include a short video advert to be used on the companies website and possibly on their social media pages (as stated in the client brief). In addition to this graphic images will be produced to be used on the companies social media pages and a print based advert will be produced to be used in architecture magazines. The campaign will be aimed at people aged 30-50 in the ABC1 section of the NRS social scale who are interested in custom building their own home or have an interest in the environment as these are the types of people who would be interested in having a house or extension designed by the company as they have a larger amount of disposable income than other members of society and they are still at the right age for moving house (if they were to have a completely new house designed by the company).

The video advert will have a serious tone in order to attract the audience’s attention and possibly shock them. It will follow an environmental theme, stating facts and figures on how modern development is destroying the environment. This will then lead on to the footage emphasising how environmentally friendly the houses that DSA designs are; showing various feature such as the green roof on the Highfield property or the air source heat pump and the natural materials in place at the Stone Hill property.

The graphic images and print based advert will also follow a similar theme, emphasising how environmentally friendly the properties designed by DSA tend to be in order to appeal to the target audience. They will feature a montage of images taken at the Highfield and Stone Hill properties along with a the company logo, slogan (tbc) and a short description of the company along with contact details and social media links.

To keep the advertising campaign consistent, a house style will be established to use throughout the various adverts. The colour scheme from the DSA website will be incorporated into the adverts to keep consistency throughout the companies platforms. The font used for the DSA logo will be used for the heading throughout the campaign and the simplistic font used for the main information on the website will be used to display information on the adverts.

The main video advert will be used on the companies website as well as on the companies various social media accounts (as stated in the brief). The graphic images produced will be used on social media in an attempt to redesign the company’s social media pages and make them look more professional (e.g. new Twitter banner and AVI, new profile picture and banner for the companies Facebook page and YouTube channel and possibly the formation of an Instagram page to share images of DSA projects). The print based advert will be given to DSA in order for them to publish it in an architecture magazine (e.g. Architects Journal) or a local area publication (such as the Barnsley Chronicle or S70 magazine).

A mood board has already been produced in order to collect initial ideas for the campaign and further pre-production documents will be produced in the coming weeks (script, storyboard, visualisation diagram). Although it has not been planned yet I will hopefully be taking the images needed for the campaign on Sunday the 27^th of November as this needs to be done before winter to avoid adverse weather conditions.

Pre-Production Documents

Possible Clients

Possible Clients

Design Space Architecture

The company is owned by my uncle so communication when designing the advertisements would be less of an issue. Because of this I also know some background information about the company and have access to some of the houses designed by the company in the event that I may need to photograph them for the advertisements. I would aim to create adverts for a social media account (such as a Facebook page) and adverts for an architecture magazine as well as a video advert for the companies website and also possibly some paper adverts (leaflets/flyers etc.)

Campaign Message:

Slogan: "Affordable, innovative design" "A refreshing approach to architecture" "Think big, think Design Space" "#ThinkBig"


Houghtons Hats

Houghtons hats is a part time business run by my auntie. Because of this it would be easier for me to communicate with the client when designing the adverts. Because it is it only a small company with a low budget I would aim to create adverts mainly through social media as it is free to advertise on websites like Facebook and Twitter. I would design a video advert for the social media pages as well as still image adverts. Paper adverts such as flyers and leaflets could also be a possibility as this is still a relatively cheap form of advertising.

Slogan: "Stylish headwear for any occasion" 

Top Corner Magazine - Unit 3 Project

Creating an advertising campaign for my CDM Unit 3 project could also be a possibility as I am the creator of the magazine there would be no need for communication between other parties which would speed up the creative process and make it more efficient. As this is a college project and not a functioning business I effectively have no budget so I would aim to create adverts mainly for use on social media; such as a video advert that could be uploaded to a websit ike youtube or various still images the could be uploaded to a Facebook or Twitter page.

Adverting Campaign LO:1 Advert:4

WWF - Stop Wildlife Crime

The WWF Stop Wildlife Crime advertising campaign consists of a series of adverts featuring Christina Grenard, a "splash" artist who uses a contemporary technique to create interesting looking paintings of animals. The campaign ran four adverts all with the title "I am not" with a noun at the end (medicine, a souvenir, a trinket, a rug) to raise awareness of animal poaching. Each advert features multiple stats and statistics (such as the "I am not medicine" advert that shows text reading "one killed every twelve hours" and "Killed to make medicines that cure nothing" referring to elephant poaching) to use the issue of poaching to enforce the campaign message. The key message of the campaign is that wild animals are not for human consumption, they don't exist so that we can benefit from their flesh, skin and bones. They just want to live their lives in peace.

The advert would appeal mostly to animal lovers and conservationists but as this advertising campaigns goal is to raise awareness and not sell a product, I would argue that there is no specific target audience and that this advertising campaign is aimed at everyone so that the WWF can educate the public on the threats these animals are facing and what is at risk if we do not take action. 

To engage the audience the advert shows live footage of Christina Grenard creating a painting of an animal using splash art, an uncommon art technique that is likely to grab the viewers curiosity and make them watch the advert to see what she is creating as at the start of the advert this is not made clear. 

The adverts were also backed up with a number of short, ten minute documentaries that the viewer could access by going to the website linked to the YouTube advert. These gave more detail on the issues shown in the adverts and provided a separate approach to enforce the campaign message.

The advert itself covers many legal and ethical issues in its content but before releasing the advert the WWF would have had to make sure that all the facts shown in the advert were true.

Adverting Campaign LO:1 Advert:4

WWF - Stop Wildlife Crime

The WWF Stop Wildlife Crime advertising campaign consists of a series of adverts featuring Christina Grenard, a "splash" artist who uses a contemporary technique to create interesting looking paintings of animals. The campaign ran four adverts all with the title "I am not" with a noun at the end (medicine, a souvenir, a trinket, a rug) to raise awareness of animal poaching. Each advert features multiple stats and statistics (such as the "I am not medicine" advert that shows text reading "one killed every twelve hours" and "Killed to make medicines that cure nothing" referring to elephant poaching) to use the issue of poaching to enforce the campaign message. The key message of the campaign is that wild animals are not for human consumption, they don't exist so that we can benefit from their flesh, skin and bones. They just want to live their lives in peace.

The advert would appeal mostly to animal lovers and conservationists but as this advertising campaigns goal is to raise awareness and not sell a product, I would argue that there is no specific target audience and that this advertising campaign is aimed at everyone so that the WWF can educate the public on the threats these animals are facing and what is at risk if we do not take action. 

To engage the audience the advert shows live footage of Christina Grenard creating a painting of an animal using splash art, an uncommon art technique that is likely to grab the viewers curiosity and make them watch the advert to see what she is creating as at the start of the advert this is not made clear. 

The adverts were also backed up with a number of short, ten minute documentaries that the viewer could access by going to the website linked to the YouTube advert. These gave more detail on the issues shown in the adverts and provided a separate approach to enforce the campaign message.

The advert itself covers many legal and ethical issues in its content but before releasing the advert the WWF would have had to make sure that all the facts shown in the advert were true.

Adverting Campaign LO:1 Advert:3

Aldi - Like brands, only cheaper

The key message of this advertising campaign is that Aldi products are almost identical to branded products but they are a lot cheaper. The target audience for this advertising campaign is primarily women, particularly those aged 30 to 70 as they are stereotypically more likely to go to Aldi than men as it is traditionally seen as the woman's role to do the shopping for her family. Certain adverts in the campaign, such as the advert for nappies, will appeal more to the younger side of the target audience as they are more likely to have young families. Because of Aldi's reputation for being a "cheap" supermarket, the target audience in regards to social class is anything from C2 downwards on the NRS social scale as these are the people in society who need to be more careful with their money. In most of the TV adverts Aldi uses humour to engage its audience; such as the tea advert where the old woman says she prefers gin or the toilet roll advert where the bear advertising the product makes a reference to a well known inappropriate joke.

This advertising campaign was run primarily through TV advertising; this is because the target audience (women aged 30-70) are exposed to advertising mostly through TV. The TV adverts for this campaign were usually shown between 6pm and 9pm as stereotypically this is when women from the target age range will sit down and watch TV, after they have got home from work and made dinner and before they go to bed.

Before release Aldi would have to consider certain legal issues when producing their adverts as they show a branded product which they do not own the rights to so they
have to make sure they do not mention its name (unless they have permission to) or criticise it.

Adverting Campaign LO:1 Advert:2

Red Bull: World of red Bull

In 2013 Red Bull released their "World of Red Bull" advert in which they never actually show anyone consuming their energy drink but instead show people participating in action sports to try and give their brand connotations of excitement and adventure in an attempt to get people to buy their product.

The target age for the product is young people, particularly males as this type of advert depicting extreme sports such as skydiving, motocross, skiing and formula 1 is more likely to appeal to them. The advert is also likely to appeal to young professionals such as those in the C1 group of the NRS social grade as they want to be focused and determined to help them with their work, something which Red Bull claims to make you become. 

The advertising slogan for red Bull is "Red Bull gives you wing" this combined with the positive imagery and voice over in the advert makes the key message of the campaign one of adventure and exploration, about setting goals and not limiting yourself to what you can achieve.

To engage the audience the main video advert for the campaign uses dramatic music played over the top of visuals showing various athletes participating in extreme sports whilst a man with what can only be described as a captivating voice reads an inspirational speech.

The footage of extreme sports seen in the advert are from various red bull events such as : the Malaysian Grand Prix, Red Bull Rampage (mountain biking), Street League (skateboarding) and the red Bull MX Super Champions (motocross). These events will have acted as an extra type of advertising for the brand as the events are often broadcast on TV alongside their adverts.

Red Bull chose to advertise their product heavily through social media rather than platforms such as TV; this is because of their target audience as young people are more likely to use the internet than watch TV, listen to the radio or read a newspaper.

Legal & Ethical

Red Bull's "World of Red Bull" advert shows various athletes performing different extreme sports which could be considered dangerous. I believe that this particular campaign is ethically wrong as nowhere on the advert does it say anything along the lines of "don't try this at home.

Adverting Campaign LO:1 Advert:1

Old Spice - Small like a man, man

This particular Old Spice campaign was launched in 2010. The first commercial, “The Man Your Man Could Smell Like,” was an overnight success and quickly became a cultural phenomenon, generating significant word-of-mouth buzz online and off-line, and getting referenced by many celebrity fans. The advertising campaign was endorsed by American actor and former NFL practice squad wide receiver Isaiah Amir Mustafa. 

As the advert is for mens deodorant and body wash one could assume that the target audience was male. However, when watching the advert Isaiah is clearly directing his line of address to women with a male partner; particularly older woman as Old Spice is a more "mature" fragrance and older women are more likely to have a partner who is a similar age to them. 

The key message of the campaign is that most male products smell like feminine products whereas Old Spice smells manly and is used by "real" men. This message is repeated constantly throughout the advertising campaign

To initially engage the audience (who are mostly female) Old Spice use what some would consider to be an attractive male actor. The actor (Isaiah Amir Mustafa) talks constantly throughout the advert to keep the attention of the audience. Old Spice stereotypically assume that the mostly female audience will find the actor attractive because he is very muscular.

The advertising campaign was mainly broadcasted on TV as this is how the target audience is most likely to be exposed to advertising because stereotypically, older people watch Tv most evenings and don't use the internet very often. Despite this pop up ads and banners where also used on popular websites such as Facebook and YouTube to try and attract more attention to the brand and perhaps widen its target audience to the younger generation so as to generate future customers.

Legal & Ethical


In the Old Spice adverts they use a shirtless male actor to advertise their male grooming products. They have avoided failing under ASA's scrutiny as they do not show anything bellow the actors waist meaning that it would be classed as tasteful nudity.

Adverting Campaign LO:1 Advert:1

Old Spice - Small like a man, man

This particular Old Spice campaign was launched in 2010. The first commercial, “The Man Your Man Could Smell Like,” was an overnight success and quickly became a cultural phenomenon, generating significant word-of-mouth buzz online and off-line, and getting referenced by many celebrity fans. The advertising campaign was endorsed by American actor and former NFL practice squad wide receiver Isaiah Amir Mustafa. 

As the advert is for mens deodorant and body wash one could assume that the target audience was male. However, when watching the advert Isaiah is clearly directing his line of address to women with a male partner; particularly older woman as Old Spice is a more "mature" fragrance and older women are more likely to have a partner who is a similar age to them. 

The key message of the campaign is that most male products smell like feminine products whereas Old Spice smells manly and is used by "real" men. This message is repeated constantly throughout the advertising campaign

To initially engage the audience (who are mostly female) Old Spice use what some would consider to be an attractive male actor. The actor (Isaiah Amir Mustafa) talks constantly throughout the advert to keep the attention of the audience. Old Spice stereotypically assume that the mostly female audience will find the actor attractive because he is very muscular.

The advertising campaign was mainly broadcasted on TV as this is how the target audience is most likely to be exposed to advertising because stereotypically, older people watch Tv most evenings and don't use the internet very often. Despite this pop up ads and banners where also used on popular websites such as Facebook and YouTube to try and attract more attention to the brand and perhaps widen its target audience to the younger generation so as to generate future customers.

Legal & Ethical


In the Old Spice adverts they use a shirtless male actor to advertise their male grooming products. They have avoided failing under ASA's scrutiny as they do not show anything bellow the actors waist meaning that it would be classed as tasteful nudity.

Class categorised advertising

Class categorised advertising


Mercedes - SLS AMG (Class A audience)

The SLS AMG launched in Asia shortly after Europe. With everyone eagerly anticipating its arrival, Mercedes opened with the campaign line 'The SLS AMG has landed' and showed the car with its wings-like unfurled. The campaign was so successful, Singapore sold its allotment of 10 $900,000 SLS AMG's within the first 2 weeks. This type of product is aimed at class A people primarily because of the cost of the vehicle. In this advertising campaign the gull wing doors and the cockpit are referred to as if they were those of a plane. This has connotations of flight which has connotations of success; something the type of people who would buy this product strive for.

BMW - 3 Series (Class B audience)


The BMW 3 Series advertising campaign is aimed at a class B audience meaning it can be assumed that the target audience has a certain amount of disposable income that they might want to spend on a good looking car that isn't stupidly expensive. The word "passion" (which is used repeatedly in this advertising campaign) has connotations of excitement and enthusiasm, emotions which the target audience may want to associate with themselves.

Vauxhall - Corsa (Class C1 audience)

The Vauxhall corsa advertising campaign is aimed at a class C1

My marketing campaign

I think the platform that would suit my marketing campaign (video games) best is online advertising. This is because the target for most video games is young people who are most likely to be exposed to adverts on the internet than they are anywhere else.

To replicate something like this in my advertising campaign I wold have to show a recognisable symbol or character on a short advert or billboard.

Legal Bodies

Lynx advertising campaign

Lynx Dry Deodorant Advert

The main target audience for this advert is young males. The advert shows an attractive female model cooking dinner in a kitchen; this is used to attract the male gender as they are likely to find the model attractive. Showing the model cooking dinner my also attract the male gender as they are more likely to recognise her as an ideal partner making them think that if they buy the product being advertised they will be able to go out with an attractive model who will cook them dinner and look after them.

Advertising Key Terms 14/09/16

Ideal self - Who someone would like to be

Intertextuality - The relationship between texts, especially literary ones

Pastiche - An artistic work in a style that imitates that of another work, artist, or period

Endorsement - Approving or supporting something or someone

Call to action - An instruction to the audience to provoke an immediate response, usually using an 
imperative verb such as "call now"

Cadburys Creme Egg - Creating Profit

Cadburys Creme Egg - "Have a fling with a Creme egg"

The 'Have A Fling With A Creme Egg' campaign was developed to encourage people to be impulsive and to give in to their desire for their fix of their favourite Easter treat while they can.  The integrated campaign included print executions and five 10" TV spots, depicting characters showing their passion for their Creme Eggs, even engaging in a little romance with the brand while their 'flings' last. 

The core message for this advertising campaign is that the Cadburys creme egg is only available for a limited period of time (January - March) so you should buy one while you have the chance. This is portrayed by the repeated use of the word "fling" which has connotations of romance over a short period of time. 

https://www.youtube.com/watch?v=rDURT0Nrm_4

Cadburys use this advert to create a sense of humour which ultimately makes the advert more memorable. The advert portrays a young man getting ready for a date which has connotations of the word "fling" that is repeatedly used throughout the advertising campaign. The only reference to the key message of the campaign (Creme egg is only available for a limited period of time) is the text at the end of the advert that reads "Here'til 31st March".

Key Terms

Key Terms

Connotation - the associated or secondary meaning of a word or expression in addition to its explicit or primary meaning: A possible connotation of “home” is a place of warmth, comfort, and affection.

Denotation - the explicit or direct meaning or set of meanings of a word or expression, as distinguished from the ideas or meanings associated with it.

Demographic - relating to the study of changes that occur in large groups of people over a period of time.

Iconography - the visual images and symbols used in a work of art or the study or interpretation of these.

Branding - The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme.