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.