The advert is anti-smoking campaign from SmokeFree offering help to people addicted to smoking. The Campaign uses a graphic image to make a lasting impression, it uses a literal hook to show the physical damage of being "hooked" on smoking. The slogan Get Unhooked relates to the graphic image. The fish hook metaphor also represents the fact that they are being dragged into death, except instead of a dead fish, it's a person being killed by the addiction. This makes the choice to be unhooked seem obvious because it puts it into context. Her head is pulled in the direction of the hook with her lip being pulled away from her face to show that there is strain on the hook and this shows she is in a great deal of pain, which makes the message of the Campaign stronger.
The Logo is in the bottom-right corner and it small and subtle yet still stands out from the white background, so it is noticeable but doesn't draw attention away from the image. The NHS logo is in the Top-Right corner of the poster, It is one of the first things you notice about the poster after the image and it shows that the campaign is supported by a national company which makes the campaign seem more established.
The Statistic caption under the picture helps the audience realise how addicted they are to smoking and shows how much they smoke in the long run of things. It implies how expensive it is to smoke, which would appeal financially struggling smokers. The contact details are underneath the statistic and the image and offers both a phone number and a web address, the multiple options make it seem like they are more willing to help and the contact details offer constituency with their other adverts.
The girl in the images is young, attractive and appears healthy which highlights who the target audience is and relates to a lot of young women smokers. She is dressed casually and cheaply which shows that paying for her addiction to smoking is making her struggle financially. The girl appears quite young, certainly to young to have a large disposable income which shows once again that she can't afford to be addicted to smoking.
The political campaign for President Obama has an image of
President Obama looking into the distance, his is indirect address and this
suggests that he is dreaming up a new future. The colour scheme of the campaign
is red, white and blue, the national colours of the United states, this implies
that he has America's best interest at heart and the patriotic colours show
that he can represent America honourably. The simple one word slogan Hope could
represent multiple things, it could be to show that president Obama is
America's only hope or that America needs hope and this appeals to people who
feel America is hopeless. He is dressed professionally which makes him seem as
if he knows what he is doing.
He is looking as if he is in thought, this makes him seem
intelligent, wise and possible spiritual which makes the audience feel as
though he knows what to do to solve America's problems. The American Flag is on
his chest which makes him look dedicated to his country. The left side of his
face is completely white as if light is shining down at him; this could
represent God looking down at him, which would help him with religious voters.
Light can also symbolize goodness which could represent the fact that he has
morals and fair initiatives.
The Campaign has a unisex colour scheme which shows the
campaign is aimed at both men and women. The slogan only uses one word which
makes a bigger impact because it emphases it, giving it context, rather than
use a longer slogan which fully explains itself. The Simple Slogan could show
that the answers to America's problems are simple and Obama has the answer.
Campaigns use Visual Imagery to make a lasting impression on the audience and back up the message of the campaign. Campaign usually have a similar theme, for example the Smoke free Campaign uses a shocking, graphic image to capture the attention of the audience, in all of the Smoke free adverts there is a smoker with a fish hook in his or her mouth, it varies in ages, appearances and sexes to relate to the target audience.
Logos
The Logo of the brand is on every campaign poster it is usually in a clear brightly coloured font so it stands out of the page. A Logo is usually found in one of the corners of a poster and in television advert it would usually appear at the end to show the brand. The Childline advert has the logo in the centre and surrounds it with different in varying colours and fonts, this highlights the brand while other adverts may use a shocking image as the main centre of attention.
Contact Details
Most Campaign adverts feature the campaigns website address and contact details in case someone would want to contact and/get involved with the campaign. They are usually in one of the corners on the bottom half of posters and the last shot of a television advert.
Company Name
The Company Logo usually features in one of the corners of the poster to show who supports the company that supports the campaign to both show that an established company or organisation supports the campaign and get good publicity and build awareness about a company.
Slogan
Most Campaigns have a slogan that is used in every campaign for continuity, it also grabs the attention of the audience, it is usually short and catchy so it makes the audience remember it. The Dogs Trust slogan uses a well known expression but changed the meaning of it to make the audience sympathise with the dog.
Campaigns use a variety of cross-media platforms from print campaigns, to podcasts, social networking pages or television adverts.
Print Campaigns
These posters are featured all over London, especially on the London Underground. It uses a shocking image to draw the audience's attention from far away and make it stand out.
Television adverts
Television adverts make the audience think, a moving image advert gives the audience more information than a print campaign. It can also use more persuasive language and make a lasting impression on the audience.
Radio adverts
Radio adverts can be as affective as a television advert because even though the audience can't see what is happening that can actually be used in favour of the campaign for example the ISPCC advert uses the lack of images to use Enigma and make the audience feel as if they were in the situation themselves.
Social Networking Pages
Social Networking is very popular method for campaigning, if one person likes a campaign all of their friends will be notified of it with a link to the page.
Websites
Campaigns use their websites to explain their cause and the work they do to help and support it. It also have different resources to help teach people about the cause.
Billboards
Billboards are an affective way of advertising, people who aren't interested in social networking have more ways of finding out about the cause, Billboard adverts are seen by thousands of people and the doll would appeal to children and will give more attention to the cause.
This is a advert from the Think! Campaign, they use shocking images to capture the audience's attention. The shocking image shown makes the audience both concerned and uncomfortable, so while the audience wouldn’t enjoy the advert they would be shocked or concerned enough to support the campaign. It uses direct address to shock the audience and almost pleads with his eyes for the audience to help him. The statement uses the phrase ‘my friend’ this shows that somebody else is revealing the accident. This shows that the victim didn’t live through the accident and makes the message more serious and dangerous. It has a clear Hard Hitting message to capture the audience attention and make the campaign memorable.
The advert has a very dark colour scheme which support the serious topic of the campaign. The slogan uses the rule of three, which is a common technique of persuasive language, this makes the slogan catchier and gives more significance to the slogan. The Bright yellow font of the slogan and logo also shows that bright colours stand out on the road, this is another way of road safety which is implied.
The slogan uses rule of three to highlight the message and to make it short, snappy and clear. The brighter font shows the chose he made and the darker to show the consequence this is affective because it makes the audience think about the consequences of not prioritising road safety. The phone is shown in his hand to emphasis why he died and relates to the target audience, teenagers. The phone type is quite relatable as well, it is a good type showing he cares about technology but it isn’t the latest model showing he isn’t a young adult with a disposable income. The Think! Logo is in the bottom middle so it is noticeable and people are aware of the campaign but doesn’t draw attention from the shocking images. The slogan and campaign logo are both in yellow font to stand out from the dark background. The name of company running campaign, to show who supports and funds it. The Target audience are teenagers as shown by the teenager lying dead, which will make teenagers empathise with him. This could appeal to parents because they would imagine their child in that situation and be more cautious about leaving their children to walk around in a busy society and/ or make them teach their children road safety.
The Think! Campaign uses shocking images to provoke the audience into considering road safety. The poster uses direct address to relate to the audience and makes the audience feel empathy for the victim.
In the moving image advert makes the audience feel safe because people assume that when a child is being supervised by her parents they assume the children are safe and this advert shows that it is not true. Parents can relate to the advert because they would be able to visualize their children in that situation and this would obviously make them think.
A threat campaign makes the audience aware of the consequences of smoking. Using shocking statistics to prove that people can't avoid being a statistic and makes the target audience understand the risk or issue with the action the campaign is against. For example the picture appears as a typical young adult male which also shows who the target audience are. The smoke forms the shape of a gun, which is pressed to the man's head. This could represent the source of the gun is coming from his own mouth showing that he is killing himself , which can also be interpret as suicide, especially because the gun is pressed against the side of his head which is a stereotypical position for suicide.
Shock
Shock adverts are created to leave a lasting impression on the target audience, instead of impersonal statistics, shock makes the audience relate to the victim. Shock adverts are designed in some cases upset the audience, to stop them doing the action shown. For example the Think campaign has the victim staring pleading into the eyes of the audience which helps the audience empathise with the victim. In his hand is the mobile phone which is responsible for his death, this is a more subtle way of showing the cause of his death.
The Think!advert shows a family playing I spy but ends in one of the children being hit by a train, when this happened the audience is completely taken by surprise because people assume accidents only happen to unsupervised children when the parents could help them.
Famous/Elite People
Campaigns use celebrities or elite people to draw attention to the advert, by using a known figure, it will make the audience interested in the advert and will make people talk about the campaign, giving it more attention.
The Red Campaign features a large range if celebrities from Orlando Bloom to Hugh Jackman. The well known names will draw attention to the advert and this would interest their fans and cause fans to spread it through social networking.
The image shows two celebrities in plain clothing wearing tape across their mouths in protest. NOH8 is a campaign for marriage, gender and human equality.
Enigma
Think! released an advert where the audience had to count the number of passes by the white team, but the audience fails to notice the bear moonwalking across the shot. This shows the audience that they can be unobservant and this can lead to dangerous driving. This makes the audience think about the advert for hours after it is finished because it makes them reconsider their opinion how good their eyesight is.
Jingles/Slogans
A Jingle or a slogan makes an advert more interesting, they are used in every advert of a certain to campaign for continuity. If a certain slogan or Jingle is in someone's head they will associate it with the brand.
The GoCompare adverts feature a Jingle which is played in all of their adverts and has become associated with the brand.
A slogan draws a conclusion to an advert, gives the campaign a consistent expression that features in every advert and help build a brand.
Stereotypes
Campaigns use stereotypes to make the people in the adverts more relatable, it makes people more interested in the campaign. This can people talk about the campaign on social networking sites.
The BT Infinity Flatmates campaign uses a stereotypical 'geek' character interested in gaming and technology, the other characters are less stereotypical but 'geek' has an interest in the girl and this a stereotype regularly shown on television on shows like The Big Bang Theory.
Humour
Some Campaigns use humour to make their adverts humorous and memorable. Humorous adverts make people talk, which will make the cause or product more well known. The Compare the meerkat/Compare the Market advert uses a funny signature character that features in every advert which offers continuity through the whole campaign. People discuss and share popular humour adverts through social Networking, which builds awareness about the Brand.
Sex
Sex is used in Campaigns mostly to appeal to men, these women are usually young and attractive so that they appeal to men. Gucci Guilty is a good example of use of sex in campaigning. In this advert the woman looks weak and submissive while the man looks strong and in charge, this is an idealistic version of a relationship so it would be attractive to men. The advert uses direct address to appeal to the audience and make the audience feel it is addressing them.
Persuasive Language
Persuasive language is commonly used in campaigns to make the audience empathise or react to the advert, they have many techniques to make people listen for example rule of three or rhetorical questions. The Water-aid 'No choice' campaign advert uses direct address to make the audience feel responsible. It uses antidotes to give real life examples to make the issue more personal to the audience and make the audience empathise more and creating a stronger reaction from the audience.
A campaign is type of media, which is produces to build
awareness whether about an event, a political issue or to raise awareness about
a serious problem in the world. A campaign can be presented through print
adverts, websites, television adverts and events to build awareness.
Campaigns are used to...
Promote a Product.
Campaigns like Rimmel London for instance advertise globally through television, magazine, billboards and many more techniques of media.
Publicise an Event.
Coldplay advertised its tour months before hand and posters like this could be found all over the country. They also advertised with radio ads, television adverts and billboards.
Educate People
The FACE campaign shows a woman having a stroke and gives step by step instructions on how to tell if someone is having a stroke. It shows a hypothetical situation which the audience can relate to.
Raise awareness about an issue
The Think! campaigns use direct address to provoke viewers. They use shocking and memorable images or videos to make a lasting impression on the viewer.
Provide a Public Service
Childline released the You can talk to us Campaign and shows several hypothetical situations where teenagers needed advice and support and couldn't ask their parents at the end it gives a phone number and website where the offer the service for free.
The Brief states that we must create an campaign to raise awareness and support for the regeneration of abandon buildings or parks so they can be transformed into something useful to the community for example a abandoned park can be turned into a sports field or be brought back to life.
In my Group there is a mixture people from both Ashwell and Baldock so we can easily access information about regeneration of local area, whether it be positive or negative.
The target audience for the campaign are teenagers with an interest in their local community and the adults when settled into a community with a sense of permanence because the main incentive for regeneration is preserving buildings for the future, it would make sense if the target audience had an interest in the future of their communities.
For this Project we need to...
Research Campaigns.
Find appropriate places to feature in our campaign.
Take honest but shocking images to convince the target audience to support Regeneration.
Produce moving images to attract the attention of the target audience.
Interview a member of our local council about derelict houses that could be renovated and deserted land that could be used for farming.
Create Print campaigns e.g. newspapers, posters, leaflets etc.
Create an extensive website with at least three webpage.
I already have some derelict buildings and fields in mind, my first one is an unused field owned by the parish council, it was used to keep horses several years ago but has been allowed to overgrow.
This field was used for keeping horses or cattle but hasn't been used in the last six to seven years. It has been abandoned for years and since the church hasn't put it to good use I think it could be restore as an field for farming or livestock or it could b used as a small splash park or playground.
Similar to the field the stables were abandoned about ten years ago, the space around it has been allowed to grow in to a mess and there has been no action to sell the building or restore it back to a part of society.
It could easily be restored as a stable, considering the neighbouring fields and paths. Another possibility would be for it be transformed into a house, instead of building on new land that could be used for farming.
