unit 20

Social Grade In terms of social grade, workers that fall into the C2 and D category are most likely to be the target audience for the audio visual promo for the Build a Life campaign. I believe that C2 and D are the most appropriate target audience as they are skilled and semi-skilled manual workers, and also make up a large percentage of the population. This is because the audio-visual promo for the ad targets various kinds of people from different backgrounds, which also covers a vast majority of the population. In general, the audio-visual promo has a consistent professional editing style throughout: the editing was simplistic yet well made and clean. The clips themselves consisted of video clips and VHS tapes of families from different backgrounds and cultures (all of these clips were recorded at different times, hence why some of the clips used are VHS tapes). Because of how diverse the audio-visual promo is, the campaign targets a very broad target audience overall, and does not ...

Codes and Conventions  In terms of codes and conventions, the techniques I have included are a slogan, logo, icon and soft sell. I included these techniques because they are also used in other ad campaigns; such as the B&Q build a life campaign.  B&Q used the soft sell technique when promoting their build a life campaign: they did this by only using a compilation of videos recorded by people in their homes (just to hint what brand the ad might be promoting) until the end of the video ad where the logo is shown on screen along with the logo.  In general, the campaign tries to relate to real life families – from different backgrounds, ethnic groups and cultures, genders, etc. The B&Q campaign’s target audience is very broad and inclusive; It is representative and expresses people’s culture. Murasaki, In comparison to this campaign, doesn’t promote the price / expense of what is being advertised (unlike the hard sell technique.) In terms of codes and conventions,...

  Introduction     A multi channel campaign is a campaign that is advertised and promoted across several media forms and subsidiaries. The campaigns Share a C oke, Colourful People and Save Tango are examples of multi channel campaigns ran by large companies in the soft drink industry that try and promote different messages to their audience.     Share a Coke     The Share a Coke campaign , launched in 2013 to 2014 in Great Britain, is a campaign promoting Coca-Cola by giving customers the chance to personalise their drink with their name instead of the iconic Coca-Cola logo. The campaign ran in 70 different countries and won 7 awards at the Cannes Lions Festival. Coca-Cola had created a vi d eo advertisement to promote their campaign , showcasing how you can share a coke with almost anyone .     The campaign is especially inclusive with names, despite stating that they are using “the nation’s most popular names ”. They include n...