Claudia O'Mahoney
Creative Media & Production
WWF - World Wide Fund For Nature
Purpose
The main purpose of this advert is to advertise the WWF campaign. It has also been created to introduce the campaign and give it an identity in the hope of attracting more people to support the campaign.
Target Audience
The target audience is mainly aimed at people who care for wild animals at any age,gender,ethnicity and class. This is because the campaign knows that people who care about wild animals will strive to make a difference and so they are more likely to support the campaign and donate.
Campaign Message
The campaign message from this advert is that the more money you donate towards WWF, the more you will make the world a better place. The slogan, "Give a hand to wildlife" also points out the fact that there are many endangered species in the world that need attention.
Representation
In this advert, the world's species are represented as being in trouble and in need of help.
Legal & Ethical issues
Legal issues with this advert would be if there is any inappropriate language or images that may be to upsetting to viewers. There are government rules and regulations when advertising. All marketing and advertising must be:
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an accurate description of the product or service
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legal
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decent
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truthful
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honest
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socially responsible (not encouraging illegal, unsafe or anti-social behaviour)
If you break the regulations, you could be reported to a local Trading Standards office. You could be fined, prosecuted or imprisoned.
Method
The creators of this advert ensured that the observer is able to connect and relate with a current world problem. The creators wanted to convey the message 'Give a hand to wildlife' literally but also on a symbolical level. The image, strong and surprising, express the fact that world’s wildlife is essentially in human hands. The campaign uses 'shock tactics' in order for it to have the highest impact. This is evident through the powerful message we receive as an audience that this problem cannot and will not be resolved unless we do something about it.
Regulatory Bodies - ASA
As the UK’s independent regulator for advertising across all media, the work of ASA includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements, sales promotions and direct marketing.
As well as acting on complaints, ASA carries out many other regulatory activities to make sure advertising stays within the rules. For example, the ASA actively checks ads in all media and regularly conducts surveys of advertisements published by sectors where there is either unsatisfactory compliance with the Codes or where there are societal concerns about that sector.
And together with CAP, they work to support the industry to help them get their ads right before they are published. For example, by providing guidance, pre-publication advice and training for the industry.
Mr Kipling Cakes
Purpose
The main purpose of this advert is to advertise Mr Kipling cakes but in particular to celebrate the Queen's Jubilee. It has also been created to give the company an identity in the hope of attracting more people to buy their products.
Target Audience
The target audience for this advert is not anyone specific because any age,gender,ethnicity and class will celebrate the Queen's Jubilee and therefore buy their product.
Campaign Message
This advert was released as the time of the Queen's Jubilee. Therefore, the campaign message from this advert is that when you're celebrating the Queen's Jubilee, a Mr Kipling traditional English victoria sponge cake is something that everyone can enjoy for the occasion.
Representation
The company Mr Kipling is represented as successful and popular in this advert. This is because the Queen's Jubilee is a big and important event and so for the company to sell thousands of their product for the event they must be a appealing. The slogan, "Exceedingly good cakes" insinuates this.
Legal & Ethical issues
Legal issues with this advert would be if there is any inappropriate language. There are government rules and regulations when advertising. All marketing and advertising must be:
-
an accurate description of the product or service
-
legal
-
decent
-
truthful
-
honest
-
socially responsible (not encouraging illegal, unsafe or anti-social behaviour)
If you break the regulations, you could be reported to a local Trading Standards office. You could be fined, prosecuted or imprisoned.
Method
The creators of this advert used a technique such as campaign timing in order for the campaign to have highest impact of attracting more viewers. For this campaign, the creators have released their advert to sell traditional english cake in the time of the Queen's Jubilee celebration.
Regulatory Bodies - ASA
As the UK’s independent regulator for advertising across all media, the work of ASA includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements, sales promotions and direct marketing.
As well as acting on complaints, ASA carries out many other regulatory activities to make sure advertising stays within the rules. For example, the ASA actively checks ads in all media and regularly conducts surveys of advertisements published by sectors where there is either unsatisfactory compliance with the Codes or where there are societal concerns about that sector.
And together with CAP, they work to support the industry to help them get their ads right before they are published. For example, by providing guidance, pre-publication advice and training for the industry.