Whiskas cat food (2021) The advert would have been displayed on television. I found this advert online on YouTube. (Link above) The advert is created to be promoted globally.
An advert is a means of communication in which a product, brand, or service is promoted to the public to attract interest, engagement, and sales.
The aim of this advert is to promote the Whiskas brand cat food to cat owners the moment where this is shown is in the timestamp 0:01 to 0:02 where it shows the owner opening the cat food very easily with no mess. The advert reaches its aim by showing that after eating Whiskas the cat in the video starts to relax and starts to think of what heaven in a cat's mind would be. From 0:09 to 0:53 the cat is so relaxed that the cat starts to fall into deep thinking. Here the cat thinks of playing with yarn, having its own cat-shaped submarine, and being petted by others. This makes it appealing to the viewers as it is not only an interesting ad from the cat's perspective, but it also means that this Whiskas cat food must be so good that the cat is now super relaxed and purring. Which fits the "Purr More" campaign name. The aim of this advert is to increase sales.
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The target audience for Whiskas cat food is cat owners. Which could be the demographic of young or elderly cat owners or families who are centered around their pets. About 58% of cat owners are women, and the average age of cat owners is 55 to 64 years old. Shoppers are usually between 45 and 64 but the majority of pet store revenue comes from millennials and boomers. Cat owners are typically aloof, cautious, and independent. They are more likely to be curious, unconventional in thinking and actions, and more prone to worry than dog owners. Cat food shoppers like more laid-back hobbies such as reading, gardening, writing, photography, and knitting/crocheting. White households have the highest pet ownership rate with 64.7%. Secondly, Hispanic Households with 61.4%. And lastly, Black-African American Households have the lowest pet ownership rate with 36.9%. Americans spend the most amount of money on pet food. In the UK, the city that has the most cats are Birmingham. An appealing thing about this Whiskas advert is 3 things. First, it is easy to open the packet and put it in a food bowl for the cat to enjoy, creating no mess. (0:02) Secondly Whiskas is a trusted brand, cat owners buy from Whiskas and stick to them as cat owners are loyal to the cat food brand they purchase. Thirdly the advert is appealing to the viewer as the cat seems to be enjoying the food and looks relaxed after having it. (0:50) Dog Owner Demographics: Facts about Pet Owners – Top Dog Tips3 things being a cat person can reveal about you | Petplan
The advert's key message for Whiskas' cat food is to feed your cat healthy food and make the cat purr more. It shows how cats will find Whiskas' cat food pleasurable, making them purr more. Hence the campaign name 'Purr More'. This makes sense as cats usually purr in a relaxed environment. Whiskas product's selling point is its excellent quality and nutritious taste. It is a reliable product for many cat owners. It is effective in doing this in the advert, however, it could be done better. As they could have talked about the nutritious values of their cat food at the near or end of the advert.
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The approach of this advert is to desire Whiskas. This can be seen when the cat is playing and minding its own business. However, when the cat sees their owner opening a Whiskas cat food packet the cat's attention quickly shifts to its owner, and as soon as the cat food is placed down the cat digs in. (0:00 - 0:06) The owner also looks happy here seeing her cat satisfied with the food. It will make cat owners feel like they are a better cat parent.
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The advert's representation is individual people, in the advert the cat owner is white, and the owners house looks very tidy and cosy. The advert's beginning shows the relationship between the cat and its owner. this can be seen when there is just one person on the screen aside from the cat, in the screenshot below. The timestamp (0:00 - 0:08) shows the relationship between the cat and its owner. This helps to sell the Whiskas cat food. The audience also knows that the relationship between them is good as the cat is being fed quality food that allows the cat to relax.
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This advert would be advertised on the internet, or on television. A specific place where this could be advertised is on Youtube and TikTok. This would be good as they already have accounts where they are active on there. It is said to be scientifically proven that the soundtrack created by Whiskas is appealing to cats, and the melody used reduces the cat's stress levels (0:12) Whiskas is giving out limited edition vinyl, where influencers will be invited to play their vinyl to their cats and share it on TikTok. This means more attention from the target audience. https://www.campaignlive.co.uk/article/whiskas-charming-new-ad-features-music-scientifically-proven-appeal-cats/1724793
The two legal and ethical issues that affect the advertisement are copyright and violence/behaviour. This means that all the material used must be copyright free, or they would need to pay the rights to the owner before using, it this includes the music. The music is produced by Whiskas which means that they own the rights. So copyright was thought of in the making of this advertisement 0:12. They also had to make sure that they were not being violent or inflicting pain upon the cat or anything like that to ensure that they are being ethical. If the claims about Whiskas' cat food being heathy and nutritious for the cat proves to be fake, then this is an ethical issue. As it effects the cat's heath.
The advert stays within ASA guidelines by following their basic expectations for an advert which is for it to be "legal. decent, honest, and truthful" Which the Whiskas brand follows. https://commonslibrary.parliament.uk/researchbriefings/sn06130/#:~:text=The%20ASA%20regulates%20the%20content,and%20updated%20by%20the%20ASA. ASA code of advertising general rule number 03 misleading advertising. 'Advertisements must not be materially misled or be likely to do so.' https://www.asa.org.uk/type/broadcast/code_section/03.html And the ASA code of advertising BCAP code general rule number 04 Harm and offense. 4.6 'Television only – Advertisements must not include visual effects or techniques that are likely to affect adversely members of the audience with photosensitive epilepsy.' https://www.asa.org.uk/type/broadcast/code_section/04.html Whiskas had to make sure that there was no misleading information about their product 0:02. They also had to make sure that all the visual effects were not harmful to certain audiences such as for those with epilepsy. As if this were not considered serious harm could be done without even realising. They would have also had to make sure that they did not harm the cat in any way or offend the audience. If the advert had breached the guideline of ASA, then broadcasters risk being referred by the ASA to Ofcom, which can impose fines and even withdraw their license to broadcast. https://www.asa.org.uk/codes-and-rulings/sanctions.html#:~:text=Broadcasters%20are%20required%20by%20a,withdraw%20their%20licence%20to%20broadcast.
Christian Dior's Sauvage perfume ad campaign
Dior's Sauvage perfume with a new fragrance. (2017) The advert would have been displayed on TV, and in magazines. Or on billboards. I found this advert through YouTube. (Link above) This advert is created to promote the Dior Sauvage perfume globally.
The aim of this advert is to promote and increase sales of Dior's Sauvage perfume which has been released in a new fragrance. The product can be seen at the timestamp (1:07) - (1:15). Dior uses the celebrity Johnny Depp to promote the Sauvage perfume. Doing this will make it appealing to consumers. Since he has a huge fan base and is known for his prominent roles in films.
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Dior's Sauvage perfume demographic is 25–34-year-olds. The fragrance is masculine. It is targeted toward men who are 21 and above. It is perfect for men who want to smell good and be confident. It is said to be the world's top fragrance. This perfume has gotten no1. sales in the UK, Italy, France, Spain, and Germany. This is one of the bestselling perfumes from Christian Dior.
At the beginning of the advert, Johnny Depp is seen playing the electric guitar with confidence. (0:04) And then leaving to drive somewhere else. (0:16) Johnny Depp gets out of his car in what looks to be a desert and takes out a shovel. This makes the audience curious about what will happen, keeping them engaged. Time passes by quickly, changing the colour of the sky. (1:02) Then the product is revealed to the audience. Dior's Sauvage cologne. This would appeal to the audience as he looks cool while playing the guitar and driving alone somewhere unknown.
The advert's key message is to escape reality. Johnny Depp is seen taking a break and driving to an isolated place. The emotion that the audience feels is curiosity. The way this is advertised is effective in getting the viewer's attention. Johnny Depp is a famous actor who is the official face of Dior's Sauvage perfume. It is widely reported to be his favourite cologne.
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The adverts approach is celebrity endorsement. As the famous actor johnny Depp is promoting the product. This can be seen in the picture above. (0:38) and (1:02). (1:02) This is evident when he is seen talking about the product (1:07) and then the product is shown at the timestamp (1:10).
Representation in this perfume advert is for individual people. As this product is aimed at men who are independent. This is shown when Johnny Depp takes a break from his usual life. In the picture above he is leaving and going to a desert and smells the Sauvage perfume. This representation helps as it tells them to live in the present, sense, and take a little break from what they are doing with the fragrance Sauvage. This print advert would be advertised on billboards on the highway or in busy areas like central London. In the advert the actor can be seen driving through the highway (1:16). This would be good as this way they could reach a wider audience.
This adverts response mechanism is social media. The expected reaction is to go out and buy the Sauvage perfume. This is an appropriate reaction. The moment where this is shown is when the product is advertised at 1:10.
The two legal and ethical issues that affect the advertisement are performance rights and intellectual property rights 0:18. This means that they had to reach out to both Johnny Depp and the intellectual property and pay them. They had to have informed them about this beforehand to see if they will be willing to work with Christian Dior. And then the property owner and Johnny Depp would have had to fill out the paperwork for it.
An advert is a means of communication in which a product, brand, or service is promoted to the public to attract interest, engagement, and sales.
- What is an advertising campaign?
A campaign is something that is used to communicate with others to promote a product or service. It is usually targeted at a particular group.
- What different mediums can adverts appear in?
Print media, digital media, television/video, and newspaper/outdoor media.
- What is the primary purpose of an advert?
The primary purpose of an advert is to inform and promote a product or service to the public.
What makes this a good advert?
Subtitles are used to show what is being said by the character who is talking to Mr. Bean, this ensures that it is clear to understand for the audience. The setting of the advert is precise. It is in China. And it is easy to see what is being promoted to the audience in a fun and entertaining way.
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