advertising Flashcards
when was the old spice “smell like a man” campaign
2010
when was old spice first released
1937
prior to 2010, what audience was old spice associated with
much older mature audiences
when did old spice’s sales begin declining
after the 1980’s
how much did old spice’s twitter followers rise by after the campaign
2700%
who did old spice rely on to remarket the brand
Wieden and Kennedy (proven track record with brands such as nike)
how can you describe the old spice “smell like a man” campaign
a transformative mass market campaign
who was the celebrity endorsing old spice
Isaiah Mustafa (ex NFL player and American actor)
how much did sales rise by for old spice in one year after their “smell like a man” campaign
over 100%
what did Proctor and Gambles research for old spice conclude
60% of mens’ body wash was bought by women (this meant that old spice wanted to start appealing to women as well in their adverts)
how much more traffic was there on the old spice website after the “smell like a man” campaign compared to the year before
9 times more traffic on old spice.com
what was the old spice advert a parody of
typical deodorant and aftershave advertisements (exaggerated smoldering mimics typical modelling from men in fragrance brands)
what are the colour connotations of blue in the old spice advert
blue shows trust, clam, power (desirable qualities of men)
what are the intertextual references to original old spice adverts
sailing and the sea
what audience did the old spice “smell like a man” campaign target
younger audiences around age 20
men and women
when was the lucozade “I believe” campaign
2013
how much did lucozade’s “I believe” campaign cost
£4m
which celebrity endorsed lucozade in it’s “I believe” campaign
Gareth Bale (extremely popular at the time due to his transfer from tottenham to real madrid making him the most expensive football player of all time)
how is Gareth Bale represented in the lucozade advert
calm and focused and attractive (defined facial structure and good eyes)
what are the colour connotations of yellow in the lucozade advert
yellow shows happiness, energy, optimism
what are the colour connotations of blue in the lucozade advert
blue shows trust, clam, power
who produced the lucozade “I believe” campaign
Grey London
what makes Gareth Bale look in control in the “I believe” campaign
lots of headspace and medium close up showing focused expression
what type of camera shot is used for the old spice “smell like a man” advert
medium close up
why is there a simple, plain background in the lucozade “I believe” poster
it keeps the focus on Gareth Bale and the text
what type of lighting is used for the lucozade “I believe” campaign
high key lighting (provides harsh contrasts and highlights Bales facial features)
what does costume design signify in the lucozade “I believe” advert
Bale is wearing sportswear indicating performance and activeness
what does Bales stance show in the lucozade advert
good posture and head tilted to show brow looks masculine and powerful
what does the text in the lucozade advert signify
“in a different league” intertextual link to Bales transfer
what font is used in the lucozade “I believe” advert
sans-serif font (bold, easy to read and modern)
how much did lucozade’s sales rise by after the campaign
I don’t know, a lot though
when was shelter’s “we can help” campaign released
2011 (3 years after the financial crash)
who was the primary audience for shelter’s “we can help” campaign
people who were experiencing homelessness or similar problems who needed help
who was the secondary audience for shelter’s “we can help” campaign
people who want to donate (A,B,C1) those with disposable income
before shelter’s “we can help” campaign, what percentage of people experiencing housing problems did not seek help
50%
what are the colour connotations of red in shelter’s “we can help campaign”
red shows danger
what technique is used to make the subjects of shleter’s posters look trapped
a lack of headspace
where were the posters placed
in places like London Newham where (at the time) 1 in every 24 people were homeless and birmingham where 1 in 67 people were homeless
what social grade was shelter’s primary audience
E
who produced shelter’s 2011 “we can help” campaign
Amplify
what was the point of the writing in the posters
headline which shares the desperation the person is feeling. The aim is for the combined impact of the headline and image to tap into the concerns of the people experiencing these problems, driving them to seek advice on Shelter’s website
what term can be used to describe the shelter “we can help” campaign
pro bono (short for pro bono publico which is latin meaning “for the public good”)
what is an example of the text in shelter’s “we can help” posters
“I can’t face it”
“he can’t do that”
“but where will we live”
when was shelter founded
1966
what facial expressions do the subjects in the shelter “we can help” posters have
anxious facial expression (shown through the big close ups)
what is the significance of the writing being semi-transparent in the shelter posters
connotes the fact that problems can be worked through
what does the diversity of gender and ethnicity show in the shelter posters
that problems such as homelessness can effect anyone
what does the black background represent in the shelter posters
its keeps the focus on the subjects and also represents the dark problems that they are facing
how does the shelter poster encourage donations
websites, phone numbers and the word donate
examples of humor in the old spice advert
“anti perspirant mines”
“this fact has not been fact checked”
what does the personal pronoun “we” suggest in the text in the shelter poster
encourages a feeling of inclusion and empathy
Rules of attraction
- shock/awe
- humour/entertain
- Enigma
- identification
- idealisation/desire
- Aspiration
- benefit
Aida
- attention
- interest
- desire
- action
What laws of attraction does shelter use
Identification
Enigma
Shock
What laws of attraction does old spice use
Idealisation
Humour
Aspiration
What laws of attraction does Lucozade use
Idealisation
Aspiration
Benefit
