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Media A Level > advertising > Flashcards

advertising Flashcards

1
Q

when was the old spice “smell like a man” campaign

A

2010

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2
Q

when was old spice first released

A

1937

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3
Q

prior to 2010, what audience was old spice associated with

A

much older mature audiences

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4
Q

when did old spice’s sales begin declining

A

after the 1980’s

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5
Q

how much did old spice’s twitter followers rise by after the campaign

A

2700%

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6
Q

who did old spice rely on to remarket the brand

A

Wieden and Kennedy (proven track record with brands such as nike)

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7
Q

how can you describe the old spice “smell like a man” campaign

A

a transformative mass market campaign

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8
Q

who was the celebrity endorsing old spice

A

Isaiah Mustafa (ex NFL player and American actor)

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9
Q

how much did sales rise by for old spice in one year after their “smell like a man” campaign

A

over 100%

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10
Q

what did Proctor and Gambles research for old spice conclude

A

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)

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11
Q

how much more traffic was there on the old spice website after the “smell like a man” campaign compared to the year before

A

9 times more traffic on old spice.com

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12
Q

what was the old spice advert a parody of

A

typical deodorant and aftershave advertisements (exaggerated smoldering mimics typical modelling from men in fragrance brands)

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13
Q

what are the colour connotations of blue in the old spice advert

A

blue shows trust, clam, power (desirable qualities of men)

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14
Q

what are the intertextual references to original old spice adverts

A

sailing and the sea

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15
Q

what audience did the old spice “smell like a man” campaign target

A

younger audiences around age 20

men and women

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16
Q

when was the lucozade “I believe” campaign

A

2013

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17
Q

how much did lucozade’s “I believe” campaign cost

A

£4m

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18
Q

which celebrity endorsed lucozade in it’s “I believe” campaign

A

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)

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19
Q

how is Gareth Bale represented in the lucozade advert

A

calm and focused and attractive (defined facial structure and good eyes)

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20
Q

what are the colour connotations of yellow in the lucozade advert

A

yellow shows happiness, energy, optimism

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21
Q

what are the colour connotations of blue in the lucozade advert

A

blue shows trust, clam, power

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22
Q

who produced the lucozade “I believe” campaign

A

Grey London

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23
Q

what makes Gareth Bale look in control in the “I believe” campaign

A

lots of headspace and medium close up showing focused expression

24
Q

what type of camera shot is used for the old spice “smell like a man” advert

A

medium close up

25
Q

why is there a simple, plain background in the lucozade “I believe” poster

A

it keeps the focus on Gareth Bale and the text

26
Q

what type of lighting is used for the lucozade “I believe” campaign

A

high key lighting (provides harsh contrasts and highlights Bales facial features)

27
Q

what does costume design signify in the lucozade “I believe” advert

A

Bale is wearing sportswear indicating performance and activeness

28
Q

what does Bales stance show in the lucozade advert

A

good posture and head tilted to show brow looks masculine and powerful

29
Q

what does the text in the lucozade advert signify

A

“in a different league” intertextual link to Bales transfer

30
Q

what font is used in the lucozade “I believe” advert

A

sans-serif font (bold, easy to read and modern)

31
Q

how much did lucozade’s sales rise by after the campaign

A

I don’t know, a lot though

32
Q

when was shelter’s “we can help” campaign released

A

2011 (3 years after the financial crash)

33
Q

who was the primary audience for shelter’s “we can help” campaign

A

people who were experiencing homelessness or similar problems who needed help

34
Q

who was the secondary audience for shelter’s “we can help” campaign

A

people who want to donate (A,B,C1) those with disposable income

35
Q

before shelter’s “we can help” campaign, what percentage of people experiencing housing problems did not seek help

A

50%

36
Q

what are the colour connotations of red in shelter’s “we can help campaign”

A

red shows danger

37
Q

what technique is used to make the subjects of shleter’s posters look trapped

A

a lack of headspace

38
Q

where were the posters placed

A

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

39
Q

what social grade was shelter’s primary audience

A

E

40
Q

who produced shelter’s 2011 “we can help” campaign

A

Amplify

41
Q

what was the point of the writing in the posters

A

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

42
Q

what term can be used to describe the shelter “we can help” campaign

A

pro bono (short for pro bono publico which is latin meaning “for the public good”)

43
Q

what is an example of the text in shelter’s “we can help” posters

A

“I can’t face it”
“he can’t do that”
“but where will we live”

44
Q

when was shelter founded

A

1966

45
Q

what facial expressions do the subjects in the shelter “we can help” posters have

A

anxious facial expression (shown through the big close ups)

46
Q

what is the significance of the writing being semi-transparent in the shelter posters

A

connotes the fact that problems can be worked through

47
Q

what does the diversity of gender and ethnicity show in the shelter posters

A

that problems such as homelessness can effect anyone

48
Q

what does the black background represent in the shelter posters

A

its keeps the focus on the subjects and also represents the dark problems that they are facing

49
Q

how does the shelter poster encourage donations

A

websites, phone numbers and the word donate

50
Q

examples of humor in the old spice advert

A

“anti perspirant mines”

“this fact has not been fact checked”

51
Q

what does the personal pronoun “we” suggest in the text in the shelter poster

A

encourages a feeling of inclusion and empathy

52
Q

Rules of attraction

A
  • shock/awe
  • humour/entertain
  • Enigma
  • identification
  • idealisation/desire
  • Aspiration
  • benefit
53
Q

Aida

A
  • attention
  • interest
  • desire
  • action
54
Q

What laws of attraction does shelter use

A

Identification
Enigma
Shock

55
Q

What laws of attraction does old spice use

A

Idealisation
Humour
Aspiration

56
Q

What laws of attraction does Lucozade use

A

Idealisation
Aspiration
Benefit

Media A Level (12 decks)

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