1. Joshua Vallely MY CASE STUDY 2. I n t h i s a d v e r t , t h e m a i n f o c u s i s t h e f i s h a n d t h e b r e a d . B u t r e a d i n g t h e s l o g a n , y o u s t a r t t o r e a l i s e t h a t i t i s a p e r s o n w h o i s p a i n t e d i n b l u e , d i s g u i s i n g t h e m s e l v e s w i t h i n t h e b a c k g r o u n d t o b e p a r t o f t h e f i s h . T h e c o l o r b l u e i s m o s t l y u s e d a s i t g i v e s t h e v i e w o f w a t e r f o r t h e f i s h a n d t h e f i s h I c a n s e e w a s a i m e d t o b e e a s i l y n o t i c e a b l e . T h e r e i s a r e c o g n i s a b l e l o o k o f t h i s a d v e r t , f o r e x a m p l e , i t h a s t h e f o r d a d v e r t o n t h e b o t t o m r i g h t h a n d s i d e , h o w e v e r , t h e r e i s n o c a r n o r a n y t y p e o f v e h i c l e o n t h e a d b u t t h e c o l o r t h e y u s e q u i t e s y m b o l i s e s t h e c o m p a n y ' s l o g o . W h e n i t c o m e s t o g e n r e , I s a y i t f i t s a r o u n d t h e c r e a t i v e a n d n a t u r a l g e n r e s , s u c h a s W W F a s i t i s f o c u s e d o n n a t u r e . B y t h e l o o k o f t h e a d , t h e a i m I t h i n k i s t o g e t p e o p l e t o s i g n u p f o r t h e ' E n v i r o n m e n t a l C o n s i d e r a t i o n A w a r d ' b u t h o w t h e y p e r s u a d e t h e p e o p l e i s b y g i v i n g a c a t c h y s l o g a n , ' T h o s e w h o h e l p n a t u r e , e n d u p h e l p i n g t h e m s e l v e s ' . T h i s s l o g a n g i v e s t h e m e s s a g e t h a t p e o p l e m i g h t i n f a c t f e e l b e t t e r w h e n s i g n i n g u p o r e v e n w i n s o m e t h i n g . T h e f a c t i t s a y s ' h e l p i n g t h e m s e l v e s ' y o u c o u l d v i e w i t a s a d e e p f e e l i n g o f d o i n g a g o o d d e e d t h a t m a k e s f e e l l i k e a g o o d h u m a n b e i n g . F o r a c a r c o m p a n y d o i n g a e n v i r o n m e n t a l a d v e r t i s e m e n t i s c e r t a i n l y d i f f e r e n t , i t i s l i k e t u r n i n g a n e w l e a f a n d a l s o q u i t e i r o n i c , a s c a r s d o c a u s e p o l l u t i o n a n d y e t d o i n g t h i s a d v e r t s h o w s t h a t t h e y c a r e a b o u t t h e e n v i r o n m e n t a n d t h e d a n g e r s i t i s f a c i n g . T h e p o s t e r I t h i n k t h a t i s c a p t u r i n g t h e t y p e s o f a u d i e n c e s a r e y o u n g a d u l t s a l i k e c o n s i d e r i n g i t i s a d v e r t i s e m e n t a b o u t t h e e n v i r o n m e n t a n d h o w c a r s a f f e c t i t . I t w o u l d b e v e r y h e l p f u l f o r t h o s e w h o a r e i n t e r e s t e d o f h e l p i n g a n d t h o s e w h o h a v e j u s t s t a r t e d t o d r i v e , a s t h e y w o u l d b e i n t e r e s t e d t o f i n d t h i s i n f o r m a t i o n a b o u t c a r s a n d t h e y ' l l p e r h a p s e v e n t o b e p e r s u a d e d t o c y c l e o r w a l k t h a n d r i v e . W h e n i t c o m e s t o p u t t i n g t h i s a d v e r t i s e m e n t o u t t h e r e i n t h e p u b l i c , I w o u l d c h o i c e a v a r i t y o f e n v i r o n m e n t a l s i t e s a n d f i l m s , s u c h a s W W F o r a e n v i r o n m e n t a l a g e n c y . B u t w h e n i t c o m e s t o f i l m s , d o c u m e n t a r i e s a n d s e r i o u s f i l m s l i k e t h e i n c o n v e n i e n t t r u t h w o u l d b e h i g h l y a p p r o p r i a t e f o r t h i s a d v e r t i s e m e n t . THE RESEARCH OF THE CAMPAIGN Type of Media: Print Client: Ford Agency: JWT Salo Paulo Company: Ford 3. When it comes to target audience and genre, for this poster it is quite similar. First off, how the poster was made was by painting the person in the color that represented the habitat of the animal it was presenting. For example, for the fish, they painted the person blue and made the background blue. Saying this, it makes the genre look environmental and aimed for people who care and want to help, it is a small audience overall, it could be for children but they wont get the whole ideal. When it comes to genre, I say it is around the environmental side and the nature. Because, as colorful and harmless the poster may look, the story behind it is quite dark, the fact that nature itself is dying and we are doing nothing about it. So when it comes to target audience supporting this, it will be people who care about nature and the environment, it is a small a target audience but it can expand as the audience will be telling others, and recommending it. THE GENRE AND TARGET AUDIENCE 4. By the look of the poster, I could imagine the makers of the poster making rough sketches of the idea, slowly making it into a metaphor hence the quote Those who help nature, end up helping themselves. Then, they design the look of the face paint and experiment on the models face. By the look of the poster, it does look like they didnt use any special effects for the painting. PRODUCTION PROCESS 5. ANALYSIS ON THE POSTER Piece of Bread Human being that is painted Painted fish Logo for Ford Slogan The sentence that sums up the advert as a whole, nature and helping are highlighted as they are have key roles to this advertisement. The company A metaphor painted on the humans face to represent nature. A painted human being that represents themselves as in us. The person is painted blue to also give the affect that it is one with the fish. The piece of bread represents the relationship between nature and ourselves, its a reward for the both of us. 6. COMPETITORS LEO BURNETT COMPANY, INC. BBDO WORLDWIDE INC. McCann World group Company Information Specialties advertising, marketing, branding Website http://www.leoburnett.com Industry Marketing and Advertising Type Public Company Headquarters 35 W. Wacker Drive Chicago, Illinois 60601 United States Company Size 5001-10,000 employees Founded 1935 Specialties Advertising Website http://www.bbdo.com Industry Marketing and Advertising Type Public Company Headquarters 1285 Avenue of the Americas New York, NY 10019 United States Company Size 10,001+ employees Founded 1891 Website http://www.mccann.com/ Industry Marketing and Advertising Type Public Company Headquarters 622 Third Avenue New York, New York United States Company Size 10,001+ employees Founded 1912 7. ADVERTISEMENT IN PUBLIC As we can see here, the poster I have been analysing has been shown in public, the place they have been shown in is what seems to be near or even inside art museums. I think the reason for this is because the poster itself looks artistic and the main purpose for the poster is to speak out about us human beings affecting wild life, if we have the ability to destroy it, we have the abilty to save it and I think that is what it is saying in a artistic way, the face painting of the human holding food and giving it to itself, its remarkable. However, I couldnt find any more pictures of advert being advertised in public, instead, Ill show some examples and discuss some of the prices of adverts shown in public. 8. ADVERTISEMENT IN PUBLIC Here are the prices for advertisements to be on buses. As you can see, Super Square is the cheapest and Full Side is the dearest. This picture represents the costing of the different sizes of posters. 9. https://www.jwt.com/brazil/work This is the link to their website and their works, the website itself is jam packed of many fantastic works. Here are some examples. LINK TO WEBSITE AND THEIR WORKS 10. EXAMPLES OF ADVERTISEMENTS OF THE AGENCY This is a NSPCC poster, their aim in this one was to promote child line in a different way. On the egg poster, it says 'Be a good egg this easter', something that links to hope and a reminder that easter is on its way. Below is my analysed one. It is also a print based advert Here we see a polar bear in the wilderness, giving the sense that it truly is all alone and perhaps even the last of its kind, it is the main centre of the picture. Also to add to the picture is a small picture of the word 'GREED' soaking in oil. Moreover, a oiled handprint is shown, giving the effect that we are the cause of this problem. 11. ANALYSIS OF THE ADVERTISEMENTS Here I analyzed the NSPCC poster, making notes on the smallest details. For example, I pointed out that the childs face on the poster is sad, aiming for the audiences sympathy and making them want to help. I also noted down that Even though it is promoting Easter, it is also promoting itself in a way of making it sad by Having the egg be upset, they added a tear which gives a big impact when it comes to calling out. In some ways, it is representing children. 12. I then analyzed the Polar Bear Print Poster, I had noted down the oiled hand print which indicates that we did it, we are ruining these bears lives. The sign that says Greed also indicates we are the ones who are responsible, with the words being black themselves and the oil below it connecting to it, its as if it is representing oil as a symbolism of the word. I think the most powerful message however, is the singular polar bear which is standing in the wilderness looking towards the camera, it really does show that it is completely alone. ANALYSIS OF THE ADVERTISEMENTS 13. O w n e r s h i p : S t e f a n o Z u n i n o o w n s t h e a g e n c y c u r r e n t l y b u t i t w a s f i r s t t a k e n u p b y J a m e W a l t e r T h o m p s o n a n d t h e a g e n c y h a s b e e n g o i n g s i n c e 1 8 6 4 . T h e c o m p a n y w a s t h e n r e n a m e d b y J a m e s W a l t e r T h o m p s o n i n t h e y e a r 1 8 7 8 k n o w n a s ' T h e J a m e s W a l t e r T h o m p s o n C o m p a n y ' a f t e r t h e p u r c h a s e o f t h e c o m p a n y . T h e W P P G r o u p t h e n a c q u i r e d i t i n 1 9 8 7 , t h e y r e b r a n d e d t h e a g e n c y b y s h o r t e n i n g t h e n a m e i n t o J W T ( J . W a l t e r T h o m p s o n ) . O p e r a t i n g M o d e l : T h e n e t w o r k h a s m o r e t h a n 1 0 , 0 0 0 e m p l o y e e s i n m o r e 2 0 0 o f f i c e s i n o v e r 9 0 c o u n t r i e s , w h o s e r v e j u s t u n d e r 1 , 2 0 0 c l i e n t s . P r o d u c t s : J W T i n v e n t s t h e g r i l l e d c h e e s e f o r K r a f t ( 1 9 3 0 ) J W T s e l l s K e l l o g g ' s R i c e K r i s p i e s w i t h t h e s l o g a n ' S n a p , c r a c k l e a n d P o p ' ( 1 9 3 0 s ) J W T i n t r o d u c e d t h e f i r s t p a p e r t o w e l f o r S c o t t P a p e r ( 1 9 3 1 ) J W T i n t r o d u c e d t h e K r a f t M i r a c l e W h i p ( 1 9 3 3 ) J W T p r o d u c e d t h e f i r s t - e v e r T V p r o g r a m f o r ' L i b b y , M c N e i l a n d L i b b y ' ( 1 9 3 9 ) J W T i n t r o d u c e d t h e F o r d M u s t a n g ( 1 9 6 4 ) J W T c r e a t e s t h e A u d r e x P u p p y ( 1 9 7 2 ) J W T b r e a k s t h e G u i n n e s s W o r l d R e c o r d f o r t h e w o r l d ' s l a r g e s t b i l l b o a r d ( 2 0 0 0 ) K i t K a t i n s p a c e c a m p a i g n b y J W T L o n d o n ( 2 0 1 2 ) THE COMPANY 14. When it is comes to legal and ethical, there is always some risks of where to put the poster and the target audience around the area you want to please. For example, if ford would have wanted to place the poster at a shopping center, people wouldnt even stop to read the poster, the art of it will capture the attention but they will not care about it as there are shops nearby to be interested in. However, placing the poster in a city (Especially in a dirty street) it will capture those who regularly walk down that street, as the rich, bright colors catch their attention and will make them interested in reading it. LEGAL AND ETHICAL 15. RELEVANT ISSUES When researching the advertisement I couldnt find anything that had any issues within the audience, however, I can show you a advert Ford had done which made them apologise towards the public. The advertisements slogan was called Leave your worries behind. Even though it is obvious of why people complained about the poster, to go into further detail of why, it was because when it was released at the same time when several attacks occurred. People had thought it was a grim reminder on those deaths and the fact the poster itself is very nsfw (not safe for work) it would be very unsuitable for children alike. 16. IMPACT AND AFFECT ON AUDIENCE Participant (Photo) Profile: gender, age, lifestyle, interests, spending power Participants initial response and reading of the advert. What is the participants understanding and relationship with the product? How likely are they to buy the product on the strength of the advert? Elliot, Male, 19, social, clubbing, games and sports, low spending power. Makes sense, so what? I dont get it, its a car advert but its aimed at nature and stuff. Makes no sense. Not very likely, Elliot was no interested at all with it because he doesnt care about its message. David, male, 43, chilled, games, reading and working, high spending power. Smartly put, especially with the use of the painting. The whole poster is a metaphor, it is us helping nature but helping ourselves during the process. Very good of how they showed that. Likely, as David saw what the company tried to do and appreciates what they are showing as a message to the audience. Siana, female, 18, hyper, sports, Hulu hooping and writing, low spending power. I love the art work and creativity! I see what they did there. With the art work and great slogan I kinda see why they put that there. Likely, loves the creativity and imagination behind the poster, respects how the company shows something serious in a artsy way. Ben, male, 19, chilled, games, work and music, high spending power. Lovely art work, weird that its by a car company. Its a good take on doing something different, especially that it is a car company. Successful companies do try different things so I like what they have done here. Unlikely, likes the art and the message behind it but doesnt get why a car company would promote something like this as cars ruin nature.