5.Approaches

I am going to start by describing the approach used for the Paco Rabanne digital advertising campaign shown on the television media sector. Celebrity endorsement is a method used by advertising campaign which consists of using well known celebrities and form of promoting their particular brand grabbing the attention of the audience. Another example of celebrity endorsement is Kanye West being used to advertise the Adidas brand.

The Paco Rabanne advertising campaign has used celebrity endorsement in their digital advertisement to help gain the attention of their audience. Mat Gordon is well known amongst the modelling industry in particular for his runway modelling in Paris. The model is the second priority in this advertisement campaign and a lot of attention and camera time was given to Mat Gordon. The reason for this is to reinforce what sort of achievers and men purchase and wear this fragrance.

In the print advertisement we can also see that Matt Gordon has been used again to grab the audiences attention and to make them think of Paco Rabanne as soon as they think of Matt Gordon. The print advertisement also features another model whose body is painted in gold and has her hands all over Matt Gordon.

I am going to start by describing the approach employed in the Twix digital advertising campaign. The twix advertising campaign uses humour as a way of engaging its wide audience to make them focus on what is trying to be sold to you. The fact that in the digital advertisement two people are battling over something so simple and something that is practically the same may create an element of confusion for the audience which may lead to the feeling of humour.

In the print advertisement the fact that the chocolate bar is exposed fully makes the audience feel a sense of hunger. By doing this the audience start to crave the chocolate bar and this will make people get up and go get the chocolate bar in their local corner store.

To evaluate I will start by evaluating the approaches used in all four advertisements. Both the print advertisement and digital advertisement for both advertising campaigns use different approaches as a way of gaining consumer demand and awareness of the product. The twix advertisement campaign targets the 5 senses where as the Paco Rabanne advertising campaign uses celebrity endorsement.