Final Digital Advertisement

Link for the digital advertisement

Final Proposal

Legal and Ethical Grid

1.Description of the Ad Campaign

2 advertising campaigns

One Million Advertisement

The advertisement campaign I have chosen is advertising the 'One Million' fragrance by Paco Rabanne. I am going to start by describing to you what to expect to see in the advertising campaign for the 'One Million' fragrance by Paco Rabanne actors featured in this advertisement are Matt Gordon  and Hana Jirickova who are both models.The storyline of the digital advert is two people having fun with each other dancing and the female being attracted to the man through because of the scent. 

The print advertisement highlights how attractive the scent of the perfume is to the point where women are attracted and cannot get away from whoever is wearing it. This increases consumer demand as more men would want to purchase the perfume to attract the opposite sex. 

The fact that the woman is body painted gold makes the print ad more memorable because its rare to see an actress's body painted the same colour as the product for a perfume. The contrast in colours between the man and the woman allows the print advertisement to stand out.

Twix Advertisement

The second advertisement campaign I have chosen is advertising the 'Twix' chocolate bar that is owned by Mars incorporated.  The main actor featured in this advertisement campaign is Lonny Ross. 

The print advertisement illustrates what exactly is in a Twix chocolate bar packet. In each packet of Twix are two sides of chocolate coated biscuit and caramel. Twix is made for sharing hence the reason for having two sides to the bar. The Twix advertisement makes it hard to forget the television advertisement because of the slogan used ' Try both and pick a side'. In the advertisement there is  battle between the left side and the right side of the Twix bar. The fact that the chocolate is snapped in half increases sales because that makes it aesthetically pleasing and the use of soft melting caramel instantly makes the audience mouth's water.

All four advertisements are very similar in the sense that the battle between both sides are reflected again in the print advertisements. The television advertisement is probably more appealing and engages the audience more by showing how exactly Twix bar is made in the factory in this video.

2.Aims

Paco Rabanne -One Million Fragrance For Men

I am going to describe the aims of the Paco Rabanne digital advertisement for the purpose of promotion. The aim of the Paco Rabanne digital television advertisement is to connote how satisfying the scent of the fragrance is and introduce a new product to the market. The reason for the advertising campaign promoting the product in such a way could be for a number of reasons such as to generate more profit or more awareness of the

product/brand. In the advertisement we can see that the advert has been purposely been filmed as black and white to reveal a clear color contrast to the audience because the actual product itself is gold so when the product is initially revealed to the audience is grabs their attention instantly. At 0.08 seconds of the advertisement we are faced with the image of the celebrity model clicking his fingers to draw expensive items towards him. The click of his fingers shown in the digital advertisement creates an atmosphere of power.


I am going to describe the aims of the Paco Rabanne print advertisement for the purpose of promotion. The aim of the Paco Rabanne print television advertisement is to increase sales by promoting the same product shown in the digital advertisement and emphasize how great the product is by grabbing the audiences attention with the color theme. In the print advertisement we can see that the female actress with her body painted gold holding onto the man. This also makes the product appeal more to their target audience of men.

In comparison both advertisement they have used color and celebrity endorsement as tool for creating brand awareness of the product. The difference between the print advertisement and the digital advertisement is that the print advertisement has added another element to the number of things that the actor gains by clicking his fingers suggesting he is very powerful.

I am going to describe the aims of the Twix digital advertisement for the purpose of promotion .The aim of the Twix digital television advertisement is to increase sales. At 0:13 seconds of the digital advertisement we can see the two people fighting over different sides of the Twix chocolate bar  which creates a sense of humor and starts to make the product not only appeal to adults but also make the advertisement memorable for children.

I am going to describe the aims of the Twix print advertisement for the purpose of promotion. The aim of the Twix print television advertisement is to generate more profit. The purpose of revealing the chocolate bar to the audience is to show the audience what exactly they are buying before they purchase the chocolate bar which saves time with the audience bothering to read the ingredients section of the chocolate bar.

In comparison both advertisement include a pack shot of the product. the purpose of this is so that the audience know what the product looks like so it when they go to purchase the product they know exactly what it looks like. The difference between both advertisement is that the story line of the digital advertisement is about two sides of the Twix bar fighting over which side is better and then there ends up being two sides to the chocolate bar in the packet. The print advertisement does not reflect the storyline at all it is very simple but very appealing.

3.Target Audience

This particular product is targeting a adult global audience around the ages of 19-45 years old males. It is appealing to males because it was made for men. In particular this product appeals to businessmen working in a high end business especially because of the price of the perfume £65.00-£50.00. In this particular advertisement with the woman stuck to the man because of his scent targets businessmen who are not currently in a relationship. One major factor that the perfume promotes is the power and materialistic things (through one click of the fingers) you gain when you purchase/use this perfume. 

To describe the digital advertisement we can start off by saying its every man's dream material objects. At 0.21 seconds of the 30 seconds advertisement the male actor in the advertisement clicks his fingers then his convertible car is shown on the next shot. While analysing the digital advertisement the idea of what power can bring give you is constantly displayed put into your mind by the action of a 'click of the finger'. The click of the finger is normally used in terms of magicians when making things disappear and reappear.

The Twix chocolate bar is targeting a global worldwide audience for all ages and genders. Especially from ages 4 years old up to 80 years old. The idea of fighting about the same product just different sides appeals to children as it adds a sense of humour to the advertisement. The Twix bar is easily accessible as it sold for a little price of 50pence. 




At 0.55 seconds of the advertisement you can see the different factories and vans producing and exporting the left and right Twix side of the bar. advertisement was shown all throughout the day so therefore it appeals to people in all lifestyles such as businessmen , businesswomen and people who stay at home. The product especially appeals to those who like chocolate and have taste bud suited for a soft caramel melt and crunchy biscuit bite. The Twix bar is easily accessible as it sold for a little price of 50pence. 

To evaluate both advertisement companies  share one thing in common and that is that they both are suited for a certain type of people/audience. One thing that separates the Twix bar and the Paco Rabanne fragrance in terms of target audience is that the chocolate bar appeals to a wide range of ages where as the fragrance for men is only aimed at those aged 19-45 years old .                                                                                                                 

4. Key Messages

Paco Rabanne - One Million Advertisement
The key message for the One Million advertisement is shown throughout the digital advertisement by the use of all the materialistic items drawn towards the actor because he is wearing the fragrance. The digital advertisement promotes power through women, money and expensive items such as cars. The bottle that contains the perfume is in the shape of a 24k gold bar this also denotes what type of people this product is aimed towards. The product is aimed towards businessmen/wealthy men , we can see this because of the actor dressed in a suit for the video and he fact that everything about the advertisement promotes wealth and what it looks like to have a lot of money. The actual fragrance itself is slightly costly so that again is aimed at men of a certain status, age and background. The product is more so targeting the middle and upper class audience rather than the working class. The emotions that the advert creates is mainly lust and may produce elements of jealousy for those that don't live that form of lifestyle but desire it.

From 0:06 to 0:08 seconds into the advertisement you are presented with the view of a big bag of money brought about through one click of the finger. This highlights the message of being worth 1 million when wearing this perfume. The bag of money is probably most like to be 1 million pounds in cash which then again highlights wealth and links to the name of the product 1 million by Paco Rabanne.

Twix- 

I am going to start by stating and evaluating the key message trying to be put forward by the digital advertisement. The key message for the Twix chocolate bar is simply the about the fact that there is two sides to the chocolate bar for you share with those around you.

During the digital advertisement we can see there is a battle between the left side and the right side of the Twix and eventually they join together to become one bar in Twix packet. The fact that there is two sides of the Twix bar makes it easier to share meaning more people become aware of the product which also means more people will be willing to buy the product. The Twix product is aimed towards men, women and children aged 4 up to 70 years old. 

Now I am going to describe to you how exactly the print advertisement reveals the key message as well as the digital advertisement. This product is soon to be quick to be a household favourite to share between members of the family. In terms of lifestyle Twix can also be seen to target those of the working class/middle class or businessmen/women. The reason for this is that the Twix bar is trying to put forward the idea of taking a break from work so you can relax and during that time you must treat yourself to a Twix bar. The twix chocolate bar creates a sense of hunger amongst the audience from the digital and print advertisement. The way in which the twix advertising campaign have structured their adverts is in a way that makes members of the audience desire it because they begin to feel hungry.

The shape of the Twix bar is shaped almost identical to he pause symbol used for television, movies and games. The print ad reveals exactly what the chocolate bar contains. The most eye-catching feature of the print advertisement is the mouth watering image of the soft , smooth caramel and the crunchy , crumbly biscuit. 

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.