6.Representation

People/Models featured in the campaign

The model in the Paco Rabanne digital advertisement is Mat Gordon and these actors have been chose because they give the perfume a more mature and formal look which helps to aim it directly at its target audience. The use of formal clothing in both the print advertisement and the digital advertisement. Mat Gordon is known for his runway work in Paris especially. They have chosen to portray Mat Gordon as a 'rich man with all the power in his hands' for this particular advertisement. Mat Gordon has also been dressed like James Bond to give the whole impression of the how powerful he is and the feeling of being on top of the world. Men are represneted as materialistic and very powerful in many aspects not only financially this is also denoted by the female being drawn and stuck to him in the print advertisement.

In the print advertisement you can see the female is naked and painted gold to also highlight the colour contrast between the black and white background. The female is shown to be holding tight onto the man with her face very near to his neck . This denotes that  she is trying to smell the fragrance on him and is drawn to him because of the fragrance. This reveals how powerful the fragrance makes men feel and this is due to all the attractive materialistic things previously shown in the digital advertisement. Women are shown to be extremely vulnerable and attracted to men with money and many exoensive materialistic things. this also reinforces the stereotype of women loving to go shopping and spending a lot of their male partners money on more materialistic items such as expensive handbags etc. Women are shown to be drawn to men that have expensive materialistic things in not only the digital and print advertisement media sector but also in the film sector of media.


In the print advertisement for the Twix chocolate bar there are no models featured apartments from an actual pack shot of the chocolate bar shown on a gold background which is the colour of the actual twin packaging. the purpose of wrapping the bar in gold shiny paper highlights one of the ingredients used within the chocolate bar which is caramel.

For the digital Twix advertisement they have used over 35 people in the production as a way of representing how well known the brand is.

Places featured in the campaign

I am going to describe the places portrayed in the digital advertisemt. In the digital advertising campaign for the Paco Rabanne advertisement there is only one setting which is a pitch black room. The whole advertisement is in black and white apart from the part where they reveal the actual product. The reason for this is so you can see a clear color contrast between the rest of the items being shown in the advert and the actual product trying to be promoted to the audience. 

In the print advertisement for the Pack Rabanne we can see that the same setting as the digital advertisement is set .The idea of having a dark background helps to really enhance the colour of the product to grab the attention of the audience and really make the advertisement eye catching.

The Twix digital advertisement is being filmed with an outside setting outside of the Twix factory purposely for the audience to notice. Throughout the whole advertisement we can see the the Twix logo which constantly reminds the audience of the brand.

I am now going to explain the places/place featured in the print digital advertisement.

Products being advertised

I am going to describe the products portrayed in the digital advertisemt.The main product being advertised in the digital advertisement is the Paco Rabanne One million fragrance for men but throughout the advertisement you can see several other things advertised such as expensive cars and gambling.  The expensive car shown in the digital advertisement connotes a luxirious form of lifestyle.


In the print advertisement we can see that the idea of having an luxirious lifetsyle is also connoted again by the choice of expensive and tailored suit that the man is wearing.  The male model is also wearing expensive jewerlery on his wrist which you can clearly see in the image next to this text this also promotes wealthiness as well.

In the print advertisement we can see that the only product being advertised is the actual chocolate bar itself as there is nothing else to see apart from the slogan and small print for the Twix digital advert.

As for the twix digital advertisement we can see that the campaign have clearly gone for more older appeal to the advertisement from the dressing and styles used for the cast. this is also portrayed in the fact that they have included a factory in the digital advertisement as most people within those days were predominantly working class and working in factories.

Themes featured in the campaign 

I am going to describe the themes portrayed in the digital advertisemt.In both the digital and print advertisement campaign the theme is James Bond. we know this because of the way the suit is fitted and the famous click of the finger to bring everything every man dreams off. This sells the illusion of being the most powerful figure in your field because according to this advertisement once you spray this fragrance on you all your dreams come true and all goals are achieved instantly.

The print advertisement has the same theme as the digital advertisement and denotes and promotes the image of a wealthy lifestyle.

I am now going to evaluate the themes, products, places and models shown in both the print advterisement and the digital advertisement. Both advertisements portray and represent men in a very positive way.Its very common in the advertisement sector for men to be potrayed  as the one with all the money and riches and the females are almost portrayed as another materialisic object in this advertisement. Both advertisemrnt use the same setting to help empahsize the gold product which is very clever as it catches the audiences' eyes.

7.Campaign Logistics

I am going to start by describing the campaign logistics for the Twix digital advertisement campaign. Campaign logistics refers to the planning and decisions made before the actual product is promoted through digital advertisement such as timing, scheduling and significant events. For this particular advertisement the campaign may advertise the Twix bar even more towards the end of the year as the Christmas period arises. The sales of chocolate bars increase drastically as the Christmas period because it as particularly western tradition to have chocolates and sweets at Christmas as a family treat. The Twix advertisement is shown on Christmas movie channels in between movies (also known as advertisement breaks) or shown on channels like ITV whilst leading up Christmas. The digital Twix advertisement would be very suitable around the Christmas season because the advertisement reminds you of old classic British movies that always appear to show on Television around the Christmas period especially.


I am going to describe the campaign logistics for the print Twix print advertisement campaign. The
Twix company print thousands of copies to billboards to go around not only the United Kingdom but also the United States of America. The advertising campaign would need to schedule when the van used to deliver the posters across Britain would be arranged or ships for other states of America or western countries. The target audience will access the message through the small print at the bottom of the print advertisement stating where exactly you can buy the product and how much it should cost roughly. Another significant calendar event would be around Eid and other religious festivals such as Diwali.










I am going to explain and describe to  the way in which the Paco Rabanne print advertisement uses campaign logistics to promote the product to the fullest. Paco Rabanne has much more awareness in the United States of America than the product does in the United Kingdom. This means the greater mass of consumers will be based in the United States Of America. The Paco Rabanne advertising campaign will have thousands of copies printed and based in the city especially because that's where the target audience will be predominantly based(businessmen and women will be based in the city areas of the country due to the type of work needed in the city areas).

I am now going to describe to you what campaign logistics will be needed for the digital
advertisement for the Paco Rabanne One Million fragrance for men. There will need to be a lot of pre production planning as to how the money will split in which departments, the story board, hiring the people to fill certain roles such as... producer, executive producer, director and cameraman etc. There was also need to be someone to edit the final cut of the digital advertisement before it is actually released on television and this could take several weeks.

The Paco Rabanne print advertisement would have needed many copies just like for the Twix advertisement but the difference is that for the Paco Rabanne advertisement the posters and billboards would have placed in different areas. In comparison Twix is  more of a general product so it can be placed in many places not only the city areas. Chocolate bars will be sold all over whereas the Paco Rabanne fragrance will put in a specific area of the country where it will strictly attract it's target audience. The united states of America is much bigger than the united kingdom there fore the Paco Rabanne may have more consumers due to the number of people that will be interested in the product by looking at the print advertisement. The digital Twix advertisement will be much more entertaining for both adults and teenagers because of the fact the product is not gender nor age specific within its approach. It is extremely important that time is taken to produce digital and print advertisements to ensure that they comply with the ASA guidelines to avoid the risk of their advertisement being taken down and removed.

8.Choices of Medium

Twix

Twix advertising campaign they have chosen to use several choices of mediums in order to create awareness about their product. The 2 advertising campaigns that I have chosen are in two different forms of  advertising.

I am going to start by describing in depth about the media choices made by Twix.

The print advertisement campaign is shown on  not only billboards but may include leaflets and posters. The most common form of print advertisement is in fact shown on billboards. Billboards are seen to be the most suitable platform for print advertisements because it promotes the product on such a scale normally targeted at drivers as they will be most attracted and most likely to notice it on their travels.

The digital advertisement campaign will be shown across many television channels and will not be subject to a particular type. Occasionally even on kids cartoons channels you may see an advertisement for a chocolate bar during the break of the programme. This not only increases consumer demand but also  makes children spread the word to their parents and then the parents will eventually just buy the child to the Twix bar as a way to keep them happy.



It would not be suitable for the Twix advertising campaign to chose to advertise their chocolate bar on a radio station as the audience cannot see the chocolate bar to know what to look out for nor can see what the chocolate bar contains. Social Media has been used for advertising for many confectionary items such as skittles and snickers and most likely would have definitely been used as an advertisement campaign for Twix.


Paco Rabanne
The Paco Rabanne advertising campaign have chosen to use similar choice of mediums as the Twix chocolate bar. The Paco Rabanne One Million fragrance was not advertised on bilboards but has had several leaflets printed and advertised in perfume shops. Stores such as 'Boots' and 'Superdrug' have had the Paco Rabanne One Million fragrance leaflet left on the counter of the shop so as people start to pay for the item they have already bought their eyes are caught by the leaflet.  Another form in which the Paco Rabanne advertising campaign have chose to promote their product through print advertising is through posters around shopping centres and sigs as to where to find the product in the shopping centre.

I am going to start by describing the choice of mediums for the digital advertisement of the Paco Rabanne 'One Millon' fragrance.  Paco Rabanne have decided to advertise their product on tv channels that are particulary aimed at m,en such as football channels or car racing channels. This television advertisement can also bee found on channels such as BBC and ITV that are not gender specific channels.

I am going to end this blog by evaluating the choice of mediums chosen by all four advertising campaigns. All four advertising campaigns have taken similar approaches into promoting their product and increasing consumer demand. There are a range of different forms of advbertising such as social media, television, radio and print advertising. The twix bar advertising campaign may create more awareness as they have generalised their product by making it easily accessible to anybody and advertising on several different platforms. This means that the twix bars method of advertising is more efficient as it may be more costly but will have much more awareness gained than the Paco Rabanne One Million fragrance would have.

9.Call To Action

Paco Rabanne

Digital

I am going to explain to you what the call to action is for the Paco Rabanne One million Fragrance. The Paco Rabanne digital advertisement was made to promote the fragrance for men to respond by going out to purchase the product. The product would presumingly only be available to purchase either online or in a store that sells similar products to this one.  The reaction to the digital advertisement is going to be a sense of desire from men wanting obtain all the products featured in the advertisement that promotes wealth. Digital advertisements normally end up with people going onto websites to purchase the product rather than going in store. Stores such as the perfume store will allow you to purchase this product online instead of being inconvenient and going into the store.

Print

For the print advertisement I am going to start by stating the call to action. The call to action for the print advertisement would be to find the nearest store and purchase this product in order to obtain all the power and riches that the actor Matt Gordon got from using the fragrance. Its every mans dream to have the expensive car , beautiful lady and an unlimited amount of cash. This also connotes a certain type of lifesyle that people who purchase this fragrance are living.

Twix   

I am going to start by describing the call to action for the twix digital advertisement campaign. For the print advertisement the fact that the chocolate bar the call to action is for people to go to their nearest supermarket or corner store(most likely) to purchase the chocolate bar. The chocolate bar is around 0.40p to 0.50p and is therefore reasonable and suited for everyones need.

The print advertisement has the same call to action as the digital advertisement because the chocolate bar is not something you can purchase online its something you have to go into the store for.

To evaluate I will start by stating that the Paco Rabanne One Million fragrance appeals to a very small audience e.g.those of a wealthy background and predominantly business men not only because of the price but because of the way it has been presented to people. The difference between the call to action for the Paco Rabanne fragrance and the Twix chocolate bar is that the fragrance can be found in store and only where as the chocolate bar can only be found in store and on rare sites .



10.Legal and Ethical Issues

 I am going to start by explaining the legal and ethical issues opposed with digital advertising for the Paco Rabanne advertisment campaign.The Paco Rabanne digital advertisement does not stir up any legal or ethical issues as it complys with all ethical and legal rules. One of the rules that all advertisement campaigns must follow is that the product must be truthful at all times. This is extremely similar as the ASA rules and codings. For example .. the Paco Rabanne digital advertisement campaign must not say that the product brings money into your life instantly after using the products. The digital advertisement campaign just about is not classed as illegal because it only connotes that you will recieve all of these materialistic items , it does not directly say to the audience that they will get them.

I am now going to describe the legal and ethical issues in terms of the print advertisement for the Paco Rabanne advertisement campaign. The print advertisment does reveal to the audience that the model is naked but does not show her naked body so thewrefore it does not class a nudity being shown in the print advertisment. this means that by law there is no problem with the print advertisemnt campaign.




I am now going to describe the legal and ethical issues in terms of the print advertisement for the Twix advertisement campaign. The twix print advertisement does provide an truthful accurate description of the chocolate bar becaus eit includes the fact that it shows exactly what the bar looks like following the digital advertisement which shows the contents of the chocolate bar itself.


I am now going to describe the legal and ethical issues in terms of the digital advertisement for the Twix advertisement campaign. The digital advertisement shows the production of nthe chpocolate bar within the factory and does not falsely describe the confectionary item. The fighting that is denoted in the twix advertisement is on a mild scale so therefore does not reinforce or highlight anti-social behaviour.

To compare print and digital for four print advertisement do comply with the UK legal and ethical rules and therefore there should no reason that the advertisements should be taken down.

11.Regulation

Twix Chocolate Bar
The Twix digital advertising campaign complies with the advertising standards authority. I am going to explain to how exactly the Twix advertising campaign stays within the ASA guidelines. The Twix digital advertising campaign is child and adult friendly because it does not show any form of violence  , pornography or bullying. On the ASA website rule 5.5 clearly states ...
'Advertisements must not portray or represent children in a sexual way.' 
On the digital Twix chocolate bar advertisement we can clearly see that in no form at all children portrayed.'
 
The print advertisement for the Twix chocolate bar does not break any of the ASA rules or coding's and therefore does meet the standards of the advertising standards authority. In the print advertisement for the twix chocolate bar we can see the chocolate bar fully exposed with the Twix logo in red writing there is no sign of nudity, common drug use or crime. you would not expect to see things like this in an advert that is so universal and aimed at everyone and anyone regardless of their age.



Paco Rabanne 'One Million' 

I am going to start by explaining how the Paco Rabanne advertisement campaign does not comply with the ASA codes and rulings.The Paco Rabanne digital advertising campaign does not comply with the advertising standards authority because it breaks this rule... On the ASA website it clearly states that digital advertisements must not include obvious exagerations as wasy of promoting their product to gain awareness.

'Obvious exaggerations ("puffery") and claims that the average consumer who sees the advertisement is unlikely to take literally are allowed provided they do not materially mislead.' 

During the digital advertisement campaign we can see that Mat Gordon obtains all these very expensive materialistic items just by wearing the fragrance. The term 'materially misled'in this context refers to denoting to the audience that they will achieve material posessions through This also symbolises the growth of power for him which may put across the wrong message. The Paco Rabanne advertising campaign connotes a form of lifestyle that cannot be achieved by another material posession alone.

I am going to describe to you how the print advertisement does comply with the ASA guidelines. The Paco Rabanne print advertisement is aimed at those of a particularly mature age hence the reason for the lady painted in gold connoting that the scent of the man is irresistible.

I am now going to evaluate this blog post and briefly discuss the rules and coding's in terms of my 4 advertisement campaigns I have chosen to study. It is extremely important when producing advertisements digital or print ads that you comply with the ASA guidelines otherwise your advertisement may get removed from television or taken down from public spaces. It only takes one complaint from a member of the audience discussing what rule/code the particular advertisement breaks in order for the advertisement to be taken down.

13.Pitch Powerpoint for cross media campaign