Research Portfolio

Learning Outcome 1 (U20): Know how existing advertising campaigns embed advertisements across a range of media products

Learning Outcome 1 (U24): Understand the products that are produced within and across media industries




P1(U20): Describe an existing media advertising campaign    

Love story Coca Cola Campaign 

Aims and objectives of The campaign: 

"Love Story" has recycling at its heart, as the entire set was made out of recyclable material – mainly Coca-Cola packaging. The aims and objectives is to make sure that recycling materials become more popular and more people recycle. It also wants to further raise the problems of plastic wastage in the public consciousness. Recycling is a major problem and massive problem that people all over the world have to deal with on a daily basis. There is a massive amount of plastic wastage in the sea which can harm wildlife and can kill or be harm full to people swimming in the sea, this also affects the amount of fresh water available is the poorer countries. Ultimately the objectives of the campaign is to try and reduce the amount of plastic wastage in our waters as it can be harmful and deadly. 


Target audience:

The target audience of this campaign would be people that like drinking Coke and have an interest in the brand, the target audience will also be people that care about the environment and have an interest in wildlife. This will also target people that want to make a difference by recycling and making the environment a better place. 

Gender: The type of genders that this marketing campaign will be targeting is both genders, male and female as recycling can be done by anyone, any gender and any race. 

Race: For this marketing campaign all races are aimed at as as i said above recycling can be done by any race and everyone, so this campaign includes everyone and targets every race.

Age: The age that this is being targeted at is young teens 13- 45, This is because at  the age of 13 you start to understand the environment and care about it as it could effect you in the future to come, as recycling can affect anyone all over the world. The age range of 13 is suitable as when you hit this age you become more independent and therefore are able to go out and buy a coke yourself. Coke is a universal drink for everybody.

Ethnicity: This campaign targets any ethnicity and any race as it is an inclusive campaign and needs everyone to help, it would be very stupid to target one ethnicity as there are many people in the world with different ethnicitys so if one was targeted then it nothing would change as it wouldn't be enough people to make a change.




Key messages:

The key messages of this campaign is to recycle as it is good for the environment, this is a good message as recycling is important and it needs to be recognised more. From this campaign they are trying to promote and put across that recycling can create love and if you recycle the world will be happy which therefor will make you happy. This campaign is also promoting relationships as there are two people sitting on a bench, the campaign is also called the love story, which expresses love as they are sharing the drinks together.


Choice of media:

This campaign was advertised on many different media platforms, they had their campaign on billboard, this was really important for them to have as a billboard can be seen by many people as it is a very big source of advertising and can be reached/ seen by many people.

(Image from google)

 From this photo above the colours that are used are quite natural, like the colour blue is emphasised quite a lot which is natural, this links quite well as the campaign is about recycling and if this happens then the environment will be improved, the use of white as-well also shows cleanliness which also links to recycling as it will make the world a much enjoyable and clean place. The image as well shows two people enjoying themselves which also links to if everyone did recycling then it would be much happier. The way the two characters are positioned shows hat they are into each other and enjoying which is going on and you can feel that there opinion towards recycling is a positive thing.


Approach: 

The approach of this campaign is to make people feel emotional, this is because they want people to feel what its like when recycling isn't happening as if people don't recycle this causes global warming which also leads to the loss of animals. This campaign also wants you to feel emotion and feel sympathy for all the problems that not recycling has caused. This might have a positive effect on people and some people might change and start to recycle more often to make the world a better place.

 This Coke campaign advertised quite heavily on social media. I feel that Coke Cola chose to advertise quite heavily on social media to reach a bigger audience and more people than they are trying to reach now. One very important aspect about social media is pictures and videos can be shared within a matter of seconds and if this happens then the photo can reach an even larger Target audeince which inevitably will increase the revenue and profit of the company. I also feel that Coke Cola advertised on forms of social media as it is a very cheap method of making your product well known as it doesn't really cost a penny to join social media websites like Facebook, Instagram and Twitter. Coca Cola took the approach to use the most popular social media websites to make thier product a success, one form of social media they used was Facebook, Facebook is a really large and popular platform where posts and videos can be shared, liked and commeted on. This would be a big benefit to Coke Cola for their campaign as if the customers are not fond of the product they mind leave a comment on the picture or post, this is a benefit for Coke as they will get customer feedback and this will help them improve on the product what they next want to make a campaign and bring a new prroduct out. Another Social media platform that Coke might use is Twitter, Twitter is a very good and solid platform as it allows the audience to follow,comment and writes comments about a certian business and post it for everyone to see. This would benefit Coke and this campiagn as it would allow the campiagn to be shared and be seen by many people, if this happens then this might increase the profit and revenue of Coke and this could see them in the future inproveing the products and expending into a bigger and all rounded busienss.


Representation:

The way the campaign is represented is two people enjoying them selves as they have used recycling materials to drink from, the also know that they are helping the environment as well and making the world a better place to live in. This marketing campaign of Coca Cola can be seen as not stereotypical at all as it shows the clear message of two people who recycling and enjoying themselves. However, saying this it could be seen as very stereotypical as the two people sitting on the bench are portrayed as a white female and a white male, this advert could be seen as quite racist as it's not taking other colours and ethnicity's in to perspective and not thinking about the thoughts of other races.


Campaign logistics:

The campaign was released In the summer of 2017, they released it in the summer as if you look at the campaign and the way it's presented it's a summer vibe and the colours that are used shows people that this was done and taken in the summer. This is shown through the bright blue sky, the green grass and if you look closely the bright colourful flowers growing through shows that this campaign was created the summer. 

This campaign was most probably shown quite a lot of times throughout the whole day, the campaign is not gonna be shown in the morning or in adverts on kids channels  as it is an unhealty drink which isn really for children consumption, it would normally be on from 5-9 on TV. They also repeat the campaign to prove a point and to share a message that people need to start recycling and how its very good for the environment, it was really important for this campaign to be shown over and over again as it is emotion advert and a lot of people can relate. If this advert is shown then people will start to get the message of how important it is to recycle.

This campaign didn't encourage celebrity endorsements because they didn't need to as the campaign is very emotion and is a campaign that everyone can relate to in the world as, if recycling isn't happening then in the future we could be badly affected.

Call to action

This campaign wasn't asked to do anything in particular, from the advertising video the message is about love and how recycling is important and recycling makes love, from the advertising video there is nothing about if you need to call a certain number or to visit a website its just purely about the love side. It would be a positive thing if the campaign had a number to call at the end as then people can find more information about what the campaigns message and what they are trying to put across. It would also be good if there was a link where you as a customer is able to buy the product as it quite and easy and it also shows that people are supporting the product if they purchase it.

Regulatory bodies

Ofcom- Office of Communications - Regulator for Tv and radio. They decide whether content being broadcast is appropriate for the differing target demographic.

ASA  - Advertising Standards Authority- They determine whether an advert is fit for purpose, judged against whether its harmful, misleading or offensive.

Relevant legal and ethical issues

 Legal: Ensure that all the facts are verified, if the campaign doesn't then it would be lying to the audience which could give them a bad reputation- Coca Cola needs to make sure that throughout every stage in making the product and putting the product on the shelf, the product needs to ensure that it doesn't break any legal or ethical issues as this could affect the brand the reputation of the product. 

If Coca Cola do break legal and ethical issues then some of the audience might stop buying Coke and this could really affect the buiness financially. If Coca Cola don't make sure that all the facts and wrtiting on the products and on the adverts are true and verified then this could lead Coke Cola into a lot of trouble as they have lied to thier customers and broken a legal issue which could result in prosecution. If this happens then this could have a big effect on the product and end up making the sales decrease as people have fallen out of trust with the product.

Another legal issue is copyright. Coca Cola must ensure all images they use are either original or the relevant copyright money has been paid. If they did not do this then the company could be sued.

Ethical:  With the advertising of this campaign it could be seen as trying to promote obesity as this Coca Cola drink is full of sugar and high calories. Coca Cola need to make sure they aren't telling the audience false information by saying its a healty drink when it is a drink that if you have too much of it, it can give you problems in later life. This has been talked about in the Houses of Parliament recently, because products containing a lot of sugar are seen to be responsible for the rise in obesity across the UK, particularly amongst children. Therefore, an ethical issue surrounding the product is when and were they choose to advertise it. For example if they advertise it during times when children might watch it, then it might lead to ethical issues around obesity.

McDonald's Monopoly campaign

(Image from Google)

Aims and objectives: 

The aims and objectives of this campaign is to get more people to spend their money in McDonald's, Monopoly is a very fun game and what McDonalds have done well they have incorporated a fun game into the branding of food which will generate a lot more profit and revenue. Even though McDonalds are already established they are still creating good brand awareness as when people are having McDonalds they are playing a game as well. Having monopoly on their packaging will also increase sales, as when you order the food you have a change of winning some really good prizes so there for more people are going. Another aim that there trying to achieve is for people to enjoy eating there food and make sure that they want to repeat purchase.

Target audience:

(sorry - formatting issue with Blogger - defaults to red)

Age: The target age range for this marketing campaign is from 12-25 the target age range of this marketing campaign starts off quite young (12) as the game Monopoly is a game that is played by the younger years compared to the older. This is really clever by McDonald's because they have got a popular game that is liked by younger and older audiences and put it all on the foods, this is also very clever by McDonalds as they dont have a limit on why they can target as the game Monoply is a game that has most probably a game that has been played by all audiences. Having this specific game on all the foods allows McDonalds to make more revenue compared to if there was game like chess as this is a game that the younger generations dont tend to play compared to the older audiences who would be more fond of the game. Having the game Monoply allows everyone to be involved as it is a game that is tended to be played by all audiences  Having this allows the customers to play the game while eating and this campaign also allows the audience to win some extraordinary prizes. This will also allow McDonalds to increase capital because there are so many good prizes up for the winning so more and more people will buy more things so they have a bigger chance of winning. This campiagn could also be seen to link to the secondary and primary audience as both audience woulc be able to play Monoply and most proberly would have heard it in thier life time.

Gender: The gender that this campaign is being aimed at is both male and female, they are doing this as they are being exclusive with all genders and all genders play the game of monopoly. However saying this, this campaign could be seen as aimed at men. From looking at the colours and the way its presented it could be seen as quite male orientated. The colour blue literally dominates this campaign which is known as a colour that boys and males like.

(Image from Google)

Ethnicity: Both ethnicities are being aimed as people from all ethnic backgrounds play all board games especially Monopoly which means they are being targeted.

Class:  Though McDonald's appeals to all NRS social grades, the company - and this campaign - is generally most popular amongst the C2DE social grades, especially for older consumers and larger families because the product is supposedly cheap. However, amongst younger consumers, such as schoolchildren, it is very popular amongst all social groups.

Key messages:

Key messages are the main points that you want your target audience to hear, one of the key messages of this campaign is it is a USP as no other company, business or marketing campaign has this where they have incorporated a game into a food brand, this is a really clever piece of marketing as it will make you stay longer in the restaurant as you are playing which will then means that customers will most probably spend more money inside McDonalds. The campiagn also highlights excitement with the exclamation mark at the end and the vibrant colours that have been used.

Approach:

The approach that McDonald's have taken to gain more attention is by having the marketing campaign all over the country on billboards. This is a really clever way to grab attention to your product as having this at a bus stop where there are many people and many people are there a day. Busses are a massive form of transport in London as bus is the only way for people to get around so to have this form of advertisement at a buss stop is really good as it will be seen by many people through out the whole day .

The other methods hat they use to gain attention is the colours that they use this creates brand identity which everyone will                  remember.                                                                            (Image from Google)


                                                                                    
McDonalds also have the Monopoly campaign on forms of social media like Facebook and twitter, this is really good advertising as many million of people are on these forms of social media, this is also very good as this campaign can be shared over and over and this allows this campaign to reach many more people. This is a positive as this will increase the revenue of McDonald's as a lot of people would have seen this campaign and will want to take part.

Representation:

This campaign could be seen as having representation of having a stereotype, as you can see from the photo the colours that are mainly used are the colours that could typically be represented as a colour that a boy would like not a girl. The colour blue literally takes over the whole advertising board which could be seen as quite stereotypical and could also be seen as they are trying to aim it at men not women. The photo below is a screen shot of this campaign on a form of social media, again the colour blue is over taking this post as it is in the majority of the photo below.

  
(Image from MCdonalds website)


The ' Monopoly Man ' on the face of the game Monopoly and the McDonalds Monopoly campaign can be seen as a big repusentation of the productas a whole. The 'Monopoly Man' Is represented and shown as to be quite an old character, this could  be a steryotype and mean that McDonalds feel that they should just aim this at the older generation. This can be seen by the way the 'Monolpy Man' is dressed and this can also be seen they the white/grey moustache  on his face showing that he is quite old. The colours that are used as well, the black and white is possesive over the picture which could also show that its realted to the older generates as black and white were colours that were used for Tv's in the olden times. It also shows that he can be seen as quite Upper Class as he looks very smart and is wearing a suit and tie.

Campaign logistics:

This campaign didn't encourage celebrity endorsements because they didn't need to as the campaign is very well known and is a campaign that everyone can get involved in, also McDonald's has a very good brand identity and everyone knows what it is.

This campaign has been happening for a   long time and will continue to be happening, this campaign comes out every year at around March time. The 2019 campaign started on March 18th, it comes out at this time of year as the climate is starting to become warm which means more people are out compared to the darker month when the weather is cold and dark. It could also coincide with easter when school children are on holiday.

The television adverts tend to be shown during the peak viewing hours of 5-8 pm. This is because people are going to be coming in from work and might be hungry, this is because it is fast and cheap. The adverts arnt shown that much after 9 pm because not many people would want to eat this type of food after a certain amount of time as it is unhealthy for you and not good to eat late. 

In terms of print advertising in the UK, there was a mixture of large billboards placed on busy roads. There other major form of print advertising was small print posters typically placed in buss stops in large urban areas.

Choice of media:

The types of media that they used:

Tv adverts- They had many adverts on the Tv when this campaign had come out. This is really good to have as it reaches a large number of people.

Media presentations- They also used media presentations to get their word across.

                                             (Image from google)

This McDonald's advert above was on TV for approximately 31 seconds, from the way the advert is set out the audience can see that straight away that this is set in an McDonalds restaurant. This can be seen by the colours that are used and the back ground where the audience would tend to order their food. It is very beneficial for McDonalds to have a an advert about them on TV as many people all over the world watch TV and will see and experience this advert. This advert normally tends to be between important breaks between tv shows as this is a well established company and has a massive audience.

                                             

      
                                           (Picture from internet)

The picture above is off a Billboard about the McDonald's Monopoly campaign, this is really clever from McDonald's because as you can see the billboard is placed in an area quite high up where it is easy for the public to see. A billboard is normally quite large so this allows the audience to see the billboard from quite a long distance away. Billboards are normally placed in areas near motorways and places with high footfall, from this picture you can clearly see this is situated near a motor way or a place with high footfall as a large billboard and it wouldn't be this big if it wasn't near a place with a high audience.

                                                       (Image from internet)

The image above is a poster of McDonald's monopoly, having a poster is important and a clever way to spread awareness for a campaign for a business like McDonald's, a poster tends to be quite vibrant and catchy and they are normally located a locations where there is a high amount of footfall. The posters are normally placed in busy city's, for the Monopoly campaign the posters would normally be placed in the heart of London, near bus stops and the main and busy parts of London so all types of audiences can see this.

Regulatory bodies

Ofcom- Office of Communications - Regulator for Tv and radio. They decide whether content being broadcast is appropriate for the differing target demographic.

ASA  - Advertising Standards Authority- They determine whether an advert is fit for purpose, judged against whether its harmful, misleading or offensive.

Legal and Ethical issues:

(e.g. copyright, intellectual property rights, slander/libel, performance rights, permission to film, royalties, violence, offensive language/behaviour/material, public interest)

McDonald's need to make sure that they don't have offensive language or rude behaviour that could offend anyone during there marketing campaigns. If they do this this then they might get a bad reputation and therefore sales would decrease.

                                               (Image from Google )

Ethical issues: 

Gambling: On the advertising of the Campaign, the monopoly campaign could be seen as saying that gambling is alright, whites defiantly isn't ok. On the advertising on this campaign there is WIN in big writing which also expressed and feels like McDonalds is trying to promoting gambling.

 Obesity: With the advertising of this campaign it could be seen as trying to promote gambling, with this new Monopoly campaign it makes people want to repeat purchase so they have more chance of winning, this means that more people will buy more food and then eat it which can cause obesity and people to become diabetic.  A recent article published on the BBC the 17th of march 2019 concerned exactly that. Mp Tom Watson has called for the campaign to be dropped because he believes that it is a " danger to public health" because it encourages people to order more. However McDonalds have argued against this saying that they have removed the incentive to go large. They have also included the prizes on there carrot bags, salads and Big Flavour wraps range which are healthier and more nutritious.

Legal issues: 

Misleading information: They need to make sure that if they make a clame it need to be 100% true otherwise there advert would be misleading and could be banned by the ASA.

 The British government is currently considering whether to ban junk food adverts on TV before 9 pm in order to tackle childhood obesity. This has not yet come into effects but with the growing problem of obesity and diabetes in this country, particularly amongst children, it mat become Law soon. The same has been done for cereals with high sugar content.

M1 (U20): Evaluate different cross media advertising campaigns for consistency of message.

McDonald's Monopoly campaign

  (Image from google )

McDonalds have used many forms of advertising to promote all McDonalds products, Below are some of the ways that McDonalds advertise to their audience.

Bus stop posters - The McDonalds Monopoly campaign was placed on bill boards round the whole of the uk when the Monopoly campaign was coming out. The colour on all billboards round the Uk had the same colours and had colours that are situated and know with McDonalds. From this billboard the use of the colour blue is emphasised, even though this isn't a colour you would situate with McDonalds this i a colour that is know for being used when the monopoly campaign comes out every year. In both of the Billboards the colours that are used can be seen as gender stereo type as one of the bill boards is aimed at boys and the other campaign is aimed at girls due to the bright colour of                 pink. This is very clever by McDonalds as it is targeting all people as it is targeting both genders. As i was saying before the colours used in all of the advertising campaigns for McDonalds is the colour red and yellow. When people think of the Colour red and yellow they automatically think of McDonalds, thsis is because on every advertising campaign theres colours are emphasised. The Fonts that are also used are sans-seriff, this is a simple font to use and McDonalds have made sure that all the writing can be read when reading their advertising campaigns. On all of the McDonalds advertising campaigns McDonalds always have their logo in the middle or on the top of the campaign, this is really clever technique by McDonalds as they are creating brand identity and people will start to recognise this brand if they don't know what it is already. Another thing that McDonalds have done is they have a slogan on their advertising campaign for the McDonalds monopoly, a slogan is a really effective way of making         people remember the campaign as it is catchy and hard to forget, this will allow people to remember and keep the campaign in mind. This keeps the message consistent as this slogan is on every Monopoly McDonalds campaign.

 

    ( Both of these images above are from Google)

Adverts- There are many adverts about the McDonalds Monopoly campaign in all the adverts they are set up in a certain way that the audience would know exactly that it is a McDonalds Monopoly campaign. One way that the McDonalds Monopoly campaign adverts creates a consistency or message is by the colours that are used in the adverts. Even though from the advert next to me its quite blurry as an audience member you could tell straight away that they are the screens above the man is  where all the food is and where you can order from. Also the picture from a Advert below  has the same back ground so this also means they are trying to create brand identity with the way they are trying to advertise. The fonts that are used on both adverts are quite simple and very easy to read, the use of the colour white at the bottom of both McDonalds Monopoly adverts is very effective as it stands out as the colour white in not used that often. Also in both of the adverts at the front you can see that both of the adverts have a McDonalds bottle with the M logo on it this is clever as it creates brand awareness and identity. This also expresses the consistency of message as in both of these adverts certain things are set out in the same ways in all the advertising campaigns. 

                                                                                                       (Images from google )



Consistency of message: McDonalds make sure that Throughout the campiagn, consistancy of message is shown thoughout. McDonalds would want to do this to ensure that brand is clear and consistant and is applied through all channels. Having strong and consistent brnading reinforces the identity of Mcdonalds and drives posotivity, sentiment and trust, also if McDonalds show consistency of message then some of the audience will remember the business when they see a certain colour or word. This is beneficial for the business as it allows the audeince to remember what the business is all about. McDonalds show consitancy of message by having the colour Red on every social media post, this is good for McDonalds as when people think of the colour red they will now associate it with McDonalds. This allos McDonalds to have brand identity and to be remembered. When the Monoply campiagn came out McDonalds showed consitancy of message by putting the Name of the game on all products and gave the audience a chance to win something fromevery purchase, Mcdonalds made sure that they were consistent by making sure that the game was on every product that they sold. This is also good as it creates brand identity and this therfore will increase profit and reveune for McDonalds as there product will become more well known.



(Images from an Instagram account)

Social media- Using social media to market a campaign is a very clever and successful way of marketing a spreading awareness of a product or a campaign. McDonalds use all different types of social media to spread awareness of all of there campaigns especially the McDonalds Monopoly campaign. The McDonalds Monopoly campaign is on most social media. One type of social media it is on is twitter, twitter is a really good form of social media as it allows people to post and it also allows people to share the picture which allows the picture to reach up to millions of people. The colours of the twitter page are all colours that the audience would see and associate with McDonalds. The use of red and yellow shows expresses the brand awareness as these colours are associated with yellow and red. The image 
that dominates the twitter page is the main guy in the middle, which is normally associated with the game Monopoly which this campaign is based on. The fonts that are used on the twitter page are quite simple fonts, this like to McDonalds target audience which starts off as quite a young age range, the font is easy to read and suits the lower and hight target age range that they have. As you can see from the twitter page the McDonalds logo is displayed a couple of times on this page. McDonalds also advertise the McDonalds monopoly campaign on Facebook and Instagram as well, this is a brilliant way to advertise and make sure the product that is being sold reaches a high target audience. This is due to instagram and Facbook having many viewers and many million of people all over the world use these types of social media on a day to day basis. On Instagram an Facebook pictures and links can also be shared to many more people that are on the friends list so it can be reached to many more people. The logo on both of the Facebook page and the Instagram stand out due to the colours that are being used. The pictures are also very enticing on the instagam page.

     

  





                                                                                                                 (Images from a Facebook Account)

Love story Coca Cola Campaign 

Coca Cola have used many forms of advertising to promote all Coca Cola products, Below are some of the ways that Coca Cola advertise to their audience.

Advert- Coca Cola have an advert as a form of advertising as it can reach a large amount of people. Here are some pictures of the adverts about the Love story Coca Cola Campaign. In all the adverts they are set up in a certain way that the audience would know exactly that it is a Coca cola advert. One way that the Coca cola campaign adverts creates a consistency or message is by the colours that are used in the adverts. As an audience member you could tell straight away that the way that the two characters are dressed and where the setting is that this is a recycling Coca Cola Campaign. Also the picture from a Advert below  has the same back ground so this also means they are trying to create brand identity with the way they are trying to advertise, they are also trying to put the message across that recycling is good as the use of recycling materials is expressed more than one occasion. The Coca cola advert is very effective as it stands out as the colour white in not used that often. Also in the adverts at the front you can see that Coca Cola have a Coke bottle with the Coke logo on it, this is clever as it creates brand awareness and identity. This also expresses the consistency of message as in the advert certain things are set out in the same ways in all the advertising campaigns. The other thing that Coca Cola do very well is they make sure that the message of the whole campaign is very clear throughout , they do this by making sure everything that is in the campaign is made of recycled plastic, also at the end they have a slogan at the end which says "made of 100% recyclable material" this is very effective as this will make more people want to buy this as it is help the environment and making the world a better place.

(All images above from google)



Billboards-

 The Coca Cola Love story Recycling campaign was placed on bill boards when the Love story Coca Cola Campaign was coming out was coming out. The colour on all billboards had similar colours that are situated with the Love story Coke Campaign. From this billboard the use of the colour green is emphasised, even though this isn't a colour you would situate with Coca Cola this is a colour that is used as it shows purity and the campaign is all about recycling and being better for the enviroment so the colour green emphasises this as it is a fresh and natural colour.  This is very clever by Coca Cola as it is targeting people that care about the environment . When people think of the Colour green  they automatically think of grass and trees and the country side which are all natural things. On all of the Coke advertising campaigns Coke always have a picture  in the middle or on the top of the campaign of a Bottle of Coke to make sure everyone knows what the campaign is about, this is really clever technique by Coke as they are creating brand identity and people will start to recognise this brand if they don't know what it is already. 

Social media:

   

(All images above are from Social medai platfroms like Facebook, Twitter and instagram)

Social media is the main form of advertising in the 21st century due to many people being on all forms of social media. Many millions of people are on the likes of twitter, Instagram and Facebook so it is really clever for Coca Cola to promote their Love story campaign as it can reach many people; also, on the types of media posts and campaigns can be shared and this can reach a larger audience than it already has. If you look at all the campaigns on social media they all are the colour red which is the colour associated with coke, this is clever by Coca Cola as it creates brand identity and when people see the colour red they will know and think of Coca Cola. If you look at the image of all social media posts about this Love story Coca Cola campaign they all have elements that are situated with love for example the colour red is situated with hearts which is love. The word love is in big white writing which stand out. The particular tone of red is very vibrant and is used across many different platforms to replicate the colour used on the can itself. The branding help to associate the product with a sense of fun. Because red is a primary colour the branding is relatively simple. From these three examples, from twitter, Facebook and instagram, the branding is different for twitter as a darker red is used. Similarly the fonts used in the word love is different for twitter and Facebook and it not used in the instagram post at all. therefore it could be argued that the message is not consistent across social media. The font used in the twitter campaign is similar to that of the iconic Coca Cola typeface. This could be due to twitter having an older target audience and therefor the branding is suited for their wants and needs. The instagram advertisement relies principle on images rather than texts. This could be because instagram is associated with younger people who respond to more minimalistic advertising. 

P1:  U24- Describe the media products for an identified industry sector 

These are some of the different types of platforms for advertising.

• Video Ads
• Social Media - Instagram, Twitter, SnapChat, Facebook.
• Website 
• Billboards - Static/Interactive
• Bus Poster/Bus Stop poster - Static, Interactive
• Tube Adverts - Billboards/Interactive videos
• Magazine ads
• Video ads
• Social media -Instagram-Snapchat-Facebook
• Website-pop ups
• Billboards
• Radio adverts
• Bus posters/bus stop posters 
• Taxi adverts 
• Take adverts-billboards/interactive videos 
• Tv adverts 
• Leaflet 

How are products adapted?

Videos ads: This is set in McDonalds restaurants, with the iconic menu boards above the counter we can feel as audience that this is set in McDonalds. We can also see this through the colours on the boards as these colours are situated with the game monopoly. 

In terms of this advert, and others in the campaign, a sense of contrast is created between the setting at the start and that of the restaurant at the end of the advert. he start is vey grey and over cast, whilst the scenes in the restaurants use a bright colour pallet. A lot of these adverts send up britain. For example in the advert pictured, the protagonist is a metal detecting enthusiast on a cold windy beach. He's life seems to be sad and lacking fun at the start of the advert compared to the end when he is enjoying him self and finally wins something of worth. It is mocking british weather and the life of British people, encouraging us to laugh along with it and therefor feel a sense of identity with McDonalds. This has been an on going theme with McDonalds Tv ads through the years.

Print: Within the print format McDonalds use above the line advertisng especially bill boards and buss stop posters, these often have bright and vibrant colours to catch the attention of the viewers. They are also in areas with high footfall which allows more people to view this form of advertising. The wording of the advert is "Winning feels as likely as seeing someone in shorts at the first sign of sunshine". This uses a similar technique as the TV ad because its sending up a british stereo type, also on the poster they have the slogan which uses rhyme to make it more catchy. This is " get peeling for that winning feeling" . Finally, in order to attract the target audience, the poster features a hashtag - #McWinning

BillBoards: McDonalds typically uses bill boards as part of its advertising campaigns. This is a form of mass marketing. Often these feature minimal wording, bright colours and some form of pun. In the bill board pictured the advertisers use the imagery associated with the monopoly game which sign posts the direction of the nearest McDonalds. This is effective because it would be placed on busy roads, attracting passing motorists. The same slogan is used here.

                                                                                  (All the images above are from Google)

Website : McDonalds normally would use their main website as a form of advertisement as there page is viewed by all their target audience. McDonalds use vibrant and bright colours on all their marketing especially their website which is most properly the most viewed out of all the marketing that they incorporate. This is effective as most people in the world that have access to a McDonalds will most defiantly have access to the internet, this means that people all over the world can access this website. This website needs to be vibrant and catchy as this needs to be able to attract the audience and make them want to spend the money in McDonalds. The Logo  consistently used here, but the colour scheme is different as it represents the different colours on the Monopoly board, this also suggests that it targets a wide range of audiences.

                                                                           (Image above is from the MCdonalds website)

Tube adverts/ Billboards: This is set in a Train station, with the iconic colours that are used, straight away the audience will be able to tell that this is McDonalds Monopoly. This isa really clever/great form of advertisement for McDonalds, this is because they have put this form of advertisement where a lot of people will be able to view this on a daily basis. A train station is where millions of people through out the whole week will go to to travel from work or to get around London, so having this piece of advertisement where there is a large population and a high footfall is a clever idea. This will also increase the revenue for McDonalds because after a hard days work some people might look at this advertisement and might fancy a quick and cheap bite to eat after a hard days of work.

Social media: There are many forms of social media like instagram, twitter and Facebook, all these type of social medias have many millions of users.On these types of social medias you are able to share or retweet and like a photo which means that a photo/video can reach up to many more people on your friends and mutual friends list. It would make a lot of sense for McDonalds to have their campaigns all over social media as McDonalds is a very large business and very well known so why it comes up on people social media they might either like it or share it, this means that this campaign will be able to reach a larger audience which therefore increases the revenue for McDonalds.

                                                                                        (Image above from Facebook)

How institutions create brands

McDonalds creates brand by using many different aspects to make the product easy to remember. One way that they use to create brands is through the use of the logo, a logo might be a picture or something that is normally put on the products to make people remember the product where ever they go. McDonalds make sure they have the McDonalds sign on all products, websites and social media. This is very clever by McDonalds as they are creating brand identity and when people see a certain colour or letter then they will think off the business. This is a benefit to them as this could potentially make the audience fancy a product from McDonalds which obviously increases the revenue and profit for McDonalds. McDonalds also use a Slogan as part of creating brands, this is a good way to create brand identity as a slogan is something that can be remembered, McDonalds have a slogan called "Im loving It", this is a clever slogan to have as it is very well known by everyone and if someone says " Im loving it " then they will know exactly where its from. They also use colours to create brand identity, the colours that are normally situated with McDonalds is Yellow and Red. Over the years McDonalds has created brand identity through the two colours yellow and red, this is done by having theses two instinctive colours all over the website and in the logo, his create brand identity which is really important for a business to have. For the Monopoly McDonalds campaign a wide range of colours were used, i feel that McDonalds carried this out as they are using many colours which shows that they are inclusive of all people and all different type of audiences. Another way that McDonalds do to create a brand is by having the 'Monopoly man', the 'Monopoly man' is a figure that is implemented on the branding of the Monopoly campaign, this is beneficial for McDonalds to have a mascot in a way as it kind of represents McDonalds and the campaign.
The font that McDonalds also use creates brands as the Font that is used throughout McDonalds campaigns and in the restaurants are made sure it is exactly the same font, this is good as this creates brand identity and some of the audience will get used to it and when they are out and see this type of font they will straight away think of McDonalds. This shows that McDonalds has brand identity.

How cross media products engage different audiences

There are many different ways that McDonalds target there audiences. McDonalds target the audience of males by the colours that are used, is the McDonalds monopoly campaign the colours that are used are mainly colours that are situated with the male gender. However McDonalds are also very clever as they incorporate colours that are links with the female gender swell. This is clever by McDonalds as they are involving all people as they are making sure that they have got all colours in there and the colours that are linked to boys and girls. This could be seen as McDonalds being inclusive and taking all people into consideration. This Monopoly campaign can also be seen as targeting children, this could be seen by the colours that are being used and the campaign being based around a game that children play and a game that is enjoyable and fun. McDonalds have incorporated a game that can be played while eating which i feel is targeting more children to eat and play the games. I feel that having a game like monopoly and incorporating it as a game with the food is a clever idea as it makes the audience want to buy more to have the chance of winning, also it targets many different audiences, one audience it targets is the younger audiences because of the game and the other audience it targets is the older generation due to them playing the game as well.