Joshua Val lely

MY CASE STUDY

I n t h i s adver t , t he ma in focus i s t he fi sh and the b read . Bu t read ing the s logan , you s ta r t t o rea l i se tha t i t i s a pe rson who i s pa in ted in b lue , d i sgu i s ing themse lves w i th in the background to be pa r t o f t he fi sh . The co lo r b lue i s most l y used as i t g i ves the v iew o f wa te r fo r t he fi sh and the fi sh I can see was a imed to be eas i l y no t i ceab le . There i s a recogn i sab le l ook o f t h i s adver t , f o r examp le , i t has the fo rd adver t on the bo t tom r igh t hand s ide , however, t he re i s no ca r no r any type o f veh ic le on the ad bu t the co lo r t hey use qu i te symbo l i ses the company ' s l ogo . When i t comes to genre , I say i t fi t s a round the c rea t i ve and na tu ra l gen res , such as WWF as i t i s f ocused on na tu re . By the l ook o f t he ad , t he a im I t h ink i s t o ge t peop le t o s ign up fo r t he ' Env i ronmenta l Cons idera t ion Award ' bu t how they persuade the peop le i s by g iv ing a ca tchy s logan , ' Those who he lp na tu re , end up he lp ing themse lves ' . Th i s s l ogan g ives the message tha t peop le m igh t i n fac t fee l be t te r when s ign ing up o r even w in someth ing . The fac t i t says ' he lp ing themse lves ' you cou ld v iew i t as a deep fee l ing o f do ing a good deed tha t makes fee l l i ke a good human be ing . Fo r a ca r company do ing a env i ronmenta l adver t i sement i s ce r ta in ly d iff eren t , i t i s l i ke tu rn ing a new lea f and a l so qu i t e i ron i c , as ca rs do cause po l l u t i on and ye t do ing th i s adver t shows tha t they ca re abou t the env i ronment and the dangers i t i s f ac ing . The pos te r I t h ink tha t i s cap tu r ing the t ypes o f aud iences a re young adu l t s a l i ke cons ider ing i t i s adver t i sement abou t the env i ronment and how ca rs aff ec t i t . I t wou ld be ve ry he lp fu l f o r those who a re in te res ted o f he lp ing and those who have jus t s ta r ted to d r i ve , as they wou ld be in te res ted to fi nd th i s i n fo rmat ion abou t ca rs and they ' l l pe rhaps even to be persuaded to cyc le o r wa lk than d r i ve . When i t comes to pu t t i ng th i s adver t i sement ou t there i n the pub l i c , I wou ld cho ice a va r i t y o f env i ronmenta l s i t es and fi lms , such as WWF o r a env i ronmenta l agency. Bu t when i t comes to fi lms , documenta r ies and se r ious fi lms l i ke the inconven ien t t ru th wou ld be h igh ly appropr ia te fo r th i s adver t i sement .

THE RESEARCH OF THE CAMPAIGN

Type of Media: Print

Client: Ford

Agency: JWT Salo Paulo

Company: Ford

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 won’t get the whole ideal. When it comes to genre, I say it’ll be

THE GENRE AND TARGET AUDIENCE

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 couldn’t find any more pictures of advert being advertised in public, instead, I’ll show some examples and discuss some of the prices.

ADVERTISEMENT IN PUBLIC

https://www.jwt.com/brazil/workThis 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

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.

ANALYSIS OF THE ADVERTISEMENTS

Here I analyzed the NSPCC poster, making notes on the smallest details. For example, I pointed out that the child’s face on the poster is sad, aimingfor the audience’s 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 byHaving 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.

I then analyzed the Polar Bear Print Poster, I had noted down the oi led hand print which indicates that we did i t , we are ruining these bears l ives. The sign that says ‘Greed’ also indicates we are the ones who are responsible, with the words being black themselves and the oi l below it connecting to i t , i t ’s as i f i t is representing oi l as a symbol ism of the word. I think the most powerful message however, is the singular polar bear which is standing in the wi lderness looking towards the camera, i t real ly does show that i t is completely alone.

ANALYSIS OF THE ADVERTISEMENTS

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 fi r s t t a k e n u p b y J a m e Wa 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 Wa 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 Wa 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 . Wa 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 ffi 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 Ke 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 fi 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 fi 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 Ka 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