Joshua Val le ly

MY CASE STUDY

I n t h i s a d v e r t , t h e m a i n f o c u s i s t h e f i s h a n d t h e b r e a d . B u t r e a d i n g t h e s l o g a n , y o u s t a r t t o r e a l i s e t h a t i t i s a p e r s o n

w h o i s p a i n t e d i n b l u e , d i s g u i s i n g t h e m s e l v e s w i t h i n t h e b a c k g r o u n d t o b e p a r t o f t h e f i s h . T h e c o l o r b l u e i s m o s t l y u s e d

a s i t g i v e s t h e v i e w o f w a t e r f o r t h e f i s h a n d t h e f i s h I c a n s e e w a s a i m e d t o b e e a s i l y n o t i c e a b l e . T h e r e i s a r e c o g n i s a b l e

l o o k o f t h i s a d v e r t , f o r e x a m p l e , i t h a s t h e f o r d a d v e r t o n t h e b o t t o m r i g h t h a n d s i d e , h o w e v e r , t h e r e i s n o c a r n o r a n y

t y p e o f v e h i c l e o n t h e a d b u t t h e c o l o r t h e y u s e q u i t e s y m b o l i s e s t h e c o m p a n y ' s l o g o . W h e n i t c o m e s t o g e n r e , I s a y i t f i t s

a r o u n d t h e c r e a t i v e a n d n a t u r a l g e n r e s , s u c h a s W W F a s i t i s f o c u s e d o n n a t u r e .

B y t h e l o o k o f t h e a d , t h e a i m I t h i n k i s t o g e t p e o p l e t o s i g n u p f o r t h e ' E n v i r o n m e n t a l C o n s i d e r a t i o n A w a r d ' b u t h o w

t h e y p e r s u a d e t h e p e o p l e i s b y g i v i n g a c a t c h y s l o g a n , ' T h o s e w h o h e l p n a t u r e , e n d u p h e l p i n g t h e m s e l v e s ' . T h i s s l o g a n

g i v e s t h e m e s s a g e t h a t p e o p l e m i g h t i n f a c t f e e l b e t t e r w h e n s i g n i n g u p o r e v e n w i n s o m e t h i n g . T h e f a c t i t s a y s ' h e l p i n g

t h e m s e l v e s ' y o u c o u l d v i e w i t a s a d e e p f e e l i n g o f d o i n g a g o o d d e e d t h a t m a k e s f e e l l i k e a g o o d h u m a n b e i n g . F o r a c a r

c o m p a n y d o i n g a e n v i r o n m e n t a l a d v e r t i s e m e n t i s c e r t a i n l y d i f f e r e n t , i t i s l i k e t u r n i n g a n e w l e a f a n d a l s o q u i t e i r o n i c , a s

c a r s d o c a u s e p o l l u t i o n a n d y e t d o i n g t h i s a d v e r t s h o w s t h a t t h e y c a r e a b o u t t h e e n v i r o n m e n t a n d t h e d a n g e r s i t i s

f a c i n g .

T h e p o s t e r I t h i n k t h a t i s c a p t u r i n g t h e t y p e s o f a u d i e n c e s a r e y o u n g a d u l t s a l i k e c o n s i d e r i n g i t i s a d v e r t i s e m e n t a b o u t

t h e e n v i r o n m e n t a n d h o w c a r s a f f e c t i t . I t w o u l d b e v e r y h e l p f u l f o r t h o s e w h o a r e i n t e r e s t e d o f h e l p i n g a n d t h o s e w h o

h a v e j u s t s t a r t e d t o d r i v e , a s t h e y w o u l d b e i n t e r e s t e d t o f i n d t h i s i n f o r m a t i o n a b o u t c a r s a n d t h e y ' l l p e r h a p s e v e n t o b e

p e r s u a d e d t o c y c l e o r w a l k t h a n d r i v e .

W h e n i t c o m e s t o p u t t i n g t h i s a d v e r t i s e m e n t o u t t h e r e i n t h e p u b l i c , I w o u l d c h o i c e a v a r i t y o f e n v i r o n m e n t a l s i t e s a n d

f i l m s , s u c h a s W W F o r a e n v i r o n m e n t a l a g e n c y . B u t w h e n i t c o m e s t o f i l m s , d o c u m e n t a r i e s a n d s e r i o u s f i l m s l i k e t h e

i n c o n v e n i e n t t r u t h w o u l d b e h i g h l y a p p r o p r i a t e f o r t h i s a d v e r t i s e m e n t .

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 is around the environmental side and the nature. Because, as colorful and harmless the poster may look, the story behind it is quite dark, the fact that nature itself is dying and we are doing nothing about it. So when it comes to target audience supporting this, it wil l be people who care about nature and the environment, it is a small a target audience but it can expand as the audience will be tell ing others, and recommending it.

THE GENRE AND TARGET AUDIENCE

By the look of the poster, I could imagine the makers of the

poster making rough sketches of the idea, slowly making it

into a metaphor hence the quote ‘Those who help nature, end

up helping themselves’. Then, they design the look of the face

paint and experiment on the model’s face. By the look of the

poster, it does look like they didn’t use any special ef fects for

the painting.

B r i e f P r o d u c e D e v e l o p m e n t R o u g h C o n c e p t s F i n a l P r o d u c t

PRODUCTION PROCESS

First had to

come up with

the idea of

the

product.

Get the

ideas

And obtain

copyright for

Ford

Create lots

of

Ideas about

the

Poster.

Showing the

Ideas to the

team,

they choose

which one to

their liking.

Final Product

Is made, it is

Then shown

To the public

Audience.

ANALYSIS ON THE POSTER

Piece of Bread

Human being that is painted

Painted fish

Logo for Ford

Slogan

The sentence that sums

up the advert as a whole,

nature and helping are

highlighted as they are

have key roles to this

advertisement. The company

A metaphor

painted on the

human’s face

to represent

‘nature’.

A painted human

being that

represents

‘themselves’ as in

us. The person is

painted blue to also

give the affect that it

is one with the fish.

The piece of bread

represents the

relationship

between nature

and ourselves, it’s

a reward for the

both of us.

COMPETITORS

LEO BURNETT COMPANY, INC.

BBDO WORLDWIDE INC.

McCann World group

Company Information

Specialties

advertising, marketing, branding

Website

http://www.leoburnett.com

Industry

Marketing and Advertising

Type

Public Company

Headquarters

35 W. Wacker Drive Chicago, Illinois 60601 United States

Company Size

5001-10,000 employees

Founded

1935

Specialties

Advertising

Website

http://www.bbdo.com

Industry

Marketing and Advertising

Type

Public Company

Headquarters

1285 Avenue of the Americas New York, NY 10019 United States

Company Size

10,001+ employees

Founded

1891

Website

http://www.mccann.com/

Industry

Marketing and Advertising

Type

Public Company

Headquarters

622 Third Avenue New York, New York United States

Company Size

10,001+ employees

Founded

1912

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 of adverts

shown in public.

ADVERTISEMENT IN PUBLIC

Here are the prices for

advertisements to be on

buses. As you can see, Super

Square is the cheapest and

Full Side is the dearest.

This picture represents the

costing of the different sizes of

posters.

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

This 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, aiming

for 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 by

Having 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 Pr int Poster, I had noted down the

o i led hand pr int which ind icates that we did i t , we are ru in ing these

bears l i ves . The s ign that says ‘Greed’ a lso indicates we are the ones

who are responsible , w i th the words being b lack themselves and the

oi l be low i t connect ing to i t , i t ’ s as i f i t i s represent ing o i l as a

symbolism of the word. I th ink the most power ful message however, i s

the s ingular po lar bear which is s tanding in the wi lderness looking

towards the camera, i t real ly does show that i t i s complete ly a lone.

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 f i r s t t a k e n u p b y J a m e W a 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 W a 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 W a 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 . W a 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 f f i 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 K e 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 f i 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 f i 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 K a 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

When it is comes to legal and ethical, there is always some

risks of where to put the poster and the target audience

around the area you want to please. For example, if ford would

have wanted to place the poster at a shopping center, people

wouldn’t even stop to read the poster, the art of it will capture

the attention but they will not care about it as there are shops

nearby to be interested in. However, placing the poster in a

city (Especially in a dirty street) it will capture those who

regularly walk down that street, as the rich, bright colors

catch their attention and will make them interested in reading

it. Overall, the ASA is a non-statutory organisation and so

cannot interpret or enforce legislation. However, its code of

advertising practice broadly reflects legislation in many

instances.

LEGAL AND ETHICAL

RELEVANT ISSUES

When researching the advertisement

I couldn’t find anything that had any

issues within the audience, however, I

can show you a advert Ford had done

which made them apologise towards

the public. The advertisement’s

slogan was called ‘Leave your worries

behind’. Even though it is obvious of

why people complained about the

poster, to go into further detail of why,

it was because when it was released

at the same time when several

attacks occurred. People had thought

it was a grim reminder on those

deaths and the fact the poster itself is

very nsfw (not safe for work) it would

be very unsuitable for children alike.

IMPACT AND AFFECT ON AUDIENCE

Participant

(Photo)

Profile:

gender, age,

lifestyle,

interests,

spending

power

Participants’

initial

response and

reading of the

advert.

What is the participants

understanding and

relationship with the

product?

How likely are they to buy the product on the strength of

the advert?

Elliot, Male, 19,

social, clubbing,

games and

sports, low

spending

power.

‘Makes sense,

so what?’

‘I don’t get it, it’s a car advert

but its aimed at nature and

stuff. Makes no sense.’

Not very likely, Elliot was no interested at all with it because he

doesn’t care about its message.

David, male,

43, chilled,

games, reading

and working,

high spending

power.

‘Smartly put,

especially with

the use of the

painting.’

‘The whole poster is a

metaphor, it is us helping

nature but helping ourselves

during the process. Very good of

how they showed that.’

Likely, as David saw what the company tried to do and

appreciates what they are showing as a message to the

audience.

Siana, female,

18, hyper,

sports, Hulu

hooping and

writing, low

spending

power.

‘I love the art

work and

creativity! I see

what they did

there.’

‘With the art work and great

slogan I kinda see why they put

that there.’

Likely, loves the creativity and imagination behind the poster,

respects how the company shows something serious in a artsy

way.

Ben, male, 19,

chilled, games,

work and

music, high

spending

power.

‘Lovely art

work, weird that

its by a car

company.’

‘It’s a good take on doing

something different, especially

that it is a car company.

Successful companies do try

different things so I like what

they have done here.’

Unlikely, likes the art and the message behind it but doesn’t get

why a car company would promote something like this as cars

ruin nature.

FREQUENCE

On the bottom of the page of the official website where people have commented on the picture, here it shows how many people appreciate Ford’s

take on art and the importance of wildlife and us. One of them even said ‘beautiful’ indicating that it is a very good blend of a metaphor showing

that we humans are just as important as wildlife.

https://youtu.be/h-gGFaDZc3k

TV ADVERT (FORD FOCUS)

In this televised advert, Ford shows off

the Ford Focus back in 2011, looking

at the advert, it shows off the car’s

features such as the touch screen up

front and the other technology. But it

wasn’t about showing off the features

of the car, the purpose of the advert is

to show the ‘difference’ of how it

drives, as the slogan of the advert

‘Feel the difference’. The campaign

message here is all about the feeling

of driving and how it changes the

driver, focusing on the expressions the

driver’s give in the advert it also shows

people the fun of it.