Research Portfolio (U20:P1, M1 U24 :P1)

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

First Campaign:

Aims and Objectives:

Prweek.com

Dove is an American care brand.  Doves ‘Dove’s Real Beauty’ campaign is to celebrate the natural physical differences that all women have and tries to encourage them to all have the confidence in themselves.  Even though every woman looks different to one another Dove's aim in this campaign is to make these woman all feel beautiful inside and out regardless of their shape, colour, size & features.  Of course, Dove's aims was to make a profit, their sales when they first created the brand were $2.5 billion in its opening campaign year but now it has increased to 

over $4 billion.  The objective for ‘Dove’s Real Beauty’ campaign was in regards to their findings from extensive customer research carried out in 2004.  A Global report states that only 2% of women around the world would describe themselves as beautiful.  Since then the world has rapidly changed and the definition of beauty is said to have many meanings.  The campaign helped all women look at themselves and take care of their skin.  The Dove product was key to making skin soft, hydrated, youthful and beautiful....this ultimately can make any women feel beautiful

Target Audience:

The campaign which I have chosen for this business has two different audiences.  The first audience that would buy these products would be the primary target audience. These would be women aged 18 to 35, who value natural, healthy beauty products.  As one of Dove's aims is to make all the women feel beautiful and empowered this is relevant to the primary pager audience as in these age groups everything is changing. As well as going through a new stage of their lives and becoming an adult.    These 18 to 35 year old women would have an NRS social grade of A and B, this is because these women would come from either middle class or Upper middle class when using this product.

As well as that the other target audience would be secondary target audience, these would be women aged 50-70.  This age range would be women who are usually trying out new products they had seen on the TV, magazines, because they would be sticking to their usual products.  Their NRS social grade would also be B as they are from a middle-class background.  This secondary target audience would be based more on women that have similar interests and lifestyle to one another.

Key Messages:

Cosmeticsdesign.com

Doves Real Beauty campaign had its own unique selling point.  One unique aspect it had about itself which made this campaign different from others is that it was the first beauty and cosmetic advert which showcased people's race and ethnicity on TV whilst including women of any shape or size.  Therefore this caused a large amount of interest when launched as it was one of the first campaigns that showed a wide range of models not the stereotypical type of model that is commonly used.   Furthermore, the real beauty campaign made women feel comfortable with their own bodies and allowed them to see that there are many different women that are the same as them.  Therefore as a result of this their main unique selling point was that their campaign front cover was women of all shape, colour and size all looking beautiful.

Approach:

Dove’s campaign took a strict approach to gain attention from the public and its customers.  The main way they were able to gain attention was from the use of shock and the unusual stereotypes that were used.  Within Dove’s campaign, they used regular people who are not usually used in beauty and cosmetic adverts and brands.  Dove used a woman with scars, facial abnormalities, women that may be slightly overweight, and therefore because of this, this was one of their approaches which gained peoples attention.  It was different and this was interesting. 

Representation:

The representation that the media show of women is that they are skinny, beautiful and thin.  The aim of the real beauty campaign was to represent women of all body types and to show them all off as beautiful.  The campaign is representing all body types including both stereotypes of men and women as they wanted to change their perception of what women should look like and what they call beautiful.  As well as that Dove wanted to show some woman that may have body dysmorphia and that it is okay and nothing to hide or be ashamed of.  The issue that this representation comes with is it challenges the stereotypes of being thin and as a result of this some men and women may not accept the change in the society of larger hips and breasts to be beautiful.  

Campaign Logistics:

The message which the Doves Real beauty campaign gave to their target audience was women’s unique differences should be celebrated, rather than ignored.  In addition, their physical appearance should be transformed from anxiety to confidence.  This campaign was launched in 2004 after a three year creative strategy effort.  The first platform this was launched on YouTube which reached 163 million global views.  Other platforms include Facebook, billboards and twitter.  Dove ensured that this advertising campaign would reach their target audience primarily due to the fact they used relevant advertising platforms which would be noticed as well as using a vanity of platforms. 

Doves Choice Of Media:

Strategyonline.ca

Dove's first choice of media was from printing and placing their campaign on billboards.  The reason behind this is because billboards are striking due to their sheer size and attract the publics attention. 
The reasoning behind printing on billboards was primarily due to this being an easy way for everyone to see the campaign.  Regardless of age, gender billboards are in public places, difficult to avoid seeing and as a result are noticed by everyone.     
The billboard ads allowed people to vote whether the woman was ‘fat or fab’ or ‘wrinkled or wonderful’ and the votes displayed on the billboard so all the public could see.  This generated a signifiant amount of media coverage and interest and challenged our preconceptions of what 'beauty' looked like. 
Magazines are another way of advertising this and Dove used this form of advertising when they launched this campaign.

Sites.psu.edu

Call To Action:

Throughout The Real Beauty campaign, Dove wanted to achieve a strict message which they wanted to showcase to their target audience and future customers, Dove wanted to help make a positive experience of beauty for all women as well as allowing women to define what they think is beautiful in their own words.  They wanted women’s differences to be celebrated not neglected, as well as aiming to build self-confidence in women and young children.

Legal and Ethical Issues:

Within the campaign, Dove had to make sure that none of their ideas had been copyrighted as well as intellectual property rights.  The sole purpose of this is to make sure other businesses do not copy or steal their ideas.  Furthermore, another legal and ethical issue was permission to film, for this campaign Dove was granted permission, in addition to that royalties nor violence, offensive lounge, the behaviour was included in their campaign as the Real Beauty campaign wanted to be seen in a positive light as well as it having the message of helping empower women.  Moreover, after looking into the ‘Dove Real Beauty’ campaign the publics reaction showed mixed messages. On one hand, it was said to be good as it was viewed as advertising a positive message, with the goal of changing the stereotype of beautiful.  But on the other, it was critiqued for mostly showing with traditionally attractive women, there was said to be a lack of diversity shown in the campaign as in the video there were only three black women used compared to the large number of white models used in the campaign. 

Regulatory Bodies:

Ofcom allowed the showing of the Dove'real beauty campaign' to be shown on Television and to have its own slots where the public was able to see the campaign, therefore there was no issue with Ofcom and how the campaign was made.  The ASA had nothing to say about the ‘real beauty campaign’ therefore were no issues addressed there.

Second Campaign:

Aims and Objectives:

Marketing-interactive.com

Dyson Supersonic Hairdryer is said to be one of the fastest hairdryers made as it is eight times faster than other hairdryer dryers.  The Dyson Supersonic campaign showed that the aims of this new hairdryer are to reduce heat damage to the hair whilst also being quicker and lighter to use.  It also controls airflow and has an inaudible sound range being the quietest hair dryer on the market. It also provides a better customer experience leaving their hair with better shine.  The Dyson Supersonic campaign introduced a new product to the market as this had not been seen before.  Its aim was to give a salon feel to a home blowdry. 
The strong Dyson brand which is known for new revolutionary technology introduced this product to widen it's range, increase its a breath of product range with its customers. 

Target Audience:

The Dyson Supersonic Campaign has two different target audiences for their product. The first is the primary target audience of 30-40-year-old women who are interested in beauty and are willing to spend money on a new hairdryer to give better blow-drying experience. As well as that women of these ages would spend time on their appearance as they would notice their hair changing and want to use a machine that would protect their hair.  These 30 to 40-year-old women would have an NRS social grade of A and B, this is primarily due to the fact that these women would be from an upper middle class and middle class. They would have to be willing to spend a significant amount of money on this Dyson hairdryer in order to look after themselves.

The other target audience would be the secondary target audience.  The secondary target audience would be people you would usually think to buy these products but the likelihood of them buying is very rare.  In these circumstances, the secondary target audience would be allergy sufferers and also pet owners. This Dyson hairdryer was also promoted to use for grooming of peoples dogs and cats.  The owners that would purchase this Dyson Supersonic for their pets would also be from the NRS social grade of A and B as someone from lower class or working class wouldn’t be able to afford this product. 

Key Message:

Dysoncanada.ca

The majority of products that are sold on the market all have a key message behind them and a unique selling point.  The Dyson Supersonic campaign’s unique selling point was to promote its intelligence about heat control, a new product that keeps the hair from getting damaged thanks to a thermistor that measures the air temperature 20 times a second.  Furthermore, another unique selling point which the Dyson Supersonic is that within the handle there is a motor embedded which makes the hairdryer remarkably quiet. Their key message was that this new hairdryer would dry and protect the hair and not cause damage to their hair'.

Approach:

The Dyson supersonics campaign marketing approach was shown by highlighting the products of new technology which had not been seen before in a hairdryer. Another method that gained the supersonic hairdryer camping attention was due to celebrity endorsement.  The campaign stated that Lady Gaga used the supersonic hairdryer before the super bowl.  

Representation:

Dyson.ie

Even though a hairdryer is addressed at a wide audience, the campaign for the Dyson Supersonic didn’t want to be represented as a normal hairdryer. The mechanics and engineered parts were shown within the campaign as they were new and unused before in a hairdryer.  The campaign didn’t want to just target women but also wanted to target a wider audience. It wanted to be shown that it was different from other hairdryers on the market.  A slight issue with this campaign includes, there were more female models than males in this campaign, therefore, it looks like it is stereotypically used and targeted at women to buy this not men.

Campaign Logistics:

The message the Dyson supersonic’s campaign is giving to their target audience is that you are able to sue a hairdryer without your hair getting damaged due to the technology within their product.  The primary target audience is able to assess this campaign by contacting Dyson through their website, as well as being able to contact them through social media platforms.  The Dyson Supersonic campaign was released in 2016, and within a few months of Dyson working alongside, Spicereach were involved in the global online campaigns.  It mentions that the Supersonic was launched in April, therefore in the Spring ready for customers to start getting ready for summer.

Choice Of Media:

Behance.net

The Dyson supersonic campaign was launched on many media platforms. The campaign was launched and shown on television as well as shown on billboards.  One of the contributing factors towards Dyson advertising on billboards was the volume of traffic that passed as well as pedestrians.  
Furthermore, another form of media which they used to launch their campaign was social media such as Facebook, Instagram as they wanted to attract their main target audience through social media was and this was an easy way to do this. 

Call To Action:

The Dyson Supersonic allowed customers to write feedback about their products on their website.  There is a dedicated page that allows you to contact Dyson about your product.  As well as that you can also give feedback on social media.  Some of the public write comments about the product on social media so others could see giving their feedback, tips and techniques for using this new product. 

Legal and Ethical Issues:

For Dyson Supersonic's campaign, they did not go against any legal or ethical issues, the Dyson product and campaign needed to make sure they hadn’t copied people's copyright issues as well as intellectual property rights for their idea.  Within the campaign, violence, offensive laungage, the behaviour was not included within the advertisement, therefore as a result of this, there were no legal or ethical issues breached.

Regulatory Bodies:

Neither the ASA of Ofcom had any issue with the Dyson supersonic campaign, in previous campaigns which Dyson had released the ASA had pulled it as it was interpreted as misleading and false.  Therefore the regulatory bodies did not remove this campaign as it did not go against the guidelines of these organisations and therefore the Dyson Supersonics campaign was shown on television. 

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

(Dove)Strength and Weaknesses:

Time.com

The message of delivery which Dove had for their campaign had both strengths and weaknesses.  The strength of Doves different media forms was that all three forms of layout, such as billboards, television and print used the same colour scheme as one another.  Other strengths with doves forms of media are that Dove has printed on billboards, used tv and also print and as a result of this it allows all types of audiences are able to see the campaign as this addresses a wider target audience.  Moreover, another strength about the different forms of media which was shown throughout their three campaign was how Doves campaign was creatively constructed Dove showed a wide variety of races and ethnic races in their advertising, as well as that a diverse range of women being shown in their campaigns enhancing their overall message of all women is beautiful. Some of the weaknesses with using the three different platforms of media are that firstly in the billboards and printed campaign differs wording was used, as the billboard wrote a simple message and the printed campaign consisted of more writing, therefore this is a weakness as this is more writing for the public to understand and for them to resembles the brand. Another weakness consists of one form of media not being online, and as a result of this it doesn’t attract the younger generation and audience's attention to their brand, and as a result of this if one platform included being social media it would have gained the younger gestations attention.

Delivery of Message:

Projectbarcode.wordpress.com 

The delivery of the Dove Real Beauty campaign was delivered to their audience firstly by releasing the advert on Youtube which received 163 million views.  This campaign was released in 2004 and since then the world has changed it’s of perception of beautiful women.  This was launched on social media, print, Facebook, Twitter and many other platforms to gain a wider range of publicity as well as making sure their primary and secondary target audience saw the campaign.  The delivery of the message of the campaign as effective as it had a positive impact on women and the stereotypes surrounding them.  Another reason why the message was positive is that we see Dove’s campaign was promoted on trains and public transport, furthermore, the campaign involves normal women we see within our every day lives being featured.  By doing this it allows the audience to connect to the campaign on another level, as it promotes the campaign in an authentic way. 

Consistency:

Throughout the three different forms of media which Dove used such as print, television and billboards the message throughout all three of these campaigns stayed consistent, which was that Dove believes that beauty is for everyone, therefore this was portrayed by featuring women of different ages, races and size in their campaign. In addition to that, the Real Beauty campaign created consistency between the adverts primarily due to the colour scheme.  The colours used throughout their campaign were mainly white and blue which created a clean and sophisticated look and as a result of the created consistency between Doves campaigns.  The background of all the campaigns stayed white whilst the writing was blue or black.  Another way in which Dove created consistency is through the images, the images which Dove published throughout their campaign showcased women of all races and ethnicities feeling comfortable and happy in their bodies, which allowed the public to see that everyone is beautiful in their own way, and how there shouldn’t be stereotypes of women.  This created consistency between their campaigns primarily due to all campaigns showing a wide variety of women of different races.  Furthermore, another aspect towards Doves ‘Real Beauty Campaign’ which created consistency is the font styles and logos chosen.  Throughout Doves campaigns the font styles stayed constant, as well as the blue writing the fonts were in, which strengthened the brand.  In addition to that on the majority of the campaign which was showcased, Dove’s memorable logo of the gold dove was shown in their campaigns, the reason for this is the dove shown representation Doves main message which is targeted at their prime audience.  Lastly, another aspect which stayed constant in Doves campaign is the slogan of ‘Real Women Have Real Curves’, by keeping their slogan constant this provides the audience with familiarity.

(Dyson)Strength and Weaknesses:

Alexihall.co.uk

The Dyson Supersonic campaign had both positive and negative aspects and there were clear strengths and weaknesses. The first aspect of all three forms of media which they used we are billboards, social media and print, such as magazines. Because of this one strength would include the way in which the Dyson supersonic is built, it is engineered to protect your hair from extreme heat damage, as well as it cutting drying time in half.  Another strength includes the same imagery being portrayed on these different forms of media.  Every image and advertisement showed the Dyson Supersonic as the main object featured.  Primarily due to this, to connects and links the different platforms together making the product stand out more.  However, on the other hand, the wording within these different platforms was different from one another and therefore didn’t link into one another.  This could have resulted in the public and customer becoming confused and not remembering Dyson’s key campaign message.  In addition to that, another negative aspect of these forms of media was that the fonts used in the billboard and magazine were different.  Even though this isn’t a significant issue it results in the campaigns looking different and not linking in nicely to one another. 

Delivery of Message:

Dyson.co.uk

The delivery of the Dyson Supersonic campaign was first delivered to the audience by various TV advertisements and commercials.  This campaign was launched in 2016 as a lighter, quicker, easy to handle hairdryer.  The Dyson Supersonic was showcased on the Television, Social Media, Billboards and many more platforms.  One way in which Dyson’s audience accessed this was due to the upmarket marketing and above the line advertising to enable a wide target audience to access the Dyson.  This had a positive impact, due to their many advertisement techniques and using various platforms to promote the Dyson Supersonic.  By doing this campaign reached a wide range of audiences wanting to buy Dyson’s product and providing them with publicity.  Another reason why the Dyson Supersonics campaign’s delivery of their message was good, was due to the campaign being advertised within a women’s magazine, this, therefore, targets the specific audience members they are selling their product to.  Furthermore, the advertisement for the magazine advert shows a woman using the Dyson hairdryers in a luxurious form.  By doing this it is persuading these other women to see what they could accomplish by buying the Dyson Supersonic.

Consistency:

The Dyson supersonic campaign was shown on three forms of media, billboards, magazines and on video adverts.  One way which the Dyson Supersonic’s campaign created consistency is through the colours used, the main colours shown throughout their campaign were pink and white, which are very feminine colours.  The aim was for everything to be apart from the Dyson which was a magnetic pink, this allowed Dyson’s product to stand out and grab the targeted audiences attention to the main focus of the campaign which was the pink hairdryer.  As a result of this, the colours chosen throughout the campaigns stayed constant.  In addition to that, there was consistency with the fonts in the Dyson Supersonics campaign.  The word ‘Dyson’ continued in a black bold and curved font in the campaign, whilst the word ‘supersonic’ looks simplistic in a light grey curved font beside the word ‘Dyson’.  Furthermore, the graphics used in this campaign were constant across Dyson various advertisement’s as Dyson showcased a scientific element, therefore, showing how the product was built, and the mechanics behind the hairdryer whilst provided Dyson with its own unique selling point.  The idea of this graphic was constant and was shown across magazines, billboards and video advert’s as audiences were able to see how the hairdryer was made.  The images chosen for their campaign were similar in many ways, the two main styles of images which were used in their campaign were either a simple photograph of the hairdryer or women using it on her hair, therefore was constant.  Lastly, the slogan for this campaign was ‘Our Mission is Simple’ by keeping the same slogan this creates consistency throughout their campaign as well as providing the audience with an easy slogan to remember and familiarise themselves with. 

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

Media products within the advertising industry:

-Magazine adverts (what type of magazine this would be shown in) 

-Video adverts (YouTube - how they appear if you can skip or have to watch all) 

-Social media adverts (how they are shown=popup adds)

-Email shots 

-Billboards (over the line advertising, mass media is expensive)

-Television 

-Flyers, leaflets, pamphlets (below the line advertising, targeting to a specific audience)

-Word of mouth

How products are adapted across media platforms:

The Dove ‘real beauty’ Campaign is adjusted to suit the platform it was being shown on due to size, colour and audio.  For example, this campaign which Dove released is shown in print form, television and billboards.  One way in which the campaign has been adjusted to being shown on a billboard as Dove would need to measure the size whilst making sure the colours were bright enough for the public to notice.  Furthermore, when the ‘real beauty’ campaign was being shown on television it was adjusted to have sound and audio.  Lastly print-based media, they would need to make sure enough flyers and leaflets went out so people were able to notice the campaign.

The Television advert looks the way it does as it wanted to show how women are pretty before and after makeup, the television advert showcased a woman putting makeup on and Dove wanted to show how this is the same women with and without makeup. In addition to that, it wanted to show to the public that women naturally are beautiful.  This campaign got shown on another platform of media and was adapted to be shown on Facebook by showing a group of an ethnically diverse woman talking about what 'real beauty' means to them.

How do institutions create brands across different products and platforms?

Dove is synonymous for the content behind their message, colour and imagery.  In all of Dove's campaign including their ‘Real Beauty’ Campaign, this image of a Dove is pictured underneath their name.  This bird is a strong image and sits alongside the name of the product.   Many of Dove's campaigns and products are simplistic which makes the campaign looks simple, clean yet beautiful.  The colours used within these campaigns are white, cream and blue, which creates this euphoric schene.  Doves Real Beauty Campaign incorporates women all of different shapes and sizes to make them all feel equal which became part of their identity.  In addition to that, the slogan of the Real Beuty campaign became synonymous with all the other campaigns as it became memorable with the same imagery.

How do they engage different target audiences?

The primary target audience is for a woman aged 18-35 years, the women of these ages care about their beauty and appearance.  These 18-35 year old woman still wants to look youthful and young to stay up to date with the younger generations.  Because the primary target audience are women of these ages Dove wanted to make their campaign to relate to this as this would interest them.  Dove would find a way in which the Real Beauty Campaign makes women feel younger.  This was purely done by using simple but sophisticated colours within their campaign such as blue and white, as these are clean, pure but yet striking.  In addition to that the aim of this Real Beaty campaign was to make all women feel beautiful no matter their size or shape, and one way in which this is achieved in Doves campaigns are by using different sized models as well as different races.  Therefore as a result of this this would target those women as a way for them to feel excepted and angelic.  Moreover incorporating this init Doves billboard advert by using the words ‘fat’ or ‘fab’ it provided the same effect.