CASE STUDY ADVERTS
CASE STUDY 1: KFC
The new KFC 'gravy box meal', is a new Christmas addition to the KFC menu, advertised on television. The new meal features its classic, hot, crispy chicken with hash brown and gravy poured into the burger. The advert was released in 2020 and was shown globally on multiple tv channels.
AIMS:
Both print and TV adverts aim to introduce the new meal product and entice the audience to come and try out the food showcased. This is seen at 0:06 in the TV advert, when it shows the main feature (the gravy), being poured onto the burger; effectively attracting the audience to become aware of the product and purchase it to see whether they like it. The chosen frame for the print advert successfully showcases the selling point of the product; the gravy being poured into the burger, letting the audience know that this festive meal is unique yet tasty.
TARGET AUDIENCE:
The target audience for KFC`s new gravy box meal are around 20 and above, as the use of certain ingredients (such as hash brown and gravy) are more appealing towards adults. Seen in the background of the advert, there are Christmas-themed decorations; showing that this meal is ideal for a quick festive meal. Those who are at work, may purchase this meal for breakfast/lunch.
KEY MESSAGE:
The key message of the adverts is to evoke curiosity and satisfaction within the audience, as they are suggested by the catchy slogan to 'Let the gravy flow'. Additionally the message is also the unique selling point - the gravy. With the twist of adding the sauce into the burger, the audience are intrigued and willing to purchase the product.
APPROACH:
The KFC adverts` approach is shock. This can be seen through both adverts with the gravy being poured. It brings a sense of surprise to watchers as the sauce`s use isn`t usually for burgers like this one. It`s a twist from the normal Christmas tradition of just pouring gravy on the traditional Christmas turkey dinner. This approach is evident from the obvious view of the advert focusing on the pouring.
REPRESENTATION:
There isn`t much explicit representation of any group in the advert. However the stereotype of the usual use of the gravy is broken. This burger isn`t your typical burger. By giving a more homely, savoury feel and taste; the adverts show how this product is unique. Although the adverts are clearly intended to be simplistic, there seems to be lack of information of the product for the audience. To improve this, they could've went for a more longer, and meaningful approach which would attract a more popular audience. Due to the ingredients of the meal being quite appealing towards an age range of 21-35 years old; this could be a possible social group that the meal represents. So we could say that because this specific type of group is targeted, the simple look of the advert is what's supposed to entice the audience.
CAMPAIGN LOGISTICS:
The KFC Gravy box meal advert should be scheduled to air on television at around 3:30pm - 7pm, on popular television channels such as ITV, Channel 4 and Sky. This is because the type of meal that is the Gravy Box, would be more suitable to be consumed during the afternoon towards the evening; as well as the times relaying during rush hour for when school ends and parents/travellers are moving through the streets, they are able to see the billboards and TV adverts at home or outside. Although the ingredient of hash brown is usually a breakfast food; the use of KFC`s chicken changes the burger to a more late brunch/lunch meal. The scheduling would maximise the advert`s chances of reaching a large audience as this will be the time people will indulge in some TV entertainment while having their lunch. Also, with the print advert, streets become quite busy from 1pm - 5pm, meaning more people will witness the billboards.
CHOICE OF MEDIA:
The TV advert for the KFC Gravy Box Meal is aired on television to easily grasp the audience`s attention with the festive meal. As it is a Christmas themed meal, audiences are more encouraged to easily purchase and try out this new product. The same goes for the print advert. Whether it is located as a huge billboard or small ones that would stand around bus stops, the people walking or driving passed will take it in and consider purchasing it.
CALL TO ACTION:
The advert`s response mechanism is to go on their social media/website as seen with the logo that shows up at the end of the advert. The expected reaction is for the audience to go out and buy the product as seen around 0:08 in the advert, with the words 'Still open for takeaway, drive-thru & delivery'. The response and expected reaction are appropriate to the advert as that is KFC`s usual way of leading the audience to look further into purchasing their products.
LEGAL & ETHICAL ISSUES:
Copyright - The background music in the TV advert is sampled and remixed from a piece of music produced by John Williams, in the film 'Home Alone'. The music in the tv advert shows that KFC have the rights for the song since it is a song, solely remixed for this specific festive advert. What can be explored about the music production is if the company had to pay for the rights of the song in order to sample it.
REGULATION ISSUES:
Advertising Standards Authority (ASA)
Authenticity - The brand is letting the audience know that they are advertising a new product.
The adverts are not causing harm/offence to the audience; and is not misleading. They are simply showcasing a new burger meal.
CASE STUDY 2: BLACK OPIUM PERFUME
The product in the TV advert is Yves Saint Laurent`s iconic perfume called Black Opium. There are different versions of the adverts, and the one chosen is presented by Zoe Kravitz. The advert was released in 2018-2020, and was (and still) shown globally on television.
AIMS:
The aim of the advert is to increase sales and create more awareness of the ongoing, popular product, Black opium. At around 0:12 in the TV advert, the product is briefly shown being used on the main character (Zoe). To show how attractive the perfume is, it changes to a scene where a woman looks up; seemingly to find out where Zoe is, due to the perfume. This successfully shows the aim of the advert to have the audience follow the actions of the woman, to seek out the perfume and purchase it.
TARGET AUDIENCE:
The Target audience for the Black Opium perfume will be young people of different ethnicities who will be predominately female as the perfume is a feminine version. Their lifestyle may include going out to parties or other social events. This TV advertisement appeals to the target audience as it shows young, attractive people of different ethnicities acting free-spirited and sensual. The advert is based in Japan, showing quite futuristic views; emphasizing how the young adult audience are targeted. When looking at the print advert for the perfume, you notice how Zoe is holding the perfume by the neck; giving off a subtle-provocative look; reminding the audience about the aesthetic of the perfume. By consuming the perfume you become rebellious, lustful, and confident. This is shown around 0:20, 0:40, and 1:07 onwards.
KEY MESSAGE:
The key message of the product is to feel pleasure and excitement when facing this product; as well as pushing benefits like socialising with people. This is mainly because of the thrilling scenes the audience capture in the advert. The dark , futuristic aesthetic as a whole really ties in with appealing to the perfume. This key message is effective in selling this particular product as the audience are then intrigued and become influenced to want to follow that lifestyle.
APPROACH:
The adverts` approach is mainly celebrity endorsement, as Zoe Kravitz is the main feature in the advert. She is shown throughout most of the advert, as well as the appearances of other models. This approach is clearly evident in the advert when Zoe uses the perfume, to gathering the models and partying. As well as the choice of the background music being 'The Hills' by The Weeknd, the well-known song and artist help amplify the endorsement. The style of both the model and singer, are usually shown as quite sexual and dark; further emphasising and proving how mature the advert and product is.
REPRESENTATION:
The advert`s representation is of social groups and diversity. With the use of different ethnicities shown in the advert, and showing quite an extroverted life of socialising, we see how this can impact the audience to be interested in the product. The scenes shown of futurism, and partying carry through to emphasise how when consuming the perfume product, you become this new, more confident version of yourself. With the diverse range of actors/models placed in the advert, the brand clearly is saying to the audience that this product is not limited to anyone. Anyone can indulge in the product, regardless of their ethnic background/race.
CAMPAIGN LOGISTICS:
Yves Saint Laurent`s television advert for their new fragrance should be aired in the evening (round 8pm - 12am) on popular channels such as ITV and sky. This will be suitable as the advert shows people dancing and wearing fashionable clothing/dark makeup, which indicates that they are partying, which often takes place during the evening. This includes the print billboard advert as well, so they both blend in the night time aesthetic around the audience. This will successfully help to maximise the advert`s chances of reaching its audience.
CHOICE OF MEDIA:
The TV advert for the Black Opium perfume is aired on television to easily grasp the audience`s attention with the pleasurable product. As it is aimed towards young, mainstream audiences, they are more encouraged to easily purchase and try out this new product. The same goes for the print advert. Whether it is located as a huge billboard, the people walking or driving passed will take it in and consider purchasing it.
CALL TO ACTION:
The adverts` response mechanism is saying the brand 'Yves Saint Laurent' - which is for social media and website address. This is shared when at the end of the TV advert, the narrator says the brand name. This is appropriate to the product as the audience then have an expected reaction of going out to find more information and buy the perfume product.
LEGAL & ETHICAL ISSUES:
Copyright - The choice of music in the TV advert has been permitted to use. With the TV advert choosing to use the song, 'The Hills' by The Weeknd, The brand has successfully received permission to use the music for the advert. It is a winning choice as not only does the song fit in with the adult, dark aesthetic; but the choice of a well-known artist like The Weeknd, helps with the celebrity endorsement. What can be explored about the music production is if the company had to pay for the rights of the song in order to use it.
REGULATIONS:
Advertising Standards Authority (ASA)
Authenticity - The brand is letting the audience know that they are advertising a new product. The adverts are not causing harm/offence to the audience; and has no attempt to be misleading.
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