Task 1: Advertising Campaign Analysis

1. Example 1 - Dark Side of Tanning

Explain how you think the 'creative' in the print campaign links to the TV commercial -

The print campaign exhibits a woman's bare back with text over the top. The woman's skin is tanned and she is clearly laying in the sun, presumably to continue her tan. The first set of text placed on top of the image reads "skin cells in trauma" while the second text reads "there's nothing healthy about a tan". Both the image of the woman and the text are displayed in the TV commercial, which obviously connects them together.

Explain how effective you think the TV ad and the print ad communicate their intended message -

I think the commercial is more effective because it displays actual skin cells being damaged, which will be implanted in people's minds due to the explicit nature. The text both written and verbally spoken evidently state what the campaign is trying get across to the viewers, basically giving them the unquestionable truth. The print ad also has five smaller images, which show ways of protecting your skin in the sun.

Who is the campaign targeting? Why do you think that?

The campaign is targeting everone who goes outside beneath the sun. This is because everyone will most certainly be in the sun almost everyday, which puts them at risk of skin cancer.

Do you think it is an effective advertising campaign?

Yes I do. It is trying to show the raw truth behind tanning and the risks that can occur. It hopefully has a way of frightening people into protecting their skin when in the sun. (Sunburn hurts!!)

Offer alternative ways the photographer or creative director could have put over the same message -

The creative director could have gone the more explicit way in the print ad and simply have images of the damaged skin cells as used in the commerical.

Print Ad: http://www.darksideoftanning.com.au/pdf/Poster-_SkinCellsinTrauma_Girl.PDF
Commercial: http://www.darksideoftanning.com.au/campaign/tvc.aspx

2. Example 2 - Dove Go Fresh

Explain how you think the 'creative' in the print campaign links to the TV commerical -

The print ad displays the woman from the commercial, she appears to be invigorated from using the product, water is splashing over her face. In the commercial the same woman is shown using the Dove product, with her face evidently demonstrating how much she likes the product and how good it makes her feel, as in the print ad. As well, both ads display the fruits in which have been used in the body washes.

Explain how effective you think the TV ad and the print ad communicate their intended message -

Both ads have used the same woman and the same ideas to get their message across, which are the uses of water which lead us to assume the woman is taking a shower and feeling fresh, the facial expressions to show the happiness and contentment from using the product and also the images of the fruit which are again leading the fresh factor and are also the scents of the body washes.

Who is the campaign targeting? Why do you think that?

The campaign is targeting teenage girls and women. This is because of the want to feel relaxed and clean, and also have that appealing. Also the product is generally a female product, due to the scents and images in the ads.

Do you think it is an effective advertising campaign?

Yes, because it shows how clean and fresh you will feel after using the product. It uses bright eye catching imagery and has a range of scents to tempt more than just one type of user.

Offer alternative ways the photographer or creative director could have put over the same message -

To put over the same message they could have shown more ideas of the feeling of being fresh and clean, however I think the ad clearly puts its message across and is overall a successful product.

Commercial: http://www.youtube.com/watch?v=3CKQm6I9fek