Stage 3 - Good vs. Bad Advertising

Good Advertising

A good advertisement is generally defined as an advertisement that successfully appeals to the target audience, is somewhat unforgettable, markets the brand/product successfully, and doesn't cast a shadow over the brand/product. 

Advertisement 1: Durex - Balloon Animals

About the ad

Condom brand Durex released this advertisement in 2009. The video was released by agency Fitzgerald + Co and directed by Rob Rugan. In the ad, condoms are blown up to be shaped like balloon animals. These animals assume multiple sex positions, showing the durability of the condoms. The only noises made are squeaky balloon noises slightly altered to sound like sexual noises. 

The advert was only aired in the US, however going viral on the internet with over 3 million YouTube hits. The advertisement combines humour with the purpose, to show the durability of the product, also leaving in a hidden message of a party hence the balloons, as long as it is done safely. 

Advertisement 2: ANZ - Barbara Lives in Bank World

About the ad

ANZ bank, in a campaign to claim that 'we live in your world', released a series of advertisements depicting what everyone hates about a bank. Barbara is a bank manager who is rude, misleading, dismissive, dishonest and disinterested. The target audience is anyone who has experienced the main four separate common negative bank situations such as hidden fees, customer service, credit card rewards, and home loans. The end of all four advertisements offer up a solution in ANZ. The adverts were directed by Paul Middleditch from Plaza Films. 

The advertisement was deemed as tongue-in-cheek humor. The success of the advertisements was three times what ANZ expected, spawning the another three advertisements. The advertisements incorporate the simple formula of problem and solution, with the emphasis of colour and lighting make ANZ very attractive, and making it very humorous and enjoyable. Everyone banks, therefore these Barbara situations can relate to anyone, grabbing their attention, where the advertisement can implement ANZ's relevance, making sure not the cast a shadow over the brand. 

Bad Advertising 

Bad advertising can be defined as the exact opposite of a good advertisement. They unsuccessfully appeal to the target audience by either being forgettable, offensive, or cringe-worthy. Some bad advertisements have been good/memorable adverts, however casting a shadow over the brand or product advertised.

Advertisement 1: Coles - No Added Hormones

About the ad

Coles promoted their range of no-added-hormones beef with celebrity chef Citrus Stone and singer Normie Rowe with a re-working of Rowe's classic song 'Shakin' All Over'. Once the advertisement was broadcast, the public disliked the advertisement and ruining of a classic song. A sea of unfavourable hashtags were already circling through Twitter, with consumers threatening to boycott the supermarket giant. The advertisement was eventually taken off the air.

Advertisement 3: Mentos - Mentos Ice Chewing Gum

About the ad

Mentos released an advert in 2006 for their new range of Icy Fresh Chewing Gum. The advert was comprised of a topless male in hot weather, who's nipples got longer as he ate Mentos and walked around town, promoting the icy effect of the chewing gum. The advert was the second most complained about advert in Australian history, with a recorded 284 complaints at the time. 

Theory 1

One theory used to judge the effectiveness of successful/unsuccessful advertising is AIDA (Attention, Interest, Desire, and Action)


Durex - Balloon Animals
The Durex advertisement was successful due to the attention it caused with the sexual manner on the advertisement, however still being suitable for television. Therefore it gains interest due to the humor in the advertisement following a story. The desire to then want to purchase the product due to the promised durability was successfully achieved. Then follows the action, people wanting to go out and purchase the product.


ANZ - Barbara from bank world
With the advertisement about a rude but funny bank manager dealing with clients, the target audience can relate to the situations the consumer on the advert is experiencing. The interest forms as to where is this going? How much worse can the situation get? Desire is then formed when ANZ provides the solution to other banks, therefore causing action from the consumer.


Coles - No added hormones
The advertisement successfully gained attention with an old celebrity and the working of one of their hit songs. Interest was then lost with how badly received the re-working of the song was. Causing no desire to purchase the product and action to be taken.


Mentos - Ice Gum

The humor of the advert gained attention and interest through the obscene situation. However it did not create interest in the product, more so dis-interest. Resulting in no action taken.

Theory 2

A journal article of Eldridge (1958) had a theory of 5 simple steps that make good advertising:

1. Must be truthful, both in it's statements and reasonable implications

2. Must be believable

3. Must not unfairly disparage competitors or competitive products

4. The advertising claims must be effectively presented in the order that they must be heard or read.

5. The product/service attributes must be important to those whom the advertising is intending to influence. 

Journaled Article

(2011) Ryski M, Hudson Valley Business Journal, Why Good Advertising Looks Bad, vol. 22, issue 33, page 4. Viewed 18th September 2013





About the article
The article explains the difficulty in measuring an advertisements success. An advertisement may have direct response and boost sales by X%, however other advertisements may turn over little to no profit. However this doesn't make the advertisement bad, the advertisement may increase brand awareness for the future. The article is quoted to have measuring marketing success similar to 'trying to measure room temperature with a tape measure'. 

Stage 2 - Global Advertising

Global advertising is the advertisement of products or services worldwide, with the aspirations of reaching an international market. Global marketing, done successfully, can catapult a brands awareness to the next level.

There are however different strategies to global marketing. One example would be McDonalds, an already internationally recognised business, having a menu that varies from country to country. Focusing on advertising specific products to countries and when it comes to global advertising, marketing McDonalds as a brand instead of products (one example would be the 'I'm Lovin' It' Campaign).

Advertisement 1: Toyota Corolla - It's a Trap

About the ad

In the release of the new Corolla (at the time), Toyota developed a global advertisement for the car. The advert was comprised of two men seeing an attractive woman on the side of the road with her broken down Corolla. The two men proceed to pull over to help then last minute the driver speeds off, he then says to his confused passenger "it's a trap, have you ever seen a corolla broken down?". The attractive woman then reveals to be a rugged male, most likely a criminal. The advertisement was broadcast to a series of countries in several languages.

Opinion

This is a fantastic advertisement. Not only does it entertain by capturing the audience, but it expressing the car's primary function of reliability and connects deeply the brands equity successfully. 

Advertisement 2: Pepsi Max - Beyoncé

About the ad

The advertisement (also known as the 'mirrors' campaign) was created by Aramis Israel and Julia Tsao, and directed by Jake Nava through Believe Media. The advertisement, airing in over 70 countries, shows superstar Beyoncé in different outfits from her most memorable musical efforts, as inspiration for new fresh music and dance moves. As Beyoncé dances in all of these mirrors, she drinks a Pepsi Max, saying to 'embrace your past but live for now'. This is the start of a series of Pepsi's new slogan and 'Live For Now' global advertising campaign. 

Opinion

The minute long ad is set over a catchy new song by the popstar, with an upbeat feel to the advertisement. I feel that the advertisement is very cleaver. The incorporation of one of the biggest celebrities in the world will do it, but to also incorporate the history of Beyoncé's musical career and her moving forward with the core values of the brand is a very cleaver tactic which will prove the new 'Live For Now' campaign to be very successful.

Advertisement 3: Coca-Cola - Share a Coke

About the ad

The Coca-Cola 'share a Coke' campaign started in Australia in 2011, transferring 150 of Australia's most popular names on Coke bottles and cans to promote the sharing of a Coke. This was Coke's strategy to reconnect with the younger audience, as some had never tasted a Coke before. The 'Share a Coke' program has now been replicated in 20 markets around the globe this year, including Brazil and China, this video is an example of the 'Share a Coke' campaign being advertised to Great Britain.

Opinion

The campaign in Australia has been extremely successful, and will no doubt be as successful internationally. The advert is a bunch of fresh faces sharing stories on why they want to share a Coke with that specific person, the advertisement is lively and fun. One that can be watched again, therefore when it comes on TV people will be happy to watch it, generating the same emotion when the consumers see the product for sale. 

Journaled Article

(2000) Robert Z, Reid W, Readings in International Business, A Decision Approach, pages 29-42, Viewed 18 September 2013. 

About the article

The article explains the risks and possible unrealism of global marketing. That successfully marketing a brand/product globally is to back it up with a creative idea. The article focuses on the success of global marketing and how it can be achieved.

Relevance 

All of the global advertising campaigns mentioned above have incorporated very creative ideas that have lead to large success. However these are all already large brands, they have redefined themselves and reconnected with audiences through innovation. 

Stage 2 - Not for Profit

Not for profit advertising is a series of advertisements that incorporate strategies and activities employed to spread a form of awareness relating back to a non-for-profit organisation. Primarily to succeed in donations and charitable work, some non-for-profit organisations also market their logos and slogans in a similarly manner as profit organisations.

Advertisement 1: Salvation Army - Christmas Appeal 2012

About the ad

Every year the Salvation Army holds a Christmas appeal to raise funds for the under privileged throughout the holiday season. The salvation army accepts money donations, new toys and other gifts, or food which will the be passed onto the under privileged. To promote the struggle, the Salvation Army releases a series of ads inspired by real life stories depicting the everyday struggle some Australians go through. The Salvation Army has joined forces with large brand Kmart who have developed the 'Kmart wishing tree' where people can drop off these gifts under a christmas tree located at Kmart stores. 

Opinion

Seeing these ads every year has had a significant impact on me as I, and others around me, have been very aware of the Salvation Army Christmas Appeal(s) and Kmart Wishing Tree, primary schools are advised to have students bring a tin of food to school to donate to the cause. Therefore children are aware of the cause early on, the linking into these emotional ads will cause the now adults to perhaps donate money or volunteer.

Advertisement 2: UNICEF - 2012, A Year in Review

About the ad:

The United Nations International Children's Emergency Fund (UNICEF) started off being an emergency food and healthcare service for children in countries that had been devastated during World War II. UNICEF now provides long term humanitarian and developmental assistance to children in developing countries, running from contributions from governments and private donations. At the start of each year, UNICEF releases an video advert at the start of every year, recapping what they have achieved the year before, such achievements include the children they have aided, responding to crisis', who they work with, political and celebrity endorsement, and innovation. 

Opinion

The advertisement is very uplifting and fulfilling. When one is watching a UNICEF advertisement, they are expected to be asked for a donation, which is usually a negative expectation due to the hip pocket nerve. This advertisement does no such thing, instead sending an emotional message to the community of their achievements through working with others, simply to promote brand awareness. Then when a consumer may see an ad for UNICEF asking for a donation, judging by the annual review advertisements they see, may be more inclined to donate. A very effective advertisement.

Advertisement 3: PETA - I'd Rather Go Naked

About the ads
These series of advertisements show celebrities who have used their body's to advocate the ethical treatment of animals. The four people pictured above; Khloe Kardashian, Holly Madison, Eva Mendes, and Steve-O, have posed for these posters completely naked to express that they'd rather be naked than wear fur clothing, which involves abusing animals to obtain.


Opinion
First established in 1991 by the pop-punk girl band called the Go-Go's who were the first celebrities to endorse the campaign. More than ten years later more notable celebrities have expressed their views by participating in the advertising campaign. Some of these celebrities may be considered role models to some and to see them express their feelings through shock and sex appeal promotes the brand and their ethical standards. A very successful campaign that will have more celebrities hopping on board to cause further brand awareness.

Journaled Article

(1998) Marchard J, Lavoi S, 'Non-profit Organisations', PRactises and Perceptions of Advertising: implication of Advertisers. Journal of Advertising Research, page 33-40.




About the article
Non for profit organisations are designed to obviously not to retain a profit. However, there have been many non for profit organisations that have come under fire for retaining too high a percentage of their donation profits for themselves. Spending this money on advertising that may not be necessary, however it is the highly advertised organisations that receive majority of the donations. The article is a survey of 60 non for profit organisations marketing tactics, and how successful they are.


Relevance

All the advertisements above are for very well known organisations, that can afford such advertising royalties as celebrity endorsement. This article is proof if the marketing similar to that of a profit organisation is necessary to sustain the awareness and success of non for profit organisations.

Stage 2 - Business to Business Advertising

Business to Business adverting is a marketing strategy that involves the branding of goods and services just like any other form of marketing, however the transaction instead of being between a business and a consumer, it is business to business. Business to business marketing is also known as industrial marketing.

Advertisement 1: IBM - Universal Business Adaptor 

About the ad

The advertisement, released in 2003 from agency 'Oglivy & Mather', is advertising IBM's WebSphere Integration Software; a form of computer software that enables dynamic business processes and practises delivering a solution to all business situations. The advert is comprised of board members of an organisation being shown the perfect universal business adaptor by a salesperson. Answering all of the board members questions about the product, it seems perfect and they are very impressed, until the boss-like character asks if it works in Europe to which the salesperson replies "you need an adaptor." Concluding that there is no such thing as a universal business adaptor, offering IBM's software as the perfect solution. 

Opinion

On first viewing, I was left unsure if the product in the advert was the product being advertised, or it was about to be make fun of. Turns out it was the second option, captivating the target audiences in the advertisement (small-large business owners or IT developers), they are brought to believe there is a solution to the difficulty surrounding business software. Until the advert performs a u-turn making fun of the product, explaining that the adaptor needs an adaptor. Where after the confusion of the fake product is presented and attention from the target audience, IBM them presents the solution. very excellent marketing where the merge of emotion and fact benefit the consumer and eventually the company. 

Advertisement 2: NAB - Small Business

About the ad

This advertisement for NAB bank, released in 2011, follows a man who gave up his job to chase his dream of owning his own gourmet café. The advertisement follows a short story about the man, his day in the life of his dream job, his personal stories, and his interaction with customers. The last few seconds of the advert is comprised of NAB bank exclaiming that they 'see Australian/small business'. 

Opinion

The advertisement isn't known to be an ad for a bank until the last few seconds of the 30 second TV spot; this is both a good and bad thing. The advertisement conveys a very strong emotion following the story of a man who followed his dreams successfully, he talks about his life and work and he works in his dream café. The interesting thing about the advert is that after conveying all the emotion and advertising the company, there are no details whatsoever on the figures NAB charges to operate a small business, this isn't uncommon but people who don't appeal to the emotional side of owning a small business may be thrown off this advert and forget about it easily, whereas others feel a sense of comfort toward the ad and therefore NAB. The interesting tactic this advert implements is expanding its target audience not only to small business owners, but to everyone, hating their job and wanting to start a small business and be happy like the gentleman on the ad. 

Advertisement 3: Toyota - Fleet Cars 

About the ads

These adverts by Toyota specifically target business owners who require a fleet of cars to contribute to their business dealings. Offering a range of cars and ways to help manage the fleet of cars. Both of the adverts have the words 'find out more' at the bottom, linking to the Toyota fleet car section of the Toyota website. These adverts can be found on the banner of webpages. 

Opinion

As these ads aren't comparable to the videos shown previously. Both advertisements are very different however achieving the same goal. The first advert demonstrates that the workman in the yellow hat may not be able to manage a fleet of cars on top of the work he already does, so he is accompanied by a business woman demonstrated to help manage his fleet of cars, taking the hassle out of the situation. The second ad demonstrated that not only vans and dual-cab utes are considered fleet cars, as they are pictured, they are accompanied by a Camry and Corolla, Toyota's non- commercial vehicles, describing that they can also be considered fleet vehicles.  Both adverts take the expected hassle out of owning a business fleet of cars, giving the consumer piece of mind. 

Journaled Article

(2000) Kaplan S, Sawhney M, E-Hubs, The new B2B Marketplaces, pages 1-9. Viewed 15 September 2013

About the article

The article is presenting it's point of view on the future of business to business advertising, by way of the internet, by way of E-Hub's, which can be defined as a website specifically designed for business to business transactions. 

Relevance

I agree with the abstract of the article, business to business advertising will best be done on websites only business are likely to visit. The only advertisement remotely linking to this article is the Toyota Fleet advert, linking to the homepage. The first two advertisements were on television and had nothing to do with the article, however the money spent on advertising on television will be wasted on consumers who have little to no affiliation with owning/managing a business. All of these advertisements can learn from this article to implement new marketing techniques saving time and money.

Stage 2 - Direct Response Advertising

Direct Response Advertising is designed to generate an immediate response from consumers, where each consumers response can be measured. Where Direct REsponse Advertising differs from other forms of advertising is the non-use of a retailer, the sale is primarily between the buyer and seller. The process is established through the seller contacting the buyer directly to purchase products or services.

Direct-response advertising is throughout Direct Response TV (DRTV), radio, mail, print media, telemarketing, catalogues, and the internet.

The classic process of direct response marketing the presentation of an offer to the consumer, iforming then why they need it, and telling them where to get it.

Advertisement 1: Proactiv - Jessica Simpson

About the ad

Proactiv is famous for it's infomercials and celebrity endorsements. The company typically spends $12 - $15 million annually on celebrity endorsements; the celebrities used include Katy Petty, Justin Bieber, and Avril Lavigne. However, one of the first celebrities Proactiv used was Jessica Simpson. In 2005, the pop singer endorsed the product on a half-hour DRTV advertisement. The ad was comprised of Simpson opening up emotionally on her battle with acne, her thankful attitude toward Proactiv, and a brief history on the product.

Opinion

When this advertisements released, I was 14, the primal target audience for the product. The advertisement reached peers at school who would stay up late, after time everyone was talking about this acne solution that was endorsed by an A-list celebrity at the time. Even people who hadn't seen the commercial definitely were aware of it. The advertisement made the product very popular and ended up shaping the brand for future advertisements. In present, the use of the younger celebrities mentioned earlier has given the target audience someone they can further relate to, increasing brad awareness even further.

Advertisement 2: Virgin Money - Life Insurance

About the ad

In an advertisement for Virgin Money. A couple is talking about life insurance, in a traditional setting, the female is voicing her need for life insurance and the male is giving reasons not to. After half a minute of debate the male is convinced of the simplicity and benefits of the service, and picks up the phone himself to set up life insurance.

Target Audience

25-54 year old males and females

Opinion

The advertisement is very simple and easy to absorb, giving life insurance a very different perspective than some may have. The advertisement successfully presents all the issues of life insurance throughout the advert and provides simple solutions if one were to choose Virgin Money. I find the advert very successful, it made me want to get health insurance and I am not in the target audience. The success of this advert spawned several other similar ads, expanding their target market, including younger mothers and singles.

Journaled Article 

(1992) Connie L, John Miglautsch, 'A Conceptual Definition of Direct Marketing', Journal of Direct Marketing, pages 7-17. Viewed 16 September 2013

About the article

The article inspires critical thinking of distinguishing what direct marketing actually is, and therefore dividing it into their sub-groups with examples. The article discusses problems as to why direct marketing is incorrectly defined, and presents new ideas into the subject matter.

Relevance

The article touches on subjects such as code tracking, individual feedback, relational marketing, direct mail, and direct selling. All of these subjects best defines the examples of advertisements above. The following diagram is an example of direct marketing from the journaled article. 

(1992) Connie L, John Miglautsch, 'A Conceptual Definition of Direct Marketing', Journal of Direct Marketing, page 9. Viewed 16 September 2013

Stage 2 - Retail Advertising

Retail advertising is direct marketing toward consumers, intended on reaching the existing consumer and attract new ones. Common techniques of retail advertising are comprised of in-store advertising, online advertising, loyalty cards, and coupons/vouchers.

Retail advertising has become substantially important over time by promoting goods/services, however further advertising the retail brand. A very common example would be junk mail magazines promoting products located in supermarkets, liquor, clothing, hardware, and audio/visual stores. In the large supermarket war, Coles' newest campaign has successfully truffled over Woolworth's in relation to loyalty cards; FlyBy's incorporated celebrity endorsement into their campaign of re-releasing the card, alongside offering more points when spending money and other royalties. Consumers desire to use these FlyBy's cards have now become brand loyal to Coles and let them track consumers purchases, to advertise products/services directly to them via email and letterbox drops.

The target audience is consumers who live close by to one or a few of the retail outlet(s). They see these ads on TV, in newspapers/magazines, or on the radio. The retailers desire is to reach the consumer in relation to specials they would like to take advantage of or release of new products. Leading to consumer purchase and creating further brand awareness.

Advertisement 1: Coles FlyBy's - Introducing My5 with Dawn French

About the ad:

In the relaunch of the loyalty card for Coles, Flyby's has enlisted celebrity Dawn French as the face of the campaign. The advertisement is comprised of French making what looks like a press conference announcing some of the new benefits of FlyBy's. In between shots of the press conference, French is seeing running around a Coles supermarket recommending discounts to shoppers. 

Opinion

The ad is very successful. Others may not agree with me, however working in one of the businesses incorporated with FlyBy's. I see consumers always ensuring they have the card on them to collect points, some even suspend a transaction to get the card from their car. This advertisement, along with select others, have successfully relaunched the loyalty program and given consumers many more reasons to use the loyalty card and provide free consumer profiling to the large company. 

Advertisement 2: JB Hi-Fi - Avatar Promotion

About the ad

Upon home release of the movie 'Avatar', JB Hi-Fi was offering a promotion involving consumers being rewarded with a new DVD or Blu Ray copy of the movie if they spent over $100 on CD's or DVD's. The print advert was found in magazines, newspapers, and outside/inside JB Hi-Fi stores. 

Opinion

I feel that the advertisement would've proved to be successful as JB Hi-Fi has a very popular market involving low priced CD and DVD's (mostly in a 2 for $X deal), and now that these people can take advantage of a free copy of a new movie for spending over $100 sounds like a pretty good deal. As Avatar was very popular movie for it's visuals, and Blu Ray was a relatively new home video platform at the time providing the best visuals, the two tied in very successfully. I remember taking advantage of this offer when it came out. 

Journaled Article

(2009) Semester D, Hu Y, Anderson E. Dynamics of Retail Advertising: evidence from a Field Experiment, Economic Inquiry, pages 482-499. Viewed 15th September 2013

Stage 2 - Brand Advertising

Brand advertising can be defined as an emphasis of a brand logo or company/product name in media vehicles in order to build a strong, long-term consumer attitude towards it, for example loyalty.

Advertisement 1: Apple - Designed by Apple in California

About the ad

The objective of the advertisement is to promote the corporate philosophy of Apple as a brand, explaining its motives and the general quality of Apple products. We see couples, singles, families, performers, and schoolchildren interacting with Apple products and experiencing joy.

Opinion

Despite the ad being very emotional and effective. It lacks the excitement usually found in Apple advertisements involving a new product. This ad involves nothing of the sort, just a soft ad with many cultures interacting with Apple products. The emotion of a product doesn't appeal to me personally, therefore possibly better affecting others. Independent Apple user websites have rated this ad the weakest of Apples modern advertising.

Advertisement 2: Coca-Cola - Open Happiness

About the ad

This ad for Coca-Cola was aired on TV during the summer of 2009/2010. The video, made specifically for Australia, was comprised of youthful people on the beach, jumping into the water and swimming toward a large coke bottle which is essentially a vertical wind tunnel, where the people can hop into and be shot out the top. 

Opinion

The advertisement is very memorable, as many Australian youths enjoy the beach and having fun. The advertisement is centred around a summer day and looking very enjoyable, appealing to the target audience very successfully. The most impressive part of the advertisement is that the nature of the advertisement didn't cast a shadow on the brand, as the centre of the advertisement is a large Coke bottle. People may think of the add and how much fun it is, and still be reminded that it is a Coke advertisement. 

Journal Article

(2002) Ehernberg A, Barnard N, Kennedy R, & Bloom H, 'Brand advertising as creative publicity', Journal of Advertising Research, Vol. 42, Page 7-12. 

About the article

The article emphasises how creative publicity can be brand advertising, a technique that both adverts mentioned above have incorporated, one however more successfully than the other. 

Stage 1 - Controversial Advertising

Advertising has always been subject to many ethical issues. Such issues involve vulgarity/obscenity to gain consumers attention, misleading and deceptive information, puffery, stereotypes, racial issues, and advertisement of controversial products (alcohol, gambling, tobacco etc.)

As advertising is very common and competitive, controversial advertising has increased over time to gain a competitive advantage. In modern times, with the development of more sub-cultures, the increasing complexity of society has given advertisers ways to incorporate these sub-cultures with accompanying advertisements to increase brand awareness.

The textbook definition of controversial advertising is advertising that "deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideas." Incorporating shock and humour into these advertisements can give consumers reasons to remember a brand/product.

Controversial advertising can be found on all media platforms; this includes print ads, TV spots, online, and guerrilla marketing. Controversial advertising can be very cleaver in creating a successful ad that people enjoy and remember, or offend certain groups and impact negatively on the brand. However, there are some controversial advertisements that are so successful and memorable, they derive attention from the brand itself, causing people to remember the ad but forget the brand.

Advertisement 1: David Guetta - F*** Me I'm Famous Album

About the add
Worldwide known DJ David Guetta promoted his latest electronic dance music compilation album called 'F*** Me I'm Famous' with a poster, The Poster was comprised of Guetta and his wife, Cathy Guetta, posing topless in front of a red background, with his hands over her breasts. With the album title printed in the middle of the poster in block capital letters. The advert received controversial attention due to the explicit poses both people on the poster are involved in, and the language used to promote the album of the same name.


Audience
18 - 24 year olds
Listeners of Guetta's previous music


Effectiveness
Upon the poster release. The Advertising Standards Board deemed the poster too inappropriate and had it removed from all locations around Australia. Therefore the poster, while being not controversial compared to other photos found on the internet, did not create an effective form of advertisement for the album.


Opinion
I believe the poster is poor form of advertisement due to the subject manner in which is was representing. The poster represents an album, which has a crude name to begin with, as other album/song/artist names are just as crude this is not the issue. The issue is that the nature of the two people on the poster; the lack of clothes and cupping of the breasts, is a style of photo many may see in a high fashion clothing advert, also not an issue. Only blended with the album title is it an issue, because the wording directly relates to the photo, leaving little to the imagination. If the album had a different name the poster may not have been an issue. Even though the rest of the first word is replaced by asterix, it is too closely linked to the word it is implying.

Trade Press Article 1

http://mumbrella.com.au/asb-rules-against-f-me-im-famous-guetta-poster-174381

Advertisement 2: Carl's Jr. -  Sexy Paris Hilton washing car and eating hamburger. 

About the add

Famous socialite Paris Hilton shot a video for burger restaurant chain Carl's Jr. which was comprised of Paris washing a car, during the car wash she takes a break to bite into the new spicy BBQ burger. After the car is washed the words 'that's hot' appear on the screen, tying in the nature of the new burger and the famous Paris Hilton catch phrase. The advert became controversial due to the sexualised manner in which the car was being washed, Hiltons body language and her revealing one-piece bikini. 

Audience

18-34 year old males

Effectiveness

After the add was aired then banned. It spawned hundreds of news stories and became an online sensation. Initially creating further awareness of the advert, giving it a life after it was no longer aired on TV. Further advertising the brand and Hilton herself.

Opinion 

I personally do not have a problem with the content of this add, however I can understand why others would. Some people may be offended by the portrayal of the female body whilst others wouldn't want their children viewing such sexual manner, which was originally broadcast at the Superbowl; one of Americas most watched sporting events. That being said, the advert at first appears as an ad for the car, or Paris hilton, then panning to the burger being eaten 2/3 into the video. As the advert successfully became a global sensation (as i am reviewing it 8 years after its initial release), a personal problem with the add is the lack of the add being for Carl's Jr., and too much about Hilton. Unfortunately, lot of people also mistake the add to be for Burger King, another large American fast food chain. Therefore the add was successful in controversial attention, however not for reasons the brand may have wished. 

Trade Press Article 2

http://money.cnn.com/2005/05/24/news/newsmakers/carls_ad/

Advertisement 3: Tom Ford - 2007 Menswear Line

About the Ad

Tom Ford, the american fashion designer, released a menswear line in 2007, followed by a racy ad campaign to accompany the fashion line. Tom Ford has been notoriously known for their hyper sexualised print ads; being comprised of naked women clothed in mens suits, and images involving crouch grabbing. This campaign has given Tom Ford significant attention. 

Audience

18-54 year old men

Effectiveness

The advertisement given shows a generalisation of what you will find in a Tom Ford print add. Mostly naked women with parts being covered with other models or a Tom Ford product. The advertisement alone may not have any serious affect as this is what is to be expected from Tom Ford. However, still creating attention alone if one wasn't familiar with the brand's previous exploits. 

Opinion 

The advertisement, predominately about fashion. I find very cleaver in the way they have shown the naked woman combing the mans hair. The parts of her body that are deemed revealing and inappropriate are parts you may see in a low-cut dress. However, as cleaver as the add may be, for an ad about mens fashion, there isn't much to see. Not even one full body of mens clothing can be seen, concluding that the nature of the advertisement has cast a shadow of the brand/product(s) advertised. The advertisement is relatively ineffective.