Creative Media Production Contextual Study By Joe Haswell

Red Bull - Stratos This is a television and online advertisement campaign by Red Bull energy drinks to raise brand awareness for the company/brand. The advertisement features a live record breaking ‘jump’ from outside the Earth’s atmosphere, involving Austrian skydiver Felix Baumgartner. Red Bull’s original slogan “Red Bull gives you wings” was featured on these advertisements, which most people already associate with the Red Bull brand. Due to the nature of the ad, people may see these adverts and really think Red Bull could give you wings. Source: https: //barbarazois 2051079. files. wordpress. com/2013/04/r ed-bull-stratos_-mission-to-the-edge-of-space-countdownbegins. jpg

Brand Identity/build I believe that the companies initial aim with this advertising campaign was to raise awareness of the extreme nature of the activities of which can be achieved by drinking Red Bull. • Four quick observations about Red Bull’s unique approach to brand building: • Red Bull’s brand building is largely based on associating its brand with an amazingly wide range of people, teams and events. • Red Bull believes in owning teams and events rather than being one of several sponsors. • Because of this ownership model, they can and have turned this buzz machine into a profit centre. • Their on-brand activities reflect two very different personalities that live side by side.

Red Bulls typical target audience. Red Bull specifically markets to young males ranging in age from around 15 to 30 year olds. These males lead a exciting and adventurous lifestyle. They live “life on the edge” and stereotypically take care of their shape and partake in sporting events and a range of recreational activities. Red Bull’s main target audience can be seen as the new generation of adults, due to the fact that most of their market not only are active males but also students who may need extra energy to study all night. I personally feel that Red Bull has a secondary market also consisting of older consumers in general ranging from 25 to 50, may it be a business person finishing work or a taxi driver or truck driver who may need energy to make their destination in time. Both these groups of consumers can come from any social status or ethnicity, and can live in different areas and have different levels of education, but mostly all have in common that they want their adrenaline pumping. Source: https: //loyoladigitaladvertising. files. wordpress. com/2013/1 0/eba 088 eb 939 cebb 688. png

This advertisement is aimed at the usual target market of adrenaline seeking youths, but could also appeal to most people varying in age or sex, due to the nature of the advertisement. The advertisement shows a record being broken, which would appeal to anybody who may want too see history in the making. Central Theme: Most messages focus on the fact that “Red Bull gives you wings” and it is all you need to be athletic or adventurous. These messages show different types of active males with a can of Red Bull within the shot showing what benefits it can do for performance.

Structure/form This advertising campaign could be seen in the form of a realist narrative advert, as this campaign features a real life attempt to break a world record. This type of advertising structure focuses on everyday parts of life, which a record breaking stunt could be, but also most individuals who see this advertisement, could be intrigued by this campaign and want to find out more. This advertisement campaign is defiantly not an Anti-realist advert, as this campaign features a real life stunt, being recorded for the world to see. An argument could be made to say that this ad is a documentary TV ad, as it is informative and has been documented.

Persuasive Techniques The persuasive techniques this advertisement uses to encourage people to drink Red Bull is the fact that by drinking Red Bull you can achieve world breaking stunts, which you could not achieve by drinking for example Coke-a-Cola. Another technique that is used could be Avant Garde, which suggest that something is ahead of its time. In Red Bull’s case they are achieving something which has never been achieved/attempted before.

Old Spice – “Smell like a man, man” My second advert I have chose to evaluate is the Old Spice “Smell like a man, man” campaign. This advert is trying to sell men’s shampoo, by using such techniques as celebrity endorsements and comedic effects. This advertising campaign was in the form of TV adverts and printed adverts. This is one of the many Old Spice advertising campaigns that use comedic effects to sell their product, and a celebrity endorsement. Source: https: //lovehateadvertising. files. wordpress. com/2010/06/6 a 00 d 8341 c 630 a 53 ef 0 12877 b 43 d 87970 c. jpg

Brand Identity/form Old Spice is an example of a brand going ‘Viral’ Their short TV ads which focus mainly on the comedic side of men’s shampoo, and attract huge groups of people who would enjoy these adverts. The branding efforts of Old Spice have completely changed a once dying brand into a new iconic product, which is fun and cheap. I personally find these advertisements extremely funny, and I feel that through the use of social media the Old Spice brand has made great use of the expanding number of people who use social media, by not only running adverts on live TV, but also posting them to sites such as You. Tube and Facebook, to attract a wider audience.

Old Spice target audience Old Spice is one of the few companies that have managed to successfully change their own target market, moving from men aged 50 -70 to a much more younger audience, ageing from around 15 -35. This age group seeks products which are no longer associated with being ‘old man’ shampoo. Old spice had a complete re-branding by introducing new smells and packaging. Their advertising effectively uses social media to target their new audience of younger men, as most men/boys aged 15 -30 will have some presence on social media. Most of the jokes and even the slogan used in this campaign is specifically aimed at males, as the slogan being “Smell like a man, man”.

Structure Theses ad’s are around 30 seconds long, and focus on one man using Old Spice shampoo, then feeling great afterwards. The printed ads show a man holding various bottles of Old Spice, and show the man who has used it looking extremely ‘fresh’