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
Learning Outcome 1 P1(U20):Know how existing advertising campaigns embed advertisements across a range of media products
Doritos 2019 - "Anti-ad' Campaign"
Source - (https://www.youtube.com/watch?v=T-CqFBYfrdI)
Call to action
The call to action within the video given from the anti advertisement campaign includes in the final clips shown at the end of the advertisement. The call to action line is shown as 'Another Level' By having a standout short slogan at the end of the advertisement, it reminds the audience of the campaigns iconic symbolism, as well as this it also was shown under small subtitles at the bottom of the advertisement that 'Lawyers always love to spoil the fun' This is Source - (https://www.youtube.com/watch?v=T-CqFBYfrdI)
For ethical issues. This campaign presented by Doritos could seem contradictory as they are subjecting the viewers to believe that they are so recognisable that they dont need a logo or branding, however the contradictory of this is the whole 'no logo' scheme is really a logo of itself. Therefore this could be taken the wrong way. As well as this, ethically alot of different ethnic groups are presented which could indicate that doritos are connecting not having a brand to not having a set place in society which could create controversity.
Regulatory bodies
OFCOM are a UK government regulatory body that regulate content aired on the radio and TV and, openly recieve complaints regarding content that has been aired . To relate this to the Doritos campaign, there was no major impacts or issues with OFCOM of the Anti advertisement campaign. and therefore the advertisement was safe to be aired on TV.
The ASA are also a UK government regulatory body that focus on regulating and banning adverts that may infringe specific rulings, making adverts innapropirate and not suitable.The doritos anti advertisement campaign didnt infringe on any of these things however to the general public did have some minor implications due to the misleadingness of the idea of no branding, when in theory no branding is a form of branding, this therefore became extremely misleading and needed clarification.
Frozen 2
Aims & Objectives
Most films tend to have most of their success based around the overall profit they end up generating and one of their most important factors is their opening week of release of their films. Because of this production companies such as Disney produce tend to gain a significant amount of success before the film has even been released. This is going to then mean that a significant amount of word of mouth will take place and therefore lead to an overall profit increase when the movie releases.
The aims and objectives for this campaign were therefore based on the opening week sales, with the teaser trailers and advertisements of the campaign leading up to the release. For Frozen 2 they creates teaser trailers which didnt include anything relevant to the story however included querky and fun clips of animated characters from the film, this created attraction to their mass target audience as a majority would view this on youtube which is open to all ages.
Target Audience
Disney had a wide variety of ways to be able to promote their second edition of the iconic Frozen series - Frozen 2 This included teaser trailers, Official trailers, interacrtive websites and social media pages. Each of these things aimed to target specific ends of the target audience that Disney thought was going to watch the film.
For example on the Frozen 2 social media page, there was a wide variety of teaser clips and images from the Frozen 2 campaign released to the public to access. This was used to specifically attract the target audience of teenagers due to it being more used by teenagers / young adults, therefore the campaign would gain more shares and followers on their social media pages and therefore followers would want to keep updated on when the film will be out and who is in the film. However things such as the trialers were targeted at a much wider mass audience due to the platform they were accessed on. This is because youtube is accesible at any age, therefoer it is the best Source - (https://instagram.com/disneyfrozen?igshid=w3ihi6jlpgcf) possible way for Disney to be able to attract old people as well as younger people who may only use youtube as some social medias require an age limit.
Key Messages
Disneys key messages within this promotional campaign for Frozen 2 were mainly within the teaser trailers and official release trailers, as we know from the first Frozen film the brand is a magical adventure about family and friends. Disney is aware of this and has used it to keep families feeling welcome into what the second film may hold. However through this the brand has also tried to keep the film a mystery even in the trailers in order to incentivise more and more people to come watch and see the movies which will therefore get more awareness out and sales.
Source - (https://instagram.com/disneyfrozen?igshid=w3ihi6jlpgcf)
One big approach that Disney would have had when it came to the announcement and release of Frozen 2 would be using the base lines set from Frozen 1 to rely on and create brand familiarity and therefore a wide range of hype and awareness towards the second edition to the films. Because of this, Disney recognised that the type of branding they needed to use and therefore choice of media would have to be prodominantly based around young audiences but also older audiences as parents would also be watching the films. Because of this, Disney selected frozen 2 to have alot of adult humour within scenes that children wouldnt understand such as dirty jokes to make parents feel included and not just here for their kids. Because of this they are able to target younger audiences as well mainly throught the film as a primary source and parents as a secondary.
Choice of Media
Through the advetisement of Disney's Frozen 2 there is presented a consistant usage of iconography of Snow. As shown in the trailer the whole theme of one of the main characters "Elsa" is represented as her having the powers to use winter for herself. This power is the iconographied through the constant recognition that whenever she is near so is the power of Snow and winter. Using this power creates a strong scene of brand awareness to one of the main
The strenghs of the campaign that Disney had created For Frozen 2 were the way the brand chose to advertise and market itself. They chose to promote themselves using social media mainly. This meant for Disney that they were able to create sponsorships with other social media pages in order to purchase rights to advertise online as well as to a wide majority of their mass target audience just from social media alone. On top of this Disney also made sure that Frozen 2's campaign had additional teaser trailers on youtube, this created more lust to be able to watch the official movie when it released and created more awareness to older ages as well. This also creates a strong representation of the Iconic brand of frozen being the power of winter and relating this to the time of the year being Source - (https://instagram.com/disneyfrozen?igshid=w3ihi6jlpgcf)
Strengths and Weaknesses
A strength of this campaign that was presented by doritos was the ability to be able to target its brand and audience at the iconic shape of a triangle. This usage of the triangle to correlate itself to become relatable to doritos has allowed doritos to create a widened awareness of its products and brand. Although this may seem ironic due to the advertisement and campaign being about not using branding, the doritos campaign is contradicting itself as by having no branding within its campaign, it is intentionally creating branding. This is good for doritos as it has allowed them to create a significant awareness for their products and therefore more sales.
Aims & Objectives
The aims and objectives for The Doritos Anti-ad campaign would firstly be to ensure they are attracting their target audience (In this case younger people / teens / young adults from 16 - 25) And gain interest in their products to sell them more as well as this they want to gain more significant popularity overall.
The whole attraction of this advertising campaign was that Doritos is so well known as th best triangle crisp that you dont even need a logo in order to know what crisps they are. Purely all you need is that iconic red and blue bag 'Just those red and blue bags with the stuff you love in it' The use of that secondary language shows the attraction to the audience of saying that ' you love it'. The plan for this campaign was likely to have people who love doritos talking about it frequently and selling their product for Source (Doritos Instagram page)
The aims and objectives for The Doritos Anti-ad campaign would firstly be to ensure they are attracting their target audience (In this case younger people / teens / young adults from 16 - 25) And gain interest in their products to sell them more as well as this they want to gain more significant popularity overall.
The whole attraction of this advertising campaign was that Doritos is so well known as th best triangle crisp that you dont even need a logo in order to know what crisps they are. Purely all you need is that iconic red and blue bag 'Just those red and blue bags with the stuff you love in it' The use of that secondary language shows the attraction to the audience of saying that ' you love it'. The plan for this campaign was likely to have people who love doritos talking about it frequently and selling their product for Source (Doritos Instagram page)
them talking about the product (Use of below the line advertisement) This then would result in their objective of making more sales to new customers and branding out further by ironically not actually using their branding, purely the use of Below the line advertising.
Target Audience
The video that was produced for the doritos anti-ad focused on incuding only a younger audience of individuals acting around the use of the actual crisps. This implies that the audience they want is mainly focused to be around a younger end.
From looking at this video directly. It is safe to assume that due to the nature of this video, the editing and effects that are used within this video to be fast paced and action packed. This type of campaign would definatley most likely attract a target audience of ages from 16-25 located mainly in London and The USA due to the dense population of younger audiences in these areas that follow this type of mise-en-scene. For example, in the birds eye shot of the school kids they are stereotypically wearing clothes that kids Source - (https://www.youtube.com/watch?v=T-CqFBYfrdI)
Target Audience
The video that was produced for the doritos anti-ad focused on incuding only a younger audience of individuals acting around the use of the actual crisps. This implies that the audience they want is mainly focused to be around a younger end.
in the usa would wear in highschool (This age group being around 16-22 atleast) whereas the clothing worn on the girl in the shop is stereotypically more seen worn by people in the UK who are aged from 16-25.
To follow on from this, ethically the teengagers shown are from a wide variety of ethnic backgrounds which can suggest the changes society has faced overtime and how everyone is equal and the same and at the end of the day we all have to go through hardship, for this reason their target audience is specified at this age group as we will be the next generation who must be better than our past generations. Doritos message of rebellion and arrogance can support this motive as well as its us rebelling against our old ways into a more modern society.
Overall, to follow the NRS Social grading, it is likely to say that the main audience for this advert would be focused at grading of B-D This is because of the main price of doritos as a whole is affordable and easy to buy in any kind of store, therefore most people will have access to these products.
A potential secondary target audience for this campaign could be of people 30+ This is due to the attention this advertisement gained to the general public who dont use social media through their kids. This then meant they were enticed to try doritos and see what all of the talk is about, thus creating a secondary target audience for this advertising campaign.
Doritos specifically wanted to create something different and wanted to do things differently this time around, this meant that they wanted to show they are unique and able to appeal to younger audiences as they change as well through time so does doritos. It is because of this ideal that this campaign specifically appeals to younger audiences so well.
Key Messages
The Doritos campaign included a very strong promotion of the iconicness of the brand. It did this by portraying the product without the need of the actual branding itself / logo and this almost showed a sense of dominance towards people. This encouraged younger audiences the message of purchasing doritos as they are so iconic.
From the name of the video we can also establish that this 'anti-ad' is trying to prove to people watching how iconic and justfiably undisputable doritos are. This creates a sense of Source - (https://www.youtube.com/watch?v=T-CqFBYfrdI)
To follow on from this, ethically the teengagers shown are from a wide variety of ethnic backgrounds which can suggest the changes society has faced overtime and how everyone is equal and the same and at the end of the day we all have to go through hardship, for this reason their target audience is specified at this age group as we will be the next generation who must be better than our past generations. Doritos message of rebellion and arrogance can support this motive as well as its us rebelling against our old ways into a more modern society.
Overall, to follow the NRS Social grading, it is likely to say that the main audience for this advert would be focused at grading of B-D This is because of the main price of doritos as a whole is affordable and easy to buy in any kind of store, therefore most people will have access to these products.
A potential secondary target audience for this campaign could be of people 30+ This is due to the attention this advertisement gained to the general public who dont use social media through their kids. This then meant they were enticed to try doritos and see what all of the talk is about, thus creating a secondary target audience for this advertising campaign.
Doritos specifically wanted to create something different and wanted to do things differently this time around, this meant that they wanted to show they are unique and able to appeal to younger audiences as they change as well through time so does doritos. It is because of this ideal that this campaign specifically appeals to younger audiences so well.
Key Messages
From the name of the video we can also establish that this 'anti-ad' is trying to prove to people watching how iconic and justfiably undisputable doritos are. This creates a sense of Source - (https://www.youtube.com/watch?v=T-CqFBYfrdI)
need and want for their products as it allows them to rebrand themselves as the product that 'needs no naming'
One of the most iconic and key messages of the campaign is how doritos are being rebellious and arrogant about their campaign. This is because one of the most important things in the modern world is about showing change in society and being able to represent yourself in the right way. It is for this reason doritos have chosen to be rebelious about their branding and campaign as to now directly advertise their name but simply create a recognition for their triangle iconicness.
Approach
The Doritos anti ad campaign's main approach to how it presented its advertisement was through the use of its video production and was also gaining attention through its social media pages.
Source (Doritos Instagram page)
The Social media page mainly approached its promotion of the advertisement by using literally as many triangles as they could and then relating it to doritos VIA the video. This would mean whenever someone saw a triangle they would theoretically think about doritos and therefore want to purchase them more likely.
One of the lesser talked points about this campaign is the conspiract theories behind the iconicness of the triangle and that this campaign is somehow related to the illuminati. This is because of one of the images posted by their campaign having the illuminati eye within its image. Conspiracies such as this create a good strong sense of awareness to the brand and campaign as there are alot of conspiracy theorists interested in this sort of thing thus targeting a new audience.
Representations
Within the Doritos 'Anti-ad' video, each individual through the video is portrayed to convey as accurate representation of that type of person as possible. This includes stereotypes of individuals from places such as London and the USA. This can be followed as well through things such ethnicity. This makes the campaign seem more connected and relatable to society as it allows set target audiences to connect with their stereotypes shown in the video. One great example of this representation being shown and used in this advertisement would be within the scene Source - (https://www.youtube.com/watch?v=T-CqFBYfrdI)
One of the most iconic and key messages of the campaign is how doritos are being rebellious and arrogant about their campaign. This is because one of the most important things in the modern world is about showing change in society and being able to represent yourself in the right way. It is for this reason doritos have chosen to be rebelious about their branding and campaign as to now directly advertise their name but simply create a recognition for their triangle iconicness.
Approach
The Doritos anti ad campaign's main approach to how it presented its advertisement was through the use of its video production and was also gaining attention through its social media pages.
Source (Doritos Instagram page)
The Social media page mainly approached its promotion of the advertisement by using literally as many triangles as they could and then relating it to doritos VIA the video. This would mean whenever someone saw a triangle they would theoretically think about doritos and therefore want to purchase them more likely.
One of the lesser talked points about this campaign is the conspiract theories behind the iconicness of the triangle and that this campaign is somehow related to the illuminati. This is because of one of the images posted by their campaign having the illuminati eye within its image. Conspiracies such as this create a good strong sense of awareness to the brand and campaign as there are alot of conspiracy theorists interested in this sort of thing thus targeting a new audience.
Representations
Within the Doritos 'Anti-ad' video, each individual through the video is portrayed to convey as accurate representation of that type of person as possible. This includes stereotypes of individuals from places such as London and the USA. This can be followed as well through things such ethnicity. This makes the campaign seem more connected and relatable to society as it allows set target audiences to connect with their stereotypes shown in the video. One great example of this representation being shown and used in this advertisement would be within the scene Source - (https://www.youtube.com/watch?v=T-CqFBYfrdI)
in the video which shows a lunch hall likely based in the USA due to the mise-en-scene of the children as they wear typical american based clothing. Where in contrast to this the convinience store first shown in the beginning of the video can be related to London as the mise-en-scene connotes to clothing similar to more economically lesser areas such as council estates.
The usage of ethnicity within the doritos advertisement is also prominent. This is because one of the main messages of the doritos anti ad campaign is about being rebellious and arrogant on what you believe in, this means being able to be yourself. This is a key message when it comes to ethnicity as stereotypically there is still alot of prejudice against young individuals of other ethnic races compared to white people.
Campaign Logistics
Doritos launched its Anti-advertisement campaign from the date of Aug 25th 2019. Doritos followed on with their advertisements through their social media pages. This can be shown through their instagram, twitter etc. This lead to more and more individuals interacting with their social media pages and recognising their campaign as the brand that when seen, people say 'I need those'. Through these advertisements they created set media pieces in relation to the iconic shape of a triangle which below had the different
variations of types of doritos foods you could Source - (https://www.youtube.com/watch?v=T-CqFBYfrdI)
The usage of ethnicity within the doritos advertisement is also prominent. This is because one of the main messages of the doritos anti ad campaign is about being rebellious and arrogant on what you believe in, this means being able to be yourself. This is a key message when it comes to ethnicity as stereotypically there is still alot of prejudice against young individuals of other ethnic races compared to white people.
Campaign Logistics
Doritos launched its Anti-advertisement campaign from the date of Aug 25th 2019. Doritos followed on with their advertisements through their social media pages. This can be shown through their instagram, twitter etc. This lead to more and more individuals interacting with their social media pages and recognising their campaign as the brand that when seen, people say 'I need those'. Through these advertisements they created set media pieces in relation to the iconic shape of a triangle which below had the different variations of types of doritos foods you could Source - (https://www.youtube.com/watch?v=T-CqFBYfrdI)
purchase. By doing this and rebranding their advertising to their anti-ad campaign. Doritos have been able to give their iconic logo a recognition of by just looking at the shape of a triangle and thinking about Doritos in relation to triangles.
One of the ways of the campaign advertising itself through social media was the usage of the #AnotherLevel, this is because by using this hashtag you are creating a wide range of awareness as well as creating a trendy hashtag for people to appeal to and then use, this hashtag allowed for a wide range of young audiences to have more awareness on the advertisement and create more incentive to doritos to have hashtags in the future to appeal to younger audiences.
Choice of Media
The Doritos campaign was advertised on their social media pages and was then used with various types of social media posts and stories shared around the world. Examples of this included their instagram page posting consistant pictures of triangles everyday in relation to their products and making themselves standout as iconic. The main video that was created for the advertisement recieved around roughly two hundred thousand views. Not too long after the video was released. The campaign gained a wide brand awareness to what they were trying to achieve a strong representation of symbolic power in their brand. This is because of how they chose to use their campaign as a statement that their brand is so recognisable that the symbolic power a triangle represents to the majority of people would lead to Doritos. This then significantly raises brand awareness as well as increases Doritos recognition umong their target audiences, from younger ages to older as shown and targeted through the campaigns video.
In contrast to thing such as branding and logo's the entire branding and logo recognition of the advertisement was completely stripped away to follow the symbolic power of the triangular shape. This is followed on through their advertisements as we see through the campaigns video.
Posters such as this were advertised and used to follow up on this idea of symbolic power.
Source - (https://www.youtube.com/watch?v=T-CqFBYfrdI)
One of the ways of the campaign advertising itself through social media was the usage of the #AnotherLevel, this is because by using this hashtag you are creating a wide range of awareness as well as creating a trendy hashtag for people to appeal to and then use, this hashtag allowed for a wide range of young audiences to have more awareness on the advertisement and create more incentive to doritos to have hashtags in the future to appeal to younger audiences.
Choice of Media
The Doritos campaign was advertised on their social media pages and was then used with various types of social media posts and stories shared around the world. Examples of this included their instagram page posting consistant pictures of triangles everyday in relation to their products and making themselves standout as iconic. The main video that was created for the advertisement recieved around roughly two hundred thousand views. Not too long after the video was released. The campaign gained a wide brand awareness to what they were trying to achieve a strong representation of symbolic power in their brand. This is because of how they chose to use their campaign as a statement that their brand is so recognisable that the symbolic power a triangle represents to the majority of people would lead to Doritos. This then significantly raises brand awareness as well as increases Doritos recognition umong their target audiences, from younger ages to older as shown and targeted through the campaigns video.
In contrast to thing such as branding and logo's the entire branding and logo recognition of the advertisement was completely stripped away to follow the symbolic power of the triangular shape. This is followed on through their advertisements as we see through the campaigns video.
Posters such as this were advertised and used to follow up on this idea of symbolic power.
Source - (https://www.youtube.com/watch?v=T-CqFBYfrdI)
Call to action
The call to action within the video given from the anti advertisement campaign includes in the final clips shown at the end of the advertisement. The call to action line is shown as 'Another Level' By having a standout short slogan at the end of the advertisement, it reminds the audience of the campaigns iconic symbolism, as well as this it also was shown under small subtitles at the bottom of the advertisement that 'Lawyers always love to spoil the fun' This is Source - (https://www.youtube.com/watch?v=T-CqFBYfrdI)
almost as a rebellion of trademarking a logo to represent a symbolism of strength to Doritos not using a logo in its advertisement.
Legal and ethical issues
Legality wise, the Doritos anti advertisement did not contradict any kind of the ASA regulations. This meant their advertisement were fine by them and fit the requirements. Although the doritos advertisement has made it clear that they arent using a logo, this should mean they wouldnt need any form of legality to secure their advertisement. However this isnt true as the advertisement itself is made to seem like doritos arent using their advertising however actually are. This then means that they needed to
use a trademark on their advertisement to ensure that
Legal and ethical issues
use a trademark on their advertisement to ensure that
nobody could copy this scheme of marketing.
Source - (https://www.youtube.com/watch?v=T-CqFBYfrdI)
For ethical issues. This campaign presented by Doritos could seem contradictory as they are subjecting the viewers to believe that they are so recognisable that they dont need a logo or branding, however the contradictory of this is the whole 'no logo' scheme is really a logo of itself. Therefore this could be taken the wrong way. As well as this, ethically alot of different ethnic groups are presented which could indicate that doritos are connecting not having a brand to not having a set place in society which could create controversity.
Regulatory bodies
OFCOM are a UK government regulatory body that regulate content aired on the radio and TV and, openly recieve complaints regarding content that has been aired . To relate this to the Doritos campaign, there was no major impacts or issues with OFCOM of the Anti advertisement campaign. and therefore the advertisement was safe to be aired on TV.
The ASA are also a UK government regulatory body that focus on regulating and banning adverts that may infringe specific rulings, making adverts innapropirate and not suitable.The doritos anti advertisement campaign didnt infringe on any of these things however to the general public did have some minor implications due to the misleadingness of the idea of no branding, when in theory no branding is a form of branding, this therefore became extremely misleading and needed clarification.
Frozen 2
Aims & Objectives
Most films tend to have most of their success based around the overall profit they end up generating and one of their most important factors is their opening week of release of their films. Because of this production companies such as Disney produce tend to gain a significant amount of success before the film has even been released. This is going to then mean that a significant amount of word of mouth will take place and therefore lead to an overall profit increase when the movie releases. The aims and objectives for this campaign were therefore based on the opening week sales, with the teaser trailers and advertisements of the campaign leading up to the release. For Frozen 2 they creates teaser trailers which didnt include anything relevant to the story however included querky and fun clips of animated characters from the film, this created attraction to their mass target audience as a majority would view this on youtube which is open to all ages.
Target Audience
Disney had a wide variety of ways to be able to promote their second edition of the iconic Frozen series - Frozen 2 This included teaser trailers, Official trailers, interacrtive websites and social media pages. Each of these things aimed to target specific ends of the target audience that Disney thought was going to watch the film.
For example on the Frozen 2 social media page, there was a wide variety of teaser clips and images from the Frozen 2 campaign released to the public to access. This was used to specifically attract the target audience of teenagers due to it being more used by teenagers / young adults, therefore the campaign would gain more shares and followers on their social media pages and therefore followers would want to keep updated on when the film will be out and who is in the film. However things such as the trialers were targeted at a much wider mass audience due to the platform they were accessed on. This is because youtube is accesible at any age, therefoer it is the best Source - (https://instagram.com/disneyfrozen?igshid=w3ihi6jlpgcf) possible way for Disney to be able to attract old people as well as younger people who may only use youtube as some social medias require an age limit. Key Messages
Disneys key messages within this promotional campaign for Frozen 2 were mainly within the teaser trailers and official release trailers, as we know from the first Frozen film the brand is a magical adventure about family and friends. Disney is aware of this and has used it to keep families feeling welcome into what the second film may hold. However through this the brand has also tried to keep the film a mystery even in the trailers in order to incentivise more and more people to come watch and see the movies which will therefore get more awareness out and sales.
Approach
The Frozen 2 Main approach to its campaign was through the wide varied usage of promotional videos clips and images to tease the film, this is because when creating a film there needs to be brand recognition. Following this using the Frozen 2 social media pages and youtube pages, the campaign has been allowed to promote itself and all the videos efficiently. This then means that by using all these ways to promote themselves they are able to have an improved amount recognition and awareness for what they are promoting IE Frozen 2.
One big approach that Disney would have had when it came to the announcement and release of Frozen 2 would be using the base lines set from Frozen 1 to rely on and create brand familiarity and therefore a wide range of hype and awareness towards the second edition to the films. Because of this, Disney recognised that the type of branding they needed to use and therefore choice of media would have to be prodominantly based around young audiences but also older audiences as parents would also be watching the films. Because of this, Disney selected frozen 2 to have alot of adult humour within scenes that children wouldnt understand such as dirty jokes to make parents feel included and not just here for their kids. Because of this they are able to target younger audiences as well mainly throught the film as a primary source and parents as a secondary.
Representations
The official trailer for Frozen 2 was meant to be able to represent and target a variety of audiences. The main ones being targeted were children and their parents. We know this through the trailer due to the family friendly acting and happy theme which can relate to younger children as well as there being a sense of mystery of which the story will have to slowly reveal to the audience. This is creating incentive for families and people to go watch the film as they want to be able to discover what events occur. This brand is representing what Frozen 1 was also set out to be which is a family friendly warm environment for people to enjoy.
Campaign Logistics
The Frozen 2 campaign chose to release their works around at the end of November, this is likely due to it being near the end of the year and therefore close to something such as christmas a well known holiday. Due to Frozen 2 being recognisable with winter and the cold it made sense for them to release it around christmas time which is iconically known for the winter days and snow days. The reason that they did this was to be able to get lots of people to be talking about the campaign to help create a wide range of awareness to the campaign.
Choice of Media
Frozen 2's campaign had many options for choices of media, some good examples of choices they used were social media pages, websites and youtube. This is done on various media platforms so they can be able to target a wide range of audiences and demographics such as adults from youtube and children /teenagers on social media pages. They also used their website to be able to interact with younger audiences and parents as on their website is a wide range of fun activities that can be played as well as lots of promotional videos from Frozen 2. They created these promotional videos in order to have people become aware of what is going on with Frozen and to create brand awareness that they are back for another film.
Call to action
Frozen 2's call to action was to entice the viewers to watch the film by creating a strong sense of unknowingness and uncertainty of where the story is going following the first film. Every teaser trailer that was posted upcoming to the release of the film had no teasers as to what would be happening in the actual film, rather it included iconic characters such as olaf being goofy and funny most likely to entice younger audinces to watch. Using Iconic characters like these allowed for recognition of the first film as well as upcoming second.
Legal and ethical issues
Disney and Frozen 2 legally and ethically had nothing wrong with their film however their promotions had an issue. One of the quotes they used for the films advertisement and branding was "Trust Your Journey" This quote was also known as a company nevada based who were fighting for breast cancer for women. Because of this the company had been sueing Frozen 2 for selling advertisements and products ilegally using their slogan. This means that Frozen and Disney had to do some rebranding and face the find for taking a slogan which set them back a bit.
As well as this Frozen 2 had encountered a legal issue within South Korea. A South Korean group called the Public Welfare Committee complained the
film is so ubiquitous it violates anti-monopoly laws. South Korean law
defines a commercial enterprise with over half a market share as a
“market-dominant enterprise.” The Public Welfare Committee has
calculated 88% of the country’s screens are showing Frozen 2.
The group said Disney is “[attempting] to monopolize the screens and
seek great profit in the short term, restricting the consumer’s right to
choose.”
Regulatory bodies
The Public Welfare Committee filed a complaint with the Seoul Central
District Prosecutors Office on Sunday demanding an investigation into
the company, alleging that it was in breach of monopoly laws in the
domestic film market. The complaint stated that two days after the film was released on
November 23, it was being shown on 88 per cent of all screens across the
country and that it was shown 16,220 times on that day alone. They believed that In South Korea Frozen 2 was trying to make big money in short time and Therefore was regulated by the Public Welfare Committee.
M1(U20) Evaluates different cross media advertising campaigns for consistency of message, looking at the message delivery across the different media forms
Frozen 2
Consistency
Through the advetisement of Disney's Frozen 2 there is presented a consistant usage of iconography of Snow. As shown in the trailer the whole theme of one of the main characters "Elsa" is represented as her having the powers to use winter for herself. This power is the iconographied through the constant recognition that whenever she is near so is the power of Snow and winter. Using this power creates a strong scene of brand awareness to one of the main characters that was shown from the first of the set of films. Thus creating incentive for kids to come back with parents and watch to reunite with Elsa again. Visually through the advertisement campaign of Frozen 2 we see a prominent use of deep blue navy colours and pure glistening white to represent the snow and the powerful presence of magic within the magic, as well as purple which follows up and creates a sense of mystery. The usage of slogans within the advertising campaign was also consistant in that on social media it was a prime way of creating awareness. The slogan was "Trust your journey" which can relate to the plot of the film and create interest in what the second edition is all about as well as consistency in trusting the magic in both films.
Another aspect of consistency of used within the campaign is the colour scheme of Frozen 2. The colours mainly used within this campaign being blue and silver. The blue that is used strongly within the branding is represented as the strength and Power of the snow again reminding us of the magic of the film. The colour of the Silver is also used to remind us of the purity of family and the bond between friends. This therefore informs the target audience that it will be about family and friends with a side note of magic.
Delivery Of Message
The delivery of the message of Frozen 2 was done and used through Social media pages such as instagram and twitter, Video sharing sites such as youtube and webpages such as Youtube. This is extremely affective due to the Frozen 2 campaign attemting to bring about all ages of audiences. Youtube allows all audiences to be able to be brought together to access Frozen 2's trailers. This is due to the easy access and understanding to using Youtube. Social Media such as twitter and instagram is also used by younger audiences mainly children and teenagers meaning that it directly targets younger Source - (https://instagram.com/disneyfrozen?igshid=w3ihi6jlpgcf)
audinces as well as unintentionally parents. This is because of children wanting to go and visit the cinemas to watch Frozen 2 as its so fun for them to see, this leads to parents having to pay for the film and watch, hence why in most young films there are typically adult humour spewed around.
Strengths And Weaknesses
The strenghs of the campaign that Disney had created For Frozen 2 were the way the brand chose to advertise and market itself. They chose to promote themselves using social media mainly. This meant for Disney that they were able to create sponsorships with other social media pages in order to purchase rights to advertise online as well as to a wide majority of their mass target audience just from social media alone. On top of this Disney also made sure that Frozen 2's campaign had additional teaser trailers on youtube, this created more lust to be able to watch the official movie when it released and created more awareness to older ages as well. This also creates a strong representation of the Iconic brand of frozen being the power of winter and relating this to the time of the year being Source - (https://instagram.com/disneyfrozen?igshid=w3ihi6jlpgcf)near christmas brings more happiness and joy to people watching. This allowed for a wide range of awareness on Social media as well overall.
A weakness of the Frozen 2 campaign could be that there was a significant amount of movies released at the same time, this could likely be due to the time of the year being so near the holidays that it would likely mean that lots of families would go to watch these films. They could have potentially chosen to create deals with famous people to be able to create more significant attraction to the movie compared to other films.
Doritos Anti - ad
Consistency
Within this advertising campaign the main sense of consistency that is portrayed through the whole advertisement is the branding of the advertisement. This is because when the doritos anti ad campaign began they decided to literally have no logo, therefore by doing this they have created their own branding of not having branding. Using this branding, the doritos campaign has created a wide consistent awareness of
Consistency
Within this advertising campaign the main sense of consistency that is portrayed through the whole advertisement is the branding of the advertisement. This is because when the doritos anti ad campaign began they decided to literally have no logo, therefore by doing this they have created their own branding of not having branding. Using this branding, the doritos campaign has created a wide consistent awareness of
Source - (https://www.youtube.com/watch?v=T-CqFBYfrdI)
its brand as the brand iconically resembaling a triangle, IE when you see a triangle you think of doritos. The usage of similar colours of red blue and yellow in the different parts of the video campaign are used to represent the different flavors of the food that is avaiable today. The font style that is used is also extremely bold and stands out, this is so that doritos can succesfully create a statement about being rebelious to advertisements. The usage of "logo goes here" is also a slogan to back up this rebelious intent showing how no logo is needed in a good product.
Another factor of consistency which is constantly portrayed throughout the entire advertisement of the anti ad campaign is the iconic usage of the triangle. This is because throughout the advertising campaign the consistant usage of triangles engage and encourage the customers to portray triangles to be related do doritos, this is likely because of the shape of a dorito being a triangle. Using this the campaign is able to create a strong brand recognition of its crisps and therefore create awareness.
Source - (https://www.youtube.com/watch?v=T-CqFBYfrdI)
Another thing to point out is that with the doritos campaign, the consistant use of triangles also speculates mysterious associations to conspiracies such as the illuminati as they are recognisable and iconic to the mysterious triangle logo, because of this it is evident to say that doritos used this to create more awareness and conversation about their advertisement and how mysterious it has become overtime.
Delivery of message
The delivery of the doritos anti advertisement campaign was directly produced through advertising videos on youtube which allowed a wide target audience to view this and the wide usage of social media. The video that was produced for the advertisement of the new campaign was released August 25th 2019, knowing this the advert made sure to appeal itself to everyone it could. This means that it made sure to have itself a mass audience of people appealing to it. Using Youtube to be able to advertise its message, the doritos anti advertisement campaign is also able to target an extremely wide and vast target audience.
As well as this using social media has allowed for the doritos advertising campaign to create awareness to its cause and message its trying to send to people. Specifically, it is trying to use social media to target younger audiences. A good example of this was the Doritos instagram page when the campaign was released. This was used as a wide attraction for their campaign as they daily posted pictures for their advertising campaign such as triangles to resemble doritos.
Another factor of consistency which is constantly portrayed throughout the entire advertisement of the anti ad campaign is the iconic usage of the triangle. This is because throughout the advertising campaign the consistant usage of triangles engage and encourage the customers to portray triangles to be related do doritos, this is likely because of the shape of a dorito being a triangle. Using this the campaign is able to create a strong brand recognition of its crisps and therefore create awareness. Source - (https://www.youtube.com/watch?v=T-CqFBYfrdI)
Another thing to point out is that with the doritos campaign, the consistant use of triangles also speculates mysterious associations to conspiracies such as the illuminati as they are recognisable and iconic to the mysterious triangle logo, because of this it is evident to say that doritos used this to create more awareness and conversation about their advertisement and how mysterious it has become overtime.
Delivery of message
The delivery of the doritos anti advertisement campaign was directly produced through advertising videos on youtube which allowed a wide target audience to view this and the wide usage of social media. The video that was produced for the advertisement of the new campaign was released August 25th 2019, knowing this the advert made sure to appeal itself to everyone it could. This means that it made sure to have itself a mass audience of people appealing to it. Using Youtube to be able to advertise its message, the doritos anti advertisement campaign is also able to target an extremely wide and vast target audience. As well as this using social media has allowed for the doritos advertising campaign to create awareness to its cause and message its trying to send to people. Specifically, it is trying to use social media to target younger audiences. A good example of this was the Doritos instagram page when the campaign was released. This was used as a wide attraction for their campaign as they daily posted pictures for their advertising campaign such as triangles to resemble doritos.
Source - (Doritos Instagram page)
Strengths and Weaknesses
A strength of this campaign that was presented by doritos was the ability to be able to target its brand and audience at the iconic shape of a triangle. This usage of the triangle to correlate itself to become relatable to doritos has allowed doritos to create a widened awareness of its products and brand. Although this may seem ironic due to the advertisement and campaign being about not using branding, the doritos campaign is contradicting itself as by having no branding within its campaign, it is intentionally creating branding. This is good for doritos as it has allowed them to create a significant awareness for their products and therefore more sales.
A weakness of the doritos Anti ad campaign is that they could have potentially done more wider print advertising. This is because they only focused on using their advertisements online VIA Youtube and social media meaning that they were only targetting a specific audience. To improve from this, in future the campaign could look to promote itself in a print advertisement to be able to attract people who dont use social media. This would mean a wider mass audience of people aware of the campaign and therefore more sales.
P1(U24):Describe the media products for an identified industry sector
Different types of media platforms used for advertising:
Social Media (Instagram, Facebook, Snapchat, Twitter)
Television
Radio
Print (Billboard, Magazine, Newspaper, poster, Leaflet, Flyer)
Internet Websites
Bus Adverts
Tube Adverts
Pop-up Adverts
Email
Youtube
Disney's Frozen 2 uses 5 of the above advertising methods to be able to sell itself to the public. Social media, Billboards, youtube, television and bus advertisements. As some of these platforms that were used for advertising are quite different, Disney had to make sure each platform was able to target a set audience and overall reach a mass audience of different people.
How media productions are adapted across media platforms.
In Disneys "Frozen 2" there are many ways that media products are able to be adapted in order to be able to meet the campaigns objectives. An example of the campaign doing this is the Frozen 2 youtube page against the Frozen 2 instagram page. This is because the Frozen 2 instagram page presents itself by using short teaser clips of funny events taking place using the iconic characters from the first movie. This is done to be able to target a younger audience who may find goofiness funny and enjoyable. Whereas this is adapted to the youtube page where we see a much wider mass target audience due to the mysteriousness and unknowingness presented in the trailer. By using the two different media platforms, the Frozen 2 production company are able to understand how audiences use their social medias. Such as Instagram is typically very short quick and casual clips due to it being a younger audience who can easily be uninterested, therefore its best leaving them wanting more. From understanding this, the production company was able to understand that youtube is a much wider variety of audiences pretty much being all audiences therefore its in their best interest to post longer videos which have a distinguishable way of creating interest to other audiences. The sense of unknowingness is a good way for them to do this.
Reference - Frozen 2 Youtube page
How do institutions create brands across different products and platforms?
Disney creates its brands across different platforms through the use of its colour scheme of blue and white. Across all media productions made by Disney they stick to a specific type of animation that is seen and remembered as kid friendly and family friendly. They do this because Disney is such a famous brand that everything Disney is recognised as having a certain art style and animation to its films. Therefore to have Frozen 1 and 2 relate to that type of animation allows it to create brand recognition towards Disney. On top of this the colour scheme of the Frozen 2 movie is very recognisable and logical for the movie being presented. This is because Frozen 2 has presented itself to be in the season of winter, this makes sense as we learn from the first movie that the main character Elsa has the power of snow and can control winter as she wishes. This creates a magical and atmospheric scene which has allowed disney to promote this movie and its products across different platforms as a magical adventure film. Disney has been able to use extremely notable and catchy slogans to better their branding of their products across different media platforms and products. This is due to having created themselves a recognisable branding for what they are selling. One iconic slogan from the frozen series was "Trust your journey" which suggests to the audience to have faith in what the future holds and sends a really positive message. Another way Disney creats branding across platforms is through the usage of hashtags. For Frozen 2, they have created a range of unique hashtags such as #frozen2 which correlates to the film itself. As well as this, Disney have also been able to create unique hashtags directly for their favourite frozen characters. A popular hashtag is #Elsa which was used for people to talk about how Elsa is their favourite character in the films. Finally, as for the soundtracks of the Frozen 2 movie, notably the soundtracks within this edition of the film have been able to create a brand identity of a sense of the unknown. Many of the soundtracks titles follow this standard such song 11 - Lost in the woods, song 9 - Into the unknown and song 7 -Show yourself. All these songs/soundtracks are about revealing the truth behind a secret which seems to be what Disney are suggesting this film is about.
How do they engage different target audiences?
Disney's Frozen 2 engages different target audiences by the way it promotes itself on so many different platforms. They have used video ad's, billboards, advertisements on buses, social media, youtube and webpages as well. By having promotion on all these different platforms be available to the public, it means that the brand can target the different demographics in their target audience using a variety of methods. People who browse the internet would most likely see pop up advertisements to the Frozen 2 webpage which would engage them to find out more about the film. People who want to watch TV or commonly use youtube which will likely watch the video advertisements due to the platforms they use most commonly. This targets almost all audiences due to the variety in people using these platforms meaning the media has to be able to engage all ages. When people are going around in public around buses for example people tend to see advertisements on the side of buses. These billboards are set up to intrigue people and make them want to find out more about what the film is about. By overall having a wide variety of different media platforms, Disney's Frozen 2 is able to establish itself a wide variety of target audiences on a scale of different platforms which means that overall they are able to entice audiences to find out more about Frozen 2. 
To add on about the advertising and marketing campaign, Frozen 2 has specifically focused around the themes of family and adventure. Through their posters, Trailers and also Advertising partners such as McDonalds. One of the posters created by the Frozen 2 production team was a teaser representing the symbolism of the power of Ice within the new film. The Second poster presents to the audience to power of friendship as wel see all the main characters standing together ready to face the oncoming situation. The Third poster has shown the theme of Adventure and allowed for audiences to understand the journey they will face through the film. One of the other advertising and marketing methods i mentioned was the Frozen 2 campaigns use of their partnerships. Known brands such as McDonalds worked with Frozen 2 to advertise their products and toys in iconic staples such as the Happy Meal which is directed for kids. Something such as this allows for children to find the new film easily and makes them interested in it. Another example is Google who gave its viewers unique access to stoeries including the characters of Frozen 2. The campaign even went as far for hardcore fans of the first film to create a promotional reunion video of all the main cast who were voice actors in Frozen 1 which spoke about how fun and amazing creating the first film was.
One way that Frozen as a product needs to appeal to different members of the family is through the usage of a deep narrative within their films. The narrative that is presented and created through frozen 2 is specifcially shown as more dark and having a bigger picture to the whole thing. By creating a deeper narrative for the film to follow, the movie is able to capture the interest of older audiences who typically dont enjoy the zany characters of Frozen. A perfect example of this is within the narrative the story of the mysterious forest which nobody can get access to. Another way that older audiences have been directly targeted is through the use of adult humour. One example of this is within the film Anna one of the main characters of the film is in a ball room and says "why have a ball room with no balls" this is an innuendo to wanting to find a relationship with someone at the ball they are attending and most adults would find this very funny. Something else to note about the Frozen movie is that within Frozen 2 there is a sense of very deep mature colours being used through the movie such as an earth green. The use of these colours creates a more serious tone in contrast to the first movie which was very high vibrancy. The use of these colours allows for older audiences to be eased into the movie in a more comfortable way. To add on about the advertising and marketing campaign, Frozen 2 has specifically focused around the themes of family and adventure. Through their posters, Trailers and also Advertising partners such as McDonalds. One of the posters created by the Frozen 2 production team was a teaser representing the symbolism of the power of Ice within the new film. The Second poster presents to the audience to power of friendship as wel see all the main characters standing together ready to face the oncoming situation. The Third poster has shown the theme of Adventure and allowed for audiences to understand the journey they will face through the film. One of the other advertising and marketing methods i mentioned was the Frozen 2 campaigns use of their partnerships. Known brands such as McDonalds worked with Frozen 2 to advertise their products and toys in iconic staples such as the Happy Meal which is directed for kids. Something such as this allows for children to find the new film easily and makes them interested in it. Another example is Google who gave its viewers unique access to stoeries including the characters of Frozen 2. The campaign even went as far for hardcore fans of the first film to create a promotional reunition video of all the main cast who were voice actors in Frozen 1 which spoke about how fun and amazing creating the first film was.
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