Aims and Objectives
The aims and objectives of these specific advertisements I've analysed, are simply to create awareness of the company/brand and the several products they produce. All in order to sell there stock and interest buyers. As well as this, the brand also encodes a "pro-active" vibe in there advertisements, to give the viewer this sense of confidence when relating to the "Do it yourself" "You can do it" attitude towards successful DIY.
Target audience
The target audience of this advertisement is an much older audience, 25+, both male and female. The audience will be specific, being interested in DIY, working within the industry or in need of a product that relates to home improvements or the construction business i.e Joinery, Brickwork, Painting and Decorating ECT. The advertisements will also target adult home buyers, couples and families that own there own house and the kinds of people who gain the income to spend money on the range of expensive products produced by the brand. In that respect, the company also reaches out to an older generation who have the time and money to spend working on DIY related projects.
Representation
An ongoing theme that is represented in all of B&Qs products is the colour orange. The colour is associated with the brand and is represented by B&Q in every aspect of the media. The colour defies the company and is that well known that the colour itself is usually paired with the establishment. Also being represented in the campaigns are the workers and costumers as well as the quality of the products they produce, which is usually key in all forms of B&Qs advertisements. B&Q don't target a specific gender and like to think there target demographic is both, this is shown in both there print and audio-visual advertisements, like the "I did that" advert. B&Q target the working class, aiming there product at both sexes who have the time and money to become socially and emotionally invested in the product that they sell. In terms of targeting an specific ethnicity group, B&Q aim there product at everyone, this is shown in there advertisments as they don't stereotype there audience.
Campaign message
The message encoded within B&Qs adverts is that of the quality of B&Qs products. All of the advertisements that I have chosen to analyse make it clear that the company is extremely persistent on the quality of there products, and with this comes a happy sense of accomplishment that is clearly shown off in there advertisements. All of B&Qs print and audio-visual advertisements make the audience positive, and gives the related market aspirations towards the happy accomplishment of the "Do it yourself" attitude towards DIY. With aspirations related to DIY, comes the domesticity and the adult attitude of clean living and home security, which family audiences that are targeted by B&Q will be of big importance.
Audio-Visual based advertisements used in the campaign
The "Unleash the B&Q in you" advert depicts B&Qs target audience as "Superhero's" using a play-on effect as if the everyday DIY apron is a superhero cape and wearing it while doing all types of B&Q related DIY projects, gives you a strong positive confidence towards doing successful DIY nether the less if you're experienced or not. This is shown through the wide range of different classes, ages, cultures and ethnic groups they show off in the video, from the little girl wanting to build a tree house to the older more mature gentleman wanting to successfully use a BBQ, all depicted through several shot types such as long and low angle shots to add to the effect there trying to pull off. B&Q is defiantly wanting to get across this message that literally anyone can do anything when using there own products. With this also comes across this message that B&Qs products are really good for quality and suitable for range, showing off many different products such as drills, PPE and decorative home improvements, such as cushions and lamps. The ad attracts the audience by both showing off the false sense of aspirations as well as the shire range of good quality products they produce and stock, a lot of this is done through fast paced editing techniques and special effects in both adverts. They sell this to the audience by using many different characters in the advertisement as well as using peer to peer to connect to there target audience, as well as using lots of bright colours and the successful use of sound & audio, in relation to a well fitted music track to attract the viewers, especially using the trademark orange, in the form of the "superhero" like apron. This is used to inform the watcher of the brand and company being advertised before reaching the end of the advert. The advertisement fits in with the ethos of the brand because of the happy sense of confidence and accomplishment all of B&Qs advertisements give off and the usage of positive bright colours, people and mise-en-scene in relation to the story told in the advertisement.
Relevant legal and ethical issues
Copyright law is a legal concept, enacted by most governments, giving the creator of an original work exclusive rights to it as its theirs (This means no one can copy or steal this idea as its not their)
Easily pirated media
• Music
• Films
• T.V
• Games
All advertisements must be truthfull, this may come in the form of small print, but still must honest to customers and buyers or the company could get in serious trouble for false advertisement. In terms of there specific print-based advertisements I've looked at, they doesn't seem to be any form of terms and conditions. Actors in the advertisements must have agreed to take part.
The only relevant Legal and Ethical consideration issues that I can think of that B&Q will face in there day to day print and audio-visual advertisement campaigns are the usage of products in the campaign advertisements and backing it up by proving that they own the rights to the products they advertise, and that the products are theres.
Regulatory bodies
OFCOM:
OFCOM Broadcasters must not use material that might seriously impair the physical, mental or moral developments too protect people under 18. Programs must not include material that is likely to encourage others to copy behaviour. Material likely to encourage the commission of crime or to lead to disorder must not be included in television or radio services. Religious views and beliefs of those belonging to a particular religion denomination must not be subject to abusive treatment. Broadcasters must avoid unjust or unfair treatment of individuals or organisations in programs. Any infringement of privacy in the making of programs should be with the persons and/or organisations consent or otherwise warranted.
https://www.cap.org.uk
Method
Print-Based
The print-based advertisement are placed out in all types of media but relating to the ones I've analysed, the adverts are purposely placed out in newspapers like The Daily Star, The Sun and The Daily Mirror, and Magazines like Style At Home, Do It Yourself and Ready Made, and are recognisable by the bright orange to attract a mass audience. Because of the type of industry B&Q and the DIY attitude is linked too, you wouldn't find advertisements for the brand in newspapers and magazines like the Independent and Vogue.
Audio-Visual
In terms of audio-visual related advertisements, the adverts link to the print-based advertisement campaign through its form, presentation and style. Also in all forms of advertisement, B&Q focus heavily on there target demographic and use there audience in there advertisements instead of, for example, showcasing there staff or displaying there work place venues. The obvious audio-visual form of advertisement also given off in all aspects of there advertisements is the constant reliability on the company colour orange, as it represents the brand and stand out to potential buyers.
Task 2
The print-based advertisements in this particular campaign that I've decided to analyse are several posters and one print-based advertisement in a newspaper. The differences between the print-based advertisement and the posters are the way each one is laid out in relation to kerning & leading, font style and the content printed out on each individual advertisements. The posters for example (2, 3 and 4) are specifically created to be glanced at like billboards and T.V advertisements, not giving the viewer much time to read the product, also relying on attention grabbing imagery, juxtaposition, white space and pictures to intrigue potential buyers, especially in poster 3 and 1 that grabs the attention of a potential customer both by using a bright orange and white backgrounds and bold B&Q text. But with this also comes very little to no information, this is shown in all of the posters that I've decided to analyse. This is completely different compared to the newspaper print-based advert (1) that is clearly a lot more text heavy and purposely created to be read through and analysed in a newspaper or a magazine.
