Viral Marketing

Tuesday 23rd November 2010
In today's session we looked at viral marketing. What it is and how it helps films getting promoted. We also looked at 4 different movies; they were..... The Social Network, Blair Witch Project, Cloverfield and Paranormal Activity. We did some tasks following up a case study on The Social Network based on the 'case study questions'.

"How has the film marketing campaign used social network sites to reach it's target audience?"

Keywords: Subjectively:- Your Opinion
Objectively:- 3rd point of view
Uses and Gratifications:- What media does for us? Why do we use it?

This theory suggests that audiences choose texts to meet one or more of the following:

• The need to be informed and educated:- Documentaries and news- Sky news, Big cook Little cook.
• The need to identify:- Glee, Inbetweeners, Eastenders.
• The need to be entertained:- e-news, soaps, television, radio, youtube, Pretty Little Liars, Gossip Girl, Vampire Diaries.
• The need to use media for social interaction and discussion:- Twitter, Facebook, msn, Youtube, Myspace, Bebo.
• The need to escape:- Hollywood movies, Desperate Housewives, Gossip Girl, Pretty Little Liars, Vampire Diaries.

Case Study Questions:

1. What is the Institution?
2. Who are the target audience?
3. What are the aims of this campaign?
4. What media forms are used?
5. What techniques and tactics have been employed?

Film Marketing Campaigns

Tuesday 9th November 2010
In today's session we looked at what psychographics and demographics are. How they are used and help to promote and advertise. We also did a debate on Cadbury's campaign and it was quite interesting. We also looked at different keywords in relation to advertising. Then we went through a film poster analysis and were told to do a film poster analysis of our own.

Key Terms:

• Poster: A form of averts/promoting
• Billboard: Very large adverts, mounted on boards around towns, cities, near roads and busy areas.
• Main Message: The most important message and basic information or message.
• Overt Message: A direct message that can clearly be seen and understood by the viewer.
• Covert/Subliminal Message: Message that is spoken but is implied through action or circumstances.
• Viral Marketing: A means of selling and promoting via word of mouth or Internet.
• Social Network: Connecting with friends and family via Internet, i.e. facebook, twitter, msn, myspace, bebo, etc.
• Demographics: Describing/defining an audience by their social status and income.
• Psychographics: Labelling people in particular group by the way they are, i.e. behaviour, personality, etc.
• Denotion: What is obvious and apparent or heard in media text.
• Connotation: What it suggest to the audience from what they hear or see.
• Enigma: Rhetorical questions

Under Demographics I'm under.......Group E

Under Psychographics............I am an aspirer because I think I'm a bit materialistic. I am also a successor because I'm confident, have strong goals and organised. But I'm also an explorer because I'm an individual and like adventure.

What role does the Media in advertising???
It tries to promote and advertise products in a ways that makes us feel, that being like that or doing something like that, to achieve the goal will give us higher status. It sets a superficial standard.

Cadbury's Gorilla Advert 2007

http://www.cadbury.co.uk/home/Pages/home.aspx 

Hovis Bread advert 2008

http://www.hovisbakery.co.uk/

Comparing Hovis 'Bread' & Cadbury 'Gorilla'

Hovis “Bread” Advertisement

This advert is for staple food and is really complex. It shows us a journey, an adventure, of a young boy travelling through time, 120 years of British History. The subliminal message being that Hovis has been through so much and it’s still “As good today as it’s always been”.

In this Hovis advert, the shots are taken in high speed, to create and emphasise the sense of excitement and adventure. In my opinion, this advert has a mixture of transitions from shot to shot. Some are dissolved in or fade out. The mise-en-scene in this advert is very detailed and accurate. There is no voiceover in this advert, which I think is because to avoid any distraction from the actual advert itself, due to so much is going on. But there is piano playing in the background to go with advert and set the mood. This product is signified by Victorian northern setting and a young boy. It also has references to the iconic 1970s ad and is 'Cinematic'.

This advert could be nostalgic for some people. It’s has an emotional ambience to it that draws us as audience to it and makes us feel good. So it naturally makes us more attracted to the product.

Cadbury “Gorilla” Advertisement

This advert is for a luxury food and the idea for the advert itself is very simple and minimal. The slogan of this advert is “A glass and a half full of joy”.

The beginning shot of the advert, is a general close-up and an extreme close-up. These shots capture the expressions on the gorilla. The speed of the shots starts slow, but picks pace as the gorilla starts playing the drums. The shots fade in and fade out from the beginning to the end. The mise-en-scene of this advert is not detail as the Hovis one; it’s rather simple.

This product is signified by cinematic intro and purple studio. There are references to music video techniques. This advert has no voiceover, though does have the iconic use of 1980s pop track "In the air tonight".

Comparing Hovis 'Bread' (2008) with Cadbury's 'Gorilla' (2007)

Hovis 'Bread' Advertisement

• Staple food
• Complex Idea
• Detailed mise-en-scene
• Nostalgic (maybe to some people)
• Products is signified by Victorian northern setting and young boy
• References to iconic 1970s ad
• 'Cinematic'
• A journey/ an adventure/ tells a story

http://www.hovisbakery.co.uk/

Cadbury's 'Gorilla' Advertisement

• Luxury food
• Simple, minimal idea
• Products is signified by cinematic intro and purple studio
• References to music video techniques
• Iconic use of 1980s pop track "In the air tonight"

http://www.cadbury.co.uk 

Go Compario Egyptian TV Advert