Unit 1 FACT SHEET Lucie Crozier
Advertising
Advertising is the promotion of a media product to a specific target audience.
Advertising highlights specific characteristics, elements, and features that would appeal
to and attract the target audience. Advertising helps to ensure that a product is a
success, reaches the target audience and generates engagement and income.
There are four key formats of advertising, these are:
- Web - (online adverts, banners, social media),
- Print - (posters, magazine adverts, billboards),
- Audio - (radio, podcast),
- Video - (TV adverts).
Advertising of MOJO
Advert 1:
Source = X [Link]
This is a web advert specifically
from the Mojo Magazine X account.
This is appealing to the target
audience because the age range is
43 and people who 43 are usually
older use X as a form of social media, this attracts the audience because it is an
easy, straightforward form of social media to use. This advert is advertising the
new ‘Small Faces’ issue of the Mojo magazine. Mojo uses a famous name to
attract the audience using the name Kenney Jones helps to make the
advertisement appeal to the viewer. This is because having a famous name in the
post will catch the audience’s eyes, and if they’re a fan of Kenney Jones they will
want to find out more about what is written about him. This advertisement
includes direct address in the image, this gives the advert a more personal feel
and makes the audience feel personally addressed. The advertisement includes
the incentive “an exclusive CD of Small Faces gems and rarities” that will appeal
to the viewer and make them want to purchase the magazine because they may
want to know what is in the exclusive CD. This advert is pinned to the top of
their feed engaging the target audience as soon as they open Mojo’s X account.
The post includes a link directly to the issue making it easy for the viewer to find
the magazine to purchase, if this wasn't there it would make buying the
magazine more difficult and therefore putting the buyer off purchasing it.
Making the post the magazine front cover also makes buying the magazine
easier as they can recognise it easily on their daily shop making them think back
to this advertisement. It can also help gain sales as buying online is difficult for
some people or they simply don't enjoy it, instead they can find it easier in
person.
Advert 2:
This is a print based advert, specifically from a magazine. This is appealing to the
target audience because as it is already in a magazine we know they enjoy
reading magazines and that they may be a frequent reader/buyer. It is printed
over two pages attracting the target audience as they can't just glance over it
and continue reading, they would have to look at both pages before turning the
page. A magazine is a simple form of advertising and if you want to purchase the
issue it is easy as you already know how to buy it. In this example the
advertisement provides multiple examples of Mojo issues possibly to show the
range of artists that Mojo writes about. It includes an upfront price which helps
avoid confusion. Every image includes a direct address in images and writing
which is appealing to the target audience as it makes them feel included and
gives the advert a more personal feel. For example, “your favourite”, “you pay”. It
also includes the buzzword “free” for free shipping, this will further convince
people to purchase the latest issue of Mojo as they won't be put off by the added
cost of shipping.
Advert 3:
Source = Youtube channel “MOJO Magazine”
[Link]
This is a video based
advert, more
specifically a video from
youtube. This is
appealing to the target audience because since people tend to be on social
media more frequently nowadays it is more likely to be seen. It includes bright
colours which attract the audience as it is nice to look at. The music included in
the video fits well to the band and the aesthetic of their music. The video is 1:23
long which is quite short to engage the audience, this means that the audience
won't get bored quickly by the advertisement. The advertisement ensures that
you are able to fully read all of the text on the screen before it changes. The
colour scheme stays the same throughout the entire video which is, red, orange,
yellow, and white. This avoids confusion as all the information needed is in the
video.