Secondary Research

Famous people to advertise the drink – footballers/singers – this would get teenagers attention    

Pepsi used to have a whole TV advert with two celebrities pretending to fight to win a can of the soft drink – this would have got attention again of teenagers as these were popular at the time and they would have liked them. But also a lot of different audiences would have seen the advert as it would have been global. By using some of the most famous footballers in the world, in one of their campaigns it is pretty hard to miss and knowing that football fans will be likely to see the advert, they can cover a large base of male or female football fans with at least one of the football stars featured. Same goes for the Pepsi advert using singing acts around at the time that are current, they would grab the attention of male or female music fans with one of the big stars featured in the advert.

Pepsi expand there drink by aiming at all different audiences even if they have one main target audience. By bringing out the same drink but with no added sugar or ‘Pepsi Max’ re-inventing the drink to its audience makes the drink seem new.

Areas of Pepsi’s target audience that are mainly aimed at is the sport audience. This shows through the companies’ campaigns with footballers and other celebrities doing sport activities in the companies advert. The adverts producers make the advert look like a big deal, in a big location which could be mistaken for a movie set. The celebrities featured in the advert are clearly shown throughout, with stars that can appeal to both male and female which is important. They can’t focus on either gender more than the other. This advert also shows the celebrities drinking the soft drink, this may also make the audience think that they drink it regularly and they want to do the same as their favourite star.

Pepsi’s slogan is pretty simple, it doesn’t aim at any particular group of their audience it keeps an open slogan stating ‘Pepsi, got to have it’. Compared to other soft drink companies this slogan used is not very catching or one that would be remembered easily by its audience. The colours of the Pepsi logo are very basic and the image isn’t anything in particular just shapes surrounding the name Pepsi.

The advertising techniques that Pepsi use are Testimonial and Wit and Humour. The testimonial advertisement is used through the television adverts. The wit and humour approach to advertising Pepsi use is in imaging. These images would be put up at bus stops, billboards or in magazines. 

 Polar bear used in Coke advertisements going for the crate of Pepsi instead of Coke.

   

Primary Reseach 1

The first advert I analysed was Pepsi. Represented in this advert is four celebrities, they are represented as powerful. This advert is concept based so the celebrities are acting out a gladiator type scene. The celebrities are represented this way as they are the main component to the advert and the main part of the storyline.

The target audience for this advert would be teenagers, 13 – 19 year olds. This is because this advert is using celebrities that this age group would be interested in and would catch the attention of this audience more than others. By using these actors and targeting this age group would make them think that these people like to drink what they are advertising. This age group would possibly look up to the people featured in the advert and would want to drink what they are drinking because they think it is something worth drinking if their favourite famous personality is also drinking it. Throughout the advert the brand of drink is made to look important and something people want to have. This shows the audience that everyone wants to drink it and shows the audience it must be something great by the way the story represents the brand throughout the advert. The celebrities Pink, Beyonce, Britney Spears and Enrique were all associated with the brand Pepsi for a time when these adverts were prime and they had to endorse these products whilst they were still associated and may even have shown them within their own personal projects to show the targeted audience that they do drink Pepsi.

Mis – en – scene in this advert is to make it look like the advert is set in Italy. The crowds are dressed in old attire and the celebrities featured in the advert are wearing clothes gladiators would wear in a fight. Also the weapons they have show they are in a gladiator type scene. All of this is shown at the start of the advert which will make the audience think they are watching some sort of scene from a movie. The location they are in also looks like they are in the coliseum in Italy. The editing in the advert shows all the celebrities first to get the audiences’ attention. The advert also makes direct cuts to the cans of Pepsi a lot to remind you what the advert is for. Sound used in the advert is the crowd cheering and then three of the celebrities break in to song. This is incorporating the fact that they are all artists, but they all sing a song that is relevant to the story of the advert.  Messages the advert tries to convey to the audience is that people die to get their hands on Pepsi and no matter what is happening, Pepsi is better.

 The characters featured in this advert are 3 gladiator fighters and an emperor. The storyline of the advert is these 3 gladiator fighters are going to have a fighting match but they come out into the ring and they just drop their weapons, start singing and all drink Pepsi. This advert is very much concept based, they have used this storyline to show the celebrities as strong people but that they all cave for Pepsi. The genre of the advert is action and humour. The beginning of the advert makes it look like a big budget production but then it uses humour throughout to show that it is an advert and then by showing the brand also makes the audience realise it is an advert. The media genres it uses are wit and humour and also testimonial because it features famous faces to help indorse the product. I think the advert s very successful because it isn’t just a cheap advert for a fizzy drink; it does fool you at first but then uses all the conventions of a soft drink advertising campaign. I also think it is successful because it would appeal to the target audience and sell the product to them.

The second advert I analysed was for Dr. Pepper. People represented in this advert are, pupils in a school, a school boy and a school nurse. The pupils are represented as usual peers that people don’t like to be embarrassed in front of. The school nurse is represented as an old lady and the school boy is represented as an innocent teenager. The people are represented this way because this is a situation the targeted audience can understand this. The target audience for this advert would be again teenagers 13 – 19 year olds even though the advert plot and dialogue would be understood more by later teenage years. They are clearly targeted because of the situation played out in this advert; they would be able to see it happening and understand the people featured in the advert. This advert works because not only the situation is relevant to teenagers but also the humour included in the dialogue will appeal to this age group.

Mis – en – scene used in the advert makes it clear that it is set in a school environment. It shows lockers, classrooms and pupils around a school ground. Editing used in the advert shows the Dr. Pepper logo on the vending machine at the beginning of the advert to make it clear this is an advert for this soft drink. The sound used in this advertisement is mostly dialogue from the characters, and then the slogan of the drink which is put in to a song at the end of the advert to sum it up, and make it something that the audience will remember. The messages that the advert gives the audience is that Dr. Pepper makes any bad situations alright.

Characters featured in the advert are, pupils, a school nurse and a school boy. The storyline is that the boy cuts his finger on the Dr. Pepper vending machine and goes to the school nurse for a plaster but when he opens his drink the nurse accidently switches on the over speaker and the whole school hears them in the first aid room and mistakes her innocent words for something different. The school then walks out to the school with everyone laughing at him. This is when the slogan and the message of the advert come in to play with the adverts concept. The genre of the advert is comedy and the media genre of the advert is wit and humour. By using humour as the genre for your advert you are most likely to get a teenage audiences’ attention.  The advertising techniques that the advert uses are that within the story the incorporate that the drink is fizzy. Without saying to the audience that it is a fizzy drink they bring it in to the story. Also they use a school as the setting for the advert when their targeted audience will be teenagers which will be able to relate with the narrative. I think the advert is successful because the storyline is appealing t its target audience, they have a song that will be easily remembered and they use humour as the genre. These all appeal to the targeted audience. 

Have online videos lowered the standards of television production?

I don’t think that online videos have lowered the standards of television. It is now easier to create good videos without the most expensive equipment and the professional programmes used in television productions. Many more people are being discovered by creating domestic videos using their standard video equipment in their household and most of the time it can come up to scratch with professional productions. Today the equipment used in professional television is the same as what people use in their home to create videos. They can both produce the same quality of work it’s just how you decide to use them. If the equipment is being used in a domestic environment it is very rare they will do anything with the footage after it has been shot but in professional productions there is big post production work done on the footage which makes the difference. The videos that are put on to television are never left the way they have been shot, if they are going to be shown on television they are always altered but the people that put up domestic videos on to online sites they are not touched up or altered in any way to make them look better. You can easily diminish a domestic video from a professional television production. I think having online videos becoming a lot more popular because you can get new ideas in ways of shooting and people who are coming up with these ideas are being recognised for their work, whereas if you see something on television you don’t really take much notice of the way it has been done or who came up with the idea.

How has the digital world changed the way we consume and create TV?

The digital world of television has been one of the largest changes in recent television technology. It is very rare that someone does not have digital television in their household. The different ways of watching TV in the digital world are using a satellite, where a signal is transmitted to an orbiting satellite that sends it back to receive the channels. This is one of a very popular ways of receiving digital television. Another way is multiplex, this way digital TV sends channels mixed together and the receiver separates them which you can then receive on satellite or cable televisions. Digital video broadcasting is also another way this is how you can receive television on your mobile handsets. The advantage of digital cameras over video and film cameras is that they can get a better outcome. The screen is able to gather small pigments through the megapixel s where as the video and film cameras don’t have the definition to that. Also they are just more efficient than other camera, they can store a lot of memory on a more efficient storage device. Not only is the shooting less hassle but the post production of digital cameras is a lot easier. With a storage device that can easily be accessed by computer technology it makes it faster. Editing has improved in the digital world by creating programmes that make editing easier, faster and better. With the forward movement of technology  the programmes that have come around to use for editing have been to create editing anything more professionally and less time consuming.

Brief history of TV in the UK and abroad

After the 1954 television act that made commercial broadcasting possible in the UK television technology has developed incredibly. One of the most popular television channels in the UK is h BBC and this has been broadcasting since the 1950’s by founder John Reith. Through the decades the BBC was evolving, with everything that happened in the 80 years it captured almost everything and is still evolving today. Another popular channel in the UK is ITV. ITV began broadcasting in 1955 in the London area. The format used to broadcast on in the UK, most of Europe and some of Africa. Television images have changed through the years going from the first colour television to new styles of televisions. Not only do the televisions change but the picture received on the televisions has changed. One of the biggest in satellite TV which allows you to receive more channels that just the five on terrestrial television. After this we were able to receive some of these new channels in better quality, this is called high definition. They also brought out a television that you have to have to get high definition on. Since this it is all about getting a better quality picture, and the new craze people are going to be introduced to in their household is 3D television.  PAL first started broadcasting in 1964. NTSC is the format used for broadcasting in America and Canada. NTSC was developed in 1941 but didn’t start broadcasting until the 1950’s. SECAM is another format used for broadcasting, this is used in Eastern Europe, and it was introduced in the 1960’s. The SECAM format has the same resolution as the PAL format. NTSC has 30 frames transmitted each second where as PAL and SECAM both have 25 frames per second. The technological advances of television have changed at every aspect. Since the aerial ‘rabbit ears’ were invented to get a reasonable picture on their television more and more technology has come about to get the perfect television picture. Colour television first came available to the public in the 1950’s and it was considered the biggest evolution in television technology. We then had plasma television, LCD screen televisions, high definition and the most recent is 3D television. Today having great inventions and great video technological advances isn’t really a big surprise to us, we have learnt to accept new things and we can adapt to the changes easily. There is more than one way to watch television now, you don’t need a television set, you don’t need an aerial and you don’t need wires. In 1996 web television was introduced, and soon after we were then able to access television on mobile phones. It is rare that you will find a mobile phone that you won’t be able to watch television on. There are now plenty of ways to consume television, there are more people watching television because of this and it’s just the evolution of technology.

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