Steggles Chicken - Effective Ad #1

Advertiser: Steggles Eggs, M & C Saatchi, Sydney

Type of advertisement: Print promotion for Steggles Chicken

Purpose of the advertisement: The purpose of this advertisement is to reiterate and remind consumers of Steggles chicken meat that the chickens they consume 'get a fair go in the barn'.

Target market of the product: The target market of this product are consumers of chicken and specifically Steggles Chicken.

Target audience of the advertisement: The target audience of the ad is primarily consumers who are conscious and concerned about the quality of life the chickens they consume have.

The ad is based on a news poll that questioned consumers about whether they thought chickens who were raised for consumption as meat were kept in cages - 78% of respondents to the survey answered yes.  "For the past 12 months we have focused on spreading the message that no hormones or steroids are added to Australian meat chickens, and it’s time to set the record straight when it comes to the use of cages" (Moroney, 2011).

The advertisement features a single Steggles egg on a white background with the words “this is the only time a Steggles chicken is kept in confined space - we have no cages, just big barns” written on it.  This message very effectively illustrates the freedom a Steggles’ chicken has by using the image of a confined chicken developing inside an eggshell, to allow the audience to visually picture and recognise the freedom a Steggles chook has once born and raised.  The ad seems to be targeting the appropriate market for Steggles products as it is not only reaching their current consumers, but is also promoting the product as a high quality, animal friendly alternative to other caged eggs to an audience who may not be familiar with the values and quality of Steggles’ Chickens.    I believe one of the best features of this ad is the simple, clean and fresh appeal of the egg with the plain background as it doesn’t interfere or distract from the main message written on the egg.  The writing is small enough that it requires the audience to focus their attention on what is written in order to gauge their thoughts.  As a consumer of chicken meat, I find this ad very appealing, as it not only provides me with a clever presentation of information on the quality of the product I am purchasing, but also reiterates the reasons and motives for purchasing Steggles’ Chicken. 

My favourite, but WHY?

What do you think when you see someone running past you wearing Lorna Jane (LJ) clothing?  When I see the LJ clothing line and image above, a number of words and phrases come to mind: Sporty, strong, focused, never give up, determination, quality, durability, fun and loving-life.  Lorna Jane has been operating for 20 years and has 100+ stores across Australia.  The brand is now one of the most sought after and trusted women's clothing brands in the country. 

Women wear the LJ brand for a number of reasons.  Perhaps for those getting back into exercise, the inspirational words on the shirts encourage them to keep persisting and working hard in their training. For others like myself, the durability and comfort that the clothes provide when I’m exercising are two of the main reasons for my partiality and loyalty to the brand.  However, there are a number of characteristics of Lorna Jane, which make it such an appealing brand.

1. Commitment (organisation’s internal commitment to the brand): Lorna Jane as an organisation, is committed to providing high quality clothing for women of all shapes and sizes.  The different company departments that promote and operate the brand are all closely aligned with one another in the way that ensures the image of Lorna Jane, a reliable and fun-loving brand, is upheld.

2. Protection (how secure it is):  As Lorna Jane has been operating for over 20 years, the brand itself is seen as quite secure. 

3. Clarity (clear articulation of brand’s values): Lorna Jane has a sponsorship programme which aims to support community and charity events in addition to cross-promotional activities.  These support programs enable Lorna Jane’s image and values to be upheld and presented to the wider community.

4. Relevance (how well it fits in with customers needs and desires): Due to the wide variety of clothing available at Lorna Jane, customers are bound to find something that suits their taste and style.  Furthermore, leading an active and healthy lifestyle will continue to be a highly talked-about topic, and customers who are concerned with looking and feeling comfortable when exercising often find Lorna Jane to be a suitable option.

Whether developing the brand image at a corporate or retail level, advertising plays an integral role in the overall success of the product or service being exchanged.  “It informs consumers of the functional capabilities of the brand while simultaneously imbuing the brand with symbolic values and meanings relevant to the consumer” (Bhiwandi, 2011).  Another reason I think Lorna Jane products are so sought after is due to the emotional connection consumers have with the brand. Furthermore, the attractive tangible components of the brand include the vast range of sizes available and the taste and design of the clothing in general. The intangible attributes of the brand are the values, personality and reputation of Lorna Jane and characteristics of a strong brand as discussed. 

The brand’s personality is clearly articulated through their website, stores and community involvement, not to mention the inspirational phrases printed on their clothing.  On their website you can find links to healthy living, eating, community events and press releases.

According to (Tyler, 1957) there are three kinds of images in advertising.  The first is known as the subjective image, which is the emotional feeling you experience when associating with the brand.  The next image is the objective kind, in which the advertisement tries to make you purchase the product without having you go through the process of self-identification with the brand.  The last kind of image is the literal image, being the actual visual image of the brand as a picture.  Lorna Jane does a very good job at establishing these three kinds of images in order to connect on an emotional and physical level with their target audience - women interested in a healthy and positive lifestyle.

If you wish to see Lorna Jane is the press, please visit this link

http://www.lornajane.com.au/home/about/press

References:

Bhiwandi. (2011). Role Of Advertising & Communication In Corporate Image Building. Retrieved from

http://b1dcity.com/index.php?option=com_k2&view=item&id=4135:role-of-advertising-communication-in-corporate-image-building&Itemid=340&lang=en

Canal-Luxe. (2011). The Sexualisation of Young People in Fasion!. Retrieved from

http://www.canal-luxe.org/?p=2473

Focal Attractions. (2011). Supre Ads Banned for Sexualising Tweens. Retrieved from

http://mumbrella.com.au/supre-ad-banned-for-sexualising-tweens-48514

Ham. (2011). Sony PSP Racist Advertisement: White is Coming. Retrieved from

http://www.worsttvads.com/2011/06/sony-psp-racist-advertisement-white-is.html

Reed Business. (20111). Steggles dispels chicken myths with new ad campaign. Retrieved from

http://www.hospitalitymagazine.com.au/article/Steggles-dispels-chicken-myths-with-new-ad-campaign/529775.aspx

Sinclair. (2006). Sony Defends Controversial Ads. Retrieved from

http://www.qj.net/qjnet/psp/sony-defends-controversial-ads-updated.html

Steggles. (2011). Steggles Chickens. Retrieved from

http://www.steggles.com.au/

Tyler, W. (2011). The Image, the Brand and the Consumer. Retrieved from

http://www.jstor.org/pss/1247213

Ethics in Advertising - Where Supre Went Wrong

You may have seen this Supre ad plastered on billboards, the back of buses and on the internet.  The ad features a young female model wearing ‘jeggings’ and no clothes on her upper body.

What were your initial reactions when you first saw it?  Well, for a number of viewers, the ad simply went too far, with some even saying it was close to ‘child pornography’. One person was quoted as saying:

“With only hair over her breasts and not completely covering them, this picture immediately invokes the idea of pornography.  I do not know if the woman is a real model or compute image but she looks about 15 years old – hence child pornography.  I do not believe that such nudity should be forced upon the community” (Focal Attractions, 2011).

As a result of many objections, the ASB reviewed the complaints made, and the board noted that the image of the model wearing only jeggings and shoes was inappropriate and over-sexualised, and inappropriate for viewing by children (young girls 8-14 years).  However, the board found that the ad did not breach section 2.3 of the code, which states: ‘Advertising or Marketing Communication shall treat sex, sexuality and nudity with sensitivity to the relevant audience and, where appropriate, the relevant programme time zone’.  On these grounds, the board dismissed the complaint. I personally believe the decision the ASB made wasn’t reflective of the explicit image portrayed in the ad.  Even though it didn’t specifically breach any codes, it is clearly a provocative and exposing image of a near naked lady advertising a children’s and teenagers brand.  My opinion is only one of many, but it leaves me asking – when and where do we draw the line?

A group of people of various beliefs, ages and backgrounds (a mother, teacher and three university students) were shown the ad.  When asked what they thought about this controversial promotional effort, a number of varied responses were obtained:

§  "While it might be seen by some as appropriate, it may also be seen as unethical to target such a young market with such exposing pictures considering their target market is 12-15.  As a male, I knew what they were trying to achieve, and I found it immoral as it is depicting an image of a far more mature woman to a young audience.” (Male, aged 20)

§  "The advertisement is not very representative of clothing and places far greater importance on the sexual objectification of women.” (Male, aged 19)

§  “As a mother I feel that this ad is extremely inappropriate and portrays women to young girls as sexual objects.  There is no need for the lady in the ad to not be wearing any clothes.” (Mother)

§  “As a teacher, I have discussed this ad with my class.  A number of the girls didn’t think this ad represented the values of Supre and were disappointed in the company's efforts to attract attention to the brand.” (Primary school teacher)

The responses, although slightly varied, were all closely related.  Each individual questioned thought Supre had gone too far and pointed out that there are better ways to exploit the brand than through sexualised images of young women.

Despite the advertiser challenging the ASB, stating that, “although a sexy image, it did not breach any form of discrimination or vilification towards women,” Supre eventually decided to take the ads down.  Even though there was some debate from the company, I personally believe the decision by Supre was very responsible and well calculated.  If the store simply ignored the complaints made by consumers and other viewers of the ad, their whole reputation and brand image could have potentially been destroyed.  Let’s hope Supre hasn’t done too much damage already.

If you wish to familiarise yourself with other ads that have been subject to complaint, please visit www.adstandards.com.au

Pedigree Denta Stix - Ineffective Ad #2

Advertiser: Pedigree

Type of advertisement: Print

Purpose of the advertisement:  The main purpose of the Denta Stix advertisement is to promote Denta Stix for dogs as a ‘must have’ dog owner’s item.

Target market of the product: The target market of the product are dog owners

Target audience of the advertisement: The target audience are dog owners who value the health of their pet and want to keep their dog’s health in check.

The Denta Stix ad was launched to promote the new Pedigree chew designed to clean a dog’s teeth similar to how a toothbrush cleans a humans.   The ad’s general conceptual idea and strategy revolved around presenting the idea that pet owner’s should purchase these mouth cleaning treats for their dogs so that their pet’s teeth are kept healthy and their unpleasant breath doesn’t cause and produce unsavoury odours around the home.  Even though Pedigree approached the campaign with a focus on humour, I believe the ad falls short in its appeal to reason. The shot features a dog with its mouth open breathing onto a bird who has, as a result, passed out because of the animal’s bad breath.  For many dog owners, this contrast is of very little relevance as many don’t own birds or cannot even begin to comprehend this ‘far-fetched’ event occurring.  The best feature of the ad, I believe, is the dog’s facial expression as this captures my attention and gives it a humourous appeal.

Due to the considerably high cost of this ‘optional’ treat/product, the target market of this product is likely to consist of people with a mid to high income.  I believe the childish and over humouristic appeal of this ad is not suited to the type of audience who would consider buying the Denta Stix.  When I see this ad, I don’t feel compelled to buy the product.  There are no stated health benefits mentioned on the image, and I feel there isn’t enough emphasis placed on the health benefits associated with the product.  If I were to make any changes to the ad I would give it a more professional and ‘educated’ feel by stating some of the health benefits, rather than focusing solely on humour to sell the product.

Sony PSP - Ineffective Ad #1

Advertiser: Sony

Type of advertisement: Billboard

Purpose of the advertisement: To promote and show the contrast between the new white PSP available and the existing black version.

Target market of the product: Current and potential gamers and customers of Sony gaming equipment.

Target audience of the advertisement: Gamers who are interested in up-to-date new gaming consoles.

Upon releasing the new white version of the PSP, Sony designed a billboard advertisement that caused a lot of tension and uproar amongst the public. Sony’s main idea behind the advertisement was to present and showcase the contrast between the two different colours the PSP model comes in.

"The marketing campaign for the launch of the White PSP in the Benelux focuses on the contrast between the Black PSP model and the new Ceramic white PSP model. A variety of different treatments have been created as a campaign to either highlight the whiteness of the new model or contrast the black and the white models. Central to this campaign has been the creation of some stunningly photographed imagery” (Sinclair, 2006).

The PSP gaming console is primarily played by a younger demographic consisting of children under the age of 15.  The ad featuring a female (white PSP) wearing a suit showing her mid-drift with a ‘rock chick’ hair style, grasping a dark (black PSP) lady by the chin does not effectively portray the main message of the advertisement.  However, Sony insisted, “all of the 100 or so images created for the campaign have been designed to show this contrast in colours of the PSPs, and have no other message or purpose" (Ham, 2011).  If these images were intended to promote the new product as Sony says, I don’t believe the ad featuring these women in conflict is suited to the demographic and audience Sony is targeting. 

The main problem with this ad lies in the way the message can so easily be interpreted as racist.  The ethical and cultural issues surrounding the figures in the ad offended many communities and individuals.  According to Sinclair (2006), "their attempt to contrast colors clearly created controversy and sparked painful feelings in the global community.”

 Many viewers, especially the younger audience was unwilling and unable to decode the imagery of the ad until they were made aware that the image was in fact about two different colours of plastic.  As a consumer I find the main message of the ad difficult to discover due to the complex imagery, therefore I don’t feel compelled to buy the product; I see no advantage presented to me when it comes in the form of two women in battle.

If I were to pick a strong point of the ad, it would have to be the overall impact of the striking contrast between the white lady and the black lady in ‘battle’, and the artsy feel associated with it.

Surely, according to those it offended, there were many other ways the ad could have been approached to advertise the new version.  If I were to make changes to the ad, I wouldn’t use two different people and cultures to reflect the contrast, instead I would use figures and images that did not represent any particular culture or race.  Perhaps using animals or shapes featured in some of the games available to play on the PSP, to signify the contrast in colours, would be a more appropriate way to advertise this product.

Toyota Verso - Effective Ad #2

Advertiser: Toyota

Type of advertisement: Print – Toyota Verso, Slovenia, April 2011

Purpose of the advertisement: The purpose of this advertisement is to promote the attractive features of the Toyota Verso as the 'lifestyle capsule' and 'getaway car' of choice.

Target market of the product: The target market of the product are consumers who value reliable cars, specifically the younger demographic busy balancing family and work life.

Target audience of the advertisement: The target audience of this advertisement are working mothers and fathers with a family. Consumers who value convenience and quick, seamless transitions in life.

  

Toyota’s ads for the Verso car have the headline: ‘getaway car’ and feature two different versions of the same image.  The first is a picture of a young mother entering the car in work attire and exiting in the same shot with a child on her hip.  The second ad has a young father entering the Verso with his daughter and exiting with his surfboard.  This advertisement is very effective in reaching its target market consisting of younger consumers who value the reliability and efficiency Toyota is renowned for; it takes into consideration the importance of seamless transitions from work to play and from everyday duties to 'playful' freedom by illustrating it in a single frame.  The ads for Verso, a new 2011 model car, seem to be targeting the right market as there is a growing need to accommodate cars for busy working families.  I find the best feature of this ad to be the two people entering and exiting the car in the same shot.  This portrays and promotes the flawless and swift way of life you could partake in if you owned a Verso.  Another good feature of this ad is the way it captures both the male and female audience; this ensures the ad doesn't just appeal to one sex, but instead to the entire population of the target market.  

If I was a young working parent with a busy social lifestyle, I would definitely consider the Toyota Verso.  The ad engages me and allows me picture myself coming home from work all ‘done up’ and leaving the next instant with my child to attend a function, or going off to socialise, without any glitches or hold ups.  This phrase, ‘in/here one minute –  out/gone the next’ comes to mind when I see this ad and think of the Toyota Verso car.