Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messages.
Commercial advertisers often seek to generate increased consumption of their products or services through "Branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement. (Taken from Wikipedia)
The reason why i chose to do advertising as my chosen brief is because it was something new as i havent done anything like that before and sounded interesting. It will also give me a chance to be creative as there are a range of possibilities to chose from e.g. advertise a product or make a campaign etc. I also like the idea of a challenge as there are lots of tasks to do and it will keep me motivated.
My initial ideas are :
Campaign on child abuse or domestic violence as they are unique ideas, not promoting a product which is the generic option that most people chose to do. It will also mean i will have the chance to do a radio advert as it will provide more detail and information as compared to a web pop up. This is due to the fact that a web pop up will not be able to withhold as much information and detail on the company as compared to a radio advert as it will give the chance to go into detail about the organisation and what it offers - how you know whether you are at risk or not, what to do in order if you feel that you are at risk and how to seek guidance and help.
The target audience for the child abuse advert would be children at home watching tv in an unsafe environment and also teenagers with problems that they cant talk to anyone about. This is where the call line comes into action where people can call in and talk about their problems. The examples i can use of this are ChildLine, the NSPCC and Samaritans.
The target audience for the domestic violence campaign would be men/women at home watching tv - a chance for them to escape from reality and seek advice and help, offering them guidance to help them overcome their problems.
Different mediums that can be used are :
- A call line, website, controlled environments for people to have face to face visits.
