Yr 12 Btec: Unit 15 Advertising Production

Moving Towards a Distinction for Learning Aim A

PART ONE – Advert Campaigns Aimed at Teenagers

1. What is the name of the company/brand and the campaign? What year was the campaign
launched and what was its overall aim? how long did it last? Or Is the campaign part of an
ongoing initiative? Where were the adverts distributed e.g. magazines, newspapers
billboards, bus stop stands, side of busses, online etc

The name of the company that produced this print advert is TFL and the London Think
campaign is being promoted to highlight road safety. This campaign was first launched in
2012 and its main aim was to highlight and reinforce road safety to teenagers. This it still
currently an ongoing campaign to help tackle the road safety issue. This advertisement was
distributed in places like train stations, bus stops, sides of busses, and sometimes billboards
to appeal to London teenagers..

2. Choose ONE of the following print adverts (delete the rest) and answer the following
questions:

Advert slogan
Main image

Campaign slogan

Company name/logo

3. Identify and explain the target audience (demographics, geodeographics and

For this advertisement the demographic audience this is aimed at specifically, is for
teenagers aged 13-18 years old. The target audience is a demographic audience as this
advertisement is aimed at all teenagers and it isn’t for specific categories of people since the
advert wants to make all teenagers aware of road safety to avoid and accidents.

4. Label the codes and conventions on the print advert and explain how the advert has been
constructed to appeal to the audience – refer to the specific codes and conventions of print
advertising Donald Gunn’s advertising types, Logos, Ethos and pathos persuasive techniques
where relevant.
One way in which the print advert is constructed to appeal to the audience is from the use of
the main image. The main image consists of a teenage boy laying on the ground facing the
camera, with his phone in his hand. As the actor looks at the camera, he creates the
impression that he is unresponsive, to the audience making them think the actor is dead.
Because he is laying on the road in this way it makes the audience assume he has been hit by
a moving vehicle creating a serious tone to the advertisement, and this is reinforced by the
anchorage text that tells us he got hit by a truck because he was paying more attention to
his phone than the road. This advertisement uses the pathos persuasive technique because
it plays on the audiences’ emotions by including sensitive subjects like death to make the
target audience take the advertisements campaign slogan seriously and to get their point
across about road safety. Underneath the anchorage text ‘stop, think, live’ is written in a
bold yellow, which connotes warning and danger so that it contrasts against the background
and captures the audience’s attention quickly. This is a short catchy statement like a slogan
which is easily memorable for the target audience and it encourages them to listen to what
the advertisement is saying.

5. Use the following link to analyse the YouTube video advert for the TFL road safety advert
https://www.youtube.com/watch?v=jfTf0DaaO7Y or use the link for the NSPCC #IRL
campaign https://www.youtube.com/watch?v=1blUKMXYjqc
The TFL road safety advert is targeted primarily at teenagers, this is evident from the choice
of actor who is a teenager as that can make the advert more relatable to the target audience
as it someone their own age. At the start of the advert the actor is introduced by using close
and mid shots of the actor as he exits the train, but as he leaves the train station the actor
looks at his phone after receiving a notification and puts on his headphones. This is done as
it is something the audience can relate to and it introduces the problem the advert is
portraying. When he is no longer in the station he walks across the road where dark lighting
and shadows are seen creating the impression that something is going to happen, when an L
cut is used so that a car beeping and crash is heard as the audience sees the headphones,
the actor had previously worn, now laying on the ground. These frames happen at a fast past
making the scene more intense for the audience so that when the text is shown in the next
frame, it resonates within the reader more making the target audience take the message
seriously. Grime Daily is also being used to appeal to the teenage audience as it is a company
that teenagers interact with which will encourage them to engage with the video. The advert
ends with the most important message the campaign wants to portray which is to ‘stop,
think, live’, as this makes it more memorable for the audience.

6. Explain how the video advert has been distributed to target the audience.
This video advert has been uploaded on social media sites such as YouTube because it is a
platform that most teenagers would have access to or would frequently visit, which means
Yr 12 Btec: Unit 15 Advertising Production

that this is a good way to distribute it to the target audience as it is likely that it will be seen
by most of the audience.

7. How has the video advert been constructed to appeal to the audience – refer to the specific
codes and conventions, technical codes ( camera, editing, mise en scene sound
(dialogue/music) Use of Special effects (SFX) / computer graphics ) Also refer to Donald
Gunn’s advertising types, Logos, Ethos and pathos persuasive techniques where relevant.
One way in which this advert has been constructed to appeal to the audience by using mise
en scene, this is evident where contrasting lighting is used throughout the scene. For
example at the beginning half of the scene whilst the actor is inside the tube station and is
not using his phone lighting is light telling the audience that there is no problem, but as the
actor takes out his phone existing the tube station dark lighting is used giving the illusion
there is going to be a problem and that the prop, his phone, is the cause of it. A cutaway
shot Is used as the actor leaves the tube station which shows the audience what the actor is
listening to by cutting to the music video. As it cuts back to the main scene that is when dark
lighting is used as the actor is hunched looking at his phone causing suspense for the reader.
At the end of the scene pathos is used to play with the audience emotions using sound and
images. This is seen near the ending of the scene where an image of the actor’s headphones
is laying on the ground after a loud screech is heard like a car skidding across the road. This
is using pathos as the video doesn’t show what happens, but it lets the audience image what
happens, this making their feelings intensify as they are imaging the different scenarios that
happened, leaving a lasting impression on the target audience.

8. How effective is the video advert in comparison to the print advert?