Research Portfolio (U20: P1, M1) (U24: P1)
Learning Objective 1 U20: Know how existing advertising campaigns embed advertisements across a range of media products
Learning Objective 1 U24: Understanding the products that are produced within and across media industries
P1:(U20)
Big Mac bacon 2019
Aims and objectives
The primary aim and objectives of this Big Mac bacon is to increase sales. McDonalds are a globally known business and so adding a new product is likely to make a large amount of people curious to try the product.
The product was also added to increase the number of people buying from McDonalds. For example, those who did not like the Big Mac previously may be fans of bacon. Therefore, they will start to buy the product.
The product was also added to rebrand an existing product in the market. The Big Mac is one of the most commonly bought products in the fast food market, rebranding it is likely to make even more people want to buy it due to the fact that there is a new product.
Target Audience
It could be argued that the primary target audience for the Mcdonalds Bacon Big Mac is for predominantly males. This is because a typical trait of a man is enthusiasm for meat. The Big Mac bacon is for all dominantly found races such as black and white people. There are not many people of the asian culture in the advert. This is likely to be because most religions in asian cultures do not eat bacon. The age group that The Big Mac bacon burger targets is 17 to 40 year olds. This is because the burger is very large in size and so teenagers and adults have an appetite that could handle a Big Mac. The Big Mac bacon and McDonalds in general targets the working class (C2DE). This is because it is a very cheap choice. There are multiple ethnicities that are not able to eat bacon and so the Big Mac bacon excludes these people. For example, people who are Muslim or Jews do not eat pork.
McDonalds Big Mac bacon secondary target audience is with males and females of any age and race. This is because McDonalds is so popular as a business and is very easily accessible and in the UK there are people from a lot of different backgrounds and classes.
Key Messages
McDonalds are trying to promote the Big Mac bacon as the best possible version of a Big Mac. This is shown in adverts where they have done research. However, people featured in the television advert, for example, are seen disagreeing over the Big Mac. Is it a Big Mac? Is it a different burger altogether. Some are reluctant to try it, preferring the classic version. The campaign is intended to generate debate; with people discussing the burger, and intrigued to at least try it, sales will increase. Likewise, traditionalists will be reminded of why they like the classic burger in the first place. The billboard advert says that 60% if people think a Big Mac is still a Big Mac even with bacon. This is hardly a large majority, so the debate will likely continue.
(Image found from google)
Choice of Media
The McDonalds Big Mac bacon burger campaign uses multiple different types of media to promote the product such as video advertisement, poster advertisement and bill board advertisement.
(Image taken from Google)
This McDonalds poster advert for the Big Mac bacon campaign has an image of the product. The picture of the product could tempt the public to buy the product. This is because they have made the burger look very tasty.
In this advert they have used the McDonalds logo. Using the McDonalds logo is likely to promote the product because of how popular the brand is. McDonalds is one of the most globally known organisations in the world and so people are likely to recognise the product buy recognising that it is a McDonalds product.
The colour scheme is red, yellow and white. These are the colours used within the McDonalds logo. It is likely that the public will recognise that it is a McDonalds advert because of their unique choice of colours.
This McDonalds billboard advert have come together with another company (Glossy) to create an advert for the Big Mac bacon. This is likely to reach out to a wider audience as Glossy who are a fashion and beauty company are promoting the Big Mac bacon burger to their fans.
The colours black and white are effective. This is because they represent the timelessness of the businesses and the products and services that they produce.
Synergy is used. This is because Mcdonalds have joint up with another company in order to work together to promote both of their businesses.
Representation
Some people who have been included in McDonalds Big Mac bacon advert are celebrities. Harry Redknapp is a very influential and relatable person to a lot of people in the UK. In this advert there is an older citizen (Harry Redknapp) and a younger citizen (Jamie Redknapp). The video also represents Harry Redknapp who is an older citizen unwilling to try the new Big Mac whereas Jamie who is younger is willing to try the new Big Mac bacon. This shows that stereotypically older people are not willing to change their lifestyle whereas younger people are more open to change.
Campaign logistics
In early 2019 (January) the Big Mac bacon started getting sold in McDonalds in the UK. There were adverts on all platforms of media, such as televisions adverts, poster adverts, billboard adverts and social media etc. The advertisement was not placed in any particular order and there were no adverts that would tease the release date of the product. However, McDonalds tried to make sure that the product was spoken about often. For example, they made an advert with Harry Rednkapp who has recently won Im A Celebrity which is watched by people in they UK and so the public will be able to relate.
Call to action
In nearly all of the adverts that are released about the Big Mac bacon burger the public are encouraged to go and buy the product. On nearly all of their adverts they ask the question "is it still a Big Mac?" even with bacon. This is a way of getting the public to buy the product and decide for themselves.
Relevant legal and ethical issues
The Advertising Standards Authority (ASA) have to check all of the adverts that McDonalds to see whether they are acceptable and ready to be introduced to the public. The ASA ensure that the language or writing within the advert appropriate to be shown. The ASA are the regulators for the advertising industry who make sure that adverts are not harmful misleading or offensive.
The only ethical issues with the McDonalds Big Mac bacon campaign is that by adding bacon to the product makes those who follow religious rules unable to eat the product.
There could also be issues that only the white race was used and not any other races were used within the Mcdonalds Big Mac bacon adverts. This could cause a problem as Mcdonalds could be accused of being exclusive to people of other races.
M1(U20)
Overall the Big Mac bacon campaign was successful. This is because they had successful because the advert with the celebrities Harry and Jamie Redknapp had over 1 million views in 24 hours. The pair have been involved in the most influential content to date. This would have encouraged people to go to McDonalds and by the product to see whether it is an enjoyable product.
During the campaign of the Big Mac bacon there were various different types of media used to promote the Big Mac bacon. In a lot of adverts from different types of media such as television or on websites such as YouTube the adverts have a consistent message. Is a Big Mac with bacon still a Big Mac? This has got a lot of the public speaking on social media trying to find an answer. It is a great promotion technique as the product is not likely to be forgotten about quickly.
In the billboard advert below you can see that McDonalds are keeping consistent with all of their advertisement campaigns. They are using the same slogan in all of their adverts "Is a Big Mac with bacon still a Big Mac"? This question will get stuck in the publics head and the product will stay on the minds of the public and may even tempt them to buy the product. The colours and fonts quickly become consistent too as you can see the same palettes and font styles are used across platforms. As this company is already a very well known brand, it reaffirms the company to consumers.
In Mcdonalds Big Mac bacon campaign the font stays the same within each of the adverts shown below. This font is probably used because it is bold and very easy to read. The font is also in white and red, this is because Mcdonalds logo is also white and red so it relates to the business.
The product is in the each of the adverts below. McDonalds may be trying to slow the similarities between the Big Mac and the Big Mac bacon. Since the Big Mac is the most popular product on the menu it may tempt customers to give the new product a try. Another reason the product may be on the reason is so that it hungers customers. Customers may start to feel their mouth watering after having a look at the product and be eager to buy it.
The Mcdonalds logo is also on the adverts. This may be because customers may be unsure of where the product is being sold. Mcdonalds is very well known and there are loads in the UK it is likely that after seeing the logo on the advert some people may debate with themselves to go to Mcdonalds.
Overall the adverts have been very consistent. The colours red and white are used due to this being the colour of the Mcdonalds logo. The font in both adverts are bold and clear so they are easily read. The slogan "Is a Big Mac with bacon still a Big Mac" is also used in both adverts.
(Images below from google)
P1(24)
1. Different media products within the advertising industry?
The two adverts are similar. Bothe of them have a font on which is bold and clear to read. This will enable those who have bad vision to see the slogan much clearer. the slogan is also used on both advertising campaigns "Is a Big Mac with bacon still a Big Mac". The colours used on these advertising campaigns are red, yellow and white, these are the colours on the Mcdonalds logo. The logo is only shown on one of the adverts but the other one can still be recognised as a Mcdonalds product due to the colour scheme.
(Image taken from google)
3. How do institutions create brands across different products and platforms?
The brand is established well throughout the Mcdonalds Big Mac bacon advertising campaign. This is because in both adverts that Mcdonalds colour scheme of yellow, red and white, these colours have been seen through the whole of the campaign in each adverts, in our day due to how popular Mcdoanlds is people will likely automatically think of McDonalds just by seeing these coulors. Therefore, Mcdonalds are also promoting their brand.
McDonalds have also consistently used images of the product in their advertising campaign. This is because an image of the picture is likely to make whoever sees the advert eager to eat the product.
The slogan "Is a Big Mac with bacon still a Big Mac?" is also used throughout the whole advertising campaign. The use of this question is likely to keep people thinking of the product and therefore these people are self promoting the product. It is likely that they will be encouraged to buy it.
(Image taken from google)
(Image taken from google)
4. How do they engage different target audiences?
The advertising campaign for McDonalds Big Mac burger used many different ways to engage with they audience. They were able to do this buy using a variety if different advert on a variety of different platforms such as, Billboards, posters and TV adverts. The billboards reach out to the older generation as these Billboards are often seen on main roads for drivers to see.
The question "Is a Big Mac with bacon still a Big Mac"? All over social media. Most of the people who are most active on social media tend to be teenagers. This allowed them to get involved and also promote the question to their friends by sharing the images on platforms such as Instagram, Facebook and Twitter.
They had also teamed up with the company Glossy who are a make up company. This allowed them to reach out to a different and more unexpected target audience. In this advert there was also a female as the main character. This showed that the product although is bought more by males it is also for females as well.
Nike hijab 2017
Aims and objectives
The primary aims and objectives for the Nike hijab is to increase sales. Nike is one of the biggest organisations in the world and so all those women whose religion require them to use a hijab and are interested in exercising are likely to buy the product.
Another aim and objective for Nike is to encourage those women whose beliefs require them to wear a hijab to do more exercise. Muslim is a large religion and this product to increase the amount of women doing sports a lot as in normal hijabs it is very difficult to do sports without getting hot and sweaty very quickly.
Target audience
The primary target audience for the Nike hijab is religious Muslim women who are from an Arabic background. This is because these are the people who tend to wear a hijab. The age group of the target audience for this product is teenagers to adults (16 to 40). This is because this is when women tend to start wearing a hijab and after the age of 40 not many people still exercise. The Nike hijab targets the working class (C2DE). This is because most of the Muslims in the UK are part of this class.
The secondary target audience for the Nike Hijab are Muslim men. This is because they maybe looking to buy a present for their wife. The age group that the Nike hijab may target is 25 to 40 year olds. This is because this is these are the popular ages that Muslim men choose to get married. These would also be of an Arabic ethnicity. The Nike hijab would also target men of the working class (C2DE). This is because most Muslims in the UK are part of this class.
Key Messages
The key message that the Nike hijab intends to send is a healthy lifestyle. The Nike hijab is a unique product that allows people to exercise without breaking any rules of their religion. The product could encourage Muslim women to do more exercise and sports. This could result in more Muslim women competing and becoming athletes.
In the Muslim religion there is a stigma that men are better than women. This product could be a way of letting Muslim women express themselves and show their worth.
Choice of media
The Nike hijab campaign uses a variety of different media to advertise the product. They use video advertisement, billboard advertisement and also poster advertisement.
During this advert all the words are in Arabic. This is because the target audience of the Nike hijab are mostly Arabic. There are also subtitles that are at the bottom of the screen that are easy to read for those who do not understand Arabic.
It seems that the location of the video is in a country in the middle east. This is because it is likely that most people who will be interested in this product are from this part of the world.
There are women doing a variety of different sports during the video. This is a persuasive way to sell the product to women of the Muslim religion. There is a stigma that in the Muslim religion women are unable to do a lot. The advert shows how Muslim women are able to do a majority of different things while also keeping their religious beliefs.
(Image taken from Google)
This billboard poster has an image of an athlete wearing the Nike hijab. This image gives a message to Muslim women who want to go out of their comfort zone and start excising while still being able to dress appropriately.
The font that is chosen is very easy to read. "Dont change for the rules. Change the rules". This message is effective and is likely to get Muslim women to buy the product and challenge themselves.
The Nike logo is on this advert. This could attract those who often buy Nike products and recommend this product to any friends they may have.
(Image taken from Google)
This is poster is an image of a women wearing the Nike hijab while fencing. Fencing is not a common sport and it is certainly not commonly played to those who belong to the Muslim religion. The image shows that Muslim women can do anything sports related with the Nike hijab.
Approach
The Nike hijab campaign first started in December of 2017. Since then there has been a hastag on Instagram called #nikehijab with 2846 posts. There are posts often and have not stopped, people have continued to post on this to our current day.
Nike predominantly used social media to promote their product. They used their Facebook page, Instagram page and Twitter. They have been doing this since the beginning of the campaign to be able to effectively promote the product to the world.
Representation
During the Nike hijab campaign the only people that were in the adverts were Muslim women. This is because the product can really only be sold to a specific audience and so there is no need for any variety other than the people who are going to buy the product.
This campaign challenges the stereotype that muslim women are subservient to men as the women are seen as powerful in these adverts. This could encourage muslim women to buy the product as they too would like to be seen as powerful.
Campaign logistics
The Nike hijab started getting sold by Nike in December 2017. The adverts for the product followed straight after. Adverts were on all media platforms such as television adverts, adverts on Youtube, poster adverts and billboard adverts.
The most effective advert would have been the advert named "What will they say about you?" Even though their was no celebrity endorsement it showed lots of different female Muslim athletes playing a variety of different sports which would encourage Muslim women to also do this.
Call to action
Throughout the campaign Muslim women are encouraged to buy the product. The adverts during the campaign encourage Muslim women to break the stigma that they are unable to do much exercise or sports due to their religious beliefs.
Relevant legal and ethical issues
The Nike hijab campaign experienced a few ethical issues. A hashtag was created (#boycottNike), this is because the Nike hijab product has been criticised of supporting the oppression of women. The Nike hijab product has also been accused of being too pricey.
Nike hijab are being accused of stealing this idea from other businesses in the Middle East. They are being told that they are getting away with it as they are one of the most known brands in the world.
M1:(20)
Some may say that the Nike hijab campaign was successful. This is because the campaign went globally instantly. It is a unique idea that allows Muslim women who are not stereo-typically meant to be doing sports express themselves in a way that is completely different to what the Muslim religion is used to. Sultana has quoted that "this feels like (Nike) taking a step toward normalisation and acceptance".
The use of the image creates consistency as it clearly shows the inclusion of multicultural individuals.
The rest of the campaign used several other individuals of different ethnicities and races to further put across the message that the product is inclusive of all people.
The font used in the advert is very clear. This is so that the audience can read it very clearly. The slogan "Don't change of the rules. Change the rules" is used to encourage Muslim women to participate in sport, the product may even encourage muslim women who never thought about participating in a sport to find a sporting passion.
An image of the product is used in both of the advertising campaigns with women who are participating in sporting events. The women in these adverts seem serious. This is because they want to get the message across that muslim women are serious about sport and are able to compete at the highest level.
The Nike tick is used in both of the adverts. This is so that they are able to promote their company within the adverts.
Overall, the adverts were not completely consistent. Both the adverts had included the product with models who are sporting figures. They both also had the Nike logo on the product. This would have been likely to encourage those who enjoy nikes products and are also muslim to buy this product for themselves or for friends or a member of the family. However, One of the adverts had a slogan and the other had no wiring on it at all.
(Images above from google)
Learning Objective 1 U24: Understanding the products that are produced within and across media industries
P1:(U20)
Big Mac bacon 2019
Aims and objectives
The primary aim and objectives of this Big Mac bacon is to increase sales. McDonalds are a globally known business and so adding a new product is likely to make a large amount of people curious to try the product.
The product was also added to increase the number of people buying from McDonalds. For example, those who did not like the Big Mac previously may be fans of bacon. Therefore, they will start to buy the product.
The product was also added to rebrand an existing product in the market. The Big Mac is one of the most commonly bought products in the fast food market, rebranding it is likely to make even more people want to buy it due to the fact that there is a new product.
Target Audience
It could be argued that the primary target audience for the Mcdonalds Bacon Big Mac is for predominantly males. This is because a typical trait of a man is enthusiasm for meat. The Big Mac bacon is for all dominantly found races such as black and white people. There are not many people of the asian culture in the advert. This is likely to be because most religions in asian cultures do not eat bacon. The age group that The Big Mac bacon burger targets is 17 to 40 year olds. This is because the burger is very large in size and so teenagers and adults have an appetite that could handle a Big Mac. The Big Mac bacon and McDonalds in general targets the working class (C2DE). This is because it is a very cheap choice. There are multiple ethnicities that are not able to eat bacon and so the Big Mac bacon excludes these people. For example, people who are Muslim or Jews do not eat pork.
McDonalds Big Mac bacon secondary target audience is with males and females of any age and race. This is because McDonalds is so popular as a business and is very easily accessible and in the UK there are people from a lot of different backgrounds and classes.
Key Messages
McDonalds are trying to promote the Big Mac bacon as the best possible version of a Big Mac. This is shown in adverts where they have done research. However, people featured in the television advert, for example, are seen disagreeing over the Big Mac. Is it a Big Mac? Is it a different burger altogether. Some are reluctant to try it, preferring the classic version. The campaign is intended to generate debate; with people discussing the burger, and intrigued to at least try it, sales will increase. Likewise, traditionalists will be reminded of why they like the classic burger in the first place. The billboard advert says that 60% if people think a Big Mac is still a Big Mac even with bacon. This is hardly a large majority, so the debate will likely continue.
(Image found from google)
Choice of Media
The McDonalds Big Mac bacon burger campaign uses multiple different types of media to promote the product such as video advertisement, poster advertisement and bill board advertisement.
((Video taken from Youtube)
This video advert for the McDonalds Big Mac bacon burger have included to celebrities who are commonly known in Britain, Jamie and Harry Redknapp . During the video they have the debate whether the product is still a Big Mac even with bacon added. This debate is commonly advertised within the campaign in order to keep the product popular for as long as time as possible. If the debate is advertised to the public a lot it is likely that friends and family will also start talking about the new product.
The colour scheme is yellow and red. This is what the colours of the McDonalds logo. It is a popular colour which can be easily recognised as an advert to promote McDonalds.
There are subtitles in the video in a clear font that can be easily read.
(Image taken from Google)
This McDonalds poster advert for the Big Mac bacon campaign has an image of the product. The picture of the product could tempt the public to buy the product. This is because they have made the burger look very tasty.
In this advert they have used the McDonalds logo. Using the McDonalds logo is likely to promote the product because of how popular the brand is. McDonalds is one of the most globally known organisations in the world and so people are likely to recognise the product buy recognising that it is a McDonalds product.
The colour scheme is red, yellow and white. These are the colours used within the McDonalds logo. It is likely that the public will recognise that it is a McDonalds advert because of their unique choice of colours.
(Image taken from Google)
This McDonalds billboard advert have come together with another company (Glossy) to create an advert for the Big Mac bacon. This is likely to reach out to a wider audience as Glossy who are a fashion and beauty company are promoting the Big Mac bacon burger to their fans.
The colours black and white are effective. This is because they represent the timelessness of the businesses and the products and services that they produce.
Synergy is used. This is because Mcdonalds have joint up with another company in order to work together to promote both of their businesses.
Approach
The Big Mac bacon burger was first introduced to
the UK using advertisement such as videos, posters and billboards adverts. On
these adverts they had used multiple different hashtags that have gained
popularity on social media such as Twitter. McDonalds had posted on their
Twitter that after voting whether a Big Mac is still a Big Mac with bacon. 47%
voted it was, whereas 53% voted it was not a Big Mac.This had 109 likes and 22
retweets with over 6000 views.
(Image taken from Twitter)
The Big Mac bacon used celebrity endorsement to be
able to attract a large audience. They had Harry and Jamie Redknapp who had
both been involved in football which is the most popular sport in the UK. Harry
Redknapp was a football manger who would appeal to working class males as he
comes from a similar background.
He had also just won I'm a Celebrity, Get Me Out of
Here in December 2018 which is commonly watched by the UK public. Therefore,
the target audience can relate to Harry Redknapp.
Some people who have been included in McDonalds Big Mac bacon advert are celebrities. Harry Redknapp is a very influential and relatable person to a lot of people in the UK. In this advert there is an older citizen (Harry Redknapp) and a younger citizen (Jamie Redknapp). The video also represents Harry Redknapp who is an older citizen unwilling to try the new Big Mac whereas Jamie who is younger is willing to try the new Big Mac bacon. This shows that stereotypically older people are not willing to change their lifestyle whereas younger people are more open to change.
Campaign logistics
In early 2019 (January) the Big Mac bacon started getting sold in McDonalds in the UK. There were adverts on all platforms of media, such as televisions adverts, poster adverts, billboard adverts and social media etc. The advertisement was not placed in any particular order and there were no adverts that would tease the release date of the product. However, McDonalds tried to make sure that the product was spoken about often. For example, they made an advert with Harry Rednkapp who has recently won Im A Celebrity which is watched by people in they UK and so the public will be able to relate.
Call to action
In nearly all of the adverts that are released about the Big Mac bacon burger the public are encouraged to go and buy the product. On nearly all of their adverts they ask the question "is it still a Big Mac?" even with bacon. This is a way of getting the public to buy the product and decide for themselves.
Relevant legal and ethical issues
The Advertising Standards Authority (ASA) have to check all of the adverts that McDonalds to see whether they are acceptable and ready to be introduced to the public. The ASA ensure that the language or writing within the advert appropriate to be shown. The ASA are the regulators for the advertising industry who make sure that adverts are not harmful misleading or offensive.
The only ethical issues with the McDonalds Big Mac bacon campaign is that by adding bacon to the product makes those who follow religious rules unable to eat the product.
There could also be issues that only the white race was used and not any other races were used within the Mcdonalds Big Mac bacon adverts. This could cause a problem as Mcdonalds could be accused of being exclusive to people of other races.
M1(U20)
Overall the Big Mac bacon campaign was successful. This is because they had successful because the advert with the celebrities Harry and Jamie Redknapp had over 1 million views in 24 hours. The pair have been involved in the most influential content to date. This would have encouraged people to go to McDonalds and by the product to see whether it is an enjoyable product.
During the campaign of the Big Mac bacon there were various different types of media used to promote the Big Mac bacon. In a lot of adverts from different types of media such as television or on websites such as YouTube the adverts have a consistent message. Is a Big Mac with bacon still a Big Mac? This has got a lot of the public speaking on social media trying to find an answer. It is a great promotion technique as the product is not likely to be forgotten about quickly.
In the billboard advert below you can see that McDonalds are keeping consistent with all of their advertisement campaigns. They are using the same slogan in all of their adverts "Is a Big Mac with bacon still a Big Mac"? This question will get stuck in the publics head and the product will stay on the minds of the public and may even tempt them to buy the product. The colours and fonts quickly become consistent too as you can see the same palettes and font styles are used across platforms. As this company is already a very well known brand, it reaffirms the company to consumers.
In Mcdonalds Big Mac bacon campaign the font stays the same within each of the adverts shown below. This font is probably used because it is bold and very easy to read. The font is also in white and red, this is because Mcdonalds logo is also white and red so it relates to the business.
The product is in the each of the adverts below. McDonalds may be trying to slow the similarities between the Big Mac and the Big Mac bacon. Since the Big Mac is the most popular product on the menu it may tempt customers to give the new product a try. Another reason the product may be on the reason is so that it hungers customers. Customers may start to feel their mouth watering after having a look at the product and be eager to buy it.
The Mcdonalds logo is also on the adverts. This may be because customers may be unsure of where the product is being sold. Mcdonalds is very well known and there are loads in the UK it is likely that after seeing the logo on the advert some people may debate with themselves to go to Mcdonalds.
Overall the adverts have been very consistent. The colours red and white are used due to this being the colour of the Mcdonalds logo. The font in both adverts are bold and clear so they are easily read. The slogan "Is a Big Mac with bacon still a Big Mac" is also used in both adverts.
(Images below from google)
P1(24)
1. Different media products within the advertising industry?
- Magazine adverts
- Video adverts
- Social media adverts such as Instagram, Facebook and Snapchat
- Website pop ups
- Billboard advertisement (static or interactive)
- Radio adverts
- Bus poster (static or interactive)
- TV adverts
- Leaflets
- Newspaper adverts
- Banners
- Brochure
2. How products are adapted across media platforms?The two adverts are similar. Bothe of them have a font on which is bold and clear to read. This will enable those who have bad vision to see the slogan much clearer. the slogan is also used on both advertising campaigns "Is a Big Mac with bacon still a Big Mac". The colours used on these advertising campaigns are red, yellow and white, these are the colours on the Mcdonalds logo. The logo is only shown on one of the adverts but the other one can still be recognised as a Mcdonalds product due to the colour scheme.
(Image taken from google)
(Image taken from google)
The brand is established well throughout the Mcdonalds Big Mac bacon advertising campaign. This is because in both adverts that Mcdonalds colour scheme of yellow, red and white, these colours have been seen through the whole of the campaign in each adverts, in our day due to how popular Mcdoanlds is people will likely automatically think of McDonalds just by seeing these coulors. Therefore, Mcdonalds are also promoting their brand.
McDonalds have also consistently used images of the product in their advertising campaign. This is because an image of the picture is likely to make whoever sees the advert eager to eat the product.
The slogan "Is a Big Mac with bacon still a Big Mac?" is also used throughout the whole advertising campaign. The use of this question is likely to keep people thinking of the product and therefore these people are self promoting the product. It is likely that they will be encouraged to buy it.
(Image taken from google)
(Image taken from google)
4. How do they engage different target audiences?
The advertising campaign for McDonalds Big Mac burger used many different ways to engage with they audience. They were able to do this buy using a variety if different advert on a variety of different platforms such as, Billboards, posters and TV adverts. The billboards reach out to the older generation as these Billboards are often seen on main roads for drivers to see.
The question "Is a Big Mac with bacon still a Big Mac"? All over social media. Most of the people who are most active on social media tend to be teenagers. This allowed them to get involved and also promote the question to their friends by sharing the images on platforms such as Instagram, Facebook and Twitter.
They had also teamed up with the company Glossy who are a make up company. This allowed them to reach out to a different and more unexpected target audience. In this advert there was also a female as the main character. This showed that the product although is bought more by males it is also for females as well.
Nike hijab 2017
Aims and objectives
The primary aims and objectives for the Nike hijab is to increase sales. Nike is one of the biggest organisations in the world and so all those women whose religion require them to use a hijab and are interested in exercising are likely to buy the product.
Another aim and objective for Nike is to encourage those women whose beliefs require them to wear a hijab to do more exercise. Muslim is a large religion and this product to increase the amount of women doing sports a lot as in normal hijabs it is very difficult to do sports without getting hot and sweaty very quickly.
Target audience
The primary target audience for the Nike hijab is religious Muslim women who are from an Arabic background. This is because these are the people who tend to wear a hijab. The age group of the target audience for this product is teenagers to adults (16 to 40). This is because this is when women tend to start wearing a hijab and after the age of 40 not many people still exercise. The Nike hijab targets the working class (C2DE). This is because most of the Muslims in the UK are part of this class.
The secondary target audience for the Nike Hijab are Muslim men. This is because they maybe looking to buy a present for their wife. The age group that the Nike hijab may target is 25 to 40 year olds. This is because this is these are the popular ages that Muslim men choose to get married. These would also be of an Arabic ethnicity. The Nike hijab would also target men of the working class (C2DE). This is because most Muslims in the UK are part of this class.
Key Messages
The key message that the Nike hijab intends to send is a healthy lifestyle. The Nike hijab is a unique product that allows people to exercise without breaking any rules of their religion. The product could encourage Muslim women to do more exercise and sports. This could result in more Muslim women competing and becoming athletes.
In the Muslim religion there is a stigma that men are better than women. This product could be a way of letting Muslim women express themselves and show their worth.
Choice of media
The Nike hijab campaign uses a variety of different media to advertise the product. They use video advertisement, billboard advertisement and also poster advertisement.
(Video taken from Google)
During this advert all the words are in Arabic. This is because the target audience of the Nike hijab are mostly Arabic. There are also subtitles that are at the bottom of the screen that are easy to read for those who do not understand Arabic.
It seems that the location of the video is in a country in the middle east. This is because it is likely that most people who will be interested in this product are from this part of the world.
There are women doing a variety of different sports during the video. This is a persuasive way to sell the product to women of the Muslim religion. There is a stigma that in the Muslim religion women are unable to do a lot. The advert shows how Muslim women are able to do a majority of different things while also keeping their religious beliefs.
This billboard poster has an image of an athlete wearing the Nike hijab. This image gives a message to Muslim women who want to go out of their comfort zone and start excising while still being able to dress appropriately.
The font that is chosen is very easy to read. "Dont change for the rules. Change the rules". This message is effective and is likely to get Muslim women to buy the product and challenge themselves.
The Nike logo is on this advert. This could attract those who often buy Nike products and recommend this product to any friends they may have.
(Image taken from Google)
This is poster is an image of a women wearing the Nike hijab while fencing. Fencing is not a common sport and it is certainly not commonly played to those who belong to the Muslim religion. The image shows that Muslim women can do anything sports related with the Nike hijab.
Approach
The Nike hijab campaign first started in December of 2017. Since then there has been a hastag on Instagram called #nikehijab with 2846 posts. There are posts often and have not stopped, people have continued to post on this to our current day.
Nike predominantly used social media to promote their product. They used their Facebook page, Instagram page and Twitter. They have been doing this since the beginning of the campaign to be able to effectively promote the product to the world.
Representation
During the Nike hijab campaign the only people that were in the adverts were Muslim women. This is because the product can really only be sold to a specific audience and so there is no need for any variety other than the people who are going to buy the product.
This campaign challenges the stereotype that muslim women are subservient to men as the women are seen as powerful in these adverts. This could encourage muslim women to buy the product as they too would like to be seen as powerful.
Campaign logistics
The Nike hijab started getting sold by Nike in December 2017. The adverts for the product followed straight after. Adverts were on all media platforms such as television adverts, adverts on Youtube, poster adverts and billboard adverts.
The most effective advert would have been the advert named "What will they say about you?" Even though their was no celebrity endorsement it showed lots of different female Muslim athletes playing a variety of different sports which would encourage Muslim women to also do this.
Call to action
Throughout the campaign Muslim women are encouraged to buy the product. The adverts during the campaign encourage Muslim women to break the stigma that they are unable to do much exercise or sports due to their religious beliefs.
Relevant legal and ethical issues
The Nike hijab campaign experienced a few ethical issues. A hashtag was created (#boycottNike), this is because the Nike hijab product has been criticised of supporting the oppression of women. The Nike hijab product has also been accused of being too pricey.
Nike hijab are being accused of stealing this idea from other businesses in the Middle East. They are being told that they are getting away with it as they are one of the most known brands in the world.
M1:(20)
Some may say that the Nike hijab campaign was successful. This is because the campaign went globally instantly. It is a unique idea that allows Muslim women who are not stereo-typically meant to be doing sports express themselves in a way that is completely different to what the Muslim religion is used to. Sultana has quoted that "this feels like (Nike) taking a step toward normalisation and acceptance".
The use of the image creates consistency as it clearly shows the inclusion of multicultural individuals.
The rest of the campaign used several other individuals of different ethnicities and races to further put across the message that the product is inclusive of all people.
The font used in the advert is very clear. This is so that the audience can read it very clearly. The slogan "Don't change of the rules. Change the rules" is used to encourage Muslim women to participate in sport, the product may even encourage muslim women who never thought about participating in a sport to find a sporting passion.
An image of the product is used in both of the advertising campaigns with women who are participating in sporting events. The women in these adverts seem serious. This is because they want to get the message across that muslim women are serious about sport and are able to compete at the highest level.
The Nike tick is used in both of the adverts. This is so that they are able to promote their company within the adverts.
Overall, the adverts were not completely consistent. Both the adverts had included the product with models who are sporting figures. They both also had the Nike logo on the product. This would have been likely to encourage those who enjoy nikes products and are also muslim to buy this product for themselves or for friends or a member of the family. However, One of the adverts had a slogan and the other had no wiring on it at all.
(Images above from google)
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