Digital Technologies

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Why does the ad industry use digital technology?
In order to gain a wider audience response and to engage a wider active audience, inviting them to interact with the ads and companies
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Who are Oxfam?
"a global movement of millions of people who share the belief that ... poverty isn't inevitable"
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When was the 'Food for All' campaign released?
Boxing Day 2012
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How many of the UK public did YouGov survey?
2,000
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What percentage claimed to have been desensitized to the negative portrayals of the poverty in Africa?
47%
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What was the negative portrayals of the poverty in Africa called?
"depressing, manipulative and hopeless"
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Which company helped to create the campaing?
Y & R
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Tgrough what shot did Oxfam shw the positive side to Africa in their digital advert?
Long shot: beautiful landscapes, yellow sky and panning around the green fields and mountains
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How does the shot of Africa's landscapes help the indusrty to influence the audience?
They can embed their ideas on the poverty in Africa through cultural capitalism
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How is Oxfam's digital advery an example of Baudrillard's hyper reality?
It is almost a simulation of Google Earth as an aerial shot pns around the globe and then 'falls' through the clouds, showing the audience something they can relate to.
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What is the tagline for Oxfam's digital ad?
"let's make Africa famous for its epic landscapes, ot hunger"
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How does the ad use Barthes' enigma codes to it's advantage?
The text encourages the audience to find out more about the indusrty by using the synergy of the 'Food for All'' campaign logo fade into the screen in the bottom right corner.
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How does the ad conform to the regulation rules?
It was simple and clear
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What is the regulation rule for the ASA - Chapter 3?
"they must not mislead by hiding material infomration or presenting it in an unclear ... manner"
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How was the ad global?
It was avaialble to international audiences and targeted them through emotive pleasure and the pride that they may feel fue to donating.
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How did Oxfam raise more brand awareness?
Jay Wing helped to secure the Google partnership
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What did the Google partnership allow audience members to do?
Click, interact, donate, see larger photos, stream videos, play games in association with company and be further educated on the positive side of Africa.
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How else did the Google partnership help the campaign?
They gave Oxfam a cheap deal and allowed them to be in the top search answers whenever people searched for the terms "charity", "hunger", "donate", or "Africa"
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By using Google, what audience did the campaign target?
A middle class society with a disposable income who have the money toinvest in digtal technology and so have the money to doante
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Who else did they target through their emotive responses?
Caring humanitarians
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How any people were reached through the Google partnership and Jay Wing?
7.3 Million
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How many people chose to click and engage with the ad?
129,000
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Who helped to create Monty the Penguin campaign?
Adam & Eve DDB
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How did the Monty campaign allow the industry to influence the audience?
They culd express their views and messages about the familial aspect of Christmas and what they valued as important.
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When was the Monty campaing released on TV?
7th November 2014
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Where was the Monty campaign first aired on TV
On Channel 4, during a Friday Night episode of Goggle Box?
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Why did they chose to premiere it during an evening programme?
It was claimed that people feel more emotional towards television in the evening rather than in the day.
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When was the ad released on YouTube?
6th November 2014
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How were audiences able to interact with the ad on YouTube?
View, like, share, dislike and comment (covert advertising)
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How does the establishing shot of the ad construct and represent British values?
It shows a medium shot of Pingu playing on TV, an iconic British programme
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Who does the establishing shot target?
Middle class audiences, a-c socio economic table and mainstreamers as John Lewis is becoming a household name.
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How does the ad appeal to the audience's emotive responses?
By using low angle shots and positioning them through Sam's point of view and they recognise their own childhoods through the montage of shots of Sam playing with Monty
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How do their emotional responses influence the industry?
They help support John Lewis' ideology of emotional campaigns
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What level of Maslow's hieracrhy of needs support?
Third level, love and belonging as the relationship between Monty and Sam is emphasised
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What percentage of John Lewis' revenue comes from their christmas sales?
40%
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How does the music target a range of different ages?
'Real Love' was originally sung by John Lennon, targeting people 50+, revived fr the ad and sung by Tom Odell, targeting people 20+ and interest in indie music
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What is the use of repeating old techniques do to their successes in older adverts called?
The Recency Theory
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How is th ad an example of intellectual pleasure?
Through the reveal that Monty is only alive in Sam's imagination as they enjoy the plot twist
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What was Stephen Wren's positive comment?
"Why am I blubbing after this again?"
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How many views did the Monty ad get on the first day?
1.8M
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How many shares did the Monty ad get on the first day?
202,000
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How does John Lewis also use synergy to spread brand awareness?
#MontythePenguin under the John Lewis Logo at the end of the ad, invites the audience to interact through Twitter (covert advertising)
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How mnay shops had Monty's Den and the Goggle experience?
41
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How did the Goggle experience work?
The audience were able to put an Android phone into, what looked like cardboard goggles, and could pan around Monty'abedroom, exploring the world as he sees it
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How does the goggle experience use voyeurisitic pleasure?
The audience are able to see a similar scene as is at the beginning of the ad and feel included
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Who helped to create Audi's 'Daughter' campaign?
Venables, Bell & Partners
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When was the ad released on YouTube?
1st February 2017, 4 days before the American superbowl
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When was the Daughter ad first shown on TV?
5th February 2017, during the ad break of the Superbowl
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How did releasing the ad on YouTube first help the TV release?
It targted people with digital technology and a disposable incme
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What is releasing the ad on YouTube and then on TV an example of?
Vortex advertising
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What is the establishing shot in the Daughter ad?
A high angle long shot of the start line at a children's go-kart race
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Which of Audi's values are represented by the establishing shot?
Equal support for all drivers, male or female,
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How does "what do I tell my daughter?" affect the audience?
It creates confusion among the audience through Barthes' enigma codes
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How is the little girl's dad constructed?
Aesthetically pleasing and attractive to the western eye
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How does the campaings use of both a male and female protagonist further Audi's messages and values?
It furthers Audi's empowering message of equal rights
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What song was used in the Daughter ad?
'Human' that was composed specifically for the ad by John Christopher Barnes
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How does 'Human' in the Daughter ad represent Audi's messages?
It represents the same supportive, familial messages that Audi want to be associated with their brand
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How does the ad create Vicarious pleasure?
Pride at seeing th Daughter win
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How else are are Audi's feminist messages represented?
Qucik cross-cutting between some extreme close ups of the main female protagonist ad another boy racing to cross the finish line first.
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Who does the cut to a shot of the car target?
Aspirers and succeeders
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What is the Daughter campaign's tagline?
"Audi America is committed to equal pay for equal work"
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What percentage of comments about the ad across all social media platforms were negative?
25%
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How many dislikes did the YouTube ad have?
76,000
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How many likes did the YouTube ad have?
60,000
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What did Sr Leopuma comment?
"I will never buy and Audi in my life"
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How did Audi invite active audiences to interact with their ad on Twitter?
#DriveProgress
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How many followers does @AudiAmerica have?
1.69 Million
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What exclusives were @AduiAmerica's twitter followers offered?
The chance to see the ad first, a greater option to agree and and debate with the company themselves.
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What is @AudiAmerica's profile picture?
The Audi logo
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What is @AudiAmerica's banner photo?
One of their car models
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How are @AudiAmerica's followers influenced?
Through vortex advertising
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How else are @AudiAerica's followers influenced?
Through celebrity association
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What 2 examples are there of @AudiAmerica's celebrity association?
Short video of Michele Mouton and Emma Watson's retweet.
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What happened in the Michele Mouton video?
Close up of Mouton putting her helmet on with 'Mouton' written on the side in red letters. Long shot as her car jumps over a hill
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What was the caption to the Michele Mouton video?
"Progress is fearless - a mindset that drove Michele Mouton to become the first and only female to dominate Group B rally"
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Which of Audi's messages did the Michele Mouton video enforce?
Not only about equal pay but of female empowerment
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What did Emma Watson tweet?
She retweeted the ad with a love heart emoji
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How many followers does Emma Watson have?
24.3 Million
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How many times was Emma Watson's tweet retweeted?
2,300
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How many times was Emma Watson's tweet liked?
11,000
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How much is the ad industry worth?
$600 billion
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How much will the print industry decline by?
3% every year until 2020
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How does social media play a part in advertising?
People liking, sharing and commenting on ads and barnds spreads awareness through their 'friends' or 'followers' through covert advertising
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Other cards in this set

Card 2

Front

Who are Oxfam?

Back

"a global movement of millions of people who share the belief that ... poverty isn't inevitable"

Card 3

Front

When was the 'Food for All' campaign released?

Back

Preview of the front of card 3

Card 4

Front

How many of the UK public did YouGov survey?

Back

Preview of the front of card 4

Card 5

Front

What percentage claimed to have been desensitized to the negative portrayals of the poverty in Africa?

Back

Preview of the front of card 5
View more cards

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