Case Study

Unit 1 – Analysing Media Products and Audiences

Charlie Hall

Agency Profile

Ownership

Location

Operating Model

• As Fallon are are UK based company they deal with advertisements for the UK. Other companies who are bigger on scale will be Global and create adverts for companies worldwide.

Other advertisements created:

Competitors

• In London there are other other advertising agencies and these companies are competition for Fallon. Competitors such as

• Grey London• Fold7• Mother• DDB London• London Advertising

Print Advert

• In 2007 Skoda released a new car into their car range which was named the 'Fabia'. The advert was well known in a print version and a televised video advert. The advert features a team of bakers creating a full scale size version of the new car. 

• Skoda in the past have been thought of as being cheap and nasty cars by many people. The advert has changed peoples views on the brand as they can see what can be done and can see how the brand has developed over the years. Skoda is now up with the big German manufactures such as Audi, VW and BMW.

• Codes:• In the print ad there are some advertising codes

used. The typography used looks soft and curvy and invites the viewer into the image. Also the colour of the cake car is relevant as the colour orange stands out and people will remember the vivid colour and pass on what they have seen.

What does the advert show?

• The adverts shows the Skoda team creating a scale car from cake. It also shows the construction of the car, with the team creating each piece of cake for the car. At the end of the video there is a still image of the car with the team standing around it.

Purpose: The purpose of the car advert is to advertise the new range of vehicle that is being released. The advert shows the team making a life size model of the Fabia car from cake and it has the purpose to show the viewer that the car is full of quality equipment and ‘lovely things’.

Genre

• Many car adverts show the driver with children on board driving the car around in the city. Skoda have shifted away from the usual advertisement with the cake ad. The advert doesn't’t feature the actual production car at all, all the viewer sees is the cake car.

• I think that the advert can be put into the category of photographic adverts as the main focus of the advert is the photography. The advert says that the new fabia will be full of lovely stuff as this is what the slogan says. These words entice the viewer to think more about the new model and then want to find out what lovely things will be inside the car.

• The advert is 1:10 (70 seconds). The advert shows everyone involved helping out with the baking and assembling of the car and it looks like everyone is taking care when building the model. 

• There is a play on words in the print and video advert as the ad says the car is made from lovely stuff. This means that the car is made from cake in the adverts but it also means that the car will be full of lovely things such as leather seating, air conditioning and high quality materials. 

Production Process

Research from an Audience about the Print Advert

Legal & Ethical Issues

• In the advert the car is represented as having been full of lovely things which will make the viewer think in their mind about what will be in the car. For example the viewer could be thinking about what the seats and in car entertainment will be like.

Role of relevant regulatory bodies: 

• There doesn't seem to be any obvious legal issues with the ad as there is a variety of different people features in the ad. For example there are people of different races and cultures. I don't think that the ASA will get anyone complain about this ad as everything is in order with it. 

• Pricing: • The prices of the different models have to be correct

and the same everywhere as people will complain that the car is cheaper or dearer at different locations.

Comparison of two adverts

Where was the Skoda Cake Advert Distributed?

• The advert was printed in some well known newspapers in the UK. The newspapers it was printed in were 'The Mail' and 'The Sun'. The advert also made it onto the front page of a Czech newspaper. 

• The advert was aimed at people over the age of 35 and was a nationwide campaign. People all over the UK were purchasing the Mail and Sun newspapers and were viewing the advert.

Costing's to Print the advert in the Papers:

• The Sun newspaper offers two different sizes to print in the paper. They offer a 17x4 advert which costs £4,250 per week. They also offer a whole page option which costs £8,000 per week. 

The Mail Newspaper

Social Media Presence:

• The campaigns advert video was also shown on Youtube before the viewers video fully loaded which received over 700,000 views and was also promoted via Facebook on the Facebook timelines. After people sore the advert on Facebook they began to search the advert online via search engine Google and the advert received over 150,000 searches. 

Was the advert successful?