Chilean Corporation Against Cancer:
This image is taken from a 2008 public health and safety Campaign called, "Smoking is murder." It was used to raise awareness of the dangers of second hand smoke. The disturbing, chilling imagery shows a crying boy facing the camera as he is engulfed by a cloud of grey smoke. This holds a hard-hitting message that appeals to a larger audience. It aims to educate everyone that smokes, specifically around children, that it 'isn't just suicide. It's murder.' This phrase suggests that you kill those around you with second hand smoke, while also killing yourself by destroying your lungs through smoking initially. The language used, 'murder' and 'suicide', aims to persuade the smoker audience, especially those who commit this act around children, to stop doing so and for the non-smokers who see the campaign to try and prevent others from doing this. The boy crying in the image is significant as it aims to target mothers and to pull on their maternal instincts to protect and nurture for younger ones. Rubicam's 4C's model would suggest that there are seven kinds of people in the world. In this case, the campaign seeks out to the 'struggler.' Typically, these are heavy consumers of alcohol and junk food; others perceive them as aimless, disorganised people based on their lifestyle. Someone who fits with this kind of behaviour is most likely to smoke. Therefore, this campaign aims to have the 'strugglers' make the crucial change to quit smoking, or at least to stop around others, in their lives to benefit their future and the future of others around them. Huge amounts of people smoke in society today; its target audience is clearly one of a large nature. The 'mainstream' is who the campaign are attempting to reach out to. The 'mainstream' consists of those who live in the world of the domestic; a daily routine is fundamental in tackling everyday life. Smoking is like a routine for most people, one they perform when stressed, perhaps when they wake up. The 'mainstream' are normally also family oriented. This is significant as the campaign focuses on keeping children, family and loved ones safe. Their core need is security, therefore this appeals to those who want to keep those surrounding them safe from harm. As a whole, the campaign strives to find the audience that will attempt to change the social norms surrounding smoking.
Wallace And Gromit DFS:
This is 2020's DFS advert for their 'Grand comfort sale.' It integrates classical cartoonish slapstick humour alongside the loveable characters, Wallace and Gromit. Its target audience is most likely aimed at people moving into a home or looking to buy furniture, as the product being sold are couches. The use of Wallace and Gromit could have been used for nostalgic effect for the older generation. Wallace and Gromit first appeared on TV in 1989, so for the target audience to have been kids when it aired, they must be in their 40's now. This nostalgic drive can allow the audience to relate and engage with the product more. These characters are also a staple of british culture and history, representing DFS' values and what they stand for. Audiences grow respect towards self aware brands, this is what is happening here. DFS show a clear self awareness in how they deliver their adverts. It is innovative and fresh; couch advertisements are especially hard to make interesting to an audience
DFS offers premium, well made couches from fabric to leather. This is significant as it would most likely appeal to the mainstream who value big established brands, 'family' brands. With that being said, DFS offer couches of high quality and therefore is quite expensive. This advert however, advertises a grand comfort sale, therefore it appeals to those who maybe can not afford a premium quality couch at normal retail price or to those who search for deals on products.
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