The Product
Originally we were going to advertise baked beans and create the advert for an 'ITV1' target audience of 16-34 year olds containing mainly males. However with this idea of baked beans the product may expire before we can finish filming, this would make our product less appealing to our target audience and would defeat the object of our group making an advertisement for it.
The product we have decided to advertise is our own brand of sweets. The exact type and the brand of sweet that we are going to create will be decided later. This product would have a much younger target audience of 2-11 year olds of equal gender and would need to be advertised on a different channel. After much research we decided to produce this advert for 'Nickelodeon' as it had a similar target audience to ours and has over 600,000 television viewers a day. With this channel being an American channel this will be the opportunity to expand our target market to an overseas audience. Also America has a better product base to promote "junk foods".
This is a table of the type of adverts shown around the regular programming on the Nickelodeon channel. As it states at the bottom "Of the 168 food ads on Nickalodeon, 88% were for foods of poor nutritional quality (blue). Sugary cereals and fast foods were advertised more than any other foods."
Looking further into the adverts designed for our chosen channel I found this video which highlights the types of adverts stereotypically found on 'Nickelodeon'. That the majority of them are very gender orientated. Boys are shown adverts centred around fighting, battles, guns, building and destroying, which leads to a very physical, aggressive and dominating way of thinking. Whereas girls are shown adverts centred around child rearing, fashion, popularity, cooking and cosmetics, which leads to a very self-concious, unimaginative and dominated way of thinking. This shows what younger children are expected to be when they are older.
For this reason I would like to make our product something that can be shared by both males and females and of the 2-11 age range we have decided on. Creating an advert for a food product, i.e. sweets, will be better to create as it will shift the gender diversity slightly and will give children of mixed genders some common ground to speak about.
Sweets adverts are generally a mixture of both genders if not slightly angled towards males. They include a very heavy product placement of their chosen sweet and are very colourful, exciting, eye-catching and stimulating. I plan to make my advert as interesting and as good as some of these adverts. Here are some sweet advertisements that I have found; both old and new.
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