The advertisement I have chosen

is 'Elvis and The Royal

Philharmonic Orchestra: If I Can
Dream'. This is to promote a
music album. The forms of
advertising used include posters,
TV advertisement, social media
and radio advertisement. The
release date was on the 30th
October, which was an ideal time
to release it due to it being in the
run up for Christmas meaning it
was an ideal marketing time. As
well as this, the album was released to commemorate the celebration
throughout 2015 of Elvis's 80th birthday.

The album would be seen as a collectors item for Elvis fanatics as it is a

new album with archived vocal recordings alongside an orchestra as Elvis,
unfortunately, never achieved performing with an orchestra. Also, with it
being a commemoration of Elvis's 80th birthday, again, it makes it more
desirable for collectors. Although the album is based upon already
released Elvis songs, it is new as it includes unheard vocal recordings of
Elvis and it has the additional music collaborating on the songs.

The media forms in the campaign are merchandise, posters, tv

advertisement, social media and radio advertisement. This is synergy
because the advertising campaign uses many components to build up the
overall selling of the album. All of these forms of advertising work
together to grab peoples attention in different media forms. Merchandise
within promotion of the advert was a book, catered to the whole project
that the Royal Philharmonic Orchestra undertook to be able to produce
the album. Also they released framed cd disk presentations. Merchandise
helps promote the album and again, appeals to collectors. Posters of the
album cover were placed in music shops and surrounding areas, to
emphasise the album cover to people making it easily recognisable upon
purchase. There was a tv advertisement including some of the most
recognisable hits from the album and also there was a montage of
pictures of Elvis and a voice over describing the contents of the album.
This is used because it can reach a wide range of people and audiences.
The album is also promoted through social media, again to reach out to a
large variety of people. Finally, it was advertised on the radio, with the
voice over and the music. There was a special broadcast completely
devoted to the album including interviews from Priscilla Presley and the
producers. This is because radio is used for music so this was a key place
to promote the album.

http://www.airplaydirect.com/music/elvisdreamspecial/

The TV advertisement would more and likely be on in-between the soaps

on an evening. This is due to it reaching its target audience of the elderly
as the elderly mainly watch the soaps and the elderly are who could have
mainly listened to Elvis. Audience segmentation is used as the album is
portrayed as a very classy and high end album, making it targeted more
towards the elderly as they are stereotyped to listen to classical music and
they are also stereotyped to appeal to things that may seem high-ended
or classy. Demographic segmentation is used through the use of the
targeted audiences age being in the categorical group of 55>. This makes
it tailored to being a mature and sensible advert as it is for those of a
higher maturity. As well as this, the use of attractive images of Elvis can
also be to try and appeal to a specified sexuality of hetero-sexual woman
who may find Elvis attractive. Geo-demographic segmentation could also
be applied. This is because it could appeal to those in working class areas
as the album is cheap and only costs 10 however, it could also appeal to
those living in a high end area due to the representation of the album
seeming very posh and classy. The socio-economic group it could appeal
to could be in category E. this is due to it mainly being targeted at
pensioners. However, this isnt to say other people wont purchase the
album. In terms of physiographic, according to VALS framework, it would
most likely be targeted towards believers. This is because the customers
who are purchasing an Elvis album will more and likely be loyal to him as a
musician and also due to it being aimed at the elderly, they may be seen
as very literal and stick to what they know and like. As well as this, it could
also appeal to survivors. This is because they are nostalgic, which is one
of the techniques the album uses to try and appeal to the nostalgic
elderly. And also, they may be seen as cautious when buying the album,
hence the album picking songs to re-release that are well-known and safe.
On a radio advert, the advert could be wide spread to radio being based
upon music however if there were specific time shows e.g. 60's or 50's
music, it would more and likely be broadcasted their due to that being
Elvis's key era. As well as this, depending on a persons internet history
there would be promotional adds on social media e.g. if someone was
looking at rock and roll music or merchandise, this album is more likely to
be promoted, or classical music could promote this album. Also, on
Spotify, if you listen to Elvis or genres and artists similar to him, the
adverts will then be tailored to your listening habits and it will then be
advertised similar to a radio broadcast.

In terms of Maslows Hierarchy of needs, this product could be seen to fit

in the audience with self-actualisation. This is because a musical album is
seen as creative, which could make the customers creative for taking an
interest in the creativity of the music. However, primarily, the audience
would be considered to fit in amongst safety. This is because they know
what they are buying through it being songs of the past on the album so
they are playing it safe as they know exactly what to expect with the
music provided.
This album may appeal to those of a major archetype. The stereo typical
older generation seeking comfort in their past. This could be achieved by
them purchasing this album as they will be listening to songs which were
around and highly profiled back in their youth. However, the album could
also be successful within countertypes for example teenagers. This is
because someone who has a keen interest in music, especially the genre
of rock and roll, may purchase this album as they enjoy the music Elvis
provides. Mediation was also used within the release of this album. The
media portrayed to us Priscilla Presleys name towards the producing of
this album. The media made her seem as a grieving widow who wanted to
release this album as it is what Elvis would want. In actual fact, this is a
way of manipulating the audiences feelings into making them feel sorry
for Priscilla and buy the album as it is what Elvis would have wanted.
None of these factors may necessarily be true, but the use of these
mediations help sell the album.
The advert is trying to accomplish the sale of a new Elvis album. Hurtfully,
it could be seen as a way of producers and Elviss ex-wife, Priscilla, gaining
money from his death as Elvis was very much a rock and roll icon
therefore his albums will always be highly desirable. The dominating
colour within the main TV advert used is the colour black and gold.

Black connotes power and elegance, but conveniently also death. Gold,
also has positive connotations of generosity, compassion, giving and love.
This not only makes the pictures and footage of Elvis stand out
immensely, it also makes Elvis live up to his nickname of The King due to
the colours making him seem more royal, powerful and strong. This allows
the adverts to build up an extreme hype regarding Elviss strong vocals
and the strength of the orchestras build up within their instruments
through the colour black being symbolic towards these factors. The
positioning of the advertising shows footage of Elvis alongside pristine
looking instruments with a glossy black pristine looking background. This
perhaps reflects how pristine the album is and how pristine Elviss voice
is. This makes it extremely buyable as the positioning and appearance of
the instruments and footage makes the album come across as promising
and worthy. From personal experience, this album is perhaps one of
which displays extreme clarity of Elviss vocals, captivating all feelings and
details in his voice, like portrayed in the advert. Again, going back to the
pristine imagery creating a symbolism for the pristine vocals. Immediately
we are introduced into gold serif writing saying Elvis Presley. The use of
this font insinuates a perhaps high end, royal and deluxe feel. The font
matched the colour of the font as again, gold is a decorative colour. This
overall, makes the album reflect its deluxe content and also highlights the
orchestra used throughout the album as orchestras are seen as a tasteful,
high end, upper class reflection upon music. In the writing it says at one
point, The New Album. The word New is in silver and Album is in gold.
This is used to reflect that the fact it is new is good but the fact that it is
an Elvis album is amazing as Gold is higher in value than silver. When the
advert begins we are diverted to light breaking through a black
background with the word Elvis Presley breaking through a background of
expensive musical instruments. With the instruments, there is a reflection
of them below the initial image of them. This could be symbolic to how
mirrors tell the truth therefore reflecting the truthfulness and sincerity of
the music used. The first image of Elvis we are introduced to; we are
immediately shown Elvis wearing a black suit.

This adds and reflects to the formalness and classiness of the orchestra
and album theme. Again, this appeals to the elderly ass the album is
classy and also, could link in to how the elderly like to make an effort
within their appearance and usually wear their Sunday best. This tactic
can make the audience develop a connection with the album through the
selected use of the costume of Elvis as it makes the audience feel similar
to him. As well as this, within this particular image, Elviss face is half in
light and half away from the audience\ in dark. This is a visual trope, it
uses a definite stark contrast between dark and light in the image to
create a dramatic effect. Also, behind Elvis is a high key lighting which
looks like sharp sun beams. This contrasts with the darkness of the colour
black surrounding the picture, however also compliments the Golden
writing used. This allows a pleasing and visually high end look to the
album. The sun beam lighting surrounding Elvis is symbolic to a god-like
image, again, reflecting Elvis being iconic and extremely talented. This
exact image is used for the poster advertisements of this album. This is
because of its representation of making Elvis look significantly great and
iconic through the use of high-key lighting and costume. This use of the
poster focusing upon this shot creates a visual representation to the feel
of the classical music given by the orchestra but also reflects Elviss rock
and roll feel through his appearance. This image is also central to the
social media advertising campaign as the main social media adverts has
the album cover (which is this shot) upon a vinyl and shows a record
player playing it. The use of the vinyl upon the social media campaign, re-
inverses its initial target audience of the elderly as they had record players
in their youth. This again, makes it more desirable for the elderly as it has
a vintage feel to it. Also, this appeals to the secondary audience of
teenagers perhaps as our generation is bringing vintage back, especially
through the use of vinyl players. Before this picture appears, we are
played a dramatic, slowly heightening orchestral music. This is to build up
the suspense of what songs will feature on the album and also builds up a
more desirable feel towards the album. We then hear genuine sound
footage of Elvis saying Okay, here we go. This will allow the album to
appeal to Elvis fans because it is genuine sound footage from him making
the album seem more genuine and collective. Also, the use of this sound
footage makes it seem as though Elvis is talking to us as an audience,
making us more included within the advertising campaign. We are then
diverted to Elviss cover of Eddie Cooleys song Fever This has a pop
genre and a kind off James Bond feel to it. This adds to the overall
suspension awaiting the rest of the albums contents. It is also a calm,
relaxing song which gives the audience a gentle feel whilst watching the
advert. A voice over then says Elvis Presley with great diction and a
clear voice. This adds to the classy feel and also repeats the fact that it is
an Elvis album, re-inversing his name to re-inverse that iconic music that
he created in the past. The advert then (after mentioning the royal
philharmonic orchestra) then smoothly transitions to a new song which
the album is named after; If I Can Dream. Here we are shown genuine
footage of Elvis singing, however we are only shown to a midshot footage
of him singing this. This it to make our attention on Elviss face (diverting
us to his well-known good looks) creating another emphasise of a more
specified target audience of hetro-sexual elder woman who may have
took a liking towards Elvis, especially his looks, when they were younger.

This is using the persuasive technique of nostalgia. This is because the

release of a new album may draw the attention of the elderly seeking
comfort in the past. The elderly would have grown up surrounding Elviss
era and songs making this new album bring back memories of the past,
again making it desirable for them to buy. In this footage, Elvis is again,
dressed in a white suit. Making him seen God-like again like within the use
of the sun beam high-key lighting. Alongside this is a grand piano at first
and then violins. These instruments reflect an elder audience as they are
seen to be more involved in classical music. As well as this, these types of
instruments give off a more high-end feel. The non-diegetic sound of the
voiceover also says The new album.
 This is to put emphasis on the fact that the album is not like past Elvis
albums and is also not a reconstruction, but is instead a brand new never
heard before album; again, taking us back to the collectors audience.
Finally, the music transitions into the famous well-known song of Bridge
over troubled water. This song is used at the ending of the advert as it is
a very well-known and dramatic song which will appeal to the resolution
of the advert as we now have a feel for what the album is about. During
this ending scene, we are shown glimpses of the orchestra playing their
instruments, giving it a classy and upper class feel. Also, it reflects their
involvement upon the album and shows that they are what makes the
album unique from any other Elvis album. They are dressed in black, again
to make the footage of Elvis in his white suit a more dominating and
important factor as he is the icon that is going to sell this album. We are
also
shown black and white footage of Elvis smiling with a spotlight alongside
him. This portrays the overall use of using Elvis as a brand as the spotlight
makes him Star of the show which re-iterates my opening point of the
producers and Priscilla using Elvis as a money marketing scheme. They
choose to exploit his legacy through the portrayal and selling of this new
album rather than respecting and leaving it. The use of a black and white
filter on that footage and the footage of the orchestra is to create that
vintage, retro feel, again to promote the selling of the album to that
elderly audience who would have listened to Elvis when he was alive. We
eventually finish on a crescendo of the song to end the drama and make
us focus
solemnly on
buying the
album. The
ending noise
we here is the
voice over
repeating the
album title and
again, telling us
it is a new album to make us want to buy it immediately. Overall, the use
of advertisements uses Elviss iconography to distinguish almost a brand
of him to gain money and sales. This could also be shown through the use
of a book sale of the album which is again, another way that the campaign
has used the dramatic build-up of the album, to make us purchase a book
about the album.

One of the BCAP codes are Advertisements must be obviously

distinguishable from editorial content, especially if they use a situation,
performance or style reminiscent of editorial content, to prevent the
audience being confused between the two. The audience should quickly
recognise the message as an advertisement. This means that the
advertiser must assure that the advert actually looks like an advert rather
than something else. For example, because this advert has used footage
from Elviss performances, they have to make sure it still looks like an
advert rather than his actual musical performance.

Overall the advert was successful. This was down to the use of colour,
mise-en-scene, cinematography and lighting. These all enabled the advert
to create a mood and atmosphere to reflect the albums contents. The
advert reached its goal to get people to purchase the album. This was
particularly used through the use of three key songs they used which are
highly recognizable to all Elvis fans, and even those who arent
enlightened to Elvis.