Академический Документы
Профессиональный Документы
Культура Документы
Advertising
Project
1
Learning Objectives:
The Task:
Make sure Coca-Cola is the number one selling soft drink of the
21st Century.
You will need to consider how Coca-Cola advertising has changed over
the years to attract new AUDIENCES. You will also need to think
about how you can make Coca-Cola seem modern and exciting. At the
same time you need to build upon the successes and tradition behind
the Coca-Cola BRAND. Remember, the IDEOLOGY of the company
has always been:
You will only be assessed on the Brief, Poster and Evaluation but it is important
all sections are completed.
You will not be allowed to start your final poster until you have finished the
brief.
• Brand Identity
• Subconscious Connotation (Personality)
• The history of Coca-Cola
• Changes in consumers
• Logos
• Slogans
• Use of Colour
• Regulation
• Setting and Subject
• Lines of appeal
• Target audience
• Ideology
You will need to choose three different audiences—one for each of your
drafts. Each audience you choose needs to be an audience that either doesn’t
drink a lot of drink at the moment or you need to convince to keep drinking
lots. Remember, a young audience targeted now will become an older audience
later. Hook them now and they might be Coke drinkers for life!
These audiences are very vague and are just designed to give you a few ideas
to get started. I have only mentioned age and gender here. Do not forget to
think about psychographics and social status. You would be unlikely to target
an audience of female lawyers with a advert containing football and junk food!
4
Market Research:
Sample Questions:
5
Coca Cola Brief - 300 words
The purpose of the brief is to explain what you are doing, who it’s aimed at and
how they will be targeted. Include
A brief history of Coca Cola: Explain how Coca Cola came to be such a huge company,
the role that advertising played in their rise and the company’s association with the
American way of life.
• Coca Cola has been around for over one hundred years.
• The drink started out as…
• Coca Cola is an important part of American life because…
List all of the conventions of Coca Cola advertisement and explain why they are used
(connotations).
Describe the brand image of the product; Product + Personality = Brand (connotations
and assurance of quality).
Coca-Cola Audience:
• What kind or audiences have been traditionally targeted by Coca-Cola? How has this
changed? Why?
Explain who you are targeting your advertisement at by including a detailed breakdown
of psychographic and demographic details
Describe the idea for your advertisement and explain which conventions you will use and
which you have decided to change in order to reach your new target audience.
• My design is...
• Explain how the different things you have done will appeal to your target audience
• E.g Slogan, colours, background, the way people are represented
6
The Poster:
Slogans:
• Explain what the project was the purpose of the project was?
• What is advertising?
• What is Coca-Cola? [drink; brand; way of life]
• How has Coca-Cola been effectively advertised in the past?
[associations; imagery]
• What are the ingredients (codes & conventions) for a successful Coca-
Cola ad? [design: layout, colours, light, logo, slogan, font; content:
people, places, props, message, values]
• What ideas do you have for making a Coca-Cola ad?
• Briefly describe the different designs you created and how
they were going to reach your target audience
• Which one did you choose and why? [successfully sells coke to
target audience]
• How did you construct your ad? [planning & organisation]
• Who is your advertisement targeted at? [demographics; psychographics]
• How does it use codes and conventions to reach its target audience?
[Media Language]
• How does is it use representation in order to reach its target audience?
(How have represented the characters or places in your advertisement?)
• What brand image does it create for Coca Cola? (What personality
have you given your product in order to make it different from other
cola drinks?)
• What conventions of Coca Cola advertisements did you use and which
conventions did you change? (Logo, colour, slogan, image, font)
• Did you make any mistakes? If so, what did you do to fix them?
• What are the strengths of your ad. and why? [refer to specific
ingredients and how they successfully appeal to the target audience]
• What are the weaknesses of your ad. and why? How could you fix
them? [refer to specific ingredients and how they need to be modified
to successfully appeal to the target audience]
• Did you enjoy making your ad. and what have you learned? [value of
research; knowledge about advertising; planning & organisation; practical
skills]