Research Portfolio (Unit 20: P1, M1 Unit 24:P1)
Learning outcome 1(unit 20): Know how advertising campaigns embed advertisement across a range of media products
Learning outcome 1(unit 24): Understand the products that are produced within and across media industries
P1(U20): describe an existing media advertising campaign
Disney's Aladdin
Disney's Aladdin was released on the 24th May 2019. Disney created marketing campaigns in order to attract their target audience into watching the film. They did this in many ways such as a teaser trailer, an official trailer, two posters, an Instagram page and the soundtrack released on Spotify. Disney did this in order for them to gain more brand awareness and gaining more attention from the older target audience who grew up watching this disney classic.
Aims and objectives
Most films base their successes on the overall profit they generate, and one of the most important factors in this is the opening weekend. Because of this, production companies and distributors will release a number of different promotional materials in the run-up to the film's release, so that they can get as many people in the cinema as possible for the opening weekend. Success in the opening weekend will generate word-of-mouth publicity, and this will mean that overall profits increase. The aims and objectives for this campaign were therefore centred on the opening weekend's sales, with the various components of the campaign released in the lead-up, and the frequency of the adverts increased in the days before. The marketers wanted to encourage as wide an audience as possible to attend. In order to market their new remake of Aladdin they created many campaigns in order to attract a mass target audience - whether it was young children or adults who loved the film when they were children, Disney have found many ways to target that audience so they will be aware of the film.
Target Audience
Disney had many ways to promote their new remake of Disney's Aladdin. This included a teaser trailer, posters, an official trailer and the soundtrack. Each of these aimed to target the different ends of the mass audience who are going to watch the film. For example, the posters were posted on Instagram on the disney official Instagram page and the Disney Aladdin Instagram page in order to attract the attention of teenagers/young adults who constantly use social media for communication and keeping up with what goes on in the world therefore they would gain more shares and more followers as people want to be kept posted on when the film will be out and who's playing what role. However, the trailers for this film were aimed at a much wider audience because loads of people use Youtube at any age, therefore it's the best way to inform older people who loved the film when they were younger and children who can't have social media yet. The soundtrack is targeted more towards parents whose children will listen to it in the car.
As well as Will Smith fans they also are attracting Robin Williams fans as although it is a new genie and Robin Williams did an excellent job playing him people would want to see what they new genie is like and what his persona is like. Will Smith created a post to remember him by which said "I know genies don't have feet... but you left some big shoes to fill R.I.P Robin". This creates nostalgia to remember the genie from the classic and to help the robin Williams fans be open to having a new genie put in place.
Key Messages
The key messages in this promotional campaign especially in the teaser trailer and in the first promotional poster is the mystery linked to the film Aladdin. As we know that the film contains magic and mystery, Disney used this to keep they mystery about the film. However, people knew that it was Aladdin as the lamp gave the film its brand awareness as the story is all the lamp and people will recognise it straight away that it is the story of Aladdin and Disney our planning a new film. They also did a count down on the Instagram page including the lamp in order to eep that key message of the lamp included
Approach
Disney used celebrity endorsement when releasing the official trailer of Aladdin. Will Smith played the genie and he released the official trailer on his Youtube channel therefore raising awareness and using him to bring in more of the target audience as he has been an actor for years and many parents will recognise him as being on the Fresh Prince of Bel-air which was an American programme. This will bring in fans of Will Smith as well as fans of Aladdin as they gave him one of the main roles so his fans will see him a lot on the screen. Disney also used Naomi Scott as celebrity endorsement as she played a main character in the Disney Channel original movie Lemonade Mouth so many teenagers who grew up watching that film will recognise her and remember her singing voice and therefore want to see what she is like now.
Representation
The representation in all of the Disney's marketing for Aladdin is all brought together by the placement of the lamp. This is the key prop in the film as it is where the story begins to unravel. The lamp is also recognised as being part of this story so as soon as disney released the poster with just the lamp saying may people recognised that the Disney classic was going to be remade as they did with Beauty and the Beast and Dumbo. The lamp is also used in the teaser trailer as it shows aladdin going to pick up the lamp in the cave of wonders. This immediately tells people what the trailer is for as its the first time we see a character in whole 1 minute 27 second trailer and it is right at the end too build up the mystery and magic much like in the Aladdin film. Also included in the film are Propps character types theory as there is the hero, the villain, the false hero, the princess/prize, the helper, the donor, the dispatcher, the father. this can intrigue people more as it has everything the storyline wants in order to create a good narrative. Aladdin has an Arabic background so not only are Disney teaching about other backgrounds and what they wear and what they eat and where they lived. This gives children a chance to learn about diversity in the world and that there are many cultures and different backgrounds to their own. This means we can start children off learning to accept one another for who they are and their background so we don't grow up in a world of hate.
Campaign Logistics
Disney did most of their marketing through social media such as Instagram, twitter Facebook and youtube. The reason Disney have done this is because of the large majority of people being on social media For example by campaigning on Facebook they are attracting older adults such as parents with teenage children. Where as them targeting on Instagram they are gaining the teenagers and young adults attention as thats their most used platform. However on Youtube Disney used their own youtube channel as well as Will Smiths Youtube channel as Disney recognised the opening to target Will Smith fans and use his popularity in order to help gain more attention.
Choice of Media
The aim of the poster Disney released on their Instagram page was to target the teenage/young adults of the target audience. This is because in this day and age a vast majority of teenagers are on social media, one of the main ones being Instagram. Disney posted a poster they had created on the Disney aladdin Instagram page with the image of the lamp with the disney logo and the month it comes out which is may. Another aim of the poster is to keep the mystery linked to the Aladdin film as it only gives the month comes out and only has one image on the front keeping the film a mystery until its ready to be seen. The reason for this choice of media is because its easy to share around and post on other places such as on other social media or tagging people as well as having it put on busses and trains to keep the awareness as she people use public transport they look at the adverts along the top of the carriage to avoid eye contact with other passengers. Disney also created a teaser trailer in order to get people's excitement up they contained little information such as they only showed one character however the conventions of what they show in the teaser trailer immediately states its for aladdin as they have the representation of the lamp in order for the audience to realise what Disney are creating. Another Promotional media content Disney created for Aladdin was an official trailer and they released it on Disney's youtube channel and Will Smiths youtube channel. They included more information on the film such as scenes and songs used in the film and the actual release date. The reason they all used Will Smith's Youtube channel to release the trailer was because he is a big celebrity and using I'm to help promote the product and it will intrigue a wider target audience as fans of Will Smith to come and watch their favourite childhood character be played by their favourite actor.
Call To Action
Disney's call to action was to induce the viewers by keeping the mystery as both the first poster and the teaser trailer disney released on the 11th October had very little detail about what they were the viewers just knew as the lamp represents the Aladdin film therefore Disney seemed mysterious about what they were doing and what would be included in the film however used clues such as the lamp and the cave of wonders to inform the viewers that they are creating the remake of the classic Disney film.
Legal And Ethical Issues
Disney created this re-make of Aladdin so they would lose the copyright on the film as copyright runs out after 70 years so if they create a remake of the film they have added another 70 years onto the copyright of Aladdin and therefore they can do another remake of it in the year 2089 if needed to so they don't lose the intellectual property rights.
Aladdin has encountered some ethical issues. For example, some people in the Arab world took offence to the misrepresentation of Arabian culture. Al Jazeera reported that "Aladdin's Agrabah, the fictitious Middle Eastern setting of the film, is a cartoon remake of the Orient, a fictive and distorted recreation of the Middle East itself. A made-up place based on a made-up place." So the film, and the franchise as a whole, has attracted controversy for its Americanised/Disneyfied representation of other places and cultures. This is also the case with casting. Hollywood is often accused of 'whitewashing' - casting American, or white, actors and actresses in the roles of ethnic minorities. This has led to calls for the film to be banned in some countries.
Vox.com reported the following:
"The Council on American-Islamic Relations issued a press release earlier this week asking reviewers and critics to acknowledge that the “Aladdin myth is rooted by racism, Orientalism and Islamophobia” and to “address concerns about racial and religious stereotypes perpetuated by the [new] Disney film.”"
Regulation
The BBFC (British Board Film Classification) would do the regulation for the trailers for Disney's Aladdin as they need to ensure that what is being watched is appropriate for the correct target audience. The original Aladdin was certified a U meaning it was suitable for all audiences. However the 2019 Aladdin was rated a PG as it is not a cartoon as the one in 1992. meaning the scenes use real people to do stunts his is why its a PG as it has a mild threat.
Greenpeace Palm oil Campaign
Greenpeace UK created an advertisement campaign around christmas time to state that people should boycott products that use palm oil as it is destroying the forest and killing animals. Greenpeace used Iceland supermarkets in order to get their campaign around however it was banned for being to political. It featured an orangutang going into a girls bedroom and making a mess, she tells him to go away however he tells her why he is in her room an she help wants to help him.
Aims and objectives
The aims of this campaign was to spread the word about what palm oil is doing to the forest and how it is killing our animals. They want people to begin to boycott products that use palm oil such as certain shampoos. Greenpeace Uk worked with Iceland to share this campaign around on television. However, it was banned. The reason they asked a supermarket to advertise this is because at Christmas time adverts for food from supermarkets are always on television so they assumed that by putting it on TV and working in partnership with Iceland they can use this emotional campaign in order to touch people's hearts and help them boycott palm oil to help save our world. However, they knew it was pushing boundaries due to it being political and they knew they had a risk of getting banned. However, I feel that they knew this may be a problem as when something's banned people will want to watch it more therefore they would be gaining more awareness of their campaign and start spreading the cause.
Target Audience
As the campaign was used as an Iceland advert they would be targeting parents doing the food shop for their families. When you are an adult you will begin to buy items such as food and necessities such as shampoos. Using this campaign means the adults who shop in Iceland will think twice about buying the shampoo and ensuring that they buy it from Iceland as they know it contains no palm oil and is saving the Orangutang. This would mean the Iceland gets more shoppers as well as Greenpeace uk spreading the awareness of their campaign and therefore saving orangutangs and their homes. As well as targeting adults they also use the cartoon to target children as they give the orangutang this cute and cuddly persona, therefore children will see this advertisement and want to be like this girl who helped the orangutang.
Key Messages
They key messages in this campaign was to stop using palm oil as it is destroying our earth. In the advertisement they use a cartoon Orangutang going into into a girls bedroom and messing it up and the girl gets angry and tells him to leave. However, before he goes the girl asks why are you here and he replies with "Theres a human in my forest". This is a hard hitting line as it shows the hypocritical of human when someone barges into their home however they are ruining animals homes and are absolutely fine with it.
Approach
Greenpeace UK used celebrity endorsement as an approach to this campaign. The voice over is said by Emma Thompson and therefore by using her it showed her fans that she cared about this cause and they will begin to think they should too so thy will do all they can to boycott products that use palm oil in order to help save our planet. They also had celebrity share it on their social media to get their message across such as James CordonAs well as this they also used shock to gain attention for this campaign as ye sit was a cartoon however they make it upsetting as they are showing the contrast between something that is really nice and would usually be child friendly and completely being the complete opposite.
Representation
This advert was meant to represent everyone as a whole as many people use shampoo in order to wash their hair. However, they are stating that people should start checking the ingredients in order for them to boycott using palm oil as its destroying animals habitats and killing them. They use a girl in the video because children are the future and if we can spread awareness and teach our children to keep our world being green and prevent global warming and deforestation. This would mean our world will continue to be green and more trees will grow and therefore making our planet a better place and less animals would become extinct. This brand is representing a brighter future for our globe as well as saving the animals and protecting
Campaign Logistics
The timings they released their adverts was around Christmas time as they knew people get excited to see what supermarket has created a jolly advert for this time of year. Due to the fact Iceland used this as their Christmas advert it gave people a shock and had people talking about it as there is such a contrast between the happiness at christmas and the sad things that are happening in our world such as deforestation and global warming. The reason they did this was to get people taking about the campaign and because christmas is the time for giving they were hoping people were generous enough to help this cause.
Choice Of Media
The palm oil campaign had many choices of media such as social media campaigns and video advertisements. This is so they can target teenagers who will share it to ensure it goes around and around as well as the video advert being banned it meaning people would want to see it more therefore views of the campaign rising because people would want to see it more due to the fact they have been told they are not allowed to. They created this video in order to inform people what they are using is harming nails environments. There is also a hashtag on Instagram and twitter to inform people on what is happening and to spread awareness of this cause and how they can help.
Call To Action
The reaction to this campaign is people were shocked anti got banned by the ASA due to it being too political. However i feel this is what they wanted as people will talk all about Iceland advertisement being banned for being too political and then people will want to see it therefore being passed
around through word of mouth ad therefore raising awareness about this campaign.
Legal and Ethical issues
Some legal and ethical issues that may need to be assessed is the used of imagery that may be too graphic. Its understanding that Greenpeace want to get their point across about how we are destroying animals' habitats however, it would have been broadcasted across different channels and children may see it and think its aimed at them due to the cartoon aspect of it and because its a children's book however if they showed very disturbing images within it it may affect the children negative and they may feel upset and it could potentially scare them.
The Iceland ad for palm oil was banned on television. Clearest reported the following: "Under the Communications Act, regulation of broadcast advertising is the responsibility of Ofcom. They delegate many of their responsibilities for advertising regulation to the ASA, however Ofcom retain direct regulation of political advertising. Ofcom is clear that every broadcaster has a responsibility under its licence to ensure regulatory compliance. In the case of the Iceland ad, broadcasters considered the ad as part of the clearance process and decided that it fell foul of the political advertiser rule meaning to carry it may breach their obligations. Whilst the ad is not cleared for television, it is free to run on non-Broadcast platforms including VoD."
This means that the advert was banned because it contained political content, and not because the ad was in itself harmful or offensive. The ASA ruling was only for television as well. Its broadcast over streaming channels and social media is permitted, and this is where it has achieved widest coverage.
Regulatory Bodies
The ASA (Advertisement Standards Authority) control what adverts are shown on tv and are printed. The ASA banned this advert for being too political at christmas time and due to this it was not allowed to be aired. Greenpeace however shared it around and so did Iceland and therfore people began talking about it. It was shared around many times which caused people to talk and share it around for themselves through social media and due to this they got the hashtag trending and therefore this campaign became really popular and it even impacted Iceland to sell shampoos that had no palm oil in as they wanted to stay loyal to the campaign.
M1(U20):Evaluate Different cross media advertising campaigns for consistency of message
Aladdin
Consistency
Throughout every advertisement of Disney's Aladdin there is a consistent use of iconography in the form of the Genie's lamp. As shown in the teaser trailer, official trailer, social media adverts and print advertisement the lamp is used to create brand awareness for all, as well as nostalgia for the older audiences. This is because as soon as people see a genie lamp they will immediately think about Aladdin as it is such a well known story and the lamp has a major role in the narrative.
Another aspect of consistency used in this campaign is the colour of purple and gold. The gold once again represents the lamp and the cave of wonders which was full of gold. This keeps within the storyline of rags to riches with the gold colour and the colour purple represents luxury therefore informing the target audience it will include rich people such as princesses and kings.
Another consistent message used on the advertisement is that the font used to write Aladdin is a script font and they use this type of font on the Disney logo. I feel this represents magic as the writing looks dainty much like a fairy would be and you would associate disney with being magical and therefore this is keeping within the brand identity. The strengths of Disney doing all of this would mean people recognise their brand for creating the Aladdin franchise as disney need to keep remaking this film within 70 years otherwise they will lose the copyright they have over it therefore by remaking it and keeping within the colour scheme that the last film followed and the west-end musical follows it will therefore be easy to recognise as a disney film.
Delivery of message
The delivery of this message was through social media such as Instagram and twitter, video sharing websites such as Youtube and used on buses and trains. This is effective due to the fact they are targeting all ends of the target audiences from children to adults. Instagram and Twitter is used to target the teenage end of the target audience, this is because a large majority of teenagers use social media every day so by Disney creating an Instagram and twitter page teenagers will see the trailers and posters and share them around therefore gain attention of other people and then everyone will know about it.
Print advertisement on buses and trains are used to attract the adults due to the fact they may be on their way to work and they will see it when waiting for their bus or train or when they are on it to read it and pass the journey away. And the trailers are used to attract the younger target audience as then usually use you tube to watch videos to keep them entertained and they will see this trailer and the boys will see action and the girls will see princesses and they will all want to see it.
Strengths and weaknesses
The strengths of this campaign included how they chose to deliver the message. They used social media, video and print advertisment and disney use celebrity endorsement in order for them to gain more attention from wider audiences, such as using Will Smith's Youtube channel to post the trailer for Aladdin. This is a strength because Disney will be able to attract a wider target audience meaning more box office sales as no only children teenagers and parents will want to see I will smith fans may also wan to see it therefore disney creating a large profit on this film. Another strength is the representation of the lamp as it is consistent in the campaign as it means people will recognise it as part of the aladdin franchise heifer creating brand awareness.
A weakness of this campaign is that they could have found more ways to create nostalgia using Robin Williams as everyone will see him as the genie therefore attracting fans of Robin Williams and feeling as if they are back to when they were children or when they were younger therefore they will feel disney is reliving the past and will therefore bring in more viewers.
Greenpeace uk Palm oil
Consistency
In this campaign the consistent message is the use of the orangutan. They created a book called There's a Rang-tan in My Bedroom which led to this advert being made. The book was narrated by actress Emma Thompson, who has been in the press recently for joining protests against climate change. Therefore, having somebody like Thompson involved in the book - and therefore the wider campaign - means that the delivery of message is stronger.
The use of the orangutan being cute and cuddly melted people's hearts. Therefore, when they see pictures of real orangutans people will remember this one in the advert and think of these cute animals being killed for palm oil in products. The consistency of showing images of these engaged animals will tug on people's heartstrings. Therefore, they would want to boycott palm oil products and due to this more people will shop at Iceland therefore boosting their sales as they don't sell items with palm oil and due to this they are seen more as an ethical company.
Delivery of message
The delivery of this message was through video and social media advertisement as well as the story being an actual book. The video was used as Iceland Christmas advert as people get excited to watch each of the supermarkets adverts and when they see this advert they would be shocked as it's not what they expected. Because it was banned it made people want to watch it more therefore gaining more views and passing on the message of the campaign through word of mouth. The Instagram advertisement can be shared around as well as the # trending on twitter as well to get this campaign spreading to boycott palm oil and then gain more shoppers in Iceland and then boosting their sales.
The banning actually had a positive effect on Iceland's campaign. For example, it was widely reported on by the press. The Guardian, for example, featured a report on the banning of the ad, meaning that liberal readers of the paper would be spurred into action. Many people campaigned for the ban to be lifted, because they felt it should be aired due to its strong message focused on animal conservation.
Across social media, many celebrities also got on board, with people like James Corden tweeting his support for the campaign.
Strengths and Weaknesses
Some strengths of this campaign was the representation of the orangutan as it will get people emotional as they would hate to see animals getting hurt when they don't realise they are harming them by using everyday products. The continuous use of the cartoon oragutan will make children and adults change what they are buying as they will remember this cute cartoon and how they are harming it, therefore they will change their ways and think about what the will buy, therefore Greenpeace will reach their aim of making the world greener and animals habitats being rebuilt.
A weakness of this campaign is that they could have done more print advertisements to attract adults who are on their way to work. This is due to the fact when people are on trains they try to avoid eye contact with the person sitting opposite them so by creating print adverts for the train they can use it to attract adults attention on the train so they can pass the time away.
It would seem on the surface as if the advert being banned was a weakness. However, the impact of this was actually positive. To date, the Youtube advert has nearly 6 million views. Beneath the video, there is also a hashtag (#NoPalmOilChristmas), which strengthened the campaign.
P1(U24): Describe the media products for an identified industry sector.
There are many different types of platform used in advertising. These include:
In Aladdin, there are many ways that products are adapted in order to fit the campaign delivery. An example of this is the video being changed into posters and that being changed into Instagram pages of behind-the-scenes action and clips from the film. The reason it has been adapted is to reach the different audiences. For example, the representation of Aladdin holding the lamp in the trailer was used on a poster to keep the representation of the Aladdin film and the main item in the narrative, however changing it to attract that teenage target audience on Instagram.
How do institutions create brands across different products and platforms
Aladdin use the representation of the lamp plus the colour scheme of purple and gold to create brands across different products and platforms. The lamp is used to create this awareness that it is the film Aladdin as it is a main item used in this film and the narrative is based around it. This will promote brand awareness and people will recognise it as the Aladdin franchise and therefore the consistency will attract the target audience as they will recognise it as Aladdin and they will get more information out of each campaign, such as the date it's released, what the scenes look like, who's playing what character etc. The reason the lamp is already associated with the film is due to the animated film from 1992. This was hugely successful, taking $504 million at the box office, and is closely linked with the Disney brand. Therefore, using the lamp as part of the branding taps into this already-established fanbase.
The use of the colour scheme also creates branding of riches as they use purple and gold. Gold represents the lamp but also money and riches and expensive items. Purple represents luxury and by the use of this colour scheme people can tell the story will include someone rich maybe a princess or a king which will attract younger audiences as they enjoy stories about princesses and kings and queens so by using this colour scheme they can guess it about someone rich or high in power. The colour scheme was mainly used on the Instagram page in order to keep the the theme going therefore when people see gold and purple they will recognise it as Aladdin and therefore they will think about the film and spark a conversation about it. Majority of pictures have the colour purple with gold writing in the image which also creates repetition and people will recognise it as its continuously there and when seeing these two colours together they'll think of aladdin. The colour scheme is used to keep the memory of the film linked to these colours. This colour scheme branding was similarly used in animated series such as The Smurfs, where the blue colour came to represent that show. Therefore, using blue and gold in the Aladdin film creates a strong new brand around the film, whilst at the same time using recognisable features (such as the lamp) from the earlier film.
attract the teenage target audience as in this day and age a
In the video advert (Trailer) they aim it at a mass audience as they have have something for everyone included. The trailer begins off seriously, showing the storyline in the desert setting showing each of the characters with a slow pace music. This will attract the different ends of the target audience because it includes all of Propps character types (The hero, the villain, The helper, the princess/prize, the father, the donor, the false hero, the dispatcher). It attracts people as it's what everyone wants for a good narrative and by introducing this as a trailer people it will get people intrigued and it will make people want to watch the film due to the fact it has charecters it includes will be nostalgic to the older audience.
The serious side of the trailer shows off the amazing and magic side to the film that will attract the children to watch it as at that age they believe in magic and fairy and genius and by seeing this it shows off the magic disney have created for years. However, the use of this CGI and epic scale will also attract older audiences - parents taking their children to see it, but also older demographics who have grown up watching Disney and will be intrigued by this new production. Disney films have the majority of their audience share in the children's demographic, but because their audiences are so large, this still means that huge numbers of adults go to watch them. Therefore, Disney needs to ensure it retains this loyalty. Part of the way in which they do this is to include these special effects and CGI, as it creates a spectacle for all audience members.
As soon as we see the genie and they show off this amazing CGI effect the mood switches to show this funny and comical side as well as the romance side the film. After the genie cracks a joke music starts playing and we see a monkey playing a trumpet. This is to attract children and make them laugh therefore them wanting to see the film more as it comical as well as magic.
The romance side shows Princess Jasmine and Aladdin singing the timeless classic 'A whole new world' on the magic carpet this is to bring the love story into it of a prince and a princess that children grew up and loved watching. Through the trailer Disney ensure that not only children are targeted but also adults as they want magic to stay with them like it was when they were younger therefore having the motto of never growing up and always believing in magic.
In conclusion, this was a successful marketing campaign for aladdin which appealed to a wide demographic through a combination of digital and traditional advertising.
Learning outcome 1(unit 24): Understand the products that are produced within and across media industries
P1(U20): describe an existing media advertising campaign
Disney's Aladdin
Disney's Aladdin was released on the 24th May 2019. Disney created marketing campaigns in order to attract their target audience into watching the film. They did this in many ways such as a teaser trailer, an official trailer, two posters, an Instagram page and the soundtrack released on Spotify. Disney did this in order for them to gain more brand awareness and gaining more attention from the older target audience who grew up watching this disney classic.
Aims and objectives
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| Source: Disney Aladdin Instagram page |
Target Audience
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| Will smiths Facebook page |
As well as Will Smith fans they also are attracting Robin Williams fans as although it is a new genie and Robin Williams did an excellent job playing him people would want to see what they new genie is like and what his persona is like. Will Smith created a post to remember him by which said "I know genies don't have feet... but you left some big shoes to fill R.I.P Robin". This creates nostalgia to remember the genie from the classic and to help the robin Williams fans be open to having a new genie put in place.
Key Messages
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| Disney Aladdin Instagram page |
Approach
Disney used celebrity endorsement when releasing the official trailer of Aladdin. Will Smith played the genie and he released the official trailer on his Youtube channel therefore raising awareness and using him to bring in more of the target audience as he has been an actor for years and many parents will recognise him as being on the Fresh Prince of Bel-air which was an American programme. This will bring in fans of Will Smith as well as fans of Aladdin as they gave him one of the main roles so his fans will see him a lot on the screen. Disney also used Naomi Scott as celebrity endorsement as she played a main character in the Disney Channel original movie Lemonade Mouth so many teenagers who grew up watching that film will recognise her and remember her singing voice and therefore want to see what she is like now.
Representation
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| Aladdin teaser trailer |
Campaign Logistics
Disney did most of their marketing through social media such as Instagram, twitter Facebook and youtube. The reason Disney have done this is because of the large majority of people being on social media For example by campaigning on Facebook they are attracting older adults such as parents with teenage children. Where as them targeting on Instagram they are gaining the teenagers and young adults attention as thats their most used platform. However on Youtube Disney used their own youtube channel as well as Will Smiths Youtube channel as Disney recognised the opening to target Will Smith fans and use his popularity in order to help gain more attention.
Choice of Media
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| Disney Aladdin Instagram page |
Call To Action
Disney's call to action was to induce the viewers by keeping the mystery as both the first poster and the teaser trailer disney released on the 11th October had very little detail about what they were the viewers just knew as the lamp represents the Aladdin film therefore Disney seemed mysterious about what they were doing and what would be included in the film however used clues such as the lamp and the cave of wonders to inform the viewers that they are creating the remake of the classic Disney film.
Legal And Ethical Issues
Disney created this re-make of Aladdin so they would lose the copyright on the film as copyright runs out after 70 years so if they create a remake of the film they have added another 70 years onto the copyright of Aladdin and therefore they can do another remake of it in the year 2089 if needed to so they don't lose the intellectual property rights.
Aladdin has encountered some ethical issues. For example, some people in the Arab world took offence to the misrepresentation of Arabian culture. Al Jazeera reported that "Aladdin's Agrabah, the fictitious Middle Eastern setting of the film, is a cartoon remake of the Orient, a fictive and distorted recreation of the Middle East itself. A made-up place based on a made-up place." So the film, and the franchise as a whole, has attracted controversy for its Americanised/Disneyfied representation of other places and cultures. This is also the case with casting. Hollywood is often accused of 'whitewashing' - casting American, or white, actors and actresses in the roles of ethnic minorities. This has led to calls for the film to be banned in some countries.
Vox.com reported the following:
"The Council on American-Islamic Relations issued a press release earlier this week asking reviewers and critics to acknowledge that the “Aladdin myth is rooted by racism, Orientalism and Islamophobia” and to “address concerns about racial and religious stereotypes perpetuated by the [new] Disney film.”"
Regulation
The BBFC (British Board Film Classification) would do the regulation for the trailers for Disney's Aladdin as they need to ensure that what is being watched is appropriate for the correct target audience. The original Aladdin was certified a U meaning it was suitable for all audiences. However the 2019 Aladdin was rated a PG as it is not a cartoon as the one in 1992. meaning the scenes use real people to do stunts his is why its a PG as it has a mild threat.
Greenpeace Palm oil Campaign
Greenpeace UK created an advertisement campaign around christmas time to state that people should boycott products that use palm oil as it is destroying the forest and killing animals. Greenpeace used Iceland supermarkets in order to get their campaign around however it was banned for being to political. It featured an orangutang going into a girls bedroom and making a mess, she tells him to go away however he tells her why he is in her room an she help wants to help him.
Aims and objectives
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| Greenpeace Instagram page |
Target Audience
As the campaign was used as an Iceland advert they would be targeting parents doing the food shop for their families. When you are an adult you will begin to buy items such as food and necessities such as shampoos. Using this campaign means the adults who shop in Iceland will think twice about buying the shampoo and ensuring that they buy it from Iceland as they know it contains no palm oil and is saving the Orangutang. This would mean the Iceland gets more shoppers as well as Greenpeace uk spreading the awareness of their campaign and therefore saving orangutangs and their homes. As well as targeting adults they also use the cartoon to target children as they give the orangutang this cute and cuddly persona, therefore children will see this advertisement and want to be like this girl who helped the orangutang.
Key Messages
They key messages in this campaign was to stop using palm oil as it is destroying our earth. In the advertisement they use a cartoon Orangutang going into into a girls bedroom and messing it up and the girl gets angry and tells him to leave. However, before he goes the girl asks why are you here and he replies with "Theres a human in my forest". This is a hard hitting line as it shows the hypocritical of human when someone barges into their home however they are ruining animals homes and are absolutely fine with it.
Approach
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| James Corden's Twitter page |
Representation
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| The Guardian Newspaper |
Campaign Logistics
The timings they released their adverts was around Christmas time as they knew people get excited to see what supermarket has created a jolly advert for this time of year. Due to the fact Iceland used this as their Christmas advert it gave people a shock and had people talking about it as there is such a contrast between the happiness at christmas and the sad things that are happening in our world such as deforestation and global warming. The reason they did this was to get people taking about the campaign and because christmas is the time for giving they were hoping people were generous enough to help this cause.
Choice Of Media
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| #PalmOil On Instagram |
Call To Action
The reaction to this campaign is people were shocked anti got banned by the ASA due to it being too political. However i feel this is what they wanted as people will talk all about Iceland advertisement being banned for being too political and then people will want to see it therefore being passed
around through word of mouth ad therefore raising awareness about this campaign.
Legal and Ethical issues
Some legal and ethical issues that may need to be assessed is the used of imagery that may be too graphic. Its understanding that Greenpeace want to get their point across about how we are destroying animals' habitats however, it would have been broadcasted across different channels and children may see it and think its aimed at them due to the cartoon aspect of it and because its a children's book however if they showed very disturbing images within it it may affect the children negative and they may feel upset and it could potentially scare them.
The Iceland ad for palm oil was banned on television. Clearest reported the following: "Under the Communications Act, regulation of broadcast advertising is the responsibility of Ofcom. They delegate many of their responsibilities for advertising regulation to the ASA, however Ofcom retain direct regulation of political advertising. Ofcom is clear that every broadcaster has a responsibility under its licence to ensure regulatory compliance. In the case of the Iceland ad, broadcasters considered the ad as part of the clearance process and decided that it fell foul of the political advertiser rule meaning to carry it may breach their obligations. Whilst the ad is not cleared for television, it is free to run on non-Broadcast platforms including VoD."
This means that the advert was banned because it contained political content, and not because the ad was in itself harmful or offensive. The ASA ruling was only for television as well. Its broadcast over streaming channels and social media is permitted, and this is where it has achieved widest coverage.
Regulatory Bodies
The ASA (Advertisement Standards Authority) control what adverts are shown on tv and are printed. The ASA banned this advert for being too political at christmas time and due to this it was not allowed to be aired. Greenpeace however shared it around and so did Iceland and therfore people began talking about it. It was shared around many times which caused people to talk and share it around for themselves through social media and due to this they got the hashtag trending and therefore this campaign became really popular and it even impacted Iceland to sell shampoos that had no palm oil in as they wanted to stay loyal to the campaign.
M1(U20):Evaluate Different cross media advertising campaigns for consistency of message
Aladdin
Consistency
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| Disney Aladdin Instagram page |
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| Disney Aladdin Instagram page |
Another aspect of consistency used in this campaign is the colour of purple and gold. The gold once again represents the lamp and the cave of wonders which was full of gold. This keeps within the storyline of rags to riches with the gold colour and the colour purple represents luxury therefore informing the target audience it will include rich people such as princesses and kings.
Another consistent message used on the advertisement is that the font used to write Aladdin is a script font and they use this type of font on the Disney logo. I feel this represents magic as the writing looks dainty much like a fairy would be and you would associate disney with being magical and therefore this is keeping within the brand identity. The strengths of Disney doing all of this would mean people recognise their brand for creating the Aladdin franchise as disney need to keep remaking this film within 70 years otherwise they will lose the copyright they have over it therefore by remaking it and keeping within the colour scheme that the last film followed and the west-end musical follows it will therefore be easy to recognise as a disney film.
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| Official trailer |
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| Official Trailer |
Delivery of message
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| Disney Aladdin Instagram page |
Print advertisement on buses and trains are used to attract the adults due to the fact they may be on their way to work and they will see it when waiting for their bus or train or when they are on it to read it and pass the journey away. And the trailers are used to attract the younger target audience as then usually use you tube to watch videos to keep them entertained and they will see this trailer and the boys will see action and the girls will see princesses and they will all want to see it.
Strengths and weaknesses
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| Youtube |
A weakness of this campaign is that they could have found more ways to create nostalgia using Robin Williams as everyone will see him as the genie therefore attracting fans of Robin Williams and feeling as if they are back to when they were children or when they were younger therefore they will feel disney is reliving the past and will therefore bring in more viewers.
Greenpeace uk Palm oil
Consistency
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| Amamzon.com |
The use of the orangutan being cute and cuddly melted people's hearts. Therefore, when they see pictures of real orangutans people will remember this one in the advert and think of these cute animals being killed for palm oil in products. The consistency of showing images of these engaged animals will tug on people's heartstrings. Therefore, they would want to boycott palm oil products and due to this more people will shop at Iceland therefore boosting their sales as they don't sell items with palm oil and due to this they are seen more as an ethical company.
Delivery of message
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| #PalmOil Instagram |
The delivery of this message was through video and social media advertisement as well as the story being an actual book. The video was used as Iceland Christmas advert as people get excited to watch each of the supermarkets adverts and when they see this advert they would be shocked as it's not what they expected. Because it was banned it made people want to watch it more therefore gaining more views and passing on the message of the campaign through word of mouth. The Instagram advertisement can be shared around as well as the # trending on twitter as well to get this campaign spreading to boycott palm oil and then gain more shoppers in Iceland and then boosting their sales.
The banning actually had a positive effect on Iceland's campaign. For example, it was widely reported on by the press. The Guardian, for example, featured a report on the banning of the ad, meaning that liberal readers of the paper would be spurred into action. Many people campaigned for the ban to be lifted, because they felt it should be aired due to its strong message focused on animal conservation.
Across social media, many celebrities also got on board, with people like James Corden tweeting his support for the campaign.
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| The Guardian Newspaper |
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| James Corden's Twitter page |
Strengths and Weaknesses
Some strengths of this campaign was the representation of the orangutan as it will get people emotional as they would hate to see animals getting hurt when they don't realise they are harming them by using everyday products. The continuous use of the cartoon oragutan will make children and adults change what they are buying as they will remember this cute cartoon and how they are harming it, therefore they will change their ways and think about what the will buy, therefore Greenpeace will reach their aim of making the world greener and animals habitats being rebuilt.
A weakness of this campaign is that they could have done more print advertisements to attract adults who are on their way to work. This is due to the fact when people are on trains they try to avoid eye contact with the person sitting opposite them so by creating print adverts for the train they can use it to attract adults attention on the train so they can pass the time away.
It would seem on the surface as if the advert being banned was a weakness. However, the impact of this was actually positive. To date, the Youtube advert has nearly 6 million views. Beneath the video, there is also a hashtag (#NoPalmOilChristmas), which strengthened the campaign.
P1(U24): Describe the media products for an identified industry sector.
There are many different types of platform used in advertising. These include:
- Social Media (Instagram, Facebook, Snapchat, Twitter)
- Television
- Radio
- Print (Billboard, Magazine, Newspaper, poster, Leaflet, Flyer)
- Internet Websites
- Bus Adverts
- Tube Adverts
- Pop-up Adverts
- Email Shots
In Aladdin, there are many ways that products are adapted in order to fit the campaign delivery. An example of this is the video being changed into posters and that being changed into Instagram pages of behind-the-scenes action and clips from the film. The reason it has been adapted is to reach the different audiences. For example, the representation of Aladdin holding the lamp in the trailer was used on a poster to keep the representation of the Aladdin film and the main item in the narrative, however changing it to attract that teenage target audience on Instagram.
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| Disney Aladdin Instagram Page |
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| Teaser Trailer |
How do institutions create brands across different products and platforms
Aladdin use the representation of the lamp plus the colour scheme of purple and gold to create brands across different products and platforms. The lamp is used to create this awareness that it is the film Aladdin as it is a main item used in this film and the narrative is based around it. This will promote brand awareness and people will recognise it as the Aladdin franchise and therefore the consistency will attract the target audience as they will recognise it as Aladdin and they will get more information out of each campaign, such as the date it's released, what the scenes look like, who's playing what character etc. The reason the lamp is already associated with the film is due to the animated film from 1992. This was hugely successful, taking $504 million at the box office, and is closely linked with the Disney brand. Therefore, using the lamp as part of the branding taps into this already-established fanbase.
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| Disney Aladdin Instagram page |
How do they engage different target
audiences?
Disney engage the different target audiences through where
they deliver the message. An example of this is Disney created a
Instagram page for the Aladdin movie. This is so they could
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| Disney Aladdin Instagram page |
large majority of teenagers are on social media and therefore creating
a Instagram page filled with posters, behind the scenes footage
and clips of the film will intrigue them to watch the film and
therefore they will share the page around and follow it and get
more and more awareness. Instagram is especially associated
with the younger demographic, so using this particular site -
rather than Twitter or Facebook - will appeal to that demographic.
with the younger demographic, so using this particular site -
rather than Twitter or Facebook - will appeal to that demographic.
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| Official Trailer |
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| Official trailer |
In the video advert (Trailer) they aim it at a mass audience as they have have something for everyone included. The trailer begins off seriously, showing the storyline in the desert setting showing each of the characters with a slow pace music. This will attract the different ends of the target audience because it includes all of Propps character types (The hero, the villain, The helper, the princess/prize, the father, the donor, the false hero, the dispatcher). It attracts people as it's what everyone wants for a good narrative and by introducing this as a trailer people it will get people intrigued and it will make people want to watch the film due to the fact it has charecters it includes will be nostalgic to the older audience.
The serious side of the trailer shows off the amazing and magic side to the film that will attract the children to watch it as at that age they believe in magic and fairy and genius and by seeing this it shows off the magic disney have created for years. However, the use of this CGI and epic scale will also attract older audiences - parents taking their children to see it, but also older demographics who have grown up watching Disney and will be intrigued by this new production. Disney films have the majority of their audience share in the children's demographic, but because their audiences are so large, this still means that huge numbers of adults go to watch them. Therefore, Disney needs to ensure it retains this loyalty. Part of the way in which they do this is to include these special effects and CGI, as it creates a spectacle for all audience members.
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| Official Trailer |
As soon as we see the genie and they show off this amazing CGI effect the mood switches to show this funny and comical side as well as the romance side the film. After the genie cracks a joke music starts playing and we see a monkey playing a trumpet. This is to attract children and make them laugh therefore them wanting to see the film more as it comical as well as magic.
The romance side shows Princess Jasmine and Aladdin singing the timeless classic 'A whole new world' on the magic carpet this is to bring the love story into it of a prince and a princess that children grew up and loved watching. Through the trailer Disney ensure that not only children are targeted but also adults as they want magic to stay with them like it was when they were younger therefore having the motto of never growing up and always believing in magic.
In conclusion, this was a successful marketing campaign for aladdin which appealed to a wide demographic through a combination of digital and traditional advertising.
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