Jägermeister
"Be the Meister"
Aims and Objectives -
The aim of the advert like any product is to and in this case influence the audience to drink Jägermeister by making it appealing. The more an audience will purchase, the more revenue the company will make.
Target Audience -
The target audience is wide above the age of legal drinking which is differs in different countries. The adults used in the advert are over the age of around 25 because at that age, people are more likely to drink responsibly. Although it is shown to be consumed in a party environment which suggests how the target audience is directed at more younger adults rather than older ones.
Representation -
The advert takes place in a city in what seems like an underground ice club. There is quite a dark, Gothic atmosphere on the advert as a whole and represents quite a different social group. The people represented in the video (German) are shown to be partying and wait for the approval of a woman who acts as a figure for the drink in this club. The drink itself is shown in blocks of ice at -18 degrees, to push to the audience this is a drink best served very cold. Stereotypes of people in the advert are quite Gothic and primarily younger. There is no negative stereotyping of social groups however a broader diverse cast would be suitable to modern day audiences. The overall impact to an audience us broad. Older audiences may find it a bit overwhelming and out of their taste as well with the slogan "Be the Meister" . Which a younger audience may find more attractive in the life of partying.
Key Message -
The overall message is that this is a drink to be served cold and consumed around people socially and enjoy your time. The audience access the message through the advert with the scene of a club and people laughing and dancing together. In terms of posters and other media platforms the advertisements message of "Be the Meister" i.e. to be the best and in order to do so, drink the best drink which Jager are pushing to audiences.
Choice of Media -
In terms of the overall choice, they have used darker colour schemes to link to the products dark look and taste. The campaign draws a focus on ice and how the product should be consumed ice cold. This is emphasises through images of ice blocks, texts ("ice cold shot") and the font used imitating frosty cold air. They also have in the background faint images of spices i.e. ingredients in the drink itself. They use star anise, nutmeg etc. Putting across a truthful message to the audience. The focus on the spices and ice shows how this drink is predominantly a winter drink.
Legal and Ethical -
The primary focus on the legal issues are how the product is an alcoholic drink, so must be targeted and advertised to audiences of legal drinking age. This is why the actors used in the advert are all adults and a clear amount older than the minimum drinking age. Being an alcoholic drink and presented to be consumed amongst friends and people yet addresses to the audience they should 'drink responsibly'.
In terms of the material in the adverts there is nothing degrading to any social groups as well as no poor behavior swearing/bad language. Those seen to be dancing and drinking are responsible and considerate as well as the whole atmosphere being very calm and controlled.
In terms of slander and libel there is no spoken or published words that would affect the reputation of another company. The copyright within the advertisement is all original content.
Regulatory Bodies -
In terms of the ASA (Advertising Standards Authority) they will regulate the content of the advertisement from complaints from the audience. If people feel the representation is ethically incorrect then they will change or even remove the advert from publicity.
Call to Action -
In terms of the audience, the advertiser has engaged them by using popular themes. Setting the advert in a club will attract all party goers. The overall Gothic style and dark colours is different and in modern society people are always looking for new, interesting content to engage in.
The advertisement will make the audience want to go out and purchase Jäger for parties etc. because of the social aspect and fashionable look.
Target Audience -
The target audience is wide above the age of legal drinking which is differs in different countries. The adults used in the advert are over the age of around 25 because at that age, people are more likely to drink responsibly. Although it is shown to be consumed in a party environment which suggests how the target audience is directed at more younger adults rather than older ones.
Representation -
The advert takes place in a city in what seems like an underground ice club. There is quite a dark, Gothic atmosphere on the advert as a whole and represents quite a different social group. The people represented in the video (German) are shown to be partying and wait for the approval of a woman who acts as a figure for the drink in this club. The drink itself is shown in blocks of ice at -18 degrees, to push to the audience this is a drink best served very cold. Stereotypes of people in the advert are quite Gothic and primarily younger. There is no negative stereotyping of social groups however a broader diverse cast would be suitable to modern day audiences. The overall impact to an audience us broad. Older audiences may find it a bit overwhelming and out of their taste as well with the slogan "Be the Meister" . Which a younger audience may find more attractive in the life of partying.
Key Message -
The overall message is that this is a drink to be served cold and consumed around people socially and enjoy your time. The audience access the message through the advert with the scene of a club and people laughing and dancing together. In terms of posters and other media platforms the advertisements message of "Be the Meister" i.e. to be the best and in order to do so, drink the best drink which Jager are pushing to audiences.
Choice of Media -
In terms of the overall choice, they have used darker colour schemes to link to the products dark look and taste. The campaign draws a focus on ice and how the product should be consumed ice cold. This is emphasises through images of ice blocks, texts ("ice cold shot") and the font used imitating frosty cold air. They also have in the background faint images of spices i.e. ingredients in the drink itself. They use star anise, nutmeg etc. Putting across a truthful message to the audience. The focus on the spices and ice shows how this drink is predominantly a winter drink.
Legal and Ethical -
The primary focus on the legal issues are how the product is an alcoholic drink, so must be targeted and advertised to audiences of legal drinking age. This is why the actors used in the advert are all adults and a clear amount older than the minimum drinking age. Being an alcoholic drink and presented to be consumed amongst friends and people yet addresses to the audience they should 'drink responsibly'.
In terms of the material in the adverts there is nothing degrading to any social groups as well as no poor behavior swearing/bad language. Those seen to be dancing and drinking are responsible and considerate as well as the whole atmosphere being very calm and controlled.
In terms of slander and libel there is no spoken or published words that would affect the reputation of another company. The copyright within the advertisement is all original content.
Regulatory Bodies -
In terms of the ASA (Advertising Standards Authority) they will regulate the content of the advertisement from complaints from the audience. If people feel the representation is ethically incorrect then they will change or even remove the advert from publicity.
Call to Action -
In terms of the audience, the advertiser has engaged them by using popular themes. Setting the advert in a club will attract all party goers. The overall Gothic style and dark colours is different and in modern society people are always looking for new, interesting content to engage in.
The advertisement will make the audience want to go out and purchase Jäger for parties etc. because of the social aspect and fashionable look.
Good work Patrick - this meets the Pass criteria.
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