Advertising Media

Unit 20: Advertising Media

Adverts are created to: generate sales/create profit, create awareness of a product, service or cause. Advertising can be used to rebrand an existing product. 

Campaign: The communication of a single advertising message across multiple forms of media.

Target audiences are determined with: age, gender, disposable income (ABC1) geographic location and primarily activities/interests.

Appleton Estate "Our Way" Advert

The advert is intended for an audience of over 18 with an equal split between male and female representation with the product advertised as inclusive and non exclusive to both genders. The lifestyle demonstrated within the advert is representative of Jamaican culture and represents the country that the rum originates from. With the fast paced cuts and party like imagery spliced with the tropical style. This can create an ideal self for young adults as the style relates to their interests. 

The core message of the Appleton Estate 'Our Way' is to get adult audiences to buy various bottles of rum.