Proposal

Evaluation of brief
The product being advertised in my television and radio ad is Cadbury's Wispa chocolate bar to promote the Wispa chocolate as well as Cadburys overall brand.
The target audience will be both male and female as both genders like eating chocolate. They will be around 10-30 years old of mixed ethnicities. This is because young people usually like to eat rich and sugary foods as opposed to older people who may think about their health more. They will have a lifestyle of going to work/school and will like eating sugary foods such as chocolate, perhaps as a snack during their break.
One issue that may arise when trying to deliver the brief is considering legal and ethical issues. I will need to ensure that there are no legal/ethical issues raised in my advertisements such as copyright. Another issue is making sure I reach the target audience. I will do this by planning and creating advertisements that will appeal to them and entice them to purchase Cadburys chocolate.

Campaign plan creation
The Key Message of the Cadbury campaign is to create a USP and make it stand out from other chocolate bars. The message also involves showing the audience that the chocolate can give you comfort and will give you enough energy to get you through the day. I will show this message to the target audience through the advertisements by describing the benefits of the chocolate and using the narrative of a group of 18 year olds talking about it during their college break. These advertisements will be shown in the morning and evening to ensure that my target audience will consume it.
The Stylistic approach of the television advert will involve good visuals, a narrative, dialogue, voiceover, slogan, and music. It will be bright and colourful and will be shot in a park where the group of teenagers will be filmed. After the video is shown there will be a 5 second part at the end of the advert where there will be an image of the wispa chocolate, cadburys logo and a narrator stating the name of the brand and the slogan. The radio advertisement will include conventions such as dialogue, voiceover, narrator and music. It will also involve most of the dialogue from the television advert and a narrator.
The response mechanism is to go on social media as there will be a hashtag on the end screen which can be used on social media platforms such as twitter which can help spread awareness of the brand. The expected reaction is to go and purchase the Cadbury wispa chocolate.
The advertisements will be on television and radio. The television advert will allow the audience to become aware of how the product looks which means they will be more attracted to purchase it and will also be able to easily find it in stores. The radio advert means that the brand can be reinforced and will also persuade the listeners to stop at a shop and try it whilst driving to their destination.
The Campaign schedule will involve producing pre production materials such as scripts and legal/ethical documents, filming in production and editing the adverts in post production. These will be the key milestones. The adverts will be scheduled to air on weekdays in the mornings and evenings, and on the weekends throughout the afternoon. 

Final idea

There will be a group of 18 year olds at the park during their lunch break at college. Someone takes a wispa chocolate out of their bag and they will start talking about Cadburys chocolate. One person will say "Everybody's shouting about Wispa". One person in the group won't understand what they mean, as they will be confused about how you can shout whilst whispering. Another person in the group will explain and talk about the wispa chocolate and ask the confused person to try it. The person tries it and likes it. The screen then changes to a picture of the wispa chocolate bar and the narrator will say the name of the chocolate and the slogan.

SWOT Analysis of Initial Ideas

Initial Ideas

Response to Client Brief

The Demographics for my Cadbury's Wispa advertising campaign include young people who are aged between 10-30 years old. This is because, Wispa is a very rich chocolate bar and does not include any other key ingredients, which will appeal to a young market as they like simple chocolate bars that have a lot of sugar in them. The Wispa chocolate is aimed towards both males and females as chocolate is enjoyed by both genders. The lifestyle of the target market include going to school/work, and having a large social life, where the Wispa chocolate can easily be eaten on the go. The interests of the target market may include doing activities which require energy, and so they can eat the Wispa bar to give them an energy boost as it will contain a lot of sugar. The ethnicity will be mixed as most ethnicities purchase chocolate.

The conventions of television advertisements which I will use include:
- the logo of the brand
- music
- voiceover
- visuals
- narrative

The convention of radio adverts which I will use include:
- voiceover
- music
- actor dialogue

The Industry requirements for the Cadbury advertising campaign include:
- making an original 30 second television advertisement
- making an original radio advertisement
- considering the market and its target audience
- considering legal and ethical constraints
- using code and conventions of the genre
- making sure any music/audio is copyright free

The mediums for the advertising campaign will be television and radio. A 30 second audio visual advertisement will be created to air on television channel and a 30 second audio advertisement will be made to air on radio stations.

My prior experience of creating similar products such as a radio drama and and an audio visual product such as a TV ident will be of benefit when producing these adverts.
When producing a radio drama, I learnt how to use Garageband, an editing software which will help me record and edit the audio for the radio advert. I have also learnt the conventions of radio such as dialogue and sound effects, as well as producing all the pre production paperwork.
When producing a TV ident, I learnt how to use a DSLR Canon camera which will help me produce the best quality television advert. I have also used Final Cut Pro, an editing software which I will use to edit my camera footage. I have been using Final Cut Pro for around four years, as I have completed a GCSE in Media. Furthermore, I have researched and produced pre production paperwork for the audio visual product.
Therefore, my prior experience of creating similar products and using media equipment and software will help me produce the best advertisements in a short amount of time.

Research into the Product

The Cadbury chocolate I chose to research and create an advertising campaign for is Wispa. Previous advertisements include:

https://www.youtube.com/watch?v=Hr74IkDR5sc

https://www.youtube.com/watch?v=p19WQ_jQUlw

https://www.youtube.com/watch?v=htlp32LW-1I

https://www.youtube.com/watch?v=Zj_gXb7TEkE

https://www.youtube.com/watch?v=hqBnDlvx74g

Case Studies of Advertising Campaigns

Case Study 1: McDonalds Signature Collection

TV Ad: https://www.youtube.com/watch?v=lP-38AZtQ3U

This new product range for McDonald's, 'The Signature Collection' was advertised on a television advert. The new collection shown in the advert features a thicker 100% beef patty with carefully selected ingredients, all in a brioche-style bun. The three burgers are the classic, BBQ and spicy. The advert was launched in 2017 and was shown on several television channels. The advertisement was solely created for the UK, as only participating restaurants in the UK had the collection available to customers.


Aims
The Aim of McDonald's television advert is to introduce a new product to the market and spread awareness of it. The aim of the advert is shown towards the end at 0:27 where it shows a woman having a 'love affair' with the burger on the right side, and the new burger collection on the left side. The advert has achieved its aim by informing the audience about the new product range that they are launching. It also tells the audience about the different types of burgers that they are selling and what it looks like. This will allow the viewers watching the ad to become aware of the product and potentially purchase it to see whether they like it.


Target Audience
The Target Audience for McDonalds new signature collection are around 20-35 year olds as they enjoy more flavorsome and luxurious burgers with lots of ingredients. They will be of both female and males and will be mainly of a British ethnicity. Their lifestyle will include going to work, and so they may purchase the burger during their lunch break. The female and male actor that appear in the TV advertisement will appeal to the audience. This may be because they will be of a similar age, same gender and same ethnicity, as the actors in the advert.


Key Message
The message of McDonalds Signature collection TV ad is that the audience will love the burgers if they buy it. This is because the advert shows a woman having a 'love affair' with a burger which creates a very humorous and romantic tone. This connotes to the audience that the signature collection is very delicious, which will therefore encourage them to purchase the product to try it themselves.

Approach
The McDonalds television adverts approach is love and humor. This can be seen throughout the advert where the audience sees a woman running away from a man and falling in love with a burger. This is quite humorous as someone cannot have a love affair with a burger. The approach of love and humor is therefore evident in the advert as the woman is having a 'love affair' with the new McDonalds burger and chooses it over the man who loves her.


Representation
The Mcdonalds tv advert has undertones of perfume advertisements as they usually involve a woman/man looking attractive and doing something irrelevant to the product. This can be represented in the McDonalds advert where there is a beautiful woman wearing a dress and heels who is running to get a burger. There is also a handsome man who is trying to be with her.  This representation helps to sell the luxurious signature collection burgers as it shows the audience that the new burgers are more high quality than their usual burgers which is a unique selling point for McDonalds.

Campaign logistics
McDonalds television advert for the new signature burger range should be scheduled to air on television at around 5pm-10pm, on popular television channels such as ITV and Sky. This can be supported by the advert as it is filmed in the evening and at 0:05, there is a shot of the woman dreaming about the burger in her bed. Between 5-10pm is when a lot of people are watching television. Also, this is the time that people will want to eat their dinner, and so if they watch the advert around this time, the audience may be persuaded to go to McDonalds and try the new signature burgers. Advertising on popular channels such as ITV and Sky will also maximise the adverts chances of meeting a large audience. This is because, ITV and Sky are the most watched channels in the UK, and also advertise other food products. Therefore, the scheduling of the advert will lead to an increase in consumer awareness of the new signature collection. 

Choice of Media
This media is a television advert. This shows a woman having a 'love affair' with the new signature burger. This is aired on television as the audience watching a certain show will watch the McDonalds advertisement which could make them hungry as they are watching food. This advert is therefore suitable for television as it will persuade the audience to purchase the burger as they will want to try it.  


Call to Action
The television adverts response mechanism is to go on their website and the expected reaction is to go out and purchase the signature burger. The response mechanism and expected reaction can be shown at 0:29 where it shows the audience a link to the McDonalds website where the audience can find their nearest McDonalds that sells the signature collection and buy it. The response mechanism and expected reaction is appropriate for the product as the only way for McDonalds to gain a profit is for people to go to the fast food restaurant and purchase the new signature burgers.

Legal and ethical issues
Two legal and ethical issues which affect the television advert are royalties and the material. Royalties is an issue as the advert includes music that is owned by an artist. Therefore, McDonalds should solve this legal issue by offering a royalty payment to the owner, so that they can use their music in the advert. The material is an issue as the advert is recreating and perhaps mocking perfume advertisements, as they are often similar to the content in this advert. Therefore, McDonalds has to be careful of this ethical issue by trying to not directly relate it to perfume advertisements.


Regulation issues
The advertisement stays within the ASA guidelines as it is not misleading and does not cause harm/offence to the audience. This can be seen in the television advert as it clearly shows the signature collection burger and the content of the woman having a “love affair” is seen as humorous and is meant to over exaggerate the deliciousness of the burger. The advert does not cause any harm or offence to the audience as the storyline in the advert is unlike real life and is meant to create a humorous effect on the audience. But, the advert may breach the guidelines by showing the audience that it is ok to have an affair with another person, which could make the audience question the purpose of McDonalds advert. 



Print Ad: Billboard posters

The new McDonalds 'Signature Collection' was also advertised on public billboards. The new collection shown in the advert features three new burgers which are the classic, BBQ and spicy. The advert was launched in 2017 and was shown on several billboards around the UK. The advertisement was solely created for the UK, as only participating restaurants in the UK had the collection available to customers.


Aims
The Aim of Mcdonalds Billboard poster is to spread awareness of their new signature collection burgers. The billboard is used to achieve this aim as it broadcasts the product to thousands of people who are passing by and allows as many people as possible to become aware of the new product range. Furthermore, using a large billboard in popular areas is likely to catch the attention of a large number of people, which will then lead to people becoming curious as to how the burgers tastes, and therefore increasing the number of purchases for McDonalds new signature collection.

Overall, both of these advertisements from the same McDonalds signature collection advertising campaign share the same aim. The aims of these adverts include spreading awareness, promoting the new product range, and increasing sales.


Target Audience
The Target Audience will be around 20-35 year olds as they will enjoy more flavorsome and luxurious burgers with lots of ingredients compared to younger or older people. The gender they are targeting are both females and males and will be mainly of a British ethnicity. Their lifestyle will include going to work, and so they may purchase the burger during their lunch break. The outdoor billboard poster will appeal to the target market as they will be looking to eat something for their lunch during their break, and so the billboard will capture their attention and entice them to purchase the luxury signature burger.


Overall, both of these adverts from the same McDonalds campaign appeal to the same audience as they are both advertising the signature collection. However, the billboard does not show the people who were in the TV ad, as the television advert indicates to the audience that the burgers are aimed towards young people. 


Key Message
The message of McDonalds Signature Collection billboard is to show their unique selling point. McDonalds luxurious burgers are a new product which are not seen in other fast food restaurants like KFC or Burger King. The billboard of the signature collection will connote to the audience that the burger is very luxurious and high standard compared to other fast food burger products which look lower quality compared to the signature collection. This is therefore very effective in selling the burgers as it will stand out to competitors and add value to the product. 

Overall, both of these adverts from the same McDonalds campaign have the same key message. The main key message is to show the audience that the new burgers are unique and delicious. This is shown by both the television advert and the billboard as they both make the burgers stand out from competition and attract the audience.  


Approach
McDonalds billboard adverts approach is to show their new signature burgers to the audience and make them look attractive. McDonalds approach is evident on the billboard as the burgers can be seen on the image and look very colourful, luxurious and delicious. This will make the burgers stand out to the audience and entice them to purchase it. 

Overall, the television advert and the billboard advert from the same McDonalds campaign have a slightly different approach. The television advert seems to have a love and humorous approach whilst the billboard does not.



Representation
McDonalds billboard advert does not have a representation of a certain group/person. The advertisement represents McDonalds as the burger collection shows the audience the types of food that they offer. This will encourage people to go to McDonalds and try the new signature burgers. 

Overall, the television advert and the billboard advert have a slightly different representation. The television ad represents stereotypes of models whereas the billboard ad only shows an image of the product.



Campaign logistics
The outdoor billboard advertisement for McDonalds signature collection would be best placed in areas where lots of people are passing, or where lots of people work. For example, placing the advert around oxford circus may be suitable, as people who are on their lunch break or are very hungry may want to eat something that is affordable, tasty and quick to eat. This will then entice people to go to McDonalds and purchase the new signature burger.

Both of these advertisements from the same McDonalds campaign, use scheduling to target the same audience as they both aim to attract a mass audience, as the television advert is aired on popular television channels and the billboards are placed where there are a lot of people passing by. 


Choice of Media
This is a print advertisement. This informs the audience about the new signature burger collection and shows them what it looks like. Outdoor Billboards are used around popular public areas to reach a large number of people, as thousands of people may interact with the McDonalds billboard in one day. This will attract customers as it looks delicious and will increase customer awareness of the new signature collection and persuade them to purchase it.

Overall, the television and the print advertisement from the same McDonalds campaign carries elements across the two types of media as they both show the signature burger collection which makes the audience hungry and wanting to try it.

 
Call to Action
The response mechanism for McDonalds billboard advert is to go onto their website address and the expected reaction is to go to the restaurant and purchase it. The response mechanism can be seen as it states "Exclusively available in selected restaurants". This means the audiences response is to look on their website to see which restaurants sell the signature collection. The expected reaction is also evident by this statement as it is persuades the audience to go the McDonalds and purchase the burger. The response mechanism and expected reaction are appropriate for the product as it is the only way that the audience can find out more about the collection and buy it.

Overall, both the television advert and the billboard advert use the same call to action as the response mechanism is to look on the McDonalds website and the expected reaction is to go to the fast food restaurant and buy the signature burger.


Legal and ethical issues
Two legal and ethical issues that may affect the McDonalds billboard advert are making sure that it looks the same as it does on the billboard and public interest. McDonalds must make sure that the signature collection looks the same is it does on the billboard advert, as if it does not, it may mislead the customer and raise some legal/ethical issues. This can be solved by ensuring that the burgers look the same. Public interest may also be an issue as the billboard may be placed somewhere it should not be such as near a Mosque, as muslims do not eat beef burgers and non halal food. Therefore, Mcdonalds should consider where their billboards are placed to prevent ethical issues being raised. 

Overall, the television advert and the billboard advert have to consider slightly different legal and ethical issues. The television ad has to consider royalties and material as it an audio visual advert whereas the billboard ad has to consider public interest and making sure the burger looks the same as it does if customers were to buy it in the restaurant.


Regulation issues
The billboard advert stays within the ASA guidelines as it is not misleading and does not cause harm/offence to the public. The billboard clearly shows the signature collection burgers and where the customer can purchase them. The billboard does not cause harm/offence to the audience as it does not contain any sensitive content and purely focuses on the product they are advertising. But, those who do not read the billboard where it states that it is only sold at exclusive restaurants may say that the advert is misleading as they may believe that it is offered at all McDonalds restaurants. This is overcome by the fact that the writing on the billboard is large and bold, and so it can be seen by everyone

Overall, both the McDonalds television advert and the billboard advert stay within the same ASA guidelines as they do not mislead or cause harm to the audience.

Case Study 2: Paco Rabanne Million Perfume

TV Ad: https://www.youtube.com/watch?v=COzVP0yQss8

The product in this television advertisement is Paco Rabanne's new perfume called 'Million'. The advert was launched in 2019 and was displayed across several popular television channels during the ad breaks. It was created for people who live in Great Britain as the music, actors and voiceover used are all English.


Aims The Aim of Paco Rabanne's television advertisement is to advertise their new product to a mass audience. The aim is shown at the end of the advert where the perfume is finally revealed and the audience is able to see what it looks like and what it is called. This advert achieves its aim as it allows the audience to become informed of Paco Rabanne's new fragrance and persuades them to purchase the new perfume.


Target Audience
The Target audience for Paco Rabanne's new perfume will be young people of different ethnicities who will be male/female as they have a perfume for men ('1 Million') and a perfume for women ('Lady Million'). They will want to smell good to maintain presentable. Their lifestyle may include going out to parties or other social events. This TV advertisement appeals to the target audience as it shows young, attractive people of different ethnicities dancing to music together and clicking their fingers. This will attract the target audience as they may be able to relate to them, and so will entice them to purchase the perfume.  

Key Message
Paco Rabanne's key message for their television advertisement is to push the benefits of the new million perfume such as using it to make a person feel/smell good which will boost their confidence. This is displayed in the advert as there are many different people being happy and confident, and dancing. This key message is effective when selling the perfume as people will want to smell nice and be confident.


Approach
Paco Rabanne's television advertisements approach is confidence. This can be seen in the advert as there are a lots of people dancing, clicking their fingers and smiling. Therefore, the approach of confidence is evident in the television advert as it connotes to the viewers that the new Million perfume will give you confidence and make you feel good. The models snapping their fingers is one of the key features of the campaign and makes the million perfume stand out from competitors.

Representation
Paco Rabannes television advert includes a variety of young beautiful models. These are the typical stereotypes of attractive people as they are skinny, glamorous and blonde. This representation helps to sell the new Paco rabanne million perfume as the audience may want to identify with them and feel beautiful.

Campaign logistics
Paco Rabanne's television advert for their new fragrance should be aired in the evening on popular channels such as ITV. This will be suitable as the advert shows people dancing and wearing formal clothing such as sparkly dresses and suits, which indicates that they are partying, which often takes place during the evening. This scheduling would maximise the adverts chances of reaching the audience as there are mainly high watching figures during the evening when people have just come back from work. This would therefore lead to an increase in awareness and interest for the new 'Million' perfume. 


Choice of Media
This advertisement is aired on television. The TV ad shows a group of models dancing and being happy. It then shows the perfume at the end of the ad. This will be watched by thousands of people who are watching the tv adverts between a popular programme. Therefore, this will allow a large audience to become aware of Paco Rabanne's new fragrance and entice them to purchase it.


Call to Action
The television adverts response mechanism is to search the new Paco Rabanne fragrance online. The adverts expected reaction is to go out and purchase the Million perfume. This can be shown through the advert as they have only informed the audience of the name of the perfume, which will interest the audience and perhaps persuade them to search it up online to find out more about the product such as where they can purchase the perfume, and how much it costs. Therefore, the response mechanism and the expected reaction is appropriate for the product as the only way that customers can try the perfume is to go in store and smell the scent. 


Legal and ethical issues
Two legal and ethical issues that may affect the television advert are royalties and intellectual property rights. The Paco Rabanne advert uses the song 'Rappers Delight' by Sugarhill Gang. This means that they will have to get permission from the artist to use their song in the advert and offer them a payment to do so. Intellectual property rights may also be an issue as the models are wearing clothes and gold jewellery that are likely to be owned by large companies and there is also two shots of a car. This means, Paco Rabanne will have to get the companies permission to allow their models to wear their clothes/jewellery and include the car in the advert. 

Regulation issues
The Paco Rabanne television advertisement stays within the ASA guidelines as it is not misleading and does not cause harm/offence to the audience. This is shown as the advert clearly states the name of the perfume and what it will look like when purchased. The advert does not harm or offend the audience as the content shows people dancing and being happy. Therefore, the Paco Rabanne advert does not breach any ASA guidelines.

Print Ad: Magazines

The product in the magazines is Paco Rabanne's new perfume called 'Million'. The advert was launched in 2019 and was displayed in magazines such as 'Client magazine'. It was created for people who live in Britain as the magazines that the perfume features in are British.


Aims The Aim of Paco Rabanne's magazine advert is to spread awareness of their new perfume to people reading the magazines. They have advertised in popular magazines to ensure that everyone reading it becomes aware of their 'million' perfume. The advert achieves its aim as by advertising in magazines, they are able to reach a large variety of people, as people who do not watch television much may read more magazines. This means Paco Rabanne can increase their customer base by advertising in magazines.

Overall, both of these advertisements from the same Paco Rabanne advertising campaign share the same aim. The aims of these adverts include promoting a new product, spreading awareness and increasing sales revenue.


Target Audience
The Target audience for Paco Rabanne's new perfume will be young people of different ethnicities who will be male/female as they have a perfume for men ('1 Million') and a perfume for women ('Lady Million'). They will want to smell good to maintain presentable and confident. Their lifestyle may include going out to parties or other social events. The magazine displays a young, attractive male and female who are wearing very formal outfits clicking their fingers. This will appeal to the target audience as they may be associate themselves with the people in the image.

Overall, both of these advertisements from the same Paco Rabanne advertising campaign appeal to the same target audience as they are both extremely similar, as both denote a shot of two young attractive people clicking their fingers. Therefore the target audience for the million perfume is both young male and females who enjoy going out, of mixed ethnicities.


Key Message
Paco Rabanne's key message for the magazine advert is to show the audience that the perfume is unique and is used by wealthy and beautiful people, such as those in the magazine advert. This is seen as the models in the advert look very sophisticated and pretty. Therefore, this key message is effective when selling the million perfume as it will attract people to purchase it as it shows that the perfume is high quality and the audience feel that if they buy it, they can identify with the models in the advert and feel good.

Overall, both of these advertisements from the same Paco Rabanne advertising campaign have the same key message of showing the audience that the new million perfume is unique and will make you feel confident and beautiful. This can be seen as both adverts show models who look sophisticated and confident which connotes to the audience that they should purchase the perfume.



Approach
Paco Rabanne's magazine advertisements approach is confidence. This can be seen in the advert as the man and woman look glamorous and are clicking their fingers. Million has created an iconic finger snap across their campaign, which shows that the models have confidence and stand out from other perfume advertisements.


Overall, both of the television advert and the print advert have the same approach. The approach of confidence can be seen in both adverts as they are very similar. Both show confident people clicking their fingers. 



Representation
Paco Rabanne's magazine print advertisement represents the typical stereotype of how an attractive and high class person should look like. This can be seen on the magazine advert as it shows a beautiful and elegant man/woman. This representation helps to sell the new million perfume as it shows that the perfume is for people of high class and that the perfume is also of a high quality.  


Overall, both the television advert and the print advert have the same representation as they both include the same models in each advert. This will show the audience that the new million perfume is targeting people who take pride in their appearance.


Campaign logistics
Paco Rabanne's magazine print advert should be placed in magazines that are based on fashion and beauty, and are for both men and women such as vogue. This is because, on the print advert, there is a handsome man and a beautiful woman who look very sophisticated and attractive. This is similar to the content of magazines such as Vogue as they have lots of images of models. Therefore, placing their magazine ad in the Vogue Magazine would maximise the adverts chances of reaching a large audience as it is one of the most popular magazines in the UK, and is also read by people who look after their appearance and will want to smell good. 

Both of these advertisements from the same Paco Rabanne campaign, use scheduling to target the same audience as they are aiming their perfume towards a young and modern audience, as majority of them have purchased perfume and want to improve themselves. 


Choice of Media
This is a print advertisement. This magazine advert shows two models and the perfume. Magazine adverts are used to target a certain audience and attract them to the product.  For example, Paco Rabanne's advert can be found a french magazine called Vero. This magazine is aimed towards women who are interested in beauty and fashion. Therefore, this will catch their attention and interest them, as they are most likely to want to purchase fragrances such as the new Lady Million perfume. 

Therefore, the television and the magazine advertisements from the same Paco Rabanne campaign, carries elements across two different types of media as they both show the perfume to the audience and who it is aimed towards.


Call to Action
The magazine adverts response mechanism is to look on their website and perhaps go on social media too. This can be seen as in one of the magazine adverts, there is a hashtag (#MyMillionProblem) and in the other there is a link to the Paco Rabanne website. Therefore, the adverts response mechanisms allow the customer to find out more about the perfume via the website and talk about it on social media to help spread awareness of the new Million perfume. The adverts expected reaction is to go to the store and purchase it as the image of the perfume persuades the audience to go to to a perfume shop and find the perfume, to test whether it smells good or not. The magazine adverts response mechanism and expected mechanism is therefore appropriate for the product as it will interest customers and increase recognition of the Million perfume.

Overall, both the television and print advertisement from the same Paco Rabanne campaign use the same call to action. The adverts response mechanism is to look on their website and also go on social media such as Twitter as the campaign has used the hashtag, #MyMillionProblem to increase awareness of the new perfume. The expected reaction is to go out and purchase the perfume, as they will only know how it smells once they go out and try it. 



Regulation issues
The magazine advertisement stays within ASA guidelines as it does not cause harm/offence to the audience and is not misleading. This can be seen on the advert as it shows two models and the new 'Million' perfume. It also clearly states that the advert is by Paco Rabanne. Therefore, it is not misleading and will not cause offence to the audience. However, if the image of the new perfume could not be clearly seen by the audience, this means that the models would be the main focus of the advert which may mislead the audience as it could give them the impression that it is for a designer clothing company or a model company.

Overall, both the television and magazine advert from the same Paco Rabanne campaign stay within the same ASA guidelines as they do not cause offence and do not mislead the audience into thinking the product is something else.