The Nestle Oats and more campaign consists of 2 prints adverts and
5 television advertisements, each television advertisement is an
average of 30 seconds long. It fits the definition of an advertising
campaign as it consists of a coordinated series of adverts that work
with synergy and are broadcast across more than one media
platform.
Example analysis 1
is the key character and features in all of the adverts, the mother, and
6 children. By using these characters and the serialised nature of the
adverts we could say that there is an element of intertextuality and
compare the structure to soap operas. This is common with
advertising campaigns as British Telecom have done the same thing,
and years ago Kenco Coffee. This serialised nature allows the
audience to get attached to characters and can influence them to be
the product being advertised.
Example analysis 2
The print adverts in the campaign are constructed in such a way that
the audience would have to of seen the TV adverts to fully
understand them. Case is point would be the main copy on the advert
“I always thought nothing was too good for my kids. Until now.” From
having knowing of the TV advert I would guess that this is the father
‘speaking’ in the advert. The copy is printed so that it bends around
the bowl, this could connote the father’s possessiveness over his
Oats and more, as in the TV adverts he never wants to share his
cereal.
In both adverts the layout is the same this helps to keep a sense of
consistency and unity across the whole campaign. A picture of the
product in it’s packaging is placed in the bottom right corner, and next
to it we have the slogan “Too good to share” and just the TV adverts
we also have a description of the cereal. In both print adverts the
Oats and more is featured in a cereal bowl using a close up shot, this
makes the cereal look more appealing to the consumer. The colour
palette used for the adverts matches the ‘flavour’ of the cereal, the
Honey Oats and more advert has a yellow colour palette and the
Raisin Oats and more a purple colour palette.
Example analysis 3
The target audience for this campaign would be families and the
individuals with the families as represented in the TV adverts. The
family includes parents – father and mother – and children of various
age ranges. The humour in how it appeals to children is through the
use of the father, he tells the children that won’t like the cereal and it’s
not good for them. In real life, generally when a parent says not to do
something a child wants to do it even more, therefore the product is
made appealing to children as being something that’s forbidden.
Example analysis 4