Summary Of Two Advertising Campaigns
- The product advertised in the campaign advertises the fast-food chain 'McDonald's' in order to advertise their restaurant to consumers in hopes that they will buy their food.
- The campaign was marketed in late 2020 nearing Christmas time, hence the Christmas themed campaign and slogan 'Are you ReindeerReady?'
- The advertisements were aired on Teleivsion, Social Media (as shown in the first picture above where they advertise their campaign on Twitter), It's special website where a competition was held and a livestream (https://www.reindeerready.co.uk),Print (Such as in Newspapers) and an exclusive app on your mobile phone where people were able to stream Reindeers in their room with AR technology.
- The advertising campaign was used to target families and children in the UK. This proves this as the two main characters were a singles mother and her son- with this, some people may relate to these two characters and their struggle due to perhaps having an absent father or their child being distant for them. Hence, the special app that was published was mainly targeted towards children due to the light-hearted tone of the app and the christmas-theme. The app would be something that families would put on together so they can all experience the magic.
- The advertisement was aired to a British/UK audience- hence, the advertisement being campaigned on the UK Social Media sites and only being aired on UK televisions.
Target Audience
The advertising campaign was used to target families and children in the UK. This proves this as the two main characters were a singles mother and her son- with this, some people may relate to these two characters and their struggle due to perhaps having an absent father or their child being distant for them. Hence, the special app that was published was mainly targeted towards children due to the light-hearted tone of the app and the christmas-theme. The app would be something that families would put on together so they can all experience the magic.
- I believe that the advert doesn't target a specific age-group and attempts to target a group of mixed genders. McDonald's is a fast-food company meaning it would appeal to almost anyone as it is just food.
- The age-range for this advert would be ranging between young children and adults (preferably parents.) The adverts main focus is a teenage child and an adult in which their relationship has been somewhat strained with each other (possibly due to an absent father?)
However, as the advert progresses the teenager releases his 'inner-child' where the teenager is finally able to open up and relive the happen moments he shared with his mother as child. This advert may be compelling and appealing to their target audience as some parents/families may have lost a loved one and perhaps feel shut-off and strained from the rest of their family. However, this advert will encourage them to 'release their inner-child' by doing the things they would of enjoyed doing with their loved ones by having fun once again.
- I believe that the lifestyle that the audience would be a lower class/working class audience. McDonald's offers low-priced meals that can be eaten on the go and doesn't cost much to afford. Furthermore, the advert shows a single mother and her child dressed in casual attire showing that they're possibly from that social ranking.
Section 3
Key Message
The key message in this advert is to 'release your inner child' and have some fun once again at Christmas time like you would of when you were younger.
At this point in the advert, the mother and her child pull into McDonald's (the advertiser) at this point onwards, the child relives the special memories he had has a child and how happy he was when he first received the meal as a child and how happy he was. This is a milestone in the a advert as the child realizes how important spending time with your family is before time goes by and he won't have his mother anymore. McDonald's attempts to focus on the theme of Family bonds and relationships and highlight a message on how important it is to keep each other close.
This message is effective as McDonald's is a fast-food-chain visited by many families and people a like. It is usually used as a treat for kids if they're well-behaved. As McDonald's has such a strong appeal to families and children, their advert would draw attention to their audience due to it being something they felt strongly and happy about as they may visit the restaurant from time-to-time or just enjoy its food.
In McDonald's 2019 advert, McDonald's yet again focuses on families and relationships. Like in the previous advert, they focus on characters they have a strained relationship from the bond that they may of had before. However, as the advert progresses the older sister realizes how important her relationship with her younger sister is and how important is to keep each other close it is.
Due to this trend in McDonald's adverts, their message typifies how important family relationships are and how strong bonds are. From this. McDonald's clear audience they intend to target are families and children.
McDonald's Are you Reindeer Ready? (2020) campaign Section 4
Point of the advertisement
The point of McDonald's 'Are you Reindeer Ready' (2020) campaign is for the users to feel both either sympathy or empathy for the characters on screen. In the advert, there are two characters that you're introduced to: a single mother and her son. In the advert, the mother is desperately trying to reconnect with her son as their relationship has been strained. Some people may feel empathy towards the mother as they may have strains with a family member or perhaps friend that they wish to reconnect with.
In this particular scene, you see the mother walking into her son's room with a box of Christmas decorations. She gestures the son to come and help her decorate- in turn, the son gives her the cold-shoulder and focuses his attention on the game he was playing. This is a key-moment in the advert as this shows the strength between the two characters. This particular scene would create a feeling of sympathy from the audience as they may feel bad for the mother not being as close to her son anymore as she used to be. However, some may feel empathy towards the two characters as they may relate to them due to probably having a strained relationship with a previously close person to them who they are desperately trying to reconnect with.
In 2019's McDonald's campaign, you can see similar types of characters. In this advert, you can see the sister trying to reconnect with her older sibling; like in the 2020's campaign, the opposing character gives them the cold-shoulder despite their attempts to reconnect.
Here, the younger sister knocks on her older sibling's door, asking her if she'd like to play 'Reindeer's with her. However, the sister declines her offer angrily telling her to "Grow Up". before aggressively slamming the door in her face.
However, evident in both adverts is a realization/snapping point for both adverts where they realize how important their peer is. Because of this, both characters attempt to fix their amends and reconnect with their close-person.
Section 5
Representation and Stereotypes
In the advert, they represent two characters: a single mother and her child. In the advert, the father is absent so it is safe to assume that the mother is taking care of her son by herself. Due to the absent father, it is evident that the son is upset possibly due to not having his father in his life anymore, signifying that he is upset and wishes for his father to be back
As they are shopping at a relatively cheap burger joint instead of a fancy restaurant, it is safe to assume that they're from perhaps a working-class background as they can easily afford McDonald's to eat.
In the advertisement, the portray the teenage son as moody and cold towards his mother. This is a stereotype in real life where they believe teenagers to be: be: rude, cold, rebellious, moody, etc. They portray the teenager as shut off and cold to his mother presenting that he would not like to connect with her- suggesting a strain in their relationship.
In this scene, the mother attempts to reconnect with her son by making in happy. The mother pretends to be a Reindeer in an attempt to make him smile like he used to before. In return, the child coldly ignores her with possible hints of disgust and places earphones in so that he would not have to hear his mother. It is suggested that the child would possibly like to reconnect with his mother again but can't find the will-power to do so; this is evident where his 'inner-child' looks up in sadness possibly suggesting that he feels trapped inside and can't find the strength to reconnect with her.
The issue in this advert is portrayed as being a strained relationship between the two characters and that there is a damage that needs to be fixed as the advert progresses. To fix this, the mother attempts to reconnect with her son throughout the advertisement.
The representation between the two characters is a selling-point for the product as it shows that the little things that can make you happy in life such as getting McDonald's can make a huge change in ones life as it can make someone happy again after they've been through some darks and open the path of being able to reconnect with the one you love such as the two characters both in this advert.
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