UNIT 1Charlie Scott
Bartle, Bogle and Hegarty
Founded in 1982 by John Bartle, Nigel Bogle, and John Hegarty, BBH is an award winning independent advertising agency that has produced campaigns for some of the most prestigious brands in the world.Some of their most famous work includes 'Vorsprung Durch Technik' for Audi, 'The Lynx Effect' for Unilever and 'Laundrette' for Levi's.BBH is a global company that employs 1000 staff around the world in various departments.
BBH Market PositionBBH is ranked as the 4th largest advertising agency in the UK according to 'Adbrands.net'. It falls short of AMV BBDO, McCann and RKCR/Y&R in 1st 2nd and 3rd respectively. Though it is a powerful global company and has offices in New York City, Sao Paulo, Singapore, Mumbai, and Shanghai.
There are a number of departments within BBH that make it capable of providing a wide range of services.These include Brand strategy, conception, production and distribution to name a few
Vorsprung Durch TechnikVorsprung Durch Technik is a famous advertising campaign by advertising agency Bartle, Bogle and Hegarty (BBH). It is one of the longest running ad campaigns in history and has spanned more than 40 years of success. The phrase has not only stood the test of time, but has also become intrinsically linked with popular culture due to it's use in various forms of media.
Campaign sloganCompany Logo
Play on words and logoProduct slotProduct offer / pitch
PurposePrimarily, this advert is of course designed to promote the sale of the car. It should also be noted that JOOOOY is referencing a previous BMW advert and therefore can be inferred that the companies are in competition. A sort of 1-up
GenreThis Print ad falls into a very typical genre of car advertising an alluring image of a car, presented cleanly on a plain background
Here are some very similar ads that fit into the same genre.
JOOOOY - StyleThis Ad is typical of Audi's advertising style, holding minimalism above all when creating content for consumers. It contains very few colours, keeping a limited palette of bland hues other than the scarlet red of the logo.
The advert is designed to evoke feelings of aspiration towards the ideals the brand presents.
Audi are the quintessential brand of premium German engineering. This advert is designed to reflect that in its visual elements.Minimal colour and design create a contemporary advert that appeals both to males and females. It keeps ambiguous and asexual.
Meaning The adverts meaning is to entice the viewer
This advert is comprised of a few visual elements, likely combined digitally in photoshop.
The main asset it the car in the foreground, it is well lit and casts a striking shadow on the ground nearby.
The foreground is an off white surface covered with tire skid texture. This suggests to us that the car in question produced these marks.
The background is a very clean simple off white colour inkeeping with audis signature minimal aesthetic.
Target AUDIenceAudi is a brand that has long been associated with quality and calibre, the steely minimal aesthetic implies it's a male majority audience they are attempting to reach.It should also be considered that the 'JOOOOY' motif is a direct dig at BMW's original 'Joy' advert, an attempt to belittle it's rival and perhaps take some of their custom.When all is considered it appears to me that this advert is aimed at wealthy refined males. Though it is equally asexual and could appeal to women as much. According to the NRS Demographic categories list, Audi fits into a price bracket that is aimed at middle class buyers. Or B Category. These are moderately wealthy people, typically in intermediate managerial or professional roles. With an income above the national average.
P4: Distribution ChannelsThis is the print ad i analysed.It was created in 2011 by Tonic International, Dubai of the United Arab Emirates.
Car manufacturers are notoriousfor their big, high budget video adverts and Audi is no exception, they make extensive use of their YouTube channel which has over 400,000 subscribers.
Audi is indeed a worldwide brand and their adverts reach countless numbers of people, these are mainly distributed through TV the internet and outdoor advertisingThis ad in particular was distributed through Outdoor advertising and online, where the print was able to be circulated and reach a wider audience.
Legal and Ethical IssuesThe Advert has a minimal impact on its audience.No one who participated in the audience research could contrive any legal or ethical issues with the advert.Females may be less represented within the advert, as it conforms to more male stereotypes than female.
It could be argued that due to fossil fuels being in decline, advertising emphasis should be on vehicles that run on renewable energy.
The Advertising Standards Agency
The role of the ASA is to "regulate the content of advertisements, sales promotions and direct marketing in the UKIt does this by investigating "complaints made about ads, and deciding whether such advertising complies with its advertising standards codes.Though no one complained to the ASA about the particular advert I analysed, there was one complaint filed against a very similar Audi advert played in a cinema.It featured an Audi R8 accelerating hard through its gears on a dyno track. The complaint filed said that Audi was encouraging speeding by focusing the advert on the power and speed available through driving the car. Audi defended itself saying that it was not focusing on the power and speed of the car but the design and quality of engineering