Extended

The two campaigns I have chosen to look into are Apple's 1984 Macintosh Advertisement and PETA's Stolen For Fashion advert

'Apple's 1984 Macintosh' ad was launched to advertise and promote Apple's first ever Macintosh Computer.

This Apple advertisement was entirely supported by Television media broadcasts.

For the past few days I have viewed Apple's 1984 advert on http://www.campaignlive.co.uk/ several times and had analyzed and noted down the persuasive and effective features which makes this in particular advert stand out from the rest of Apple's viral advertisements.

This viral advert is what built Apple's skillful and sophisticated image therefore making this advert a masterpiece.The advert starts with a sequence from the movie 1984 by George Orwell.

In extended explanation,the ad opens with a rather dystopic,bleak and industrial Blue and Grey theme showing a line of men marching through a long tube-like tunnel with a long line of monitors,the rest then goes onto an all colour scene of a running heroine-like figure and this heroine figure with an apple tank top on the white tank top with a cubist picture of Apple’s Macintosh computer emphasises the coming of the Macintosh, however,the advert's theme motto was "On January 24th, Apple Computer will introduce Macintosh. And you'll see why 1984 won't be like "1984".This motto had quite a few different meanings and this was in incredibly significant effect because the target audience could watch it repeatedly and one by one would see those messages Apple aimed to give away from it,also the fact that many messages are all in one a 1 minute viral to make one whole message is really impressive in my opinion.

The Apple campaign  is supported by only TV media commercials and an effective advert like this needed only one media to become an advertising phenomenon however, Apple's 1984 ad was also featured in Cinema advertisement and this boosted Apple to a much higher level of popularity as more and more of the public are being attention grabbed by such a viral.

Apple's 1984's advert was to persuade,amaze and sell,furthermore,the viral ad's main objective was to persuade their main target audience who are work class adults to buy their product.

However,Apple's also had to first grab the audiences attention before they sold,and that was precisely what Apple had done,they had not only come up with a successful viral advert but had also created one of the most greatest advertising masterpiece of all time.

To see how successful this advert really was,I had looked at online both old and new online forums and discussions on this advert and the comments and discussions on it by the top business men were significantly positive,however,I had also ran a survey at industrial businesses nearby on how the advert had an effect on the adults who had seen either it when it was first broadcasted or who has seen it on the web and what their opinions were about it.

I had received a total of 67 surveys back via mail and got back more positive results on the effects of the advert.

Finally,I had visited a media institute in London to ask media professionals on their opinions on the advert so

I had managed to get an opinion by BBC's Barbara Windsor from one of the UK's most popular show 'Eastenders',here is a quote from her opinion,"I think this advert was an absolute masterpiece and simply marvelous!I remember this advert The 1984 setting was pure and utter genius.."

My opinion on this campaign is that it's impressively directed by the way how Apple's brilliant advertising and George Orwell's Hit movie "1984" were bonded together to create an absolute eye-catching and small cinematic.

Also,I like how this Apple campaign got the message across through a remake of a movie and another thing is that it builds up the message as it goes along and with the motto at the end is what makes the advert a great   advert.



A picture of the "Stolen for Fashion" advert

 PETA's 'Stolen For Fashion' campaign is much different to Apple's 1984 campaign. This particular

campaign runs a diverse and widespread amount of campaigns but are all linked to one subject and this subject is Animal Cruelty.

PETA's campaign is however,different to Apple's campaign,PETA is not a retail campaign but a campaign with a significant aim by raising issues linked on Animal cruelty.

PETA's Main Logo

PETA uses very significant amount of media to get through to their main audience such as TV ads,web adverts which are located on their main site,posters and billboards but also on celebrity magazines.Therefore having this amount of media types supporting PETA's cause gives them outstanding publicity.

http://www.peta.org.uk/ informs you on what PETA and their diverse campaigns are about,also,it gives you information on their achievements,their acts and movements and what each of their campaigns are aiming to accomplish and their motives.

Furthermore,I had looked on PETA's main site and had viewed a particular viral campaign of theirs called "Stolen For Fashion" which starts with a couple in a party,they turn around and see a skinned but alive realistically animated crocodile claiming that the skin from the woman's handbag was stolen voiced by Pink.

Also,following that was then a skinned bunny hopping in and trying to get the woman's rabbit fur coat from them man.

Then ended with the quote "What kind of person steals a guy's coat?" by the skinless bunny with the voice of Ricky Gervais,this gives the advert a humorous theme.

This rather corny catch phrase was ingeniously put on the very end of the advert so that the campaign would still be taken seriously.

However,if they had made the advert anymore funnier or a related catchphrase or joke was put elsewhere in the advert,the campaign would be risking how seriously PETA's audience will take it,therefore,making the advert noneffective and useless.

However,the fact that two well-known celebrities were featured in this ad had boosted the popularity of the campaign therefore raising this issue towards a a very huge amount of people.



The advert's use of the extremely realistic animation was significantly effective,furthermore,the campaign had used this to shock the audience which then immediately draws the audience's attention,in other words,glues their eyes to the screen.



A photo of Ricky Gervais who played a significant role
in the "Stolen for Fashion" campaign by participating in
their ad to raise awareness.



Pink is well a known singer who had also helped PETA's "Stolen for Fashion" campaign along side Ricky Gervais and had also played a significant role in this particular campaign.

This advert in general was to raise awareness to their main audience about how any clothing containing exotic animal skins are wrong and also how dreadfully cruel fur farms are in a way that doesn't show or tell us how fur farms are in anyway,however,using the animated skinned animals to emphasis this instead.How humans are extremely cruel towards even the rarest of animals.
I truly think that the way that they had presented this in particular issue is really well organized and in a way that immediately attracts a great amount of the public by adding soft shocking imagery and animation.
Furthermore,behind that animation contained a lot of seriousness on this particular issue but had ingeniously included a little humor at the end which works perfectly for the ad as it does not take the issue away from the advert.
Also,they had featured the correct two celebrities for this ideal advert as it all works together with the animation and the mood for example Ricky Gervais,Ricky Gervais is a comedian so him being in the advert would affect the entire mood of the advert as there would possibly be a bit of comedic material.
To test how this would affect the public I had asked to gather a few teachers and staff after school to attend the viewing of the advert in a classroom and was run by myself,after the viewing I had got some very interesting feedback.
According from anonymous feedbacks,The way the issue was presented was acceptionally well and was informative and did get the direct message across.

I looked back at Apple's '1984 Macintosh' campaign and PETA's 'Stolen for Fashion' campaign and saw how both of the campaigns work in communicating to the public in advertisement. Apple's 1984 Macintosh campaign used only TV media to advertise their product and to get their message across by making people aware of their product ,whereas PETA's Stolen for Fashion campaign used also TV media,However, PETA's goal in the viral advert was to make the public aware of the amount of animals that are killed just for fashionable clothing.
On the other hand however, I discovered similarities between the two campaign ads,firstly is that both PETA and Apple used only TV broadcasting to send a message across to the audience but not in a direct way.