advertising

Question 1

when was the old spice “smell like a man” campaign

Answer 1

2010

Question 2

when was old spice first released

Answer 2

1937

Question 3

prior to 2010, what audience was old spice associated with

Answer 3

much older mature audiences

Question 4

when did old spice’s sales begin declining

Answer 4

after the 1980’s

Question 5

how much did old spice’s twitter followers rise by after the campaign

Answer 5

2700%

Question 6

who did old spice rely on to remarket the brand

Answer 6

Wieden and Kennedy (proven track record with brands such as nike)

Question 7

how can you describe the old spice “smell like a man” campaign

Answer 7

a transformative mass market campaign

Question 8

who was the celebrity endorsing old spice

Answer 8

Isaiah Mustafa (ex NFL player and American actor)

Question 9

how much did sales rise by for old spice in one year after their “smell like a man” campaign

Answer 9

over 100%

Question 10

what did Proctor and Gambles research for old spice conclude

Answer 10

60% of mens’ body wash was bought by women (this meant that old spice wanted to start appealing to women as well in their adverts)

Question 11

how much more traffic was there on the old spice website after the “smell like a man” campaign compared to the year before

Answer 11

9 times more traffic on old spice.com

Question 12

what was the old spice advert a parody of

Answer 12

typical deodorant and aftershave advertisements (exaggerated smoldering mimics typical modelling from men in fragrance brands)

Question 13

what are the colour connotations of blue in the old spice advert

Answer 13

blue shows trust, clam, power (desirable qualities of men)

Question 14

what are the intertextual references to original old spice adverts

Answer 14

sailing and the sea

Question 15

what audience did the old spice “smell like a man” campaign target

Answer 15

younger audiences around age 20

men and women

Question 16

when was the lucozade “I believe” campaign

Answer 16

2013

Question 17

how much did lucozade’s “I believe” campaign cost

Answer 17

£4m

Question 18

which celebrity endorsed lucozade in it’s “I believe” campaign

Answer 18

Gareth Bale (extremely popular at the time due to his transfer from tottenham to real madrid making him the most expensive football player of all time)

Question 19

how is Gareth Bale represented in the lucozade advert

Answer 19

calm and focused and attractive (defined facial structure and good eyes)

Question 20

what are the colour connotations of yellow in the lucozade advert

Answer 20

yellow shows happiness, energy, optimism

Question 21

what are the colour connotations of blue in the lucozade advert

Answer 21

blue shows trust, clam, power

Question 22

who produced the lucozade “I believe” campaign

Answer 22

Grey London

Question 23

what makes Gareth Bale look in control in the “I believe” campaign

Answer 23

lots of headspace and medium close up showing focused expression

Question 24

what type of camera shot is used for the old spice “smell like a man” advert

Answer 24

medium close up

Question 25

why is there a simple, plain background in the lucozade "I believe" poster

Answer 25

it keeps the focus on Gareth Bale and the text

Question 26

what type of lighting is used for the lucozade "I believe" campaign

Answer 26

high key lighting (provides harsh contrasts and highlights Bales facial features)

Question 27

what does costume design signify in the lucozade "I believe" advert

Answer 27

Bale is wearing sportswear indicating performance and activeness

Question 28

what does Bales stance show in the lucozade advert

Answer 28

good posture and head tilted to show brow looks masculine and powerful

Question 29

what does the text in the lucozade advert signify

Answer 29

"in a different league" intertextual link to Bales transfer

Question 30

what font is used in the lucozade "I believe" advert

Answer 30

sans-serif font (bold, easy to read and modern)

Question 31

how much did lucozade's sales rise by after the campaign

Answer 31

I don't know, a lot though

Question 32

when was shelter's "we can help" campaign released

Answer 32

2011 (3 years after the financial crash)

Question 33

who was the primary audience for shelter's "we can help" campaign

Answer 33

people who were experiencing homelessness or similar problems who needed help

Question 34

who was the secondary audience for shelter's "we can help" campaign

Answer 34

people who want to donate (A,B,C1) those with disposable income

Question 35

before shelter's "we can help" campaign, what percentage of people experiencing housing problems did not seek help

Answer 35

50%

Question 36

what are the colour connotations of red in shelter's "we can help campaign"

Answer 36

red shows danger

Question 37

what technique is used to make the subjects of shleter's posters look trapped

Answer 37

a lack of headspace

Question 38

where were the posters placed

Answer 38

in places like London Newham where (at the time) 1 in every 24 people were homeless and birmingham where 1 in 67 people were homeless

Question 39

what social grade was shelter's primary audience

Answer 39

E

Question 40

who produced shelter's 2011 "we can help" campaign

Answer 40

Amplify

Question 41

what was the point of the writing in the posters

Answer 41

headline which shares the desperation the person is feeling. The aim is for the combined impact of the headline and image to tap into the concerns of the people experiencing these problems, driving them to seek advice on Shelter’s website

Question 42

what term can be used to describe the shelter "we can help" campaign

Answer 42

pro bono (short for pro bono publico which is latin meaning "for the public good")

Question 43

what is an example of the text in shelter's "we can help" posters

Answer 43

"I can't face it" "he can't do that" "but where will we live"

Question 44

when was shelter founded

Answer 44

1966

Question 45

what facial expressions do the subjects in the shelter "we can help" posters have

Answer 45

anxious facial expression (shown through the big close ups)

Question 46

what is the significance of the writing being semi-transparent in the shelter posters

Answer 46

connotes the fact that problems can be worked through

Question 47

what does the diversity of gender and ethnicity show in the shelter posters

Answer 47

that problems such as homelessness can effect anyone

Question 48

what does the black background represent in the shelter posters

Answer 48

its keeps the focus on the subjects and also represents the dark problems that they are facing

Question 49

how does the shelter poster encourage donations

Answer 49

websites, phone numbers and the word donate

Question 50

examples of humor in the old spice advert

Answer 50

"anti perspirant mines" | "this fact has not been fact checked"

Question 51

what does the personal pronoun "we" suggest in the text in the shelter poster

Answer 51

encourages a feeling of inclusion and empathy

Question 52

Rules of attraction

Answer 52

* shock/awe * humour/entertain * Enigma * identification * idealisation/desire * Aspiration * benefit

Question 53

Aida

Answer 53

* attention * interest * desire * action

Question 54

What laws of attraction does shelter use

Answer 54

Identification Enigma Shock

Question 55

What laws of attraction does old spice use

Answer 55

Idealisation Humour Aspiration

Question 56

What laws of attraction does Lucozade use

Answer 56

Idealisation Aspiration Benefit