This is the second advertising campaign I will be analysing.
The campaign is a video advertisement for East Durham College. This campaign is
different than the first one as it is a video advertisement instead of a
poster/banner. This advertisement was uploaded to youtube.com. I feel that this
is a great way to advertise the college as most students will use this website
meaning that they will all have the chance to see it. Through analysing this
advert we can see that the college is very practical as the work that is mainly
being shown is practical work for cooking, horse riding and boxing, etc.
In the first shot taken there is a long shot showing a
student on a school field. This has the text over it saying “GET SET.” This is
showing that the students’ lives start in the college. All of the shots in this
advertisement are very fast and are cut quick. This is really effective as it
shows a fast paced environment and gives the university an exciting feel about
it.
This shot is an extreme close-up. The extreme close up is
showing someone cutting vegetables. This show is very fast and goes well with
the whole feeling of the advert.
This is a mid-shot of a student that is working to become an
engineer. This shows the student dirty. This is used as it shows the audience
that he is working hard which will give people the impression that the institute
is hard working and will push you to do as much as you can do. The casting used
in this advert are all students. I believe that the company has done this as it
is relatable for the people who are watching the advert thinking of attending
the college.
The final shot of the advert is an establishing shot of the
college. This shot is a high angle shot taken from a drone. This is used so
that the whole college can be shown to give possible students an idea of what
the area looks like. This is very important in an advert as peoples first opinions
are always based on looks.
Both of the advertisement methods are different however both
show a strong consistency in their aim and objective of getting possible
students to enrol in their college/university. Both of them use social media to
advertise their product. This is effective as the target audience of students
and young people all use social media and it is also free for the institutions
to upload their campaign.
As well as this both of these campaigns have used young
people to advertise, as this helps to relate to the target audience and gives
the impression that you can be like any of the students in the advert.
