Current Tv Identity

Analys of Advertising

39day:




Communication Objective:
This is a viral campaign to raise awareness about the shocking breading conditions endured by intensively farmed lower welfare hens. That "value" or "fresh" chicken we buy in the supermarket are specially bred to grow twice as fast as normal chicken - From hatched chick to full grpwn chicken in just 39 days.

Paradigms:

• Signification: In general, there is a disconnection between the costumer and food itself. So if people choose to eat chicken, they have right to know how it make. Egg, chicken, machine and manufactory convey the theme.

• Style: 2D moving image, using heavy graphic elements combine with motion forms to keep audience at the "specially chicken producing.."

• Narrative: Regard chicken's grown as the product's (non-living) producing. Communicate audience that cruel process.

• Color: Two difference main color: The warm style egg and chicken, the cold style machine. making contrast to suit the theme.

• Typography: Hand writing type's typeface.

• Audience: The people who always buy chicken from supermarket.

• Sound: Full of machine's cold voice without any music.

• Pace/Rhythm: normal.

Reflect:

After analyze this piece of work, I have learnt the sound is quite import for one motion graphic work. It will help audience focus on and connect to the theme. Color is also important because it make the contrast between chicken( life ) and machine (non-life). Finally, using the real chicken as the graphic elements to make audience know the "how chicken grown" more reality.

Communication objective:
This work using the simple element - cloud to express the idea: "Ford, designed for British weather."

Paradigms:

• Signification: There is a simple and clever idea in this work. Just using the cloud to replace the car. Using the usual symbol in weather forecast to show UK's specially weather. So that the simple element can connect the "car" and weather.

• Style: Using the simple 2D graphic elements to communicate very clear message.

• Narrative: Using cloud to express Ford car and British specially weather - It is possible to see the whole weather drive in one road.

• color: Just using the simple color - Black and White. Make audience more focus on the clear message communication and story telling.

• Typography：Formal typeface, its not necessary focus too much on the typography in this case. And make audience more serious to the theme.

• Audience: British people

• sound: The light style music with the engine's sound. Make the cloud reality like the car in the end.

• Pace/Rhythm: normal.

Reflect:
After analyze this media I have learnt: It is possible to use simple graphic elements and simple movement to communicate the effective and clear message.