Adv1001 Introduction To Advertising Essay

ADV1001 - Introduction to Advertising

Assignment 1 - Write an Advertisement

Background Research

Plastic pollution poses a threat to the Australian environment. Clean Up Australia Ltd (2009, p. 1) documents that plastics produce greenhouse gases in production and in landfill, are not biodegradable, are made from non-renewable resources, and are most of the litter found in Australia. Plastic pollution also has an effect on wildlife; with 90 percent of seabirds and 30 percent of sea turtles having ingested plastics; the annual cost of clean-up is in the millions (Queensland Government n.d., p. 1).

There are several solutions to plastic pollution; which involve consumer behaviour change. They include: reusable shopping

Due to the scope of plastic pollution and, consequently, the need for widespread reduction and/or recycling of plastics in Australia, a broad-brush communication targeted to all Australian consumers is the best strategy. The demographics of Australian consumers are 23 million people, slightly more females than males, and a median age of 38 years-old (Australia Bureau of Statistics 2017, p. 1). A broad-brush communication has the advantage of a focused message targeting this large audience all at once; providing great awareness for the issue (Waste Authority n.d., p.

The advertisement is logistically possible and conforms to the budget directive; requiring eight actors, four locations and three broadcast placements. The promotion focus will motivate the target audience because it asserts positive outcomes from plastic avoidance and recycling actions that achieve the goal of plastic reduction. The advertisement communicates effectively because its message is delivered by a mix of characters representing Australian consumers; who communicate both the harmful effects of plastic products and asserts solutions that the target audience can utilise to reduce plastic pollution. There is minimal potential for the target audience to misinterpret the advertisement because, as per the brief, the advertisement educates and encourages consumers about plastic pollution and how to reduce and/or recycle plastic; and, in keeping with HOPE’s brand imagine, it is apolitical, positive, affirming, and friendly. The potential for negative effects from the advertisement are unlikely, as it is positive and empowering, showing that all Australian consumers can have an effective impact on the issue. However, one potential negative effect is well-meaning individuals recycling plastic that cannot