Tuesday, 15 May 2012

Print advertisements continued...

How advertisers are increasingly using new technology to aim at Generation Y



This advertisement features the highly popular gaming app amongst Generation Y, called 'Angry Birds'. The aim of the game is easy, you release birds to try and knock over and kill the green pigs. A simple game but highly addictive!
The advertisers here have used new technology called a QR code which enables people with a smart phone to scan the code, in order to download this game. It however follows the format of the game which includes wooden blocks to break in order to reach the pigs. It is a very clever design and something that Generation Y will understand instantly. They are familiar with the game, they already own a smart phone, which could be an iPhone, so they will also have knowledge of the app store. Expression and acceptance has been highly important to this generation. Some members find comfort in on line games or on game consoles. It could be said by providing gaming apps such as Angry Birds, they are free to game where ever and when ever they feel the need to, furthermore providing fun and competitiveness amongst peers.  

Adverts aimed at Generation Y...

iPhone Print Advertisements

Who are they aimed at and why?


Apple has revolutionised advertising over the years, through creativity and elegance. They have sustained the quality of its communications all these years, thus making the customers want more. This is the reason Apple's products never run out of demand.
The sophistication of its advertising reflects the sophistication of Iphone. The idea behind every print ad is unique and compelling, each print provokes an impulse to buy or download that particular application or accessory. 

Having analysed this advertisement there are many connotations which relate back to Generation Y and why this advert is aimed primarily at this target market.
Background
The advertisement background is a plain white, which emphasises the product being promoted, as it is the main feature. I believe the background is white and simplistic to draw on Generation Y's frame of mind. It connotes an innovative, clear thinking mind, and almost is a blank canvas to work with. As Generation Y are technology savy and have grown up with technology as an integrated part of their lives, they continue to think about new ideas and new ways in which it can enrich their lives. 

The Product
The product being promoted is the iPhone 3G, which is now already an out dated version. It is primarily a phone however has branched out and includes Apps which can be downloaded. This new type of phone took the market by storm and especially Generation Y. It provided them with everything that they could possibly need in their day to day life in terms of technology and communications. Generation Y want the next new thing, they want to stay cool amongst family and friends and maintain the image they hold. The iPhone isn't cheap, but with Generation Y being very materialistic driven, money doesn't provide a barrier, they have to have the next gadget and remain sociable .

Layout of Apps
The layout of the apps going from small to large, could suggest that the iPhone has gone from starting small then expanding globally and literally in terms of the numbers of apps available. It also connotes how the market is constantly growing for Generation Y and brings them new apps and features on a daily basis.

Apps included
Shazam- This is an app associated with music. It enables an individual to hold their smart phone up to a track being played, and find out the artist and name of the song. This app is definitely aimed at Generation Y as music is an integrated part of their lives and a big talking point amongst peers. It provides them with instant information about a song or artist and even where and when it is available to download. Downloading has become a much popular way of accessing music, it is fast, convenient and less expensive. Perfect options for a Generation Y population. 
iTunes- The iTunes store enables users to store all their music and videos in one place. Providing you have an Apple product such as an iPhone or an iPod. It is very easy to use and transfer songs on to your device which provides Generation Y with an immediate option of keeping up to date with the latest music to show friends.
Facebook- Social networking sites like Facebook, MySpace and Twitter, may explain Generation Y's reputation for being peer orientated, due to easier communication through technology. It is a must have app for on the go. Generation Y no longer need to sit at a computer to keep in touch, with an instant message here or a tweet there, they are up to date with everything!
Google and Yahoo- Are apps which provide Generation Y with a search engine on the go. Generation Y need immediate gratification, as they have been bought up this way. They are used to having information there to access 24/7. These apps enable them to do this, when they are not at a computer, or need the response quickly. They are always exploring new ideas and asking questions as they are highly intelligent, so these search engines are an important process of finding out any information required. 

Language used
"Thanks a billion"- This emotive language engages the reader and consumers who contributed to the company's success. It makes them feel apart of something greater, and almost a friend to the company. This will establish brand loyalty and continuation of supporting Apple products. 
"only on the App Store"- Generation Y constantly want a positive image amongst their peers, so by having an 'exclusive' phone it means they are taking the lead and becoming fashionable and more sociable. They constantly want the next gadget, and cannot be left out. More so the fact that the phone being advertised here, is the 3G, Apple have since introduced the 4 and now the 4s. Many of Generation Y have stuck with this brand and upgraded their phones to the next model. It could be said that Apple is a reputable brand, which includes the features of a more sophisticated phone, aimed at the best individuals, who want the best out of life. 

Comparing Generations...

Some interesting tables and graphs comparing Generation Y with other Generations.



This graph shows that Generation Y are indeed the highest percentage of internet users. This suggests that we are as a generation good with technology and using it to access different information to enrich our lives. Generation Y are also highly competitive through sports and various other activities which installs a sense of determination and constant strive to do the best. Some workplaces have suggested that Generation Y's expectations are too high from the workplace which results in them switching jobs frequently as to achieve their own personal goals and ambitions. 

This graph shows that Generation Y believe that technology makes their lives much easier and that it brings them closer to family and friends than it was possible before. 


Furthermore Generation Y is the highest percentage using social networks amongst the population. Mainly as they use these sites as a media channel, to stay up to date with interesting or important stories. Also to stay in touch with many friends and family members as it is a convenient and quick way, as they are constantly on the go, either through education, working or socialising. 


95% of Generation Y own a mobile phone, as this is normally a smart phone as everything is accessible in one device. Games, music, texting, weather updates etc...This results in immediate gratification for them.
74% of the Generation also owned an Mp3 player, which shows that music is an important factor for them too. Either to relax, prepare for something or even to be socially accepted. 

Tuesday, 1 May 2012

So much in so little time...a generation shaped by major events.

Event Timeline




Many tragic events have happened for Generation Y to witness and learn from, however amongst the negative there are positives such as innovation and ambition. The aim of this post is to look at each event and see how they have effected Generation Y's daily life and values. 

The Gulf War 1990

US enters Iraq in response to Iraq's invasion of Kuwait, the Gulf War only lasted 44 days, with Kuwait being freed of Iraqi troops. This would have been the first war that Generation Y could remember or hear about that wasn't in history textbooks at school. It was a war of aerial bombardment as well as a ground assault. The war could have affected Generation Y through many ways, such as a view of fighting for freedom of unjust regimes, or perhaps a more negative view of invading any country a powerful individual sees, to acquire potentially new resources. This is also furthered by the Iraq war of 2003, which is still on going and a hot topic for debate.




The creation of the 'Boy Band' 1990's



From the 1990's a global craze began, for Generation Y. This was the creation of Boy bands, from The Backstreet Boys, Five, Westlife, NSYNC and Boyzone the clean cut image of a group of lads, made young girls around the world become besotted within minutes. It all began long before Generation Y were born, with The Beatles and The Monkees, however the true scale of a groups success came in the 90's, with the beginning of shows such as Pop Idol and Star Academy. Manufactured or not this paved the way for a change in the music industry, suddenly the song wasn't all that important but what the band looked like, or what they were wearing became popular. Young boys wanted to be a member of a boy band and young girls wanted a member as a boyfriend. Was this the beginning of Generation Y becoming obsessed with fashion a looks?


Princess Diana's Death 1997




She was the first wife of Charles, Prince of Wales.
She was well known for her fund raising activities and her international charity work. She had two sons, now know as Prince William and Prince Harry. Throughout the media she was scrutinised on her daily life and decisions, however many people saw her as a national figure and aspired to her values and motherly instincts. She divorced from Charles in 1996, and her death in 1997 became a conspiracy theory amongst the media. Diana was tragically killed in a car crash in Paris, and many people still believe her death may have been commissioned by our very own Royal family.
Generation Y would have remembered the funeral, but the older individuals will also remember the great deal of charity work she did, and the time and money she gave up for others. Her son William, continues to support his mothers values, and donates a huge amount of time and money in to charities with his new wife Kate. She was an inspirational woman, who many loved and still talk about today.




Reality TV begins 1999/2000




With the launch of series such as Big Brother and Survivor, Generation Y began tuning in and watching 12 strangers live in a house and compete for a cash prize. It suddenly became 'cool' to watch the newest craze of programmes and laugh at other human beings doing tasks and being punished for bad behaviour. These shows also paved the way for the public to vote and decide who should stay and who should leave. Big Brother has caused a massive stir in recent times within the media, bullying, swearing, violence and sexual behaviour it is debated whether such TV should be aired. Should Generation Y watch such programmes which show how cruel and mean individuals can be to each other? Or is it no longer 'cool' to watch this type of reality show, should we as a generation move on to the next one that is being aired? TOWIE, Made in Chelsea, Geordie Shore...when will it stop and what limits will there be?



Columbine School Shooting 1999




Two senior students, Eric Harris and Dylan Klebold, embarked on a massacre in Columbine High School, and killed 12 students and 1 teacher. The pair then committed suicide. This massacre provoked a massive debate about fire arm laws in America, and guns amongst young people. Most of the discussion came from the mental state of the two killers, bullying, anti-depressants and even the use of violent video games.
For Generation Y this resulted in stricter security and laws in schools. Education systems were changed and lock down drills were enforced. Should Generation Y be afraid of their peers? Should the government begin to tackle and help young people today with problems such as bullying to prevent future outbursts of anger?


9/11 Terrorist Attacks 2001




9/11 was a series of four coordinated suicide attacks that were committed in the US on September 11th 2001, striking the areas of New York City and Washington DC. 19 terrorists form Al-Qaeda hijacked four passenger jets, with two impacting with the twin towers in New York, one plane hitting the pentagon and another crashing in a field near Pennsylvania after the passengers tried to gain control of the aircraft. The attacks caused nearly 3,000 deaths, and sparked the war on terror to gain justice for the people who had been lost. America declared war on Al-Qaeda and its leader Osama Bin Laden, which lead to the invasion of Afghanistan. Some people believe in a conspiracy theory, that the events took place so that America could simply declare war 'legally' on Afghanistan and the Taliban. Either way this event stands out amongst Generation Y's timeline. It affected everyone worldwide, and everyone will always remember the tragic events that took place that day. It has meant tighter security at airports but also the discrimination against people of an ethnic background. It has caused many debates about religion and faith, as well as poor security and actions needed to be put in place. Why is the western world targeted by these individuals? Do we as a country have the right to tell other countries what is right and wrong? And will the war on terror ever fully be over?


 Introduction of Social Networking 2003




Myspace was launched in 2003 and had 33.1 million users last year. From 2005 to 2008, Myspace was the  most visited social networking site in the world. Generation Y wanted to know what friends, family, musicians, film stars were up to. They wanted to create their own personal page which they could write on and upload the newest subjects and discussions on to.
However since the introduction of competitors such as Facebook and Twitter, Myspace has lost a certain amount of 'coolness' for Generation Y. They want the next new social networking site and so on.


Natural disasters begin to take their toll- Tsunami 2004






On the morning of 26th, December 2004, a huge undersea earthquake occurred off the Indian Ocean.
Millions of Generation Y awoke on Boxing day to realise the devastation that had happened, to Indonesia, Sri Lanka and Thailand , which were worst hit from the tsunami caused.
It was the third largest earthquake ever recorded, and it had the longest duration of faulting ever observed, between 8.3 and 10 minutes. It caused the whole planet to vibrate as much as 1 centimetre and triggered other earthquakes around the world, including Alaska.
Over 280, 000 deaths were caused, meaning it was the sixth deadliest earthquake in recorded history.
Another event were us as a generation, have seen mass disaster and destruction. People left with absolutely nothing and being lucky to have their life. Further natural disasters have happened throughout Generation Y's time, such as Hurricane Katrina, the Haiti Earthquake and the Pakistan floods.
Does it make Generation Y appreciate their lives and possessions more? When they see destruction and death, does it make us as a generation negative and pessimistic about the world? Is the world beginning to change in such a way due to our negligence? Have we used to many natural resources and pumped too much pollution in to the atmosphere?



When Social Networking became a daily routine- Facebook 2004




The famous Facebook launches its own social networking site, to compete with MySpace etc..
It has over 900 million users and is run by Mark Zuckerburg.
This social networking site was hugely successful for Generation Y as it provided everything we wanted. Facebook chat to anyone around the world, picture and video uploads and most recently a timeline, allowing you to place important events and pictures all together. It allowed Generation Y to keep up with all their friends, current or not to find out what everyone is up to, or look through their pictures. The site is almost an insight into someone's life, everything displayed, for friends to see. There has always been an issue of privacy, and who can actually access your profile page and pictures, however many of us continue to use Facebook on a daily basis. It is beginning to have its toll on Generation Y however, as we are growing up and entering jobs for the first time, Facebook is becoming a little 'boring' and we will no longer have time for it. That is until the next big thing hits computers!




Technological advances- Apple products 2007






The innovation of the iPhone, the first smart mobile phone. Full of apps to download or buy...millions of them at your fingertips within a minute. A mobile phone suddenly became so much more than a device for ringing people. Games, weather reports, news, music, texting, ringing and even translating menus using the camera. What other device would you need in your life?
Most of generation Y own either a Blackberry or iPhone, suggesting we simply can't live with out technology and apps in our daily lives. Have we become too dependable? Or is it just in our innovative nature?