Analysis And Analysis Of Detttol's Advertising Campaign

Design Culture 2B

Kirstin Simpson [15007625]

Assignment 1

2. Introduction

An advertising campaign is a term used to refer to the course of action undertaken to promote a good or a service. There are two main ways which an organization could use to promote its goods and services. These ways are: prints and graphic art media and electronic media. Prints and graphic art media are broken down into brochures, posters, and packaging, business cards, newspapers and magazine. On the other hand, electronic media consists of television, radio, the internet, social media and cell phones. Other methods could include promotional gifts, networking and community involvement (Info Entrepreneurs, 2015).

3. Culture

Culture refers to the sum total of the learned behaviour of a group of people that are generally considered to be the tradition of that people and are transmitted from generation to generation. In regards to the concept of culture, social and cultural theories strive to explain how people relate to each other and/or the surrounding environment. There are three most notable theories on culture: cultural theory, distributed cognition and cultural theories. The activity theory

These products are manufactured by the mother organization Reckitt Benckiser. Dettol’s advertising campaign uses a wide range of media including: TV advertisement, outdoor and the social media. All these media use various visual signs and use of symbolic language to construct meaning. Besides, ideologies and myths are used to encode the campaign. Most of the featured advertisements include ‘be a Dettol mum’ which is a TV advertisement, ‘mums on a mission’ print ad which comes in the form of print media and ‘the healthy plate contest’ on social media. It is therefore important to point out these visual signs and use of symbolic language and how ideologies and myths have been used in the campaign will also be