Analysis of Lifes too Short for the Wrong Job Advertising Campaign - Assignment Example

Analysis of an Advertisement In the 2006, a German Agency known as Scholz & friends in Berlin ran a campaign “Life’s too short for the wrong job!” through their online recruitment website jobsintown.de. The life’s too short campaign was aimed at enabling the Germans find perfect jobs that marched their ability and skills. The target group for the campaign was job seekers and those who were dissatisfied with their current jobs. The campaign’s creative posters were fixed to the sides of ATM machines, photo booths and laundry machines displaying the harsh conditions in which some people worked. In one of the posters a child rides a toy truck while a man hiding in a box underneath pedals the toy truck. The textual technique for the advert that read, “Life’s too short for the wrong job” (Amusing Planet, 2007) was attention seeking that workers started reviewing their jobs and employment conditions on their way to work proving the adverts’ effectiveness. Scholz & friends, Berlin is a German based advertising agency founded in Hamburg Germany in the late early 1980 by three friends. The agency runs advertisement websites where it promotes different moves and slogans. The Paralympic symbol coloured red, green and blue approved in April 2003 are among the famous products that the advertisement company has sold. The jobsintown.de website impacted both negatively and positively on the target group its target group. The” life’s too short for the wrong job” slogan awakened many people in the German economy who were not in their appropriate careers. The wrong placement in the career field was as a result of lack of job opportunities. The mention of “life” in the slogan was too appealing that most people in the German cities were heard evaluating the conditions under which they worked. One month after the release of the advert a number of people opted out of their jobs due to unhealthy working conditions as demonstrated in the advertisement prints. Job seekers were able to take time and evaluate the type of jobs they wanted to take up. The slogan the textual technique through which the advert was displayed was too demanding that employers resorted to improving the working conditions and the wages lest they lost manpower. Health concern is among the issues that the advertisement addressed. One of the advertisement pictures portrayed a man standing inside a fuel dispenser pumping fuel into a car. The picture portrays the man covered with fuel and sweating all over. The picture portrayed the conditions that various people engaged in in their respective jobs. The advert through the picture sensitized people to be mindful of their working conditions. The working environment was also a major concern of the adverts. One of the visual techniques showed a lady washing clothes inside a laundry machine while a man stood picking the clothes thinking the laundry machine was undertaking its task. This picture served the purpose of informing the public of the harsh conditions that individuals faced in their jobs. The advertisement also addressed economic concerns of the jobs that most people engaged in. the visual techniques the adverts illustrated poor economic conditions. A lady is pictured washing inside a laundry machine, the conditioned under which she worked predicted low income. Poor economic condition is also evident in the visual technique illustrating a man pedaling a toy truck from underneath while a young boy rides on it. Both the advertisement and the accompanying text were appealing and convincing. The textual technique used in passing the message was so strong that anybody who came across it puzzled weather they were on the correct job or not. The mention of the phrase “life’s too short” motivated individual who came across the advert to evaluate whether they were living a good life through the job engaged in. the adverts fixed in all corners of major towns were so interactive that they were the talk of everybody in town. Visual techniques of the advert were precise to create curiosity in the minds of those who came across them that they could not help discussing the advertisement. Every advert in the economic industry has specific target group which it aims to lure to embrace its product. The jobsintown.de had various target groups, job seekers were the first in the list. The advert aimed to convince the unemployed lot that there were better jobs than the ones they had advertised against. The portrayal of the harsh working environment was appealing enough to convince the job seekers that there were better jobs than performing a machinery work. The second target group was those willing to change their jobs. Statistics showed that only 13% of employees in Germany were satisfied with their jobs (Gallup Organization, 2005). The advertisement agency decided to capitalize on the poor working condition of most job areas to awaken the masses to try other job descriptions. Job seekers and those dissatisfied with their jobs saw jobsintown.de as a perfect remedy to entering into an exciting job area. Those already in the job market widened their view on other available jobs rather than the ones they were already undertaking. Those willing to change their employer due to lack of interest in their jobs were also a perfect target group for jobsintown.de. The advertisement gave them an opportunity to explore other job areas basing on their interests and skills. Agents diploid to check on the progress of the advert met groups discussing about their jobs and the advert. Research carried out by the Agency indicated that a number of people shifted to other job descriptions this indicated a massive influence of the advert on the German economy. An increase of 25% visits on the website was recorded in 2005 as compared to the previous year. Multiple inquiries from the website indicated an increase of brand awareness among other companies. The method of advertising was appropriate as it picked out unhealthy working conditions. The adverts portrayed individuals performing machinery tasks which are unethical. The working environments shown in the adverts were harsh and not suitable for man. The advert conveys both positive and negative societal values. Individuals performing machinery tasks display exploitation of the poor. The same also shows hard labor in the society which is a practice of the past. The talk about life in the slogan gives insights about life encouraging individuals to engage in interesting activities to live happy and healthy lives. The hard work as seen in the pictures encourages individuals to always work to survive. In summation the advertisement agency through the slogan has succeeded in winning the trust of its target group through the use of appealing visual and textual aids. References Amusing Planet. Life is Too Short for the Wrong Job: Ad Campaign. 2007. Web.April 17, 2015 Read More