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English Media Essay (second draft) How did the John Smith's advertising campaign, starring Peter Kay achieve its success? The advertising campaign for John Smith's beer achieved its success using a variety of techniques. The main reason for the achievement was the approach that the producers took. The purpose of the adverts was evidently to encourage the public to buy John Smith's beer. Analysing the audience allowed them to aim their adverts to people who would be most likely to purchase the product. Once the purpose and audience were summarised, the content and ideas for the adverts were produced. They supplemented the campaign's success by using Peter Kay, a recognisable comedian, and various storylines for each advert, which attracted the correct audience. Firstly, in each advert, the slogan 'NO NONSENSE' draws a close to the advert. This slogan reinforces the actual message, which is that John Smith's beer is a 'NO NONSENSE' product. An...

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