This is the research I did into other media texts for my tourism ad project.
MOVE
The intended audience for this advert consists of single, adventurous men between the ages of 21 and 50 who enjoy traveling and have a relatively active lifestyle.
Typically, this audience is targeted by keeping the media text adventure and travel focused. Including high-energy clips (by using quick cuts that matched the beat of the music) of the diverse travel destinations while expressing the joys of solo travel might attract this group. Due to this, I think the advert conformed with how this audience is usually targeted.
Many different locations were used to show the diversity of the world and the many differences between each country visited. There was a big contrast in the locations shown, ranging from historical and famous landmarks such as the Louvre Pyramid in Paris to bustling markets to nice scenic fields and mountains. Long shots accompanied by match cuts were used to show the varied locations, while keeping some focus on the actor. This really emphasizes how many places there are to possibly visit and how exciting travel is. The weather was also sunny and bright in most of the outdoor clips used to appeal to the viewer by showing the ideal conditions for travel, connoting positive experiences and masking the bad.
The advert uses upbeat piano music (non-diegetic sound) to evoke joy and excitement, as this music style has a cheerful quality to it. It enhances the visual storytelling of the advert without being too overwhelming. Other music genres, such as slow classical music, might come off as boring to people who seek adventure when traveling. Occasional calculated pauses in the music were accompanied by the sounds from the location, which could prevent the advert from feeling too bland and boring. Additionally, the use of diegetic sound adds a sense of realism.
A young adult man stars this advert. He is seen in stereotypical tourist outfits: a tank top with sunglasses and straw hat for the beach and a big backpack for the mountains. This shows the audience that the man is a traveler, without directly addressing it. When the actor reflects the age, gender, interests, and lifestyle of the target audience, it creates a sense of relatability. This allows the audience to easily put themselves in the actor’s shoes and form a connection. Using such an actor can also preserve the authenticity of the advert. For example, the man is constantly walking and exploring new places, and this aligns with the desires of men who have an active lifestyle. Therefore, this advert appeals to the preferred audience.
The phrases “I want to move”,”I want to know” and “I want to travel” were shown at the end of the video. “I want to move” could express the need for change and a fresh start from the audience’s usually daily routines. This encourages them to take initiative, step out their comfort zone, and explore new areas. This can also inspire other people who may be the opposite of the target audience to start traveling more. “I want to know” highlights the desire to learn and seek knowledge from different parts of the world with varied cultures and perspectives. “I want to travel” just shows how travel is a great way to gain new experiences and live your life to the fullest. As mentioned before, the advert is very fast-paced and that could represent how fleeting life is, and you should spend it embracing your adventurous spirit.
Think you Know Singapore?
The intended audience for this advertisement is adults of all races and genders from around the world who love to travel. It's challenging to pinpoint a specific niche target audience due to the broad appeal of the ad, which will be explained in more detail later.
This audience is typically attracted by showcasing a diverse selection of food, activities, and cultural experiences in a destination like Singapore. Therefore, the ad conforms with our expectations for a Singapore travel promotion, highlighting the contrast between the bustling city life and the serene natural environments.
The video features popular tourist spots such as Jewel Changi Airport, Marina Bay, and the famous street food areas, providing viewers with a general idea of Singapore. It also highlights lesser-known locations, like a lovely river, to engage viewers with Singapore’s hidden gems and to let them know Singapore is more than just a city.
The music in the ad changes with each new scene to match the mood, maintaining a cheerful and fun overall tone. This evokes a sense of joy and helps create a positive perception of Singapore. The voice-over is inviting and engaging, with different narrators and accents emphasizing Singapore’s diversity.
Singapore is home to many ethnicities, and the ad showcases this beautifully by featuring locals of various backgrounds. Including a child in the video implies that Singapore is family-friendly and welcoming to travelers of all ages. This diverse selection of people offers viewers an authentic taste of Singapore.
The main purpose of this ad is to convey that Singapore is more than just a city, a country, or an island. It is incredibly diverse and can accommodate anyone, regardless of their lifestyle. The ad also addresses and debunks common misconceptions about Singapore. For instance, while some people might think Singapore is all skyscrapers, the video highlights its charming villages and natural areas. It invites viewers to visit Singapore and experience its true essence.
Feel the Rhythm of Korea with NewJeans: K-Food
The target audience for this tourism advert are trendy tourists and foreigners aged 18-28 who are big foodies and possibly K-pop fans. Although the advert itself is very girly, the advert has its own tactics to appeal to male audiences that will be discussed below.
This audience is typically marketed to by showcasing the authentic and delicious food delicacies of various countries, often with a popular K-pop group or Korean celebrity promoting it. Given the advert's trendy nature, I believe it conforms and meets our expectations for appealing to this specific audience.
The video features many mouth-watering close-up shots of diverse, authentic Korean foods to attract foodies worldwide. Scenes of people gathering in restaurants and enjoying delicious meals together create a cheerful and inviting atmosphere, encouraging viewers to visit Korea and experience it for themselves. In addition to restaurants, the video highlights other famous locations where you can enjoy your food. For example, the Han River, a popular spot for picnics, provides a relaxing setting with a beautiful river view, further enticing viewers to visit and savor the local cuisine. The use of the contrasting scenes from a bustling restaurant to a calming river could attract both type travelers; travelers who prefer a fun and busy atmphophere and travelers who prefer a more relaxing setting. Long shots from above (high angle) are also utilized to show the sheer amount of people enjoying the food.
This advert uses up-beat and trendy music to grab the attention of viewers and keep them engaged. A happy atmosphere along with energetic and almost cutesy music and editing really liven up the advert and make Korea look like a perfect place to socialize and bond over food. Voice overs are done by a famous K-pop girl band, which will bring extra attention to the advert due to their large followings and fanbase. Their cheerful voices also matches the overall vibe of the video perfectly.
The main figures in this advert are a young white man at the airport asking ChatGPT for food recommendations and NewJeans (the K-pop band), who provide him with real food suggestions. The young man’s presence may be intended to appeal to a male audience, as using an actor that reflects the identity of the target audience can enhance emotional connection. Featuring NewJeans aims to attract K-pop fans globally and broaden the ad's appeal. Due to NewJean’s having both Korean and Foreign members, this only further attracts foreigners to Korea as they can relate to the foreigner members, and trust the advice of a local Korean member.
The message of this advert is to encourage viewers to step out of their comfort zones and try new culinary encounters. When the man receives AI-generated recommendations of basic and popular Korean foods that most people have tried, NewJeans responds with, "C’mon, nothing too obvious!" and introduces him to equally delicious but less well-known Korean dishes. The advert aims to popularize these hidden culinary gems and gather foodies to Korea. Beyond promoting new tastes and cultural exploration, the advert also highlights the social aspect of dining, emphasizing how food can bring people together and foster a sense of community. At one point, NewJeans says “Wanna know what we really eat?”. This could generate a sense of FOMO (fear of missing out) and attract more foodies to Korea to experience the food to not feel excluded.
Discover the Amazing Experiences Waiting for You in Indonesia
As mentioned above, this audience is targeted by highlighting the calming nature and
The music in the video is calm yet engaging, putting emphasis on Indonesia’s calm nature and its ability to become the perfect place to sit back and relax. With wild terrains comes breath taking views that are perfect for people who seek to chill out instead of going out on their holidays.
The main people starring in this advert are locals. Some are engaging in cultural dances and craft, while some are showcasing Indonesia’s amazing hospitality. A few of them are seen wearing traditional local outfits such as the kebaya, and are stood in sacred Indonesian temples. This gives the viewer a better idea of what Indonesia is really about as the video educated them further.
The music being played is a very relaxing yet not boring piano music which is perfect to match the whimsical snd scenic settings of the advert. The music really enhances how serene Indonesia is. There is also a voice over explaining in an calm and inviting voice about Indonesia’s wonders, and this may persuade the viewer to come visit.
The advert constantly brings up the phrase “our __ is waiting”, filling the blank with words like care, heritage, craft, land, etc. The phrase itself is very inviting, implying that Indonesia is sitting tight for foreigners to come visit. WIth this phrase, they get to showcase the many benefits and things tourists will be able to see and enjoy. Overall, I think the message of this advert
Welcome to Starface High School
(targeting audience focused)
This is an ad advertising Starface’s main product, a star-shaped pimple patch that aims to conceal and heal pimples faster. Most pimple patches are skin colored or clear, to blend in with the consumer’s skin and hide the pimple. However, Starface stands out to other pimple patch brands as they make brightly colored star-shaped patches to embrace blemishes and decorate the face.
Here in this ad, we see all types of individuals, all wearing the Starface pimple patches, seemingly in a high school interacting with each other. There are stereotypical jocks, gym bros, art kids, dancers, fashionistas, “pimple patch” dealers, and etc. With this location and these people shown, teenagers can relate heavily as they are familiar with the setting and can relate heavily with the actors. Most teenagers desire to find their true identity and have a healthy social life, with this ad containing many versions of what a teenager could possibly be, this appeals to a teen’s desire to express themselves while promoting a social lifestyle.
The music is a very generic pop beat that could align with the music styles and genres that are currently trendy and popular amongst teens. The music is not too up-beat that it clashes with the slow motion of the video, but its a slower rhythm that compliments the video well. Sounds in the video consists of chit-chat between students and the school bell ringing. This is very common things to hear in a school envoment and it sets the scene nicely and adds realism.
As said before, the main focus of this advert is all the different types of highschool students of all races, cliche, personality, hobby, etc using these starface pimple patches. This really highlights the diverse customer base and the inclusivity of the product. The message of this advert and the brand is that acne isn't something to be ashamed of, and that using pimple patches can be made more fun by allowing cute designs and self expression. Since everybody in this advert is using these pimple patches, this creates a sense of FOMO (Fear of missing out) which is something that many students and especially teenagers are experiencing.
I am aware this is not a tourism ad, however it is difficult to find tourism adverts that target to our specific niche market. However, this advert still properly targets students and uses many methods to do so.
It’s Time for a Florida Vacation
(Camera shot and angle focused)
This is a tourism advert that uses many different camera angles to show different emotions and effects.
Medium shots are used in this advert to show multiple people in one clip while still being able to clearly see their facial expressions. This shot also allows for a balanced focus between the actors and the setting as they both engage with each other. This shot is mostly used to highlight the activities the actors are doing that is relevant to the setting.
Establishing shots are used in this advert to set the scene and let the viewer know where we are at. This provides context and gives the viewer an immediate understanding of the location. This shot can also showcase the important locations and/or landmarks of the travel destination and bring focus to them. Viewers will then get the big picture before moving on to the more detailed experiences.
Extreme long shots are used in this advert to emphasize how much there is to explore and discover of the state and to highlight the serene views and scenery of the area. Similarly to the establishing shot, this establishes the location and gives it its own unique identity. This shot also adds variety to the video as it contrasts heavily from most shots due to its extreme distance.
POV shots were used in this advert to give the viewer an immersive experience as if they were the ones on vacation in the ad. Since the viewers are able to see through the eyes of the traveler, this makes the advertisement highly relatable and create a personal connection between the viewer and the video/location. The viewer will subconsciously imagine themselves traveling there and project themselves onto the scenario. This gives the watcher and authentic experience.
Extreme close up shots are used in this advert to emphasize an item or facial expression that is important as it adds dramatic focus to them. This allows room for detail-oriented story telling as the viewer gets to witness the little moments and things that actually create a huge visual impact.
I can utilize these shots and camera angles to properly showcase the wonders of Bali in my tourism ad project effectively. Learning what shots to use for specific scenes to maximize its impact and exude certain feelings can help make my ad more contrasting and impactful.
Priceless
(Idea/Concept focused)
This MasterCard commercial highlights both the expensive and priceless aspects of life. Although the ad is visually simple, using handheld close-ups and medium shots to capture a father and son at a baseball game, its strength lies in its concept.
As the narrator describes the costs that come with attending the game—like hotdogs, soda, and tickets—they also emphasize the “priceless” things such as a meaningful conversation between father and son. The narration effectively contrasts the idea of price versus priceless (which are binary opposites), accompanied by the soft, lyric-free music that allows the narration to take place without distraction and clash.
Although this isn’t a tourism ad, the concept is inviting and could resonate with our niche target audience of budget-conscious students. Adapting this approach would give our tourism ad a unique selling point, making it both appealing and memorable to our audience. Since this advertisement is quite old, it’ll be interesting to repurpose this idea and add our own modern twist in relation to a tourism advert.
Font research
My team and I experimented with a wide variety of fonts via the Canva App, which provided many free font options to choose from. it was convenient as Canva allowed my whole team to work on the image above at the same time. We ultimately felt like all these fonts were boring on their own, and didn’t capture the tone we wanted to convey. That’s when I thought to combine two fonts together to create a more engaging design. Here is the idea I came up with:
This font combination struck us as both aesthetically pleasing and purposeful. The top font, with its "handwritten" feel, evokes a personal and casual vibe, similar to what we would expect from a student's handwriting. This informal, playful tone gives it a sense of authenticity to our target audience of students. It is playful and approachable design creates a sense of fun and youthfulness, something we wanted to emphasize in the ad. 2 out of 4 group members preferred this font a out of the many fonts we had tried out, as it aligned with our vision of creating a friendly, relatable tone.
In contrast, the bottom font has a more sophisticated and elegant style. Its appearance conveys professionalism and a sense of flow, which pairs well with the cultural and natural beauty of Bali. This connotation of refinement helps reinforce the idea of Bali as both an exciting and enriching destination, perfect for students looking for affordable yet memorable experiences.
Together, these two fonts create a dynamic contrast—balancing playful energy with elegance. This distinction separates the two different sections of the message but also prevents the design from feeling bland. The variation in style ensures that the ad remains visually engaging, while also reinforcing the dual message of fun, affordable experiences with a touch of uniqueness, making it appealing and memorable for the audience.
Self Reflection:
Although it was exhausting trying to research and create good media analyses, I found this to be quite helpful to learn how to properly target my niche audience. Watching so many tourism adverts, and just adverts in general really allowed me to be more creative and inspired when it came to the creative process of our tourism ad project. Overall, this really helped expand my knowledge and create a better advert. However, next time around I’d like to research more into what my specific target audience enjoys the most. Doing more research would definitely give me a better idea on how to execute future projects.
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