The advertising campaigns that I have decided to research and evaluate for the making of my own

advertising campaign are; the Donald Trump political advertising campaign and Viking Informational
Advertising Campaign promoting their River Cruises

Donald Trump Presidential Advertisement Campaign

This was an advertising campaign used to promote Trump as America’s next president during his
election campaign. The advertisements are short, concise and sends their messages very strongly.
The two campaigns I looked at where Trump’s first campaign advertisement and another campaign
advertisement directed at Hillary Clinton.

These advertisements use colour schemes dramaticly to empathise their points. If the point is
positive, the colour grading is bright. If the point is being told in a negative light the colour grading is
very dark.

Trumps first advertisement uses words like secure, terrorists, safe and change. This follows Joe
Sagerman’s theory that certain words stimulate certain emotions. This is used extensively in political
advertisements.

The second advertisement is a direct attack on Hillary Clinton and her apparent ill health at the time.
Like the first advertisement it is strong, direct and sends a strong message. The colour grading is very
dark and the colour grading reflects this by making the footage and images dark. The footage and
pictures used in the advertisement never directly use Clinton’s eyes. She never faces the camera and
is always shown looking in another direction. This is done to make her look uncompassionate and
uncaring.

Viking River Cruises- 2019 Cruises

Viking Cruises is a company that does river cruises throughout Europe. The campaign I am looking at
is their advertisements promoting two of their river cruises around Paris. These advertisements are
made for internet viewing only and are done on a low budget.

The first advertisement is for a cruise in Normandy and Paris along the river Seine. It uses relaxing
music and is made in the same theme as a travel brochure. This is done through the use of stills and
narration. Stills of attractions on the cruise are shown onscreen and the narrator talks about each
attraction as they appear. The viewer is left feeling informed about the trip.

The second advertisement is for a cruise from Paris to Switzerland through the river Moselle and the
river Rhine. The advertisement like the Normandy cruise is done in the theme of a travel brochure.
Unlike the other advertisement it makes more use of moving image cutaways. The cutaways are very
cinematic and the narrator also says a line or two about the location on screen. There is use of
drone shots and shots of tourists enjoying the trip suggesting that this advertisement had a higher
budget than the other advertisement.