Target Audience

November 6, 2009

When you first watch the ‘Bounty’ advert the target audience is unknown, if I was to take a guess I would say women early 30s+, but after looking more closely at the advert I realized that not only is this advert aimed at women but I also think it’s aimed at men.

In the advert the two main characters Brenda and Audrey are men dressed as women, this could be taken understandably in two different ways. The first being that the advert is of sexist nature where they had to use a man to play woman’s roles possibly to show how tough ‘Bounty’ is (as though using a woman would not portray this), or maybe that what the advert is trying to say is that cleaning is no longer just a job for women and wanted to show a side of both sexes using the kitchen roll hence the men dressed as women.

This however is only my perception of the advert as there is very little information about this.

I also think that the way the advert has been made targets a much wider range of audience, as we already know due to earlier research the ‘Carry On’ films were made 1958-1978, so people who remember the movies will instantly take notice of this advertisement, but also the way the advert is a comedy will also hit a younger target audience.

After looking into this advert I believe there is no set target audience and although the product they are selling may be irrelevant to some viewers, the advert will still be noted and hopefully remembered.

What is a target audience?

The demographic, or group of people, that an ad campaign is trying to sell to is called the target audience. By designating a target audience before beginning to market a product, it is easier to create relevant advertisements. Target audiences are considered when developing new products. Companies brainstorm what those specific consumers could use to make their lives easier, and then they try to develop that product.

When a company begins to brainstorm marketing strategies for a new product or service, they first take time to consider who will get the most benefit from what they are offering. For example, an ad for a toy meant for toddlers might be created with parents in mind. A toy for eight to ten-year old children, however, would have commercials meant to get the kids in that age group interested in the product. (10-11-09)



November 6, 2009

The series of ‘Carry On’ films were known as slapstick comedy, but what makes a comedy a slapstick comedy and does the ‘Bounty’ advert fall under this category?

Slapstick is a type of comedy involving exaggerated physical violence or activities which exceed the boundaries of common sense and sometimes includes ironic situations, such as a character being hit in the face with a heavy frying pan or running into a brick wall, or going mad while searching for something when it was really right next to where that person was originally sitting.  (10-11-09)

During the advert we she unfortunate happenings like someone falling and landing by hitting someone in the face with a cake, but still I find myself asking is this considered slapstick and if not why if based on the series of ‘Carry On’ films have the adverts not followed with the slapstick comedy routine?

The dictionary says the following about slapstick:

  1. 1.      A boisterous form of comedy marked by chases, collisions, and crude practical jokes.
  1. A paddle designed to produce a loud whacking sound, formerly used by performers in farces.

So clearly this would mean that the ‘Bounty’ advert is classed as slapstick.

Comedy characterized by broad humour, absurd situations, and vigorous, often violent action. It took its name from a paddle like device, probably introduced by 16th-century commedia dell’arte troupes, that produced a resounding whack when one comic actor used it to strike another. Slapstick comedy became popular in 19th-century music halls and vaudeville theaters and was carried into the 20th century by silent-movie comedians such as Charlie Chaplin, Harold Lloyd, and Mack Sennett‘s Keystone Kops and later by Laurel and Hardy, the Marx Brothers, and the Three Stooges.  (10-11-09)

When I watch the advert I myself would consider this a slapstick comedy based ad, not only because of the events that take place but also because of the setting which is on a boat at a wedding and yet Brenda and Audrey still find the need to compete with each other to find out who has the best kitchen roll.

Men cast as female roles

November 6, 2009


The two main characters in the ‘Bounty’ advert are Brenda and Audrey who have found themselves in a ridiculous situation, but why have the two female characters been cast as men?

When thinking of men as women (known as Drag) there is plenty of shows you can go to, to see men who do this as a profession, there is also plenty of films where men have been cast as a female role for example:


Many people will think the reason why men get cast as women for comedies is because men are more willing to make a fool out of themselves, but how can we think this when there is many women stand ups that base their whole show on mocking themselves. For example:

.Maeve Higgins

.Eleanor Tiernan

.Deirdre O’kane

Some people may find that men being cast as women especially as they play larger women a bit of an insult, although this way of casting roles has been used for many years. The convention of men playing women dates back to ancient Greece and also has roots in Japanese Kabuki theatre. Men played all the roles in Shakespeare’s day, heightening the gender confusion in plays such as “As You Like It,” where Rosalind, originally played by a male actor, disguises herself as a man to win her lover’s heart. Men wearing dresses have been a comedy staple in both Britain and America since the 1892 play “Charley’s Aunt,” which was first made into a film in 1915.

So are the public satisfied with seeing men play women on-screen?

“It’s a blurring of differences between masculinity and femininity.” But lots of conventions of drama don’t fly anymore. A white actor wouldn’t dare put on dark makeup to appear black today—Angelina Jolie took a lot of heat for slightly darkening her complexion to play Mariane Pearl in “A Mighty Heart.” A non-Asian actor would never get away with taping his eyes and assuming a silly accent to sound Chinese, as Mickey Rooney did in “Breakfast at Tiffany’s” (1961).

Even fat activists complain when actors don fat suits for laughs, as Gwyneth Paltrow found out when she artificially bulked up for “Shallow Hal.” So it would seem logical that drag today, especially when the man playing the part is straight, is both misogynistic (notice how the “women” in these movies are always awkward and ugly) and homophobic (notice how they also flutter and flounce like a stereotypical gay man).

But on the other hand there has been many success stories where a a female role has been cast to a male actor for example the musical Hairspray both on-screen and in theatre the role of Edna Turnblad has been played by a male actor.

“There have been surveys of movies in which men play women, and they were all successes,” says Craig Zadan, executive producer of “Hairspray.” “The public loves the idea of men playing women in film, especially in a comedy.”

“Good drag is used knowingly for its transgressive qualities,” says Barrios. “But films like ‘Big Momma’ and ‘Hairspray’ don’t want to be attuned to whatever transgressiveness they may contain. Drag is just an easy way to get laughs without extending themselves beyond putting on some latex.” And when drag becomes more about latex than subtext, it’s not funny at all.  (10-11-09)

Kenneth Williams

November 6, 2009

Kenneth Charles Williams (22 February 1926-15 April 1988) was a British comic actor and stared in 26 out of 31 ‘Carry On’ films. His professional career began in 1948 with roles in Repertory Theater.Williams worked in television and British films, notably the ‘Carry On’ series where he and the rest of the cast were poorly paid receiving an average of £5,000 a film

.Http://  (10-11-09)

Kenneth Williams was one of the key actors in the ‘Carry On’ films, He lived in London all his life until his death in 1988. He was very close to his mother Louisa but not to his father Stanley who worked as a barber. At the age of 18 Williams joined the army and worked in Bombay with the royal engineers, where he discovered a passion for being on the stage.

Http://  (28-10-09) (web site may no longer exist)

 Although Kenneth Williams never was the main character in the ‘Carry On’ films, he was the actor who appeared in the most. I think when you see a picture/clip of Williams you automatically think of the ‘Carry On’ series, maybe this is why they decided to add him into the advert.As Kenneth Williams died in 1988 and the Bounty advert ‘Bounty Carry on cleaning’ was made in 2007, we know that Williams is not actually in the advert, his head was placed on to a body double by a company named Rushes.


Carry On

November 6, 2009

The advert ‘Bounty Carry on cleaning’ is based on the style of the ‘Carry on’ films, and like the films there is many of them. The advert I’m going to be looking at however is the one where Brenda and Audrey find themselves on a boat at a chaotic wedding. (10-11-09)

The first question I find myself asking whilst watching the advert is why have Bounty (also known as Plenty) decided to go with the theme of ‘Carry on’? The first answer and most simple is that the ‘Carry on’ films were comedy’s and I believe that comedy’s are much easier to remember and therefore will stick in the viewers mind and hopefully encourage them to buy the product.

So what is ‘Carry on’?  The carry on films were a series of low-budget British comedy films consisting of 31films made from 1958-1978, in Pinewood studios, England, all of which were directed by Gerald Thomas and produced by Peter Rogers. The films showed considerable music hall influences, seaside postcard vulgarity and terrible puns.

The series began with ‘Carry On Sergeant’ in 1958, which centred on a group of recruits on national service, and was sufficiently successful that others followed.

Although the films ended in 1978, even now in 2009 when we see the Bounty advert we all know it’s based on the series. I think that’s one of the reasons why they decided to go down this route, in hope that the series of adverts would be as popular and memorable as the series of films.

After looking into the series of ‘Carry On’ films I found myself asking why have they decided to use Kenneth Williams who also appeared in the ‘Carry On’ films in this advert?  (10-11-09)  (10-11-09)

Advert discription

October 23, 2009

The advert I am going to be looking at is Bounty ‘carry on cleaning’ which is set on a boat at a wedding, the advert runs for approximately 39seconds and was made in 2007 by Director Simon Delaney and Producer Mandy Boyter

Client Company: Procter and Gamble.

Agency: Publicis

Creative: Stephen Glenn and Noel Sharman  (10-11-09)

The Bounty ‘women’ are cleverly imposed into a Carry on movie, where a chaotic wedding is taking place, with all the mess going on Brenda and Audrey see which kitchen roll mops up the mess the best, with Bounty being the overall winner.  (10-11-09)

After watching the advert a few questions came to mind, of which I intend to research and solve during this blog.


.Why have they decided to go along the theme of carry on?

. Why use original Carry On actors for example Kenneth Williams?

.Why have men dressed as women?

All of which I hope to find the answer to during the next few weeks.


October 23, 2009