Marketing Communications: Jaguar - Analysis of Promotion and Theory

This report provides an analysis of Jaguar's marketing communications, focusing on several key elements. The analysis includes an examination of celebrity endorsements, specifically featuring Nick Youngquest, and explores the application of McCracken’s and Kelman’s models. The report also delves into the use of storytelling in Jaguar's advertising, linking it to narrative theory and exploring how visuals and music support the narrative. Furthermore, the report analyzes the role of music in the advertisements, including tempo and artist choices, and references relevant academic works by Ang (2007) and Lantos and Craton (2012). Finally, the report touches on the representation of gender in the advertisements and considers relevant gender codes, aiming to provide a comprehensive overview of Jaguar's promotional strategies and their theoretical underpinnings.

Planning Tool for Marketing Communications Assessment
Applied to Jaguar
Your observation of
interesting and relevant
themes and issues in the
promotion
From your analysis of the
promotion
Possible theoretical models
and concepts
From the lectures and core
texts
Empirical studies or articles that can be
used to support your points
From your search for relevant
academic articles on your topic
1. Celebrity :
Advert features Nick
Youngquest.
Expand: how used, what is
interesting or unusual.
McCracken’s model of
celebrity meaning transfer
(1989)
Kelman’s model of source
characteristics (1961)?
Keel, A. & Nataraajan, R. (2012).
Spry, A., Pappu, R. and Bettina
Cornwell, T. (2011).
2. Storytelling
Expand: What is the
story? How supported by
visuals, music etc
Narrative theory
Woodside, A.G., Sood, S. & Miller, K.E.
2008, "When consumers and brands
talk: Storytelling theory and research in
psychology and marketing", Psychology
and Marketing, vol. 25, no. 2, pp. 97-
145.
3. Music
Expand: Type, tempo,
artist, associations
Creativity…eg Ang (2007) Lantos and Craton (2012) A model of
consumer response to advertising
music, Journal of Consumer Marketing ,
29, 1, 22-42
4. Gender
Expand: What
stereotypes, conforming
or confronting
stereotypes
Gender codes (Jhally, or
Goffman etc)
(I haven’t found any yet. Feel free to
add any journals that is suitable).
Use this tool to list and explore areas of interest and to link them to theory and to relevant
studies. Plan your completed critique around a selection or all of your identified features.
-Keel, A. & Nataraajan, R. 2012, "Celebrity Endorsements and Beyond: New Avenues for
Celebrity Branding", Psychology & Marketing, vol. 29, no. 9, pp. 690-703.