Chevron: Human Energy Campaign

Topics: Kyoto Protocol, Advertising, Chevron Corporation Pages: 15 (5509 words) Published: July 31, 2009
{text:bookmark-start} {text:bookmark-start} {text:bookmark-start} Introduction {text:bookmark-end} {text:bookmark-end} {text:bookmark-end} {text:bookmark-start} {text:bookmark-start} Background {text:bookmark-end} {text:bookmark-end} {text:bookmark-start} Chevron Corporation {text:bookmark-end} {text:bookmark-start} Perspective of this paper {text:bookmark-end} In order to analyse whether Chevron’s Human Energy Campaign works or not, this paper will preview the campaign from a Public-Relations (PR) company’s perspective. Furthermore, the focus will not be if the campaign works or not in USA, but rather if it will work in Denmark. At this point, the campaign has yet not been launched in Denmark and unclear if it ever will. Ultimately, this paper concerns it self answering the following research question: {text:bookmark-start} Research question {text:bookmark-end} {text:bookmark-start} The Campaign ads {text:bookmark-end} The Human Energy Campaign is a campaign launched by Chevron, the world’s fifth largest energy company. The campaign features four ads, with the Untapped Energy ad being the longest with its two minutes and 32 seconds. The ads were produced by McGarryBowen and directed by Lance Cord, with voice-over of Actor in Scott Campbell. Aired on global TV-networks and TV-series. Along with the TV-ads, additional print ads and airport ads were produced. Chevron launched their ”Human Energy” campaign:

Chevron’s own words about the airing of the Campaign:
These 2 statements are also highlighted because Chevron initially aired the campaign during the commercial break during “60 Minutes” a respectable TV-show featuring stories based on facts and science, the commercial being “Untapped energy” is two minutes and 32 seconds long in fact making it the commercial break. Chevron is not only launching their campaign for the viewers of the show which are one of the many Receiver Groups, they are launching it in many different media channels and genres, with channels such as Discovery and CNN their potential Receiver group is more than 1 Billion people divided into more than 252 countries/territories Their print ads were printed in leading US newspapers such as New York Times and magazines such as Business Week. The Airport ads were placed in larger continental airports throughout the United States. {text:bookmark-start} Change of wording {text:bookmark-end} During the launch of the Human Energy Campaign, Chevron initially used the sentence: The reason for this seemingly insignificant change is unknown, Chevron did not want to comment it, but an explanation would be that the word “_Our_” might give credit to their competitors, environmentalists and others working for new sources of cleaner energy. Another explanation could be that people tend to skip away from commercials especially commercials that last that long, and so they wanted people to know who was behind the commercial, before people would skip away. The untapped energy ad starts in medias res with the first words being “_And outside…_” This could be because Chevron wants to differentiate themselves from an ocean of commercials, and they want to gain people’s attention by not disclosing the sender right away. A so-called teaser. {text:bookmark-start} Versatile Campaign {text:bookmark-end} {text:bookmark-start} What kind of Communication is Chevron using in their Human Energy Campaign? {text:bookmark-end} In Chevron’s ”Human Energy” campaign Chevron is using different types of external & internal communication, According to (Van Riel, 1995)(SOURCE/COMPENDIUM) Chevron is using a ”Organizational communication” as one of the 3 forms of Corporate communication. The remaining are ”Marketing Communication” and ”Management communication”. Organizational Communication consists of these six elements: Public Relations - A ”_relationship, between an organisation and the public_” (Cutlip, Center & Broom, 1994) that is mutual beneficial....
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