C1 Advertising
Friday 28th February
What is advertising?
Do Now
1. 2
2. 60 70
3. 15 40
4. To make money
1. The main aim of advertising is to convince an audience to interact with a product or cause. Advertising may raise awareness, inform, educate, persuade audiences or create a unique selling point.
2. Commercial advertising aims to make money through promoting goods or services by persuading the audience. It does this by creating a sense of desire or aspiration. However, non-commercial advertising aims to inform about issues or persuade to donate to charity. They do this through shock tactics and direct appeals.
Friday 7th March
Advertising and Marketing
Do Now
1. To get a product or cause known.
2. Create a unique selling point, raise awareness
3. Advertising to make money
4. Charities
5. Typical or expected things in a piece of media
Codes and Conventions of a Print Advert - Name of brand/product, Logo, Slogan, Specific details of USP/product or service.
Hard sell is explicitly selling a certain product by making bold claims (emphasis).
Soft sell is implicitly selling a lifestyle or values by using imagery and empathy.
Hard sell
Name, Logo, Slogan and Product
Imperative
Persuasive language
The aim of the advert is to raise awareness about smoking in areas where people eat, ruining others' experience and second-hand harming them
Name, Logo
Soft sell
Facts and information
Wordplay and puns
Intertextuality
This advert uses intertextuality because it references Humpty Dumpty which is a children's story (nursery rhyme). The have used this intertextual reference because they are trying to suggest that kids who wear these jeans are tougher and bolder than children who don't; Humpty Dumpty juxtaposes this as when he falls off the wall, he is meant to crack but since he is wearing the jeans, he does not.
Historical Advertisements
They have utilised the large, puff-like graphic to have an immediate message of the brand, and the idea they are trying to convey. Within the graphic, both the name of the brand and the logo is used. The layout lacks organisation, but conveys information across the whole of the page; there is little unfilled space. The images portray joyful people, and the text that goes with it implies their happiness and good lifestyles stem from drinking 'Coke'. The advert uses persuasive language, imperatives and emotive language in order to get the reader to empathise with these fictional characters who love 'Coke'
Friday 14th March
Historical Advert Set Text
Do Now
1. Implicitly advertising their brand/lifestyle
2. Brand logo and name
3. Imperatives, Emotive Language
4. Hyperbole
5. Repetition/Anaphora
Logo & Slogan -
Logo takes up a large proportion of the image, alongside the product for association, placed in the bottom left for the Z-shape layout, following the viewers eyes. The slogan is next to it, under the logo, around the same size to make it the last thing you read, and keep it in your mind.
Layout -
A Z-shape layout is used to follow the reading patterns of the viewers, displaying the information in order of importance from start to finish.
Images -
The main image is displays a seemingly happy family, who look healthy and partake in hobbies (tennis). This presents a lifestyle to the viewer which makes them believe that drinking 'Coke' could offer a better life. Next to the logo, a visual presentation of the product is shown, in order to allow the reader to know what the product looks like and see it as appealing.
Language codes -
Hyperbole is used in different segments of the advert to make the reader want to buy 'Coke', such as 'It's always the right time and place for Coke', 'Coca-Cola is unlike any other drink in the world'. Imperative is used to make you want to buy 'Coke' and build an informal connection with the reader. 'Let's have a coke!', 'Call it Coke or Coca-Cola'. Emotive language is used to reinforce the idea of these happy people, 'Pure', 'Wholesome'.
Narrative -
The main image is displays a seemingly happy family, who look healthy and partake in hobbies (tennis). It is also implied that children also enjoy it, 'or play'.
Colour palette -
Red, Black and White are the most used colours on the advert to match the traditional colours on the logo.
Friday 28th March
Do Now
1. Mackintosh
2. Miss Sweetly, Major Quality
3. Regency era
4. They were aimed at higher class people initially, but then the price was lowered to suit lower class people. Everyday, working-class people
5. Alliteration Emotive language
Gold frame, halo over man and product
Triangular composition, secondary anchorage
Product takes central framing
Strong, forming bottom third of poster, draws consumer's eyes to name
Hand drawn, artistic nature, rich colour palette, post-war consumerist culture
Alliteration, emotive language, superlatives, well-read educated audience, enhanced by bold serif font, connotes richness, repetition of delicious
Female characters dressed similarly to the sweets that are shown close up in the lower third of the poster
Male choosing between two women (Propp's theory)
Females choosing the chocolate
Quality Street use text and images to create meaning through the use of the colour palette and the characters. The context of the time in which the poster was created, was more patriarchal, and therefore is portrayed through the narrative created in the image. For example, the brand characters (Miss Sweetly and Major Quality), are contrasted with Major Quality being higher status or a 'hero' and Miss Sweetly almost being a 'damsel in distress'. This is further expanded upon with the 'delicious dilemma' between the two women the man is offered, symbolising the sweets through their appearance matching that of the wrappers. The 'delicious' is also repeated and used for alliteration, in order to emphasise the quality of the chocolate compared to the price, that is designed for working-class people. However, it gives the consumer the prospects of being well-read, educated and an almost rich experience, which is backed up through the rich colour palette (purples, reds and blues) once more.
In the 1950s, society was much more patriarchal than now. Women's roles are suggested to be more domestic, and dictated by men. However, prior to this, during the war, women were given the roles that the men abandoned to go and fight. After the war had ended, women were expected to revert back to the jobs they were expected to do before, which may have sparked the protests that made our society more equal today.
Friday 4th April
Do Now
1. The way that the media wants something to appear like
2. 1950s
3. Mostly domestic, without much other purpose than to serve a family or a man
4. They were aimed at working class people
5. Delicious
Question 2a:
During this time, US and Allied troops were planning to leave Afghanistan; which influenced Malala to get back in the public eye and openly protest about it. The worries of the Taliban infiltrating Afghanistan and the countries around it (which Malala lived in), would have crushed everything she was fighting for, and her strive against this is the reason she is on the cover at this specific point in time. This shows that people who have importance or trend for even short amounts of time are used as star vehicles in order to keep new audiences engaged, which is why social contexts are important in providing a framework for a magazine's themes and content
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