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
Question 2b:
Friday 25th 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
Male Gaze Theory
The male gaze theory is the way that the world and women are represented in media texts, from a male point of view. This was coined by the feminist film critic Laura Mulvey in 1975.
The women being dressed as the sweets, shows that the man gets to choose the sweets and the women, presenting them as objects that the man is able to choose, despite their own opinions.
The suit connotes that the man may be wealthy, which relates to Quality Street being aimed towards working class people, despite being a luxury. His attire compared to the women's, suggest that he is of higher class and status
The placement of the products and the women reaching for it, creates the effect of the women being victims of sexual objectification at this time, and the commonness of this in the media, considering that it is allowed and accepted within the advert, juxtaposing our beliefs now
The placement of the products and the women reaching for it, creates the effect of the women being victims of sexual objectification at this time, and the commonness of this in the media, considering that it is allowed and accepted within the advert, juxtaposing our beliefs now
Positive: Inquisitive, Interested, Curious, Disabled, Handicapped
Negative: Nosy, Crippled, Retarded
Friday 2nd May
Persuasion in Adverts
Do Now
1. What something suggests, not explicitly is.
2. Love, Blood, Roses
3. Messy, loyalty
4. The theory that the media is built around men, and is made to appeal to men
5. A symbol or icon that a company uses to represent themselves.
Adobe
Barbie
Coca Cola
Disney
Explorer (Internet Explorer)
Facebook
Google
Honda
I
J
Kelloggs
Lego
McDonalds
Nintendo
Oreo
Pinterest
Q
Reeces Pieces
Skype
Tumblr
U
Virgin Media
Wikipedia
Xbox
Yahoo!
amaZon
Rhetorical Question - Are you listening to me?
Repetition - Unsinkable, absolutely unsinkable
Alliteration - Salty Springs
Emotive Language - The heart-wrenching reality
Opinion as fact - Dr Pepper is the best fizzy drink out there.
Celebrity Endorsement - I'm Lebron James and I love Dr Pepper.
Hyperbole - Unsinkable, absolutely unsinkable
Facts & Statistics - 90% of people who drink Dr Pepper have big muscles
Direct address - You need to buy this.
Imperatives - You need to buy this.
1. Repetition, Emotive Language, Opinion as fact, hyperbole, imperative
2. Imperatives, direct address
3. Emotive language, hyperbole
4. Repetition, alliteration, opinion as fact, hyperbole
5. Direct address
Perchance, this bike may be safe enough for children probably.
The use of imperative is used. For example, "CHECK THE FACTS:". This suggests that Pepsi is encouraging the viewer to check what they are saying, to make you trust them, and distrust Coke.
The use of facts is used. For example, "This product contains no saccharin." This suggests that Pepsi are trying to boost their appeal by explicitly stating that they do not include harmful substances, compared to their competitor.
The use of direct address is used. For example, "So if you want the taste of 100% NutroSweet". This is used to make you directly want to try it, to compare it to the other drink including saccharin.
Friday 9th May
Women in Advertising
Do Now
1. Triplet, hyperbole, alliteration
2. Imperative
3. Triplet, alliteration
4. Direct address, weasel words
5. Emotive language
LO: To evaluate how women are represented in a variety of adverts, so that we can apply this to the set text for the exam.
"Left school. Never left games."
This message conveys to women that sport and 'games' shouldn't be seen as childish, and that we should keep our mindsets of not feeling judgement when it comes to trying new things as we did when we were children. 'Left school' gives the impression that it is an obligation, and that eventually you have to leave, but you never have to leave sport.
In this advert, women are represented as independent and powerful. We can see this through the text "You have to get good.", which utilises direct address and imperative as a pair in order to persuade people (more specifically, women) into gaining confidence despite their skills. It also persuades women to put in more effort than is typically stereotyped in the media in order to build upon their skills and physicality. This can also be seen through the rope itself. The women climbing the rope is a metaphor and symbolism for the journey in which she is on. The rope represents the trials and obstacles that we will face when striving to get better at anything, but along with the text, it emphasises the importance of resilience.
In the 'This Girl Can' poster, the main priority is strictly on trying to get women to take part in more sports and activities, whereas Nike and Adidas have ulterior motives of trying to sell a product implicitly. In the 'This Girl Can' poster, there are no signs of any product being sold, nor a direct brand that can lead to the selling of products; this shows that their intentions with this campaign is pure and for the good of the world. The use of persuasive language is also used, but in a way that doesn't use imperatives, but guides women towards this due to the atmosphere. However, in the Nike and Adidas posters, discipline and imperatives are used to emphasise the importance of making a change, placing pressure on the viewers and therefore steering them away from the cause. The Nike and Adidas posters also feature brands and products (gym clothes and the Olympics), in order to get commercial value from the investments made in the making of the posters.
Friday 16th May
Advertising Set Text 2
Do Now
1. This Girl Can
2. To get women more confident at doing sports and activities
3. Sexualised, not putting real effort into sports to keep up appearances
4. Judgement
5. 2018 2019
Sweat - Effort, dirty, hot
Pig - Messy, lazy, large
Fox - Agile, sleek
Lexis
"Sweating like a pig, feeling like a fox."
It links to the campaign, as 'sweating like a pig' relates to the mindset that This Girl Can is trying to stray from, whereas 'feeling like a fox' is the mindset they are trying to get women to follow, despite the effort and 'sweat' that has to originally go into getting good at a physical activity. "Fox" also implies attractiveness, which is uncommon when associated with sweating and working hard, which almost emphasises the importance of taking up sports. "Pig" completely juxtaposes this, and is the reason that 'sweating like a pig' goes first, and is overwritten.
Typography
Serif font - feminine, both traditional and modern (by having missing lines in the letters).
The serif font connotes femininity which is the message that This Girl Can is trying to convey through ignoring judgement in sport and is both traditional and modern (by having missing lines in the letters).
The logo has block capitals with connotations of strength, the sans serif font connotes a more modern approach to fitness.
Main Image
The centred mid-shot is used in order to show clearly that she is taking part in some sort of activity. She is at the centre of the frame with the background blurred to connote that you should only truly focus on yourself, and to ignore judgement from others. It may also imply a serenity which should juxtapose the activity, but the peace of mind creates this effect. The use of not a star vehicle, but an unrecognisable woman in her 30s, implies that the focus of the campaign isn't to keep up appearances or to look a certain way, but to enjoy yourself and stay healthy, even in later years of life. The hair scraped back in a scruffy ponytail further emphasises this, as her focus is not on her appearance but the practicality of her outfit. The lighting is used to highlight her sweat, showing that the purpose of the campaign is to put in work, instead of trying to stay at 'male gaze' standards. The outfit seems to clash, which further implies that it doesn't matter what you are wearing, as it doesn't effect the quality of the exercise or the enjoyment you get from it. Her expression implies that despite all the imperfections in the image, she is able to enjoy herself, and takes pride in the work and effort she is putting in. While the campaign is trying to stray away from judgement, there are others in the background to imply that without judgement, everyone can work in harmony, and therefore lead to solving bigger social issues in the world.
Similarities: Serif font, mid-shot
Differences: Text colour, patriarchal
Friday 23rd May
Advertising Set Text 2
Do Now
1. Sly, agile, attractive
2. The actual words written down
3. The way words are presented (colour, font, size)
4. To start a trend on social media and build publicity.
5. Mid-shot
Dominant Ideology: The attitudes, beliefs, values and morals shared by the majority of the people in a given society.
1. Her facial expression appears to be positive, but alongside the picture being taken in the moment without preparation, the imperfections within it are disregarded, to focus on the benefits being presented of doing sports.
2. They want their audiences to be fitter and healthier; considering the woman is already slim, and being presented as decent at the sport, it suggests that experience in sports can help to build a better lifestyle.
3. It does, in some way, alienate those who cannot partake in sports due to physical or mental reasons, or purely just a lack of time. 'Can' only seems to apply to some women, not all of them. The title could be tweaked to try and be more inclusive of those who want to do sports, but can't.
Theory: Propp
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