Do Now
1. There are 2 media exams. ✔
2. The percentage of the overall exam marks is 100%. 70%
3. Component one is worth 50%. 40%
4. The main purpose of media is to entertain, inform, educate. to make money
Friday 28 February
What is advertising?
The main aim of advertising is to gain an audience, it can also inform, educate, create a USP and raise awareness.
Commercial advertising aims to make money. It does this by communicating a message about the brand, creating a sence of need, desire and aspiration and encourages brand loyalty.
Non commercial advertising is non profitable. It does this by informing an audience about donating money or time on a charity, it uses shock tactics and direct appeals, it represents true aspirations of reality.
Do Now
1. The main aim of advertising is to promote something. ✔ (bring attention)
2. Two of the four possible aims advertising can have is inform and educate. ✔
3. Commercial advertising is trying to promote something to make a profit. ✔
4. Non commercial advertising companies would be charities. ✔
5. Codes and conventions are the things you analyse and typical things you would find in media. ✔
Friday 7 March
Advertising and Marketing
Codes and conventions of print advertising
The product is likely to include:
- name of brand/product
- logo
- slogan
- specific details of USP
A hard sell is selling a particular item very straight to the point and making bold claims.
A soft sell is more focused on selling their values and the way the brand is presented rather than trying to sell one single product.
Uses a slogan and a logo.
Its a soft sell.
Pun.
The main aim is to convince people not to smoke or warn them of the consequences.
It uses a slogan.
Its a soft sell.
Play on words.
This advert uses intertextuality because it references Humpty Dumpty which is a children's nursery rhyme. They have used this reference because they are trying to suggests that the Levi clothing is stronger and prevents clothes breaking or ripping while kids are being clumsy like Humpty Dumpty.
Historical Advertisements
They have used media language such as hyperbole and persuasive language to convey. They used a slogan and logo in bold and bright red to create attention to the brand. They used the image of the woman looking very happy and playing tennis to create the male attention and making her appear like she is looking at the man holding her arm with a very happy way to convince men of buying the drink. The language used and the adjectives and making bold claims to get across their values and how proud they are of their product.
Do Now
1. A soft sell is more focused on selling a brands values ✔
2. On a print advert we would expect to see a logo and name of brand. ✔
3. In advertising we would expect to find hyperbole and imperatives. ✔
4. "Energy beats everything" uses persuasive language. ✔
5. "Fuel up on energy. Fuel up on lucozade" uses imperatives and repetition. ✔
Friday 14 March
Logan & Slogan
the slogan is put in bold at the very top of the print which grabs the attention. The logo is placed in a big red circle at the bottom in the corner to stand out and catch the eye which makes the brand the centre of the attention.
Layout
They are placed in a z-shape layout to make the person notice the slogan first, then the text about the brand, and then the brand itself in the bottom left.
Images
The images are of a woman looking at a man who is grabbing her arm, smiling, and also in the background playing tennis while the man is watching. This connotes that the woman will fall at the mans feet because of the drink which fits into the time where women were under the mens control.
Language codes
It uses persuasive language such as hyperbole "unlike any other drink in the world"
Historical Advert Set Text
Do Now
1. quality street is made by Mackintosh ✔
2. the two brand characters are Miss Sweetly and Major Quality ✔
3. they are from the regency era ✔
4. they were aimed at less wealthy people that couldn't afford to spend money on luxuries ✔ everyday working-class people
Friday 28 March
How does the Quality street advert use images and text to create meaning?
The main image shows two women that are dressed like sweets kissing the man holding the sweets on his lap. One women is dressed in green and striped red which matches the colours of the image of a sweet below and the other is in red to match another. This is to suggest that they themselves are like sweets and dehumanises them into being choices. This links to the idea of men and women in the 1950s being separate in class and presents the man as wealthy and sophisticated but the women as pretty and feminine.
The text states "delicious dilemma" which can be viewed in two meanings. One meaning is that it is a play on words referring to the women of not knowing which one to choose which suggests the power of men over women. The other meaning is referring to being unaware of which sweet to pick due to too many choices in the tin.
In the 1950s society viewed men as superior to women and women were made to be house wives. Women were seen with less importance and made for listening to the mens need with domestic roles. In the 1940s while men were at war women took on typical men roles however when they had returned by 1950 it went back to women being expected to cook and clean and go back to just listening to mens demands thinking "its a mans world"
Do Now
1. representation is how the media re-presents something. ✔
2. the advert was published in 1950s. ✔
3. women were portrayed as belonging to men and that men were superior. ✔
4. they were aimed at the working class people who usually couldn't afford luxuries. ✔
5. the word 'delicious' is repeated. ✔
Friday 4 April
Improvement week
Do Now
1. representation is how the media re-presents something.
2. the advert was published in 1950s.
3. women were portrayed as belonging to men and inferior.
4. they were aimed at the working class people who couldn't afford luxuries.
5. the word delicious is repeated.
Friday 25 April
Quality street advert
Male Gaze theory
The male gaze theory is the way in which the visual arts and literature depict the world and women from a masculine point of view, presenting women as objects of male pleasure.
The phrase male gaze was coined by feminist film critic Laura Mulvey in 1975.
effect: showing that men are better and hold the power, dominance of men in society
effect: objectifying them to be like sweets that could mean they taste nice
effect: shows him of higher class and makes him look respectable, makes the sweets seem more expensive because they are also affordable for the business class
effect: covering his ding dong with sweets showing the sexual objectification of women.
Analysing Modern Adverts
positive
inquisitive
interested
curious
handicapped
disabled
negative
nosy
crippled
retarded
Do Now
1. connotation is what other meanings or what something can symbolise ✔
2. red can have connotations of love, blood, danger, anger ✔
3. a dog can have connotations of playfulness, energetic ✔ loyal, trust, guard
4. the male gaze theory is that women are presented a certain way to appear attractive for males ✔
5. a logo is an image or shapes that represent a brand ✔
Friday 2 May
Persuasion in adverts
rhetorical question- question that doesn't need an answer
repetition- repeating the same word or phrase
alliteration- words that begin with the same letter
emotive language- words that create an effect on the reader
opinion as fact- Donald trump is orange
celebrity endorsement- using a celebrity to create attention
hyperbole- exaggeration
facts & statistics- Donald trump has 34 felony counts
direct address- addressing the audience
imperatives- demand words
1. repetition, hyperbole
2. imperatives, direct adress
3. triplet, opinion as fact
4. repetition, hyperbole, opinion as fact, alliteration
5. direct adress
Im so hungry i could eat a kids bike.
repetition of 'start' adds dramatic effect
colour palette of blue- connotations of men, sterotypical
"the best a man can get"- hyperbole, non inclusive brand
presented with his shirt off, tattoos showing, chain, and holding the razor like a cigarette, connoting he's presented as bold, intimidating, sterotypical way of presenting masculinity
Do Now
1. Three persuasive language techniques include alliteration, hyperbole, and repetition ✔
2. "Join up now" is an imperative ✔
3. "the most delightfully delicious delicacy" is an alliteration ✔
4. "You can do it" is imperatives direct address
5 "the tragedy never ends for this desperate mother" is emotive language ✔
Friday 9 May
Women in advertising
-Trying to convey the message that women can do martial arts.
-Also trying to empower all types of women by using a muslim to fight against religion stereotypes.
In this advert women are presented to have to be conventionally attractive and slim. She has been posed to look like she is sprinting however it is done in a way that makes her still look attractive. She has very minimal sweat, instead her chest is just made to have the effect of looking slightly sweaty, but it follows the stereotypes of women having to look made up and not be sweaty because for a women thats "gross". The advert is for promoting purposes but she is still in small clothing that reveals her thighs and her waist, fitting the expectations of having to be slim.
In the nike and adidas posters, women were presented as slim and stereotypically fit, you could see this by the use of clothing that shows their body type and their muscles, but also presents them as made up, with faces of makeup on and a lack of sweat.
However, in the This Girl Can advert women are presented as being happy and enjoying it and also just not caring about appearance. This can be seen by the use of her hair being messy and sweaty, but also her just moving naturally instead of posing for an image.
Do Now
1. This girl can ✔
2. To go against the stereotypes of women in sports ✔ encourage women to take part
3. Women were stereotypically portrayed as made up, in small clothing, and minimal sweat ✔
4. The biggest barrier of women in sports was the fear of judgement ✔
5. The campaign came out in 2021 2016
Friday 16 May
Advertising Set Text 2
Sweat- hard work, heat, gross, smell
Pig- fat, messy, lazy
Fox- sly, stealthy
Lexis
"sweating like a pig, feeling like a fox"
Sweating like a pig has a negative meaning because it has more gross connotations of sweating excessively. Feeling like a fox is a common phrase used for women to call them sexy, this has a more positive meaning and flips the entire meaning of the phrases used.
Typography
Serif Font- feminine
The font style links to the younger target audience because it is a modern serif font which they have done with the letters by adding gaps in them. It connotes femininity and elegance. The logo is in a sans serif font which is more modern and its in a square with block capitals which connotes strength.
Main Image
Mid shot- shows her face closer up, prevents the stereotype of showing a woman's full body to become sexualised.
Not a female celebrity- Shows an everyday woman in her 30s which is part of the campaign that anybody can participate in getting active.
Hair scraped back- Makes it messier because it goes against the stereotype of having to be made up and look good while exercising
Active wear- She is wearing unbranded clothes and clashing colours to show you dont need to be wearing expensive sports wear that shows lots of skin. No makeup and evidently sweating to go against how women are stereotypically presented in posters but instead show the moor realistic woman.
Eyes closed slight smile- its a more natural pose which shows that she is enjoying herself instead of being posed for the photo
Position- Its a more natural position, taken in the middle of her moving and doing something active
Other women in background- The other people show that its a community thing and anybody can take part which creates more confidence for the target audience
Serif font
mid shots
Differences:
Using stereotypes of women
Commercial advert
Do Now
1. connotations of a fox is sly and stealthy ✔
2. lexis are the words wrote ✔
3. typography is how the words look ✔
4. an advertising campaign includes a hashtag to promote it to social media and gain a wider audience ✔
5. It uses a mid shot in the add ✔
Friday 23 May
Representation
Dominant ideology: the attitudes, beliefs, values and morals shared by the majority of the people in a given society
1.Her facial expression creates a positive feeling about sport for the female audience because she looks happy and its a more natural expression of her enjoying herself.
2. The advert seeks to encourage women to see themselves more naturally and shows them they dont need to look all made up all the time or worry about how they look with the choice of model.
3. I think the title of the campaign is inclusive as it is a campaign directed at women and it is an empowering statement and can be directed at any woman wanting to do sports.
PROPP
No comments:
Post a Comment