'Advertising: Key conventions'

1) What key conventions of print adverts can you find and what are the connotations or deeper meanings of each convention? For each convention, write about how it communicates meaning to the audience. See the Maltesers advert above for an example of how to do this.

There is a skittles pack which is the product. There is also a  sky in the background which might suggest that the skittles are delicious as we see a rainbow with different colours pretending to be in the sky that is made out of the product. these might suggest happiness, fun and colourful. this will also attract the kids more as they love colours and sweets. the slogan is ''taste the rainbow'' so its saying to come and eat the colourful skittles. this advert reinforce happiness and light beautiful image for the product and very colourful.    

2) What is the USP (unique selling point) for Skittles and how do you know?

Look at the Maltesers example above if you are unsure how to complete these tasks.

The rainbow background appeals to younger children and teens because of the bright colours and how their are multiple skittles on each colour. the colour scheme off the rainbow is bright and will bring attention to younger children.

Represent NHS Blood & Transplant campaign

 1) What does BAME stand for?

It stands for 'black,Asian and minority ethnic'.

2) Why is there a need for blood in the BAME community? 

Because there are unique blood types and they are mostly common in the BAME community.

3) What does this advert want people to do once they've seen it (the 'call to action')?

So they can help save lives and keep people from diseases.

4) Why is the advert called 'Represent'?

Because they want the community to do something and represent their heritage also that its urban music terms.

5) Why have the producers chosen famous BAME celebrities to feature in the advert? Give an example of three well-known people who appear in the advert and why they are famous - make sure you write their names and spell them accurately.

The producers have used famous bame celebrities such as Lady Leshurr to try and influence others to follow their steps and donate blood and also Nicola Adams as shes a female boxer which shows women are capable of doing anything defeating the stereotype.

6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?

Showing that theirs barely anyone donating blood but also showing that if no one is going to donate blood a lot of lives will be sick and die in a way to make the audience feel bad and sympathetic.

7) How does the advert match the key conventions of a typical urban music video?

It matches the urban stereotypes as Leshurr is on a rooftop of a car park near an estate in London rapping reinforcing black stereotyping and how black people are dancing and singing.

8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.) 

 Ade Adipten is shown in a Olympic stadium and presents disability as no barrier to sporting success , Nicola Adams as shes a female boxer going against stereotypes and is shown as powerful and strong where as stereotypes make women seem small and weak, Chuka Umanna as shes a labour MP which subverts black male stereotypes.

9) How does the advert reinforce certain stereotypes of the BAME community? Could there be an oppositional reading where some audiences would find this advert offensive or reinforcing negative stereotypes?

Some people would find this offensive as its showing a black people rapping dancing which reinforces black urban stereotypes and also when Leshurr says 'we are the sound of the street' representing how their working class and how they have to fight for themselves.

10) Choose one key moment from the advert and write an analysis of the connotations of camera shots and mise-en-scene (using CLAMPS).

The camera shots in the ending showing the empty chairs representing the fact that if Asian and black people don't donate blood to help then they will die connotating that there wont be anyone sitting on those chairs as they would be dead if blood is not donated.

Galaxy advert: background information

 1) Why is the advert set in the 1950s? What audience pleasure does this provide? 

Reinforces gender roles at start but subverts them by the end.

2) Which of Propp's character types are represented in the advert? (Note: just choose two or three character types that are definitely used in the advert - it does not use them all). 

Hero:Driver

Heroine:Audrey Hepburn

Donor:Bus driver-hat.

3) How does the advert's narrative (story) follow Todorov's theory of equilibrium?

Audrey Hepburn travelling along the Italian coast.

4) Who is Audrey Hepburn?

Audrey Hepburn was a huge Hollywood star in the 1950s and 1960s. She was associated with Hollywood glamour and style and was also a fashion icon and model. She died in 1993 at the age of 63.

5) Why did Galaxy select Audrey Hepburn for this advert? 

This is because she looks elegant and classy

6) What is intertextuality?

Where the media products makes reference to other media products to invest and engage the audience.

7) What Audrey Hepburn film is suggested in this advert and how is this effect created (e.g. mise-en-scene - CLAMPS: costume, lighting, actors, make-up, props, setting)?

Graceful,elegant,stylish,perfect costume and makeup, reinforces stereotypes of celebrity and Hollywood star.

8) What are the connotations of Audrey Hepburn and celebrity in this advert? 

She looks like a celebrity and shes stylish,nice clothing, makeup and well represented which reinforces all the Hollywood actors and women and how their all beautifully dressed and shown in the media.

9) What representations of gender can you find in this advert?

It reinforces stereotype  as Gregory peck is shown as the male classic hero , Audrey Hepburn is the dansal in distress and is shown as she needs help from a man but at the end of the advert it subvert stereotype  as powerful women in control and are independent. 

10) Are stereotypes reinforced or subverted in the Galaxy advert? Give examples.

IN some ways the stereotypes are  reinforced as Italy is shown more as a romantic country and how they have their classic old cars next to a coast line however this can also be seen as subverted  that men has all control and how women have to look beautiful and nice for men.

Magazines assessment learner response'

 1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).

total:10 , grade:2

WWW: you start well but this tails off badly and overall this needs to be a lesson in the expected standards of written English, presentation and focus on the question.

EBI: Written English and presentation not up to GCSE  standards in this assessment. Needs to be a priorty to work on.

2) Read the mark scheme for this assessment carefully. Write down the mark you achieved for each question:

Q1: 2/2
Q2: 3/12 
Q3: 3/6

Q4: 2/8

3) Did you get any media terminology wrong in the assessment? Make a note of it here for future revision: 

No i just need to revise magazine CSPs

                                                                                                                                      
4) Look specifically at question 2 - pick out three points from the mark scheme that you didn't include in your analysis of the unseen Grazia magazine cover. 

colour scheme and what they represent, images , connotations.

5) Now look at question 4. Use the mark scheme to identify three points you could have made regarding how Tatler reflects British social and cultural values. 

i could've mentioned power and money, beauty standards and social class.

Gender stereotypes in advertising

 1) Find three adverts featuring women that are from the 1950s or 1960s. Save the images to your Media folder as jpegs and then import them into your blog post. Hint: You may wish to look at car, perfume or cleaning products but can use any product you wish.

2) Find three adverts featuring women that are from post-2000. Save the images to your Media folder as jpegs and then import them into your blog post.

3) What stereotypes of women can you find in the 1950s and 1960s adverts? Give specific examples. 

That men rule their world and that women should only be built to please men and that they have to dress up and look beautiful all the time while smiling.

4) What stereotypes of women can you find in the post-2000s adverts? Give specific examples.

That they still have to look good and feel a certain way as they have a lot of pressure to be beautiful and perfect for standards.

5) How do your chosen adverts suggest representations of gender have changed over the last 60 years? 

Now women tend to be more independent and fearless and work for themselves not for a man.

Advertising case study 1: OMO print advert

 

1) What year was the advert produced?

1955

2) How were women represented in most adverts in the 1950s?

Women are represented like their only meant to be perfect housewives and mothers.

3) How does the heading message ('OMO makes whites bright') and the typography promote the product?

It promotes that it'll make even white even brighter and that its a modern , new and exiting quality of product.

4) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of the model used to suggest women's role in society?

Reinforces women should feel and look a certain way even if they are at home they should still wear makeup and do their hair and as in the advert the women is smiling it shows women should be grateful and happy.

5) Why is a picture of the product added to the bottom right of the advert?

So that adverts can recognise the product.

6) What are the connotations of the chosen colours in this advert - red, white and blue?

British flag, patriotism, links to the end of ww2.

7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.

Because they add in repetition of 'bright' , 'white' which makes audience want to buy the product.

8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.

Reinforces stereotype of women as housewives and mothers. Also tone of anchorage text is patronising to women as they are infantilizing women as they treat them as their children.

9) What is the preferred reading for this advert - what did the producers of the advert want the audience to think in 1955?

They wanted to think that women should be happy cleaning and working at home and also that by buying the product will make women happy.

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10) What is the oppositional reading for this advert - how might a modern audience respond to this text and the representation of women here?

Modern audience would think this is just treating women as if they aren't as superior to men and should only be working at home to please their kids and husband and that it isn't fair or right and also how sexist and offensive this is to women.