Advertising C1A

 Friday 1st December 2023!

ADVERTISING & MARKETING!

L/O: To explore the aims and conventions of print advertising!

what is the main aim of advertising?

• to bring attention to a product, service or issue
• Global industry which provides a major source of income to other media industries
• we encounter it in many different forms at all times of the day. Advertising campaigns often Utilize a mixture of media forms- print, Tv, radio and digital.

Aims of Advertising

• all adverts aim to communicate a clear message about the product, service or issue 
• depending on the type of campaign, it might also:
• raise awareness
• inform or educate
• persuade audiences 
• create a unique selling point

Raise awareness

raising awareness to save the seas from pollution

Persuade audiences

Inform or educate 

to stop putting rubbish in the sea because else the fish will eat it and if fishermen will catch the fish and all the tiny little plastics will ggo into us when we eat the fish+

Create a unique selling point 

nhh

Wednesday 6th December 2023

Advertising & Marketing

L/O: to explore the codes & conventions of print advertising

"codes & conventions"

- The  expected elements that will be included  in products from particular media forms & genres

commercial:
main aims of the advert:

• to encourage the audience to buy Heinz ketchup

How the advert communicates that meaning:

the use of codes & conventions used:

the Heinz ketchup has been made to looked like a sliced  up tomato 

they grow the tomato's for their ketchup

hard cell

non- commercial 

main aims of the advert:

How the advert communicates that meaning:

the use of codes & conventions used:

soft cell?

The product is likely to include:

• name of brand/ product 
• logo
• slogan
• specific details of USP/ product or service

hard sell:

straight to the point

soft cell:

trying to create an outside lifestyle

1.wordplay, imperatives, persuasive language 

2.word play, alliteration

3.persuasive language, word play, 

Intertextuality

Modern adverts often make references to other. media products, perhaps from other media form or genres, that audiences can identify 

this helps communicate a message quickly & memorably

willy Wonka

comparing Aldi supermarkets

The Wonka film is out in 2 days

Friday 8th December 2023

L/O: TO explore Historical adverts and their codes & conventions

Historical Advertisements

• many early 20th century adverts were found in newspapers
• they were small and emphasis was on the text with only simple line illustrations
• they were often black and white or with just one added colour

women were sexually objectified

slogans are litteral

the colour palette matches the bottle

coke is repetitive 

the women are playing tennis

can see the actual product 

narrative:

when the women is tired she can go and get a coke and she come back to the game all refreshed 

while of brand 

traditional gender roles

stereotypical 

Wednesday 10th January 2024

Do now:

what are your first impressions about the three main people in this advert?

the two girls are using him, the man is wealthy because of the gold rim around the picture, the suit, the over flow of sweets 

what kind of lifestyle do they lead? How do you know?

rich, wealthy lifestyle, luxurious

What messages do you think Quality Street is trying to portray about their product?

to portray the brand as a luxurious brand 

Historical advert set text

L/O: To explore the context & representations in the historical set text.

• the 1950s saw a change in "high culture",where entertainment and arts became more accessible and affordable for everyone.
• the post war culture of strict rationing and state control was coming to an end and the new government set to increase individual freedom
• people could afford more luxury items (big tins of sweets) 

dilemma means problem 

advert 1:

that women like hoovering 

 are expected to look after the family home whiles the husbands are at work 

the advert is aimed at men buying hoovers as gifts for their wives

advert 2:

that wives are expected to cook for their husbands 

aimed at men buying their wives cooking supplies 

advert 3:

the husband/ dad is sitting on a chair

the wife/mother is cleaning

the boy is playing with a toy plane 

the colour of the clothes that the family is wearing matches the ice cream and bowl

advert 4:

should stay at home

that women should stay under the mens success 

advert 5;

the women should do everything for the men  

advert 6:

that some men are alcoholics 

the men have more power then women 

the men looks smartly dressed whiles the women stay at home

the gender roles in the 50s were very traditional. the women were seen as stay at home mothers who looked after their family homes and husbands instead of themselves, the 50s was a time were men were seen as more powerful then the women, by working and wearing smart clothing 

how can we see the gender roles of the 50s in this advert? 

 because the men are more powerful & successful they can get away with cheating 

the women are getting objectified 

The man is framed in the centre of the advert, controlling the situation

effect: that he's more powerful than the women

The man is looking down at his lap where the product, he is holding is purposefully placed. this is a 'phallic' symbol 

effect: that men are dirty pigs

The man's costume is a suit which has connotations of the modern businessman.

effect: shows that he is powerful and successful

The women in the advert are both dressed like the sweets and kissing the man as they reach towards the chocolate tin in his lap...

effect: the women were objectified in the 1950s 

Friday 12th January 2024

Do now:

 which gender is dominant in the Quality street advert?

male 

Give three reasons why you have chosen this gender

• the man's costume is a suit which could mean he's a business man 
• the man is framed in the centre of the advert, controlling the situation
• the women in the advert are both kissing the man 

Historical Advert set text

L/O: To explore the possible exam style Questions for Advertising 

the product itself was designed and planned for working families and the imagery is very aspirational of a higher class which links to post-war era.

In the Quality street advert the male is dominant, this is shown were the man is framed in the centre of the advert, controlling the situation.Another reason is the man's costume is a suit which has connotations of the modern business man. As for the women, women  are lower class than the male this is shown by  their choose of clothing, it was also shown in the 1950s that most women were objectified, in the quality street advert the objectification was that the two women are representing the sweets that are being showed in the advert.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, it was coined by feminist film critic Laura Mulvey in 1975.

HOMEWORK!!

In the Quality street advert the man is sitting in the centre which could represent his importance and that he is dominant, he is also wearing a business suit which could connote that he is a higher class with a professional job.

In the advert the women who are kissing the man on the cheeks are being objectified this is shown by their clothing the clothing are the same colours as the sweets that are being shown, the women could be representing the sweets that the man has an option to pick only one.

The characters in the gold frame, Miss Sweetly and Major Quality, are part of the brand identity of the product since 1936. The characters are symbolic of the Regency era of British history referenced by the dress codes of the characters in the gold framed picture at the back of the advert. 

The historical and political definition of the Regency is the period from 1811 to 1820 when George, Prince of Wales, governed the country as 'Regent' during the madness of his father George III. The decision to bestow the Regency on George was not taken lightly.

The two female characters appear to be of a lower class than the man in the suit, and the man in the suit is of a lower class than the two characters in the gold frame. the item that brings all these classes together is the product in the centre of the image.

The historical representations of the regency characters  typical show feminine colours, and the showing of flesh for Mrs sweetly, and the formal uniform dress of Major Quality signify importance and power in their own relationship.

Wednesday 17th January 2024

Analysing Adverts

L/O: to build the skills needed to analyse and evaluate adverts

DO NOW:

connotation:where your describing an object that has a deeper meaning ( the man is wearing a suit which could show he has a professional job and that he is high class)

connotation: is what you associate with it 

Denotation:an object with a literal meaning

Denotation: is what something is

Advert 1:

the solider's could be protecting the broadband

the soldiers is related to London/uk (stereotypical)

the yellow and blue are neon have connotations of technology 

advert 2:

the big mac is supposed to be something special not just a burger?

the big mac is supposed to be a woman 'stop staring at me like i'm some piece of meat

its like a women talking to a man

dimension different types of food in the burger

are you mac enough? - are you man enough?

Mcdonalds, big-mac

brand recognition

in a bed, luxury, passion, romance 

advert 3:

reused cars

cars being improved (from 1909)

no.1 they are the best 

race cars shown red and yellow

race cars = speeds 

advert 4:

band aids are strong like hulk 

there flexible for big fingers

the box is smaller than the hand 

positive:

interested, curious, disabled, inquisitive 

negative:

nosy, crippled, handicapped, retarded 

Wednesday 24th January 2024

Gender stereotypes

list all the stereotypes you can think of for males & females

• all males watch football
• blue is considered as a boys colour
• pink is considered as a girls colour 
• male are more dominant than the women
• all women are feminine 
• women are weak

Contemporary Adverts

L/O:to understand the techniques used in contemporary adverts

how do the two adverts conform to gender stereotypes?

the advert with the women sitting on the car the main cover line was ' life's too short to wear a boring car' implying that all women care about clothes and that the car is the opposite of boring.

the advert with the man in the air conform to gender stereotypes because the advertiser added "sports up" which could imply that all men like sports. 

how can you see the two adverts are clearly aimed at different genders?

the yellow car was described 

"in yummy countrypolitan yellow, part of the 70s- inspired range, But the vintage theme doesn't stop there." trying to 'keep the women in style'

the red car was described 

"red paint job sets thee sporty tone, the sports seats'

Dirk is so game-on with his  fiat 500

stereotypical that all men like sports

why have they chosen the typography,  colour palette & layout? 

the colour palette is summer themed 

• yellow
• purple
• red
• green 

the bubble writing trying to make the advert pop 

making them look puffy like bubbles (hence the name) 

the font trying to make the advert look fun?

it is using the 'Z' layout 

the car description on the red car advert is more detailed than the yellow one stereotypically could mean that men are more interested in cars than women.

The adverts use the format of a style feature from a magazine.

what does this suggest about the target audience? 

List the intersexual references:

HOMEWORK:

Who developed it and why?

'this girl can' campaign was made by sport England to promote sport amongst women

who is the target audience?

14 - 40 year old women

When was it launched? 

it was launched January 2015

what is its purpose/mission?

to tackle the gender activity gap

how is it funded?

the national lottery

Friday 26th January 2024

Print advert 

do now:

• the product that the company is advertising 
• colour palette to link with the product
• 'Z' shape in some print advert 
• the logo
• slogan
• anchor text 
• san-serif fonts
• main image

Creating Adverts 

L/O: To use our understanding of advert conventions to create advertisements.

celebrity endorsement 

•  stay dry, stay happy
•  the dip-clip, the dipper that clicks 
• bacon bandages 

weasel phrase:

this may save you from your chicken 

• Hugh grant because he was an Oompa Loompa on the new Wonka movie  

Wednesday 31st January 2024

Women in advertising

L/O: To evaluate how women are represented in a variety of adverts, so that we can apply this to the set text for the exam

• more girls and boys are worrying about being judged
• more people enjoyed watching sports
• it was pretty even when it came to doing or not doing sports in free time 
• not many people are confident in themselves

This girl can campaign launched in 2016

it was developed by sport England and funded by the national lottery this means that there is no commercial aspect- this means there was no intention to make any money!

The purpose of the campaign was to break down the primary barrier holding women back from sport- the fear of judgement.

Before 'this girl can' campaign research showed that there was a massive gender gap between men and women participating in sport, with 2 million fewer 14- 40 year old women than men partaking in regular sporting activity.

13 million women said they would like to participate more just over 6 million of these were not active at all

1.6 million women have started exercising and the number of women playing sport and being active increasing faster than men

soon after the launch of this girl can, nike released a more motivational campaign ' called better for it'

• the women don't give up 
• the women are pushing themselves

• she feels confident in herself to also push further 
• don't do swimming because you want to change your body 
• do swimming because you want to do it 

Advert 1:

• stronger
• practice to get good
• stereotypical - using physically  fitter women instead of using different body types 
• muscle 

Advert 2:

the more you practice the more you go?

using physically fitter women (stereotypical)

runner 

advert 3:

  olympic track runner 

muscle 

the main differences between 'this girl can' adverts and nike adverts is in the 'this girl can' advert they use all different body types and ethnicity, were as the nike adverts they use physically fitter women.The nike advert could also  make women feel self conscious about themselves by using the physically fitter women  where as the "this girl can" advert can make women of all body shapes feel much better about themselves because they know they are beautiful just the way they are.

the 'this girl can' advert use quotes like 'sweating like a pig, feeling like a fox' which means sweating a-lot and feeling sexy. where as the nike quotes are about getting better and pushing yourself.

Friday 2nd February 2024

Do now:

How does this advert target a wider range of women than just the 'This Girl Can' print poster?

this advert targets a wider range of women than just the 'this girl can' print poster because in the advert there was women with disabilities, different ages and also different ethnicity. it also shows that all women can do anything.

Advertising set text no.2

L/O: To analyse the construction of the 'This Girl Can' set text

Sweat - body cool down, exercise 

Pig - muddy, farming produce, barrow shaped 

Foxes - sly, cunning 

one is negative and the second flips the negativity on its head and makes it a positive 

'sweating like a pig feeling like a fox.' they used this phrase to flip it from negative to positive and to say that your sweating a lot but feeling great they could also use the quote to make people feel good about themselves 

How would you describe the font style?
serif

its more feminine 

the logo is san- serif still feminine its also easier to read 

What connotations does it have?

• centered mid shot to show she's sweating and working hard 
• Not a female celebrity- to show that she's a 'normal everyday person'
• Hair scraped back in a scruffy ponytail - she doesn't care what she looks like, she could have kids 
• sweaty- shows she's working hard 
• workout/active wear- allowing you to actively and freely move around during strenuous physical activity, a wide range of physical activities and exercises that train the whole body
• Eyes closed with a slight smile- she's having fun 
• active position- trying to get women to be more active 
• Other women in similar positions in the background - i think the other women in the back ground are less enthusiastic than the women in focus. older women, she's in a public gathering ( she's not alone)

similarities:

the 'z' shape 

the colour palette (reds, blue)

serif and san-serif 

differents: 

ones drawn and the other is printed 

the quality street is stereotyping women 

there is no men in the "this girl can" adverts

in the quality street advert the man is in centre where as the 'this girl can' advert the woman is in centre

Tuesday 6th January 2024

do now:

• to inspire women to get active
• the results of this girl can:2.8 million women aged 14-40 were more active.

Representation & theory 

L/O:To explore the representations in the set text and apply relevant Theory

Dominant Ideology:the beliefs and ideas shared by the majority of people in a particular group.

In the Uk the liberal-democratic idea remains the dominant normative ideological discourse and an important source of identity for most Uk citizens. 

In Cornwall: The Cornish today are largely Wesleyan Methodist, although other denominations are represented among the population as well.

What is this dominant ideology and how do they seek to challenge it through their adverts? 

To get women and girls moving, regardless of shape, size , and ability.

in just one year, this girl can inspired 2.8 million women to do more exercise: of whom 1.6 million have started exercising, and 12 million have increased their activity levels.

36.9% of men and 25.3% of women agree that they find sport/exercise enjoyable and satisfying 

women's rights to vote campaign:

the organised suffrage movement began in 1866 when a number of prominent women's rights reformers gathered some 1,500 signatures on a petition to Parliament requesting the right to vote. 

Emily Davidson:

Emily Wilding Davison (11 October 1872 – 8 June 1913) was an English suffragette who fought for votes for women in Britain in the early twentieth century. A member of the Women's social and Politcal Union (WSPU) and a militant fighter for her cause, she was arrested on nine occasions, went on hunger strike  seven times and was force-fed on forty-nine occasions. She died after being hit by King George V's horse Anmer at the 1913 Derby when she walked onto the track during the race.

Nellie Bly: a star journalist by going undercover as a patient at a New York City mental health asylum in 1887 

After 10 days, the asylum released Bly at The worlds behest.Her report, published October 9th, 1887and later in book form as Ten days in a Mad-house, caused a sensation, prompted the asylum to implement reforms, and brought her lasting fame.

Bly described  cold baths, filthy living conditions, spoiled food, and physical abuse from caretakers. This exposé pressured Blackwell's asylum and other facilities to consider more humane treatment options for patients. In the early 1900s, the last asylum patients on Blackwell's Island were moved to other hospitals.

women played football when the men went to WW1

Women's football was huge during World War One, drawing crowds of 53,000 even after the war had ended. So why did it disappear so dramatically, asks Gemma Fay, captain of the Scottish national female football team. She had a shot so hard she once broke the arm of a professional male goalkeeper.

1. the women in the picture has a enjoyable, happy facial expression showing that she's enjoying the sport she's doing giving a positive feeling about sport for the female audience

2. This advert seeks to encourage women to see themselves in the model they have chosen because this women isn't a celebrity she's a everyday women you would see in society.

I Don't think the title of the campaign (this girl can) is successful at being inclusive because its more focusing on inspiring women to be more active and not men as well.

Back to the future: 

the Hero:Marty MC fly 

the Villain: Biff Tannen 

The Donor: Dr Emmet Brown

Hero: Quality street tin

The villain: the women 

The donor: the man in the suit

she's the hero because she's the key person in the advert.

Women have been represented in the "this girl can' print advertisement as confident this is shown by the facial expression and the position the women is in, the women has a happy, enjoyful facial expression 

Friday 9th February 2024

DO now:
confidence

encouraging 

inspiring 

sweat

Friday 9th February 2024

C1 section A PPE

L/O: to practise how to answer exam style Questions Effectively 

Question 1: This girl can

Explore how the print advertisement for this girl  can uses media language to create meanings:

(a) text/ written language 

 The #ThisGirlCan is used in social media so people any shape, size, race and ability can use this to share their athletic ability to others who are relatable to  inspire more women. 

The font of ' sweating like a pig, feeling like a fox' is serif which represents a female font, 'sweat like a pig' means your sweating a lot and ' feeling like a fox' means attractiveness which shows that you can be very sweaty but feeling attractive it shouldn't matter what you look like whiles making out its how you feel that counts.

(b) visual codes (for example: images, lighting, dress)

 The campaign 'This Girl Can' inspires women ages 14 and over to do more exercise no matter what age, race, size or shape 

The top that the women is wearing is blue which could be challenging stereotypes as blue is stereotypically a male colour  she is also got a messy bun which could show that she doesn't care what other people think about her.Also the background is blurred out which could also show that she doesn't care about what others think. The women has her eyes closed which means she's in the moment she's also has a positive facial expression which means she is enjoying herself.

In the colour palette there is pink in the top half of her face this could show that she's sweating a lot.

Wednesday 21st February 2024

C1 Section A PPE 

L/O: to revise how to answer exam style questions Effectively 

Describe: The meaning constructed 

Explain: support with specific evidence- how has media language been used to construct this meaning (connotations) 

link:to the overall context/meaning 

Question 2a: Explain how political contexts influence magazines. Refer to pride magazine to support your points 

Friday 23rd February 2024

Do now:

warner bros

paramont

disney