Year 13: Adverts
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YEAR 12: ADVERTS
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questions to use for analysing adverts:
For each advert you could explore the following points:
1. Who are the target audience for the text? How do you know?
2. What assumptions about the audience and their beliefs are suggested within the text?
3. How are audiences likely to respond to this text? Could they respond in different ways?
4. Why has the representation been constructed in the way it has? How does it work to sell the product being advertised?
5. Are there any different readings of the text? Could different audiences get different messages
6. In your opinion, is the representation positive or negative? Explain why you think is the case.
7. What impact do you think these representations might have on an audience, and society in general? E.g. to inform, promote, change society’s belief on…
1. Who are the target audience for the text? How do you know?
2. What assumptions about the audience and their beliefs are suggested within the text?
3. How are audiences likely to respond to this text? Could they respond in different ways?
4. Why has the representation been constructed in the way it has? How does it work to sell the product being advertised?
5. Are there any different readings of the text? Could different audiences get different messages
6. In your opinion, is the representation positive or negative? Explain why you think is the case.
7. What impact do you think these representations might have on an audience, and society in general? E.g. to inform, promote, change society’s belief on…
Postmodern advertising includes:
1. Focus on emotional and symbolic meaning rather than practical benefits of the product being advertised.
2. Irony, playfulness and intertextuality.
3. Subversion of stereotypes, hybridisation.
The 'self-awareness' of the advert whereby it is implicitly acknowledging the brand's historical fixation on masculinity also makes it 'meta' or self-aware. Another postmodern strand.
1. Focus on emotional and symbolic meaning rather than practical benefits of the product being advertised.
2. Irony, playfulness and intertextuality.
3. Subversion of stereotypes, hybridisation.
The 'self-awareness' of the advert whereby it is implicitly acknowledging the brand's historical fixation on masculinity also makes it 'meta' or self-aware. Another postmodern strand.
advertising - print media
Advert 1: Lucozade Sport Energy Drink
Advert 2: Old Spice Men's deodorant.
old spice - brand history
1.How would you describe the style, themes and strategy of the adverts?
2.How is the OS brand identity constructed?
3.How do the adverts construct gender representations and expectations – how do they compare to contemporary social views?
2.How is the OS brand identity constructed?
3.How do the adverts construct gender representations and expectations – how do they compare to contemporary social views?
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How Old Spice repositioned its brand identity:
Advert 3: Shelter Housing & Homelessness Awareness Campaign
SHELTER 2011 CAMPAIGN
https://www.thedrum.com/news/2011/08/24/shelter-launches-new-advertising-campaign-amplify-drive-people-seek-advice-earlier
https://www.thedrum.com/news/2011/08/24/shelter-launches-new-advertising-campaign-amplify-drive-people-seek-advice-earlier
Advert 4: River Island Clothing
•Disabled people are by far the most underrepresented minority group in the media.
•Disabled people only featured in 4% of UK TV ads in 2021, despite around 22% of the UK population having some form of disability. •Most of the time, disability is absent from advertising, except when it’s focused on products that treat disabilities. Rarely do ads show disabled people in everyday life, such as working, parenting, household chores or enjoying activities. •In the media, 95% of characters that have a disability are played by non-disabled actors. |
Advert 5: Baby Dove 'Real Moms' baby products
What representation of motherhood are we presented with here? How does this differ from more common and traditional representations of motherhood?
The Campaign: https://sites.wpp.com/wppedcream/2018/advertising/outdoor/beautifully-real-moms
Layout -
'reading the z'
- This diagram shows and explains the most important areas on a print text.
- Usually in advertising the main image such as the brand ambassador will appear in the primary optical area and the product will be the final thing we acknowledge in the terminal area. Copy and supporting imagery will typically be positioned in the other quadrants.
for example...In this example we can see the 'read the Z' layout is being used effectively.
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