C1 Advertising

Tuesday, 25th February 2025

Do Now

1 - There are 2 media exams

2 -  the overall mark of the two exams are 70%

3 -  Component 1 is worth 35% 40%

4 - The main purpose of media is to educate, inform, and entertain? to make money

What is advertising?

The main aim of advertising is to bring attention to a product, service or issue.  

Depending on what type of campaign, it may also

• Raise awareness
• Inform and educate
• Persuade audiences
• Create a unique selling point 
• (what makes this different from all the others - USP)

The two types of advertising

• Commercial
• Non commercial

Commercial advertising aims too sell a product to an audience to make money it does this by releasing enticing adverts to draw customers in and buy their product. However, non-commercial advertising aims to bring awareness or make change, it does this buy creating adverts that are thought provoking and interesting to create an opinion within the audience and often create change. or raise money for charity.

The main aim of advertising is too persuade an audience to buy a product or service, spread a view and make change, or bring awareness to a particular topic

Codes & Conventions

Advertising codes and conventions - The expected elements that will be included in products from particular media forms and genres

Technical codes - what techniques have been used

• Camera shot or angle
• Lighting
• Editing

Visual codes - what it looks like (mise en scene)

• Colour palette
• Costume, hair & make up
• Gesture codes & expressions
• Setting / location
• Props

Language codes - what it says

• Formal/informal
• Specialist lexis (words)
• emotive language
• Use of imperatives (commands)
• Linguistic devices: aliteration, personification, metaphor

Layout - how visual elements are arranged on a page.How they have been combined and which are more prominent

Design - the visual & technical elements that contribute to the style of a print product. (Often typography, colour & image)

Images - photographs, illustrations & graphics. Type of image, placement and choice of foreground & background.

Typography - Font style & size (serif or sans serif) Can link to brand identity or communicate additional meanings.

Anchorage - the way the written text is used to 'anchor' or secure the meaning of an image.

Narrative - the 'story' constructed through the text and images

Mode of adress - how the product communicates with the audience. Can be formal or informal. Could use direct mode of adress to engage.

Tuesday, 4th March 2025

Do Now 

1 - To promote a product in a way that gains customers (makes money)

2 - How a brand looks, quality, profit, gain customers Create a USP or to raise awareness

3 - Commercial advertising is advertising products to make a profit 

4 - Charities could use non-commercial advertising

5 - Codes and conventions are expected elements that will be included in products

Codes and conventions of print advertising

In addition to the main C&C discussed, there are some specific to print adverting

They vary depending on the genre and purpose of the advert.

What would you expect to see on a print advert?

The product is likely to include:

• Name of the brand/product
• Logo
• Slogan
• Specific details of USP/product or service

.

The main aim of this commercial advert is to sell a story or a lifestyle to gain profit

the print codes and conventions are the product is being conveyed as a luxury with a story behind it, the product is in the centre of a page being shown off. 

This product is soft sell using wordplay?

The main aim for this advert is to raise awareness to the danger of guns in the US and the neglect of laws.

The prints codes and conventions are the use of a central image, short but persuasive text, and a long lasting brand identity

This is hard sell using emotive language and facts and information

Advertising language makes use of:

• Facts & information
• Persuasive language (hyperbole especially)
• Imperatives
• Emotive language
• Wordplay and puns

Tuesday, 11 March 2025

Do Now 

1 - When they promote a lifestyle or values

2 - A main image and persuasive text

3 - Information and persuasive language

4 - wordplay hyperbole

5 - Slogan Repetition

 

Intertextuality 

Modern adverts often make references to other media products, perhaps from other media forms or genres, that audiences can identify. This helps too communicate a message quickly and memorably.

Historical adverts 

• 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 in black and white or with just one added colour 

Coca cola advert 1960s

The narrative to the product coca cola is extremely inclusive and wide use welcoming people of all classes, although through the scene the advertisement has set, it connotes that mainly wealthy people can afford coke or that coke is a luxury product. The red, black and red colour palette also connotes wealth, romance and luxury aligning with the structure of this magazine. The logo is in a large red circle on the bottom left hand side of the advertisement stating drink coca cola in bold, ultimately showing off the brand name and identity                                                         

Historical advert set text 

 

Tuesday, 25th March 2025

Do Now

1 - Quality sweet chocolates are made by Mackintosh's

2 - 

3 - The quality street characters were based on 

4 - Quality street chocolates were aimed at anyone who could afford them, as they were targeted at                families after the war

5 - The persuasive technique of language used is an exclamation 

Tuesday, 1 April 2025

Do Now 

1 - Representation is the way in which something or someone is presented as a generic whole

2 - The quality street advert was was published in the 1950s

3 - Women were portrayed as a mans item in the 50s used only to serve and please him (housewives,           inferior, powerless ect...)

4 - Quality streets were not aimed just for the wealthy they were aimed at families and people who                could afford them after the war 

5 - Delicious is repeated throughout the advert (quality street)

Tuesday, 22 April 2025

Do Now

1 - Representation is the way in which something is represented or re-presented. (In the media)

2 - The quality street advert was made in the 1950s

3 - They were portrayed as submissive or less superior to men

4 - They were aimed at everyone who could afford them after the war not just the wealthy 

5 - Delicious 

Male gaze theory

The male gaze 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.

The man is holding the box of sweets in his lap, in this image the box of sweets represents the significant difference between classes can be solved by the delicacies inside. Not only can the lower classes feel like the upper class but can live with the luxury of the product that used to be inaccessible. seems crude 

The man in the centre of the image controlling the situation is purposefully placed to represents mens power over women with the submissive depiction of the women clinging to him and grabbing from HIS sweets tub. He is portrayed as being able to choose what woman he wants with the women having almost no place whatsoever at the mercy of his decision. 

In the image the women being dressed like the sweets grabbing for HIS sweets connotes the superior nature that quality street has once brought by the customer. As if they draw in women and seem to create a popular manner with the ladies as if they need HIS sweets instead of their own. implies dependancy

The mans suit connotes his superior status against the woman by looking like formal businessman. Having the women cling to him as if they were objects. It implies the men work harder than women and reflects highly on gender roles that men work for the women.

In the quality street advert men are presented as extremely superior to women, this is portrayed through the use of imagery in the advert. In the advert we can see a man sat on a chair with two women one on either shoulder kissing his cheek and grabbing from his box of sweets. The man is dressed in a suit connoting his high class and his working status over the women, the women who are dressed as the 'sweets' are close to him tentatively taking sweets from his tin representing the idea that women are only there to please the man and be there as an object or product to gaze at.

The advert reflects on the gender roles from the 1950s because of the expectation that women will be housewives and serve men. Men on the other hand were represented almost god like to be pleased and served with no regard to the women's happiness or satisfaction looking at them as if they are objects, even though they contributed a huge effort to the war about 10 years ago.

Exam questions

Q1 - 15 mark question split into 3 parts 

Q2 - 25 mark question compare to an unseen advert 

Tuesday, 29th April 2025

Do Now 

1 - A connotation is a second interpretation of something that is commonly associated with a                         characteristic something suggested by a word an image or a thing.

2 - Red may have connotations of love, romance, and violence

3 - Dog may have connotations of loyalty and companionship

4 - The male gaze theory is the way in which women are portrayed from a mans point of view most             media texts present the world from a male perspective

5 - A logo is a form of branding that represents a particular service or product 

Analysing modern adverts

Positive

• Curious
• Interested
• Inquisitive
• Disabled

Negative

• Nosy
• Crippled
• Retarded
• Handicapped

Logos

A - adobe 

B - barbie

C - coke

D - disney

E - explorer

F - facebook

G - google

H - honda

I - IBM

J - JBC

K - kellog's

L - lego

M - macdonalds

N - Nintendo

O - oreo

P - pintrest

Q - Quicktime

R - Reese's

S - skype

T - twitter

U - Unileva

V - Virgin

W - Wikipedia 

X - xbox

Y - yahoo

Z - amazon

Persuasion in adverts

Rhetorical question - Are you looking for the new best product on the market? 

Repetition - Delicious in the quality street advert

Aliteration - Perfect product or delicious dilemma 

Emotive language - these creatures are trapped because of us, be the one to set them free 

Opinion as fact - You killed the ocean

Celebrity endorsement - Kylie Jenner rates this lipgloss as the best on the market!

Hyperbole - The zero fault product, simply the best on the market!

Facts & statistics - Kills 99% of bacteria

Direct adress - This could be YOU!

Imperatives - Just do it.

1 - Open a coke. Open happiness - repetition

2 - Find your place - Imperative

3 - Losing weight, saving money, performing better - opinion as fact 

4 - The best four by four so far - aliteration

5 - this ad may change your life - hyperbole

Tuesday, 20 May 2025 

Do Now

1 - sly, mean, suspicious

2 - A lexis is word choice 

3 - Typography is the way in which the text is made to look

4 - It would include a hashtag to be able to be easily searched online and recognised (encourages social       media interaction)

5 - A mid shot is used in this advert 

Representation

This girl can campaign

challenge stereotypes of women and exercise

Break down barriers stopping women from exercising

Dominant ideology

The attitudes, beliefs, values, and morals shared by the majority of people in a given society 

1 - In this advert her facial expression expresses an extremely positive outlook in the attitude towards women's sport to the audience. Her facial expression is encouraging and showing a high level of happiness from doing something as simple as exercising without having to get fully ready and being happy how she is.

2 - The advert has chosen to represent the woman as not ''done up'' and ''messy'' by having a generic outfit messy hair no makeup and all sweaty. This creates a impression of non judgement and creates a positive atmosphere that you do not have to meet ''beauty'' expectations to exercise leaving a positive impression on women who may have felt as if they couldn't due to not being up to standards.

3 - I think this girl can is an inclusive name as it targets the whole female audience in a positive way saying that all girls can do it...

PROPP

In the this girl can advert the woman is being presented as empowering for other women to look at whilst thinking of sport and athleticism.

In this advert she is presented as not very tidy or admirable with no makeup sweaty, her hair thrown up and in an east accesable outfit not matching to work out in. Tis creates the impression to other women that you do not have to be attractive to do activities as sipe as exercising showing her natural self.