ADVERTISING C1A

 06/12/2023

Advertising and Marketing

L.O: To explore the code and conventions of print advertising.

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

Non commercial advertising-

- aimed to get peoples attention about saving the planet

- using the colour green because ad is about keeping the world green

Commercial advertising- 

- trying to get people to buy their burger

- made burger look bigger so that more people want it

- other food giving customers more options which means they get more money

- soft sell

Print advertising expectations-

- brands logo

- brands name 

- slogan

- specific details of USP/product or service

1) using imperatives 'do it with lucozade' and repetition

2) emotive language ' energy beats everything'

3) Wordplay and puns fruit punch and boxer on poster

Intertextuality

- modern adverts often make references to other media products, perhaps from other media forms or genres, that audiences. can identify.

- this helps communicate a message quickly and memorably 

08/12/2023

Historical Advertisements

L.O: To explore historical advertisements and their codes and conventions.

13/12/2023

Do Now  

The representations they have constructed of gender are their stereotypical lives

They have done this by talking about what the two genders will be looking for in a car.

Brand values that are reflected are good for families and travelling/holidays.

Historical advert set text

L.O: To explore the context and content of the historical set text.

Historical context- 

The icons of the quality street brand were two characters from the Regency era of British history of British history. In the Regency era Britain went through a period of elegance with regard to Fine Art and architecture.

The Regency era could also be compared to the 1950s for its significant cultural development Between 1811 and 1837 the country was under the rule of Prince Regent and developments in technology.

Social and cultural-

The 1950s saw a change in "high culture".

Media language creates and communicates meaning by: 

They have used the traditional structure of putting the text at the bottom of the advert and the image at the middle/top.

Used adjectives like 'delicious' to draw anyone thats looking at the advert in so that they want to buy it.

Stereotypical use of gender with the women 'adoring' the man.

Used the logo and miss sweetly and major quality but noting more than that as they were very well known in that time period.

Colour purple often connotes to royalty, legacy, luxury and wealth; also links to brand identity.

Clothing colour represents different types of sweets.

Mixture of serif and sans serif fonts to look modern and traditional at the same so that they stand out as sans serif is seen as quite modern although serif is seen as elegant.

Dilemma is seen as two different things suggesting that the man can't choose between al the sweets but also can't choose between the two women.

Anchorage of the gold frame is also connotations of a halo effect around the man and the product.

Product takes central framing but the three sweets at the bottom stand out because of the cream background behind the strong colours of the sweets.

Alliteration, emotive language and superlatives used within the advert.

10/01/2024

Do Now

My first impression about the three people in the advert is that they are wealthy.

They lead a higher class lifestyle.

The messages that quality street are trying portray about their product is that its popular with the wealthy which means it is in the trend to eat them.

Historical Advert Set Text

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

The 1950s saw a change in "high culture", where entertainment and the arts became more accessible and affordable. Things that people could not have afforded before the war had then became more affordable, there was an increase in affluence.

Advert 1: In this advert women have been represented has only interested in cleaning and doing house chores, this advert is aimed at men who want to buy something for their wife so that the wife can continue keeping the house clean.

Advert 2: Its a sexist advert that is basically saying that the husband is the boss and the women is the servant who does all the work,

Advert 3: Stereotypically represented the boy and being wild and the girl learning to be a housewife.

Advert 4: They are saying that she belongs under the mens control and that she should keep to being a servant and a cleaner. 

Advert 5: The advert is suggesting that the man who is the women's wife is also her boss and that she's living in his world.

Advert 6: The connotations of what they are wearing is telling us that she is the stay at home wife and she does all the house work and the man does all the business and work outside of the house.

 

Gender roles in the 50s were stereotypically traditional because after the war, women were encouraged to go and be mothers and housewives for their husbands who were in business and at work. This was because of the male dominated society who wanted to be seen as the workers again after the war, so women were then expected to stay at home, cook, clean and looking after the children and the men were expected to go out and earn money for his family. Men were also expected to be the "boss" of the family at this time and everyone else in the family was expected to follow all the husbands instructions.

The man is centred on the advert to show that he is the important one that you should be looking at as he is holding the sweets.

The women have been made to look like the sweets to represent that the man not only cant choose between the women but he also cant choose between the delicious sweets.

The mans costume is a suit and tie because in those days men were expected to go out and work to earn a living for his family this is to connote that he is probably wealthy which says that even wealthy people eat quality so you should eat quality streets.

Homework

The advertisement of quality street uses images to create meanings by using the man having to pick between two women being a connotation of having to pick between all of the sweets. This is done so that the buyer can see that it is a difficult decision to pick between all the sweets like the man having to pick between the two women that also happen to be dressed like the sweets.

Language has been used in the advertisement of quality streets by using the alliteration of “delicious dilemma” because the man cannot choose between all the sweets which is telling the buyer that the sweets are very delicious and worth the buy. The man in the advert is also very well dressed which is suggesting that quality street sweets are high status and even wealthy people love and buy them. The layout and design is very eye catching and attractive which will draw in buyers the quality street tub is also in the middle and centre of the advert because it is the main object that the buyer needs to be looking at. The man is also staring only at the sweets to connote the sweets importance and that he only cares about how delicious the sweets are.

19/01/2024

Rhetorical question- "Is rain wet?"

Repetition- Fair is foul and foul is fair.

Alliteration- Delicious dilemma.

Emotive language- "Heavenly sky"

Opinion as fact- Political statements: "Tax cuts for the wealthy will create jobs for everyone." 

Celebrity endorsement- Nike and Michael Jordan.

Hyperbole- "I slept like a rock last night".

Facts and statistics- "Canadian researchers have found that Einstein's brain was 15% wider than normal".

Direct address- "Friends, Romans, countrymen, lend me your ears." 

Imperatives- "Bring me a glass of water"

1) Repetition

2) Opinion as facts

3) Facts and statistics

4) Repetition/ alliteration

5) Direct address

Weasel phrase-

"You may get great value along with great taste'

Fanta have used a lot of direct address in this advert so that the buyer is drawn into the ad. There is also a lot of alliteration and repetition which makes the ad memorable.

24/01/2024

Contemporary adverts

L.O: To understand the techniques used in contemporary adverts.

do now

Stereotypes of men- blue, not as sensitive, more intelligent, direct

Stereotypes of female- pink, more sensitive, like makeup, creative, bossy

The brand identity of fiat- Suggests that fiat is a creative brand with lots of colour, have cars that will suit everyone.

Intertextual references- Aimed at both genders, has different styles for everyone, made the adverts look like fashion adverts even though they are for cars, they are also very fun and modern for a car brand trying to sell their cars. 

Media language- They have chosen stereotypical colours for both the genders for example the women has stereotypically feminine colours like yellow and purple whilst the man has stereotypically masculine colours like blue and red. They also have used typography which is stereotypical to the two genders, the women has a car that looks good and stylish whilst the mans is sporty. They have also used a z layout for their advert. The yellow car has been described as a 70s style which could suggest that they have cars for not only both genders and all styles but for all age groups. The bubbly font is also supporting recurring theme of happiness and cheerfulness.

Gender has been represented as very cheerful, fun and creative and a brand that has a different style for everyone. The adverts are definitely aiming the cars at the two genders separately and have used different stereotypes in each of the adverts.

Homework:

 

The this girl can campaign is a campaign that encourages females to get into sports that they normally feel like they would not do.

The campaign was created by sport England.

The target audience is girls who are afraid that they will feel judged for joining in on sports.

It was launched in 2015.

Its purpose/mission is to help females of all ages feel confident in the way they feel about themselves especially whilst doing sports.

It is funded by the national lottery.

31/01/2024

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.

The boys prefer playing and watching sports over the girls.

The girls feel less confident about themselves.

Majority of the class enjoys pe since primary school.

-This girl can campaign is a national campaign launched in 2016.

-It was developed by sport England and funded by the national lottery, this means that there is no commercial aspect so no money is made.

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

-The campaign research showed that there was a massive gender gap for sport between men and women 2 million fewer women than men taking part in sports.

-13 million women said they would like o partake in the sport but are afraid to be judged.

-Fear of being judged was the biggest barrier between women partaking in sports. 

-Soon after the 'The this girl can' campaign was launched nike launched their own similar brand.

Saying that she never gave up playing her games and is always trying, connotations to fighting for rights in her sport for females.

Saying that she can look pretty and have her nails done and still continue boxing with out being judged or being stereotypically called 'girly'.

1 Nike advert- The camera is specifically focussed on her muscle to show that women can be muscular and not have a stereotypically female body type. 

2 Nike advert- She is showing a lot of skin which is telling the audience that she is confident about her body which is something that a lot of women these days struggle with so this ad has connotations to being confident.

3 Adidas advert-  The lighting is making her muscles stick out a lot in the ad as well as the fact that she is wearing quite revealing clothes, famous track runner shown so that women can be famous in sports that are stereotypically a males sport. The ad is talking about taking the crown which implies that women should be trying to be the 'best' and be at the top of the rankings.

This ad is telling the audience that this women may be sweating a lot which a lot of people see as disgusting and dirty, but feeling like a fox is saying that she is feeling attractive, sexy and pretty. The This Girl Can campaign have used these quotes to show the audience that females should not worry about how they look and that its only about how they are feeling. The image on the ad is a women looking sweaty after working out but she does not care because she is having a good fun time. The women also does not have the stereotypical 'perfect' body. The campaign have done this because they want any women that think they are not good enough to do sports or don't feel confident enough doing sports to  do what sport they want to do, but the campaign also wants women to feel happy about themselves and confident in the way they look. This advert is different to the Nike and Adidas ones because they have 'picture perfect' athletes for their ads which defeats the whole point in wanting to make women feel better and confident about themselves. The other 3 adverts we looked at have a more serious mood to them but this one is a fun and free.

02/01/2024

Do now

The advert targets a wider range of women by adding different types of body types, a wide variation of ages group and different ethnicities.

Advertising set text 2

L.O: To analyse the construction of the this girl can set text.

sweat- dirty, just worked hard, smell, not usually associated with females

pig- dirty, fat, lazy

fox- sly, aggressive 

They have used to words that describe two very different things, for example the 'sweat like a pig' part is saying how she is sweating a lot which has connotations to being dirty and smelly whilst the 'feeling like a fox' part is telling us that she is feeling good and attractive and doesn't care about sweating a lot, its describing the two different parts of being human. 

The font style, serif, has been used because the style is feminine and the ad has been aimed at women.

They have chosen this women for their main image because she is not a female celebrity she is a normal real women in her 30s because the ad is about feeling good about themselves, she also hasn't got hair that as been perfectly styled for the ad she is just wearing an everyday hairstyle with normal everyday clothes. The camera shot is also a centred mid shot which has specifically got her body movements and her body so that the audience can see that she is not the usual nobody build that athletes in ads have this is to show that you don't have to look perfect to play in a sport. There is also other women in the room doing the same thing as the main women because the message that the campaign are trying to get across is for women to feel confident. The women also isn't posing for the camera but she is in the middle of actually moving and has had her picture taken mid shot. The bright colours suggest that the women looks confident in herself.

similarities-

Both show metaphors promoting their brands/campaign.

Both shots use centre main images.

differences-

The quality street advert uses very elegant and perfectly modelled women whilst the this girl can one has a women who is in the middle of doing something active.

Quality street have used elegant colours palette whilst this girl can have used bold and bright colours.

07/02/2024

Do now

The intention of the 'This Girl Can' campaign is to help females participate in sports and feel happy and confident whilst doing it.

Representation and theory 

L.O: To explore the representations in the set text and apply relevant theory.

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

Dominant ideology of the UK and Cornwall: 

Tea, Fish and chips, surfing, royals, angry people.

The This Girl Can campaign have used the dominant ideology of confidence and power so that women can see the campaign and feel inspired by the women on their adverts and mantras. The reason that the campaign have used these ideas is so that women feel that they are not alone and that others also are in the same position as them and want the same thing.

Ideology has been challenged at times, for example, when the lionesses won the women's euros 2022.

 

Her facial expressions create a positive feeling about sport for the female audience because she looks very happy whilst doing sport which gives other women who see this belief that they can be happy whilst doing sport.

The advert seeks to encourage women to see themselves in the model that the campaign have chosen because she has not been perfectly prepared to have a photo taken of her for the advert, she is messy and very sweaty but clearly having a good time and not worrying about what everyone else says.

Yes I think the campaign is successful because they focus on everyone and all different body types and ethnicities etc. They also make all those different individuals feel confident about themselves.

09/02/2024

C1 section A PPE

Do now

3 words  to describe representation in the advert: empowering, confidence, feminist.

Question 1- This Girl Can 

Explore how the print advertisement for This Girl Can uses media language to create meaning 

a) Text/ written language

The This Girl Can campaign have used this advert with this text because of its deeper meanings. For example, the simile "sweating like a pig" is being used because the women in this image is very sweaty. The reason the campaign have gone for this particular phrase is so that the audience understands that she is sweating like a pig which has connotations of being disgusting and dirty, but the other phrase "feeling like a fox" is  the complete opposite of the first half of the text. The reason that the campaign have chosen this simile is because it is referring to feeling sexy and attractive whilst the women is also feeling good. These two have been put together to suggest that women can feel good about themselves whilst doing sports and being sweaty.

Another piece of text that the This Girl Can has used is their '#thisgirlcan' which is in the top left corner of the advert. The reason that the campaign have used this is because the entire point of the campaign is to help females feel confident whilst doing sports, so they re further promoting their brand by creating their own hashtag. different age groups are on social media and this hashtag can be used on social media meaning that the brand can reach a wider audience of girls and women. 

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

The This Girl Can campaign is all about helping females to feel welcome in sports and to feel like they can belong and have fun without caring about how they look whilst doing sports, but also believing that 

they can do whatever sport they like.

One way that the campaign have represented this is the way that the women has been represented in the image. The women has not been modelled to the perfect position and the image is not using direct address, the reason behind this is because the campaign wants to show the audience that not everyone has to look perfect whilst having fun and exercising, this has connotations to being a powerful and inspiring women which helps other women and girls to feel the same way.   We can see this with her facial expressions for example her eyes are closed and she is smiling which implies that she's having fun which is the message that the campaign are trying to get across. 

Another way that the campaign have implied that they want women to feel good whilst doing sports is by having other women all around the main women, they have done this because when doing a sport there will be other people around which connotes to being confident and not self conscious about your self which is what the brand is trying to imply to their audience. This also tells the audience that no one cares about what you are doing which is another thing that the brand are trying to get across to the audience . Also another reason for this is to show women that they are not alone in feeling the way they do, but the women's eyes are closed which implies that she doesn't mind everyone around her because everyone is focusing on themselves further proving what the campaign is trying to show the audience. The fact that the background is blurred also tells the audience that having other people around will be ok and no one is judging.

Finally another way that the campaign have represented feeling happy. whilst doing sports is the way the women is dressed. For example she is wearing bright and very 'out there' colours which is telling the audience that they can be whoever they are and it doesn't matter what you. look like the only thing that matters is having fun. These colours also have links to happiness and fun because of the brightness and boldness, it also has connotations to having fun whilst playing sport as that is the whole point in playing them. The shot type of her boy which is a mid shot is showing the audience her whole body so that they can definitely see that she is dressing how she wants but she also does not have a 'picture perfect' body that most sporting models have which shows that the campaign are still proving their point. This links to women not needing to worry about how they look as long as they are enjoying what they are doing, females should not have to worry about their body type.

21/02/2024

DIRT

C1 Section A PPE

L.O: To revise how to answer exam style questions effectively

ADVERT AIMS & CONVENTIONS:
Good notes

QS ADVERT:
Good notes and understanding of context, the use of ML & representation but some seem to be missing

QS HOMEWORK:
Good answer which links to the context. Well done

THIS GIRL CAN ADVERT:
Good notes and understanding of context, the use of ML & representation.

PPE Q1a: 3/5
WWW: Your first point
EBI - the second point needs to be as detailed - think about why they want a hashtag, what is it for etc?

PPE Q1b:7/10
WWW: good focus on the meanings constructed by the visual codes
EBI: make sure you include the connotations of the elements you are describing.

2a)