Learning objective: To identify the codes and conventions of print based ads
Key words: Audience, conventions, codes, narrative, marketing
Advertising is an interesting and important media topic as it crosses all media platforms.
EVERY media organisation needs to sell what it makes so it advertises its products to its audience.
To succeed in studying advertising you need to know about these three elements:
Texts:
Genre-the codes and conventions of advertisements (print and audio visual)
Narrative-how ads ads are structured and how they tell stories in order to sell the product to an audience.
Representations-how ads use stereotypes, how they represent people, places and events.
Organisations:
How producers of ads promote their products to audiences; how the industry is controlled and regulated
Audience/Users:
How audiences are targeted; the appeal of ads; how audiences are categorised to make them easier to target.
Rolling Stone Magazine
Coca Cola
McDonalds
Task one: Discuss the following statements about advertising, one or two sentence responses, orange books:
- Adverts persuade us to buy what we want, not what we need.
- Some TV adverts are more interesting than the programmes.
- Some adverts probably cost as much to make as a short film.
- Adverts can inform and educate us
- Adverts use stereotypes to get messages across quickly
- Adverts can be misleading and don't always tell us the truth
Some key terms:
Consumable products - These are products we use regularly use and need to replace, for example toothpaste, breakfast cereal, trainers. A successful advert may persuade us to buy something different from the usual.
Brand - This is how an audience recognise a product and it is also how the product shows it is different from others. The branding can include the name, logo, slogan and any celebrity endorsers.
Slogan - a short catchy phrase that reminds an audience of the product.
Guidelines to the creation of a great slogan
Identification. A good slogan must stay consistent with the brand name either obviously stated or strongly implied. Often the name of the business is included.
And all because the lady loves Milk Tray.
And all because the lady loves Milk Tray.
Go to work on an egg.
Memorable. Some of the best taglines or slogans are still being used today, even though they were launched several years ago.
Put a tiger in your tank. (esso)
Probably the best lager in the world. (Carlsberg)
Beneficial. Reveal your purpose and benefits of the product by conveying the message in consumer language. Turn bad into good. Suggest the risk of not using the product. Create a positive feeling for the consumers.
Look, Ma, no cavities! (Crest toothpaste)
Don´t leave home without it. (American Express)
Differentiation. In an overcrowded market, companies on the same industry need to set themselves apart thru their creative and original tagline or slogan.
Vorsprung Durch Technik.
Simples
Keep it simple. Use proven words and short keywords. One word is usually not enough.
Impossible is nothing
Task two: Identify the following slogans-
Task two: Identify the following slogans-
- It's finger lickin' good.
- Life tastes good.
- Melts in your mouth, not in your hands.
- Obey your thirst.
- Probably the best lager in the world.
- A diamond is forever.
Task 3: Construct a slogan for a consumable product.
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Textual analysis: Olay print based advert
How does this ad featuring Jessica Ennis appeal to audiences?
Media terminology is in bold.
The choice of celebrity endorser is interesting.
She is not a glamour model, but someone who has achieved in sport.
The shot is a medium close up and her face takes up most of the page.
Technical codes of lighting have been used but the image has not been manipulated too much and it is more of a realistic representation of a woman.
The soft colours are quite feminine and add to the naturalistic representation.
The mode of address is direct and her expression implies confidence.
This is supported by the anchorage; 'Pushing the limits of what's possible'.
She is an aspirational figure and women will look up to her.
Further anchorage about the product emphasises that Olay products help to enhance beauty.
The product avoids making unrealistic claims.
One of the visual codes we can see is her clothing.
She is wearing a sports vest which reminds the audience who she is and what she does.
However, she also wears make up and diamond earrings which implies that she also likes to look attractive. (Professional and beautiful).
The medal in the top left has connotations of being a winner.
There is iconic representation of the product so the audience will know what it looks like.
The font style used for the name of the product is also part of the brand identity.
How does this ad featuring Jessica Ennis appeal to audiences?
Media terminology is in bold.
The choice of celebrity endorser is interesting.
She is not a glamour model, but someone who has achieved in sport.
The shot is a medium close up and her face takes up most of the page.
Technical codes of lighting have been used but the image has not been manipulated too much and it is more of a realistic representation of a woman.
The soft colours are quite feminine and add to the naturalistic representation.
The mode of address is direct and her expression implies confidence.
This is supported by the anchorage; 'Pushing the limits of what's possible'.
She is an aspirational figure and women will look up to her.
Further anchorage about the product emphasises that Olay products help to enhance beauty.
The product avoids making unrealistic claims.
One of the visual codes we can see is her clothing.
She is wearing a sports vest which reminds the audience who she is and what she does.
However, she also wears make up and diamond earrings which implies that she also likes to look attractive. (Professional and beautiful).
The medal in the top left has connotations of being a winner.
There is iconic representation of the product so the audience will know what it looks like.
The font style used for the name of the product is also part of the brand identity.
Task 4:
Choose one of the three print based ads below and investigate it using media terminology and key words in a way similar to the analysis above. Orange books, 200 words.
Remember the visual codes;
Costume, facial expression, colour, body language and graphics.
The technical codes;
Lighting and framing.
Conventions of advertising.
Logo, slogan, endorsement,
Fig 1
Fig 2
Fig 3
The tasks need to be completed in time for the lesson on Monday when your answers will be discussed.
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Learning Objective: To analyse print based ads using the criteria given
Key words:
Hyperbole-Over exaggerated language used to make the product seem better than it is.
Unique Selling Point (USP)-Unique means different so the product in the ad has something about it that sets it apart from other products.
Aspirational-This type of advertising makes the audience want to buy the product even though what is being sold may be out of their reach. (Natural beauty and sporting achievement).
Print
Advert Analysis Template
The
copy (the writing)
•
Look at any writing on the advert -
what sort of language or keywords is it using?
Hyperbole,
persuasive, emotive
•
What type of font is being used?
Dynamic,
bold, feminine, is it the same as on the product.
•
What is the slogan?
•
What is happening in the
illustration?
The
Brand (the product being sold)
•
Is there a picture of the product for
sale?
How
important is it to the advert as a whole?
The
Logo
•
Is the product logo shown on the
advert and what does it tell us about the product?
Characters
•
Are there any characters in the
advert?
•
What is their relationship to each
other and to the reader?
Story
•
Does the advert tell a story of some
kind?
•
Reminders of other media
•
Does the advert remind you of another
advert from the same product (or a similar product), a television programme, book,
or film? (Intertextuality)
Slogan
•
What is the slogan that the
manufacturer has chosen to use – the catchphrase.
Target
Audience (who the advert is aimed at)
•
Who do you think the advert is trying
to sell to?
•
Motivation (how the advert tries to
persuade the target audience)
Representation (Who? What? Why? Where?)
•
Who or what is being
represented?
•
Who is the primary audience for this
representation?
•
What are they doing?
•
Is their activity presented as
typical, or atypical?
•
Are they conforming to genre
expectations or other conventions?
•
Where are they?
•
How are they framed?
•
Are they represented as natural or
artificial?
•
What is in the foreground and what is
in the background?
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Task 1: Using the template shown above, analyse this print based ad for Adidas
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Learning objectives: To analyse an ad campaign identifying codes and conventions.
Key words: Copy, Brand, Logo, Celebrity, Story, Slogan, Target Audience, Representation.
Task 1:
This ad campaign for Smart water uses the actress Jennifer Aniston for endorsement..
Why have they chosen her? What does she offer the target audience that would make them buy the product?
Learning objectives: To analyse an ad campaign identifying codes and conventions.
Key words: Copy, Brand, Logo, Celebrity, Story, Slogan, Target Audience, Representation.
Task 1:
This ad campaign for Smart water uses the actress Jennifer Aniston for endorsement..
Why have they chosen her? What does she offer the target audience that would make them buy the product?
Copy
Brand
Logo
Celebrity endorsement
Story
Slogan
Target
Audience
Representation
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