Written exam 2015

Learning objective: 
To consider how to approach the written Media Studies exam

Key terms: 
Conventions, anchorage, product or service, brand, image, copy, slogan, brand logo, convergence.

External Assessment: Written Examination: 40% of total mark. (Coursework is 60%)

Unit 1 Thinking about the Media: Investigating and Planning 2 hrs 15 mins (135 mins)

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Section A: Thinking about the media - Investigating
Four questions: candidates respond to stimulus material (this will be print based advertising) 
This unit section will also assess the way the contemporary media is convergent.

Section B: Thinking about the media - Planning
A series of tasks: candidates demonstrate planning and creative skills through a series of
creative tasks which demonstrates knowledge of the convergent nature of the contemporary
media.

The first thing you will need to consider is how long to spend answering each question.

• Your answer is in the amount of marks awarded for each one. 
• This can be seen in the [square brackets] after each question.

In total there are 80 marks to be gained;

• 40 for section A - Thinking About the Media – Investigating Advertising
• 40 for section B - Thinking About the Media – Planning Advertising

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Conventions of print adverts (Hand out)

Print adverts are usually made up of the following key features, known as conventions. These are the things that make it recognisable as an advert ‑ the logo, slogan, brand name etc. Not all adverts feature all these conventions all of the time, but they are considered to be the ‘norm'.

Product or Service   
            This is what is being advertised ‑ coffee, mascara and baby food are all

            products, banking, insurance, gas supplies are all services. Some

            adverts promote an overall company (or brand) as opposed to a

            specific product made by that company. Fashion, sportswear and

            technology adverts are often like this.

Brand  This is the ‘idea’ of the product and is often the same as the company who manufacture 

            the product or provide the service.

Image The central or key picture that encourages us to look at the advert.
          This can be analysed by looking at its technical features (lighting, camera angle, framing).                            These are called technical codes. Also you would explore its visual codes.
          This refers to the content of the picture (who or what is the picture of, their position,                     clothing, decor etc).

Copy    This is the written explanation of the product on the advert.

Slogan    This is the catchy phrase about the brand or the product that is supposed to stick in our                  minds.

Brand logo   This is the small graphic used to represent the brand.

The copy, slogan and brand logo all act as anchorage on a print advert

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Section A - Thinking About the Media – Investigating Advertising

Q.1 (a) Identify two elements which are important in this Print Advertisement. [2]

(1 mark awarded for each appropriate object).

(b) Briefly explain why each element is important. [8]
Answers may refer to:

• Important in narrative/narrative device/narrative enigma
• Iconography/genre conventions of advertising
• Links to character and audience targeting

To gain a high level mark you need to show an excellent explanation of importance of elements.
Confident and relevant use of media’s key concepts and appropriate terminology.

Task 1: In your orange books answer the two questions above: 10 minutes.

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Section A consists of 4 questions.

Questions 2 and 3 are difficult to predict so you will need to be prepared to discuss things like:

• Representation; of gender, age, ethnicity, sexuality etc.
• Audience targeting; Maslow, Uses and gratifications, 4 C's, fans.
• Genre - iconography, visual and technical codes.
• Narrative - Propp, Todorov, Barthes, Levi Strauss.

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Q.2 (a) How has gender been represented in the GHD print based ad? [4] 

(b) Briefly explain how narrative has been used in the GHD print based ad. [6]

Task 2: In your orange books answer the two questions above: 10 minutes.

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You may be asked to discuss a print based ad you have studied with regards to representation

Q.3 Explain how gender is represented in one advertisement you have studied. [10]

Task 3: In your orange books, answer the question above in relation to the advert below :
10 minutes.

(Consider the following:

• Stereotypes and representations - processes of categorisation, identification and recognition
• Image manipulation
• The way groups of people are represented in the media - in terms of different ages, mention gender here too).

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Questions amy also be more general and ask you to discuss an area of advertising such as

Celebrity endorsement

4 Explain why celebrity endorsement is used in advertising. [10]

Task 4:  In your orange books, answer the question above: 10 minutes.

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1. Who advertises and why?

Learning Objective:

Consider who advertises and the reasons why. Consider where advertisers try to reach audiences. Key terms: Consumable products: These are the products we use regularly and need to replace. Toothpaste, breakfast cereal, trainers. A successful ad may persuade us to buy something different than usual. Constructed to appeal to an audience. Deconstruction by an audience. Quick Task 1:  Work in pairs and list five ways you may come across an advertisement in your normal day. We tend to think of advertising as being the selling of consumable products like shampoo, clothes and household products, but advertising is very broad and lots of organisations and people use advertising to communicate in formation. Quick task 2: Create a list of advertisers other than makers of consumable products Charities - to raise awareness about an issue and persuade us to donate. Government departments- the health service for example, to give us information about health issues like diet. Organisers of events - for example sporting competitions, concerts. To let us know they are happening and persuade us to buy tickets. The media - to promote new films, TV programmes, games etc. Schools, colleges and universities - to give information about courses and persuade us to enrol. Ordinary people - to sell items, find work make announcements. Task 3: Use the Internet to source examples of print based ads from each of the above. Create a Power Point presentation and e-mail to aealey@de-la-salle.co.uk Plenary: Where??? Discuss your answers to the first task. Did you identify these places for adverts? TV and radio Cinema Mobile phones The Internet Sides of buses and shelters Billboards Magazines and newspapers Leaflets and flyers. ______________________________________________________________________ Deconstructing adverts Each media text you study will have been constructed to appeal to an audience. What is meant by the terms construction and deconstruction? Construction is the process of creating a media text – such as an advert – using images, colour, text and framing devices. Audiences (and media students) deconstruct texts in order to understand how meanings have been created. Print adverts need to gain attention and make readers understand what the advert is for, even before the brand name is seen. The following adverts have all gained awards for creativity and their ability to capture the audience’s attention. In pairs or groups consider: How do these adverts work? What is the underlying idea (concept)? What messages are being communicated? How is audience appeal created? Who might be the target audience?

2. Advertising persuasive techniques

You will prepare for the GCSE topic area of Advertising and Marketing by focusing on print advertising and television advertising.

Learning objectives: To study the persuasive techniques used by print advertisers.

Key Media Terms:
Brand. That which identifies one companies product from those of another. The branding may be clearly identifiable by a name, logo or some other trademark, for example; the font style of Kellogs or the Nike swoosh.

Brand identity. The associations the audience makes with the brand. This is built up over time. The brand Nike suggests good quality sports clothing that is also fashionable as leisure wear. The high budget ad campaigns and sponsorship at world events have helped to reinforce this brand image over time.

Consumable products. These are the products that we use regularly and that need to be replaced. Some audiences are loyal to a particular brand whereas others may be persuaded to change as a result of marketing devices.

Advertising is one of the most powerful media forms and the advertising industry is one of the most lucrative. It is important to be aware of the techniques used by advertisers to attract and appeal to audiences to promote their products.
Advertisers persuade us to buy what we want and desire rather than what we actually need. However, advertising is not solely confined to the selling of consumable products. All sorts of areas of society and companies advertise products - not all of which are for sale.

Whatever is being advertised, it is important for the advertisers to establish the brand and a brand identity.

Task 1: 
Discuss advertisers covered in a previous lesson.

Who advertises and why?

Makers of consumable products, for example beauty and grooming products. To encourage an audience to buy. This is avery competetive area of the advertising industry.

Charities. To raise awareness and to encourage donations.

Organisers of events, for example the 2012 Olympics. To boost ticket sales and to promote the event to anaudience.

Educational establishments. To persuade people to go there for their studies. They produce a prospectus and additional promotional material like flyers.

The media themselves promote their products through film posters, CD covers etc.

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Basic persuasion techniques

The media messages most concerned with persuading us are found in advertising, public relations and advocacy. Commercial advertising tries to persuade us to buy a product or service. Public relations (PR) "sells" us a positive image of a corporation, government or organization. Politicians and advocacy groups (groups that support a particular belief, point of view, policy, or action) try to persuade us to vote for or support them, using ads, speeches, newsletters, websites, and other means.

These "persuaders" use a variety of techniques to grab our attention, to establish credibility and trust, to stimulate desire for the product or policy, and to motivate us to act (buy, vote, give money, etc.)

Learning the language of persuasion is an important media literacy skill. Once you know how media messages try to persuade you to believe or do something, you’ll be better able to make your own decisions.

Persuasive Techniques in Advertising

1. Bandwagon. Many ads show lots of people using the product, implying that "everyone is doing it" (or at least, "all the cool people are doing it"). No one likes to be left out or left behind, and these ads urge us to "jump on the bandwagon.” Politicians use the same technique when they say, "The American people want..." How do they know?

2. Repetition. Advertisers use repetition in two ways: Within an ad or advocacy message, words, sounds or images may be repeated to reinforce the main point. And the message itself (a TV commercial, a billboard, a website banner ad) may be displayed many times. Even unpleasant ads and political slogans work if they are repeated enough to pound their message into our minds.

3. Testimonials. Media messages often show people testifying about the value or quality of a product, or endorsing an idea. They can be experts, celebrities, or plain folks. We tend to believe them because they appear to be a neutral third party (a pop star, for example, not the lipstick maker, or a community member instead of the politician running for office.)  This technique works best when it seems like the person “testifying” is doing so because they genuinely like the product or agree with the idea.  Some testimonials may be less effective when we recognize that the person is getting paid to endorse the product.

4. Humor. Many ads use humor because it grabs our attention and it’s a powerful persuasion technique. When we laugh, we feel good. Advertisers make us laugh and then show us their product or logo because they’re trying to connect that good feeling to their product. They hope that when we see their product in a store, we’ll subtly re-experience that good feeling and select their product. Advocacy messages (and news) rarely use humor because it can undermine their credibility; an exception is political satire.

5. Beautiful people. Beautiful people uses good-looking models (who may also be celebrities) to attract our attention. This technique is extremely common in ads, which may also imply (but never promise!) that we’ll look like the models if we use the product.

6. Bribery. This technique tries to persuade us to buy a product by promising to give us something else, like a discount, a rebate, a coupon, or a "free gift.” Sales, special offers, contests, and sweepstakes are all forms of bribery. Unfortunately, we don’t really get something for free -- part of the sales price covers the cost of the bribe. 

7. Celebrities.  (A type of Testimonial – the opposite of Plain folks.) We tend to pay attention to famous people. That’s why they’re famous! Ads often use celebrities to grab our attention. By appearing in an ad, celebrities implicitly endorse a product; sometimes the endorsement is explicit. Many people know that companies pay celebrities a lot of money to appear in their ads (Nike’s huge contracts with leading athletes, for example, are well known) but this type of testimonial still seems to be effective. 

8. Experts.  (A type of Testimonial.) We rely on experts to advise us about things that we don’t know ourselves. Scientists, doctors, professors and other professionals often appear in ads and advocacy messages, lending their credibility to the product, service, or idea being sold.  Sometimes, Plain folks can also be experts, as when a mother endorses a brand of baby powder or a construction worker endorses a treatment for sore muscles.

9. Explicit claims.  Something is "explicit" if it is directly, fully, and/or clearly expressed or demonstrated.  For example, some ads state the price of a product, the main ingredients, where it was made, or the number of items in the package – these are explicit claims.  So are specific, measurable promises about quality, effectiveness, or reliability, like “Works in only five minutes!” Explicit claims can be proven true or false through close examination or testing, and if they’re false, the advertiser can get in trouble. It can be surprising to learn how few ads make explicit claims. Most of them try to persuade us in ways that cannot be proved or disproved.

10. Fear. This is the opposite of the Association technique. It uses something disliked or feared by the intended audience (like bad breath, failure, high taxes or terrorism) to promote a "solution.” Ads use fear to sell us products that claim to prevent or fix the problem. Politicians and advocacy groups stoke our fears to get elected or to gain support.

11. Plain folks.  (A type of Testimonial – the opposite of Celebrities.) This technique works because we may believe a "regular person" more than an intellectual or a highly-paid celebrity.  It’s often used to sell everyday products like laundry detergent because we can more easily see ourselves using the product, too. The plain folks technique strengthens the down-home, "authentic" image of products like pickup trucks and politicians. Unfortunately, most of the "plain folks" in ads are actually paid actors carefully selected because they look like "regular people.”

12.Emotional appeal: Emotional persuasion relies on the subconscious mind's "auto-pilot" to handle the chores of receiving, processing and evaluating information to make a decision. However, the subconscious mind is clueless about processing and evaluating information based on conscious thought. Consequently, emotions and instincts, which reside in the subconscious, kick in as the auto-pilot substitute for conscious thought. In other words, when decisions are made at the subconscious level, they are based on emotions and instincts, or "gut feeling."

Why Emotional Appeals Work

Thinking is a laborious task. Experts in neuroscience say that the mere act of thinking burns three times more calories than a less-challenging task like watching TV. The experts also note that the human brain runs on idle in a non-thinking state 95 percent of the time. Marketers clearly don't bet their budgets on consumers being asleep at the switch 95 percent of the time. The stats strongly suggest, however, that people are more susceptible to emotional appeals because their brains are in an idle, subliminal state most of the time.

Task 1: Identify print based ads which use techniques described above.

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