Learning Objective: To explore the Irn-Bru campaign and consider representation.
Key terms:
Campaign: This is run by an advertising agency, in the case of Irn-Bru, Leith Agency. A campaign is a sequence of advertisements for a product and links the packaging, radio, TV, print and Internet.
Representation: How people , places, issues and events are presented in different media texts in order to create meanings.
Stereotypes: this is where a group of people are shown in a particular way by exaggerating certain characteristics.
Task 1: Write down the two definitions above in your orange books.
Irn-Bru is a product and a brand that has been around for a long time and has come up against competition from soft drinks.
The company had to create a new campaign and a new image in order tore-launch itself and attract a new audience. It launched a cross media campaign in 2012 with a new slogan:
Irn-Bru: Gets You Through
The aim was to celebrate the Scots' ability to see the positive in difficult and embarrassing situations.
Text
the genre is soft drinks advertising. The aim of the campaign is to persuade the audience to buy this established brand rather than a supermarket one.
The adverts in the campaign each have a short, funny, linear narrative involving a potentially difficult family situation.
The problem (or disruption) is is introduced at the beginning of each advert.
For example, in Steamy Windows, a young boy comes home to catch his Mum in an embarrassing situation.
In another, New Fella, a young woman brings home her new English boyfriend to meet her very (stereotypical) Scottish Father.
In each of the adverts the situation is made better when the person takes a drink from the can of Irn-Bru.
Within the narrative structure, this is the attempt to repair disruption or resolve the problem.
In Mum, one of the most recent adverts (2013) in the campaign, a teenager arrives home with his friends where his Mum discusses her new push up bra. The boy's embarrassment is reduced every time he takes a drink from the can and the situation is made to seem better.
The drink is not glamorised in the narrative but is just seen to restore the equilibrium and the ending is a happy one.
There are a range of representations constructed in the campaign including national identity.
In fact the New Fella ad was said by some to be anti English in the way it represents the reactions of the Father to the English boyfriend.
Task 1:
Create a mind map in your orange books which deals with the representation of Scotland and all things Scottish that you can think of.
Task 2:
Create a mood board of stereotypical Scottish things. E-mail this to Mr Ealey at the end of the lesson.
Other representations seen in the campaign include teenagers and gender.
The representation of teenagers is more realistic than in some advertisements, they are seen to be relatively 'ordinary', they are part of the family and are embarrassed by their parents.
Key terms:
Campaign: This is run by an advertising agency, in the case of Irn-Bru, Leith Agency. A campaign is a sequence of advertisements for a product and links the packaging, radio, TV, print and Internet.
Representation: How people , places, issues and events are presented in different media texts in order to create meanings.
Stereotypes: this is where a group of people are shown in a particular way by exaggerating certain characteristics.
Task 1: Write down the two definitions above in your orange books.
Irn-Bru is a product and a brand that has been around for a long time and has come up against competition from soft drinks.
The company had to create a new campaign and a new image in order tore-launch itself and attract a new audience. It launched a cross media campaign in 2012 with a new slogan:
Irn-Bru: Gets You Through
The aim was to celebrate the Scots' ability to see the positive in difficult and embarrassing situations.
Text
the genre is soft drinks advertising. The aim of the campaign is to persuade the audience to buy this established brand rather than a supermarket one.
The adverts in the campaign each have a short, funny, linear narrative involving a potentially difficult family situation.
The problem (or disruption) is is introduced at the beginning of each advert.
For example, in Steamy Windows, a young boy comes home to catch his Mum in an embarrassing situation.
In another, New Fella, a young woman brings home her new English boyfriend to meet her very (stereotypical) Scottish Father.
In each of the adverts the situation is made better when the person takes a drink from the can of Irn-Bru.
Within the narrative structure, this is the attempt to repair disruption or resolve the problem.
In Mum, one of the most recent adverts (2013) in the campaign, a teenager arrives home with his friends where his Mum discusses her new push up bra. The boy's embarrassment is reduced every time he takes a drink from the can and the situation is made to seem better.
The drink is not glamorised in the narrative but is just seen to restore the equilibrium and the ending is a happy one.
There are a range of representations constructed in the campaign including national identity.
In fact the New Fella ad was said by some to be anti English in the way it represents the reactions of the Father to the English boyfriend.
Task 1:
Create a mind map in your orange books which deals with the representation of Scotland and all things Scottish that you can think of.
Task 2:
Create a mood board of stereotypical Scottish things. E-mail this to Mr Ealey at the end of the lesson.
Other representations seen in the campaign include teenagers and gender.
The representation of teenagers is more realistic than in some advertisements, they are seen to be relatively 'ordinary', they are part of the family and are embarrassed by their parents.
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