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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