Print based ads

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.

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-

• 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.

Here are some other successful slogans

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.

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?

Copy

Brand

Logo

Celebrity endorsement

Story

Slogan

Target 

Audience

Representation

Coursework Schedules and Tasks

Continue planning for production: Comic producers to front with Mr Ealey.

Group 1
then
Group 4

Group 1: Comic

Balicas -  Character Design - Draw stickmen. Write about what you have done.

Morris - Balloons - Composite

Wilson - Script - Lettering

Rudys - Backgrounds - Moodboard

Group 2: Podcast

You need to create a mind map which is well presented and includes ideas about the following:

• Format - the structure of the show
• Episode length - Research the ideal length and show you have done this research.
• Your podcast though should last 1-2 mins.
• Scheduling — How often would your podcast air new episodes? Bi monthly?
• consent - Include a little about intellectual property. You would normally need permission to use audio clips.
• Freesound.org is a good site for copyright free audio.
• Equipment required. External mic, recording software, look up  popped plosives!
• Post production - output format. Uploading to a website or blog.
• Distribution - You should want to get your podcast listed on iTunes. Research how.
• Promotion. Using social media to let people know what you are doing.

Bennett - Vox pops on arachnaphobia -

• Script an introduction with recordings of audio clips from films that include spiders. http://public.wsu.edu/~delahoyd/spider.films.html

• Research arachnaphobia. Script a paragraph about this.

• Script questions for interviewing people about their fear of spiders.

• Script a conclusion and include audio clips from films that include spiders

Johanson - Narration on found footage.

• Research some nature podcasts and write about them.
• Create a mind map using the points below.
• Start with some spooky spidery music.
• Script an introduction about the history/background of spiders.
• Discuss some of the myths behind spiders.
• Introduce a piece of found footage from youtube about spiders. Something horrific.
• Commentate on the footage using a script.
• Introduce another short clip of found footage.
• Commentate on the footage using a script.
• Script a conclusion. Include sceams and gory sound effects.
• Your script can be part of your planning.

Group 3: Animation

*Consider your target audience in every aspect of production 

Holmes - Animator - storyboard.
Get your script approved by Mr. Ealey
Do thumbnails sketches of the storyboard panels before you start boarding proper.
Storyboard proper on templates provided.
Include: Action, dialogue, other sound, special effects.
Most importantly...time each shot properly according to dialogue length if possible.
Keep lip sync to a minimum.

Import all backgrounds and body parts into the Flash Library.
Convert each element to a graphic symbol.
Bring each background onto the stage and give each shot a scene number.
Use layers and keyframes to animate.

Windle - Script - Sound - Edit
Be sure the script is properly formatted.
Arrange voice over artists for each character.
Record dialogue in the recording studio downstairs in the music dept.
Identify sound effects. Think about creating your own Foley.
Export the audio as wav. files

Connolly - Bgs - character design - Prop design
Get characters approved by Mr. Ealey
Draw the characters in poses from angles that Adam has done in the thumbnail sketches.
Scan in the characters and open them in Photoshop.
Split the characters up into layers:
Head
Eyes
Mouths

Body
arms
Legs

Hands if required.

Export all the body parts as png files with transparent backgrounds.

Work on backgrounds at size 1024 / 576

Group 4: Comic

Curran - Character design - Backgrounds

Walters - Layout - Balloons

Worrall - Script - Lettering

Group 5: Animation

Carney - Script - Narration

Be sure the script is properly formatted.

Watson - Character design - Animation

Get characters approved by Mr. Ealey
Draw the characters in poses from angles that Adam has done in the thumbnail sketches.
Scan in the characters and open them in Photoshop.
Split the characters up into layers:
Head
Eyes
Mouths

Body
arms
Legs

Hands if required.

Export all the body parts as png files with transparent backgrounds.

Stanley - Backgrounds - Sound Effects

Work on backgrounds at size 1024 / 576

Read the script and identify any sound effects required.
Think of ways to record the Foley. Put your ideas down on a mind map.
Use the music dept. to record the SFX

Group 6: CD Cover

O'Toole

CD/DVD: the front and back cover plus spine plus at least one
page of an insert for the first CD of a new performer or band.

Everything on your CD cover for production needs to be considered and based on your research.

Give consideration of the connotations of the visual codes on the covers and the intended effect on the target audience:
Costume.
Facial expression.
Colour.
Body language.
Graphics.
ALSO:
Note any links between the visuals ion the cover and the album content.
What are the creators inviting the target audience to do?

Group 7: Comic

Seels
Get well soon.
Consider target audience.
See the post below this!

Comics

If you are working on a comic you should have the following in your planning depending on which area you will deal with as an individual:

Scriptwriters: Scripts should be formatted like the example below. You need to have included some narrative theory such as Todorov's theory of equilibrium in the structure of the script.
Try to reduce dialogue, show the action with pictures not words.

The information from the script should be transferred by the layout man using words only. You should have two or three pages of planning that look like the second illustration below; words on panels.

The background artist should have some annotated examples from existing texts which will lead to the look of the comic being produced. This needs to indicate things on the backgrounds that will inform your own comic. Consider colour, line work, perspective etc

The background man and the layout man also need to produce a mood board as part of the planning. This should be made from other comics that are similar to the comic you are producing. like a collage.

The layout man also needs to concentrate on timing. Work with the script man on the pace of the comic. 

The lettering man needs to show research of lettering from comics

This is a handy website with lots of relative links:

http://outcaststudios.com/forums/index.php/topic/10169-improve-your-lettering/

This too!

http://studiodae.com/whizfont.html

You need to have something similar to this in your planning. Always consider your target audience.

Different types of lettering have a variety of connotations.

The shape and style of the panels and balloons need to be considered. They create meaning and deliberate choices will gain you marks. 

There is folder on student share>Media>Year11>Comics 

with the resources which will help you with some of the conventions

There are conventions for each aspect of comics. Show knowledge of them and you will gain marks.

Character design and positioning of the characters is very important in comic design. If you are the comic artist, be sure you know your characters thoroughly.

Look at this sheet of thumbnail sketches by Will Eisner and produce one for your own characters.

Consider the situations described in the script as you do this.

There is a Word document in student share>media>Comics that you should complete and add to your planning.

If you have character designs that you are pleased with, scan them in, import them to Photoshop and colour them. Save your designs to your home area.