8 Representation of stars and celebrities in the media

Learning Objective:
To discuss how celebrities are represented on magazine front pages.

Key terms:
Construction-The way in which the text is put together, for example the choice of font, headline or main image.

Anchorage:
The words that go with the image. They give the image meaning.

Depending on the media text, stars and celebrities will be represented in different ways. Representation is an important media term and it means the way in which media texts, for example magazines, newspapers and television programmes, present people, events and issues.

The ways in which stars and celebrities are presented by different media texts will affect how the audience views and judges them. For example, the way in which magazines represent celebrities through their use of images, headlines and captions can have an effect on what the audience think about them.

When exploring how a particular star/celebrity is represented in a media text you will need to think about:

1. The way in which the media text is constructed:

How have technical codes like camera shots and editing been used to construct the text?

Does the construction give a positive or negative representation of the celebrity?

2. The way in which anchorage contributes to the representation:

How do the captions, headlines, language and mode of address used in the text contribute to the representation of the celebrity?

3. What ideas and messages are contained within the media text?

What does the text want the audience to think about the celebrity? How do you know this?

4. How will different audiences respond to the presentation of the celebrity?

What will affect the response?

Representation refers to the construction in the mass media of aspects of ‘reality’

Representations which become familiar through constant re-use come to feel 'natural' and unmediated. This is how stereotypes can become harmful and negative.

Richard Dyer proposes that:

A star is an image not a real person that is constructed (as any other aspect of fiction is) out of a range of materials (eg advertising, magazines etc as well as films).

Task 1: Write down the statement about stars that Richard Dyer made.

Why is the public attracted to celebrities?

There are at least three differing components to any celebrity’s persona:
1) The ‘real person’ - the personal identity that pre-exists the public’s perception of that celebrity.
2) The ‘screen presence’ – this is based on the characters or roles that the celebrity plays on screen (action hero, romantic comedian, girl-next-door)
3) The ‘public persona’ - what we come to know about a star or celebrity through newspapers, magazines, etc.

Three Faces of Victoria Beckham

Cause for concern or neurotic wife

Glamorous, Sexy Partner

Task 1:
Discuss how the images, construction and language are used to represent the celebrity Lindsay Lohan on these texts. Write in orange books. Use the points

9 Advertising Regulation

Learning objective: To consider the role of the ASA in regulating advertising

Key terms: decent, honest and truthful

ASA – Advertising Standards Authority

All ads should be legal, decent, honest and truthful. (The ASA)

Without good reason advertisers should not play on fear or incite distress.

Advertisers should not condone nor incite violence or antisocial behaviour; they should not offend.
There are specific rules concerning health claims with regards to such things as tobacco and alcohol.

Children are also carefully considered –
‘advertisements should not contain anything which is likely to exploit their credulity, lack of experience or sense of loyalty’.

[ASA cannot censor adverts, it can respond to complaints and make advertisers aware of public concern. It can put pressure on advertisers to pull adverts.]

In the written paper, you will need to show good knowledge of advertising regulation 

When you discuss the three main texts/campaigns we have studied you should also be able to show that you are aware of some of the major issues surrounding advertising regulation.

This pages contains links to some short case studies.

The ASA 

History

In 1961 the Advertising Association established the Committee of Advertising Practice (CAP) to draft the British Code of Advertising Practice (the CAP Code). In 1962 the industry set up the Advertising Standards Authority (so named even though it is not a public authority in the usual sense) to adjudicate on complaints that advertisements had breached the new Code. The ASA operated under an independent chairman who was to have no vested interest within the industry.

The Advertising Standards Authority ensures that adverts are legal, decent, honest and truthful and that they do not mislead, harm or offend and are socially responsible.

What makes people complain about ads? 

• In 2011 the ASA handled 31,458 complaints about 22,397 ads. 

• They ruled 4,591 had to be changed or withdrawn. 

• What do you think people complain about?

Why wouldn't these ads be allowed today?
Pre-regulation 

1965 advertising of cigarettes is banned on TV. 2003 the ‘Tobacco Advertising and Promotion Act’ came into force, prohibiting the advertising and promotion of tobacco products. 

___

(Misleading)

What makes people complain about ads? 

• In 2011 the ASA handled 31,458 complaints about 22,397 ads. 

• They ruled 4,591 had to be changed or withdrawn. 

• What do you think people complain about?

The importance of Context

Context: Youtube What was the complaint made to the ASA?

 The Advertising Codes require that ads should not be likely to be of particular appeal to children or young persons, especially by reflecting, or being associated with youth culture...

Context – A pop-up ad on a website in paid-for ad space. 

Advert for a ring tone featuring the American ventriloquist, Jeff Dunham, with his dummy, “Achmed, the Dead Terrorist”. 

The ringtones used some of the phrases from Mr Dunham’s act, including, “Silence! I kill you!”, “Stop touching me” and “Knock, knock. Who’s there? Me. I kill you.” 

What was the complaint?

A viewer challenged whether the ad was offensive because it was racist towards Muslims. The ASA noted that at no time did the ad make any reference to terrorism or the Islamic faith, and therefore concluded the ad was unlikely to cause serious or widespread offence.

Not upheld.

Print based ads; What was the complaint made to the ASA?

If advertisers go too far in using airbrushing and other post-production techniques to alter the appearance of models and it’s likely to mislead people, then that’s wrong and we’ll stop the ads. Advertisers must be able to provide appropriate material to us to demonstrate what retouching they’ve done in the event we question them, and they mustn’t mislead,” - Guy Parker (Head of the ASA)

The companies involved gave these responses.

“L’Oreal admitted post-production techniques had been used in its advert featuring Turlington to “lighten the skin, clean up make-up, reduce dark shadows and shading around the eyes, smooth the lips and darken the eyebrows. 

However, the beauty firm said it believed the image accurately illustrated the results the product could achieve.”

 Basically: you're product doesn't work but computers do. 

They admit that they reduced the dark shadows in the ad that sells a product claiming it reduces dark circles but still maintain that the picture is accurate. 

The company, which provided the ASA with pictures of both women “on the red carpet” to show that they were naturally beautiful, admitted that digital post-production techniques had been used on Roberts but maintained that the changes were not “directly relevant” and that the ad was an “aspirational picture”.

So, she's beautiful, you only had to use computers to make her even more beautiful so that people could aim to be like that because aiming to be Julia Roberts in her natural Red-carpet form wasn't unrealistic enough in the first place? 

Harmful/irresponsible ads

Miu Miu Prada

Drop Dead Clothing

The media watchdog said the ads might be sending the clothing company's young audience the wrong idea about body image.

Wells and Young

Department of Health (2007) 

The ASA received 774 complaints about this anti-smoking TV and poster campaign. The ASA ruled that the adverts were suitable to be seen by adults, but not by children. The advertiser had to take steps to ensure the adverts would not be seen by children.

Moving Image 

• This is one of the most complained about ads in recent history! 
• 1,089 viewers complained. 
• Why?

 

• 220 people complained it was offensive to blind people. 
• 1070 complained that it might encourage cruelty to animals. 
• The ASA decided the complaints were not upheld. No breach of rules regarding likelihood of causing harm or offence, did not encourage or condone violence or cruelty, would not cause serious distress, didn’t show harmful or negative stereotypes.
• 
  
• Paddy Power plc – July 2010 Not upheld The ASA said it was not offensive in itself to create an advert referring to people with a disability. Paddy Power said it featured an action “so unlikely that it was absurd”. Paddy Power said the advert did not show the cat being kicked or suffering any violence or cruelty. It was clearly and deliberately shown to be unharmed at the end of the item. Paddy Power had chosen a blind football match to promote a lesser-known sport – the World Blind Football Championships were going to take place in 2010. Paddy Power produced a letter of support from the manager of the England Blind Football Team. All the players in the ad were actual blind football players, many of whom had represented the national side.
• 
  
• The ASA’s final decision was: 
• 1. The action in the ad would be interpreted by most viewers as a humorous depiction of a fictional situation, with the humour derived from surreal and improbable circumstances, when an unforeseeable and accidental action occurred. 
• 2. It was unlikely to be seen by most viewers as malicious or implying that blind people were likely to cause harm to animals whilst playing football. 
• 3. The ad was unlikely to be seen as humiliating, stigmatising or undermining to blind people and was unlikely to cause serious or widespread offence.

• 
  
• Complaints 
• • The ASA investigate. 
• • If the complaint is ‘upheld’ then the advertiser is required to remove/amend the ad. They are prohibited from using similar approaches in future marketing. 
• • The ASA promotes itself as highly effective, however sanctions are weak and compliance variable.

Coco Chanel:
Why would people complain about this ad?

• 
  
• The 2011 campaign featuring Keira Knightley came under an ASA ruling in 2013.
  The section of the ad that caused the complaints was the undressing of the model by the photographer and the obvious sexual tension between the two people. This was seen to be inappropriate as it was scheduled during a children's film.
  
  
  Case Study. Chanel, Coco Mademoiselle:
  
  
  1. Who created this media message?  Why?
  This is a print ad for Coco Mademoiselle perfume which is made by the Chanel Company. This ad campaign features print and television ads, as well as a mini-feature film in which actress and spokesmodel Keira Knightley plays the role of Chanel Company founder Gabrielle “Coco” Chanel. Knightley has starred in films such as Bend it Like Beckham, Pride and Prejudice and the Pirates of Caribbean series. The campaign was created to advertise or feature Coco Mademoiselle perfume and was released to coincide with the holiday shopping season.
  2. Who is the target audience?  What text, images or sounds suggest this?  
  Coco Mademoiselle perfume was released in 2001 to target Chanel’s younger market and as a new product line to the Chanel Company’s world famous No. 5 fragrance. The Coco Mademoiselle perfume is marketed as a less expensive option, typically selling for between $75 to $100 per bottle. With that in mind, it would seem that Chanel is looking to attract their “younger market” which might imply children as young as eight years old, or possibly the "tween" market (which is generally considered ages 8-12 years old) . Although the target ethnicity is not known, every spokesmodel for Coco Mademoiselle perfume has been a young, white woman. At $75 to $100 per bottle, one might assume the class to be one that could afford such an expense. In addition, Knightley is pictured wearing an expensive-looking pearl necklace.
  3. What is the text (literal meaning) of the message?
  Knightley is pictured nude wearing a pearl necklace and is strategically covered by a black bowler hat and a white dress shirt. A large image of the Coco Mademoiselle perfume bottle is prominently featured in the foreground. The Chanel logo is in all-white in the top-right hand corner of the ad and the words “Coco Mademoiselle” are in black to the left of Knightley. The only other text on the ad is “shop chanel.com” in small type in the lower right hand corner. The background has a “black and white” theme.
  4. What is the subtext (unstated or hidden message)?
  The designers of this ad appear to be going for a perceived “classic” look, utilizing a black and white color scheme, old-fashioned accessories and a sexualized female subject. It is important to note that Knightley appears nude (although strategically covered) in all segments of this ad campaign.
  The ad also appears to send a message of an elegant lifestyle…one of wealth and privilege. It seems to both glamorize and define “beauty.”
  5. What tools of persuasion are being used?
  Symbols - This ad uses strong overtones of sexuality. Symbols include the use of the black and white design scheme and the props (bowler’s hat, pearl necklace and dress shirt) in an effort to promote the concept of elegance and wealth.
  Celebrities - Keira Knightley is a film actress and has no connection to what
  is being sold, aside from getting paid to endorse it.
  See Language of Persuasion post.
  6. What healthy messages are communicated? What unhealthy messages are communicated?
  There really appears to be no healthy messages in this advertisement. The implication that buying and wearing this perfume will help the purchaser achieve elements such as beauty, sexiness, elegance, wealth and refinement is simply a fantasy that no product can provide.
  7. What part of the story is not being told?
  The price per bottle, between $75 and $100, and the ingredients of the perfume.
  The timing of the launch of the ad campaign was of particular interest, as the bulk of the television ads were set to be released in early December, which seems to target the market that is buying for the Christmas holiday. This is a continued push for a consumer culture that makes promises of happiness and fulfillment through product purchases.
  Knightley was paid a reported one million dollars for a one-year campaign with Chanel. However the cost, both literal and figuratively, of products like this one, often doesn’t provide the level of satisfaction the buyer might hope for.
• 
  
• http://www.burlexe.com/keira-knightleys-chanel-advert-banned-from-childrens-tv/

10 TV advertising

Learning objective: 
To analyse a TV commercial for Persil.

Television Advertising

The history of mass advertising and the history of television are closely intertwined. 

Without advertising, television would have made no headway in countries without a state sponsored broadcaster (mainly the US) and would certainly not be the instrument of mass communication it is today. 
Television advertising takes the form of tv commercials (often referred to as TVCs or spots) which are either 30 or 45 seconds long.

TVCs appear in gaps between and during regular programmes, known as commercial breaks. Advertisers buy time in specific breaks, knowing that their target audience must be the same as that of the programme during which the break occurs. 
Thus teen soaps have commercial breaks filled with pimple cream and music CD ads.

Task 1: Work in Pairs
Identify the target audience for the following programmes:
Consider The type of audience, Age, gender, Maslow, NRS, Uses and Gratification theory. 

 

___________________________________________________________________________

• The John Bishop Show (Stand up comedy with strong language and sexual content).
• Great British Railway Journeys (Documentary series shows ex politician Michael Portillo traveling around the UK by train).
• Holby City (Hospital drama in which the narrative deals with the relationships of the characters).

Task 2: Work in Pairs
Identify two or three products or services that might be advertised during the same programmes, bearing in mind the target audience that you have identified and the products or services that might appeal to them.

_____________________________________________________________________________

Advertisers may choose to sponsor a whole programme, which means their logo and a short identity clip accompany the beginning and end of a programme ("Brought to you by...") and their advertising may feature heavily in commercial breaks during that programme. This is controversial, as it is felt that sponsors may interfere in the content of the programme if it doesn't work in their favour.

Television advertising is under threat from platforms like Sky Plus, Virgin Tivo Box, and the phenomenon of "time-shifted" viewing. When you record a programme you tend to edit out the ad breaks when reviewing it later. 
The problem is, without the funding that selling commercial space provides, there would be no TV programmes to start with, so TV companies are very anxious about the long term changes in viewing habits.

________________________________________________________________________________

Task 3: 

Watch the advert for Persil which is embedded below.

Task 4: 

Write down the shot types you can see and indicate why they have been used. 

Use time code and write in your orange books.

Task 5:

Complete the handout and submit by the end of the lesson.

Year 11 GCSE Media Pre exam Assessment task 2015-06-08

Name_______________________________________________

1. Write the connotations of these colours when used in advertising:

Green: ______________________________________________________________________

Blue: ________________________________________________________________________

Orange: _____________________________________________________________________

2. Why would high key lighting be used in an advertisement?

________________________________________________________________________________

3. Write the visual codes that are used in media to get a message across about a product. _____________________________________________________________________

_________________________________________________________________________________

4. Name three possible parts of a print based advert _________________________________________________________________________________

5. Write down three persuasive techniques used in advertising and describe why they are used._________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

6. Why would these shot types used in advertising?

An up shot of a woman riding a motorbike______________________________________________________________________________________________________________________________________________________________________________

A down shot of a homeless child____________________________________________________________________________________________________________________________________________________________________________________

An extreme close up of a working man_____________________________________________________________________________________________________________________________________________________________________________________

7. What is non diegetic sound?_____________________________________________________________________________________

8. Todorov said that _____________________ narratives have a beginning, middle and an end. There are five stages to his theory, state them: __________________________________________________________________________________________________________________________________________________________________________________________

9. How do advertisers categorise target audiences? Say what the different methods look for in an audience _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

10.  Finish the sentence:

The ASA ensures that advertisements are___________________________________________________

11 Internet Advertising

Learning objective: To consider the different types of Internet advertising, how much of it relates to you and your search habits and how much of it is random.

Key terms: 

Web Banners, Pop ups, Pop unders,  E-mail marketing, Contextual marketing, 

Search engine marketing.

Internet Advertising

An area we have covered but, for the exam you need to know the key terms around this important aspect of advertising:

This is a quite recent form of advertising.
Many advertising agencies use this platform as modern audiences are less likely to catch the adverts on the television and a wide range of audiences use the Internet at all times of the day and night.

The techniques used in Internet advertising are a bit different from other forms.

Web Banners
These appear on the page of the website you are using, for example your e-mail account.
They usually feature an image and are on horizontal or vertical boxes.
If you click on them they take you to the advertisers website.

Pop ups
These are the adverts that 'pop up' when you are using a web page.
They are often used to capture e-mail addresses so that the advertiser can target the user directly.
Often they encourage you to click by offering a chance to win something.

Pop unders
These are the adverts that appear when you shut down the web page.

E-mail marketing
This is where you get an e-mail advert sent directly to your in-box.
This could be for a company or for a shop you have bought something from in the past who want to encourage you to shop with them again. They may tempt you with special offers.

Contextual marketing
These are adverts that are linked to Internet searches you have done.
For example, if you have been searching to buy a pair of trainers, adverts for these products will begin to appear when you search the Internet.

Search engine marketing
This is where companies will pay to appear at the top of the list of a search. This means they are more visible to the user and they may be more likely to click on them first.

Task 1: 

Work in pairs to answer the following question:

What are the advantages of the Internet for advertisers? Orange books-10 minutes.

Coursework Mop up - Easter break

The final date for submission of coursework is Friday 12th Feb 2016

The majority of you have a lot of work to do to meet this deadline so you advised to use this time wisely.
Work that needs to be completed is as follows:

• Textual Investigation 1 (Genre) 20 marks
• Textual Investigation 2 (Narrative or Representation) 20 marks
• Coursework cover sheet specifying your coursework submission.
• 2-4 pieces of research 10 marks
• 2-4 pieces of planning 10 marks
• Production 50 marks
• Evaluation 10 marks

All coursework submitted needs to have the following information on the header (or footer):

• Name
• Candidate number
• Centre number

Individually you are still required to present research and planning in the proper way.

Task 1:
Email all completed research and planning to aealey@de-la-salle.co.uk
I will have your work printed out in colour for marking and submitting.

Task 2:
Summarize your own individual requirements for submission, include production work or evaluation.
Use the handout provided.

J. Groves

J. White

C. Kirk

A. Moyo

J. Lewin

K. Wright

J. Daniels

Task 3: Finish your production. The Media Studies room is available to you each lunchtime and for one hour after school when possible.

Be sure to consider all the research you have done about target audiences and try to appeal to that audience using visual and technical codes.

Your evaluation also needs to be completed.
You are all expected to work late and or during lunchtimes to complete this work.

Best of luck!