C1 Advertising

Do Now:

Friday 14th February 2025

Advertising

LO/

To explore the aims and conventions of print advertising

What are the main aims of advertising?

• To bring attention to a product, service or issue

Global industry provides a major source of income to other media industries

We can encounter it in things like: Print, radio, TV and digital etc

Their aims might be:

- raising awareness on an issue

- inform or educate

- persuade audiences

- create a unique selling point

COMMERCIAL ADVERTISING:

- Make money by promoting consumer goods or services

- focuses on persuading audiences to purchase goods

- Establishes brand image + encourages brand loyalty

- Creates a sense of need or desire

NON-COMMERCIAL ADVERTISING:

- Includes public information drives

- Aims to inform about an issue, like aiming to persuade the audience to donate to a charity or cause

- Uses techniques to deny expectations

- Seeks true aspects of reality rather than an aspirational world

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Do Now:

1. 2 written 1 coursework
2. 70%
3. 40% coursework
4. Represent OR Educate, inform, entertain ( and to make money)

Friday 28th February 2025

Advertising! (part 2)

The main aim of advertising is, what we think, is to typically to sell something to us; but in a lot of advertisements the main point is to raise awareness on an issue or educate people on (e.g.) a controversial question.

Commercial advertising aims to make money using consumer goods or services; it does this by establishing it's brand to us, or creating a sense of desire. Non-commercial advertisements are a little different. Non-commercial advertisements aim to raise awareness of an issue or educate people; it does this by giving you the hard truths of reality, using techniques to deny expectations of your conventional ad.

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Do Now:

1. To make money OR spread awareness
2. Inform or educate, persuade audiences, create a unique selling point
3. Commercial advertising is a advertisement used to sell something
4. What type of companies could non-commercial advertising include? : charities, government or public information drives
5. Codes and conventions are the standard thing you'd likely to see in media / the expected elements

Friday 7th March 2025

Advertising and Marketing

LO/

To explore the codes and conventions of print advertising

The product might include:

• name of brand/ product
• Logo
• Slogan
• Specific details of USP/ product or service 

The difference between a hard sell and a soft sell is:

• A hard sell will tell you literally what they are trying to sell you, they might have bold slogans like ' best soft drink ever' 
• A soft sell you have to read between the lines to understand what its trying to sell you, it might also be trying to sell you their values rather than their actual product

This Quality street advert gives you a picture of their product; a focus: chocolate and eating; also an imperative slogan 'you'll love them all'

Language techniques:

• Imperative
• Direct Address
• Emotive
• hyperbole

Intertextuality

- when one media text references another media text or known genres

Intertextuality is used in this advert by heavily referencing the well-known nursery rhyme of Humpy-Dumpty. It take a unique selling point by suggesting that with these 'tough' pair of jeans, you are 'indestructible'.

Historical Advertisements

• logo and slogan: ' Drink Coca-Cola', 'refreshing', 'coke' etc
• Logo is displayed much larger than the rest
• Z layout
• Colourful, vibrant, wholesome imagery
• Friendly, hyperbolic language that is emphasised a lot
• Narrative is placed as something to have when your having a good time (keep up the good times!); a conventionally attractive, smiling young woman ( Coke can biologically stop you from sweating apparently)
•  imperative
• hyperbole
• 
  

• The image is one of the most noticeable things on the poster ( next to Coke's giant red logo (imperative- drink cola people)
• furthermore, the logo is placed almost in the bottom middle, additionally adding to our
• Z layout.
• the text sort of triple sells you, next to our slogan, image, other slogan, and logo; the text is jam-packed with hyperbolic language, friendly tone, positive semantic field terminology, alliteration, and ,an, exclamative
• The colour pallet is something timeless- bold and bright, pretty imagery
• our main selling product is placed unusually as one of the smaller , least-noticeable things on the poster
• it's slightly obvious that the image is mainly targeted at the male audience: the gender roles of the image, the text stating 

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Do Now:

1. A subtle advertisement- you may have to find out for yourself what they are trying to sell; selling you morals
2. Their logo/ brand image; and a form of picture that is (a) humorous or wholesome, or (b) shocking and unexpected
3. hyperbole and imperatives
4. hyperbole ( opinionist fact)
5. emphasis, repetition, metaphorically condensing 'you' into a car i guess (fuel up!)

Friday 14th March 2014

Historical Advert set text

LO/

To explore the context and content of the historical set text

• the layout definitely makes you focus on the imagery,
• colours are pretty garish

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Do Now:

1. Mackintosh
2. Ms Sweetly and Mr Quality
3. The characters were based off the Regency era
4. Quality Streets were intentionally for the wealthier; but the owner wanted to make the chocolates more affordable for the everyday working class people
5. alliteration + irony? dd

Friday 28th March 2025

Historical Advert set text

LO/

To explore the contexts and representations in set text

• V layout
• 'Delicious!' repeated throughout the text
• the connotations of the female characters being dressed up similarly to the sweets objectifies the women
• male characters suit connotes wealth, status

How does Quality Street advert use images and texts to create meanings?

The Quality Street advert uses imagery and text to create two, suggested, patriarchal ideas with women and wealth.

In the image, the man is seen between two women 'cozying' up either side of him- the man is wearing a clean suit, both women are both wearing different outfits that match the colour palette's of two different chocolates. The connotations behind this is that Quality street is objectifying the women to make it seem as though they have as much value as a chocolate to a man. This implies a patriarchal (and sexist) build in their advertisement poster.

This idea is backed up by the text on the poster. The ironic " what a delicious dilemma!", connotes and strengthens the patriarchal ideology of men just choosing between women, like chocolate.

How was society different in the 1950s?

The 1950s took a huge cultural shift in terms of what the roles of women were. Previously in the 1940s during the war effort, women were encouraged to take on the jobs traditionally masculine, like farming, mixing chemicals, engineering, office, management, business and more. After the war in the 1950s, because of the war over and men to get back to their work; women were initially expected to get back into their 'domestic duties' as if the movement in the 1940s never happened, back to cooking, cleaning, serving their singular most important man etc etc...

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Do Now:

1. 're-presenting' something in media
2. 1930s
3. domestic, slightly sexualised/ objectified, maternal 
4. They were aimed at the working class due to their prices
5. delicious

Friday 4th April 2025

Do Now:

1. re-presenting something online ( people, groups, issues, events etc)
2. 1950s
3. domestic, objectified, maternal, trad-wife type of thing
4. they were aimed at lower-middle class, minimum wage workers
5. 'Delicious!'

Friday 25th April 2025

Quality Street Advert

Male Gaze theory:

- where visual arts and literature that depicts women are from a masculine point of view

- they were represented in a way that appealed to men

- this theory was made by film critic Laura Mulvey

Green Box effect:

In terms of gender and class, the man being in front of the situation connotes that men, and more specifically men of higher class, are the superior gender and social standing.

Yellow Box effect:

The women being presented and positioned this way, connotes to be desirable objects; furthermore the position shown is obviously made out to be in a sexual disposition.

Blue:

Connotes men is of higher importance; also broadening the patriarchal structure of 1950s England.

Pink:

Placement of the tin implies the underlying sexual connotation of the women and the tin 

Analysing Modern Adverts

LO/

To build the skills needed to analyse an evaluate adverts

POSITIVE:

inquisitive, interested, disabled, handicapped

NEGATIVE:

nosy, curious, crippled, retarded, 

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Do Now:

1. A connotation is the underlying thought conjured up once seeing a thing
2. love, passion, war, anger, roses, valentines day
3. dog: loyalty, naïve, cuteness, wild, kimchi ( no context)
4. The male gaze theory, by Laura Mulvey, suggests different medias (including women) are depicted in a way sorted to men by the men in a patriarchal society
5. An image symbolising/ representation a specific brand or organisation

Friday 2nd May 2025

Logos

LO/ take a guess

1. Sky TV
2. Disney
3. Ebay
4. Facebook
5. Google
6. that one car brand
7. Kelley's cereal
8. Lego
9. Nintendo
10. oreo
11. PINTEREST!!
    
12. Reeces
13. Temu
14. idk vodaphone?
15. Wikapedia
16. Xbox
17. Yahoo
18. amazon
19. Macdonalds
20. Barbie
21. O2
22. Adobe

Persuasion in Adverts

LO/

To build the skills needed to analyse adverts

Rhetorical question- an intentionally unanswered question, What?

Repetition- using a word over and over again for emphasis

Alliteration- Using the same letter in front of a word to sort of add effect ( buzzed the bumblebees)

Emotive language- Using exceedingly exaggerative, or 'emotive' words to make the reader / audience feel

Opinion as fact- an individual opinion stated like a fact

Celebrity endorsement- Starring, the one and only!.. 

Hyperbole- exaggerating in a way that makes the statement made kind of false

Facts and Statistics- well, facts and statistics- numbers and stuff

Direct address- And with our help, you can make a difference!

Imperatives- Go and buy some feminist literature, right now, go and buy it at spar, it's not that hard; go and buy it

1. repetition + metaphor + imperative
2. direct address + imperative
3. Triplet
4. Hyperbole + repetition + alliteration
5. Direct address, hyperbole

Weasel Words

• Ambiguous words that are used to "weasel" out of something (e.g. may, probably, often etc), these words enable advisors to make un-justified claims.

Weasel phrase:

This tomato soup will probably cure your fatal, inevitable, paranoid fear of death by choking on tomato soup!

Of course, your kid probably won't fall and brake his arm from this fabulous blue bike!

-direct address

-Repetition + alliteration

- fact: ' great quality' ' wide variety of colours'

-hyperbole: 'perfect',

- imperative: ' Just do it' ' get yourself a pair'

- the grey, cardboard-ish background connotes new-ness, street-wear, sort of reminds you of when you open a new pair of shoes and the first thing you see is the paper covering it

- highlights of the red make you look at the shoe 

___________________________________________________________________________________

Do Now:

1. Hyperbole, emotional language, imperative
2. imperative
3. alliteration, opinion as fact
4. Direct address
5. Emotional language, hyperbole

Friday 9th May 2025

Women in Advertising

LO/

To analyse how women are represented in a variety of adverts, so we can apply this to the set text for the exam

THIS GIRL CAN

- Nt made to make money

- non-commercial

- the purpose of the campaign was to boost (between 30 to 50) women's confidence- mentally and physically- to make them feel comfortable in your body

Mantras

' I kick balls. Deal with it.'

This statement sends a message to society- basically telling people who deem women unable to properly do sport, can tolerate it.

The advertisement shown a stereotypically driven. For one, the woman shown in the advert is stereotypically skinny, fit, and unrealistically glamorous for a person who is running- like many of the similar portrayals of women and girls in sport. Second, the advertisement is commercial, it isn't meant to boost self-esteem or show the raw elements of women participating in sport; it's meant to make money, and as a result of this, the portrayal of women in these adverts are biased and set in a way that's untrue.

In the Nike and Adidas posters, women were represented as conventionally fit, skinny and glamorous. You can see this by the use of lighting, positions and costume of the women.

However, in the This Girl Can advert, women are represented as confident, unbothered ect

___________________________________________________________________________________

Do Now:

1. This Girl Can 
2. To make older women feel more comfortable working out in their body and encourage women to take part in physical activities
3. skinny, young, sweat-less, full face of makeup etc etc
4. fear of judgement
5. 2016

Friday 16th May 2025

Advertising Set text

LO/

To analyse the construction of the this girl can advert

Sweat

• Hot ( in a gross way)
• nervous
• uncontrollable

Pig

• awkward
• judged
• grimy/ dirty
• 'big'

Fox

• sly
• femininity
• hunter
• 'foxy'/ sexy
• elegant
• confident

Lexis ( what the word are)

'Sweating like a pig, feeling like a fox' links to to name of the campaign because ' This girl can' also supports the idea of women being able to be this supposedly negative and unattainable thing, into something you are capable and confident of.

Typography( how the word look)

Serif font: femininity

Sans serif: masculinity

The font used is used to appeal to both an old-fashioned and contemporary/modern woman. It uses a serif font which connotes tradition and sophistication, but to add a modern touch, the stylistic choice of lines going through the font to look clean-cut.

The logo is chosen to be sans serif is connoted to be more modern, or even strong.

Main Image

• Centred mid-shot, showing from the waist up: focuses on the woman in the advert- it isn't about the others opinion, it's about her as an individual
• NOT a celebrity, but a woman in her 30s: not everybody is successful, or looks good 24/7, most people are unknown and at least in the low-stake dilemmas of their own time ( represents reality)
• hair scraped back in a ponytail + active wear: it doesn't have to be extravagant or 'elegant' to look good( challenging what women 'should' wear)
• sweaty and little to no makeup: women aren't meant to have make-up on their face all the time or stay unmoving in a corner somewhere
• eyes closed with a slight smile: again, the people around her don't matter- she's making it known that she doesn't notice or care about the fear of being judged by blocking it all out
• active position: represents the advertisements aim- to get women out of that fear of judgement and get active
• other women in similar positions in the background: suggests women are not alone; no men- the focus is on women; support and empowerment

Additional information

 

• Similarities
• Serif font typography
• Mid-shot

Differences

• men in the quality street advert
• Commercial and non-commercial

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Do Now:

1. sexy, sly, attractive, the hunter, female
2. A lexis is the language/ literal text ( word choice)
3. Typography is how the text looks
4. so people on social media will be able to find the campaign and to encourage social media interaction
5. Medium-longshot

Friday 23rd May 2025

Advertising Set Text 2

LO/

(previous)

Representations

Dominant Ideology:

The attitudes, beliefs, values, and morals shared by the majority of the people in a given society.

Her facial expression proves to look exhilarated ( in a good way). She's not smiling in a way that looks staged .

The model they have chosen is not immediately recognisable or stupendously famous, but rather she's just a normal everyday woman- not a glamorised actress.

possibly alienating to older women

- 'girl' has connotations of being playful or young; bites back at the ideology that girls are not good at sport

Propp's Theory:

Narrative character roles/ functions