C1 Advertising

 Tuesday, 25th February 2025

Do Now

1. There are 2 media exams. ✅

2. The exams are 70% of the overall mark? ✅

3. Component 1 is worth 40%? ✅

4. The main purpose of all media is to make money. ✅

What is advertising?

- The main aim of advertising is to bring attention to a product, service or issue.

Depending on the type of campaign, it might also:

- Raise awareness

- Inform or educate

- Persuade audiences

- Create a unique selling point

Advertising can be split into two types:

- Commercial

- Non-Commercial. 

1. The main aim of advertising is to make money, but it can also raise awareness, inform or educate, persuade audiences and create a Unique Selling Point.

2. Commercial advertising focusses on making money, and putting a positive, and exaggerated image of a brand into someone's head, whereas non-commercial advertising focusses on raising awareness, and giving a much more realistic view on certain issues.

Codes and Conventions

Tuesday, 4th March 2025

Do Now

1. The main aim of advertising is to promote something to make money from it. ✅

2. Two other aims are to give a positive impression of a brand and Create a USP / persuade        audiences

3. Commercial advertising is advertising that focusses on making money. ✅ Through                    promotion of goods or services

4. WWF use non-commercial advertising. ✅ Charities

5. Codes and Conventions are what you would typically see in a media text, e.g: Z layout. ✅

Codes and Conventions

Codes and Conventions of Print Advertising vary depending on the genre and purpose of the advert.

- Name of brand / Product

- Logo

- Slogan

- Specific details of USP / Product or service.

Main Aims:

- To raise awareness for the environment, specifically the oceans and wildlife in the sea.

Codes and Conventions:

- Blue colour pallette - Sadness, water

- Logo

-Slogan

Advertising Language:

- Facts and information

Soft Sell?

Main Aims:

Bringing attention to a product.

Creates a USP - Made from real tomatoes

Codes and Conventions:

Product in the centre of the page.

Logo

Red - Like ketchup

Slogan

Advertising Language:

- Hyperbole?

- Metaphor - Ketchup isn't actually grown

Hard sell

Advertising Langauge:

- Facts and information

- Persuasive language (Hyperbole!!)

- Imperatives

- Emotive language

- Wordplay and puns

Tuesday, 25th March 2025

1. Quality Street chocolates are made by Mackintosh

2. The two brand characters are Major Quality and Miss Sweetly

3. They were based on Regency Period

4. They were aimed at Everyday, Working class people

5. "what a delicious dilemma!" - Exclamation ✅ Alliteration, Emotive language

Structure and Design:

- The brand is at the end - Puts the images of a 'Delicious Dilemma' into Mackintosh's Quality    Street.

- Image First - Grabs the audience's attention.

- Triangular composition

-Product in the centre.

Images:

- Showing what kind of chocolates you can get.

- People in the painting looking down at the people eating them - Shows how nice they are,        and shows that lots of people want them.

Typography:

- Serif font - Sophisticated / fancy?

- The way "Quality Street" is written stands out from the rest of the advert.

- Purple text - Luxury / Royalty

Persuasive Language Techniques:

- "What a delicious dilemma!" - Alliteration / Emotive Language

- Repetition of 'Delicious' - emphasises how the chocolates taste

Creating Narratives:

- The two women are dressed the same as the chocolates - Objectification.

- There are two 'Delicious Dilemmas'

- He is choosing between the two women.

- Which chocolate does he choose?

- The characters seem to be of different classes - One is wearing a dress, and the other is          wearing a shirt.

- The women in the dress is likely a higher class than the woman in the shirt.

- This shows that Quality Street chocolates are are for anyone who can afford them.

- Upper class!! - Suits, dresses.

How does the Quality Street advert use images and text to create meanings? [5]

We can see the Quality Street advert using images to create meanings through the main image. The main image shows a man looking at the chocolates, whilst being kissed by two women. This links to the anchorage text, "Delicious Dilemma" as he has to choose between the 18 different types of chocolates, and between the women. Furthermore, we can see that the women are objectified as they are dressed as two of the chocolates. This shows that the chocolates aren't the mans only problem, as choosing between the two women is his other "delicious dilemma".

We can see the Quality Street advert using text to create meanings through the use of persuasive devices. Firstly, the frequent alliteration in the text makes it stick into the audience's head more. Also, the repetition of "Delicious" emphasises how good the chocolates taste, so that people are more likely to buy them, as it makes the audience then instantly associate the word 'Delicious' To Quality Street. We see more meaning created by the text by the different typography of "Quality Street" at the end. It is written in purple, which has connotations of luxury and royalty, linking to the idea of Regal England, which the advert was based on.

Tuesday 1st April 2025

Do Now

1. A representation is how something has been made to look - a re presentation. ✅

2. The quality street advert was made in the 1950s? ✅

3. In the 1950s, women were shown to only be doing housework. ✅ objectified, housewives,        inferior

4. Quality Street chocolates were aimed at anyone who could afford them, rather than just the      rich. ✅ Aimed at the poor/ working class

5. 'Delicious' is repeated throughout the advert. ✅

Tuesday 22nd April 2025

Do Now

1. Representation is how something is shown (portrayed in the media) - a re presentation. ✅ 

2. The quality street advert was made in the 1950s ✅

3. Women were portrayed as doing housework, and working for their husbands. ✅ Objectified

4. Quality Street chocolates were aimed at the working class, rather than rich people. ✅

5. The word, 'Delicious' is repeated throughout the advert. ✅

Male Gaze Theory

- The male gaze is the way in which the visual arts and literature show the world, from a very masculine point of view, presenting women as objects of male pleasure.

- The phrase, 'Male Gaze' was coined by feminist film critic, Laura Mulvey, in 1975.

- This creates the idea that the man is the most important person there, as the centre is where people are most likely to look first. Furthermore, it links to the typical gender roles in the 1950s, as it shows the women are almost 'serving the man'. It also links to the male gaze theory, as it shows that the women are only there for the male's pleasure.

- This has been done to objectify the women, and to almost personify the chocolates, and become the man's sweets. This also links to the text, as it turns the women into the mans "delicious dilemma", as he doesn't only have to pick between the sweets, but he has to pick between the women too.

- The fact that he has been made to look like a businessman, shows that he is very likely fairly wealthy. This emphasises the mans importance over the women and shows the range of people that the Quality Street chocolates are made for. It also shows that men work harder than women, again linking to gender roles of the 1950s.

In the Quality Street advert, we can see that there are many differences between males and females.

For example, in the layout, we see that the man is in the centre of the advert. This emphasises his importance, as the centre is typically where people look first. This follows typical gender roles of the 1950s, as men were supposed to control women, which the man in the advert, clearly has control and authority in the situation. Furthermore, the fact that there are two women beside him, almost frames him for the reader, once again showing his importance and power over the women, as they are shown to be almost nothing other than an accessory or an asset to him. This links to the theory of the male gaze, as it shows that the women are only there for the man's pleasure, and no other reason.

Another difference in how men and women are represented, is through how the people are dressed. For example, the man is wearing a suit which has connotations of business, or a higher class, and the other man in the picture is dressed in an almost royal/ military-type outfit, again showing the man's power, over the women who are only in generic dresses. This links to the expectations of men in the 1950s, to go out and work hard, whilst women stay home to do housework. Furthermore, the women in the advert are dressed like the chocolates, making them seem sweet, and objectifying them, turning them into the man's "delicious dilemma". 

Exam Questions

Q1) 15 Mark Question - Split into 3 parts 

Q2) 25 Mark Question - Compare to an unseen advert

Tuesday 29th April 2025

Do Now

1. A connotation is the implications that something has. ✅

2. Possible connotations of the colour red, include violence, love, and loyalty. ✅ Danger,              Horror, Romance, Power

3. Possible connotations of a dog are friendliness? ✅Strong, scary, hairy, companionship,            guard, trust.

4. The male gaze theory is how media is shown from a masculine point of view, presenting            women as objects of male pleasure. ✅ Media texts present the world from a male                    perspective

5. A logo is a memorable image to give a brand its own identity.. ✅

Analysing Modern Adverts

Positive:

Inquisitive, Interested, Curious

Disabled

Negative:

Nosy

Crippled, Retarded, Handicapped

Logos

Adobe ✅

Barbie`✅

Coke

Disney ✅

Explorer ✅

Facebook ✅
Google
Hyundai X / Honda? ✅
IBM
JBC

Kelogg's ✅

Lego ✅

Mc Donald's ✅

Nintendo ✅

Oreos ✅

Pinterest ✅

Quick time

Reese's ✅
Skype ✅
Twitter ✅
Uni leaver
Virgin
Wikipedia ✅
Xbox ✅
Yahoo! ✅
AmaZon ✅

Persuasive Techniques:

Rhetorical Question - Would you want this? ✅

Repetition. - "Delicious" in the Quality Street Advert. ✅

Alliteration - Delicious Dilemma ✅

Emotive Language - "Amazing" 'Heavenly" ✅

Opinion as fact - The best show in the country! ✅

Celebrity Endorsement - Using celebrities, ✅  Footballer + Sports drink

Hyperbole - The best! ✅

Facts and Statistics - 40% less fat, 30% less calories - Burger King ✅

Direct Address - 'You' 'We' ✅

Imperatives - Buy this now! ✅

1. Open a Coke. Open Happiness. - Imperative, Hyperbole?, Emotive Language, repetition ✅

2. Find your place. - Imperative, Direct Address ✅

3. Losing weight, Saving money, Performing better - Opinion as fact ✅

4. The best four by four by far - Alliteration, Opinion as fact. ✅

5. This ad may change your life - Hyperbole, opinion as fact ✅

Tuesday 22nd April 2025

Do Now

1. Three persuasive language techniques include emotive language ✅, direct address ✅            and hyperboles. ✅

2. "Join up now!" is an exclamation and imperative. ✅

3. "The most delightfully delicious delicacy" is alliteration✅ / opinion as fact ✅ / Hyperbole

4. "You can do it too" is direct address. ✅ 

5. "The tragedy never ends for this desperate mother" is an example of emotive language ✅/           hyperbole ✅

Women in Advertising

Mantra - A statement or slogan repeated frequently.

"A kick right in the stereotype"

This mantra has been used to show that women can almost fight away from stereotypes. This has been done through the use of 'kick' which is typically used for fighting. This shows that women can beat the stereotypes, and do any sport they want, without needing to fear the stereotypes that women 'shouldn't be able to do sport' or that some sports are 'only meant for men'. Furthermore, it also fights the stereotypes of religion, as the image shows a girl with a headscarf/hijab which shows that there shouldn't be any restrictions on any sports.

- Yellow - Energy - "Fuels you"

- Blue - Refreshing - stereotypically male - "Hydrates" - "Better    than water"

- Colours represent the brand - Makes it memorable

- Direct address - eye contact - focus / confidence

- #IBELIEVE - Youthful? - Appeals to a larger audience - builds     community? - Gareth Bale believes

- Better - Superlative - Emphasises how good Lucozade is

- Celebrity endorsement - Gareth Bale - professional football     player - If it works for him, it must work for everyone.

- See the science - alliteration - encourages people to find out    more - Provides facts and statistics - Makes people more          likely to buy it as it seems more viable.

- Gareth Bale is wearing a sports shirt - emphasises that it is      made for sports.

- Direct Address - "Fuels you"

- Opinion as fact - "Better than water"

- Hyperbole

- Positive representation:

- Long shot - Shows confident stance

-  "Take the crown" - Imperative - win

- Great Britain - Shows that she can represent a whole country.

- Direct address - eye contact - makes it seem as if she is telling the    audience to "take the crown"

- Crown - Royalty - Power

- #takethestage - Youthful / social media - builds community around      the cause.

Tuesday, 13th May 2025

Do Now:

1. The campaign that we are studying is This Girl Can. ✅

2. The main purpose was to get women doing more sports. ✅

3. The campaign came out in 2016. ✅

4. The biggest barrier to women taking part in sports is stereotypes. Fear of judgement.

Cover Lesson: Women in Advertising

Adidas Advert:

- She is getting ready to start an event

- She is wearing Team GB clothes, showing that she represents the country - Revealing              clothes, promoting a healthy lifestyle - showing strength.

- No makeup - Building confidence - Not the point of the advert.

- White / Blue / Red colour pallette - represents Great Britain

- "Take the crown" - Imperative - Tells the audience to win. // Crown - connotations of wealth,       power, royalty

- Jesica Ennis - Famous olympian - Role Model - Makes people feel more inspired.

 

In this advert, women are represented as being determined. This can be seen by the lexis, saying "take the crown" A crown has connotations of royalty, power and could symbolise victory. The lexis is an example of an imperative, almost telling the audience to win, and to encourage them. Furthermore, through the long shot, we can see that she is wearing revealing clothes show her Physique, and promotes a healthy lifestyle showing her strength, as well as showing her confident stance, as if she is about to start an event. This shows that she is determined, as it shows that she wants to win and do well.

Summary

In the Nike and Adidas posters, women are presented as encouraging. For example, In the Adidas poster, we can see that the lexis says "take the crown". A crown has connotations of. victory and royalty. This is an example of an imperative, telling people to take the win. Furthermore, the use of a celebrity endorsement from an olympian, Jessica Ennis makes the audience to feel more inspired. 

However, in the This Girl Can advert, women are represented as confident. This can be seen as the main image shows a woman being active. Through the mid shot, we can see her facial expression, and seeing that she is enjoying herself. This shows that she is represented as confident as she is challenging the stereotypes of women, whilst not feeling self conscious at all.

   

Advertising Set Text #2

In the 'this girl can' advert, we can see that women are represented as confident and bold. We can see this by the lexis, saying "Sweating like a pig, feeling like a fox." Sweat has connotations of hard work, and 'Pig' has connotations of messiness. This is juxtaposed to 'fox', which shows that she can be quick, and sly, and reflects how working out feels good at the end. This challenges the stereotypes that women are supposed to stay in the house, as it shows that anyone can work hard, and get active no matter what.

Tuesday, 20th May 2025

Do Now

1. Some connotations of a fox include speed, quietness, sly,✅ agile, stealthy, cunning, quick,      beautiful, female.

2. The lexis is the text that supports the image. Word Choice.

3. Typography is how a piece of text looks. ✅

4. An advertising campaign can include a hashtag to appeal to a younger audience, and make      it easier to spread it online. ✅ Encourages social media interaction

5. A mid shot is used in the 'This Girl Can' campaign. ✅

Representation

Dominant Ideology

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

1. Her facial expression creates a positive feeling about sport for the female audience, as she is shown to be smiling as she is working out. This challenges the dominant ideology that women's sport is unsuccessful, as she is clearly enjoying it, and having a good time.

2. The advert seeks to encourage women to see themselves in the model, as they have made her look realistic. This has been achieved through the lack of makeup and the sweat. This allows people to see themselves in her, as sweat is completely natural, and women don't need to wear makeup all the time.

3. I don't think that the title of the campaign, 'This Girl Can' is successful in being inclusive, as it only really applies to one group of women.'Girl' is typically used for younger females, which could almost alienate older women, who should be encouraged to equally get active. This almost supports the dominant ideology of older people not being able to do sports, as they seem to have been left out of the campaign.

PROPP

How have women been represented in the 'This Girl Can' (2016) print advertisement? [10]

In the 'This Girl Can' print advert, we can see that women have been represented as brave and admirable. 

This can be seen by the model in the advert. She is shown to be realistic, which is seen by the way that she is wearing generic clothes, and no makeup, as well as sweating. Furthermore, she is seen smiling, which shows that she is enjoying her exercise. This makes her almost relatable to the target audience, as everything she is doing is natural. This shows she is represented as brave and admirable as women are stereotypically not supposed to work out. This challenges the stereotypes, showing how brave she is, and allowing women to look up to her.