2) Advertising + Marketing (component 1)

Question 1

COMMON CULTURAL MYTHS OF WESTERN MASS MEDIA
what is the patriarchy myth?

Answer 1

The myth that men are natural leaders, it keeps men’s power as ideal

Question 2

COMMON CULTURAL MYTHS OF WESTERN MASS MEDIA
what is the capitalism/ materialism myth?

Answer 2

The myth that you can buy happiness, it keeps people spending their money
The myth that money is ‘earned’ , protects the wealthy from redistribution of their ‘earned money’

Question 3

COMMON CULTURAL MYTHS OF WESTERN MASS MEDIA
What is the cultural imperialism myth?

Answer 3

A myth that conservative values are ideal (white middle class Christian values) + that keeps people looking to the white middle class as authority + their power as ‘right + normal’

Question 4

What is dominant representation in media?

Answer 4

The representation that dominates the media + is repeated the most

Question 5

Why is dominant representation used?

Answer 5

To suit those in power + help them keep their power

Question 6

What is alternative representation?

Answer 6

It challenges dominant values of the cultural myths

Question 7

What is a stereotype?

Answer 7

A simple generalised representation that suggests that everyone in the group is the same

Question 8

What is a key image?

Answer 8

An image lead design, like a photo or drawing (say where the image is in writing)

Question 9

What is a slogan?

Answer 9

A memorable line that sums up the ads message

Question 10

What is a copy?

Answer 10

The text that explains the product/service/charity

Question 11

What is branding?

Answer 11

The logo + brand colours

Question 12

What is imperative language?

Answer 12

Commands (go buy, go get) they are a call to action

Question 13

What are examples of persuasive language?

Answer 13

. Pathos - emotional language
. Logos - logical/ facts
. Ethos - ethics

Question 14

What is anchorage?

Answer 14

The text that links to the image

Question 15

What is a zeitgeist?

Answer 15

Spirit of the time/ feel of the time, representations of people/ places/ issues specific to time made

Question 16

What is advertising + marketing?

Answer 16

Any media trying to persuade the audience

Question 17

What are 3 types of advertising + marketing?

Answer 17

. Consumer - buy/ watch something
. Charity - persuade audience to donate money
. Public service - persuade audience to do something (vote, help, quit)

Question 18

What are ad’s?

Answer 18

Media that pay for advertising space to reach an audience

Question 19

What is marketing?

Answer 19

Any form of media used to create engagement with a brand or product

Question 20

What is a genre?

Answer 20

any type of media with socially agreed upon repeated conventions which have developed over time

Question 21

What is an audience?

Answer 21

The people who consume the product

Question 22

What is the target audience?

Answer 22

The people you are primarily aiming your marketing towards in hope of them becoming your audience

Question 23

DESCRIBING AUDIENCES
What is demographics?

Answer 23

A way of categorising an audience based on external fixed characteristics

Question 24

What is a acronym to use when describing demographics?

Answer 24

Class
Age
Gender
Geography
Ethnicity
Size

Question 25

DESCRIBING AUDIENCES
What are psychographics?

Answer 25

. Internal factors that make us who we are, like values, beliefs + attitudes
. This is more about appealing to audiences identity rather than facts about themselves

Question 26

YOUNG AND RUBICAM
What are the 2 psychographic profiles for Tide?

Answer 26

MAINSTREAM
ASPIRERS

Question 27

YOUNG AND RUBICAN
What are the 2 psychographic profiles for Super Human?

Answer 27

EXPLORERS
REFORMERS

Question 28

TIDE PSYCHOGRAPHIC PROFILE
What does MAINSTREAM mean?

Answer 28

• happy to fit in with the norms of society + social behaviour, typically have traditional conforming values
• family collective, stability, reliability + value
• longstanding familiar brands

Question 29

TIDE PSYCHOGRAPHIC PROFILES
What does ASPIRERS mean?

Answer 29

• motivated by status + the display/ appearance of success
• status, materialism, trends, improved lifestyle
• glossy, trendy, designer, will move with trends

Question 30

SUPER HUMAN PSYCHOGRAPHIC PROFILES
What does EXPLORERS mean?

Answer 30

• their core motivation is discovery, they look for challenge + adventure, they are high energy who seek an individual experience
• first to try new brands (young/ students

Question 31

SUPER HUMAN PSYCHOGRAPHIC PROFILES
What does REFORMERS mean?

Answer 31

• they are defined by self esteem and personal growth, they are not influenced or impressed by status + are not materialistic
• they are socially aware people who invest in brands + products which are good for them + the environment
• select brands for inartistic quality, forcing natural simplicity, small is beautiful

Question 32

ACTIVE AUDIENCE
What are audiences uses of media?

Answer 32

. Blum let + Katz say all audiences are active + choose media that satisfies their needs
. Escapism, information, identity, relationship

Question 33

PASSIVE AUDIENCE
What is the theory of hypodermic needle in media?

Answer 33

. A theory that suggests that audiences passively consume media + the media’s ideology which then becomes their own
. This theory suggests that audiences do not challenge the messages they consume
. This theory is flawed because there are many conflicting ideologies

Question 34

ACTIVE AUDIENCES
What is pluralism?

Answer 34

. Individual audience members consume a wide range of media texts, not having the same ideologies as them
. An individual consumes messages through a filter of their own beliefs + values

Question 35

What is hyper reality?

Answer 35

. Idea that media+ media representations aren’t real life, they are specific versions of it, as such they are biased