Advertising

Question 1

A
I
D
A

Answer 1

Awareness/Attention
Intrest… Raise…
Desire
Action (spending money or changing behaviour)

Question 2

Hypodermic Syringe Theory

Answer 2

Putting a message into peoples heads to think about it…..the concept of ideas from the media and advertsing being put into you head

Question 3

Inoculation Theory

Answer 3

People getting bored of the same kind of advertising…. therefore they are getting more shocking and graphic- you become more immune to over exposure

Question 4

Passive

Answer 4

Not thinking about any of the information the media gives us

Question 5

Abraham Maslow (1943)
Hierarchy of needs

Answer 5

Actualization (cars, Morality, aspirations, creativity)
Esteem (Respect, achievements, confidence)
Belonging (love, friendship, family, intimacy)
Safety (Shelter, job, health…. P.S.A -Public service adverts)
Physiological needs (food, water, air, sleep)

Question 6

Reception Theory

Answer 6

How audiences respond to the media text…

Question 7

Preferred reading

Answer 7

A positive reading

Example: U2 album,- positive, good to listen, free, people may download other albums

Question 8

Oppositional Reading

Answer 8

Negative reading
Example: U2 Album- Negative, people didn’t want it, they didn’t ask for it, didn’t authorize it, if they can download music to you phone… what else can they do??

Question 9

Sponsered stories

Answer 9

Companies can track what you are sharing and looking at and therefore advertise things that you’re interested in

Question 10

Negotiated reading

Answer 10

Able to evaluate pro’s and con’s of the advertisement

Question 11

Two step flow model

Answer 11

Word of mouth- sharing-viral-marketing

OPINION>SHARE OPINION>PRODUCT CONSUMPTION

Question 12

Audience profiling

ABC1 C2DE

Answer 12

A: CEOs/ Laywers/ Doctors
B: Middle mangement, Head teacher, managers of offices
C1: white collar jobs: clean jobs- office jobs, skilled, teachers, university graduates
C2: Blue collar jobs: Manufacture workers, still with some skill
D: Manual workers, electricians, plumbers, plasters
E: unemployed, in education, military students, no income/ low income

Question 13

Viral

Answer 13

A media text is out of control of the producers

Question 14

Citizen journalism

Answer 14

Where anybody can produce media texts to share with others

Does this take away from “professionals”?

Question 15

Claud Levi-Straliss

Answer 15

Binary oposites: 
good vs bad
female vs male
sunny vs rainy
active vs passive

Question 16

Denotation

Answer 16

What is actually happening (eg a man getting dressed, washing, eating breakfast

Question 17

Connotations

Answer 17

Implied/ inferred meaning, not what it actually is

Question 18

Vladmir Propp

Answer 18

[Archtype]Found the idea that a certain type of character was used in every narrative.

Question 19

Todorov’s theory

Answer 19

1. A state of equilibrium ( all as it should be)
2. A disruption of that order by an event
3. A recognition that the disorder has occurred
4. an attempt to repair the damage of the disruption
5. A return or Restoration of a new equilibrium ( it doesn’t have to be the same system)

Question 20

pavolvs dogs

Answer 20

Dogs salivated when they heard the arrival of food

Question 21

Explicit

Answer 21

obvious, in your face, very clear, nothing to hide

Question 22

Covert

Answer 22

secret, hidden, undercover

Question 23

Covert Advertising

Answer 23

Unpaid ads, unusual strategies or methods of advertising, uses a celebrity, celebrity endorsements, one off event/ competition/ publicity stunt,
sponsership - ties in with another brand, works for both parties, associations,
Product placement - placing a product in a film for recognition, aspiring to that lifestyle
Public relations (PR)- articles, interviews, chat shows, twitter, fb, tumblr, reviews

Question 24

High Brow

Answer 24

TV programs that are more intellectual

Question 25

Low brow

Answer 25

TV programs such as “the only ways essex” - entertainment for escapism

Question 26

Public Service broadcasting

Answer 26

Channels like BBC 1 want to inform people…
public service broadcasters receive funding from diverse sources including licence fees, individual contributions, people financing and commercial financing