Adverts

Question 1

Three adverts studied?

Answer 1

Shelter, River Island and Dove

Question 1

What is the Dove slogan?

Answer 1

Real life. Real beauty

Question 2

Significance of Dove slogan?

Answer 2

Simple font shows that is beautiful with little effort, no makeup needed.

Question 3

Dove’s theme?

Answer 3

That all mother’s experience the same struggles, and that they are natural

Question 4

Representation in Dove?

Answer 4

An Asian woman is used, typically underrepresented - shows motherhood is the same with every ethnicity

Question 5

Location of Dove?

Answer 5

Set in the kitchen, very familiar setting with children making a mess, motion blur of cereal shows the unplanned nature of the picture

Question 6

How was Dove picture taken?

Answer 6

3 photographers stayed with 10 different families trying to capture a picture that depicts motherhood

Question 7

What is the Z Line?

Answer 7

The idea that when looking at something your eyes immediately go from top ;eft to right, across diagonally and back to bottom right - a Z shape. Dove placed there slogans in the corners of the Z to be the first and last thing seen

Question 8

Costumes in Dove?

Answer 8

The little girl has messy hair shows the endless jobs to do as a mother, the mum herself has no makeup on and is wearing plain clothing but is still being shown as beautiful

Question 9

Dove’s competitors?

Answer 9

Johnsons and Johnsons, contrasts Dove by making motherhood look perfect and easy

Question 10

Who is on the cover of River Island?

Answer 10

Jordan Luce, a disabled basketballer, however doesn’t need his chair all the time, but River Island chose to represent disability

Question 11

What does River Island’s hashtag imply?

Answer 11

Labels are for clothes implies that you River Island is a label that gives you status but also that labels are for clothes not people, should judge others

Question 12

Color scheme of River Island?

Answer 12

Red and black very masculine and sophisticated colors - portrays him as sexy which is unusual for disabilities

Question 13

What does his facial expression mean for River Island?

Answer 13

He is smiling even though he is disabled, shows that you can be positive about them, they don’t completely ruin your life, you can still look amazing. Directly at the camera to engage you too

Question 14

Significance of framing on River Island picture?

Answer 14

He is in the center of the frame all alone, highlights his independence, he is able to function on his own

Question 15

What else has River Island represented in the past?

Answer 15

Other disabilities, ethnicities and medical conditions

Question 16

Direct address in Shelter?

Answer 16

The people’s eyes are directly looking at you, makes you lock into the advert, cant ignore them creates a connection. Phrases like ‘we’ and ‘you’ are used to make you feel directly responsible to fix them

Question 17

What emotion does Shelter enact?

Answer 17

A sad and serious emotion. Enacts the enigma codes, the audience want to know why and how this happened

Question 18

Text on shelter advert?

Answer 18

Bright bold red, connotates the people are in danger, right over their faces forcing you to look at them. Shows its an important issue

Question 19

Representation in Shelter advert?

Answer 19

Ethnically ambiguous people chosen, implies that homelessness can happen to anyone. Subverts stereotype that middle aged men are the only homeless people

Question 20

How does the Shelter advert use online?

Answer 20

Has a search bar at the bottom encouraging people to go online for help, easier to access and hides any embarrassment behind the screen. Fits with a modern audience. Visual picture of it if you don’t speak English, helps the minorities