Adverts + set texts Flashcards
1
Q
(Baby Dove) outline the visual/ ML of this ad
A
- wide shot of Asian mother with 3 kids - holding one, other 2 making mess
- boy in center throwing food in air
- fridge open
- mother looks caught off guard + in baggy clothes/ pjs
- in top left corner: ‘real life. real beauty’ slogan in all white caps sans serif. followed by Baby Dove logo
- shot in kitchen - diverts from typical studio settings
- in bottom right corner; ‘#BeautifullyRealMoms’ - hashtag appeals to digital natives + enables aud participation
2
Q
(Baby Dove) what are the campaigns objectives
A
- to empower mothers
- to compete with Johnson & Johnson
- to unite W on their journey through parenthood
- to represent ‘real people’
- to challenge ‘perfect’ images of mothers and children
3
Q
(Baby Dove) outline the intertextuality in this ad
A
- the ad references the wider campaign through the use of slogan + hashtag
- multiplatform approach
4
Q
(Baby Dove) outline the stereotypes in this ad
A
- in some ways, the ad reinforces but also subverts the pre constructed societal stereotype of mothers
- the location of the kitchen reinforces the idea of a mother as a housewife/ homemaker/ domestic caregiver
- challenges put together/ organised stereotype by presenting chaos + a mother trying to maintain control dressed in oversized shirt w/o makeup
- this rep is positive as it normalises the situation - children are happy + fridge is full
- avoids the clichés of ‘maternal bliss’
5
Q
(Baby Dove) what are the key ideologies/ viewpoints presented in this ad
A
- consumerism
- feminism
- multiculturalism
6
Q
(Baby Dove) outline the social groups represented in this ad
A
- women: positive rep - challenges stereotypes of beauty - natural is beautiful. sole use of W reinforces W as primary caregiver
- social class: mise-en-scene connotes MC lifestyle - breaks down societal barriers by showing that MC can lead unorganised lives too
- ethnicity: positive rep - reflects + celebrates multicultural society
7
Q
(Baby Dove) outline the cultural contexts in this ad
A
- rise of celeb culture + influencer mothers has impacted ideology of motherhood - glamorised it
- WPPed Cream: found millennial mothers feel under pressure to be perfect
- Dove is capitalising on this; acknowledging their insecurities and empowering them
8
Q
(Baby Dove) outline the social contexts in this ad
A
- recent research shows that mothers are still primary caregivers despite changing social attitudes
- Almost half of parents dont think that fathers are held to the same standards as mothers
9
Q
(River Island) outline the visual/ ML of this ad
A
- maroon studio back drop - romantic + passionate
- model wears gold bomber jacket + cap + is in a wheelchair
- direct address to camera
- ‘smooth moves only’ in centre followed in smaller font underneath, ‘#labelsareforclothes’ - appeals to digital natives + encourages aud participation
- medium long shot to intentionally show wheelchair + outfit
- RI logo at bottom centre - an est brand
10
Q
(River Island) outline the objectives of this ad
A
- to challenge societal and global stereotypes by featuring under and often misrepresented groups
- to promote inclusivity and diversity
- to celebrate individuality + not define individuals by their ability/ stereotype
11
Q
(River Island) outline the model in this ad
A
- Jordan Luce; a French romantic
- a Paralympian wheelchair basketball player
12
Q
(River Island) outline the use of persuasive techniques in this ad
A
- persuasive language: ‘smooth’ carries connotations of being suave + polished. persuades aud to buy clothes as its transformative
- lifestyle: the ad challenges stereotypes + suggests and shows how RI clothing is for everyone
- beauty appeal: ad focuses on empowerment + celebrating differences
- celeb endorsement: Jordan luce is the face of the campaign
13
Q
(River Island) outline the intertextuality of this ad
A
- the ad references the wider campaign through he hashtag (#labelsareforclothes)
- the campaign includes down syndrome + plus size people
14
Q
(River Island) outline the key ideologies/ viewpoints of this ad
A
- consumerism; conveys message that consuming offers fulfilment
- celeb culture; features a sporting celeb
- inclusion
- individualism; emphasises the individual over their social group
- multiculturalism
15
Q
(River Island) outline the stereotypes of this ad
A
- people with disabilities are often represented as weak, inferior + vulnerable
- they have often been under/ misrepresented within the media
- this ad challenges this + gives a platform to the disabled
16
Q
(River Island) outline the social groups of this ad
A
- the ad uses mise en scene to positively represent the disabled - Jordan Luce is shown to be happy - he is smiling
- ad also represents racial diversity - Luce is French, creating global appeal
17
Q
(River Island) outline the audience positioning of this ad
A
- using Luce deliberately targets men + people with disabilities
- the ad challenges stereotypes of white, able bodied, patriarchy
- positions the audience as liberal + progressive w/ belief in equality and diversity
18
Q
(River Island) outline the cultural contexts of this ad
A
- celeb endorsement + models with a specific body image have often dominated fashion ads
- millennials/ digital natives are subjected to continuous celeb images - creates pressure to appear a certain way
- disabled people are being represented more in modern media texts
19
Q
(River Island) outline the social context of this ad
A
- research shows that imagery in fashion is unrealistic and idealised and can have negative impacts - like low self esteem
- representations of the typically underrepresented can change this
20
Q
(Shelter) outline the objectives of this ad
A
- aims to raise awareness for housing issues + poor quality housing and conditions
- to persuade people who are facing a housing crisis to seek help + advice
- to challenge outdates stereotypes of the homeless
- a call to action to donate to the charity
21
Q
(Shelter) outline the visual/ ML of this ad
A
- a close up of each individual; creates direct address + personal expressions
- dark background - creates sense of isolation
- quotes covering faces in big bold red sans serif font e.g. ‘but where will we live?’
- at the lower third of each section is a call to action, brand name, logo
- lack of costume + makeup to make the ad seem raw and real
22
Q
(Shelter) outline the persuasive techniques of this ad
A
- persuasive language: lang creates personalisation + puts reader in position of the ind in crisis
- rhetorical Q: ad forces readers to consider individua circumstances - elicits sympathy
- fear: use of 3 inds from diff social groups suggests housing crisis’ is non-discriminatory and can happen to anyone
23
Q
(Shelter) outline the intertextuality of this ad
A
- it takes on a multiplatform approach and consists of a print + social media campaign
24
Q
(Shelter) outline the ideology/ viewpoints of this ad
A
- social inequality
- belief in welfare
- individualism
25
Q
(Shelter) outline the stereotypes of this ad
A
- the stereotypical homeless person consists of a white man, criminal, lazy + chose not to work, drug addicted, a welfare leach
- this ad challenges this by featuring 3 people from different social groups with different circumstances + anxieties
- the ad shows how homelessness can happen to anyone at any point in their lives
26
Q
(Shelter) outline the social groups in this ad
A
- the ad features men and women
- racial + age ambiguity connotes homelessness can affect people from different ethnic groups
- plural pronoun ‘we’ implies families are affected homelessness can affect families
27
Q
(Shelter) outline the aud positioning + response of this ad
A
- the ad positions the audience to believe in welfare + understand that homelessness can happen to anyone for a multitude of reasons, dispelling common myths + stereotypes
- the ad can create identification + encourage individuals to seek help and advice and donate
- how audiences respond depends on their individual background and experience
28
Q
(Shelter) outline the cultural context of this ad
A
- the ad uses conventions of consumer branding that audiences are familiar with to encourage the aud to play into the call to action/ to donate/ spread awareness
29
Q
(Shelter) outline the social context of this ad
A
- social anxieties surrounding economic struggles + family circumstances that can lead to homelessness
- concerns about landlords, social housing + social care
- issues of social inequality and asking those who are in a position of privilege to donate and help
- the ad recognises the class inequalities within society
- ideology of welfare is incorporated into the language of the ad - repetition of their slogan, ‘We Can Help’
30
Q
what is the purpose of marketing
A
- to make a brand memorable
- to develop a brand image - promote positive association
- to differentiate the brand from others
- to engage with the lifestyle of consumers
- to reassure existing users of the brand
- to persuade new users to try the brand
31
Q
who censors the media/ advertising
A
- ASA: Advertising Standards Association
32
Q
what are Shelter’s advertising campaign objectives
A
- to challenge outdated stereotypes of the homeless
- to raise awareness of homelessness + poor quality housing conditions
- to encourage individuals to seek early help + advice
- to encourage donations to the charity
33
Q
list persuasive techniques
A
- persuasive language - e.g. rhetorical Q
- science/ statistic - proof of claim
- humour - play on words, exaggerated situation
- beauty appeal - creates aspirations
- lifestyle - association with a way of life
- celebrity endorsement - their association reinforces consumer aspirations
- fear - creates worry for life w/o this product
34
Q
what is the acronym for representations to analyse
A
CAGED:
- Class
- Age
- Gender
- Ethnicity
- Disability
35
Q
name different ideologies in media
A
- consumerism
- diversity
- celeb culture
- individualism - freedom of action
- multiculturalism
36
Q
what is the acronym for effects adverts can create in application to the Shelter ad
A
AIDA:
- Attention: use of close up shots of faces
- Interest: presents issues the reader could face
- Desire: to help them
- Action: research, donate
