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Media - Media Messages (P1) > Adverts + set texts > Flashcards

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
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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
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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
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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’
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5
Q

(Baby Dove) what are the key ideologies/ viewpoints presented in this ad

A
  • consumerism
  • feminism
  • multiculturalism
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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
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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
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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
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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
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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
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11
Q

(River Island) outline the model in this ad

A
  • Jordan Luce; a French romantic
  • a Paralympian wheelchair basketball player
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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
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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
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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
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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
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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

Media - Media Messages (P1) (17 decks)

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