Adverts + set texts Flashcards
(Baby Dove) outline the visual/ ML of this ad
- wide shot of Asian mother with 3 kids - holding one, other 2 making mess
- boy in centre 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 (maintains brand identity)
- shot in kitchen - diverts from typical studio settings
- in bottom right corner; ‘#BeautifullyRealMoms’ - hashtag appeals to digital natives + enables aud participation
(Baby Dove) what are the campaigns objectives
- to empower mothers + celebrate real motherhood to address the insecurities of millennial mothers to show that the brand is ‘on their side’
- to compete with Johnson & Johnson
- to unite W on their journey through parenthood
- to represent ‘real people’
- to challenge ‘perfect’ images of mothers + children
(Baby Dove) outline the intertextuality in this ad
- the ad references the wider campaign through the use of slogan + hashtag - multiplatform approach
- this campaign chose 120 photos taken by journalists to be displayed online
- the print campaign uses 3 images with the same layout; ‘real life. real beauty’
(Baby Dove) outline the stereotypes in this ad
- 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’
(Baby Dove) what are the key ideologies/ viewpoints presented in this ad
- consumerism
- feminism
- multiculturalism
(Baby Dove) outline the social groups represented in this ad
- 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
(Baby Dove) outline the cultural contexts in this ad
- 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
(Baby Dove) outline the social contexts in this ad
- 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
(River Island) outline the visual/ ML of this ad
- 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 + maintins brand identity
(River Island) outline the objectives of this ad
- 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
(River Island) outline the model in this ad
- Jordan Luce; a French romantic
- a celebrity Paralympian wheelchair basketball player
(River Island) outline the use of persuasive techniques in this ad
- 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
(River Island) outline the intertextuality of this ad
- the ad references the wider campaign through the hashtag/ strapline #labelsareforclothes
- the campaign includes people with visible disabilities, e.g. down syndrome against single colour backgrounds + similar 3 word headlines to ‘Smooth Moves Only’
(River Island) outline the key ideologies/ viewpoints of this ad
- consumerism; conveys message that consuming offers fulfilment
- celeb culture; features a sporting celeb
- inclusion
- individualism; emphasises the individual over their social group
- multiculturalism
(River Island) outline the stereotypes of this ad
- disabled people are either represented as; tragic or triumphant over disadvantage - RI leans into triumph, with the emphasis of Luce’s ‘Smooth moves’ which puts focus on his sporting achievement rather than his disability
- they have often been under/ misrepresented within the media - this ad challenges this + gives a platform to the disabled by positively representing
- this ad uses positive stereotypes of sporting achievement + active masculinity
(River Island) outline the social groups of this ad
- 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
(River Island) outline the audience positioning of this ad
- 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
(River Island) outline the cultural contexts of this ad
- 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
(River Island) outline the social context of this ad
- 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
(Shelter) outline the objectives of this ad
- 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
(Shelter) outline the visual/ ML of this ad
- 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, Shelter house colour used (red) - maintains brand identity
- lack of costume + makeup to make the ad seem raw and real
(Shelter) outline the persuasive techniques of this ad
- persuasive language: lang creates personalisation + puts reader in position of the ind in crisis
- rhetorical Q: ad forces readers to consider individual circumstances - elicits sympathy
- fear: use of 3 inds from diff social groups suggests housing crisis’ is non-discriminatory and can happen to anyone
(Shelter) outline the intertextuality of this ad
- it takes on a multiplatform approach and consists of a print + social media campaign
- the campaign which cna be used as 3 different posters are identical in layout, typography, and colour scheme + minor changes to copy
(Shelter) outline the ideology/ viewpoints of this ad
- social inequality
- belief in welfare
- individualism
(Shelter) outline the stereotypes of this ad
- 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 by presenting the 3 people as of mature age + conventional appearance who are capable + self-directed
(Shelter) outline the social groups in this ad
- 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
(Shelter) outline the aud positioning + response of this ad
- 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
(Shelter) outline the cultural context of this ad
- 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
(Shelter) outline the social context of this ad
- 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’
what is the purpose of marketing
- 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
who censors the media/ advertising
- ASA: Advertising Standards Association
what are Shelter’s advertising campaign objectives
- 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
list persuasive techniques
- 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
what is the acronym for representations to analyse
CAGED:
- Class
- Age
- Gender
- Ethnicity
- Disability
name different ideologies in media
- consumerism
- diversity
- celeb culture
- individualism - freedom of action
- multiculturalism
what is the acronym for effects adverts can create in application to the Shelter ad
AIDA:
- Attention: use of close up shots of faces + bold copy
- Interest: presents issues the reader could face
- Desire: to help or be helped
- Action: research, donate
what are the 2 main genres of advertising
- charity advertising (outside the commercial mainstream)
- consumer brand advertising (commercial mainstream)
- this is defined by their products as well as the conventions used
list media language elements for print advertising
- layout
- typography
- use of image
- use of colour
- logo/ slogan/ brand identity
name 3 advertising techniques
- USP (Unique Selling Point)
- brand image
- lifestyle advertising
outline USP as an advertising technique
- USP/ Unique Selling Proposition advertising: concentrates on the product + tries to explain ‘why’ AUDs should buy this product
- e.g. Shelter has used this technique by explaining how ‘We can help’
outline brand image as an advertising technique
- brand image advertising: concentrates on the brand rather than the product + tries to build up brand values, often by the quality of the advertising
- e.g. Baby Dove + River Island ads make no claims about the products; these postmodern adverts hope to transfer values of the ad (heart warming empathy + inclusivity) to the brands themselves, overcoming AUD resistance by avoiding any obvious persuasive technique
outline lifestyle advertising as an advertising technique
- lifestyle advertising: depicts the lifestyle of the consumers, in an inspirational/ empathetic manner
- e.g. Shelter ad presents ‘ordinary’ people just like the target AUD, who might be at risk of homelessness, may count as an element of lifestyle advertising
- e.g. the use of ‘real moms’ in the Baby Dove ad
(Shelter) outline how the Shelter ad uses media language to create a sense of humanity and care
humanity + care:
- layout of each poster is dominated by a bid close up of a face in direct address, to focus on the emotion (esp anxiety) on each face
- main copy texts (e.g. ‘but where will we live’) personalises issues of poverty, debt, rogue landlords - capitalised red font connotes danger
- repetition of ‘We can help’ across the campaign connotes care
(Shelter) outline how the Shelter ad uses media language to create a sense of reality
reality:
- simple layout + lighting that doesn’t draw attention to itself/ create studio feel
- use of plan language in conversational tone
- use of no-nonsense capitalised sans serif font
- casting of unknown people rather than celebrities
(Baby Dove) outline how the Baby Dove ad uses media language to create a sense of empathy + social realism
empathy/ social realism:
- indirect address connotes that the spectator is an outside observer allowed into a personal moment
- food in the air, mother’s reaction, girl’s lack of reaction, open fridge, slightly awkward framing - connotes a ‘caught moment’ in real family life
- use of unknown people rather than celebrities, shot in what appears to be their homes, naturalistic costumes, hair + make-up with muted colour palette
- lack of copy + use of no-nonsense sans-serif font for slogan
what is a barthesian myth
- barthesian myth = a message conveyed when an object, image, phrase becomes associated with a concept or value, shaping how we view the world and holding power over us
(Baby Dove) outline the Barthesian myth created in this ad
- the mise-en-scene suggests the Barthesian myth of ‘the heart’ - the kitchen as the heart of the home, the safe caring place where people can be themselves
(River Island) outline the barthesian myth created in this ad
- the mise-en-scene suggests the barthesian myth of ‘the athlete’ - the exceptional person defined by sporting ability
(River Island) outline how the River Island ad uses media language to create a sense of masculine glamour
- direct address connotes a presented ‘look’ emphasised by the medium shot in which Jordan Luce fills the frame powerfully
- colour palette (e.g. wine-red background), smiling facial expression + dynamic posture connotes masculine confidence
- side lighting emphasises the creases in the jacket, connoting action + motion
- capitalised sans-serif font used for the copy connotes no-nonsense masculinity
what are 3 ways in which print advertising uses print technology + the advantages of this
- conveying detailed information
- creating high-quality images
- using layout in striking ways, esp in large-scale works, such as posters + billboards
- this allows print adverts to create visual impact to connote novelty, humour, glamour, eroticism
outline the use of intertextuality in print advertising
- intertextuality is often used to establish meaning quickly, transfer values of the referred product to the brand, + try to flatter their AUDs
how is consumerism expressed in media language of consumer brand + charity adverstising
- consumerism is an ideology expressed in media language that connotes quality, glamour or aspiration around a brand, as consumerism offers fulfilment + a sense of identity through consumer goods + services
- this is evident in the River Island ad
how is individualism expressed in media language of consumer brand + charity advertising + application to set texts
- individualism as an ideology is expressed in media language that emphasises the individual over the social group
- e.g. River Island invokes individual sporting achievement by the prominence given to the sports star
- e.g. Shelter shows close-ups of individuals to bring a social issue to life
- e.g. Baby Dove focuses on the individual mother, within a family
(Shelter + Baby Dove) outline how the ideology of welfare in Shelter + Baby Dove ads
- ideology of welfare is incorporated into the caring language of the Shelter charity advert, which repeats the slogan ‘We can help’
- Welfare is also implied in the social realist media language of the Baby Dove advert, which could be read as feminist
outline celebrity culture in the set texts
- River Island: celebrity culture is evident as the layout is dominated by a sporting celebrity
- Shelter: shows the influence of originally religious discourses favouring charity in its use of language
- Baby Dove: shows the influence of some forms of feminism in its use of social realism
outline representation in advertising
- representations in advertising are designed to reflect well on the brand
- advertisers will usually represent the world as a sunny, uplifting, glamourous or sensual place
- in the case of charity advertising, they represent the world as a harsh reality which can be offset by donation or care
(Baby Dove) outline representations in the Baby Dove advert
- represents motherhood in a negotiated way - avoids cliches of maternal bliss by representing motherhood as messy, but also celebrating motherhood
- this ad, shot in Canada, shows an East Asian family
- the campaign generally shows a range of body types + ethnicities, suggesting an inclusive message about motherhood + brand
(Shelter) outline representations in the Shelter advert
- represents people at risk of homelessness as ‘ordinary’ + who have had bad luck through the use of the text + images of faces with conventional levels or make-up grooming
- by choosing 2 females + only 1 male they represent homelessness as non-gender specific
- unusually, they haven’t created racially diverse representations, with the representation of White people with no visible disabilities - shows that housing issues affect even dominant groups within society
(River Island) outline representations in the River Island advert
- this ad represents sports people (with/ without disabilities) as striving for excellence through its combination of the image of a basketball player + the strapline
- RI chose to use an ethnically ambiguous athlete w/ a visible disability to convey an uplifting message about disabilities
- the campaign generally shows race + disability diversity but with a strong bias towards representing young adults
outline the realism of advertising
- USP or ‘reason why’ advertising relies on claims to realism in its selling of the products
- with the increased self-regulation of advertising (by ASA), means claims have to be legal, honest and truthful
- many brands use ‘no product is better’ to avoid breaking rules, or resort to vague wording that cant be proved untrue
outline the use of stereotypes in advertising
- advertising often relies on mostly positive, stereotyping, as they are brief narratives + have to convey meaning rapidly
- they rely on instant recognition + emotional engagement as most AUDs are resistant to advertising + have to be won over
- brand advertising wishes to transfer positive associations of stereotypes to the brand itself
outline traditional representations in advertising
- men are over-represented + more likely to be represented as leaders
- W more likely to be younger, in revealing clothes + thinner
- people aged 20-40yrs more likely to be represented than older
- disabled people, single parents, LGBT community are all under-represented
outline the audience positioning of adverts
- adverts often position AUDs as consumers/ people who care about brands
- this ideology + positioning automatically relies on materialism + individualism; that people aspire for the best material goods to define their identity
- many brands try to avoid the ‘nasty’ associations of these ideologies by emphasising community, sharing + even spirituality in their adverts
- e.g. positive messages about disability + ‘beautifully real’ motherhood can be seen as serving this function
outline the discourses of charity advertising
- charity advertising relies on pre-existing discourses about charity derived from religion
- this refers to the idea that charity is good in itself + people should give to charity for moral reasons
- also links to the ideology of welfare (state sharing with + supporting the weak)
- this moves away from the individualism of brand advertising + retains materialism of brand advertising in concern for other’s material well-being whilst encouraging the denunciation of material goods via the act of giving
Facebook + _ dominate _% of the digital advertising market
- Facebook + Google dominate 65% of the digital advertising market
outline the age targeting in adverts
- older people are considered more loyal to their existing brand preferences, so are less useful to advertisers than younger people, whose brand preferences aren’t as set
