case study contexts Flashcards
who launched tide, when, and how does this show in the adverts?
launched by proctor and gamble in 1946. consumers have high confidence in the company so advert features P&G.
historical context of tide
post WW2 when men came home and wanted their jobs back, so women were forced back into domestic toles. Second wave feminism protested this through works such as The Second Sex by Simone de Beauvoir (1949), which was critical of the treatment of women as second class citizens.
economic context of tide
Post WW2 consumerism boom of the 50s introduced vacuums, fridge freezers and washing machines. there were aimed at women who occupied domestic roles, target audience was lower middle class women who were becoming more increasingly affluent.
advertising context for tide
print adverts in the 50s used more copy than today. due to the sudden increase in the number of brands consumers needed more info, which is why brands for used on their unique selling points as there was so much choice when supermarkets became popular.
product context for superhuman (who made it and what is it for)
created by Channel 4’s creative agency 4Creative and produced by Serial pictures and somesuch (global). Produced by Bradford young (first AA cinematographer to be oscar nominated). promoted 2020 tokyo paralympic games.
history of channel 4 and the paralympics
superhuman is the third in a row. Executive creative director Lynsey atkin said ‘by pointing a camera at the realities… paint a story of mental determination not of disability’. previous campaign was called ‘meet the superhumans’ but people were unhappy and wanted to be viewed as ordinary.
context of Channel 4
commercially funded public service broadcaster. public service remit states it must be innovative and distinctive stimulate public debate. target audience is aged 16-34 fans of sport and want alternative representations of groups. ofcom states ‘appeals to the tastes and interests of a culturally diverse society’
social context of superhuman
disabled people are both under and mis- represented. channel 4 addressed this by making them seem ordinary including shots of reality.
kiss of the vampire product context (the actual film)
produced by hammer film productions distributed by J Arthur Rank and Universal. intended to be a second sequel to dracula but the film wanted to distance itself from an unfavourable actor.
hammer films context
founded in 1934 based in the uk and famous for gothic horror films c. mid 50s to mid 70s when horror changed as a genre. 60s audience was familiar with the codes and conventions of their monster movies such as posters as this is what hammer had success with.
historical context of kids of the vampire
the 60s saw huge social and cultural change against establishments and war and towards civil rights. gender changed as well, Friedan wrote The Feminine Mystique saying women were depressed due to being stifled in domestic roles. the pill, the mini skirt. cold war and cuban missile crisis between US and soviets.
