Section B - Advertising/Marketing Flashcards
What is the purpose of adverts?
Persuade people to buy a product by selling them an idea
Paid for by companies to influence consumers
What is the purpose of a campaign?
Sell an ideology, not necessarily make a profit
Designed to spread awareness of a message: brand image, new products, ideology
Why do companies rebrand?
Fit changing society - develop & adapt/respond to social contexts to maintain loyalty
Change/broaden their target audience
What are the three points of Red Bull’s marketing strategy?
1) Tell a story that entices the masses
2) Sell an idea > product
3) Commitment to brand identity - consistent values and aesthetic
Define
Hall’s Reception Theory
And name the 4 readings
Producers encode an ideology/message into their text
Audience decodes this message in different ways
Dominant
Negotiated
Oppositional
Aberrant
Explain
Dominant Reading
Hall’s Reception Theory
Audience reads text in way producer intends and fully accepts it
Clear message: audience of same age, culture, life experiences and ideology
Explain
Negotiated Reading
Hall’s Reception Theory
Audience understands encoded meaning but doesn’t fully agree
May feel conflicted or sceptical about the ideology encoded
Audience may not have same life experiences or may not understand
Explain
Oppositional Reading
Hall’s Reception Theory
Audience understands encoded meaning, but completely disagrees with it - advert controversial
May find it offensive - ageist, racist, sexist, anti-religion, homophobic, etc.
Audience may not have same life experiences or may not understand
Explain
Aberrant Reading
Hall’s Reception Theory
Audience doesn’t understand the encoded meaning, so create their own
(NHS anti-smoking campaign: kids thinking parents would drop dead from smoking. Led parents -> oppositional reading)
Define
Stereotypes
Why are they used?
Pre-made assumptions of people: media shortcuts
Created by both media and older generations, hard to change
Stereotypes easier to advertise to people - can create controversy (e.g: belief people with mental disorders = dangerous)
Define
Logo
Symbol promoting brand identity, has global recognition
Define
Brand Identity
Set of values and assumptions associated with a brand - created through advertising
How do binary oppositions affect brand identity?
Adding binary oppositions (e.g: man & woman) or removing them (e.g: man & man) and affect binary oppositions
Define
Brand Personality
Set of human characteristics associated with a brand
Emotional characteristics, demographic, what they stand for/against
Name the 6 social class demographics
A - Upper class B - Upper middle class C1 - Middle class C2 - Lower middle class D - Working class E - Unemployed
What are the sexes of the sportspeople used in Lucozade’s “I Beleive” campaign?
How does this relate to their target demographic?
3 male
1 female
Aimed predominantly at male demographic: idea men = sports & strength. Reinforcing gender stereotypes
What are the races of the sportspeople used in Lucozade’s “I Believe” campaign?
How does this relate to their target demographic?
3 white
1 black
Targeting white young men - over-representing white people
What was Lucozade originally branded as?
Energy replacing medicine to give sick people strength
Give housewives energy to clean their houses
What stereotypes did Lucozade originally rely on?
Female stereotypes - weak, domestic
Sick woman in bed needs it to get better
Housewives needs it to have energy to clean house
When and why did Lucozade rebrand to a sports drink?
New medicines on market
Society needed quick energy ‘pick me up’s
Switched from glass to plastic bottle (less breakable)
Range of flavours - market to more people
What is the purpose of the charity ‘Shelter’?
Charity helping homeless into accommodation
When were shocking images first used in advertising?
40s - Oxfam used social-realist images to shock audience into donating
E.g: toddler girl in poverty. Vulnerable, empathy, donate to end mass starvation
When and why was ‘Shelter’ formed?
1966 - response to housing crisis. Millions living in overcrowded slums
Speak up for hidden homeless - no house but not on streets
“Won’t stop until there’s a safe, secure, affordable home for everyone”
What film helped increase donations to ‘Shelter’?
‘Cathy Come Home’ (1966) - drama about young family slipping into homelessness
Uncomfortable about blurring of drama and documentary
12 mil saw it - ‘Shelter’ has huge support & empathy immediately
Who was ‘Shelter’s photographer?
How did his photos increase donations?
Nick Hedges
Showed gritty reality of Britain’s slums
Images not constructed, no narrative, people cared more
Audience realised people’s lives -> donations
Why did Old Spice rebrand?
To widen their target audience and keep their old one
How does Old Spice’s choice of model create meaning?
What huge political change helped influence this?
Used to have old white men on their posters - rebranding with a young black American football player. Opens idea lead characters can be of any race
Until recently, black men in media were portrayed as either scary contrasts to white gentlemen or subservient to them
Obama = handsome black president voted in by American public
Define
Bricolage
Taking lots of things from everywhere & sticking them together in 1 text
Define
Fragmentation
No consistent flow/storyline, not a unified & coherent whole. No intended reading, appeals to all
Define
Hyper-reality
Reality & fiction indistinguishable. We forget what is real and what is fake - how do we know to trust it?
Define
Carnivalization
No sense, no meaning, just enjoy it. Targets all by default
What were the 5 Hollywood black stereotypes?
- Strong, frightening & violent. Entertain white people by fighting
- Aggressive criminal gangsters
- Subservient, weak, overweight women who are always happy
- Happy to be servants to white people
- Lazy unemployed fools
