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OCR A Level Media Studies - Paper 1 > Section B - Advertising/Marketing > Flashcards

Section B - Advertising/Marketing Flashcards

1
Q

What is the purpose of adverts?

A

Persuade people to buy a product by selling them an idea

Paid for by companies to influence consumers

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2
Q

What is the purpose of a campaign?

A

Sell an ideology, not necessarily make a profit

Designed to spread awareness of a message: brand image, new products, ideology

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3
Q

Why do companies rebrand?

A

Fit changing society - develop & adapt/respond to social contexts to maintain loyalty

Change/broaden their target audience

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4
Q

What are the three points of Red Bull’s marketing strategy?

A

1) Tell a story that entices the masses
2) Sell an idea > product
3) Commitment to brand identity - consistent values and aesthetic

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5
Q

Define

Hall’s Reception Theory

And name the 4 readings

A

Producers encode an ideology/message into their text
Audience decodes this message in different ways

Dominant
Negotiated
Oppositional
Aberrant

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6
Q

Explain

Dominant Reading
Hall’s Reception Theory

A

Audience reads text in way producer intends and fully accepts it

Clear message: audience of same age, culture, life experiences and ideology

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7
Q

Explain

Negotiated Reading
Hall’s Reception Theory

A

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

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8
Q

Explain

Oppositional Reading
Hall’s Reception Theory

A

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

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9
Q

Explain

Aberrant Reading
Hall’s Reception Theory

A

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)

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10
Q

Define

Stereotypes

Why are they used?

A

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)

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11
Q

Define

Logo

A

Symbol promoting brand identity, has global recognition

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12
Q

Define

Brand Identity

A

Set of values and assumptions associated with a brand - created through advertising

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13
Q

How do binary oppositions affect brand identity?

A

Adding binary oppositions (e.g: man & woman) or removing them (e.g: man & man) and affect binary oppositions

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14
Q

Define

Brand Personality

A

Set of human characteristics associated with a brand

Emotional characteristics, demographic, what they stand for/against

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15
Q

Name the 6 social class demographics

A 
A - Upper class
B - Upper middle class
C1 - Middle class
C2 - Lower middle class
D - Working class
E - Unemployed
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16
Q

What are the sexes of the sportspeople used in Lucozade’s “I Beleive” campaign?

How does this relate to their target demographic?

A

3 male
1 female

Aimed predominantly at male demographic: idea men = sports & strength. Reinforcing gender stereotypes

17
Q

What are the races of the sportspeople used in Lucozade’s “I Believe” campaign?

How does this relate to their target demographic?

A

3 white
1 black

Targeting white young men - over-representing white people

18
Q

What was Lucozade originally branded as?

A

Energy replacing medicine to give sick people strength

Give housewives energy to clean their houses

19
Q

What stereotypes did Lucozade originally rely on?

A

Female stereotypes - weak, domestic

Sick woman in bed needs it to get better
Housewives needs it to have energy to clean house

20
Q

When and why did Lucozade rebrand to a sports drink?

A

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

21
Q

What is the purpose of the charity ‘Shelter’?

A

Charity helping homeless into accommodation

22
Q

When were shocking images first used in advertising?

A

40s - Oxfam used social-realist images to shock audience into donating

E.g: toddler girl in poverty. Vulnerable, empathy, donate to end mass starvation

23
Q

When and why was ‘Shelter’ formed?

A

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”

24
Q

What film helped increase donations to ‘Shelter’?

A

‘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

25
Q

Who was ‘Shelter’s photographer?

How did his photos increase donations?

A

Nick Hedges

Showed gritty reality of Britain’s slums
Images not constructed, no narrative, people cared more
Audience realised people’s lives -> donations

26
Q

Why did Old Spice rebrand?

A

To widen their target audience and keep their old one

27
Q

How does Old Spice’s choice of model create meaning?

What huge political change helped influence this?

A

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

28
Q

Define

Bricolage

A

Taking lots of things from everywhere & sticking them together in 1 text

29
Q

Define

Fragmentation

A

No consistent flow/storyline, not a unified & coherent whole. No intended reading, appeals to all

30
Q

Define

Hyper-reality

A

Reality & fiction indistinguishable. We forget what is real and what is fake - how do we know to trust it?

31
Q

Define

Carnivalization

A

No sense, no meaning, just enjoy it. Targets all by default

32
Q

What were the 5 Hollywood black stereotypes?

A
  • 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

OCR A Level Media Studies - Paper 1 (4 decks)

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