As Media Observationadvertsing

8/12/2019 As Media Observationadvertsing

1/34

Advertising makes us feel inadequate by using

images of successful people with perfect lives

Adverts for childrens products make it difficult for parents to say

no to toys, sweets, games etc, and encourage kids to wantunhealthy foods

Advertising makes us buy things we dont need

Advertising convinces us that something is

useful and desirable when really it isnt

Which of these statements do you most agree with?

Adverts can be very entertaining

Advertising enables independent television channels, radio

stations, newspapers and magazines to exist (thats where

they get most of their money from)

STARTER:


2/34

Learning Outcomes

Aspire:

Engage with and respond to representations ofgender, age and ethnicity in relation to the

reception theory.

Challenge:

Develop a detailed understanding of at least oneinteresting media issue in relation to receptiontheory.


3/34

MS1: Media Representations and

Response Narrative construction

Technical Codes

Language and mode of address

Representations

Messages and values underlying the representations Issues

Gender

Ethnicity

Age Advertisements

Audience responses and positioning


4/34

What makes a good advertisement?


5/34

Advertising:

funds much mediaa way of promoting

products, services orinformation.

a form of communicationbetween manufacturer andconsumer.

a physical commodity.

an integral part of culture.an important economic

force.targets specific audiences.

Advertising as a media

form:Institutions/Regulation.

Genre.

Narrative.Representation.

Intertextuality.

Technology.


6/34

Advertising is the most obvious form ofmedia which influences us.

It works otherwise so much money

wouldnt be spent on it.

We may not need new products; butadvertising can make them incredibly

desirable. Advertising creates a needwhich may not have previously existed.

How susceptible do you think you areto advertisements? Which ones?

Advertisingdoes it influence us?


7/34

What techniques can you think of

which adverts use to persuade?

Linguistic techniques?

Use of images?

Use of narratives?

Other methods


8/34

Shockvertising

Shockvertisingis a type of advertising generallyregarded as one that deliberately, rather thaninadvertently, startles and offends its audience byviolating norms for social values and personal

ideals.Shock advertising is designed principally to break

through the advertising clutter to captureattention and create buzz, and also to attract an

audience to a certain brand or bring awareness toa certain public service issue, health issue, orcause.


9/34

Which techniques are used here to

convince us?

What techniques are used here toshock us?

Which is more

powerful?The shock? Or

the desire to

buy?

Considering the

reception theory

who would be

most attracted to

this advert? Whowould be least

attracted?
http://www.google.co.uk/url?sa=i&rct=j&q=anti+smoking+&source=images&cd=&cad=rja&docid=knB2FqXmGFBY0M&tbnid=cCOWCPz8AvsZLM:&ved=0CAUQjRw&url=http://www.chinadaily.com.cn/lifestyle/2007-05/17/content_874903.htm&ei=p2IaUb7oLs-M0wXy6oDwDQ&psig=AFQjCNHKB1CgbaRu436DatHkOCmbNmJXqQ&ust=1360769468007085


10/34

Key elements

Who is the targetaudience?

Representation of

gender, age,

ethnicity,

celebrity...?

What are the connotations of

the tag line / product name?

Textuallyanalyse the

mise-en-scene

What is the

USP?


11/34

Learning Outcomes

Aspire:


reception theory.

Challenge:



12/34

Anti-Smoking NHS Advert

http://www.youtube.com/watch?v=688uHz6QYkQ


13/34

Practise Questions

1. How are non-verbal communications (gestures, facial

expressions) being used?

2. How have clothing, props, mise-en-scene, sets and setting

been used?3. How are sound and visual techniques used to convey

meaning? (e.g. camera positioning, editing, the ways that

images and sounds/words are combined to convey meaning).

4. What do you know about actors, stars, writers etc? Bearingin mind their associations, meanings and histories, why have

they been chosen for genre piece?

5. How are characters used and relationships established?

6. How is age represented?


14/34

Anti-Smoking NHS Advert

http://www.youtube.com/watch?v=0hySFt8O11A


15/34


16/34

Learning Outcomes

Aspire:

Engage with and respond to representations ofgender, ageand ethnicity in relation to the

reception theory.

Challenge:


6 E i F i l C l C l l O i i l


17/34

6 Entertain Facial

expression

Colour

?Cultural

codes

Oppositional

reading

5 Issues Golden

section

?

Ethnicity Identify Camera angle

4

?Dominant /

Preferred

reading

Decoded Editing Mode of

address

Typography

3 Realism Age Inform Action

codes ?Logo / brand

identity

2 Negotiated

reading

Language Lighting Enigma Social

interaction

Gesture

codes

1 Narrative

codes ?Gender Camera shot Encoded Educate

1 2 3 4 5 6


18/34

Create a case study in pairs.

Choose one of the following advertisement campaigns.

Analyse the texts focusing on audience positioning(reception theory), MES and representations (ofgender, age, ethnicity and/or issues).

Use news/magazines articles, TV shows, films, to

compare and contrast the advertisement. Remember: Quality of written communication is

important. Make sure your work makes sense and thatspelling, punctuation and grammar is as accurate as

possible.

Paired Task


19/34

Learning Outcomes

Aspire:


reception theory.

Challenge:



20/34

Text

Representationof age

Genre

Audience theory(Reception)

Visualcodes

Codes &conventions

Technicalcodes

Language

codes

Recreate this AnalysisFramework to make notes.

Representationof gender

Representationof issues


21/34
http://www.google.co.uk/url?sa=i&rct=j&q=campaign+for+real+beauty&source=images&cd=&cad=rja&docid=GUIV6JIHrZ8yMM&tbnid=7TnGCwriIo0CXM:&ved=0CAUQjRw&url=http://www.adverbox.com/ads/dove/&ei=lYUSUYO1C9Ts0gWgswE&bvm=bv.41934586,d.d2k&psig=AFQjCNFxDwZ1E43hn6xWh_hh63QL3m6sEw&ust=1360254699460418


22/34


23/34
http://www.google.co.uk/url?sa=i&rct=j&q=anti+smoking+nhs&source=images&cd=&cad=rja&docid=jtE8t1Znmtd_1M&tbnid=p7z6fYc8jDJXzM:&ved=0CAUQjRw&url=http://shardingvcom.blogspot.com/2010/04/nhs-stop-smoking.html&ei=QmUaUZenJ4a00QW2voHAAw&bvm=bv.42261806,d.d2k&psig=AFQjCNFqZnn3K-1hhuRDEu_ujzdpTKE2hg&ust=1360770734181500


24/34
http://www.google.co.uk/url?sa=i&rct=j&q=peta+pamela+anderson&source=images&cd=&cad=rja&docid=zhEx2WdcsggrnM&tbnid=xi4KV5ew88mpAM:&ved=0CAUQjRw&url=http://www.popcrunch.com/pamela-anderson-peta-save-the-seals-campaign/&ei=zokSUZyVBZCY1AXn0YDwCA&bvm=bv.41934586,d.d2k&psig=AFQjCNGjzZV_qCegLLx80b28yy-nXiLQGg&ust=1360255818200033http://www.google.co.uk/url?sa=i&source=images&cd=&cad=rja&docid=ofgtb_pu8BGH6M&tbnid=cTFM_ps1lRUy7M:&ved=0CAgQjRwwAA&url=http://www.patentbaristas.com/archives/2010/02/25/patent-reform-is-so-not-sexy-it-hurts/&ei=pIkSUeuTJPOX0QW02IDoDw&psig=AFQjCNH7U-Esv19Z783vGDv-v2627Dfx-g&ust=1360255780633142


25/34


26/34
http://www.google.co.uk/url?sa=i&rct=j&q=gucci+guilty&source=images&cd=&cad=rja&docid=zqUVbyGMX5yk2M&tbnid=wf1L5VR7q2x0DM:&ved=0CAUQjRw&url=http://thechrisevansblog.blogspot.com/2011/01/second-gucci-guilty-pour-homme-pic-with.html&ei=h4oSUe6kDKi00QXmw4GoCg&bvm=bv.41934586,d.d2k&psig=AFQjCNH8X7ARWN6dCvuob9Otaq55G77AaQ&ust=1360255966008533


27/34
http://www.google.co.uk/url?sa=i&rct=j&q=gucci+guilty&source=images&cd=&cad=rja&docid=Z_yktZH3gCTTmM&tbnid=THNWQrU6Fmi4YM:&ved=0CAUQjRw&url=http://thefashionrecords.com/2010/10/gucci-guilty-perfume/&ei=l4oSUZmwBeWc0AWo3IDACg&bvm=bv.41934586,d.d2k&psig=AFQjCNH8X7ARWN6dCvuob9Otaq55G77AaQ&ust=1360255966008533http://www.google.co.uk/url?sa=i&rct=j&q=gucci+guilty&source=images&cd=&cad=rja&docid=zqUVbyGMX5yk2M&tbnid=wf1L5VR7q2x0DM:&ved=0CAUQjRw&url=http://thechrisevansblog.blogspot.com/2011/01/second-gucci-guilty-pour-homme-pic-with.html&ei=h4oSUe6kDKi00QXmw4GoCg&bvm=bv.41934586,d.d2k&psig=AFQjCNH8X7ARWN6dCvuob9Otaq55G77AaQ&ust=1360255966008533http://www.google.co.uk/url?sa=i&rct=j&q=bud%20adverts&source=images&cd=&cad=rja&docid=4W7MXvMMicVW-M&tbnid=zyPijQS5_8nX3M:&ved=0CAUQjRw&url=http://medialiteracyproject.org/bad-ad-sample-essay&ei=8FsSUdDTNdCY0QWc84GoCQ&bvm=bv.41934586,d.d2k&psig=AFQjCNHcye-KazcdlksoaqF9q-pjhQbTFQ&ust=1360244019861419http://www.google.co.uk/url?sa=i&rct=j&q=bud+light+adverts&source=images&cd=&cad=rja&docid=Os489s-JPF707M&tbnid=anSptbYcWmYuuM:&ved=0CAUQjRw&url=http://alcoholadvertising.wordpress.com/&ei=mlwSUZ-OM-G60QXg_oHoDA&bvm=bv.41934586,d.d2k&psig=AFQjCNH-YOp5Poi-EjGsFh-t20QMYLBT8Q&ust=1360244245328622


28/34
http://www.google.co.uk/url?sa=i&rct=j&q=bud%20adverts&source=images&cd=&cad=rja&docid=4W7MXvMMicVW-M&tbnid=zyPijQS5_8nX3M:&ved=0CAUQjRw&url=http://medialiteracyproject.org/bad-ad-sample-essay&ei=8FsSUdDTNdCY0QWc84GoCQ&bvm=bv.41934586,d.d2k&psig=AFQjCNHcye-KazcdlksoaqF9q-pjhQbTFQ&ust=1360244019861419http://www.google.co.uk/url?sa=i&rct=j&q=bud%20adverts&source=images&cd=&cad=rja&docid=FUTBSAhZO7Xm4M&tbnid=Ejjl2tt_0Tz8oM:&ved=0CAUQjRw&url=http://jamiethomaslong.wordpress.com/writing-2/public-relations/the-budweiser-boys-how-has-budweiser-coded-the-american-male-beer-drinker/&ei=0VsSUbKuM9LB0gX8ooHADg&bvm=bv.41934586,d.d2k&psig=AFQjCNHcye-KazcdlksoaqF9q-pjhQbTFQ&ust=1360244019861419http://www.google.co.uk/url?sa=i&rct=j&q=bud+light+adverts&source=images&cd=&cad=rja&docid=Os489s-JPF707M&tbnid=anSptbYcWmYuuM:&ved=0CAUQjRw&url=http://alcoholadvertising.wordpress.com/&ei=mlwSUZ-OM-G60QXg_oHoDA&bvm=bv.41934586,d.d2k&psig=AFQjCNH-YOp5Poi-EjGsFh-t20QMYLBT8Q&ust=1360244245328622http://www.google.co.uk/url?sa=i&rct=j&q=bud+light+adverts&source=images&cd=&cad=rja&docid=XjVz-n2lPKVtzM&tbnid=_wtl0Qh73hpNuM:&ved=0CAUQjRw&url=http://www.coloribus.com/adsarchive/prints/bud-light-beer-gay-pride-905855/&ei=8lwSUb-tCuyZ0QXOhYDICw&bvm=bv.41934586,d.d2k&psig=AFQjCNH-YOp5Poi-EjGsFh-t20QMYLBT8Q&ust=1360244245328622http://www.google.co.uk/url?sa=i&rct=j&q=anti-drinking+campaign&source=images&cd=&cad=rja&docid=63dQj816HR9qnM&tbnid=O6Jfn5tb8fkPnM:&ved=0CAUQjRw&url=http://www.birminghampost.net/news/west-midlands-news/2009/12/11/special-deals-on-soft-drinks-in-anti-drink-drive-campaign-65233-25373908/&ei=bkIZUYTqOqO90QWUwIDoAQ&bvm=bv.42080656,d.d2k&psig=AFQjCNFTCIHjm7QxaJh3G7fg-a11dgkMGA&ust=1360696106454281


29/34
http://www.google.co.uk/url?sa=i&rct=j&q=anti-drinking+campaign&source=images&cd=&cad=rja&docid=Je7KhNJz3wTjHM&tbnid=UuKhXFNPKLyJTM:&ved=0CAUQjRw&url=http://jezebel.com/5653093/crappy-anti+drinking-campaign-says-booze-will-make-you-a-slut&ei=wkIZUfvMHJK00QXbuoAo&bvm=bv.42080656,d.d2k&psig=AFQjCNFTCIHjm7QxaJh3G7fg-a11dgkMGA&ust=1360696106454281http://www.google.co.uk/url?sa=i&rct=j&q=anti-drinking+campaign&source=images&cd=&cad=rja&docid=63dQj816HR9qnM&tbnid=O6Jfn5tb8fkPnM:&ved=0CAUQjRw&url=http://www.birminghampost.net/news/west-midlands-news/2009/12/11/special-deals-on-soft-drinks-in-anti-drink-drive-campaign-65233-25373908/&ei=bkIZUYTqOqO90QWUwIDoAQ&bvm=bv.42080656,d.d2k&psig=AFQjCNFTCIHjm7QxaJh3G7fg-a11dgkMGA&ust=1360696106454281http://www.google.co.uk/url?sa=i&rct=j&q=anti-drinking+campaign&source=images&cd=&cad=rja&docid=aYGSzwrpnCxsiM&tbnid=7wlYIyt8INi9jM:&ved=0CAUQjRw&url=http://www.behance.net/gallery/Home-Office-Anti-Binge-Drinking/2013889&ei=FUIZUe3FBsip0QWA5oFQ&bvm=bv.42080656,d.d2k&psig=AFQjCNFTCIHjm7QxaJh3G7fg-a11dgkMGA&ust=1360696106454281


30/34


31/34

Feedback


32/34

Learning Outcomes

Aspire:


reception theory.

Challenge:



33/34

Killer Question

How could this shocking advert be made less

shocking and more accessible to a wider audience?


34/34

Questions, Learning, Feelings

Take a post-it.

You have three headingsquestions, learning and feelings.

Questions are things you want to ask or clarify.Learningare things you think you have taken from todays

lesson.

Feelingsare things you have thought or felt throughout the

lesson.

Choose which you would like to make a comment on and

write something on your post-it to go under one of these

h di

As Media Observationadvertsing

Documents