Advertising assessment learner response: blog tasks

Advertising assessment: learner response

WWW: Provided lots of relevant examples/evidence when analysing the given CSPs e.g. Todorov's theory for Q4

EBI: longer responses with more detail e.g. Q2 + Q3

Q1: 2/2

Q2: 9/12

Q3: 4/6

Q4: 9/12

Question 2:

• Many women worked in full-time paid employment during the war years and immediately afterwards. As men replaced women in these jobs, advertising reconciled women to losing their jobs and transferring to unpaid domestic work
• Coming out of post-war shortages/rations etc. readily available items such as washing powder were beginning to make things easier
• Adverts would be taken at face value in the 1950s and believed to be true

Question 3:

• Other elements of the advert (perhaps inadvertently) reinforce traditional stereotypes of race and ethnicity: many of the celebrities are from sporting or performance-based backgrounds (e.g. Nicola Adams – Olympic boxer plus football, dance, fashion, drama). This arguably reinforces traditional stereotypes of even successful black role models tending to be celebrated for their performances or physical capabilities.
• Chuka Umunna in suit with Houses of Parliament behind him subverts stereotypes of black men in the media. Again, camera shot and mise-en-scene creates a powerful representation that is notably different to what we usually see in the media.

 

Heat: case study blog tasks

 Magazines: Heat CSP

1. Heat offers:

• A-list access shoots
• Celeb contacts
• Unmissables entertainment edit
• Tested fashion and beauty products
• Life Hacks

2. Heat offers up to date information on the celebrity gossip world that can help start conversations

3. Heat also offers fashion tips and recommendations on affordable and trendy clothes, as well as lifestyle guides that entail food, fitness, wellbeing, travel and home advice

4. Heat's audience profile:

• 90% female
• average age is 37
• 52% aged 15-34
• 50% ABC1
• 57% married

Media language

1. The cover lines are very bold and colourful, which attracts the audience

2. The hot pink and yellow connote to feminine gossip and drama

3. C- Due to paparazzi taking surprise photos, some celebrities are wearing clothes socially deemed                 as not fashionable, which sparks drama

    A- Due to paparazzi taking surprise photos, some celebrities have surprised/shocked looks on their              faces, which causes gossip

   M- Due to paparazzi taking surprise photos, some celebrities don't have make up on which in society          means they aren't upholding beauty standards, which causes gossip

4. Heat uses more sans serif typography, connoting to a more modern feel, whereas Tatler uses more serif typography, connoting to a traditional and established feel. Furthermore, Tatler's cover lines are put to the side in order to keep things neat and formal, however Heat's cover lines are bold and scattered everywhere in order to add a dramatic and gossipy effect

Representations

1. Famous celebrities like:

• Victoria Beckham
• Prince Harry and Meghan Markle
• Liam Payne
• Cheryl Cole

2. Celebrities are portrayed negatively in order to cause gossip and scandal, such as reinforcing stereotypes of men cheating and women being innocent/lying

3. Women are presented as scandalous and secretive through the cover lines suggesting deceit, however they are also portrayed as innocently oblivious

4. Whereas, Tatler represent high brow/upper class by featuring celebrities associated with aristocracy or royalty, Heat represent low brow/working class by featuring celebrities that majority of the population know and idolise

Tatler: case study blog tasks

 Magazines: Tatler CSP

1. A direct quote from the editor of Tatler, Kate Reardon

2. These demographics suggest that Tatler readers are high brow and are a part of a traditional aristocracy in society

• Average HHI: £261,572
• Female; 73%
• ABC1: 83%
• Age: 41
• London/SE: 70%

3. £843 million spent on fashion in the past year, often due to Tatler readers buying fashion products after seeing things advertised in magazines

4. Guides to: beauty & cosmetic surgery, weddings, watches & jewellery, spas, travel and schools, suggesting the Tatler audience is majority upper class/high brow and 'aspirers'

Media language

1. Serif: connotes to Tatler being a traditional and established magazine, linking to the target audience           being women of the age of 41

   Sans serif: connotes to the idea that Tatler is introducing modern values and becoming more inclusive

2. The cover lines contain political and aristocratical gossip by using puns and name checks of members of the upper class to appeal to the target audience

3. The red, blue and white on Emma Weymouth's dress reference the Union Jack, linking to the cover line gossip relating to Brexit. Additionally the use of pastel colours and dark green connote to elegance and wealth

4. C- the elegant red, blue and white dress Emma Weymouth is wearing references the Union Jack,                 which appeals to the target audience's interest in the British royalty/aristocracy

    A- Emma Weymouth's body positioning depicts elegance and high brow

   M- Emma Weymouth's make up exhibits elegance and royalty

    S- The setting of a lush green garden illustrates royalty and status

Representations

1. Boris and Max Johnson, Emma Weymouth. These names were included to spark interest and gossip

2. The cover lines suggest political drama is prominent in the high brow society of the UK

3. This Tatler magazine is subverting the idea that only Caucasian women can hold positions of power within the British aristocracy, however female beauty standards are still being reinforced

Social and cultural contexts

1. Working class/ Middle class people aren't featured in Tatler, also coloured people are rarely involved with Tatler due to British aristocracy commonly having Caucasian people in positions of power

2. Tatler is representing the luxurious and aspirational aspects of life in Britain, such as being part of royalty or aristocracy

3. People of black ethnicity due to the fact that Emma Weymouth is wearing a Union Jack themed dress, additionally some people in the aristocracy as traditionally Caucasian women are Marchioness'

4. Royal/aristocratic issues are regularly featured in Tatler because Tatler is an established and traditional magazine. Additionally, celebrities associated with aristocracy or royalty are mainly involved with Tatler and are typically Caucasian

Typography Photoshop Workshop

Advertising & Marketing: Final Index

 Advertising and Marketing:

1) Advertising and Marketing: Key conventions

2) Gender stereotypes in advertising 

3) Advertising CSP 1: OMO print advert 

4) Advertising CSP 2: Audrey Hepburn Galaxy advert

5) Media assessment 2 learner response

6) Advertising CSP 3: Represent NHS Blood campaign 

Represent NHS Blood & Transplant campaign: blog tasks

 Represent NHS campaign CSP:

1. A series of advertisements that share a singular theme, message or idea

2. To persuade more Black and Asian people to sign up for blood donation/heart transplantation

3. The advert is used as a 'call to action' so that the target audience will sign up for blood donation

4. As it is representing people of diversity by using Black and Asian celebrities in the NHS campaign

5. 

• Nicola Adams: Olympic boxing champion
• Ade Adepitan: TV presenter and wheelchair basketball player
• Chuka Umunna: Labour party politician

6. The idea of the chairs being empty suggests there aren't enough people donating blood, specifically people of Black and Asian heritage, which is reinforced by there being three chairs, referencing the statistic that only 3% of blood donors are Black or Asian. This is reinforced by the title "REPR3SENT", the intentional flip of the red 'e' connotes to the percentage of blood donors that are Black and Asian. Moreover, the slow-paced long shot zoom of the three empty chairs conveys the idea that time is running out for more blood donors to sign up

7. There are many cuts/camera shots of different locations

8. 

• Ethnicity: The NHS advert is composed of an entirely Black/Asian cast
• Disability: The NHS advert features Ade Adepitan, a wheelchair user
• Femininity: The NHS advert features women in roles that subvert gender stereotypes, e.g. MOBO founder and CEO, Kanya King and Olympic boxing champion, Nicola Adams 

Galaxy 'Chauffeur' advert: blog tasks

 Galaxy advert CSP:

1. 

• Setting: Almafi Coast, Italy
• Narrative: Man offers Audrey Hepburn a ride
• Product: Galaxy chocolate

2. The comparing Galaxy chocolate to "silk" and other chocolate products to "cotton" suggests other chocolates are niche and mundane compared to Galaxy's superior chocolate

3. Audrey Hepburn was a huge Hollywood star from the 1950's and 1960's. A CGI version of Hepburn was used in order to reference her hit film "Roman Holiday", creating intertextuality and nostalgia for the audiences that remember her from the 1950's/1960's

4. When one media product references other media products

5. 

• Actors: The 'Chauffeur' in the Galaxy advert references one of Hepburn's co-stars in 'Roman Holiday'
• Make-up: The CGI version of Hepburn in the Galaxy advert references her from 1953 during 'Roman Holiday'
• Props: The moped seen at the beginning of the Galaxy advert references the moped Hepburn rides on in 'Roman Holiday'
• Setting: The Galaxy advert being set in the Almafi Coast references the setting in 'Roman Holiday'

6. 

• Hero: The 'Chauffeur'
• Princess: Audrey Hepburn
• Villain: Fruit Cart owner

7.

• Equilibrium: Hepburn taking the bus
• Disequilibrium: The bus's path is obstructed, halting Hepburn's journey
• New Equilibrium: The 'Chauffeur' offers Hepburn a ride, restoring her journey 

8. The stereotype of women being 'damsels in distress', meaning they always need assistance from a man

9. The man being a 'chauffeur' for Hepburn subverts the gender stereotype that women should serve men as in the Galaxy advert the man is serving Hepburn by driving her around