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 

OMO advert CSP blog tasks

OMO print advert:

1. 1955

2. During the 1950's, there was a lot of emphasis on the duty/role women had to serve their families and please their husbands. Women required approval from men, so they were forced to conform to beauty standards and therefore the male preferred image of them.

3. The bold, blocky black text makes the heading stand out in order to attract customers. Furthermore, the slogan "OMO makes whites bright" is catchy, making audiences want to buy it.

4.

•Costume: The woman is wearing a stereotypical housewife outfit, emphasising her role of cooking, cleaning, washing up etc

•Actors expression: The woman smiling conveys the producers message that women are willing to serve their families 

•Make-up: The woman is wearing heavy make-up, reinforcing the beauty standards forced upon women 

•Props: The clothing line and clothes on the woman's shoulder strengthens her duty as a housewife 

5. To promote the product and inform the audience of what the product looks like so they are able to buy it 

6. The colour scheme of red, white and blue symbolises the union jack (flag of the UK). This connotes a sense of duty, that people should buy the product for their country as this advert was made during times of reconstruction from WW2.

7. "Whiteness alone won't do" suggests that other washing up products aren't as good as OMO because OMO doesn't just make clothes white but also "bright", meaning they are cleaner, which persuades audiences to purchase the product 

8. The preferred reading is that OMO is a superior cleaning product and it washes clothes more effectively compared to others 

9. The oppositional reading is that women are having the role of a housewife projected onto them and they are being forced to fulfill stereotypes 

Media Assessment 2: Learner Response

Feedback:

WWW: Strong knowledge for the short responses e.g. film marketing and connotations + media codes

EBI: More detail needed for Q3 to ensure you receive top marks. Also missing depth/detail for the Q6 response

Marks:

Q1: 1/1

Q2: 1/1 

Q3: 5/8 - lack of detail and not enough media terminology used

Q4: 1/2 - Incorrect statement

Q5: 2/2 

Q6: 11/20 - lack of detail and not enough media terminology used

Question 3:

Example answer: Women may be insulted by the lack of femininity in the advert or find the image derogatory. They may think that the woman does not promote working because to do so means looking like a man, wearing work clothes and covering your hair.

Question 4:

Vertical integration: when a conglomerate owns different subsidiaries in the same chain of production

Benefits of vertical integration:

• Greater control over every stage of production
• Increasing profit
• Having complete ownership over creative products

Question 6:

• The importance of marketing a blockbuster film worldwide is clearly demonstrated by the massive Black Widow marketing campaign across billboards, YouTube and social media. There were also interviews with the big stars across Zoom and lots of video content and teaser trailers produced by Disney and Marvel.
• Black Widow was released on IMAX and sold as the true experience for Marvel fans with the widest screen in existence. Independent films in contrast will not be shot or released on IMAX.
• Partnerships are important in the marketing of all films and I, Daniel Blake was promoted in partnership with Trinity Mirror (newspaper group). The Daily Mirror newspaper supports the Labour Party and therefore would agree with the main message of Ken Loach’s film.
• In conclusion, Hollywood blockbusters and low-budget independent films are so different it is difficult to believe they are part of the same industry. It is therefore important to judge the success of the films in different ways
• The Premiere was held in Newcastle, rather than the usual London. There was a focus on community screenings and regional marketing officers were employed.