ADVERTISING C1A

In this component we are focusing on PRINT adverts

1/12/23

L/O: To explore the aims and conventions of print advertising

Advertising & Marketing

What is the main aim of advertising? 

- To bring attention to a product, service or issue

It is a Global Industry which provides a major source of income to other media industries.

We encounter it in many different forms at all times of the day. Advertising campaigns often utilise a mixture of media forms - prints, TV, radio and digital.

All adverts aim to communicate a clear message about the product, service or issue.

Depending on the type of campaign, it might also: 

- Inform or educate - e.g car accidents, awareness etc.

- Raise awareness - e.g animal abuse 

 - Persuade audiences - e.g war posters

 - Create a unique selling point - e.g shampoo that is specialised for dandruff

Types of Advertising

Advertising can be split broadly into TWO types:

COMMERCIAL & NON-COMMERCIAL:

COMMERCIAL - 

- To make money by promoting consumer goods or services

- Generally focuses on persuading audiences to purchase goods

- Aims to communicate a message about a brand

- If an established brand (e.g. lego), aims to reinforce existing brand image to encourage brand loyalty.

- Creates a sense of need or desire and a sense of aspiration

NON-COMMERCIAL -

- Includes public information drives

- Some simply aim to inform about an issue, many also aim to persuade the audience to donate money or time to charity

- Often use shock tactics or direct appeals

- Some use different techniques to defy expectations

- Seek to represent true aspects of reality rather than an aspirational world

05/12/23

L/O: To explore the codes & conventions of print advertising

Advertising & Marketing

"Codes & Conventions"  - The expected elements that will be included in products from particular media forms & genres.

                                                                                   

COMMERCIAL ADVERT

• The main aim of the advert is to sell the product to the audience
• This is communicated through the lexis "Play has no limits", with capital, bold, sans serif fonts, informing the audience that this is the best console out there. This lexis is also placed at the top of the page for the hierarchy, proving that the ps5 is on top. It is also shown through the imagery used of the games and controllers to show the wide range of their products. Another way this is performed is through the bright colours of the advert, drawing the audience's attention towards their product and highlighting it.

NON-COMMERCIAL ADVERT

  

• The main aim of this advert is to spread the word of their campaign about stopping smoking
• This idea is communicated through the anchorage of the main image, "On world no tobacco day", this lexis is the largest type on the page, pushing out their main idea. All of the text on the page is in a bold, sans serif font, which highlights the importance of this campaign. Another way this is communicated is through the main image, smoke fumes, which has a highlighted orange no sign (idk what its called) to show that you shouldn't do that. It also uses collective address using 'us' and 'together' to draw the audience in

Codes & Conventions of Print Advertising

In addition to the main C&C discussed, there are some SPECIFIC to print advertising.

They vary depending on the genre and purpose of the advert

What would you expect to see on a print advert?

The product is likely to include: 

• Name of product / brand
• Logo
• Slogan
• Specific details of USP / product of service

Advertising Language

Makes use of:

• Facts & Information
• Persuasive language (hyperbole especially)
• Imperatives (command words)
• Emotive language
• Wordplay and puns

Intertextuality

Modern adverts often make references to other media products, perhaps from other media forms or genres, that audiences can identify

This helps communicate a message quickly & memorably

(on the board activity)

1. Imperatives, repetition, triplets.

2. Wordplay, alliteration.

3. Wordplay

08/12/23

L/O: To explore historical adverts and their codes & conventions

Historical Advertisements

 

Historical Advertisements:

• Many early 20th century adverts were found in newspapers.
• They were often in black and white or with just one added colour.
• They were small and emphasis was on the text with only simple line illustrators.        They were hand-drawn as it was expensive and difficult to get images on paper

Logo & Slogan

• Prominent placement and large size of both logo and slogan
• Colour matches coca cola logo and branding

Images

• Link between images of two tennis players
• Image of the product - stereotypical convention for adverts

Narrative

• The narrative is of a lady playing tennis, going to have a coke, and feeling much more refreshed and ready to play tennis again

Colour Palette 

• The fact that everything else is lightly coloured draws attention to the coke bottles
• Red and white matches coca cola branding
• The fact that it is printed in colour represents

Language Codes

• Imperative - "Drink coca-cola"
• Hyperbole - "Unlike any other drink in the world"
• Inclusive - "Refreshment for everybody"
• Direct address - "You"

• Stereotypical representation of women: conventionally attractive, thin, make-up
• Traditional gender roles: controlled by a man, stereotypical for the time
• Coke at the time said their brand value was "fun, friends and good times", visible in the advert as they are smiling

13/12/23

L/O: To explore the context & content of the historical set text

Historical Advert Set Text

Do Now: Morris Advert 1959

Constructed Representations of Gender - 

• Stereotypical dominant male in the image / narrative with a woman holding on to him (stereotypical + traditional historical gender roles).
• "For her".. 'their family', 'luxurious', 'comfortable', 'safe', the importance is within the style, look and family, which is stereotypical feminine concern. Women were interested in how it looks and if its suitable for a family.
• "For him".. 'sparkling performance', the importance is within the cars performance, the speed and the cost, also stereotypical masculine concern. Men were interested in the cost and the performance.
• The advert suggests the man would buy it, which is stereotypical, especially for the 1950's where the women were typically housewives and the men would work
• The man is driving the car as the women is placed behind him, already showing the man is ahead of her, looking in adoration at him.
• Its their car or his car, never hers.

The morris brand stands for quality, but not at a ridiculous price, which is continuously presented throughout the advert, along with traditional family values, being the man as the worker, and the woman at home looking after their children, the housewife.

Quality Street

  -  Quality Street Sweet Tin was made by Mackintosh, originally in 1936.

  -  In the 1930's , only the wealthy people could afford boxes of chocolates, they were a very luxury item, however the creator, Harold Mackintosh, and he aimed to sell them at a far more reasonable price to appeal working families.

  -  By the 1950's, when this campaign started, society was in a post-rationing period where luxuries were once again becoming an acceptable part of grocery shopping.

  -  The characters within the golden frame of the advert, Miss Sweetly and Major Quality, are part of the brand identity of the product since 1936.

Contexts _____________________________________________

HISTORICAL

  -  The icons of the brand Quality Street brand were two characters form the Regency era of British history. In the Regency era, Britain went through a period of elegance with regard to Fine Art and Architecture

  -  The Regency era could also be compared to the 1950's for it's significant social and cultural development. Between 1811 and 1837 the country was under the rule of Prince Regent and developments in technology (e.g. the steam-powered printing press). Fashion and architecture were mirrored by a population boom. These similarities can be compared to England in the 1950's.

-   The post war culture of strict rationing and state control was coming to an end and the new government set to increase individual freedom

-   Items that had only been seen from a distance during war time Britain started to become more widely available and the country was entering a period of increased affluence, with man of the old social and cultural structures were starting to be challenged.

SOCIAL & CULTURAL

  -  The 1950's saw a change in "high culture", a time were fine art, decadence and theatre that had previously only been accessed by the upper classes and those with money were now going to be made more affordable to the mass audience.

  -  The Conservative Party's 1951 election campaign was spear-headed by the slogan "Set the People Free", and this supported drastic change as entertainment and arts became more accessible and affordable

Media Language

STRUCTURE AND DESIGN OF THE ADVERT

• The image takes the priority and main focus of the advert, the information is beneath - anti-stereotypical for an advert of tis tie as the text would usually take up more.
• The image shows everybody looking at the sweets, proving that they are 'that good'.
• The lack of text could suggest the popularity of the brand, showing that the brand identities and vehicles are so recognised because of their fame.
• Anchorage of the gold frame - connotations of a halo effect around the man and the product, suggesting he is good.
• Typical triangular geometric composition of the poster to help secondary anchorage of the product.
• Product takes central framing.

TYPOGRAPHY

• Serif typography - reflects the fact that it is an older advert - connotes to more elegancy, antique, fashion, traditional
• Sans serif typography - "Quality Street", more modern than serif fonts, represents a new concept of being available for everyone.
• Logo is purple - connotes to royalty/luxury/wealth/premium - they are being represented as luxury but also affordable in order to point their target audience towards the lower classes as well - their brand identity, purple tin, purple dress.
• It is strong, forming the bottom third of the posterm abd the strong purple colour stands out to draw the consumers' eyes to the name.
• Hand-drawn, rtistic nature of the design, with a rich colour palette of primary and secondary colours, link to the post-war consumerist culture

PERSUASIVE LANGUAGE TECHNIQUES

• Alliteration, emotive language and superlatives are all indicative of  / 

NARRATIVES

• Connotations of the female characters being dressed similarly to the sweets that are shown close-up on the bottom third of the poster
• Inference of a dilemma can be investigated at two levels:

• Male 'hero' choosing between two 'damsels in distress' (Propp's theory)
• Females choosing the chocolate
• Costume and dress of male character indicating the formal nature of his dilemma: connotations of a higher class and richer society.
• Patriarchal narrative, which is part of a range of similar adverts of this time.

CONNOTATIONS

• Logo is purple - connotes to royalty/luxury/wealth/premium - they are being represented as luxury but also affordable in order to point their target audience towards the lower classes as well - their brand identity, purple tin, purple dress.

THE DILEMMA

• "Delicious Dilemma" - alliteration - the use of the noun 'dilemma' implies that their biggest worry is what chocolate to eat, connotes to being upper class with more money.
• Another interpretation of this is the dilemma of choosing which woman he wants.
• The two women are dressed like the sweets placed at the bottom of the advert, which is objectifying them both, it suggests that the choice between the women is as simple as the choice between the sweets.
• There is no judgement of the dilemma in the advert, normalised in the time for multiple women

10/01/24

L/O: To explore the context & representations in the historical set text

Historical Advert Set Text

DO NOW:

• The three main people in the Quality Street advert appear wealthy and as upperclass people within society. 
• They lead a rich, wealthy lifestyle shown by the expensive attire and plate of chocolates that were classed as expensive, unaffordable items for lower class society. 
• Quality street is trying to portray their product as a luxurious item to acquire, being the best compared to other brands of chocolate emphasised through how even the rich choose Quality Streets other any other, even if they can afford far more expensive ones.

Advert 1: 

- She's dressed like a mop

- Suggestive that women are the cleaners of the household

- Aimed at men / husbands

- Enhances the stereotype of women being the household slave

- 

Advert 2:

- Enhances the stereotype of women being the household slave

- "The Chef does everything but cook, thats what wives are for!"

- Gender roles 

- The woman is pressed against the mans back, suggests that women are behind men in life.

- 

Advert 3:

- There is a wall separating the woman from the man and children

- The husband is joyfully playing with his son whilst the daughter holds a tray with the brands ice cream on it, offering it to the men, suggestive gender roles being women the household slaves to the men ( traditional ). 

- Traditional gender roles being the man waiting to be served, the boy playing, the girl serving the food and the woman organised shelves, tidying up

Advert 4:

- "Keep her where she belongs.." At the mans feet, as if he is putting her in his place

- She is gazing lovingly at the shoe suggesting 

- She is being sexually objectified as she is naked, the male gaze theory

- "Keep her where she belongs.." objectifies her, as if she is on display on a shelf. 

- 

Advert 5:

- Traditional gender roles in the 50's with the man relaxing waiting to be served by the woman

- Colour connotations = The man and his surroundings being white suggesting his 

- "Show her its a man's world" Male gaze theory, being objectified and unnamed with 'her'

Advert 6:

- Suggestive that women are bad at what they were 'for' at the time (cooking / household chores)

- The man's attire consists of an expensive suit while the woman is wearing old clothes

- She is in his arms suggesting that men are controlling and powerful

- Traditional gender roles with the woman cooking and the man doing nothing.

- The man is more concerned with the beer than the burnt food and his wife's safety.

In the 1950's, traditional gender roles were pushed and emphasised through adverts at the time, all displaying a patriarchal society with men dominating the time and being far superior to women. The husbands in households were portrayed as wealthy, happy men, shown via their expensive attire and generally delighted expressions. However, the wives of households were illustrated as the slave to household chores, the expectations of women were high and demanding, as a worker to their husband, serving them with what they liked and obeying their commands. 

The gender roles in the 1950's are presented in the Quality Street advert with the women being compared to objects, being the sweets, objectifying them completely. The man has a choice between what he likes in the sweets and the women, and he also wears an expensive suit connoting his wealth and business. The man is centrally framed within the advert, suggesting he is superior and the most important thing, potentially indicating he is the most important thing to the women as well.

Male Gaze Theory

The male gaze theory is the way in which the visual arts and literature depict the world and women from a masculine point of view, presenting women as objects of male pleasure.

The phrase 'male gaze' was coined by feminist film critic Laura Mulvey in 1975

This theory is evident within the Quality Street advert as the man is centrally framed, suggesting that he is the superiority and the most important aspect of the image

Media Structure

- The man is framed in the centre of the advert, controlling the situation 

• Effect: He is the superiority and the most important aspect of the image, suggestive of the male gaze theory

- The man's attire is a suit which has connotations of the modern businessman.

• Effect: He is intentionally dressed this way to appear wealthy and be a businessman, suggesting he is a working man, furthermore suggesting the traditional gender roles of the 1950's.

- The man is looking down at his lap where the product he is holding is purposefully placed. This is a 'phallic' symbol.

• Effect: Suggestive of male superiority

- The women in the advert are both dressed like the sweets and kissing the man as they reach towards the chocolate tin in his lap.

• Effect: The women are being objectified like the sweets, suggesting that the man's choice between the women is as simple as the choice between the sweets.

12/01/24

L/O: To explore the possible exam style questions for advertising.

Historical Advert Set Text

DO NOW:

• In the Quality Street advert the man is dominant
• I have chosen this gender because: he is centrally framed -connoting his importance-, the women are part of his dilemma, he has the quality streets (the main product) in his lap and his formal attire again connoting his importance.

Representations: Class

Gender roles in the 1950's were remarkably different to the present day and it is important to consider the advertisement in this context.

    

The product itself was designed and planned for working families and the imagery is very aspirational of a higher class which links to the post war era in Britain. Much of the branding indicates that the product was symbolic of elegance and aspiration.

The two female characters appear to be of a lower class than the man in the suit, and the man in the suit is of a lower class than the two characters in the gold frame. The item that brings al these classes together is the product in the centre of the image.

Quality Street Advert

In the 1950's Quality Street advert, genders are represented in very different ways: Centrally framed in the advert, the man is the suit is purposely placed, connoting his importance compared to the women, and immediately suggesting that he is the superiority and the most important aspect of the image. The man's attire is a suit which has connotations of the modern businessman and power and he is intentionally dressed this way to appear wealthy and be a businessman, suggesting he is a working man, furthermore suggesting the traditional gender roles of the 1950's. The main product being the quality streets are placed in his lap, which is a phallic symbol, connoting to the man's superiority and dominance. 

However, the women in the advert are placed off to the side, implying their irrelevance. They are both dressed as the sweets placed below the main image, which is objectifying them, suggesting that the man's choice between the women is as easy as his choice between the sweets, ( this is also called the Propp's theory ). This objectification is suggestive of the male gaze theory, how women are simply for men to look at and for their pleasure. This advert displays traditional gender roles of the 1950's, and also a patriarchal narrative throughout which was part of a range of similar adverts of the time.

To achieve higher marks

-   Detailed analysis of media language in the set product and how it has been used.

-   Focus throughout the response on the connotations or intending meanings of elements of media language.

Homework

In the quality street advert, multiple interpretations are presented within the imagery. Centrally framed in the advert, the man is the suit is purposely placed, connoting his importance compared to the women, and immediately suggesting that he is the superiority and the most important aspect of the image; this is stereotypical of an advert derived from the time (1950's).

However, the women are both placed to the side of him, suggestive that they are simply thrown to the side and implying their irrelevance, and their attire also consists of the same colour palettes of the main product, the sweets, below. This transparently objectifies the women, which is stereotypical of traditional gender roles within the 1950's, but it is also portraying the male gaze theory, presenting the women as objects simply for the mans pleasure. Moreover, this objectification further implies that the 'Delicious Dilemma' the male is faced with could also be between the two women, and that his choice between the confectionaries is as simple as his choice between them. The males attire consists of an expensive suit, as to which he is intentionally dressed in such a formal matter to appear wealthy and to represent the fact he is a working businessman of the time, further pushing the traditional gender roles of the 1950's. This also represents the patriarchal society of the time, where men were constantly dominant over everything, which links into the fact the quality street box is intentionally placed on his lap, which is a phallic symbol.

Furthermore, several meanings are pushed via the language of the advert: The 'What a Delicious Dilemma!" phrase illuminates the adverts narrative. The phrase emphasises the fact that the man's most difficult decision to make / largest concern is the choice between which sweet to eat, implying his wealth and status. However, this 'dilemma' could also be interpreted as his choice between the women, given that they are dressed as the confectionaries themselves.

Additionally, layout and design is utilised to create multiple meanings within the advert. The colour palette consists of plenty of purples, including the logo, which connotes to luxury and royalty representing their product as luxurious yet affordable in order to point their target audience toward the lower classes as well as any other. Quality street's brand identity consists of purple, with their logo, tin, etc. but also including the woman's dress above the central image, implying that Quality Street is above even the higher class businessmen, which at the time, given that a patriarchal society was established in the 1950's, would mean that their brand was above all. The serif font used predominantly without the advert reflects the fact it is older,  connoting to antique and elegancy. However, the 'Quality Street' utilises sans serif typography, which is far more modern than serif, representing the new concept / idea that this product is available for everyone.

12/01/24

L/O: To build the skills needed to analyse and evaluate adverts.

Analysing Advert

DO NOW:

• Connotation is something that is implied / associated through the denotation.
• Denotation is what something is. 

Advert 1: 

- The guards emphasise the broadband protected and safe

- The Royal Guards imply that the broadband is royal / luxury and at the top of the hierarchy within broadband industry

-  High quality brand

- Stereotypical of the UK, links to the fact the broadband is specific to the UK

- The neon colour palette have connotations of technology / futuristic

Advert 2:

- Connotations of a woman talking to a many

- The red colours connotes to passion / love

- Logo has connotations of MacDonalds

- Red, velvet bed has connotations of luxury

- "Stop staring at me like I'm some piece of meat" compares the product to a woman, objectifying them.

- "Stop staring at me like I'm some piece of meat" suggests desire and want

- "Are you Mac enough" -> "Are you man enough" 

- Suggestive that a big mac is incredibly desired, and that it is aimed for men.

Advert 3: 

- The cars have the number 1 to imply that they are the best

- The paintwork on the cars suggest that they're race cars

- Connotations of being racing cars rather than road cars

- The racing cars inside the regular car suggests it's speed

- The newer the model the larger it is showing the brands growth and progression

Advert 4: 

- Connotations of the hulk to emphasise the durability and strength of the product.

- Value transference - the hulk (strong) using the product (strong)

- Entire colour palette consists of greens to make the product noticeable and standing out.

- Green arm used as band aids are designed to be skin colour, makes the product pop.

- Suggestive of the wide range in target audience as even an incredibly strong man / superhuman still needs a bandaid. 

- Incredibly flexible product as it fits around the hulks finger.

POSITIVE - Inquisitive, Interested, Curious, Disabled, Handicapped

NEGATIVE - Nosy, Crippled, Retarded

• Adobe
• Barbie
• Camero
• Disney
• Explorer
• Facebook
• Google
• Honda
• Intel
• JVC
• kellogs
• lego
• mcdonalds
• nintendo
• oreo
• pinterest
• quick time player
• reeses
• skype
• twitter
• uni
• virgin atlantic
• wikepedia
• xbox
• yahoo
• amazon

12/01/24

L/O: To build the skills needed to analyse and evaluate adverts.

Persuasion In Adverts

Rhetorical Question : Do pigs fly?

Repetition : Hand in hand

Alliteration : The Tidy Tiger Tidies Up

Emotive Language : I love you

Opinion As Fact : Iphones are better than android

Celebrity Endorsement : Taylor Swift for diet coke

Hyperbole : I'm so hungry I could eat a horse

Facts & Statistics : There are 8,019,876,189 people in the world RIGHT NOW

Direct Address : YOU 

Imperatives : Stay, tell, do it.

• 1. Imperatives
• 2.
• 3.
• 4. Opinion as fact
• 5. Direct Address

Weasel Words 

• Weasel words are ambiguous words that are used to 'weasel' out of something, these are words like 'somewhat', 'probably', 'may' and 'often'. 
• These words enable advertisers to make claims without really promising anything.
• "These jeans may make you look slimmer"

"This tomato soup may improve your health"

12/01/24

L/O: To understand the techniques used in contemporary adverts.

Contemporary Adverts

DO NOW:

• Male - strong, respected, superior, dominant, intelligent, direct
• Female - subordinate, delicate, graceful, houseworker, sensitive, creative

FIAT BRAND IDENTITY 

•  bubbly , light-hearted , vibrant , they've got something for everybody (different adverts for different target audiences).

INTERTEXTUAL REFERENCES

• Designed to look like a fashion magazine / article - "Spring/Summer Collection" - implies their target audience are fashionable.
• The women draped over the car references the 90's men's calendars / magazines of half-naked models
• "Sandra P" sounds like a popstar name, whole advert looks like pop.

MEDIA LANGUAGE

• Vibrant colour palette to represent their brand identity
• The bubbly sans font also represents their brand identity
• Follows the Z layout of typical magazine covers
• Star vehicles purposely dressed in warm colours to match the adver

GENDER REPRESENTATIONS

• Feeds into general gender stereotypes of the women being interested in the style and the men being interested in the sport. 
• The colour palette of the females advert consists of more stereotypically feminine colours and vice versa

Homework

• This girl can is a national campaign launched in 2016
• It was developed by Sport England to encourage women to exercise and empower them
• The target audience is focused on women but an incredibly broad range
• It was launched in 2016
• The campaigns purpose is to push women to partake in more sports through empowering them.
• The campaign is funded by the national lottery, and therefore no money was to be made off of it.

12/01/24

L/O: To use our understanding of advert conventions to create advertisements

Creating Adverts

DO NOW:

• Product
• Brand identity - logo and / or slogan
• Main image
• Sans serif / more modern font faces
• Intertextual references
• Persuasive text

create. a persuasive sell line for qukipet umbreall hat

Don't you just wish you had something so effortless to cover your pretty little head? Don't you worry your pretty little face, the rain can't get you! Need to stay dry for your important work meeting in 15 minutes? Don't panic! Our hata-brella will save your job! BUY IT FOR £109.99 TODAY! EXCLUSIVE LIMITED EDITION SHINY RAINBOW SPRING COLLECTION AVAILABLE 26/01/24 ONLY! SNAG ONE BEFORE ITS TOO LATE.

GOT A BOOBOO? CRY, FRY AND APPLY!

This may domesticate your chicken so you can butcher it more easily :)    

31/01/24

L/O: To evaluate how women are represented in a variety of adverts, so that we can apply this to the set text for the exam.

Women in Advertising

• Far more girls don't feel confident than boys
• Regardless of gender, both sides enjoy sport and exercise
• More boys prefer to watch sport than girls

THIS GIRL CAN CAMPAIGN

• This girl can is a national campaign launched in 2016
• It was developed by sport England and funded by the national lottery, this means that there is no commercial aspect - meaning there was no intention to make money
• The purpose of the campaign was to break down the primary barrier holding women back from sport - the fear of judgement.
• Before the campaign, research showed that there was a massive gender gap between men and women participating in sport, with 2 million fewer 14 - 40 year old women than men partaking in regular sporting activity
• 13 million said they would like to participate more
• Just over 6 million of these were not active at all
• The fear of being judged was the number one barrier for most women who felt they were unable to participate in physical activity
• As a result of the campaign, 1.6 million women have started exercising and the number of women playing sport and being active is increasing faster than men.
• Additionally, soon after the launch of 'This Girl Can', Nike released a more motivational campaign called 'Better For It' 

'Damn right I look hot"

Play on words - the woman looks hot and sweaty due to the exercise, however the play on words suggests that she also looks hot and attractive.

"A kick right in the stereotypes"

Advert 1: 

• 'You have to get good before you are good" - 
• The text boxes ( blue and pink ) connote to the stereotypical gender colours
• The muscle definition presents her as strong

Advert 2: 

• The sweaty look suggests that women work hard for their goals
• "Move more, move better" 
• Dynamic pose 

Advert 3: 

• 'take the crown' - suggestive of royalty -  fights against stereotypes with women having superiority
• Jessica Ennis - celebrity endorsement?

Not your typical everyday women - they are top athletes

The main difference between the woman in this advert and the other three is that the women in the other three are professional athletes, and this is your typical woman. The mantra "Sweating like a pig, feeling like a fox" implies that the woman doesn't care for her appearance, fighting the barrier of what prevents women from partaking in sporting activities: The fear of being judged. This is stereotypical for a 'This girl can' advert as the entire campaign revolves around uplifting women and breaking the barrier. "Feeling like a fox" portrays her as confident as this connotes to feeling sexually attractive and

i am NOT finished i just kept restarting sorry

 

31/01/24

L/O: To analyse the construction of the 'This Girl Can' set text.

Advertising Set Text 2

DO NOW:

• This recorded advert targets a wider range of women than the 'This Girl Can' print poster as it includes women of all age, ethnicity, disabilities, style and more, whereas the print poster only contains one woman.

MEDIA LANGUAGE

Sweat - working hard, unhygienic?, perseverance 

Pig - used as an insulting term : ugly, fat, messy, unkept

Fox - typically used to describe someone as sexually attractive, cunning, resourceful

LEXIS

Two similes are included in the mantra :

"Sweating like a pig" & "Feeling like a fox"

One is negative and the second flips the negativity on its head and makes it a positive

The advert flips this negativity in order to also try and flip the negativity women have towards exercise that is obtained due to their fear of judgement, which links into the campaigns title "This Girl Can", suggesting that women can do what they want without the fear.

TYPOGRAPHY

The serif font is used as it is a far more feminine looking font, and stereotypically more associated with female target audience, linking to the campaigns target audience

• The centered mid shot is used in order to fill the frame with her to highlight her importance within the advert. The shot shows off her body, which is anti-stereotypical of an advert as generally very skinny females are casted, but this is your everyday woman, emphasising anyone can feel good about themselves.
• The fact a regular woman has been casted rather than a celebrity is because it is far more relatable for women than if it were a celebrity.
• Her hair is intentionally scraped back to look scruffy to show that she has been working hard in her exercise, portraying that women can also work hard in exercise, fighting the stereotypes. It also shows that she doesn't care about what she looks like, and it's about what she is doing in the moment rather than her looks.
• The fact that she is presented as sweaty and without makeup portrays that women can 'feel like a fox' without having to over-present themselves with loads of makeup like how majority of women feel, adding to that realism of the advert.
• The clashing colours of her active-wear communicates the idea that women don't have to dress nice to feel nice, suggesting her self-confidence and not being bothered by what others think of her.
• Having the woman have her eyes closed with a smile portrays that she is genuinely happy in the moment, linking to the idea that this campaign's main goal is to push more women to exercise, and that anyone can be this happy while exercising.
• Her being positioned dynamically links to the campaigns goal of attempting to get more women to be active, and therefore showing her enjoying herself while being active enforces this idea.
• The fact that other women in dynamic positioned in the background shows that it isn't just her feeling good about herself, and everyone else is, further enforcing the idea that the exercise is good for you.

ADDITIONAL MEDIA LANGUAGE

#thisgirlcan - the use of the hashtag will hopefully connect women with other like-minded individuals and create a sense of social cohesion, thereby further reinforcing the message and encouragement among audience members.

similarities :

they both use serif fonts but use sans serif for their logos

they both have their main image in the centre of the advert

differences :

the this girl can advert utilises more neutral tones whereas the quality street has a brighter, more clashing colour palette

the quality street advert is commercial and the this girl can is not due to their differing purposes and message

31/01/24

L/O: To explore the representations in the set text and apply relevant theory

Representation & Theory

DO NOW:

• The 'This Girl Can' campaign was created on the intentions of encouraging more women to participate in sporting and exercise, and give women the confidence they need to overcome their fear of being judged, which is the main reason why far more men that women exercise.

Dominant Ideology : The attitudes, beliefs, values and morals shared by the majority of people in a given society.

The 'This Girl Can' campaign is made to encourage women to participate in physical activities by challenging the dominant ideologies about women's relationships with exercise.

• This dominant ideology is that women do not exercise much / at all 
• They seek to change this through their adverts by portraying women exercising positively and enjoying the activity they are partaking in, they also use encouraging lexis throughout all the adverts within the campaign.

Challenging Stereotypes : 

• Her facial expression creates a positive about sport for the female audience as her smile clearly displays she is enjoying the moment and feeling good, as well as her eyes being closed, implying she is immersed within the experience.
• The advert seeks to encourage women to see their reflection in the model chosen by going against the stereotypical models used within adverts, and selected an everyday women like any other, therefore making their audience relate to the advert far more.
• I think the title of the campaign 'This Girl Can' is inclusive of all women, though not for men, however the target audience is solely women and so for the purpose of this campaign, it is inclusive. It could possibly alienate men, yet again the target audience is for women only.

Male Gaze Theory :

I don't think the male gaze theory can be applied to this advert as there is a lack of the presence of men within the advert, she is not being objectified in any form and she is not placed there to be looked at by men.

Propp's Theory :

The Hero : Enola Holmes, Luke Skywalker, Mike Milch

The Villain : President Snow, Dr Eggman, The Joker

The Donor : Alfred, Cinna, Willy Wonka's Mum

I think that in this advert the star vehicle is the hero in terms of the Propp's theory.

In this advert from the campaign 'This Girl Can' (TGC), women are represented as confident and influential via the model chosen for the advert.

Women are represented as confident through a plethora of subjects within this advert: The fact that she is presented as sweaty and without makeup portrays that women can 'feel like a fox' without having to over-present themselves with loads of makeup like how majority of women feel, adding to that realism of the advert and thereby making it far more relatable for their target audience, women as a whole. This further portrays the model as confident, setting an example for the rest of the audience in attempt to encourage and empower them to partake in physical activity more.

09/02/24

L/O: To practise how to answer exam style questions effectively

C1 Section A PPE

DO NOW:

• Confident
• Empowering
• Relatable

Q1: This Girl Can

    Explore how the print advertisement for This Girl Can uses media language to create        meanings:

        (a) text / written language                                                                                        (5)

In this 'This Girl Can' advertisement, lexis is used to create several meanings: The mantra (and simile) "Sweating like a pig" implies a negative connotation, juxtaposing the woman in the advert  with a pig, however the second mantra, "feeling like a fox" flips this negative view around to make it positive. Within this second mantra, there are several connotations: stereotypically, "feeling like a fox" implies that the model is feeling sexually attractive, even though the model herself is extremely anti-stereotypical, as star vehicle's are usually casted for their looks and body, however this is an every day woman that could be seen anywhere, making this advert far more relatable for the campaign's target audience: women. This links to the 'This Girl Can' campaigns main goal and their identity, which is to uplift women and attempt to encourage women to partake in physical activity more.The advert does this to attempt to also flip the negativity around women and sports.

Also within this advert, the brand's identity is clearly spread throughout the print, having their hashtag 'thisgirlcan' in the top corner, but also their logo just below the main mantras. The campaign's name holds connotations of women being able to do whatever they feel like without the fear of being judged, which is why the campaign was created in the first place in 2015. The fact that in the campaign name 'girl' is used suggests that their target audience is incredibly broad, no matter what ethnicity, age, disability etc. this campaign is for all girls, linking back to their main goal of encouraging girls to partake in physical activity far more and reduce their fear of judgement, which is ultimately why women exercise far less than men do; the campaigns audience is for all women, and their goal is to get all women to exercise more, not a specific group but all.

Q1: This Girl Can

    Explore how the print advertisement for This Girl Can uses media language to create        meanings:

        (b) visual codes (for example: images, lighting, dress, typography)                    (10)

In this 'This Girl Can' advertisement, visual codes are utilised to create several meanings:

Within the advert, a centered mid-shot is used to fill the frame with the model in order to highlight her importance. This shot-type shows off the models body, which is extremely anti-stereotypical for a model, as star vehicle's are usually casted if they have skinny bodies, though this woman is simply a regular woman that could be seen anywhere, emphasising that anybody can feel good about themselves. This shot-type also presents her dynamic pose, proving that she is exercising (along with the sweat) to show she is still enjoying herself whilst exercising; this links to the campaigns main goal which is encouraging women to partake in physical activity far more, and having the model appear to be enjoying herself while doing so, it could encourage women more to do so. Furthermore, this shot-type challenges the male gaze theory, which is typically implied in adverts when this shot is used, because stereotypically when it is utilised the model is dressed to appeal to men, however here she is intentionally dressed in work-out clothes and looking sweaty to challenge this theory, although, these elements are unconventional for typical print adverts

Moreover, the colour palette within this advert holds many connotations: The pink ambience within the top-half of the advert highlights her sweat, proving further that she is working extremely hard and still feeling good about it and enjoying herself, pushing women to exercise more through this. Also, However, it could also imply the female stereotypes around the colour pink, showing that the woman within the advert is embracing her gender and is unbothered by what others think of this. This is also portrayed through the fact that all the other women in the background are blurred out, whereas the main model in the foreground is perfectly visible and clear, suggesting the same idea that she is unbothered by what others think of her, though the background models are not fully blurred out, implying that they are feeling the same way as the star vehicle, and are unbothered by the other women included. In this advert, the vehicle is intentionally dressed in bright, stereotypically unappealing attire to imply several connotations: The blue shirt she is dressed in has connotations of men in general, however considering that the woman is in this suggests she is challenging the male stereotypes, which links to the campaign's ideology of challenging the stereotypes that women face constantly. The fact that these clothes are unappealing further portray the vehicle as unbothered and not caring for what those around her think of her, and that she is too immersed in the moment to care about this. 

In continuation of this point, the models facial expression further implicates that she is fully immersed within this moment: The vehicle is purposefully displaying a slight smile to show she is genuinely happy whilst exercising, pushing the campaign's goal of getting more women to exercise and partake in physical activity, as if they clearly show that this regular woman is enjoying herself, more women will be inclined to exercise if it means they also experience this. Additionally, the fact that her eyes are closed suggest that she is immersed within the moment, further pushing that she is enjoying herself and their goal.

Miss Mac commented on "ADVERTISING C1A"

19 hours ago

QS ADVERT:
Excellent notes and understanding of context, the use of ML & representation

QS HOMEWORK:
Excellent analysis that is supported by detailed textual reference. Well done!

THIS GIRL CAN ADVERT:
Excellent notes and understanding of context, the use of ML & representation although some notes are missing.

Male Gaze theory - is about how WOMEN are represented, not men.

PPE Q1a: 5/5
WWW: Excellent answer - detailed and supported
EBI - nothing to add!

PPE Q1b: 9/10
WWW: detailed and thorough answer that focus on the meanings constructed by the visual codes

EBI: add in whether these codes match typical conventions of print adverts
EBI: add in whether these codes match typical conventions of print adverts

21/02/24

L/O: To revise how to answer exam style questions effectively

C1 Section A PPE - Dirt

Q2: Representation

        (a)  explain how political contexts influence magazines. Refer to Pride magazine to                   support your points                                                                                          (5)