Category Archives: Advertising

Filters

Author:
Category:
Advertising, NEA, Production

Statement of intent – NEA

Leave a comment

I intend for my product advert to be targeted towards young men between the ages of 16-30 to imply that the Sekonda watches are affordable, smart and functional. I will be using the watch in the centre of a crowded space to imply that life can become crowded and that buying a watch can help fix that issue , along with small text. The advert is meant to imply to people they should have a smart watch to make themselves smarter and liven up their dress, impressing people around them and at work. I will also attempt to use the quote “Find your watch today” implying that there are many options that a person can pick from and that there are multiple types to fit multiple outfits at a good price. In this advert I will be using a serif font to make the advert seem fancier, I will be using a box around the advert to make the customer focus on the actual product instead of the surrounding clutter and items, then I will add the Sekonda text to make the advert look smarter and seem like its from the actual company, not a student. I will be making the watch specifically jump out by making it a bit brighter than the surrounding objects. The watch will be layed out flat to show the full leather straps and the quality of it to impress customers and show how smart the watch is, also in the background I will be using womans perfume, mens body wash and female magazine page to signify that the owner of this watch has taken off the watch due to having a lady friend over.

I will be doing this by using my own Sekonda watch for the reactionary advert and will be using a Sekonda woman’s watch in the radical advert. I will be making the woman’s advert radical by making the advert wildly sexist and putting the watch on a wooden rolling pin then sprinkling flour around the scene to give the sexist ideology that woman belong in the kitchen, as well as this it supports the old stereotypes that woman are below men and that everything is patriarchal. I will be using my mums golden female Sekonda watch and putting it around the rolling pin. I will be using the quote “make sure nothing burns” to really display the targeted over sexist advert that I have made. Of course this is just for the idea of the advert and I do not agree with the message. I will be adding a cooking recipe page behind the scene to make nearly a copy of my modern, male advert to display the duality of adverts and advert styles. I will be using a lot of bright red and orange colours to give the ideology of the sixties, with a couple blurred areas, older style font, noise in the photo along with colourful flowery patterns to capture the sense of the sixties. I will also take the photo in the infinity screen with flash lighting with soft boxes to make the gold of the watch shine, the reason for this is to show off the quality of the product rather than to make the presumed woman wearer feel glamourous, this is the patriarchal sixties after all.

Advertising, NEA, Production

CSP 4 : MAYBELLINE

Leave a comment
Colossal Big Shot Mascara.That Boss Life Pt. 2 ft. MannyMua and Makeupshayla - on Vimeo
  • Companies are being more racially diverse within their adverts which gives them a better representation for who and what they support.
  • The influencer Manny spreads the positivity of using makeup on either gender with the tag, “lash like a boss”
  • The influencer, Shayla spreads the idea that its difficult for different races to wear different makeup due to tones and shades being different, Maybelline fixes this issue with their new product
  • The ads background presents the idea that it is an expensive product, however it is advertisement is implying the product is luxury but affordable.
  • The slogan displayed for the video is a catchy, inspirational moto.
  • Maybelline makes (USD)$146.82 million a year in sales with 4.48 million people using Maybelline eye products in 2020.
  • Founded in 1914, New York, United States.
  • The characters in the video are shown to be confident and good looking to imply that if you’re a different race, sexuality or gender it doesn’t matter and you can do whatever you would like and be great at it.
Advertising

Statement of Intent: Advertisement

Leave a comment

I intend to advertise the product ‘Celebrations’ – a miniature chocolate bar collection by Mars, Incorporated. I will create two different adverts – one radical and one reactionary.

For my radical advert, I am going to base it around an 80s and 90s themed advertisement. I want to present the excitement of a literal celebration to appeal to all ages and races (specifically a younger audience ranging from ages 7 – 25), so I will include bright colours and lights. I also want it to be aimed towards friends and families – so it might include a diverse group of people, to show that the product is available to share with everyone. This will also coincide with the ‘Celebrations’ tagline: “Share the joy”, which I shall include in a bold font with a contrasting colour to the background to make it stand out. The product being advertised will be the dominant signifier and this will be placed at the front of all the layers to draw attention to it.

For my reactionary advert, I am going to design it in the style of a modern advertisement. I want to feature Laura Mulvey’s idea of the male gaze. My dominant signifier will be a man in the centre of the advert surrounded by women gazing lustfully at him. This will entice other men into purchasing the product due to the voyeurism that consumes the hegemonic masculinity in our society.

dominant signifier /

ideology

paradigm

icon

index

symbolic

signifier

signified

David Gauntlett

fluidity of representation

collective identity

male gaze /

patriarchy

voyeurism /

dominant ideology

hegemony /

Advertising, Audience, Score

CSP 3: Score

Leave a comment

Media language Analysis

Semiotic Analysis:

  • The Dominant signifier is the male who has been placed above all the women. He is surrounded by a paradigm of women who clearly are holding the man in a higher status, they are beneath him both literally and metaphorically. There is a code where the man is holding a weapon and seems to be in a dangerous jungle like area, this holds meaning to the fact that the man is strong and supposed to be shown as attractive to women, saying if you use their product it will make you manly and irresistible to women. This is a reactionary view of the time as during the era of this advert it was normal for women to be discriminated and seen to be beneath men, hence the use of women holding the man above them. The anchorage of the phrase “Get what you’ve always wanted” followed by the image of the man being held above the women all under the theoretical spell of his masculine appeal.

Textual Analysis:

  • They’re in a jungle type setting, which allows the females in the ad to wear their supposedly safari clothing, which is just clearly a over sexualised type outfit, to clearly be attractive to the presumed straight male that the ad is targeted at.
  • A main male character, with a well cut clean shave, (to promote the product of course).
  • The main heading “Get what you’ve always wanted” – Text that attracts the customers and the target market.
  • 5 Female characters being used as a marketing strategy to appeal to the target market.

Representational Analysis:

  • This ad is a clear representation of the Patriarchy, the women are clearly being used in this constructive reality where they are here only to serve to men, the ad is trying to create a collective identity that if men use their product they will “Get what they’ve always wanted”. Based on contextual ideas, this is all a tool used to generate more sales and produce more loyal costumers, which of course, is a main purpose of an advert.
  • The text clearly follows some voyeuristic ideas, as well as the use of the male gaze, to once again, like mentioned before, appeal to the target market of the presumed straight male.
  • This ad is an bold representation of body positivity values and the fair and equal representation of women during the time period. From my own knowledge, during this era women were discriminated against and were not treated anywhere near as equal to men. Men were considered protectors of women and that women were to do as they were told by their husbands. As men went out for work and earned the majority, if not all of the money for the family, the wife would stay home and take care of the kids and the home. I believe that therefore, the use of the women in this advert, represents this old ideology and tradition.

The narrative:

The narrative of this advert is that if the man in the advert was not using the score hair grooming product, he would not be worshiped and wouldn’t be attractive to women, that he would not be as manly. The main title and strap line of “Get what you’ve always wanted” directly points out to the audience of the advert and uses a subtle manipulation of the reader, that in fact YOU do want what is being shown in the ad, that YOU want Score grooming product. It implies that that all men want it, this is a toxic masculine idea which clearly creates some issues but yet, it’s what “you’ve always wanted”. It also follows ideas that men want to be better than everyone and want to be attractive to women, but it can only happen, the thing that they’ve “always wanted”, if they buy their product and shave using their grooming products.

Advertising

statement of intent

Leave a comment

For this advertisement, I intend to present a perfume as admirable through clever persuasion, through media. Written in a golden font the phrase ‘Be desirable, wear Gucci” suggesting a reactionary approach. This is due to the idea of perfume adverts usually inflicting the idea that wearing perfume will mean you are admired and wanted all of a sudden. I have used a women’s magazine as a prop, identifying the audience positioning of the perfume to be those who choose to wear a female scent. I envision the magazine to be casually positioned, with the perfume standing upon it. The magazine features a model on the front due to her article being published in the magazine. With my product being next to it, the elegance of a model wearing it could possibly be inferred.

The colour of my product, red, is sharp and mysterious. This adds a sense of richness, possibly identifying the target audience as aspirers and those willing to spend more on perfume, additionally. I want my advert to have a golden toned background reflecting against the gold font on the product. The metaphor of royalty is almost suggested through this, demonstrating my product as expensive. I also do not wish to feature additional pictures or text as I am taking a simple approach to the advert, portraying the minimalism of the scent and the perfume itself.

The text ‘Wear Gucci, be desired’ signifies the message that perfume adverts try to influence over consumers ‘ wearing the product will increase attractiveness’. I have chosen a gold coloured font to match with the gold font already present on the original Gucci product, making it more realistic.

I did not use any sexualising marketing techniques with intention. However, the magazine of which is seen to be present in the advert reads sexual language. This language relates to connotations of femininity so links with my ‘female targeted’ product. The patriarchy and drive for male gaze is not something that I believe is pronounced through this and is a misrepresentation of what I target to promote.

Advertising, Exam Prep, Instructions

STATEMENT OF INTENT (NEA)

Leave a comment

Statement of intent – My intention is to create an advertisement by using a shampoo bottle which I brought in. Then to take a photo of it, import it into photoshop and add effects to it. For my theme I am going to try and match the colour of the product. The product will be directed at any gender and ages from 20 – 60. The advertisement will be related to the environment and being eco-friendly. I am going to create two print products which will be the size of A4. I am going follow my style model. I am going to make sure the picture is of a high quality and that it looks like an actual advertisement.

Media Language – The dominant signifier of the advertisement will be my product. The code of the product will be nature and naturalness. And I will try to create a signification with this. The symbols will be in the background of my product. I am going to add text to my product along with nature. My product will give a reactionary reaction as the product is accepted by many. There is Katz, Gurevitch & Haas theory by giving the consumers their social needs and giving the consumer self-confidence, stability and self-esteem.

Representation  – The assets of my product will provide connotation to nature and being eco-friendly, such as leaves and grass. The signified meaning in my product will that it will be used to clean your hair in the shower and once used you will throw it away in the bin from Ferdinand de Saussure. So the advertisement could be seen as a myth as you’re not really helping the environment by throwing away plastic. With David Gauntlets theory there is going to be collective identity in my advert in the sense that we care about our planet and want it to be healthier which my advert relates back to that. There is also going to be a constructed identity in the sense that it creates a false reality that you are helping the planet and being eco-friendly by using this product when in fact the product is polluting the planet with its chemicals inside of it.

Audience – The audience of my product would be people who are earning any income are in their 20’s to 60’s and are any gender. The audience positioning would also be people who want to help and save the environment as well as having natural and healthy hair creating a positive stereotype.

Institution – The kind of company who would make my product would be shampoo manufactures who are looking to make money. They people are either looking to capitalize or promote friendliness to the environment and help it.

Advertising, Instructions, NEA, Production

advertising: nea

Leave a comment

This is an NEA (non examined assessment) task otherwise known as coursework. In other words, it is a good way to understand an area of Media Studies (in this case Advertising) and to prepare you for your A level coursework, which we will do in later in this A level course.

A2-NEA-assessment-and-feedback-template-ADVERTISINGDownload

Things to bear in mind:

Policy-for-recording-creative-materialDownload
  1. You have 2 weeks to produce some advertising coursework / NEA
  2. You need to submit a statement of intent (it is worth 10 marks) guidance below
  3. You need to PRINT OUT YOUR WORK – if not you will not get any marks. This is print work and the expectation for your real coursework is to print your work out. So let’s set that expectation now!
  4. You will need to produce 2 x Portrait A4 magazine adverts
  5. Your adverts will follow professional conventions and look realistic and convincing.
  6. Try to create a new product (ie change or hide the label?) but if not don’t worry too much.
  7. You need to produce a contemporary and a historical print advert.
  8. You need to produce a radical and a reactionary advert.
  9. Make sure your adverts are produced at a high resolution 300 dpi so that the final quality is a professional standard.
  10. We are also going to try and produce a short video advert.

Task 1: statement of intent

Upload a statement of intent to your blog. It is worth 10 marks. It needs to be 500 words. So perhaps write about: what your intentions are (100 words), focusing in particular on: Media Language (codes, conventions, signs, elements of real print product). Put another way: how did if follow your style model? (100 words). Representation / content (use key language) (100 words). Audience, ie what kind of audience would consume it? (Again, 100 words). Institution: What kind of company would make your product? 100 words.

This will be assessed with the products and will allow you to explain the ways in which you will apply knowledge and understanding of media language and media representation to your products, how your products will target the intended audience, reflect the industry context they are created for This is a compulsory element of the non-exam assessment and you must complete the Statement of Intent using a maximum of 500 words.

Task 2: Produce your adverts

  1. Open up Photoshop – make sure it is a blank A4 PORTRAIT document (this should be 300dpi – THIS IS IMPORTANT AS OTHERWISE YOUR WORK WILL BE PIXELATED)
  2. Develop your use of the camera. Make sure you are able to change the settings on your camera (specifically FOCUS & LIGHT) to be able to take a good PRODUCT SHOT.
  3. make sure you are able to use the flash lighting set-up (YOU NEED THE TRIGGER FOR THE FLASH LIGHTS)
  4. Create an appropriate (AND ORIGINAL) logo and title for your product. Think about Font, colour, size etc etc
  5. Record and Produce all of your assets – product shot, model shot, text, copy, background images or textures, any other symbolic / creative features

Task 3: Edit,Publish and Print your products

  1. Edit all of your assets. Think about size, positioning and placement. Edit all of your assets appropriately into an A4 portrait document (I suggest you use Photoshop at 300 dpi)
  2. Post-produce your assets – so adjust as appropriate eg colour correction, size, scale and positioning
  3. Make sure that you save your PSD as a JPEG and upload to the blog
  4. Make sure you print out your finished products and pin up to the blue display board in our classroom.
Advertising, Exam Prep, Notes, Score

score notes

Leave a comment

the gun is being used as a signifier of the male autonomy

the anchorage is the phase “get what you always wanted”

this advert creates desire by giving the consumer the illusion that using this men’s product will get you girls

this advert is in a way racist because of the African theme but not African people or people of any colour it is a white dominated advert

The Score hair cream advert is an historical artefact from 1967, as such it can be examined productively by considering its historical, social and cultural contexts, particularly as it relates to gender roles, sexuality and the historical context of advertising techniques. 1967 can be seen as a period of slow transformation in western cultures with legislation about and changing attitudes to the role of women – and men – in society, something that the advert can be seen to negotiate.

Similarly, feminist critical thought became much more prominent and pronounced during the counter cultural movements of the late 1960’s and early 1970’s, which heralded, among other changes a greater acceptance of birth control and divorce, abortion and homosexuality.

Advertising, Exam Prep

csp 3 – score

Leave a comment

In this advert you can see:

– 5 woman who seem to be attracted to the man

– a man who is being carried on a platform

– everyone is dressed in a safari styled outfit

– the man is carrying some sort of gun

– fake plants to make it seem they are in a jungle

– the women are wearing revealing clothing and the man isn’t

– a strapline (get what you’ve always wanted)

Textual analysis:

Brand – score

Medium – Magazine print advert

Name of product – Score Liquid Hair Groom

Type of product – hair gel

Strapline – get what you’ve always wanted

Semiotic signs:

Signifier – strapline and main image of man

Signified – the meaning is that if you use the Score hair product you will instantly attract any woman

Index – the woman to help promote the product

Icon – the image of the hair gel

Symbol – the gun – used to help the man look more masculine

Narrative:

The narrative being told in this advert on Score Liquid Hair Groom, is that man who didn’t use ‘Score Liquid Hair Groom’ was on a low level in society and woman didn’t find him attractive until he used the hair gel, making him instantly attract any woman and giving him whatever he wanted.

Advertising, Maybelline, Notes

CSP 4 : Maybelline

Leave a comment
Maybelline Boss It Up Mascara

Notes –

  • Adverts are starting to realise they need to add diversity and different races into their advertisement. This makes ads unique to the rest of them.
  • Influencer, Manny (An opinion leader) of 3 million followers inspires men and women to express themselves without being judged or slated for. Manny’s encouraging everyone, no matter their gender, to “lash like a boss.”
  • The influencer, Shayla has 2.5 million followers and is trying to make mainstream makeup more diverse, due to different races having trouble with matching skin tones or even different colours for eye shadow.
  • The ads background presents the opinion that anyone of any social class is able to afford Maybelline’s mascara, as it isn’t a glamorous hotel but not too low priced.
  • The slogan displayed for the video is a catchy, inspirational moto.
  • Show the company’s support for race and the LGBTQ+ community.
  • Maybelline makes (USD)$146.82 a year in sales with 4.48 million people using Maybelline eye products in 2020.
  • Founded in 1914, New York, United States.
  • The posture in the video, shows confidence in themselves and the transformation from regularity to glamorous also presents the idea that anyone of any social class is able to suit a semi cheap product.