P1: Media And Rep

Wednesday 26th September 2018

L/O: To develop the language of media analysis.

Loop Task:

Cover of Time Magazine

A large title at the top that says 'TIME"

Lots of other Sub-headings

Big image of an influential person 

The white background makes the model stand out and look bigger on the cover. 

The title is behind the image of Kanye, making him the biggest focus of the cove and not the title of the magazine itself. 

The title is red which also stands out from the white background alerting people. 

Denotation - Elements that are unarguable; the factual elements. 

Connotation - Elements that are arguable; elements that are personal to the viewer. 

JAY-Z Album:

Denotations:

Black and white image of a man tipping his hat with a cigar in his hand.

Has text on it.

Connotations:

Looks like it could be for a jazz album due to what he is wearing. 

We know it will be a rap album as we know that Jay-Z is a rapper and that there is a parental advisory sticker in the bottom right.

Focus of the image is on things like wealth and status; shows he is successful.

Not showing his face could suggest modesty; although it is likely to be fake modesty as he is wearing things that say otherwise. 

Black and white image suggestions something that is old-fashioned. His clothes also give an old-fashioned theme; he is dressed a bit like a gangster which further links into the rap genre. 

The album name 'Reasonable Doubt' - connotations of the law and criminal activities which further connects with the images and links to the rap genre. 

Font doesn't match the hiphop/rap genre.

ADELE ALBUM:

Denotations:

Sepia filter.

Modern font with the album name in a  different colour to the artist name. 

Her ages album names.

Connotation:

Facial expression is serious, which suggests that either the music is going to be serious or that she takes he music very seriously.

The softer sepia tones could suggest the style of music as her music is also quite soft. It also could suggest age.

The red 25 could link to romance which is usually what her songs are about. The red is also quite feminine just like the font is also quite feminine. However the title is in block capitals which could suggest her strength as a woman. 

The photo is a big close up which is quite an intimate photo due to how close to her you are; this could be to do with her songs which are also quite intimate.  

KENDRICK LAMAR ALBUM: 

Denotations:

Parental advisory sticker in the bottom left.

Muted colour pallet. 

Connotations:

Without the text, the image sticks to a monochrome colour palette especially with what he is wearing.

This fits the connotation from the title 'GOOD KID IN A MAD CITY', as the grime and dirt would probably be found in a 'mad city', so he could of gone for a broken/uncared for theme. 

In the cover, the kid is wearing what seems to be a dirty big jacket that looks dirty, this fits the theme that the kid is growing up in a 'mad city'. The 'good kid' part is represented in the models face as he looks quite innocent which is the opposite of the surroundings which look beat down and worn away almost. 

The whole thing is linked with the typical theme of the rap genre as in it is very common now for kids from unfortunate backgrounds 'make it out' by becoming a rapper; this is reflected in this album cover. 

The lack of direct dress from the model could suggest shyness or humility.

Wednesday 3rd October

L/O: To develop the language of media analysis

Loop Task:

Denotations:

• Stars are above her head
• Birds flowers and roses
• Soft colours with a bright red on her shirt and album name
• Necklace of roses
• Two birds on her shoulders
• Light yellow background 

Connotations: 

• Aimed for a female target audience 
• Album cover because of the items on the cover and the shape and layout
• The text doesn't represent the target audience as it is slightly gothic and masculine
• Pink hair makes her look crazy along with her facial expression
• Suggests that she is from western society because of what she is wearing
• Pastel colours link to youths and femininity
• Rebellion because of her facial expression
• Traditional western style graphics on the cover
• Doves holding up roses could suggest peace and love which can link to her music
• The 'I'm not dead' font contrasts with the 'Pink' font as one is more feminine than the other
• Most female artists don't use the 'Parental Advisory' logo on their album cover. This could represent who she is as a person.
• 
  

Analysis

In this image, Jaden Smith looks confused or he is in deep thought about something. The slant of his eyebrows, the look in his eye and how it looks like he is scratching his head lead me to believe this.








Denotations:

• Bright yellow background
• Red Text
• States that it is 'The first James Bond Film'
• Has multiple semi-naked women on the poster
• Image of James Bond that is bigger than the other people on the poster
• The name 'Sean Connery' pops out at you

Connotations:

• The fact that James Bond is bigger than the women suggests that he is more powerful than the women which is a popular idea from the time that this film was released.
• The comic themed style of the poster could suggest there is an action theme in the film especially with the man holding a gun
• The women get smaller as you go along the line which could connote that as you go down the women get less attractive or they play a less important role as you go down the line. 
• The closer to James bond the women are, the less clothes appear to have on which could connote that he is a "Womaniser"
• His clothing is very formal which shows he has a high status
• The minimal clothing could be shocking ti the audience in the 1960s
• The fact that Dr NO is only half in view could suggest mystery

HYPOTHESIS:

"The products constructed to market James Bond films are designed to offer a clear appeal to a wide global audience of young males 17-35.

I agree with this hypothesis. In the 'Thunderball' poster, the use of multiple attractive women is an attraction point for a young male audience. The woman in most clear view, is turned around in only a bikini and the other women are also wearing minimal clothing. The sexualization of women in this poster would probably be viewed as very controversial by a lot of people these days; especially other women but it will have caught the attention of their target audience - young males 17-35. This technique is used in lots of other James Bond movies and will have the same goal and ultimately, same outcome. This is not the only thing that is appealing to the male audience however. James Bond has always been a role model for a lot of young males and is typically viewed as the 'ideal man' by most people; not just males. His masculinity is seen by lots of young males as an ideal version of themselves and this will usually entice them to watch the films. Due to his masculinity, the film could also be appealing to a female audience who imagine their 'dream man' as James Bond but the movies are clearly marketed more towards a largely male audience.


      

Monday 8th October 2018

L/O: To explore the idea of semiotics and how it can be applied to media analysis

Loop Task:

Denotations:

Dark colours with a bright orange in the background 

3 figures present in the poster

-James Bond

-Woman

-A masked man

Dressed very formal

Gun in James' hand which is a common theme throughout all James Bond posters

Connotations:

As well as James holding the gun connoting death, it is further connoted by the skull mask in the background

Dark colours and clothing has a serious theme to it which could be linking to a serious theme throughout the movie.

The woman is wearing a ball dress which could suggest she is of high status

His suit could suggest he is high class. It could also link to his masculinity which is further connoted by his stance and how he is holding a gun. 

The title is another word for 'ghost' which could casually connect to the mask in the background which is linked to the setting of the movie and that the film is based around the Mexican festival 'Day of the Dead'.

Theory:

-Saussure first put forward the idea that signs are made up of two elements.

-Barthes' theory focuses on how signs and images represent different cultures and ideologies in different ways. 

-Pierce focused on developing the idea that there were different levels of meaning that could be attached to signs and that these operated in different ways to audiences. 

Semiotics - The study of signs and symbols and their use or interpretation. 

- A sign is made up of two elements:

The signifier - 'The physical form, the thing that is being considered'

The signified - 'What our culture has decided this form means'

Wednesday 10th October 2018

Applying Semiotics
L/O: To apply semiotic theories when creating media products

Clothing brand aimed at young adults:

I chose to use these colours as i feel like they are not that commonly used in clothing as of now but i feel like as they are fairly unusual colours this could appeal to the skate culture and that type of fashion. The hazard symbol has been used instead of the letter 'A' to add something unique to the logo and make it stand ou from the others.

Social Meda app aimed at ABC1 25-35 year olds:

I have tried to keep the name as short and simple but also catchy as possible because i feel like the target age range would not want something too long but would also not read something that was too short. The colours are quite plain but the red stands out from the white background, making the name quite eye catching. I used the chat symbol instead of the 'O' to make the name stand out from others and give it something unique about it.

TV Channel aimed at kids age 6-11:

I decided to use this name and logo as i feel like it is fun and bubbly like most young children but the logo also seems friendly which will encourage parents to let their kids watch this channel. I feel that the colours chosen further emphasise that this is a channel for kids as they are quite bright and fun colours, further appealing to children.

Monday 29th October

Conventions - A way in which something is usually done

L/O: To apply semiotic theories when analysing media texts.

Denotations:

Black and white

White text with three blue lines over the top

Model - Rita Ora

Connotations:

Black and white gives it a serious/professional vibe.

Serious facial expression further emphasises the serious vibe.
Uses typical adidas logo colours which can help they audience identify the product as the rest of the ad is not very clear about what product it is advertising

Context:

We know it is an advert for adidas but someone unfamiliar with the adidas brand might not know this.

Audience:

Due to the model being Rita Ora and the Slogan being 'superstar' the target audience is probably younger people (typically girls). However it would also attract males as Rita Ora is attractive and will catch the eyes of males.

How has it used conventional ideas of marketing?

It used green which is a typical colour for lager adverts and it also uses the condensation effect on the bottle which makes the drink seem more appealing to some. It also has pictures of the product on the advert, which is also very typical of other
lager adverts.

Who is it aimed at and how do you know this?

The target audience would be largely middle aged people (typically men) as they will be old enough to drink lager and will also understand the 'Lord of the Rings' reference.

What assumptions are being made about the audience?

That they know what Lord of the Rings is and will understand the reference.

Wednesday 7th November

Subversion

L/O: To explore the content of conventions and subversion


Denotations:
-Green colour scheme
-8 bottles
-Green text saying 'bachelor party'

Connotations:
-The middle bottle could be representing a stripper as it is 'naked' and the surrounding bottles could be the males watching as it is described as a 'Bachelor party' and this is a stereotypical thing to happen at one.

Conventions:
-Typical green colour way of lager adverts
-Typical condensation on the bottle making it look more refreshing/appealing.

Audience:
-Could be targeted at either 18+ (legal British drinking age) or  21+ (legal American drinking age)

Cadburys Ad:

https://www.youtube.com/watch?v=NHtEyDrD4oA

What does the advert tell us about Cadburys?
That they are different to other brands and don't follow the typical conventions of society.

What is the intention of the advert as it was so clearly different to typical confectionary adverts?
By making the ad different to others they are trying to draw more attention to their product and widen they audience.

Who is it aimed at?
It is probably aimed at older people who could be bored of the typical conventions of adverts and will be attracted by the difference and querkeness of the ad, however, older people may also recognise the song. It could also attract the younger who consider themselves to be different to the norm of their generations and can 'relate to the advert' as it is also different.

What does it mean?


What impact does it have on you?
It was a funny advert and got my attention

It boosted brand sales by 10% - why?
Because it is different to all the typical ads that people were used to seeing so it got more peoples attention and made the Cadburys brand stand out from others.

Benetton Aids Advert Homework:

Analyse how this advert has been constructed and what meaning it is intended to convey. Explain why you think it was banned.

Monday 12th November 2018

L/O: To explore set advertising texts and research brands.

Barbie Loop Task:

1996 Advert - https://www.youtube.com/watch?v=DpPBXiat2Xc

2018 Advert - https://www.youtube.com/watch?v=l1vnsqbnAkk

The advert in 1996 the barbie is represented as a play doll for girls to do girly things with, e.g. do her hair up in different ways and put her in model positions, whereas the 2018advert is more marketed towards societies current idea that dolls aren't just a toy for stereotypical 'girly girls' and they are good for any girl and can be used as a way to present the idea that women can do whatever the want and don't have to follow the under stereotypes. 

Media language for print ads:

• Location
• Costumes
• props
• Make up
• Lighting
• Choice of camera shot
• Camera angle
• Typography
• Layout
• Address of written content to the audience
• Colour

Set Texts:

Procter & Gamble’s Old Spice is the quintessential men’s grooming brand. With more than 70 years as an American icon, Old Spice is the authority on the male grooming experience and has leveraged this heritage to become the No.1 selling anti-perspirant/deodorant stick and body wash brand with guys of all ages. Old Spice brings authenticity, performance and confidence to male grooming and offers a wide product portfolio for today’s man, including anti-perspirants, deodorants, body washes, body sprays, after shaves and colognes. The Old Spice Swagger campaign, which was the 2010 Silver Effie Winner, kicked off in 2008 when Old Spice realized they had to pick up their game if they wanted to compete with new younger men’s products, specifically Axe. When Axe entered the scene they turned the industry on its head – instead of focusing on the effectiveness of their product as an odor blocker, Axe promoted themselves as the product to buy if you want to attract the ladies. Old Spice, who had been standing by their 1-800-PROVE-IT campaign (try it and if you don’t like it, just call 1-800-PROVE-IT and we’ll buy you a stick of yours!), bit the dust. To make matters worse, Old Spice’s “Glacial Falls” scent was performing horribly. It was the worst performing scent in the Old Spice portfolio and was in danger of being discontinued, losing the company precious shelf space. The company decided that they wanted to rebrand and re-launch “Glacial Falls” to save the scent, and give the brand a boost. They went to Wieden + Kennedy for help. They also changed their logo from an old ship style boat to a new, more modern yacht as their logonwhich is further helping them appeal to a younger audience. The actor Isaiah Mustafa is a recognisable face for a younger audience as he has appeared in shows like 'Shadow Hunters' and 'IT: Chapter 2'. By using a recognisable face it will help them achieve their goa of gaining a younger audience . 

The slogan "Lucozade aids recovery" was replaced by "Lucozade replaces lost energy". The glass bottle was replaced by a plastic (polyethylene terephthalate, PET) one. ... In 2013 GSK put Ribena and Lucozadeup for sale. Suntory, a Japanese holding company, bought the brands in September for £1.35 billion. Whilst Lucozade's image may have changed since 1927, Lucozade has remained a trusted brand that people have relied on for times when they need energy. Constantly testing and developing new ways to help people with their energy and performance needs, Lucozade is an innovator within its field and aims to continue to be so. For Lucozade Sport, the values are closer to those of a real sportsman. The brand is gutsy and committed and truly savvy, offering real performance benefits. Magic doesn't work with sports participants: they want to know what Lucozade Sport will actually do for their performance on the field. The other ads also feature sports stars such as Alex Oxlade Chamberlain. Gareth Bale is one of the most well known football stars in the world and is closely associated with football and sports in general so he represents the target audience and his values will probably be the same as the target audience too. He would also be very prominent in the news at the time as he was either in the process or already had made the record transfer to Real Madrid from Tottenham Hotspur. 




Shelter is a registered charity that campaigns to end homelessness and bad housing in England and Scotland. It gives advice, information and advocacy to people in need, and tackles the root causes of bad housing by lobbying government and local authorities for new laws and policies to improve the lives of homeless and badly housed people. It works in partnership with Shelter Cymru in Wales and the Housing Rights Service in Northern Ireland. Shelter believes that everybody needs a home in a place they can thrive. Our work won’t stop until there’s a home for everyone.

We’re approachable 

Shelter is a lifeline for anyone who is homeless or suffering in bad housing. If you’re faced with losing your home, we’ll do everything we can to help you keep a secure roof over your head. Face-to-face, on the phone and by email, we’re committed to giving expert, confidential advice and support, tailored to the individual. 

We challenge 

Home is a basic human need. In our affluent nation, everyone should have a home, and Shelter is challenging the people in power to make that vision a reality, through tenacious lobbying, persuasive research and policy reports, and high-profile public campaigns. Shelter is fighting injustice, and righting housing wrongs – and we’re achieving real, positive changes that will benefit generations to come. 

We’re enterprising 

Shelter strives to get the most out of every penny it spends. We’re proud to join forces with like-minded organisations, to share our ideas, and develop creative ways of tackling housing need. The housing crisis is changing, and we must change with it. Shelter services identify and respond to demand, targeting support to those who need it in the most effective way.

Wednesday 14th November 2018

L/O: To analyse set advertising texts using audience theory

Audience Theories:

Hypodermic needle theory:

• Developed in the 1920s and 1930s
• Linear communication theory
• Passive audience 
• No individual diferences

Cultural Effects Model:

• The thinking behind this theory centres on the long term effect of a particular ideological representations o our beliefs and values. Media representations of beautiful women have been influenced in giving both men and women a view of 'ideal women'. This now extends to men.

The Two Step Flow Theory:

• The hypodermic needle theory proposes that the media has a direct and powerful influence.
• The two-step flow theory acknowledges communication is a more complex process.

Uses and gratifications theory:

• Developed by Blumler and Katz

4 different reasons audiences want to access media:

• Surveillance 
• Identity
• Relationships 
• Diversion

Reception Theory:

• The media producer encodes messages/meanings into their products in hopes of getting these responses:

1. Dominant or preffered reading
2. Negotiated reading
3. Oppositional reading - The audience get a completely different meaning or don't get it at all

Who is the target audience? (Primary and Secondary)

I think that the primary target audience is probably females looking to buy their partner a new body wash. The way he starts off by addressing the viewer as 'Ladies' and and comparing their partners to him and saying the Old Spice body wash will make they partner more like him is a clear targeted selling point for the female audiences. However, the secondary audience is young/middle aged males (typically american as the star vehicle used to play american football so they will most likely recognise him and pay more attention). 

Who is the star vehicle?

Isaiah Mustafa. Isaiah Amir Mustafa is an American actor and former football wide receiver. Mustafa is widely known as the main character in the series of Old Spice television commercials, The Man Your Man Could Smell Like. He is also known for portraying Luke Garroway on Freeform's fantasy series Shadowhunters. He could be seen as an 'Ideal Male' by women and men alike so, by him saying that by using Old Spice it will make the man moe like him, that could be a big selling point for the audience.

What advertising conventions are used or subverted and what are the connotations of the different elements of media language used? (Colour/Fonts/Signs/Slogans/Image)

The slogan, although it is mainly a joke, gives a short description of the product but this may not be a good marketing strategy as some people may over look it as it seems like a joke and they may not take the real bit seriously. Also, the tv ad for this product moves very quickly and the actor talks very fast and there is a lot going on in it, this print ad follows along with that as there is so much going on in this image it makes people pay more attention as the will need to focus more to take in everything in the image. 

How is the product represented and why will this appeal to different sections of the target audience?

The product is represented by Isaiah Mustafa, a well known american football star/actor. This will appeal to both target audiences as males will recognise him from his sports career bur females may also see it and think if she buys it for her partner it will make him more like Isaiah. 

How is the brand represented and why will this appeal to different sections of the target audience?

Old spice changed their whole look as a brand to try and appeal to a wider audience. This advert makes the brand come off as a fun brand that does not take themselves too seriously and can make jokes about their products. This will help them as a brand o appeal to a wider range of people, particularly younger people as they will prefer something funny and different to something serious and boring.

Who is the target audience? (Primary and Secondary)

The primary target audience will be males. This is probably including both younger males and older too as most males either play football or watch it so they will all probably recognise Gareth Bale and be drawn into the advert. The secondary target audience will be women, probably young adult to middle aged as even though they may not recognise the star vehicle for who he is they will most likely find him attractive and be drawn to the ad. 

Who is the star vehicle?

Gareth Bale. Gareth Frank Bale (born 16 July 1989) is a Welsh professional footballer who plays as a winger for Spanish club Real Madrid and the Wales national team. Bale is widely recognised world wide and will link to the type of audience who will buy the drink. By having someone like bale heading the ad, it could lead customers into thinking that by using this drink, it could one day make them as sporty and talented as Bale. Also during the time of this ad, Bale was making headlines for being rumoured to be the world record transfer (which was later confirmed to be true) so even people who do not know football, woudl probably recognise him anyway. 

What advertising conventions are used or subverted and what are the connotations of the different elements of media language used? (Colour/Fonts/Signs/Slogans/Image)

The main colours used on the advert are blue and yellow/orange. The colours can link to the colouring on the lucozade bottles. The text 'In a different league' is a clear reference to the football leagues but could be also referencing Gareth Bales transfer to Real Madrid as he would be literally moving leagues. It also connotes that by drinking this drink, it separates you from the competition and makes you bette than people who aren't drinking it. 

How is the product represented and why will this appeal to different sections of the target audience?

The product is represented as something that will benefit and enhance the performance of consumers. This will appeal to the primary target audience as they will like be athletes themselves and will be drawn to the idea of something that can up their performance and put them ahead of their competitors.  The use of Gareth Bale as the star vehicle will also appeal to both a male and female target audience as males will likely recognise him from football and if the females don't recognise him for who he his they will be drawn in still as he is attractive. 

How is the brand represented and why will this appeal to different sections of the target audience?

The brand comes off as very serious and professional due to the limited text, border around the image and the star vehicle's facial expression. This will also appeal to the primary target audience as most athletes take what they do very seriously and might not like something that seemed less serious as such as the would something that looks very professional.

Who is the target audience? (Primary and Secondary)

The target audience is males and females (middle/older aged). This is because it is more likely that people of this age will be more likely to be threatened with homelessness due to less of job or something along those lines which wouldn't happen to someone younger. This can also be aimed at people who are already homeless but it is more likely to be for people threatened by the dawning possibility of homelessness.

Who is the star vehicle?

There is no star vehicle for these adverts.

What advertising conventions are used or subverted and what are the connotations of the different elements of media language used? (Colour/Fonts/Signs/Slogans/Image)

By using the colour red for the text it makes the text stand out more, as well as this, the colour red is usually the colour of an alert or an important notice so by seeing the big red text, it may make people more interested as it makes it seem very important; which it is.They have used close ups of different peoples faces which shows that homelessness can happen to anyone. 

How is the brand represented and why will this appeal to different sections of the target audience?

The brand uses everyday people who could be experiencing financial trouble to and are at risk of losing their home/personal belongings. By using normal people it gives the ad a sense of reality and may make people realise homelessness can effect anyone but shelter will be there to help you no matter who you are or what your situation is.

Monday 26th November 2018

Representation:

L/O: To analyse the representations within set advertising texts

Stereotypes:

• Age
• Race
• Sexuality
• Nationality
• Disability

Gender (In the set texts):

• Male actor to represent a sporting product
• Text over males face is more direct/confronting than the women stereotyping that women are the weaker gender
• The roles of the men are played to the typical types of masculinity you are used to seeing, e.g there is a man fishing in the background and the women is sunbathing.

Age:

• Babies/Infants - Shown as cute, innocent and incapable of being alone or uncontrollable and do lots of crying.
• Children/Teens - Shown as rebellious, irresponsible, intimidating to older generations, immature, uninformed and spend lots of time on their phones. 
• Young Adults - Shown to party all the time, irresponsible (e.g. drugs or drinking), independent, 
• Middle Aged - Shown as parents who are stressed over typical issues like childcare or work. Usually seem financially stable
• Elderly - Shown as fragile, slow, smart, rude/cranky, sad or lonely.

(In the set texts):

• Gareth Bale is the typical age people assume football players/sports stars to be
• Seem to be late 20s to 40 stereotyping that younger people are more reckless with money which leaves them in a more vulnerable position in later life
• The name 'Old Spice' would make you think it is a product for older people but the star vehicle is contrasting to this and will probably attract a more younger audience

Race (In the set texts):

• All white people in the shelter ads
• Use of a white star vehicle to appeal to the fact that their target audience is probably heavily white.
• Use of a typical "funny black character" for a less serious advert which is what they would be trying to achieve as the brand don't take themselves as seriously

Nationality/Regionality:

• South-West - Surfers, farmers, pasties, inbred
• Wales - Sheep shaggers, "Comedic" (not actually funny though), famers
• Irish - Drunks, potatoes, "Comedic" (not actually funny though)
• London/Central UK - Cockney, 'chavy', gangs
• American - Fat, gun violence, gangs, all southern white americans are racist, black people are oppressed

Sexuality (In the set texts):

• Old spice seems to be assuming that their target audience will be heterosexual couples when actually there is no reason why it wouldn't be gay couples as well.

Disability (In the set texts):

• Financial disability could be represented in the shelter ads
• The dominant ideology for the lucozade ad and the old spice ad is that the audience will be able bodied as both of the star vehicles are professional sports stars and there for are able bodied.

Homework (Due 28th):
Explain how representations in advertising are chosen to help sell the product or brand. Refer 2 of the adverts you have studied. (10)

Wednesday 28th November 2018

L/O: To review and apply context and representation to the old spice advert

OLD SPICE:

"Become one of the freshest places on earth" - Old Spice's tagline 

The rebrand/Tv Adverts launched in 2010

The print ad we are using as a set text came out in 2011

How does the product use and subvert the conventional stereotype of masculinity associated with adverts for this type of product?

Old spice has used the typical genre stereo types of masculinity when advertising there product. These 3 print ads all follow a theme. They have used Isaiah Mustafa as their star vehicle and in all these ads he is shirtless to show off his muscles and show his masculinity. The smirk he has on his face in all 3 ads also shows his confidence in himself, showing he knows full well that he is a good looking man. It could also further emphasise that the brand does not take itself very seriously and the smirk seems like he is also finding the adverts funny.

They don't follow typical conventions for all of it though as most ads for this type of product are very serious whereas it is very clear that these old spice ads are the opposite of that, shown by the artwork that has been put onto of Isaiah in these ads as they look funny and are clearly not meant to be serious. It also subverts the typical conventions by targeting female audience instead of a male one. For these ads, Old Spice have directed them at the female audience as they found out that it is more likely that the females will by their product for their man rather than the man buying it for himself. Most ads for these products have never really thought about this and just direct their product at a male audience so by doing this, Old Spice are making themselves stand out from other brands in the same market as them. However, they do not just appeal to women as men can also see these ads/read the tagline and be drawn into the product.

LUCOZADE:

Started off as 'Glucozade' 

Often sold in chemists used as medicine

In the 70s it started to lose its popularity due to the fact that people weren't falling as ill

1982 Lucozade repositioned their audience

They changed their slogan from 'Aids recovery' to 'Replaces lost energy'

In the 90s they introduced Lucozade sport (first brand to launch with a sports sponsorship deal namely British Athletics and FA Carling Premiership)

In 1998 they used Lara Croft to imply that she uses Lucozade to replenish her energy for the adventures she goes on. It also attracts a larger female audience that Lucozade did not used to.

By 2013 Lucozade sport had established itself as the leading sports drink in the UK 

Packaging has changed from glass bottles to pop top plastic ones

A change in colour shows a more natural product.

Analyse semiotics:

The colour blue symbolises trust, confidence and and truth. By using blue, it shows the audience that Lucozade is a trustworthy brand and that they can be confident that drinking Lucozade will benefit them. The colour yellow is associated with intellect and energy. This goes well with the ad as it is an advert for a sports drink so the fact that it is associated with energy will probably encourage more sports people to buy it. White is associated with goodness and purity. It symbolises safety and cleanliness. By using this in the advert it could be showing the audience that the drink is pure and safe and does not have any of these nasty chemicals in them like some other drinks in competition. The black text for the phrase 'In a different league' shows power which is further emphasised by the use of block capitals and it links well into the statement itself as it is talking about being better than everyone else. By having all the tagline in block capitals can give off a masculine theme to the advert which links well into having Gareth Bale as the star vehicle as he is well known to be one of the worlds best football players so he is obviously seen as very masculine. The font is Sans Serif which gives it a modern, stylish and somewhat professional look which connotes with the brand itself.

Design/layout is very traditional with the large image of Gareth Bale who was very well known during the release time of the ads. The white frame makes him stand out even more against the light blue background. All the text around him can relate to scientific information. The bottle carries the slogan '#IBELIEVE'. The use of personal pronouns make the advert involve you and persuade you to buy the product. The slogan is very significant and plays a big part in the campaign as a whole as it implies that Bale believes in the the benefit of this drink and by making it seem like the product has Bale's backing, may encourage people into buying the product. The use of the hashtag indicates joining a movement that includes and is endorsed by professional athletes. The use of role model endorsement is part of the concept of the TWO-STEP FLOW media theoretical model of human behaviour and a well-established marketing technique. 

Wednesday 5th December 2018

How is the advert an example of changes in media representation of brands?
In this ad, Lucozade have included scientific facts on the front of their ad to inform the public about their drink and make them aware that it is not a typical energy drink that is bad for you. By doing this, it changes the way people look at the product as they will read the fact and perceive the brand as professional and serious as it shows that they know what they are doing and will make them more likely to consider buying the product. After this campaign by Lucozade, most other sports/energy drinks have started using this tactic too and you will see a lot more brands putting scientific facts on the front of their ads as it provides the customers with more trust and confidence in that they know what the product is and will be more likely to buy it as they can feel more informed when drinking it. BY telling them all this and then adding 'Better than water' to the add it makes the customers feel safe and confident in that when they buy and costume this product, it will only benefit them and that it is a good thing for them to do.

Why have advertisers and marketeers moved to greater use of social media in their branding?

The have a greater use of social media as their target audience will probably be young adults and social media plays a big part in the current young adults lives. It will give them the best line of communication to their potential customers and will give them the widest reach of who they can target their advertising at as most people in the world; no matter who they are, will have access to some form of social media. By using the hashtag in this ad, it makes it more relatable to their target audience and will be more likely to draw the attention to their ad.

How does the product use conventional stereotypes associated with adverts for such products and brands?
The use of Gareth Bale, a very well known male football star, is typical of sports products as even though there are plenty of other sports and sports stars, it is very common for these brands to use very well known football players as football is the biggest sport. By using all these well known sports personalities, it helps the brand further push the point that the product is as good as it is made out to be and by making it seem like the product has the backing of all these successful athletes will help to convince people that the product does what it says it does and will increase the consumers sporting abilities; furthering the chances that they buy the product. Using Gareth Bale as the head of the '#IBELIEVE' capmaign could further help people believe that the slogan 'Fuels and hydrates you better than water' is actually true and if it has the backing of someone as successful as Garteh Bale, the it must be worth using. The colour palette is very typical of sports drinks as blue gives it a very reliable ad trustworthy feel, which is what they will want the consumers to think of their product as it will make them more likely to buy it if they feel like they can trust the brand. Yellow is also quite typical to be seen on sports products as it makes the ad seem very energetic and that is the main purpose of the product in the first place so if it didn't have a energetic feel to it, it wouldn't be very convincing to potential customers that it is actually capable of doing what it says.

SHELTER:

Charity campaigns have traditionally been different from those for commercial products as charities don't have the spare money to waste on big fancy adverts whereas commercial ads can

They have similar objectives - Raise awareness for a particular thing

Charity ads are all about creating a sense of shared values and social responsibility

Typical Conventions:

• Close up shot - audience positioned to see the empty gaze, the cut on the face
• Eyes stare out, direct address
• Washed out colour - drab/harsh life: realism
• Direct address - imperative nouns 
• Logo/brand - reputable, respected

'We can help' campaign:
Specific target audience
All have the streamline 'We can help' 
All three posters focus on people struggling with unemployment or financial troubles, e.g. debt.
All have the intent of getting people to donate to the charity 
Ads were placed in specific areas to see how they helped people. 

How are these constructed in the advert? What is the appeal of the advert?
The ads are constructed in a way that makes you feel sorry for the people in them and also makes you think about the people in the world going through the issues presented by the advert. The use of children in these ads makes people more wary of the issues as even though no one would like the thought of anyone having to face any of these issues; the thought of a child having to go through it is even worse for a lot of people and might make them more likely to donate to charity. The use of direct address by using rhetorical questions in the ad, make you feel more involved and gives you a feeling that you need to help and that you can do something about it.

In what way does it represent the context of 2013?


How does it reference the brand identity of SHELTER from previous campaigns?

Monday 10th December 2018

Explain how representations in advertising are chosen to help sell the product or brand. Refer to two of the adverts you have studied. (10)

Representations in advertising are chosen to help sell the product or brand as it helps to categorise people as well as helping them to understand why the product is aimed at. In the adverts I have studied they both include typical stereotypes which could arguably help to sell the product, for example, using Gareth Bale in the Lucozade ad is very stereotypical of this type of product as he is a very well known sports star and will attract a primarily young male audience. Due to Gareth Bale being the star vehicle of the ad this may of helped sell the product as he was in the news a lot for his (at the time) record breaking transfer to Real Madrid from Tottenham.  However, some people could see these as negative as by using males and masculinity to always advertise sporting products could be seen as saying that men are more sporty or stronger than women. Also, the use of a white star vehicle could be to appeal to the fact that their target audience is probably heavily white. 

The Old Spice ad includes representations like the stereotypical funny black person that is seen in most films/tv shows which is very well linked to the Old Spice brand itself as it is quite clear that they do not take themselves too seriously and are quite funny when it comes to their products. When it comes to both of these adverts, both of the star vehicles are very physically fit and are both mostly known for their sporting ability which suggests that the dominant ideology for the lucozade ad and the old spice ad is that the audience will be able bodied as both of the star vehicles are professional sports stars and there for are able bodied. However, the Old Spice ad could be taken as negative in the sense that it is aiming it at primarily heterosexual couples when in reality it could be gay couples buying their products too. Old spice has used the typical genre stereotypes of masculinity when advertising there product. They have used Isaiah Mustafa as their star vehicle and in all their ads he is shirtless to show off his muscles and show his masculinity. The smirk he has on his face in the ads also shows his confidence in himself, showing he knows full well that he is a good looking man. It could also further emphasise that the brand does not take itself very seriously and the smirk seems like he is also finding the adverts funny.