adverts

Rewards and punishment

• Physical Reward- Buy 1 get one free

• Physiological- i ams cat- persuades the viewer- if we don't buy it we will be poor and cat will die

• Value messages in advertising

Maslow's Hierarchy of needs

5 needs: Esteem, Physiological, Self- actualisation, Safety needs, Love and belonging needs

1. physiological 

2. Safety

3. belonging and love

4. esteem

5. self actualisation

Emotional Appeal
A method of Persuasion that's designed to create an emotional Response.When an advert wants to appeal to the audience to persuade them to purchase a product, they will use Pictures and videos to catch the audiences attention. For example, The National Society for the Prevention of Cruelty to Children (NSPCC), which uses images and videos of children living in abuse and poverty, to draw in the audience and make them feel sympathy.        

Advertising Rules

• Skittles- Taste the rainbow,    Mc donald's- I'm Lovin it,  Red Bulls- It will give you 'wings', Tesco- every little helps, Nike- Just Do it

• A lot of adverts stereotype woman, a lot adverts sexualise and objectify woman, for example lots of perfume adverts show naked woman often celebrities performing the ad. This links into the campaign in how woman are sexualised. 
• Galaxy used very popular scene in the famous film Breakfast at Tiffany's  to publish there ad, they also had a song from the popular film 'moon river' also playing in the  background. The actor performs the iconic scene but then sits in a car and gets out a galaxy chocolate bar. 
• Music is used in adverts to prevent the advert from being boring, if there is no speech or music in an advert then the advert will be boring. The music always corresponds with actions and tone of the music. Often the song has the message of the advert in it. For example Sky used the 'wouldn't it be nice' by The beach Boys to portray the message that sky allow you to keep leftover mobile data
• Celebrities are used in adverts to help promote the product and brand as it gives the brand a good reputation. George Clooney features in the coffee advert nespresso, this helps promote the brand. Also some companies use famous characters to promote their product, Mr Bean has featured in snickers adverts and Scooby Doo, Fred Flintstone and Top Cat have all featured in the bank Halifax. This idea helps attracts young people who are looking to join to join Halifax. 
• 
  

Computer Game Covers

Grand Theft Auto five

This game is action and crime game, about a group of car thieves and criminals. in the game most of the female characters in the gems are sexulised  due their clothes and speech. we can tell that this game is an action game due to the weapons and veichles also the characters are in action positions.

This game cover shows 5 men in an action position, the only female shown is not in an action scene but has sexulised facial expression, in a cheeky pose. This game cover connotes that this game won't have women in an action role but will have them in a sexual role.  The woman is also blonde and taking a selfie, which is representing woman being self obsessed and narcissistic.

The genre audience for teenagers and young adults, this can be connoted by the action scenes and visual images. This Poster would attract a young adult game audience because it gives them an insight of the game play.

To conclude this game cover represents female negativity and attracts a young adult audience because of the insight of the game play.

Newspapers

Spurs face FA inquiry after fan throws banana skin at Arsenal’sAubameyang

The Guardian 

This news story represents  black people, it negatively supports the fact that racism is still around today, but still in football. To sum the story a Tottenham fan threw a banana peel at Aubameyung (Arsenal's top scorer, who is also an african Gabonese football player). The fan and Tottenham have been charged by the FA, and the fan was arrested and banned from games. 

The angle in the picture on the guardian website frames the banna skin and cuts the players heads of and we only see the banna and a dolly shot of Aubameyang's legs. The headline gets to the point and literally explains the main story at head, which adds the seriousness element. The article includes quotes from tottenham staff apologising on behalf of the fan.  The Guardian are a left wing newspaper so they are likely to hugely support anti- Racism.

Racism in football have been a big thing in football down the years. A number of Black football players have experienced racism in football.

Daily Mail

Tottenham fan arrested for throwing banana on the pitch as Arsenal forward Pierre-Emerick Aubameyang celebrates goal in North London derby

Daily Mail are a right wing newspaper, so they tend not care a lot about ethnicity equality and more about capitalism and politics.  This headline is more lighthearted than the Guardians. 

 The article doesn't accuse the fan as much as the guardian does. They are abrupt to make the point that it isn't confirmed that it was a racial offence. 

 They have identical images to the Gurdian, but they don't cut out aubameyangs legs as they show the full image, this connotes that they don't care that much about the banana. There is also another image of a banana in the air making its way to the players, the guardian also used this image. 

The Independent

The independent is an impartial newspaper it is both right and left wing.

Comtempary

David Beckham kissing his child

Last weekend David Beckham took his kids to winter wonderland for a christmas treat. 

He then posted a picture on social media of him kissing his youngster daughter Harper- seven on the lips. His post caused a huge uproar and debate on whether kissing your children on the lips is right or not. Lots of celebrities have got involved in the debate of this issue. Greg Rutherford, the olympic long jumper got involved and defended Beckham  by also posting a picture of him kissing his youngest on the lips. 

Leicester city Helicopter crash

After an exciting game with West Ham, the Leicester city Chairman carried on with his match day routine. He got in a helicopter in the middle of the pitch with his staff. A few minutes after a crash was heard and then seen by serval of leicester city players and Staff. The helicopter had crashed and 5 people had been believed to be dead. The next two games for lecisetr where the most difficult for all the leiscerte city players. They grouped together with the fans in 2 minute silence,. 

 

 Analysing Newspapers

This Daily Mirror front page story captivates us with the main image that is attracting the audience. The main image is a figure of 'the statute of Liberty' with her hands over her face, which connotes disappointment and regret. As soon as the audience see this iconic American landmark, the audience quickly think America. The image has the connotations of destruction and despair due to the background image of explosions and damage. From the image we can implies that the daily mirror are against and anti-bias to  Donald Trump. The headline 'It's President Trump....' finishes the ellipse which means that there will be follow up statement, it is followed by the disappointed statute and the rhetorical question, 'what have they done?' The paper exaggerates how bad Donald Trump is.  The pull quote gives us more information on what the full article will be about and what the writers really think. The newspaper persuades a particular group of people to read this paper and those people, are people who are anti- Trump. if the writer has the same opinions as a reader they are more likely to buy the paper. 

The front cover also have a plug which is about the Croydon tram crash that killed 7 people. It was a devastating event which resulted in death. So it was odd that Trump's story had more proximity and attention then the tram crash that resulted in death. Which shows that the paper think that politics is more important that people dying. America is the elite nation that is getting all the attention in this paper. 

The Daily Mirror is Tabloid Newspaper, which means it wants an all age audience. This Front cover has more image than text, which makes it captivating and intriguing for a younger audience. The daily Mirror is owned by 'reach plc' which is one of Britans biggest newspapers publishers.
The Daily Mirror have normally supported the labour party, in the worst they have encouraged they reader to vote for Labour in general elections. Daily Mirror is a left wing side newspaper. Which means they support freedom, equality, multiculturalism and are often liberal.  So often they will support these connotations.



B-  Ofcom are in charge and are responsible for creating all UK broadcasting channels and newspaper industries.  The regulate all the articles and papers and accept and answer peoples complaints.


Extension-

The Daily Express are a right wing newspaper, which means that they are more likely to side with Donald Trump, which is evident to this Headline 'Trump Boost for EU exit' which emphasises that they see Donald trump as an ally and it is an positive thing that he has being elected.  It also implies that they side for Brexit.

Daily Express is also a tabloid paper with the same sort of format. However we have a smaller less empowering image than the Mirror's image, which means it is less serious than the Daily Mirror. Both newspapers have similar approach to personalise the article to their reader. The Mirror say ' what it means to you' which is negative. The Express say that it will have a good effect on us. 

Film Marketing

Johnny English- Strikes again (2018)

                                                       

When we see the film Johnny English we immediately know comedy because of the franchise success in the previous two films.  This poster sticks with the common association with a comedy film, as there is no setting and just has a clear one or two colour background. This is done to give a lighthearted touch. The character's body position and language  connotes a humorous element is trying to be displayed.  The characters initials are displayed in dark red colour which connote an action or thriller element as well. The characters prop also indicates action.

The audience are promised of pleasuere  because of the actors success in comedy films and tv shows, for example Rowan Atinkson was the actor for the popular comedy Mr.Bean, which indicates he has comedy experience.  The audience expect  this film to amuse them entertain them. The tagline 'when only the best will do' is an ironic and humorous statement. This tag line bigs up the characters and his ability to be a spy.

This poster uses intertextuality of James Bond Films which can say that the producers our trying to suggest that this the comedy version of James Bond. there lots of similarities and differences in these posters.
Similarties                             
Both holding a gun in right hand whilst crossing arm
Both in a strict and confident position and closed body language
Both in formal evening dinner suits
Both posters in black and white colours
Johnny is standing infant of his initials and sometimes Bond stands behind his agent tag 007
Both male and white- shows strength  and are both British
Has layers the same, title is underneath star

 Differences

Bond has a more serious facial expression than Johnny English, this connotes that Johnny English will be a comedy and Bond will be a serious action
Johnny English has a witty tagline which usually a comedy would have it also has main star name.

Trailer

The trailer for this comedy begins serious it has establishing shots of the London eye and other buildings, this is done to set the scene. Then serious music is introduced with text highlighting that there is a problem that the hero must fix, the song lyric is 'i need a hero' There are scenes just like James bond of a hand starting up a rich sports car, which are connotations of a traditional british spy. The characters face isn't shown to build tension and to keep the serious mood alive.  There is then another establishing shot of London before we get to the main charcter, where the whole mood changes. When we see him, we see the first comedy scene and the song immediately changes to an upbeat and humorous tone.

There is a fast pace editing tempo changes and scenes of the films appear and vanish rapidly. Then the main storyline is explicitly explained, thus is how we know it is a comedy action, because there both connotations of both genres in the trailer. We then see more idiotic actions from the character and his partner, for example the bike scene and Virtual reality seen, we obviously don't see the entire scene but we snippets from it.  Serious characters, like the prime minister always contradicts with what Johnny is doing, for example the prime minster says 'is the agent you put in the field making some progress', and then we are taken to a fire scene caused by the character.

 

Adverts

Print- Coca Cola- 2015


Coca Cola is a worldwide popular brand that everyone knows and loves. This advert is targeted to everyone as anyone can enjoy the product being sold. The tagline in this advert is 'all for one. one for all' which is famous phrase in its self. The campaign behind this advert is that coca cola are trying to express the point that there are different flavours and types in the coca cola industry. The iconic logo runs over the different types of coke bottles. There is also another slogan 'choose happiness' which manipulates the audience to make them think that the product will make them happy, which is persuavive.

Coca Cola are hugely associated with christmas, they always supply a different christmas advert every year. The products colours are the same as christmas colours. In this advert the brand feature an iconic christmas character 'Santa Claus which gives the brand an identity and a product endorser. This character can help get people ready for christmas and can help bring the product a younger audience, due to the character who is being portrayed. Santa Claus has been associated with Coca Cola through the years. It is believed that when Coca Cola first came out they use Santa as there main spokesman. It is also believed that before Coca Cola Santa wasn't red and white.  The similarities between this advert and the other are as followed. The background colour in both is an iconic red which is the colour most associated with coca cola. The catchy slogan is quite simlilar 'open happiness' which has the same idea behind it, the slogan again connotes that the product will bring you happiness. Both adverts feature the main product, 'a classic coca cola bottle'. This is the brands identity.

Tv advert- Cadburys 

This brand is a very popular brand at the moment, it targeted to everyone again as it is a food product which anyone can buy. This advert is for the people who are sentimental as this light hearted soft cell advert.  This a classic advert, it is realistic and has a common theme.  The camera always reverse shots to the shopkeeper and the small girl. All the shots of the girl are at eye level which helps the viewers connect with her and feel sympathy for her.  The advert features the main classic product and it is the subject of the advert

The main narrative of the advert is it the mothers birthday, who is an ordinary middle class working woman. She has daughter who wants to show her appreciation by buying her a present. We follow the mother and her child throughout the day until they get to the shop.

We have a low key lighting in the shop which allows us to focus on the customer and the shopkeeper. There a close ups on the characters allows us to see there emotions. When the girl goes and hugs her mother, there is a close up on the shopkeepers face which shows that he feels proud in what he done by giving the chocolate for free.

There is a negative stereotype on a working class mother of one, she is shown at bad fast food job, and is then shown being busy when on the phone. The tagline appears in the end with 'there's a class and a half in everyone' which is saying that everyone has a heart, which is shown in the shopkeeper

Michael Jackson Artist Profile

I chose do my artist profile on Michael Jackson. In this powerpoint it explores three of his songs and discusses how to match the artist star persona. It also explains how the artist used media to promote himself.
https://drive.google.com/file/d/1Oc_ipx-PAhT8G-PtLh33bBDyAaZEmSsS/view

My Documentary

This Link will take you to; Elorm Larbi and Jake De Souza's  Documetary

https://drive.google.com/file/d/1HS78Sa3odu234UdJEQelGRb0--5ULzEg/view

Advertising Campaign- Water aid

Thee target audience of water aid are the general public, who aged between 18- to roughly 60. They need to think about who are more likely to spend their money. Also as the main target of water aid are african children they may try and target families with children at similar age, so they may put their adverts on family channels.

The idea of the advert is too raise awareness about children in poor countries who drink unhealthy water. The advertising company are trying to make the viewers donate money to the cause. The message is that children in Africa are having to suffer and are being forced to drink unsafe water. The message is convincing as the advert contains real life image of the children having to drink unsafe adverts.

What is cross platforming advertising?

During this essay, I will be explaining the true meaning of cross platform advertising and where and who uses it. I will be exploring the range of media types that cross platform advertising is used, for example on the TV, Radio, social media and print media like bus advertising and billboards.

Cross Platform advertising on the Tv

This is, in my opinion the most effective and most used form advertising. All the high business and companies advertise their brand, idea, product on advert breaks during TV programmes. ITV is funded by advertising. On all ITV programmes they have advert breaks during and after the programme. The idea behind is that viewers of hit shows like Coronation street  and This Morning watch the adverts, whilst waiting for the programme to come back on, they are persuade to buy the product that is being advertised. Lots of companies advertise their products on the screen. For example McDonalds advertise their business on the Tv to persuade people to come to eat in the restaurant.

Most of their adverts are humorous or tell a story. There are always different McDonald’s adverts on in the same year. They all have a different message. For example this year their adverts theme has as followed:

·         McCafe madness

·         Big Flavour Wrap

·         like to get your money’s worth

·         Carving for gherkins

As I have already mentioned McDonald’s have two categories for their adverts sentimental, with a story of real people’s lives and a humorous ordeal. Examples pf the sentimental adverts is the ‘cravings for gherkins’ advert. This advert is about a pregnant mother and her partner who struggling to cope with the difficulties of pregnancy. In the end the partner gets her gherkins to tackle her food cravings. This sort of advert helps the viewers in a similar scenario to connect with the item being sold. The other category is a humorous element, an   example is the common theme of ‘like to get your money’s worth’ they express this idea in different scenarios. For example:

·         Wearing wedding dress to work

·         Wearing Halloween costume other than Halloween

·         Using leaf blower to dry wife’s hair

These humorous adverts allow the viewer to be entertained which also is a technique to make the viewer go into the restaurant. These adverts are also advertised on Social Media, Radio and print.

Cross Platform advertising on the Radio

Advertising on radio stations like Capital, Heart and Smooth, is another popular way of advertising. Most companies who advertise on the radio often also advertise on the TV as well, this is an example of cross platform advertising.

A radio advert must be more descriptive than acted. As listeners can only hear not see what’s going on.  Often adverts they have one or more people talking together and they explain what is going on. Companies who advertise on the radio often use the same script as their Tv advert, but they re–word it so listeners can understand the advert without physical acting.    

This is a script from a McDonalds radio advert in 2016 (found from campaign website).

In this script we can see McDonald’s main message in this advert is that they are open 24hrs, which is informed to the audience at the end of the advert.  The advert again contains a person who is an everyday scenario. If this was an tv advert there would be less talking and the man in the car would be shown. But as this is an radio advert the ‘male driver’ explains the scenario. After this the narrator ends with the idea of the advert.

Cross Platform advertising on  Social media

Companies whose target audience are young people often advertise on social media platform like Instagram and Snapchat, as most young people use these. For example H&M and NIKE. On Instagram adverts are shown on users feed as they scroll down, they will come across. The advert will often be a poster or a short video, including key information about the selling point. It is the same thing on snapchat. A short video appears after looking at their stories.   Also lots of companies create their own social media pages so people can follow them and keep up to date with the company

This advertising platform is used to promote their product to a younger audience so they get them to use their product. The advert also contains a link to the website of the company, which helps to get the person to buy the product as it makes it easier for them. Most of companies who promote on social media often advertise on the tv and other media platform.

Cross Platform advertising on print

When we use the term ‘print’ in media we mean publishing products on items like, magazines, billboards, prints on buses. This media form of advertising is used so mostly everyone can see it. As of the majority of world travel everyday by public transport, they are almost certain to come across this form of advertising.

Examples include in many train stations there are digital or paper billboards that feature a poster of a particular company. Another form is on the sides of buses, most double decker buses have advert strips on either side of the bus, they mostly advert upcoming films, however they also advertise big companies like, McDonalds, coca cola and reed.co.uk.  Most companies who advertise using print also advertise on the TV and the radio.

Cross Platform advertising digitally

Finally lots of smaller companies and some big ones. Display their advert posters on some websites. For example when a child is doing their homework they may click on a website and on the top or side of the page there will be an advert, containing a link the website, which is very similar to social media advertising.  The more people who click on the link the more money the host website gets, this is called pay-per-click.

Conclusion

To conclude lots of companies market their products on a range of different media platforms, which is called Cross platform advertising. Each platform attracts a different type of user and is used in different ways. There is no official study to suggest the best form of media advertising. But the company would try to use a form that best suits the product. But most companies use a range of media advertising.

Bibliography

·         Unknown. (Unknown). How are ITV and BBC funded? Available: http://www.answers.com/Q/How_is_ITV_and_BBC_funded. Last accessed 27th sept 2018.

·         Unknown. (2018). McDonald’s Advert Songs (2018) . Available: https://www.tvadsongs.uk/tag/mcdonalds/. Last accessed 27th sept 2018.

·         Staff. (2016). Top 10 radio ads of 2016. Available: https://www.campaignlive.co.uk/article/top-10-radio-ads-2016/1418495. Last accessed 27th sept 2018.

·         Unknown. (Unknown). Bus Advertising. Available: https://www.exterionmedia.com/uk/our-products/bus-advertising. Last accessed 27th sept 2018.

·         Jason in Hollywood. (2013). Apple ipad mini billboards. Available: https://www.dailybillboardblog.com/2012/11/apple-ipad-mini-billboards.html. Last accessed 27th sept 2018.

·         Jenn Herman. (2014). 5 instagram tricks you don’t know. Available: https://www.jennstrends.com/5-instagram-tricks-dont-know/. Last accessed 29th sept 2018.

·         Unknown. (2016). McDonalds Saver Menu - Wedding Dress advert UK 2018 . Available: https://abancommercials.com/uk-ad/1033/mcdonalds-saver-menu-wedding-dress-advert. Last accessed 27th sept 2018.

By Jake De Souza 

Music Video Key Terms

Purpose 
Purpose- The idea or point between the product that is shown. so in this the point or idea behind the music video and what idea is trying to be portrayed.

Promotion of single/album- how well the single or album does, for example how many copies were sold or downloaded

Moving image codes
Camera shots/angles- Close up- close image shot of an object, for example a persons whole face.
                         Extreme close up- a zoomed close up, e.g. just the eyes of a person, represents emotions
                         High/Low angle-  From a high angle looking down on the actor/actress, making them look weak and defenceless/ from a low angle makes actor/actress long threatening and powerful.
Movements-  Pan- Moving the camera around from a fixed postiion  
                     Tilt- Camera is tilted from a fixed postion
                     zoom- camera zooms in or out of an object creates suspense
Editing-      Cut and fade- introduces next sequence or scene
                   Cut to beat- video is cut to fit the beat of the song

Visual Codes 
Expression  + gesture-  Used to captivate the actors feelings and emotions. In 'norf norf' video the white police officers facial expression connotes that he is aggressive.

Costume + props- These help to explain the context of the video, for example in the 'norf norf' video the officer has a gun which again shows his power.

Icongraphy- images used in the video

Lighting and colour-  darkness can connote seriousness and independence

Graphics- a serious of illutrations    

Key Terms      

Genre- A category of the song, pop, classical, grime
Star persona- The singers personality in the video. In  the Katie perry video ( California Girls) she is shown as immature and fun.

Motif- What the image means in the video, and the idea in the artist work.

Anchorage- when a piece of media uses another piece of media to reduce the amount of connotations. So the image goes along with the lyric

Binary Opposites-  a related pair that are opposites, e.g. poor vs rich

intertextual references-  References from another media product, a movie

Style

Narrative- the story behind the music video. ' dear future husband' is about her ideal husband

Thematic- relating to other themes or subjects


Representations- how a specific group is being represented in the video 

• Ethinicty 
• gender 
• sexuality 
• nationality 
• religion

Audio 

Lyrics/ dialogue- what the words mean and have to do with the narrative

Gender representations 

Avengers Assemble 

Black widow:

In the first avengers film in 2012 Black widow, played by scarlet Johansen was the only female main character in the cast. In this scene where her character is being introduced, can be seen as both a positive and negative representation on woman. Also the darkness in the picture also connotes that she is being threatened. The high angle shot again emphasizes her being threatened.

Negative

In this scene
the character is shown as weak and vulnerable, as she is being tortured and interrogated. She is being interrogated by three men and the only female in the scene is shown as the weak one. The negative stereotype in this scene is that men are stronger and more important than the woman.The character is also wearing objectifying clothing and the men are fully clothed. This is another negative stereotype as the woman can be described as a sex object as she is the one who is being objectified rather than the men. 

Positive
After she receives a phone call the tables turn as she takes charge over the situation her captives. She is being represented as brave, heroic and superior. This is a counter stereotype . As she starts to fight them and acts like nothing happened.

Tomb Raider

Lara Croft

This example is quite similar to my first example. As she is being objectified with her clothing  and the poster only features from the waist up. However the positive counter stereotype is that Lara is the main protagonist which is good as the main character of most action films feature a male protagonist. It is positive that the main character a female and is presented as heroic, brave and superior just like black widow. In the poster Lara shown as a strong and an intelligent female hero.