Download - GCSE Media Perfume Advertising
MEDIA STUDIES – GCSE ASSESSMENT ONE
Perfume Advertising
The Four Key Concepts
Media Language
Media Representati
ons
Media Institutions
Media Audiences
•The way in which media texts communicate•Combination of image, words, sounds•Reading of signs and symbols
Media Language
•The ways in which people and places are re-presented through the media
Media Representatio
ns
•The organisations and companies involved in the production, distribution and regulation of media texts
Media Institutions
•Who media texts are targeted at•The different ways in which audiences respond to media texts
Media Audiences
Target Audiences
Decide what kinds of people you think are most likely to buy the following products. Why?
Baked beans Small hatchback car Double Glazing Jeans New sofa Trainers Computer Games New sports car
Target Audiences
Choose three of the following groups of people. List five types of products they are likely to buy. Why?
Over 60s Young couples with no children Boys aged 5-11 Girls aged 5-11 Men aged 18-25 Fathers and Mothers with growing families Teenage girls aged 13-18 Teenage boys aged 13-18 Women aged 18-25
Advertising Psychology
Advertising is designed to suggest that a product will supply something that the audience wants.
Some needs that advertisers play on include: To be superior to others or part of a superior
group To be up-to-date and a trendsetter To be a member of a happy family To be attractive to look at To be popular To be wealthy
To be superior to others or part of a superior group
To be up-to-date and a trendsetter To be a member of a happy family To be attractive to look at To be popular To be wealthy
To be superior to others or part of a superior group
To be up-to-date and a trendsetter
To be a member of a happy family
To be attractive to look at
To be popular To be wealthy
Selling techniques
For each technique opposite, suggest an advertisement that uses this approach and the effect it is intended to have on the consumer
Claim that product is “new”, modern, or “the latest”Claim that it is traditional, dependable, “quality”Promote the feeling that the buyer is superior or specialUse humour or witImply scientific or technological advancesSuggest that the product is the biggest or bestUse gimmicksSuggest it is a bargainPicture babies or childrenPicture “cute” animalsSuggest that the product is unusual or out of the ordinary
Denotation and Connotation
What you can see or hear in a media text
A description of the text
E.g. there is a blonde-haired woman with pink trousers on.
What is suggested or implied by the denotation
An analysis of the text
E.g. her pink trousers emphasise her femininity
Denotation Connotation
Denotation and Connotation
What is the denotation in these images?What are the connotations of these images?What products could be advertised using these images?
Use of colour
Colours have multiple connotations, which can be varied and opposite.
For example, green can connote envy, jealousy, springtime or nature.
What are the connotations of: Black Gold Pink Yellow Grey Red
Perfume Advertising
GCSE Media Studies Controlled Assessment Assignment 1
Perfume Advertising
Assessment One Analytical Task: analyse two perfume
advertisements. How effective are they in selling their product?
Research and Planning Task: design and produce your own perfume advertisement targeted at a specific audience
Why perfume advertising?
When advertising a perfume, you are not selling a product which does anything
You can’t say it’s the best, fastest, strongest, has the biggest engine…
Instead, you have to sell the idea of what the perfume will create
You are selling an image, a lifestyle, or a feeling
Technical AnalysisCodes and Conventions
Analysing a Perfume Advert
Type of Shot
Long Shot Close Up
Angle
High Angle Low Angle
Mis-en-scene
Depth of Field
Shallow depth of field Deep Depth of Field
“Realism” or Constructed Images“Realistic” – looks documentary
Artificial Construction
Single Image or collage
Single Image Collage
Soft or hard focus
Soft Focus Hard Focus
Mode of address
Direct Address Indirect Address
To summarise...Image Analysis
Shot Type (CU, MS, LS) Angle (Low, High,
Straight) Mis-en-scene Depth of Field Realistic or artificial
looking? Single image or collage? Soft or hard focus? Direct or indirect mode
of address?
Plus...
Colour palette Imagery / References Lighting – low key?
Harsh? Soft? Coloured? Natural?
Text choices: fonts, colours, size, angle, position
Representation: how does the advertiser tell the audience what type of person this is?
And, for each of these: what is the effect on the audience? What impression does this technique create?
Homework
Choose one of the adverts on your A3 sheet
For each technical feature you have identified explain why you think the producer has chosen it. What is the effect on the audience?
In your books For Friday 17th October
Homework
Find one or two perfume adverts and bring to lesson on …
For each one write a couple of sentences about why you think it is an effective advertisement
Media Language:•Colour•Type of shot•Angle•Focus•Depth of field•Mis-en-scene•Realism?•“Storyline”?•Use of words•Font design/size•Layout
Representation:•Who is represented?•How are they represented?
Audience:•Who is the target audience for this advertisement•How do we know?•What might other audiences make of it?
Media Language:•Colour•Type of shot•Angle•Focus•Depth of field•Mis-en-scene•Realism?•“Storyline”?•Use of words•Font design/size•Layout
Representation:•Who is represented?•How are they represented?
Audience:•Who is the target audience for this advertisement•How do we know?•What might other audiences make of it?
Media Language:•Colour•Type of shot•Angle•Focus•Depth of field•Mis-en-scene•Realism?•“Storyline”?•Use of words•Font design/size•Layout
Representation:•Who is represented?•How are they represented?
Audience:•Who is the target audience for this advertisement•How do we know?•What might other audiences make of it?
What makes a successful perfume advert?
To summarise...Image Analysis
Shot Type (CU, MS, LS) Angle (Low, High,
Straight) Mis-en-scene Depth of Field Realistic or artificial
looking? Single image or collage? Soft or hard focus? Direct or indirect mode
of address?
Plus...
Colour palette Imagery / References Lighting – low key?
Harsh? Soft? Coloured? Natural?
Text choices: fonts, colours, size, angle, position
Representation: how does the advertiser tell the audience what type of person this is?
And, for each of these: what is the effect on the audience? What impression does this technique create?
Planning your own advert
Who is your target audience? Age Gender Interests What do they value?
Where would they see your print advert?
Which magazines? Why?
Things you need to plan – with your target audience in mind Name of perfume/fragrance Name of institution/branding A slogan (what techniques can you
use?) Idea of main image Ideas for colours Style of typography Background Key message being communicated Design of the bottle Positioning of images/text
AdvertsYear 10 Perfume
Half Term Homework
Take a selection of images (between five and ten) for use in your perfume advert. Think about: Mis en scene Angle Lighting
Bring the images to school on a memory stick or similar on Monday 5th November
Advertising and Marketing
Representation
Representations of women
Representations of women
Representation of relationships
Advertising and Marketing
Effective Slogans
Slogans
Advertising slogans are short, often memorable phrases used in advertising campaigns.
Which slogans can you remember? Thought shower and list as many
slogans as you can think of.
Some Famous Slogans
If Anyone Can, Canon Can Stena Sea Link: Ferry Affordable Don’t just book it, Thomas Cook it Beanz Meanz Heinz The Appliance of Science Just Do It The future’s bright; the future’s Orange The World’s Local Bank Fun anyone?
Slogan Techniques
Sums Up What the Brand Stands for
Uses Present Tense
Use of Humour, Puns and Word Play
Uses Imperatives
Rhymes/Phonological Impact/Alliteration
Use of capitals, choice of font and font size
Identifies Audience and VAL
Shows Attitude and Personality
Identifies and Sells Needs and Desires –
What will it do for you?
Use of Second Person You/We/Us
Name of the perfume and slogan What is suggested by the name and
slogan?
What values and underlying messages are being communicated to the audience?
Does the style and size of the font imply or suggest anything?
Perfume Slogans
How many of these can you remember?
Perfume Slogans
Do you dare? (Britney Spears) Let your fragrance sparkle (Boss) Your Fragrance, Your Rules (Hugo) Because You Never Know When (Lynx 247) Follow your inspiration (Christina Aguilera)
Language of Perfume Adverts: Empowering, Aspirational (follow your dreams), Emotive, Motivational.
Graphology/Typography
Does the style and size of the font imply or suggest anything?
Perfume Bottle Design
What does the style and shape of the bottle suggest?
Men’s Perfume/After Shave/Cologne
Men’s Perfume/After Shave/Cologne
Men’s Perfume/After Shave/Cologne
Women’s Perfume
Male/Female Ranges
Year 10 Media Studies Rooming
Up to half term: normal rooms Monday 5th November: p5 in D3, p6 on the Mezz Tuesday 6th November: p5 Mezz Wednesday 14th November: p4 Mezz Thursday 15th November: p1 Mezz Friday 16th November: p2 D3 Monday 19th November: p5&6 Mezz Tuesday 20th November: p5 Mezz Wednesday 28th November: p4 Mezz Thursday 29th November: p1 Mezz Friday 30th November: p2 D3
Deadlines
Monday 19th November: p5&6 Mezz Tuesday 20th November: p5 Mezz Wednesday 28th November: p4 Mezz Thursday 29th November: p1 Mezz
LAST COMPUTER ROOM LESSON Friday 30th November: p2 D3
FINISHING OFF HAND-WRITTEN ANALYSIS Monday 3rd December: p5&6 D3
WRITING UP EVALUATIONS Tuesday 4th December: p5 E2
WRITING UP EVALUATIONS AND FINISHING OFF Wednesday 12th December: p4 D3
FINAL DEADLINE – ALL WORK HANDED IN ON PAPER
Evaluating your advertisement
A clear outline of who your target audience is (by age, attitude, personality – be as detailed as possible)
Comment on: How your advert suits your target audience’s needs, desires and
aspirations The name, institution and slogan for your advert with reasons how these
target your audience. How successful your advert is in persuading the audience to buy your
product? How have you achieved this? Colours – denotation & connotation Image – use your glossary to analyse the construction of the image Representation – how have you represented the person/people? Slogan / Perfume Name – explain and evaluate your choice of
language What technical skills have you used? (use the Photoshop skills sheet)
Use media terminology throughout your commentary.
What needs to be handed in
First “Real” perfume ad stuck on A3 and analysed Second “real” perfume ad stuck on A3 and
analysed Clean printout of your perfume advert Copy of your perfume advert stuck on A3 and
evaluatedOptional extra: Sheet of A4 (handwritten or typed) explaining
your planning process: how you came up with the ideas, how use used the software to create your production, which technical skills you have used