C1 - Advertising and marketing Flashcards
What ways are there of marketing a film?
Trailers, adverts, billboards, social media, DVD trailers, music videos, websites and website promotion
Why is marketing important?
Helps increase box office numbers and revenue, making it successful
What are the functions of a film poster?
Informing and attracting the audience, captures a moment of a film that personifies the whole film. Captures the use
Compositional techniques and media language of a film poster
Rule of 3rds, typography, colours and having a also production credits
Conventions of a film poster
Main image and release date
Industry: kiss of the Vampire production context- Hammer
- Produced by Hammer and distributed by Universal, meant to be a sequel to 1958’s Dracula however the script made no reference Hammer had success with ‘monster movies’, saw women liberation and decriminalisation of gay men.
cultural context of the kiss of the vampire film poster
-the 1960s audience for this advert could be assumed to be familar with the codes and conventions of ‘monster movie’ film posters- such as it’s compositoion, fonts and representations of ‘the monster’ and it’s (usually female) victims.
representation in the kiss of the vampire film poster
1960s are often seens as the start of the women’s sexual liberation, aided by events such as the introduction of the contrapcetive pill.
-more women than ever were entering the paid work force and sixties feminists were campaigning for equal pay, a legislation that was passed in the US in 1963.
history of commerical print adverts
-advertising became more popular in the 18th century
-in the 19th ceuntry, advertising became a major force for Capitalists economies
-commerical advertising grew in the 20th century with the development of new technology
product context for the tide print advertisement
-designed for heavy duty machine washing, procter and Gamble launched Tide in 1946 and it quickly became the brand leader in America, a position it maintains today.
-The D’Arcy Maisus Benton and Bowles (DMB&B) advertisng agency handled Procter and Gamble’s accounts throughout the 50s. Its campaigns for Tide referred explicitly to P&G because their market research showed that consumers had high levels of confidence in the company.
historical context for the tide print advertisement
-the post-WW2 consumer boon of the 50s included the rapid development of new technoliges for the home, designed to make domestic chorse easier, Vacuum cleaners, fridge-freezers, microwave ovens and washing machine all became desireable products for the 1950s audiences. Products linked to these new technologies also developed during this time, such as washing pwoder.
context for the Super.Human advert
-Bradford Young, an African American Oscar-nominated cinematographer, made the advert. He was also the first Afro American to be nominated for an Oscar.
-The advert was paid for by Channel 4, as the advert was advertising their coverage of the 2020 Paralympics.
-They gave 1,300 hours to the Tokyo 2020 Paralympics that year, shown in 2021 due to COVID.
-Every night, during the 2012 London Paralympics, Channel 4 broadcasted a show called “the last leg”, presented by Adam Hills.
-He said about the show “Three guys with four legs talking about the week.”
-Disability represented in the media didn’t really being until the 90s.
what is comapssion fatique?
-it can be caused by a long advertisement with multiple examples of suffering, or too many adverts in an acute time frame. Too much guilt cna be counterproductive an make audiences not want to donate, due to the consistent invasive feelings of guilt and pity.
Does Super. Human. challenge or reinofrce codes and convetions of a typical charity advertisement?
Super. Human does have repetitive messages of pushing yourself and trying, however it more challenges than reinforces the codes and conventions of a charity advertisement as whilst some bits may come across shocking, the man at the café not helping the woman get into the shop, the vast majority of the advert is detailing Paralympian’s day-top-day life training. There is no voice-over/ dialogue in the whole advert, meaning there’s also no personal pronouns and there is no emotional non-diegetic sound, as the non-diegetic sound used is more a mashup of upbeat songs. Aesthetics also don’t come across ‘muted’ nor is any emotional language used. Here a personal perspective layered throughout the advert, but no narrative
