Advertising

Question 1

What is a Brand

Answer 1

a range of products with a set of values that are easily recognised by consumers

Question 2

How is Brand identity created?

Answer 2

Essence
Slogan
Personality
Values
Appearance:
Heritage
Emotional benefit
Hard benefit

Question 3

Pathos

Answer 3

persuasion that appeals to emotion

Question 4

Ethos

Answer 4

persuasion that appeals to credibility

Question 5

Logos

Answer 5

persuasion that appeals to logic

Question 6

What is the AIDA model?

Answer 6

Awareness
Interest
Desire
Action

Question 7

Where was Sephora posted?

Answer 7

Youtube, the Oprah channel and Black entertainment television

Question 8

When was Sephora?

Answer 8

After BHM 2020

Question 9

Media Language in Sephora

Answer 9

Split screens
Shows Sephora products but doesn’t emphasise them
Lexical code: ‘cut creases’ ‘beat faces’ ‘Icons’
Warm lighting
‘A mothers love’
‘The styles we can’t wait to post’
‘Join Sephora in supporting and celebrating black beauty’

Question 10

Sephora 15% pledge

Answer 10

15% of sephora’s shelf space goes to black owned businesses

Question 11

Sephora context: training

Answer 11

Customers complained after being racially profiled in a US Sephora store, all US stores closed for a day to give inclusivity training to staff

Question 12

Application: Hall to Sephora

Answer 12

Dominant reading: Sephora are doing a good thing
Negotiated reading: appreciation of the message, feeling as though Sephora are simply trying to make up for past wrongdoings
Oppositional reading: complete rejection of both Sephora’s intentions and the message in itself

Question 13

When was Score released?

Answer 13

1967

Question 14

Media Language in Score

Answer 14

Dress codes: man in practical clothing, women underdressed
Women are wearing makeup
Body language: man is relaxed, holding a gun.
Lexical coding: ‘Get what you’ve always wanted’
Positioning: women are on a lower level than him, but also holding him up
Tiger skin platform

Question 15

Gender roles in 1960s: Score

Answer 15

women as domestic servants and men as powerful breadwinners

Question 16

Context: homosexuality

Answer 16

homosexuality was decriminalised in the same year as Score was released

Question 17

Application of Butler to Score

Answer 17

Power dynamics accepted
Man’s hypermasculinity
Women’s hyperfemininity
Woman breaking performance

Question 18

Application of Van Zoonen to Score

Answer 18

Women presented as caring and nurturing
Men presented as strong and powerful
Women presented as strong
Stereotypical power dynamics

Question 19

Application of Gilroy to Score

Answer 19

Colonialist values: White western media asserting dominance over other cultures, through the stereotype of the white male hero, in a fight against a ‘primitive danger’