Advertising Flashcards
(21 cards)
campaign objectives for river island set advert
-to challenge outdated stereotypes
-to promote inclusivity and diversity
-to celebrate individuality and not define individuals by their ability or stereotype
campaign objectives for shelter set advert
-to challenge outdated stereotypes of homelessness
-to raise awareness of issues of homelessness and poor quality housing and conditions
-to encourage individuals to seek early help and advice
-to encourage donations to the charity
campaign objectives for dove set advert
-to launch a product line that is able to compete in a competitive market where Johnson and Johnson have a majority market share (63.7%) with J&J Baby and Aveeno Baby products
-to empower mothers
-to unite women on their journey through parenthood
-to enable ‘real people’ to see themselves represented in advertisements
-to challenge seemingly ‘perfect’ images of women and ‘picture perfect’ babies and young children, and target ‘everyday’ millenial mothers
shot type of river island
a medium long shot is used so the audience can view the model’s outfit and also see that they are a wheelchair user
composition and layout
the brand name and logo are in the lower third of the frame - last thing the audience will see
the slogan and hashtag are centre framed signifying the importance of the message but not detracting from the models facial expression
the models eyeline falls in the top third of the frame empowering him and also creating direct address with the audience
slogan for river island
“smooth moves only” - can be read as the individual effortlessly moving through life. He is not defined or restricted by his disability
Jordan Luce
logo for river island
river island is an established, recognised and global brand who are celebrating diversity and inclusivity
location for river island
shot in a studio the advert places emphasis on the model
red background has connotations of love and passion which is in line with river island’s description of Jordan Luce as ‘super romantic’
font for river island
sans serif font used to appear bold, impactful
anchorage for river island
the written text amplifies the message of inclusivity
hashtag river island
appeals to the digital native
it encourages audience interactivity and participation
the use of the hashtag ‘labelsareforclothes’ signifies the impact of developing technologies on media language
intertextuality for river island
the advertisement references the wider campaign which adopted a multiplatform approach
lifestyle river island
the advertisement challenges stereotypes and suggests that River Island clothing is for everyone.
there are no restrictions, everyone can be fashionable
shot type shelter
a big close up of each individual creates direct address and reduces proximity with the audience.
this enables the audience to read their facial expression, creating empathy and melancholy
composition and layout shelter
the brand name and logo are in the lower third of the frame which is the last thing the audience will see.
similarly the website is placed in the lower third encouraging the audience to visit the website after consuming the content of the advertisement.
the rhetorical question are placed over the face of each individual signifying the magnitude of this problem on their lives.
the search bar is clearly visible appealing to the digital native audience
font shelter
sans serif font are often used because they appear bold and impactful connoting the impact homelessness / poor housing conditions are having on the individual
costume and makeup shelter
the lack of makeup and costume makes the advert appear raw helping to create sympathy and empathy in the audience
colour palette shelter
the use of black and red is impactful but also signifies the danger and misery caused to the individuals by the situation
anchorage shelter
the written text amplifies the message of homelessness being caused by a variety of situations and circumstances
intertextuality shelter
the advertisement could be read as a triptych where each advertisement uses media language in a similar way to compound the message
presusasion technique:fear shelter
the use of three individuals from different social groups suggests that homelessness is non-discriminatory and can happen to anyone, including the audience
