Adverts + set texts Flashcards
(68 cards)
1
Q
(Baby Dove) outline the visual/ ML of this ad
A
- wide shot of Asian mother with 3 kids - holding one, other 2 making mess
- boy in centre throwing food in air, fridge open
- mother looks caught off guard + in baggy clothes/ pjs
- in top left corner: ‘real life. real beauty’ slogan in all white caps sans serif. followed by Baby Dove logo (maintains brand identity)
- shot in kitchen - diverts from typical studio settings
- in bottom right corner; ‘#BeautifullyRealMoms’ - hashtag appeals to digital natives + enables aud participation
- no product placement - more authentic
2
Q
(Baby Dove) what are the campaigns objectives
A
- to empower mothers + celebrate real motherhood to address the insecurities of millennial mothers to show that the brand is ‘on their side’
- to compete with Johnson & Johnson
- to unite W on their journey through parenthood
- to represent ‘real people’
- to challenge ‘perfect’ images of mothers + children
3
Q
(Baby Dove) outline the intertextuality in this ad
A
- the ad references the wider campaign through the use of slogan + hashtag - multiplatform approach
- this campaign chose 120 photos taken by journalists to be displayed online
- the print campaign uses 3 images with the same layout; ‘real life. real beauty’
4
Q
(Baby Dove) outline the stereotypes in this ad
A
- ad reinforces + subverts the pre constructed societal stereotype of mothers;
- the location of kitchen reinforces the idea of a mother as a housewife/ homemaker/ domestic caregiver
- challenges put together/ organised stereotype by presenting chaos + a mother trying to maintain control dressed in oversized shirt w/o makeup - but is a curated image; ‘stylised mess’ - creates disconnect
- this rep is positive as it normalises the situation - children are happy + fridge is full
- avoids the clichés of ‘maternal bliss’
5
Q
(Baby Dove) what are the key ideologies/ viewpoints presented in this ad
A
- consumerism
- feminism
- multiculturalism
6
Q
(Baby Dove) outline the social groups represented in this ad
A
- women: positive rep - challenges stereotypes of beauty - natural is beautiful. sole use of W reinforces W as primary caregiver
- social class: mise-en-scene connotes MC lifestyle - breaks down societal barriers by showing that MC can lead unorganised lives too
- ethnicity: positive rep - reflects + celebrates multicultural society
7
Q
(Baby Dove) outline the cultural contexts in this ad
A
- rise of celeb culture + influencer mothers has impacted ideology of motherhood - glamorised it
- WPPed Cream: found millennial mothers feel under pressure to be perfect
- Dove is capitalising on this; acknowledging their insecurities and empowering them
8
Q
(Baby Dove) outline the social contexts in this ad
A
- recent research shows that mothers are still primary caregivers despite changing social attitudes
- almost half of parents dont think that fathers are held to the same standards as mothers
9
Q
(River Island) outline the visual/ ML of this ad
A
- maroon studio back drop - romantic + passionate
- model wears gold bomber jacket + flat cap + is in a wheelchair - a symbol of inclusivity
- direct address to camera
- ‘smooth moves only’ in centre followed in smaller font underneath, ‘#labelsareforclothes’ - appeals to digital natives + encourages aud participation
- medium long shot to intentionally show wheelchair + outfit
- RI logo at bottom centre - an est brand + maintains brand identity
10
Q
(River Island) outline the objectives of this ad
A
- to challenge societal and global stereotypes by featuring under and often misrepresented groups
- to promote inclusivity and diversity
- to celebrate individuality + not define individuals by their ability/ stereotype
11
Q
(River Island) outline the model in this ad
A
- Jordan Luce; a French romantic
- a celebrity Paralympian wheelchair basketball player
12
Q
(River Island) outline the use of persuasive techniques in this ad
A
- persuasive language: ‘smooth’ carries connotations of being suave + polished - persuades aud to buy clothes as its transformative
- engages AUD through strong visual, catchy tagline, hashtag
- lifestyle: the ad challenges stereotypes + suggests and shows how RI clothing is for everyone
- beauty appeal: ad focuses on empowerment + celebrating differences
- celeb endorsement: Jordan luce is the face of the campaign
- use of flat cap, revived due to Peaky Blinders, appeals to young AUDs
13
Q
(River Island) outline the intertextuality of this ad
A
- the ad references the wider campaign through the hashtag/ strapline #labelsareforclothes
- the campaign includes people with visible disabilities, e.g. down syndrome against single colour backgrounds + similar 3 word headlines to ‘Smooth Moves Only’
14
Q
(River Island) outline the key ideologies/ viewpoints of this ad
A
- consumerism; conveys message that consuming offers fulfilment
- celeb culture; features a sporting celeb
- inclusion
- individualism + self-acceptance; emphasises the individual over their social group
- multiculturalism
15
Q
(River Island) outline the stereotypes of this ad
A
- disabled people are either represented as; tragic or triumphant over disadvantage - RI leans into triumph, with the emphasis of Luce’s ‘Smooth moves’ which puts focus on his sporting achievement rather than his disability
- they have often been under/ misrepresented within the media - this ad challenges this + gives a platform to the disabled by positively representing
- this ad uses positive stereotypes of sporting achievement + active masculinity
16
Q
(River Island) outline the social groups of this ad
A
- the ad uses mise en scene to positively represent the disabled - Jordan Luce is shown to be happy - he is smiling
- ad also represents racial diversity - Luce is French, creating global appeal
17
Q
(River Island) outline the audience positioning of this ad
A
- using Luce deliberately targets men + people with disabilities
- the ad challenges stereotypes of white, able bodied, patriarchy
- positions the audience as liberal + progressive w/ belief in equality and diversity
18
Q
(River Island) outline the cultural contexts of this ad
A
- celeb endorsement + models with a specific body image have often dominated fashion ads
- millennials/ digital natives are subjected to continuous celeb images - creates pressure to appear a certain way
- disabled people are being represented more in modern media texts
19
Q
(River Island) outline the social context of this ad
A
- research shows that imagery in fashion is unrealistic and idealised and can have negative impacts - like low self esteem
- representations of the typically underrepresented can change this
- its authenticity sets them apart + builds customer loyalty
20
Q
(Shelter) outline the objectives of this ad
A
- aims to raise awareness for housing issues + poor quality housing and conditions
- to persuade people who are facing a housing crisis to seek help + advice
- to challenge outdates stereotypes of the homeless
- not a commercial campaign - is a call to action to donate to the charity
21
Q
(Shelter) outline the visual/ ML of this ad
A
- a close up of each individual; creates direct address + personal expressions
- dark background - creates sense of isolation
- quotes covering faces in big bold red sans serif font e.g. ‘but where will we live?’
- at the lower third of each section is a call to action, brand name, logo, Shelter house colour used (red) - maintains brand identity
- lack of costume + makeup to make the ad seem raw and real
- triptic; the use of 3 images
22
Q
(Shelter) outline the persuasive techniques of this ad
A
- persuasive language: lang creates personalisation + puts reader in position of the ind in crisis
- rhetorical Q: ad forces readers to consider individual circumstances - elicits sympathy
- fear: use of 3 inds from diff social groups suggests housing crisis’ is non-discriminatory and can happen to anyone + use of red text connotes danger + emergency
23
Q
(Shelter) outline the intertextuality of this ad
A
- it takes on a multiplatform approach and consists of a print + social media campaign
- the campaign which cna be used as 3 different posters are identical in layout, typography, and colour scheme + minor changes to copy
24
Q
(Shelter) outline the ideology/ viewpoints of this ad
A
- social inequality
- belief in welfare
- individualism
25
(Shelter) outline the stereotypes of this ad
- the stereotypical homeless person consists of a white man, criminal, lazy + chose not to work, drug addicted, a welfare leach
- this ad challenges this by featuring 3 people from different social groups with different circumstances + anxieties
- the ad shows how homelessness can happen to anyone at any point in their lives by presenting the 3 people as of mature age + conventional appearance who are capable + self-directed
26
(Shelter) outline the social groups in this ad
- the ad features men and women
- racial + age ambiguity connotes homelessness can affect people from different ethnic groups
- plural pronoun 'we' implies families are affected homelessness can affect families
27
(Shelter) outline the aud positioning + response of this ad
- the ad positions the audience to believe in welfare + understand that homelessness can happen to anyone for a multitude of reasons, dispelling common myths + stereotypes
- the ad can create identification + encourage individuals to seek help and advice and donate
- how audiences respond depends on their individual background and experience
28
(Shelter) outline the cultural context of this ad
- the ad uses conventions of consumer branding that audiences are familiar with to encourage the aud to play into the call to action/ to donate/ spread awareness
29
(Shelter) outline the social context of this ad
- social anxieties surrounding economic struggles + family circumstances that can lead to homelessness
- concerns about landlords, social housing + social care
- issues of social inequality and asking those who are in a position of privilege to donate and help
- ideology of welfare is incorporated into the language of the ad - repetition of their slogan, 'We Can Help'
- recognises housing crisis: not enough social/ council housing
30
what is the purpose of marketing
- to make a brand memorable
- to develop a brand image - promote positive association
- to differentiate the brand from others
- to engage with the lifestyle of consumers
- to reassure existing users of the brand
- to persuade new users to try the brand
31
who censors the media/ advertising
- ASA: Advertising Standards Association
32
what are Shelter's advertising campaign objectives
- to challenge outdated stereotypes of the homeless
- to raise awareness of homelessness + poor quality housing conditions
- to encourage individuals to seek early help + advice
- to encourage donations to the charity
33
list persuasive techniques
- persuasive language - e.g. rhetorical Q, collective pronouns
- science/ statistic - proof of claim
- humour - play on words, exaggerated situation
- beauty appeal - creates aspirations
- lifestyle - association with a way of life
- celebrity endorsement - their association reinforces consumer aspirations
- fear - creates worry for life w/o this product
34
what is the acronym for representations to analyse
CAGED:
- Class
- Age
- Gender
- Ethnicity
- Disability
35
name different ideologies in media
- consumerism
- diversity
- celeb culture
- individualism - freedom of action
- multiculturalism
36
what is the acronym for effects adverts can create in application to the Shelter ad
AIDA:
- Attention: use of close up shots of faces + bold copy
- Interest: presents issues the reader could face
- Desire: to help or be helped
- Action: research, donate
37
what are the 2 main genres of advertising
- charity advertising (outside the commercial mainstream)
- consumer brand advertising (commercial mainstream)
- this is defined by their products as well as the conventions used
37
list media language elements for print advertising
- layout
- typography
- use of image
- use of colour
- logo/ slogan/ brand identity
38
name 3 advertising techniques
- USP (Unique Selling Point)
- brand image
- lifestyle advertising
39
outline USP as an advertising technique
- USP/ Unique Selling Proposition advertising: concentrates on the product + tries to explain 'why' AUDs should buy this product
- e.g. Shelter has used this technique by explaining how 'We can help'
40
outline brand image as an advertising technique
- brand image advertising: concentrates on the brand rather than the product + tries to build up brand values, often by the quality of the advertising
- e.g. Baby Dove + River Island ads make no claims about the products; these postmodern adverts hope to transfer values of the ad (heart warming empathy + inclusivity) to the brands themselves
- helps overcome media savvy/ digital natives AUD resistance by avoiding any obvious persuasive technique
41
outline lifestyle advertising as an advertising technique
- lifestyle advertising: depicts the lifestyle of the consumers, in an inspirational/ empathetic manner
- e.g. Shelter ad presents 'ordinary' people just like the target AUD, who might be at risk of homelessness, may count as an element of lifestyle advertising
- e.g. the use of 'real moms' in the Baby Dove ad + ‘kitchen craziness’ speaks to a relatable experience for parents
42
(Shelter) outline how the Shelter ad uses media language to create a sense of humanity and care
humanity + care:
- layout of each poster is dominated by a bid close up of a face in direct address, to focus on the emotion (esp anxiety) on each face
- main copy texts (e.g. 'but where will we live') personalises issues of poverty, debt, rogue landlords - capitalised red font connotes danger
- repetition of 'We can help' across the campaign connotes care
43
(Shelter) outline how the Shelter ad uses media language to create a sense of reality
reality:
- simple layout + lighting that doesn't draw attention to itself/ create studio feel
- use of plan language in conversational tone
- use of no-nonsense capitalised sans serif font
- casting of unknown people rather than celebrities
43
(Baby Dove) outline how the Baby Dove ad uses media language to create a sense of empathy + social realism
empathy/ social realism:
- indirect address connotes that the spectator is an outside observer allowed into a personal moment
- food in the air, mother's reaction, girl's lack of reaction, open fridge, slightly awkward framing - connotes a 'caught moment' in real family life
- use of unknown people rather than celebrities, shot in what appears to be their homes, naturalistic costumes, hair + make-up with muted colour palette
- lack of copy + use of no-nonsense sans-serif font for slogan
44
what is a barthesian myth
- barthesian myth = a message conveyed when an object, image, phrase becomes associated with a concept or value, shaping how we view the world and holding power over us
44
(Baby Dove) outline the Barthesian myth created in this ad
- the mise-en-scene suggests the Barthesian myth of 'the heart' - the kitchen as the heart of the home, the safe caring place where people can be themselves
44
(River Island) outline the barthesian myth created in this ad
- the mise-en-scene suggests the barthesian myth of 'the athlete' - the exceptional person defined by sporting ability
44
(River Island) outline how the River Island ad uses media language to create a sense of masculine glamour
- direct address connotes a presented 'look' emphasised by the medium shot in which Jordan Luce fills the frame powerfully
- colour palette (e.g. wine-red background), smiling facial expression + dynamic posture connotes masculine confidence
- side lighting emphasises the creases in the jacket, connoting action + motion
- capitalised sans-serif font used for the copy connotes no-nonsense masculinity
44
what are 3 ways in which print advertising uses print technology + the advantages of this
- conveying detailed information
- creating high-quality images
- using layout in striking ways, esp in large-scale works, such as posters + billboards
- this allows print adverts to create visual impact to connote novelty, humour, glamour, eroticism
45
outline the use of intertextuality in print advertising
- intertextuality is often used to establish meaning quickly, transfer values of the referred product to the brand, + try to flatter their AUDs
45
how is consumerism expressed in media language of consumer brand + charity adverstising
- consumerism is an ideology expressed in media language that connotes quality, glamour or aspiration around a brand, as consumerism offers fulfilment + a sense of identity through consumer goods + services
- this is evident in the River Island ad
46
how is individualism expressed in media language of consumer brand + charity advertising + application to set texts
- individualism as an ideology is expressed in media language that emphasises the individual over the social group
- e.g. River Island invokes individual sporting achievement by the prominence given to the sports star
- e.g. Shelter shows close-ups of individuals to bring a social issue to life
- e.g. Baby Dove focuses on the individual mother, within a family
46
(Shelter) outline how the ideology of welfare in Shelter ad
- ideology of welfare is incorporated into the caring language of the Shelter charity advert, which repeats the slogan 'We can help'
46
outline representation in advertising
- representations in advertising are designed to reflect well on the brand
- advertisers will usually represent the world as a sunny, uplifting, glamourous or sensual place
- in the case of charity advertising, they represent the world as a harsh reality which can be offset by donation or care
46
(Baby Dove) outline representations in the Baby Dove advert
- represents motherhood in a negotiated way - avoids cliches of maternal bliss by representing motherhood as messy, but also celebrating motherhood
- this ad, shot in Canada, shows an East Asian family
- the campaign generally shows a range of body types + ethnicities, suggesting an inclusive message about motherhood + brand
47
(Shelter) outline representations in the Shelter advert
- represents people at risk of homelessness as 'ordinary' + who have had bad luck through the use of the text + images of faces with conventional levels or make-up grooming
- by choosing 2 females + only 1 male they represent homelessness as non-gender specific
- unusually, they haven't created racially diverse representations, with the representation of racially ambiguous people with no visible disabilities - housing issues affect even dominant groups within society
47
(River Island) outline representations in the River Island advert
- this ad represents sports people (with/ without disabilities) as striving for excellence through its combination of the image of a basketball player + the strapline
- RI chose to use an ethnically ambiguous athlete w/ a visible disability to convey an uplifting message about disabilities
- the campaign generally shows race + disability diversity but with a strong bias towards representing young adults
48
outline the realism of advertising
- USP or 'reason why' advertising relies on claims to realism in its selling of the products
- with the increased self-regulation of advertising (by ASA), means claims have to be legal, honest and truthful
- many brands use 'no product is better' to avoid breaking rules, or resort to vague wording that cant be proved untrue
49
outline the use of stereotypes in advertising
- advertising often relies on mostly positive, stereotyping, as they are brief narratives + have to convey meaning rapidly
- they rely on instant recognition + emotional engagement as most AUDs are resistant to advertising + have to be won over
- brand advertising wishes to transfer positive associations of stereotypes to the brand itself
50
outline traditional representations in advertising
- men are over-represented + more likely to be represented as leaders
- W more likely to be younger, in revealing clothes + thinner
- people aged 20-40yrs more likely to be represented than older
- disabled people, single parents, LGBT community are all under-represented
51
outline the audience positioning of adverts
- adverts often position AUDs as consumers/ people who care about brands
- this ideology + positioning automatically relies on materialism + individualism; that people aspire for the best material goods to define their identity
- many brands try to avoid the 'nasty' associations of these ideologies by emphasising community, sharing + even spirituality in their adverts
- e.g. positive messages about disability + 'beautifully real' motherhood can be seen as serving this function
52
outline the discourses of charity advertising
- charity advertising relies on pre-existing discourses about charity derived from religion
- this refers to the idea that charity is good in itself + people should give to charity for moral reasons
- also links to the ideology of welfare (state sharing with + supporting the weak)
- this moves away from the individualism of brand advertising + retains materialism of brand advertising in concern for other's material well-being whilst encouraging the denunciation of material goods via the act of giving
52
Facebook + _ dominate _% of the digital advertising market
- Facebook + Google dominate 65% of the digital advertising market
52
outline the age targeting in adverts
- older people are considered more loyal to their existing brand preferences, so are less useful to advertisers than younger people, whose brand preferences aren't as set
53
what is something to remember about representations
- there is always going to be groups not represented and sometimes misrepresented - this is a conscious choice by producers + editors
54
outline the typical target audiences of the set texts
- river island: disposable income, value inclusivity, disabled, young, interested in fashion
- baby dove: mothers, women, disposable income
- shelter: disposable income to donate, empathetic for housing crisis
55
(Baby Dove) outline the context of the brand Dove
- 'Real Life, Real Beauty' tagline is classic Dove - they want to re-define beauty
- Dove has built their brand on the message of inclusion + celebrating natural beauty - reinforces core values
- a core aspect of their mission is to help women + girls develop positive relationships w/ their bodies + build self-esteem - they have past initiatives focused on this
- in context of ad, suggests beauty is found in everyday moments - not glamorous settings seen in the mainstream beauty industry
