Advertising C1A

Advertising and marketing.                                                                                                           06/12/23

L/o: to explore the codes and conventions of print advertising.

 Codes and Conventions: The expected elements that will be included in products from particular forms and genres.

Non-commercial

main aim is to get people to stop ruining the environment they do this by putting a picture of a tiger on the advert with the words 'love it or lose it' shows that if we don't look after the environment we will lose the wildlife we have.

Commercial

The main aim is for people to buy the drink they are selling. They do this by saying that they haven't changed the recipe since they first started making the drink to show they are truthful to what they are selling. hard sell

The product is likely to include:

- name of brand/ product

-logo

-slogan

-specific details of USP/product or service

1) they have used repetition of 'fuel up' and they have also used imperatives ' fuel up ' and ' do it'  

2) they have used alliteration with the ' energy' and ' everything' 

3) word play as the person on the advert is a boxer and have used the word 'punch' with it looking like it has been broken.

Intertextuality

modern adverts often make references to other media products, perhaps from other media forms or genres that audiences can identify.

this helps communicate a message quickly and memorably.

The intertextuality in this advert is Charlie and the Chocolate factory this is because they use the idea of having five lucky winners that get to go inside the factory and that there is only one person at the end that gets a prize for understanding the meaning of Christmas. this is because they want people to think their products are mazing as in Charlie and the chocolate factory the factory is full of amazing creations which may make people think of their products as amazing and worth buying. 

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Historical Advertisements.                                                                                                      08/12/23

L/o: to explore historical adverts and their codes and conventions.

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Historical advert set text.                                                                                                         13/12/23

L/o: to explore the context and content of the historical set text.

They have represented gender that men care about the look of the car and that women care if it is safe and will make sure the family is safe in the car

They have done a separate paragraph for male and female so they can see what there is included in the car for each gender and have began the paragraphs with for him and for her.

Quality but not at a ridiculous price, cares for family 

Historical 

The icons of the Quality street brand were two characters from the regency are of British history. In the regency ear, Britain went through a period of elegance with regard to Fine Art and Architecture.

The regency ear could also be compared to the 1950s for its significant social and cultural development. Between 1811 and 1837 the country was under the rule of Prince Regent and developments in printing technology, fashion and architecture were mirrored by a population boom. These similarities can be compared to England in the 1950s.

Social and Cultural

The 1950s saw a change in high culture a time where fine art decadence and theatre that had previously only been accessed by the upper classes and those with money were now going to be made more affordable to the mass audience. 

The conservative party's 1951 election campaign was spearheaded by the slogan 'set people free' and this supported drastic change as entertainment and arts became more accessible and affordable.

Media language

They have put the writing down the bottom of the advert so people look at the picture first before reading the text they have used a serif font as it gives the advert a classy and traditional look. 

They have put a picture of Miss sweetly and Major Quality with expensive looking clothes on so they make the brand look like they are good enough for royalty to eat as they are peering down towards the people with the tin of chocolates with their hands out as if they are waiting to take one for themselves. The fact that the lady in the picture behind them is wearing a purple dress  and the words '18' and 'quality street' are purple has the connotations of royalty which shows that even though they are affordable  for everyone they are a luxury to have but they are still just as good enough for people with a status to want to eat without feeling like they are going to be partaking in eating something that is bad quality as they wouldn't of because they are royalty. They have made the number 18 bigger and bolder than the rest of the text so they bring attention to it so the reader sees that there are 18 different things inside the tin and they will be expecting 18 different things. They have repeated the words delicious toffee and chocolate a lot of times as that is what they are selling and they want people to believe that what they are selling is what they talk about in the advert and they want to bring attention to what is inside the chocolate and toffee they are selling by giving a short description of a few of the chocolate or toffees in the tin. They also show the wrapping of the sweets so people know which ones are which. Everyone has got their eyes on the sweets instead of each other. They haven't put much text on the advert which shows they don't need to put much text on their adverts to convince people to want to buy their products. They have also use alliteration with 'delicious dilemma' which shows that the dilemma they will have is choosing what sweet they want to eat or they wont be able to stop eating them once they have tried one they might want to try them all. The narrative is that the man doesn't know what sweet he wants or that he doesn't know which one of the two girls he wants. 

Anchorage of the gold frame- connotations of a halo effect around the man and the product.

Typical triangular geometric composition of the poster to help secondary anchorage of the product.

Product takes central framing

It is strong forming the bottom third of the poster and the strong purple colour stands out to draw the consumers eyes to the name 

Narratives: connotations of the female characters being dressed similarly to the sweets that are shown close-up the bottom third of the poster.

inference of a dilemma can be investigated at two levels:

male 'hero' choosing between two 'damsels in distress' (propp's theory)

Females choosing the chocolate.

Costume and dress of male character indication the formal nature of his dilemma connotations off higher class and richer society.

--------------------------------------------------------------------------------------------------------------------------   Historical advert set text                                                                                                         10/01/24

L/o: to explore the context and representations in the historical set text                                                                                                       

Do now

1)That the man is very wealthy by the way he is dressed

2)The man looks like he has a very professional lifestyle and has a well paying job as he is dressed in a very classy looking way. The women looks like they have a very stereotypical lifestyle for women back then as they are dressed in normal looking clothes but they all have a very luxury lifestyle as chocolate was considered a luxury and they have a overflowing tin of chocolate in front of them.

3) They are trying to show that they are good enough for everyone to enjoy them even if they haven't got much or they have a lot and have a reputation. It shows that they are affordable but still taste good and are good quality for the price they are being sold for.

1) The first advert shows that in the 1950's a woman was made to think that they were only good for to clean the house or clean up after their husbands and family. The advert looks like it is aimed towards men, it also tries to normalise that woman are only good for cleaning

2) The second advert shows that women are there to cook for their husbands and that kitchen appliances where there to help women with making food but they don't cook for them. It also shows that the man is there to work and then comes home and expects a meal to be cooked for him as he is dressed in a suit and the woman looks like she has normal clothes on.

3) The third advert shows that the men in the family can sit down and relax and also play with toys whereas the women in the family are there to look after the family by bringing them their food on a try and clean up after them. It shows that the daughters in the family are taught at a very young age what they are in the family for and that they will do what their mothers did and stay at home to look after their family.

4) The fourth advert shows

5) The fifth advert shows that women are there to bring their husbands what they want

6) The sixth advert shows that women are there to cook for the men in their lives as the men go to work and have power over the women as they are dressed in a suit whereas the women in dressed in clothes that don't look very expensive and is in the kitchen cooking but has burnt the food but the husband doesn't care as he still gets to drink the beer he has got just without the food his wife was cooking. This advert makes women seem stupid and unable to do anything as even though she is just at home cooking she cant cook the food without burning it. 

Gender roles in the 1950's were that women where there to look after their family and put their families needs before their own and that they were there to stay at home and look after their children and cook for their family while their husband was at work getting money for his family and provided a roof over their head and abled them to be able to live in a home and came home and expected food to be on the table and for them to be able to sit down while their wife still looked after the children, cooked and clean up after everyone. They also made it so the men of the families wore suits and expensive looking clothes whereas the women of the families wore dresses and skirts which didn't look as expensive or sophisticated as the men did. 

-The man is in a suit looks in expensive 

-the women are dressed like the sweets ( being objectified) doesn't look as expensive as the man in his suit 

- The two women are after the same person which shows that the man has the power to choose which woman he wants and what he says go.

The man is framed in the centre of the advert, controlling the situation

Effect: shows that men are in charge of what the women do and he has power over the women as he is in the centre of the advert. It shows he has the power over the women as they are both kissing him on he cheek and don't seem to mind that they are both there kissing his cheek because he has the power of them that he will choose which one he wants.

The man's costume is a suit which has connotations of the modern businessman.

Effect: That the man has a source of income whereas the women doesn't have any source of income so they have to rely on the man to make sure they have enough money to survive 

The man is looking down at his lap where the product he is holding is purposefully placed.This is a 'phallic symbol' 

Effect: 

The women in the advert are both dressed like the sweets and kissing the man as they reach towards the chocolate tin in his lap

Effect:

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Analysing adverts                                                                                                                       17/01/24

L/o: to build the skills needed to analyse and evaluate adverts

Do now

Connotation is when something can link to something implying something else/ what you associate something with.( purple: royalty )

Denotation is the literal meaning of something/ what something is.

Advert 1:

 guards showing it is protected and safe to use  

Advert 2:

the text implies that it is better than everything else because it says to not look at it as if its a piece of meat but there is meat in it which implies that it is better than every other burger but is too good to handle 

Advert 3:

the text and the picture implies that the r8 is still a race car but you can drive it on the road but still get the speed that you would with a race car. The symbols on the older race cars shows that they were the best made but also they were at the top when racing. 

Advert 4:

the picture with the big green hand often associated with hulk with a plaster on his finger shows that the plasters are strong enough to stay on the wound and keep it protected so it can heal.

Positive:

inquisitive

interested

curious

handicapped

disabled

Negative:

nosy

retarded

crippled

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Homework-17/01/24

The image on the advert shows that quality streets are there for everyone to enjoy even people with a high status cam enjoy them. The picture with the man with a woman either side of him kissing his cheek and reaching for the chocolate shows that when the advert was made men where the more dominant people and that women where there for their choice as he doesn't seem to mind that he has two women with him because he can choose what one he has, this is the same with the text where it says ' what a delicious dilemma' as he has to choose what chocolate he wants but also what woman he wants.  The woman are dressed like the sweets which is objectifying them which was common back then as they where seen as to just stay at home and not work whereas the men where seen to go out and work and earn the money. The way they have included a picture of major quality and miss sweetly shows that they chocolate is good enough for people with status to want to eat as well as people who might not have much money.

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19/01/24

rhetorical question

'are you still with us?'

emotive language 'a delicious secret that you cannot bare to share' 'ripples happily down your spine'

direct address 'pop it in your mouth' 'are you still with us'

Tomato soup- 'this soup may change they way you think when your ill'

Kid's bike- ' this bike will probably change your child's life'

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Contemporary adverts.                                                                                                            24/01/24

L/o: to understand the techniques used in contemporary adverts.

Do now

male: blue, red, strong, work hard, in charge, wear blue, earn money for the family, intelligent, direct

female:pink, purple, yellow, shy, polite, wear pink, stay home to look after family, make-up, creative, bossy.

Brand identity- fiat 500 advert:

Fiat seems like a very light hearted and perky brand that expresses their cars in a optimistic way but they are inclusive of everyone

Intertextual references

They've made the cars in colours that are stereotypically colours for their genders like they have made the car red in the advert with the man in it as a red car might look more appealing to men then a yellow car would, they made the car yellow in the advert with the women as women are stereotypically seen to like the colour yellow more than the colour red so a yellow car would look more appealing to a woman then a red car would.

Media language

In the advert with the women they have said ' life's too short to wear a boring car' makes the car look like it is part of fashion and that women wear a car and they they need to have a good looking car but in the advert with the man they said 'sport up' which makes it look like the car sound like its a sports car which would make men want to buy that type of car but they are still useful for women to use as they are stereotypically seen to look after the family so they would stay at home so they wouldn't need a big car to get them around but they need a good looking car. Also the font they have used makes the advert look very friendly and like they will help with anything you need. The same font was used on both adverts which shows that they will be friendly to both genders and not favour one over the other if they need help.

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HOMEWORK

1) This girl can campaign is a nationwide campaign to get women and girls moving regardless of shape, size and ability

2) Sport England . They wanted to promote sport amongst women.

3) The target audience is women because they to encourage women to do sport weather they are 16 or 65

4)January 2015

5) to encourage women to take part in sport 

6) The national lottery

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Creating Adverts.                                                                                                                      26/01/24

L/o: to use our understanding of advert conventions to create advertisements

Do now

main image

picture of product 

writing about what the advert is about

logo

slogan

keep your head dry when its raining cats and dogs.

dip while it's hot

safety first food second

this could change the way u walk your chicken

adam sandler

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Women in advertising.                                                                                                         31/01/24   

L/o: to evaluate how women are represented in a variety of adverts, 

so that we can apply this to the set text for the exam.

the data shows that boys are more confident, into sport and more willing to try new things than girls and girls are less confident in trying new things and worry about what people think of them more than boys. 

-boys don't worry about what people think of them as much as girls do 

-girls are less confident to try new things 

-more boys have an interest in watching sport on tv than girls do.

This girl can

 launched in 2016 

developed by sport England 

funded by national lottery- no intention to make money

the purpose of the campaign was to break down the primary barrier holding women back from sport- the fear of judgement

before the campaign research shows there was a massive gender gap between men and women participating in sport, with 2 million fewer 14-40 year old women than men partaking in regular sporting activity

13 million women said they would like to participate more

just over 6 million of these were not active at all

fear of being judged was the number one barrier for most women who felt they were unable to participate in physical activity

as a result of the campaign 1.6 million women have started exercising and the number of women playing sport and being active is increasing faster than men

soon after the launch of 'this girl can' , mike releases a more motivational campaign called 'better for it' which also portrayed a more real side to physical activity

The message the mantras convey are that women are able to do any sport they want and still be good at and could be better than who they fear will judge them. Also that even though their body might not look like they are able to do a certain sport they shouldn't let that stop them.

This advert stands out to me because it mentions challenging the stereotypes that have been made around women and sport and that they want women to stop thinking they can't do a sport just because it is a male dominated sport.

This advert stands out to me because it is showing that they don't have to afraid what their body looks like and they should do the sport they want to do and they shouldn't do sport to change their body or the way they look but to do sport because the like it.

   Advert 1- nike- women are being represented as strong, determined, they have focussed on the muscles that are seen on her back.

advert 2- nike- setting the mood for encouraging women to be more active and to do the best they can do 

advert 3- adidas- they have represented this runner to be the top of her game and what she does and she is very goof at what she does 

    

In this advert they are showing that a women that don't have muscle tone or might not be at the top of what they are doing whereas the nike and adidas adverts use women in their adverts that are at the top of their ability and what they do. The nike and adidas adverts use words that may encourage women to start a sport they might want to start and that they need to get good to be good and that when they first start they won't be the best they can be but after time they will be the best they can but they use pictures of women that are already at the top of their game whereas the this girl can advert uses a women that isn't at the top of her game yet and it still on her journey to becoming the best she can and with the words ' sweating like a pig feeling like a fox ' showing that even though she is sweating a lot she still feels good about herself and is enjoying what she is doing. Also by using a picture of a women that might not be at the top of her game yet may start to encourage women who have been scared to start a sport because they are scared of being judged to start a sport they might be interested in and not worry about what others think because they would be on their own journey to be the best they can be. 

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Advertising set text #2.                                                                                                             02/02/24

L/o: to analyse the construction of the this girl can set text

Do now

The advert targets a wider range of women than a this girl can poster because they can include a lot more people in the advert whereas in the poster they can only include a one or two people but in the advert they can include as many people as they want with lots of different type of people with different interests and abilities.  

sweat- unhygienic, smelly, gross, determination

pig- loud, dirty, smelly

Fox- stealthy, beautiful,  

They have used the phrase 'sweating like a pig, feeling like a fox' to show that yes they are going to start sweating if the start sport but afterwards they will feel amazing and a lot better in themselves. Also they are trying to break the stereotypes that women don't sweat or do sports so using that phrase is starting to break that stereotype and show that being sweaty isn't gross and that girls can also do sports and get sweaty even though the stereotype is there.

The font style they have used is serif because it makes it look more feminine and it makes it easier it to see what is behind the writing as well because if it was a sans serif font it would be a bit harder to see what is behind it. 

They have used a woman in her 30s instead of a celebrity so then it could encourage more people to start a sport they might be scared to start as normally if they use a celebrity they use one that is at the top of their game and fit whereas using a woman that isn't well known shows that anyone can do it. Showing she has her hair tied back in a scruffy ponytail shows that they won't look perfect when they start the sport and once they start doing something. 

They used a centered mid shot so you can see her body instead of just her shoulders and her head shows her working and doing the sport she wants to do. 

The woman is sweating with minimal makeup on to show that they don't have to look perfect to do a sport and to enjoy the sport. 

Having the woman dressed in clashing work-out clothes shows that they don't have to wear expensive brands to work-out in they can wear anything they feel comfortable in.

Having her eyes closed and smiling shows that she is working hard because she has her eyes closed but also that she is enjoying what she is doing by smiling while she is doing whatever she is doing.

Having the picture taken while she is doing something shows that she is taking part in what she wants to do and not just standing at the sidelines or just saying she does it, it shows that she actually it taking part.

Having other people in the background shows that other people are enjoying the same thing she does and that they are all comfortable doing it in the same room together and they aren't afraid of being judged by one another and that she isn't afraid of being judge by the other people around her.

The use of the hashtag will hopefully connect women with other like minded individuals and create a sense of social cohesion thereby further reinforcing the message and encouragement among audience members. It also links to the main youtube advert. 

Similarities: they both use serif fonts

Differences: One is an advert for sweets and the other is an advert for exercise, The girls in the quality street advert is neat and presentable and the girl in the this girl can is sweaty and active

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Representation & Theory- cover lesson                                                                                  07/02/24

L/o: to explore the representations in the set text and apply relevant theory.

Do now

The intention of the this girl can campaign is to encourage women any age shape size and ability to take part in a sport they might want to try but are too scared to try because of the fear of being judged. 

The dominant ideology is that women can't exercise without being judged. This girl can is challenging that through them by trying to encourage women of any age, size and ability to partake in a sport they want to but haven't due to the fear of being judged by other people but they are trying to stop people from having that fear of being judged and to just do the sport they want to to make themselves feel great and to have fun.

No this isn't true.

Although football is stereotypically a males sport women are slowly becoming more involved with it and in 2022 England won the Women's euro for the first time. Which shows that even though football is a male dominated sport women have started to participate in it and have broken the stereotypes and carried on even if they did get judged at the start they didn't give up and now are encouraging others to take part in sports other women might be scared to try. 

1) Her facial expression shows that she is having a good time doing what she wants to do even though she is working hard and might be sweating which people normally think is gross she is embracing ti and carrying on with a smile on her face.

2) The model they have chosen isn't a famous women that is at the top of her game instead it is a women who isn't well known and might be at the start of her journey and not in the best shape she can be or at the top of her game which might encourage women to start a sport they want to do as they have used someone who isn't a well know celebrity who is at the top of their ability and ready to go to the olympics.

3) The title ' This Girl Can' includes all women because when a woman reads it to herself she would be saying that she can do whatever she wants to do and that they can accomplish anything they put their mind to.

1) In the advert there isn't any men in the background which shows that the sport that the woman is doing may be a female dominated sport that not have many males taking part.

2) The way she woman is dressed and how her hair is shows that she isn't there for males to look at her but instead she is there to be active. The way she is in unmatched clothes and not in expensive brands exercise clothes shows she is there for a good time not to show off what she can buy or to look flawless she is there to get active and to not care what others think about her.

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C1 section A PPE.                                                                                                                      09/02/24

L/o : to practise how to answer exam style question effectively.

Do now

encouraging 

anti-stereotypical

confident

Question 1: This Girl Can

Explore how the print advertisement for This Girl can uses media language to create meanings:

(a) text/ written language

Paragraph 1: sweating like a pig feeling like a fox

Paragraph 2: logo

In the This Girl can advert they use text to create meaning like the writing in the middle of the ad 'sweating like a pig, feeling like a fox'. This shows that they are trying to encourage women to start a sport that they might not have joined because of the fear of getting judged. It creates meaning by saying 'sweating like a pig' showing that yes they will be sweating and not stereotypically feminine while doing it as their hair will be a mess and they will be sweating but the 'feeling like a fox' shows that they will feel amazing afterwards and be glad they took part in it. This campaign wants to show that even though they will be sweating and good they will feel amazing afterwards. This girl can does this to try encourage women of any ability shape and size to participate in a sport they might want to do but just haven't done it.  

Another way the this girl can advert creates meaning is by their logo. Their logo is in a sans serif font which is stereotypically a masculine type of font to use but their campaign is aimed towards women which shows that they are trying to beak those stereotypes even with the type of text they use and just not with their campaign encouraging women to take part in sports and it is stereotypically a male thing to do. Their logo also in aimed towards all women because they are saying this girl can which when someone reads it to themselves it would be like them telling themselves they can do what they want to do without the fear of being judged and they can do it feeling comfortable in their own skin. 

(b) visual codes: images, lighting, dress

Paragraph 1: facial expression

Paragraph 2: people around her

Paragraph 3: clothes she is wearing

The this girl can campaign is about encouraging women to start a sport they want to do but are too scared to.

The This Girl Can adverts create meaning by showing the facial expression on the women's face. Her facial expression shows that she is enjoying herself and that even though she is sweaty she doesn't care because she is enjoying herself and having fun doing a sport that she loves. Having her eyes closed shows that she isn't caring what everyone around her is doing or if they are watching her because she doesn't care what they think of her and what she looks like. Her facial expression shows that she is glad she has started doing a sport and now doesn't have the fear of being judged by the people around her this is shown by her having her eyes closed and smiling while she is doing they sport she loves. Shows that she has been encouraged to take part in a sport.

Another way the This Girl Can advert creates meaning is blurring out the people around the main women. This shows that she doesn't care what the people around her is doing and she has blocked them out of her mind and just doing what she thinks is best for her and not comparing herself to others which stereotypically girls do a lot in everything they do ( work, sports and looks). Having the people blurred out shows that she has broken those stereotypes people have about women because she doesn't care what the other people around her think about the way she looks or if they are better than her which is what the This Girl Can advert wants to achieve with their campaign and this shows they have accomplished what they want with the women in the advert.

Also another way the This Girl Can advert creates meaning is with the way the women is dressed as people, usually think when women partake in sports they wear expensive brands and have muscle tone because in most sports adverts they use a celebrity who is at the top of their game in expensive brands whereas the This Girl Can advert shows that you don't need expensive brands to be able to exercise. Having the woman in a blue top also breaks stereotypes because blue is seen as a masculine colour which links with sport being a masculine thing to do which is also being broken because they are trying to encourage women to part take in sports. Also having the woman in clothes that aren't matching shows that she isn't there for men to look at ( male gaze) but instead she is there for her self and to make herself feel good about her body and doesn't care what she looks like while doing this because she doesn't care who is looking at her. The This Girl Can wants woman to feel the same way that the woman in the advert does and that just because there is men there doesn't mean they have to be in matching sports wear but instead they can wear clothes that they feel comfortable.