Lesson 4 - Introduction to Advertising
- 1. What is your favourite advert? • What is the product being advertised? • What is the brand being advertised? • What lines of appeal are used in this advert? E.g. celebrity endorsement, humour etc. • Why do you like this advert?
- 2. One of my favourite TV Adverts Guinness “Surfer” Advert: 1999 AMVBBDO(Ad Agency)
- 4. Representation Lesson 4: Introduction to Advertising
- 5. Learning Questions • What is advertising and why is it important? • How does narrative link to advertising? • What is Stuart Hall’s theory about Representation?
- 6. Why is advertising important? • Advertising pays for the media we consume. • It is the financial engine house of commercial media
- 7. Types of Advertising • With you partner make a list of the types of advertising you might encounter in the media. • Be prepared to feedback • Television & Cinema • Radio • Press & Publication • Direct Marketing • Packaging • Outdoor and Event
- 8. • Adverts, just like Film and TV normally follow Syd Field’s 3 Act Structure • It is important to remember that even print advertising tells a story • Narrative Devices • Binary Opposition • Condensed time and space • Told through signifiers Narrative in Advertising
- 9. Can you think of an advert that made you aspire for the constructed lifestyle or outcome? An advert you could relate to? An advert that made you fearful? • Representations are constructed to position the audience to – Aspire – Relate – Fear • Representations are constructed to manipulate the audience • Representations are constructed through mediation • Representations in adverts are always intentional and usually hegemonic (reinforcing dominant ideologies) Representation in Advertising
- 10. Stuart Hall » Representations in texts are established through media language. » Media Representations are often reliant upon stereotypes which reduce social groups to simplistic characteristics or traits. » These stereotypes reflect inequalities in power leading to the subordination of certain social groups (e.g. ethnic minorities, women.)
- 11. TV Advert Analysis • Who is the target audience? • What is being advertised and what is specifically highlighted about the product (the benefits) in this ad? • What representations have been constructed? • How has the media language helped construct these representations? Stretch and challenge! • How does representation help sell the product? • What are the lines of appeal?
- 12. Who is the target audience? What is being advertised and what is specifically highlighted about the product (the benefits) in this ad? What representations have been constructed? How has the media language helped construct these representations? Stretch and challenge! How does representation help sell the product? What are the lines of appeal?
- 13. Who is the target audience? What is being advertised and what is specifically highlighted about the product (the benefits) in this ad? What representations have been constructed? How has the media language helped construct these representations? Stretch and challenge! How does representation help sell the product? What are the lines of appeal?
- 14. Who is the target audience? What is being advertised and what is specifically highlighted about the product (the benefits) in this ad? What representations have been constructed? How has the media language helped construct these representations? Stretch and challenge! How does representation help sell the product? What are the lines of appeal? Choose an advert from the following brands (or your own choice if you have a SPECIFIC advert in mind already) and answer all the questions on the left. Main Activity