Advertisements within

the Media industrySaskia Elia, Jack Maton, Sam Alexander

Section 1:

Structure of an advert

Form and Style of an advert

The form of an advert could be anything from

the realism of an advert to the emotional

responses of the audience. The style of an

advert can consist of anything from the

humour of the advert, codes and conventions

and surrealism of the advert.

Narrative

- Anti-realist narrative

- Surreal

- Animation

Why?

- Appeal to target audience

- Young/teenagers, sporty and active individuals

Form

Part of a Series

- Intrigues audience to search

up the other advertisements

which promotes the product

being advertised even more.

• Long shot of the main characters to

present the gloomy, sadistic scenery

• Light coming from the building with

the Fanta machine – suggests

brightens your day.

Structure

Section 2:

Techniques in adverts

Techniques

• Persuade audience to buy the product.

• Overt message = trying to give the audience an

obvious message

• Hidden message = subtle message underneath

the surface.

• 250 years Lloyds anniversary advert

• Charity adverts which shows clips of the

children in Africa suffering

• Use of celebrities to advertise products.

An example of this is Cheryl Cole in the

L'Oréal advertisements.

Hidden messages- John Lewis’ aim as a company as a whole.

- What they can provide to complete a family.

Hidden and Overt Messages

John Lewis Advertisement – 2014 Christmas

Overt messages - Buying something that will be with you throughout

your childhood.

- Message: what Christmas should be about and

how John Lewis help families achieve that

stereotype.

Emotional Responses

The John Lewis Monty advert triggers an

emotional response by revealing that the Penguin

isn’t real; it is all in the boy’s imagination.

This affects the audience by portraying the

Penguin as ‘cute’ to trigger an emotional

attachment and then reveal that the Penguin is

not real. The music affects the audience making

them feel sad.

Section 3:

Introduction to Characteristics

of Products in Advertisements

Characteristics of products & services

- Benefits offered

- Advantages over other similar

brands/products

- USP (unique selling proposition)

- Lifestyle appeal

- Brand identity

Characteristics of an advert:

Brand Identity

The Brand Identity refers to how easy it is to

recognise a particular brand.

Nike are advertising their new football boots. They

make it recognisable as everything is grey and

colourless, but Ronaldo is wearing bright red clothing

to stand out.

Characteristics of an advert:

Products/Services

• Everyone is wearing a Nike product but the advert is

implying that their new boots, the “Mercurial” sub-brand,

are better than any other Nike Product.

• The advert shows that their new football boots will increase

the performance of an individual player.

• Shows benefits.

• A unique selling point is the traction of the boots.

Section 4:

Regulation

Advertising Standards Authority (ASA)

- The UK’s independent regulator of advertising across all media.

- Apply the Advertising Codes, written by the Committees of

Advertising Practice.

- Work includes acting on complaints and proactively checking the

media to “take action against misleading, harmful or offensive

advertisements”

- AMBITION: to make every UK advertisement a responsible

advertisement.

- 5 strand strategy: understanding, support, impact, proactive

and awareness.

REGULATION

OFCOM:

Section 5:

Audience informationBy Samuel Alexander

Audience Measurement Panel

• An audience measurement panel is selected people

representing the general public

• The selected people will be diverse in age, gender and

race

• When they start watching a program or walk into a room

with a television on they immediately contact the

company through a device they wear that lets the

company know which show they’re watching

• The company tally the result after a certain time period

• This allows them to figure out which adverts are most

commonly viewed

Ratings

• Ratings tell broadcasters what adverts are

popular.

• The information is gathered by a poll.

• Ratings define how many viewers an ad has.

• Allows you to see what the mass audience is

interested in.

Face to face interviews

• Interview where both parties are present

• Questioning you target audience face to face to gather

qualitative data about their likes and dislikes so you can make

sure that an advert appeals to them

• It is a form of primary research since you’re gaining

information for yourself directly from the audience of the

proposed advert

• Easy to get good quality information since you asking

questions specific to the information you need

• You may also ask extra questions during the interview to

expand your knowledge

Focus groups

• Groups of usually 4-14 years old.

• Purpose is discuss a proposed ad allowing a wide

range of views/opinions.

• Allows companies to get a general idea of what

they need to put in their ad.

• You can collect the data gathered from the focus

groups in graphs to give a clear image.

Questionnaires

Set of formal questions that gather statistical

information. In terms of adverts this allows you to

quantify some of the key details about your main

viewer.

For example, you can ascertain specific

information about gender, age etc.

Broadcasters’ audience research

board(BARB)

• An organisation that collects viewing

figures of television in the UK.

• The information shows the performance

channels, advertisers and campaigners.

• People who are supervised would have a

small box connected to the TV that tracks

what we watch

Section 5:

Sources of InformationBy Jack Maton

Sources of information for the audience

Sources of information refers to things:

rates card, information packs and agency websites.

(Rates card)- Shows the customer

how much different services would

cost and what they include. They

can be used to compare prices to

different companies and see who is

selling cheaper. In media, they can

be used to compare ratings.

(Information packs)- A pack that

tells the customer

what the business is and what they

do.

Sources of information for the audience

(cont.)

(Market research agency websites)- An

agency offering market research

services to clients. They usually

comprise of a group of researchers and

an administrative infrastructure. The

services offered can consist of:

qualitative research, quantitative

research or, in some cases, both.

Section 7:

Audience ClassificationBy Saskia Elia

Audience classification

- Standard Occupational Classification

- Psychographics

- Geodemographic

- ( eg: By age, by gender)