1

Advertising

Student Name:

CSP Booklet

Focus: Media Language & Media Representations

Galaxy NHS Give Blood

OMO

2

Galaxy Chocolate Advert featuring Audrey Hepburn

Context: Historical Context In your own words:

• What is nostalgia?

• Why might advertisers use nostalgia when marketing their products?

In your own words:

• What does CGI stand for?

• Why are there moral issues related to the CGI use of a dead celebrity in an advertising campaign?

3

Media Language: Semiotic Analysis Describe and explain the semiotic codes used in the advert.

Cinematography / editing:

Sound:

Mise-en-scene:

What does the advert suggest about the product?

4

Media Language: Narrative Structure

Image What is going on at this point in the narrative?

1

Busy Italian market scene (links to 1953 film ‘Roman Holiday’). Bus journey disrupted by fallen food. Audrey is seen on bus.

2

3

4

5

6

7

8

5

Media Language: Todorov’s Narrative Theory

• In your own words, what is Todorov’s narrative theory?

Media Language: Propp’s Narrative Theory

• In your own words, what is Propp’s narrative theory?

Describe each character type Which are present in the Galaxy Advert?

The Hero

The Villain

The Princess

The Donor

The Dispatcher

The Helper

The Damsel in distress

Equilibrium Bus is travelling through Italian village.

Disruption Fruit stall stops bus and disrupts journey.

Recognition

Climax - attempt to repair

New Equilibrium

6

Media Language: Intertextuality

• In your own words, what is intertextuality?

• Why do advertisers use intertextuality?

• Give examples of intertextuality within the Galaxy advert:

• Would using intertextuality work for all audiences? If not, why not?

7

Media Representation: Stereotypes vs Reality

Why have these stereotypes been used? What is impact on the audience?

Stereotype used Reality

Place: Italy

Celebrity: Audrey Hepburn

Product: Galaxy chocolate

Time: 1950s

Masculinity and Femininity

Class

8

Media Audience: Hall’s Reception Theory

• In your own words, explain Hall’s Reception Theory

• Look at the following factors. Explain WHY a person may take a dominant or oppositional reading:

Dominant Oppositional

You need /deserve the luxury chocolate.

Cultural reference to 1950s movie star.

Representation of Audrey Hepburn as feminine.

9

NHS Give Blood: Represent ft. Lady Leshurr

Media Audience: Niche & Mass

In your own words:

• What is a niche audience?

• What is a mass audience?

• Who is the niche audience in the NHS Give Blood advert?

In your own words:

• What does BAME stand for?

• Why is there a need to advertise blood donation to the BAME community?

10

Semiotic Code Overall effect

Mise-en-scene

Sound

Cinematography / editing

Media Language: Semiotic Analysis Describe and explain the semiotic codes used in the advert

11

Media Language: Genre, hybridity, intertextuality

In your own words:

• What is genre?

• What is a hybrid genre?

• How does the advert follow the conventions of a music video?

• Does the advert follow the conventions of a rap / hip-hop video? Explain.

Media Language: Narrative structure

• What is the narrative of the NHS Give Blood Lady Leshurr advert?

• EXT: Explain why you think this.

12

Media Representation: The BAME community

• How are different BAME groups represented in the advert?

BAME group Stereotype Does the advert conform to or subvert the stereotype? Explain.

Black women

Asian men

Middle-Eastern women

Consider how the following are represented in the advert:

Ethnicity

Masculinity

Femininity

Ability/disability

Class

Places

13

Media Representation: Selection, Mediation, Construction

Whatever ends up in a media product, a great deal will have been left out. All products are constructed and present a mediated (filtered) view on reality and go through the following stages:

• Selection – choices made during the production process will shape both the meaning and the message of the product. The selection reasons can be:

• for quality purposes (the first episode of Doctor Who was reshot due to poor production values)

• for time/space

• for ideological reasons (e.g. the positive representations of young gay men in Class).

• Mediation – everything we see has been chosen by design, through choice of shot, edit, positioning of recording instrument, words in a script/article, gameplay mechanic or nuance of performance. This can be for marketing purposes (the Omo advert suggests that to disagree would put the reader in a minority). It can also be for ideological purposes (different stories on the front covers of two different newspapers present a mediated version of the news which reflects their political learnings).

1. How does the selection of subjects (people) in Represent shape the meaning and the

message of the advert?

2. How has the advert been mediated to create a positive representation of BAME

people? Consider shot types, mise-en-scene and any other aspects of the advert.

14

Factor Dominant Oppositional

Age Younger people would respond more positively to the advert as the majority of stereotypes portrayed are young. Also, the style of music and way the advert is constructed is aimed at a younger audience.

Older people may not respond to the imager and the style of music so may take an oppositional reading.

Social Class

Gender

Ethnicity

Place

Media Audience: Reception Theory

• Different factors may affect the audience response. How would different audiences respond to the NHS Give Blood advert?

15

Context: Historical Context

• What stereotype is used in the Omo advert?

• How does this compare to representations of men and women today?

OMO, Print Advert Woman’s Own Magazine, May 1955

What is the stereotypical role of a woman in 1950s Britain?

16

Media Representation: 1950s Comparison

Different Similar

Galaxy

OMO

Possible ideas

Perfectly presented

Power Control Subservient Feminine

Which of the adverts do you think represents women more positively? Explain.

17

Media Representation: 1950s vs 2010s Comparison

Compare how our 3 CSPs represent women in the 1950s and 2010s differently Differences in representation

1950s representation

2010s representation

18

Media Language: Technical Elements of a Print Advert Annotate the advert, exploring the effect on the audience. Ext: What effect does the same detail have on a modern audience? Why?

19

Media Audience: Modern Views on 1950s Advertising

For each 1950s advert, state why this would cause offence to today’s audience:

• Alco

• Mr Leggs Trousers

• Hoover

• How does your OWN opinion impact how you view/respond to an advert? (Hall’s Dominant, Negotiated or Oppositional readings)