MEDIA STUDIES – GCSE ASSESSMENT ONE

Perfume Advertising

The Four Key Concepts

Media Language

Media Representati

ons

Media Institutions

Media Audiences

•The way in which media texts communicate•Combination of image, words, sounds•Reading of signs and symbols

Media Language

•The ways in which people and places are re-presented through the media

Media Representatio

ns

•The organisations and companies involved in the production, distribution and regulation of media texts

Media Institutions

•Who media texts are targeted at•The different ways in which audiences respond to media texts

Media Audiences

Target Audiences

Decide what kinds of people you think are most likely to buy the following products. Why?

Baked beans Small hatchback car Double Glazing Jeans New sofa Trainers Computer Games New sports car

Target Audiences

Choose three of the following groups of people. List five types of products they are likely to buy. Why?

Over 60s Young couples with no children Boys aged 5-11 Girls aged 5-11 Men aged 18-25 Fathers and Mothers with growing families Teenage girls aged 13-18 Teenage boys aged 13-18 Women aged 18-25

Advertising Psychology

Advertising is designed to suggest that a product will supply something that the audience wants.

Some needs that advertisers play on include: To be superior to others or part of a superior

group To be up-to-date and a trendsetter To be a member of a happy family To be attractive to look at To be popular To be wealthy

To be superior to others or part of a superior group

To be up-to-date and a trendsetter To be a member of a happy family To be attractive to look at To be popular To be wealthy

To be superior to others or part of a superior group

To be up-to-date and a trendsetter

To be a member of a happy family

To be attractive to look at

To be popular To be wealthy

Selling techniques

For each technique opposite, suggest an advertisement that uses this approach and the effect it is intended to have on the consumer

Claim that product is “new”, modern, or “the latest”Claim that it is traditional, dependable, “quality”Promote the feeling that the buyer is superior or specialUse humour or witImply scientific or technological advancesSuggest that the product is the biggest or bestUse gimmicksSuggest it is a bargainPicture babies or childrenPicture “cute” animalsSuggest that the product is unusual or out of the ordinary

Denotation and Connotation

What you can see or hear in a media text

A description of the text

E.g. there is a blonde-haired woman with pink trousers on.

What is suggested or implied by the denotation

An analysis of the text

E.g. her pink trousers emphasise her femininity

Denotation Connotation

Denotation and Connotation

What is the denotation in these images?What are the connotations of these images?What products could be advertised using these images?

Use of colour

Colours have multiple connotations, which can be varied and opposite.

For example, green can connote envy, jealousy, springtime or nature.

What are the connotations of: Black Gold Pink Yellow Grey Red

Perfume Advertising

GCSE Media Studies Controlled Assessment Assignment 1

Perfume Advertising

Assessment One Analytical Task: analyse two perfume

advertisements. How effective are they in selling their product?

Research and Planning Task: design and produce your own perfume advertisement targeted at a specific audience

Why perfume advertising?

When advertising a perfume, you are not selling a product which does anything

You can’t say it’s the best, fastest, strongest, has the biggest engine…

Instead, you have to sell the idea of what the perfume will create

You are selling an image, a lifestyle, or a feeling

Technical AnalysisCodes and Conventions

Analysing a Perfume Advert

Type of Shot

Long Shot Close Up

Angle

High Angle Low Angle

Mis-en-scene

Depth of Field

Shallow depth of field Deep Depth of Field

“Realism” or Constructed Images“Realistic” – looks documentary

Artificial Construction

Single Image or collage

Single Image Collage

Soft or hard focus

Soft Focus Hard Focus

Mode of address

Direct Address Indirect Address

To summarise...Image Analysis

Shot Type (CU, MS, LS) Angle (Low, High,

Straight) Mis-en-scene Depth of Field Realistic or artificial

looking? Single image or collage? Soft or hard focus? Direct or indirect mode

of address?

Plus...

Colour palette Imagery / References Lighting – low key?

Harsh? Soft? Coloured? Natural?

Text choices: fonts, colours, size, angle, position

Representation: how does the advertiser tell the audience what type of person this is?

And, for each of these: what is the effect on the audience? What impression does this technique create?

Homework

Choose one of the adverts on your A3 sheet

For each technical feature you have identified explain why you think the producer has chosen it. What is the effect on the audience?

In your books For Friday 17th October

Homework

Find one or two perfume adverts and bring to lesson on …

For each one write a couple of sentences about why you think it is an effective advertisement

Media Language:•Colour•Type of shot•Angle•Focus•Depth of field•Mis-en-scene•Realism?•“Storyline”?•Use of words•Font design/size•Layout

Representation:•Who is represented?•How are they represented?

Audience:•Who is the target audience for this advertisement•How do we know?•What might other audiences make of it?

Media Language:•Colour•Type of shot•Angle•Focus•Depth of field•Mis-en-scene•Realism?•“Storyline”?•Use of words•Font design/size•Layout

Representation:•Who is represented?•How are they represented?

Audience:•Who is the target audience for this advertisement•How do we know?•What might other audiences make of it?

Media Language:•Colour•Type of shot•Angle•Focus•Depth of field•Mis-en-scene•Realism?•“Storyline”?•Use of words•Font design/size•Layout

Representation:•Who is represented?•How are they represented?

Audience:•Who is the target audience for this advertisement•How do we know?•What might other audiences make of it?

What makes a successful perfume advert?

To summarise...Image Analysis

Shot Type (CU, MS, LS) Angle (Low, High,

Straight) Mis-en-scene Depth of Field Realistic or artificial

looking? Single image or collage? Soft or hard focus? Direct or indirect mode

of address?

Plus...

Colour palette Imagery / References Lighting – low key?

Harsh? Soft? Coloured? Natural?

Text choices: fonts, colours, size, angle, position

Representation: how does the advertiser tell the audience what type of person this is?

And, for each of these: what is the effect on the audience? What impression does this technique create?

Planning your own advert

Who is your target audience? Age Gender Interests What do they value?

Where would they see your print advert?

Which magazines? Why?

Things you need to plan – with your target audience in mind Name of perfume/fragrance Name of institution/branding A slogan (what techniques can you

use?) Idea of main image Ideas for colours Style of typography Background Key message being communicated Design of the bottle Positioning of images/text

AdvertsYear 10 Perfume

https://selma/sites/longeaton/students/communications/Media%20Studies/Featured%20work/Perfume%20ad%20-%20Example2.jpg

Half Term Homework

Take a selection of images (between five and ten) for use in your perfume advert. Think about: Mis en scene Angle Lighting

Bring the images to school on a memory stick or similar on Monday 5th November

Advertising and Marketing

Representation

Representations of women

Representations of women

Representation of relationships

Advertising and Marketing

Effective Slogans

Slogans

Advertising slogans are short, often memorable phrases used in advertising campaigns.

Which slogans can you remember? Thought shower and list as many

slogans as you can think of.

Some Famous Slogans

If Anyone Can, Canon Can Stena Sea Link: Ferry Affordable Don’t just book it, Thomas Cook it Beanz Meanz Heinz The Appliance of Science Just Do It The future’s bright; the future’s Orange The World’s Local Bank Fun anyone?

Slogan Techniques

Sums Up What the Brand Stands for

Uses Present Tense

Use of Humour, Puns and Word Play

Uses Imperatives

Rhymes/Phonological Impact/Alliteration

Use of capitals, choice of font and font size

Identifies Audience and VAL

Shows Attitude and Personality

Identifies and Sells Needs and Desires –

What will it do for you?

Use of Second Person You/We/Us

Name of the perfume and slogan What is suggested by the name and

slogan?

What values and underlying messages are being communicated to the audience?

Does the style and size of the font imply or suggest anything?

Perfume Slogans

How many of these can you remember?

Perfume Slogans

Do you dare? (Britney Spears) Let your fragrance sparkle (Boss) Your Fragrance, Your Rules (Hugo) Because You Never Know When (Lynx 247) Follow your inspiration (Christina Aguilera)

Language of Perfume Adverts: Empowering, Aspirational (follow your dreams), Emotive, Motivational.

Graphology/Typography

Does the style and size of the font imply or suggest anything?

Perfume Bottle Design

What does the style and shape of the bottle suggest?

Men’s Perfume/After Shave/Cologne

Men’s Perfume/After Shave/Cologne

Men’s Perfume/After Shave/Cologne

Women’s Perfume

Male/Female Ranges

Year 10 Media Studies Rooming

Up to half term: normal rooms Monday 5th November: p5 in D3, p6 on the Mezz Tuesday 6th November: p5 Mezz Wednesday 14th November: p4 Mezz Thursday 15th November: p1 Mezz Friday 16th November: p2 D3 Monday 19th November: p5&6 Mezz Tuesday 20th November: p5 Mezz Wednesday 28th November: p4 Mezz Thursday 29th November: p1 Mezz Friday 30th November: p2 D3

Deadlines

Monday 19th November: p5&6 Mezz Tuesday 20th November: p5 Mezz Wednesday 28th November: p4 Mezz Thursday 29th November: p1 Mezz

LAST COMPUTER ROOM LESSON Friday 30th November: p2 D3

FINISHING OFF HAND-WRITTEN ANALYSIS Monday 3rd December: p5&6 D3

WRITING UP EVALUATIONS Tuesday 4th December: p5 E2

WRITING UP EVALUATIONS AND FINISHING OFF Wednesday 12th December: p4 D3

FINAL DEADLINE – ALL WORK HANDED IN ON PAPER

Evaluating your advertisement

A clear outline of who your target audience is (by age, attitude, personality – be as detailed as possible)

Comment on: How your advert suits your target audience’s needs, desires and

aspirations The name, institution and slogan for your advert with reasons how these

target your audience. How successful your advert is in persuading the audience to buy your

product? How have you achieved this? Colours – denotation & connotation Image – use your glossary to analyse the construction of the image Representation – how have you represented the person/people? Slogan / Perfume Name – explain and evaluate your choice of

language What technical skills have you used? (use the Photoshop skills sheet)

Use media terminology throughout your commentary.

What needs to be handed in

First “Real” perfume ad stuck on A3 and analysed Second “real” perfume ad stuck on A3 and

analysed Clean printout of your perfume advert Copy of your perfume advert stuck on A3 and

evaluatedOptional extra: Sheet of A4 (handwritten or typed) explaining

your planning process: how you came up with the ideas, how use used the software to create your production, which technical skills you have used