Advertising & Marketing Task 4: Campaigning adverts and audience readings

“This is Abuse- would you stop yourself?” Advert

I think the audience of this advert is targeted towards young people as it features a young teen couple. This could also have a secondary audience which could be women because the message is conveyed by a female and she's the one who's been abused since she is the one who bangs on the glass window. It also looks like she's having a mind thought or a later reaction thought of what she should have and have done instead of letting the guys having his way with her.  The advert was directed by Shane Meadows and the home office and they initially wanted this advert to be made so it could show awareness of the abuse in relations towards women. One of the things that Home Secretary said by Alan Johnson "it was essential to change attitudes in order to stop abuse against females", the purpose of the advert is to make help teenagers to recognise the signs of abuse and equip them with the knowledge and confidence to seek help, as well as understanding the consequences of being abusive or controlling in a relationship. One of the way techniques the advert uses is emotional appeal very well, because it creates empathy towards the audience and the audience responds to the advert the way media producers want and expect them to which is a preferred reading. The emotion appeal compels the audience to react and agree with what is wrong in the advert. The advert uses a direct address to the audience because the advert speaks directly to the viewers especially towards the end when the advert adds a rhetorical question, which questions the audience.

Be Food Smart- Change4Life Advert

I think the government can help cultivate a change in the peoples eating habits buy showing different ways how harming some foods can be for our bodies, and then people can realise all the damage that they are doing and take some action to change their unhealthy lifestyles.  You see the method of reputation in the advert where you can see the use of sugar multiple times and I feel like it’s used to make the viewers realise how harmful a small amount of sugar can be in the long run, it’s almost as if the advert creators want the viewers to remember it also so they can change this way and be cautious about how much one inputs. One of the great ways the adverts tries to convince the viewers how bad sugar is the way the sugar was used to make the words. It makes a greater impact towards the viewers because it’s using sugar to show the problems and illnesses sugar can lead to, which ultimately compels us to agree that we should be in control of what we eat. Another method that is used is the expert’s information; it’s used to show the amount of sugar that’s dangerous to us and children making them vulnerable.

The Starbucks #WhiteCupContest Advert

User generated advertising has become so powerful in this day and age because brand consumers are able to be vocal about products by, sharing photos, promoting a hashtag or even tweeting about a sale all through social media. Todays consumers have great opportunities to share their experiences with the brands products, which ultimately helps them in their sales. Consumers trust other consumers more than the direct marketing that the brands do because they believe that consumer can give realistic views and opinions regarding the products unlike paid marketing. The contribution of a collective intelligence audience is a good way of coming to an end conclusion about a product since consumers can easily engage with each other about products. Consumers are now used to having a group of dedicated buyer/reviewers at their disposal wherever they are, and knowing that someone else had a good experience with a product is a powerful motive to buy.

Terms - classwork

Key Terms

User generated content (UGC) - content made by non-professionals (social media posts, blogs, pinterest) 

Sharable content - is the potential of a given piece of content to be transmitted, or shared, by a third party. If you can complement your content with genuine, personal engagements via social media on a regular basis, eventually you'll build a loyal audience of followers on your social platforms.

Pro-Sumer -  we are no longer 'simply' consumers - we produce our own content. since 1980 the term 'prosumer' has been used to describe the blurring of the lines between producers and consumers. 

Participatory culture - today we take part in the media, rather than just consume it. 

Collective intelligence - this is a concept which is used by media theorist henry Jenkins proposed that "nobody knows everything. we all know something. therefore together we can know everything (or nearly everything)".

Audience readings - classwork

Audience readings

Preferred reading - when the audience responds to the product the way media producers want and expect them to.

Negotiated reading - this is when a member of the audience partly agrees with the part of the product such as a film or a documentary

Oppositional reading - when the audience are is complete disagreement with the products message and meaning

Modes of address

Direct address - speaking to the viewer directly, using 'you' or 'your'. which reinforces preferred reading

Indirect address - it is a more of an 'objective' speech, which is more descriptive to use.

Authoritative - it what's telling you what to do, which they convey a clear message.

Familiar - it is more of a chatty advert, which engages as your friend as friendly conversation, a voice that connects to your more personally.

Advertising & Marketing Task 2: Distribution and Cross Media Platforms

Evaluation of Cross Platform Advertising 

Types of Adverting's	Strengths	Potential Problems	Examples
Viral advertising	It can be effective as a stand-alone tool or as part of a larger marketing campaign. But can be especially attractive to smaller business, as it can be more cost-effective than traditional marketing efforts.	The viewers can react to the advert positively depending on the content. the viral advert can be seen as a nuisance to the audience as they would regard it as spam.	Pepsi advert: https://www.youtube.com/watch?v=73P9STckPLw This ad went viral for all the wrong reasons as the viewers responded negatively to the advert. let alone people around the world the celebrities had also responded in this manner.
Native advertising	It is an advert that is in disguised, mostly where you are unable to realise that this is an advert.	It can be confusing and frustrating to the viewers as they don't know what is happening or that its takes time to show the product.	Marks & Spencers advert: https://www.youtube.com/watch?v=zmPTpN5vw8o This is seen as a native advert because of the way the advert was made, mostly made up as a story, showing many different scenes and surroundings, making it hard to figure out that is an advert.
Targeted advertising	It is best used for the audience where what the audiences likes and dislikes are noticed and shown things according to what relates to them best.	It can be seen as invasion of privacy for some of the audience who may not like the online outlet to know about them personally.	Facebook overview advert: https://www.youtube.com/watch?v=yTCcKLkaaeA This video is a clear representation of how the targeted ads work, especially in Facebook and it can really be a successful way to promote your business.
Shoppables and Influencers	Shoppables pages are very good and handy to use because consumers are easily able to get to access to websites and purchase products instantly. Influencers can easily help struggling's companies as viewers would like to purchase products they feature in or launch.	They can be seen to be misleading because some websites might not be real and scam them. influencers can be a nuisance since there ads pops up a lot, with the same consistent advert.	Instagram shoppable tags advert: https://www.youtube.com/watch?v=5x5rKhDbY3I This video shows how well the Instagram society is responding to shoppable tags since there very easy and convenient to use. Turkish Airlines advert: https://www.youtube.com/watch?v=ruav0KvQOOg Tis advert encourages a large group of audience other than football fans, because they try to impress the audience with their skills and tricks which is interesting to any audience.

Advertising & Marketing Task 1: Persil Advert Analysis

Advertising & Marketing Task 3: Representations of gender and sexuality

I will be assessing the Yves Saint Laurent perfume advert which is a women’s product and the L’insoumis men’s perfume advert. They are patriarchal, which is system of society or government in which men hold the power and women are largely excluded from it, adverts that are setting aside men and women to be different from each other. 

This print ad is specifically targeted towards women as it advertises for a women’s perfume however this can also be for men as they would want to purchase the product for women.  The image of this advert conveys a sense of female dominance which attracts a female audience and allows them to believe that by having this product it will make you’re more attractive and appealing to men. You can see that in the advert that the man is clearly attracted to the women model that has put on the perfume which is featured in the advert in the corner. The adverts are binary opposite where two ‘mutually exclusive’ things that are paired against each other such as men and women. You can see that women are be objectified which is degrading to the status of a mere object and in these adverts since they want the model to lure men towards themselves. This advert suggests towards the audience that wearing the Yves Saint Laurent perfume will make men draw to you. 

The camera shot of this is medium shot which shows the part of the characters bodies and the way this shot has been taken is in an interesting way because you don’t usually see this of image in adverts. The image has been taken at canted angle where the angle of the shot is tilted, and you can see that the sky is in the left hand side which shows unusual scenery. One of the mise-en-scene elements such as costume plays an important role, because the women’s blouse has been opened and her tie has been undone which is something that the viewers pick up instantly since she is the main focus of the advert. The white blouse kind of goes against what the character is doing, the white blouse symbolises pure and innocence but this is quite ironic because she’s shown to be exposed and revealing. This could be seen as an archetype since the viewers see this attraction from a man they tend to believe in the product because they think that the product actually works to draw attention towards men. Women are shown to be bare and over sexualised because it encourage men’s to purchase products that will entice women and they also encourage women as well because theses adverts display the attention that they want hence why they will have the urge to buy these products. I feel like this advert kind of challenges patriarchy because you see that the women is in charge and allowing the man to succumb to her will, since she displays her appearance of an office/ businesswomen formal wear. However others may say that this can be seen as a stereotype because women are often seen like this all the time, since they are ‘known’ to be weak and allow men to do what they want. And the advert represents women as an object, a materialistic thing which you can do whatever you want to, the fact that she’s revealing herself suggests that she displayed as a sex object since she’s making herself lustful with the male character.

This print ad is specifically targeted towards men as it is advertises for a men’s perfume however this can also be for women as they would want to purchase the product for men.  The image of this advert is quite different then you see usually see in a men’s advert and men usually wear suits in the print ads. This advert conveys that without this product you won’t be as manly and muscular like the character in this advert.

The camera shot of this image is a medium shot that shows part of the characters body, and the image is taken at and eye-level. One of the mise-en-scene element which is the setting, is a key part of the advert, here you see that the character is a forest where is must be cold, this is shown by the why the character is wearing a jumper and has his hands in his pocket. The setting links back to the actual product where on the side you can see the leaf like designs; maybe this is why he advert was shot in the forest. Another mise-en scene element that stands out is the costume, because you can see that the character is quite reserved and poised looking. His character makes him look quite formal in this scene; it almost seems as if he looks effortless to sell the product, unlike the first advert where you can see the male character has to look a certain way to look and help the audience believe that the product will attract women. The text also link well with the image as they conveys the same message, the text says ‘the scent of a free spirit’ which could suggest that this perfume product is specifically tailored of an individual just like the character in the advert. The advert does uphold the patriarchy where men are in control in the society you can see that the advert represents the typical masculine stereotype which conducts the way men should look like in today’s society. The stereotype secludes the norm because it makes an induvial think that this is the new way to be a ‘perfect looking’ norm which causes a controversy between the norm and the new. This advert shows how men should be such as strong and confident genders than the women, because men have the power to be strong. 

The comparisons between the two adverts has to be the representation of men, they are shown as an accessory with the women. yet in the second advert you can see that the advert presents the character in very different way where he is seen as strong induvial, which shows how man can do it all; which shows that still in this day and age we live in a patriarchal society because women get supressed even if women are displayed sexually like the first advert or even powerfully they are still determined as weak women. 

Seeing these adverts I’ve realised that even though that we live this 21^st century men will always be first regardless of how hardly women strive to out beat them. I think that the society we live in has brought many changes after 100 of years because women are doing things that they have never done such as being manging directors in huge companies, they have excelled in many ways  and have tried to outdo what men do. Women have and still are trying to break this gender stereotype. But the world that we live in has sort of made its mind up that women are only women because they can’t change and be like men.  They believe that at the end of the day no matter what they do in their life such as career wise they will end up being housewife’s.

Audience research - classwork

Types of Research

Primary Research - it is the new information gathered by the researchers such as surveys, interviews and observations.

Secondary Research - existing information gathered by the researcher such as reading books, reading articles.

Quantitative - anything that can be broken down into numbers for data gathering which is done on a large scale such as surveys.

Qualitative -  these are opinions, attitudes and beliefs to be gathered in sentence form which is done on a smaller scales such as interviews and focus groups. They are much open questions. If you are researching a particular industry in this case advertising it is agood idea to look for information from industry journals which are written for and by people in the specific industry.

Ideology - classwork

Ideology

1. Ideology - it is a set of ideas/beliefs/values that give us a framework for viewing the world. These are some of the examples:

Religion - Christianity- powerful, all- seeing god.

Feminism - women are equal and should right equality. 

Marxism - believes to seeks equality for all classes re-distribution of wealth.

Nationalism - love for your country becomes damaging at times.

Capitalism - belief in wealth and competition.

2. Dominant Ideology - Those values/.beliefs  that are shared by most people in a given society. These are some of the examples:

Consumerism -  a belief that having 'stuff' makes us happy such as adverts that lead us.

Beauty - skinny, young, white, blonde, flawless skin.

Nuclear Family - a belief that happy family involves a mother, a father, 2 kids and a pet is the norm.

Gender or Femininity - some of these change over time. Women should be poised and empathetic. 

Hegemony: explains how dominant ideologies works. Its a process of consent such as media, education, families.