Media and Advertising- Old spice
Media And Advertising- Old Spice
Technical conventions (examples):0
-camerawork
- logo
- slogan (short and catchy phrase associated with the product: redbull gives you wings)
- product image (shows the audience what the brand is selling)
- font size ( size of the written text on the adevrt indicates a hierarchy of importance in what is read on the page)
- typeface/ font style (different font styles evoke different meanings and attract different audienceswith serif and sans serif as the most important
- shot types and angles (camera work in other words- the distance and angles in order to capture shots, shot types)
- composition and layout ( the way in which the elements of the advert are organised and positioned along the page)
- rule of thirds ( linked to composition where the page is divided into three sections horizontally and vertically)
- special effects and image manipulation (effects achieved when manipulating the advert can be used to create a greater emphasis on the product or media message)
- props
- loation and settings
- costume and makeup
- register mode of address
- anchorage
- intertextuality
Techniques to persuade
- persuasive language
- scientific or statistical claim
- unfinished comparison or claim
- humor
- beauty appeal
- lifestyle appeal
- escape
- celebrity endorsement
- fear
- Humour appeal ( `this fact has not been fact-checked` )
- The image used is very colourful and the colours are mainly saturated, light and positive (product image)
- Direct mode of address established by the way that the model of the product is looking at the audience
- The font style used in the text `old spice` is serif. The serif font is classified as `modern`which can therefore relate to its use in this advert in specific because the advert is modern as well, however for the slogan of the advert the font used is sans serif which therefore makes it seem more formal due to sans serif font being used making a contrats and therefore showing that the advert has both formal and humorous aspects.
- Techniques to persuade such as escape are visible due to the background used such as with the beach and all aspects of `summer` shown in the advert
- Intertextuality used between the name of the place `The bahamas` and the visuals of the advert such as beaches, sand, dolphins and the volcano as these aspects can be all seen in the Bahamas.
- Could be suggested that it creates a sense of realism because all the aspects and visuals of the advert are typical for beaches and places of hot weather such as The Bahamas.
- Props used in the advert are all the aspect such as the dolphin, the toys on te beach, the female suntanning, the umbrella.
- Celebrity endorsement can be seen in the use of the model
- Logo and product name is `Old spice`
- Positioning and layout is very ordered and organised. The 2 most important features of the advert are positoned on both sides of the page. The product on the right hand side and the model on the left.
- Effects and image manipulation can be seen in the volcano-like head of the model.
Media language- How the media through their forms, codes and conventions and techniques communnicate meanings.
Representations- How the media portray events, issues, individuals and social groups.
Media language- Genre conventions of:
- camera
- editing
- sound
- mise en scene
Contexts: social and cultural
Set products:
1. Soft drink advert- Lucozade `I believe`
2. Men`s grooming advert- Old Spice `Smells like a man`
3. Homesless charity advert- Shelter `home for everyone`
Advertising- this is the process of making a product or service known to the market and the target audience.
Marketing- this is the process of preparing a product for the marketplace. Advertising is one of the several components used in the marketing strategy.
Media Language- the main areas include
- codes and conventions
- genre
- constructiing and interpreting meaning
Technical conventions
- this refers to the actual technical construction of the advert for example the colour palette or the shot type
- techniques to persuade
- this refers to content, or the message created by the combination of technical elements, that persuade the audience to buy the product.
Technical conventions (examples):0
-camerawork
- logo
- slogan (short and catchy phrase associated with the product: redbull gives you wings)
- product image (shows the audience what the brand is selling)
- font size ( size of the written text on the adevrt indicates a hierarchy of importance in what is read on the page)
- typeface/ font style (different font styles evoke different meanings and attract different audienceswith serif and sans serif as the most important
- shot types and angles (camera work in other words- the distance and angles in order to capture shots, shot types)
- composition and layout ( the way in which the elements of the advert are organised and positioned along the page)
- rule of thirds ( linked to composition where the page is divided into three sections horizontally and vertically)
- special effects and image manipulation (effects achieved when manipulating the advert can be used to create a greater emphasis on the product or media message)
- props
- loation and settings
- costume and makeup
- register mode of address
- anchorage
- intertextuality
Techniques to persuade
- persuasive language
- scientific or statistical claim
- unfinished comparison or claim
- humor
- beauty appeal
- lifestyle appeal
- escape
- celebrity endorsement
- fear
- Humour appeal ( `this fact has not been fact-checked` )
- The image used is very colourful and the colours are mainly saturated, light and positive (product image)
- Direct mode of address established by the way that the model of the product is looking at the audience
- The font style used in the text `old spice` is serif. The serif font is classified as `modern`which can therefore relate to its use in this advert in specific because the advert is modern as well, however for the slogan of the advert the font used is sans serif which therefore makes it seem more formal due to sans serif font being used making a contrats and therefore showing that the advert has both formal and humorous aspects.
- Techniques to persuade such as escape are visible due to the background used such as with the beach and all aspects of `summer` shown in the advert
- Intertextuality used between the name of the place `The bahamas` and the visuals of the advert such as beaches, sand, dolphins and the volcano as these aspects can be all seen in the Bahamas.
- Could be suggested that it creates a sense of realism because all the aspects and visuals of the advert are typical for beaches and places of hot weather such as The Bahamas.
- Props used in the advert are all the aspect such as the dolphin, the toys on te beach, the female suntanning, the umbrella.
- Celebrity endorsement can be seen in the use of the model
- Logo and product name is `Old spice`
- Positioning and layout is very ordered and organised. The 2 most important features of the advert are positoned on both sides of the page. The product on the right hand side and the model on the left.
- Effects and image manipulation can be seen in the volcano-like head of the model.
- Shot types- medium shot taken of the model
Other persuasive techniques used in the advert are:
Each media language technical element used in an advert can be used to be reffered t as a sign tht helps the producer construct meaning.
Semiotics is the study of signs. Each sign has two levels of meanings.
Denotation
The literal meaning of each of the different signs you can see in an advert.
For example: A middle aged white man, in an expesive suit in an office, with the product image of a bottle of aftershave in the bottom right third of the advert.
Denotation is the description of what you see in an advert.
Connotation
The additional meaning or implications of the meanings created by each sign.
For example a successful businessman wears this aftershave, which helps make him powerful. If you buy this aftershave, you too could be like him, be of similar status and own similar things.
Connotation in this sense is an ANALYSIS of what you see in adverts and what combination of signs mean or tell you about the product.
Class
Age
Gender
Ethnicity
Disability
Other persuasive techniques used in the advert are:
- Celebrity endorsement- the model is an American actor and former American football wide receiver
- Humour- humour appeal is used in the context of the exaggerated/ surreal setting, the expression of the face of the actor, the random combination of visuals along with the unfinished claim help create an atmospere of humour.
- Escape- the idea of escape, also referenced in the TV advert with the phrase `The man your man could smell like` provides a sense of escapism for the female audience. The setting of a tropical island provides a sense of escape from everyday life.
- Unfinished claim- the unfinished claim is provided and used to create humour by saying ` this fact is not fact-checked`
Semiotics is the study of signs. Each sign has two levels of meanings.
Denotation
The literal meaning of each of the different signs you can see in an advert.
For example: A middle aged white man, in an expesive suit in an office, with the product image of a bottle of aftershave in the bottom right third of the advert.
Denotation is the description of what you see in an advert.
Connotation
The additional meaning or implications of the meanings created by each sign.
For example a successful businessman wears this aftershave, which helps make him powerful. If you buy this aftershave, you too could be like him, be of similar status and own similar things.
Connotation in this sense is an ANALYSIS of what you see in adverts and what combination of signs mean or tell you about the product.
Class
Age
Gender
Ethnicity
Disability
Media lucozade advert analysis media and advertising from maria_angelova2808
Technical conventions: Old Spice
Special effects/ image manipulation- The volcano erupting has been manipulated using CGI techniques onto the top of Mustafa`s head. Other props including the sunbathing women, island windsurfer and the shark have also been edited onto his body in order to relate the advert to the tropical weather and atmosphere.
Location and setting- As the text of/on the advert refers to `Bahamas scent`, the virtul studio and effects have been used to make it appear as if the actor is on a tropical island. This establishes a relationship and link between the text and the visuals. Therefore, the `Bahamas` are represented by the background of the advert, which has been edited to make it appear as if it is the `Bahamas`.
Unfinished statement/claim/comparison- The use of phrases that are not finished so they cannot be fully compared. eg ``probably the best beer in the world` or in this case of the Old spice advert `this fact has not been fact-checked``.
Intertextuality- The unfinished statement is an intertextual reference to the campaign adverts. Mustafa`s position as an actor in `Shadowhunter` and former athlete (American footballer) makes him appealing to male and female audiences.
Media language- codes and conventions
Codes and conventions include- technical, written and symbolic codes
camera work
audio
editing
props
setting/location
colours
typography
special effects
lighting
Technical conventions: Old Spice
Special effects/ image manipulation- The volcano erupting has been manipulated using CGI techniques onto the top of Mustafa`s head. Other props including the sunbathing women, island windsurfer and the shark have also been edited onto his body in order to relate the advert to the tropical weather and atmosphere.
Location and setting- As the text of/on the advert refers to `Bahamas scent`, the virtul studio and effects have been used to make it appear as if the actor is on a tropical island. This establishes a relationship and link between the text and the visuals. Therefore, the `Bahamas` are represented by the background of the advert, which has been edited to make it appear as if it is the `Bahamas`.
Unfinished statement/claim/comparison- The use of phrases that are not finished so they cannot be fully compared. eg ``probably the best beer in the world` or in this case of the Old spice advert `this fact has not been fact-checked``.
Intertextuality- The unfinished statement is an intertextual reference to the campaign adverts. Mustafa`s position as an actor in `Shadowhunter` and former athlete (American footballer) makes him appealing to male and female audiences.
Media language- codes and conventions
Codes and conventions include- technical, written and symbolic codes
camera work
audio
editing
props
setting/location
colours
typography
special effects
lighting
Comments
Post a Comment