C1 Advertising

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Friday 28th February

1. 2 ✔
2. 70 ✔
3. 40 ✔
4. To make money is the main purpose of all media.

What is advertising?

• The main aim of advertising is to inform and educate, persuade and sell people on a product or problem.

• Commercial advertising aims to make money. It does this by using persuasive techniques to make you want to buy their product. However, non-commercial advertising aims to spread awareness. It does this by using shock to confuse the audience and think about the problem.

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Friday 7th March

1. to inform, educate and persuade people to buy their product ✔
2. To make money, to promote. Raise awareness, persuade audiences, unique selling point and inform or educate.
3. Commercial advertising aims to make money by promoting consumer goods or services.
4. Charities ✔
5. Codes and Conventions are the expected elements that will be included in products from particular media forms and genres.

Advertising & Marketing

Codes & Conventions of Print Advertising

• Name of brand/product
• Logo 
• Slogan
• Specific details of USP/product of service.

Hard Sell is when they sell the product (mostly food) boldly to get you to buy the product. However, soft sell is where they sell 'values' and their product very subtly.

Non-Commercial print advert


Main Aims : to stop selling assault weapons
Print codes and conventions : USP, Logo, Brand
Hard sell advert
Persuasive language techniques : Facts and statistics.

Commercial print advert

Main aims : to get people to buy ketchup
Print codes and conventions : Logo, USP, Brand
Hard Sell advert
Persuasive language techniques : pun and play on words

Make use of

• Facts and Info
• Persuasive language (hyperbole especially)
• Imperatives
• Emotive language
• Wordplay and Puns

Intertextuality

This advert uses intertextuality because it references the nursery rhyme Humpty Dumpty which is a story that is heard by kids. They have used intertextual references because they are trying to suggest that Levis are tough and allow children to play in their jeans and that their jeans are so tough it broke the floor instead of himself.

Historical Adverts

They have used a slogan and their logo, The images of people being refreshed and happy while cokes on the side to emphasise their delicious and refreshing taste. Colour palette is bright and bold to also make coke look refreshing. Layout is a conventional Z layout. The narrative is telling a story of a girl who stopped playing tennis just to drink her coke ready to go back out and play. 

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Friday 14th March

1. soft sell is where they sell 'values' and 'lifestyle' instead of an obvious product.
2. Logo, Main Image ✔
3. Emotive language, hyperbole ✔
4. hyperbole, alliteration, opinion as fact.
5. Repetition, Imperatives.

Coca Cola advert - 1960s

Logo & Slogan : Placed at the front, first thing you see, slogan and logo put into he Z-layout so you can see it well.

Layout : Z-layout, appeals to audience as you can see everything

Images : Including a woman playing tennis and needing a 'refreshing drink' which then refreshes her to come back and play.

Language Codes : Alliteration, Hyperbole, Wordplay. 

Narrative : The man is pulling the woman away to 'have a coke' and the woman wants a refreshing tase.

Colour palette : black, red and white.

Historical Advert Set text 

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Friday 4th April

1. Representation - how someone is perceived or showed 

2. 1950s

3. Objectified. Housewives, mothers, domestic, sexual objects.

4. They were aimed at everyday, working-class people

5. delicious

Dirt.

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Friday 25th April

1. Representation is hows someones perceived on the media. ✔

2. 1950s. ✔

3, Mothers, housewives and sexual objects. ✔

4. every day, working-class people. ✔

5. delicious. ✔ 

Quality street advert : Context

Male Gaze Theory

The male gaze theory is in the way that women are perceived and depicted from a masculine point of view, presenting them as objects of male pleasure.

This phrase was coined by feminist film critic - Laura Mulvey - in 1975.

Effect : Making the man more visible than the women, showing that men are more superior and that women should be left to the side

Effect : Objectifying the women and making them the sweets. Dressed as the sweets as they 'taste nice'.

Effect : Shows the mans class and makes the sweets seem more expensive, even though they're affordable for the working class.

Effect : the placement of the tin, and the fact that the women are reaching for the tin has a sexual and 'naughty' connotation which also objectifies the women. 

Analysing Modern Adverts 

Inquisitive, Interested, Curious, Nosy

Disabled, Crippled, Handicapped, Retarded

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1. Connotation - something suggested by a word/image/thing

2. Anger, love, danger ✔

3. Fun, energetic, loud ✔

4. Male gaze theory is the way women are perceived and viewed through the eyes of men. ✔

5. A small image that represents the brand or company. ✔

Logos

Persuasion in Adverts

Examples

Rhetorical Question - Are you kidding me?

Repetition - Time after time.

Alliteration - Big, bad bears

Emotive language - The starving children

Opinion as fact - The earth is flat.

Celebrity endorsement - Beyonce for Pepsi

Hyperbole - Im so hungry i could eat Teigan Dyer

Facts & Statistics - The earth is round

Direct Address - We need you!

Imperatives - Shut the door!

1. Imperative, Repetition

2. Direct address, Imperative 

3. Opinion as fact, Triplets

4. Alliteration, repetition, Hyperbole 

5. Direct address, Opinion as fact, Hyperbole.

Direct address (your)

Opinion as fact (theres nothing cooler)

Hyperbole (theres NOTHING cooler)

Tropical background shows that its fresh or refreshing.

Tigers blood suggests danger and uniqueness, makes people feel cooler to drink it. 

Red drink shows danger. 

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Friday 9th May

1. Direct address, Hyperbole, Alliteration ✔

2. Imperative ✔

3. Alliteration ✔

4. Direct adress. ✔

5. Emotive language ✔

Women in advertising 

L/O : to evaluate how women are represented in a variety of adverts, so that we can apply this to the set text for the exam.

"A kick right in the stereotypes"

• Ignore stereotypes.
• women can do any sport they want to. 
• Any woman can play a sport.
• Gender and religious stereotypes. (muslim girl doing martial arts.)

In this advert, women are represented as strong and capable of doing sports. This is because you can see her back muscles, due to the intentional lighting, showing how strong she is and the fact it is her back is an anti-stereotypical place to get photographed of a woman for an advert. The sport she's also doing can be interpreted as, if you see it as gymnastics its stereotypical for women, but if its cross-fit it would be an anti-stereotypical sport for women to do.

 In the Nike & Adidas posters, women were seen as stereotypical. You could see this by the use of slim models all wearing makeup with their hair done. This would mean that people without that physique might've felt excluded. However, in the "this girl can" advert, women are represented as powerful and strong. This can be seen by the use of a sweaty woman playing her sport and by the use of the mantra "sweating like a pig, feeling like a fox". The quote "sweating like a pig" shows that her appearance is not her priority and her just doing a sport to feel empowered is.

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Friday 16th May

1. This girl can ✔

2. To make girls feel more empowered and confident while doing sports ✔ 

3. As always pampered up with makeup and hair done, no sweat, perfect and good at sports. ✔

4. Being scared of judgement ✔

5. 2016

Advertising set text 2

Sweat - work, hardworking, sport, athletic, heat, gross, sticky

Pig - messy, mud, fat, pink, lazy, dirty.

Fox - sly, clean, mysterious, fast, elegant, stealthy, cunning.

Lexis

Sweating like a pig, feeling like a fox links to the name of the campaign as it shows that sweating is a good thing and it shows hard work, showing that this girl can do sports, just like the campaign says. The connotations of pig and fox are very different because pig has connotations of messiness and laziness but foxes have connotations of elegance and stealth illuminating the idea that girls can be messy while doing sports.

Typography 

The typography is a serif font which connotes femininity and elegance. The font is modern which challenges the old fashioned serif fonts. This means it attracts an older and younger audience. The logo is a sans serif font which illuminates strength and boldness, this is a more modern logo/font. 

Main image 

shot type - mid shot, shows her face and not her body, anti-stereotypical, shows her enjoyment in the sport she's doing.

normal woman - not a celebrity, anyone can do it, confidence

hair scraped back in scruffy pony and no makeup - against the stereotype that women need to look pretty while doing sports. 

Sweaty - hard- working and actually doing the sport, anti-stereotypical as "women aren't supposed to be sweaty".

No clothing brand - clashing colours and the unbranded clothing shows her lack of care of how she looks, she only care about how she's feeling.

eyes closed with a slight smile - shows how she's enjoying the activity, making it feel less scary to do , no fear of judgement due to her eyes being closed.

active position - actually working hard, caught her in the moment, having fun, by herself, lack of fear of judgement.

other women in similar positions out of focus in the background - no prejudice, anyone can take part, group activity and shows a sense of community and everyone being together, feels safe and supported, female empowerment. 

Similarities : serif fonts, mid shots in both

Differences : how the women are portrayed, loads of writing in the historical one and no writing in the modern one.

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Friday 23rd May 2025

1. stealthy, elegant, fast, cunning. ✔

2. The word choice. ✔

3. How the words looks. ✔ 

4. To go trending on social media and get it out to more people. ✔

5. Mid shot. ✔

Representation

Dominant Ideology : The attitudes, beliefs, values, and morals shared by the majority of the people in a given society.

1. It makes it seem she is enjoying the sport she's doing, which encourages people to go into sport. Her eyes are closed and she's smiling.

2. As its not a celebrity in the advertisement, which makes women who have never tried a sport want to do it and makes them feel more safe.

3. Its inclusive as its just 'girl' which could apply to any female wanting to do sport. It doesn't single any particular type of women out. Specifically for younger generations.  

Propp