ADVERTISING:
DO NOW:
28th February 2025
- 2
- 70%
- 40%
- to communicate, to advertise, to make money
What is Advertising?
The main aim of advertising is to create an audience for the product they are advertising about.
The difference between Commercial and Non-commercial advertising is that commercial advertising is trying to create an audience for a product to sell it to, Non commercial advertisements is trying to create awareness about a certain topic.
DO NOW: 7th March 2025
- to make money and to gather an audience for a certain product
- inform and educate, persuade audiences, create a unique selling point, create wider audience
- Advertising to make money
- charities, government
- the expected element included in likes of media, and other social media
CODES AND CONVENTIONS
- Name of brand/ product
- logo
- slogan
- specific details of USP or product or service
Hard sell - when the advertisement is straight forward and is very clear of their intentions of the advertisements
Soft sell - when the advertisement is more inviting and makes you guess what their brand sells, not as brief as hard sell. focuses on values and lifestyles.
.
Commercial print advert: above this text is an example of a commercial print advert,
- to sell Ketchup,
- colour pallets used, camera shot used, a background silhouette of the statue of liberty
- props
- hard sell
Non commercial print advert: above this text is an example of non commercial print advert, Facts and information and emotive, Imperative
- to make people aware
- tries to help people
- hard sell
- links to the media with the not enough space logo
Hyperbole - a way to exaggerate something
INTERTEXTUALITY:
this advert uses intertextuality because it references a Humpty Dumpty which is a kids nursery rhyme
They have used this intertextual reference because they are trying to suggest that the kids jeans are durable and stopped Humpty Dumpty from cracking his head.
HISTORICAL ADVERTISEMENTS
They have clearly shown a logo and have a clear slogan of ' come on lets have a coke'
The layout of the advertisement is laid out in a S format
the image shown on the advertisement is a woman with a tennis racket and is getting pulled by a mans arm to have coke with her
DO NOW 14th March 2025
- to advertise for a charity, not force the audience to buy it
- slogan, brand name
- persuasive, comparatives
- hyperbole, alliteration
- repetition, imperative
- Logo and slogan are at the bottom of the magazine cover. The size of these are at a large quantity.
- the layout of the magazine cover makes the audience focus on the main parts like the logos and the text on the cover.
- the images shown are the drawings of the drink and a woman with tennis gear on.
- the language techniques they have used is that it is persuasive and short and snappy. to drag attention.
- the narrative of the picture of the girl is telling the story that the woman wants a coca cola and is trying to convince the man to also drink coke.
- the main colours used are white, red black. they connote the colour of the drink, and the colour of the labels of the drink.
HISTORICAL ADVERT SET TEXT
DO NOW 28th March 2025
- mackintosh
- miss sweetly, major quality
- regency period
- aimed at everyday people
- Alliteration
Quality street advert
the main image shows a man in a suit sharing a tub of quality streets between two women who are kissing him on the cheek. this could connote that the women kissing him either love him, or want some chocolates. In this image, women are being objectified by their clothing. their clothing is matched towards the sweets/chocolates on the screen. they match together perfectly. this shows us that the women on this advertisement are being objectified by mackintosh.
Compared to how people are treated based on their gender right now, the 1950s were much different. Women were treated like animals and property in the 1950s, tasked to only support the male family members and make the female family members work for them. society favoured men and only cared to provide for men. whilst women got objectified.
DO NOW 4th April 2025
- how something is shown
- 1950s
- as objects, belongings to men
- everyday working people
- delicious
DO NOW 25th April 2025
- how something is seen
- 1950s
- as objects that belong to men
- working class
- delicious
QUALITY STREET ADVERT
Male gaze theory - the way which the visual arts and literature depict the world and women from a masculine point of view, presenting women as objects of male pleasure
the phrase male gaze was coined by feminist film critic Laura Mulvey in 1975
purple -this is supporting the stereotype that men are more powerful than women and are their objects
green - this supports the stereotype that men are superior
yellow - this creates the idea that women are tasty which supports the male gaze theory
blue - this shows that men can only work for their families
ANALYSING MODERN ADVERTS
positive: interested, inquisitive disabled, handicapped
negative: nosy curious retarded, crippled
DO NOW 2nd May 2025
- suggesting an idea
- blood, violence, romance
- barking, fur, bones
- the way the visual arts depict women from a masculine point of view
- a simple design that represents an organisation, product or company
LOGOS
- adobe
- barbie
- coca cola
- disney
- explorer
- honda
- ibm
- jbc
- kellogs
- lego
- mcdonalds
- nintendo
- oreo
- quicktime
- reeses
- skype
- unileva
- virgin media
- wikipedia
- xbox
- yahoo
- amazon
PERSUATION IN ADVERTS
- rhetorical question - a question asked without an answer because it is obvious
- repetition - using the same words or phrases in a text
- Alliteration - two words that have the same starting letter that are after one another
- emotive language - a language technique that evokes for an emotional response from the audience
- opinion as fact - an opinion stated as a fact
- celebrity endorsement - using a celebrities status to promote a product
- hyperbole - exaggerated statements or claims
- facts and statistics - something that is true and backed by data
- direct address - when you talk directly towards the audience
- imperative - giving a authoritative command
- emotive language, opinion as fact, repetition, imperative
- direct address, imperative
- triplets, opinion as fact,
- hyperbole, repetition, alliteration
- hyperbole, direct address, opinion as fact
weasel words - words to weasel out of something, words like probably, may, somewhat and often, it makes claims without really promising anything.
this tomato soup may prevent you dying of hunger.
the use of the phrase 'a little taste of summer' this shows that this drink tastes like summer, it tastes fresh and cool to fit in with the summertime drinks. on the print advert the cream is shaped as a slide and little characters are sliding down the slide and some characters are swimming in the chocolate covering. this connotes with the summer time because people go into swimming pools and go onto water slides and splash into the pool. they have also included c a faint cloud to connote the sky during the summer time.
DO NOW 9th May 2025
- direct address, hyperbole, repetition
- imperative,
- alliteration, hyperbole, opinion as fact
- direct address,
- emotive language, hyperbole
WOMEN IN ADVERTISING
They have used " im slow but im lapping everyone on the couch" to convey that even though they are slow. they are still faster then the people sitting at home on the couch/ are not trying.
women are being represented as physically fit. which goes against the stereotype that women should be housewives and not do physical activity. she is wearing clothes that show quite a lot of her body. this goes into the male gaze theory because it reveals her skin to make her look physically fit. she looks sweaty because of the lighting and is not looking that she is not pushing herself because she has kept a-lot of make-up still on. this goes into the stereotype that women should always be beautiful.
the posters for nike and adidas adverts, women are represented as attractive, stereotypical, and physically fit. this is because they are wearing revealing clothing which links towards the male gaze theory. they want the women to look good in the advertisements to sell a product. whilst in the this girl can adverts. the girl is presented as energetic, happy, sweating, and physically fit. they describe them as role models and that every girl can do sports or physical exercise. this can be seen by her appearance by her being sweaty. her skin is oily. her hair is wet. and the advert does not focus on the physique of the person exercising
DO NOW 16th May 2025
- this girl can
- to get females to play sport and exercise with comfort
- sweaty, revealing, wearing make-up, physically fit
- body image, perception of sports being male dominated
- 2016
ADVERTISING SET TEXT #2
Sweat: tired, stink, hot
pig: dirty, lazy, fat
fox: fast, agile, elegant
LEXIS
the slogan on this advert explains that even though you are "sweating like a pig" which is seemed as negative but it makes you "feel like a fox" which is seemed as positive because it means that a girl is sexy.
TYPOGRAPHY
Typography - how the text looks on a photo ( colour, font size).
serif font - the serif font is more targeted at women because because when the serif font it is used at modern font with the strokes of cutting some of the letters.
sans serif - it is more modern, the bold letters and how huge they are can connote strength, the square can also connote strength.
MAIN IMAGE 
- they have used a centre mid shot to show that her body is sweating and that her hair and clothes are wet
- they have used a 30 year old women to show that any woman can exercise or play sport and not only celebrities
- they have positioned her hair like this to show that she does not care about her hair whilst she is exercising
- they have made her wear little to no makeup because they want everyone to feel that their attractiveness should not matter in sport or exercise
- she is wearing clashing colours because she does not care about how her clothes look, she just wants to wear clothes that are comfortable for her and that everyone else should feel this way.
- she is feeling happy, filled with joy, she does not care if she is being watched.
- there whole focus is towards women. she feels safe in the photo
- similarities: same font, focus on their bodies, same shot, logos are sans serif
- Differences: way women are presented in the adverts. different text colour. what it focuses on. what they are promoting.
DO NOW 23rd May 2025
- fast, sly, quick, cunning
- word choice lexus
- how text has been made to look - typography
- to promote the movement on social media
- mid shot
ADVERTISING SET TEXT #2
Dominant ideology: the attitudes, beliefs, values, and morals shared by the majority of the people in a given society.
- the woman on the poster is smiling whilst exercising. this could create a positive effect for woman's sport or exercise because it shows that when women exercise, they feel better.
- it shows that looks do not matter when someone is exercising. the model is seen as sweaty and has no makeup on. this shows woman that nobody should care about appearance whilst exercising.
- the girl is shown as younger on the poster and it could alienate older women because it does not focus on older women. it mainly focuses on younger women.
Propp
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