Advertising
Workbook
TASK 1 (label this on your
blog as 30.1.1)
Advertising is everywhere. It is one of the
largest sectors of the media industry,
adverts being presented in a wide range of
media such as television, film, radio, magazines, posters, billboards, the
press, and the internet. Of all of these, television advertising probably has
the highest profile, some television advertisements being so effective and
memorable that they become classics and part of the cultural background for a
whole generation of viewers.
Television is used to market almost every
product one can imagine from everyday consumables, like washing powder, to
extravagant sports cars, whilst some advertisements promote a service such as
insurance, banking or vehicle
breakdown cover. Television advertising has become more and more sophisticated,
utilising the very latest digital production techniques. Content and style can
be simple or complex, using traditional narrative structures or less obvious surrealist
imagery, and messages can be overt or understated. There seems to be no single
approach which can be said to be more effective than another.
1.Explain
what TV advertising is?
TV
advertising is a short paid programme used by many companies to present either
their company or to show a product(s). This will either will be through
different forms of media from TV to internet or on radio.
2.
View three different contemporary TV adverts and list three key characteristics
of them:
·
Product Placement – Iceland Christmas advertisements mainly include
their food throughout it, usually in large bulks to show that they are perfect
for parties.
·
Target Audience – Toys R Us target either children or parents through
various different things mainly visuals to entice kids into wanting that
product.
·
A narrative – The John Lewis 2014 Christmas advert
TASK 2 (label this on your
blog as 30.1.2)
Advertisers
use a variety of techniques to get us to buy goods or services. Some of them
are listed below. Can you fill in the gaps and find an example of an advert
which fits the persuasive technique used?
Type of persuasive technique
|
Link to an advert which uses this technique
|
The Anecdote: Personal experience or story which is sold
to us as proof.
|
During
this advert the voice over is talking about him and when he knew it was time
to move out and how his family members are telling him about the real world,
each giving there own perception of it. He then goes on to say how much
Lloyds bank helped him move with there money scheme. Throughout the advert it
slowly progresses and links back to Lloyds Bank and how they were helpful
with that certain scheme.
|
Adjectives: Crisp, fresh, healthy, nutritious, etc
|
Throughout
these adverts Terry Crews constantly uses works like fresh, cool, crisp e.t.c.
to tell us how good old spice will make you smell.
|
Repetition: Key points, positives about the product,
themes etc
|
https://www.youtube.com/watch?v=xLqSDlFc-Nk
Throughout this advert the word “faster” is constantly used (5 times) to
emphasise the fact the spot cream works fast. 3
|
Statistics: Often presented as factually accurate but
sometimes they are a bit dubious.
|
We are
told that it kills 99.9% of bacteria in your mouth and no other mouthwash is
out there like it.
|
Fact: A statement that is true and can be proven.
|
Actimel is
scientifically proven to strength your immune system as it grows weaker the
older you get.
|
TASK 3 (label this on your
blog as 30.1.3)
View
this old television adverts: http://www.youtube.com/watch?v=pKuEwsEiSp8 and this contemporary TV toothpaste advertisement, http://www.youtube.com/watch?v=99T-iGcii8U Complete the Venn diagram
below, What are the similarities and differences between this advert and
contemporary toothpaste adverts?
TASK
4 (label this on your blog as 30.1.4)
According to Gillian Dyer (Advertising as
Communication, Routledge 1988) advertisers use among other techniques, the
following lines of appeal. They use images of, or make reference to things to
tap into our desires or fears. View the Powerpoint called Lines of Appeal which
is available on Moodle.
Analyse
three different TV adverts and state which persuasive skills and lines of appeal
have been used:
Advert1
Product
Name: Link:
Persuasive
techniques:
Product
USP
Advert 2
Product
Name: Link:
Persuasive
techniques:
Product
USP
Advert 3
Product
Name: Link:
Persuasive
techniques:
Product
USP
TASK
5 (label this on your blog as 30.1.5)
Audience
Demographics
One
of the most common ways of identifying a target audience is the socio-economic
model. Although this model has
been in use for a very long time, it is still a useful tool in identifying a
target audience. The basis for this system is level of earnings. An AB audience, for example, is assumed
to have more spending power than a CDE audience.
A
|
Lawyers,
doctors, scientists, managers of large-scale organisations – well paid
professionals
|
B
|
Teachers,
senior managers, some middle management – fairly well paid professionals (and
very poorly paid teachers!)
|
C1
|
‘White
collar’, junior management, bank clerks, nurses
|
C2
|
Skilled
‘blue collar’ workers such as electricians, plumbers, carpenters
|
D
|
Semi
and unskilled manual workers such as drivers, post sorters
|
E
|
Students,
the unemployed, pensioners
|
Audience
profiling
There
are many other ways that an audience can be segmented or profiled. Whenever a TV advertiser is producing a
commercial, they will always take care to identify the target audience as
accurately as possible. After all,
if the audience is identified and targeted well, the product is likely to be
successful! That is why audience
is considered a key consideration – because it is fundamental to the planning
and shaping of an advertisement.
Audiences
can be segmented in other ways as well as the socio-economic model above:
- Age
- Gender
- Demographic (where
the audience live)
- Profiling (this is
often done by advertisers to identify ‘types’ of consumers)
- Values, attitudes and
lifestyles (in other words the types of products which are likely to
appeal to those with these values, attitudes and lifestyles.
Watch a series of adverts
and identify as accurately as possible the target audience for each, provide a
link and give explanations to back up your conclusions about why the advert
appeals to the specific demographic.
1 This iceland advert appeal to the demographic group of everything below C2 i believe due to the prices of the products which are shown on screen. It appeals to women over the age of 30 as the iceland slogan in this advert is "mums go to iceland".
2 This brighthouse advert appeals to the demographic group of everything below C2 due to the fact what it is advertising is being able to afford things like a fridge or television with weekly instalments, this means people with a low income are able to have luxuries at a low price. This would not appeal to people above C2 because their incomes mean they can buy things out straight without the instalments following it. It appeals to both men and women because anyone can want a fridge or a cooker and in the advert it shows and family (mother, father and daughter).
3 This jaguar advert appeals to people in the category of A due to the fact the jaguar arent very cheap meaning that without a high income, the likely hood of being able to afford one is small. This does not mean that you couldnt save up for one it just means that you couldnt buy out straight. It appeals mainly to british men as the narrative of the advert consists of only men, male villains and things that are associated as "manly". Furthermore it also appeals to mainly mean because the advert suggests that by owning a jaguar you can be sophisticated, cool and villainous, i know this because throughout the advert the actors are describing the perfect villain (british, stiff upper lip and classy) and jaguar products are constantly on show.
TASK 6 (label this on your
blog as 30.1.6)
THE REGULATORS: (Video
Cast to be uploaded to your blog). Use the ASA website to help you answer these questions. Answer the following questions in a
videocast:
1.
Explain who regulates TV advertising in the UK?
2.
Explain the process of how to complain about a TV advert which you
thought was offensive in some way.
4.
Explain what happens in the video.
5.
Explain why was this advert banned?
6.
Do you think the regulators were right to banned this advert. Back up
your argument with clear points.
7.
Summarise your main points.
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