Holly Turner Media

Explain how representation is an important feature of the language of persuasion in advertising. Refer to the Old Spice "Smell Like a Man" set product advert you have studied. (10 marks) Unpack the question - what is it asking you to do? How is media language used to represent the individuals in the advert, and what are they supposed to represent? How does it persuade the audience/who are the audience? Begin with brief overview of advertising industry as a whole Introduce specific campaign Include who the audience are and which representations the advert features Discuss media language, focusing on how the representations are achieved e.g. the beach, blue skies, other features associated with the exotic Mention effect on the audience and who this representation will work for Alluring to female consumers, challenging to men Reference any other representations featured Where are the women in the advert and what are they doing? What could their positioning/size in the advert ref...

Industry Terms Production Planning, developing and making a product Distribution All the processes linked to delivering the product to the audience Circulation The number of copies that are sold and to who Consumption The way products are used by the audience/consumer Conglomerate ownership Ownership by a company that owns numerous other companies Vertical integration The merging together of two businesses that are at different stages of production For example, a food manufacturer and a chain of supermarkets Diversification The process of a company enlarging or varying its range of products or field of operation Technological convergence When a piece of hardware takes on the functions of others (an all-in-one device) How is the production, distribution and circulation of Minecraft affected by it being part of a specialised and niche industry? The technology industry is fast-moving and fast-developing. The simplistic, primitive nature of Minecraft and the fact that it has no real rules ...

Miss Dior (conventional) Sauvage (conventional) Old Spice (unconventional)

Context of Old Spice Historical American brand founded in 1937 and manufactured by multinational conglomerate Proctor and Gamble High street brand aimed at an 18-34 mass, mainstream male/female target audience - transformation rebranding from previous demographic of men aged 40-60 2010 rebranding campaign was sequenced by ad agency Wieden and Kennedy and introduced actor and ex-NFL player Isaiah Mustafa as the USP of the campaign Old Spice adverts now use humour and sex working on levels of aspiration to target consumers Use of hegemonic cultural stereotypes of male power and sex appeal are cloaked in irony (both reinforcing and challenging ) First audiovisual advert was a direct challenge to female consumers for "their man" to smell like Isaiah The video gained 40 million YouTube views in its first 30 days (this is now closer to 60 million) with a 107% increase in sales , showing that the campaign was commercially successful Stats suggest women buy 70% of men's ...

What is advertising? How is it different from marketing? Advertising is the process of making a product known/liked and trusted by its market. Marketing covers all aspects of getting the product to market (the research into your audience, branding knowledge, pricing, etc.). Advertising is just one of several components of marketing. Technical Codes and Conventions of Print Adverts Media Language Colour Type of shot Angle Focus Depth of field Mise-en-scene Realism Narrative Use of text/copy Font design/size Layout Representation Which issues, values, social groups (CAGED) or individuals are being represented? What kind of representations are constructed? Audience Who is the target audience for this advertisement? How do we know? What might other audiences make of it? How is the audience addressed/attracted/positioned? The GVA (gross value added) generated by the UK advertising industry in 2019 was £17.9bn, and in 2020 it was £24.2bn. In 2020, the UK's print advertising spend was £1....

Minecraft: The Story of Mojang - An early version of Minecraft was released by Markus "Notch" Persson in 2009. - Mojang was created by Persson as a response to the high demand for Minecraft before its initial release. - The company had no publicity department and sold 3 million copies of the game through word of mouth alone. - Minecraft was malleable, so players could purchase the game and play it as updates were being released by the creators. The developers knew that there would never be a real release of the game in its "final form", as it would never be completely finished - there would always be updates for them to create. - Persson sees indie games as games created by developers who see them as an art form, rather than purely as a way to make money for big studios. - Minecraft may have gained the popularity it has due to its very human-scale objective of survival. - The game broke all the conventional rules of game design by not including a tutorial or challen...