Unit 15: Advertising

TASK 1:

*ADVERTISING SECTORS

General research into advertisements:

Sectors:

Broadcast(TV/Radio/Cinema) + Print +Web-Based

1)

What are the advantages of the advertising in selected sectors?

The business advantages of Broadcast (TV/Radio/Cinema) is that it is much easier for the brand or whatever Is being promoted, to get exposure to a larger audience than normal.

The advantages of printed advertisements are that, due to the fact that it is not digital (which are one of the big causes of shorter attention spans in this day and age), the readers have bigger attention spans allowing them to be far more receptive to the ads on it.

The advantages to web-based advertisements are its huge potential to reach global spectators. Moreover web-based advertisements can be very engaging with its range of different buttons, pages, video etc.

2)

What are the disadvantages of the advertising in selected sectors?

The business disadvantages of Broadcast (TV/Radio/Cinema) are that the selection of marketing to a specific target audience is low because content that are broadcasted are very exposed. Its open and also its harder to make changes once aired.

The disadvantages of printed advertisements are that apparently response rates can be low making it harder to figure out the effectiveness of it. Additionally there are hardly any interactions except then the few competitions in the publication. It may not stand out, also.

The disadvantages to web-based ads are that it suffers from low click rates from the public meaning they 'skip ad's when it appears. Furthermore it is more likely for there to be technical problems, failing to load with also could result to spending moe money on. editing and changing a few errors/issues.

3)

What are some of the Challenges that face advertisers when distributing on different platforms?

The challenges that face advertisers when distributing on different platforms are lack of privacy since, to have more of a successful outcome, you need to be able to give up both personal and public information.

4)

What does the increase in digital consumption mean for traditional media forms such as print media?

The increase in digital consumption as opposed to the traditional printed media means that as then years go by print media will continue to die out due to the lack low attention spans and disinterest because of the fact that unlike digital media, there are no fun pop ups , buttons and effects. With digital media it's easier to get newer updates as its easier to edit published content whereas with print you cannot. This will also mean that maybe the availability of print media in. shops/stores will decrease and it will be much more vital that we all carry technology of some sort.

TASK 2:

*TARGET AUDIENCES

More research...

Definitions of:

Mass Audience:

Mass audiences are referring to a huge audience and how public communication can reach them.

Niche Audience:

Niche audiences are referring to the specific target audience with specific wants and needs that can be brought to them by a service or product

Psychographics:

Psychographics refers to the interests, values, personality, opinions and attitudes of people. The characteristics of psychographics are very important regarding media because it means that business can provide products/services to a much narrower and specific target audience(s).

Geodemographics:

Geodemographics is the study of the population, sorted by location, and its characteristics.

Demographics:

Demographics is the statistical study of a specific group of people and their qualities such as age, sex and social/financial status.

Characteristics such as location, job type, income level, sex, age and race are commonly used to categorise audiences because it effectively helps businesses to calculate the population and whose most likely to need your product/service.

The different categories of audiences according to Young and Rubicam's Theory:

Young and Rubicam is a popular American marketing agency specialising in advertising. They created the 4C's which are Cross Cultural Consumer Characteristics sorting people into 7 groups depending on their values, motivation and beliefs. CROSS-CULTURAL because these target values are found in all countries, though their expression may vary. The seven groups are:

• The Aspirer :

The Aspirers are the materialistic groups of people who seeking status within society. Their focus is in the opinions, values and beliefs of others rather than theirselves consuming brands and services that further their reputation. These types of people are most likely to buy the most luxury items and products for their image.

• The Succeeder :

The Succeeders typically have hardly and thing to prove as they're 'high' statuses and controlling as their motivation, speaks for itself. These people usually know they're 'worth', seeking the best, working hard and goal orientated.

• The Explorer :

The Explorer thrives of a challenge, their core motivation being looking for new discoveries. These types of people are more independent thinkers and how they live their lives as they rely less on the latest trends to fit in unlike the aspirers. They are attracted to new things and attracted to good ideas.

• The Reformer :

The reformer is socially aware and are considered as intellects. They refrain from being materisliatsic especially if it doesn't serve an actual purpose or benefit for them or/and the environment. They do their own thing and are hardly fazed by the opinions of others. They consume products/services that are healthy and help the environment; the make smart choices.

• The Mainstreamer :

Majority of the population, 40%, are made up of 'mainstreamers', people who generally consume tested, basic brands like Heinz, Adidas, Cadburys etc. They seek security and feel comfortable being part of the majority of like-minded fellow mainstreamers. They don't aspire to purchase expensive tings but also not cheap things.

• The Struggler :

The strugglers are the heavy consumer of alchol, drugs and junk food. They are generally struggling to survive with just food, water and a roof over their heads, which enables their core motivation of escaping. Overall they wouldn't buy expensive things because they can't afford it and believe more in 'luck' and 'fate' instead of having actual control and responsibility. These types of people sometimes fail to take accountability.

• The Resigned :

The resigned are predominately an older demographic. They usually stick to bands, products and services that they are familiar with and trust. Their aim in life is genuinely to survive.

TASK 3:

*MEDIA KITS (MAGAZINES)

Analysing the data provided in the packs/kits and the advertisements in the magazines themselves:

Media Industries conduct market research to build a demographic profile their perfect target audience

The media kits included:

• Mission Statement

• Adverstisement Rates

• AudienceProfile

• Calender- Team - Contacts

*Vogue Magazine media kit:

VOGUE MEDIA KIT

*The Source Magazine media kit:

THE SOURCE MEDIA KIT

*Empire Magazine media kit:

EMPIRE MEDIA KIT

*GQ Magazine media kit:

GQ MEDIA KIT

TASK 3:

*CODES & CONVENTIONS

Conventions diagram for a print poster and a web-based poster:

TASK 4:

*PERSUASIVE TECHNIQUES

Difference between:

Parody, Pastiche and Satire

• Parody :

A Parody is when the work or voice of something or someone is being copied/mocked. The person making the parody will imitate the appearance, style and mannerisms to usually make a point.

• Pastiche :

A Pastiche is something that copies or mimics elements of another work's style, possibly in a humorous way, but usually just as an affectionate nod to another artist's work. ~ SOURCE: tvtropes.org

• Satire :

Satire is critism or attack marked by anger. It is used to destroy/attack the thing it's attacking.

An example advert that uses parody to communicate meaning:

An example advert that uses pastiche to communicate meaning:

An example advert that uses satire to communicate meaning:

Persuasive Techniques:

Pathos, Logos and Ethos

• Pathos :

Pathos appeals to the emotions, trying to make the audience evoke feelings of angriness, pity, sympathetic and sadness. Pathos is one of the three primary modes of persuasion.

• Logos :

Logos is Logos are images, texts, shapes, or a combination of the three that depict the name and purpose of a business aiming to convince an audience by using logic and reason or/and building up logical arguments.

• Ethos :

Ethos means "custom" or "character" in Greek. Ethos appeals to the speaker's status or authority, making the audience more likely to trust them.

*DONALD GUNN THEORY

12 different types of adverts as outlined by
Donald Gunn:

Sep. 1797 - Nov. 1878

Donald Gunn is a Former Member of the Manitoba Provincial Legislative Council, born September 1797 and died in30th November 1878. Moreover he's a astronomer, judge and politician and has a sun called George Gunn.According to Donald Gunn, there are 12 types of advertisements.Here are the 12 types that he said there is:

12 different types of adverts:

• The Demo,
• Show the need or problem,
• Symbol, Analogy or exaggerated graphic,
• Comparison,
• Exemplary Story,
• Benefit causes story,
• Tell it,
• Ongoing characters and celebrities,
• Associated user imagery,
• Unique personality property,
• Parody or borrowed format

SOURCES:
https://www.docdroid.net/lOYdu7g/gunns-advertising-techniques-pptx#page=2
&
https://joelmediajournal.wordpress.com/2019/11/20/donald-gunns-12-types-of-advertising/

• The Demo :

The Demo is Gunns first technique/format in his theory. This consists of a visual demonstration of what the
actual product does and what it is capable of. These advertisements are very common within the boundaries of house products.

Example:
To advertise an absorbent sponge, the advertisement will show different liquids it can absorb.

• Show the need or problem :

Show the need or problem is Gunns second format.

This strategy consists of presenting the consumer with a problem, mostly an everyday problem that will need soling. Then, presenting them with a solution, the product/service.

Example:
An advertisement may show you how everyday bad smell can get inside your house + suddenly the perfect item to
combat that odour will appear to save the day.

• Symbol, Analogy or exaggerated graphic :

The symbol, analogy or exaggerated graphic is

related to the “Need or problem” technique. This technique is to exaggerate the problem showed to the consumer, make them feel as if the problem which
they relate with is so huge that the product they are been offered will completely take that problem away.

Example:
A product that cleans bacteria may show bacteria as these monsters that will destroy your house by not
using your product to kill them off.

• Comparison :

The Comparison is as the name suggests, this technique involves comparing 2 products, showing the main product as the winning one, coming out on top.

Example:
When comparing 2 different food companies that make “healthy” food, the advertised one will demonstrate how they are healthier and not lying about their ingredients.

• Exemplary Story :

The Exemplary Story is a technique that adds ads on to the “Need or problem” technique by adding narrative. In Gunn’s own words: "Create a situation like a story, where the character feels really glad for it"

• Benefit causes story :

The Benefit causes Story is a technique essentially meaning that anything that you can see in the ad/everything that has happened in the ad, is through/ thanks to the product.

Example:
Imagine watching an explorer been chased by a gorilla and as the advertisement finishes, you have realised that the commercial was filmed through a pair of binoculars that the commercial is advertsing.

The effectiveness of the 5 Different types of adverts:

• The Demo :

The effectiveness of 'The Demo' advertises that it provides proof of what the product does what it says

• Comparison :

The comparison is very effective as it communicates and emphasises on the value of the product as a competitor of other brands. Comparative adverts try their best to make theirs look superior which could increase sales and end up successful.

• Parody :

Parody adverts are very effective. They usually go viral since their copying/mocking something/someone containing funny elements to make a point.

• Exemplary Story :

Exemplary stories are effective because it can create a relationship between the sellers and customers creating empathy through storytelling. It also makes their service more relatable, personal increasing the engagement.

• Show the need or problem :

Show the need or problem is very effective as it presents the consumers with a problem and also presents them with a solution, the solution being a product/service from their brand. This can make the consumers feel like their product/service is relatable therefore they share to their friends and family increasing the sales.

*CORE ASSESSMENT

Textual Analysis for existing advertisements

TV Advert:
IKEA- Every home should be a haven

PRINTED Advert:
MACDONALDS- "Stop staring at me like Im some piece of meat"

WEB-BASED Advert:
GALAXY S 4G - T-MOBILE

*FASHION ADVERTISEMENT

Research into Print Fashion Advertising and its many forms and conventions:

Fashion Advert genres/Types of Adverts/Product

Types of Adverts:

Fashion Advert genres:

Products:

• Mobile advertisement,
• Magazine advertisement,
• Radio advertisement,
• Print advertisement,
• Podcast advertsiemet,
• Social Media advertisement

Conventions:

Typography/Composition/Layouts

Typography:

Typography is vital for fashion adverts because its helps set the mood and theme, communicating a message to the consumer, for the thing being advertised. It also represents the fashion designer and the person wearing it. Depending on how the font is, it can also be used to draw attention.

Composition:

Composition in fashion adverts/photography is the placement or arrangement of elements; the layout.

Mise-en-scene:

Setting, Costume, Props, NVC/Gesture Codes, Lighting (Highkey Lighting or Lowkey Lighting) etc.

• Setting:

The Setting is the surrounding or place that something or someone takes place in or develops.

• Costume:

The Costume is the outfit or particular set of clothes that has a characteristic.

• Props:

The Props are the moveable objects that provides support and gives more understanding of the character + setting.

• NVC/Gesture Codes:

The NVC are is the abbreviation for Non Verbal Communication and its how the characters communicate through body language.

• Lighting (Highkey or Lowkey):

The Lighting is the equipment used to set a mood, theme and aesthetic. They are deliberetaly set up in certain ways and using different colours to achieve a certain look. There are 2 studio lighting techniques, Highkey lighting and Lowkey lighting.

Highkey lighting is and unusually bright and white with minimal shadows creating an upbeat, optimistic look whilst Lowkey lighting is the opposite. Lowkey lighting creates a more serious dramatic mood as its dareker and higher in contrast and shadows.

• Actor/Actress:

The Actor is the man who acts as a character. An Actress is a female who acts as a character.

Camera Techniques:

Angles/Shots/Framing/Movements

Fashion adverts are all about being creative without limits whilst making it fun, and engaging. So regarding camera techniques, most can be used. For the fashion print adverts, the popular camera shots used are mid shots, long shots, birds eye views, close ups, low angle. The common movements for fashion advert videos are panning, zooms, and tilts. The aim is to showcase the fashion, the clothing, and maybe also the model wearing it so you will never really find a fashion advert using POV (point of view) shots.

Subject Representation:

Gender/Ethnicity/Sexuality-Stereotyping/Ideologies

Representation in general is important because a lack of representation can make people feel excluded and different in an identity crisis. The media pushes out multiple agendas and fashion adverts are one of them. We see a lot of people, especially kids, not feeling special because of the lack of representation in general and the lack of positivity towards people like them.

Fashion adverts, nowadays, are generally open to representing all sexualities, supporting or subverting stereotypes (depending on the message) and ideologies; It wasn't always like this. Typically they are not limited to only one idea, turning people and personalities into art. However their are some agencies/companies that are still known to discriminate only allowing people of a particular group of people to participate/volunteer in advertising delivering a specific agenda to the public; it disencourages diversity and representation. For example, back in the days there weren't nearly as much darker skinned women models being chosen for fashion events and opportunities as opposed to caucasian women. When they were chosen, they would be represented negatively, supporting unfair stereotypes about them. Moreover plus sized/curvy women would also find it hard opposed to skinny women. There are many other examples It happens and it's not right at all but lately we are seeing a rise more in change.

Fashion adverts allow people of usually any age. Kids to very old people as everybody is beautiful. Not every company is that open however as majority of the time we see young models in perfect shape.

When an old person models they usually take close upper extreme close up shots of their face and features. If a kid models they usually can do whatever they want as kids are free sprited and generally photogenic. Companies or agencies usually look for a dedicated model with a bright, confident personality of any financial status. Theres been people in the working class who become successful because of how they look. However it's easier for someone whose in middle or upper class to become truly successful.

*SOURCE AUDIENCE INFORMATION

Research to obtain research in order to appeal to the target audience of 16-24 year olds:

SURVEY:

SURVEY LINK: https://forms.gle/u4FpPwHeryFbtsE76

I asked about the age of these participants so that I was aware of the age range that would be possibly consuming my designed product. Here we see that out of 7 responses received, 5 people claimed to be 17 and 2 people are 16.	For Question 2 I asked about their gender because I think females and males like and are attracted to different things so I wanted to see if majority of my audience was that to get an idea. 3 People (42.9%) claimed to be female and 4 People claimed to be male.	I wanted to see what their favourite colour so that I could design something in the colours that the consumers are most drawn too. Red is the most favoured colour out of all 7 respondents because 3 people said red.
To know if this product would even be worth it 100% I had to know whether they even wear masks in the first place. Out of 7 responses, 3 people (42.9%) said Yes, 2 people said no and 2 people said sometimes. From this result I knew that this was worth making.	To know how to design the masks, I had to ask about how they usually like their products, loud and patterned or simple and basic. 57.1% (4 people) said they like loud and bold designs as opposed to quieter ones. This was great to see because so do i.	Some people absolutely hate adverts and some don't mind them. Asked how often they click or skip because I wanted to see how much of a chance I had for the increase in sales and views for the product. 3 people said rarely, 3 people said always and 1 person said never. Its a sticky one...
Nowadays everything is online so I wasn't too surprised that the majority of all 6 respondents preferred online shopping to shopping in real life. 4 people said online and 2 said in real life.	I needed to know what camera angles were most appealing to the consumers in fashion adverts. 57.1% (4 people) said mid shots. That was the most popular option picked out of mid shots, medium closeup and close up. 2 people said close up and 1 person said medium close up.