C1 advertising
28th February 2025
Advertising and marketing
do now!
1) 2
2) 70%
3) 40%
4) to make money
main aim of advertising is to draw attention to a product or campaign as well s informing and educating, raise awareness, pursued audiences, USP
commercial advertising aims to make money by selling a product it does this by re-enforcing there products playing on desire, wants and needs and communicating a brands message
non-commercial advertising aims to get a campaign across, like charities. they do this by increasing shock value and direct appeals, representing true aspects.
7th March 2025
advertising and marketing
do now!
1) to make money
2) raise awareness, to inform and educate
3) to advertise a product to make money
4) charities
5) how it looks
product likely to include:
1) name of brand/ products
2) logo
3) slogan
4) specific details of USP/ product or service
hard sell: obvious what they are trying to sell you, very blunt and in your face
soft sell: much more subtle, cant really tell what they are saying but can work it out from advert
- to show how certain animals were going existence because of plastic pollution
- logo: WWF, slogan: 'time is running out for them not plastic
emotive language
- to advertise new ice cream
- logo: M, slogan: 'little taste of summer'
wordplay/puns
intertextuality:
- when adverts reference things people may know to make their ads more relatable
this advert uses intertextuality because it references Humpty Dumpty which is an old fairy tale. They have used this intertextual reference because they are trying to suggest their jeans are tough enough to stop him from breaking when falling off a wall.
Historical adverts:
logo: coca-cola
slogan: come on- lets have a coke
layout: arranged so the coke bottles are in the main image
images: getting a drink after an activity
language codes: informal
narrative: people playing badminton and deciding to get a drink to take a break and have a refreshment
colour palette: bright, warm colours, inviting
Friday 14th March 2025
historical advert: set text
do now!
1) much more subtle, cant really tell what they are saying but can work it out from advert
2) colour pallets and props
3) facts and imperatives
4) hyperbole
5) imperatives
historical advertisement
logo and slogan: the logo and slogan are brightly coloured and in your face this is to draw attention to them and convince you to buy the drink and do what the slogan says.
layout: the layout is in a 'z' formation as this is how we look at things naturally, the main information is along the top and bottom as this i because that is where our eyes begin and end
images: the images are happy and joyful, this is to connote that this product brings joy to whoever drinks it.
language codes: imperatives of "drink cola" and emotive language of "lets have a coke"
narrative: the guy is telling the woman they should go and get a refreshing drink like coke
colour palette: its bright and cheerfully coloured which connotes that people want to drink coke to be happy
Friday 28th March 2025
do now!
1) Mackintosh
2) Miss Sweetly and Major Quality
3) regency era
4) more aimed at average workers
5) alliteration
the main image shows that the 'hero' has to pick between the two woman or the chocolates. this image has connotations of a very patriarchal point of view, as the image shows the woman dressed up like the sweets in the box like they are something to pick from and choose who he wants. this links to the idea that many men back in those days would love a dilemma like that because women were viewed as objects back then.
the main text reads "what a delicious dilemma". this suggests this is something all men want, its what all men dream about which seems quite normal for that timeframe. this links to the idea that if you buy this chocolate you'll get yourself into this situation.
after the war in 1943 many men returned from their war posts and ordered women to go back to being maternal and domesticated. the 50's were very patriarchal with women being forced to believe a good kitchen and children made a woman fulfilled. women were advised to put the husband and kids high over there own needs.
Friday 4th April 2025
do now
1) how something/someone is depicted
2) 1950s
3) as mens servants
4) they were affordable for working class
5) delicious
Friday 25 April 2025
recap
do now:
1) how something/someone is depicted
2) 1950s
3) as belonging to men and inferior
4) they were affordable for working class
5) delicious
male gaze theory
- visual arts and literature depict the world and women from a masculine point of view, presenting women as objects of male pleasure.
- phrase 'male gaze' was coined by feminist film critic Laura Mulvey in 1975.
Effect: he's the 'hero' of the advert, getting the women and keeping everything under his control showing how men even control adverts.
Effect: it supplies the ad with the patriarchal and sexist views most men had and again gives the ad sexual undertones.
Effect: shows that the chocolates are a luxury and are working class can now "eat like upper classes".
Effect: its stereotypical to the male gaze theory and gives the ad sexual undertones and that women are seen as only sexual objects.
!WARNING: do not look up word 'phallic'!
Analysing modern adverts
positive: inquisitive, interested, curious, disabled, handicapped
negative: nosy, curious, crippled, retarded
Friday 2 May 2025
LOGO's
do now!
1) something suggested by a word or image depending on context
2) love, anger, romance
3) best friend, barking, bones
4) visual arts and literature depict the world and women from a masculine point of view, presenting women as objects of male pleasure.
5) something that is used by a brand to make it memorable
20/ 26
A) adobe +
B ) barbie +
C ) coca cola
D) disney +
E) explorer +
F ) facebook +
B ) barbie +
C ) coca cola
D) disney +
E) explorer +
F ) facebook +
G) google +
H hundi +
I IBM +
J
K kellogs +
L lego +
M McDonalds +
N nintendo +
O oreo +
P pintrest +
Q
R reeces +
S skype +
T) tumbler x
U)
V) vodaphone x
W) wikipedia +
X) xbox +
Y) yahoo +
Z) amazon +
H hundi +
I IBM +
J
K kellogs +
L lego +
M McDonalds +
N nintendo +
O oreo +
P pintrest +
Q
R reeces +
S skype +
T) tumbler x
U)
V) vodaphone x
W) wikipedia +
X) xbox +
Y) yahoo +
Z) amazon +
Persuasion in adverts
- a question you don't expect an answer to
- saying the same word or phrase over and over again
- using two words with the same starting letter next to each other
- trying to sound appealing, kinda like guilt tripping
- having your own view but saying it like a fact
- getting popular people to promote your product
- exaggerating to a great extent
- using researched knowledge in an argument
- speaking directly to whoever is listening
- telling someone what to do
- imperative, hyperbole, repetition
- direct address, imperative
- triplet, hyperbole, direct address
- opinion as fact, direct address, alliteration
- emotive language
weasel words
increases speed and possible popularity.
- direct address
- weasel words
- the price of the crib is high to connote how expensive children are
- ikea is a building company, could be a metaphor for building a family
9th May 2025
Women in advertising
do now!
1) emotive language, rhetorical question, alliteration ✓
2) imperative ✓
3) alliteration ✓
4) direct address ✓
5) emotive language ✓
THIS GIRL CAN
- no commercial aspect (not to make money but to raise awareness)
- target audience is women
- the purpose being that women shouldn't be afraid to do sport no matter what age
Mantra- this one means that you look attractive no matter what and that you shouldn't care what the people around you believe and should just focus on you.
In the nike and adidas posters women were represented as fit and perfect when doing sport, like how their hair should be done as well as there make up and they shouldn't be too sweaty. However in the 'THIS GIRL CAN' advert the woman is sweaty and is moving, they show the real side to sport and fitness not what some people wanna see while also changing the phrase of "sweating like a pig" to become a positive mantra that can motivate girls to do get out there.
Friday 16th May 2025
advertising set text #2
do now!
1) this girl can ✓
2) to encourage women to go out and do activities ✓
3) as attractive and thin, not sweaty and gross ✓
4) judgment ✓
5) 2016 ✓
what are the connotations of these words?
'sweating like a pig feeling like a fox'
sweat- hot, sticky, activity
pig- mucky, gross, fat
fox- cunning, fast, elegant, sexy
lexis:
the advert does this to take away the harmful meaning, this tries to make people understand that these phrases hold no actual power and that in the end these are just words.
Typography
- serif font- elegant, feminine.
its a newer font with gaps in letters, its a very feminine and promotes its audience. the logo in in sans serif font, much more modern and block capitals which connote strength as well as it being in block formation.
Main image
- to show her actions and the sport and to show her face
- to show you don't need to be a celebrity to be active
- to show not everyone will look drop dead gorgeous when doing active things, people will have messy hair, combined with the fact she's sweaty shows the real effect of sport.
- the work out gear shows that you can wear anything to work out, it doesn't matter what you wear just that your doing it.
- shows she's having fun and thats what matters at the end of the day.
- shows she's actually doing something real
- to show this is something anybody can do no matter what. and to only focus on yourself.
similarities
- Serif font in both
- both mid-shot
diferences
- one is commercial the other is non-profit campaign
- one objectifies women the other empower women
Friday 23rd May 2025
Representation
do now!
- sly, sexy, flexible ✓
- word choice ✓
- the way text looks ✓
- to trend it on social media ✓
- mid shot ✓
dominant ideology : attitudes, beliefs, values and morals shared by the majority of the people in a given society.
- her facial expression is happy, she's smiling and having fun
- it encourages women to see themselves in this model through the fact that she isn't made up or in matching sports gear. she's sweaty, she's wearing mismatched clothes, she's actually doing stuff and having fun.
- it is successful however could alienate elder generations.
PROPP
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