P1:Media and Rep

Wednesday 26th September 

L/O:to develop the language of media analysis

This is the cover of time magazine a media product that is to help promote celebrities in their industry.

• he is very close to the camera, and looking directly at the camera meaning he is not shy of it and wants to be in the spotlight.
•  his hand on his chin looks as if he is thinking about something and that it could be deep 
• his facial expressions is very straight making it seem that he is very serious 
• the background colour white is very bright meaning it is more of a younger age audience 

Denotation: elements that are unarguable; the factual elements
How to know the denotation:

• what the colour is 
• what they are doing in the picture
• if they are holding something 
• what text it has on it
• the medium or close up angle

Connotation: elements that are arguable; elements that are personal to the viewer

How to know connotation

• what genre the album is 
• weather it is a album cover
• what he is wearing and holding 
• the colour of the setting / black and white means old ages 
• the font of the writing 
• clothes focused on wealth and status, suggest his fame 
• hiding face shows humility and embarrassment 
• what the quote on it, the meaning behind it 

Album cover analysis 

Kendrick Lamar album cover 

Denotation:

• they use a dark palette to do the album cover
• the lack of direct adress could show his shyness 
• he looks as though he is holding his hands together
• the font of the writing is like street art 
• it has a medium camera angle
• his facial expression looks like nothing almost showing is uncomfortableness 
• the background links a bit with the title(brush affect/ movement and speed)

Connotation:

• the genre is very rapping look
• he is wearing dark clothes which makes him look more of a "rebel"
• the font of the quote is a lot more bolder then the name meaning they are wanting the name to be more the thing you think of when your think of the album 
• the clothes he is wearing don't look to high class showing he may of grown up with not much wealth
• the meaning of the quote is saying almost what the city has done to him

Adele album cover 

Denotation:

• the colour is sepia, which suggest her age  
• she is looking just above the camera 
• it had here age of when she write the music in the album on the cover name 
• it is a close up camera shot of her meaning she is not shy 
• he facial expression are very serious meaning that her album is quite serious songs
• the colour red can link to what her album is like romance and also it could be about her age 

Connotation:

• the genre of the music looks quite simple and old fashion
• it is a Adele album cover
• the font of the text is very sharp and bold showing it is very simple
• she almost looks scared of what is in front of her meaning she is not used to the fame yet\
• looks quite sophisticated and up class
• the font could be quite feminine 
• she is quite close up to the camera looking she is intimate with the camera, meaning the songs could be quite intimate

Monday 8th October

Semiotics

L/O: to explore the idea of semiotics and how it can be applied to media analysis.

Denotations

• middle age man wearing a suit
• holding a gun signifying death and violence 
• middle age woman wearing a long dress
• their is a skeleton face in the background 
• colours in background are of a orange palette

Connotations

• the formal clothing meaning they are higher in class
• they look very serious so much be doing something important 
• holding a gun signifying they are involved in violence and crime
• facial expressions are very straightforward meaning they are important figures.
• skeleton in background signifying  death
• the skeleton represents the Mexican festival of day of the dead
• it is good as the americans will be able to understand the day of the dead more then English.
• the person in the mask showing you don't know who the villain is 
• the women is only half faced on as she may be more of a mystery.

Theory: Ferdinand Saussure - he first put forward the idea that signs are comp;rises of two elements.

semiotics and terminology

• semiotics- the study of signs and symbols and their use or interpretation.
• A sign is made up of two elements 
• The signifier and the signified 
• signifier-i the physical form , the thing that is being considered.
• The signified is what our culture has decided the form means. 

cross- 

signifier- a wooden cross 

signified- something representing jesus and christian beliefs.

heart-

signifier- a red heart 

signified- meaning love and romance

cross and skull-

signifier- a white cross and skull

signified- representing death and poison and pirates/toxic

Theory: Roland Barthes

• was a french theorist 
• his theory focused on how sings and images represent different cultures and ideologies in different years.
• these are established through denotation and connotation.
• he argued that some connotations are so widely held that they reach the level of MYTH 
• a myth is this contest is where a socially agreed symbolic association becomes so widely accepted it becomes iconic.

Theory: Charles Pierce 

• he focused on developing the idea that there were different levels of meaning that could be attached to signs and that theses operated in different ways to audiences.
• he claimed their were three types of signs:
• icon:signified by resemblance, what you can see or pictures.
• index:casual connection, what you can figure out.
• symbol:convention, flags, must learn.

Homework

The product constructed to market James Bond films are designed to offer a clear appeal to a wide global audience of young males 17-35

i believe that the James Bond movie are defiantly aimed more at the middle age male gender. this is because firstly the movies are mostly about all the girls and how they are in James Bonds life, but also it is mainly about violence and crime which is what a lot of that age male are attracted to.

Also the covers for the film have a big impact on who watches the film, and on most of the covers of James Bond all have the icon of a gun in his hand, which is a connative of attracting the audiences that like crime and violence and a lot of it into a film.

There is usually a woman on the front cover with a silk long dress, with red lipstick this is an attraction to the middle age men who are attracted to the front cover. 

Also in the background it is always something a bit dull like a signifier of a skull with is signifying showing that is is deep and more about death and also about a secret villan in the background of the storyline. 

Also on the cover their of the writing 007 which is James Bonds spy name, so this is showing on the cover that it is a spy movie and it is more detective and the storyline will have a problem solving and a ending. So this is attracting people that prefer to watch more a spy action movie then a horror action more of any thing else.

The connotation of the cover are that he is always wearing a black of blue suit, with always a tie and most of the time he holds it. which as a denotation is that it could show higher class and more posh and a lot of money in the movie. showing it is quite a high standard movie.

Wednesday 10th October 2018

Applying Semiotics
L/O: to apply semiotic theories when creating media products

• A new fashion late aimed to young adults
• A new TV channel aimed at kids 
• A new social media app aimed at ABC1 25-35yr olds

This is a new fashion label for young adults, it is meant represent high class and i more expensive brand with the colour gold representing expensive and bold.

This is for a new TV channel for kids aged 6-11 i made it a more curved font as it is more welcoming and also the colours are friendly and inviting.

Denotations

• Lots of colours
• 2 white birds, flowers and roses.
• Woman with red and white top.
• Angry expression on her face.
• Parental guidance symbol.
• stars around her head.

Connotations

• Album cover by P!nk.
• Target audience of young women from the feminine colour scheme.
• Western society from what she's wearing.
• Angry facial expression connotes rebellion.
• flowers and doves connote peace and love, this is what the album could be based around.
• contrasts between the fonts shows she could have contrast in her personality.
• stars could link to statue of liberty showing freedom.
• font of 'I'm not dead' shows she is rebellious and not a stereotypical female pop star.

This is an image of someone looking surprised, this is clear as her eyebrows are raised and her eyes are wide, her mouth is open and her head is up.

Connotations

• Red and yellow colour palette connotes danger and that could suggest the nature of the movie.
• Scantily clad women, connotes romance during the movie and the man is standing infant of the women which could show his power over women and could link to mens supremacy at the time of the poster (60's)
• The gun the man is holding connotes violence and crime
• what he is wearing, a suit, connotes he has a high status job

The products constructed to market James Bond films are designed to offer a clear appeal to a wide global audience of young males 17-35.

I agree that james bond films are designed to offer a clear appeal to a wide global audience of young males of the age 17-35. I agree with this because in each of these posters there are a wide range of connotations which suggest that the target audience is young males aged 17-35 and therefore they will appeal to this audience.
In all four of these posters there is a man wearing a suit and holding a gun as the main person in each of the posters suggesting he is the main character in the movie, it is played by a male looking around the age of 30 which immediately relates to the target audience of males 17-30. In each of the posters he is also holding a gun connoting that the movie has violence and crime involved, which stereotypically links more to males. The suit he is wearing also relates to a male target audience as it relates to wealth and could connote that he has a high status job which males 17-35 might want to have and so these posters would appeal to them.

Monday 29th October

L/O: To apply semiotic theories when analysing media texts

denotations

Text saying 'superstar' with 3 blue lines through it.

Black and white simple image of a woman. 

The woman has a serious facial expression.

Connotations

• Black and white image could connote. 
• campaign for shoes 'superstars' by Rita Ora for Adidas.
• The blue stripes link with other Adidas logos.
• Other Adidas adverts use the same colour schemes and also use both genders to promote their shoes this connotes that they are for any gender and cater for everyone.
• Other Adidas ads include other celebrities that different people would of heard of, not everyone will know Rita Ora so using other celebrities that will relate to different people would make people buy their product.
• The target audience is teenagers as they would know who Rita Ora is and associate the 3 stripes with Adidas.
• They are assuming that the audience know who Rita Ora is.

Subversions

7th November

L/O: To explore the concept of conventions and subversion

Gender stereotyping: The text of 'bachelor party' is stereotyping the beer to men.

The colour green is a common convention used in light beer advertising.

The appeal of this advert is typically for men as the bottle in the middle is made to look naked and the other bottles standing around it like a bachelor party.

Cadbury's advert 2007

The cadburys advert tells us that cadburys wanted to be different and stand out from the rest of the ads, like their chocolate bar needs to stand out from the other chocolate bars in the supermarket.

The intension of the advert, as it was so clearly different to typical confectionary adverts, was to get the attention of their audience by being different and get them to buy their chocolate bars. 

The ad was aimed at everyone however the older generation will recognise the song more (In the air tonight - Phil Collins), the younger generation were also targeted by this advert as the would find the gorilla playing the drums entertaining and funny.

It boosted sales for the brand by 10% because it was something different to the other chocolate adverts so it was something people spoke about and wasn't just another chocolate advert that people were bored of seeing so their chocolate bar stood out, like the advert, and improved their sales as it was like something different and new even though it was only the advert that changed.

Homework: Benotton case study 

The meaning behind this advert was to repent and show the affects of AIDS and the awareness of it. in the advert it is showing a man on the bed with family surrounding him, as you can see he is very thin and weak. This is because what AIDS is is where there is loss of blood in the body which can lead to infections and immune problems. Back in the 80s it was thought to be transmitted through the same sex relationships and therefore proving discrimination against the gay society. Around this time aswell people believed that this disease was contagious and could be caught by just touching someone. So for this advertisement it is showing the love and care from the family, showing that it is not a contagious disease and the people affected just need love and care around them not people being scared.
Later throughout the years gay society was more accepted and through medical investigation it was proved you can only catch Aids through bodily fluids, so later on this Ad was banned from being shown as it was in offensene to some people. Also it is also showing how weak and how a person is just giving up which is not right as it would now be a more positive ad about how they can fight it.

Monday  12th november 2018

Exam set texts
L/O: to explore set advertising texts and research brands 



loop task
To show the difference in the barbie advert from the 90s one to the 2018 one.
for example in the 90s one is showing more about how the kids can play with the doll, and is showing the parents why they need to buy the doll for the kids and how it can effect them.
but the newer one is more about how it can affect their future and how it can make it easier for them in the later life.
both of the adverts are very gender one way as you can tell it is aimed at a younger female audience then a make one.
what elements to talk about when analysing ads:

• locations 
• costumes
• props
• makeup
• lighting
• choice of camera shot/angle
• typography 
• layout
• address of written content to the audience

set texts

Old spice advert 

overview of brand/organisation:it is a American male grooming products encompassing deodrants,shampoos, body washes and soap.Originally launched as a early American old spice by William lightfoot Schultz s soap and toiletries company, Shulton inc in 1937. It was first targeted at women before it became a mens product.Over time is became clear it was more successful as a mens product to they began to focus more on that side of it. in the 1970s the old spice shifted from being a shaving brand to a fragrance brand by introducing signature scents like old spice Burley

brand image and values(before and after): They began looking at women and their washing equipment including soaps shampoos and shower gels, but then began to focus more on the men side of it and products.

previous advertising campaign: 




star vehicle: representation and values:Isaiah Mustafa is the star vehicle in the old spice ad, he is an American actor and football wide receiver, he is mainly known as the main actor in the television ad for old spice.

advertising campaign content: this advertisement is aimed at sporty active people because on the covers is always the active people for example suffers and football so that is why it will have an audience of a sporty class.

social context(UK):

lucozade:

overview of brand/organistaiton: it is a soft drink manufactured by the japenese company suntory and marketed as a range of sports for energy drinks. created as glucozade in the Uk. it was first acquired buy the British pharmetsis as a energy drink for the sick. It was rebranded in 1978 as an  energy drink for the sick. They then changed the packaging to a plastic bottle and tried different flavours.
brand image and values(before and after): Lucozade was first branded to help the sick when ill, to help reboot their energy levels. So it became a thing with doctors to advise it when someone was feeling ill, but also it was a common thing to see in the hospitals when family members would bring in bottles for their loved ones.
previous advertisement:

star vehicle:represenstaion and values: Gareth Bale is a Welsh football player, who plays as a winger in the Spanish club and the Wales national team.Lucozade launched this 4million advert to show the people how it helps their sports performance. 

advertising campaign content: the context in this is because it is to go towards an active audience so having blue and yellow colours can attract them people and also having a famous sports person on the front really attracts people.

social context(UK):the context link to uk is a bt different in this one because it is actually a welsh and spanish footballer so it docent have any relevance to the english team but it can still attract people.

overview of brand/organisation: Shelter is a registered charity  that campaigns to end homelessness and bad housing in England and Scotland. It gives advice, information and advocacy to people in need, and tackles the root causes of bad housing by lobbying government and local authorities for new laws and policies to improve the lives of homeless and badly housed people. It works in partnership with Shelter in Wales and the Housing Rights Service in Northern Ireland. 

Shelter helps people in housing need by providing advice and practical assistance, and fights for better investment in housing and for laws and policies to improve the lives of homeless and badly housed people. 

Brand image and values(before and after): The old shelter homes was mainly about children and how they don't have a family for Christmas and making you feel bad for them cause, it is shown to seeing a child upset can make people have more sympathy for the advertisement.

 Which is now completely different as it is now more about the adults and how it can affect tem as well and the problems thy have to face on a day to day base.

previous advertisement:

star vehicle:represenstaion and values:

advertising campaign content:the advertising campaign is showing people that are effected by this case and making you understand so you will help and donate to the charity.

social context(UK):the context form this is that in the uk this is a big thing so it can really affect the people in the uk area.

Exam set texts 
L/O: to analyse set advertising text using audience theorys
Audience theory:

• Effects model- hypodermic syringe vs cultural effects model.
• Two step flow theory.
• uses and gratification Theory(Blumler and katzs 1974)
• Reception theory(stuart Hall 1980)

Audience theory

• Hypodermic theory - Assumes audience is passive and there isn o individual differences n the audience. The audience will believe everything. 
• Cultural effects model - this centres on the long term effects of particular idealogical representations. 
• The two step flow theory - the two step flow theory acknowledges communication is a more complex process.
• Uses and gratification theory model - four different reasons why audiences access media, surveillance media.
• Reception theory - A producer encoded messages or meanings which can be put out as either dominate or preferred, negotiated or oppisitanal.

Research and Analyse

L.ucozade

Who is the target audience? - For this brand the target audience would be of a age from about 15-25 years old. Who are active and do lots of sports so need energy drinks to keep them going throughout their workouts.
who is the star vehicle and what would the abidance take from this? - Gareth Bale a Welsh football player, and assuming that the audience would know who this person is (reception theory). Connotation in this is that people that like,e him will want to buy the drink as it may mean they can become a professional footballer just like him, but the people that don't like, him will not buy it as do not want to be associated with him this is the reception theory negotiated.
Advertising connotations and media language - For this advertisement they had to use a male footballer who looks active and healthy, this is to help sell the brand to the right people, which are young energetic and healthy and wanting to do activities alot. They have used the background colour of blue and orange, which is the same colour as the bottle label and the drink colour itself. The colour blue and orange are the colours for loyalty energetic and happiness. which is helping the brand to bring across these things to have a good advertisement for them. The letters are in capitals which is showing strength just like and engird drink as it will give you strength. The title ' in a different league" is telling the audience that the drink is in a different league to them and showing that it is so much better then the rest of them.
How is this product represented? - This product is shown in a simple but effective way, the is because by having it simple it is bold and it sticks into your head when you see it. Also the way there quote is "in a different league" which is saying that the drink is in a different league to the other drinks that will be in the supermarket with them, it also looks very sporty which will be in a different section in the drink place.
Brand representation? - The colours that this advert is made form blue and orange is made form trust and loyalty, which is showing that this brand is trustworthy and loyal to the customers that they have in their audiences. The hastag that says "scientifically proven" os giving for trust to the audience because it is more then them just selling their brand.As you can see Gareth Bale facial expression is very serious this is showing that the advert is very serious and good brand. Also because a professional football player is in it people that buy the drink will mostly be his fans and want to be like him.

The shelter

Who is the target audience? - The primary audience are the people that may be loosing their home because of debt in money or loosing their job, so needing somewhere to go. But there is also a secondary audience these will be the people that would like to donate to the charity to help the people that are going g through it.This is because they have a number that you can get in to contact with them to be able to donate money to it.

Who is the star vehicle and what would the audience take for this? - This advertisment doesnt actually have a star vehicle, but does have three ordinary people, which is putting across that this percific thing can happen to anyone and they may not even think at this point that is will happen to them. So it can encourage people to donate as it could be them in the future and they would want people to donate to them if they are in that situation.

Advertising connotations and media language - This advert is trying to reach out to the people that may be struggling and also showing homelessness in a way that it put them across in a way that it is not always their fault the situation that they are in, this means that a person can feel more comfortable calling out to them for help, but in the old ones it used to more be about the facts that there are to make people feel as though they should donate to the people.

In terms of the media language the wring on top of them is red and in capital letters the is showing strength and passion, this is because to show that there charity keep going and has strength and is passionate about making everyone that don't have homes in to a house of there own and a life too live for themselves.

Brand representation? - This brand representation is showing to be approcable and respectful to people that want to speak to them, it also shows that they are confidential. it is also very serious which is showing that this topic is a very serious matter and should be taking seriously and respectful  to the person that is going through this topic.

Old spice 

Who is the target audience? - Primarly this target audience was for females, as on it, it said the man your man could smell like which is make the females want to buy it for their men and they will want the best out of it. The secondary audience is for the men themselves who want too buy it for themselves, but it mainly directed to middle aged men.

Star vehicle? -  the star vehicle in this is Isaiah Mustafa, his is ands actor for America and also a ex football player. which means it could be more towards the more sporty and active males.Also the people that are a fan of him are more likely to buy it as he may be their role model so will trust the brand.

Advertising connotations and media language? - in this ad it is connoting mire towards the females to make them want to buy it mole for their other half. which is very different then usual because as usually for male antiperspirant is usually aimed towards the male side because it is for them. in the terms of media language the col.ours are all very blue and green and yellows this is linking to the beaches which goes back to the title "Bahamas".

Product representation ? - 

Monday 26th November
Representation
L/O : to analyse the Representation within set Advertising texts 
Monday 26th November




Gender:

stereotypes within the ads:

• old spice - The women are shown  lying on the sand sunbathing while the men are the ones  fishing and doing surfing and that, this is stereotyping that the men are the ones that do the activity's while women just relax and doing nothing.
• Lucozade sport - On the front of the ad it is a male football player this is stereotyping that the men are the ones that do all the activity's.
• Shelter - On the ad it has above the male I cant do this where as on the women it has where will I live, which sounds more worrying then the men which is stereotyping that the women are stronger minded and they can deal with that kind of stuff, where women are more scared of being alone.

Age:
stereotypes in media:

• Babies and infants - they can be shown as crying a lot and being loud and spoilt brats, but also as innocent small cute humans.
• Children - Active and always playing with other kids or even by themselves.
• Teenagers - Rebellious and get into a lot of trouble also immature for their age and always on their phone.
• Young adults - go to party's a lot and are working on very low wages.
• Middle age - Have families and kids and go to work very worried and stern.
• Elderly (60+) - Slow kind hard to understand and cant hear you most of the time.

Stereotypes in ads

• Old spice - the star vehicle is a black male, and most of the people from the Bahamas are black so it links to the name of the brand.
• Lucozade - Their star vehicle looks like a young adult which is showing the kind of people that will buy the product.
• The shelter - the people in the adverts are young adults which is showing the type of people that could be affected by this which links to the stereotypes of low wages at that age.

Race
Stereotypes within ads

• Old spice - the star vehicle is black which links to the Bahamas in the title because that is what could.d make people want to buy it.
• Lucozade - the man is a white person which could attract white customers to the brand.
• The shelter - There is a lack of representation of black people in this ad, suggesting that only white people go homeless which is not true.

Sexuality
stereotypes within ads

• Old spice - The campaign 'The man your man could smell like' is assuming that the target audience, females, are all straight and will want to buy this for their partner. Therefore they are not representing their whole audience in the ad.
• Lucozade: No reference to sexuality
• Shelter: No reference to sexuality

Nationaltiy and Disabiltiy
Stereotypes within ads

• Old spice - Nationality - American national values shown in this advert are that they value people who are good at one thing particular, for example they chose a sportsman.        Disability - The stereotype that a 'normal' person is able-bodied as the star vehicle is a footballer.
• Lucozade - Disability - The stereotype that a 'normal' person is able-bodied as the star vehicle is a footballer. Nationality - Cannot be applied
• The shelter - Disability & Nationality - Cannot be applied



Wednesday  28th November
L/O: Explain how representations in advertising are chosen to help sell the product or brand. Refer to two of the brands we have studied.

Old spice: The age of the man in the old spice advert it about in his 20-30 this is giving of that mainly the people that buy this brand will be around this age that have a job and are most likely in a relationship, as it says on it the man you want your man to smell like, it is directing it to the mans partner to make them want to buy it so the quote comes true for them. As it is a big thing for women to buy the men their per spirant as they are they ones that need to like the sell, so this quote is really good as it then directed at the women and the men. With the race of the star vehicle is black and the name is Bahamas it can make people from there really relate to the brand and want to buy it more also because the advert has people surfing and fishing and sunbathing it looks like a really nice product to have and it represents the country of the title. It is a male star vehicle on the front this is because the brand is for men and to be sold to men, but it is also to attract t the women to the brand as they will look at it more for their man  if it is an attractive man on the front, they will be think that they can make their man the same so will want to buy it so it is more money for the brand. The stereotype that a male footballer can be the star vehicle for this also he is an American footballer so for fans and people that believe him to be their role model it will attract them to the product.



Lucozade: The star vehicle for this advert is a young adult in his early 20s, so this is why it can attract the people who are quite young and are very active and need the energy boost through out their workouts or activity's. This male is a welsh football player, and quite big in England this is showing that the brand have thought about people that would be looking at this advertisement and seeing their role model and person they look up to, they will want to get the product as it will make them similar to the man so especially if they are young and want to go into a profession of football they will be able to relate to this advert and want to get the product for themselves. The male in the advert is to direct it more to the sexuality of male people but not completely as there are a lot of females that want to do football as a profession and look at this Welsh football player as a role model as well so it can link to them as well, so it doesn't really link to a specific gender which is very good as it should not be as it can be for any one the sport that they may be using for.




In an overview of both of these brands together it is shown that to attract both genders is to mainly have a man that is big and attractive on the front with the girls attracted to him, this is because it will so to the men that that is what they want to people to will want to buy the product to have the same effect on the mas it did on the men, it also good to have for a active brand to have a star vehicle that people will know because people will see a person that they know they will trust the brand more as that person are advertising for them.




Wednesday 5th December
Social context
L/O to review and apply context and representation to old spice advert.
Magazine Advert 2011 January

• Series of viral spots featuring Isaiah Mustafa who promoted old spice shower gel got industry awards.
• These commercials and the answer videos on YouTube were extremely popular.

'smells like a man campaign was in 2010'


When Isaiah Mustafa left all the audience and fans believed he would be back, and later on the brand posted a saying of that he would be coming back to advertise the brand for them. this was what the brand manger James Moorhead said.


Semiotic Analysis
Blue colour - fresh, clear, masculine.
Mid shot - upper body focus - masculinity.
Expression - direct to audience, strong, confident but knowing smile suggest playful humour of the campaign as represented in the videos for TMTYMC8 and fresh places.
Hair as a volcano - surreal, plays on connotation of fire, power, strength.
surreal images attached to body - connotation of sand and sea, tropical.
Connotations make playful use of conventional idea of masculinity: strong, powerful, muscular, independent, confident.

• Rebranding is am massive challenge for a brand
• Uniqueness is key, particular industries where the amount on competition is intense.
• Modern research shows the brand must connect emotionally with the target audience.
• Their new brand result was one of the most successful campaigns in advertising history.

you have to focus more on the meaning/response of the OCR set product - OCR show we must consider how it represents the contexts of this era.
Need to be aware of the nature of branding + the shift in social media and cultural contexts.








Contexts : 1960s
Sixties male grooming advertising consisted of two elements.
(1) Mainly super studs, the hairier the better
(2) women who cant resit them.
Brand Musk is literally represented as a pheromone, propelling women to involvntrarily throw themselves at male wearer.


Wednesday 5th December 2018
social context
L/O - to review and apply context and representation to lucozade advert

Lucozade history 



These advert in the 1950s were to show the marketing of the lucozade drink as an energy drink, when you are feeling ill or run - down. Because of this campaign it made the drink be related to illness or being sick.They also sold these drinks in the chemist shops so this would strengthen the view.
1970s
it was now a decreasing role in peoples life, this was because the population of people being ill was going down fast. so they began to change the drink form just being a sickness drink to also being just a healthy drink to give energy while doing activities.
1982
This was the most successful time for the brand as they changed the slogan from 'Aids recovery' to 'Replaces lost energy'.Then getting the oylimpics involved it became one of the most famous drink brand in the 80s.
1990s
This point in time the brand was divesed to the brand lucozade sport, a range with isotonic flavours.Lucozade sport was the first brand to launch with a sports sponsorship deal.The advert for it was an animated figure of Lara craft from the globally successful movie tomb rider, this was to keep up the effect of it being for energy and keeping up with activities.

Brand image
By 2013 lucozade had made itself the biggest energy drink in the uk. At this time the brand campaign clearer showed it was for energy not for illness and weakness in people.


Analysis semiotics
The layout of this advert is very traditional and conventional lines. A string photographic in the form of a colour washed de saturated head shot of the celebrity - which is Garett Bale who is a Welsh international football player.
The palette is dominated by a cool blue that has a gradient effect. Use of white frame also serves to focus attention on Bale and the bottle.
The background features thumbnail graphical images of a figure, and a sense of charts and graphs to what seem to be scientific data.
Connotation is that the data relates to the effect of Lucozade on human performance.
The front throughout is clean, crisp and modern. The mode of address is direct and purposeful.


Celebrity Endorsements
The use of celebrity endorsements of a brand has existed from the first days of mass commercial advertising - Persuading a celebrity of an era to promote the brand, by their association with the product is a useful way of ensuring that the image of celebrity will attract the interest of consumers who might otherwise pass by.
The idea that the purchase of a product used or endorsed by a celebrity might enable an audience to feel closer attachment to that celebrity is something we cover in the EOUSITES CORE units so can be reviewed briefly here:

• Audiences feel that adverts offer us an idea of the 'us' we could be if we acquired their product.
• Celebrities offer role models, aspirational figures.
• A celebrity endorsing the use of a product offers us a chance to be a little more like them.
• This idea is termed in textulasing or, more correctly in the case of celebrity, borrowed interest.

Influences
The premises is simple, rather then having to rely on your existing audience to promote your brand, you get access to much larger audience via people who are already popular with your potential market.
The Lucozade 2013 campaign advert is an example of a number of issue:

• Technical changes arising from the internet.
•  impact of social media - generational access/ consumption of media.
• shift in advertising and marketing strategies by brands.
• Changes in social attitudes towards health. 

Social Context
L/O - To review and apply context and representation to shelter advert.
Charity Campaigns
Charity campaigns have traditionally been different from those for commercial product. Objects may be similar - which is raising awareness of a brand: generating money/ income, but the commercial products have been benefitted from glossy. ' money no object' if the message was summarised for the audience it would be to not take life for granted. These campaigns work by constructing a sense of compassion, responsibility, or guilt.
Increasingly in the post 1980s aftermath of live aid and Comic Relief, this concern has become compassion fatigue and destination. Audiences become so used to seeing images of mainoursed children they cease to have a shock images of kids being ill or sad.

 

Conventional campaign designed to make4 emotional appeal by focus on personalising the issue: this child rather than 'children' and the imperative that it is now about you and your action. it empowers the audience and challenges us to take action.
Direct Address - Imperative of 'now'
Logo/Brand - Reputable, respected
Washed out colour - Drab/ harsh life: realism
Eyes stare out / direct address
Close up eye shot - audience positioned to see the empty gaze, the cut on the child's face.


Analyse Semiotics
Monday 10th December 


How are shelter and housing issues constructed in this adverts?
The quotes on these advert have a big representation of the problems that people are facing with their houses and also just where they are living. The facial expressions on the people faces can really effect some people watching the adverts as they can see the pain that people are going through, which makes people want to help them as much as they can.


In what way does it represent the context in 2013?
It is presenting the amount of things that were happening to people in 2013, this is showing that the housing in this time were very difficult to get and the pricing of housing was so high, so the amount of people that needed to get into shelters were so high that is got more and more difficult for people to get into them that a lot of people were left with nothing as there was no room in shelters for them.




How does it represent the shelter brand for previous advertisements ?
Previous advertisement's for the shelter are the same in the way the colour red it a big palette colour in it and also it is in bold letters this can have a really big effect on how the brand is put across, and showing that it is really important this advert. The main thing is the palette of the advert as red is quite a serious strong colour which is showing its importance.






Explain how representations in advertising are chosen to help sell the product or brand. Refer to two of the adverts you have studied?


In the advertisement for the old spice brand it has a lot of different things going on with it, which is showing that it is a fun active product. The main colours on the advert are blues and white this is to give the audience the feel of it being on the beach and with all the sand and blue sky's around. This is to really show the audience the feeling it can make you have and make you feel like you are there in the Bahamas, this will really sell the product as people that cant afford to go to different places they will feel like this is the closeness that they can get to with the beaches and the clear sky's. The writing on the packaging is very old fashioned which links to the name well as it is 'old spice' which is referring to the scent as well as it could be quite an old scent, which is very different but people can really like it and be attracted to a spray in that kind of scent. They also have a but of humour on the advert saying that the fact is not checked that the scent is made from a Bahamas mine, which some people will find very amusing and will want to buy it for that reason or to buy for someone because they find it funny themselves. On their advertisement it is very different as their product that mostly red on it, but in their advert their is actually basically no red at all except from the umbrella with a lady in a bikini underneath it, this could be to make actually product stand out a lot as it is the colour that isn't really on the advertisement at all.
The advertisement for Lucozade is very affective to people that are very sport and would need a drink like this to keep their energy up during their day of activity's. The reason for this is that the colour blue is quite effective as it is bright and stands out so as a background colour it I good as you can see things on it but it still stands out very clearly behind everything else. Also the writing 'IN A DIFFERNT LEAGUE' is in all capitals this is because it is making the saying of that to have this drink it is in a different league to the others you have tried, so really standing that out to the audience to show that it is important and that is the par you should know about. In the corner of the advertisement in small writing it says 'scientifically proven' this is saying but not bosting about it that it is a proven fact that this is the best drink ever, this is the way they have put it across to the audience but actually it could just be that the drink is scientifically proven that it is aright to drink, but nit many adverts put that on it put they have done it on this one in a way that it is represented to be the best drink ever. The main part of the advert though is the main star vehicle in the corner really big is a welsh football player Gareth bale, this is really good as it is putting across that even the top atheist use this product and say that it it good as they are willing to advertise the brand for them







Both of these adverts are very similar in the way they want the brand name and also the product itself on the advert ot stand out a lot but they do both do it in different ways, as old spice look more at the colour palette which using a bright colour on the product os good as it stand out compared to the rest of the background on the advert. while the Lucozade advert looks more at the quotes on it to show the importance and also that facts that have been said about the brand itself.