Advertising

Paper 1 Section B: Media Language and Representation

4 questions on news

• Old Spice
• Lucozade
• Shelter (charity advert)

Marketing can be defined as the process of promoting a media text to potential audiences.
Marketing aims to:

• create awareness of a film's release.
• create interest in the film itself.
• generate desire to see the film and action in the purchasing of a cinema ticket.

Ultimately, the purpose of marketing is the importance of audience figures and profits and gauging the commercial success of a media product.



The 4 P's of marketing:

• Price.
• Promotion.
• Product.
• Placement.

What is the Medias USP?


Structural features of adverts:

• Copy.
• Slogan.
• Logo.
• Central image.
• Typography.
• Brand identity.

Analysing an advert...

• Aim of the print advert?
• Denotation and connotation.
• Media language - camera shot(FAM), mise en scene (CLAMPS), typography, editing.
• Representation of males/females.
• Representation of themes.
• Representation of brands.
• Psychology - which human needs is it satisfying?

Don't forget about camera - image.
(FAM - frame, angle, movement)