Questions for Advertising Controlled Assessment

Point, Example, Explain  - PEE – use quotes were appriopriate

Product & Advertising Agency (introduction paragraph 1)

1.      Who makes the product?

2.      What other products does the company make?

3.      How many similar products do they make?

4.      How many versions of the print adverts were in the campaign?   (e.g. NSPCC has 3 print versions)

5.      How long have they made the product for/ or how long have they been in business for?

6.      Who is the advertising agency for your product?

Challenge - What did the advertising agency write about the advertising campaign (how did they plan to represent the product/idea? How much money was spent on the campaign?

 

Audience (P 150 – 152) – paragraph 2

7.      First impressions write between 3- 5 adjectives to describe your first impressions of the advertising campaign.

8.      Target audience  - Age bracket, gender, economic status, (ABC1)  lifestyle (cowboy, egoist)

9.      Maslow needs

10.   Gillian Dyer - Lines of Appeal

 

Institution - placement of ads (paragraph 3 & 4)

11.   What type of magazine or newspaper would you find your product in men or women’s lifestyle (magazines which deal with lots of topics and issues to appeal to a wide audience?) or a niche market like cars, sports, music (NME, Q, Kerrang) or political (The Economist, Time magazine)  e.g. Men’s Health, GQ, FHM or Vogue, Elle, Marie Claire, Cosmopolitan,  Quality, Red Top or Middle Market

12.   Which TV channel do you think your product might be advertised on? (BBC?)

13.   What time of day? (watershed?  family?  children? day time?)

14.   What type of programmes would it be advertised during (sport, soap opera, documentary, childrens)?

15.   What time of year?

16.   Where else might your advert be shown billboard? On buses? Posters by bus stops? Toilets?

17.   On the computer write your two paragraphs about print and TV advert placement using the answers from the questions above.  Either at home or in class (if you are able) research the ‘audience profile’ often called a Media Pack and write about who the publisher is for the newspaper/ magazine (the people who produce it) and who the audience is for the magazine/ newspaper.

 

Text & intertextual (Representation) paragraph 5

18.   Type of slogan (benefit, visionary)

19.   What does the name of the product suggest?  

20.   Typography (serif/sans serif, capital, 3D)

21.   Is the tone of the language serious/fun, formal/slang?

Challenge - Intertextual links (when one media text refers to another media text in a way that many consumers will recognise)

 

22.   Connotation/denotation – Look at P 154-156 (Representation) paragraph 5  & 6

·        What stereotypes are being used? Or countertypes (opposite to a stereotype)

·        Clothing/facial expression/ posture/ gesture/hair style, colour, length, facial hair

·        Makeup/ jewellery/watches/props?  What do they suggest? what do they represent?

·        Setting plain or busy, interior or exterior, day /night warm/cold

·        Product – colour scheme, size, shape, positioning,

·        Colour scheme

·        Photography – Which rules of composition are used and what does it suggest about the product.

Challenge - Look at male and female Binary opposites in your book (Levi Strauss) -                                                                    which are being used (typical or atypical)

 

 

Regulation (Institution) - ASA, OfCom, Clearcast paragraph 7

·        What regulation would your print and TV advert be controlled by?

·        Has your brand been subject of any regulation rulings? 

·        Who has complained and what was of the outcome?

Conclusion

Sum up your thoughts about the campaign.  Do you think it has been successful in appealing to its target market, explain?

Challenge - Has it continued with a similar campaign as before/after.  Why has it changed or stayed similar?