Year 11St. Mary’s High School

Mr Allan

Week 17Introduction to Unit 1 Section A: Thinking about the Media – Investigating Print Advertising

Learning ObjectiveWhat are the basics of Print based Advertising?

Starter ActivityCan you think of any print based adverts that stand out in your mind?

Find an example online

British or American Brands• In this module we can use British or American brands but remember which one is which

What could a print advert include?Technical Codes/Symbolic Codes

What do you think a technical element is?

What do you think a symbolic meaning could be?

What is this Technically/Symbolically

What is this Technically/Symbolically

What is this Technically/Symbolically

Definitions Technical Code – What something in an

image technically is. This could be a character or a prop, a colour choice, language used, a camera shot or angle.

Symbolic Code – What the meaning or interpretation behind an image might be. Such as the colour red representing danger, anger or passion, or a close up shot being used to show a characters emotion.

Class Activity – Omega

What can we get from these print adverts?

Gucci

Mini Cooper

Signifier/Signified These points are also sometimes called

Signifiers & Signified.

Signifier – The connotation refers to the literal meaning of something

Signified The denotation refers to the associations that are connected to something or the emotional suggestions related to it

Example: A snake is a reptile/A snake is evil.

It is worth knowing these in case they are used in your exam.

Group Activity Get into groups of 3

Choose a new poster or billboard ad between your group

Save the image to a powerpoint and begin analysing the poster on both its technical and symbolic elements

Get ready to present your analysis to the rest of the class

Group Activity – Peer Assessment Choose another groups presentation

What was good about it?

What could have made it even better?

Write down your thoughts on a separate piece of paper so they can add it to their note books

Week 18Introducing semiotic language, developing skills of analysing and deconstructing Print Advertising

Red Pen/Green Pen 10 min Activity

Read through the notes I have made in your books

I have asked most of you to finish up James Bond Poster analysis in green

Also can you fill in the technical/symbolic codes table for the GUCCI poster we discussed last lesson in green

Your car poster should be ready to stick in

Learning ObjectiveContinue learning essential terminology and analysing skills needed for your upcoming exam

Reminder Activity

What films or TV have you watched since last lesson?

Find the poster online and analyse it in regards to technical & symbolic codes on a new blank double page in your books

Email me the poster so I can print it for your next lesson

Genre/Sub-Genre/Hybrid Genre

Recap: What do we mean by genre?

So what could sub-genre and hybrid genre mean?

Genre/Sub-Genre/Hybrid Genre Sub-genre: a category that is a

subdivision of a larger genre Example: Zombie films are a sub-

genre of horror

Hybrid genre – 2 or more genre types being represented in the same product

Example: A rom-com using genre elements from romantic films as well as comedy films

Can you think of 2 other examples for both sub genre & hybrid genres

Audience Responses - Dominant/Oppositional/Negotiated Readings What do you think we mean that audiences

can have different responses to a text?

Have you ever had a different opinion about the meaning of a media product from one of your family or friends?

What could be meant by the terms negotiated, preferred & oppositional?

Audience Responses - Dominant

A dominant response is where the audience interprets the text as closely to the way in which the producer of the text intended.

Example - If you were a nurse you may well agree with the situations and narratives addressed in Casualty because they are within your breadth of experience.

Audience Responses – Oppositional An oppositional response is where the user

of the text finds themselves in conflict with the text itself due to their beliefs or experiences.

For example, a narrative in a soap opera that views a woman who is having an affair sympathetically could encourage a resistant reading in a person due to their cultural or religious beliefs.

Audience Responses - Negotiated

A negotiated response is where the audience goes through some sort of negotiation with themselves to allow them to accept the way in which the text is presented.

You may agree with some elements of the text and disagree with others. This may mean the way in which you are positioned in a film where you are asked to empathise with a character you do not like, yet you are enjoying the film generally.

ActivityWrite down an example

of TV programmes for each where you think you have a:

Preferred ResponseOppositional ResponseNegotiated Response

Iconography Iconography relates to what we expect

to see within a certain genre type. This could be types of character, locations, props or costumes.

What iconography would you expect to see in:

A horror film?A sci-fi film?A western?

Advertising Agencies & Clients Often the company who makes

a product hire another company to make their adverts for them

Why do you think a client would use an advertising agency to make their adverts for them instead of doing it themselves?

What could be the benefits or possible problems in using an advertising agency?

Barnardos Ad

On the next slide you will be shown an advert for the charity Barnardos

What is the medium? Who are the target

audience? What is the dominant

or preferred reading and could there be a oppositional reading?

Week 19 Types of Advertising

Learning ObjectiveTo develop a basic, but fundamental understanding of the role of advertising and marketing

Intro TaskWe’ve talked about print

media but what other possible formats can you think of?

List as many of them as you can

Email Social Media (Facebook, Twitter, Instagram, Vine,

Snapchat etc.) YouTube Magazines Newspapers Radio TV Websites SMS Billboards/Posters Leaflets Cinema Advertising Bus Advertising Press releases Corporate promotions/launches

10 Minute Task:

Find an image illustrating each of these

Brand Identity A brand identity is

how the makers of a product want it to be thought of by audiences and buyers

If these products were a person what would they be like?

Pepsi Max Monster Energy Drink McDonalds

Target Audience/Secondary Audience

Target Audience: a particular group at which a product such as a film or advertisement is aimed

Secondary Audience: Not the audience who the product is aimed at but who may still buy or interact with it

Viral Marketing What do we mean when we say that something goes viral?

Viral Marketing A marketing technique

whereby information about a company's goods or services is passed electronically from one Internet user to another and so can spread to a larger and larger audience

Viral Marketing Why would viral

marketing be a good thing for a company to use?

Can you guarantee something is going to go viral?

Above/Below the Line Marketing

Above the Line Marketing There are a number of

approaches to promotion that are open to organisations. Above-the-line promotions use mass media methods.

This type of promotion focuses on advertising to a large audience. It includes print, online media, television and cinema advertising.

Below the Line Marketing Below-the-line methods are very

specific, memorable activities focused on targeted groups of consumers. They are under the control of the organisation. The purpose of these activities has been to develop the brand by creating awareness and building a brand profile. They include:

sponsorship sales promotions public relations personal selling direct marketing

Week 20Types of Advertising II

Learning ObjectiveTo continue developing our understanding of the role of advertising and marketing

Intertextuality What do you think we mean by

intertextuality?

Intertextuality The term Intertextuality

refers to the process of creating references to any kind of media text via another media text.

In other words Intertextuality essentially means for a type of media(film, television, music etc) to pay homage to another media text.

The 4 P’s of MarketingProductPricePlacementPromotion (Including Packaging)

Class Activity In pairs analyse the following poser in regard to:

The 4 P’s of Marketing Technical & Symbolic Codes Signifier/Signified Target/Secondary Audience Above or Below the Line Marketing Brand Identity Genre & Iconography

Individual Extended Writing Task 1 page of extended writing relating the

following advert to:

The 4 P’s of Marketing Technical & Symbolic Codes Signifier/Signified Target/Secondary Audience Above or Below the Line Marketing Brand Identity Genre & Iconography

Week 21 – 22Developing Understanding of Genre & Narrative in Print Advertising

Learning ObjectiveTo develop narrative and key theories of narrative as applied to print advertising

Narrative In Media Studies, it is important to tell

the difference between narrative and story

Story = a sequence of events, known correctly as the plot

Narrative = the way those events are put together to be presented to an audience.

Narrative Structure What do you think is meant by linear

and non-linear narrative structure?

Todorov’s Narrative Theory Equilibrium – Where we first meet the

characters where Dis-equilibrium – Where something

happens and the characters have to deal with the situation and often try and fix it

New eqilibrium – Everything is restored back to the way it was or in a better place than when it started

Choose the last film you watched and apply this theory to it!

Narrative & Genre Are certain genres likely to feature a

certain style of narrative?

What would you expect a narrative to likely revolve around in a:

Rom-com Gangster film Super hero movie

Starter Activity Write down a

conventional EQULIBRIUM > DIS-EQULIBRIUM > NEW EQULIBRIUM that you could expect to see in a horror film

LO: To develop narrative & key theories of narrative as applied to print advertising

Typical Advertising Narratives What simple narrative do you think would

be typical in one of these adverts?

Fashion Advert Car Advert Perfume Advert

Find an example of an advert that lives up to what you thought the narrative might be and get a selection of images from online to show this story

LO: To develop narrative & key theories of narrative as applied to print advertising

Dior - https://www.youtube.com/watch?v=aTbG1hG2AFA (Romance narrative)

Ford - https://www.youtube.com/watch?v=YAqQTuIjGMw (Action narrative)

BooHoo - https://www.youtube.com/watch?v=xN10TRAMkgc (fun/rom-com like narratice)

LO: To develop narrative & key theories of narrative as applied to print advertising

Chanel – Coco Mademoiseile Poster

What do you think is the story that is being told here?

What techniques does it use to tell it?

Discuss this in pairs and write a short paragraph about it

LO: To develop narrative & key theories of narrative as applied to print advertising

Bricolage A thing made of a

jumble whatever materials are at hand; something created from a variety of available/diverse things.

For example: when a song samples an older track or how memes use old images from films for a new meaning

LO: To develop narrative & key theories of narrative as applied to print advertising

Chanel No 5 https://

www.youtube.com/watch?v=0hcaaKhGL00&safe=active

The above trailer for Chanel No 5

“'In the end it's about romance, passion” director Baz Luhrmann

LO: To develop narrative & key theories of narrative as applied to print advertising

Chanel No 5/Moulin Rouge This advert for Chanel No 5 was directed by

Baz Lurman who is well known for directing Moulin Rouge and Romeo + Juliet

Moulin Rouge Trailer:

https://www.youtube.com/watch?v=dtEgAx80NC4

LO: To develop narrative & key theories of narrative as applied to print advertising

Pair Activity Write a paragraph

describing techniques it uses generally and the ideas of intertextuality between this advert and Moulin Rouge

LO: To develop narrative & key theories of narrative as applied to print advertising

Poster comparisons How does the glitzy romantic style of the

Chanel poster compare or contrast with the social realism of the Barnardos charity advert?

But are both still effective in their aim?

Write a paragraph describing different approaches ads can take

LO: To develop narrative & key theories of narrative as applied to print advertising

Week 23 – 24 Representation in Print Advertising

Learning ObjectiveTo develop Representation terminology as applied to Print Advertising

LO: To develop Representation terminology as applied to Print Advertising

RepresentationWhat do you think

representation is?

What types of different ways could you be represented?

LO: To develop Representation terminology as applied to Print Advertising

Representation Media

representations are the ways in which the media portrays particular groups, communities, experiences, ideas, or topics from a particular ideological or value perspective

LO: To develop Representation terminology as applied to Print Advertising

Representation - TaskFor the following examples of Representation write down what the representation in society is and if you think it is fair

LO: To develop Representation terminology as applied to Print Advertising

Types of Representation - Gender

LO: To develop Representation terminology as applied to Print Advertising

Types of Representation – National Identity

LO: To develop Representation terminology as applied to Print Advertising

Types of Representation - Age

LO: To develop Representation terminology as applied to Print Advertising

Types of Representation – Regional Identity

LO: To develop Representation terminology as applied to Print Advertising

Types of Representation - Ethnicity

LO: To develop Representation terminology as applied to Print Advertising

Types of Representation – Social Class/Status

LO: To develop Representation terminology as applied to Print Advertising

StereotypesStereotyping is usually an

oversimplified, attitude people hold toward those outside one's own experience who are different

A stereotype is simply a widely held belief that an individual is a member of a certain group based on characteristics

LO: To develop Representation terminology as applied to Print Advertising

Stereotypes What ways do you think

you are stereotyped?

How is stereotyping a good thing or a bad thing?

Why is stereotyping still used today?

LO: To develop Representation terminology as applied to Print Advertising

Realism The techniques by which a

media text represents ideas and images that are held to have a true relationship with the actual world around us.

it is important to assess how much a text strives for realism, how much audiences are expected to think it is realistic.

LO: To develop Representation terminology as applied to Print Advertising

Star Marketing What is meant by

Star Marketing and why would it be beneficial to use?

LO: To develop Representation terminology as applied to Print Advertising

Male Gaze/Female Gaze Male Gaze – The

camera in the point of view of a straight man objectifying a woman

Female Gaze – The camera in the point of view of a straight woman objectifying a man

LO: To develop Representation terminology as applied to Print Advertising

Dove Soap Ad How does this

poster represent ideas of gender?

Are they the usual ways in which the media presents women?

LO: To develop Representation terminology as applied to Print Advertising

UKIP Poster How does this poster represent the National

Identity of the UK?

Does it fairly represent what British people are like and how they feel? How is it problematic?

LO: To develop Representation terminology as applied to Print Advertising

Week 25 - 26Audience & Context

Learning ObjectiveTo develop a full analysis of audience appeals

Starter Activity Based on the practice exam question

what do you still need to work on and revise?

Get ready to hand in these practice exam papers you were given before Easter

LO: To develop a full analysis of audience appeals

Audience Appeals & PleasuresAudience appeals and pleasures

are how a product makes itself attractive to an audience and how they can relate to it. This might appeal to an audiences interests, hobbies, backgrounds or beliefs

What would attract you to a product?

LO: To develop a full analysis of audience appeals

Cross Media & Synergy

Cross MediaCross media refers to multiple

products existing to sell to audiences where each helps to build recognition for the main product.

To help promote the film of Guardians of the Galaxy there were soundtracks, video games, cartoons, comic books etc. created

LO: To develop a full analysis of audience appeals

SynergyThe interaction or cooperation

of two or more parts of an organizations that work together to produce a combined effect greater than the sum of their separate effects (To make more awareness & money!)

LO: To develop a full analysis of audience appeals

How does this Budweiser print advert appeal to audiences?

LO: To develop a full analysis of audience appeals

Week 27 - 28Planning TV Advertising: Storyboarding

Learning ObjectiveTo develop creative and planning skills to a media product

Storyboards During your coursework some of you will have

encountered drawing storyboards

A visual representation of what your film will look like. This plan is then used when you’re filming to ensure the film looks how you want it to

Storyboards also feature annotations of what camera shot, angle & camera movement are being used as well as other details such as the shot length, what the sound and lighting will be and what action is happening in the scene

LO: To develop creative and planning skills to a media product

Story-board example

LO: To develop creative and planning skills to a media product

What is happening here?

Extreme Wide Shot/Establishing Shot

LO: To be able to identify the different types of shots being used and their meaning

Wide Shot

LO: To be able to identify the different types of shots being used and their meaning

Medium Shot

LO: To be able to identify the different types of shots being used and their meaning

Medium Close Up

LO: To be able to identify the different types of shots being used and their meaning

Close Up

LO: To be able to identify the different types of shots being used and their meaning

Extreme Close Up

LO: To be able to identify the different types of shots being used and their meaning

Two Shot

LO: To be able to identify the different types of shots being used and their meaning

Over the Shoulder Shot

LO: To be able to identify the different types of shots being used and their meaning

Point of View (POV) Shot

LO: To be able to identify the different types of shots being used and their meaning

High Angle

LO: To be able to identify the different types of shots being used and their meaning

Low Angle

LO: To be able to identify the different types of shots being used and their meaning

Titled Angle

LO: To be able to identify the different types of shots being used and their meaning

Storyboard Starter Activity

From last weeks session and your coursework what do you remember that a good storyboard needs?

Open up your notes for todays session

LO: To develop creative and planning skills to a media product

Storyboard Activity 1 Foster’s Radler Advert

https://www.youtube.com/watch?v=J_DKk7w1od4

LO: To develop creative and planning skills to a media product

Storyboard Activity 1 I want us to each storyboard the

Foster’s Radler Advert

You need to fill in 3 pages worth of storyboards to fully tell the narrative of the advert

This will include images of the shot, what the shot type is, what the action is, what audio you hear

LO: To develop creative and planning skills to a media product

Storyboard Activity 2 In your exam you will most likely be asked to

create an original storyboard

Storyboard and annotate a minimum of 12 frames of a television advert for a new soft drink aimed at young children

Choose a name for your brand Outline the narrative of the TV ad Explain how the ad will appeal to audience

LO: To develop creative and planning skills to a media product

How to write a script

LO: To develop creative and planning skills to a media product

Synopsis A synopsis is a brief outline of what

happens in a story

Before you write a script you need to write a brief synopsis giving an overview of the narrative

LO: To develop creative and planning skills to a media product

Script Key PointsStarting Point (edit)

- An editing transition for how the film starts

Example: FADE IN:

LO: To develop creative and planning skills to a media product

Script Key Points Scene Heading (INT. or EXT.)

- A scene heading is a one-line description of the location, if it is inside or outside and time of day of a scene, also known as a "slugline." It should always be in CAPS.

Example: EXT. GROCERY STORE - DAY - This reveals that the action takes place

outside aGrocery Store during the daytime.

LO: To develop creative and planning skills to a media product

Key Points Action- The narrative description of the events

of a scene, written in the present tense. Example: JOHN walks quickly

towards his parked car

LO: To develop creative and planning skills to a media product

Key PointsCharacter- When a character is introduced, his

name should be capitalized within the action.

- Example: The door opens and in walks LIAM, a thirty-something journalist with something on his mind

- A character's name is CAPPED and also is always listed above his lines of dialogue. LO: To develop creative and planning skills to a media

product

Key Points Dialogue- Lines of speech for each character.

Dialogue format is used anytime a character is heard speaking, even for off-screen and voice-overs.

Example:JOHN (VOICE OVER)

What time is your train tomorrow?

LO: To develop creative and planning skills to a media product

Script Activity You have been asked to write an advert

for a new pair of Nike trainers

Firstly write a synopsis of what will happen in your advert

Then write a full script for the narrative of the TV advert

REMEMBER: Starting point, Scene heading, Action, character and dialogue

LO: To develop creative and planning skills to a media product

Section B. Practice Question

LO: To practice exam style answers

Section A. Q1 A. Identify two aspects

of design or layout in this advert.

- (2 Marks)

Q1 B. Explain why each of these were used.

- (8 Marks)

LO: To practice exam style answers

Section A. Q2 A. Identify two ways

this text targets a specific audience group.

- (4 Marks)

Q2 B. Explain how effective each of these ways is likely to be.

- (6 Marks)

LO: To practice exam style answers

Section A.Q3. Using examples

from other print-based adverts you have studied, explain how men and/or women are represented in print-based adverts.

- (10 Marks)

LO: To practice exam style answers

Section A.Q4. Using examples

from other print-based adverts you have studied, explain some of the ways adverts sell their products to audiences.

- (10 Marks)

LO: To practice exam style answers

Section B. Q5. A cosmetics company which makes

perfume and aftershave has asked you to direct the marketing campaign for one of its latest products. You can choose a perfume or an aftershave. They want an advert suitable to be shown on TV at all times of the day. The advert must feature a well known celebrity. Complete the following tasks:

LO: To practice exam style answers

Section B. Perfume/Aftershave Ad Task 1: Create a name for your product.

Briefly explain why you used this name? - (4 Marks)

Task 2: Which celebrity will you use in your advert? Briefly explain why you chose this celebrity.

- (6 Marks)

LO: To practice exam style answers

Section B. Perfume/Aftershave Ad

Task 3. Plan the storyboard for your television advert. Use a minimum of 10 storyboards.

- (10 Marks)

Task 4. Explain the plan for your television advert. Comment on how it will convey the brand image to the chosen target audience.

- (10 Marks)

Task 5. Many TV adverts also direct viewers to the product website. Suggest at least two reasons why and explain those reasons.

- (10 Marks)LO: To practice exam style answers

Mark Scheme – Section A Q1 A. Identify two aspects of design or

layout in this advert. - (2 Marks)

What you have to do…- Identify two aspects of design or layout accurately identified, using appropriate terminology

LO: To practice exam style answers

Mark Scheme – Section A Q1 B. Explain why each of these were used.- (8 Marks)

What you have to do…- An excellent explanation of 2 aspects of

design or layout and why they were used- Use a lot of terminology and media theory- Consider the purpose or effect of the design or

layout- Very accurate, well-organised and clear

writingLO: To practice exam style answers

Mark Scheme – Section A Q2 A. Identify two ways this text targets a

specific audience group.- (4 Marks)

What you have to do…- Two ways the text targets a specific

audience group are accurately identified, using appropriate terminology. There may be some detail as to who this specific audience group is.

LO: To practice exam style answers

Mark Scheme – Section A Q2 B. Explain how effective each of these ways

is likely to be.- (6 Marks)

What you have to do…- An excellent explanation of how effective each

of these ways is likely to be- Use a lot of terminology and media theory- Consider the purpose or effect of each way on

a specific audience group- Very accurate, well-organised and clear writing

LO: To practice exam style answers

Mark Scheme – Section A Q3. Using examples from other print-based adverts

you have studied, explain how men and/or women are represented in print-based adverts. - (10 Marks)

What you have to do…- An excellent explanation or representation- Uses detailed examples from at least two relevant

texts- Consider the purpose or effect of the

representations, perhaps offering a range of explanations, or a sophisticated explanation

- Very accurate, well-organised and clear writing

LO: To practice exam style answers

Mark Scheme – Section A Q4. Using examples from other print-based adverts

you have studied, explain some of the ways adverts sell their products to audiences. - (10 Marks)

What you have to do…- An excellent explanation of how print adverts sell

products- Uses detailed examples from at least two relevant

texts- Use a lot of terminology and some media theory too- Offer a range of explanations, or a sophisticated

explanation of how print adverts sell products- Very accurate, well-organised and clear writing

LO: To practice exam style answers

Mark Scheme – Section B Task 1: Create a name for your product.

Briefly explain why you used this name? - (4 Marks)

What you have to do…- A name which is relevant and appropriate

to the product- A clear explanation, with full marks where

theory and/or terminology support the explanation

LO: To practice exam style answers

Mark Scheme – Section B Task 2: Which celebrity will you use in your

advert? Briefly explain why you chose this celebrity.

- (6 Marks)

What you have to do…- Choose a relevant and appropriate celebrity

and be able to offer a clear explanation for their choice

- Likely to use terminology and reference to theory to explain their choice

LO: To practice exam style answers

Mark Scheme – Section B Task 3. Plan the storyboard for your television

advert. Use a minimum of 10 storyboards.- (10 Marks)

What you have to do…- A creative and convincing design likely to

attract and appeal to the audience- Uses a range of codes and conventions

appropriate to television advertising- Fully completed using plentiful appropriate

media terminology LO: To practice exam style answers

Mark Scheme – Section B Task 4. Explain the plan for your television advert.

Comment on how it will convey the brand image to the chosen target audience. - (10 Marks)

What you have to do…- Show an excellent understanding of a range of

codes and conventions of television advertising- Explain their use of the codes and conventions by

reference to media theory, and use a lot of terminology

- Comment in some detail on how the brand image is conveyed to their target audience

LO: To practice exam style answers

Mark Scheme – Section B Task 5. Many TV adverts also direct viewers

to the product website. Suggest at least two reasons why and explain those reasons. - (10 Marks)

What you have to do…- An excellent explanation of why television

adverts also direct viewers to the product website

- Explains at least two reasons- Uses a lot of terminology and media theory

LO: To practice exam style answers