The document discusses various techniques used in advertising, including mise-en-scene elements like costumes, props, lighting, and settings. It also covers framing, modes of address, slogans, targeting demographics and psychographics, and other techniques to appeal to consumer needs and desires. Questions are posed about the strategic use of various techniques to effectively convey the desired message and meaning.

2. Anti-Hero Why a long coat/ clock and
why black? (mise en scene Why is the actor/ Why is the actor looking
costume & use of colour) character wearing sun away from the audience?
glasses? (mise en ( direct mode of address)
Why the use of dark
scene – use of props) when the model/actors
skies? (mise en scene-
faces the camera and
lighting)
indirect when looking
Why is a long shot
away)
used?(framing)
Why is the actor placed
up high overlooking the
city? (mise en scene –
settings & locations and
actor’s pose)
Why are audiences
having to look up at the
character (camera -high
angle - framing )
Why the use of machinery
(mise en scene props)
Why has the character got his
back to the audience? (mise en
scene – actor’s pose)

3. Sunny day – positive associations
Brown wavy border – Eyes follow body
signifies (connotations) shape down to
smooth, flowing product
chocolate. Draws eyes Young woman, happy,
to top of page. smiling, professional,
Cheeky grin - status, smartly dressed,
naughty subtle make up –reflects
Slightly sexualized image the target audience –
– pulls (average woman) – creates
meanings/associations empathy and positive
together – white top associations with product
signifies good, positive
associations Medium long shot – uses full
Product – very width and height of frame –
strategically placed and tightly packed.
positioned – sexual Predominance of brown –
connotations (cheeky) connotations of chocolate
humour – associations
with emotion and desire Subject is framed by
– implies the illicit - borders –
exciting) connotations of being
immersed in
Anchorage – ‘catch line’ –
chocolate
sets up the humour, implies
an illicit affair – funny,
exciting, naughty, reinforces Pack shot – the product,
associations with sex and Phallic – sexual shows the audience –
chocolate – creates an connotations reinforces
Slogan - recognition
emotional response – desire. recognition/associated
pleasures

4. Lighting – high or low key lighting Models- Direct or
indirect mode of
address?
Setting/Location/Backgr
ound Use of Model –
If you decide to use
What is your setting, a model/s how are
background or location? you going to try and
make sure your model
How does it help to make reflects the target
your trainers or advert audience
overall more appealing
to your target audience
Framing of Shot- What
framing of shot will you
use and why?
Product – where will you
strategically place/
position your your Boarders- Will you
trainers? use a boarder and if
so, what colour and
what will you frame?
Fonttype- What font
style and font size
Anchorage – What and will you use?
where will you place your Slogan - recognition
anchorage?

5. Slogan Techniques Advertising Techniques
Broken Rules -Mis-spelled words, •HUMOUR
incomplete sentences, grammatical error •SHOCK
Beanz Meanz Heinz •EMOTION
•DEMONSTRATION
Repetition of Sound
The use of rhyme, alliteration (clusters of •COMPARATIVE
similar sounding consonants) or •CELEBRITY ENDORSEMENT
assonance (similar vowels)
A Mars a day helps you work rest and •ENIGMA ADVERTISING
play.... Snap! Crackle! Pop!- Kellogg's Rice
Krispies Cereal
• Frames can be empty or
Word Play
Obvious joke, puns, double meanings or full.
well-known sayings, songs or • Characters/products can
Quotations -Once you pop, you can't be in the foreground or
stop! Pringles Argos-Don't shop for it Argos
it background
• They might be left or right
Verbal images - Strong visual suggestions of the frame – These all
that widen the range of asociations Soft
strong and very long- ,Andrex have meaning

6. Demographics Psychographics

7. I am likely to buy a product if the I am likely to buy a product which
style and content of the advert benefits allows me to
strikes a chord with me either
because of my; 1.Feel better about myself
2.Be even more successful
1.Lifestyle 3.Feel even more attractive
2.Interest/ hobbies 4.To take part and be efficient/
3.Views/ outlook on life on life effective
4.Ambitions 5.To be even more popular
5.How I’ve been socialized (brought 6.To be even more admired
up) 7.To feel and look successful/ rich
6.Commitments 8.Feel as if it a natural addition to
7.My Attitude my lifestyle
8.What is important to me

8. Get your target 11. Need to escape- flight is
6. Need to achieve- the ability to
audiences to buy by very appealing; you can
accomplish something difficult
appealing to their: imagine adventures you
and succeed identifies the
cannot have; the idea of
product with winning. Sports figures
1. Need for sex- escape is pleasurable
as spokespersons project this
surprisingly, only 2 percent image.
of the television ads he 7. Need to dominate- the 12. Need to feel safe- to be free
surveyed used this appeal. power we lack is what we from threats, to be secure is the
can look for in a appeal of many insurance and
2. Need for affiliation- the commercial "master the bank ads
largest number of ads use this possibilities.”
approach: you are looking for 13. Need for aesthetic
friendship? Advertisers can also 8. Need for prominence- sensations-beauty attracts us,
use this negatively, to make you we want to be admired and classic art or dance makes
worry that you'll lose friends if and respected; to have us feel creative, enhanced
you don't use a certain product. high social status.
3. Need to nurture- every time 14. Need to satisfy curiosity-facts
9. Need for attention- we support our belief that
you see a puppy or a kitten or
want people to notice information is quantifiable and
a child, the appeal is to your
us; we want to be looked numbers and diagrams make
paternal or maternal instincts
at. our choices seem scientific
4. Need for guidance- a 10. Need for autonomy-
father or mother figure can 15. Psychological needs- Fowles
within a crowded
appeal to your desire for defines sex (item no.1) as a
environment; we want to
someone to care for you. biological need, and so he
be singled out, to be a
classifies our need to sleep, eat,
5. Need to aggress- (attack "breed apart." This can also
and drink in this category.
first) we all have had a desire be used negatively: you
Advertisers for juicy pizza are
to get even, and some ads may be left out if you don't
especially appealing late at night
give you this satisfaction use a particular product

9. Here is a reader profile written
by Mrs Moore. She has
documented lots of brands that
she aligns herself with and
then written a personal profile
using Socio-economics and
Psychographics.
You are now going to produce
your own personal Reader
profile. You need to consider
lifestyle brands but also your
media tastes, media
consumption habits, c
technology you buy into, radio
stations you listen to etc.

10. Anchorage Pictures are often seen with some sort of writing. In
Using words to fix most media, and in advertising in particular, words,
meaning. soundtrack or captions are used to tie down or anchor
the meaning of images. Think about captions and see
how much the message of the picture depends on the
words that have been chosen to go with it.

11. Must Cover/Use Marks Good Work- Nearly There Marks
You’ve Nailed It Marks- Lets Celebrate !!
Connation Demographic/ Audience Profile/Psychographics Desired meaning
Audience appeal Use of anchorage Slogan Mise en Scene Use of quotes/stats
Design and layout (colour, font style and font size, lighting, costume) Lifestyle Appeal
Relationship between font and image Use of Ideology Use of Pack Shot
Institution – the companies involved in the production of media texts and how the advert
reflects the company’s identity Actor’s Pose Framing/Camera Work
You felt the ad deliberately left things out - why? Use and positioning of /logo
Use of known stereotypes / stereotypical & why? Use of specific model/ celebrities & why
Use of specific settings/locations Foreground/background Consumer
Images Message Communicate Page set up -Portrait/Landscape
Use of SFX & Why Crop Positioning Use of Direct/Indirect Mode of Address