Covered so far:
• The stages of a films life cycle
• Vertical and horizontal integration
• Digital technology
• Marketing methods (traditional, quadrant, viral)
• Tent poles
AS media – section B
AS media – section B
Still to cover:
• Production (in relation to the case study films)
• Audience theory
When we look at the profile of a target
audience, we consider their demographics and
What do these terms mean?
Demographic profile: C.R.A.I.G
When we explore class, we use the NRS social
Which category do you think that you
CLASS- We divide class into 5 categories:
A: Upper Upper Class: i.e. Royalty/ PM etc
B: Upper Class: MPs, Consultants, Lawyers, Headmasters, Bank
C1: Upper Middle Class: Teachers, Secretaries, Solicitors, Architects
C2: Lower Middle Class: Plumbers, Electricians, Mechanics
D: Upper Lower Class: Unskilled workers i.e. Shelf stackers, road
sweepers, rubbish collectors
E: Lower Class: Unemployed, Homeless, Non-income
does not tell us
We use the
your parent or
Not targeted in the marketing campaign.
May find alternative ways of accessing the
Stuart Hall - Reception
When a media product is made, it is aimed at a
specific target audience. However, we can’t always
control who will like it and who will hate it.
As an audience we READ a media text in different
ways. Stuart Hall created a theory about this. He
thinks that we read a media text in one of three
Reception theory (Stuart Hall)
• Dominant reading: the audience enjoys the
media text. They will believe and agree with the
media text and never question it. They will never
miss an episode or edition of it.
• Negotiated reading: the audience enjoys the
media text but does not watch or read every
episode. They might find some elements boring
• Oppositional reading: The audience understands
the meaning of the media text but does not agree
with it or enjoy it at all. They see issues or
problems in it.
Q1: How is the man treating the dog?
Q2: What impact does this have on the dog?
You are going to explore how poster campaigns are
used to tease the audience and encourage them to
watch a Film or TV drama.
• Posters and trailers (TV and film exhibition)
are the most traditional marketing methods
used to promote a film.
• In recent years, distributors have started
employing teaser posters in order to promote
tent pole films.
Can you guess the film?
The smurfs 2
How did you
Teaser posters contain very little information and yet
audiences are often able to recognise which TV show or
film it is advertising.
They are usually a simplified version of the traditional
that only work if
the audience has
a prior awareness
Of the media text.
Often they create a series of teaser posters as part of a campaign.
Why do you think that they have used a different character from Harry Potter in
each teaser poster?
Why do you think that they have not put the full title of the film on the poster?
Here are two posters for the TV Drama ‘Mad Men’.
One is an advertising poster and one is part of a teaser poster campaign.
What similarities and differences can you identify between the two?
of the show.
Call to action
Key information on the poster
that explains, what, where to
watch it or when.
Minimal information that creates
a very clean, clear poster.
A strong, visual image that
This could be a colour, an object
or a person.
A visual that gives us a strong clue
as to the genre of the drama.
A mystery created on the teaser
poster. Something that intrigues
the audience but is not explained.Text
A title or call to action. Usually in
large, bold font.
Draw an arrow pointing to the conventions
Call to action
Genre codes Enigma codes
Evidence? What genre does it
What visuals can you see that
have a meaning?
What does it tell the audience?
What questions does it create
about the show?
What is the denotation of the
What does the text communicate
to the audience?
Explore the poster campaigns for
both films (teaser and
1. Label each with the conventions we have explored today.
2. What target audience does each poster appeal to?
-Dominant, negotiated and oppositional readings
Can you tie this into a regional, national and international audience?
4.What affect does this poster have on the audience?
Key words: enigma codes, convention, target audience, connotes.
5. What are the similarities and differences?
6. In your opinion, which one is most successful at promoting the film to a target
audience? Explain your answer using the PEA structure.
Date Question Key topics
Jan ‘09 Discuss the ways in which media products are produced and distributed to audiences. Production
June ‘09 How important is technological convergence for institutions and audiences within a media
which you have studied?
Jan ‘10 “Global institutions dominate media production. These institutions sell their products and
services to national audiences.” To what extent do you agree with this statement?
June ‘10 What significance does the continuing development of digital media technology have for
media institutions and audiences?
Jan ‘11 Discuss the issues raised by media ownership in the production and exchange of media
texts in your chosen media area.
June ‘11 “Successful media products depend as much upon marketing and distribution to a specific
audience as they do upon good production practices”. To what extent would you agree
with this statement, within the media area you have studied?
Jan ‘12 To what extent does digital distribution affect the marketing and consumption of media
products in the media area you have studied?
June ‘12 “Cross media convergence and synergy are vital processes in the successful marketing of
media products to audiences”. To what extent do you agree with this statement in relation
to your chosen media area?
Cross media convergence
Jan ‘13 What impact does media ownership have upon the range of products available to
audiences in the media area you have studied?
June ‘13 Evaluate the role of digital technology in the marketing and consumption of products in
the media area that you have studied.