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The representation of gender in advertising only

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The representation of gender in advertising only The representation of gender in advertising only Presentation Transcript

  • The Representation of Gender in Advertising MS1: Representations and Responses
  • The Advertising Genre
    • What is the function of advertisements?
    • To sell you something
    • To persuade you to change brands
    • To change your behaviour ( e.g. anti-smoking adverts etc..)
    • To inform you of something
  • The different types of advert
    • Narrative adverts:
    • Does it use fiction conventions such as character, locations, story/plot?
    • http://www.youtube.com/watch?v=yTO4FHf8MBs
    • http://www.youtube.com/watch?v=TUYyv7OZ_cM
    • Parody adverts: has it taken its structure/ style/ ideas from another advert or genre?
    • http://www.youtube.com/watch?v=TePS5hxGBNo
    • http://www.youtube.com/watch?v=y7bKhQdb2y8
    • Thirty Second Shout: This is where you are given a lot of information very quickly about a brand or offer ( e,g, the BOGOF campaigns for Safestyle windows)
  • Types of Advert
    • Informative : Government adverts such as drink driving ads and speed ads.
    • Series : Some adverts belong to part of a long running series e.g. Cleaner Close and Mini-advertures and BT
    • http://www.youtube.com/watch?v=BnAhv26AEBw
  • Other Conventions
    • USP ( Unique selling point/proposition): When the advert picks out one key way their product is superior or unique to its competitors.
    • Slogans : A final way to sum up what your product is all about or your USP (I’m loving it!)
    • Logos ; Also sum up the brand image of the product.
    • Voice over or captions as narrative device.
    • Facts and Figures : To make the product more credible e.g. 8 out of 10
    • cats prefer Whiskas!
    • Repetition
    • Stereotypes : An easy and quick way to put across information about people and places when you only have an image or 30 seconds.
  • The Best Contemporary Adverts
    • Some of the best recent adverts have little to do with the products themselves.
    • They are aimed at the audience on the Internet and aim for repeated viewings
    • http://www.youtube.com/watch?v=TVblWq3tDwY&feature=related
    • http://www.youtube.com/watch?v=TnzFRV1LwIo
    • http://www.youtube.com/watch?v=4fe16XkwJkY
  • The Representation of Men (Masculinity) In Adverts
    • Ariel Sensitive Advert
    • Marlboro Advert
    • http://www.youtube.com/watch?v=jXw5OAyNLQw – Ariel Active Gel Advert
    • http://www.youtube.com/watch?v=Brz8jjXuKyg Aero Bubbles advert