Womeninadvertising

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Womeninadvertising

  1. 1. The Representation of Women in Advertising MS1: Representations and Responses
  2. 2. The Advertising Genre <ul><li>What is the function of advertisements? </li></ul><ul><li>To sell you something </li></ul><ul><li>To persuade you to change brands </li></ul><ul><li>To change your behaviour ( e.g. anti-smoking adverts etc..) </li></ul><ul><li>To inform you of something </li></ul>
  3. 3. The different types of advert <ul><li>Narrative adverts: </li></ul><ul><li>Does it use fiction conventions such as character, locations, story/plot? </li></ul><ul><li>http://www.youtube.com/watch?v=yTO4FHf8MBs </li></ul><ul><li>http://www.youtube.com/watch?v=TUYyv7OZ_cM </li></ul>
  4. 4. <ul><li>Parody adverts: has it taken its structure/ style/ ideas from another advert or genre? </li></ul><ul><li>http://www.youtube.com/watch?v=TePS5hxGBNo </li></ul><ul><li>http://www.youtube.com/watch?v=y7bKhQdb2y8 </li></ul><ul><li>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) </li></ul>
  5. 5. <ul><li>Informative : Government adverts such as drink driving ads and speed ads. </li></ul><ul><li>Series : Some adverts belong to part of a long running series e.g. Cleaner Close and Mini-advertures and BT </li></ul><ul><li>http://www.youtube.com/watch?v=BnAhv26AEBw </li></ul>
  6. 6. Other Conventions <ul><li>USP ( Unique selling point/proposition): When the advert picks out one key way their product is superior or unique to its competitors. </li></ul><ul><li>Slogans : A final way to sum up what your product is all about or your USP. </li></ul><ul><li>Stereotypes : An easy and quick way to put across information about people and places when you only have an image or 30 seconds. </li></ul><ul><li>Voice over or captions as narrative device. </li></ul>
  7. 7. <ul><li>Facts and Figures : To make the product more credible e.g. 8 out of 10 </li></ul><ul><li>cats prefer Whiskas! </li></ul><ul><li>Repetition </li></ul>
  8. 8. The Best Contemporary Adverts <ul><li>Some of the best recent adverts have little to do with the products themselves. </li></ul><ul><li>They are aimed at the audience on the Internet and aim for repeated viewings </li></ul><ul><li>http://www.youtube.com/watch?v=TVblWq3tDwY&feature=related </li></ul><ul><li>http://www.youtube.com/watch?v=TnzFRV1LwIo </li></ul><ul><li>http://www.youtube.com/watch?v=4fe16XkwJkY </li></ul>
  9. 11. Fairy TV advert (2010) <ul><li>http://www.youtube.com/watch?v=H6Wm_N918jU </li></ul><ul><li>http://www.youtube.com/watch?v=wYFmdlzff98&NR=1 </li></ul>
  10. 16. Adidas Campaign 2011
  11. 17. Alternative Representations
  12. 18. The Dove Campaign (2010) ‘ Dove Campaign for Real Beauty’
  13. 24. Victoria ’s Secret campaign
  14. 25. Contemporary Representations
  15. 27. Sure - Superwoman advert <ul><li>http://www.youtube.com/watch?v=sgdvtmImJsk </li></ul>
  16. 28. Analysis of contemporary adverts
  17. 30. Breil watch advert

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