Lesson 4 - Introduction to Advertising

1. What is your favourite advert?
• What is the product being advertised?
• What is the brand being advertised?
• What lines of appeal are used in this advert?
E.g. celebrity endorsement, humour etc.
• Why do you like this advert?

2. One of my favourite TV Adverts
Guinness “Surfer” Advert: 1999
AMVBBDO(Ad Agency)

4. Representation
Lesson 4: Introduction to Advertising

5. Learning Questions
• What is advertising and why is it important?
• How does narrative link to advertising?
• What is Stuart Hall’s theory about
Representation?

6. Why is advertising important?
• Advertising pays for the
media we consume.
• It is the financial engine
house of commercial media

7. Types of Advertising
• With you partner make
a list of the types of
advertising you might
encounter in the media.
• Be prepared to
feedback
• Television & Cinema
• Radio
• Press & Publication
• Direct Marketing
• Packaging
• Outdoor and Event

8. • Adverts, just like Film and TV normally follow
Syd Field’s 3 Act Structure
• It is important to remember that even print
advertising tells a story
• Narrative Devices
• Binary Opposition
• Condensed time and space
• Told through signifiers
Narrative in Advertising

9. Can you think of an
advert that made you
aspire for the
constructed lifestyle or
outcome?
An advert you could
relate to?
An advert that made
you fearful?
• Representations are constructed to
position the audience to
– Aspire
– Relate
– Fear
• Representations are constructed to
manipulate the audience
• Representations are constructed
through mediation
• Representations in adverts are always
intentional and usually hegemonic
(reinforcing dominant ideologies)
Representation in Advertising

10. Stuart Hall
» Representations in texts are established through
media language.
» Media Representations are often reliant upon
stereotypes which reduce social groups to
simplistic characteristics or traits.
» These stereotypes reflect inequalities in power
leading to the subordination of certain social
groups (e.g. ethnic minorities, women.)

11. TV Advert Analysis
• Who is the target audience?
• What is being advertised and what is specifically
highlighted about the product (the benefits) in this ad?
• What representations have been constructed?
• How has the media language helped construct these
representations?
Stretch and challenge!
• How does representation help sell the product?
• What are the lines of appeal?

12. Who is the target audience?
What is being advertised and what is specifically highlighted about the product (the benefits) in this ad?
What representations have been constructed?
How has the media language helped construct these representations?
Stretch and challenge!
How does representation help sell the product?
What are the lines of appeal?

13. Who is the target
audience?
What is being
advertised and what is
specifically highlighted
about the product (the
benefits) in this ad?
What representations
have been
constructed?
How has the media
language helped
construct these
representations?
Stretch and challenge!
How does
representation help
sell the product?
What are the lines of
appeal?

14. Who is the target
audience?
What is being
advertised and what
is specifically
highlighted about
the product (the
benefits) in this ad?
What
representations have
been constructed?
How has the media
language helped
construct these
representations?
Stretch and
challenge!
How does
representation help
sell the product?
What are the lines of
appeal?
Choose an advert from the following brands
(or your own choice if you have a SPECIFIC
advert in mind already) and answer all the
questions on the left.
Main Activity