my first resubmission for the unit 15 media unit for level 3 year 2

1. Learning Aim A
Unit 15

2. Sector - Broadcast
The broadcast sector is compiled of three distinct but similar areas - TV, radio and cinema respectively, which all describe
broadcasting in their unique and different ways however they don’t show it the same.
TV Adverts-
Adverts on
television cannot be too long, they tend to be 10-45 seconds long as to not make the overall advert drag or loose the initial
effect that they would have on the audience viewing them.
RadioAdverts-
Radio Adverts mostly have a
jingle to make them stick out compared to others, since there is no visual aspect to the advert there has to be something that
will make all of them stand apart. Hence why most adverts will opt for a jingle to make them stand out compared to their
competition.
Cinema Adverts-
When a film
trailer is shown in the cinema it is typically 30-90 seconds long, they need to show enough that will make people become
interested in the film, however not show so much that the film is spoiled.

3. Tv Advert - Pukka Tea
As a brand - Pukka Tea are known to be a brand that focuses on
calming and nature, their teas often promote a variety of health
benefits, all made from natural ingredients. Pukka are known for their
trustworthy ingredients list and their ‘all natural’ approach to health.
Style wise this advert is very clearly dramatic and calming, it shows it’s
ingredients list of it’s night time blend with the overlay of shots of
lavender, chamomile and wheat fields, all of which are ingredients of
the tea.
The slogan ‘unwind with nature’ pinpoints Pukka’s brand that they are
all natural and that relaxation can be achieved through natural
measures like their teas. Pukka most likely advertises to those who
struggle with sleep and those with healthier lifestyles such as
vegetarian, vegan or all natural diets. They will also advertise to those
who have a previous reputation with them as a brand that is trusted,
loved and reliable.

4. Tv Advert - Pukka Tea
Typically for a TV Advert like this one there may be a voice over
describing what is going on or encouraging viewers to buy the product
shown, however Pukka goes with a rather quiet advert where there is
only background music to accompany the imagery shown throughout the
ad. In the case of this advert it works really well as Pukka are a company
selling a night time tea blend meant to relax and calm, hence their tagline
‘Unwind with nature.’ They have stuck with this image throughout their
whole brand of quite calming and relaxing imagery, opting to not use any
aggressive of sharp cuts or edits and going from a flowing movement in
their shots and a lack of text too so you aren’t drawn away from the
advert. It keeps the brand’s identity without trying too hard making
everything seem a lot nicer and just generally flow smoother without
seeming out of place. Lengthwise the advert is about the same as other
television ads, making it similar in that sense however standing out in
other ways making it a unique experience which will make the brand
known for standing out in a rather diverse field.
Pukka also correctly cater to their target audience with a calming and
intimate advert that follows through with the claims of the product to
make an overall carefully thought out out and clever advert. This advert
shows how well thought out everything they do for the brand is whether
the whole calm aesthetic of the video is intentional or not it still fits with
Pukka’s image as a whole. The overall ‘vibe’ of the video works in a way
that makes you feel what the main character feels which is calm even
though you haven’t drank the tea like she has.

5. Gunn’s Twelve Types and Pukka
Typeone-
Using the
first type of Gunn’s twelve types of advertising: Demo we realise that the whole advert is actually a rather big
demo of how the product works, from multiple shots of the product in it’s package to how to use it and then to it
in use and after use, showing us it’s function too. It stays to it’s true nature as an advert but doesn’t make it
come across in a way that is blaring obvious that it is indeed advertising the product we are seeing all the time.
Typenine-
Using the
ninth type of Gunn’s twelve types of advertising by showing the benefit through a symbol or image, the advert
perfectly shows this by using the theme of silence and calmness as the product of drinking or buying their tea.
The theme of the silence symbolises how one will feel after having the tea with it’s calming effects.
Typeten -
Associated
User imagery associates people who are relaxed and comfortable with the product, so after seeing this advert
and seeing someone in comfortable warm clothing holding a mug of tea you will most likely be reminded of the
advert. These type of people are also most likely the target audience for such a product like this.

6. Audience Profile / Codes and Conventions of Pukka
AUDIENCE PROFILE.
AGE
Pukka usually advertises towards an older demographic,
usually those 21+ who would most likely live in their own
house, even work and are now at university, or just where
they are in a situation where they need sleep aid.
GENDER
While Pukka hasn’t ever stated they only target one specific
gender, a lot of their promotional materials feature women or
female characters which gives the impression that their
target audience is women.
PSYCHOGRAPHICS
The pukka advert is mostly targeted towards aspirers,
explorers and reformers because the product is a mostly for
those who have had previous products like this.
SOCIAL GRADE
Pukka strikes me as a brand that would mostly aim towards
those who are A or B class, mostly because the drinks are a
bit more expensive for such a small selection of teas.
Codes and conventionsfor wellness productadverts. -
Lighting - Soft and not too bright, often natural and
warm.
Sound - Nature sounds, calming music, they usually don’t
use a narrator throughout the video.
Editing- Typically slow edits to are used in wellness
product adverts because the energy of the advert is low.
Storyline - Most of the time, especially for the type of
advert it is there aren’t usually storylines and they just
showcase the product and its benefits.

7. Print Advert - L’Oreal Paris
L’Oreal’s slogan is typically - ‘Because you’re
worth it’ however it has been cleverly altered to
still maintain the recognisability. However, it also
implements the key message about this
campaign which is that in fact women are worth
jobs in higher positions and should be given them
because their capable and shouldn’t be turned
down just because their women.
A bold, white and eye-catching headline that
will even attract the eye of the people it
doesn’t apply to. However it does imply that
women in powerful positions shouldn’t hire
other women. Also the use of a mascara may
catch men hoping to buy a gift for their
significant others or for themselves.
We know L’Oreal as a makeup brand so it is
very fitting that they use mascara as their
dominant image, it fits very well with their
brand of being a makeup company. The
colours used in the advert (red, black, white
and gold) are all synonymous with the
L’Oreal image so again the brand identity is
very strong and recogniseable.
Statistics are a very important part of
adverts, they make them seem as a
reliable source of information. With
L’Oreal also being a well known brand we
trust them even more as we feel that the
statistics provided are accurate.

8. Print Advert - L’Oreal Paris
The use of the makeup imagery of L’Oreal may come across as potentially homophobic,
the implications of men wanting to look at a makeup advert because of their female
partner creates the ideal that makeup is associated with women and all men are with
women. It also creates slight toxic masculinity if the implications as women are
mentioned multiple times on the poster which depicts makeup however men are said to
look at this. It has connotations that men should not wear makeup or that it isn’t
something that should or can be associated with males.
This advert uses type eleven of Gunn’s twelve types of advertising, with the advert
highlighting women a lot, they have become something associated with L’Oreal, with
men having their own sister brand called L’Oreal men’s, again implying that this main
brand isn’t for them. When we see a makeup brand campaigning for more jobs for
women we understand because subconsciously we also draw the connection between
the two.
With advert providing a lot more information than others and having smaller font it
really relies on it’s larger headings to make people want to look in further to grasp what
they are seeing. However, relying on a hook such as ‘This is an ad for men’ is rather
smart as it stands out so much it will catch people off guard and they will wish to look
further at the smaller text.

9. Print Advert - L’Oreal Paris
The campaign for these ads were simple, to post three print adverts that would encourage those who saw it on their way to work to hire
more women. This was mostly targeted towards businessmen, particularly those in a higher state of power. The ‘Ad for men’ campaign was
started in April, 2019, and is a great use of L’Oreal’s platform to speak out about such an important topic like gender inequality in the
workplace. Often makeup is seen as a way to enforce societal gender norms and that these brands only exist for the male gaze to make
women look ‘appealing’ and ‘beautiful’ however in the more recent years makeup brands have preached self-confidence over self-
enhancement. L’Oreal worked with McCann - an American advertising agency to conduct research into gender into business industry, their
research showed that over 91% of managing bodies in Germany were comprised of men. Even though this information is for Germany, it
fits into perspective locally too, as only 6 out of the top 100 companies in the UK have female CEO’s according to an inquiry by CNBC.
The irony of using makeup an image that
for so many years has been a symbol of
femininity and beauty to target cis-
gendered, heterosexual , old white men is
taking back something that for so many
years has been sterotyped as a female
representative. This campaign as a whole
proves that women can be reliable in
management roles and should be given the
opportunity to do so, that being a feminist
and still using imagery associated with
stereotypical women is allowed.

10. Audience Profile / Codes and Conventions of L’Oreal Paris
AUDIENCE PROFILE.
AGE
With this advert tackling employment the age is definitely
25+ as many people under those ages aren’t in a position of
power to hire someone.
GENDER
Especially with the advert outrightly stating that it is for me, it
is safe to assume that they are using typical female imagery
to appeal to the men who are in business positions of
power.
PSYCHOGRAPHICS
With the aesthetics of the advert alone, it seems as though it
is aimed towards those who are aspirers and achievers, as
those are the people who are most likely to get a job like
that.
SOCIAL GRADE
With the content of the advert being for those who are in
businesses where they can hire women to be in a
management position they have to be either A or B grade,
purely based or requirements for this advert.
Codes and conventionsfor printadverts. -
Content - Eye catching title and dominant image, brand
logo/ brand colours that are easy to identify. They
usually use a striking image that draws the audience's
eyes to it.
There is often little information, compressed down into
small manageable chunks so that anyone can
understand and it’s not too many words that people
won’t see while passing by the advert.
The brands will also have a slogan for example L'Oreal's
slogan is “ you’re worth it.” WHich makes the brand
more identifiable just by the slogan.

11. Radio Advert - ITV Dramas
In January of 2019, Uncommon Studios paired with ITV for a campaign showcasing unforgettable characters with personalities that
stretch beyond the screen, ITV are known for their popular dramas such as - Downtown Abbey, Cold Feet, Vera and Broadchurch to
name but a few. All of these dramas are known to be some of the most well loved British TV shows, with the audience of pretty much
any British person who listens to the radio.
With some of the more popular radio stations opting to play ads the target audience slightly shifts to those who know ITV and listen to
a radio station that plays ads. With the audience being conditional it may also appeal to people who have never watched an ITV drama
before and those who may stumble across it while listening to the radio. Stations such as Magic Radio, Capital Radio and Sun FM all of
which have joined total of 11.7 million listeners per week.
For example, the advert I have chosen was
titled ‘The Patriarch’ which there is a TV
and a Radio version of this advert, while I
couldn’t find the original audio of the Radio
advert I could find the script, which is just a
slightly shorter version of the audio on the
TV advert.

12. Radio Advert - ITV Dramas
Roger Allam (Inspector Thursday):
I’m the patriarch.
The grey hair.
The one who has seen things. Done things.
I remind you of your own dad.
Or the one you wish he’d been.
Sword or gun, you’ll always find me on the
frontline.
And though you know that the good often
perish in great drama, you won’t be able to
help yourself.
Listen to the voices you love, keep them
close.
The mothers. The lovers.
The fathers.
Do this, because all our stories are too short
for bad characters.
Male Narrator: Great characters make
great drama. More than TV.
In this advert we hear Roger Allam, a well known actor who has won multiple
Laurence Olivier awards for acting and has been in a slew of acting roles. The role
he takes on in this advert is actually one of his more well known ones of Inspector
Thursday in the ITV drama Endeavour. The series itself is already pretty popular
with it being a prequel to the well-loved Inspector Morse. That recognisability on
its own makes the advert catered to quite a large audience, with ITV also being the
third most popular TV Channel in the UK with Channel 4 coming first and BBC One
shortly behind that.
When it comes to Gunn’s twelve types it’s actually quite difficult to tell with this
advert, mostly because the product itself is the channel of ITV the only type I could
instantly tell is type eight- ongoing character/celebrities.
With the advert itself being about how ‘great characters make great drama’ it
would only be relevant that a character shows up in the advert, and with the
character being played by an actor that also means that a celebrity has appeared.
People who recognise Roger Allam as his character in Endeavour ( and in all the
various other roles he has had ) will associate him with the campaign and when they
see him on TV they will most likely be reminded of the advert where they heard his
voice.

13. Audience Profile / Codes and Conventions of ITV Dramas
AUDIENCE PROFILE.
AGE
With ITV Dramas often being seen appealing to people over
the age of 35, it seems like these are definitely who are
targeted, especially since a lot of people that age like to
listen to the radio where they may hear this advert.
GENDER
With the content of this advert, especially with the character,
this advert is most likely geared towards men, especially
with use of words like “patriarch”.
PSYCHOGRAPHICS
With ITV being a very popular and respected broadcasting
station, this will be attracting strugglers, resigned and
mainstreamers. With it’s brand name known for fictional
dramas.
SOCIAL GRADE
Anyone from E - A listens to the radio to be able to hear this
advert, however mostly E-D as these may not be able to
afford ad-free stations so they are more likely to hear it.
Codes and conventionsfor radioadverts. -
Length - Approximately usually fifteen to sixty seconds
long.
Sound - Often contains jingles or sound that create
images in your mind like the sound of someone biting
into an apple. Often also include voice overs to describe
the product.
Content- Radio adverts tend to include a slogan that
best describes the brand or product, these are usually
well known and easy to identify. They also typically like
to use a lot of persuasive language to make people
attracted to the product without visually seeing it.