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MEDIA STUDIES – 
GCSE ASSESSMENT 
ONE 
Perfume Advertising
The Four Key Concepts 
Media 
Language 
Media 
Representations 
Media 
Institutions 
Media 
Audiences
• The way in which media texts communicate 
• Combination of image, words, sounds 
• Reading of signs and symbols 
Media L...
Target Audiences 
Decide what kinds of people you think are most likely 
to buy the following products. Why? 
 Baked bean...
Target Audiences 
Choose three of the following groups of people. List 
five types of products they are likely to buy. Why...
Advertising Psychology 
 Advertising is designed to suggest that a product will 
supply something that the audience wants...
To be superior to others or part of a superior 
group 
To be up-to-date and a trendsetter 
To be a member of a happy famil...
To be superior to others 
or part of a superior 
group 
To be up-to-date and a 
trendsetter 
To be a member of a 
happy fa...
Selling techniques 
For each technique 
opposite, suggest an 
advertisement that 
uses this approach 
and the effect it is...
Denotation and Connotation 
Denotation Connotation 
 What you can see or 
hear in a media text 
 A description of the 
t...
Denotation and Connotation 
What is the 
denotation in these 
images? 
What are the 
connotations of these 
images? 
Wh...
Use of colour 
 Colours have multiple connotations, which can be 
varied and opposite. 
 For example, green can connote ...
Perfume Advertising 
GCSE Media Studies 
Controlled Assessment 
Assignment 1
Perfume Advertising 
 Assessment One 
Analytical Task: analyse two perfume 
advertisements. How effective are they in 
se...
Why perfume advertising? 
 When advertising a perfume, you are not 
selling a product which does anything 
 You can’t sa...
Analysing a Perfume Advert 
Technical Analysis 
Codes and Conventions
Type of Shot 
Long Shot Close Up
Angle 
High Angle Low Angle
Mis-en-scene
Depth of Field 
Shallow depth of field Deep Depth of Field
“Realism” or Constructed 
Images 
“Realistic” – looks 
documentary 
Artificial Construction
Single Image or collage 
Single Image Collage
Soft or hard focus 
Soft Focus Hard Focus
Mode of address 
Direct Address Indirect Address
To summarise... 
Image Analysis 
 Shot Type (CU, MS, 
LS) 
 Angle (Low, High, 
Straight) 
 Mis-en-scene 
 Depth of Fie...
Homework 
 Choose one of the adverts on your A3 sheet 
 For each technical feature you have identified 
explain why you ...
Homework 
 Find one or two perfume adverts and bring to 
lesson on … 
 For each one write a couple of sentences 
about w...
Media Language: 
•Colour 
•Type of shot 
•Angle 
•Focus 
•Depth of field 
•Mis-en-scene 
•Realism? 
•“Storyline”? 
•Use of...
Media Language: 
•Colour 
•Type of shot 
•Angle 
•Focus 
•Depth of field 
•Mis-en-scene 
•Realism? 
•“Storyline”? 
•Use of...
Media Language: 
•Colour 
•Type of shot 
•Angle 
•Focus 
•Depth of field 
•Mis-en-scene 
•Realism? 
•“Storyline”? 
•Use of...
What makes a successful perfume 
advert?
To summarise... 
Image Analysis 
 Shot Type (CU, MS, 
LS) 
 Angle (Low, High, 
Straight) 
 Mis-en-scene 
 Depth of Fie...
Planning your own advert 
 Who is your target audience? 
 Age 
 Gender 
 Interests 
 What do they value?
Where would they see your print 
advert? 
 Which magazines? Why?
Things you need to plan – with your 
target audience in mind 
 Name of perfume/fragrance 
 Name of institution/branding ...
Year 10 PerfumeAdverts
Half Term Homework 
 Take a selection of images (between five and 
ten) for use in your perfume advert. Think 
about: 
Mi...
Representation 
Advertising and Marketing
Representations of women
Representations of women
Representation of relationships
Effective Slogans 
Advertising and Marketing
Slogans 
 Advertising slogans are short, often 
memorable phrases used in advertising 
campaigns.
Which slogans can you remember? 
 Thought shower and list as many slogans as 
you can think of.
Some Famous Slogans 
 If Anyone Can, Canon Can 
 Stena Sea Link: Ferry Affordable 
 Don’t just book it, Thomas Cook it ...
Slogan Techniques 
Sums Up What the 
Brand Stands for 
Uses Present Tense 
Use of Humour, Puns 
and Word Play 
Uses Impera...
Name of the perfume and 
slogan 
 What is suggested by the name and slogan? 
 What values and underlying messages are 
b...
Perfume Slogans 
 How many of these can you remember?
Perfume Slogans 
 Do you dare? (Britney Spears) 
 Let your fragrance sparkle (Boss) 
 Your Fragrance, Your Rules (Hugo)...
Graphology/ 
Typography 
Does the style and size of the font 
imply or suggest anything?
Perfume Bottle Design 
What 
does the 
style and 
shape of 
the bottle 
suggest?
Men’s Perfume/After Shave/Cologne
Men’s Perfume/After Shave/Cologne
Men’s Perfume/After Shave/Cologne
Women’s Perfume
Male/Female Ranges
Year 10 Media Studies 
Rooming 
 Up to half term: normal rooms 
 Monday 5th November: p5 in D3, p6 on the Mezz 
 Tuesda...
Deadlines 
 Monday 19th November: p5&6 Mezz 
 Tuesday 20th November: p5 Mezz 
 Wednesday 28th November: p4 Mezz 
 Thur...
Evaluating your advertisement 
 A clear outline of who your target audience is (by age, attitude, 
personality – be as de...
What needs to be handed in 
 First “Real” perfume ad stuck on A3 and 
analysed 
 Second “real” perfume ad stuck on A3 an...
GCSE Media Perfume Advertising
GCSE Media Perfume Advertising
GCSE Media Perfume Advertising
GCSE Media Perfume Advertising
GCSE Media Perfume Advertising
GCSE Media Perfume Advertising
GCSE Media Perfume Advertising
GCSE Media Perfume Advertising
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GCSE Media Perfume Advertising

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Presentation for AQA GCSE Media Studies Assignment 1 on Advertising and Marketing, focusing on perfume advertising.

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GCSE Media Perfume Advertising

  1. 1. MEDIA STUDIES – GCSE ASSESSMENT ONE Perfume Advertising
  2. 2. The Four Key Concepts Media Language Media Representations Media Institutions Media Audiences
  3. 3. • The way in which media texts communicate • Combination of image, words, sounds • Reading of signs and symbols Media Language • The ways in which people and places are re-presented through the media Media Representations • The organisations and companies involved in the production, distribution and regulation of media texts Media Institutions • Who media texts are targeted at • The different ways in which audiences respond to media texts Media Audiences
  4. 4. Target Audiences Decide what kinds of people you think are most likely to buy the following products. Why?  Baked beans  Small hatchback car  Double Glazing  Jeans  New sofa  Trainers  Computer Games  New sports car
  5. 5. Target Audiences Choose three of the following groups of people. List five types of products they are likely to buy. Why?  Over 60s  Young couples with no children  Boys aged 5-11  Girls aged 5-11  Men aged 18-25  Fathers and Mothers with growing families  Teenage girls aged 13-18  Teenage boys aged 13-18  Women aged 18-25
  6. 6. Advertising Psychology  Advertising is designed to suggest that a product will supply something that the audience wants.  Some needs that advertisers play on include: To be superior to others or part of a superior group To be up-to-date and a trendsetter To be a member of a happy family To be attractive to look at To be popular To be wealthy
  7. 7. To be superior to others or part of a superior group To be up-to-date and a trendsetter To be a member of a happy family To be attractive to look at To be popular To be wealthy
  8. 8. To be superior to others or part of a superior group To be up-to-date and a trendsetter To be a member of a happy family To be attractive to look at To be popular To be wealthy
  9. 9. Selling techniques For each technique opposite, suggest an advertisement that uses this approach and the effect it is intended to have on the consumer Claim that product is “new”, modern, or “the latest” Claim that it is traditional, dependable, “quality” Promote the feeling that the buyer is superior or special Use humour or wit Imply scientific or technological advances Suggest that the product is the biggest or best Use gimmicks Suggest it is a bargain Picture babies or children Picture “cute” animals Suggest that the product is unusual or
  10. 10. Denotation and Connotation Denotation Connotation  What you can see or hear in a media text  A description of the text  E.g. there is a blonde-haired woman with pink trousers on.  What is suggested or implied by the denotation  An analysis of the text  E.g. her pink trousers emphasise her femininity
  11. 11. Denotation and Connotation What is the denotation in these images? What are the connotations of these images? What products could be advertised using these images?
  12. 12. Use of colour  Colours have multiple connotations, which can be varied and opposite.  For example, green can connote envy, jealousy, springtime or nature.  What are the connotations of: Black Gold Pink Yellow Grey Red
  13. 13. Perfume Advertising GCSE Media Studies Controlled Assessment Assignment 1
  14. 14. Perfume Advertising  Assessment One Analytical Task: analyse two perfume advertisements. How effective are they in selling their product? Research and Planning Task: design and produce your own perfume advertisement targeted at a specific audience
  15. 15. Why perfume advertising?  When advertising a perfume, you are not selling a product which does anything  You can’t say it’s the best, fastest, strongest, has the biggest engine…  Instead, you have to sell the idea of what the perfume will create  You are selling an image, a lifestyle, or a feeling
  16. 16. Analysing a Perfume Advert Technical Analysis Codes and Conventions
  17. 17. Type of Shot Long Shot Close Up
  18. 18. Angle High Angle Low Angle
  19. 19. Mis-en-scene
  20. 20. Depth of Field Shallow depth of field Deep Depth of Field
  21. 21. “Realism” or Constructed Images “Realistic” – looks documentary Artificial Construction
  22. 22. Single Image or collage Single Image Collage
  23. 23. Soft or hard focus Soft Focus Hard Focus
  24. 24. Mode of address Direct Address Indirect Address
  25. 25. To summarise... Image Analysis  Shot Type (CU, MS, LS)  Angle (Low, High, Straight)  Mis-en-scene  Depth of Field  Realistic or artificial looking?  Single image or collage?  Soft or hard focus?  Direct or indirect mode of address? Plus...  Colour palette  Imagery / References  Lighting – low key? Harsh? Soft? Coloured? Natural?  Text choices: fonts, colours, size, angle, position  Representation: how does the advertiser tell the audience what type of person this is? And, for each of these: what is the effect on the audience? What impression does this technique create?
  26. 26. Homework  Choose one of the adverts on your A3 sheet  For each technical feature you have identified explain why you think the producer has chosen it. What is the effect on the audience?  In your books  For Friday 17th October
  27. 27. Homework  Find one or two perfume adverts and bring to lesson on …  For each one write a couple of sentences about why you think it is an effective advertisement
  28. 28. Media Language: •Colour •Type of shot •Angle •Focus •Depth of field •Mis-en-scene •Realism? •“Storyline”? •Use of words •Font design/size •Layout Representation: •Who is represented? •How are they represented? Audience: •Who is the target audience for this advertisement •How do we know? •What might other audiences make of it?
  29. 29. Media Language: •Colour •Type of shot •Angle •Focus •Depth of field •Mis-en-scene •Realism? •“Storyline”? •Use of words •Font design/size •Layout Representation: •Who is represented? •How are they represented? Audience: •Who is the target audience for this advertisement •How do we know? •What might other audiences make of it?
  30. 30. Media Language: •Colour •Type of shot •Angle •Focus •Depth of field •Mis-en-scene •Realism? •“Storyline”? •Use of words •Font design/size •Layout Representation: •Who is represented? •How are they represented? Audience: •Who is the target audience for this advertisement •How do we know? •What might other audiences make of it?
  31. 31. What makes a successful perfume advert?
  32. 32. To summarise... Image Analysis  Shot Type (CU, MS, LS)  Angle (Low, High, Straight)  Mis-en-scene  Depth of Field  Realistic or artificial looking?  Single image or collage?  Soft or hard focus?  Direct or indirect mode of address? Plus...  Colour palette  Imagery / References  Lighting – low key? Harsh? Soft? Coloured? Natural?  Text choices: fonts, colours, size, angle, position  Representation: how does the advertiser tell the audience what type of person this is? And, for each of these: what is the effect on the audience? What impression does this technique create?
  33. 33. Planning your own advert  Who is your target audience?  Age  Gender  Interests  What do they value?
  34. 34. Where would they see your print advert?  Which magazines? Why?
  35. 35. Things you need to plan – with your target audience in mind  Name of perfume/fragrance  Name of institution/branding  A slogan (what techniques can you use?)  Idea of main image  Ideas for colours  Style of typography  Background  Key message being communicated  Design of the bottle  Positioning of images/text
  36. 36. Year 10 PerfumeAdverts
  37. 37. Half Term Homework  Take a selection of images (between five and ten) for use in your perfume advert. Think about: Mis en scene Angle Lighting  Bring the images to school on a memory stick or similar on Monday 5th November
  38. 38. Representation Advertising and Marketing
  39. 39. Representations of women
  40. 40. Representations of women
  41. 41. Representation of relationships
  42. 42. Effective Slogans Advertising and Marketing
  43. 43. Slogans  Advertising slogans are short, often memorable phrases used in advertising campaigns.
  44. 44. Which slogans can you remember?  Thought shower and list as many slogans as you can think of.
  45. 45. Some Famous Slogans  If Anyone Can, Canon Can  Stena Sea Link: Ferry Affordable  Don’t just book it, Thomas Cook it  Beanz Meanz Heinz  The Appliance of Science  Just Do It  The future’s bright; the future’s Orange  The World’s Local Bank  Fun anyone?
  46. 46. Slogan Techniques Sums Up What the Brand Stands for Uses Present Tense Use of Humour, Puns and Word Play Uses Imperatives Rhymes/Phonological Impact/Alliteration Use of capitals, choice of font and font size Identifies Audience and VAL Shows Attitude and Personality Identifies and Sells Needs and Desires – What will it do for you? Use of Second Person You/We/Us
  47. 47. Name of the perfume and slogan  What is suggested by the name and slogan?  What values and underlying messages are being communicated to the audience?  Does the style and size of the font imply or suggest anything?
  48. 48. Perfume Slogans  How many of these can you remember?
  49. 49. Perfume Slogans  Do you dare? (Britney Spears)  Let your fragrance sparkle (Boss)  Your Fragrance, Your Rules (Hugo)  Because You Never Know When (Lynx 247)  Follow your inspiration (Christina Aguilera) Language of Perfume Adverts: Empowering, Aspirational (follow your dreams), Emotive, Motivational.
  50. 50. Graphology/ Typography Does the style and size of the font imply or suggest anything?
  51. 51. Perfume Bottle Design What does the style and shape of the bottle suggest?
  52. 52. Men’s Perfume/After Shave/Cologne
  53. 53. Men’s Perfume/After Shave/Cologne
  54. 54. Men’s Perfume/After Shave/Cologne
  55. 55. Women’s Perfume
  56. 56. Male/Female Ranges
  57. 57. Year 10 Media Studies Rooming  Up to half term: normal rooms  Monday 5th November: p5 in D3, p6 on the Mezz  Tuesday 6th November: p5 Mezz  Wednesday 14th November: p4 Mezz  Thursday 15th November: p1 Mezz  Friday 16th November: p2 D3  Monday 19th November: p5&6 Mezz  Tuesday 20th November: p5 Mezz  Wednesday 28th November: p4 Mezz  Thursday 29th November: p1 Mezz  Friday 30th November: p2 D3
  58. 58. Deadlines  Monday 19th November: p5&6 Mezz  Tuesday 20th November: p5 Mezz  Wednesday 28th November: p4 Mezz  Thursday 29th November: p1 Mezz LAST COMPUTER ROOM LESSON  Friday 30th November: p2 D3 FINISHING OFF HAND-WRITTEN ANALYSIS  Monday 3rd December: p5&6 D3 WRITING UP EVALUATIONS  Tuesday 4th December: p5 E2 WRITING UP EVALUATIONS AND FINISHING OFF  Wednesday 12th December: p4 D3 FINAL DEADLINE – ALL WORK HANDED IN ON PAPER
  59. 59. Evaluating your advertisement  A clear outline of who your target audience is (by age, attitude, personality – be as detailed as possible)  Comment on: How your advert suits your target audience’s needs, desires and aspirations The name, institution and slogan for your advert with reasons how these target your audience. How successful your advert is in persuading the audience to buy your product? How have you achieved this?  Colours – denotation & connotation  Image – use your glossary to analyse the construction of the image  Representation – how have you represented the person/people?  Slogan / Perfume Name – explain and evaluate your choice of language  What technical skills have you used? (use the Photoshop skills sheet)
  60. 60. What needs to be handed in  First “Real” perfume ad stuck on A3 and analysed  Second “real” perfume ad stuck on A3 and analysed  Clean printout of your perfume advert  Copy of your perfume advert stuck on A3 and evaluated Optional extra:  Sheet of A4 (handwritten or typed) explaining your planning process: how you came up with the ideas, how use used the software to create

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