Print Advertising

1. GCSE MEDIA STUDIES
COURSEWORK
ASSIGNMENT 1:
PRINT ADVERTISING
ASSESSMENT CRITERIA
ANALYSIS 10 MARKS: TWO DETAILED RADIAL
ANALYSIS OF PROFESSIONAL ADVERTS, AND AN
ANALYSIS OF THEIR OWN ADVERT
PRODUCTION 5 MARKS: AN ORIGINAL COMPLETED
ADVERT WITH PLANNING SKETCHES

2. KEY CONCEPTS
Media Language- key terminology
Audience- audience profiling and audience targeting
Forms & Conventions- the building blocks of adverts
Representation- how groups are represented through
advertising

3. USP (UNIQUE SELLING POINT)
Lesson focus: To understand how products create a USP to
sell their products.
Based on these adverts what are the USPs of the following
products?
 Find four different adverts which have clear USPs

4. KEY TERMINOLOGY
Call to action
The intended response to an advert from its audience (for
example, to buy a particular product or to subscribe to a particular
cause)
Imperative
The language of persuasion within advertising (for example, the
use of positive, active words and phrases, e.g. ‘8/10 cats prefer...’)
used in order to maximise the sales potential of a product or
cause (linked to slogans and the call to action).
Can you find examples of adverts which use
imperatives as a call to action?

5. SYNTHETIC
PERSONALISATION
This is an excellent term to use when analysing adverts as
almost any advert uses this technique. But what does it
mean?
Synthetic –meaning something is artificial
Personalisation- an illusion of a connection with an
audience
Therefore this refers to the method of attempting to mimic a
personal relationship between the product/model
representing the product and the audience.
Here are some examples:

10. CREATIVE TASK
Sketch a flat plan of a new advert for a fragrance aimed
at either men or women which has:
1. A clear USP
2. A call to action
3. Use of imperatives
4. Synthetic Personalisation