Print Advertising - St. Marys Year 11 Media Revision - 2015

Year 11
St. Mary’s High School
Mr Allan

Week 17
Introduction to Unit 1 Section
A: Thinking about the Media –
Investigating Print Advertising

Learning Objective
What are the basics of
Print based
Advertising?

Starter Activity
Can you think of
any print based
adverts that
stand out in your
mind?
Find an
example online

British or American Brands
• In this
module
we can
use British
or
American
brands but
remember
which one
is which

What could a print advert
include?
Technical Codes/Symbolic
Codes
What do you think a technical
element is?
What do you think a symbolic
meaning could be?

What is this
Technically/Symbolically

Definitions
 Technical Code – What something in
an image technically is. This could be
a character or a prop, a colour
choice, language used, a camera
shot or angle.
 Symbolic Code – What the meaning or
interpretation behind an image might
be. Such as the colour red
representing danger, anger or passion,
or a close up shot being used to show
a characters emotion.

Class
Activity –
Omega
 What can we
get from these
print adverts?

Signifier/Signified
 These points are also sometimes called
Signifiers & Signified.
 Signifier – The connotation refers to the
literal meaning of something
 Signified The denotation refers to the
associations that are connected to
something or the emotional suggestions
related to it
 Example: A snake is a reptile/A snake is evil.
 It is worth knowing these in case they are
used in your exam.

Group Activity
 Get into groups of 3
 Choose a new poster or billboard ad
between your group
 Save the image to a powerpoint and begin
analysing the poster on both its technical
and symbolic elements
 Get ready to present your analysis to the rest
of the class

Group Activity – Peer
Assessment
 Choose another groups presentation
 What was good about it?
 What could have made it even better?
 Write down your thoughts on a separate
piece of paper so they can add it to their
note books

Week 18
Introducing semiotic
language, developing skills
of analysing and
deconstructing Print
Advertising

Red Pen/Green Pen
10 min Activity
 Read through the notes I have made in your
books
 I have asked most of you to finish up James Bond
Poster analysis in green
 Also can you fill in the technical/symbolic codes
table for the GUCCI poster we discussed last
lesson in green
 Your car poster should be ready to stick in

Learning Objective
Continue learning essential
terminology and analysing
skills needed for your
upcoming exam

Reminder
Activity
 What films or TV have you
watched since last lesson?
 Find the poster online and
analyse it in regards to
technical & symbolic
codes on a new blank
double page in your books
 Email me the poster so I
can print it for your next
lesson

Genre/Sub-Genre/Hybrid Genre
Recap: What do
we mean by
genre?
So what could sub-
genre and hybrid
genre mean?

Genre/Sub-Genre/Hybrid Genre
 Sub-genre: a category that is a
subdivision of a larger genre
 Example: Zombie films are a sub-
genre of horror
 Hybrid genre – 2 or more genre
types being represented in the
same product
 Example: A rom-com using genre
elements from romantic films as well
as comedy films
 Can you think of 2 other examples
for both sub genre & hybrid genres

Audience Responses -
Dominant/Oppositional/Negotiated
Readings
 What do you think we mean that audiences
can have different responses to a text?
 Have you ever had a different opinion about
the meaning of a media product from one of
your family or friends?
 What could be meant by the terms
negotiated, preferred & oppositional?

Dominant
A dominant response is where the
audience interprets the text as closely to
the way in which the producer of the text
intended.
Example - If you were a nurse you may
well agree with the situations and
narratives addressed in Casualty
because they are within your breadth of
experience.

Audience Responses –
Oppositional
 An oppositional response is where the user of
the text finds themselves in conflict with the
text itself due to their beliefs or experiences.
 For example, a narrative in a soap opera that
views a woman who is having an affair
sympathetically could encourage a resistant
reading in a person due to their cultural or
religious beliefs.

Negotiated
 A negotiated response is where the audience
goes through some sort of negotiation with
themselves to allow them to accept the way in
which the text is presented.
 You may agree with some elements of the text
and disagree with others. This may mean the
way in which you are positioned in a film where
you are asked to empathise with a character
you do not like, yet you are enjoying the film
generally.

Activity
Write down an example
of TV programmes for
each where you think
you have a:
Preferred Response
Oppositional Response
Negotiated Response

Iconography
Iconography relates to what we expect
to see within a certain genre type. This
could be types of character, locations,
props or costumes.
What iconography would you expect to
see in:
A horror film?
A sci-fi film?
A western?

Advertising Agencies & Clients
 Often the company who makes a
product hire another company to
make their adverts for them
 Why do you think a client would
use an advertising agency to
make their adverts for them
instead of doing it themselves?
 What could be the benefits or
possible problems in using an
advertising agency?

Barnardos
Ad
 On the next slide you
will be shown an advert
for the charity
Barnardos
 What is the medium?
 Who are the target
audience?
 What is the dominant or
preferred reading and
could there be a
oppositional reading?

Week 19
Types of Advertising

Learning Objective
To develop a basic, but
fundamental
understanding of the role
of advertising and
marketing

Intro Task
We’ve talked about print
media but what other possible
formats can you think of?
List as many of them as you
can

 Email
 Social Media (Facebook, Twitter, Instagram, Vine,
Snapchat etc.)
 YouTube
 Magazines
 Newspapers
 Radio
 TV
 Websites
 SMS
 Billboards/Posters
 Leaflets
 Cinema Advertising
 Bus Advertising
 Press releases
 Corporate promotions/launches
10 Minute Task:
Find an image
illustrating each
of these

Brand Identity
 A brand identity is how
the makers of a
product want it to be
thought of by
audiences and buyers
 If these products were
a person what would
they be like?
 Pepsi Max
 Monster Energy Drink
 McDonalds

Target Audience/Secondary
Audience
 Target Audience: a
particular group at
which a product such as
a film or advertisement
is aimed
 Secondary Audience:
Not the audience who
the product is aimed at
but who may still buy or
interact with it

Viral Marketing
What do
we mean
when we
say that
something
goes viral?

Viral Marketing
 A marketing technique
whereby information
about a company's
goods or services is
passed electronically
from one Internet user
to another and so can
spread to a larger and
larger audience

Viral Marketing
 Why would viral
marketing be a good
thing for a company to
use?
 Can you guarantee
something is going to
go viral?

Above/Below the Line Marketing

Above the Line Marketing
 There are a number of
approaches to promotion
that are open to
organisations. Above-the-
line promotions use mass
media methods.
 This type of promotion
focuses on advertising to a
large audience. It includes
print, online media,
television and cinema
advertising.

Below the Line Marketing
 Below-the-line methods are very
specific, memorable activities
focused on targeted groups of
consumers. They are under the
control of the organisation. The
purpose of these activities has
been to develop the brand by
creating awareness and building
a brand profile. They include:
 sponsorship
 sales promotions
 public relations
 personal selling
 direct marketing

Week 20
Types of Advertising II

Learning Objective
To continue developing
our understanding of the
role of advertising and
marketing

Intertextuality
 What do you think we mean by
intertextuality?

Intertextuality
 The term Intertextuality
refers to the process of
creating references to
any kind of media text via
another media text.
 In other words
Intertextuality essentially
means for a type of
media(film, television,
music etc) to pay
homage to another
media text.

The 4 P’s of
Marketing
Product
Price
Placement
Promotion
(Including
Packaging)

Class Activity
 In pairs analyse the following poser in regard to:
 The 4 P’s of Marketing
 Technical & Symbolic Codes
 Signifier/Signified
 Target/Secondary Audience
 Above or Below the Line Marketing
 Brand Identity
 Genre & Iconography

Individual Extended Writing Task
 1 page of extended writing relating the
following advert to:
 The 4 P’s of Marketing
 Technical & Symbolic Codes
 Signifier/Signified
 Target/Secondary Audience
 Above or Below the Line Marketing
 Brand Identity
 Genre & Iconography

Week 21 – 22
Developing
Understanding of
Genre & Narrative in
Print Advertising

Learning Objective
To develop narrative
and key theories of
narrative as applied to
print advertising

Narrative
 In Media Studies, it is important to tell the
difference between narrative and story
 Story = a sequence of events, known
correctly as the plot
 Narrative = the way those events are put
together to be presented to an audience.

Narrative Structure
 What do you think is meant by linear and
non-linear narrative structure?

Todorov’s Narrative Theory
 Equilibrium – Where we first meet the
characters where
 Dis-equilibrium – Where something happens
and the characters have to deal with the
situation and often try and fix it
 New eqilibrium – Everything is restored back
to the way it was or in a better place than
when it started
 Choose the last film you watched and apply
this theory to it!

Narrative & Genre
 Are certain genres likely to feature a
certain style of narrative?
 What would you expect a narrative to
likely revolve around in a:
 Rom-com
 Gangster film
 Super hero movie

Starter Activity
Write down a
conventional
EQULIBRIUM >
DIS-EQULIBRIUM >
NEW EQULIBRIUM
that you could
expect to see in a
horror film
LO: To develop narrative & key theories of narrative as applied to print advertising

Typical Advertising Narratives
 What simple narrative do you think would
be typical in one of these adverts?
 Fashion Advert
 Car Advert
 Perfume Advert
 Find an example of an advert that lives up
to what you thought the narrative might be
and get a selection of images from online
to show this story

 Dior -
https://www.youtube.com/watch?v=aTbG1h
G2AFA (Romance narrative)
 Ford -
https://www.youtube.com/watch?v=YAqQTuIj
GMw (Action narrative)
 BooHoo -
https://www.youtube.com/watch?v=xN10TRA
Mkgc (fun/rom-com like narratice)

Chanel – Coco
Mademoiseile
Poster
 What do you think is
the story that is being
told here?
 What techniques does
it use to tell it?
 Discuss this in pairs and
write a short
paragraph about it

Bricolage
 A thing made of a jumble
whatever materials are at
hand; something created
from a variety of
available/diverse things.
 For example: when a
song samples an older
track or how memes use
old images from films for a
new meaning

Chanel No 5
 https://www.youtu
be.com/watch?v=
0hcaaKhGL00&saf
e=active
 The above trailer
for Chanel No 5
 “'In the end it's
about romance,
passion” director
Baz Luhrmann

Chanel No 5/Moulin Rouge
 This advert for Chanel No 5 was directed
by Baz Lurman who is well known for
directing Moulin Rouge and Romeo +
Juliet
 Moulin Rouge Trailer:
 https://www.youtube.com/watch?v=dtEg
Ax80NC4

Pair Activity
 Write a paragraph
describing
techniques it uses
generally and the
ideas of
intertextuality
between this advert
and Moulin Rouge

Poster comparisons
 How does the glitzy romantic style of the
Chanel poster compare or contrast with
the social realism of the Barnardos charity
advert?
 But are both still effective in their aim?
 Write a paragraph describing different
approaches ads can take

Week 23 – 24
Representation in
Print Advertising

Learning Objective
To develop
Representation
terminology as applied
to Print Advertising
LO: To develop Representation terminology as applied to Print Advertising

Representation
What do you think
representation is?
What types of different ways
could you be represented?

Representation
 Media
representations are
the ways in which the
media portrays
particular groups,
communities,
experiences, ideas, or
topics from a
particular ideological
or value perspective

Representation - Task
For the following examples
of Representation write
down what the
representation in society is
and if you think it is fair

Types of Representation -
Gender

Types of Representation –
National Identity

Types of Representation - Age

Regional Identity

Types of Representation -
Ethnicity

Social Class/Status

Stereotypes
Stereotyping is usually an
oversimplified, attitude people hold
toward those outside one's own
experience who are different
A stereotype is simply a widely held
belief that an individual is a member
of a certain group based on
characteristics

Stereotypes
 What ways do you think
you are stereotyped?
 How is stereotyping a
good thing or a bad
thing?
 Why is stereotyping still
used today?

Realism
 The techniques by which a
media text represents ideas
and images that are held to
have a true relationship with
the actual world around us.
 it is important to assess how
much a text strives for
realism, how much
audiences are expected to
think it is realistic.

Star Marketing
 What is meant by
Star Marketing and
why would it be
beneficial to use?

Male Gaze/Female Gaze
 Male Gaze – The
camera in the point
of view of a straight
man objectifying a
woman
 Female Gaze – The
camera in the point
of view of a straight
woman objectifying
a man

Dove Soap Ad
 How does this
poster
represent ideas
of gender?
 Are they the
usual ways in
which the
media presents
women?

UKIP Poster
 How does this poster represent the National
Identity of the UK?
 Does it fairly represent what British people are
like and how they feel? How is it problematic?

Week 25 - 26
Audience &
Context

Learning Objective
To develop a full
analysis of
audience appeals

Starter Activity
 Based on the practice exam question
what do you still need to work on and
revise?
 Get ready to hand in these practice
exam papers you were given before
Easter
LO: To develop a full analysis of audience appeals

Audience Appeals & Pleasures
Audience appeals and pleasures
are how a product makes itself
attractive to an audience and
how they can relate to it. This
might appeal to an audiences
interests, hobbies, backgrounds or
beliefs
What would attract you to a
product?

Cross Media
Cross media refers to multiple products
existing to sell to audiences where
each helps to build recognition for the
main product.
To help promote the film of Guardians
of the Galaxy there were soundtracks,
video games, cartoons, comic books
etc. created

Synergy
The interaction or
cooperation of two or more
parts of an organizations that
work together to produce a
combined effect greater
than the sum of their
separate effects (To make
more awareness & money!)

How does this Budweiser print
advert appeal to audiences?

Week 27 - 28
Planning TV
Advertising:
Storyboarding

Learning Objective
To develop
creative and
planning skills to a
media product

Storyboards
 During your coursework some of you will have
encountered drawing storyboards
 A visual representation of what your film will
look like. This plan is then used when you’re
filming to ensure the film looks how you want it
to
 Storyboards also feature annotations of what
camera shot, angle & camera movement are
being used as well as other details such as the
shot length, what the sound and lighting will
be and what action is happening in the
scene
LO: To develop creative and planning skills to a media product

Story-
board
example
 What is
happening
here?

Extreme Wide Shot/Establishing
Shot
LO: To be able to identify the different types of shots being used and their
meaning

Wide Shot
meaning

Medium Shot
meaning

Medium Close Up
meaning

Close Up
meaning

Extreme Close Up
meaning

Two Shot
meaning

Over the Shoulder Shot
meaning

Point of View (POV) Shot
meaning

High Angle
meaning

Low Angle
meaning

Titled Angle
meaning

Storyboard Starter
Activity
 From last weeks
session and your
coursework what do
you remember that a
good storyboard
needs?
 Open up your notes
for todays session

Storyboard Activity 1
 Foster’s Radler Advert
 https://www.youtube.
com/watch?v=J_DKk7
w1od4

 I want us to each storyboard the
Foster’s Radler Advert
 You need to fill in 3 pages worth of
storyboards to fully tell the narrative
of the advert
 This will include images of the shot,
what the shot type is, what the
action is, what audio you hear

 In your exam you will most likely be asked to
create an original storyboard
 Storyboard and annotate a minimum of 12 frames
of a television advert for a new soft drink aimed at
young children
 Choose a name for your brand
 Outline the narrative of the TV ad
 Explain how the ad will appeal to audience

How to write a script

Synopsis
 A synopsis is a brief outline of what
happens in a story
 Before you write a script you need to write
a brief synopsis giving an overview of the
narrative

Script Key Points
Starting Point (edit)
- An editing transition for how the film
starts
Example: FADE IN:

Script Key Points
 Scene Heading (INT. or EXT.)
- A scene heading is a one-line description of
the location, if it is inside or outside and time
of day of a scene, also known as a "slugline." It
should always be in CAPS.
 Example: EXT. GROCERY STORE - DAY
- This reveals that the action takes place
outside aGrocery Store during the daytime.

Key Points
 Action
- The narrative description of the events of
a scene, written in the present tense.
 Example: JOHN walks quickly towards his
parked car

Key Points
 Character
- When a character is introduced, his
name should be capitalized within the
action.
- Example: The door opens and in walks
LIAM, a thirty-something journalist with
something on his mind
- A character's name is CAPPED and
also is always listed above his lines of
dialogue.

Key Points
 Dialogue
- Lines of speech for each character.
Dialogue format is used anytime a
character is heard speaking, even for off-
screen and voice-overs.
 Example:
JOHN (VOICE OVER)
What time is your train tomorrow?

Script Activity
 You have been asked to write an advert for a
new pair of Nike trainers
 Firstly write a synopsis of what will happen in
your advert
 Then write a full script for the narrative of the
TV advert
 REMEMBER: Starting point, Scene heading,
Action, character and dialogue

Section B. Practice Question
LO: To
practice exam
style answers

Section A.
 Q1 A. Identify two aspects
of design or layout in this
advert.
- (2 Marks)
 Q1 B. Explain why each of
these were used.
- (8 Marks)
LO: To practice exam style answers

Section A.
 Q2 A. Identify two ways
this text targets a specific
audience group.
- (4 Marks)
 Q2 B. Explain how
effective each of these
ways is likely to be.
- (6 Marks)

Section A.
Q3. Using examples
from other print-based
adverts you have
studied, explain how
men and/or women
are represented in
print-based adverts.
- (10 Marks)

Section A.
Q4. Using examples
from other print-based
adverts you have
studied, explain some
of the ways adverts sell
their products to
audiences.
- (10 Marks)

Section B.
 Q5. A cosmetics company which makes
perfume and aftershave has asked you to
direct the marketing campaign for one of
its latest products. You can choose a
perfume or an aftershave. They want an
advert suitable to be shown on TV at all
times of the day. The advert must feature
a well known celebrity. Complete the
following tasks:

Section B. Perfume/Aftershave Ad
 Task 1: Create a name for your product.
Briefly explain why you used this name?
- (4 Marks)
 Task 2: Which celebrity will you use in your
advert? Briefly explain why you chose this
celebrity.
- (6 Marks)

Section B. Perfume/Aftershave Ad
 Task 3. Plan the storyboard for your television
advert. Use a minimum of 10 storyboards.
- (10 Marks)
 Task 4. Explain the plan for your television advert.
Comment on how it will convey the brand image
to the chosen target audience.
- (10 Marks)
 Task 5. Many TV adverts also direct viewers to the
product website. Suggest at least two reasons why
and explain those reasons.
- (10 Marks)

Mark Scheme – Section A
 Q1 A. Identify two aspects of design or
layout in this advert.
- (2 Marks)
 What you have to do…
- Identify two aspects of design or layout
accurately identified, using appropriate
terminology

 Q1 B. Explain why each of these were used.
- (8 Marks)
- An excellent explanation of 2 aspects of design
or layout and why they were used
- Use a lot of terminology and media theory
- Consider the purpose or effect of the design or
layout
- Very accurate, well-organised and clear writing

 Q2 A. Identify two ways this text targets a
specific audience group.
- (4 Marks)
- Two ways the text targets a specific
audience group are accurately identified,
using appropriate terminology. There may
be some detail as to who this specific
audience group is.

 Q2 B. Explain how effective each of these ways
is likely to be.
- (6 Marks)
- An excellent explanation of how effective
each of these ways is likely to be
- Use a lot of terminology and media theory
- Consider the purpose or effect of each way on
a specific audience group

 Q3. Using examples from other print-based
adverts you have studied, explain how men
and/or women are represented in print-based
adverts. - (10 Marks)
- An excellent explanation or representation
- Uses detailed examples from at least two
relevant texts
- Consider the purpose or effect of the
representations, perhaps offering a range of
explanations, or a sophisticated explanation

 Q4. Using examples from other print-based adverts
you have studied, explain some of the ways adverts
sell their products to audiences. - (10 Marks)
- An excellent explanation of how print adverts sell
products
- Uses detailed examples from at least two relevant
texts
- Use a lot of terminology and some media theory too
- Offer a range of explanations, or a sophisticated
explanation of how print adverts sell products

Mark Scheme – Section B
 Task 1: Create a name for your product.
Briefly explain why you used this name?
- (4 Marks)
- A name which is relevant and appropriate
to the product
- A clear explanation, with full marks where
theory and/or terminology support the
explanation

 Task 2: Which celebrity will you use in your
advert? Briefly explain why you chose this
celebrity.
- (6 Marks)
- Choose a relevant and appropriate
celebrity and be able to offer a clear
explanation for their choice
- Likely to use terminology and reference to
theory to explain their choice

 Task 3. Plan the storyboard for your television
advert. Use a minimum of 10 storyboards.
- (10 Marks)
- A creative and convincing design likely to
attract and appeal to the audience
- Uses a range of codes and conventions
appropriate to television advertising
- Fully completed using plentiful appropriate
media terminology

 Task 4. Explain the plan for your television
advert. Comment on how it will convey the
brand image to the chosen target audience. -
(10 Marks)
- Show an excellent understanding of a range of
codes and conventions of television advertising
- Explain their use of the codes and conventions
by reference to media theory, and use a lot of
terminology
- Comment in some detail on how the brand
image is conveyed to their target audience

 Task 5. Many TV adverts also direct viewers
to the product website. Suggest at least
two reasons why and explain those
reasons. - (10 Marks)
- An excellent explanation of why television
adverts also direct viewers to the product
website
- Explains at least two reasons
- Uses a lot of terminology and media theory

Print Advertising - St. Marys Year 11 Media Revision - 2015

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