This is a powerpoint about advertisments within the industry.

1. Advertisements within
the Media industry
Saskia Elia, Jack Maton, Sam Alexander

2. Section 1:
Structure of an advert

3. Form and Style of an advert
The form of an advert could be anything from
the realism of an advert to the emotional
responses of the audience. The style of an
advert can consist of anything from the
humour of the advert, codes and conventions
and surrealism of the advert.

4. Narrative
- Anti-realist narrative
- Surreal
- Animation
Why?
- Appeal to target audience
- Young/teenagers, sporty and active individuals
Form

5. Part of a Series
- Intrigues audience to search
up the other advertisements
which promotes the product
being advertised even more.

6. • Long shot of the main characters to
present the gloomy, sadistic scenery
• Light coming from the building with
the Fanta machine – suggests
brightens your day.
Structure

7. Section 2:
Techniques in adverts

8. Techniques
• Persuade audience to buy the product.
• Overt message = trying to give the audience an
obvious message
• Hidden message = subtle message underneath
the surface.
• 250 years Lloyds anniversary advert
• Charity adverts which shows clips of the
children in Africa suffering
• Use of celebrities to advertise products.
An example of this is Cheryl Cole in the
L'Oréal advertisements.

9. Hidden messages
- John Lewis’ aim as a company as a whole.
- What they can provide to complete a family.
Hidden and Overt Messages
John Lewis Advertisement – 2014 Christmas
Overt messages
- Buying something that will be with you throughout
your childhood.
- Message: what Christmas should be about and
how John Lewis help families achieve that
stereotype.

10. Emotional Responses
The John Lewis Monty advert triggers an
emotional response by revealing that the Penguin
isn’t real; it is all in the boy’s imagination.
This affects the audience by portraying the
Penguin as ‘cute’ to trigger an emotional
attachment and then reveal that the Penguin is
not real. The music affects the audience making
them feel sad.

11. Section 3:
Introduction to Characteristics
of Products in Advertisements

12. Characteristics of products & services
- Benefits offered
- Advantages over other similar
brands/products
- USP (unique selling proposition)
- Lifestyle appeal
- Brand identity

13. Characteristics of an advert:
Brand Identity
 The Brand Identity refers to how easy it is to
recognise a particular brand.
 Nike are advertising their new football boots. They
make it recognisable as everything is grey and
colourless, but Ronaldo is wearing bright red clothing
to stand out.

14. Characteristics of an advert:
Products/Services
• Everyone is wearing a Nike product but the advert is
implying that their new boots, the “Mercurial” sub-brand,
are better than any other Nike Product.
• The advert shows that their new football boots will increase
the performance of an individual player.
• Shows benefits.
• A unique selling point is the traction of the boots.

15. Section 4:
Regulation

16. Advertising Standards Authority (ASA)
- The UK’s independent regulator of advertising across all media.
- Apply the Advertising Codes, written by the Committees of
Advertising Practice.
- Work includes acting on complaints and proactively checking the
media to “take action against misleading, harmful or offensive
advertisements”
- AMBITION: to make every UK advertisement a responsible
advertisement.
- 5 strand strategy: understanding, support, impact, proactive
and awareness.

17. REGULATION
OFCOM:

18. Section 5:
Audience information
By Samuel Alexander

19. Audience Measurement Panel
• An audience measurement panel is selected people
representing the general public
• The selected people will be diverse in age, gender and
race
• When they start watching a program or walk into a room
with a television on they immediately contact the
company through a device they wear that lets the
company know which show they’re watching
• The company tally the result after a certain time period
• This allows them to figure out which adverts are most
commonly viewed

20. Ratings
• Ratings tell broadcasters what adverts are
popular.
• The information is gathered by a poll.
• Ratings define how many viewers an ad has.
• Allows you to see what the mass audience is
interested in.

21. Face to face interviews
• Interview where both parties are present
• Questioning you target audience face to face to gather
qualitative data about their likes and dislikes so you can make
sure that an advert appeals to them
• It is a form of primary research since you’re gaining
information for yourself directly from the audience of the
proposed advert
• Easy to get good quality information since you asking
questions specific to the information you need
• You may also ask extra questions during the interview to
expand your knowledge

22. Focus groups
• Groups of usually 4-14 years old.
• Purpose is discuss a proposed ad allowing a wide
range of views/opinions.
• Allows companies to get a general idea of what
they need to put in their ad.
• You can collect the data gathered from the focus
groups in graphs to give a clear image.

23. Questionnaires
Set of formal questions that gather statistical
information. In terms of adverts this allows you to
quantify some of the key details about your main
viewer.
For example, you can ascertain specific
information about gender, age etc.

24. Broadcasters’ audience research
board(BARB)
• An organisation that collects viewing
figures of television in the UK.
• The information shows the performance
channels, advertisers and campaigners.
• People who are supervised would have a
small box connected to the TV that tracks
what we watch

25. Section 5:
Sources of Information
By Jack Maton

26. Sources of information for the audience
Sources of information refers to things:
rates card, information packs and agency websites.
(Rates card)- Shows the customer
how much different services would
cost and what they include. They
can be used to compare prices to
different companies and see who is
selling cheaper. In media, they can
be used to compare ratings.
(Information packs)- A pack that
tells the customer
what the business is and what they
do.

27. Sources of information for the audience
(cont.)
(Market research agency websites)- An
agency offering market research
services to clients. They usually
comprise of a group of researchers and
an administrative infrastructure. The
services offered can consist of:
qualitative research, quantitative
research or, in some cases, both.

28. Section 7:
Audience Classification
By Saskia Elia

29. Audience classification
- Standard Occupational Classification
- Psychographics
- Geodemographic
- ( eg: By age, by gender)