1. GHD are a brand of hair and beauty tools; after being given the brief to develop
the brand and reach out to a larger audience demographic, RKCR made ‘Twisted
Fairytales’. This was a cross-platform advertising campaign that consisted of various
print texts as well as a moving image advert, the latter of which was broadcast
during the final of X-factor 2010. These adverts depicted traditional fairytale
narratives, which were subverted to create ideologies of female strength,
independence and power.

2. As far as possible, the advertising industry should be used for audience-based questions.
There will normally be two of these to pick from; typical questions include:
• With reference to your three chosen texts, consider how media texts appeal to their
target audience/a range of audiences.
• With reference to your three chosen texts, consider how media texts target a range of
audiences.
• With reference to your three chosen texts, consider what pleasures might an audience
gain from the text?
• With reference to your three chosen texts, consider why audiences might respond
differently to the same media text.
• With reference to your three chosen texts, consider how media texts position an
audience.
• With reference to your three chosen texts, consider how media texts construct an
audience?

3. Same points – different question.
Ultimately, you can’t, and needn’t, learn different points for every audience question; it is
enough to understand the core brand values of each campaign and be able to exemplify how
these are communicated through specific visual and technical codes. With careful thought,
this knowledge can then be manipulated to fit the demands of the specific question.

4. One of the key brand values for Louis Vuitton is exclusivity; this is
communicated by the celebrities who are featured, people regarded as
‘exceptional’ personalities, individuals who are both well-established
and revered. One of the images shows Keith Richards, guitarist from the
Rolling Stones, shown in mid-shot in an upmarket hotel room.
This point in itself is fine, but the question isn’t going to just ask - ‘what
are the brand values of your three chosen texts?’ So it must be tied in to
the question.

5. With reference to your three chosen texts, consider how media texts appeal to their
target audience.
One of the key brand values for Louis Vuitton is exclusivity; this is
communicated by the celebrities who are featured, people regarded as
‘exceptional’ personalities, individuals who are both well-established
and revered. One of the images shows Keith Richards, guitarist from the
Rolling Stones, shown in mid-shot in an upmarket hotel room.
This would appeal directly to the target audience of ABC1’s, middle-
class professionals who are perhaps more likely to aspire to a lifestyle
defined by similar values to those embodied by the musician: taste,
creativity and originality.

6. With reference to your three chosen texts, consider what pleasures might an audience
gain from the text?
One of the key brand values for Louis Vuitton is exclusivity; this is
communicated by the celebrities who are featured, people regarded as
‘exceptional’ personalities, individuals who are both well-established
and revered. One of the images shows Keith Richards, guitarist from the
Rolling Stones, shown in mid-shot in an upmarket hotel room.
This ties in with the principal pleasure offered by these texts, namely
personal identity; the target audience are encouraged to aspire to a
lifestyle defined by taste, creativity and originality.

7. With reference to your three chosen texts, consider why audiences might respond
differently to the same media text.
One of the key brand values for Louis Vuitton is exclusivity; this is
communicated by the celebrities who are featured, people regarded as
‘exceptional’ personalities, individuals who are both well-established
and revered. One of the images shows Keith Richards, guitarist from the
Rolling Stones, shown in mid-shot in an upmarket hotel room.
The target audience of ABC1’s, middle class professionals of both
genders, are most likely to respond positively, taking a preferred reading
of this and accepting the ideological values of taste, creativity and
originality that are being promoted through the star of Keith Richards.

8. With reference to your three chosen texts, consider how media texts position an
audience.
One of the key brand values for Louis Vuitton is exclusivity; this is
communicated by the celebrities who are featured, people regarded as
‘exceptional’ personalities, individuals who are both well-established and
revered. One of the images shows Keith Richards, guitarist from the Rolling
Stones, shown in mid-shot in an upmarket hotel room.
The audience are positioned as a voyeur, someone given privileged and
exclusive access to the star; as a result of this, they are more likely to accept
the idea that Keith Richards is an embodiment of taste, creativity and
originality, the same brand values that Louis Vuitton wishes to promote.

9. With reference to your three chosen texts, consider how media texts construct an
audience?
One of the key brand values for Louis Vuitton is exclusivity; this is
communicated by the celebrities who are featured, people regarded as
‘exceptional’ personalities, individuals who are both well-established and
revered. One of the images shows Keith Richards, guitarist from the Rolling
Stones, shown in mid-shot in an upmarket hotel room.
As a result of this, the audience are constructed in two ways; in part, they are
constructed to admire and aspire towards these individuals; however, they
are also placed as equals, with the Louis Vuitton brand acting as the ‘helper’
for them to achieve this new elevated status.

10. With reference to your three chosen texts, consider how media texts construct an
audience?
This is seemingly one of the trickier audience questions, at least in the way it is worded.
However, it isn’t really asking you to do anything radically different to the others; you just
need to explain what values are being ‘placed onto’ the audience and how.
E.g. Luis Vuitton – the audience are constructed to be individuals who are…
• successful and revered – seen through the individuals featured
• artistic, creative and intellectual – again, through individuals, many of whom are linked to
the arts, e.g. Sophia and Francis Coppola
• well-travelled and culturally learned – seen through the settings used
• sophisticated – seen through the artistic visual style, use of lighting and colour in
particular
• compassionate and ethical - exemplified through the individuals (Bono, Angelina Jolie)
known for their philanthropic work