tt

1. The Standard Occupational Classification (SOC): A governmental system used to categorise the economic and social classes of
people depending on their job type, it’s typically used by media producers to market to specific social classes in their target
audience based on their media consumption habits. So for example, the SOC would tell the producer what specific print/tv/rad
channels to use for the working class/upper middle class based on their job role.
This grid is a great example of SOC, this way of categorising
audience to target specific groups of people bears similarities to
demographics, social grades and psychographics. For each advert
I analyse I will reference these three, to determine exactly how
the different companies pin point their target audience in
different advertising sectors.

2. For content, the convention of print advertisements are usually things like a limited use of words, graphics, a brand logo and an
interesting slogan/catchphrase. To summarise the visual convention of a print advert, I would say that the ultimate goal is to have
the advertisement be as simple as possible for the audience to view and understand, while also having multiple pieces of
information they can decode and infer within the short amount of viewing time they will spend on it. Historically print
advertisements would have a large amount of copy on them, mainly because a lot of these products were new, and the audience
needed an explanation on what they were. However, modern advertisements have a lot less copy on them now, most likely
because these products have already become normalized. Big brands such as Pepsi have established their brand identity into
society so well that they no longer need more than their logo and slogan to get the message across. Therefore, print
advertisements have adapted to suit that, the modern audience already know most of these brands and they’ve has so much more
experience decoding media than ever before.
For brand identity, its very conventional for a print advert to feature their brand logo or catchphrase either in the centre of the
advertisement or to the side in a visual hierarchy that ensures it will be the last thing the audience take in when viewing the ad.
This is a very effective tactic in advertising because it makes the branding for the company the thing that will stick on the
audience’s mind, constantly remembering a brand’s name makes you more inclined to interact with them.
As mentioned earlier, modern print advertisements rely a lot less on copy to convey the message. This means that the dominant
image within the advertisement is the main focus, often using mid shots or close-ups of the product being sold/main focus (if it
were a charity ad it could have a close-up of a sad child). Quite often these images use high-key lighting to ensure that regardless
of how you are viewing this advertisement, that image will be perfectly visible for the audience to see and remember. Overall,
these images are an effective way of getting a large amount of information across in a short space of time being used to view a
Print advertisements are typically distributed and consumed both digitally and non-digitally, this means theyre shown on social me
websites, digital magazines and pop-ups as well as printed on posters/billboards in public and in printed magazines. This means th
print adverts are very versatile in the way we view and consume them. Because of this print adverts are able to convey large amou
of information in the short time the audience will look at them, regardless of whether it is digital or not.

3. In terms of camera work for this, there is a
clear use of low-key lighting within this ad.
The blue and black colours resonates
strongly with Pepsi Max’s iconic branding.
The black adds a very sleek, mature tone to
the advertisement. Doubling as a solid
background to make the can stand out that
much more to the audience. Furthermore,
the blue lighting placed behind the can has
connotations of cold temperatures, which is
attractive to an audience viewing an ad about
a drink. The blue not only makes the can
appear striking against the background; it
also makes the audience crave a nice cold
drink. This is strengthened by using
condensation on the outside of the can, this
would have been a deliberate creative
decision made during the photography
stages of production to make the product
seem that much more appealing to the
audience.
The lighting is positioned around the top of
the can to draw the audience’s attention
towards the stadium. Even though the Pepsi
logo is outshined, its clear that this is an
effective creative decision. Because the
advert will draw in the mass target audience
with the visual of the stadium and then
notice the Pepsi logo after that.
Pepsi is known to do multiple brand deals
with footballers, benefitting both brands
because whenever the audience watch a
football game or drink Pepsi Max they’ll
think about this advertisement. Meaning that
the audience from the mainstream media
will then associate the two subconsciously
whenever they see one of the two things.
The editing work on the can makes the top
of the Pepsi Max drink look like a football
stadium, this advertisement was part of a
campaign Pepsi did with numerous famous
footballers. Using this football stadium as
the key focus of the advertisement will very
likely attract the attention of football fans,
which is by far a mass audience well within
the mainstream media. During the campaign
Pepsi did with footballers, their faces were
advertised on the cans, using these likable
celebrities reinforces the sports branding
Pepsi max is creating for itself.

4. This advertisement is part of numerous campaigns Pepsi
max have done with footballers, as you can see there is a
strong resemblance carried on throughout these different
print advertisements. With repeated use of the same
iconic red, black, blue and white colour scheme as part of
Pepsi’s branding as well as the product itself and football
celebrity endorsements.

5. If we reference Donald Gunn’s 12 types of advertising, this print advert would use the 9th type. Where it Shows the
benefit of purchasing this product through symbols, analogies or exaggerated graphics. The exaggerated graphic in this
advertisement is the use of editing, placing the football stadium as the lid of the Pepsi can. Symbolizing the
collaboration between footballers and the Pepsi brand, giving the audience the idea that these two products are
inseparable, much like the stadium and the can can’t be taken apart. Therefore, this advertisement uses Gunn's 9th type
to create a subconscious connection between two products in this campaign, making them want to buy both.
The target audience can be categorized by three different factors: psychographics, demographics and social grade.
Together these three things can tell you what groups they belong to in society (age, ethnicity/race or gender), what kind
of income they receive and what kind of personality they are most likely to have.
Because Pepsi Max is by far a popular mainstream product, we know that this advertisement has a mass target
audience instead of niche. The two terms are broad ways of defining what kind of audience an advertisement has, for
example a niche audience is a smaller specific group of people being targeted whereas a mass audience is targeting
multiple groups of people all at once. There are numerous other methods of of classifying a target audience, the first
being demographics. This is a term for what social groups this audience belong to, for example an age range, gender,
location, sexuality or race. The second is social grades which classify what kind of income bracket they belong to,
starting at A(highest) all the way down to E (lowest). The final method is psychographics, which contains terms to
broadly define what kind of mentality or personality you want to appeal to particularly with your advertisement.
The media creator will have made this Pepsi Max advertisement to have an audience belonging to various categories in
society. Therefore this ad would target the following psychographics well:
• Mainstreamers: By far the majority in society, a mainstream brand targeting the mainstream psychographic would
ensure a large amount of exposure for their ad. This is because they tend to follow the trends and what is popular,
therefore they will most likely interact with an advertisement from a popular brand like Pepsi solely because it is
popular and its something familiar to them.
• Resigned: Football tends to have a high percentage of older fans/viewers, quite often these people are set in their
ways and mainly focus their all into one specific thing. Using the football stadium so clearly in the graphic would
target these people very effectively, by using their enthusiasm for one thing like football Pepsi have guaranteed the
attention of these fans.
• Strugglers: these tend to be younger, often seek escape from the hardships of life. Being sold this graphic of football
would likely help provide them that escapism for a moment.
• In terms of social grade, Pepsi max isn’t usually considered a luxury high end brand. Combined with this, football
tends to be popular with lower income people because it doesn’t seem as a sophisticated sport people of higher
social grades would stereotypically enjoy. Therefore, I believe this target audience would belong to the C1 to E social
grades.
For demographics, the target audience is most likely 70% male as the primary and 30% female for the secondary within
the 15-40 age range, due to the stereotypical idea that football is a predominantly male sport women wouldn’t be

6. For the Pepsi advertisement we see both conformity and diversion from the conventions of its genre. By both
conforming and challenging the conventions of this genre, Pepsi have created a enough familiarity within the
audience that they know what to look for and can decode the meanings of the visuals but also defying what is
expected so the advert isn’t repetitive or boring. First, the minimal use of words. We see this very clearly in this
specific piece that there is a clear lack of copy, which goes against the codes and conventions of historical print
advertisement, but it conforms to what modern audiences are used to. The only text visible is the iconic writing
on the front of the can, meaning that any messages the advertisement wants to convey is easily recognizable
from the dominant image. Therefore, Pepsi have allowed their advertisements to conform to the new modern
convention of print adverts which states that the simpler it is the more effective it will be in its purpose. In terms
of conformity, there is a clear use of graphics to convey the narrative of this advert, as well as Pepsi’s branding
logo and iconic slogan for the Pepsi max drink. Overall, Pepsi have effectively used advertising techniques and
conventions that create a strong brand identity within the advert. I believe that the use of minimal wording
makes this very impactful, the only text the audience read In the advertisement is what the audience will
remember even after they stop viewing it.

7. In terms of content tv advertisements tend to rely heavily on a combination of visual imagery and sound, depending on what company is making this advert this could
come in various forms. For example, a charity advert would use very emotive shots of the subject paired with a narrator urging the audience to donate money. The shots
of the subject draw an emotional response from the audience to form a connection between advert and viewer, making them feel the urgent need to donate. If it was
from a tech/makeup company the advert would show a lot of visual imagery of how their product comes in handy in the audience’s every day life, advertising the
benefits of buying this specific product instead of all the other competitors.
Regardless of the genre of tv advert, they all usually have a strong sense of branding and identity. Whether it be adding the logo, slogan, celebrity endorsements or
their ideals the advert will make it clear to the audience what company is being broadcasted. In a video this could come from a title card at the beginning or the end
with the logo and slogan or featuring a reoccurring celebrity associated with the brand , either way the featured branding will be the focal point of the video for all to
see. This is one of the most crucial parts of the advertisement, because if the audience aren’t able to recognise the brand the advertisement hasn’t been able to fulfil its
primary purpose. Showing the branding in the video somewhere allows it to remain in the audience’s mind, if it isn’t shown often enough it wont be memorable
amongst all the other content being shown to them.
The image conventions of a tv advert consist of a lot of wide shots to establish the location and logistics of this video, this helps the audience understand what is going
on in this narrative. As well as mid-shots and close ups if the video is heavily focused on a character or product, if it is a character they want the audience to have more
intimate shots which build a connection with the character (the more relatable and immersive the advertisement is the more memorable it will be to them after
watching it) if the focus is a product the close ups act as a visual cue to signal to the audience that this is the main focus of the short advert and that is what they should
pay attention to. Unless specifically required for a certain tone, most tv adverts have very high-key natural lighting that ensures what they want to show onscreen is
perfectly visible from just a glance when the video plays.
For screen time, most tv adverts will run for approximately 30-40 seconds. This amount of time is optimal when trying to advertise something to an audience, because
the audience wouldn’t spend extended periods of time watching a video. Therefore, around 30 seconds is short enough to maintain their attention while also conveying
the main message.
This sector of advertisement is viewed and consumed on both tv and online, this could be during the breaks on a tv channel or as a digital
ad on YouTube, other social medias and apps. These advertisements are typically consumed/viewed for a loner period of time than print
but they still need to convey the message quickly and effectively.

8. Specsavers is a mainstream brand, it caters to a large portion of the population who require glasses/contacts to correct poor
eyesight. Because it caters to such a large percentage of society, there is clearly a mass target audience. But to get more specific,
the target audience probably belongs to all gender demographics (due to the fact that eye problems affect no specific gender)
and between the ages of 16-40. I believe this because of the nature of the advert, the humorous self-aware parody style making
fun of sexist narratives would be more appreciated by younger individuals. Younger generations are statistically more likely to
interact with brands who are vocally socially aware, making this advertisement a very effective move at attracting the younger
demographics to get them to buy their designer brand glasses instead of other brands who probably aren't releasing the same
kind of adverts.
Because the advertisement is promoting a deal on designer brand glasses, the target audience will most likely being to the
mainstreamer, aspirer and reformer psychographics in the social grades of A to C1. To break that down, mainstreamers and
aspirers would be receptive to this advert because these people tend to be conformist, favour materialistic items, fashion and are
fashion orientated. Therefore, when shown a scenario of public embarrassment because of having the wrong appearance they
would be the most likely to respond by buying the glasses being advertised. Reformers would be interested in this advert
because of the humorous aspect of it, social awareness is one of their key-traits and the fact that this ad mock the misogyny and
beauty standards enforced onto advertisements would be very interesting to them. Making them pay more attention to
specsavers as a brand. In terms of social grades I believe that people with higher income would be more inclined to spend
money on luxury glasses instead of ones more cost efficient. Overall, it would make more sense to market your comedy
orientated advertisement for a high end glasses deal to the demographics/midsets that would be the most likely to respond
positively. Making the advertisement as effective at its purpose of advertising a product and raising awareness for the brand.

9. The advertisement uses a series of dramatic tracking shots, extreme long shots and mid-shots
of women trekking through a forest create a large sense of scale. Using this alongside the mise-
en-scene of a hot sunny day with hundreds of women in bikinis running around an island and
the non-diegetic classical vocals playing in the background immediately makes the video stand
out to the audience. Considering this would have been distributed and played on tv during a
break (which is also when most viewers stop paying attention to the tv), the outrageous and
comedic display would have drawn the audience’s attention back towards what is playing
onscreen. Meaning that by the time the main character comes on screen the audience are
actively taking in the information from the advertisement. Therefore it is a very effective use of
advertising technique to fulfil the purpose of an advertisement, to advertise a product.
This advertisement lays into a number of female stereotypes, including Starbucks drinks, shopping
and handbags. However, the deliberate juxtaposition of these typically female things being used to
fight their way through a tropical jungle makes for a very memorable advertisement. Using women
in bikinis would possibly attract the attention of heterosexual men (many would watch the
advertisement for that reason alone), but the woman watching don’t feel objectified because
they’re in on the joke.
Once the character comes into shot spraying the deodorant in a very dramatic way, the women all flock towards him to watch as
he puts the ugly glasses on. It is at this point the women all change and lose interest (they highlight the change in tone by
suddenly pausing the music). What is interesting about this is the fact that Specsavers decided to reveal the actual theme of the
advertisement with a hypothetical image of how unattractive the wrong glasses can be on a person, they have made the
decision to scare the audience with the idea that ‘not even this powerful deodorant that made women flock to you can save you
from bad glasses’. This is when the branding is revealed. They’ve added comedy, a relatable situation where it is important to
find the right glasses, and now the audience see the specsavers branding where they’re shown a slogan and logo with a deal on
cheaper designer glasses.
This is a very deliberate choice made in the structure of the video, the last thing the audience see is the branding. At the end of a
very memorable tv advert the last thing the audience visualize is the specsavers branding and the subconscious idea that this
company can help you find you attractive cheap glasses to avoid the embarrassment the character onscreen has just
experienced . Overall, specsavers have made excellent use of advertising techniques to establish a strong brand identity and fun
narrative the audience will continue to think about and go back to multiple times.

10. For the Specsavers advertisement there is both compliance and challenges to these conventions, the most notable one being the branding
aspect. As previously mentioned it’s a convention of tv advertisements to make the companies branding known at some extent towards the
beginning of the video, it helps the audience understand what is going on in the short timeframe they will watch it. Quite often seeing the
branding alone will make a lot of things clear contextually for the audience, they have a set of expectations for each company). However, in the
Specsavers advert they deliberately mislead you, avoiding using any of their slogans or brands to indicate it’s their advert and instead using the
same narrative and visual conventions (dramatic non-diegetic music and extreme long shots) the audience expect to see from deodorant averts
from companies such as lynx. I believe that hey have purposefully challenged the branding conventions of a tv advert to further the comedic
value. Making it memorable by the audience simply because they didn’t expect to see the Specsavers branding at the end. In advertising the
more shocking and memorable it is to the audience, the more the product stand out from its competition.
Visually, the advert follows the conventions expected of them. Making use of well lit extreme long shots (to establish the location when
appropriate) and also using a close up of the character wearing the glasses (which are the focal point of the advertisement, after all it is a
company selling glasses) , complying to the visual conventions of tv adverts allowed the audience to both follow and understand the narrative
trying to be conveyed. Instead of trying to work out where it was set or what the advert was trying to tell them they were able to fully
appreciate the comedy In the narrative (making it overall more effective in its purpose).
In reference to Gunn’s 12 types of advertising, this tv advert is type 12 ‘ A parody or borrowed narrative’. The video is a parody of lynx adverts,
which are know for selling this idea of ‘if you use our product you will become attractive and desirable like this model’, often using actors who
conform to unrealistic beauty standards to make the audience feel like if they buy this product they can have that lifestyle. This can be seen as
problematic because it enforces toxic beauty standards, gender norms and heteronormative ideals. However, by using Gunn’s 12th type and
making fun of this narrative Specsavers haven’t excluded people in its narrative, making it seem much more enjoyable for a mass target
audience The viewers are aware of the conventions of deodorant/body spray advertisements and are able to recognise them within the
Specsavers video, allowing the audience to laugh alongside the advert and giving it the comedic tone parodies are known for. Overall, the
parody was an effective way of making a self aware light-hearted video that advertised the product being sold by the company in a way that
was pleasant and memorable viewing experience for the audience.

11. -The first convention of radio advertising is to have a crystal clear narrative, because this advert is purely audio It can’t rely on any visual
connotations to convey the message and fulfil the purpose of raising awareness for a topic, advertising a product or informing. Therefore, the
dialogue and sound needs to tell the audience everything you want them to know, many radio adverts will begin to establish what narrative
they want to tell the audience from the very beginning.
-The branding conventions for this sector are unique in the sense that the advertiser can’t use a logo or a visual celebrity endorsement for the
audience to recognise easily (though it can use a celebrity with an extremely recognisable voice they would identify straight away). Instead,
many radio advert will name the company and product outright either at the beginning or the end and compensate for the lack of visual
queues by building an emotional connection/attachment from the audience that makes them remember this companies advert.
-This almost goes without saying but conventionally radio adverts will feature a compelling voice actor that can set the right emotional tone
for the advert’s theme and draw the audience’s attention back to what is playing on the radio. It’s important to know that most audience
members listen to radio as a background noise, so if you want them to listen to what is being said on an ad break you need to have a very
distinctive voice that can attract their attention back to you.
-Its common when making a radio advert to build a picture, due to the fact that radio adverts cant use any visual content to immerse their
audience it’s important that it uses either sound effects or dialogue to draw the audience in and paint a picture in their head of whatever
you’re trying to sell or associate with your brand. When the audience are able to visualise something it builds a stronger emotional
connection between them and the voice actor, this makes them more likely to both remember and respond to this advertisement.
-most radio advertisements are 30 seconds
Radio adverts are viewed either in their car/vehicle radio or on a mobile device at home, this means that the people who consume this sector
of advertisement are rarely paying close to their full attention to what is being shown to them in the same way that they do tv and print
adverts. Therefore these consumption and viewing habits force radio advertisers to find innovative ways of making the audience draw their
attention back to what is being played a great example of this is using a compelling voice actor.

12. The advert uses sound effects alongside the dialogue to help build an image in the audience’s mind, the voice actor’s words
have more of an impact on the listener if they can picture what is being described (in a short radio advert with no visual
content this is crucial). The first example is the use of a car sound added in the beginning as the voice talks about seeing the
determination in a hero’s eyes, using that car sound makes the advert seem more action filled. The second example of the
use of sound is when the advert uses the sound of a giggling child, as this effect plays the actor talks about being able to see
the sparkles in her daughter smile. The use of the word sparkle adds a sense of glamour and magic, paired with the mentions
of magical lands, this choice of vocabulary is meant to make the product seem wonderous and unique (helping the advert
and it’s product seem like a better option that it’s competitors. Using the imagery of a laughing child and a mother is a
deliberate attempt to appeal to parent’s, I believe that the target audience is primarily over 30 which is the age in which
people are the most likely to have a child. Therefore, featuring the idea of a mother wanting to see the magic of her
daughters laughter and happiness makes the audience empathise with the narrator. This builds an emotional connection
between narrator and audience that makes the message of the advertisement more meaningful and impactful.
Throughout the 30 second advert the narrator repeats this idea of being able to see different things, towards the middle she
states that if you can see all of these amazing things being described you have the Samsung galaxy S phone being advertised.
This creates this idea that the only reason she’s able to witness all of the things that make her seem so happy is because she
has bought this phone, this is a clear technique being used to makes the audience believe they will experience the same
benefits being described if they buy this phone too.
After that narrator has implanted this idea, she then goes on to list all of the numerous benefits you will receive from this
specific tech that no other company will give you. Meaning that now the audience have made this association between the
product and happiness they’re being pitched the practical benefits, this advertisement has been deliberately structured in a
way that makes it infinitely more effective.

13. In Gunn’s 12 types of advertising this Samsung radio advert is type 1, the demo. These adverts focus on the capabilities and
benefits of the product being promoted. This is an extremely effective type to use when advertising a tech product to an
audience, Samsung has many big competitors and therefore need to convince the audience that their mobile phones will give
them the most benefits. In such a short period of time they need to point out why their product is the best use of the listener’s
money, overall it was an intelligent advertising technique to use.
The Primary target audience would be the mass of adults between the ages of 30-60 this is due to the typical consumption of
radio, younger generations prefer to stream their music or listen to podcasts on apps such as Spotify instead of listening to the
radio. Samsung is a very popular mainstream brand in the technology industry therefore they’re going to target the largest
group of people possible and use their popularity to appeal to them. Furthermore, Psychographics this advert would most likely
target are resigned because they tend to be older people and cling to the past and traditions, radio is considered an older way
of accessing media like music and therefore these are the people most likely to listen to radio music and it’s advertisements.
The second psychographic would be succeeders, these are the high management and professionals in their workplace with
strong goals and work ethic. I believe that these people would find it more enlightening to listen to the radio on their way to
work than stream on music apps, music apps are often seen as more youthful and less mature therefore professionals would
see it as more professional to access radio instead.
In terms of social grade the target audience for this radio advert is slightly more varied, in combination with the psychographics
I think the grades A to C1 are the primary social grades being targeted. Not only are these people all workers more likely to hear
this ad both on the way and during work but they’d also have more disposable income to purchase the Samsung Galaxy S
phone.

14. The Samsung radio advert followed the conventions expected from it’s sector of advertising, first of all it
followed the shorter timeframe most radio ads have. This one was 30 seconds, which is the ample amount
of time to both maintain the audience’s attention and promote the product enough to intrigue them. This
advert also paints a picture that appeals to the audience’s emotions, especially the mentioning of a child’s
laugh, it was able to create an image in the listeners mind that they would be able to associate with the
product and it’s brand. The way it established the brand identity was also very conventional because it
used a combination of the audience’s subconscious association from the imagery, as well as repeatedly
mentioning the product and its company from the beginning to the end. The more you repeat a phrase
the more memorable it becomes, phrases like that will stick in the audience’s mind hours or days after
listening to the advertisement. Overall I believe this Samsung ad was extremely effective in it’s use of
persuasive advertising techniques and was able to promote the product in a conventional yet entertaining
way enjoyable for it’s target audience. It is likely that Samsung followed the conventions for this sector of
advertising in order to meet the audience’s expectations because if the audience already have a strong
idea of how this advert will be like then they can pay more attention to what it is actually trying to
persuade them into doing.