This document defines key terms related to media language, representations, and advertising/marketing. It discusses how media language can be analyzed using genre conventions and technical elements. Representations can be analyzed by looking at stereotypes, conclusions about groups, and how representations are constructed as real. It also defines the political, social, and cultural contexts. Advertising is defined as making a product known to the target audience, while marketing prepares a product for the marketplace. Print ads use codes/conventions, genre, and constructing meaning. Two examples of print ads are summarized, analyzing how groups are represented.

1. Advertising & Marketing
Definitions
Media language-How the media throughtheir forms, codes, conventionsandtechniques
communicatemeaning(s).
Media Representations-Howthemedia portray eventsissues, individualsandsocial groups
Media languagecan be analysedusinggenre conventionsof camera, editing, soundandmise-en-
scene. This is:
o How are these elements usedtogether to constructthe media form sothat it looksthe way it
does,
o How are these elements organisedand combinedin a certain way tocommunicatemeaning
in the set product.
o How does the genre develop throughtheuse of technical elements
Representationcan be analysedby showing which different groups, individualsandor eventsare
presentedin each of the set products.
o What positiveandnegative stereotypesare evident and why?
o What conclusionscanwe make aboutthese representations
o Which groupsare mis-representedand under-represented
o How are representationsconstructedas real
Political context-The gov, policies and publicaffairs of a country andthe way in which power is used
or achieved in a country or society.
Social context-Where people live together andinteract with one anotheron a day-to-day basis. It’s
the social structuresof by which we live daily lives suchas religion, education, family, media,
communications, lawand government. Itcan also include how these social structuresaffect our
behaviourvaluesand thinking.
Cultural context- The attitudes, values, beliefs, practices, customsandsharedbehaviourof people .It
includes all aspectsof life andalso cultural productssuchas art, music, literature andmedia.
Advertising-theprocessof making a productor service knownto the marketand the target audience.
Marketing- theprocess of preparing a productfor the marketplace. Advertising is one of several
componentsusedin the marketingstrategy.

2. Advertsas a media form:
Print advertisingusesphysically printed media andusually appears in magazines, newspapers,
billboardsor posters
Three mainareas of study include:
o Codesand conventions
o Genre
o Constructingandinterpreting meaning.
Media Languageelements can be dividedinto two distinctelements.
Technical conventions:
o This refers to the actual technical constructionof the advert for example the colour palette or
the shottype
o Techniques topersuade:
o This refers to content, or the messagecreated by the combinationof technical elements, that
persuadethe audience to buy the product.
Techniques to persuade:
Gothic, dark font fancyfont fun font

4. Logo: Hasbeen
keptover time and
is representative of
the brand. Could
have been donefor
audience to
recognise it
Fontsize: Readable so people
can find out aboutthe
productbutnot toobig as
main focus is onthe picture
Beauty appeal: Use of a pretty
holiday destinationto create a sense
of relaxation. Also makesthe
audience want to be there
Escape: The use of a holiday
can make the audience
want summerand wantto
be away relaxing, swimming
andhaving fun.
Humour:“This
fact hasnot been
fact checked”.
Play on words
usedto be funny.
Register: Funand
informal modeof
address- can be
more entertaining.
Productimage: Showsexactly
how the aftershave looks.
Composition:The
manworks well
with the brandas
it is anaftershave
for men, He is also
representing a
volcanowhich can
show power but
also goes within
the placement of
where a volcano
could be in this
holiday setting.
Colourpalette: Use of light
blue colour creates relaxation
andconnotationsof summer.
Effects: Editing has been used
to makethis volcanoon his
head. Emphasison power.

5. Celebrity
endorsement:
Associating a sport
energy drink with a
famousfootballer.
Couldmake the
audience feel like if
they want to be
successful like them
then they will need
this product. Italso
makesa good image of
the productas they
have linksto fame.
Productimage:
showshow it looks
so audience can
easily recognise it.
Fontsize: Writing
here is in a large
font which makes
it easy to read and
also indicates the
high importanceof
the text
Costume:The celebrity is wearing
sportsclothing, which is obviousas
he is wearing a well knownbrand-
Adidas. This is useful asthe drink is
meant tobe goodfor when doing
sportsor exercise.
Slogan:Justone word could be
effective as its straightto the point
of persuadingthe audience that the
productis worth buying. It’salso
more memorable.
Layout:The photoof
the celebrity is put
next to the writing,
hintingthat it could
be talking aboutboth
him andthe product.
Shottype:The shotis a close upof
him, this could’vebeen done sothe
audience easily sees and recognises
him sowould want to see more.
Special effect: His face has also been
edited here tolook very boney and
well structured. This makesthe
audience want to achieve this look so
are led to think this happensfrom
the product
Register:Very serious andprofessionalas all colours
are dark (mainly dark blue) andhis facial expression is
very seriousalso. Also includesimportantwriting in
very small size which provesthis further.

6. Processesof representationandconstructingrealism in printadvertisements
o Selection and combinationof events, issues, social groupsand individuals
o Choices made abouthowto represent
o The use of positiveandnegative stereotypes
o Social groupswho are underrepresentedor misrepresented
o Impactof industry contextson choices producerscan make
o How media throughrepresentationconstructsversionsof reality
o How representationsmakesclaims aboutrealism
The use of advertisingcodesand conventions

7. In marketingif youwant toget people’sattention, it’s effective to usebold colour opposites.

8. Contextof Lucozade
o Created in 1927 andwas originally called “Glucozade”
o Renamedto Lucozade in 1929
o In 1983 Itwasrebranded to a sportsdrink from originally being a health drink
o Has donelots of sponsorshipdealswithvarioussports.
If youwere a personwho hasa disability andsaw the aboveLucozadeadvert with Gareth Bale, you
may feel like it doesn’taimtowards you. Thisis because the company Lucozadehave specifically
chosento look at thisathlete for his popularity andlooks. Inaddition, they have usedspecial effects
along with text to make himcome across as superiorto everyoneelse. By usingthe words “Ina
different league” it portraysthat he is above others, sothosewith a disability may feel more insecure
andlike the advertis only aimed at men who aspire tobe like him. Therefore, they may be
oppositionaltothe productas they can find it offensive to disabled people asthey makeBale look
“better” thanthem.
Also, if youwere a woman seeing this advert, youcould be negotiated. This is because they feel like
the advertis aimed towardsmen, as Gareth Bale was the chosen celebrity. Fromthis, is showingthat
men are perfect for sportas they have edited his picture to create thisidea of perfection. Therefore,
women may agree with how he is a good sportsmanbutalsofeel like there shouldbe just as much
focus onwomen.

10. Each media language technical element usedin an advert can be usedto referred to as a sign that
helps the producerconstructmeaning.
Semiotics is the study of signs. Each signhas two levels of meaning
A Mnemonicusedto classify audiences similar to GEARS, is CAGED.
C – Class
A – Age
G- Gender
E – Ethnicity
D – Disability
Representationis unavoidably selective. The producerof anadvert will decide how topromotethe
productto its target audience andin sodoing will decide how to represent particular social groupsor
individuals.

11. Producersmay consciously or subconsciously reflect wider social attitudesto a range of issuesor
events
C- Workingclass
A-30s
G- Female
E-White
D-None
In this, the womanis
represented as stereotypically
weak, inferior andreliant ona
man. This is because she is
speakingas if women are
incapable of doing thingsfor
themselves, andin this case it is
somethingvery simple. She is
also portrayedasa workingclass woman, which was alsoseen aslower in statusin the time of this
advert, so she is being shownas following the stereotypeof her class whilst lookingstupidas although
she was of this class, she couldstill be clever andable todo thingsas well as men.
C-Middleclass
A-20s
G- Female
E- White
D- None
In thisadvert, women are
heavily sexualised. This shows
them negatively and asobjects
which are powered by men. This
will have been donefor the
benefit of men sothat they will
buy the product. Inaddition, the
images are showing womenin
notmany clothing in order to

12. attract men totheir product. Thisagain makesit look like womendo anythingfor men andthat if they
buy this thenmen can get whatthey want. It also uses womens’ bodies as a bribe for men to buy a
productso is disrespectful to them.