The document discusses how advertisements attempt to sell products and services. It provides analysis criteria for key components of advertisements, including the product or service, images, copy, brand, and slogans. Readers are instructed to analyze sample advertisements based on these components and how the ads appeal to various human needs like safety, friendship, and achievement. The document also discusses differences and similarities between billboard and magazine advertisements. It outlines the process for a school assignment to create a print advertising campaign.

2. What is this
advert
selling, and
how does it
attempt to
sell it?

3.  Product or Service – what is being advertised.
(analysis based on is it shown, how is it shown,
placement, colour, size)
 Images – the central or key pictures that
encourages us to look at the advert (analysis
based on technical features and visual codes)
 Copy – the written explanation of the product
(analysis based on what it says, placement of
text, font type and size, colour)

4.  Brand - is the "name, term, design, symbol,
or any other feature that identifies one
seller's product distinct from those of other
sellers (analysis is based on what it looks
like/suggests, is it well known, where is it
placed, colour, size)
 Slogan – this is the catchy phrase about the
brand/product that is supposed to stick in our
minds (analysis based on meaning and on
placement of text, font type and size, colour)

5. Product
placed clearly
and visibly to
target
audience. It
is large, made
to look sparky
The Copy,
short and
simple, gives
information
about the
product
Name of the
product in
prominent
position and
in clear, bold
writing.
Well known
high-fashion
brand name
and logo to
add prestige
to the
product
Celebrity
endorsement is a
generic
convention
specific to
fragrance
advertisements
Large images and
simple colours
help to make the
advert more
striking and
memorable.
No Slogan on this
advert

7.  Product or Service
 Images
 Copy
 Brand
 Slogan
 Move around the room and comment on the
12 adverts – focusing on only your
convention/s

8.  Choose one of the adverts on your table.
 Present a brief summary of it to the rest of
the class.

9.  Advertisements exist to sell you
a product.
 How do they try to do this?

10.  Need to survive – food
 Need to feel safe – insurance, loans
 Need for friendship – help us be popular
 Need to nurture – cute and cuddly
 Need to achieve – help us succeed
 Need for attention – help us get noticed
 Need for prominence – show off our social
status
 Need to dominate – to gain control
 Need to find meaning in life – fulfil our dreams

11.  Choose eight of the adverts and complete the table below.
Your explanation of need choice needs to be detailed with
specific evidence from the advert to back up your point
Advert Need Explain your need choice

28.  How are Billboards different to magazine
adverts?
 How are Billboards the same as magazine
adverts?
 What billboards do you like the best. Explain
why
 What billboard do you like the least. How
would you improve it?

29.  A print-based advertising campaign for a new
product, such as a new clothing range, energy
drink, perfume, sports equipment.To include
a brand name design and logo, two full page
magazine adverts and a billboard poster.

36.  Research and Planning 30 Marks
 General research into conventions including analysing
existing adverts and billboards (self directed and set
tasks)
 Decide on product and potential target audience and
then research existing product adverts
 Audience research – questionnaire
 Brainstorming andPlanning – sketching and drafting
of ideas including logo (including photos, billboard
locations, technical elements)
 Presentation of initial idea (Powerpoint to class) and
audience feedback

37.  Construction –Taking photos and creating adverts.
All images need to be original. School equipment is
available.You will use Photoshop!
 Marked on (60)

38.  Evaluation (30)
 Evaluation of key decisions
 How your work relates to other ‘real media’
examples and target audience from research
 Understanding of the forms / conventions and
how you have used them
 Understanding of the importance of audience
feedback
 Communication
 Strengths and weaknesses of final products
 Terminology