This document provides an overview of a 2-year media studies course. In the first year, students will analyze print advertisements and design their own ad. They will then compare film promotion methods across media platforms. The second year focuses on creating a 3-minute music video, research folder, and exam. Key concepts covered are media language, institution, audience, and representation. These concepts are applied to analyze and create advertisements. Students participate in an activity called "The Ad Game" that has them design an advert based on assigned people, products, and media outlets.

1. 2 Year Course Overview

2. Starter
 Get yourselves into pairs
 In your pairs roll the dice 4 times.
 Record each 4 of the numbers that you roll.
 Once you have 4 numbers put your pens down.

3. Year 10- Autumn/Winter Term
 Advertising and Marketing
 Two Tasks
 Analyse two print advertisements. How effective are
they in selling their products?
 Design your own advertisement for a product targeted
at a specific audience. For a print advertisement you
should design the advertisement itself.

4. Year 10- Spring/Summer Term
 Moving Image Promotion
 Two Tasks
 Compare the impact of two promotional methods
used by one film across two different media platforms.
(a movie trailer and movie poster)
 Present you ideas for promoting a film across two
different media platforms. (storyboard and poster)

5. Year 11
 Third Coursework Assignment- Promotion of Music
 Create a 3 minute Music video
 12 page planning and research folder
 Evaluation
 Exam with preliminary material

6. 4 Key Concepts
 Media Language
What sort of text is it – informative, persuasive, entertaining?
What is the text trying to say – what is the message?
How does the text say it- what images and text or sounds are used to say it?
 Institution
Who produced the text and why was it produced?
How was the text produced?
What costs were involved in making the text?
Where in the media might we find the text?
 Audience
How did the text reach its audience?
How do audiences interpret the text?
 Representation
What does the text represent?
How have people/places/events been represented?
What values are offered by the text?
What groups are absent from the text and why?
 Remember- LIAR

7. Media and Communication
 A big part of understanding Media comes from our
understanding of communication.
 How might we Communicate with one and another?
 Model of Face To Face communication might look like
this…

8. Message
FEEDBACK
Message

9. Media and Communication
 In Mass Communication however there may be fewer
opportunities for the audience to respond directly to
the sender. The message might get altered through the
process and the sender may never know that the
message they sent had the desired effect on the
audience.
 The Mass Communication model may look something
like this…

10. Message Sender Channel Receiver Effect
Media Language
Representation
Institution Institution Audience Audience
What is the message
and how is this
encoded.
Who will send
the message?
What type of
company?
What kind of
constraints
might there be?
What medium is
chosen to send the
message?
Print, Audio, Audio
Visual, New Media?
Who is the
intended target
audience for
this message?
How is the
audience
expected to
respond to the
message?
Can the
audience
respond to the
message?

11. Applying Key Concepts
 The 4 Key concepts can be applied to any Media Text.
 Media Language: What techniques are used to sell the
product?
 Institution: Where in the media might the text be found
and why?
 Audience: Who is the text aimed at? How do we know this?
 Representation: How is this product/people/place re-
presented? What image is created?

12. How Might The Key Concepts Be
Applied To…

13. How Might The Key Concepts Be
Applied To…

14. How Might The Key Concepts Be
Applied To ...

15. The Ad Game
 Using the numbers you came up with in the starter, match
your number to the number in each category from the table
below. People Products Places Slots
1. A Doctor 1. Hair Gel 1. A Tropical
Island
1. The Sun
2. Babies 2. Car 2. A Dinner
Party
2. ITV at
7.30pm
3. A Football
Team
3. Chocolate 3. Outer
space
3. The
Underground
4. An Alien 4. Frozen
Peas
4. A Safari
Park
4. Teenage
Magazine
5. Office
Workers
5. Soap 5. New York 5. Breakfast
TV
6. A Rock
Band
6. Computer
Game
6. A
Laboratory
6. Local
Radio

16. The Ad Game
 Your Job is to use the Person/People and the Place, to create an
Advert for the Product, that will appear in the Slot.
 Eg. Hair Gel Advert, featuring a rock band in New York that will
appear in The Sun.
 You will have 10 minutes to come up with the most imaginative
ideas you can, remember to think carefully about your target
audience using the Slot you have been given.
 Using Storyboards/Illustations/Miniplay present your ideas.
 We will then share these with the rest of the class.

17. In Today’s Lesson
 Gained a detailed understanding of the 4 Media
Concepts
 Applied them to different Media Forms
 Introduced the idea of advertising using the Ad Game,
in which you considered Media Language,
Representation, Audience and Institution to create
your adverts.