Media Studies OCR A Level Advertising and marketing 11 01 19

1 Media Message
Section B Question 5 and 6 - 2 of the 3
Advertising and Marketing / Music
Videos / Magazines (The Big Issue)
(Media Language & Representation)
Advertising and
Marketing
Music Videos
(Titanium and
Heaven)
Magazines
(The Big Issue)

1 Media Message
Section B
Advertising and Marketing

1 Media Message
Section B
You will be asked to compare the set products with unseen
products
? ? ?

1 Media Message
Section B
These 3 products will NOT be in the exam room so
you need to memorise details, slogans etc

MEDIA LANGUAGE – semiotics (signifiers/connotations),
layout, typography, use of image, language, colour, logo,
logo, slogan, brand identity. Advertising techniques
REPRESENTATION – portrayals, celebrity, stereotypes
CONTEXT – social and cultural - ideology

https://moodle.reigate.ac.uk/mod/page/view.php?id=89565
• You should be able to discuss the forms and
conventions of print advertising.
• You should be able to discuss the narrative and
technical elements of advertisements and how
they convey meaning.
• You should be able to discuss how issues,
individuals social groups are portrayed in
advertisements.
I've emailed you this link. Please read the next area of study

Advertising
Ideas and values
What kind of world
does the news
suggest we live in?
What kind of world
does advertising
suggest we live in?

Advertising Terminology
https://www.bbc.com/bitesize/guides/z2p4qty/revision/1
1. Media Texts
2. Brand Identity
3. Slogan
4. Logo
5. USP
6. Hard Sell
7. Soft Sell
8. Persuasive language
9. ASA – who are they? What is their role?

• Media Texts – Posters, TV ads, Film, etc etc
• Brand Identity: This is the image that the brand projects & associations accompanying the
brand. It is built up over time. Eg. Nike connotes good quality sports clothing plus fashionable
leisure wear. The high-budget ad campaigns & sponsorships at world events anchor the brand
identity globally.
• Slogan – sentence eg ‘Because I’m worth it’
• USP
• Hard Sell
• Soft Sell
• Persuasive language (opposite to hard sell)
• ASA – advertising Standards Authority
Advertising Terminology ANSWERS

What do you need to look for
and analyse?•Media Language – Intertextuality, Camera, Layout, Mise En Scene
CLAMPS (Costume, Lighting, Action/Actors, Makeup & Hair, Props,
Setting)
•Advertising (print) language – images, graphics, layout, content, use of
colour, title, logo, words and phrases, font, institutional information, price,
bar code, power of words
•Media Representation – DRCAGES people, places, ideas
•Contexts - Social, Cultural and Political. Ideologies

Email 2
https://www.thedrum.com/new
s/2011/08/24/shelter-launches-
new-advertising-campaign-
amplify-drive-people-seek-
advice-earlier

1. What or who is Shelter?
2. When was it set up and why?
3. What does it do?
4. Who is the target audience for Shelter charity adverts?
5. What techniques are used to target this audience?
6. What is the aim of this advert?
7. What messages are being communicated? (via Media Language)
8. What key message does Shelter value?
9. Read emailed article about Jungle Book marketing and create a
revision sheet

Shelter was launched on 1st December
1966 – evolving from homelessness
help carried out in Notting Hill in
London.
The launch of Shelter hugely benefitted
from the coincidental BBC screening in
Nov of the play ‘Cathy Come Home’
directed by Ken Loach

Shelter is a registered charity that campaigns to end homelessness and bad
housing in England and Scotland. ...Shelter helps people in housing need by
providing advice and practical assistance, and fights for better investment in
housing and for laws and policies to improve the lives of homeless and badly
housed people.
They do this through:
● Face-to-face services
● National helpline
● Online advice
● Legal support
What does Shelter do?
https://www.youtube.com/watch?v=pm4Tjv0Xn-
cc

Shelter values Safety and Security

Homelessness Trends in England (Crisis 2018)

Total incoming resources - £61 million pa
Fundraising costs - £19 million
Total charitable activities - £44 million

Target Audience of advertising
• People with disposable cash (ABC1 demographics)
Middle Class
• Reformers / Mainstream Physiographics
• Sponsorships (large companies)
• Anyone suffering from homelessness or unable to
afford / in danger of being evicted

Techniques Used in their advertising
•Using personal anecdotes to
create empathy
•Showing the consequences of
homelessness
•Often the use of children –
vulnerability - pathos

What do the facial
expressions connote?
What does the dark
background connote.
Why was it used?
Shot size used?
Why?
Consider the range of age,
gender and ethnicities
used?
Why was this adopted?
Text/font colour and style
used?
What do they signify
/suggest?
What would you describe
the language? What
emotion/meaning does
the language aim to
create?
The text is semi-transparent - why?
The phrases below the portraits in each instance repeat the
phrase ‘ we can help’ – what emotion does that create?
What does the overall advert aim to create ?
What is its purpose? Who is it aimed at?

The colour scheme of these adverts is very standard. Red, white
and black go together very well as a trio. The simplicity of the
colours mean that the message of the advert is carried across
easier than it would be if there were more complex colour
combinations. The simplicity could also be seen as a way to show
that it is not a complex process to get advice from Shelter but
instead it is very simple and easy so people should do it before they
get into an extremely bad housing situation. Because the advert
doesn’t mess round with colours it also connotes a sense of
seriousness about the issue and shows that homelessness isn’t a
joke.
In the logo for the charity the
‘h’ is in the shape of a
house. This shows the
audience that the charity is
to do with housing if
they weren’t sure at first. It
also means that they don’t
have to read the whole
poster to understand what
the charity helps.
The poster has information such as the website
and a phone number with the phrase ‘to donate’.
This information is on the advert to make it clear
that Shelter is a charity that is there to help and
support but also needs money and support to keep
going as a charity.
Each of the posters contains a different scenario that
shows different ways that people can have housing
problems and face homelessness. This is employed to
inform people that there a number of ways that cause
people to face homelessness so should be aware of
them in case any happen to them. It creates a sense of
realism about the problem and that it is a threat to many
people.
The advert contains emotive language in order to appeal to the sympathetic
nature of people. The words printed across the faces of the people in the
adverts makes people think about others and feel sorry for those facing
homelessness so that they will donate to the charity. Because they are simple
sentences that are fairly vague, in terms of context, I makes people feel as
though this could happen to them, their friends, or their family and so they feel
obliged to help by donating.
The lack of representation with diversity in the
images on the posters mean that people don’t
stereotype those that face homelessness. The
people used look ‘average’ and don’t look scruffy and
dirty as people assume homeless people are. This
causes people to realise that homelessness can
happen to anyone and isn’t specific to certain types
of people. There is a possibility that the people
featured in the advert are ethnically diverse, however
it is not obvious.
The adverts follow the same sentence
structure in the bold white writing underneath
the mouths of the people. It has a declarative
statement followed by the words ‘We can
help.’ This is repetition and makes people in
these situations feel reassured because it
makes them feel as though the charity is
there for them in their time of need.
The fact that all of the adverts use a close up of the
faces expresses a sense of vulnerability for the
people in the advert.
It seems as though they are in a very tough
situation and are struggling to get out. It shows
that in these situations you may feel weak, and
vulnerable but Shelter are there to help and will
try to solve the problem as best as they can.
The expressions on the faces of those shown in
the adverts is extremely blank. This again helps
with the representation that homelessness can
happen to anyone. It makes the possibility of
homelessness more real for the audience. The
blankness also allows the audience to read into it
how they want to. For example, they may view
that the people are truly broken and in a bad
situation.
The target audience for these posters is
likely to be people over the age of about
25. By this time the majority of people
either own or rent property and so these
issues will affect them the most,
especially young people who don’t know
what tenants are supposed to act and
how they are supposed to be treated.
With these adverts there is a sense that social consciousness and collective
responsibility. They appeal to the side of people that want to help others and make sure
they don’t end up in these terrible situations. The posters also serve the purpose to
educate people, briefly, about homelessness.

Decoding Meaning
• Colour – red has connotations of danger suggesting fear
• Language – personal pronouns (‘we’) encourage a feeling of inclusion and
empathy
• Camerawork – The extreme close ups allow the viewer ro see their anxious
facial expressions. The use of direct address attracts attention and feels
personal
• Facial expressions – the lips are slightly parted suggesting they are about to
speak – or want to.
• Facial Expressions - The characters’ featured are similar looking which
implies equality - homelessness can happen to any of us
• Typography - bold sans serif wording which implies a important / dramatic
message – especially as it appears over the top of the faces.

What is the aim the advert?
It tries to persuade people who are struggling with
their housing situation to seek advice
It highlights that anyone can lose their home (due to
job lose, illness, debt etc) and Shelter can help with
people’s helping needs

Representation
Analysis and decode. Why were
they represented like this?
• Disability – not apparent in ECU
• Class
• Age
• Gender
• Ethnicity
• Sexuality N/A

Representation
Analysis and decode. Why were they
represented like this?
• Disability – not apparent in ECU
• Class – Non-stereotyping of working class (C2DE demographics)
therefore more surprising. Befallen to bad luck rather than choice.
• Age – 20-40. reactively young therefore sympathy /surprise
• Gender – 2 women 1 male – Non-gender specific – generally male
homeless characters/assumptions
• Ethnicity – deliberately ambiguous – non specific – appeal to wider
target audience
• Sexuality N/A

AIDA Advertising Model
Attention
Interest
Desire
Action

Attention How does it aim to
attract attention?
Interest
Desire
Action
CONSIDER:
Semiotics/connotations
Camerawork
Facial expressions
Text/ font
Language
Types of people used
Brand Identity
Type of advertising

attract attention?
Interest How does it attract
interest/empathy?
Desire
Action
CONSIDER:
Camerawork
Facial expressions
Text/ font
Language
Brand Identity
Type of advertising

attract attention?
interest/empathy?
Desire What desire dies it aim
to create?
Action
CONSIDER:
Camerawork
Facial expressions
Text/ font
Language
Brand Identity
Type of advertising

attract attention?
interest/empathy?
Desire What desire does it aim
to create?
Action What action does it aim
to provoke?
CONSIDER:
Camerawork
Facial expressions
Text/ font
Language
Brand Identity
Type of advertising

AIDA Model
Attention - Realism. Humanity. Plain language. Use of red –
passion, blood, danger
Interest -
Desire -
Action -

AIDA Model
Interest - BCU focus on faces – emotion: anxiety.
Personalised language ‘we’
Desire -
Action -

AIDA Model
Desire - Ordinary people – empathy. Care. Help. Welfare.
Moral
Action -

AIDA Model
Desire - Ordinary people – empathy. Care. Help. Welfare.
Moral
Action - No obvious persuasiveness (not hard sell).
Persuade new consumer. Reassure existing
consumer

Discuss
Shelter’s campaign was created by Amplify on a pro bono basis. Jonathan Emmins, founder of
Amplify said:
“It was crucial to us that the creative had the ability to shock and stand out
but without resortingto gimmicks. We wanted people to empathise, to never
lose sight of the real people, the real faces impacted by the current
economic and housing situation.”
Aims:
The aims of this campaign is to raise awareness of homelessness arising in today's society,
especially with the recession and the current climate, which is relatable to many people in
todays society because it coincides with the issues of debt which people are faced with.
Some of slogans used to really catch the eye of the reader include; ‘but where will we
live?’

•The red font conveys a negative image to the audience, as it
•connotes as pain or death, also it the colour of the shelter logo.
The use of a ‘normal’ looking woman allows people to relate to
•the advert and think that shelter could help them.
The small amount of information allows people to understand
what they’re doing without overloading the information and
•making it become boring.
Being able to see through the font connotes as being able to
see through the problem that people are facing and get help
•from shelter to sort it.
Using the word ‘your’ targets each person individually and
makes them feel more personally targeted.

• Having the way to donate and how much it is,
makes people more inclined to donate as they
don’t have to make their own decisions.
• The small amount of information allows people to
understand what they’re doing without
overloading the information and making it
become boring.
• Being able to see through the font connotes as
being able to see through the problem that
people are facing and get help from shelter to
sort it.

shelter logo.
•The red font conveys a negative image to the audience, as
it connotes as pain or death, also it the colour of the
•The use of a ‘normal’ looking woman allows people to
relate to the advert and think that shelter could help them.
•The small amount of information allows people to
understand what they’re doing without overloading the
information and making it become boring.
•Being able to see through the font connotes as being able
to see through the problem that people are facing and get
help from shelter to sort it.
•Using the word ‘your’ targets each person individually and
makes them feel more personally targeted.

Analyse the ad
●1. what is the aim of the ad?
The aim of the ad is to make people feel sympathy, surprise, empathy and want to donate to their
charity OR contact the charity for help.
●2. what messages are being communicated? (How is this communicated via medialanguage)
The messages being communicated are that the people need help from you the audience.
●3. what does Shelter value? (How is this communicated via medialanguage)
Shelter value that people need help from them and value families staying together.
●4. who is represented and how is this constructed? (age, race, class, issues)
‘Normal’ people are represented so that people can relate to the advert. Also, mixed races and
genders so it doesn’t target a specific person.
Annotate analysing colour scheme, copy, font, tone, images

Context (Cultural and Social)
‘Ordinary’ people (no make-up etc) create realism and believability
There are positioned as people who have been unlucky rather than
choice/stereotypical homeless person
Gender, class and ethnicity – the advert does not target anyone
specific. The characters are similar but could be considered a variety of
ages and ethnicities – therefore appeals to a wider audience and does
not stereotype one specific group
Consumerism (Capitalism/Materialism) is sometimes blamed for debt
problems. We are encouraged to buy material things and are offered
‘credit’ (loans/debt) if we cannot afford them.

CHARITY
CAMPAIGNS
Homework due
today – what are
the conventions of
charity adverts?

Homework
•Research at least 5 charity adverts (print/posters)
•Deconstruct them (CLAMPS and DR CAGE)
•Summarise the conventions of charity advertising:
• Images used
• Narrative/language used (Imperative verbs – give donate
etc)
• Hard / soft Sell /persuasive
• Shock / surprise / care / guilt etc
• Logos / typography
• Colours used

Homework Task
What are the generic codes and conventions of charity adverts?

Target Audience?
Who is the target audience of charity ads?
The target audience of charity ads are people who will feel sorry for the vulnerable people being portrayed in the
adverts. For example, parents as they have had young babies, or pet owners. It is mainly middle class families (ABC1)
that are targeted.
What techniques are used to target this audience?
The techniques used to target this audience are using ‘the ideal victim’. This makes
people feel emotive and want to help. They also make the adverts quite graphic to make people feel effected by it.s

Generic Codes & Conventions of
Charity Ads• Shocking / disturbing images that create impact / attract attention / create
sympathy
• Dramatic / simple imagery that is easy to decode
• Direct address is often adopted to catch attention / impact
• Characters are often isolated / unhappy in peril
• Bold text that connotes danger
• A narrative that includes human stories (to encourage empathy and
pathos)
• Statistics used to shock
• Language that encourages empathy (How would you feel?? etc)
• Language that encourages a sense of responsibility / involvement (we)
• Call to action – encouraging donations /action from the viewer (imperative
language)

Desensitisation
• We are becoming desensitised to charity
adverts?
rts

https://www.theguardian.com/society/2012/aug/14/charities-listen-
beneficiaries-fundraising-adverts
Charity adverts stand
accused of causing public
offence by using "hard-
hitting" imagery that
makes many people feel
uncomfortable, according
to recent
research published by the
Advertising Standards
Authority (ASA). It goes
on to warn that charities
that persist in using such
"shock tactics" risk
alienating the public.
2012

https://www.theguardian.com/voluntary-sector-network/2014/sep/29/poverty-
porn-charity-adverts-emotional-fundraising
When was the last time you watched a
charity advert the whole way through
and then donated? No, me neither.
In a world so saturated with adverts,
we often switch off at the best of
times, never mind when we are being
asked to eradicate poverty in the whole
of the Southern Hemisphere for just £3
a month.
Yes, those adverts are from charities
who are doing incredible work, but are
they the most effective way to grab our
attention? I spoke to fundraising
experts, charities and a psychologist
to find out.
Co-founder of Regarding Humanity, Linda
Raftree believes that adverts we’ve
previously been used to seeing – of
hopeless people in poverty – aren’t
effective in solving the issues
charities are seeking to address. They
don’t empower or create sustainable
change, she says. 2014

Does the media stereotype the homeless?

https://www.telegraph.co.uk/news/pictur
egalleries/howaboutthat/11412116/True-
identity-of-tramp-Tea-Cosy-Pete-
revealed-as-former-Archbishop-of-
Canterburys-grammar-school-friend.html

Does the media stereotype the homeless?
This shelter campaign subverts the conventions of negative
stereotypes and adopts believable positive representations

1927 Lucozade – sold in
pharmacists

Lucozade – brand evolution
• 1984 rebrand plastic bottle and as a sports
drink - between 1984 and 1989 UK sales
tripled to almost £75 million.
• Celebrity fronted advertising campaigns
• Daley Thompson (athletics) then John Barnes
(footballer)
• 2013 GlaxoSmithKline sold Lucozade and Ribena,
to the Japanese conglomerate Suntory for £1.35
billion

Starter
Watch this advert. What
techniques does it use to sell
Lucozade?
In the advertthey relate to
multiple demographics;
motorbikers, young men,and
mothers. They use the
technique of making the
audience believe that having
Lucozade gives energy to be
able to keep up with everyone
else.
1998
https://www.youtube.com/watch?v=ZuaRD86m7rE

Lucozade Sport Original Campaign
Lucozade Sport is its No1 sports drink
https://www.youtube.com/watch?v=d08zaoMMhWA
TV campaign ‘Last Man Standing’ launched in Jan 2013 on ITV during the FA
Cup matches between Brighton and Hove Albion and Newcastle as well as
West Ham v Manchester United.
New scientific claim: Lucozade Sport hydrates and fuels you better than water.
Set in laboratory conditions, twenty four athletes go head to head in a
performance challenge - half fuelled by Lucozade Sport and half by water.
Monitored throughout by GSK scientists, the athletes run until they reach the
point of exhaustion and only participants on one team, fuelled by Lucozade
Sport, are left.

Campaign
• £4m or £9m campaign - both claims made online. (exam board
specification thinks £4m)
• Agency: Grey London
• GlaxoSmithKline Consumer Healthcare - owners of Lucozade in
Jan 2013 Lucozade sold to Suntory in Sept 2013 for £1.35b
• Ad stars: Gareth Bale (Spurs) and Alex Oxlade Chamberlain (Arsenal)
• Campaign banned in Jan 2014 by ASA as it failed to show that it only
had benefit during prolonged exercise.

Cultural Context
What do these terms mean and how are they applied?
Consumerism
The total value of the soft
drinks market in the United
Kingdom (UK) is around £15
billion.
Having a large consumerism
means that they have a high
percentage of sales, meaning
high profits. But it also means
that it is free advertisement so
people will see other people
drinking it and want to drink it.
Celebrity Culture
Capitalising on star appeal
/ star as commodity.
Because they use a celebrity to
promote the product, it makes
people think that they drink it so
therefore fans of the celebrities
will also want to drink it to ‘be
like them’. Aspirational

Attention Celebrity. Direct address. Bright colours – eg yellow.
High contrast photograph
Interest
Desire
Action

Interest Science data. Uncluttered. White key line suggests
science/hi tech screen. ‘Scientifically proven’ implies
medical/scientific expert endorsement. Serious facial
expression implies determination
Desire
Action

Desire Aspiration to be strong, healthy, successful (sporting
achievement)
Action

Desire Aspiration to be strong, healthy, successful (sporting
achievement)
Action Language ‘Yes’ urges viewer to agree and purchase
product. Call to action. Imperative suggestion.

Media Language:
• Colour
• Type of shot
• Angle
• Focus
• Depth of field
• Mise-en-scene
• Realism?
• Narrative?
• Use of
text/copy
• Font
design/size
• Layout
Representation:
•Who/What is seen?
•How arethey represented?
• DRCAGES
• Themes/Messages
Audience:
•Who is the target audience for
this advertisement
•How do weknow?
•What might other audiences
make of it?
•How is the audience
addressed/attracted?
• How are values transferred?
Analysing print adverts
TASK:
Analyse the Gareth Bale ad by
annotation
Remember:
● Terminology
● Connotation

Analysing the Advert
●Aim of the print advert?
Persuading people that Lucozade is better than water.
●Media language (mediation)
●Representation of males – all men are strong sportsmen
●Representation of the brand – it’s the best drink you can
get.
●Psychology, which human needs is it satisfying – makes
you feel better as it is ‘healthy’.
●Is there an ideal world that is being represented? –
everyone drinks Lucozade and not water.
●What is the main selling point? Message? What does it
want you to believe? – wants you to believe that Lucozade
is better than water. The main selling point is getting
athletes to believe water is better.

Representation of Gender
• Inequalities /equality?
• Using a strong male sports person follows the dominant
representation in advertising … but for how long?
•https://www.facebook.com/ajplusenglish/v
ideos/1010852939056213/

Choose 3 drink soft ads
Analysis them and summarise their codes and conventions
Now write down the generic codes and conventions of soft drink
adverts like we did for perfume adverts

3 Soft Drink Adverts:
Codes and conventions of soft drink adverts:
• Product dominant, centre
• Actions, using product
• Bright colours
• Match brand
• Lack of text
• Slogan
• Logo
• Use of Caucasian
• Positive mode of address / sense of humour

BY FRIDAY 11th Jan
•Deconstruct all 3 adverts (Shelter, Lucozade and
Old Spice)
•Research
•Charity adverts,
•Soft Drink adverts and
•Male grooming adverts and
•summaries the conventions
•Make sure you know the 3 adverts thoroughly

Old Spice traditional advertisements

History of the brand
● Created in 1934 by William Lightfoot Schultz.
● Inspired by his mothers potpourri.
● Released a women's line first.
● Chose a nautical theme for the packaging.
● Discontinued women's products.
● In the 80s, sales began to decline.
● 1990; Proctor and Gamble brought the company.
● 2003, second best selling mans deodorant.
● Competition; dove and lynx.
● Old Spice Twitter followers increased by 2700%.
● In 2014 they introduced hair care products.
https://www.youtube.com/watch?v=zD3PM6PDbQc

Campaign started 2010 – originally just
body wash but was widened to
incorporate all Old Spice products after
its huge success
It features Isaiah Mustafa (actor and
former American football player)
In the TV adverts he addresses the
audience directly and is seen in various
locations, costumes and maintaining a
nonchalant demeanour.
Old Spice Advertising Campaign ‘The Man your Man Co

Attention Attractive male. Celebrity.
Bright colours. High key lighting. Sunny,
tropical location
Interest
Desire
Action

tropical location
Interest Surreal imagery. Stereotypical desert island
imagery: Treasure. Buried heads etc
Desire
Action

tropical location
Desire Humour. Satisfaction/pleasure in decoding
sophisticated advertising technique and
Intertextual references.

tropical location
Desire Humour. Satisfaction/pleasure in decoding
sophisticated advertising technique and
Intertextual references.
Action Purchase.

The advert is postmodern
in that it parodies previous
adverts across the last 50
years.
The target audience is
women who are believed to
be the decision maker or
main buyer despite it being
a male grooming product.
Old Spice Advertising Campaign ‘The Man your Man Co
It could also be said to contain an
Intertextuality to its previous adverts historically

Analysing the
Advert
Media Language
Representation
Context – social, cultural
and political
Target audience?
Advertising technique?
Stuart Hall Reception Theory
(Readings: preferred,
oppositional, negotiated)

The advert contains the actual
product in the hand of Isiah
Mustafa so that it is made
explicitly clear what the advert is
promoting.
This is important because the
strange events of the advert it
need to be shown what is
actually being promoted.
The classic, original logo of Old Spice is featured in
the advert. This shows how the brand is still the
same, which would maintain trust with long-term
customers who have supported the brand for a
long time. The old-style font used connotes feeling
of authenticity with the product.
The advert is set in a beach location with
waves. This is reminiscent of the original Old
Spice adverts that were in the water. It keeps
connections with the original product to possibly
maintain the customers that the brand may
have had for a long time. There are palm trees
and white stallion in the advert which make the
product seem perfect and that it will create a
sense of luxury.
Isiah Mustafa is the main feature of the advert.
He is stereotypically good-looking due to his
muscular physique. He has a ‘causally’ draped
sweater over his shoulders, an intense
expression. He also has a hand placed on his
hip in a devil may care fashion. In the advert he
talks with a deep, manly voice. The combination
of all of these elements aids the representation
about Old spice being a ‘manly’ brand. It makes it
seem as though Old Spice turns you in to the
man in the advert.
The colour scheme in the advert is mainly pastel colours, with a light blue for the sea and
sky, accompanied with sand and a white horse. There is a slight bit of green on the right
side where there are palm trees. This connotes nature and makes Old Spice appear
natural and clean. The pale colours help with the idea that paradise can be achieved with
Old Spice because the colours are calm and not harsh or intense. The burgundy is used
because that is the colour of the brand logo and the bottle of the product they are selling.
The burgundy contrasts pleasantly with the pale blue background.
The target audience for this product would be man
because there is a direct mode of address towards men in
general. The advertising of who they want to buy the
product, however, is women because of the way the
dialogue takes place within the advert - it is as though Isiah
is talking to the heterosexual women in the audience and
telling home that in order to get their man to be a real man
they need to buy him Old Spice grooming products.
The audience response to the advert would be
for either men to buy the product for
themselves in order to impress their partner or
girlfriends and wives to buy this product for
their partner in order to make them smell
more manly.
In recent years, men have been more bothered with
their appearance and grooming than they were
historically. Because of this the products that are
targeted for men have changed. They have also had
to sell the products in a different way because these
products are not just bought by women for men, but
also by men for themselves.

Representatio
nIsaiah Mustafa 37 years (2010)
American actor and former NFL
wide receiver
Representation of masculinity in
the commercials was a key factor
in the campaigns success
(parody)
He speaks directly to the female
audience (look at me / eye contact)
He represents the woman’s conception
of the perfect partner
The advert exploits and enforces images
of hegemonic masculinity (preferred
model of manliness)
Male grooming product adverts like beer
commercials are a manual on masculinity
Ethnicity – incorporates diversity by
featuring an African American but
stereotypes Caribbean location (positive
stereotypes of tropical island.
Consumerism.
Materialism
Aspirational

Contexts
Social Context
Social Anxieties
Inequalities (gender, race,
sexuality, class)
Conflicting Social Values
Cultural Context
Consumerism
Celebrity Culture
Feminism
Postmodernism

Old Spice social
media -
• https://twitter.com/OldSpice?ref_src=twsrc%5Egoogle%7Ctwcamp%5Es
erp%7Ctwgr%5
• Eauthor
● 217K followers on twitters.
• https://www.instagram.com/oldspice/?hl=en
● 102K followers on Instagram.
• https://www.facebook.com/OldSpice/

Watch the spoofs of the Old Spice campaign
Spoofs make intertextualreferences
What is the significance of these ads?
https://www.youtube.com/watch?v=XApxFznVafg
https://www.youtube.com/watch?v=onZxdodEFT8
https://www.youtube.com/watch?v=e4lRXxANBjU
The significance of these ads is that it is free advertisement that will always remind the
audience of Old Spice. Due to the range of adverts and people in the adverts, they
target a wider range of people rather than just the original Olde Spice advert.

Conventio
ns of male
grooming
/
fragrance
advertisin
g?

MAKE SURE YOU HAVE…
•Deconstruct all 3 adverts (Shelter, Lucozade and
Old Spice)
•Research
•Charity adverts,
•Soft Drink adverts and
•Male grooming adverts and
•summaries the conventions
•Make sure you know the 3 adverts thoroughly

Compare and discuss
Differences / Similarities
Media Language & Representation
Cultural, Social Contexts
?
+ 1 unseen advert in exam

Genre
USP – Unique Selling Point/proposition. This product is
superior to all other competitors. Often hard sell and crude
Brand Image – Brand rather than the product.
Lifestyle advertising – Aspirational or empathetic manner.
Human element. Feel immersed. Personal involvement

Genre
USP – Unique Selling Point/proposition.
This product is superior to all other
competitors. Often hard sell and crude
Brand Image – Brand rather than the
product.
Lifestyle advertising – Aspirational or
empathetic manner. Human element.
Feel immersed. Personal involvement

Technology of Advertising
High quality images – large billboards etc. Image
manipulation. Micro-targeting via on-line platforms (data
mining) = cost effective and direct to target audience
VERSUS
Previous blanket mass targeting approach via print TV etc

Advertising – historical
representation
Stereotypes - 1970s Women were
stereotyped as housewives.
Market research at that time
discovered people seeing men doing
housework was ‘unrealistic’.
White culture predominated.
Homosexual inferences were avoided – 3 men going

Representation
Consumer advertising often portrays a
sunny happy uplifting glamourous sensual
environment
Charity Adverting is often bleak, shocking,
harsh reality and requests help

Representation
Lucozade – White male. Aspirational.
Reflects trend
Shelter – Deliberately portrays younger,
healthy people to create an element of
surprise
Old Spice – Diversity but stereotypical
African American athlete (ex-footballer)

Under Representation / Misrepresented
‘Outsider groups’ – non material wealth, non-successful,
disability, single parents, LGBT, Asian
2016-17 REPORT: Men still over represented in ads – often
portrayed as the leader
Women – more likely to be younger and wear revealing
clothes.
Black African are limited to sports, teachers and musicians
https://uk.video.search.yahoo.com/search/video;_ylt=AwrJQ57IODJcYG4A2wwM34lQ;_ylu=X3oDMTB0ZTgxN3Q0BGNvbG8DaXIyBHBv
cwMxBHZ0aWQDBHNlYwNwaXZz?p=Ban+on+Sexist+Ads+in+the+UK&fr2=piv-
web&fr=mcafee#id=2&vid=2773aee0642eda4b0a4e722770c594f5&action=view

Constructing Reality v
Realism
Lucozade – ‘scientifically proven’ – not
specific (previous claim ‘hydrates better
than water’ banned by ASA. Replaced by
‘In a different League’
Shelter – realism Public Trust

Social & Cultural Contexts
Celebrity culture / endorsement
Religious Charity
Post modernism

Reception / decoding the adverts
Men don’t like being persuaded
(know their own mind)
Old people tend to be loyal to
brands there don’t change

Ideologies
Consumerism Materialism Capitalism
Individualism – Aspirational
Charity Welfare Religious Moral

Analysing Adverts
1. What is the purpose of the ad?
2. What messages does it communicate?
3. How is media language used to construct
these messages?
4. What representations are used and why?
5. Extension task - consider how the ad relates to
social and cultural contexts? (e.g. social
values/inequality/anxieties and cultural – consumerism, celebrity
culture, technology, genre, etc.)
Consider
Layout
Typography
Use of image
Use of language
Use of colour
Logo, slogan,
brand identity
Key terms
Denotation
Connotation
Signifier
Signified

You will need to know…
• What are the slogans for the 3 adverts we have studied?
• What different advertising techniques did each of them adopt?
• What are the key connotations for each advert?

Advertising: Set Products
Issues of Representation
Social and Cultural Contexts
Viewpoints and Ideologies

Representation
Representation – How groups, individuals, institutions and places are
portrayed in the media; how they are re - presented.
The way someone or something is represented is not the same as
reality even if realism is the aim.
Representations can often be subjective rather than objective and are
constructed.
ImpartialInfluenced by
a view

Reality
The real world
Mediation
The process of producing a
media text.
Representation
The text itself.
A ‘representation’ of the
real world.

Advertising and Social/Cultural Contexts
• In order to appeal to audiences, advertisers refer to
relevant social and cultural contexts at the time of
the campaign. The idea being that these contexts
reflected in the text will enhance the appeal of the
product to audiences.
• A social/cultural context is something that relates to
the wider world being represented in a text. Social
and cultural contexts change, and it is interesting
and sometimes shocking to look at historical adverts
that reflect social and cultural contexts from
different eras.

Old Spice: Social/Cultural Contexts
• Multiculturalism.
The idea that society has become so ethnically diverse that issues of
ethnicity have become less ‘problematic’ or noteworthy in terms of
representation. The Old Spice ad features an African-American subject
in an Afro-Caribbean context, but the appeal of the product transcends
race.
• Postmodernism.
The use of irony that results in a playful, surreal and reflexive
representation that transcends conventional interpretation through its
lack of a coherent ‘message’.

Lucozade: Social/Cultural Contexts
• Sport and Fitness
Reflects the cultural significance of football and fitness culture in
modern society.
• Aspiration
Bale represents celebrity culture and the importance of success to our
lifestyle in the Lucozade ad
• Individualism
The idea that in modern culture there is an obsession with self-
improvement and achievement.

Shelter: Social/Cultural Contexts
• Austerity
The impact of economic hardship brought about by cuts to public
services has arguably led to an increase in homelessness. The idea of
concern for others is central to the ad’s message.
• Multiculturalism.
The ethnicity of each subject is ambiguous creating a sense of a
multicultural society where financial hardship can affect anyone.
• Feminism.
The assumption of homelessness affecting men rather than women is
challenged trough the use of two female subjects.

Viewpoints and Ideologies in Advertising.
Advertisers will usually try to communicate clear messages to
audiences in order to sell a product or promote a cause.
It is important that audiences accept the preferred reading of the text
in order for the advert to be successful.
(Stuart Hall’s Reception Theory)

Old Spice: Viewpoints and Ideologies
• The world of ‘Old Spice’ is exotic and surreal, playfully representing
images that represent a ‘fun’ and ‘carefree’ lifestyle through the
humorous representation of the Caribbean.
• A lack of narrative coherence reflects the ‘tongue in cheek’ approach
taken to the idea of advertising.

Lucozade: Viewpoints and Ideologies
• Appeals to people who are dedicated and serious about sports
performance and self-improvement.
• This is clear through celebrity endorsement of Bale and the focus
upon sports performance

Shelter: Viewpoints and Ideologies
• The idea that homelessness can affect anyone regardless of gender
ethnicity, age or class and that bad luck can lead ordinary people to
find themselves in financial hardship and at risk of losing their home.
• Appeals to a sense of ‘mutual support’ amongst members of society.

Advertising and Stereotypes
• Advertising relies on stereotyping, even if sometimes there is an attempt to
challenge them through counter-typical representations.
• Stereotypes are important to advertisers as they can get instant recognition
from audiences through the use of ‘positive’ assumptions which will hopefully
transfer to the product itself although sometimes this can backfire.

Old Spice: Stereotypical Representations?
• Stereotypical portrayal of the Bahamas and Afro-
Caribbean culture as ‘exotic’, ‘laidback’, ‘playful’
and ‘fun loving.’
• A lack of structure and order in the advert
reflects the stereotype of a ‘take life as it comes’
attitude. Which repositions the brand away from
it’s previous old-fashioned image.

Lucozade: Stereotypical Representations?
• Association of ‘Science’ with progress, achievement and self
improvement. Use of male celebrity reinforces stereotypical portrayal
of these attributes being associated with masculinity.
• Representation of masculinity is more ‘modern’
compared to representations of masculinity in the
past

Shelter: Stereotypical Representations?
• Challenges stereotypical image of homelessness, the idea that
homelessness can affect anyone regardless of age, ethnicity, gender
and social class.
• Subjects are well groomed and do not conform to the ‘down and out’.
stereotype of the homeless.

Student Task
Make detailed notes on all three ads considering how specific elements
of media language are used to represent:
• Social/Cultural Contexts.
• Viewpoints and Ideologies.
• Stereotypes/Countertypes.

Advertising
Media Language and Representation
‘Unseen’ Examples: GROUP Task

In the exam…
• If Advertising comes up in the mock or the actual exam you may be
asked to analyse a set product or an unseen product. You may even
be asked to compare examples.
• It is therefore important that you able to analyse other examples of
grooming, soft drink and charity adverts and should practice doing so.

Group Task: Stage 1 (5 mins)
In groups of 3, you will individually be asked to find online an example
of either a print advert for a :
1.Grooming/Beauty Product
2.Soft Drink
3.Charity

You should then make notes on the advert analysing it in terms of
media language and explore issues of representation in terms of
• Viewpoints and ideologies
• Stereotypes/Countertypes
• As well as considering possible social and cultural contexts (Your
teacher can help with this aspect if you are unsure. Should an unseen
example come up in the exam you will get some advice on context if
relevant.

 You should then get into your groups and set up a shared PowerPoint
on One Drive.
 Add your image to a slide and annotate with concise points from your
notes.
 You should then discuss your points with the rest of your group and
make relevant suggestions for further analysis.

Group Task: Stage 4
• Finally you will be asked to present your ideas as a group to the rest
of the class for further discussion.
• You should also share your slides with your teacher.

EXTENSION
Exam practice & Terminology

Key Assessment 6.
Film & Advertising & Marketing
• Friday 11th release brief (emailed)
• 1 week to prepare as homework
• 18th Jan 1.30 1 hour timed exam style
• No notes or prep to be brought into room
• Your interim data on 1st Feb will be based on
this result

KA6 Questions
• Q1 Explain the impact of relevant economic and
historical contexts upon film production. Refer to
Jungle Book (1967) and Jungle Book (2016) to support
your answer. (15)
• Q2 Explain how representations in the set
advertisements reflect their social and cultural
contexts. (15)

Paper 1 Media Messages SECTION B
Question 5 or 6
Explain how the media language in advertising
incorporates the brand image that advertisers wish to
convey. Refer to the advertisements for Old Spice and
Lucozade you have studied to support your answer.
(10 marks)
ESTIMATE APPROX
17 mins to answer
this question

What does Media Language consist of?
Explain how the media language in advertising incorporates the
brand image and the advertisers wish to convey

What does Media Language consist of?
Mise en scene – (CLAMPS) – costumes, lighting, actors (facial expressions, body language),
make-up, props, setting
Camerawork – shot size, camera angle, frames, position in frame
Language – imperative, persuasive, rhetorical etc
Terminology to do with advertising and press: direct address, aspirational, hard sell, soft
sell, lifestyles, postmodern, brand identity, brand image, positioning, target audience
Theorists – Stuart Hall Reception theory – readings (preferred oppositional and negotiated)
brand image the advertisers wish to convey

BOTH Lucozade Old Spice
brand image that the advertisers wish to convey

BOTH
Super brands
Historical
Trusted
Brand awareness
Celebrity based campaign
Associated with lifestyle
Bright colours
Lucozade
Scientific expert connotations
Aspirational
Health (ironic – high in sugar)
Lifestyle
Old Spice
Humour
Post modern
Sophisticated
Knowledge of past
advertising campaigns
Aspirational – sunny,
location etc
Consumerism
Materialistic
Explain how the media language in advertising incorporates the brand image and the
advertisers wish to convey

Lucozade sport is targeted at people
who do sport, as suggested by the name
and the use of a famous sportsman
(Gareth Bale).
Because Gareth Bale is a footballer it
may be more specifically targeted at
footballers as well as the general
sporting community. I could be assumed
that the target audience for the drink
would be between about the ages of 12
to 16 because there are more children
and teenagers that drink Lucozade then
adults.
There is a play on words on the
advert “In a different league” which
could reference football in the
advert, but also that the drink is
better than others because it is ‘in
a different league’.
The colour scheme of the advert is mainly blue and
yellow with parts of black and white. The blue and
yellow are the same shades that are used on the
packaging of the product which make it explicitly clear
that the product on sale is Lucozade sport. The blue
colour scheme is also carried over onto the eyes of
Gareth Bale. The blue colour of his eyes appears
artificially enhanced to be a better match for the
background of the advert.
The use of the exclamative ‘yes’ at
the bottom of the advert is positive
affirmative. Although it has no
context it represents the product
positively.
The adverbial phrase
‘scientifically proven’ is
ambiguous because it doesn’t
state what has been proven.
However, like the word ‘yes’ it
positively represents the
product and makes it, maybe,
more appealing to consumers.
The audience response to the advert would be to purchase the
drink, and then drink it in order to be like Gareth Bale. This is more
likely the reason for younger people top buy the drink as they may
be fans of his and under the illusion that drinking Lucozade Sport
will make them a footballer like him. (aspirational. Lifestyle.
Persuasive advertising technique.
At the very top of the page the advert
references the company that Lucozade is
owned by: GlaxoSmithKline. This is a
pharmaceutical company that owned the
brand until 2013 when it was sold
to the Japanese company ‘Suntory’. The fact
that the company was pharmaceutical
shows where the drink originated as it was
sold to ill people.
The representations visible in the advert
are that of a white, masculine, famous,
sports personality. Gareth Bale is a
popular footballer and this would attract
consumers, especially children and young
teenagers.
These representations are used to
represent the drink as suitable for
masculine sports people.
In the corner, there is a profile of Gareth
Bale. This may be to show what people
can achieve if they drink Lucozade. But it
may also be there incase some members
of the public are unaware of Gareth Bale
and his achievements. If this information
was available it may m sake these
people feel as though the product id out
of their reach and is not aimed at them so
they may not buy it.

DESIGN COMPANIES
charge a lot to design a
corporate identity and
‘position’ a company’s
brand
TERMINOLOGY

Brand: This is the term to explain the identifiable lable of a product. It is constructed by a logo, a
slogan, an image (and its codes or representation).
Brand Identity: This is the image that the brand projects & associations accompanying the
brand. It is built up over time. Eg. Nike connotes good quality sports clothing plus fashionable
leisure wear. The high-budget ad campaigns & sponsorships at world events anchor the brand
identity globally.
Consumable products: These are the products that we use regularly and that need to be
replaced. Some audiences are loyal to a specific brand whereas others may be persuaded to
change as a result of a successful marketing campaign. Can you identify some?
Advertising Campaign: usually run by an advertising agency (a company specifically hired to
build a marketing campaign for a product). Some companies that create the product run their
own campaigns. This is called in-house marketing. They do not need to use an agency.
Hard Sell: This is ‘in your face’, overt advertising. These adverts use direct mode of dress.
They give clear information about the product, the price and where you can get it.

How Do Adverts Use Media Language?
P. 61 Bell & Johnson
Print and AV adverts are a short-hand method of communicating messages. There are a range
of codes & conventions for the advertising genre including:
 Establishing the genre: the codes & conventions of a beauty ad might differ from a charity
ad. You’ll recognise the difference. In 2 minutes, write a list of the codes you’d expect for
each genre.
 Visual codes: dress codes, gesture and expression (non-verbal codes), direct address, colour
palette, technical codes (shot type, editing, camera movements, post-production CGI, text on
screen) all communicate ideas to an audience, about which we deconstruct meaning.
 A slogan: a catchy phrase that is memorable and becomes associated with a product.
 Language of persuasion: adverts often use hyperbole, emotive phrases (written/spoken) and
puff (free, bogof) to hook an audience.
 A narrative: Many products use cinematic effects to create a narrative (Todorov & Propp)
that engages the audience on an epic/emotive level. It can be intertextual to other media
products such as films, music videos, video games or other adverts.
 Soft sell technique: the audience are sold a lifestyle, the product is not the main focus of the
advert and may only appear briefly as an iconic representation.
This Chanel No.5 advert
was direct by Baz
Luhrmann.
Analyse it using the
media language
conventions.
Homework: research an
AV advert of your
choice.
Apply the media
language conventions
and write an analytical
essay explaining how it
hooks its target
audience.
At least one side of A4.

How Do Adverts Use Media Language?
P. 61 Bell & Johnson
 Hard sell technique: this is a more aggressive overt technique giving clear information about the
product low production values and is usually short, loud codes.

 Demonstrative action: This is where the product is seen to be used in the advert. This can be a
cleaning product, where we can be convinced of its efficacy, or a perfume where the suggestion
is that the wearing of the product can result in the lifestyle portrayed. How do the Cillit Bang
adverts use media language? What representations do they construct?
 Logos: Many companies include a small, recognisable design on all their products promotional
materials. The logo often does not resemble the product at all but its repetition becomes
associated with the brand like the Nike swoosh. Sometimes there is a link like the Coco Chanel
‘C’.
 The mode of address: This is the way the advert communicates its message to the audience. It
includes use of informal or informal language by looking at the audience, or the use of
imperative to create a sense of urgency. It includes direct address to create inclusion.

 The use of intertextuality: this is when one text appears in another and creates
familiarity for the audience. The Daz ‘Cleaner Close’ advert campaign
intertextualises soaps by having ex-soap stars in the ads & by having their dramatic
storylines in the narratives. The Specsavers advert intertextualises Thunderbirds, a
popular TV children’s programme, that a wide demographic will identify with, to
engage its audience. It has Barthes’ cultural codes, entertainment & humour.
 Product endorsement: This is when celebrities & ‘ordinary’ people sell the product
to raise awareness. Depending on the product, the audience may be convinced by
the endorser. The public may be more likey to listen to an ‘ordinary’ person selling a
domestic product, but, they might prefer a celebrity to ‘sell’ a brand = persuasive.
Brad Pitt endorses the Chanel fragrance brand but he also sells an aspirational
lifestyle. This is anchored by the black and white colour codes and the quality
aesthetic. An elite mise-en-scene, one that Barthes’ cultural codes would associate
with the lifestyle of a successful star, communicate ideas of success, fame and
wealth, anchor the desire that go with the brand. Ewan McGregor’s advert endorses
Unicef’s charity ad.
 Unique Selling Point (USP): This is the feature that makes the product different to
its competitors. It could be a new flavour, twist or claim about what the product can
do… ‘reduce the signs of ageing’ in a beauty product.
ASA (Advertising Standards Authority) is very strict about regulating with
claims here. Look up the ASA and the rules about advertising.

Media Studies OCR A Level Advertising and marketing 11 01 19

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