ADVERTISING

ADVERTISING TERMINOLOGY

CODES AND CONVENTIONS
IMAGES/PHOTOGRAPHS
FONT SIZE/ TYPE OF FONT
LANGUAGE
LAYOUT AND DESIGN  where things are placed, colour scheme, etc
COMPOSITION  where everything is
MISE EN SCENE  everything in the shot
ELEMENTS OF NARRATIVE  the way a story is told
GRAPHICS  logos, etc

This advert is selling a bag, which you can see in the layout and design because it is featured in both images, with the bag as the main subject in the right image (close-up shot). There is a small 'Coach' logo in the right-hand bottom corner, which is a well-known handbag brand, therefore, the audience knows straight away what is being sold. 


ROLAND BARTHES
SEMIOTICS(signs, signifiers and signifieds)

• anything that can have meaning (signs)
• the thing that creates meaning (signifiers)
• the meaning that is created (signifieds)

CODES  something that creates meaning for the audience

• HERMENEUTIC CODE  aka enigma code, anything within a text that creates mystery or suspense (asks a question)
• PROAIRETIC CODE  aka action code, anything within a text that suggests something will happen
• SYMBOLIC CODE  something that creates a deeper meaning

Layout and design - image of the product repeated(ubiquity) so audience knows what they are looking for if they want to buy it.

Cluttered layout which appeals to working class audience, as oppose to classy, minimal, upper- class adverts.

Font - brand name is white, capitalised and large so it stands out; brand is well established so people can see that the mascara will be good.

Language - uses statistics and is trustworthy, shows quality.

Symbolic code - close up of model shows what the product does and symbolises desire to be attractive.

New York backdrop symbolises busy lifestyle and expensive look, shows makeup is important but the product is quick to apply and looks good.

Background is dull in comparison to her skin, symbolises brightness and optimism.

Leather/ black jacket, in the city, got her nails done suggests she has independence and is bold. 

Hermeneutic code - why is she putting on makeup? 

Proairetic code - mascara wand floating over eye suggests she is about to apply the product.

KEY TERMS

Z-LINE  audience's eyes following a z-shape over an advert
RULE OF THIRDS  when the subject is placed along the crossing points of the image split into thirds
HEADINGS/SUBHEADINGS  larger font, usually at the top of the page
SERIF FONT  formal font (with feet)
SANS-SERIF FONT  informal font (without feet)
LEXIS  choice of language
MODE OF ADDRESS  how the advert addresses its audience

CLAUDE LEVI STRAUSS
STRUCTURALISM (binary opposition)

Our concept of the world is based upon binary oppositions

• No day without night
• No male without female
• No good without bad

IDEOLOGY

The function of an advert is to make the audience feel like they product will make their lives better

IDEOLOGY  the beliefs and values of a media text
PRODUCER  the maker of a media product (e.g. artist, director)
DOMINANT IDEOLOGY  the set of ideas or culture that is most common or widely accepted in a society. The dominant ideology can change over time

Dominant ideology of Britain: eat roast dinner, drink tea, go on holidays, fish and chips, queue, passionate about football, support the monarch

The ideology in the Tide advert is that women want to clean, and only women should clean. 

Ideological signification of the focal image in this advert

• Need to wear makeup to look beautiful 
• Need this eyeliner to look like this woman
• "Keep your eyes in line", you're disobedient and disorganised if you don't wear this eyeliner

Stuart Hall

Theories of Representation

PRESENT  to show 

REPRESENT  to show again (the ways in which a media product constructs the world and aspects in it, including social groups, individuals, issues and events)

Lindt Lindor - 'Do you dream in chocolate?' (2011)

• Voiceover sounds like a stereotypical, well spoken Englishwomen - suggests middle class and luxury
• Calming and relaxing voiceover - tastes luxurious, bliss 
• Close up of melting chocolate - smooth and pure
• Close up on woman's face, in bed, and soft lighting - sexualised, if you buy it it will fulfil your needs
• Shots faded into each other (transition) - smooth and innocent 

Superbowl Commerical Break (2015)

• Disabled women portrayed as strong and unstoppable to advertise a car - shows that car is also unstoppable, ideology of 'American Dream' (if you work hard you can get anything you want)
• Empowering music in background to advertise a truck - America is powerful and so is the truck, if you buy it people will see you as the 'King of the road'
• Dominant ideology in advert about America's history - only American audience will understand 
• Woman turns up to school to pick up a child, can't drive and crashes car - dark representation against stereotype of mothers

STEREOTYPE  a commonly held belief about a certain group of people

Richard Dyre

The Role of Stereotypes

• An ordering process
• A short cut (for producers)
• A reference point (for audiences)
• An expression of dominant societal values

DAVID GAUNTLET
THEORIES OF IDENTITY

He believes that despite many negative perceptions of media, audiences are capable of constructing our own identities through what they see on television. Additionally, he writes that there are now many more representations of gender than the traditional 'gender binary'.

How we define ourselves;

• what we wear
• our hobbies
• taste in music
• where we're from
• language/accent
• ethnicity
• sexuality
• education

This print ad selling a men's aftershave gives men the assumption that they should be "macho". The model in the ad looks very stern, which also suggests that the expected characteristic for men is to be serious and strong.

The focus of these ads are to sell makeup and cleaning products to women; you know this because the layout of the ads have women directly in the center. The makeup advert uses the term "the science of media", which implies that makeup is the only part of science they can understand, which conforms to the old views that only men are intelligent enough to learn about science. Additionally, the 'Surf' ad implies that its a woman's job to do the cleaning because there is no mention of men and the model has her hair up, to suggest she is spending her whole day cleaning.