ADVERTISING

UNIT 2: CROSS MEDIA STUDY

Home work for last lesson, books open to show work completed: 1.Why is brand identity so important in building a reputation of a product?

2. Discuss the benefits and drawbacks of branding a product, with examples.

Websites to help you: http://vicbrand.com/detail/what+are+the+disadvantages+of+branding/3472.h tml http://www.technologystudent.com/prddes1/brand1.html

STARTER TASK
1.What are the connotations (what is suggested) from what is shown in this advert? How does that relate to the brand? 2.What representations are explored (what is symbolised) through the image? Give your reasons.
10 min task: Work together as a table Stick the image in your book and make notes around it. Think of at least 2 to 3 things to say in answer to the above questions. Every person on your table should make a suggestion. Pick a representative to speak for your table for feeding back to the class.

LESSON OBJECTIVES Revise key advertising concepts and Media terminology. Analyse an existing advert and grade against a marking criteria.

UNIT 2 ASSESSMENT CRITERIA

2b 2a
2A Today we will be focussing on 2a your first assignment. What does platform mean? Practical task to be focussed on later in the year

THE ADVERTISING UNIT: IN MORE DETAIL

We will be comparing two adverts for the same product. So analysing two of the below advert types for the same product A TV ad. A radio ad. A Print based ad (magazine/newspaper/billboard). A viral (online) ad.

QUESTIONS THE EXAMINER WOULD LIKE YOU TO ANSWER IN YOUR ANALYSIS

What are codes and conventions?

Codes are systems of signs, which create meaning. Codes can be divided into two categories technical and symbolic. Conventions are the generally accepted ways of doing something i.e. it is generally accepted that a sports star such as Rooney is a suitable person to use to sell a sports product.

Main task: Analysing an advert

Watch the Clip of this Nike advert 3 times. You will be writing an analysis after viewing:
http://www.youtube.com/watch?v=2JnYcuRW_qo On the first time just watch and take in. On the 2nd and 3rd times take notes using a hand out to help you.

Make notes using this guide

When you are discussing: Set (location). Costume. Facial expression. Body language. How many characters etc. you are discussing the mise en scene
Who is the audience? How are they targeted?

What is this called?

Catchline/slogan. When does it appear?How is it anchored to the moving image? (anchorage) What is the denotation and connotation? Brand Logo. Where/when does is appear in the advert and why?

French word

RECAP/THINGS TO REMEMBER When analysing.

Is there an overall message? How do you feel and why?

Main Task: Unlocking the codes of this advert

3. What type of light is this? What time of day is it? How does it make you feel? What is suggested?

5. Anchorage- what message is conveyed? How does this message meet the moving image?

1. What sort of shot types are there in this advert? What do we focus on as a result of the shot types?

6. Who is the audience? Will the advert appeal to the audience?

4. What do you notice about this Character/central figure? How is he represented? Why use him to sell Nike sportswear?

2.Brand Logo- When do we see it and why?

In roughly 500-600 words answer these 6 points and add anything extra/relevant that you have noticed at the end

LOOK AT THE MARKING SCHEME GIVEN AS A HAND-OUT

You are now going to mark (peer assess) somebody else's work based on the mark sheet you have been given 1. Swap your analysis with a person on another table. 2. Read through their analysis carefully.

3. Decide what grade to give them.

4. Write a WWW comment and an EBI.

HOMEWORK:
USING YOUR NOTES AND BOOKS REVISE MEDIA TERMINOLOGY (TECHNICAL ADVERTISING TERMS) DISCUSSED TODAY. THERE WILL BE A SHORT QUIZ FOR THE LESSON ON WED 12/02/2014.