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LINK:
https://youtu.be/owGykVbfgUE

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Texts: In media text is used to reference anything produced such as Tv Programmes, Films, Video Games,etc.
Visual Language: Made up of visual symbols and text which are put together to create meaning or codes.
Semiotics: Science of the symbol, offers a tool we can use to decode meanings. Same as semiology which was theorised by Saussure (1913) then made popular in media by Roland Barthes (1972).
Signs: A sign is made up of two components is; Signifier and Signified.
- Signifier = Text Carries Meaning
- Signified = A Meaning or Idea

[SIGNIFIER + SIGNIFIED = SIGN]

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PRINT ADVERT:

VIDEO ADVERT:
https://youtu.be/owGykVbfgUE

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To examine hidden messages in advertising
To recognise hidden messages within advertising
To decipher the meaning and context of subliminal meaning
Recognise and list overt/surface messages in advertising
Examine how companies ‘advertise’ their products in alternative ways

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- DIRECT RESPONSE (Infomercials e.g. Flex Tape)
- PUBLIC SERVICE ANNOUNCEMENT (Government warnings e.g Think Bike)
- TESTIMONIAL ADVERTISING (Fake Happy Consumer Ad's e.g. Dentist Adverts for Toothpaste)

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- DEMONSTRATIONS (E.G. SMEONE SHOWS HOW TO USE THE PRODUCT)
EXAGERRATION (WHITER THAN WHITE)

- COMPARISON (NON BRANDED PRODUCT VS BRANDED)

- BENEFIT CAUSES STORY (Lynxs - Take something and it causes you to be irresistible to women)

- SERIAL USE OF ICONS (Stuffed doll, cgi character or puppet used to sell the product)

- ASSOCIATED USER IMAGERY (User of the product e.g. Michael Jordan or Shaquille O'Neal for Nike.)

- UNIQUE PERSONALITY PRODUCT (Designer of a product is used to sell; Dyson is shown as a rocket scientist but he just sells hoovers or Steve Jobs for Microsoft)

- PARODY (Money Supermarket ads for films and nostalgic toys)

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ASA is having a crackdown on things the modern world consider unhealthy for our social world e.g. Airbrushed models, photoshopped models, unhealthily thin models and certain ad campaigns with imagery deemed sexist or not accurate e.g. Men being brutes and women being sex objects.

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Classical conditioning is a type of learning that had a major influence on the school of thought in psychology known as behaviorism. Discovered by Russian physiologist Ivan Pavlov, classical conditioning is a learning process that occurs through associations between an environmental stimulus and a naturally occurring stimulus.

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1. What will this new form of adverting do? It will use facial recognition to determine the gender of a passerby and change that advert to suit that person's gender.

2. Why might advertisers want adverts that work in this way? It is direct and allows a more personal touch to advertising e.g rather than just still poster for Calvin Klein aimed at just men. It'll pander to a woman's preference in a second e.g. Hair Products.

3. What might be the ethical or legal problems involved? Stereotyping all women as only enjoying Hair, Jewellery, and Clothing choices will cause problems in people's views and ideals. Another is facial recognition, it removes that persons rights if it is your face and id saved to a database.

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- Oedipal  = a desire for sexual involvement with the parent of the opposite sex and a concomitant sense of rivalry with the parent of the same sex; a crucial stage in the normal developmental process.
It's like with lions, the younger male lion fights his father in order to take over the pride and have sex with the lionesses. Penis = Power.

- Electra = A young girl is initially attached to her mother. When she discovers that she does not have a penis, she becomes attached to her father and begins to resent her mother who she blames for her "castration." As a result, Freud believed that the girl then begins to identify with and emulate her mother out of fear of losing her love.

- Id, Ego, Super Ego = Simply put it is Instincts, Reality and Morality. Sigmund Freud claimed these three elements compose personality.

- ID, is present from birth and is based on human instincts and primitive behaviours.

- EGO, the ego develops from the id and ensures that the impulses of the id can be expressed in a manner acceptable in the real world. It is active in the unconscious, conscious and preconsciousness.
- SUPEREGO, this holds all moral standards gathered from background, begins to emerge around the age of 5 and helps provide guidance in judgement.

- Thanatos/Eros = Death Instincts and Life Instincts.

THANATOS = Sigmund Freud proposed that the death instincts were an extension of that compulsion wherein all living organisms have an instinctive "pressure toward death" which stands in stark contrast to the instinct to survive, procreate, and satisfy desires.

EROS = Sexual instincts, the life instincts are those which deal with basic survival, pleasure, and reproduction. These instincts are essential for sustaining the life of the individual as well as the continuation of the species. While we tend to think of life instincts in term of sexual procreation, these drives also include such things as thirst, hunger, and pain avoidance. The energy created by the life instincts is known as libido.

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Who is the ASA? Advertising Standards Authority, they supervise which ads get let through onto tv/cleared for public viewing.

Why was the advert 'cleared'? Asa stated, “Although the language used to express the claims was emotional and hard-hitting, we understood it was the case that calves were generally separated from their mothers very soon after birth, and we therefore concluded that the ad was unlikely to materially mislead readers.” Diary companies tried to deny the claims as this who'll advert made their practice seem inhumane and ASA saw the advert as "unlikely to mislead" as it is true they separate the calves from their mothers but the ad didn't specify how soon. So it was Cleared.

What do you think? The ad doesn't change my view on drinking cow's milk as there are standards set up for this to keep it humane and certain people have been known to either expand the truth etc. This isn't factual, just one account.

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1) 11 [DONE]
2) E [NO]
3) Australia in the leg [DONE]
4) Dove [DONE]
5) Shoe [DONE]

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- Subliminal = Works n the subconscious, links to sex and death as prime motivators.
- Overt = Surface Message
- Covert = Hidden Message

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Purple is a typically associated girl's colour meaning Grace, Royalty or Wealth. The scissors are positioned in a way similar to can-can girls

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The silk cloth is curvaceous like a woman, the colour purple has associations to women as well as Grace, Royalty and Wealth. Purple can also mean asphyxiation/chocking linking it to danger. Silk = Bedding, Lingerie.
Silk is crumpled like someone has just had sex. The contrast between the cigarette and cloth is eye catching and brings out the striking difference/rebellion.

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Overt Message?
The forward message is smoke Silk Cuts it's for women as seen by the colour codes and choice of fabric.

Covert Message?
The hidden message is Silk Cuts are as dangerous as sex. The connotations of the bed/dress fabric being torn slightly.
Showers used after sex.

Subliminal Message?

Why would they be used?

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Advert 1 = Nike)
Subliminal Message? The Nike shoe represents a penis/male power, this is further enforced by the inclusion of Iron Man (A comic book hero) hidden in the background.
Covert? Be A Man with Nike Trainers.
Overt? Be A Superhero with Nike Trainers

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Advert 2 = Mystic)
Subliminal Message? The Cigarette is a symbol of dominance (used in noire films), having the woman use the cigarette shows her dominance over the man. Again relating back to Penis = Power. She has dominance over the man because she smoking. However the imagery of a woman being held by a man goes against this giving the scene a more sexually suggestive undertone. She has power with a man. He also carries a cigarette showing his power and dominance over her too, the low position he holds it however is very explicit/suggestive.
Covert? Using Electronic Cigarettes is as right as being with a man.
Overt? Buy Mystic Electronic Cigarettes because it feels right to you.

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Emotional Transfer - It Makes You Feel

Beautiful People - You Wanna Be Them

Famous People - Aspiring

Ordinary People - Relatable and Believable

It’s Easy - Simple to Use, Quick to Use

Macho - Obvious Clarification - Boys Wear Trousers

Femininity - Obvious Clarification - Girls wear Dresses

Repetition - Repeating Slogans

Exotic - Sold as if Exotic or Foreign

Flattery -

Testimonials - How the product helped the customer

Sex - Sexual Attraction

Fear - Public Service Announcements using the fear of Death.

Symbols - Colours and Symbols make it identifiable

Humour -

Hype - Building Hype for Months

Fitting In - By owning a certain product you fit in with others in society

Cute - (Lonely Shetland Pony for Amazon)

Promises

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LEVIS SWIMMER JEANS ADVERT 1992:

https://youtu.be/lp7maKTbRi4

LEVIS FLAT ERIC JINGLES AND MUSIC:

https://youtu.be/hY6WTuvyF7Y

(Catchy Beats and a bizarre character to sell)

JOHN LEWIS 2011 CHRISTMAS:

https://youtu.be/X5RhP3H3G7w

(Nostalgia - John Lewis Sell a Feeling.)

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- Camera Angles (Perspective and
- Close Ups
- Sound Effects
- Accessories(What is being used as association to the product e.g; Dress, Models, Characters, Location, Props, etc.)
- Lighting (What is drawn to the eye using light.)
- Happy and Attractive People Used
- Music and Popular Songs
- Products are sold using three emotions; FEAR, SEX AND HUMOUR
- Special Effects
- Editing and Pace

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FOOD PORN:

Linking food with Sexuality

Uses phallic symbolism with food and advertising

TYPE OF PEOPLE IN ADVERTS

British Pakistan aren't in many adverts unless its generic or has indian cuisine

Advertising Excludes People (One extreme to another)

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VW ANALYSIS...

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- Investigate the need for audience profiling

- Carry out research into audience profiling

- Make notes on “BBC Superbrands”

- Apply new understanding to your chosen product

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NRS Social Grade = Demographics:          A B C1 C2 D E

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NRS Social Grade = Demographics:          A B C1 C2 D E

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A = UPPER MIDDLE CLASS
B = MIDDLE CLASS
C1 = LOWER MIDDLE CLASS
C2 = SKILLED WORKING CLASS
D = SEMI SKILLED/UNSKILLED MANUAL WORKERS
E = NON WORKING

Whats The Problem With This Kind Of Demographic Grouping?
This doesn't take into account Age, Ethnicity, Culture, Occupation, Sex or Marital Status into account leaving a lot of gaps. It suggests the only demographic is the household owner just based on his income and working status. It assumes EVERYONE is the same.

Example: Teens's product choice cannot be based on just the fact they're teens.

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The Advertising Genre used is for Magazine or Billboard as it is a still print ad, however it contains no text.
The semiotics here show Bright, Colourful, Lots of Tan cream colours to enhance the reality of the image. The symbolism here is melting which is related to heat, its set outside on a sunny beach.
The Messages here are:
- OVERT - Drink this on a really hot day.
- COVERT: The Girl will make you melt
- SUBLIMINAL: The Girl Makes You Drip like the sun melts the objects.
The Subliminal message enforces the Target audience of Males, 18 to 35 as it contains an overly sexualised woman in a bikini which men would mostly find attractive. The Unique Selling Point of this Item is the use of melted objects, it further enforces the idea that on days so hot it melts your stereo take a cold one it'll stop you melting.

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Between 1850 - 1920 Industrial Revolution

Cottage Industry > People Working at Farms, Weaving etc. Land Owned by the King/Queen, given to dukes etc, sold to farmers.

Industrial Revolution > Factory Work, Moving to Cities etc.

{People were scared of how to control crowds and over production of products in Industrial Revolution. Forced to realise they had to target specific groups of People.

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Today in our Cosmopolitan World where the emphasis is on individualism and free thought, the NRS Social Grade Demographic has become redundant.
People are not the same based on jobs or class.

Over the last few years we have moved away from Demographic profiling onto psychographic profiling which categorises the consumer in terms of needs and motivations.

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In 1954, Austrian Psychologist Abraham Maslow put forward the idea of a Hierarchy of Human Needs.

The Pyramid contains Layers/Levels and you cannot proceed to the next level without satisfying the first.

SELF ACTUALISATION:
The realization or fulfilment of one's talents and potentialities, especially considered as a drive or need present in everyone.

ESTEEM:
Respect and Admiration.

LOVE/BELONGING:
Great Interest or Pleasure and Be Participant/a member to a group.

SAFETY:
Protection from harm or Danger.

PHYSIOLOGICAL:
Biological Need e.g. Food, Drink, Sex, Relief from Pain.

However Advertisers sell products above as a Esteem, Love/Belonging or Self Actualisation instead of just based on Need or Security.

Originally this was just a psychology Study and over time began to slip into media advertising.

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4 C's/CROSS, CULTURAL, CONSUMER CHARACTERISTICS:

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4 C's/CROSS, CULTURAL, CONSUMER CHARACTERISTICS:

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In the 70's 'Young and Rubicam (an American advertising agency) developed the 4 C's.

Catogarises People into what they want to be and that they can advertise products  to help them succeed this.

MAINSTREAMERS = At 40% of the market this is the largest consumer segment. This group seeks comfort and security and tend to buy well established products. (Brands e.g. Kellogs, Heinz.)

ASPIRERS = Motivation for status and want things different or more special than the regular products (e.g. Metal box Videogames or Films.)

SUCCEEDERS = CLIMBED THE LADDER AND WANT TO STAY AT THE TOP.

INDIVIDUAL/NICHE = (The most recent created in 1988) Consumer not being treated as group but as a individual (e.g. Customisation of the product)

REFORMERS = WANT TO MAKE THE WORLD BETTER (e.g ORGANIC PRODUCTS)

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YUPPIES = (young upwardly mobile professionals)

DINKYS = (Double Income No Kids Yet)

WOOPIES = (Well
Off Older People)

SILVER SURFER (Old Person into tech)

LOMBARDS = (Lots Of Money But A Real Dip-Shit)

OPALS = (Older People with Active Lifestyles)

MORE...
- HIPSTER
- GOTH
- EMO

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Categorises the audience in terms of needs and wants.

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TV = TRAILERS, TEASERS
FILM = TRAILERS, TEASERS
WEB = POP UPS, RECOMMENDED SITES
PUBLISHING

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SUPERBRANDS: https://www.youtube.com/watch?v=TdkeMpN8hOI

Note the way people are manipulated in order to change behaviour...

How has consumerism affected change in political and social thought...

What is CONSUMERISM?
This is Organized-efforts by individuals, groups, and governments to help protect consumers from policies and practices that infringe consumer rights to fair business practices.

By this definition we can understand Consumerism has changed Political and Social thought, by placing the customer needs first.

- Apple is treated more as a cult rather than just a computer and phone company, they use tactics such as mystery/speculation to further hype their store openings. e.g. They don't reveal the store public until the day and hint at it a few days prior.

- The mind seem's to associate the brand symbol and products of apple in the same way the brain associates religious objects towards religion.

- Products not associated with a superior make are lesser in the eyes of the consumer just because it's not an Apple make. e.g.
Apple = Superior
Nokia = Lesser

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Research Into The Advertising Standards Agency/ASA: 

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Research Into The Advertising Standards Agency/ASA: 

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Founding Date?
1961
What Do They Do?
They supervise which ads get let through onto tv/cleared for public viewing.
Why Do They Do It?
In order to protect reputations of certain companies and the public from seeing inappropriate or harmful adverts. This is sorted via complaints to the company to aware them of harmful adverts.
Any High Profile Adverts Banned?
Poundland’s risqué Christmas ads featuring a naughty elf playing strip poker and performing a sex act on a Barbie doll have been banned by the advertising watchdog.
Was ASA right in Banning them?
Yes as strip poker is a very adult game and even though it is a funny take adults would appreciate children can easily see this and so it's unwise to keep it up for the public. If a different game of cards was used it wouldn't have gotten so much problematic feedback, however I think ASA would have been more liberal is it contained just poker or snap instead of strip poker as it's less explicit.

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https://www.asa.org.uk/news/top-10-most-complained-about-ads-from-2017.html

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Research Into Broadcasters Audience Research Board/BARB:

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Research Into Broadcasters Audience Research Board/BARB:

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Founding Date?
1981

What Do They Do?
BARB is responsible for delivering the UK’s television audience measurement currency. We commission research companies to collect data that represent the viewing behaviour of the UK’s 27 million TV households. Each year.

How Do They Do It?
Their research covers five questions:

Who is watching?

What are they watching?

When are they watching?

Which screen are they watching on?

How did the content get to the screen?

BARB has two sources of data:

1. People-based data: the BARB panel.

2. Device-based census data for online TV viewing.

(Ads aren't payed by the programme but the ads)

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https://www.barb.co.uk/about-us/how-we-do-what-we-do/

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Watch the Thinkbox.tv Advert, discuss your opinions on the article and on the advert...

VIDEO:
https://youtu.be/D7NmOa9q5Xs

The Advert takes an older and in some people's eyes unappealing dog and shows what he can do for that family and how great of a dog he is.

Article:
https://www.theguardian.com/media/2010/sep/09/dog-thinkbox-tv-advertising

The Article talks about how the ad was developed to support an advertising campaign.

Advertising Tv Advertising to Tv Advertisers.

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Video Link:
https://youtu.be/-oUfOh_CgHQ

Persuasive Appeals...
Ethos: Credibility Appeal; Demonstrates the persuader is trustworthy, usually done by making him a doctor or a owner of a corporation. Expert or Testimonial is mainly used in ads.

Pathos: Emotional Appeal; Emotional relation or response to the ad.

Logos: Logical Appeal; Reasoning, Facts, Statistics, Charts and Graphs.

EXAMPLE OF PATHOS:
https://youtu.be/MpcUN6XvGmk
EXAMPLE OF ETHOS:
https://youtu.be/8ULR68LTmbw
EXAMPLE OF LOGOS:
https://youtu.be/uCKgCkubGc0

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- Investigate the regulation of advertising
Identify at least two organisations which regulate the advertising industry

- Discuss the promotion and sales of advertising by broadcasters
- Investigate USP
- Apply USP to a specific product
- Recap on visual analysis
- Identify at least three examples of advertising for coursework
- Begin to analyse coursework examples

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Advertisers self police themselves, make sure it fits within ASA's codes.

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A captivating way to sell as product e.g. what makes it unique and want to buy it. You don't buy a product these days for it's use you buy it for what emotions it advertises to you.

It's actually an exaggerated feature in the advert that you pay and advertising company to come up for you.

Burger King = Have it your way
Bounty = The quicker picker upper

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- Colour Codes = Red Shoot Up Scene (Colour has meaning and emotion attached to them

- Technical Codes = Widely used in Advertising is the Handheld Camera, used in testimonial adverts = ads authenticity (Camera work/position and effects)

- Non Verbal Codes = Hand Gestures, body language and Facial Expressions

- Dress Codes = Suit means business or Casual means laid back and chill environment/relatable

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You're given a random image without meaning, your mind cooks up different meanings for this picture but when a meaning is attached to that image your mind will link the image to that meaning.

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Multiple Meanings

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They continued their Essay Plan

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BEST INFO LINKS:
https://adage.com/lp/top15/#manyourman

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A) Read through the assignment brief:

BRIEF SYNOPSIS:
You have been asked to produce an ‘Industry Guide to Advertising’ to be featured in its print and online editions, the article should be engaging and informative and include illustrative examples wherever appropriate.

TITLE:‘Industry Guide to the Codes and Conventions of Advertising’

MUST INCLUDE:
- Images which can be used in a print or web based magazine article.

- Detailed analysis and evaluation of examples of advertisements from three different media sectors aimed at different target audiences across each different media sectors.

MUST EVALUATE:

* how to classify target audiences for advertisements
* how advertisements are distributed to and consumed by the audience
* The use of codes and conventions within advertisements
* how advertisements use persuasive techniques (e.g. pathos, logos, ethos) to appeal to the target audience
* how advertisements use form (e.g. standalone, campaign) and style to appeal to the target audience You must make reference to ‘Gunn’s 12 advertisement types’ within your article and provide suitable illustrative examples throughout.

B) Identify the distinction criteria:
* Evaluate how advertisement types and persuasive techniques are applied to appeal to different target audiences across different media sectors.

C) Identify the assignment deadline: 22nd November

D) Set yourself a target for achievement on ProPortal including at least 3 waypoints and dates

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a) Listen to the advert Below!

b) List all of the adjectives you can hear:
- Wonderful
- Daring
- New
- Big
- Beautiful
- Handsome
- Fresh
- Enthused
- Sleek
- Greatest

c)What else could the adjectives be describing?
A Person, specifically Men. This is apparent with the use of words such as Handsome, Daring, Sleek and Big.

d) Think of Maslow... why would the advertisers want to do this?

Advertisers would want this style of advertising as it appeals to the esteem side of marketing in Maslow's Hierarchy of needs, as it uses words that others strive to be like; Beautiful, Daring and Fresh. Like buying this car model will help you attain that when it's not true.

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1957 Chevrolet Commercial -  Vintage Radio Ad - Classic Car

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A) Listen to the advert Below!

SCRIPT:
"Hey, Thirst, can I try a few coke summer sound effects on you?"

"Yesssss"

"Cool, you okay with this?"

*Plays Beach Sound Effects*

"Yesssss"

"Aaaaand this."

*Plays Party Sound Effect*

"Yesssss"

"Aaaand what about this?"

*Plays Coke being opened from the fridge and drank Sound Effect*

"Yesssss"

"Ha, got you there thirst! That wasn't sound effects, that was a coke. I'm no longer thirsty, you're SO out of here."

B) what is the premise of the advert (the thing that it says it will do?
To try a few coke sound effects on you to see if it'll make you thirsty for a Cocacola. It relates drinking coke to Summer by playing summer beach sound effects before a drinking coke sound effect.

C) What is the actual purpose?
To make your mind relate drinking a cold Cocacola, to Summer.

D) Think of some adjectives to describe the sound effects used
- Satisfying
- Cool (Cold Drink)
- Happy
- Fun
- Warm (Hot Weather)
- Refreshing

E) What do they make you think of?
- Summer
- Drinking an Icecold Coke
- The Beach
- Summer Parties

F) What overt/covert/subliminal messages might be present?
- Overt = Just the sound of a coke will make you thirsty.
- Covert = I can make you associate coke to summer using just sound effects.

- Subliminal Message = It relates drinking coke to Summer by playing summer beach sound effects before a drinking coke sound effect. It's like an anchorage in your mind, connecting Coke to Summer some how just because the ad wants you to. It reminds me of classical conditioning, where if you blew a whistle enough times and gave a dog a treat, he would associate that whistle to food and come even if there was no food.

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A) create a backwards engineered storyboard to highlight the visual elements of your chosen advert

B) use at least 6 stills

C) perform a semiotic analysis on the content (denotation/connotation)

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Your work should consider:
- Your choice of advertising campaign
- What topics have we studied?
- How might these topics relate to your chosen adverts?
- Do you need to do any extra research?
- Write in detail!
- Email your essay plan to your tutor = jon.hall@wnc.ac.uk

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1. Demo

2. Show The Problem

3. Symbolise The Problem

4. Comparison

5. Exemplary Story

6. Benefit Causes Story

7. Testimonial

8. On going character/celebrity

9. Symbolise the Benefit

10. Associated User Imagery

11. Unique Selling Point

12. Parody/Borrowed Content

LINK TO RESOURCE:
https://www.slideshare.net/velungu/donald-gunns-12-advertising-types

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- 1 tv
- 1 billboard
- 1 web based

- 3 different ads to hit all sectors

- lots of detail in the plan

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The Paralympics campaign was done by ITV, to bring interest to it by making the campaign for being 'Superhuman', to change the way people saw paralympions.

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"We really didn't want to shoot around the particular physical attributes of these athletes and their disabilities." - Tom Tagholm

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- Camera Angles (enhance perspective)
- Camera Movement (
- Violence Emphasised
- Lighting Used
- Darkness
- Shadow (Disability coming out of the shadows)
- Colour (Muted Colour Palette)
- Misfits (Sub Culture & Criminality)

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- Hype (Pumped music)
- Fear (Death in war)
- Emotional Transfer (War, Car Accidents and Child Birth)
- Power

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- It has elements of a public service announcement
- Benefit causes story (someone becomes disabled and becomes enhanced from their training.)
- Associated Imagery (

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- Switching on the lights
- Rain Symbol (Emotion and Change, clean slate)
- Imagery of solidarity
- Brotherly love
-