advertisement construction analysis (task 1) 1)
DESCRIPTION
Btec Level 2 unit in Advertising.TRANSCRIPT
Analysing Advertising1. Medium
2. Content
3. Style
4. Unique Selling Proposition (USP)
5. Emotional Manipulation
6. Brand Identification
7. Celebrity Endorsement
The MediumQ - What is a Medium? This can be - e.g. Print (eg - billboard, shop window poster,
T-Shirt, newspaper, Paper cup, bus shelter…)
Web (eg – Pop Up Ad, Banner Ad, Video Ad) Mobile phone, TV, Radio, DVD,
Mediums are used to capture certain audiences
E.g - Who would regularly listen to the radio and when?
Who would be likely to attend the cinema regularly?
Who regularly used the web in their free time?
The medium affects the content so that it can be:
visual, narrative, verbal, Music.visual, narrative, verbal, Music.
Describe Describe this this
Poster.Poster.
Medium –
poster (print – Visual content
Audience –
young people + young adults + typical cinema goers.
Keywords – mysterious, mystical, nature,
adventure, action, interest, strange new worlds,
romance, Waltz Disney,
Genre –
science fiction– adventure– possible romance
Style – surreal
Emotional manipulation –
Romance
Celebrity endorsement –
Sam Worthington
Slogan/name –
Avatar – representation of a person – embodiment
Content – visual
Font –
big, bold, simple Font colour taken from sky/ Avatar skin
Letters made to shine using bright white grading
Letters made from strips of non-flat steel! – 3D effect
Standout against dark green of forest background
ImagesTwo half faces – one man and
one woman- each showing one eye –
Handsome man – beautiful woman
Contrasts
Skin colour
Eye colour
Facial hair
Poster background
– beautiful blue sky with bright yellow sun (reflection) at
centre.Strange flying creatures
Hostile or friendly
What are they
What are they doing
Seem to be in the formation
which adds purpose.
StyleStyle can refer to the mood of an advert – eg:
Humorous – comedy, funny, light heartedSurreal – almost dreamlike, unrealisticDramatic – evokes emotion, powerfulRealist – True to life
Unique Sell ing Proposition Unique Sell ing Proposition (USP)Something unique to that product that makes it
stand apart from its competitors
Some airlines sell “friendly service”, while others sell “on-time service”.
Marks and Spencer sells luxury, while Lidl sells bargains.
Go find 2 print adverts for different cars that have clearly very different USPs.
Emotional Manipulation Controlling the behaviour of others using
underhand techniques Advertising can do this in a number of ways:
Making you feel like you need a product Making you feel guilty about something you
have done
Brand Identif icationThis is the process of identifying a recognised brand. Think about the following products. What do you see in your head when you think of them?
Coca Cola McDonald’s Nike
Advertising helps promote this through continuing to paint that picture in your head
Celebrity Endorsement Using a celebrity to help advertise your products. E.g. Attractive female celebrities may be used to
advertise beauty products. Talented sports celebrities may be used to
advertise sports drinks or sportswear
Why do you think this has an impact on the audience?
Features (can overlap with USP below)
Something that is a special attraction, can relate to a new and improved product - E.g. Car with heated seats, a drink that has few calories,
Now have a look at the adverts you sourced earlier and identify any features they contain.
Benefits (can overlap with USP below)
These are the advantages of using the product and can be a result of the added ‘features’ - E.g.
You can drink this drink without putting on weight,
You can protect yourself from the sun whilst hydrating your skin