In the MS4 exam or any form of external assessment you will be analysing the Advertising Industry as a Media Form, just like Film and Television.
Advertising can be deconstructed like any other Media form. The key relationship with Advertising and other Media forms however it that it is often (advertising) the essential funding that underpins their very existence. All of the following rely on advertising revenue:
- Commercial Television – Sky TV/ITV Networks/C4/C5 etc…..
- Commercial Radio – Kiss/Capital/Virgin/XFM/Essex FM
- All Newspapers and Magazines
- Websites
Without advertising all the above Media forms would have limited distribution, lower production values and reach a significantly reduced target audience.
All Media Studies Concepts Apply To Advertising
Genre
Genre can be deconstructed in many advertisements e.g. 2010 Coke Zero television advert (Action), 2009 Carlsberg ‘know who your mates are’ TV advert (Sci Fi plus intertextual references to Danny Boyle’s Sunshine) and 2006 Honda’s The Impossible Dream TV advert as part of The Power of Dreams campaign (Road Movie). Charity advertising like the 2010 Barnardos TV advert often reference the documentary genre in terms of codes and conventions.
Narrative
Many adverts have a narrative or story that can be analysed in terms of narrative structure or narrative enigmas....
