Advertising is the business of selling a product, service or idea to an audience. Huge advertising agencies make vast amounts of money creating adverts for companies and then distributing or broadcasting them. One of the largest advertising corporations is Saatchi & Saatchi.

Brief definition

Advertising is a persuasive way of communicating a message to a large number of people, known as a mass audience. For a communication to be advertising...

Associated Resources

MEST2 Coursework Overview 2011-12.ppt

All teacher-assessed marks to be returned to AQA by 10 January 2012 or 15 May 2012

Link: AQA MEST2 Briefs

Brief Two | Regional Newspapers

A regional newspaper is about to run a month long campaign promoting local sports. The newspaper has an online presence and is keen to use its website as a focus for information, as well as featuring a range of sports related features in its print...

Institutional Factors

• Campaign sequenced by DLKW (Delaney, Lund, Knox and Warren). Full Service
• Vauxhall Opel - re-brand the Corsa from one of function and cheapness only to Style, Form, Fun and Vibrancy – “Put the fun back into Driving” (imperative command)
• Adverts combined product image and product demonstration format
• Adverts have international/global appeal
• USP – Cmon’s puppets (live in Barcelona)
• Extensive Viral Marketing
• Cross...

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 –...

• Dramatically reduced advertising spend during 08’-10’ recession
• High production values
• Wide global distribution

• TA – ABC1, Male skew, Aspirer, Urban.City living, 25-45 but dependent on model
• E.G. Honda Diesel “Grrr” targets liberal, environmentally conscious families (advert 5 months in production)

• Filmic representations e.g. The Impossible Dream

• Key Focus – TV Advertising
• Many adverts have become part of popular...

Associated Resources

• Barnardos Believe Campaign.ppt

Institutional Factors

• Campaigns sequenced by BBH (Bartle, Bogle, Hegarty, Full Service Agency) since 2000
• 2001 – Emotional Death (adults and violent death)
• 2002 – Stolen Childhood (superimposed heads of adults on children)
• 2003 – Silver Spoon (babies)
• 2005 – New Life (children back in the womb)
• Prior campaigns – more ‘shock advertising’ (one Silver Spoon advert – ASA regulated)...[ read full article ] »
  

Associated Resources

• Advertising and Regulation Industry Key Points 2011.doc

Key Points

Advertising in the UK is regulated by the ASA (Advertising Standards Authority).

• TV Advertising
• Radio
• Newspapers
• Leaflets
• Billboards/Posters
• Internet
• Magazines

Ofcom regulate Television and Radio (Broadcast Media).

Cinema Advertising is regulated by BBFC (British Board of Film Classification).

Adverts in draft form (rough cuts, designs) are sent to...

Explore the impact of Digital Technologies on Advertising

Key Teaching Areas

• The impact on Production (identify new digital forms of advertising and the effect on traditional media forms)
• Advertising and Media Convergence
• Narrative vs. Interactive Narrative (new technology)
• Changes to Target Audiences e.g. the Internet and Narrowcasting
• New forms of Distribution
• Case Study e.g. ad2-one – the relationship between text, industry and audience

• Declining media revenues including Advertising since mid 2008 (start of recession)

• Advertising spend is an indicator of confidence in a brand e.g. current low production value Honda advert (Feb 2010) compared to 2003-2007 Power of Dreams campaign (Wieden and Kennedy) Car companies like Honda have dramatically reduced advertising spend.

• Argument 1 – short term reduction in advertising spend can be costly in the long run.

• Argument 2 -...

Text Based

1. The Advertising Handbook – Sean Brierley (Routledge) 2000

2. How to get into Advertising – Andrea Neidle (Thomson) 2002

3. The Language of Advertising – A Goddard 1998

4. Promotional Culture – A Wernick 1991

5. Decoding Advertising: Ideology and Meaning – J Williamson (1978)

6. No Logo – Naomi Klein 2000

7. Advanced Level Media – Bell et al (Hodder and Stoughton) 1990: Chapter 10 Advertising

Journals

1....

Associated Resources

Deconstructing Website Pages.doc

The main point with websites is that they can be deconstructed like any other media form – the basic principles of Print Media (Magazines and Newspapers) apply in that a fundamental audience appeal is constructed from layout and design with the key fact that websites have their own conventions.

The Tabloid (see below) is the closest form of traditional media that compares with the...

http://www.outdoorhalloffame.co.uk/flashtestpage.aspx?decade=1970

The Outdoor Media Centre, formerly the Outdoor Advertising Association, is the trade association for outdoor media owners. We’re here to market the outdoor medium. We are a resource centre, a service to support everyone who plans or buys media, and might be looking for arguments in favour of outdoor.

We support our members’ interests - everything from lobbying to dealing...

Film Marketing Analysis Worksheet.doc

This video was created using a combo of three programs. First, a cheap Mac program called Noodle Flix. This allows green screen and allows you to animate half a dozen digital heads, male and female.

Second a “cloud” program called Xtranormal which used to be free but they now charge for downloads. This gives you camera moves like a studio and third a PC program called Crazytalk which is very versatile. You can animate eyes and mouths on...

Click on the link below to view the ads.

http://adage.com/digital/article?article_id=147518

Source: Advertising Age: The Ad Age Viral Video Chart

A Suggested Scheme of Work

This scheme of work is not in any way prescriptive, it is simply offered as a possible way in. It should be adapted and moulded to fit particular teachers, students and resources.

Week 1 Class Work

Intro to advertising in print and electronic media

I find it works well to divide this unit up into:

1. Print materials – magazines or newspapers

2. Electronic versions of the websites of the same or similar...

These quizzes are best viewed in Firefox.

Firefox is an excellent alternative to Internet Explorer which is available free for both PCs and Macs.

Advertising Assignment Checklist.doc

Advertising Writing Frame.doc

AS Media Marketing Mix.ppt

Evaluating A GCSE Advertising Campaign.doc

How Do Adverts Work Writing Frame.doc

Persuasive Language in TV Ads.doc

Year 10 Key Concepts and Advertising Mock.doc

Key Concepts

Advertising - To call attention to, raise awareness of, generally make potential customers aware of a product or service.

Marketing - Marketing in its purest form is making people (customers) aware of your product or service. 

Mass Market – A large section of people who have the same wants and needs. The petrol market is a mass market.

Niche Market - Opposite of mass market. A relatively small segment of a market with...

Case Study: Cadburys Adopts Viral Marketing Scheme

In this article I will look at the messages and values encoded in Cadbury’s recent venture in to viral marketing.  I will consider the ways in which campaigns such as Gorilla (2007), Airport (2008) and Eyebrows (2009) subvert the traditional conventions of advertising to engage and sustain the interest of the viewer with fresh take on the Cadbury’s brand identity. This will take the form...

Advertising

This dialogic approach to the production of media texts has also informed contemporary ideas about advertising. The traditional view of the adverts as a paid one-way communication, in which the sponsor controls the message, has been replaced by...

The British Leyland 18 –22 and the Vauxhall VXR Campaign

In this article I will discuss how the messages and values encoded in advertising for the British car industry have changed over time. The campaigns I will focus on are the 1975 launch of the British Leyland 18-22 (commonly referred to as the Austin Princess) and Vauxhall’s more recent VXR FHM Sports Driver of the Year. ...

Logocities.org Logo Cities is an ongoing research/creation project addressing signage, branding and lettering in public space, with a particular focus on the city of Montréal.

Museum of Brands, Packaging & Advertising

Dafont.com

Flamingtext.com An excellent place to find some sophisticated and unique fonts to help you create impressive artefacts.

absoluteandy.com Find all sorts of TV Ads using this excellent site

adbusters.org spoof ads

adflip.com Excellent source of ads

advertisingarchives.co.uk

A remarkable company that provides access to 50,000 searchable images online. Their archive contains a wide range of print artefacts including British and American press advertisements from 1850 to the present day; TV advertising: British TV stills dating from the very first transmitted...

NSPCC Billboard Campaign February/March 2002

An advertising campaigns is normally a sequence of related advertisements that market a product or service to a specific target audience. A campaign for a single product or brand will usually incorporate more than one type of advertisement, e.g. magazine ad, tv ad, radio ad and billboard/poster distribution.

The only way to begin to understand how they work in a more structured and strategic way...

Design and draw a magazine advertisement for a new healthy juice drink. The advertisement should appeal to parents and early teenagers.

You need to consider the Target Audiences for this product in your design – bright colours and simple language will appeal to young people, while emphasis on healthiness and the lack of additives will make the drink more appealing to parents.

When you are happy with your design, annotate (make notes),...

This video was created using a combo of three programs. First, a cheap Mac program called Noodle Flix. This allows green screen and allows you to animate half a dozen digital heads, male and female.

Second a “cloud” program called Xtranormal which used to be free but they now charge for downloads. This gives you camera moves like a studio and third a PC program called Crazytalk which is very versatile. You...

Click on the link below to view the ads.

http://adage.com/digital/article?article_id=147518

Source: Advertising Age: The Ad Age Viral Video Chart