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AQA GCSE Media Studies Assignment 2 Cross Media Study Analytical Task: Advertising and Marketing

Rob Miller | Thursday January 17, 2013

Categories: GCSE, AQA GCSE, Advertising, Intro to Advertising, Marketing, More on Advertising, Viral Advertising, Key Concepts, Institutions, Representation & Stereotyping, Hot Entries, Production Zone, Print Production, Video Production, Television, Storyboarding

Compare two advertisements for the same brand across two media platforms focussing on Representation and Institution.

Please be guided by the sub headings below. This analysis and explanation should be between 1000-1200 words in total.

Below is stimulus material to show you the type of adverts that you can use in this assignment – you cannot use these as your work, you must choose your own adverts across two media platforms.

Television Advert Adidas Trainers (plus brand range) - Summer 2012

Online Adidas Trainers Advert from FHM Home Page December 2012

click on image to enlarge

Who is the target audience of both forms?

  • Remember that although the products you choose will be the same there may be a primary and secondary audience depending on the format – billboards for example have mass target audience (depending on positioning) while print adverts will be specifically targeting the reader of the magazine / newspaper…
  • What is the Audience Appeal of both forms – how are audiences targeted? Audio visual adverts tend to have higher production values which are one appeal but think of as many ways as you can that the advert communicates with its audience. The sample Adidas television advert has an upbeat mode of address for example.

What devices/techniques, and technical and symbolic codes have been used to engage audiences?

  • How do these techniques conventions differ in both audio-visual, online print format depending on the platform you choose?
  • If audio-visual think about types of shot and framing, diegetic and non diegetic sound, editing, camerawork, CGI (if relevant) and all the elements of the mise-en-scene.
  • If online think about if the advert is above the fold or below the fold, what type of advert it is – Pop Up, Banner, Skycraper, Button, Overlayz, Flash? Is it ‘grouped’ or ‘nested’ with other adverts or articles, is it near or in the Leaderboard or near the Hero Shot?
  • If a print advert think about...

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