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WJEC A2 MS4 Advertising: BT Infinity Campaign (2012-2014)

Rob Miller | Wednesday September 03, 2014

Categories: A Level, AQA A Level, AQA A2, Eduqas (WJEC) A Level, WJEC A2, WJEC A2 Media Studies, Advertising, Marketing, Viral Advertising, Key Concepts, Audience, Genre, Ideology, Media Language, Narrative, Representation & Stereotyping, Hot Entries

The purpose of this pack is to provide a research platform for students and teachers of MS4 by exploring key potential exam areas of questioning – the advertising campaign is contemporary while in the exam you will be expected to analyse three, one of which must be British and it would make sense to have one global and the other with lower production values and more niche audience to enable a full answer to all potential question areas.  BT Infinity and BT Sport are high production value, British, nationally distributed campaigns.

When studying or teaching MS4, a balance of campaigns allows for comparative textual study and centres are reminded that in the exam not every question topic below fits each industry – students must choose carefully the question topic that best fits the texts/industry they have studied. Genre, for example is not always straightforward to analyse in reference to advertising in Section A and I have warned my own students about this possibility while choosing questions. It is essential (and WJEC make a point of this) to study whole campaigns across a range of platforms, not one stand alone advert for example as a single text.

The exam topic areas covered could be:

Section B

  • Production and Production Values
  • Marketing and Distribution
  • Digital Technology
  • Audience Targeting and Positioning
  • Audience Responses and Appeals
  • Regulation
  • Star Marketing

Section A

  • Genre
  • Narrative
  • Representation

BT Infinity/BT Sport (2012-2014)

Institutional Factors , Production and Production Values Including Star Marketing

It must be stressed from the outset that this section refers to two advertising campaigns for BT, while BT Infinity will be studied for purposes of assessment, cross referenced briefly with BT Sport. BT has a history of producing high production value advertising campaigns that utilise the concept of star marketing and focus on television advertising as their primary impact media. Before 2012, the previous...

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