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WJEC GCSE Media Studies A* Exemplar

Rob Miller | Sunday August 24, 2014

Categories: GCSE, Eduqas (WJEC) GCSE, WJEC GCSE Media Studies, Staffroom, Exemplar Materials

Unit 1 - Thinking About the Media: Investigating and Planning

Section A: Print Advertising (40 Marks)

Study carefully the Resource Material. It consists of two magazine adverts, one for Chanel Coco Mademoiselle taken from Vogue Magazine, May 2013 and one for The Kooples taken from Dazed Magazine, May 2013.

1. (a) Identify two typical conventions of print advertising from each advert. (4)

click on image to enlarge
click on image to enlarge

From the Chanel Coco Mademoiselle advert, an aspirational celebrity is used to endorse the brand - she is framed centrally in medium shot with the brand foregrounded. In The Kooples advert the models are looking directly at the audience (camera) and there is a high ratio of photography to text.

(b)  Explain why two of these elements are typical. (6)

Direct communication with the audience via eye contact suggests a direct mode of address and creates the myth of an individual relationship with the potential consumer which is typical for print advertising. Print advertising needs to speak to the consumer using an intimate form of language (eye contact) that persuades the audience to buy into the brand or at least engage in a visual relationship with it. It also serves commonly to reinforce what normally is an aspirational representation that audiences see as almost a challenge in terms of improving their lifestyle by purchasing it – the ‘look’ is speaking to the consumer on this level.

A high ratio of photography to text is important (and typical) for print advertising as often the potential consumer has a limited time frame and is often ‘browsing’ through a magazine or newspaper of just ‘passing’ a billboard. The visuals have a limited amount of time to impact on the audience who will then study the text (normally a tagline) which anchors the main image. Billboards in particular are normally positioned in built up areas where commuters or people with busy lives need to be...

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