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WJEC GCSE Media Studies Print Advertising D/C Grade Exemplar

Rob Miller | Monday November 03, 2014

Categories: GCSE, Eduqas (WJEC) GCSE, WJEC GCSE Media Studies, Advertising, More on Advertising, Hot Entries, Admin, 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. (3/4)

In the Chanel Coco Mademoiselle advert, Keira Knightly is in the middle and she is well known (more media language needed e.g. framed centrally and using star marketing). In The Kooples advert the models are looking directly at the audience and it is colourful (although Q1 is where D-C pupils can typically pick up full marks, ‘colourful’ is not exclusively a convention of print advertising).

(b) Explain why two of these elements are typical. (4/6)

Eye contact is common in advertising and it means the models are looking directly at the camera to try and get the consumer to buy the product – this is what is happening in The Kooples advert (self evident response and a little descriptive – to move into the C grade boundary there needs to be more of an explanation using media language e.g. ‘creating the myth of a personal communication’ or ‘direct mode of address’ or a ‘laying down a challenge to the target audience’).

Using a well-known celebrity is typical because the consumer will buy the product. Celebrities look good, wear nice clothes and often appear in films that people will recognise (some attempt to engage with reasons why celebrities are used but a need to link this to the audience – the word ‘aspiration’ could be used here or at least an explanation as to why an audience might respond more positively to a brand if it is promoted/endorsed by a celebrity).

2. Choose one of the adverts and explain how it appeals to a target audience. (5/10)

The Chanel Coco Mademoiselle advert initially attracts the audience...


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