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 ADS

PRINT ADVERTISING - PRACTICE EXAM QUESTIONS

1) Explain how the media language in adverts helps to communicate the brand image which the advertisers wish to convey.  Refer to at least one of the  outdoor ads that you have studied. (15)
2) Which of the 3 print adverts that you have studied do you consider to be the most effective?  Why?  (15)
3) How do adverts reflect modern audiences and the changing nature of society? Refer to at least two of the adverts you have studied. (15)
4) How do the representations in the print adverts you have studied reflect the brand image of the product they are promoting. (15)

5) Discuss representations of gender in the advertisements you have studied (15)
6) In the adverts you have studied, comment on the use and effect of ONE of the following: layout, typography,  mode of address;  mise en scene (15)
7) Compare how media language is used in the construction of gender in these  advertisements. (15)

here are the three adverts ON THE OCR PROGRAMME OF STUDY 

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​Image 1 (L to R): text reads: 'Losing your job doesn't have to mean losing your home. We can help'.

Image 2: 'As a tenant, it's hard to know where you stand. We can help.'


​Image 3: 'Debt can seem too big to face, but if ignored, can threaten your home. We can help.'
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advert revision lesson.pdf
File Size: 1961 kb
File Type: pdf
Download File

ads full pdf
File Size: 18116 kb
File Type: pdf
Download File

lucozade case study booklet.pdf
File Size: 1080 kb
File Type: pdf
Download File

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Extra study 
  • Compare Print: Lucozade (1960s) vs Online: Lucozade sport- made to move 2016
https://www.youtube.com/watch?v=1xI7BKmHDXg


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Terminology check for poster ads
VTTI (visual codes, typographical codes, textual & institutional codes)
Layout
Gaze
Rule of Thirds
Pack shot &
tagline (slogan)
Heads Up Display (HUD)-style graphics
Affirming, positive mode of address
house style
copy
Rhetorical (pseudo)-religious language 
(Pseudo-) scientific language/codes
mode of address
Authoritative
Colour palette
(Sans)-serif font
Hashtag link to social media
Hyperreal FIFA-style portrait
back-lit
l
ower, middle, upper third

brand values, brand identity
aspiration
(promise of  fulfilment)
repositioning, rebranding, reboot
diversifying/ diversification
here's an interesting article about the banning of the Gareth Bale poster ad
​https://www.theguardian.com/media/2014/jan/08/lucozade-sport-campaign-gareth-bale-banned-advertisingwww.theguardian.com/media/2014/jan/08/lucozade-sport-campaign-gareth-bale-banned-advertising
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​Shelter campaign 2011
Questions to answer

​1) Who created these ads for Shelter? Research: https://www.thedrum.com/news/2011/08/24/shelter-launches-new-advertising-campaign-amplify-drive-people-seek-advice-earlier
2) What type of organisation is this and what is its aim? What do you notice about the logo?
3) What emotions are the adverts trying to arouse in the audience?
4) What emotions are connoted in the images and big text?
5) What do the images have in common?
6) Comment on how the textual and typographical codes create impact. House style?
7) Comment on the textual codes (the language used). Mode of address?
8) What codes and conventions are typical of adverts?
9) What codes & conventions are not typical of adverts?
10) Watch the Shelter YouTube video. https://www.youtube.com/watch?v=qBucKP87k2s
How does the media language help to reinforce the brand’s values?
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HERE'S ANOTHER SHELTER VIDEO - 
https://www.youtube.com/watch?v=8kyb0dhW5ss
Analyze it referring to the theoretical framework LIAR
+ social and economic contexts.

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Old Spice campaign Background article
​https://www.campaignlive.co.uk/article/history-advertising-no-191-old-spices-smell-man-man-campaign/1436615
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OLD SPICE ADVERT QUESTIONS
1)Which part of the world is connoted?
2)What other common form of advertising do we associate with this area of the world?
3)First impressions of the layout? Mention surreal/ surrealism see Dali & Magritte.
4)Comment on the visual codes & signifiers. Iconography? Connotations of sand, sea and sun? Are they entirely utopian? Juxtaposition.
5)Representations of masculinity?
6)Intertextual references? Links to the old spice hero on the white horse?
7)Comment on the copy. In what ways does it refer to contemporary media and society (social and cultural context)
8)What makes this advert postmodern? – is it serious/ tongue-in cheek (ironic), self-referencing?
9)Is the advert giving a message about consumerism?
10)Is the advert making fun of other adverts and advertising conventions?
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success of old spice video campaign.pdf
File Size: 45 kb
File Type: pdf
Download File

Here's a short Youtube on the success of Wieden & Kennedy's 2010 Campaign
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Interested in what the rivals were doing at the same time? Here's an article about a banned Lynx ad
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And here's the sort of ads Lynx were producing a few years ago




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​ADVERTISING - EXTRA PRACTICE
 

POSTER ADVERT ANALYSIS PRACTICE - CHOOSE ONE OF THE IMAGES FROM THE SLIDE SHOW GALLERY ON THE LEFT- YOU CAN  PAUSE THE SLIDESHOW
1) SAY WHICH ONE YOU'VE CHOSEN
2) TALK ABOUT
HOW THE PRODUCT CONVEYS ITS IDEAS, MESSAGE AND VIEWPOINTS
3) TALK ABOUT POSSIBLE AUDIENCE RESPONSES.


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