These slides show TV & print adverts from a cross media campaign. Diet Coke have made several adverts but this one focuses on the campaign made using the singer Duffy.
Use the questions below to help structure your essay for Assignment 2 Representation, Institution and Audience
Use Media terminology where appropriate and show that you recognise codes and conventions. How does the campaign work together use synergy (shared slogans, colour schemes, models or characters etc.)
1. Who created the commercial (what is the name of the advertising agency) Who created or paid for it? Why? (client)?
2. Who is the “target audience”? What do you think is their age, gender, ethnicity, class, profession, interests, etc.? What words, images or sounds suggest this to you?
3. What techniques do the creators (ad agency) of the adverts use to make the product appealing? (lines of appeal Dyer/ Hierarchy of Needs Maslow )
4. Which specific advertising “techniques of persuasion” might be used in this ad? See advertising techniques link on the media blog.
5. Which television shows will the creators buy time within to show, which magazine would your print advert be shown in and why? (not the BBC) 6. What positive messages are presented? What negative messages are presented? What values are represented? What kind of lifestyle is represented? Is it glamorized? How?
7. What is the “text” of the message? how the advertisements use denotation and connotation to convey messages about the products through the colours, the fonts, any slogans, the copy (or writing) – how is it meant to persuade the audience,
8. How are camerawork, lighting, music, editing used to represent the characters or the place or idea being advertised?
· Cameras: a) camera shots (where is the camera positioned? close-up, far away b) camera movement (does the camera tilt, pan, track?)
· Lighting: what time of day is depicted? What clues tell you so? why is lighting important? how does it help to set the mood?
· Music: what types of instruments do you hear? describe the music; does it remind you of something?
· Sounds: other than music, what other sounds are heard (e.g. female narrator, car cranking, sound of cars going by; dishwasher etc.) how do sound effects contribute to the feel of this advert?
· Setting: where is the location? is it artificial or real? Glamorous or depressing?
· Clothing: the people who are pictured – the way they are dressed, why they have been chosen?
· Actors’ Expression: other than words, notice how an actor communicates with facial expression, body language, gestures. what non-verbal expressions are used that might reveal how the actors are feeling, thinking?
9. What regulations are adverts under check the ASA (Its work includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements.) Has this advertising campaign caused any controversy? Explain
Extension 10. How much did it cost to make the ad and then the cost of buying the media space (TV spots and magazine rates) to position it inside a prime-time program or magazine?
THE MULTIMEDIA FUTURE
Digital platforms are also additions to the core magazine brand. Even David Rowan at Wired believes that print is still irreplaceable: “What can we do with a magazine that the internet can’t do?
“The fantastic, high quality photography; the infographics; the design which online is not so easy to replicate; the long form short-story telling - we publish in Wired articles of 4,000, 5,000 words. That is much harder to do on the desktop internet.”
Take the Future PLC title Classic Rock. It’s a magazine in rude health, with an ABC-certified circulation of 70,323, of which more than 50,000 sales fly off the newsstand at £5 a pop. But that’s just the start.
Malcolm Stoodley, ad director at Future Publishing, explains how Classic Rock has diversified: “Beyond the magazine there are so many touch-points for the consumer. We now have a website. We have two magazine spin-offs from the core body called Classic Rock Prog and Classic Rock AOR.
“We’ve got a distribution model for CDs. We distributed [Guns N’ Roses guitarist] Slash’s solo CD a month before general release. So we now have a direct-to-consumer marketing opportunity and distribution model. We have a 50 per cent share in our own festival, the High Voltage Festival, which again enables clients and advertisers to come and touch 30,000 of our readers.”
All of these enterprises, Stoodley, emphasises, depend on one thing: “None of that is possible without the core magazine brand at the heart what we do.”
ADVERTISING AND MAGAZINES
James Tye, chief executive of Dennis Publishing, says: “One of the major shifts in advertising is that brands have to earn the right to be consumed. You can’t just tell people to consume. Magazines have earned that right over many, many years. Advertisers can piggyback on the back of it.”
The unique relationship between readers and the time they devote to their favourite magazines heightens the impact of the advertising within. Albert Read, general manager of Condé Nast: “The time you spend reading a magazine is potentially an hour or two hours of uninterrupted time.
Scott Rowley, editor-in-chief of Classic Rock, says that formula makes magazines a potent force: “It is all about trust. The best magazines know what they stand for and they bring the readers with them. We are a guide to the world.
“There is so much stuff out there. Readers are paying for a service in effect. They are paying for the service of us telling them what is great out there, month after month. We are experts and they are paying for our expertise.”
THE FUTURE OF PRINT - WHY PEOPLE STILL LIKE MAGAZINES
ABC figures continue to show that the death of the magazine has been greatly exaggerated. As new platforms continue to emerge and evolve, why is print still such a powerful medium?
The contrasting ordered environment of a magazine can have a profound effect on the minds of readers. Albert Read of Condé Nast says: “They are an immersive experience, doing something different to other things like TV or radio. They are a lean back experience. Readers are relaxed, engaged and open to suggestion.”
Sales of over 50m magazines every month continue to show just how profound this effect is on readers. Print, at times a competitor to digital platforms but more often complementary, is far from dead.