Unit type: Internal
Guided learning hours: 60
Unit in brief
Learners will explore codes and conventions of advertising production. They will select and prepare materials to produce an advertisement for a specified platform and audience.
Learning aims
In this unit you will:
- Understand the codes and conventions of advertising production
- Prepare material for an advertising production
- Produce an advertisement for a specific digital media sector.
Assignment 2 - Learning Aim B
Assignment 3 - Learning Aim C
Assignment 1 Resources
Gunn's 12 Types of Advertising
Click here to read explanations of each type.
Emotional Transfer
Creating a set of emotions that the advertiser is trying to map onto their product or service. The process of generating emotions in order to transfer them to a product. For example, a Coke ad shows happy, beautiful people but tells us nothing about the product. The point is to make you feel good and to transfer that feeling to the brand or product.
This is the number one and most important process of media manipulation.
Emotional transfer is…
An example of emotional transfer might be the Sainsburies advert ...
For example the use of mise-en-scene, in particular the props / costume…
There are connotations of…
The use of close up camera angles…
Exclusive Appeal
The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous lifestyle. A coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery.
Exclusive Appeal is...
The Adidas Originals advert could be an example of Exclusive Appeal....
The Nescafe advert could also be an example of Exclusive Appeal....
For example the use of mise-en-scene, in particular the props / costume…
There are connotations of…
The use of star power...
Shock Tactics
Shock tactics deliberately attempt to startle or offend audiences by subverting or violating social norms or expectations. Graphic imagery and blunt slogans are used to capture attention and create buzz, and to attract an audience to a certain brand or bring awareness to a certain health issue, or cause. It is often controversial or disturbing.
The Binge Drinking Campaign advert could be an example of Shock Tactics.
For example the use of mise-en-scene, in particular the props / costume…
For example the use of camera angles, in particular…
For example the use of diegetic and non-diegetic music, in particular…
There are connotations of…
For example the use of camera angles, in particular…
For example the use of diegetic and non-diegetic music, in particular…
There are connotations of…
The Embrace Life advert could be an example of Shock Tactics.
For example the use of mise-en-scene, in particular the props / costume…
For example the use of camera angles, in particular…
For example the use of diegetic and non-diegetic music, in particular…
There are connotations of…
For example the use of camera angles, in particular…
For example the use of diegetic and non-diegetic music, in particular…
There are connotations of…
Experiential Positioning
Conveys the experience of a product.
Experiential Advertising is...
The Adidas Originals advert could also be an example of Experiential Advertising.
The Adidas Originals advert could also be an example of Experiential Advertising.
The TNT Drama advert could be an example of Experiential Advertising.
The Herbal Essences advert could be an example of Experiential Advertising.
For example the use of camera angles, in particular…
For example the use of diegetic and non-diegetic music, in particular…
There are connotations of…
Why is this advert for Muller (also staring NS) worthy of note, considering the above?
Additional Adverts worth looking at...
Demographics
What demographics are your adverts aimed at? What age? What gender? What locations?
- GENDER
- AGE
- RACE
- LOCATION
- SEXUALITY
- RELIGION
- SOCIAL STATUS
- ECONOMIC STATUS
(Use this link)
The advert I am looking at is constructed to appeal to the ABC1 / C2DE grouping.
This can be broken down to appeal to dominantly males/females/age/race/locations/sexuality
This can be broken down to appeal to dominantly males/females/age/race/locations/sexuality
It does this by...
What psychographics are your adverts aimed at? Use the Young & Rubicam model (use this link) to identify at least two, & explain why & how…
Tribes
Young & Rubicam 7 Different Kinds of People
What psychographics are your adverts aimed at? Use the Young & Rubicam model (use this link) to identify at least two, & explain why & how…
The advert I am looking at is constructed to appeal to the .....
It does this by...
Tribes
What tribes are your adverts aimed at? Use the Channel 4 Tribe model (here, here and here) to identify at least two, and explain why and how…
The advert I am looking at is also constructed to appeal to the ..... tribe.
It does this by...
Also...
What audience uses and gratifications are your adverts aimed at?
Assignment 2 Resources
Some resources for the planning stage
Challenge:
Use the whiteboards to start a first draft of storyboards.
Students may support their hand drawn storyboard cells with Photoshopped digital imagery if they wish, or use graphic tablets (their own) to digitally draw shots.
Support..
If students are struggling, they may with to script/storyboard an existing advert first, before attempting their own.
Storyboard
Some storyboard exemplars
Script
Click here for 'how to write a script'
Click here for the script template (with instructions)
Click here for another
Click here for advice on writing a script for a 30 second TV advert
Click here for a TV show script, as an exemplar
Demographics
What demographics are your adverts aimed at? What age? What gender? What locations?
- GENDER
- AGE
- RACE
- LOCATION
- SEXUALITY
- RELIGION
- SOCIAL STATUS
- ECONOMIC STATUS
(Use this link)
The advert I am looking at is constructed to appeal to the ABC1 / C2DE grouping.
This can be broken down to appeal to dominantly males/females/age/race/locations/sexuality
This can be broken down to appeal to dominantly males/females/age/race/locations/sexuality
It does this by...
What psychographics are your adverts aimed at? Use the Young & Rubicam model (use this link) to identify at least two, & explain why & how…
Tribes
Young & Rubicam 7 Different Kinds of People
What psychographics are your adverts aimed at? Use the Young & Rubicam model (use this link) to identify at least two, & explain why & how…
The advert I am looking at is constructed to appeal to the .....
It does this by...
Tribes
What tribes are your adverts aimed at? Use the Channel 4 Tribe model (here, here and here) to identify at least two, and explain why and how…
The advert I am looking at is also constructed to appeal to the ..... tribe.
It does this by...
