Introduction to advertising

Print Advertising

Starter

What is this advert selling, and how does it attempt to sell it?

Conventions of Advertising

Product or Service – what is being advertised. (analysis based on is it shown, how is it shown, placement, colour, size)

Images – the central or key pictures that encourages us to look at the advert (analysis based on technical features and visual codes)

Copy – the written explanation of the product (analysis based on what it says, placement of text, font type and size, colour)

Conventions of Advertising Brand - is the "name, term, design,

symbol, or any other feature that identifies one seller's product distinct from those of other sellers (analysis is based on what it looks like/suggests, is it well known, where is it placed, colour, size)

Slogan – this is the catchy phrase about the brand/product that is supposed to stick in our minds (analysis based on meaning and on placement of text, font type and size, colour)

Product placed clearly and visibly to target audience. It is large, made to look sparky

The Copy, short and simple, gives information about the product

Name of the product in prominent position and in clear, bold writing.

Well known high-fashion brand name and logo to add prestige to the product

Celebrity endorsement is a generic convention specific to fragrance advertisements

Large images and simple colours help to make the advert more striking and memorable.

No Slogan on this advert

Choose who is going to focus on what convention

Product or Service Images Copy Brand Slogan Move around the room and comment

on the 12 adverts – focusing on only your convention/s

Feedback

Choose one of the adverts on your table.

Present a brief summary of it to the rest of the class.

Selling a Product

Advertisements exist to sell you a product.

How do they try to do this?

Maslow’s Needs Analysis

Need to survive – food Need to feel safe – insurance, loans Need for friendship – help us be popular Need to nurture – cute and cuddly Need to achieve – help us succeed Need for attention – help us get noticed Need for prominence – show off our social

status Need to dominate – to gain control Need to find meaning in life – fulfil our

dreams

Task

Choose eight of the adverts and complete the table below. Your explanation of need choice needs to be detailed with specific evidence from the advert to back up your point

Advert Need Explain your need choice

Billboards

How are Billboards different to magazine adverts?

How are Billboards the same as magazine adverts?

What billboards do you like the best. Explain why

What billboard do you like the least. How would you improve it?

The Brief

A print-based advertising campaign for a new product, such as a new clothing range, energy drink, perfume, sports equipment. To include a brand name design and logo, two full page magazine adverts and a billboard poster.

Student Examples

Key Tasks

Research and Planning 30 Marks General research into conventions including

analysing existing adverts and billboards (self directed and set tasks)

Decide on product and potential target audience and then research existing product adverts

Audience research – questionnaire Brainstorming andPlanning – sketching and

drafting of ideas including logo (including photos, billboard locations, technical elements)

Presentation of initial idea (Powerpoint to class) and audience feedback

Key Tasks

Construction – Taking photos and creating adverts. All images need to be original. School equipment is available. You will use Photoshop!

Marked on (60)

Key Tasks

Evaluation (30) Evaluation of key decisions How your work relates to other ‘real media’

examples and target audience from research Understanding of the forms / conventions

and how you have used them Understanding of the importance of

audience feedback Communication Strengths and weaknesses of final products Terminology