£17 Billion is spent a year on advertising in this country which is spent on such elements of advertising as TV commercials, Radio commercials, Internet advertising, stadium advertising E.G. the Emirates Stadium for Arsenal, buses, billboards, celebrity endorsements and sponsorship of certain athletes.
What is advertising?
Advertising is about a company’s image and telling the public that the product or service that they sell is far better than any others. So if they sponsor an athlete it will give off the image of that company is part of that sport. Also certain sporting celbrities embody many of the values and aspirations of the brand. For instance David Beckman is associated with glamour , wealth and stardom. This is why companies like Armani and police want David Beckham to thier brands. The brands hope that the connotations associated with the star will also be associated with the product that the star endorses.
We experience adverts in our everyday lives it is impossible to go round a built up city without seeing advertising it is literally everywhere trying to win us over. Advertising is mainly about image and association what we think of the brand and then what we associate the brand with.
This is to do with Denotation and Connotation.
Denotation-Technical codes
This is what we see as soon as we look at the advert the model, the lighting, clothing, photography, location, the text, font, the age gender and possibly ethnicity of the model.
Connotation-symobolic codes
This is the way we interpret the advert using technical codes. The way that the advertisers want the audience to have a preferred meaning to the advert, we may or may not have a preferred meaning. This decoding of the technical codes relies on the audience's understanding and interpretation of the technical codes. Technical codes can embody many cultural, symbolic or even religious codes or iconography.
Messages and values
All advertising tries to appeal to the values of the target audience.
E.g. Addidas: sponsorship deals with top footballers: Gerard, kaka…
Values: Addidas values success and wants to be associated with success.
They can be positive
E.g. success to be popular to be sexy/attractive
Can be negative?
For girls to be skinny
For boys to be muscly
This bring an enormous amount of pressure.
Below is one of my favorite adverts. It is for Halo 3 a computer game. I enjoy this advert because the music goes really well with the still images. Actually it isn't a still image they actually made a scale model of a battle it took them 6 months to get right and thats what I like because they put time and effort in to making an amazing ad. Also the first time this was shown was half way through a baseball game in america with millions of people watching. I remember the first time I saw this advert I was amazed.
Monday, 6 October 2008
Subscribe to:
Post Comments (Atom)
2 comments:
Hi Pete,
Really good work - you cover the main points well and use some technical language.
Why do you like the Halo 3 adverts so much? Where and when did it appear? What is there about the advert that appeals to you?
Pete,
Still some written reports missing. Please upload the following to your blog:
3) You need to investigate what messages and values the advertising industry sends out to young people and whether you think that these messages and values put young people under too much pressure to be beautiful, thin etc. Your results must be written on your blog. Try to find one TV advert and one print advert that you think play on some young people's insecurities. Disuss the two adverts with friends and family and write down their thoughts; alternatively you can video or record their thoughts onto MP3 players and upload onto your blog.
Key Concept covered: Audience
Assessment Objective Two (AO2): Analysis and Interpretation
4) What does the organisation Adbusters do? How do they feel about the advertising industry and modern society in general? Search for Adbusters on You Tube - find two of their spoof TV ad campaigns - comment on the two adverts - what were Adbusters trying to say? What were they trying to make you (the audience) think about? Are the two adverts you have chosen effective? Give reasons for your answer. What are the similarities and differences between the spoof Adbusters ads and the real ones?
Key Concept covered: Industry
Assessment Objective Two (AO2): Analysis and Interpretation
Guy
Post a Comment