Evaluation of radio

Textual analysis genre

Rimmel London advert

The Rimmel London make up advert is advertising a new mascara its persuading you as a reader to buy the it. Places where you might find this advert could be on bill boards, sides of buses this is called outdoor advertising as this advert is mainly advertised in that way. Other various ways this advert could be advertised is in magazines either on a full page or just as a small advertisement. Rimmel would use all the same, colour schemes, typography, on a moving TV advert and this would be media synergy. Copies of the poster still pictures would be found on the company website. For the Barnados advert there isn't as many places where the advert could be advertised as it is much different to the Rimmel advert and it is advertising something entirely different. Places where this advert could be found could be on adult magazines, as older aged people would see this advert and wont to help those in need of the help. Therefore the Barnados advert could be advertised in the same ways as the Rimmel advert.

The target audience for this advert is clearly women between the age of 16 and 35 as these are the main audience who are wearing make up and would think about buying this product. As the poster advertisements are put across in magazines such as Glamour or Grazia. The secondary target audience could be a male person who would buy this Rimmel product for their partner. The Rimmel website will also be a obvious way of locating the target audience, as it will be able to locate their audience through social websites such as facebook or twitter.

Rimmel use a various amount of lines of appeal. Firstly the line of appeal beautiful women Kate Moss is a beautiful and has a successful lifestyle, so we can identify another line of appeal elite people and successful career. Also rich, luxurious lifestyles this would appeal to this advert as someone rich is advertising the product and it will make female readers think they might feel rich and luxurious wearing this product. Where as in the Barnados advert uses the line of appeal happy families as this is an advert asking for the readers help to help get the young children in need of a happy family. Another line of appeal used is dreams and fantasies as these children wanting your help will take there new life as a dream to them if they get all the help needed.

The Rimmel advert uses several factors of persuasions to attract the audience. Star power as the product has been associated with a celebrity idol, it can also be argued that the advert has used expert power as Kate Moss is a fashion icon and a expert that is been seen wearing the make up in famous events. Finally reward power is used to attract the audience as i could promise a rich lifestyle for who ever wears this product. The Barnados advert uses the factor of persuasion referent power as the message associated with this advert fits into the readers value. Also with this advert it uses the factor of persuasion reward as it promises some positive benefits to those helping this charity.

One camera angle used in this advert is a low angle shot as it looks up on the model Kate Moss and makes her seem powerful and superior. Another reason this camera angle has been used is that it emphasizes the long black eyelashes on the celebrity. Another camera angle used is the camera angle close up low angle shot this has been used to show the quality of the make up and draw attention to the main product in this advert which is been advertised. One specific camera angle used in the Barnados advert is a close up as if shows the fear and emotions in the young child's face on the advert, which is shown on the the full size of the advert.

In the Rimmel advert high key lighting has been used on the model's face as it emphasizes her face making her face seem paler also it makes her long black eye lashes stand out. Also low key lighting in this advert has made her neck downwards darker and shadowy then the rest, to make eye contact with the models face. In the Barnados advert high key lighting has been used to bring out the bright blue colour of the young boys eyes on the advert. Finally, low key lighting in the advert by making everything in the advert gloomy, accept the child's eyes emphasizing the colour to catch the audiences eye.

There are several technical codes used in the Rimmel advertisement. A company blurb which includes a written description of the new mascara that is been advertised, using the words "new extreme black magnify eyes mascara" this indicates that the product is new. Another technical code been used is the companies logo.The companies name "Rimmel" has been used large and bold, at the bottom right of the advert. Where as in the Barnados advert the technical codes remain the same as they use a logo and a blurb. The advertisers put the logo over lapping the child's face at the bottom of the page in bold lettering. Also the blurb on this advert is about the company and how the company can be helped.

The typography in the Rimmel advert is bold and all in capitals. Using the colour white as a background to the writing and black writing for the title this appeals to the target audience of women of the age between 16 and 35 and it will be bolder to the readers eye and it wont be missed on the advertisement. It also the typography is written in a graffiti font with easily appeals to the teen age group as it is something that is seen to connote with teenagers. Where as on the Barnados advert the typography is put in a big bold lettering so it can be seen by those of an older age, also the colouring is also white. This will stand out on the advertisement as the white in on top of the black background.

The modes of address used for the Rimmel advertisement is direct as the model Kate Moss is giving the reader eye contact it is seen like the eyes are following you from which ever direction you look at the advertisement. In contrast to this in the Barnados advert the same goes for the direct mode of address as the young child in the advert is showing lots of eye contact with the reader. This mode of address invites you to attempt to create a relationship with the young child.

The Rimmel advert is similar to the other advertisements on the pages as all the colour codes are equally the same, they all consist of the colours, black, white and red the colour black on all the advertisements could connote that the advertisement is showing something serious and it gives it a serious tone to the advert. Also the typography is the same as it has been put in a big bold lettering so it can be seen clearly by the reader.

There are a several varieties of different symbolic and cultural codes for the Rimmel advert. Kate Moss is seen to be wearing what looks like a black leather jacket as part of her outfit, this is part of a dress code for the advertisement, also the advert is using the colour red as part of a colour code to the advertisement, which signifies danger. Also the colour code of black and red is continued with the colour of the models lipstick, also the packaging of the product. The Barnados advert has also used a variety of symbolic and cultural codes as the colour code of black could also signify danger, and the feeling of sadness.

The Rimmel advert has applied the theory from the uses and the gratification theory as the advertisers has used personal identity as many women readers could seek this advert as getting ready to go out, and making yourself look good. The advert also satisfies our needs the aspect of diversion because the advertisers make the product on the advertisement seem dangerous, and this will make the product have a different and dangerous lifestyle. The advert also satisfies our needs for surveillance as the advertisers have given some information about the product which include a statistic. It could also be applied to the Barnados advert as it satisfies our needs for personal relationship as the advertisers have used the young child in the advertisement show the feelings in his facial expressions and this could help create a relationship with the child.

Intertextuality in the Rimmel advert helps us to think of Kate Moss as a rebellious figure because a variety of films introduced a rebellious character to the film these are seen wearing a leather jacket, as these characters would feature in a action movie. Her direct mode of address means

Print advertisement exam

Rimmel London advert

The Rimmel London make up advert is advertising a new mascara its persuading you as a reader to buy the it. Places where you might find this advert could be on bill boards, sides of buses this is called outdoor advertising as this advert is mainly advertised in that way. Other various ways this advert could be advertised is in magazines either on a full page or just as a small advertisement. Rimmel would use all the same, colour schemes, typography, on a moving TV advert and this would be media synergy. Copies of the poster still pictures would be found on the company website. For the Barnados advert there isn't as many places where the advert could be advertised as it is much different to the Rimmel advert and it is advertising something entirely different. Places where this advert could be found could be on adult magazines, as older aged people would see this advert and wont to help those in need of the help. Therefore the Barnados advert could be advertised in the same ways as the Rimmel advert.

The target audience for this advert is clearly women between the age of 16 and 35 as these are the main audience who are wearing make up and would think about buying this product. As the poster advertisements are put across in magazines such as Glamour or Grazia. The secondary target audience could be a male person who would buy this Rimmel product for their partner.

The lines of appeals that are used in this advert to attract the reader are beautiful women Kate Moss as she is a beautiful women who is seen wearing the make up would attract female readers. Also rich, luxurious lifestyles this would appeal to this advert as someone rich is advertising the product and it will make female readers think they might feel rich and luxurious wearing this product

The advert uses factor of persuasions to attract the audience as if uses star power as the product has been associated with a celebrity idol. Also reward power is used to attract the audience as i could promise a rich lifestyle for who ever wears this product.

One camera angle used in this advert is a low angle shot as it looks up on the celebrity and makes her seem powerful and makes her look more confident that she is looking down on you when you are looking at the advert.

High key lighting in this advert has been used on the women's face as it makes her face seem paler and it makes her long black eye lashes stand out. Also low key lighting in this advert has made her neck downwards darker and shadowy then the rest of this advert.

Other technical codes used in this advert are the blurb as it is some written description about the mascara "new extreme black magnify eyes mascara". Another technical code used is the brands logo. Which is big and bold at the bottom of the advert.

The typography appeals to the target audience as it is in a black and white graffiti font which appeals to the target audience of teenagers.

Modes of address used in this advert to engage the audience is the direct mode of address as the women in the advert is looking straight at the audience, giving eye contact. Also formal mode of address is been used as there is a serious and formal feeling to the advert.

This advert is similar to the other adverts on the sheet as they are all there to advertise something and they all have there own way of doing that.

Barnados Advert

For the Barnados advert there isn't as much places where the advert could be advertised as it is some much different to the rimmel advert and it is advertising something entirely different. Places where this advert could be found could be on adult magazines, as older aged people would see this advert and wont to help those in need of the help.

The target audience for this advert is older aged people those who have a family and those who always willing to help.

This advert uses the line of appeal happy families as this is an advert asking for the readers help to help get the young children in need a happy family. Another line of appeal used is dreams and fantasies as these children wanting your help will take there new life as a dream to them if they get all the help needed.

The advert uses the factor of persuasion referent power as the message associated with this advert fits into the readers value. Also reward power has been used as it promises some positive benefits to those helping this charity.

One specific camera angle used is a close up as if shows the fear and emotions in the young child's face on the advert, which is some on the front of the advert the full size of the advert.

High key lighting in this advert has been used as the lighting brings out the bright blue colour of the child's eyes, and low lighting in this advert has made everything else in the advert apart from the child shadowy and gloomy.

Technical codes in this advert are the logo which is put at the bottom of the page over lapping the picture of the child. Another is the blurb with a little bit about the charity and how you can help the charity.

The typography is big and bold in the colour white, this appeals to the target audience as it is big and bold, so it will stand out to older people.

Direct mode of address is used in this advert as there is eye contact with the reader all the time like the eyes are following the reader all the time. Also formal mode of address as this advert is seen as a serious and formal thing that is been advertised.

This advert is similar to the other adverts as the writing is bold and put in white with a black back ground showing this is something serious.

Planning for production

1. Primary Research

People who like and don't like to see celebrities endorsing products in advert.

As you can see in the chart below people like to see celebrities in adverts but when I'm making my advert it wont be possible to get a celebrity for my advert.

Peoples favourite adverts at the moment.

As we can see by the chart below SMA and compare the market are the most popular adverts at the moment, some of the things that are appealing from these adverts are the catchphrases, music and the comedy.

Peoples favourite type of advert genre.

From the chart below people find that the comedy genre most memorable, so i may base my advert on a comedy genre.

People who like and dislike narratives in adverts.

People dont prefer a narrative in adverts, so i might not base my advert on a narrative.

People who think that slogans and tag lines are important in adverts

People enjoy seeing slogans and taglines in adverts so im going to make sure there will be one of them

Interviews

Stacie, 14.

Favourite television advert that has caught her eye is the round trees randoms advert because its funny and its got a random vibe to it. The type of characters she likes to see in TV adverts is teenagers because that are like her and also older people as she can look up to them, she also like to see celebrities in TV adverts as she can also look up to them as a role model. She isn't keen on the advert having a narrative as they get on her nerves. She likes to hear lively and catch music in adverts as it makes her remember the adverts and keeps it in her mind. Her favourite genre for TV adverts are comedy.

Brad, 15

The advert that has caught his eye is the Tic Tac advert, he likes this advert because it made him buy the product that was being advertised on the TV. The type of characters that he likes to see in TV adverts is ladies as he likes to see them strutting their stuff, also he like to see celebrities in adverts as some of them are good looking and they make the adverts seem more interesting. He again isn't very keen on adverts having a narrative as he find them annoying. He likes to hear tecno music in adverts as they are catchy and they make him want to dance. The genre he likes to see for TV adverts is romance because he find romance very nice and loving.

Brooke, 12

The advert that has caught her eye is the Dell laptop advert, she likes this advert because it has a catchy song on it and it is very colourful and bold, also it has encouraged her to wont to get the laptop for Christmas. The type of characters that she likes to see in adverts is young children and teens, this is because she can see the advert in like he point of view and also look up to the teenagers reaction. She likes the advert to have a narrative as she likes to get the full story of the advert and what it is trying to say or show. She likes adverts with lively music and music that is newly released, as it makes her remember the advert. The genre she likes to see in a TV advert is cartoon because it makes her laugh and helps her get involved with what the advert is advertising.

2. Secondary Research

The Honda and Dell Laptop Adverts

In the Honda advert the lines of appeal that relate to the advert and comedy and humour this is because the advert features a man dressed in a race suit and he sings along with the digetic music bed that has been used. Many camera shots and angles have been used such as: medium shot when the camera shows from the hips upwards of the man staring in the advert, another one is tracking shot this has been used through out the advert this is good as it give a moving view of the place where the advert is located. One of the factors of persuasion is coercive power this has been used very well as the advert is persuading the viewer that Honda is much better that any other car brand, and if the viewer doesn't see that Honda as a good brand of car there will be some sort of punishment. In the Honda advert i think that it is aimed at people aged 30-40 onwards this is because Honda is seen as a car brand that many older people buy. In the advert there is a digetic music bed that has been used this is very effective as it is a song that many people will recognise and will like. In the advert it only has a silent part at the begging of the advert when it has a camera shot of where that advert is located. The man in the advert has been stereotyped hero, as he has been seen as a hero like James bond.

In the dell laptop advert i think it is aimed at young adults/ teenagers, i think this as the advert is full of vibrant colours like the laptops which appeal to the younger generation, also the music bed that has been used in the advert is very lively and energetic this is also good as when it is repeated on the Tv it helps you to remember the sond so you remember the product. The main line of appeal is the same as the honda advert comedy and humour but it is also dreams and fantasy, this is because in the advert when the men are making the laptops it fun and energetic and it if good to watch. The factor of persuasion that is used is reward power this is because if the viewer buys one of the dell laptops that advert is saying that you are buying one of the best laptops their is. The camera shots in the advert are very effective as thay vary through out the advert from close up to long shots of the whole factory where the laptops are being produced

3. Mind Map

4.The Proposals

Idea 1-

The whole of the advert it will be located in the school grounds and the advert will include different camera shots such as: close up on the Nike logo on the clothing/trainers, another shot that we will use is a long shot. It will include a non digetic bed. It will also include a logo and a slogan as it will make the advert more believable to the viewer. The narrative of the advert is two people having a race one wearing Nike and the other wearing a different brand and the person wearing Nike win the race and shows how "if you wear Nike you become more of an athlete".

Idea 2-

Are other idea for are advertisment, is that there are two runners one wearing Nike and the other is wearing a different brand, and they both training for a race and the one wearing Nike seem to make it look very easy where as the other runner finds it hard as he has no comfort and isn't been able to train like normal. Shots that will be used will be close ups, medium shots and long shots, these will be used so the viewer will be able to see different angles of the runner and see how they both differ. The advert again will be located in school grounds.

5. The treatment

I believe my advert has the following lines of appeal, successful athletes wear Nike and it advives you to buy the shoe make as other athletes that wear other makes dont be as successful, it has this line of appeal because in my advert it shows this as there will be two people running one wearing Nike and the other wearing a different brand, and the Nike runner wins the race. I also hope to reflect the lines of appeal elite people or experts as i will include that Nike will have the best confort for you and its the best for you as a runner.

My advert will have the following factors of persuasion; coercive power and expert power, i will use these factors of persuasion because coercive power is to pursuade you to but the Nike brand, as it will make you more of an athlete, and expert power as the Nike brand could be presented by an althete. My primary target audience is athletes, i will also have a secondary target audience of teenagers.

I will use the following camera angles and shots in my advert close up, long shot. I have used these angles and shots to create the effect that close up of the Nike logo on the shoe to show the brand the advert is for, and the long shot of the runners. The advert will end with a resolution, when the winner of the race is wearing Nike, and it show its a better brand. The advert will have an open/ closed ending, leaving the audience with the feeling that if you wear Nike it is the best brand.

The main characters in my advert are myself and Stacie. I have chosen to represent the character that wears the Nike brand.

Finally the music bed of the advert will be upbeat, but will have a moment in the advert where the music will become slower. There isnt going to be any sound effects or voice overs in this advert as they arn't needed as all the movement and acting will show the purpose for the advert.

6. Story Board

7. Regulation and control

The ASA regulates the contents of the tv adverts, sale promotions and company adverts, they stop advert that are misleading, offensive and racist in the UK. The ASA are an independant body that regulate the advertising. They cover: radio, tv, cinema, billboard advertising. Billboard advertising is called out door advertising. Anyone can complain to this company, whether its about tv advertising or cinema advertising anyone can complain. 26000 complaits have been put in last year, and 2500 were either changed or with drawn in 2008. To log a complaint you can write a letter, or on their website. First they check if the codes have been brocken. Then they go into a formal discussion with the advertising company and ask to change it. Then they will form an investigation, they do have the power to remove the advert from the public completely. The ASA have set up series of codes such as harm and offence, children. An example of one of the codes is 7.1.3 Product characteristics-

If advertisments for products of interest to children show or refer to characteristics which might influence a child's choice, those characteristics much be easy for children of the appropriate age to judge.

8. Marketing and Promotion

If i was campaigning my advertisement i would promote it on these types of advertisers; Print (magazine) such as sports magazines like 442 which will advertise the Nike brand on one of its pages in the magazine, also on social networking sites - facebook as it would be able to help me pin point my target aduience the people who have an intrest in sports, aged between 15- 25 and they would be able to look at all the profiles on the network and find the people the Nike brand may appeal to. I am going to put my advertisement of Nike on the tv and the Internet to advertise the Nike brand. The advert could be out after any sports program for example; Olympics, football etc. This will be good as it will be advertising a sporty brand, also my target audience of young adults and teens will be watching. The time that the advert will be shown will be between 7:30 and 9:30, this is because most young adults and teens will be watching the sports programs at that time.

Production

• Create a marketing campaign
• Buy advertising space (billboard, Internet, radio, TV)
• All websites only make money through advertising
• To see how the advertising is doing they do research

Saatchi Saatchi is one of the biggest advertising companies in the world. They have looked into T-mobile, Olay, Cadbury's and others.

Leo Burnett another big company which looks at brands such as McDonald's, Audi etc.

Reebok Advert

The Reebok advert which features 50 cent, received many complaints and because of this the advert was banned for national television. The number of complaints that the advert received was 57. Two advertisements for Reebok, one 60 seconds long and the other 30 seconds, featured the rapper 50 Cent. In both versions he was shown sitting in a large darkened room whilst various sounds were heard including rap music, sirens and different voices saying that he had been "shot 9 times" also when the advert comes to an end the camera angle there is a low shot with makes 50 cent seem scary to the viewer and then the camera angle that comes up next is a close up and during this close up he laughs then stared at the camera. Two of the complaints are below.

1. Some viewers complained that the advertisements glorified or glamorised gun culture and could encourage violence or make it appear acceptable. Some added that it was particularly inappropriate in view of 'rising gun crime' in some areas of Britain.

2. Other viewers said the advertisements could influence younger viewers who might think the violent background of 50 Cent was 'cool' and something to aspire towards.

The conclusion to these complaints were that the advert wasn't suitable for daytime TV as the violent past of the character, alongside the image of him casually sitting and laughing was unacceptable. We also considered the advertisements were likely to be more attractive to younger viewers and teenagers which view the advertisement for the sports- related products, and this advert didn't really show the side of the sports product, also people viewing the advert influences on their behaviour and in particular solo artists and other musicians.

Hovis advertisement

We are studying the hovis advertisement that was created to celebrate 122 years of hovis.

Independent task:

The Hovis advert opens with and median shot to show what the boy is weraing and show his emotions. The clothes that the boy is wearing in the Hovis advert is a signifier and it connotes the 1880's the victorian period, as he is wearing all brown clothes and a flat cap.

In the advert when the boy is stood on a hill of gravel a low shot is used to make the boy seem bigger, also it makes him look smaller when the plane goes over his head. Also in the advert when the boy runs into the night when there are lots of fireworks going off an extreme long shot has been used to show all the view, also a tracking shot of the boy running past all the fireworks is important as it shows all the view and the location.

The chanting in the advert is an audio signifier and it connotes people debating something, and helps to create tension in this egment of the hovis advert. The diegetic sound of footsteps on the cobbled streets is a signifier and it connotes the power of the army warching down the streets. The diegetic voice of Winston Churchill on the radio is a signifier and it connotes the end of the war.

The music is a signifier and it connotes that the boy is about to go on an adventer. The change of music is an signifier and it connotes that there is an change of eara. The music bed that is used in the advert is an audio signifier as when the tempo gets faster it connotes excitement. The music bed increases in tempo when the boy runs past the football surporters celebrating the victory of the World Cup which was in 1966.

The titanic posters in the advert are an historical code which show the viewer that the advert isn't set in the present day, and it goes through all the different earas.

Mr C. Jackson said...

Well-developed understanding of the signifiers and what they connote.

Media language relevant, and very confident.

Good grasp of representation issues in the text.

Grade 12/18 Grade B

Amyy West said...

Good essay, you have commented on lots of different aspects of the advert and used lots of technical language confidently.

Level 2 B Grade
-More detailed understanding of conventions
-More detailed understanding of the signifiers and what they connote
-Appropriate media language used
-Confident use of language

To improve perhaps extend your answers

Self Reflection