Advertising codes and conventions

Task 

You will summarise as bullet points the codes and conventions used to sell products some of which will be relevant to your print advertising brief.

You will add notes to each of the “relevant” codes and conventions and identify at LEAST one of the conventions which applies to your advert.

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Persuading is the action or fact of influencing someone or of being influenced to do or believe something.

If you are a good persuader you can give convince people to do stuff 

Logical Appeal: Bandwagon

Using the idea that everybody else is doing it or to join the crowd to sell a product or an idea.

Logical Appeal: Card Stacking

Distorting or omitting facts or telling half lies to sell a product or an idea.  

Blowing things out of proportion

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Emotional Appeal: Plain Folks

Using simple, down to earth people, like you and me, to sell a product or an idea. Appeals to the sense of belongingness 

Emotional Appeal: Name Calling

Stereotyping the competition/ opposing idea with a bad label. 

Emotional Appeal: Demonising

Portraying the competition or enemy as purely evil, menacing,and aggressive. 

Emotional Appeal: Patriotic Appeal

Appealing to the idea of patriotism or a "love of country" to sell a product or an idea.

Emotional Appeal: Glittering Generalities 

Using "good" labels, such as democratic, patriotic, amazing, beautiful and exciting, that are unsupported by facts to sell a product or a idea.

Emotional Appeal: Catchy Slogans

Use of memorable phrases to foster support for the product or idea. 

Emotional Appeal: Snob Appeal

Only the richest, most important, or most discerning people like this product or idea. 

Emotional Appeal: Humor

Using humor to sell a product or idea

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Ethical Appeal: Testimonials 

Use of endorsements by a famous person such as a sports figure or movie star to sell the product or idea. 

Ethical Appeal: Transfer

Use of the association of a respected person or idea to sell the product or idea

Which ones apply most to my adverts?

In  my adverts I would like to use the Glittering Generalities appeal so it can give the product a feel good feeling and a happy vibe, I would do this by shooting at a jovial location such as the beach and then have the models smiling so it can have a certain openness between the product and brand. 

I would also use Plain folk so it can appeal to everyone and everybody, and they are ale to relate to the brand. 

I would also attempt to use bandwagonning and card stacing so audiences are obliged to buy the products. 

Design Layout

Potential Tagline's:

Join the wave
The wave is for all
Become the wave
The Wave lifestyle

Shoot Locations:

Stratford
London
Epping station

Mind Map

MindMap

(So Far)

Mood Board

Mood Board Images

Audience

GEARS

Gender- Targeting both male/females and to include this in my product , I could use neutral colours to represent it is gender neutral. Also include both male and female models within the advert and also make sure they both share the power.

Ethnicity- Include all ethnicity and maybe in my product include models from different ethnicities.

Age- Target age between 15-25, to include this in my advert  could set it in an urban environment to promote a younger lifestyle. Get younger models who fit into the age range.

Region- Use my models so they can conform the stereotypes of the regions I'm targeting e.g. Essex region.

Socio economic class- (A, B, C1, C2, D, E)

For my product I will mainly attract a range of classes but mostly for C2, D  and E. C2 (skilled working class), D to E is working class to non working class.

To include this in my advert I would use a range of different models and maybe promote the urban setting. 

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Young & Rubicam 

From the Young & Rubicam the categories my product will conform to is The Mainstream and The Explorer. 

The Mainstream

The Mainstream are people who live in the world o the domestic and the everyday. A daily routine is fundamental to their way of life. My product will fit the mainstream more as they conform to a larger range of audiences, the actual deodorant will tie in with the everyday life the mainstreamer has and so it will be advertised so the mainstreamer would think they need this deodorant in their life and it can become their fundamental way of life. An example could be in the morning and in the bedroom when a model is applying the deodorant in the morning. It could also be at the gym or even shopping and leisure. I will meet the needs of the mainstream by using my tagline, to make it seem to the mainstreamers that they need this brand new 'Wave' product. 

The Explorer

The explorer are people who are driven by a need for discovery, challenge and new frontiers. Young in nature. Explorers are often the first to try out new ideas and experience. The Explorer will conform with the target age audience for my product between 15-25, and it promotes having fun and enjoying life. An example can be at the beach with the product, it can be doing different activities such as sport and in general enjoying life. I will meet the needs of the audience by using the locations of my shoot to appeal to the explorer. 

Audience Research for Wave

https://www.surveymonkey.co.uk/r/V39XNKF

NEA Brief - Wave

You work for an in-house television production company within an advertising agency. You have been given the task of producing the first two of what your agency hopes will become a series of 30 second television adverts to promote a new unisex deodorant from UK deodorants, an existing agency client.

Summary of brief requirements:

·       Statement of Intent: (approx. 350 words) ¹.

·       TV advert running length: 30 seconds each (60 seconds in total).

·       Broadcast channel and time: Content must be suitable for prime time E4 (weekdays 7pm–9pm).

·       Client target audience: 16–25 male and female demographic.

UK deodorants want this new brand – to be called Wave – to be defined by its active, youthful, unisex brand identity².

Both adverts must contribute to a strong and consistent brand identity, using the same slogan/tagline.

The adverts should use techniques – such as intertextuality, generic hybridity, humour or emotional appeal – that engage the target audience and make the adverts memorable.

Your finished TV adverts must adhere to the rules of the Advertising Standards Authority (ASA): https://www.asa.org.uk/1

1 A Statement of Intent document needs to be completed as part of each OCR set brief. Learners need to complete a Statement of Intent document to outline the ways in which they propose to use the four areas of the media theoretical framework to communicate meaning and meet the requirements of their chosen set brief.

2 ‘Brand identity’ is taken to mean what is communicated about the brand by its name, logo, product, packaging and advertising.

Print Brief 2.

Requirements of the brief

You work for an in-house print production company within an advertising agency.  You have been given the task of producing a campaign of four full-page magazine adverts to promote a new unisex deodorant from UK deodorants, an existing agency client.

Summary of brief requirements:

Statement of Intent: (approx.350 words)³.

Magazine adverts: The client has insisted that each advert must have a different main image, with at least two different locations and at least two different models used across the four adverts. The adverts can be from different issues.

Location of adverts: The adverts are to be placed in Total Film magazine and the content should reflect the location.

Client target audience: 16–25 male and female demographic.

UK deodorants want this new brand – to be called Wave – to be defined by its active, youthful, unisex brand identity⁴.

All four adverts must contribute to a strong and consistent brand identity, using the same slogan/tagline.

The adverts should use techniques – such as intertextuality, generic hybridity, humour or emotional appeal – that engage the target audience and make the adverts memorable.

Your finished realisations of the four adverts must be presented as A4 prints, with the image scaled down as necessary to preserve the correct magazine page ratio.

Your adverts must adhere to the rules of the Advertising Standards Authority (ASA): https://www.asa.org.uk/

Textual Analysis

Go to the links to find analysis of the two


https://prezi.com/p/mlawvhrebtq2/        -  Sure

 https://prezi.com/p/10rile4lr17c/       - Lynx