LAST things to do to finish (Yay!)

When you have done your powerpoint on advertising, covering representation of gender and using print and moving image adverts that you have compared.....

You need to go on to making your own advert. This can be for ANY product BUT I suggest you choose something you can easily find images of on GOOGLE IMAGE search AND that you choose a product that is clearly either for men OR women (so perfume, deodorant, shaving products etc) as this will help you to annotate your own advert with comments related to the representation of GENDER.

You need to use PHOTOSHOP and if you haven't used it before, there are some tutorials in the RESOURCES drive in the the "Tutorials" folder. All the photos used in the tutorials are in the folder so you can follow them as you go aloong. These will take just about 1 1/2 lessons so bear that in mind when planning these last two weeks.

For 11A1, you have 4 lessons before we finish and 11B2, you will have 4 BUT bear in mind that you may lose your last lesson as it is on the last day of term....

LOTS TO DO GUYS!!! but you've made really good progress and I'm proud of all of you!

Going up a grade...check this out to add extra marks to your work

Use the key media terms and Goffman's theory in your slides - go through this presentation and then apply what you've learnt to your annotations!
SIMPLES!

Media Language - semiotics incl Goffman

View more presentations from J Thrasher.

Goffman's Theory - Bigger version

After you've done your print images...

After you've annotated your print adverts you need to do the following:

1. Go to Resources:Yr11 Advertising:Moving Adverts Gender and pick a video that you can

     a. write about comfortably

     b. compare easily with your print adverts

2. Drag and drop the advert onto your desktop and then drag it onto your powerpoint - don't just drag it from the resources folder - it won't work properly later

3. Watch the advert and answer the questions on the blog below, focusing on how meaning is made and how gender is being represented

4. You don't have to answer all the question, write them out or do them in the order they're on the blog - use them as a GUIDE.

5. You may want to use some screen shots of your moving image advert so what you do is play your video to the shot you're writing about, stop it at the shot you want and use CMD, SHIFT and 4 to make your mouse into a target - you select an area and it will save it as an image on your desktop that you can embed in your powerpoint

6. You can do more than one moving image advert if you want

7. You need to compare the MOVING advert with ANY of the STILL adverts - your comparisons MUST include a moving and a print advert but you CAN choose to answer the questions using different examples so you could answer q1 with your moving image and advert 1 and then do question two on your moving image advert and adverts 3 and 4

8. Remember to write about GENDER as well as other ideas, messages and values.

If you're stuck, just ask miss

Comparing your print and moving image adverts

Writing about a  Moving Image  advert

1.    What happens in the advert – rough/brief outline only

2.    What is being sold?

3.    Who do you think the advert is targeting – and WHY?

4.    Think about the sound – what is the quality like? Is it smooth and flowing, loud and brash or funky and fun for example

5.    What is the slogan? How effective is it?

6.    Does the music/jingle stick in your head? If so that makes it effective (write about this)

7.    What is the colour like? Is it bright? Dark? Low lighting? If so why?

8.    What sort of effects are created by the light and colour and do any of the colours connote anything?

9.    Does the camera move in a particular way that makes it interesting?

10.  Are there any focuses on particular things and/or people?

11.  How is gender shown? Are there stereotypes of men/women, girls/boys, families etc?

12.  Is the advert using a particular technique to sell:

a.    Sex? (using sexual imagery/sexy women/men)

b.    Making you feel guilty – if you don’t buy it you’re doing something wrong/missing something?

c.     Make you feel you MUST HAVE the product/service?

You also need to   COMPARE   all the adverts you have analysed:

1.    In what ways are they the same?

a.    Conventions – brand image, slogan etc

b.    Messages – are they using similar messages?

c.     Use of Colour/Light and Mise-en-scene

d.    How are they representing gender/families/youth etc

2.    How does the media they use affect this (i.e. compare moving image and how it works and what impact it has with print images).

a.    Think about how they are good in different situations – i.e. the audience on a bus will respond better to a print ad on the side of a bus than a moving image – they’d have not enough time to view it properly

b.    What can the advert do better in film/print?

3.    How do you think the audience will ‘receive’ the advert?

4.    How is this different for both moving image and print?

5.    How do you think the audience will interpret the advert?

Advertising & Marketing Chapter

Advertising and Marketing Chapter

Stereotypes - Tessa Perkins

Rethinking Stereotypes - (Tessa Perkins)

1. Stereotypes are not always wrong

2. They are not always negative concepts

3. They are about groups with whom we have little or no social contact; by implication, therefore, they are not held about our own group(s)

4. They are not always about minority (or oppressed) groups

5. They can be simple or complicated

6. They are not rigid and can change

7. People often believe some parts of a stereotype but not always all

Adapted for GCSE

Binary Opposites

Stereotypes

Conventions of Adverts

Conventions of print adverts

Print adverts are usually made up of the following key features, known as conventions. These are the things that make it recognisable as an advert ‑ the logo, slogan, brand name etc. Not all adverts feature all these conventions all of the time, but they are considered to be the ‘norm'.

Product or Service   
            This is what is being advertised ‑ coffee, mascara and baby food are all

            products, banking, insurance, gas supplies are all services. Some

            adverts promote an overall company (or brand) as opposed to a

            specific product made by that company. Fashion, sportswear and

            technology adverts are often like this.

Brand    This is the ‘idea’ of the product and is often the same as the company who 
               manufacture the product or provide the service.

Image           
            The central or key picture that encourages us to look at the advert.

            This can be analysed by looking at its technical features (lighting,

            camera position etc). These are called technical codes. Also you would

            explore its visual codes. This refers to the content of the picture (who

            or what is the picture of, their position, clothing, d6cor etc).

Copy    This is the written explanation of the product on the advert.

Slogan    This is the catchy phrase about the brand or the product that is

                supposed to stick in our minds.

Brand logo   This is the small graphic used to represent the brand.

The copy, slogan and brand logo all act as anchorage on a print advert.

Yr11 Briefest History of Advertising

Slides we did on history of advertising

Yr11 advertising west hatch shorter

View more presentations from J Thrasher.

Just how real is an advert?

Your Moodboard

YOUR MOODBOARD (& POWERPOINT)

1.   Collect lots of adverts from the Resources folder for similar products – look in “still adverts’

2.   Read the sheets in the resources folders about the types of:

a.   Stereotypes – look at the Stereotypes St Trinians AND Rethinking Stereotypes

b.   Gender Roles/Representations – look at Binary Opposites

c.    If you’re doing women in advertising, look at Margerie Ferguson – she discusses the different types of pose for women in advertising.

d.   Decide which gender roles/stereotypes your researched adverts are using

TAKE NOTES

3.   You should look at the “advertising & marketing chapter.pdf’ which will help you with the ideas in advertising for GCSE level and to help you add useful info to your assignment.

4.   LABEL a few CHOSEN adverts from your collection with:

a.   Different poses used

b.   Key features of adverts – slogan/pack shot etc

c.    Uses of Margerie Ferguson’s poses

d.   Label/show where women/men’s roles/stereotypes are being shown e.g. strong physical type, arty type, office bimbo, yummy mummy type etc

Put ONE advert per slide and cover all the points mentioned in the sheets you've read- these are the points you need to cover to get all the possible marks! Aim to do about 4-5 adverts in detail.

5.   CHOOSE a moving image advert to place in your Powerpoint and use the questions in 4 above to write a slide that covers the key areas as your analysis - the slide can be AFTER the advert slide.

6.   The FINAL job is to COMPARE the two adverts.

7.   DRAW some conclusions about the representation of either women or men in advertising based on your work - this needs to refer to the THEORY you covered and read about in Number 2 above.

THIS IS CONTROLLED ASSESSMENT WORK AND WILL COUNT DIRECTLY TOWARDS YOUR FINAL GCSE GRADE – 30%

Your CONTROLLED ASSESSMENT

YOUR ASSIGNMENT

PRACTICAL

To create a slogan and campaign idea

To design a logo

To produce two adverts in PHOTOSHOP

WRITTEN

To show how key audience is targeted in the advert

To show several recent adverts

To explain the conventions of the adverts

To discuss the representations of GENDER in the advert

THE PROCESS 

1.     Compile Mood board of collected adverts – be creative and artistic – use PHOTOSHOP or POWERPOINT

2.     List the conventions and label them – use arrows, thought bubbles, bullet points

3.     Invent a Product name – brainstorm then just pick one!

4.     Use the target audience as detailed – listed in design brief for you

5.     Design a logo – be colourful but remember FONT is really, really important!

6.     Invent a campaign idea – write it down in brief

7.     Show how audience is targeted – you can use arrows, thought bubbles etc

8.     Create a slogan – you can be cheesy but don’t whatever you do be boring!

9.     Design one advert for the product – FLAT PLAN – must be in colour, very neat and to SCALE!

10.   Upon approval only, create final proofs on PHOTOSHOP

CHECKLIST  

MOOD BOARD                                               

CONVENTIONS LISTED                       

PRODUCT NAME                                   

TARGET AUDIENCE EXPLANATION

LOGO                                                           

CAMPAIGN IDEA                        

SLOGAN                                    

FLAT PLAN DESIGN                        

FINISHED PRODUCT                        

EVALUATION/FEEDBACK            

TIMELINE  

Monday 11/10  - what you plan to do in each session to get the list done – plot it out

P3

Thursday 14/10

P4

Monday 18/10

P3

Thursday 21/10                                                                                                HALF TERM

P4

Monday 1/11

P3

Thursday 4/11

P4

Monday 8/11

P3

Thursday 11/11

TARGET AUDIENCE

These are our key markets we want to target. Please aim your product and brief towards ONE of these audiences. It is important we know how you intend to market to your chosen group – please make sure it is clear in your brief.

1.     Boys/young men, aged 17-25. Urban dwelling, fun-loving – want to be seen as hip and cool

2.     Boys/young men, aged 17-25 Sporty and outdoors oriented

3.     Girls/young women, aged 15-25 – Urban, fun loving, club and fashion oriented

4.     Girls/Young Women  aged 20 – 30, Urban Workers with money to spend

SAMPLES

The sample bottles are cheap to manufacture and are available for you to choose from. Images for art work are found in the Distan Gior Folder in the shared resources folder

How to read an image still

How to Read Film Still

Mise-en-scene - Questions to use when deconstructing an image

Mise-en-scene

everything that appears before the camera

the setting

the costume and make-up

the use of figure, expression and movement by actors

                           the lighting

                           Positioning within the frame

Setting

Setting gives a sense of place and time. Whatever the film is, you should always analyse the set because it provides important clues about the nature of the film, such as:

* where the action takes place

* when the action takes place

* the mood

* the characters

* the genre of the film.

Costume and make-up

Costume and make-up can be considered as part of the set, because they indicate:

* the period

* the state of society

* social class

* cultural backgrounds

* character traits.

Changes in costume indicate changes in character, e.g.:

* rich to poor

* taking off clothes as lowering defenses.

* Clothing might also be a trademark.

Figure, expression and movement

·      Body language

·      Appearance

·      facial expressions (very significant in close-ups)

·      sound elements.

·      The way a character stands and moves is important.

·      If they are the foreground they might be considered more important.

·      If they move against a stationary background attention is drawn to them.

·      Even distribution of characters makes for a balanced shot, whereas uneven distribution is unsettling to the eye.

·      Positioning of characters within the frame may even indicate emotional distance.

Welcome Year 11 - A1

I will use this to put up content to help you with your course.
To contact the team, email us at media@westhatch.essex.sch.uk