Tatler CSP

Introduction:

 1) The editor introduces the magazine by praising the contents within, and mentioning the luxury the target audience feel when reading Tatler.

 2) Age: 41  Gender: female 73%  ABC: 83%  HHI: £261,572  London/SE: 70%. These demographics suggest that the average readers live a very financially comfortable life, and are all similar people with the same demographic.

3) Tatler readers think in a sense that anything they see in a Tatler magazine, they buy; this shows the heavy influence Tatler has on readers. Tatler spent £843 million on fashion in the past year.

4) Tatler's special editions: Travel guide, wedding guide, Beauty and cosmetic surgery guide, Spa guide, Watches and Jewellery guide, Schools guide. This suggest that Tatler's audience fit these special editions as they are specific to interests viewers probably have. It shows that viewers rely on Tatler for major advice and guidance as these magazines provide information and help their daily decision making.

Media Language:

1) Some different examples of typography are serifs and sans serifs. Both types of styles of texts have different purposes and aims to what message they are trying to get across.

2) The cover lines appeal to the audience as they all mention the right wing side of politics which most of Tatler's audience are, and they discuss the right wing in a positive manner which appeal to the viewer's opinions.

3) The connotations of the cover line/main flash on bold at the bottom is typed in black to make the important text stand out and contrast against Emma Weymouth's stereotypical pink dress.

4) The central image has created interest as the colours connote a stereotypical feminine idea. Her dress being slightly off the shoulder shows class and elegance. Her hair and make-up being simple and chic allows the dress to take centre stage while also creating an overall look of superiority and high-class.

Representations:

1) Tatler chose to mention the former right wing prime minister Boris Johnson as majority of Tatler's audience are politically right winged in their beliefs and opinions, meaning the mention of someone whom they support will be of interest.

2) The cover lines suggest that viewers enjoy gossip and crisis others face in their lives. It also mentions fashion tips which suggest people use Tatler as inspiration to express themselves.

3) Different groups of people who the tag lines are aimed at or would be interested in: rich men, politically driven men and women who are right winged

Advertising and Marketing - Blog Index

1) A+M : conventions 

2) Gender stereotypes in advertising

3) OMO CSP

4) Galaxy CSP

5) NHS CSP

Represent NHS blood & transplant campaign

1) A series of adverts that share a singular theme, message or idea. 2) The objective of the NHS represent campaign is highlight the lack of donors from black and asian people which affects paitents of those heritages who need specific blood. The overall objective is for more black and asian civillians to come forward and becpme donors. 3) The advert wants people of black and asian heritage who aren't already donors to become one. 4) The advert is called "Represent" to speak for the targeted audience and call those who aren't donors to step up and help save lives. 5) Lady Leshurr- The purpose of using Lady Leshurr to be the face of the the Nhs campaign is to show the targeted audience that they needed, and using someone of that trageted audience shows the urgency or more black and asian donors. Lady Leshurr is known for her genres of music which consist of the following: grime, dancehall, and hiphop. Historically, these genres of music are of african, and carribean descent meaning they are typically listened to by people of that heritage meaning the advert may connect to the targeted audience. Chuka Umunna - The purpose of using Umanna in this advert is always to connect to the asian audience who watch the advert. He is a well-known politician and is of asian descent, meaning the asian community who may watch this advert will feel a connection. Nicola Adams - The former boxer Nicola Adams was a professional boxer from Leeds. As a woman with recognition across the Uk and of black descent, using her face to campaign for more black and asian donors shows that you can be anything and do anything but we can all be donors, no matter the proffession or gender. 6) The connotations of the end scene in the advert is to show the lack of donors needed for blood donations to specific paitents. It creates a moment of reflection for viewers to see that they're ones who are needed and that by donating can save someones life. 7) The advert matches the typical conventions of an urban music video due to the outfit worn by Lady Leshurr which is a tracksuit set and her stance throuhout the campaign. She raps the words whilst making eye contact to the camera as if she's directly speaking to whoever views; it creates a realistic and clear message. Additionly, the setting of where Lady Leshurr is standing is not fancy, expensive, nor paticullarly a pleasant place to go to as it's a rooftop in a random place in London, however that is typical for urban music videos. 8) This advert reinforces some stereotypes linking to race due to the muic genre chosen for the advert. Moreover, in terms of age, the younger people are portaryed participation in typical hobbies and youth groups. 9) This advert subverts some stereoypes by showing a femal boxer and a women participating in STEM. This subverts stereotypes as those proffesions are out-datedly seen as jobs men typically should and do do as jobs. Using women shows capability and diversity . 10) 0:57. This shows Lady Leshurr's back to camera at an over the shoulder shot to show the symbol she is using with her hands with is show peace and unity; for the black and asian community to unite and become donors.

Galaxy Advert CSP

 1) In the galaxy advert, some key conventions I can spot are: narrative, mise-en-scene, sound, slogan, USP, editing, and camera shots.

 2) The key message intended to project connects to the slogan "why have cotton when you can have silk." This slogan refers to galaxy metaphorically as silk which has the connotations of a softer, smoother, and richer material compared to cotton.

 3) Audrey Hepburn was a famous Hollywood actress during the 50s-60s. She was also a fashion icon and an inspiration to many, though she sadly died at the age of 63 in '93. One of her most famous films "Roman Holiday" was set in the Amalfi coast, as was the advert, and by doing this, those who knew and loved Hepburn, felt nostalgia and intertextuality.

 4) Intertextuality, to me, means when one piece of media text connects/indicates to another.

 5) The Galaxy advert refers to Hepburn's very successful film "Roman Holiday", which is help brought to life through the setting of the ad, the makeup and CGI used to create Hepburn as her young actress self. Additionally, the man in the car(in the ad) shares a lot of similar features to Gregory Peck, Hepburn's partner in the film. The ad basically creates a throwback of the film in modern day.

 6) Audrey Hepburn: Heroine/princess - Man in car: Hero  - Bus driver: donor  - Man in fruit stall: helper

 7) Equilibrium- Audrey Hepburn being on the bus trying to reach her designated destination

Disequilibrium- The bus stopping due to the disrupted fruit stall

New equilibrium- The man in the car coming to save Hepburn and continues driving to her destination.

 8) The famous Hollywood actress Audrey Hepburn has been created in CGI form to portray her famous film "Roman Holiday" in the advert.

 9) The representation of women being inferior and superior can be seen from different perspectives. Hepburn being saved by the man and sitting in the back of the car like a trophy/prize the man has won reflects her being seen as inferior. From a superior perspective, Hepburn is seen taking the initiative by getting of the bus and taking the hat from the driver, and getting in the back seat of the car by looking relaxed and bold.

10) At the end of the advert, stereotypes are subverted to modern society as Hepburn sits at the back of the car like a prize/something valuable the man is showing to everyone, however in a modern society, this would be seen as misogynistic and sexist 

OMO Advert csp

 1) The advert was produced in 1955.

 2) In the 1950s, women were portrayed as the weaker gender in the media, and many stereotypes and misogynistic ideas were seen across all types of advertisements. During the 50s, women were still expected to be man's possession and they belonged to keeping the house in order. They had to obey their husbands, raise children, run the house by cleaning cooking etc, and when they exceeded to those expectations they were still seen as incompetent and useless. During the war, when all men were sent overseas to fight for Britain, women were left to run the country and help the men by working day and night in factories producing ammunition, and when the men returned, women weren't seen any different despite their tremendous efforts and ability to keep life running smoothly without the assistance of men. Overall, this shows the sexism the media illustrates women as, and the false stereotypes .

 3) The newsflash surrounding the slogan "OMO makes white bright" highlights the message by promoting the products amazing quality. The products branding logo links to the heading creating a known pattern/design of the product; use of synergy.

4) Using the mise-en-scene acronym CLAMPS can be used to analyse the OMO advert. The women is seen wearing quite heavy makeup whilst doing a simple household chore. This reinforces beauty standards as women must look presentable, attractive, and aesthetically pleasing, despite doing simple jobs around the house; you must look beautiful in your own home surrounded by your family. The props draping over the women's shoulder displays her domestic duties she completes around the house. It also reinforces a women's obligation during that time period.

 5) The non-verbal code of adding the image on the advert is to make the image rememberable to whoever sees it in supermarkets.

 6) The connotations of using red, white and, blue are to symbolise the colours of the Union Jack. It displays patriarchy through a symbolic code, which can also be a marketing strategy as the 50s were 5 years post WW2 meaning the country might still be celebrating triumph.

 7) The anchorage text uses persuasive language such as stating that "millions of women" us the product and that you cant be the only one without it. This persuasive and manipulative technique is known as Band wagoning which creates an idea that since everyone already has the product, you should too.

 8) The women in the OMO advert is depicted as happy while hanging the washing up. She is seen wearing a lot of makeup and having her done freshly done in a popular 50s style. This creates a stereotype that women always look presentable and are always doing jobs around the house as that's "their duty"'/"their purpose". It reinforces an unrealistic standard some women may believe they have to live up to which can create a lacking of self esteem and worth.

 9) The preferred reading of this advert would be for any women who comes across it, to be immediately indulged in what the product has to offer and the happy feeling it will for you and your family. The producers of the advert would women to see this product as widely used and loved item by everyone.

10) An oppositional reading of this advert would be that this advert depicts women's sole purpose is to complete domestic chores while looking pretty. A modern audience would see it as a sexist and misogynistic message spread to women.

 Extension:

1) I think adverts have dramatically changed over the last 60 years , however , women in the media are still portrayed in a stereotypical manner and send wrong messages to females who may struggle with body image, beauty acceptance etc. For example, the "Are you beach body ready" made in 2015, highlights an unrealistic standard of what a women's body should look like, and if it doesn't fit that specific image, you are not fit to go the beach. Though this advert does not stereotype women as weak, stupid or inferior, it still sets a standard that many females may struggle to acquire, and creates insecurities.  

Gender representation in advertising

 1) 

a.

 

 b.

 

 c.

2)                                                                                                                                                                  

 a.

 b.

 c.

3) From adverts released during the 50s-60s , women are represented in stereotypical and misogynistic manners. For example, in the advert regarding women gifting their husbands a grooming kit, the generations of women(young girl, a women, a middle aged woman) are posed in a way to receive a kiss. The slogan states "any woman knows what to expect when she gives him the best". This suggests that women please their husband by providing them and praising them purely for their existence, a woman's reward, is a kiss. It also implies that women are seen as inanimate place holders for men starting from young.

4) Adverts generated during the 2000s portray women in a less stereotypical form compared to the 50s, however, they are projected in a way for women to feel they have to fit a certain description of what beauty is and the struggles of accepting themselves as they don't fit the unrealistic image. This is seen through the advert in Q2,c as the woman is shown to have a slim and desired figure many want to acquire, and she is seen holding a burger. The slogan states "She'll tell you size doesn't matter. She's lying." This displays the media showing that the woman would say she supports and believes in inclusivity , however because she probably doesn't struggle with body image, her word wouldn't matter. It creates an isolation for women and young girls who may use the media as a form to connect and relate to those who they look up to/aspire to be.

5) My chosen adverts show a drastic change in how women are now seen/portrayed in the public eye. Though there has been a change, the media still highlights different factors of womanhood that females struggle with. There are still misogynistic and out dated ideas that are seen, however , in the 21st century, the media puts pressure on young girls and women to match the representation of unrealistic lives and appearances some have. 

 

Extension

1)

These three adverts subvert gender stereotypes of how women are represented in the media. Each advert subverts how women used to shown in the media which consisted of them being shown as weak, dumb, maternal, and doing household work . However in these adverts, women are illustrated in a way which men are typically shown as : strong, competent, and dominant. It shows that women are equally as capable to be strong "like a man" and don't need a man to control their lives.

2) After reading the article, I recognised almost all of the 7 stereotypes it named and described. This shows how common women are shown negatively and falsely in the media. These recurring ideas that women don't have a mind of their own and are obedient to any man. It depicts a false ideology and sets a harsh and isolated expectation for younger girls and adolescents who see the standard they have to live up to.

   

Introduction to Advertising

Part 1: Skittles advert analysis

1) Picture: The image of the skittles show the wide variety of flavours and options skittles provide. Each colour of the rainbow is a different flavour; a different experience.

     USP: Skittles have many different flavours and differ from a lot of other sweet brands because of their unique products colours, flavours, texture etc.

     Setting/colour scheme : The skittles are arranged to form a rainbow. Rainbows typically connote whimsy, and childlike ideas, however, in this day and age, a rainbow symbolises LGBTQ. Using the rainbow in this context shows that skittles target their products at everyone and anyone.

     Logo: Skittles is written in a bold white format to make its logo and background stand out significantly.

     Slogan: The slogan "taste the rainbow" explains the variety and flavours they offer. Taste and indulge in each flavour . The variety of flavours expands their consumers as there are more flavours to match most peoples taste buds.

 2) Skittle USP is by arranging each colour of skittles in a rainbow. They are showing the variety of flavours they offer by showing it in a whimsy format. Nowadays, a rainbow connotes inclusivity to everyone as it refers to LGBTQ meaning skittles is for everyone. Using the rainbow also targets children in the sense that rainbows are childlike and fun images.

Part 2 : Advert Research

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