GCSE Advertising

DKNY ‘Be Delicious’ Advert

Can I discuss this advert using correct terminology?

1Advertisement 6 Setting

2 Denotation 7 Characters

3 Connotation 8 Anchorage

4 Image 9 Audience

5 Narrative 10 Appeal

Box 1 - Layout

Describe the following

Can the advert be divided into thirds? Why?

Where does your eye look first – why?

Where does your eye look last – why?

Box 2 - Images

What images are there in the advert? Describe them

What do they make you think of? (connotations)

What shot types are used for:

The woman? The apples/perfume

bottle? Why?

Box 3 - Representation

What sort of woman is this?

(Age, attractiveness etc)

Why is this sort of woman used in this advert?

Box 4 - Brandname

What product is being advertised?

What’s the brandname?

What does this make you think (i.e. what are the connotations?)

Box 5 – Target Audience What age are they? Are they male/female? How do you think they

see themselves (i.e. why do you think the product is aimed at them?)

Read the following sheet and discuss aspirations for this audience.

WHO the ad is aimed at – remember CAGE? – class, age, gender, ethnicity·                           WHAT is being advertising and WHAT is specifically highlighted about the product (the benefits) in this ad? ·                           WHY this helps sell a product ·                           WHERE this ad might appear in order to reach its target audience The You need to decide what techniques are being used to communicate with the audience. According to Gillian Dyer advertisers use, among other techniques, the following lines of appeal. They use images of or references to these things to tap into our desires - and fears:

·        Happy families - everyone wants to belong ·        Glamorous places

·        Rich, luxurious lifestyles - aspirational ·        Successful careers

·        Dreams and fantasy ·        Art, culture & history

·        Successful romance and love ·        Nature & the natural world

·        Elite people or experts ·        Childhood - can appeal to either nostalgia or to nurturing instincts

·         Self-importance & pride ·         Comedy & humour

·         Beautiful women - men AND women like looking at beautiful women, so the thinking goes: men admire them, women admire what makes the men admire them.