Why a long coat/ clock and why black? (mise en scene costume & use of colour)

Why the use of machinery (mise en scene props)

Why has the character got his back to the audience? (mise en scene – actor’s pose)

Why is the actor/ character wearing sun glasses? (mise en scene – use of props)

Why is the actor placed up high overlooking the city? (mise en scene – settings & locations and actor’s pose)

Why the use of dark skies? (mise en scene- lighting)

Why are audiences having to look up at the character (camera -high angle - framing )

Anti-Hero

Why is a long shot used?(framing)

Why is the actor looking away from the audience? ( direct mode of address) when the model/actors faces the camera and indirect when looking away)

Brown wavy border – signifies (connotations) smooth, flowing chocolate. Draws eyes to top of page.

Young woman, happy, smiling, professional, status, smartly dressed, subtle make up –reflects the target audience – (average woman) – creates empathy and positive associations with product

Product – very strategically placed and positioned – sexual connotations (cheeky) humour – associations with emotion and desire – implies the illicit - exciting)

Eyes follow body shape down to product

Anchorage – ‘catch line’ – sets up the humour, implies an illicit affair – funny, exciting, naughty, reinforces associations with sex and chocolate – creates an emotional response – desire.

Pack shot – the product, shows the audience – reinforces recognition/associated pleasures

Slogan - recognition

Medium long shot – uses full width and height of frame – tightly packed.Predominance of brown – connotations of chocolateSubject is framed by borders – connotations of being immersed in chocolate

Slightly sexualized image – pulls meanings/associations together – white top signifies good, positive associations

Sunny day – positive associations

Cheeky grin - naughty

Phallic – sexual connotations

Setting/Location/Background

What is your setting, background or location?

How does it help to make your trainers or advert overall more appealing to your target audience

Use of Model –If you decide to use a model/s how are you going to try and make sure your model reflects the target audience

Product – where will you strategically place/ position your your trainers?

Models- Direct or indirect mode of address?

Anchorage – What and where will you place your anchorage?

Slogan - recognition

Framing of Shot- What framing of shot will you use and why?

Boarders- Will you use a boarder and if so, what colour and what will you frame?

Lighting – high or low key lighting

Fonttype- What font style and font size will you use?

Advertising Techniques•HUMOUR•SHOCK•EMOTION•DEMONSTRATION•COMPARATIVE•CELEBRITY ENDORSEMENT•ENIGMA ADVERTISING

Slogan Techniques

Broken Rules -Mis-spelled words, incomplete sentences, grammatical errorBeanz Meanz Heinz

Repetition of SoundThe use of rhyme, alliteration (clusters of similar sounding consonants) orassonance (similar vowels) A Mars a day helps you work rest and play.... Snap! Crackle! Pop!- Kellogg's Rice Krispies Cereal

Word PlayObvious joke, puns, double meanings or well-known sayings, songs orQuotations -Once you pop, you can't stop! Pringles Argos-Don't shop for it Argos it

Verbal images - Strong visual suggestions that widen the range of asociations Soft strong and very long- ,Andrex

• Frames can be empty or full.

• Characters/products can be in the foreground or background

• They might be left or right of the frame – These all have meaning

Demographics Psychographics

I am likely to buy a product if the style and content of the advert strikes a chord with me either because of my;

1.Lifestyle2.Interest/ hobbies3.Views/ outlook on life on life4.Ambitions5.How I’ve been socialized (brought up) 6.Commitments7.My Attitude8.What is important to me

I am likely to buy a product which benefits allows me to

1.Feel better about myself2.Be even more successful 3.Feel even more attractive4.To take part and be efficient/ effective5.To be even more popular6.To be even more admired7.To feel and look successful/ rich8.Feel as if it a natural addition to my lifestyle

10. Need for autonomy- within a crowded environment; we want to be singled out, to be a "breed apart." This can also be used negatively: you may be left out if you don't use a particular product

8. Need for prominence- we want to be admired and respected; to have high social status.

9. Need for attention- we want people to notice us; we want to be looked at.

11. Need to escape- flight is very appealing; you can imagine adventures you cannot have; the idea of escape is pleasurable

6. Need to achieve- the ability to accomplish something difficult and succeed identifies the product with winning. Sports figures as spokespersons project this image.

7. Need to dominate- the power we lack is what we can look for in a commercial "master the possibilities.”

5. Need to aggress- (attack first) we all have had a desire to get even, and some ads give you this satisfaction

4. Need for guidance- a father or mother figure can appeal to your desire for someone to care for you.

3. Need to nurture- every time you see a puppy or a kitten or a child, the appeal is to your paternal or maternal instincts

1. Need for sex- surprisingly, only 2 percent of the television ads he surveyed used this appeal. 2. Need for affiliation- the largest number of ads use this approach: you are looking for friendship? Advertisers can also use this negatively, to make you worry that you'll lose friends if you don't use a certain product.

13. Need for aesthetic sensations-beauty attracts us, and classic art or dance makes us feel creative, enhanced

12. Need to feel safe- to be free from threats, to be secure is the appeal of many insurance and bank ads

14. Need to satisfy curiosity-facts support our belief that information is quantifiable and numbers and diagrams make our choices seem scientific15. Psychological needs- Fowles defines sex (item no.1) as a biological need, and so he classifies our need to sleep, eat, and drink in this category. Advertisers for juicy pizza are especially appealing late at night

Get your target audiences to buy by appealing to their:

Here is a reader profile written by Mrs Moore. She has documented lots of brands that she aligns herself with and then written a personal profile using Socio-economics and Psychographics.

You are now going to produce your own personal Reader profile. You need to consider lifestyle brands but also your media tastes, media consumption habits, c technology you buy into, radio stations you listen to etc.

AnchorageUsing words to fix meaning.

Pictures are often seen with some sort of writing. In most media, and in advertising in particular, words, soundtrack or captions are used to tie down or anchor the meaning of images. Think about captions and see how much the message of the picture depends on the words that have been chosen to go with it.

Must Cover/Use Marks Good Work- Nearly There Marks You’ve Nailed It Marks- Lets Celebrate !!

Connation Demographic/ Audience Profile/Psychographics Desired meaning

Audience appeal Use of anchorage Slogan Mise en Scene Use of quotes/stats

Design and layout (colour, font style and font size, lighting, costume) Lifestyle Appeal

Relationship between font and image Use of Ideology Use of Pack Shot

Institution – the companies involved in the production of media texts and how the advert reflects the company’s identity Actor’s Pose Framing/Camera WorkYou felt the ad deliberately left things out - why? Use and positioning of /logo

Use of known stereotypes / stereotypical & why? Use of specific model/ celebrities & why

Use of specific settings/locations Foreground/background Consumer

Images Message Communicate Page set up -Portrait/Landscape

Use of SFX & Why Crop Positioning Use of Direct/Indirect Mode of Address