Analysing Advertising1. Medium

2. Content

3. Style

4. Unique Selling Proposition (USP)

5. Emotional Manipulation

6. Brand Identification

7. Celebrity Endorsement

The MediumQ - What is a Medium? This can be - e.g. Print (eg - billboard, shop window poster,

T-Shirt, newspaper, Paper cup, bus shelter…)

Web (eg – Pop Up Ad, Banner Ad, Video Ad) Mobile phone, TV, Radio, DVD,

Mediums are used to capture certain audiences

E.g - Who would regularly listen to the radio and when?

Who would be likely to attend the cinema regularly?

Who regularly used the web in their free time?

The medium affects the content so that it can be:

visual, narrative, verbal, Music.visual, narrative, verbal, Music.

Describe Describe this this

Poster.Poster.

Medium –

poster (print – Visual content

Audience –

young people + young adults + typical cinema goers.

Keywords – mysterious, mystical, nature,

adventure, action, interest, strange new worlds,

romance, Waltz Disney,

Genre –

science fiction– adventure– possible romance

Style – surreal

Emotional manipulation –

Romance

Celebrity endorsement –

Sam Worthington

Slogan/name –

Avatar – representation of a person – embodiment

Content – visual

Font –

big, bold, simple Font colour taken from sky/ Avatar skin

Letters made to shine using bright white grading

Letters made from strips of non-flat steel! – 3D effect

Standout against dark green of forest background

ImagesTwo half faces – one man and

one woman- each showing one eye –

Handsome man – beautiful woman

Contrasts

Skin colour

Eye colour

Facial hair

Poster background

– beautiful blue sky with bright yellow sun (reflection) at

centre.Strange flying creatures

Hostile or friendly

What are they

What are they doing

Seem to be in the formation

which adds purpose.

StyleStyle can refer to the mood of an advert – eg:

Humorous – comedy, funny, light heartedSurreal – almost dreamlike, unrealisticDramatic – evokes emotion, powerfulRealist – True to life

Unique Sell ing Proposition Unique Sell ing Proposition (USP)Something unique to that product that makes it

stand apart from its competitors

Some airlines sell “friendly service”, while others sell “on-time service”.

Marks and Spencer sells luxury, while Lidl sells bargains.

Go find 2 print adverts for different cars that have clearly very different USPs.

Emotional Manipulation Controlling the behaviour of others using

underhand techniques Advertising can do this in a number of ways:

Making you feel like you need a product Making you feel guilty about something you

have done

Brand Identif icationThis is the process of identifying a recognised brand. Think about the following products. What do you see in your head when you think of them?

Coca Cola McDonald’s Nike

Advertising helps promote this through continuing to paint that picture in your head

Celebrity Endorsement Using a celebrity to help advertise your products. E.g. Attractive female celebrities may be used to

advertise beauty products. Talented sports celebrities may be used to

advertise sports drinks or sportswear

Why do you think this has an impact on the audience?

Features (can overlap with USP below)

Something that is a special attraction, can relate to a new and improved product - E.g. Car with heated seats, a drink that has few calories,

Now have a look at the adverts you sourced earlier and identify any features they contain.

Benefits (can overlap with USP below)

These are the advantages of using the product and can be a result of the added ‘features’ - E.g.

You can drink this drink without putting on weight,

You can protect yourself from the sun whilst hydrating your skin