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ASSESSMENT PREPARATION
Year 10: Advertising
Individual Portfolio
Starter
• Read your partner’s mini-milestone.
• Peer-assess for the following:
• Have they analysed the features of the image in detail?
• Have they linked to representation of gender?
• Have they used the correct terminology throughout?
• Leave them a ‘tick’ and a ‘target’.
• Hand in your work to Miss.
“Many a small thing has
been made large by the
right kind of advertising.”
—Mark Twain
Codes & Conventions of Fragrance Adverts
Typical conventions of fragrance adverts:
• Sophisticated, elegant look – dresses, jewellery, suits.
• Attractive models
• High-class locations – cities, hotels, etc.
• Bright lighting – spotlights, beams.
• Dominance of characters (generally a male figure
controlling the woman)
• Medium Close-Up shots
• Low-angle to create connotations of power and dominance
• Use of celebrities to sell a product
Groups
Group 1 Group 2 Group 3 Group 4
Ryan
Christian
Ethan
Will C
Lloyd
Jack B
Josh B
Rob
Alex J
Jack C
Tom
Harvey W
Billy
Jamie C
Group 5 Group 6 Group 7
Alasdair
Will H-C
Max
Jack R
Jacob
Owen B
Layla
Becca
Teagan
Peta
• Product• Who is the audience? (Age,
income, etc.) What does the packaging suggest? What is the purpose (Maslow)?
• Image• Model: age, hair/make-up,
costume; props; background/setting; colour-scheme; lighting; shot –composition, framing, etc.
• Lettering• Font style and colour; language
used.
• Organisation• How is the layout organised?
• Codes & Conventions• How does it follow the codes
and conventions of advertising?
Use PILOC to analyse the
advert in your groups…
Representation
Answer the following questions for the advert:
• Who or what is being represented? Who is the preferred
audience for this representation?
• What are they doing? Is their activity presented as typical, or
atypical (stereotypical, or does it challenge the stereotype)? Are
they conforming to genre expectations or other conventions?
• Why are they present? What purpose do they serve? What are
they communicating by their presence? What's the preferred
reading?
• Where are they? How are they framed? Are they represented as
natural or artificial? What surrounds them? What is in the
foreground and what is in the background?
Plenary
• Get into your new groups. Discuss and share your findings
with the others – steal some ideas from each other!
Group 1 Group 2 Group 3 Group 4
Ryan
Alex J
Lloyd
Max
Will C
Jack C
Tom
Rob
Ethan
Layla
Harvey W
Jack B
Josh B
Peta
Group 5 Group 6 Group 7
Will H-C
Billy
Jamie C
Jack R
Teagan
Alasdair
Becca
Jacob
Owen B
Christian
ELT – Due: Friday 5th December
• Do the same as you did today for the next advert.
• The advert and all of the information is on the blog:
http://vxfgcsemedia.blogspot.co.uk
• Be ready to prepare for your assessment next lesson!
• You have A WEEK AND A HALF – there will be
NO EXCUSES.
• Product• Who is the audience? (Age,
income, etc.) What does the packaging suggest? What is the purpose (Maslow)?
• Image• Model: age, hair/make-up,
costume; props; background/setting; colour-scheme; lighting; shot –composition, framing, etc.
• Lettering• Font style and colour; language
used.
• Organisation• How is the layout organised?
• Codes & Conventions• How does it follow the codes
and conventions of advertising?
Use PILOC to analyse the
advert in your groups…
Representation
Answer the following questions for the advert:
• Who or what is being represented? Who is the preferred
audience for this representation?
• What are they doing? Is their activity presented as typical, or
atypical (stereotypical, or does it challenge the stereotype)? Are
they conforming to genre expectations or other conventions?
• Why are they present? What purpose do they serve? What are
they communicating by their presence? What's the preferred
reading?
• Where are they? How are they framed? Are they represented as
natural or artificial? What surrounds them? What is in the
foreground and what is in the background?
