A-level Media Notes and Revision

How does advertising regulation in the UK work?   The Advertising Standards Authority (ASA) is the UK's independent advertising regulator. The ASA makes sure ads across the UK media stick to the advertising rules (Advertising Codes). Broadcast advertising - TV and Radio advertising  Non-broadcast advertising - newspapers, posters, websites, social media, cinemas, emails, leaflets, billboard.  The Committee of Advertising Practice (CAP) is the sister organisation of the ASA and takes responsibility for writing the Advertising codes. ASA responds to concerns and complaints and takes action to ban ads which are misleading, harmful, offensive and irresponsible. They monitor ads to check them against the rules and conduct research to test public opinion and identify if they need to take action to protect consumers.  Any complaint, whether it is one person or more they ...

Introduction What kind of world does the news suggest we live in? Negative- horrible- bad things happening all the time  What kind of world does advertising suggest we live in? Perfect/ideal- promoting their products- if you get the products everything will be perfect.  Links- they are the complete opposite of each other- it could be that the news show many negative events to make the advertising look better or the advertising deliberately makes themselves appear the complete opposite to the news to attract people to buy the products. Newspapers make their money through advertising. The four Ps:  Product- the media product itself that needs to be sold to audiences. Placement- when in the year a media product is released e.g. family films during holiday periods. Promotion- the way in which media texts and products are marketed e.g. trailers, posters, interviews. Price- the amount that people are willing t...

Charity ads Shock tactics - saturated by shocking images to evoke sympathy  Appeal to heart - emotional response  Gerbner: Cultivation theory The idea that exposure to repeated patterns of representation over long periods of time can shape and influence the way in which people perceive the world around them (i.e. cultivating particular views and opinions).  The idea that cultivation reinforces mainstream values (dominant ideologies).  The media influences audiences! (+ hypodermic needle model) We are becoming slowly desensitized e.g. to charity adverts Example NHS Smokefree advert 'I'm not scared of spiders' 'I'm scared of my mum dying from smoking' Target audience: parents (female) Spider looks bigger: shadows and lighting  Images- bedroom wall- spider crawling on it or skin colour- shock/fear  Dark light from the corner- children ...

1950s Product Quality Fresh- shown through the sea theme and the sound of the waves  Focus on the smell  Masculinity Male voiceover- assertive 30s/40s- family man- closeness between son and father Sailing theme- stereotyped to men USP/Advertising techniques Direct gaze Rhyming couplets/jingles Appeal to head- cheap $1 after shaving lotion  1970s Product Powerful Attractive Successful Classic man Masculinity UK advert- 'the mark of a man' Power of the sea  USP/Advertising techniques Loud dramatic tense background music- a strong, powerful man  Dissolve- sea and the woman flicking her hair- he is controlling the sea and the woman, the sea represents the man therefore the sea being part of her hair suggests they are connected, she is attracted to him. Kulshov effect- man on the sea, woman flicking hair, man on the sea- she finds him attractive Products and brands dont produce their advert...

Lucozade When was it first launched? Lucozade is a drink created in the UK and is sold all over Britain. It was created by Thomas Beecham, from Newcastle in 1927 . He made it out of glucose syrup to provide a source of energy to people who were ill. Lucozade's original name was Glucozade until  1929 , when they removed the first letter from Glucozade. Who is the target audience? Young, active consumers between 16-24 years, with a secondary audience of professional athletes.  Facts and figures over time Since its launch Lucozade  has been the market leader in the energy drink category with just under 60% value share of the category.  By the 1970s there was a decreasing role for Lucozade in people's lives as the general population began to grow healthier as the incidence of illness became less frequent: The days of the heavy annual cold and the epidemics of flu were in significant decline. As a result, sales of Lucozade began to drop. An i...