Advertising: an introduction

1) What conventions of an advert can you find and what are the connotations of each one? 2) For each convention, write about how this appeals to a target audience.

Picture of product-Instead of including a photo of coca cola, they have chosen to use an animated version of the iconic coca cola bottle several times. The bottles are arranged to make it seem like they are lining up for a ferris wheel. - Could appeal to young children (ferris wheel has connotations of playground which is associated with fun and games.)

Colour Scheme-The advert has a bright red background which is most commonly associated with coca cola and (with the white writing) has almost become synonymous with the popular brand. They have also included white on red, as used on the label for coca cola, an attempt to create brand identity.

Logo- The famous logo of coca cola has been printed on the bottles (as they would look on an actual bottle) and has been printed several times on the advertisement.

Slogan- The slogan "#choosehappiness" stands out as its a bright white on red and it's surrounded by empty space so all the attention is on the slogan. This implies that the company believes by choosing coca cola, you choose the better option and it also provides you with a sense of happiness. It could also be a reference to the different types of coca cola and picking one. - Could potentially appeal to families due to the happy and bright atmosphere created.

3) What is the USP (unique selling point) of the product and how do you know?

The USP is that there is a wide variety of options to choose from ("#choose happiness"). The different flavours are a recurring theme(choose, juxtaposing colours etc...) and it's constantly drawing the consumer's attention.

Extension: Look for another, different advert for the same brand. What similarities can you find? What differences are there? Can you find a consistent brand identity across both adverts? Post the second advert to your blog and write a paragraph of analysis answering these questions.




Similarities: Red and white colour scheme, Slogan, Focus on variety
Differences: Pictures instead of cartoons, Set up in a neat line

Reveal: Case study blog task

General1) Based on your research, what type of people read Reveal? Consider demographics and psychographics.
Based on my research, this magazine is designed for main-streamers or strugglers. This is because the magazine appeals to a large group of people (working class) and provides quick, temporary gratificaton. The target audience is 18+, predominantly female and predominantly white.
2) Look at the lesson slides: how does the editor introduce Reveal magazine?
The editor introduces Reveal as the reader's best friend. This creates a more informal tone and allows the reader to be able to relate/understand the way the magazine sends it's messages. It also allows the magazine to use slang and abbreviations. It prevents the reader from viewing the magazine as a serious source of information and relies on Reveal to provide gossip and advice.
3) What is the difference between the Reveal and Tatler target audiences?
The main difference is that Reveal's target audience is working class whereas Tatler's audience is upper class. Tatler is produced monthly after a lot of research and they are usually quite large and provide a lot of information. Reveal, on the other hand, is produced weekly and very little effort goes into the stories produced. Tatler's higher price gives it a more prestige reputation which could indicate that the readers demand quality whereas Reveal's price of 99p makes it seem accessible and available which suggests that it's readers only need something quick to read, they aren't concerned with details or the accuracy of stpries.
4) What issues are Reveal readers interested in?
The main issues that Reveal discusses involve relationship troubles, lives of celebrities(predominantly reality tv stars or less known actors) and fashion. It informs readers on celebrity gossip and gives beauty tips and advice (successfully playing the role of the best friend). It doesn't address issues of importance-the magazine is very light hearted and it's stories are quick and easy to forget.

Media Language
1) How many of the 12 magazine cover key conventions feature on this edition of Reveal?
Title of Publication- The title is mainly covered by the central image which suggests that the main focus is on the articles rather than the title.
Central Image- The central image is of two reality stars and their separate images have been photoshopped together. 
Cover line-The magazine is bordered by cover lines and the cover is crowded with them.
Colour schemes- Red, yellow and pink-bright colours to attract immediate attention
Name checks-Mentions stars in every cover line in order to use celebrities' star power to attract readers but only uses first names so it makes it seem like the reader is familiar/friends with these people.
Language-Uses slang and quick snappy headlines to seem more modern and "friendly"/ relatable.
Bar code/date/price- Includes price which suggests that the low price is a dominant reason in why people buy this magazine.
2) What is the font choice used on the cover and what does this choice connote? 
The magazine uses san serif in an attempt to seem more cool and modern. It makes a clear difference between Reveal and other, more traditional magazines.
3) How do the cover lines appeal to the Reveal target audience?
The cover lines are targeted towards lower class strugglers who want instant gratification from controversial articles with interesting stories.(e.g."I met Joey in jail.")
4) What are the connotations of the Reveal colour scheme on this particular front cover?
Red,Yellow,Pink: Bright, eye-catching colours to suggest the magazine is full of happy, interesting stories. The clash of such bright colours make the magazine seem quite crowded which could suggest the magazine is 'bursting' with news stories. The colours draw attention away from the news stories, potentially a way of distracting from the less interesting articles.
5) How are images used to create interest in the magazine? Find three reasons for your answer. (E.g. mise-en-scene such as props, costume and make-up, body position, facial expression.) 
The outfits worn are casual and they don't look expensive-this is an attempt to make the celebrities look like regular people so the readers will be able to relate.
The pictures are taken in ordinary settings (car parks, houses not in expensive venues) which could be a further attempt to allow the reader to connect with the celebrities and it gives the impression that these pictures aren't staged-we get to see the real side of these celebrities.
6) What differences can you find between the use of design and typography between Tatler and Reveal? List at least three and explain the effect on audiences.
Typography-Tatler uses serif fonts to make their magazine seem more sophisticated and appeal to more upper class women whereas Reveal uses sans serif which is more common and modern which could imply that they try to attract more middle class/lower class.
Photos-Tatler has only one image which is from a professional photo shoot but Reveal is covered in overlapping photos from the paparazzi which suggest that Tatler has access to celebrities and can afford to have professional pictures while Reveal relies on free/cheap unprofessional photos.
Cover lines-Tatler has several cover lines though as the focus is on the cover model, they aren't noticeable but on Reveal, the cover lines are large and colourful and the reader is bombarded with different stories.



Representations

1) What different groups of people are represented on the cover? (Look at the image and text/cover lines)

The magazine represents celebrities but they aren't being portrayed as upper class, posh people; the use of paparazzi pictures, catching celebrities doing ordinary things make them seem more relatable.

2) What type of celebrities are represented on the front cover?
The majority of the celebrities are reality stars, actors and musicians. This could potentially be a way of appealing to a mainstream audience and make celebrities they are familiar with more accessible.
3) Are there any stereotypes being reinforced or subverted? How? Why?
The stereotype that celebrities are stuck up and obnoxious is being subverted as they are being portrayed as ordinary and experiencing personal issues(they aren't perfect).
4) What view of celebrities does Reveal want the reader to have?
Reveal wants readers to be able to relate to the celebrities and view them as regular people.
5) What would be the preferred and oppositional readings to this cover of Reveal?
The preferred reading would be that this magazine is packed with interesting stories that will bring the reader closer to the celebrity and they will gain exclusive insight into the lives of celebrities. The oppositional reading is that the paparazzi photos suggest that because the photos haven't been authorised, the information in the magazine hasn't been confirmed either, nor is it credible. Additionally, by fitting in so many stories, they will be brief and not detailed.

Social and cultural context
1) What aspects of British life are reflected in Reveal? How does this compare to Tatler?
This magazine represents the middle class as it mentions habits that are partial to middle/lower class rather than wealthy, upper class women. There's a heavy emphasis on relationship troubles whereas Tatler focuses predominantly on fashion and social status.
2) What do the cover lines in Reveal suggest about the issues and lifestyle of Reveal readers?
The cover lines regarding motherhood('Blooming Baby Bumps' 'Cheryl becomes a very posh mum') suggest that the majority of Reveal readers are parents (mid 20's to 40's)
The magazine offers ''one simple trick'' for skin care which alludes that readers are conscious of vanity and enjoy improving their appearance.
3) Find three other front covers for Reveal. What issues or features regularly appear in Reveal? 
Diet and Exercise
Relationship issues
Fights and Scandals.
4) Do any celebrities appear on more than one front cover of Reveal? Why do you think they are particularly popular with Reveal readers?
Kim Kardashian-She leads an extravagant lifestyle and is often idolised and admired from afar so it excites readers as they'll be able to find out more about her.
Cheryl- Cheryl grew up in a lower class family so readers will find her relatable and also inspiring as she is now very well known and successful.
Katie Price-She is viewed as quite a scandalous and a sensationalist so she is able to provide entertaining stories.

Tatler: Case study blog task

1) Based on the trailer, what type of people produce and read Tatler? Consider demographics and psychographics.
Based on the trailer, the Tatler is produced  by upper class, middle aged people, most probably women. Due to the activities such as horse riding, it seems the target audience have a high disposable income and it could potentially be a single income household as the people seem to have a lot of free time for recreational activities. Their interests involve fashion, jewellery, hunting animals etc...

2) Look at the Tatler Media Pack 2018. Go to page 2: how does the editor introduce the magazine?
The editor appeals to the target audience's interests in the introduction. The "rifle shot" could be a reference to hunting animals, a common interest for conventional older, white, rich men. She implies that the lives of the readers are the same as the images displayed in the magazine, the editor knows her audience well and is able to provide entertaining articles. She reveals that the vast majority of the magazine's audience are wealthy and have interests in fashion.

3) Now go to page 4 of the Media Pack. Focus on the print magazine (NOT tatler.com - the website). List the key demographic details: age, gender %, ABC1 % (social class), HHI (Household Income), % of those living in London and the South East. What do these demographic details suggest about the average Tatler reader?

   Circulation 80,035

Readership 163,000

Average HHI £261,572

Female 73%
ABC1 83%

AB 51%
Average Age 41

London/SE 70%

These suggest that the audience is wealthy and the magazine is targeted towards older women. The average reader would be a middle aged woman (in her 40's) from a rich family.

4) Look at page 6. What do Tatler readers think about fashion? How much do they spend?
Tatler readers spend an average £843 million pounds on fashion a year. They potentially believe fashion is of high importance and says a lot about character as the majority of readers own designer clothes, shoes and accesories.

5) Go to page 10. What are the special editions of Tatler that run throughout the year? What does this suggest about the pyschographic groups who read Tatler?
The special editions that run throughout the year involve a travel edition, a plastic surgery edition, a wedding edition, a spa guide, watches and jewellery edition and a school guide.
This suggests that the readers have a high disposable income and can go on several holidays-they live a luxurious lifestyle. They care a lot about looks- they value appearance highly. Many readers are in the age of getting married or they've already settled with a family and now need to focus on getting their children into he top schools. 

1) How many of the 12 magazine cover key conventions feature on this edition of Tatler?

Title of Publication- The title is quite large and eye catching. It's in full view which suggests the title isn't well established, not easy to recognise.
Central Image- The central image is of a woman with edgy, bold makeup and hair.
Cover line- The magazine is bordered with cover lines about celebrities, parties etc..
Colour schemes- Pink-glamorous, feminine  Yellow-peaceful, happy  green-nature, calm
Name checks- James Corden, Georgina Bevan
Language-
Direct address-To address the reader in the cover lines

2) What is the font choice used in the title and what does this choice connote? 

The magazine uses a serif font which is traditionally used in older, more sophisticated magazines. It has a more traditional and professional feel.
3) What font is used for the cover lines? What does that choice connote?

The cover lines use san serif which is typically more modern and used to appeal to younger readers. It has connotations of casual rather than sophisticated and posh.

4) How do the cover lines appeal to the Tatler target audience?

The cover lines reference more upper class habits (e.g. pearls, aristocrats, sloanes) and this appeals to their target audience as the upper class consumers will be able to relate and make connections with the stories mentioned.
5) What are the connotations of the Tatler colour scheme on this particular front cover?

The Tatler colour scheme is pink, yellow and green. The pink has connotations of femininity and because it's a bright pink it could suggest fun and glam which may entice older, wealthy women. The yellow has connotations of calm and happiness and the green suggests nature and tranquillity.
6) How is the central image designed to create interest in the magazine? Find three reasons for your answer. (E.g. Mise-en-scene such as props, costume and make-up, body position, facial expression)The lavish jewellery creates interest for people who are into fashion and enjoy leading lavish lifestyles. It sends a message that the magazine is full of luxury brands.
The slightly more edgy hairstyle and makeup could be an attempt to keep up with trends and to appeal to younger viewers. It's an attempt to keep the Tatler evolving and up to date.


1) What different groups of people are represented on the cover? (Look at the image and text/cover lines)
The groups of people being represented are predominantly white and wealthy. Although it mentions a man, the majority of the cover is directed towards, and referencing, women.

2) What do the cover lines suggest about the lifestyle of rich people in the UK?
 The cover lines suggest that the lives of rich people of full of going to parties, shopping and having fun.

3) Are there any stereotypes being reinforced or subverted? How? Why?
Stereotypes that are being reinforced include women being into fashion and interested in jewellery and gossip. However, the woman is also portrayed in a subversive way, she's staring confidently into the camera and she looks quite dominant and powerful.

4) Are there any misrepresentations or under-representations of groups? What might this suggest about the target audience?
The magazine represents upper class, wealthy women, none of the tag lines are targeted towards middle class audiences. The magazine is also feminine and lacks conventionally masculine features. This suggests the target audience is predominantly females with large disposable incomes. 

5) What would be the preferred and oppositional readings to this cover of Tatler?
The oppositional reading would be that the magazine's readers must be quite old fashioned and have elitist attitudes. The outdated stories regarding hunting and shooting could provoke outrage and cause a lot of backlash for the magazine. The lack of "real news" (political affairs, world affairs etc...) could induce many people to disregard the magazine as shallow and not worthy of reading.
The preferred reading would be that this magazine can equip you with necessary information for any upper class woman (e.g. how to act, how to dress etc...).  The reader would be satisfied that the magazine can emulate the luxury lifestyle they are either living or aspire to live.


1) What aspects of British life are NOT reflected in Tatler?
The Tatler fails to represent the political aspects of living in Britain, nor does it address government problems such as budget issues in the NHS. The Tatler does not reflect the lower classes in Britain or families with lower disposable incomes.
2) Tatler runs special issues on holidays, spa breaks, cosmetic surgery, watches and jewellery and private schools. What does this suggest about the magazine's representation of life in Britain?
The magazine represents the luxury lifestyle in Britain: going to the top private schools, several holidays a year, only buying the biggest brand names. Although this is an inaccurate representation of Britain, it is the way the magazine has chosen to portray Britain. This tells us many of the magazine's readers lead luxurious lifestyles.

3) What audience groups might be offended or insulted by the front cover of Tatler April 2017?
The lower classes may be offended due to lack of representation and also people of colour as Tatler frequently shows only white, female cover models. The upper class may be offended as the magazine shows them as partying and spending money whilst not doing anything important or useful.
4) Find three other front covers for Tatler. What issues or problems are regularly featured in Tatler?
Many issues featured regularly involve fashion (i.e. what to wear), dating, and the current lives of British aristocrats. The magazine rarely features "deep" issues, the stories are quite lighthearted.

Typography

Representation

1) In the film poster, there are seven young people/teenagers (3 girls, 4 boys). They're dressed in hoodies/jeans and are placed in an urban setting. The picture is quite dark and one of the boys is holding a baseball bat.
2) The producers have stereotyped the teenagers as dangerous, arrogant and idle.
3) The  preferred reading is that these teenagers pose a threat to us, they seem to be staring into the camera in an intimidating way, as if challenging us.
4)The oppositional reading is that these kids aren't dangerous, they are just hanging out with their friends. They are potentially misunderstood and in need of adult guidance.

Ownership and Control

1) Facebook bought Instagram to eliminate competition and in the hopes it would earn them money.

2) Benefits for media companies of vertical integration is that less money is being spent as they would already have the resources to produce things. It also means the conglomerate can keep all the revenue.

3)Horizontal integration proves that companies have the ability to make multiple products at the same time and it also gets rid of competition.

4) A subsidiary is a smaller company that is owned by a major company(e.g. Pixar is a subsidiary of Disney).

5)Examples of companies that have used synergies to maximise profit:
    -Disney: movies, theme parks, merchandise etc...
    -Harry Potter: spin off books/movies, merchandise, theme parks, studio tours etc...
    -High School Musical: toys, concerts, merchandise etc...

6) Disney Media Empire:
     The Muppets Studios
     Marvel Studios
     Hulu
     ABC Entertainment
     ESPN
     Vice
     Dreamworks
     Pixar
     Lucas Film
     Disneyland

7) The benefits of Disney buying Fox is that it eliminates competition, makes Disney earn more money and also opens up Disney to a wider audience.

January assessment: learner response

WWW: You clearly revised and use media terminology accurately.
EBI: Your paragraph on news seems underdeveloped. Timing? You need to consider negatives about audience experience as well as positives.


Q1: 1/1
Q2: 1/1
Q3: 6/8  - Be more specific to the advert
Q4: 13/20  - Make sure to include all relevant information and be more specific

Question 3 (oppositional reading) redraft:

The oppositional reading is that many consumers, who are used to and comfortable with traditional roles, will find this advert unappealing because it places the women in the position of a man (working, hair tied back, flexing muscles). As the poster was being circulated in a time when gender roles were strongly in place, many might find the women's stance unusual and might find the lack of femininity insulting. They might see it as a woman can only be powerful if she acts and dresses like a man(no dresses, shirt, hair pulled back and hidden by a scarf).