Showing posts with label Research. Show all posts
Showing posts with label Research. Show all posts
Thursday, 25 April 2013
Radio adverts research
Looking into radio adverts, I came across this website which told you great advice on how to create a radio advert. I gave loads of examples of past ones they have created, this helped me alot as I was able to listen to all of them and start to plan out and create the radio advert i wanted to make. http://radioadvertising.co.uk/example-adverts.php
Wednesday, 24 April 2013
Sunday, 7 April 2013
Advert analysis
The advert for the Lacoste perfume ‘Joy of Pink’ at the start of the perfume it shows three girls jumping and getting into a convertible car the atmosphere and setting already gives it that sense of a positive and happy environment. Straight away the audience can see the specific target audience which I related to girls. So we know that the audience are for girls to want to but this product. Later on in the advert we can see that representation of girls is definitely shown through the use of the pink ribbons coming down from the sky. The advert has a sense of relaxation and happiness involved within it as it is shown through the actress’s actions of casually holding up their hands as having not a care in the world. The actresses themselves look like they have shown a real and updated representation of girls in today’s society which helps the audience relate to that aspect of the advert. The music also merges well with the advert as it has that upbeat and uplifting atmosphere which makes you feel happy and makes the audience drawn in and wanting to buy this new product.
Tuesday, 2 April 2013
Uses and gratifications
An empirical study in the uses and gratifications might typically involve audience members completing a questionnaire about why they watch a TV programme. Denis McQuail offers the following typology of common reasons for media use: Information
- finding out about relevant events and conditions in immediate surroundings, society and the world
- seeking advice on practical matters or opinion and decision choices
- satisfying curiosity and general interest
- learning; self-education
- gaining a sense of security through knowledge
- finding reinforcement for personal values
- finding models of behaviour
- identifying with valued other (in the media)
- gaining insight into one's self
- gaining insight into circumstances of others; social empathy
- identifying with others and gaining a sense of belonging
- finding a basis for conversation and social interaction
- having a substitute for real-life companionship
- helping to carry out social roles
- enabling one to connect with family, friends and society
- escaping, or being diverted, from problems
- relaxing
- getting intrinsic cultural or aesthetic enjoyment
- filling time
- emotional release
- sexual arousal
Print Adverts
There are many codes and conventions looking into print adverts. Many aspects of the actual print advert can be relates to other genres not just in order to sell something. In my case i was to produce a print advert selling my new range of perfumes. Firstly you need to make a print advert noticeable it needs to be eye catching and expressive. Slogans can be used to catch the audience attention sometimes advertises interlink the slogan with the image representing the advert to make a huge impact on the public which makes the public have this particular image or advert embedded into their minds.
For example channel 4 launched a documentary are children in Britain and there print advertisement was simple yet extremely effective. This image of the young girl being sucked into the ground reaching out for help makes you feel helpless and this effects the audience to feel emotion which is what a good advert would show. The use of editing has helped this image look real and not real at the same time. Real representing the legs of the people walking by minding their own business, and the unreal ism as children don't usually get sucked into the ground.
For example channel 4 launched a documentary are children in Britain and there print advertisement was simple yet extremely effective. This image of the young girl being sucked into the ground reaching out for help makes you feel helpless and this effects the audience to feel emotion which is what a good advert would show. The use of editing has helped this image look real and not real at the same time. Real representing the legs of the people walking by minding their own business, and the unreal ism as children don't usually get sucked into the ground.
Top 5 perfume adverts
What are the ingredients that compose a successful perfume advertisement?
One would say a breathtaking scenic location, while another would put forward an argument that a good TV commercial needs a well-narrated story.
If you see a 30-second clip about a product that makes you sit on the edge of your seat in wonder and awe, means the director has hit the bullet in the head. Even thought there are commercials that make you gasp out loud, there are also the ones that make you run to your nearest departmental store to make a purchase.
We have already spoken about the most controversial perfume advertisements this industry has seen, to an extent of placing a ban on them.
But among the suggestive and provocative group of adverts lies a family of perfume commercials that are intelligent, effective, beautifully photographed and loved by the advertisement watchdogs.
If you see a 30-second clip about a product that makes you sit on the edge of your seat in wonder and awe, means the director has hit the bullet in the head. Even thought there are commercials that make you gasp out loud, there are also the ones that make you run to your nearest departmental store to make a purchase.
We have already spoken about the most controversial perfume advertisements this industry has seen, to an extent of placing a ban on them.
But among the suggestive and provocative group of adverts lies a family of perfume commercials that are intelligent, effective, beautifully photographed and loved by the advertisement watchdogs.
Let’s take a look at the top five perfume ad campaigns from the past decade that got it all right, almost.
Chanel No.5
There was a time when advertisement directors aspired to work in movies, but Luhrmann turned the rule around. This extravagant and comprehensive advert fetched its lead actor, Nicole Kidman, a bulging amount of $42 million for her 180-second appearance. But putting money aside, this mini-film titled No 5 became the poshest and shiniest advertisement to hit small screens in 2004.
It trails the life of a megastar, portrayed by Kidman, who deals with her manic life in the underline of fame and paparazzi attention. She meets an average Joe from the street who doesn’t recognise her, and sweeps Kidman away atop the Chanel hill, literally.
There’s almost no mention of a fragrance or the effects of a scent in the mini-film, as one would expect. However, it does translate the happiness and joy Chanel brings into the maddened life of the movie star. When she’s with her middle-class lover on the hill, she is content and willing to peep into her life away from the prominence. If a fashion house can link back to its brand’s aesthetics through tulle gowns, pearls and a perfume advertisement.
Madame by Jean Paul Gaultier
2.Jean Paul Gaultier knows how to make a woman feel empowered, be it with his runway collections or perfume advertisements. Anything that has Gaultier stamped on it comes with a sense of attitude, authority and strength.For his fragrance, Madame, Gaultier used Agyness Deyn to reflect on the powerful androgyny of the fragrance. The advertisement caters to the feminist clan in the world, proving that you don’t need a colourful video with hot male bodies doing provocative moves to sell a fragrance. .
Dior J’adore
3. When this advertisement was released, the industry got more excited about seeing historical icons make a comeback, than the beauty of a star from present times.Using typical ingredients of technology, nostalgia and glamour, Dior cleverly brought back a classic scent into the advertising limelight. Dior paid homage to Grace Kelly, Marilyn Monroe and Marlene Dietrich with the help of Charlize Theron and J’adore perfume.
It captures the decadence of living a Hollywood life, the hairspray-laden cramped area backstage at a fashion show and also the frantic energy on the catwalk.
Just when you see Theron walk down the runway in a sparkly gold gown, looking like a J’adore bottle in motion, and whispering, “J’adore Dior”, you are suddenly reminded of what you were really watching.
Dolce & Gabbana Light Blue
4. The effect puppies and cute babies have on an advertisement, are similar to the kind shirtless men have; must be well built and oiled, though.
We see a ridiculously good-looking couple, stranded on a raft, surrounded by sparkling turquoise blue water; Dolce & Gabbana have hit all the right chords of sex and desire with this advertisement. It’s not too sexy, but also not too subtle for the likes of Italian minds and their sexual desires.
The concept is clear: a buff man, wearing only an underwear is aroused by the lady love sitting opposite him, who is wearing a white button-down shirt drenched in water. He leans his oiled body over to kiss model Marija Vujovic.
The scenic backdrop is the asset for this advertisement, the models are its props, and Light Blue is the driving source. It’s understandable that two are attracted to each other because they’re wearing the perfume and cologne. But the simplicity in the idea and its uncomplicated execution is what works for this advertisement.
Miss Dior Cherie
5. Another French favourite, this advertisement from 2009 inspired editorials, photoshoots and women’s wardrobes, at the time it was released. As model Maryna Linchuk breezes through the quaint streets of Paris on her bicycle, to the upbeat tunes of a Bridget Bardot song, she gobbles down strawberry tarts and takes a cute fluffy puppy for a walk.The advertisement, directed by Sophia Cappola, almost mocks at everyone not living in Paris, as it portrays the perfect French lifestyle, topped with vintage Dior gowns . Despite the national cliché captured in the video, it still makes you want to taste that perfection, that carefree and romanticised life.
The print advertisement for the second edition Miss Dior Cherie L’eau also has a feel-good quality attached to it. The Eiffel Tower and the low-lying buildings of Paris as a backdrop have its own obvious advantages, but the visual pleasure lies in seeing the model hold on to a bunch of helium balloons. If an advertisement can make you dream of a life similar to the one seen in the campaign, it means the mission is successful.
Sunday, 31 March 2013
Language in adverts
Advertisers use the manipulation of language to create claims that suggest something about their products without directly claiming it to be true. Through this method, consumers are attracted to a product because they infer certain things about the product from its claim even though those things are often not true of the product itself. Companies rely heavily on their slogans, jingles, and advertisements to make a profit and to increase sales for their new product, and the language used in these various forms of media have a huge impact on their effects on the consumer. In his article “The Language of Advertising Claims,” Jeffrey Schrank says that although the use of colour, symbols, and imagery in advertisements can be studied to determine their psychological techniques, the “simplest and most direct way to study ads is through an analysis of the language of the advertising claim,” because all the other aspects of the ad centre around this claim. This paper is going to analyse what it is about these types of claims that appeals to consumers and how the use of specific grammatical structures renders the claims meaningless.
Modern Techniques for advertising
With the huge take off in social media websites within recent years, advertisers have gradually shifted towards promoting their products using this form of media. Increasingly, we are seeing television adverts that are encouraging viewers to 'follow' or become a 'fan' on websites such as Twitter and Facebook.
By accessing the social media websites, fans and followers will be able to get the latest news and information, such as any promotions, or the latest product. Social media sites have the ability for users to be friends with thousands of people, so if one person accesses the page, every single person on that friends list will be able to see that you're interested in that particular product. This style of advertising essentially mimics 'the word of mouth' method', as the product will gradually be spread to other people. As this method of advertising is relatively inexpensive and also reaches a mass audience, it's no wonder that advertisers are favouring this form of marketing opposed to other social media outlets.
By accessing the social media websites, fans and followers will be able to get the latest news and information, such as any promotions, or the latest product. Social media sites have the ability for users to be friends with thousands of people, so if one person accesses the page, every single person on that friends list will be able to see that you're interested in that particular product. This style of advertising essentially mimics 'the word of mouth' method', as the product will gradually be spread to other people. As this method of advertising is relatively inexpensive and also reaches a mass audience, it's no wonder that advertisers are favouring this form of marketing opposed to other social media outlets.
People may not realise, but Internet search engine brands such as Google, pass on your Internet search history to a variation of different companies throughout the use of the Internet. This way advertisements can be tailored to your browsing history, which will result in more advertisements related to what you searched for which is what we have in more modern times.
These two advertising methods are extremely effective compared to television marketing as they completely narrow down their target audience. Someone is more likely to purchase an item if they are already looking for it on the internet.
These two advertising methods are extremely effective compared to television marketing as they completely narrow down their target audience. Someone is more likely to purchase an item if they are already looking for it on the internet.
Wednesday, 27 February 2013
Audience Segmentation
Audience segmentation is a process of breaking a large group into segments based on shared properties in order to better analyze response data. This process is frequently done to determine audience reaction toward consumer products, but can also be done to analyze audience data about social concepts and political ideas or candidates. Using audience segmentation, research analysts are able to break down large, often convoluted responses into targeted sections that can inform marketing, product, or media decisions.
Segmentation may be done on a wide variety of criteria. Common categories for audience segmentation include age, gender, level of education, level of income, geographic location and political affiliation. Usually, segmentation is defined using several criteria, such as a segment of women between 18-49. Since a segment like that might include millions of women with widely different backgrounds and viewpoints, psychological and behavioral characteristics are frequently employed to create more specific groups.
Often, audience segmentation is done to create targeted marketing and advertising. If a political candidate seems to be testing badly with women, segmentation based on surveys might show that the true weakness is with single mothers with low incomes. In order to improve performance in this segment, the candidate might need to focus on issues that could be considered important by single mothers with low incomes, such as affordable health care, maternity leave, and tuition assistance programs. These may all be issues that the politician feels very strongly about to begin with, but by highlighting their importance, the campaign may draw a better response from this particular segment.
Though primarily thought of as a consumer product and political device, audience segmentation is frequently used in targeted health initiatives as well.
Though segmentation can be a useful tool, it is not without controversy. Some argue that it encourages marketers to think of people as homogeneous groups rather than individuals. It may also limit creativity in any market, since financiers may be more likely to invest on ideas and concepts that have tested well with certain segments in the past, rather than take a risk on creating an innovative concept.
http://www.wisegeek.com/what-is-audience-segmentation.htm
Segmentation may be done on a wide variety of criteria. Common categories for audience segmentation include age, gender, level of education, level of income, geographic location and political affiliation. Usually, segmentation is defined using several criteria, such as a segment of women between 18-49. Since a segment like that might include millions of women with widely different backgrounds and viewpoints, psychological and behavioral characteristics are frequently employed to create more specific groups.
Often, audience segmentation is done to create targeted marketing and advertising. If a political candidate seems to be testing badly with women, segmentation based on surveys might show that the true weakness is with single mothers with low incomes. In order to improve performance in this segment, the candidate might need to focus on issues that could be considered important by single mothers with low incomes, such as affordable health care, maternity leave, and tuition assistance programs. These may all be issues that the politician feels very strongly about to begin with, but by highlighting their importance, the campaign may draw a better response from this particular segment.
Though primarily thought of as a consumer product and political device, audience segmentation is frequently used in targeted health initiatives as well.
Though segmentation can be a useful tool, it is not without controversy. Some argue that it encourages marketers to think of people as homogeneous groups rather than individuals. It may also limit creativity in any market, since financiers may be more likely to invest on ideas and concepts that have tested well with certain segments in the past, rather than take a risk on creating an innovative concept.
http://www.wisegeek.com/what-is-audience-segmentation.htm
Importance of Advertising
Advertising is the best way to communicate to the customers. Advertising helps informs the customers about the brands available in the market and the variety of products useful to them. Advertising is for everybody including kids, young and old. It is done using various media types, with different techniques and methods most suited.
Continuity: this objective is concerned about keeping the existing customers to stick on to the product. The advertisers here generally keep on bringing something new in the product and the advertisement so that the existing customers keep buying their products.
Brand switch: this objective is basically for those companies who want to attract the customers of the competitors. Here, the advertisers try to convince the customers to switch from the existing brand they are using to their product.
Switching back: this objective is for the companies who want their previous customers back, who have switched to their competitors. The advertisers use different ways to attract the customers back like discount sale, new advertise, some reworking done on packaging, etc.
Advertising is important for the society
Advertising helps educating people. There are some social issues also which advertising deals with like child labour, liquor consumption, girl child killing, smoking, family planning education, etc. thus, advertising plays a very important role in society
Objectives of Advertising
Four main Objectives of advertising are:- Trial
- Continuity
- Brand switch
- Switching back
Continuity: this objective is concerned about keeping the existing customers to stick on to the product. The advertisers here generally keep on bringing something new in the product and the advertisement so that the existing customers keep buying their products.
Brand switch: this objective is basically for those companies who want to attract the customers of the competitors. Here, the advertisers try to convince the customers to switch from the existing brand they are using to their product.
Switching back: this objective is for the companies who want their previous customers back, who have switched to their competitors. The advertisers use different ways to attract the customers back like discount sale, new advertise, some reworking done on packaging, etc.
Importance of Advertising
Advertising plays a very important role in today’s age of competition. Advertising is one thing which has become a necessity for everybody in today’s day to day life, be it the producer, the traders, or the customer. Advertising is an important part. Lets have a look on how and where is advertising important:- Advertising is important for the customers
Just imagine television or a newspaper or a radio channel without an advertisement! No, no one can any day imagine this. Advertising plays a very important role in customers life. Customers are the people who buy the product only after they are made aware of the products available in the market. If the product is not advertised, no customer will come to know what products are available and will not buy the product even if the product was for their benefit. One more thing is that advertising helps people find the best products for themselves, their kids, and their family. When they come to know about the range of products, they are able to compare the products and buy so that they get what they desire after spending their valuable money. Thus, advertising is important for the customers.
- Advertising is important for the seller and companies producing the products
Yes, advertising plays very important role for the producers and the sellers of the products for a business, because- Advertising helps increasing sales
- Advertising helps producers or the companies to know their competitors and plan accordingly to meet up the level of competition.
- If any company wants to introduce or launch a new product in the market, advertising will make a ground for the product. Advertising helps making people aware of the new product so that the consumers come and try the product.
- Advertising helps creating goodwill for the company and gains customer loyalty after reaching a mature age.
- The demand for the product keeps on coming with the help of advertising and demand and supply become a never ending process.
Advertising helps educating people. There are some social issues also which advertising deals with like child labour, liquor consumption, girl child killing, smoking, family planning education, etc. thus, advertising plays a very important role in society
Saturday, 23 February 2013
Textaul Analysis
The perfume advert for the new Gucci perfume brings a brand new genre to perfume adverts this has unrealistic representation of current events. The advert begin with a sort of car chase with a car chasing a motorbike. The scenery around fits in well with a gaming world with the dark colours and the rain this makes it look unrealistic and part of the audiences imagination. Then a blonde woman gets out the car in a black dress she has pale skin she has a sense of sensual towards the audience. Then it shows the man taking off his helmet and it cuts to the two of them in the car together. Throughout the next few seconds it shows the them getting close together. This gives the representation of the of sexuality which can sometimes draw the attention of the audeicne into purchasing or even acknowledging the new perfume brand.
There can be many different ways which this advert can be interpreted such as seeing the fashion and hip culture and sophistication of the advert and the audience wants to be able to live this superficial life. This advert also has a celebrity a endorsement with the actor Chris Evans as the man on the motorbike and this brings fans to the brand product having a celebrity endorsement boosts sales and profits immensely.
Its a perfume for men and woman so at the end when the fragrance comes onto the screen the voice over says "the new fragrance for him" in a male voice and a female voice for the "her" part. The voice over has a sensual sound to it which does attract the audience.
There can be many different ways which this advert can be interpreted such as seeing the fashion and hip culture and sophistication of the advert and the audience wants to be able to live this superficial life. This advert also has a celebrity a endorsement with the actor Chris Evans as the man on the motorbike and this brings fans to the brand product having a celebrity endorsement boosts sales and profits immensely.
Its a perfume for men and woman so at the end when the fragrance comes onto the screen the voice over says "the new fragrance for him" in a male voice and a female voice for the "her" part. The voice over has a sensual sound to it which does attract the audience.
Wednesday, 6 February 2013
Analysis of a case study
An important factor to consider when you are advertsing for a new product or waiting to realse a new brand is making consumers aware of your product so it can boost your profits and sales. Having brand awareness adapts the product as the product may not be successful but may having customer loyalty and that can change the publics perception of the product.
Case Study about 'Snuggies'
When TV commercials for the Snuggie launched in October of 2008, they were difficult to take seriously. For anyone with an extra sweatshirt in their closet, a lounging woman's debate between keeping her arms warm and completing simple tasks like answering the phone or knitting was hardly inspiration to direct-order a $20 sleeved blanket. And by the time the ad showed an entire snuggie-clad family cheering at a sporting event, some viewers were too busy laughing to pick up the phone.
But when four million Snuggies were sold in four months, the Snuggie's creator, Allstar Products, had the last laugh. Within months of its introduction, the Snuggie transformed from a virtually unknown product into a pop culture phenomenon, appearing on The Today Show, referenced on hit TV comedy 30 Rock, and featured in the tabloids. Hundreds of Facebook groups and YouTube parodies spread awareness and boosted sales.
"Once we got people talking, it turned into a great product," says Scott Boilen, Allstar Product's CEO. "It was almost like why wouldn't a blanket have sleeves?"
Today, more than 25 million Snuggies have been sold, making the brand an exemplar for one-of-a-kind products seeking mass consumer acceptance. With tens of thousands of inventions conceived each year, turning an innovative new product into a consumer staple isn't easy. It requires creativity, ingenuity, and persistence to break into a market and convince consumers they need something that never existed before. Follow the example of the Snuggie and other successful products to make your own invention into a sensation.
Analysing this case study has opened up my mind into looking at how products can have boosted sales by being popular with the public and audience.
Case Study about 'Snuggies'
When TV commercials for the Snuggie launched in October of 2008, they were difficult to take seriously. For anyone with an extra sweatshirt in their closet, a lounging woman's debate between keeping her arms warm and completing simple tasks like answering the phone or knitting was hardly inspiration to direct-order a $20 sleeved blanket. And by the time the ad showed an entire snuggie-clad family cheering at a sporting event, some viewers were too busy laughing to pick up the phone.
But when four million Snuggies were sold in four months, the Snuggie's creator, Allstar Products, had the last laugh. Within months of its introduction, the Snuggie transformed from a virtually unknown product into a pop culture phenomenon, appearing on The Today Show, referenced on hit TV comedy 30 Rock, and featured in the tabloids. Hundreds of Facebook groups and YouTube parodies spread awareness and boosted sales.
"Once we got people talking, it turned into a great product," says Scott Boilen, Allstar Product's CEO. "It was almost like why wouldn't a blanket have sleeves?"
Today, more than 25 million Snuggies have been sold, making the brand an exemplar for one-of-a-kind products seeking mass consumer acceptance. With tens of thousands of inventions conceived each year, turning an innovative new product into a consumer staple isn't easy. It requires creativity, ingenuity, and persistence to break into a market and convince consumers they need something that never existed before. Follow the example of the Snuggie and other successful products to make your own invention into a sensation.
Analysing this case study has opened up my mind into looking at how products can have boosted sales by being popular with the public and audience.
Marketing
There are many things to consider when marketing for a new product that is in the process of being released.
First, define your market as accurately as possible so you have a deeper understanding of exactly who you're selling to.
The next idea you need to consider is creating a sales plan and that typically, should include the following:
First, define your market as accurately as possible so you have a deeper understanding of exactly who you're selling to.
The next idea you need to consider is creating a sales plan and that typically, should include the following:
- Sales goals: These goals should be specific and measurable, not something like selling a million units. Base them on the nature of your product and try to break them down into manageable parts. .
- Sales activities
- Target accounts: Your sales plan should also include the accounts you want to sell to. If it's end-users, for example, plan how you're going to reach them through eBay, classified ads.
- Time lines: Put dates to all of the above elements so you can define your steps within a realistic time line. Don't forget that your time lines should be fluid--if you're underachieving, your sales plan can help you figure out why and find a solution to be able to correct the steps and the actions you many need to take.
TV advert analysis
The advert I have decided to analyse in this post is the Boots Christmas advert where there are different situations about being with the one you love or general family occasions together. The first scene is of a women and what it is seemed to be her two daughters giving her a present consists of make up then her daughter says "let's get you back out there mum" which is a comment of encouragement. The next scene is of a man giving his girlfreind a present which she already has but stating "want to stay at mine more often" using these different situation with different families helps to audience relate to at least one of these, which makes that connection between the two.
The conventions of this TV advert are that they use fast cuts and tell a narrative story through the advert which draws the audiecne into watching it more. There is a catchy and matching song within the advert which makes the advert seen peaceful and relaxed.
This advert relates well with the occassion it is portraying special family time at christmas and gives you a sense of closeness and happiness. There are many visuals that fit in and relate well with the lyrics of the song as the chorus of the song starts "Are you ready for love" visuals of families smiling and laughing and hugging together. Looking at people having fun on the screen and seeing how much happiness they have recieving these presents makes the audiecne want to do the same.
The conventions of this TV advert are that they use fast cuts and tell a narrative story through the advert which draws the audiecne into watching it more. There is a catchy and matching song within the advert which makes the advert seen peaceful and relaxed.
This advert relates well with the occassion it is portraying special family time at christmas and gives you a sense of closeness and happiness. There are many visuals that fit in and relate well with the lyrics of the song as the chorus of the song starts "Are you ready for love" visuals of families smiling and laughing and hugging together. Looking at people having fun on the screen and seeing how much happiness they have recieving these presents makes the audiecne want to do the same.
Tuesday, 29 January 2013
Audience theories
- Target audience Demographics-the consumer is categorized in terms of concrete variables such as age, class, gender, geographical area. Psychographics-the consumer is categorized in terms of their needs and desires such as those who aspire to a richer lifestyle or those who want to make the world a better place.
- Hypodermic syringe model Effects of media texts on audiences have been the subject of study for nearly as long as the initial research centered on the hypodermic model this theory suggests that the audience receive an intravenous injection of a media text which could be negative or positive. The weakness of this model is that audiences are seen as passive and malleable with no thought of their own.
- Inoculation model this suggests that long term exposure to repeated media messages makes audiences immune to them. For example prolonged exposure to media violence would desensitize the audience to say that they are no longer shocked by it
- Two step flow model this study discovered that individual views were most affected by opinion leaders who played a key role in the communication process. Opinion leaders both filtered and disseminated media messages, thus Lazarsfeld discovered a two-step communication flow from the medium through the opinion leader to the individual.
- Uses and gratifications model this suggested that what people do with the media was governed by what they need from the media. The assumption within this model is that individuals are active participants in the mass communication process. People are seen to be able to select and reject aspects of media output according to individual needs. The problem is that the audience is always seen to be seeking gratification of specific needs when in fact this is not necessarily always the case.
- Cultural affects the thinking behind this theory centers on the long term effects of particular ideological representations on our beliefs and values.
- The encoding/decoding model This is centered on the idea that audiences vary in their response to media messages, due to they are influenced by their social position, gender, age, ethnicity, occupation, experiences and beliefs. In this model media texts are seen to be encoded in such a way as to present a preferred reading to the audience.
Friday, 25 January 2013
Theories of advertisement
Changes in attitude through communication
Persuasion- decisions/tactical communication options
The elements of communication:
Communication model
Medium
Receivers
Feedback
The interactive communication model
1. consumers have many more choices available to them.
2. Greater control over which messages they will choose to process.
What is the response: (types of responses)
Persuasion- decisions/tactical communication options
The elements of communication:
Communication model
Medium
Receivers
Feedback
The interactive communication model
1. consumers have many more choices available to them.
2. Greater control over which messages they will choose to process.
What is the response: (types of responses)
- Building a long term relationship
- Buying the product
- Building brand awareness
- informing us about product features
- reminding us to purchase the product
- Source credability
- Buliding credabilty
- Source bias
Wednesday, 12 December 2012
Advert analysis
The advert for Justin Bieber’s new perfume has every aspect that a teenage girl who loves Justin Bieber would want. This relates well with my audience as I want to target teenage girls as well. There are many ways that the audience for this advert would be drawn into for, firstly and the most important aspect would that the celebrity endorsement having a celebrity releasing a fragrance immediately boosts the rating and the popularity of a certain perfumes by miles. Any girl would want to be in the place of the actress that is present in the advert as she gets very close with Justin in the advert and other teenage girls would want to believe that, that could happen to them. Bringing me on to my second point the brand name ‘Someday’ this could be viewed from my point from before as it could imply that ‘Someday’ the audience could come into the place of that actress.
The advert has a sense of imagination involved as well, merely in the sense of having seeing both people flying around in the clouds. There are many fast cuts throughout this advert as well so that was most defiantly used to keep the audience up to date and attracted for the final shot of the perfume and brand name and the actual advert representing the perfume itself. This advert is an detailed representation of having a specific target audience in mind.
Subscribe to:
Posts (Atom)