Advertising and Marketing
What Adverts?
Poster advertisements for:
- Old Spice (male grooming product)
- Lucozade (soft-drink)
- Shelter (charity)
What do I need to know?
- Media language
- Media representations
- Social and cultural contexts
Consideration should be made of media language elements specific to advertising and marketing such as locations, costumes, props, makeup, lighting, choice of camera shot, angle, typography, layout and address of written content to the audience.
Old Spice
The Old Spice ‘Smell Like A Man’ campaign poster from 2010 was a transformative mass market campaign for the aftershave brand. Prior to 2010 the Old Spice brand was associated with a much older, more mature male audience. This magazine advert was a continuing part of a campaign that sought to reposition the brand and make it more accessible to younger audiences.
Lucozade
The Lucozade ‘I believe’ campaign poster from 2013 was part of a £4m mass market campaign to educate consumers about how the soft drink brand can help improve people’s sports performance, and features footballer Gareth Bale as a key brand ambassador.
Shelter
Theories of media language and representation do not need to be studied.
Learners may have to compare these set advertising and marketing products with unseen sources.
Some questions will relate to unseen sources on advertising and marketing, and/or magazines.
EXAMPLE QUESTION
Explain and compare how the following posters present masculinity to sell their product (10 marks).
*This will either be two posters we have studied, or it will be compared with an unseen poster we have not.