Textual Analysis: Genre

An example of the Rimmel advertisement could be found in tabloid magazines such as "Heat" or "Look". I think this is because the target audience for this advertisement is very obviously young women between the ages of 15 and 35 that are fashionable and are likely to read this sort of publication in their free time, I also think these women are the sorts who will have very high aspirations of being beautiful all the time. Media synergy is also used to advertise this product on television on channels such as "Living TV" or "MTV" and also perhaps on radio with the star's voice. In comparison, the Lynx Bullet poster with be more likely to be shown near places such as sports stadiums or hardware stores as their target audience is the opposite sex to that of the Rimmel advert. Targeted advertising could also be used for both of these posters on social networking sites such as Facebook or Twitter. This is where the website can pinpoint people's ages, relationship statuses and information and then isolate just these people so that they can specifically see the posters on the sides of their screens.


One of the lines of appeal used in this advertisement is Self-importance and Pride as it is suggesting that with long, black eye lashes you will definitely stand out from the crowd. This links to another line of appeal used which is Beautiful Women as the celebrity figure used is Kate Moss who is a international supermodel, meaning that the advertisement is suggesting that with this specific mascara all women can be as beautiful as Kate Moss. In the Lynx Bullet advert the line of appeal that is Self-importance and Pride has also been used to suggest that with using the product all men can smell great all the time. Although it is a different sense that the product is aiming to impress, the general idea is still the same.


In the Rimmel London advert there are several Factors of persuasion used; one of them is reward power because it is implying that with this mascara you too can have long, black, beautiful lashes. To this star power is also added by using Kate Moss as the face of this campaign as she is re-known for her beauty which helps to make her stand out from the dark black and red colour scheme because her skin is so pale and flawless. This obviously links back to the lashes seeming very obvious and impressive. A Factor of Persuasion that is definitely used in the Lynx advert, however not so much in the Rimmel advert, is referent power because it is implying the convenience of carrying round such a small aerosol. 


In this mascara advert a close-up shot has been used to emphasize the length of the model's eyelashes and to show the success of the product. A low-angle shot has also been used to make Kate Moss seem superior and powerful suggesting that this is most definitely the effect of the mascara. Similarly, the Lynx Bullet Advert also uses a close-up 
shot to emphasize size, particularly the size of the bottle against the big manly hand.




High-key lighting has definitely been used in this advertisement, especially on the celebrity figure. This connotes fun and the impression that the wearer would be going for good night out with their friends. I think that if low-key lighting was used the advertisement wouldn't be as successful as the product wouldn't look so exciting.


A tagline that has been used in this Rimmel London advertisement is, "Black on Black" The designer has used this to add some extra information to the advertisement but also to add some sophistication to the poster to show that there is knowledge behind the poster and thought has been put into it. The colour and capitalization of this tag-line stands out from the poster because it differs so much from the rest of the theme.


The typography used in the Rimmel advert is very interesting, I think this is because of the colour of different sections which are bright white and are also in block font. This writing particularly stands out because of the connotations of it against the colour scheme. Where black and red connote danger and a sense of mystery, white suggests innocence which makes me wonder if Rimmel is trying to imply the product creates a mix between the two. This appeals to the target audience because as everyone knows all women have their own style and the ad is suggesting that this mascara applies to them all. Likewise, the typography used in the Lynx Bullet advertisement is again a white font in block writing against a dark background. I think the effect that this is intended to make the writing stand out.  This appeals to the target audience because the catchy alliteration both suggest power and importance.


The mode-of-address used in this advertisement is direct and formal because I think that even though the celebrity figure seems to be looking at the reader, she doesn't appear to be focussing on the audience. This glare makes the reader feel intimated but also intensifies the product which is delivering on it's promise. In contrast, no face is used in the Lynx Bullet advert so it is difficult to find a mode-of-address, however the hole of the aerosol does appear to be facing you directly. This engages the audience because the blackness of the hall is easy for a person to feel like they're falling into. The advertisement is also definitely formal because of it's business-like manner.

There are some similarities between the Rimmel advert and all the other adverts but for different reasons. The mascara advert is like the Sky Sports poster because of the high-key lighting used. It has been used in both adverts to create a feeling of excitement, and to make the celebrities and sports players look superior and important. It is also similar to the Bernados' poster because of the close-up camera shot that has been used; this shot has been selected so to focus on the eyes of the subjects, where in the Rimmel advert it has been used to emphasize the size of the eyelashes. In contrast, in the charity poster  the shot has been used to emphasize the big, blue eyes of the baby that have such strong connotations of childhood and innocence meaning that the lines of appeal between the two advertisements are very different. The line of appeal of Self-importance and Pride is the main similarity between the Rimmel London advert and the Lynx Bullet poster, this is because the products are both used to improve things that have effect on other people's senses. They are both mainly just money-makers that are not needed, but are used for vanity.


One of the symbolic and cultural codes that has been used in this advert is the signifier of rebellion. This is because Kate Moss appears to be wearing a a leather jacket as part of the dress code which can connote danger and exhilaration as if she had been riding a motorcycle. This matches the colour scheme of this advert which is red and black in a swirl formation. This could also signify that she could be some sort of heroine in a James Bond or other type of spy film. The circles of the colour scheme could also look like a target so it could be suggesting that she is the bulls-eye and therefore must most definitely stand out from the crowd.


The Rimmel advertisement can be applied to the uses and gratification theory for several different aspects. It fits into the aspect of diversion because it is proving that it is possible to have long, beautiful lashes that all women dream of, the symbolic and cultural codes can also divert the audience away from their lives as it can make them think about an exciting nightlife which they are missing but with this mascara, they could be part of. Our need for surveillance can be satisfied because it is giving people the chance to look at another way that they can live their lives rather than completing their same boring routines. Personal identity can be applied because Kate Moss is the sort of person who all women would want to be like because she is beautiful, successful and famous.


The Rimmel advertisement uses intertextuality to apply to it's audiences by relating it to other media texts that are similar to it and will have the same lines of appeal. In the mascara advert, Kate Moss could be seem to look like a heroine from a spy movie perhaps because of the symbolic and cultural codes such as her dress code and the colour scheme displayed in the background. It could even be said that she could look like the main female role in a James Bond film. 

This is very similar to the Lynx Bullet advertisement because using intertextuality that poster could also be linked to a James Bond film. I think this because when you look down the hole of the small aerosol it could be considered like looking down the bullet of a gun, which would of course relate to James Bond. The dark colour scheme and low-key lighting used could also support this theory. 








To conclude, I think that the Rimmel Advert is a very complex yet interesting advert that attracts it's target audience well and I expect that it was very successful. The Lynx Bullet advertisement, though very different from the mascara advert I would expect was too very successful when shown to it's target audience. A technique that both advertisements have used that are common in print advertising is a low-angle shot. This is very common because for most companies the aim of the advert is to make the product look very impressive and appeal to the audience's aspirations and as both products are designed to increase a person's beauty and their attractiveness, this is something that is important. Another way they both reflect common codes and conventions is through their dark and dangerous colour scheme which implies a sense of mystery and danger to both posters. After analysing both advertisements personally i think that the Rimmel advert was slightly better because of the connotations that could come from the design.

Exam

Rimmel London Mascara

An example of this advertisement could be found in a tabloid magazine such as "Heat" or "Look". I think this is because the target audience for this advertisement is young women that are fashionable and are likely to read this sort of publication in their free time, I also think these women are the sorts who will have very high aspirations of being beautiful all the time.

One of the lines of appeal used in this advertisement is Self-importance and Pride as it is suggesting that with long, black eye lashes you will definitely stand out from the crowd. This links to another line of appeal used which is Beautiful Women as the celebrity figure used is Kate Moss who is a international supermodel. This means that the advertisement is suggesting that with this specific mascara all women can be as beautiful as Kate Moss.

In the Rimmel London advert there are several Factors of persuasion used; one of them is reward power because it is implying that with this mascara you too can have long, black, beautiful lashes. To this star power is also added by using Kate Moss as the face of this campaign as she is re-known for her beauty which helps to make her stand out from the dark black and red colour scheme.

In this mascara advert a close-up shot has been used to emphasize the length of the model's eyelashes and to show the success of the product. A low-angle shit gas also been used to make Kate Moss seem superior and powerful suggesting that this is most definitely the effect of the mascara.

High-key lighting has definitely been used in this advertisement, especially on the celebrity figure. This connotes fun and the impression that the wearer would be going for good night out maybe to meet a potential boyfriend. I think that if low-key lighting was used the advertisement wouldn't be as successful as the product wouldn't look so exciting.

A blurb that has been used in this Rimmel London advertisement is, "New extreme black magnifeyes mascara." The designer has used this to add some extra information to the advertisement but also to add some sophistication to the poster to show that there is knowledge behind the poster and thought has been put into it.

The typography used in the Rimmel advert is very interesting, I think this is because of the colour of different section which is bright white and is also in block font. This writing particularly stands out because of the connotations of it against the colour scheme. Where black and red connote danger and a sense of mystery, white suggests innocence which makes me wonder if Rimmel is trying to imply the product creates a mix between the two. This appeals to the target audience because as everyone knows all women have their own style and the ad is suggesting that this mascara applies to them all.

The mode-of-address used in this advertisement is direct and formal because I think that even though the celebrity figure seems to be looking at the reader, she doesn't appear to be focussing. This glare makes the reader fell intimated but also intensifies the product which is delivering on it's promise.

This advert is similar to all three of the other posters but each in a different way. Firstly, it is similar to the Sky Sports poster because of the high-key lighting used. Secondly it is similar to the Lynx Bullet advert because of the main line of appeal used which is Self-importance and pride and finally, it is similar to the Bernado's poster because of the direct mode-of-address used.


Lynx Bullet

The Lynx Bullet advertisement could perhaps be found on a billboard near to places such as sporting grounds and hardware stores because it is these types of places where the majority of visitors are likely to be young to middle-aged men which is who the advertisement is aimed at. To describe the target audience fully I would say the men are most likely to be the self-conscious types who looks definitely matter for.

The main Line of Appeal used in this advertisement is Self-importance and Pride as it is suggesting that men can be proud and smell great all the time if they carry this product around with them in their pockets.

This poster's main Factor of Persuasion is definitely reward power as it's suggesting that with this product the buyer will attain power and pride. Referent power may also be used here to show the convenience of such a small aerosol.

A close-up shot has been used for the Lynx Bullet advertisement to show the useful little product held by a strong-looking hand which I'm sure belongs to a man. An eye-level shot has also been used here to imply that the product is not beyond our reach like the dark, intimidating colour scheme suggests.

Low-key lighting has been used in this advertisement and i think that it surely has the right effect as it makes the catchy message stand out from the background. It also suggests power which is something most men strive for.

In this Lynx advertisement a specific tag-line has been used, "Pocket Pulling Power". The designer has used this catchy piece of alliteration so that if the reader, hopefully the target audience, sees the advertisement they will want to buy the product because of the catchy yet simple tag-line.

The typography used in this advertisement is again a white font in block writing against a dark background. I think the effect that this is intended to make the writing stand out.  This appeals to the target audience because the catchy alliteration both suggest power and importance.

As no face is used in the Lynx Bullet advert is id difficult to find a mode-of-address, however the hole of the aerosol does appear to be facing you directly. This engages the audience because the blackness of the hall is easy for a person to feel like they're falling into. The advertisement is also definitely formal because of it's business-like manner.

This advert is similar to the Rimmel advert because of the main line of appeal used. It is also like the Bernado's poster because of the low-key lighting that has been used in both advertisements. On the other hand I do not think it is at all related to the Sky Sports poster as they have nothing in common at all.

Hovis Advertisement, Banned Adverts

Hovis Advertisement

In the advert we are shown many different signifiers, which each connote something different. In the part in the advert where the boy is viewing the scene of the blitz, there are visiual signifier of the colours, they are dark colours; browns and blacks. There is also the signifier of smoke. These connote sadness and danger, which is how people must have felt during war time.
Another signifier is the Union Jacks at the time of the coronation. This connotes the amount of pride the people had for their country in this era.
At the beginning of the advert, a close-up shot is used, this allows us to see what the boy is wearing and allows us to tell which time era he is currently in. In the advert a medium-shot of a poster advertising the Titanic is shown. For this shot the angle used is eye-level, this is so that we can read the title of the poster clearly. In the advert, there is a moment that is about the women fighting for their rights; at this ponit a long-shot is shown and at a birds' eye view angle. This is so that you can see the scene fully and see how chaotic it was.
Sound effects are also used to a great extent in this advert; all of these have audio signifiers. The fireworks used when demonstrating the millenium, these are audio signifiers that connote the excitment of the certain celebration. Almost throughout the whole advert, the audio signifier of someone running can be heard. This connotes the idea that someone is a hurry and is rushing to get somewhere. Another audio signifier that is used is the sound of a can rolling as it is kicked, this emphasised the silence in this particular scene. It connotes the feeling of loneliness.
There are two very particular voice-overs that I have noticed during this advert. One is of the speech that Winston Churchill made over the radio during World War II. This is significant because of the era that is being portrayed at this time in the advert: it is also a very famous speech. The other voce-over is of the Yorkshire accents used by the me in this advert. In that time period the people from the north were suppsoed to be very kind and happy people; this makes us think that the bread make is also supposed to be kind and happy as it is from the north.
The music-bed that is used in this advert is a very happy song that is relatable to every time era shown. It starts off witha quite slow pace but still with a happy tone. As it moves through the times the song changes to match the mood and era. For instance when it is at the time of the blitz, the music-bed has a very low volume to emphasise the unhappy and serious time.
However when the young boy runs into the 80's the tempo and tone is increased to match the happy and hippy mood of the 1980's. When it comes to the millenium the tempo increases again and so does the pitch to create the feeling of excitement like it was on that special night.
The advert begins with the men wearing old brown jackets and flat caps which is pretty much the typical outfit of the working class men back in the victorian days. The soldiers marching through the street are also very typical englishmen as they are wearing the famous soldier uniform as what was worn during World War I. At one point the ladies in the street are wearing very brightly coloured clothes and have very tight hairstyles; these are typical stereo-types of people's appearances in the 1980's, so this is an important historicl code. Another example of a cultural code is the Asian couple walking down the street, this shows we are moving through time as there are people of differnet cultures now in the streets.
However I think that the whole advert is based on historical codes as it is moving through very important time eras of history and very important events. The cultures stays almost the same throughout the advert: the typical northern english-man, but as the advert draws toa close we notice the different people walking around.

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Banned Adverts

The ASA are a company that reviews adverts and make sure that they are suitable to be shown on tv. If not, they can advise either that they are removed from the television or that they are edited to make them less offensive or innapropriate. They do not however have any legal control.

The Reebok UK advert was banned for several reasons.

1. The celebrity used in the advert, 50 Cent, is a very popular person who younger children look up to. Therefore as he may be seen as an example and in this advertisement his attitude towards the subject of gun-crime and violence is not something that young children should aspire towards.

2. Some viewers said that this advert glorified gun crime. As the amount of gun crime in Britain is already rising and becoming more and more dangerous, this advert would do nothng to bring these levels back down. In 2002 a young man was shot dead in London on his way out of a nightclub, this proves that 50 Cent is lucky to have been shot so many times and survived, but that this is not something to risk. The young man's mother said, "It's disgusting. My son died of one bullet, 50 Cent is very lucky to be shot nine times and survive."

After the complaints were made the advertisement was removed and not shown any more. This wa son the terms that it was unsuitable advertisement for children to see as it glorifying 50 Cent's lifestyle. ALso it was said not to be put on after the watershed as it is no longer a strict time limit.

Planning for production

1.Primary Research

Do people like to see celebrities endorsing products?

From this questionnaire I have found out that the majority of people like to see celbrities endorsing products. I will not be able to use this in my advert however this is useful knowledge.

What adverts do people like at the moment?

From this questionnaire I have found out that the majoirty of people like the SMA Baby Milk advert. This information is useful because I can look at the features used and find out why this advert is so popular to see what I need to include.

 

What genres do people find most memorable?

From this questionnaire I have found out that easily the majority of people like comedy adverts. This is something I should try to include in my advert.

Do you like to see adverts with a narrative?

Most people do not like to see a narrative in adverts so I will not use one in my advert.

Do people like to see celebrities in adverts?

Obviously I cannot use a celebrity in my advert however it is clear to me from this that most people like to see celebrities in adverts endorsing products.

Advertising

Helen Hill prefers to see comedy actors in adverts because it makes her remember the advert. She also prefers to see a narrative as she feels that the product can be followed through the course of this products advertising. She likes to seen celebrities in adverts because she feels it makes her want to buy the product and she believes that the celebrities wouldn't lie. Recently, he Cow & Gate advert has caught her eye because she finds the laughing babies funny. However, Helen does not like to see music in adverts as she thinks it makes the song seem annoying. Her favourite adverts at the moment are the programme advertisements on E4.

Billie Town likes to see comedy actors in adverts because it keeps people entertained. She also likes to see a narrative as she also feels it can be followed. She likes to see celebrities in advertisements because it makes her think if she buys this product she can be like them. In the past, the Cadbury's advert has caught her eye because the music keeps her entertained. Billie also likes to hear popular music in adverts. Her favourite advert at the moment is the Dell laptop advert as it's different.

Rhiann Dews also likes to see comedy actors in adverts because it keeps her entertained. She also prefers a narrative in adverts as she feels it makes them easier to follow. She likes to see celebrities in adverts because it makes her feel she can be like them if she buys this product. In the past, the Polo car advert has caught her eye because the dog singing to the music has kept her entertained. She doesn't like to hear music in advert as it annoys her. Her favourite advert
at the moment is the shaver advert as it has lots of popular sporting celebrities in it.

2.Secondary Research

Advertising: Lines of Appeal, Factors of Persuasion

and Target Audiences

In the Honda advert several lines of appeal are used. One of these is dreams and fantasy because I think that this man wishes that he could have all these fancy, expensive vehicles. Another line of appeal used is comedy an humour for instance at the beginning when you see a big man on a small motorbike. One of the factors of persuasion used in this advert is reward power as it suggests that if you buy a Honda car you will feel happy like that. I think that this advert is aimed at Aspirers as it is people who would like to gain status by owning a really nice car.






In the Dell advert one of the lines of appealed used is dreams and fantasy as it suggests that these laptops are made in a fun factory with music playing all the time. Another line of appeal used in this advert is comedy and humour because the song that is used here is humourous as it's catchy and you remember it. One of the factors of persuasion used in the Dell advert is referent power as it shows that if you want to be happy with a new laptop then that is what these laptops are like. This advert is aimed at explorers as it is suggesting that people who buy this laptop will want to discover a new way of working with computers.

3. Mind-Map

4.Proposals

Glastonbury Festival Ad

Our advert will be using more props than the actual actors, using a notice board with more boring coloured posters on which are then covered by a big, colourful Glastonbury poster. A close-up shot will be used mostly so that people's expressions and also the writing of the posters can be seen, two different music beds will be used that can represent the characters feelings. Our target audience for this advert will be mostly teenagers and young adults who are into rock music as Glastonbury is usually a festival for these people. 

Dove Ad

We will use an actor to star in this advertisement. It will be set in the school's sports hall with basketballs being he main prop and a bottle of dove deoderant. A long-shot will be used to show some impressie shots at the hoop sued with the basketball and an establishing shot will be used to open the scene. A constant music bed will be played that has a soft, musical sound to represent how the product will make the woman feel. This means that our target audience will be mostly women.

5.Treatment

I have chosen the Glastonbury Festival idea as my proposal. I believe my advert has the following lines of appeal; rich, luxurious lifestyles, glamorous places, self-importance and pride. All of these line sof appeal are appropriate because Glastonbury Festival has a very strong reputation for hosting many famous ads and is known as being very worth the money for the tickets. I also hope to reflect te line of appeal; rich, luxurious lifestyles by including a "dream scene" where we show what the glamorous paart of the festival.

My advert will have the following factors of persuasion; reward power and I will use this because I think it is the most effective factor of persuasion. My primary target audience will be target audience of parents as I think this could work well for Birthday or Christmas presents.

I will sue the follwoing camera anglesand shots in my advert; close-up, establishing shot. I will use these shots as I think they will make the advert seem more proffessional and appealing.

My advert will include a narrative. It will start with the equilibrium when the character is at school on a normal day. It will then move onto a disruption due to the character realising her life is boring. The advert will end witha resolution, where the character decides that going to Glastonbury will make her life more fun. The ending will have a closed ending, leaving the audience with the feeling that Glastonbury will be really good.

The main characters in my advert will be a teenage girl and also a drummer. I have chosen to represent the characters in this way because it will make the festival-feeling seem more real.

The advert will have many sounds included to support the mages, these include; a music bed and also drums being played. The effect that this sound will have on the audience is that it will help the factor of persuasion, reward power as it will make it seem more apealing. The music bed will be non-diegetic because we wthink it will work best this way.

The characters and images shown in this advet will have the following codes and conventions: posters, flags, music, flashing lights, some actors will be in school uniform.

Finally the advert falls in the following gratification categories; diversion, as shown through the advert as it showing how Glastonbury will be a fun, Summer festival; surveilance, as shown through the advert as it shows how to buy tickets for Glastonbury; personal identity, shown through the advert when the character appears to be relatable.

6.Storyboard

7.Regulation and Control

The ASA is an independant body that regulates advertising, they are funded by the advertising industry and they have the power to request that an advert be changed or to even remove it.

They cover radio advertising, magasine/newspaper advertising, outdoor advertising and television advertising.

If the ASA receive a complaint they will go through the followng steps: firstly they will view the advert and check to see if any codes have been broken, if so they will go into a formal discussion with the advertising companyand request that it is changed. If this is not done then they will form an investigation where the result may be them removing the advertisement.

The ASA have set up a number of codes which all adverts must follow. One example of these is Harm and Offense, "Where the behaviour of animals has been controlled for the purpose and making an advertisement, licencees must not show it without satisfactory evidence that the animals were not killed or caused pain or distress" (from section 6.3). ANother example is children, "adverts must not imply that children will be inferior to others, disloyal or will have let someone down, if they or their family do not use a particular product or service, (from section 7.3.2).

In my advert I will have to consider the code 7.3.2 as it may look that teenagers who do not go to Glastonbury festival have a boring and unsatisfactory lifestyle.

8. Marketing and Promotion

We will show our advert on most major music channels on digital television from 4pm in the afternoon to 10pm at night. These channels include Kerrang, all MTV channels and also VH1. We will also put our advert onto social networking sites such as Facebook and MySpace as they will be able to pin point people who belong to our target audience and then show our advert on their profile, for example a young woman of nineteen, who has joined several groups that relate to music, she will also be single and are usually on Facebook during the evenings. Another website where our advertisement will be shown on is Youtube as this is a very popular website for all audiences including ours. On our advert will will also show our product's website which can be accessed online at www.glastonburymusicfestival.co.uk, here we will also advertise our tickets. The print advertising that we will use will be in different music magazines such as Kerrang and Q as they are the sort of magazines our target audience will read. We will use outdoor advertising too as this is the most noticeable out of all the types of advertising. We will be putting our adverts on the sides of buses and in train stations as these are popular types of transport for our target audience. 
All of these sites and television programmes will appeal to our target audience and will therefore get the most interest and will make our product more successful.