Exam question ting

Analyse how social and cultural contexts can influence advertising. The shelter campaign shows the struggles of the regular average person that could well be any one of us, the people shown are just used as exemplars to portray that anyone could be in the position to lose their house all together. Shelter end up representing the social compliance's that have been made up over the years, such as bottling up emotions and financial struggles and not letting anyone help has become a common theme, this often leads to manipulation in some cases, for example the big red font on the second picture says "He can't do that", the "he" mentioned here would be the landlord, this probably shows that the landlord is kicking the tenant out because of insufficient payments and/or payment manipulation by bumping the rent up. Shelter highlights this fact by putting it in big red font almost in a bloodied colour to show the importance and danger that this has in life, it can cause chaos and uproar in lives and can tend to deteriorate a persons mental psych, probably leading to severe cases of suicide or attempted suicide. Shelter raises the issues of social contexts because of how important it is to find help and helping the prevention of homelessness, they want to make their material shocking to the public because they need to get their message across to ensure that fewer people lose homes and more people call Shelter to find help about their property. Shelter provides the cultural input as well, for context in England, a lot of people in England are well off and do not have these kinds of issues, this is what the government would want you to believe, however the truth is that more than 10% of people need financial help with their housing situation as of 2019. However the cultural construct is being merged and moulded into the form of England being quite a wealthy country and most of the populace being able to maintain houses. Shelter have tried to break down this cultural construct by making normal people look like they need help, with the camera close up and the sad looking type faces they have really break the stereotype of England.

Charity Advert Thingy

Empathy Shock Shelter tried to get to the root of problem of loses of housing and tried to help as many people as possible. Context: Ken loach's Cathy Come Home project was a pivotal establishment of the charity. Campaign launched in 2011 to encourage people at risk of losing their home to ask for advice earlier. Ran from 21st of august for 6 weeks. Shelter's campaign was created by Amplify on a pro bono basis. Each poster had a website and a slogon and grabbed peoples intentions. Just one number to donate to, easier ways to donate rather than having multiple ties.

Lucozade analysis

Perfume analysis

Old spice analysis

Old Spice Advertising

1941 - 2019 - mainly male orientated

Images of masculinity

Known as the product that a kid would buy for his father

Started varying their products with mugs and such.

Playing with images of attracting females

1977 - still old fashioned conventions

1934 founded by william lightfoot schultz
1937 introduced for women
1938 introduced for men
1990 proctor and gamble acquired old spice

2012 its iconic clipper ship logo replaced with a yacht, and targeting changed to a younger demographic segment

2010 there was a new advertising campaign - the man your man could smell like

proctor and gambles research showed that 60% of men's body washes were purchased by women so old spice needed to attract female shoppers

target audiences are now 12 - 34

they worked around the super bowl buzz
showed the advert on youtube and facebook
launched it over the super bowl weekend
made people think it was apart of the super bowl
got both sexes to talk about it.

video response campaign create an interactive experience in which 'The man your man could smell like'; personally responded to his fans on the internet in real time.

youtube advert got 10 million views
facebook account gained 55k fans
oldspice.com was visited by 9x from previous year

1. For older men - traditional- sailors - manly and masculine
2. Built on the masculinity but took it to new extremes. Now aiming at a younger audience 12-34
3. Axe and Dove (superbowl campaign)

5. it pushes the social construct of males having to be big and strong and only having to do the manly tasks whilst always trying to make the women happy which can cause major social anxiety for men who feel like they need to be like this.

6. Link to the Superbowl - form NFL player. Campaign was released alongside Superbowl final

Lucozade Sport

created 1927 as glucozade - meant to give energy to the sick 

Renamed lucozade in 1929

Rebranded as a sports drink in 1983

Lots of sponsorship deals with various sports

£4m campaign - both claims made online

Agency: grey london

GlaxoSmithKline Consumer Healthcare - oweners of Lucozade in Jan 2013

facial expression is important

associates with the young and energetic

messing with your brain psychologically.

total value of the soft drinks market in the uk is £15 billion

they capatalise on star appeal.

Advertising and marketing

Old Spice adverts    

Lucasade 

Charity Advert for Shelter                            

these are for the exams, what we have to learn and analysis, comparing these with a different product.

Purpose?

How is it presented?

How does it create meaning?

they create awareness 

create interest

generate desire to see the product

Product

Promotion

Placement

Price

Copy - written explanation 

Slogan - phrase that represents the product

Logo - product logo

Central Image - The main biggest image

Typography - The particular style of font

Brand Identity - How a business wants to be perceived

Aim of advert 

Don't forget denotation and connotation

Media language - camera shot and shit

Representation of males/females

Representation of themes

Representation of brands

Psychology

Minecraft presentation once a fucking again

Minecraft presentation

Essay, Big Issue

Question 5 Explain how the representations in magazines reflect their contexts. Refer to The Big Issue covers you have studied to support your answer. [10]

The big issues overall context that they have been trying to convey since september 1991 is that homeless is big issue in our society therefore they believed themselves to be of great help towards their cause by helping them sell the Big Issue’s magazines for 100% profit at the homeless buy these magazines for £1.25 and then they sell them on for £2.50. In a way they act like a charity that act by providing the public news and mostly truthful content which will refer to real world problems that they feel need to be brought into the public eye whilst also providing a huge aid to homeless people that decide to sell their newspapers. 

The A team magazine perfectly encapsulates the context of what the Big Issue has been built on, It represents Autism as something to be proud of and that you can be a hero even though you have a disability such as autism which most people think of heroes when they see the A team because of the 80s TV series, which was a show about heroes of all shapes and sizes teaming up. Another way this helps the context would be the celebrity christopher eccleston who wants to help with spreading the word about autism, most celebrities want to help with the big issue therefore they get involved in the magazine to help raise awareness, this has been a sort of traditional thing since the magazines conception. They have also put emphasis on the autism side of things by keeping the stories about brexit and such at the bottom in a much smaller font, they do this to make sure that autism is being made an aware thing, so people help with getting people to feel accepted in society with autism.

One big thing about this magazine as well is the fact that the typography surrounds both of them with the letter “A” as we know the letter A in this context stands for autism, therefore it represents that they both have autism, one being servere and one being not so severe, this shows that people can have autism regardless of who they are, and they can be joined as a team rather than shunning them both out and creating just a soul community of where we don’t accept others like the autists and we’d become a very segregated country.

The paddington bear magazine is done superbly with the context of it all, because once again this also raises a huge problem going on currently, which would be immigrants being denied access to our country and even when they are allowed into the country they are ridiculed and shamed because of their skin colour or their accent. Therefore they used paddington bear to help prove the Big Issue’s point because technically paddington is also an immigrant from peru and we accepted him into our country with open arms, so why not accept others who are of different cultures to also have access into our country. 

Typography is also a massive part of what makes this magazine cover stand out because in huge font it says “ONE OF US” which clearly shows that the message is that we as a country need to accept people as a community without shunning people out, in a way they are campaigning for all immigrants, but they are all being represented within paddington bear, they are him. Another point about the typography would be that it has a marmalade texture to it which is paddingtons favourite sandwich which can represent that everyone has different quirks, cultures and religions, so that we shouldn’t disturb these kinds of things.

In conclusion these magazines confront the context of dealing with the truth and conveying messages that need to be heard by the entire community of england. They have been doing this for years as well as helping homeless people find money from doing good acts and not doing shady jobs. By using their magazines they spread messages that need to be heard about the world and the problems in the UK, in return the homeless are helped by earning 100% of the profit made by the magazines so they truly want to help england in a positive way and make it as wide spread as possible