Media Studies OCR Exam Blog - Kate Ovington

HOW FAR ARE THE VIEWPOINTS AND IDEOLOGIES COMMUNICATED BY THE MEDIA LANGUAGE USED IN ADVERTS? REFER TO SOURCE B TO SUPPORT YOUR ANSWER. Advertising is very much a gateway between brands and consumers in order to express the ideologies  and  viewpoints of the  brand to target a specific demographic.  In this case, Armani has used codes and conventions typical to male- targeted  fragrance  advertising norms in order to attract and appeal to the male gaze of  its   heterosexual  ABC1 male target audience.   The feature image of the print advert indicates a focus on the male  protagonist , protecting his woman from the world with her in his arms. The  audience, being the same  demographic  as the model, can almost envision  themselves  being him in an idealistic world , wanting to be able to  constantly  have a beautiful woman in their arms and look  classically  handsome with no effort. This...

WHEN LOOKING AT LUCOZADE, REMEMBER: // Classic conventions of a sports drink advert // Unconventional/Subversive elements of this advert // Intertextual References // Who is the advert aimed at // Celebrity endorsement? Aspirational? Challenge? Sex Appeal? // Use of colour // Typography CONTEXT: // Lucozade is an embedded historical, but originally british brand (1927) // Owned by multinational conglomerate GlaxoSmithKline, sold to global Japanese manufacturer and distributor Suntory in 2013 just after the campaign... // Lucozade is famous for rebranding it's product over the years - in the 60s and 70s as a drink that would help with 'sickness', as the preferred drink in the early days of the rave scene in the 80s and as a sports drink. // 'I Believe' campaign was part of a £4mil campaign across digital and press platforms to position lucozade again as  sports drink to help performance. // Footballers Gareth Bale and Alex Oxlade-Chamberlain used as po...

WHEN LOOKING AT OLD SPICE, REMEMBER: // Classic conventions of a fragrance advert. // Unconventional/converse elements of this advert // Intertextual references // Who is it aimed at? // Sex appeal/the exotic? // Typography // The advert was part of a bigger above the line advertising campaign. TA: high street brand aimed at an 18-34 mass, mainstream male/female TA (transformation re-branding from previous older 40 - 60 demographic)   CONTEXT: // Historical American brand (1937) manufactured by multi-national conglomerate Procter & Gamble - they own 100s of brands (Inc. Pringles)  // Brand range includes male grooming products // 2010 re-branding campaign sequenced by the Ad Agency Wieden and Kennedy (Clients include Nike and other blue-chip clients) // Introduced ex-NFL player/actor Isaiah Mustafa as the USP of the advert. // Advert used humour and sex working on levels of aspiration to target consumers - hegemonic cultural stereotypes of male power a...

Advertising - the process of making a product known to it's market. Marketing  - prepares the product for the marketplace - advertising is one of several components of marketing. EXAMPLE OF A CONVENTIONAL FRAGRANCE ADVERT: 'ABOVE THE LINE' is mainstream advertising including TV ads, billboards etc. 'BELOW THE LINE' is more targeted advertising, like actors promoting a film on the One Show or a dress that you want showing up when you are browsing the internet.

For Paper 1, Section B, you will be asked about two of the three areas you have studied in relation to MEDIA LANGUAGE AND REPRESENTATIONS. // Advertising // Magazines // Music Videos One will be a 10 MARK question which will ask you to explain the impact of an element of the media frameworks on the selected text. The other will be a 15 MARK question which will ask you to do similar for either of the other two products, but will ask you to come to a conclusion at the end.