Advertising and Marketing: Key conventions

Our new topic is Advertising and Marketing - a vital aspect of Media Studies.

One of the key aspects to deconstructing advertisements is denotation and connotation. Remember the definitions:

Denotation: the literal meaning of something
Connotation: the suggestion behind this literal meaning (reading between the lines)

Codes and conventions of print adverts

• Picture of product
• USP - unique selling point. What is it that makes the product special or different to appeal to consumers?
• Lighting
• Setting / colour scheme
• Logo – this is usually the brand name 
• Slogan – this is a catchy phrase summing up the ethos of the product e.g Nike’s ‘Just Do It’

Adverts will often use unique and interesting ways to attract the attention of the target audience. This might be: innovative branding; clever use of space; unconventional or subversive ideas; emotional connections or shock / controversy.

Introduction to advertising: blog task

Create a new blogpost called 'Advertising key conventions'. Find a print advert of your choice using Google Images and save it to your folder on the Media Shared drive. Add it to your blogpost using the 'Insert image' button and then answer the questions below:

1) What key conventions of an advert can you find and what are the connotations of each one?

2) For each convention, write about how this appeals to a target audience. 

3) What is the USP (unique selling point) of the product and how do you know?

Look at the Maltesers example below if you are unsure how to complete any of these tasks:

Example - Maltesers

Conventions

• Pictures of the product (Maltesers) to remind us of the type of product it is. The image also reinforces the word ‘lighter’ as the chocolate dance and jump off the floor. 
• The Logo is bright and large in the centre of the advert. The word ‘malt’ relates to the flavours used and ‘tesers’ is a play on the word ‘tease’ which ties in with the playful, light ethos. 
• The Background features the heavy use of red. It is bright and eye-catching with connotations of love. This makes the consumer recognise the brand colour and makes them think they love the product, or may gift it to someone they love. 
• The Slogan at the bottom is clearly visible and stands out against the background. ‘Lighter’ and ‘enjoy’ reinforce the USP – that Maltesers are slightly healthier chocolate. 
• The Colour Scheme is red and white - recognisable from the packets of Maltesers, creating a brand identity. 

Extension task

If you have completed an in-depth analysis of an advert of your choice, do some additional research into creative or powerful print advertising. 

Task: Find a an example of a print advert for EACH of the following:

1) A clear brand identity

2) A shocking or controversial idea

3) An emotional connection to audience

4) An innovative or ‘different’, subversive concept (e.g the porcupine advertising VW car)

5) A foreign advert that you can understand despite the language barrier

Finally, write what the USP is for each advert.

Complete the initial questions for homework if you don't finish them in the lesson. Due: Thursday 5 March.