Advertising and Marketing

Paper 1 Section B
Media language and representations

New terminology:
Long shot- shot that frames whole body from head to toe
Medium shot- shot that frames model rom waist up
Serif- font that includes ticks on edge of letter
Sans serif- font without ticks
Anchorage- 'pinning down of a meaning' that a caption provides when coupled with an image or vice versa
Copy- the text on an advert
Logo- line of copy that encapsulates the campaign strategy

Analysis:

• depth of field
• realism?
• narrative?
• target audience?
• representations

Eternity Moment- Calvin Klein

• medium shot
• focus on woman's face- blurry background
• target audience- women
• black and white- old movie style
• simple font and sans serif
• lack of realism
• 

Gucci Guilty

• dark and masculine - beard
• male looks in control- looking directly at camera
• no realism
• mid shot and low angle- creates sense of power
• black and gold colours creates sense of luxury
• no large slogan- suggests the image speaks for itself
• bottle blocking her face- shows it's targeted at men

Advertising Psychology

• some needs that advertisers play on include:
• to be superior
• to be a trend setter/ stay up-to-date
• to be part of a happy family
• to be attractive
• to be popular
• to be wealthy
• advertising is deisgned to suggest that a product will supplt something that the audience wants