Media Studies Assignment Advertising Slogans

Part 1: Advertising Analysis
Choose six ads from various magazines for analysis. Your ads should show a diverse range of techniques to advertising and a diverse range of products. If your analysis of each ad varies little from ad to ad then you are demonstrating a limited understanding of advertising techniques and will be marked down. For each ad write a one-two paragraph analysis covering the following topics
  1. Introduction - state the name of the product, the company, and the magazine.
  2. Brand Name - is there anything in the brand name designed to influence the consumer?
  3. Visual Impact - what is the first thing that grabbed you in the ad - what influence does it have?
  4. Theme - explain what the general theme of the ad is.
  5. Slogan - is a slogan used in the ad, if so what is it and what effect does it have?
  6. Layout - what percent of the ad is taken up by the product, the background, the words - what is the influence?
  7. Background - how does the background visuals contribute to the theme of the ad, the image the ad is trying to project, what associations are being suggested
  8. Use of Colour - does color play an important role in the ad, is it used effectively, how doe it influence to viewer?
  9. Use of Language - does the ad use techniques using language to influence the consumer?
  10. Psychological appeal or emotional appeal - what emotions are being appealed to? What psychological needs are being appealed to?
  11. Audience - Who is the ad being aimed at? Age group, Income level, occupational group?
  12. Effectiveness - Rate the ad for its effectiveness. Did you find the ad interesting, informative, memorable, stupid, insulting?
Part 2. Do either of the following:

Television Ad Analysis
Choose two video ads that are available for viewing on the Internet. Analyze the ad in a similar manner to Part 1. In your analysis, specifically address the following:
  1. Introduction - state the name of the product, the company, and provide link to ad.
  2. Brand Name - is there anything in the brand name designed to influence the consumer?
  3. Visual Impact - what is the first thing that grabbed you in the ad - what influence does it have?
  4. Theme - explain what the general theme of the ad is.
  5. Slogan - is a slogan used in the ad, if so what is it and what effect does it have?
  6. Visuals - how do the background visuals contribute to the theme of the ad, the image the ad is trying to project, what associations are being suggested?
  7. Use of Colour - does color play an important role in the ad, is it used effectively, how doe it influence to viewer?
  8. Use of Language - does the ad use techniques using language to influence the consumer?
  9. Psychological appeal or emotional appeal - what emotions are being appealed? What psychological needs are being appealed to?
  10. Audience - Who is the ad being aimed at? Age group, Income level, occupational group?
  11. Effectiveness - Rate the ad for its effectiveness. Did you find the ad interesting, informative, memorable, stupid, insulting?

Provide the URL for your advertisements, so that they can be viewed.

or, Design your own Ad
You have your choice of designing an advertisement for a print publication or creating a storyboard for a video advertisement.
  • Create a product you want to advertise
  • Give the product a brand name and slogan
  • Decide what words you want to use to describe the product (language technique)
  • Decide upon a psychological or emotional appeal you want to use
  • If doing print ad, layout the ad in an attractive manner (digital or print)
  • if doing storyboard, use this template. Each box should portray a key frame in your video advertisement, use below each box to describe the frame and include any dialog or voice over information, label each frame (introduction, shot 1, shot 2, conclusion) in space above the box
Marks for originality, appropriate slogan and brand name, appropriate appeal, and saleability(neatness, english, attractiveness)

Format
The choice of format is up to you. You may submit your work on paper with ads clipped from magazines and pasted onto sheets of paper with writeups on the facing page, you may submit your work digitally by scanning ads and creating digital copies that you then insert into a text document or desktop publishing program or you may do a combination of the two. Either way your submission must have a title page and be attractively organized. All write-ups are to be the form of one to two paragraphs with complete sentences.

Resources
Glossary of Advertising Terms



Example of a storyboard
Advertising Claims
Advertising Appeals
Advertising directed at Needs
More Advertising Appeals

Procedure
  1. Look at the advertisement
  2. Answer the questions posed
  3. Combine into 1-2 well-organized paragraphs


  1. Introduction - Digiorno Crispy Flatbread Pizza (frozen) Pepperoni Fire Roasted Red Pepper, Sports Illustrated Magazine
  2. Brand Name - - Digiorno is italian sounding - authentic, crispy - texture word, fire-roasted red - suggests spicy hot.
  3. Visual Impact - pizza slices is the first thing that catches my eye - makes me hungry
  4. Theme - the general theme of the ad is that this brand of frozen pizza is more delicious (better) than the pizza served by delivery services
  5. Slogan - undeliverably delicious - suggests the pizza is better than the stuff that you get when you order from pizza places that deliver
  6. Layout - more than half the full page ad is taken up by the cooked product - influencing you to crave pizza to fulfill your hunger.
  7. Background - the background is countertop and red trim, the area not filled by the pizza - the countertop emphasizes classic notions of home cooking
  8. Use of Colour - red is chosen because it is color associated with italy and it also stimulates hunger
  9. Use of Language - the ad uses a preemptive claim in that of course digiorno pizza can't be delivered it is frozen pizza
  10. Psychological appeal or emotional appeal - the ad is an appeal to the desire for authentic italian pizza, to have hunger quenched, and good taste
  11. Audience - Since this ad is in Sports Illustrated and it is frozen pizza, it is mostly likely aimed at 20-35 year old males with reasonable incomes and the desire for easy but good tasting food
  12. Effectiveness - I would give the ad about 7/10, nothing remarkable about the ad but I think the message is appropriate for the market of frozen pizza eaters.

This is an ad for Digiorno Crispy Flatbread Pizza (frozen) Pepperoni Fire Roasted Red Pepper and was located in an issue of Sports Illustrated Magazine. The brand name is italian-sounding, suggests that the pizza is spicy, traditional pizza. Your eye is immediate drawn to image of the pizza itself, it looks as if you could reach out and touch it. The general theme of the ad is that DiGiorno frozen pizza is better tasting than the stuff you get from the delivery restaurant. This can be seen in the slogan "undeliverably delicious." The layout of the ad with the image of a pizza sitting on the counter top being cut reinforces that the pizza is just waiting to be eaten. The use of red reinforces the italian connection as well it is a color that has been found to stimulate hunger. The ad makes a preemptive claim as it could be argued that "undeliverably delicious" is obviously true because frozen pizza isn't delivered so of course it is not going to taste the same as delivery. The only appeal that the ad is making is to satisfy the consumers need for their hunger to be satisfied with good tasting pizza. The audience for this ad would be the typical reader of Sports Illustrated, a male between the ages of 18 and 30 who needs easy to prepare, satisfying food and have a modest level of income. Overall I would give the ad seven out of ten as it is does a good job of getting its message across as is appropriate for the intended market. However, there is nothing remarkable about the ad.

AQA GCSE Media Studies Assignment 2 Cross Media Study Analytical Task: Advertising and Marketing

Rob Miller | Thursday January 17, 2013

Categories: GCSE, AQA GCSE, Advertising, Intro to Advertising, Marketing, More on Advertising, Viral Advertising, Key Concepts, Institutions, Representation & Stereotyping, Hot Entries, Production Zone, Print Production, Video Production, Television, Storyboarding

Compare two advertisements for the same brand across two media platforms focussing on Representation and Institution.

Please be guided by the sub headings below. This analysis and explanation should be between 1000-1200 words in total.

Below is stimulus material to show you the type of adverts that you can use in this assignment – you cannot use these as your work, you must choose your own adverts across two media platforms.

Television Advert Adidas Trainers (plus brand range) - Summer 2012

Online Adidas Trainers Advert from FHM Home Page December 2012

click on image to enlarge

Who is the target audience of both forms?

  • Remember that although the products you choose will be the same there may be a primary and secondary audience depending on the format – billboards for example have mass target audience (depending on positioning) while print adverts will be specifically targeting the reader of the magazine / newspaper…
  • What is the Audience Appeal of both forms – how are audiences targeted? Audio visual adverts tend to have higher production values which are one appeal but think of as many ways as you can that the advert communicates with its audience. The sample Adidas television advert has an upbeat mode of address for example.

What devices/techniques, and technical and symbolic codes have been used to engage audiences?

  • How do these techniques conventions differ in both audio-visual, online print format depending on the platform you choose?
  • If audio-visual think about types of shot and framing, diegetic and non diegetic sound, editing, camerawork, CGI (if relevant) and all the elements of the mise-en-scene.
  • If online think about if the advert is above the fold or below the fold, what type of advert it is – Pop Up, Banner, Skycraper, Button, Overlayz, Flash? Is it ‘grouped’ or ‘nested’ with other adverts or articles, is it near or in the Leaderboard or near the Hero Shot?
  • If a print advert think about...

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