Homework For Tue 7th

1. Upload at least one of your Diamond Ads to the blog.

2. Explain who the target audience is for the Diamond Ad on the blog and using the Uses & Gratifications Theory explain why it would be a successful advert.

3. Apply the uses & Gratifications theory to BOTH of your Viral Ad Analysis Blog posts

Task

TASK

Sketch out an idea for a print-based advert (or an advert campaign) for diamond jewelry. Treat this as practice for the practical task in the exam.

1. Think about your idea. Who is your audience? (Who are diamonds likely to be targeted at?) What things - ideas, colours, design styles - are likely to appeal to this audience?

2. Sketch your idea.

3. Annotate your idea, explaining who the audience is and how you have attempted to appeal to them. What is your line of appeal? How have you represented the people in the advert (assuming there are any?)

4. Upload your idea to the blog.

5. Explain who the target audience is on the blog and using the Uses & Gratifications Theory ecplain why it would be a successful advert.

6. Repeat all of the above for a diamond ad aimed at women.

7. Apply the uses & Gratifications theory to your coursework analysis

Uses & Gratifications

Suggests that media audiences are active and make active decisions about what they consume in relation to their social and cultural setting and their needs.

 This was summed up by theorists Blumler and Katz in 1974:

‘Media usage can be explained in that it provides gratifications (meaning it satisfies needs) related to the satisfaction of social and psychological needs’.

They are Defined by PIES J

      Personal Identity

      Information

      Escapism

      Social

1. Personal Identity – our need to define our identity and sense of self. Part of our sense of self is informed by making judgements about all sorts of people and things. This is also true of judgements we make about TV and film characters, and celebrities. Our choice of music, the shows we watch, the stars we like can be an expression of our identities. One aspect of this type of gratification is known as value reinforcement. This is where we choose television programmes or newspapers that have similar beliefs to those we hold.

2. Information or Surveillance – our need to know what is going on in the world. This relates to Maslow’s need for security. By keeping up to date with news about local and international events we feel we have the knowledge to avoid or deal with dangers.

3. Diversion – the need for escape, entertainment and relaxation. All types of television programmes can be ‘used’ to wind down and offer diversion, as well as satisfying some of the other needs at the same time.

4. Personal Relationships – our need for to interact with other people. This is provided by forming virtual relationships with characters in soaps, films and all kinds of drama, and other programmes and other media texts.

Assignment 1 Introduction to the Media

This assignment aims to introduce candidates to the analysis and interpretation of media texts through the analysis of media language and the application of media terminology and techniques. The consumption of media texts by different audiences should be considered. 

The responses to media texts, including explanation, should total approximately 500 - 700 words.

Candidates will be expected to engage primarily with the key concepts of media language and audience. They may also discuss representation and institutions.

Part 1

Analyse two viral advertisements. How effective are they in selling their products?

Part 2

Design your own advertisement for a product targeted at a specific audience. For a TV or viral advertisement you can submit ideas in the form of a script or as a ten frame storyboard, using drawings, writing or photographs to represent what is seen on screen. For a print advertisement you should design the advertisement itself.

Analytical responses might involve some of the following activities:

·         applying media terminology; considering the effect of media language

·         applying analytical techniques such as denotation and connotation

·         identifying how genre is established

·         discussing how narrative is suggested

·         making judgements about who the target audience might be

·         identifying a possible secondary audience or considering how the product might be consumed.

Responses may be submitted in a variety of formats such as annotations, charts, bullet points, continuous prose, or a combination of any of these.