Presentation for AQA GCSE Media Studies Assignment 1 on Advertising and Marketing, focusing on perfume advertising.

1. MEDIA STUDIES –
GCSE ASSESSMENT
ONE
Perfume Advertising

2. The Four Key Concepts
Media
Language
Media
Representations
Media
Institutions
Media
Audiences

3. • The way in which media texts communicate
• Combination of image, words, sounds
• Reading of signs and symbols
Media Language
• The ways in which people and places are re-presented
through the media
Media
Representations
• The organisations and companies involved in the
production, distribution and regulation of media
texts
Media Institutions
• Who media texts are targeted at
• The different ways in which audiences respond to
media texts
Media Audiences

4. Target Audiences
Decide what kinds of people you think are most likely
to buy the following products. Why?
 Baked beans
 Small hatchback car
 Double Glazing
 Jeans
 New sofa
 Trainers
 Computer Games
 New sports car

5. Target Audiences
Choose three of the following groups of people. List
five types of products they are likely to buy. Why?
 Over 60s
 Young couples with no children
 Boys aged 5-11
 Girls aged 5-11
 Men aged 18-25
 Fathers and Mothers with growing families
 Teenage girls aged 13-18
 Teenage boys aged 13-18
 Women aged 18-25

6. Advertising Psychology
 Advertising is designed to suggest that a product will
supply something that the audience wants.
 Some needs that advertisers play on include:
To be superior to others or part of a superior group
To be up-to-date and a trendsetter
To be a member of a happy family
To be attractive to look at
To be popular
To be wealthy

7. To be superior to others or part of a superior
group
To be up-to-date and a trendsetter
To be a member of a happy family
To be attractive to look at
To be popular
To be wealthy

8. To be superior to others
or part of a superior
group
To be up-to-date and a
trendsetter
To be a member of a
happy family
To be attractive to look at
To be popular
To be wealthy

9. Selling techniques
For each technique
opposite, suggest an
advertisement that
uses this approach
and the effect it is
intended to have on
the consumer
Claim that product is “new”, modern, or
“the latest”
Claim that it is traditional, dependable,
“quality”
Promote the feeling that the buyer is
superior or special
Use humour or wit
Imply scientific or technological
advances
Suggest that the product is the biggest or
best
Use gimmicks
Suggest it is a bargain
Picture babies or children
Picture “cute” animals
Suggest that the product is unusual or

10. Denotation and Connotation
Denotation Connotation
 What you can see or
hear in a media text
 A description of the
text
 E.g. there is a
blonde-haired
woman with pink
trousers on.
 What is suggested
or implied by the
denotation
 An analysis of the
text
 E.g. her pink
trousers emphasise
her femininity

11. Denotation and Connotation
What is the
denotation in these
images?
What are the
connotations of these
images?
What products could
be advertised using
these images?

12. Use of colour
 Colours have multiple connotations, which can be
varied and opposite.
 For example, green can connote envy, jealousy,
springtime or nature.
 What are the connotations of:
Black
Gold
Pink
Yellow
Grey
Red

13. Perfume Advertising
GCSE Media Studies
Controlled Assessment
Assignment 1

14. Perfume Advertising
 Assessment One
Analytical Task: analyse two perfume
advertisements. How effective are they in
selling their product?
Research and Planning Task: design and
produce your own perfume advertisement
targeted at a specific audience

15. Why perfume advertising?
 When advertising a perfume, you are not
selling a product which does anything
 You can’t say it’s the best, fastest, strongest,
has the biggest engine…
 Instead, you have to sell the idea of what the
perfume will create
 You are selling an image, a lifestyle, or a
feeling

16. Analysing a Perfume Advert
Technical Analysis
Codes and Conventions

17. Type of Shot
Long Shot Close Up

18. Angle
High Angle Low Angle

19. Mis-en-scene

20. Depth of Field
Shallow depth of field Deep Depth of Field

21. “Realism” or Constructed
Images
“Realistic” – looks
documentary
Artificial Construction

22. Single Image or collage
Single Image Collage

23. Soft or hard focus
Soft Focus Hard Focus

24. Mode of address
Direct Address Indirect Address

25. To summarise...
Image Analysis
 Shot Type (CU, MS,
LS)
 Angle (Low, High,
Straight)
 Mis-en-scene
 Depth of Field
 Realistic or artificial
looking?
 Single image or
collage?
 Soft or hard focus?
 Direct or indirect mode
of address?
Plus...
 Colour palette
 Imagery / References
 Lighting – low key?
Harsh? Soft?
Coloured? Natural?
 Text choices: fonts,
colours, size, angle,
position
 Representation: how
does the advertiser tell
the audience what type
of person this is?
And, for each of these: what is the effect on the
audience? What impression does this technique
create?

26. Homework
 Choose one of the adverts on your A3 sheet
 For each technical feature you have identified
explain why you think the producer has
chosen it. What is the effect on the audience?
 In your books
 For Friday 17th October

27. Homework
 Find one or two perfume adverts and bring to
lesson on …
 For each one write a couple of sentences
about why you think it is an effective
advertisement

28. Media Language:
•Colour
•Type of shot
•Angle
•Focus
•Depth of field
•Mis-en-scene
•Realism?
•“Storyline”?
•Use of words
•Font design/size
•Layout
Representation:
•Who is represented?
•How are they
represented?
Audience:
•Who is the target
audience for this
advertisement
•How do we know?
•What might other
audiences make of it?

29. Media Language:
•Colour
•Type of shot
•Angle
•Focus
•Depth of field
•Mis-en-scene
•Realism?
•“Storyline”?
•Use of words
•Font design/size
•Layout
Representation:
•Who is represented?
•How are they
represented?
Audience:
•Who is the target
audience for this
advertisement
•How do we know?
•What might other
audiences make of it?

30. Media Language:
•Colour
•Type of shot
•Angle
•Focus
•Depth of field
•Mis-en-scene
•Realism?
•“Storyline”?
•Use of words
•Font design/size
•Layout
Representation:
•Who is represented?
•How are they
represented?
Audience:
•Who is the target
audience for this
advertisement
•How do we know?
•What might other
audiences make of it?

34. What makes a successful perfume
advert?

35. To summarise...
Image Analysis
 Shot Type (CU, MS,
LS)
 Angle (Low, High,
Straight)
 Mis-en-scene
 Depth of Field
 Realistic or artificial
looking?
 Single image or
collage?
 Soft or hard focus?
 Direct or indirect mode
of address?
Plus...
 Colour palette
 Imagery / References
 Lighting – low key?
Harsh? Soft?
Coloured? Natural?
 Text choices: fonts,
colours, size, angle,
position
 Representation: how
does the advertiser tell
the audience what type
of person this is?
And, for each of these: what is the effect on the
audience? What impression does this technique
create?

36. Planning your own advert
 Who is your target audience?
 Age
 Gender
 Interests
 What do they value?

37. Where would they see your print
advert?
 Which magazines? Why?

38. Things you need to plan – with your
target audience in mind
 Name of perfume/fragrance
 Name of institution/branding
 A slogan (what techniques can you use?)
 Idea of main image
 Ideas for colours
 Style of typography
 Background
 Key message being communicated
 Design of the bottle
 Positioning of images/text

39. Year 10 PerfumeAdverts

45. Half Term Homework
 Take a selection of images (between five and
ten) for use in your perfume advert. Think
about:
Mis en scene
Angle
Lighting
 Bring the images to school on a memory stick
or similar on Monday 5th November

46. Representation
Advertising and Marketing

47. Representations of women

48. Representations of women

49. Representation of relationships

50. Effective Slogans
Advertising and Marketing

51. Slogans
 Advertising slogans are short, often
memorable phrases used in advertising
campaigns.

52. Which slogans can you remember?
 Thought shower and list as many slogans as
you can think of.

53. Some Famous Slogans
 If Anyone Can, Canon Can
 Stena Sea Link: Ferry Affordable
 Don’t just book it, Thomas Cook it
 Beanz Meanz Heinz
 The Appliance of Science
 Just Do It
 The future’s bright; the future’s Orange
 The World’s Local Bank
 Fun anyone?

54. Slogan Techniques
Sums Up What the
Brand Stands for
Uses Present Tense
Use of Humour, Puns
and Word Play
Uses Imperatives
Rhymes/Phonological
Impact/Alliteration
Use of capitals, choice
of font and font size
Identifies Audience and
VAL
Shows Attitude and
Personality
Identifies and Sells
Needs and Desires –
What will it do for you?
Use of Second Person
You/We/Us

55. Name of the perfume and
slogan
 What is suggested by the name and slogan?
 What values and underlying messages are
being communicated to the audience?
 Does the style and size of the font imply or
suggest anything?

56. Perfume Slogans
 How many of these can you remember?

57. Perfume Slogans
 Do you dare? (Britney Spears)
 Let your fragrance sparkle (Boss)
 Your Fragrance, Your Rules (Hugo)
 Because You Never Know When (Lynx 247)
 Follow your inspiration (Christina Aguilera)
Language of Perfume Adverts: Empowering,
Aspirational (follow your dreams), Emotive,
Motivational.

58. Graphology/
Typography
Does the style and size of the font
imply or suggest anything?

59. Perfume Bottle Design
What
does the
style and
shape of
the bottle
suggest?

60. Men’s Perfume/After Shave/Cologne

61. Men’s Perfume/After Shave/Cologne

62. Men’s Perfume/After Shave/Cologne

63. Women’s Perfume

64. Male/Female Ranges

65. Year 10 Media Studies
Rooming
 Up to half term: normal rooms
 Monday 5th November: p5 in D3, p6 on the Mezz
 Tuesday 6th November: p5 Mezz
 Wednesday 14th November: p4 Mezz
 Thursday 15th November: p1 Mezz
 Friday 16th November: p2 D3
 Monday 19th November: p5&6 Mezz
 Tuesday 20th November: p5 Mezz
 Wednesday 28th November: p4 Mezz
 Thursday 29th November: p1 Mezz
 Friday 30th November: p2 D3

66. Deadlines
 Monday 19th November: p5&6 Mezz
 Tuesday 20th November: p5 Mezz
 Wednesday 28th November: p4 Mezz
 Thursday 29th November: p1 Mezz
LAST COMPUTER ROOM LESSON
 Friday 30th November: p2 D3
FINISHING OFF HAND-WRITTEN ANALYSIS
 Monday 3rd December: p5&6 D3
WRITING UP EVALUATIONS
 Tuesday 4th December: p5 E2
WRITING UP EVALUATIONS AND FINISHING OFF
 Wednesday 12th December: p4 D3
FINAL DEADLINE – ALL WORK HANDED IN ON PAPER

67. Evaluating your advertisement
 A clear outline of who your target audience is (by age, attitude,
personality – be as detailed as possible)
 Comment on:
How your advert suits your target audience’s needs, desires and
aspirations
The name, institution and slogan for your advert with reasons how
these target your audience.
How successful your advert is in persuading the audience to buy
your product? How have you achieved this?
 Colours – denotation & connotation
 Image – use your glossary to analyse the construction of the
image
 Representation – how have you represented the person/people?
 Slogan / Perfume Name – explain and evaluate your choice of
language
 What technical skills have you used? (use the Photoshop skills
sheet)

68. What needs to be handed in
 First “Real” perfume ad stuck on A3 and
analysed
 Second “real” perfume ad stuck on A3 and
analysed
 Clean printout of your perfume advert
 Copy of your perfume advert stuck on A3 and
evaluated
Optional extra:
 Sheet of A4 (handwritten or typed) explaining
your planning process: how you came up with
the ideas, how use used the software to create