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Advertising and Marketing
infoWhy this? Advertising texts provide accessible yet rich opportunities to apply theories of media language and representation. The contrasting CSPs encourage discussion of changing social attitudes, audience targeting and persuasive techniques while introducing close textual analysis.
scheduleWhy now? Students have already developed knowledge of the theoretical framework and can now apply it to specific media products. Advertising offers an effective first opportunity to practise CSP analysis before progressing to more complex forms such as television and magazines.
neurologyYou need to know
- Sephora and Score are advertising CSPs studied through media language, representation and context.
- Advertising constructs meanings while promoting products and brands.
- Black Beauty is Beauty links Sephora's brand identity with Black beauty, diversity and cultural contribution.
- Mise-en-scène constructs meanings about identity, beauty and culture.
- Signifiers create denotative, connotative and ideological meanings.
- Cinematography and editing guide audience interpretation.
- Sound and language help anchor meanings.
- Online advertising often uses storytelling, branding and emotional appeal.
- Advertising can create desire for identities, values and lifestyles.
- Brand positioning is shaped by persuasive techniques and values.
- The Sephora advert foregrounds Black cultural contribution and representation.
- The advert challenges narrow Eurocentric beauty standards.
- Social and cultural contexts influence advertising meaning and reception.
- Progressive advertising can be both socially and commercially motivated.
- The Score advert was produced in 1967 and targets men.
- Score constructs masculinity, status, power and heterosexual success.
- The advert reflects historical advertising conventions and values.
- Historical context shapes audience interpretation.
- Hall, Van Zoonen, bell hooks, Butler and Gauntlett can be applied to Score.
- Advertising conventions remain while representations change across contexts and time.
rocket_launchYou must be able to
- Analyse advertising CSPs using media language.
- Explain how context influences advertising meaning.
- Analyse mise-en-scène in the Sephora advert.
- Apply semiotic analysis to advertising products.
- Analyse cinematography, editing, sound and language.
- Identify and explain advertising conventions.
- Analyse how Sephora constructs a brand narrative.
- Explain how advertising creates desire and aspiration.
- Analyse persuasive techniques and brand positioning.
- Analyse representations of race, gender and beauty.
- Apply Hall's representation theory to Sephora.
- Evaluate progressive advertising and audience responses.
- Analyse composition and layout in the Score advert.
- Analyse the Score advert using semiotics.
- Analyse fantasy narratives and persuasive techniques in Score.
- Evaluate how historical context affects interpretation.
- Apply Hall's representation theory to Score.
- Apply Van Zoonen, bell hooks, Butler and Gauntlett to Score.
- Analyse changing representations of gender and identity.
- Compare Sephora and Score using media language, representation and context.
Revision Quiz
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