Advertising in Media: Jamie MCGRAW

#TellUsYourStory: Movements against Cyberbullying.


Our hashtag campaign was to shine a light on how online bullying can go off the radar, and to show some of the effects that it can have on people. We created a 48-Second Video to highlight the problem.


When we started the project, we had a lot of ideas for the structure of the video, and how it would look. We debated on ideas for a long time, before we decided to make a survey, send it out to our classmates and peers, and base our movie off of facts and experiences. We then created a script, based on facts we’d collected, and experiences we’ve had with being cyberbullied in the past. Below is the full script.

VIDEO (3-4 clips or images for each box)

AUDIO (voiceover or interview?)

Shot: (CU, MS, LS, WS, etc.)


Narration of the first #TellUsYourStory survey story.

Begins in secluded classroom, wide shot of person sitting in chair who is speaking. (Middle of classroom, chair drawn out from table to face camera)

Shot switches to show a Whatsapp chat with a close-up bottom oblique shot (someone is holding onto the phone).

The camera slowly pans in as messages show up on the screen saying “Wow, you’re ugly,” and “lmao what a loser.”

We can have an extreme close-up side shot of an eye blinking to show the person is reading the messages

Time: 0:01-0:10

Lighting will remain fairly dim and dark throughout the film (Classroom doors and curtains are closed, lights off)

V/O = voiceover, I/V = interview


“The first time I was cyberbullied was over Whatsapp, when someone sent an-”


“-embarrassing photo of me to a group chat with 27 people in it, and the people in the chat started making fun of me for it.”

Shot: (CU, MS, LS, WS, etc.)


Starts with a shot of someone tapping on their phone, side mid-shot

Camera cuts to another shot of the phone with people commenting on an image - “Fat pig,” “You look stupid in that shirt. oh wait you were already stupid,” “You’re really ugly.”

Another shot, close-up to face and oblique, of a person talking about their experience.

Close-up center shot of someone holding their phone, the message “lmao trying to delete the image bc the comments were true? too bad its been sent to other people.” showing up on the Instagram inbox.



“I posted a picture of myself on Instagram and a lot of people started commenting insults about my appearance.”


“I deleted the image, but I got a message from someone-”


“-saying they had already shared the image with other people.”

Shot: (CU, MS, LS, WS, etc.)


Fact shows up on screen in the middle, with white text against a black background.

“Approximately a third of people surveyed have been cyberbullied. Only 30% of them were willing to share their story.”



Shot: (CU, MS, LS, WS, etc.)


Mid-shot of someone sitting at a desk, camera looking at their back. There is light from the computer screen illuminating their front.

It cuts to an over-the-shoulder shot, where we can see the person scrolling through Facebook

Close-up of messages in a group chat saying “shut up” and “then obviously youre too stupid to have a valid opinion” after a message sent by the victim saying something like “in all honesty i think that would be a waste of time” or something.



“I disagreed with someone on Facebook Messenger once on a group chat and they got really angry about it, saying that I’m an idiot and that I’m too stupid to have a valid opinion.”

Shot: (CU, MS, LS, WS, etc.)


Someone sits against a wall in a curled position with their head on their knees as the V/O starts, like they’re crying. There’s a phone on the floor next to them which lights up with a notification.

Interview shot of a person talking about the feeling.


V/O - Two People Speaking

“There’s a lingering feeling of isolation and humiliation, and you just get too scared and embarrassed to actually tell anyone.”

Shot: (CU, MS, LS, WS, etc.)


“62% of people interviewed would be either reluctant to inform somone about the abuse, or wouldn’t say anything at all.”

- Black screen, white text in middle.

[0:45 - 0:50]


Shot: (CU, MS, LS, WS, etc.)


The camera shows an empty classroom

The voiceover starts, and it shows three people sitting at their chairs before closing their laptops in synchronized fashion.



“Tell someone you trust, they can handle it for you, and can probably handle it better than you could alone.”

Shot: (CU, MS, LS, WS, etc.)


White screen with black text saying, “There’s no reason to suffer alone. #TellUsYourStory.”


We shot over a number of days, and in various rooms, but we think our shooting went fine.


Jamie (Copywriter) - Cameraman, Editor and Actor

Maxine- Cameraman and Voice Actor

Michelle- Actor

Luna- Sound Recorder

Janelle- Actor

Analysing the Film in Terms of Language:

We tried to make the video as emotional and as touching as we could, and to do that, we had to employ emotional language. We decided that we had to basically strip the problem bare and to go down to the bone of the problem, with examples.

We took past experiences from people and tried to make them right to the point as possible. The language in the film was designed to make the viewer feel uncomfortable, as some of the situations are not viewed as ‘cyberbullying’ by people, and don’t see the line that is crossed when they say stuff that could really make them feel bad.

Coming up with the Hashtag:

We actually thought of ‘Tell Us Your Story’ right off the bat, I came up with it, as we thought it would be relevant to the idea and image we were trying to create, so people would know that online harassment and teasing isn’t a victimless crime.


As a group, I definitely thought we worked well together, and we were quite fluid as a group, and the project went smoothly. A couple of group members were sometimes unreliable, but for the most part, we were all ready to record, shoot and be serious at the right time.


Filter Bubbles are internet bubbles that show what the internet wants us to see based on our interests.

What are we trying to achieve with our video?

We are trying to address the problem of being ridiculed, abused and bullied online. We will use the stories of other people to see whether they have been cyberbullied


  • If I created a picture poem or video and posted it online, I would probably get a CC license for people so that they could use it.
  • I would definitely use a CC license.
  • I would do that


  1. The problem is that young girls don't have the confidence to show themselves in real life like they do online.
  2. The organisation is trying to tell the young girls that they don't need to be afraid to show themselves in the world and the only like that matters is their own.
  3. There is a short documentary, an infographic type of film and the #nolikesneeded is trending.


  1. The program is trying to prevent people from the


  1. The purpose of an agency/client pitch is that it gives a brief summary and idea of what the agency is trying to get across in the advertisement.
  2. Usually, the people who have a problem are the company who will show the advert, and the agency are the ones who are trying to solve the problem.


Advertising copywriters generally work alongside an art director within the creative department of an advertising, media or full-service agency. They work with client briefs to conceive, develop and produce effective advertising campaigns.

The art director deals mainly with the visual images of the advertising campaign, while the copywriter provides the verbal or written 'copy'.

This may include creating slogans, catchphrases, messages and straplines for printed adverts and leaflets. They are also involved in writing text for web advertising, as well as scripts for radio jingles and TV commercials.

Copywriters also work with media planners/buyers and the production department to fully develop the advertising campaign.

Art Director:

Advertising art directors, often known as 'creatives', produce innovative ideas for the visual elements of advertising campaigns in all kinds of media, including:

cinema and television; internet (digital/viral marketing); posters; press; radio.

An art director usually works alongside a copywriter to form a 'creative team'. Traditionally, the copywriter produces the words to go with the visuals created by the art director. These roles are now becoming more blurred and it is likely that both will have an input into the visual and written content of the advertising campaign.

The advertising art director works on the campaign from the outset and manages details about the client, product, target audience and required advertising message, which helps to shape the advertising campaign.

Account Planner:

Advertising account planners are responsible for creating the communication strategy for an advertising campaign. This includes targeting the right audience, as well as setting the tone and message of the campaign.

As a planner you'll be responsible for writing the formal brief and providing the ideal environment for creative development.

You'll combine market data, qualitative research and product knowledge within a brief to enable the creative team to produce innovative ideas that will reach consumers.

You could be involved in working with a number of clients at the same time, and will need to identify the specific business needs for each one.

I would like to be a copywriter, as I think I am pretty creative and pretty good at coming up with catchphrases.

  1. The problem that the #sheobjects is trying to solve is objectification of young women in media and the self belief that they are not good enough.
  2. They have set up a hashtag and a media campaign and are trying to show the feature film in schools.
  3. The longer the film, the more points they can get across, and they use other media, such as Tweets and websites to get their words to young people.


  • Dating from the 1400s.
  • Advertising should work by trying to mean something to you alone.
  • The average American is exposed to 3,000 ads every day.
  • Advertisers spent 450,000,000 in the early 20th century, now, it's almost 450,000,000,000 (450 billion)
  • Advertising is like a religion, moving a series of images through a culture.
  • Use images and words to 'delight the eyeballs' and motivate viewers into consumer action.
  • Creating desire and selling the product.
  • Coca-Cola is the second most recognised word in the world after 'OK'.
  • Creating personalities as products.
  • The Marlboro Man was one of the most successful advertising figures ever, standing for freedom.
  • Marlboro changed their complete brand from women smokers to men who had came back from WW2, and were bored of doing desk jobs and longed for excitement.
  • Went national 1955, and sales jumped 3000% in the USA when he was introduced.
  • Leo Burnett created personalities as products, e.g. Tony the Tiger, Jolly Green Giant and Marlboro Man.
  • One of the biggest fails of all time was called the Edsel. It cost 250 million to manufacture it, and they lost every bit of it.
  • Babylonian wine was one of the first ads
  • Pompeii had many adverts before it was brought down by the pyroclastic flow.
  • The Gutenberg Press was created to make it easier to advertise and sell books.
  • The first english advert was made in 1480.
  • There was a law in London saying that ads could stay up for two weeks and then could be replaced, as people were tearing down other ads and replacing it with their own.

Female Representation in Advertising

  • Jean Kilbourne made 'Killing us Softly' 4 times, about female representation.
  • Most Female advertising consists of using specific body parts, and airbrushing techniques are regularly used.
  • Stereotypes in the product are mostly used i.e. woman wear rings.


The 'Aryan Propaganda'` Ad
  • The objectification of a so called 'Master Race' that is linked to a higher class (usually caucasian) dominating other races.
  • THE NATIONAL IDENTITY: An obvious national stereotype portrayed through a single individual representing a nation.
  • The black and white imagery in the picture give us a sense of retro style, and also makes us feel 60's America, when soldiers were seen as sex symbols.
  • Certain visual elements are seen in the objectification of the males body. The audience is young men, who could be persuaded to buy them to look like the man in the ad.


  • Advertising regulation refers to the laws and rules defining the ways in which products can be advertised in a particular region. Rules can define a wide number of different aspects, such as placement, timing, and content. In the United States, false advertising and health-related ads are regulated the most. Two of the most highly regulated forms of advertising are tobacco advertising and alcohol advertising. (Wikipedia)
  • These adverts are advertising two products that are not necessarily healthy, but in that time was accepted.
  • The first claims that smoking 'helps your throat', which is completely false. The second says that the Maltesers are non-fattening, which is also a lie, as it contains many additives and sugars.
  • Both companies couldn't make the claims today, as advanced research shows that both are bad for you.


  1. The people who are most at risk are probably children and teenagers, who could be influenced by the advert.
  2. Alcohol and Tobacco are the most censored, as they are only available to over 18's, and can seriously damage your health.
  3. I think they should be sent to a board with uses a REP test to see if it is appropriate and inclusive.


  1. It should not objectify or promote violence against women.
  2. It should send a positive message to the younger members of society.
  3. It should not sexualise a product.
  4. It should be inclusive to genders and races.
  5. All private parts of the human body should be covered acceptably.
  6. Any form of strong to extreme violence and sex should be censored with immediate force.
  7. You must be able to show a clear meaning of the advert within your advert without reverting to gender roles and stereotypes.
  8. No particular gender, race and ethnicity should be offended or sexualised.
  9. There should be no reason for controversy related to the advertisement.
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