Sell & Spin : A history of advertisment
- Moving a series of images through movement
- Taps into desire for the product
- In an average day we see atleast 3000 or more adverts.
- Adverts always have their main target audience
- Case study: Marbourne man
- Branding: What a product represents (lifestyle,personality,identity,values,qualities,looks)
- Media Saturation: When we are bombarded with adverts...3000 a day according to the documentary and that was over 20 years ago!
- Objectification: The seeing and/or treating a person,usually a women as an object.In the repretation of women,this is often sexual objecfication.
- Gender roles: For women roles are often limited to housewife or sex objects. For men,roles are often represented as the breadwinner and being served by women.
- Dismemberment: Cropping or fragmentation of the female body in media images which encourages objectification.Often this is the legs or parts of the torso.
- Metrosexual: A neologism(a made up word) to represent a changing economic trend in male shopping and representation dating and the 80s.A man who is sexually attracted to women but who is also interested in fashion and his appearance.
- Spornosexual- A neologism(a made up word sports+metrosexual).
- Lumbersexual- A lumbersexual or urban lumberjack is a man who has adopted style traits typical of a traditional lumberjack, namely a beard, plaid shirt, and scruffy hair, substituting otherwise clean-cut and fashionable style choices.
Female advertisement- By Jean Kilbourne
- It tells us the stereotypes for a woman's body.
- It even tells us that people have high standards for a woman's body.
- The "ideal" body type isn't all natural, it's either photoshopped or it's plastic.
- Girls and Women identify with the images in adverts to learn what it is to a girl/women is suppose to look like in society.
- Messages to women are (Negative)-"You are not good enough"
- Men are encourage to view women as objects/dehumanized .
https://www.quotev.com/quiz/8776778/Rep-Test : Making our own REP test.
Male Representation in adverting
- Use of male glamour model.
- Construction of ideal male body.
- Focus on abs,percs and crotch.
- Showing male are more dominant.
- Men are shown how they suppose to be like mannely.
- Male gaze and the female gaze
Abercrombie & Fitch
- Mike Jeffries was appointed as A&F’s CEO in 1992 to revamp the brand. Jeffries was responsible for coming up the company’s sexed-up image, with its racy ads, catalogs and topless in-store male models that the brand has become well-known for.
- It shows that you need to be muscular,caucasian,look active,look bold and brave,young,the camera angles need to be focused on the pecs and the mussels, no hair.They may or may not had down some shadow edit because it's quite easy to edit and make the whole body look muscular.
the Lab decoy
A photograph is shaped more by the person behing the camera than by what s in front
- Bill Bernbach - More sophisticated audience = move sophisticated advertising/ recognize audience has a brain/blending creativity + cut with marketing + commence/break wall between viewer and ad+ product adverts
- Rosser Reeves- Simplistic,repetition boasts = "the hard sell"/ direct + straight= repetitive/"imitate your way into people's consciousness/ unique selling proposition (usp) = reason why/ highlighting how product was different from others on market/repetition of the usp= association
- Article- This article shows that all over the years more same sex couples are featured in many holiday shopping adverts this article also states that more kids with disabilities as well as multi racial families are being featured.
- Maltesers- Chocolate brand, the brand claims that the chocolate is unique from other brands because it's less or non fattening and can help you keep slim. The image they are portraying is of a woman who has a "perfect body" and is laughing with a male.Her legs look like cartoon legs. Products today can't do any false beneficial claims on their product because they can get in trouble and the audience will not buy the product.
- Craven 'A'- Cigarette brand, The brand claims to help you with throat problems and makes your teeth whiter. The image they are portraying is a woman who looks happy and she is wearing a tennis uniform so it classifies her as sporty. No they can not do any false beneficial claims on their product because they can get in trouble and the audience will not buy the product.
- Some adverts need regulations just like carl's junior and abercrombie & fitch adverts because they adverts they
10 Rules to advertising
- Tell what the product ACTUALLY does
- No discrimination
- No misleading of the product
- Make it available for all races
- Don't make product look close minded
- No negative stereotyping
- No sexism
- Age limit
- No airbrushing
- No blood
"ASA"~ lEGAL.DECENT.HONEST AND TRUTHFUL
- Number 5- The number of complaints to this advert were 380.The nature of the complaints was a poster featuring a woman in a bikini which was offensive due to its concerns about a range of health and weight loss claims.. The ruling was not upheld.The ASA concluded, however, that that ad was unlikely to cause serious or widespread offence.The ad implied that a body shape which differed from the 'idealised' one presented was not good enough or in some way inferior and was, therefore, offensive.
- Number 3- The number of complaints 464. The complaints expressed concerns that the ad will reveal the truth about Santa/Father Christmas.Not uphold. Paypal changed the scheduling of it's commercial.
The history of advertising can be traced the ancient civilisations. It became a major hit during the 19th century and during the 20th century advertising grew rapidly, thanks to new technologies such as tv and radio.But during the time there were many adverts that were quite misleading and biased. Like the Maltesers Chocolate brand claims that the chocolate is unique from other brands because it's less or non fattening and can help you keep slim.Advertisers shouldn't have the freedom to say whatever they want. Like some female advertisements tell us about the ideal body type that is suppose to be how your body looks like and females identify with the images in adverts to learn what it is to a girl/women is suppose to look like to society.Most of the female models in adverts are dismembered by photoshop and this also encourages men to view women as objects. If the brand misleads,is illegal and isn't truthful it should be out of stock forever.Adverts can also define what is the ideal body type and skin.It can also cause harm in society and make people feel left out. Some adverts put negative stereotypes for both men and women. Whether international or domestic, national or local, brands and agencies will put out material in print, television and web ads filled with racism, that will be the future.
- "She Objects challenges consumers and content creators to think critically about the connection between the media’s portrayal of women and and eating disorders and self-esteem issues for girls, violence against women and the erosion of female ambition."(What is the problem that the campaign is seeking to address?)
- "To spotlight the portrayal of women in the media as objects and the correlation between this and: a) body image and self-esteem issues for women and girls; b) violence and harrassment against women, and c) a lack of ambition to aspire to leadership roles on the part of women.To advocate a greater sensitivity and responsibility by the media, entertainment and advertising industries and a culture that celebrates diversity and the positive portrayal of women in the media.To include men as an integral part of the solution and to engage them as champions for the positive media portrayal of women while at the same time, identifying men as victims of objectification and straightjacketing by traditional concepts of masculinity".(How is the orginisation trying to do this?)
- "She Objects challenges viewers to think critically about and resist the biased and often dehumanising portrayal of women in media. The film explores the impact of this on Hong Kong society and breaks new ground in bridging local, regional and global research and trends."
What is the purpose of a pitch in the agency relationship?
A pitch is an audition, with the client giving a brief to a number of advertising agencies, and choosing the one that best resolves the brief.For the most part, this is how agencies are paired with clients.
Explain who has the problem and who comes up with a solution in the context of the agency/client relationship?
The client is there to present the agency with its problems, and when it needs solutions. The types of problems and solutions vary greatly depending upon the client’s business and the ad agency’s area of expertise.
Create a flowchart to represent the process involving the client, the account manager, the creative team and the creative director.
The problem that our campaign will be seeking to address is young women who feel insecure and don’t feel beautiful,and we want to change that cause if we continue on with this girls will start feeling the need to change themselves at a very young age.
We would be presenting a girl who takes a picture of herself thinking she would look beautiful like models on posters.She looks at the photo and she feels she doesn't meet up to those standards and decides to put on some makeup,she takes another picture but then she feels something is missing.She then decides to change herself to look like the “real people” on the posters. Then at the end she holds a sign am i pretty now?
The film will be apart of a be yourself campaign to be happy of what you have
What is the problem that this campaign is seeking to address?The problem the campaign is addressing is that at least 6/10 girls in uk have low body confidence and feel more prettier online and are desperate for likes.Girls think that they don’t have body confidence so they chase likes so people would think they have high body confidence.How is the organisation trying to do this?The organisation is trying to spread the message that girls don’t need likes to claim themselves beautiful they are already beautiful.How are the various films part of a wider campaign?The various films are a part of a campaign of self awareness to be comfortable in your own skin.
What is the problem that this campaign is seeking to address?The problem the campaign is seeking to address is that boys don’t need to hide their tears they can cry as much as they want to and not feel less manly-ier. The campaign is trying to break male stereotyping.How is the organisation trying to do this?The organisation is trying do this by showing how male stereotyping can affect a man/boy that can also lead to problems.How are the various films part of a wider campaign?The various films are a part of a campaign of a stereotype free to be free out of the stereotyping cage.
What is the problem that this campaign is seeking to address?The problem the campaign is seeking to address is that boys don’t need to hide their tears they can cry as much as they want to and not feel less manly-ier. The campaign is trying to break male stereotyping.How is the organisation trying to do this?The organisation is trying to do this by letting people know that feminism is not a bad word to say.How are the various films part of a wider campaign?Feminism should have the same respect as men. It’s like human rights.It is the ambition behind it