ADVERTISEMENTS ARE EVERYWHERE Where do we see ads

ADVERTISEMENTS ARE EVERYWHERE. Where do we see ads? Magazines What is the purpose of an advertisement? Trying to sell their product. Persuade the viewer to buy their product, or think a certain way. Billboards Buses TV What is meant by ‘target audience’? Internet A certain group of people. Could be targeted by Taxis age, religion, gender, interest groups. Radio Newspapers

WHO IS THE TARGET AUDIENCE?

(ADVERTISING) TECHNIQUES Interpellation – when the ad addresses the viewer. “you” Anchor – when text guides you towards a particular interpretation. Salience; colour; tone; reading path; point of view; composition; layout; framing; contrast; body language, gaze; symbolism; vectors; positioning; orientation.

THE ‘AIDA’ THEORY AIDA is an acronym used in marketing and advertising that describes a common list of events that may occur when a consumer engages with an advertisement. A – Attention: attract the attention of the customer. I – Interest: raise customer interest by focusing on and demonstrating advantages and benefits. D – Desire: convince customers that they want and desire the product and that it will satisfy their needs. A – Action: lead customers towards purchasing the product.

MAKING MEANING Intended meaning – the meaning the producer of the image wants you to get. Denoted meaning – denotation; a literal description of the image. Connoted meaning – connotation; a symbolic interpretation of the image. Example: Denoted meaning: silhouette of someone dancing, contrast with white i. Pod. Connoted meaning: it doesn’t matter who you are, your i. Pod is what stands out.

TYPES OF READINGS Dominant reading: you completely agree with the intended meaning of the ad. Negotiated reading: you agree with some things the ad is trying to tell you, yet you disagree with others. Most people engage in this type of reading. Oppositional reading: you completely disagree with the intended meaning of the ad.

THE GAZE Visual depiction of the stereotype that guys act, while girls appear. Males look, females are looked upon. This is otherwise known as the masculine gaze. How are males and females portrayed in advertisements? Males are… Females are… Active Tough Passive Sweet

WHAT GENDER STEREOTYPES ARE FEATURED HERE?

DOVE DEODORANT ADS

WHAT ARE THESE ADS ‘SELLING’?