MEDIA STUDIES A LEVEL LQ What role does

MEDIA STUDIES A LEVEL LQ: What role does Audiences Segmentation play in Advertising

Audiences and Slogans (Text) Advertising and Marketing

Audiences This is classic audience segmentation (dividing up audiences into segments) done by demographics

Audiences The table on the previous page is known as the 4 Cs and was a popular way of looking at audiences until about 30 years ago. What would be a problem with it ? Where would you put David Beckham ? The table over the page is based on psychographics which tries to appeal to audience needs

Audiences Using the table that classifies audiences according to audience needs using psychographics try and think of an advert that you think is aimed at each of the 7 groups. Work in pairs on this activity and write your ideas into your books.

Effective Slogans Advertising and Marketing

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

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

Some Famous Slogans from the Past 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?

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

Name of the perfume and slogan Look back the perfume adverts you will write about for homework: 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?

Perfume Slogans How many of these can you think of? A woman island. Fidji is her perfume. All a man is. Beauty never sleeps. Between love and madness lies obsession. Choose your own destiny. Do You Dare? HUGO is trend, HUGO is different, HUGO is urban. . Reveal the woman within. Share the fantasy. Share the secret. . The Power of Cool. The ultimate code of seduction for men. Very irresistible Givenchy. You are never fully dressed without perfume.

Perfume Slogans Here are some classic slogans form over the years – notice how some are tied into celebrities and are looking for positive associations – like below- the -line advertising 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.

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

Analysis of a fragrance advert q q q Choose one of the adverts that has been brought into class Start the essay with a short paragraph that explains what you think the overall message of the advert is – what is the perfume brand being connected with ? Then go through each technical feature and describe the denotation. Have 2 paragraphs, one for Media Language and (a shorter) one for Representation. You should also mention the slogan and the graphology. Now have 2 more paragraphs that explain what you think the connotations of the advert are – again on that explores the connotations for Media Language and one for Representation Then consider Audience. Discuss who you think the target audience is – be specific. Explain what you think is the effect of the connotations on the audience? You might also consider how other audiences would react to the connotations (you should have notes on this). Finally. Compare this to other perfume adverts you have seen.