Task 2 Jeans

Campaigning adverts and audience Readings

User generated advertising is powerful because people trust it more, they're easily persuaded by those who they follow and can relate to. For example instagram influencers could sale products to the public because people are aware that they don't work for the company so they have no reason to lie and that the product is good. It's content which is made by non- professionals (social media posts, blogs, Pinterest).
Another example is when movies pay companies like Snapchat to advertise there film, making filters and boards about the film.
Pro-sumer: no longer 'simply' consumers, we produce our own content. It's used to describe the blurring of the lines between a producer and consumer.
Collective intelligence: Concept (used by media theorist Henry Jenkins) Nobody knows everything.We all know something, this is part of 'participatory culture'. "Take part" with the media rather than passively consuming it.
In some ways UGA is more powerful because it's earlier to remember, it's 35% more memorable than other media and 50% more trusted.

Type	Strengths	Potential problems	Examples
Viral advertising	Viral advertising creates publicity from all over the world.	Once people stop sharing the ad its no longer being advertised and companies are not certain that the advert will go viral.	Evian on your body advert.
Native advertising	They give consumers a feel of what the company is about. It gains its audience by showing them things which they are used to or reminds them of something.	People may get uninterested, they wont watch long enough to see the product, because the advert is not being direct.	In music videos also use native advertising e.g. Big Sean's 'Blessings' advertise the beats pill (speaker).
Targeted advertising	It allows people to obtain information about items which they have interest in.	The potential problems with target advertising. Without online portal like Facebook targeted advertisement couldn't exist.Also people don't sign up for portals like Facebook the companies would have no audience.	Sites such as Buzzfeed use targeted advertising. Facebook.
Shoppables and Influencers	Companies gain customers and viewers from millions of people in a short amount of time.	Influencers can delete the photo whenever they want. Another could be the fact that instagram becomes unpopular, these influencers will no longer have a job and the companies have no audience.	Influencers are people such as the kardashians, they promote things such as Flat Tummy Tea and waist trainers. Blac China India Love

Advertising and Gender

Gender and sex both have two different meaning, gender meaning socially constructed and sex is biological. Patriarchy is a part of dominant ideology that describes male rule- men are in charge of society and that's 'natural' and 'just'. The adverts that I will be comparing are Hugo Boss fragrance for men featuring Theo James and Beyoncé Heat.

In the Hugo Boss ad there's a man and a woman in a mid close up shot,  the shot is quite eyelevel.The  man is wearing a black suit jacket, white shirts with a black tie whilst the females costume is not focused due to the shot chosen, we can only see the thin strap she is wearing. There's also a shot of the fragrance, the backdrop is a neutral brown colour which suggests warmth. The company also uses high key and low key lighting implying that there are two sides to this male character. Below the advert reads 'The Scent' conveying the idea that I felt your a male and your not wearing Hugo Boss then your not really a man because the fragrance is aimed at men. By having the female in the advert it's trying to sell consumers the idea that with this fragmented comes female attention and manly hood, because you'll feel like a man smell like a man, you'd be a boss, in charge,  wearing a suit and people will respect you. The advert is reinforcing the ideology that only men are breadwinners and bosses, the woman is only there to look pretty (the woman is an object) and make the man look better, shes being objectified. The Hugo Boss advert is upholding patriarchy and trying to persuade consumers into thinking it is okay. I believe the image to be airbrushed and perfected.

In the Heat advert Beyoncé costume is fully shown, she's wearing a short red rap dress which has quite a low cut at the bust. In both adverts the woman are condemned to showing skin and use their body for the male gaze. The shot used for the advert is a long shot with a close up of the fragrance and the low right corner. The backdrop is this advert is unfocused, it's a mix between black and red. I believe the title of the produce anchored the rest of the advert, its a product for women but for men also because they're saying that if you buy the product it will make you hot, you'll attract the opposite sex because they'll think your hot too, the advert is selling sex as well as a fragrance. Beyoncé is being objectified and limited to only being able to sell a product by showing clevage and skin. 

From this I've learnt that in a lot of fragrance advert sex, lust and fantasy is sold to consumers.Gemder stereotypes are still very much prevalent in advertising.

Primary research is new information gathered by the researcher fro example a survey, an interview or observations.Whereas secondary research is existing information gathered by the researcher eg. reading books or online articles.
Quantitative is anything that can be broken down into numbers for data gathering, its normally  done on a large scale ( surveys), closed questions.
Qualitative is based on opinions, attitudes and beliefs to be gathered in sentence form and its normally done on a smaller scale for example interviews and focus groups.

Media AS / A2

Textual Analysis Table- Moving Image

	Denotation / what can be seen	Connotation / what is the meaning? Representation
Camera- angle, size and movement	The advert begins with an establishing shot of what looks like a town or village in China. To establish the setting the creators used a birds eye view, with drone. Through out the ad the actors are being tracked by the camera. When the actors are speaking the the camera pans back and forth.	The creators do this so the audience and can gage these characters lifestyle and be able to see from the point of view because they're are running across rooftops. They want the to show the difference between the protagonist and the other characters.
Editing including any SFX	I noticed shot reverse shot used when the actors were conversing. The creators also uses eyeliner match along with match on action. The ad takes place on one side the whole time, this is the 180 degree rule.	I think this so the audience feel included, and feel as though they are apart of the advert by showing every action as they happen.
Sound- diegetic, non-diegetic, narration etc.	The advert has parallel sound, the music goes with the images. The sound is also diegetic and its sounds the characters can hear.	So that the advert has a clear and steady pace.
Mise-en-scene: location, costume, props, lighting	The setting appears to be dark, late at night in a village/town in maybe China or Japan. The area seems to be guarded with security patrolling the area. The protagonist ' Mr Bean' is wearing a suit, not the most formal suit but it's a contrast between the other characters who are wearing what looks like traditional Chinese armor. A prop used is the product, snickers bar is eaten during the ad.	To convince the audience that the product is so good that when your really hungry and not yourself you should eat a sneakers.