BBCR1

 However the BBCs obligation to promote and fund digital technologies such as BBC sounds has as developed attention from younger audiences who are more 'tech savey' to find experience the BBC and has help uphold their Rethian values of informing, educating and entertaining their target demographics. The app utilizes elements that are common from the BBC such as audiences interaction with showing clips and allowing users to listen in to live radio broadcasts while viewing many iconic moments from radio one  

 

The charity addresses the negative stereotypes of homeless people and provides a solution to those who buy into the stereotype. They have also used media language in order to show the audiences what they represent buy using items that are commonly associated with homeless people. Does not feature any images of homeless people and as a result does not guilt the audiences to giving.

Analyse how advertisers convey values, attitudes and beliefs about homelessness. Compare shelter and Simon on the street in your answer

In both pieces of advertising, it is clear that charity adverts use a wide array of images, intertextuality, media language and representations in order to represent the homeless as a group and homelessness as a issue in general. Both adverts look at different aspects of homelessness and tackle different misconceptions and stereotypes that are commonly associated with the epidemic.

In the case of the Shelter adverts, we can see from its ads that one of the messages that it is trying to convey is that anyone can be homeless and how many ways someone can become homeless. This challenges most peoples perception of homelessness being reserved for a select group of people, typically middle age males who have problems with substance abuse, rather choosing to represent 3 different backgrounds with 3 separate reasons for their situations. Furthermore, from the adverts use of the questions posed across the models faces, we can get an understanding of the attitudes to homelessness that shelter has with it clearly understanding the negative stigma that it bring with it as well as the confusion and fear that it can cause, attempting to challenge this and provide a solution in the process for anyone going through this.

In comparison to Simon on the street, the advert clearly chooses to represent homelessness differently whilst still challenging stereotypes. In the advert we see several images of their QR codes, what they will be surrounded by and where they will typically be placed, which will allow viewers to recognize them when they come across one. The advert also defies convention by providing large amounts of text, giving information on the charity and how they operate whilst also highlighting the need for such a charity. They address the stigma with homeless people and how people will often not give to them, proclaiming the excuses that they may spend it on abusive substances, the charity has clearly took that into consideration and has provided a way for people to give money with the assurance that it will go to helping the homeless. There is a clear difference in the two adverts as fundamentally, the look to challenge different aspects of homelessness, and due to the timing of both charities creations, where developed in response to different events with Shelters being more of a response to the 2008 banking crisis whereas Simon on the street seems to be a modern way of helping the homeless who are already in dire situations.

overall,  The indented audience for Shelter is both people who may require the help of the charity, or those who may want to help the charity as they encourage those who are homeless to get in contact without any stigma whilst also encouraging audiences to sympathies with those going through the issues

Charity Adverts

 Conventions of charity adverts

• Direct address
• Limited color pallet
• Sympathetic tagline
• Lots of print and information
• Artistic emotive imagery
• Facts and statistics
• Emails, numbers, addresses, websites

Shelter

To provide housing for people who have lost their homes

Context 1

• Shelter is a UK based charity which helps the homeless. Because they are a charity, they have very little funds to spend on advertising and marketing.
• Campaign is targeted at liberal reformers and carers who are family oriented and of both genders.
• Main focus of the campaign- to direct potential charity users to seek advice and help 
• Maintain limited production values, campaign focused ads.

Context 2

• Hopes for 'audiences identification' with ordinary people in distress- a key selling point of many charity campaigns in this element of social realism.
• Socio/political context- effects were still being felt from the 2008 UK banking crisis where 1000s lost their jobs. 

Context 3

• Shelter hoped the poster campaign would taker clients tov online advice pages via shelter website
• Creative communication ad agency Amplify sequence campaign

1. Why that color scheme? Vey eye catching and relates to the color of the shelter logo, making it easily associated with the charity

2. Why these particular faces? Meant to look like everyday people all of different ages, genders, ethnicities and backgrounds showing that it can happen to anyone

3. Why so close up? Meant to show the emotion in the models faces and make you sympathize with them, furthermore, a form of direct address them staring back at the viewer.

4. Why position font across the face? to make it seem though the person is saying it themselves also to be eye-catching and associated with the brand. it is also playing on the trope 'its written on their face'

5. What is interesting about the logo? the logo has  the outline of a house  What does it mean?

Statistics about homelessness

200,000 individuals and families are homeless today

People who live on the street are 17 times more likely to be the victims of violent crimes

in the last 11 years, nearly £1bn each year has been cut from council services that help the homeless

Advertisment homework

Point: In the sports drink market, companies must vie for control and push their products as the 

best in the market. This can be seen with sports drink companies such as Lucozade and Gatorade as a common theme between the two is that they are better alternatives for an athlete than water is with both using an often scientific approach to champion there product and using terms to convince the audience of is legitimacy.

How: In the Lucozade advert, we see an image of Gareth Bale, who at the time had just broke the transfer record, signing for the most successful club in European history Real Madrid, this association of the the brand and him creates an sense of worth to the audience as this was a prominent player at the time and whilst attracting fans of his, also made those simply aware of him significance interested in the advert. This idea of his significance is also reflected in the double meaning 'In a different league' tagline in the iconic blue and yellow colours as this implies Bales athletic abilities being very highly rated as well as the literal meaning of him playing in a different league having moved from the English Premier League to the Spanish La Liga. The advert also features a profile of the athlete with his name, team, age and stats which brings across that trend of the scientific association that sports drinks have in their marketing in order to try and convince the modern more health conscious audience that this drink will be an improvement over regular water. Finally Bales use of direct address as well has the positioning of the facial shot shows the seriousness of the advert as it is mean to be taken seriously for the audiences.

Where as with the Gatorade Advert goes for a much more comical and nuanced approach. unlike the Lucozade advert, this one does not feature any celebrities rather choosing to market Gatorade as the recognisable face, in the advert a gatorade bottle is depicted as knocking out a bottle of water, the clear underlining meaning of the advert is that Gatorade is better for you than water, something that has been apart of gatorades marketing since its creation as a college American football teams beverage. The tagline 'Gatorade Always Wins' creates a sense of masculinity and competitiveness to the brand not only showing its superiority to water but to all other sports beverages, almost challenging them to compete with it. Furthermore the use of itself as its own celebrity shows how recognisable of a brand the drink is and how well it has billed itself as being the best of its kind, instead choosing to focus on its benefits rather than drawing in a crowd with a recognisable face for audiences.

What is being suggested to the audiences: Despite biotech showing very different imagery in their adverts, both somewhat relays the same message that sports drinks are better than water for exercise to their audiences. The reason their do this is because water his the largest threat to. a market as sports drinks must try to prove why they are worth the price their are over the much more affordable and available water. This is why companies like Lucozade run massive advert campaigns with celebrity endorsements for global athletes in order to gain association and attract audiences to this they are a better alternative to water with the use of scientific terms such as elector lights and other inflated meanings. whilst brands like Gatorade choose to market themselves solely on the premise that they are better for you than water and that athletes drink them over other water.

5 facts and their significance for radio one

 Greg James took over from Nick Grimshaw in 2018 and has remained host ever since-

This shift from host shows a change in the BBCs approach to reaching a wider audience as it moved towards reaching a younger demographic in a host like Greg James. Despite both being roughly the same age Greg James was able to provide a more in-touch and fresher form of entertainment for the15-29 year old listeners and as a result the listening numbers began to rise.

Under Nick Grimshaw the max listeners were around 4.8 million. since Greg James took over those numbers rose to 5.2 million-

This spike in the audience viewing showed the affect that Greg James had on The BBC breakfast show and radio as a whole as it showed The BBC and other radio stations it was still possible too stay relevant in the modern age with utilising the techniques that Greg James uses to gain his audience ie. social medias, audience interactivity, celebrity guests.

Audience interactivity such as 'Whats my age again?' and '10 minute takeover'-

The use of audience interactivity has attracted a larger following to the show as games like what's my age again encourages all listeners to phone in ands interact with the host and guest. Furthermore, the use of the 10 minute takeover somewhat mimics that of a streaming service like Apple Music or Spotify where users can choose what song to play, allowing the breakfast show to remain relevant and keep ups to date with the changing entertainment landscape.

Target audience of 15-29 year olds-

Despite this audience only making up a minority of its viewership, due to The BBC's Reithian Values as a PSB they try to target this audience as this is the best way to reach this viewership demographic and can entertain with their music as well as both inform and educate with its new beat segment.

Fragrance Revision

 

• Direct address give a sense of power
• low camera angle shows superiority
• size of him in front of new York

Conventions

Tagline #MANOFTODAY- henry Jenkins fandom theory

muted color pallet

direct address

Low angle Mid-shot implies his importance

Clear depth of field meaning they want us to see where he is 

Famous landmarks of New York

Hyper real bottle along with the size of Hemsworth

Serif font implies high quality 

Contrast with contemporary style font with a more modern lens

'above the line' marketing campaign, mass market campaign

Different ways that audiences will interpret the advertising

• Muted colors make you focus on the few instances of yellow
• yellow is a color of caution 
• Mid shot 
• Facial expression of John Simm in very unconventional 
• The choice of font is very unconventional and personal
• choice of lighting around his face makes you focus on his expression
• the facial expression is meant to show both anger and sadness
• Duel meaning of the reason for him screaming could be for mental health reasons or anger 
• text directly relates to the image anchorage text

 

Dove and Old Spice

 Comparing and contrasting Old Spice and Dove

Dove

What is the purpose of this advert? How do you know this?

• Appealing to women buying for partners
• targeted at younger men as this skill of cooking would likely be more akin to them

How is gender is represented in this advert?

• Unconventional representation of gender. It suggests the man enjoys cooking and is taking on more 'feminine' roles in the house.
• This representation does challenge the typical adverts. He is not conventional eg. not moody, no muscular torso. 
• Represents modern change in society as both genders operate more neutral roles.

How will the audience respond?

• Recognize themselves within the role
• Be intrigued by the representation of the product
• Some would like the representations in the advert
• Most of the audience will acknowledge that gender roles have changed and see the product as forward thinking

The target audience will likely to agree with the views and representation being shown in the advert. The Male model looks middle class so likely to be educated and aware of the world. audiences are likely to have a similar mindset to the product producer

• Choice of setting- Kitchen- traditionally the place of a woman, changing roles means this is not the case now
• Color- very muted and dark which is a common trait of men fragrance adverts.
• Props- the oven is a symbol of a woman's domain
• Choice of costume- the apron is often not associated with men and more so with women
• Use of Claims- The tagline says 'Real Men operate complex machinery' flipping the ideas of masculinity on its head that rather than being a man being based on what you cant' do and rather what you can do.

Old Spice

• Still appeals to some conventions of a fragrance advert
• Male with direct address, topless with an image of a woman sunbathing on his chest

How will the audience respond?

• Male audience will likely be slightly intimated
• hope to see themselves in the role
• encouraging audience to uphold macho male values
• brings in a younger audience with a quirky approach to marketing

	Key Comparison	ML devices used to create these representations	Possible audience interpretations
1	Both somewhat intimidate the audience with their representations and taglines	The tagline ‘Real Men’ could make audiences feel insecure not doing it, the old spice advert uses more masculine traits such as celebrity
2	In the dove advert- challenges traditional gender roles and makes audiences question their own views
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Advertising

Sports drink conventions

• Energy (lightening)
• Masculine
• athlete endorsement
• bright, colorful
• aggressive, active tone
• claims of affects on athletes
• usually feature exercise in adverts
• scientific claims

Lucozade

• formed in 1927 
• owned by GlaxoSmithKline, then sold to a Japanese company Suntory in 2013
• Originally started as a medicine or a remedy in the 60s and 70s, 
• later becoming associated with the rave scene of the 80s and 90s
• were band by the advertising agency for false claims

• The 'I Believe' campaign was part of a £4million campaign across digital platforms to position Lucozade as a sports drink again that helps performance
• Footballers Gareth Bale and Alex Oxlade-Chamberlain  used as brand ambassadors
• 'I Believe' shares semblance with Nikes 'Just Do It' campaign

Media language

• colour-Blue-refreshing, healthy. Yellow-citrus, active, energetic
• Angle-direct address
• type of shot-close up shot, you are supposed to know who he is
• mise-un-scene-serious facial expression
• text-'in a different league' can mean his ability, the product, or the fact Bale now plays in La Liga
• Narrative- the use of the fact file and frame make the image look scientific