Year 10 BTEC Homework - assessment task

BTEC Unit 7

Advertising promotion

Assignment 2

Analyse an existing Moving Image and Print advert for the same product. Go for a campaign and chose a TV ad and a print ad that are linked through the same campaign. Use the guidelines we worked through in class for the print ad analysis, (available on the blog – www.chorltonmediabox.blogspot.com) and then work through these similar criteria for the TV ad. There are lots of similarities, but obviously in moving image adverts Action, Narrative and Sound are crucial.

You need to present this as a PowerPoint presentation: your ICT skills will be crucial here. This is an important assessment for your BTEC unit and needs to be done to the best of your ability.

Deadlines: BTEC Diploma (MGA) Tues 15th Dec - you will be presenting them during the lesson.
BTEC Certificate (MGA) Thurs 18th Dec - you will be presenting them during the lesson.

Analysing Moving Image Adverts

Think about and discuss these areas:

Narrative – what is the story of the advert? Does it tell a story, or is it just a creative imaging of the product? (**it is unusual for there to be no story at all) How is this narrative designed to appeal to the audience?

Audience – what is the audience for the product? How do you know? Give as strong a picture of the audience as you can: age, sex, interests, social groups... Some adverts are targeted at a wide demographic, others are for niche products with a much narrower target audience.

Camera work and Editing – how is the advert edited? Does the audience see short, snappy shots, or does the camera linger? What kind of cuts and fades are used? How does the camera move in the advert? What angles and shot types do we see here? What is the effect on the audience?

Sound – what do we hear in the advertisement? Is it diegetic (actual sounds for filming, such as dialogue) or non-diegetic (sounds added in editing)? What is the effect of this on the audience? How does it link to the product?

Lighting – How is are the scenes lit? Is it bright? Dark? what are the meanings of this?

Colour – what is the significance of the colours used in the advert? (ie. red=danger/sex/passion, green=calm/peace, black=darkness/evil/mystery, white=good/peace, blue=cold/mystery, purple=passion/luxury/wealth, gold=rich/luxury...)

Representation – who or what is being represented in this advert? is this a fair and accurate representation? (based on what you know of the world)
Mise-en-scene – what props and other items are in the advert? what is their meaning? Why have they been put there?

and importantly...

What is the USP (unique selling point) of the advert? What’s special about what it’s selling?