a level media [eduqas] component 1 set products

Soft sell

Indirect promotion focusing on customer relationships.

Hard sell

Direct promotion with aggressive sales tactics.

Gauntlett's theory

Identity construction based on media role models.

Aspirational advertising

Selling lifestyles or attitudes, not just products.

Brand

Overall customer experience distinguishing products from rivals.

Branding origins

Started with ancient Egyptians branding livestock.

Rule of thirds

Guideline for composing visual images effectively.

Serif typography

Traditional and formal font style.

Sans serif typography

Casual and modern font style.

DMB&B agency

Handled P&G's advertising in the 1950s.

Tide launch year

Tide was launched in 1946.

Brand leader

Tide maintains leadership in the American market.

Print and radio campaigns

Used concurrently to build brand familiarity.

Housewife character

Portrayed as loving and adoring Tide.

Semiotics

Study of signs and their societal meanings.

Enigma code

Clues provided without answers to intrigue audience.

Action code

Signs indicating that an event is imminent.

Semantic code

Objects and settings gaining meaning through connotations.

Symbolic code

Relates to binary oppositions in narratives.

Referential code

References to real events or other texts.

P&G confidence

Consumers trust P&G due to market research.

Machine cleaning

Tide designed for heavy-duty cleaning applications.

Advertising evolution

1960s ads became more aspirational in nature.

P&G

Procter & Gamble, known for consumer goods.

DMB&B

Advertising agency that promoted Tide.

Concurrent Advertising

Using multiple media simultaneously for brand awareness.

Housewife Character

Stereotypical figure in Tide's advertising campaigns.

Post-WWII Boom

Economic growth following World War II.

Consumer Demand

High desire for products post-war.

Technological Development

Advancements aimed at easing domestic chores.

Stereotypical Dress Code

Fashion norms reflecting 1950s societal expectations.

Signification

Process of conveying meaning through signs.

Denotation

Literal meaning of a sign or text.

Connotation

Emotional or cultural implications of a sign.

Anchorage

Fixing meaning to an ambiguous image.

Emotional Appeal

Advertising technique targeting consumer emotions.

Bandwagon Advertising

Encouraging consumers to join popular trends.

Facts and Statistics

Using data to validate product effectiveness.

Weasel Words

Ambiguous language that avoids definitive claims.

Celebrity Endorsements

Famous individuals promoting products through personal stories.

Complementing Customers

Slogans that flatter consumers for purchasing.

Layout and Design

Arrangement of ad elements affecting perception.

Visual Codes

Use of imagery to convey messages.

Language and Mode of Address

Tone and style of communication in ads.

Central Image

Main visual representing the product's message.

Typography and Graphics

Font and design elements influencing persuasion.

Technical Codes

Camera techniques and editing conveying messages.

Stereotypes of Women

Common portrayals of women in advertising.

Hypodermic Needle Theory

Audiences passively accept media information injected directly.

Uses and Gratifications Theory

Audiences actively select media to fulfill emotional needs.

Entertainment Need

Seeking media for enjoyment, e.g., reality shows.

Education Need

Seeking media to learn, e.g., documentaries.

Social Interaction Need

Seeking media for shared conversations, e.g., popular series.

Escapism Need

Seeking media to escape everyday life, e.g., films.

Identity Need

Seeking media to relate to characters or stories.

Identity Theory

Media shapes audience's sense of identity and conformity.

Superhuman Concept

Showcases resilience of disabled individuals in daily life.

Tension Creation

Engages viewers' attention to promote interest in events.

AIDA Model

Framework for advertising: Attention, Interest, Desire, Action.

Technical Codes

Elements like camera techniques that convey meaning.

Symbolic Codes

Objects and settings that represent deeper meanings.

Written Codes

Textual elements like headlines that guide audience interpretation.

Editing Techniques

Fast cuts create rhythm and maintain audience engagement.

Intertextuality

Referencing familiar media to attract audience attention.

Empathy Creation

Showcasing struggles to foster audience understanding and support.

Inequality Highlighting

Addressing ongoing issues faced by disabled individuals.

Nostalgia in Advertising

Using past successes to evoke emotional responses.

Binary Opposition

Contrasting elements that create meaning in media.

Connotation in Advertising

How elements combine to create specific representations.

Stuart Hall

Media theorist focused on representation and identity.

The Other

Concept defining groups as different from mainstream.

Stereotyping

Limiting groups to a few basic traits.

Denotation

Surface level meaning of a sign or image.

Connotation

Symbolic meaning beyond the surface interpretation.

Semiotics

Study of signs and symbols in communication.

Intertextuality

Connections between different media texts.

Hyperreality

Blurring of real and media-created experiences.

Pastiche

Respectful imitation of styles or genres.

Parody

Mocking imitation for comedic effect.

Representation

How groups are portrayed in media.

Power Inequality

Disparity affecting group representation in media.

Superhuman Ad

Advertisement showcasing resilience of disabled athletes.

Diversity in Media

Inclusion of various identities and backgrounds.

Graphic Match Cut

Editing technique linking two visual elements.

Non-Diegetic Music

Sound not originating from the film's world.

Montage

Editing technique combining various shots for effect.

Ellie Simmons

Paralympian representing strength and empowerment.

Smoke and Lighting

Techniques creating mood and tension in ads.

Audience Positioning

How viewers are influenced by representations.

Dramatic Tension

Creating suspense through visual and audio elements.

Kiss of the Vampire

Film poster reflecting historical genre conventions.

Branston & Stafford

Scholars analyzing genre-specific media elements.

Character Types

Categories of characters in narratives.

Audience Responses

Reactions from viewers to media content.

Technical Codes

Elements like lighting and camera angles.

Narrative Structure

Framework of a story's plot and events.

Iconography

Symbolic imagery used in visual media.

Themes

Central ideas explored in a narrative.

Setting

Time and place where a story occurs.

Horror Poster Conventions

Visual elements that define horror film marketing.