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Advertising, Context, Context, Context, Ideology, Ideology,…
Advertising
Dove
Shot - Wide shot used with deep focus to provide the audience with multiple signifiers, makes audience feel like they are in kitchen with mother
Slogan - "Real Life, Real Beauty" real ensures the advert departs from other celebrities and models
Location - in a kitchen, departs from usual studio settings
Font - Sans serif, impactful, bold, contemporary
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Intertextuality – the advertisement references the wider campaign which adopted a multiplatform approach.
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Composition and layout – the slogan and brand name are in the top left third of the frame which is where the eye naturally falls first. The hashtag is positioned in the lower right third, the last thing the audience will see.
The absence of a product image subverts typical genre conventions and demonstrates how Dove are selling a lifestyle rather than an individual product.
Lifestyle – the advertisement challenges the concept of privilege and luxury and makes the brand appear affordable and appealing thus subverting typical genre conventions.
River Island
Shot type – a medium long shot is used so that the audience can view the model’s outfit but also see that they are a wheelchair user.
Composition and layout – the brand name and logo are in the lower third of the frame which is the last thing the audience will see.
The slogan and hashtag are centre framed signifying the importance of the message but not detracting from the model’s facial expression. The model’s eyeline falls in the top third of the frame – empowering him and also creating direct address with the audience.
Slogan – ‘Smooth moves only’ can be read as the individual effortlessly moving through life. He is not defined or restricted by his disability.
Location – shot in a studio the advert places emphasis on the model and the red background carrying connotations of love and passion which is in keeping with River Island’s description of Jordan Luce as ‘super romantic’.
Typeface/font – sans serif fonts are often used because they appear impactful, bold, contemporary and neutral.
Costume and make-up of Jordan Luce – the choices and decisions made help demonstrate that fashion has no restrictions – individuals can be fashionable regardless of their ability.
Anchorage – the written text amplifies the message of inclusivity. • Intertextuality – the advertisement references the wider campaign which adopted a multiplatform approach.
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The product being advertised is the clothing, but the anchorage suggests that River Island are selling more than clothes, they are trying to challenge limiting stereotypes
Persuasive language – the word ‘smooth’ carries connotations of being suave and polished. This will persuade the audience to purchase clothing from River Island because it can transform them.
Lifestyle – the advertisement challenges stereotypes and suggests that River Island clothing is for everyone – there are no restrictions, everyone can be fashionable.
Shelter
Realism
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The casting of unknown people rather than celebrities (this can happen to anyone at any time making the message more hard hitting. It could happen to you!)
Costume and make-up – the lack of make-up and costume makes the advert appear raw helping to create sympathy and empathy in the audience.
Colour palette – the use of red and black is impactful but also signifies the danger and misery caused to the individuals by the situation.
Anchorage – the written text amplifies the message of homelessness being caused by a variety of situations and circumstances.
Context
Shelter is a UK based housing and homelessness charity (less money to spend on advertising and marketing than commercial campaigns, hence more print based)
Campaign targeted liberal reformers and carers (Young and Rubican personality types), family orientated, male/female
Main focus of campaign – to direct potential charity users to seek advice and help (link with Big Issue strapline – a ‘hand up, not a handout’)
Maintaining limited production values, campaign focus was poster ads plus Facebook and mobile messaging (only 6 weeks)
Hopes for ‘audience identification’ with ordinary people in distress – a key selling point of many charity campaigns in this elements of social realism
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Socio/political context – effects were still being felt from the 2008 UK banking crisis (economy shrank considerably at 2010 end leading to austerity for more people than previous years). May 2010 saw a new Conservative government
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Creative communication ad agency Amplify sequenced campaign – specialise in non traditional media approaches (foregrounding the importance of posters as traditional media into online platforms)
Pro bono campaign (technically free, Amplify offered services on a voluntary basis, hence campaign cannot be too elaborate). Other clients are high profile, blue chip
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Context
Research concludes that imagery in fashion advertisements is largely idealised and when represented can have a negative impact on individuals and their self-esteem
Research suggests that fashion advertisements can have an impact on consumers and can impact expectations and beliefs. Research also suggests that brands can have a positive impact when they avoid harmful stereotypes.
Celebrity endorsement and models with a specific body image have often dominated fashion advertisements
Millennials are digital natives, and it can be argued that they have been subjected to a continuous stream of celebrity images that perpetuate idealistic body image. Subsequently audience members often feel under pressure to achieve what are arguably unrealistic goals.
More recently there has been a rise in social media accounts and podcasts set up to challenge idealistic body image and beauty with individuals calling out the editing of images
People with disabilities are being represented more in media texts. An encouraging number of television dramas and films star people with disabilities.
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Context
The Office for National Statistics (ONS) found that during the first few weeks of lockdown women were carrying out, on average, two thirds more of childcare duties per day than men
For families with children under 5 ONS data suggested that mothers/women spent much more time on childcare than men
According to recent research mothers are still the primary caregiver for their children despite a change in societal attitudes regarding parenting.
The research suggested that just under half of parents don’t think that fathers are held to the same standards by society as mothers. Women still primary carers in most households
It can be concluded that while societal attitudes towards parenting are changing, mothers are still typically the primary caregiver.
Millennials are digital natives, and it can be argued that they have been subjected to a continuous stream of celebrity images that perpetuate idealistic body image, and more recently an influx of celebrity and influencer mothers who post images, reels and videos of their picture perfect families, postpartum bodies and their weight loss journeys and offer parenting advice
More recently there has been a rise in social media accounts and podcasts set up to challenge the concept of perfect parenting and idealised body image – a counter culture. Many of these can be found on Instagram
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Ideology
consumerism encourages us to buy R.I. products as J.L. wears the clothes and makes them look good. The brand logo achieves recency and memorability and makes it clear where to buy them. The word “smooth” suggests that to wear these will help you look ‘suave’ or attractive.
celebrity culture J.L. is a minor celeb, but not globally famous. Helps bring awareness to wheelchair basketball as a sport
ableism is challenged as the message is that people with disabilities, like J.L., can still live a full and enriching life, e.g. playing sports, having relationships, enjoying fashion etc
individualism is promoted as we see the individual stories behind each person in the campaign, each one shedding the limiting ‘labels’ and negative stereotypes placed on them by society
multiculturalism is embraced as J.L. is black; this challenges the predominantly white hegemonic versions of beauty we usually see in ads. The wider campaign features people from a wide range within social groups including different religions, ethnicities, ages and disabilities
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Ideology
consumerism the advert does not feature a specific product image, suggesting Dove are selling us a lifestyle, i.e. owning the product range makes sense as it will make life calmer and less stressful. The Baby Dove brand logo achieves primacy and memorability and the company’s ‘kind-to-mothers’ ethics encourages buy-in
a challenge to celebrity culture the mother is not a celebrity or mdel. Reportage, candid photography means we see a real family, suggesting other mediated images of “momfluencer” versions of ‘perfect motherhood’ are not real or attainable.
feminism featuring real mothers and recognising their struggles means the brand is supportive of women. On the other hand, they faced backlash for being sexist by suggesting childcare should be a woman’s role
multiculturalism the campaign features women from diff countries and ethnicities and challenges stereotypes, e.g. the idea of the East Asian family striving for high standards and perfection is here challenged as the mother is dealing with chaos and mess
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Intertextuality
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social media – River Island announced the campaign on their official Twitter account riverisland on 17th September 2018.
The advertisement references the wider campaign through the use of the slogan (Smooth Moves Only) and the hashtag (#labelsareforclothes).
There was a multiplatform approach that the campaign adopted (see next slide). It used recurrent elements of media language across all ads to clearly link to one another
YouTube adverts that display a variety of people in terms of CAGEDS representations, e.g. a woman with Down’s Syndrome, a non-binary person, a gay couple and a range of ethnicities.
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Ideology
social inequality is highlighted by discussing the problems of exploitative landlords and the tenants who often fall victim to exploitation when they cannot afford to pay rent. This is made clear through the text e.g. “He can’t do that.” and “BUT WHERE WILL WE LIVE?”
belief in welfare the ad campaign encourages empathy from the viewer who are confronted by the direct gaze and big close ups, with the anchoring text which encourages sympathy e.g. “I can’t face it”. It plays on audience emotion and encourages donations but also victims to access their services “We can help”
individualism the triptych features 3 people from different backgrounds and suggests these issues can be faced by any individual who falls on hard times for a range of reasons, often beyond their control. It uses personalisation to make audiences feel guilt and empathy to encourage them to act.
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Intertextuality
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Shelter has a YouTube channel that has a variety of advertisements and short films that use similar elements of media language to the print campaign.
The Shelter campaign can be used as three separate posters (a triptych) that will be recognised as three different people and three different problems.
Photography is identical as is layout, typography and colour scheme, all of which help each advert intertextually reference each other, as well as creating links to the branding for Shelter
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Intertextuality
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The advertisement references the wider campaign through the use of the slogan (Real Life. Real Beauty) and the hashtag (#BeautifullyRealMoms).
There was a multiplatform approach that the campaign adopted. It used recurrent elements of media language across all ads to clearly link to one another
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