feedback

so far so good, if you want to improve on unit 5.1 you would need to explain with examples how audiences are though about by giving contrating examples. For 5.2 you must provide more examples and discuss issues surrounding codes and conventions as well as make links to things like focus groups etc. For 5.3 and 5.4 we need examples of the theories in action alongside a more indepth and critical evaluation from yourself using the correct terms

Analysis of a british television advert

Herbal Essences Shampoo - The audience may read this text in a number of incorrect ways, what they are trying to tell us is that the shampoo feels as good to use as an orgasm is to have. A viewer might see that the shampoo may give her an orgasm, or if a young child was to watch it, he/she may think that the product was infact causing her pain, as from the picture on the left, it could be mis-interpreted in that way. Despite these exceptions, the majority of us are able to read it correctly.

Demographics & Psychographics

My Psychographics - ABC1

I agree with the results of this survey, i am an experiencer and an achiever, with a dominant stance on life. However, my laziness at times can have an impact on my achievements.

Demographics of a typical student at stratford upon avon college are the following:

- weekly income of £50 from Part time job and/or EMA.

- Lives with a 25 mile radius from Stratford town centre.

- Interested in the subject they want to study, as opposed to taking it as an easy option.

- Went to a public high school before college.

Audience Profile & defining a target audience

The images above show the results of questions we asked perspective students to stratford college. These questions asked about hobbies, and what they spent money on. Atypical answer to the questions looked as follows:

What do you enjoy doing at the weekend? Shopping, and going out with friends. (The images to reflect this question are the shopping bags, and the vodka)

What do you spend money on in an average week? Bus fare to and from school, computer games and food. (The images to reflect this question are the games consoles and packet of crisps).

Defining a target audience

Collecting information - Quantitive research can be carried out through online forums and telephone research. The big players use BARB, but there information can be too large and complex for a small need, so the most popular method is through a simple questionnaire commonly offering the chance of winning a prize.

Advantages of quantitive research - Normally very accurate, reaching a wide number of people across the world. The best example of this is questionnaires on the internet.

Dis-advantages of quantitive research - Never allows for non predicted answers or other mitigating factors.

When gathering quantitive research, be aware of audience size, specific social groups and how they are classified upon collating the results, social backgrounds, tastes and hobbies, areas the questioned live in and how they are reached, social profiles and demographics.

Part 2

Baileys cream/Kinder Bueno/Herbal Essences sponsors Desperate housewives - All 3 are products mainly consumed by women. We know this, as Baileys television adverts always contain a male and female, the female taking centre screen, and consuming the product. Kinder Bueno adverts always contains women being a 'little bit naughty', and is often given away inside magazines such as 'LOOK' or 'WOMEN'. Herbal essences adverts always feature women washing there hair, in a setting such as a shower - or under a waterfall in a jungle. The women are shown to enjoy washing there hair so much that they commonly make sexual noises. All 3 of the product i have just talked about tie in with desperate housewives, which commonly features topics such as alcoholism, food and sex. Desperate housewives aims itself at a predominantly female audience, aged 18+ which is why these adverts where chosen.

Advert Analysis

Ford's SportKa - This advert contains mild horror, showing the car decapitation a cat with its sun roof. However, it isn't that explicit, so it would fall under the genre of mild horror. Studying the mise-en-scene of the advert, we can see that the aimed audience are wealthy, judging by the manicured surroundings, but in the cars other advert, it shows the car outside terraced council housing. From this we can see that the car is elegant and manicured, yet affordable. The history of the ford Ka has been bleak, with the vast majority of buyers being female due to the cars styling. Ford have given the car a new look, appealing to the young male market - we can tell this from the colour and styling.

Bobo doll experiment

The Bobo doll experiment - This experiment was conducted by Albert Bandura in 1961 to access the behavior associated with aggression, he hoped to find out more about how viewing violence effected young children. He did this by testing 3 groups of young, mixed gender children with the following experiment.

- They were shown a film in which an adult attacked an inflatable doll with a stick. The doll was thrown, sat on, punched and kicked

- He then provided 3 different endings to the film

Group A only saw the doll being hit. Group B saw the adult being praised for attacking the doll, and group C only saw the adult being punished for hitting the doll.

Afterward groups A,B and C were given the same doll. A & B acted in a more violent way toward the doll than C.

In conclusion, Bandura found that the children exposed to violence among adults were more likely to act in a more aggressive way, as seeing the piers act this way they would think that this type of behavior is acceptable.

Audience theories

Effect theory - Passive, as you are manipulated by the mass media. Mass refers to the scale of the operation and who they reach. Mass assumes that consumers are weaker - i.e. women and children or of a lower class. Violence on screen is therefore seen as a cause for copycat violence's off screen. Effect theory is also known as the 'Hypodermic Needle Model' as the media 'injects' its thoughts and beliefs to a mass audience - this can produce moral panics, (panic due to what has been said, or 'injected'). The effect theory nearly always tends to be negative.

Uses and gratifications model - This tends to avoid any negative associations, as the audience is actively decoding the text. 'Active' means that different audiences respond in different ways. The uses and gratifications model means that the audience uses the text in a more practical manner.

Audience reception theory - What is encoded in the text may be different than that of the decoded - this is what really matters as the audience is active. The audience is invited into the show, using elements such as mise-en-scene and camera work. Everything therefore must effect the pleasure of the text, and more deliberate choices to treat the text as real are used in order to gain more pleasure.

Analyse own advertising content

The still on the left, taken from our promotional film for stratford upon avon college shows a schoolboy in a crowd, but what does this mean?

Denotation/Connotation - Teachers at school are badly represented, being shown as boring, and un-fun. However college is shown as fun, and the lectures as a more positive experience. Outlines social aspects of college life, i.e. - The Zone and Costa.

Negotiated/preferred reading - Hopefully the promo gives a preferred reading, as it is simple and easy to understand.

Representations - Students aged 16-19 (target audience) are shown, a mix of genders and social types.

Uses the expected and un expected codes and conventions.

Symbolism - Before and after - a symbolic change, or turning point in ones life.

Relationship to target audience - Audience may expect it to be a male world - This is because we used a male character in the promo.

Student Profile

Perspective students survey

From the results on the questionairre we can see that the majority of people travel to college by bus as opposed to any other methods of transportation.

Results of perspective students survey: How did you hear about the college?

Tge results tell us that the mojority of new students found out of stratford college from there friends, and connections. As such a large number found out from word of mouth, i believe that we do not need to rely on having such a big advertising scheme, as very got information from newspapers or the internet. Any advertising should therefore be done with connections.

Results of perspective students survey: Age of new students

The results tell us that the vast quantity of new students are aged 17 & 18, with few younger and older. What this means is that we are targeting a young adult audience, as opposed to teenagers.

Results from perspective survey: Do you recieve weekly income?

What we found from the graph on the left is that the vast mojority of the people asked had no income aside from EMA, which came out on top.

Results from Perspective students survey: Why did you choose the course?

The Graph on the left shows the results from the question, Why did you choose the course? (the specific one that they were studying). We thought this relevant as we want to know what a student sees in a specific course. We found that almost everyone that took the course did one that intrested them, and tied into there hobbies.

Results from perspective students survey

The Graph on the left shows where stratford college students studied before the college, we thought this information would be valuble, as it shows where the majority of new students maybe comming from, helping us to know which area would be the most effective to advertise in. The results showed us that Chipping Campden School, and Stratford High held the highest number of perspective students. Therefore telling us that the best area to advertise would be in Gloucestershire, and Warwickshire.

IPC media are a leading British publishing house that create over 85 iconic british brands, who reace over two thirds of the UK's women and 44% of men on an monthly basis. One of the iconic brands is NME, an indy - rock based music publication targeted at a male minority audience of 71%.

Adv Part 2 - Quantitive reserach and geodemographics

Audience Profile

IPC Media are a leading British publishing house, that create over 85 iconic brands, who reach 2 thirds of the UK's women, and 44% of men on a monthly basis. One of these iconic brands is NME, an indy-rock based music publication targeted

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