Fanta VS Lucozade - Advertisement Comparison

Both brand advertisements of different products have been put together to achieve the same purpose, which is to get the target audience to invest in what they must sell. Analysis of their structural features really projects their diversity because of the different approaches both Fanta and Lucozade have taken which is clear in both their use of colour, copy, and miss en scene. 

Demographics (Gender):

It is clear the Lucozade advert is aiming to get the attention of the male population due to the fact their product has been endorsed by a male. The use of the direct gaze in this advertisement builds masculine aura which enforces the point that the product is directed to the male audience. The Fanta the other hand appears to be gender neutral because of the it is all copy and has no image to enforce its preferred target audience like the Lucozade advert does.

Demographics (Marital Status):

In terms of marital status, I feel Lucozade is directed at people of a single marital status because of the important use of image. They use the image of a lone man on their advertisement, they could have simply added a female next to him to implicitly suggest the drink if for married couples, but they did not. Again, the Fanta advertisement does not seem to be targeted to people of a specific marital status which suggests anyone could enjoy it.

Demographics (Age):

Lucozade's targeted age group appears to be people of the age 25-44 years, the reason why I believe that they are interested in males that lie in this range is because of the simple fact they used an image of a male who appears to be in this age range which many would realise on first sight. By using Gareth Bale for this job, they feel males of his age would be the perfect type of people for their product. Once again, finding the preferred age group Fanta's drink was difficult but I feel people of the age 10-24 years are the target audience. The reason why is because the dominance of the bright orange colour would appeal to younger children as it has connotations of fun, happiness, excitement, warmth and youth which in a way describes children. Secondly, the copy along with a number of funky fonts presents a rather childish massage insisting, the audience should rip and eat the print advert to experience and enjoy the taste of Fanta, which you can only image a young person doing. Lastly the use of slang “cause” creates an informal tone, making the younger audience feel like the advert is directed to them, as the word “cause” is one they use commonly when speaking to each other.

Demographics (Social Group):

In terms of social group, I feel that Lucozade was made for middle classed individuals meaning teachers, architects etc and lower middle classed individuals which consist of social workers, office managers etc. The reason why is because the drink is run by a successful company that have established a brand name renowned to be one of the best in its category, this in itself means the drink is not that cheap. Also, by getting endorsement from a well-known sports star and representing their drink as elite and ‘in a different league’ Lucozade are trying to set a bar to the kind of people who use their product which would be preferably people of a good occupation and average income. As for Fanta, they seem to be accept everyone as their target audience, especially young individuals from what I have gathered so far. From an outsider’s perspective, I would say their product would be aimed at the lower middle class and the working class because most young people would be found in those groups and the fact that they are also a popular brand, making their product slightly pricey.    

Analysing Case Study 1 : Lucozade

Questions:
a)Who do you think are the target audience for this product? Try to be as specific as you
can.

b)Who is the person in the advertisement and what connotations would the target
audience take from him being associated with the product? (This is the visual narrative)

c)How are other elements of media language being used? (Colour, slogan, image, copy,
shot type, mise-en-scene, etc)

d)What different ‘things’ are being represented in the advertisement?

Advertisement:




























A) This advert suggests the target audience of this product are middle aged men, to be gender specific. The typical audience who should be found with this product would be sporty, active, healthy young men as suggested by the male featured in this advertisement. 

B) The male seen is the illustrious footballer Gareth Bale who currently plays for the Spanish giants, Real Madrid. Upon seeing him the audience will have connotations of the product bringing you successes, drive, endurance and explosive speed/energy as he can be linked to all these things. There the audience may believe this product will improve their ability to the point they can be just like him.

C) This advertisement consists of a medium close up of Gareth Bale who seems to be sweating, this implies that he has just finished a tough football match whilst foreshadowing that Lucozade is the first he is looking to drink in order to "restore lost energy". The use of the orange and blue in this advertisement projects the other elements of media language (copy, slogan etc) seen in this print advert whilst representing the product as its primary colours are also blue and orange. The copy involves a smart play of words 'IN A DIFFERENT LEAGUE', this sentence means what it says which the fact their product is a different league and other products similar to Lucozade simply can't deliver the same quality it does. Lucozade do this whilst paying homage to Real Madrid, the 12-time Champions League winners that Gareth Bale plays for. Placing an even grid of 9 equal squares on this advertisement you will recognize nothing particular is in the middle, Bale and an image of the product are on the right-hand side of the grid while the copy and the campaign logo are on the left-hand side which pays homage to the rule of thirst. Going back to Bale the direct gaze he gives the audience of this product a vibe that he is challenging them to drink this product and take him on or even try to be like him. In addition to this the use of the direct gaze represents his masculinity which the audience will interpret as so through connotations of Bale's fierce and confident nature, this may force the target audience to buy the product as these may be characteristics they desire and believe they will gain from it. Lastly the use of the mini biography at the top right corner of this advertisement portrays bale as being extra-terrestrial, elite being by giving the advertisement a futuristic feeling to it, making it rather unique and intriguing.         

D) This advertisement provides representations of Bale, Real Madrid, Lucozade the target audience and what the product delivers.

HYDR8 Advert

Advertising and Marketing : Structural Features and Persuasive Techniques

Advertisements are used all the time, from leaflets to banners to blimps. In order to understand the art of advertising you must first grasp the concept of marketing which refers to the means of communication between a company and its target audience. This makes advertising the secondary form of marketing and consists of the actual with the target audience. To provide a further understanding behind the art of advertising I will be analysing a piece of print advertisement Levis delivered in order to promote their cloth collection.

Structure plays a massive role in the success of print advertisement due to to the fact audiences only have a short amount of time to digest the suggested, upon their short glance of the advertisement and there is clear evidence that Levis produced this piece of print advertisement around this point. Upon the first glance of this advertisement the viewer would normally question why a group of teenagers are enjoying a summer dip in the river in their outing-wear rather than swimwear. This taught process is the result of visual narrative which sole purpose is to grab the attention of the target audience by getting them intrigued. Next, looking at the upper right corner the viewer will see textual information, also referred to as the copy. The copy serves as the anchorage and delivers the explanation to what to what can be seen in the still image. Underneath the copy of this advert you will see the slogan which in this case is 'explore the collection' at ...' which gives information to the audience on what to do, to get a hold of their merchandise. In addition to this, the visual narrative and the copy may differ between advertisement, but the slogan always stays the same. An important structural device that is used often in a majority of print advertisements that that is not recognised enough is the rule of third. Upon cutting an advert into 9 equal parts the viewer would recognise that people/objects are hardly put into the middle of the image; an important technique in catching the viewers’ attention. Finally, another important structural technique acknowledged in all advertisements is the use of colour because of the fact it projects the copy, making it distinctive and plays a part in delivering the message to its audience and as you can see the Levis advertisement there is a lot of it.   

The successful use of structural elements should enable the audience to fit everything together in order to gain the best understanding and also see the picture the producers had in mind when making it. In this print advert, the rule of thirds makes the advert rather intriguing and helps everything within it fall in place, while the bright colours provide its atmosphere. The copy suggests that Levis will provide customers with top quality, strong, durable clothes which provides protection under elemental conditions, so are great to wear in all seasons; anchoring the actions of the people in the advert and answers questions brought up through the viewers visual narrative. Again, the bright colours used in the used have connotations of peace and fun, in a way serving as an embodiment of their free spirit (teenagers). Finally, the slogan in this advert provides its viewers with their website link, if they are interested to invest in Levis products.

Therefore, we can conclude that a good print advert should question and answer its target audience in order to persuade them to take any further action or invest in the company’s products.

Fatboy Slim - Why Make Videos (Documentary)

Fatboy Slim - Ya Mama (The Making Of)

Music Video Case Study 2 Fatboy Slim - Ya Mama

Music Video Case Study 1 Massive Attack - Unfinished Sympathy

Take Two- The Deadline

Massive Attack 'Unfinished Sympathy' Context and Timeline

Music Video Assessment Task: Katy Perry ''Firework''

Quick question, 'Do you ever feel like a plastic bag, drifting thought the wind, wanting to start again?' or 'feel so paper thin, like a house of cards, one blow from caving in? Katy Perry's "Firework" is arguably one of her best songs and can be seen as her breakthrough hit that kick-started her career. The question is, What was the secret behind this successful song and what makes it so special?Simple, it is to do with the codes and conventions which are different techniques that are used to construct a music video and the meaning behind them.

As the music video begins we get an establishing shot of what seems to be a city with bright street lights but the scenery seems dominated by darkness as at some spots look almost pitch black, overall creating a gloomy atmosphere and sets the mood that this is not your typical joyful song which is a smart use of lighting. The establishing shot is then followed by a series of other camera shots and fast paced transitions which eventually lands on Katy Perry who strolls slowly to the end of a balcony with a solemn look, isolated and alone.


Media Language and Representation

The key behind the success of this music video is to do with the language and representations used in this video for the purpose of promoting Katy Perry and her song. Firstly producers of music videos may construct representations of the artist in oder to empathise the key aspects of their image, for example their performance prowess  musical prowess and artistry through the use of various techniques. With this in mind, I would say that the producers of this music video did not focus on Katy's prowess as a performer but rather empathised her beauty through her narrative performance.
The reason why is because through the music video the amount of screen time Katy Perry gets is unquestionable, as she gets the most. Despite the use of cross cutting to give the music video a deeper meaning and the ability for her target audience to gain an insight of different narratives, 'Firework' is dominated by a series of camera shots and angles that focus on the pop idol and it is  clear that she is heavily made up, from the style of her hair, down to the shoes she is wearing. Through the use of glamour the typical audience according to stereotypical views and ideology. The producers have intentionally made Katy the star of the show by empathising her beauty, with the knowledge her target audience (teenage girls) would aspire to match her appearance while attracting more teenage girls. The money they may also spend to buy the clothes and make up she wears also benefit the producers as that money comes back into the economy. Furthermore her beauty is empathised to the extend that at the end of the music video she appears to be glowing and looks almost angelic. 

The next thing I would like to highlight is the groups of people who appear in this music video. Throughout the entire video you see groups of children as well as different narrative points; achieved by cross cutting. Not once do you see an infant or even an old man within the mix, this is no coincidence as the producer does this intentionally as a representation of the target audience that Katy Perry is trying to appeal to. By getting the children (who are most likely to all be teanagers) to dance around the Katy Perry in order to imitate a firework in last few scenes, the producers implicitly hint that that is Katy Perry's desired fan base who she wants to revolve around her. Other teenagers seeing this video will also be more likely to join her fanbase because of the feeling they relate to the people they see around Katy Perry. 
In addition to this, thing that I felt was the most effective technique used to boost the succses of her song was her use of language in her verses. For instance, as soon as the music video begins the viewer is questioned 'Do you ever feel like a plastic bag, drifting thought the wind, wanting to start again?' The use of the personal pronoun really adds an impact to the words she saying. This opening line could be asked to anybody no matter their age, but mostly applies for people in their teenage years who may feel insecure and want to change their life. These is a constant theme that runs through the song which is backed up by other narratives which teenagers will feel they can relate to. By following it up by the direct message 'cause baby you're a firework, come on show 'em what your worth' makes Katy Perry seem like the messiah as she lifts her followers (target audience) spirits. Other teenagers listening to her would also want to be apart of something/a family greater than themselves which will attract more teens in the longterm. This of course would mean more album sales for the upcoming idol therefore not only will teenagers enjoy the music but her industry gains money, everyone is happy. 

In conclusion I must agree the production of this music video was put together well both visually and harmonically. The videos success was not down to only Katy Perry but was made possible through the smart use of mise en scène as well as media language and representations to ‘inject’ ideas and messages straight into the passive audience; an effect media has on some people according to the hypodermic needle theory.

1min Video compitition: The Lyrics

The Lyrics:



This is the short 1 minute film clip I made and to be honest I think it is no that bad in proportion to the amount of troubles that were encountered while making this short film, but overall the process of putting the short clips in order to make a film is one I did enjoy. The requirements that needed to be taken into account when making this film were to have:

• At least 5 basic camera shots 
• At least 2 basic camera angles
• at least two basic camera movements

In terms of camera work i fulfilled these tasks as a got a range of camera shots, camera angles and a few camera movements some being the tracking shot, tilt shot, close up, etc. The film also had to completed using a title at the start and contain a mixture of diegetic and non-diegetic sound. As you can see the title of this video is 'The Lyrics' and according the use of sounds, the diegetic sounds are natural sounds that both you and the people in the video are able to hear therefore speech and sounds like footsteps are the type of dietetic sounds that can be found in my video, as for the non diegetic sounds in my video they were made possible by editing, like the 'hello darkness my old friend' at the end of the video


If there was one thing I would improve about this video it would be a simple decision, repeat the filming prices but this time taking the clips the right way around. The fact I did it on the phone confused me a bit which was the reason in my I forgot the key rule of recoding a video. I could play it off by arguing it was all intentional as it now allows people to lie down and watch a video the right way up without modifying the ergonomics and design of our current devices. A breakthrough in the world of technology.

How To Be Successful In Media

Looking at the style of this still image we may spring to the conclusion the genre that this film will be action and may have a hint of romance but will most likely be a thriller that may be on the edge of your seats instead of a romantic comedy. The question is why do our minds spring to that conclusion how are we so certain of it? The is an example of ‘preferred reading’ and it’s a powerful tool creators use in many sources of media that involves non-verbal communication. It is commonly used to sway the viewers thought through ideology to control the viewer’s interpretation of the source and get their message across. Therefore, in this post I am going to break the certain layers anchoring this collage together to explain it effective for persuading the reader to watch the film I the hope of giving you a minor insight to the world of media.

As the consumer, the first thing my eyes set sight on is the man with the black suite with the gun in his hand. Upon seeing this the consumer would vaguely assume it is an action film as that is what the gun suggests and is the genre it has connotations of but to be certain the viewer must evaluate him even further. If you look at his facial expressions he carries a stern and serious look, his posture makes him look fearless and confident. Looking at his character in a whole I can come to an assumption that he is a serious agent (which is implied by the way he dresses) who is proud of what he does for a living (which is what his posture suggests) and will take on whoever opposes him (which is the aura he is giving off). Now looking at the picture as whole it is very likely he is the main character because of the way the creator has intentionally put him in front of everything, the act he has appeared on the cover of this advertisement foreshadows we will be seeing the most of him in the movie. That is what we can get from the first layer of this collage and with that note I will move onto the next.

Behind who we believe is the main protagonist appears a woman in in a light blue dress. The way the way they are positioned gives the consumer the impression they have got each other’s back which is ironic. They look like partners and work together because of the same facial expression meaning that we may see them together a lot in the movie and may get the same amount of screen time but the way she is positioned behind him suggests otherwise. They really seem to stand out in this montage because of the colours of their clothes. Furthermore, the colour of the dress has connotations of with depth and stability; symbolises trust, loyalty, wisdom, confidence, intelligence faith and truth. Whilst dark blue is associated with depth, expertise and stability. This is a huge breakthrough and must be the best implicit piece information we might get from this image as a whole because of the fact we can relate it directly with charactristics of people in the image. These colours would have intentionally been chosen by the creator of the collage to implicitly hint details about the type of people they are which is a very important to possess in the world of media. From what I have gathered she may play an important role in the movie and will most likely be a love interest or loyal friend of the male in the photo which seem to be the most reasonable archetypes for her character at this point. This is often the trend in movies that have a male and female on the advertisement poster.

The next and final layer I will be evaluating is the text that is placed at the very back of the collage, despite its location on this image it still an important factor as it gives you missing information such as a title and helps round up the image. In incredibly large bold print we can see what seems to be '007' which some consumers may interpret as random numbers but if you look closely the seven has taken a shape of what looks like a gun. Once again, a gun is brought up again which is not just a mere coincidence, the creator has intentionally placed it there to empathise the importance of this tool in this movie. Upon further evaluation of these numbers you should make out a skull mask in the unit ’7', skulls have connotations of mostly death and a mask is the preferred item of a villain when committing a crime. The creator behind the idea wants to make sure the consumer that is aware the movie will contain a strong mix of violence and death as a skull has an indexical sign of death as it is a weapon and the gun is a signifier of violence; a great use of iconography. Also, the fact that the creator found a way to fuse them makes me certain of this.  Under the '7' is the word Spectre which most likely the title of the movie due to its unusual font in capitals which is eye catching as it stands out due to its contrast with the white background. Under it once again are the numbers '007' in a smaller font reminiscent of a water mark, it being missioned again makes the consumer doubt that they are random numbers but rather a code. Going with the theme of the movie and general knowledge the consumer would conclude they are the agents/assassins name or code number, which explains why it has been adapted into a gun; to show how lethal he is. It is all comes together perfectly! 

In conclusion, the creators in charge of projects like theses take lots of time and effort to leak as much as information from their work to attract and grab the attention of their target audience with their given mode of address and to do this they result to using techniques common in the world of media. An example would be ideology, which are a set of ideas or beliefs held acceptable by the creators of media text that most groups in society believe in. That means if they feel they must put an object or text in their media product to grab the attention of a majority of their target audience they will. That is how the consumer gains interest in the product (because of their beliefs) and why they will consider further action gain more knowledge on the topic (like watching a movie in the cinema because of its poster). It all depends on the consumers 'preferred reading' and to be successful in media you must find a way of hacking it.

The History Of The Television

The Television has taken the world by storm. As one of the most dominant forces of media in this current day and age this machine is regarded by many as a necessity which studies have proven true, which begs the question who started this phenomena and how has its popularity grown exponentially and that's the exact question I will be answering in this post.

How it all began: 

The television has had a very long history, and it has consisted of both its ups and downs but simple perseverance as well as a vision is what has made it the machine it is today. The word television has Latin and Greek origins. The 'tele' means 'far' in ancient Greek whilst 'visio' means 'sight' in Latin which can now be clearly seen in the word Television, really smart if I do say so myself. 

The TV used to be the dream machine of many inventors in the past who felt the machine would revolutionise the world forever, therefore lots of effort was put into the manufacturing of this machine. The TV was not a simple machine that could be produces by one inventor but rather took the   efforts of many people with various ideas to life. During its making inventors had to endure many failed attempts during the 1920's resulting in a series of names to be created for this dream machine. Some were Radiovision, Seeing by Wireless, Distant Electric Vision, Phototelegraphy, The Electric Telescope, Visual Listening, Telectroscopy, Hear-Seeing, Telephonoscope, Audiovision, Radio Movies, The Radio Kinema, Radioscope, Lustreer, Farscope, Optiphone, Microscope; some of these names sound funny as I personally feel 'television' is a perfect name for the device and could not see myself calling it any other.

Inventors that kept the dream alive (Karl Braun, Paul Nipkow and Lee DeForest)

Now for the revolutionary part, it seems that the spark for the initial idea of a television came in 1873  when a telegraph operator discovered that light affected the electrical resistance of selenium. It was this discovery he realised that with a bit of work he could change light into electricity using a selenium photocell. The next key invention was introduced in 1884 when Paul Nipkow invented a single spiral of holes in it as a method of mechanical scanning for the  television. Despite his key findings he was never able to build a working system, which was a shame. However his invention did not go to waste as several other TV pioneers used the Nipkow disc as the basis for their own television systems. The invention of the TV was brought to a halt when there was a problem finding a device to turn an electric current back into light because of the fact a conventional bulb would be unsuitable due to its instability this meant it could not vary its brightness fast enough to produce a TV image. To resolve this problem Georges Claude developed the neon lamp in 1902. Last but certainly not least the final act came in 1906 when Lee De Forest in the USA invented the Amplion; an amplifying triode valve which made it possible to amplify weak video signals created by selenium photocells. A working model of his amplifier took him another six years to develop and nearly ten years would pass before an improved version compatible with the television would be produced, making him a key player in the invention of the TV.

With all the key components invented and improved all that was left at the time was a way for them to amalgamate. Therefore by 1992 inventors all around the world found themselves with the task of building the TV which was a challenge they took on because of the great margin of success they sensed within their reach. Many of these inventors where well equipped with sufficient resources, funds and staff to build the television which is the reason we see many adaptations f the television in this modern day. It is believed the first official inventors of the TV were Philo Farnsworth (an American inventor), John Logie Baird ( a Scottish engineer, who demonstrated the first working television system on 26 January 1926) and Charles Francis Jenkins (an American pioneer of the early cinema and one of the inventors of television).

How The First Mechanical Television Worked

The diagram above gives you a clear visual on how each of the key inventions made by  
Karl Braun, Paul Nipkow and Lee DeForest supported each other and connected to make the first successful mechanical television. Without they great invention and efforts the some may argue the television may not be as advanced as it today but everyone can agree that they played a huge part in the producing the most popular form of media to this date.


Mechanical Television Explained:
My blog so far in a nutshell😄



Since we have seen a great number of changes in the properties of the television over the years from its aesthetics to functions it seems as it we have seen it all but the constant development in technology means different types of televisions are being all the time; giving humans the flexibility to do what ever they want with it.



THEN VS NOW:

To gain more information regarding the developments that lead to changes view the TIMELINE .


Source:1, 2