ADVERTISING: LESSON 1 - MEDIA LANGUAGE AND SET TEXTS

MEDIA LANGUAGE ELEMENTS

• Layout
• Typography
• Use of Image
• Use of Language
• Use of Colour
• Logo/Slogan/Brand Identity

MAINSTREAM (COMMERCIAL) ADVERTISERS USE MEDIA LANGUAGE TO

• Establish brand identity
• Make the the product more memorable
• Promote positive associations with the brand
• Differentiate the brand from its competitors
• Engage with/validate the lifestyle choices of consumers
• Engage with/validate the aspirations of consumers
• Attract new consumers
• Maintain existing consumers

NON COMMERCIAL (CHARITY) ADVERTSERS USE MED LANG TO

• Raise awareness of issues (relevant to charity/service)
• Build up brand image (promote positive associations in the minds of the public)
• Reassure existing supporters of the charity
• Persuade new supporters to donate

SET TEXTS:

DOVE: "Too Many Cooks" Beautifully Real Moms Campaign - 2018

RIVER ISLAND: "Labels are for Clothes" campaign 2018

SHELTER: 

AI ENHANCED VERSION

A Level Media Studies Factsheet - Advertising