key terms

 Connotation: the implied meaning you get from a product beyond the literal meaning.

Denotation: the literal meanings of an image/product.

Demographic: the different socio /economic groups in an audience.

Iconograghy: symbols, icons and logos used to identify a brand.

Branding: how colours, iconography, images and symbols are used together to identify a brand.


gender and gender roles in advertising:

Female:

  • mother
  • wife
  • object of desire
  • weak
  • socially needy
  • user
Male:
  • father
  • husband
  • provider
  • strong
  • independent
  • creator
sex sells:
 using the audience's gender to drive their response to your campaign. through use of 'ideal self' models and celebrities audience members are attracted to products as a result of their attraction to the image. the fragrance and fashion industry have rarely varied from this in their modern advertising.

feedback:
ideal self
intertextuality- referencing of another text within your text.
pastiche- imitating the style or character of the work of one or more other artists. unlike parody, pastiche celebrates rather then mocks the work it's imitating
endorsement- the use of celebrities under contract to appear in advertisements and endorse the product, helping the brands recognition.
call to action- when adverts requires immediate response from the audience .

is mostly aimed towards men because it's associated with sports and use celebrities such as Michael Jordan, Cristiano Ronaldo, LeBron James, Kobe Bryant and Travis Scott that are famous male athletes in male dominant sports who are mostly loved by men.

 generic planning docs

  • production schedule/plan
  • call sheet
  • equipment list
  • moodboard
  • gantt chart - detailing how the campaign will be released
specific planning docs
  • shot plan
  • storyboards
  • script
  • flow chart/diagram
  • wireframes
  • visualisation diagrams
  • set plan
  • shooting schedules

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