Advertising & Marketing

Advertising and Marketing

Although advertising and marketing are connected, it is important to define the differences between the two business practices.

Marketing

Marketing refers to the range of methods used by corporations or organisations to understand consumers and keep them interested in the product or service on offer.
- This includes market research, planning, merchandising and advertising.

Advertising

Advertising is the selling of goods or services through a variety of different mediums and using a variety of different techniques.

Examples of advertising mediums

Examples of mediums include:
- Print: newspapers, posters, billboards
- TV adverts
- Radio advertising
- Online advertising: social media, email, blogs

Examples of advertising techniques

Examples of techniques include:
- Humour
- Use of celebrities or model
- Comparison with other brands
- Use of facts and statistics
- Shock
- Use of music
- Use of images

Media Industries

Many companies use 360 degree advertising techniques which combine using traditional and viral marketing methods across all platforms to maximise exposure.

Purpose

Advertisements tend to be created for either commercial or non-commercial purposes.
- Commercial adverts are focused on trying to sell you a product or brand.
- Non-commercial advertisements may include things such as charity adverts and health and safety related campaigns.
Advertisers often try and create a Unique Selling Point (USP) in relation to their product or service.

Genre

Aside from the actual form the advert takes (TV, print, online) advertisements can be grouped into genres in a number of different ways including:
- By product type - e.g junk food adverts, charity adverts, perfume adverts, pet food adverts.
- By technique - e.g funny adverts, shocking adverts, sexy adverts.
- By visual style - e.g. surreal adverts, cinematic adverts, animated adverts.
- By season or time period - e.g Christmas adverts.

Narrative

Binary oppositions (Levi-Strauss) are often present in adverts for specific impact and to generate specific connotations.
- E.g. old vs new.
You may be able to identify some of Propp’s characters such as the princess, hero or helper in adverts.
Some adverts may establish enigma codes (Barthes) about the product or the characters featured in the advert.

1Overview

1.1Media Language

1.1.1Media Language

1.1.2Media Language 2

1.2Audience

1.2.1Audiences

1.2.2Audiences 2

1.2.3End of Topic Test - Media Language & Audience

1.3Representation

1.3.1Stereotypes

1.3.2Gender

1.3.3Audiences

1.4The Media Industry

1.4.1Media Industries

1.4.2Ownership

1.4.3Funding & Regulation

1.4.4End of Topic Test - Representation/Media Industry

2Component 1: Section A

2.1Magazines

2.1.1Magazines

2.1.2Pride

2.1.3Pride 2

2.2GQ

2.2.1Context

2.2.2Narrative

2.2.3Representation

2.3Advertising & Marketing

2.3.1Advertising & Marketing

2.3.2Analysing Adverts

2.3.3Analysing Adverts 2

2.3.4Theories & Principles

2.3.5End of Topic Test - Magazines & Advertising

2.4Print Advertisements

2.4.1Quality Street

2.4.2This Girl Can

2.5Film Posters (Marketing)

2.5.1Spectre

2.5.2The Man with The Golden Gun

2.5.3The Man with The Golden Gun 2

2.6Newspapers

2.6.1Ownership & Regulation

2.6.2News Selection

2.6.3Media Language

2.6.4Genres

2.6.5Newspaper Conventions

2.6.6Representation

2.6.7Audience

2.6.8Theories

2.6.9End of Topic Test - Newspapers

2.7The Sun

2.7.1Context

2.7.2Narrative

2.7.3Language & Images

2.8The Guardian

2.8.1The Guardian

2.8.2Narrative

2.8.3Language & Images

3Component 1: Section B

3.1Video Games

3.1.1Video Games

3.2Film

3.2.1The Big Six

3.2.2Technology

3.2.3End of Topic Test - Video Games & Films

3.3Radio

3.3.1The Radio Industry

3.3.2Categories of Radio Station

3.3.3Technology & Radio Audiences

3.3.4Theories

3.3.5End of Topic Test - Radio

3.4No Time To Die

3.4.1Context

3.4.2Narrative

3.4.3Representation

4Component 2: Section A

5Component 2: Section B

5.1Music Video

5.1.1Music Videos

5.1.2The Music Industry

5.2Michael Jackson

5.2.1‘Black or White’

5.3Taylor Swift

5.3.1Bad Blood

5.3.2Intertextual References

5.3.3Media Theories

5.3.4Representation

5.3.5Social Media

5.4Bruno Mars

5.4.1Uptown Funk

5.4.2Analysis

5.4.3End of Topic Test - Music Videos

5.5Lizzo

5.5.1Context

5.5.2'Good as Hell'

5.5.3Media Language

5.5.4Representation

5.5.5Audience

5.5.6Industry

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