2.3.3

Analysing Adverts 2

Test yourself

Language in Marketing and Advertising

It is important to consider an advert's use of verbal codes, ‘tone of voice’ and soft or hard sell approach.

Illustrative background for SloganIllustrative background for Slogan ?? "content

Slogan

  • A memorable phrase that signifies something about the brand or product, its ethos or what it hopes to make you feel or do.
    • E.g. Cillit Bang: ‘Bang and the dirt is gone!’
Illustrative background for Language or verbal codesIllustrative background for Language or verbal codes ?? "content

Language or verbal codes

  • Adverts will use a range of verbal codes to create specific meanings.
    • E.g the word ‘new’ has connotations of freshness and excitement.
  • Adverts will also employ a range of techniques such as pun, alliteration, wordplay, hyperbole or emotive language.
Illustrative background for Mode of addressIllustrative background for Mode of address ?? "content

Mode of address

  • This is the ‘tone of voice’ adopted by a media text.
  • Adverts can take a direct, informal, aggressive, serious, humorous or emotive mode of address (among others) and this is often reflected by the verbal codes and images combined.
  • It is also worth considering if the advert uses a soft or hard sell approach to its product or service.

Contextual Situation in Marketing and Advertising

It is important to consider the social, political and historical context of any advert you are analysing and the extent to which contextual factors may influence the representations in the advert.

Illustrative background for RepresentationIllustrative background for Representation ?? "content

Representation

  • It is important to consider the social, political and historical context of any advert you are analysing and the extent to which contextual factors may influence the representations in the advert.
Illustrative background for Gender stereotypesIllustrative background for Gender stereotypes ?? "content

Gender stereotypes

  • Adverts have a short time to attempt to be as memorable and impactive for the audience as possible.
  • Because of this they often rely on gender stereotypes and will use a range of codes and conventions to represent men and women in a specific way.
Illustrative background for Challenging stereotypes Illustrative background for Challenging stereotypes  ?? "content

Challenging stereotypes

  • Adverts may also challenge gender stereotypes and ideologies of gender in their representations.
  • Laura Mulvey suggested that women are often positioned in media texts primarily to be looked at by men, an idea referred to as the 'male gaze'.
Illustrative background for IntertextualityIllustrative background for Intertextuality ?? "content

Intertextuality

  • This is the referencing of a past media product within another more contemporary one.
  • This can be via subtle referencing in adverts or more obvious direct reference being made.
  • Intertextuality can often be used to create humour and relies heavily on the audience being able to recognise the original media text being referred to, especially in order to take the preferred reading.
Illustrative background for AudiencesIllustrative background for Audiences ?? "content

Audiences

  • In advertising and marketing it's important to consider who the advert or product is aimed at.
  • Consider the demographic profile of that audience in relation to age, gender, socio economic group.
  • Often the models featured will be reflective of the target audience.

Jump to other topics

1Overview

2Component 1: Section A

3Component 1: Section B

4Component 2: Section A

5Component 2: Section B

Go student ad image

Unlock your full potential with GoStudent tutoring

  • Affordable 1:1 tutoring from the comfort of your home

  • Tutors are matched to your specific learning needs

  • 30+ school subjects covered

Book a free trial lesson