LO1-Key terms

Key terms

Ideal self (Carl Rogers)

• Who you desire to look like/ who you inspire to be like

Intertextuality

• Referring one existing media product into another

Pastiche

• A very popular advertising technique often used to induce shock and the consequent publicity. (An old product brought back)

Endorsement

• A public statement that someone makes in surest of a specific company, product or service

Call to action

• Something that is referring to the next step or the action that the marketer wants the consumer to take.

Connotations/ Connote

A theme or idea that is inferred, What is the meaning.

Denotations/ Denote

A theme or idea that you can see, backs up your connotation.

Demographic

Relating to the structure of populations

Iconography

The visual image that you can see to get an interpretation of something

Branding

The promotion of a particular product or company by means of advertising and distinctive design

LO1-Gender roles and Gender in advertising

Stereotypes

Females

• Mother
• Wife The object of desire
• Weak
• Socially needy
• User
• Consumer

Males

• Father
• Husband
• Provider
• Strong
• Independent
• Creator

Sex sells

• The oldest saying in advertising is "Sex Sells", this basically means using the audiences gender to drive their response to your campaign.
• Through the use of "ideal self/ Ideal self partner"models and celebrity 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.

LO1-PAMCO Social Grades (Previously NRS)

Starter

How to make a brand appeal to the following( Over 50, Middle class, High disposable income, Parents with grown up children):

• LifeStyle
• Family
• Nostalgia
• Funeral Plans, Life insurance.
• Banks (for wills), Financial.
• Actors and actresses that are recognisable (Ideal self partner) ( Ideal self)
• Recreational activities, Alcohol

ABC1/CDE2(Social class)

ABC1 and Age

• Their is some direct correlation between a person being categorised into the top bands of the NRS (PAMCO) data and age.
• Reasons include: Education, Professional development, Business Growth and career progression
• It is therefore likely that more A's will be older (30+)

(A) Audience members

 Charlotte Tilburys make-up line is aimed at a people who have a high disposable income due to the prices of their products.
(B) Audience members

Alton towers is a fun family day out for a family or just for you and your friends but it is not cheap.

(C) Audience members