Media Studies, Advertising - Details

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Are slogans often a play on words?

Yes, they are often a play on words.

Slogans are designed to be __________ or relate to something important about the product.

Memorable

What is a logo?

A unique and recognisable symbol which represents the product.

Advertisers often use celebrities to _______ products.

Endorse

Are adverts which use endorsement usually more expensive to produce?

Yes, they are usually more expensive to produce.

Can 'ordinary' people be used to endorse everyday goods or products?

Yes, 'ordinary' people can be used to endorse everyday goods.

What does USP stand for?

Unique Selling Point

What is a unique selling point?

Something unique to the product being advertised, such as KFC's secret recipe or the 'snack crackle pop' of Rice Krispies.

What is a 'Hard Sell'?

A 'Hard Sell' tells you what the product is and why you need it with as little information as possible.

Is a 'Hard Sell' short, loud and concise?

Yes, a 'Hard Sell' is short, loud and concise.

A 'Soft Sell' promotes the product with an associated lifestyle or a mysterious _____. This may have the audience wondering what the product even is, right up until the end of the advertisement.

Story

What do you do when you define a product through an icon?

You make the product distinct to such a degree that it almost sells itself.

What is a classic example of a company that defines their products through an icon?

Coca cola

Product demonstration is often used to advertise ________ products or ______.

Cleaning, makeup

Persuasive language is often in the form of _________.

Hyperbole

Hyperboles are exaggerated statements or claims not meant to be taken _________.

Literally

Why is hyperbole used in persuasive language to advertise?

To make the product seem more effective or desirable than it really is.

What is mode of address in advertising?

How the advertisement, as a media text, speaks to us

Technical codes are how people or products are represented through camera ______ or how the advert is ______.

Angles, edited

Audio codes include dialogue, ________ and non-diegetic sounds.

Diegetic

What is the difference between diegetic and non-diegetic sounds?

Diegetic sounds are noises which have a source on-screen and weren't edited in. Non-diegetic sounds on the other hand were edited in.

Broadcast time slots cost advertisers different amounts: a prime time slot during The X Factor (ITV1, prime time, Saturday night) will be ____ expensive than broadcasting in a slot during Countdown (Channel 4, afternoons, week days).

The most expensive advertising time slot is during ___ _ ______ finals when 30 seconds costs around £200,000.

The X Factor

________ and ______ have produced some of the most expensive adverts of all time.

Guinness, Chanel

In 2007, the Guinness advert entitled _______ _____ cost £10 million.

Tipping Point

The most expensive advert ever made was produced by ______, and directed by Baz Luhrmann, for Chanel No. 5. Featuring Nicole ______, it was ___ minutes long and cost an estimated £__ million.

Chanel, Kidman, two, 18

What are pop-ups?

Adverts that appear when using a specific web page. They often are competition related and offer prizes or discounts.

What are pop-unders?

Adverts that appear when you close a web page

Web banners are adverts placed on website. If you click on the banner, you are re-directed to the advertiser's _______.

Website

In the UK, advertising across all media is regulated by the ___________ _________ _________ (ASA).

Advertising Standards Authority

It is the ASA's role to ensure that all advertisements comply with the Advertising _____, written by the Committee of Advertising Practice (CAP). The ASA act on complaints and proactively check the media to ensure there are no advertisements that are misleading, harmful or _________.

Codes, offensive

What is email marketing?

When adverts are sent to your inbox

Contextual advertising is adverts that are linked to ________ ________ you have made.

Internet searches

Search engine marketing is when companies pay search engines to increase the __________ of their products and services.

Visibility

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