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Media Forms and Products

Advertising and marketing

  • 3 things to know
  • Media One and Media Two

Overview

Brands and unique selling points, aspirational representation, anchorage, the ASA codes, native advertising and digital targeting.

What you need to know

Answer each one before you reveal it.

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Key term

What is the purpose and method of advertising?

Key term

What is the difference between a product and a brand?

Key term

What is native advertising?

Questions from this subtopic

Each one with the model answer underneath.

  1. 1

    What is the primary purpose of an advertisement as a media product?

    Model answer

    To persuade a defined audience towards a product, service, brand or idea, usually within very limited time or space.

  2. 2

    Why does advertising rely heavily on connotation rather than explicit statement?

    Model answer

    Because it must communicate quickly and because associations attached to a brand are more persuasive and less easily challenged than direct claims about it.

  3. 3

    What is a brand and how does it differ from a product?

    Model answer

    A product is the item itself, whereas a brand is the set of meanings, values and associations attached to it, which is what advertising principally constructs.

  4. 4

    What is a unique selling point in advertising?

    Model answer

    The particular attribute an advertisement identifies to distinguish its product from competitors and to give the audience a reason to choose it.

  5. 5

    How does an advertisement establish its target audience within the text itself?

    Model answer

    Through casting, setting, music, language and visual style chosen so that the intended group recognises the product as meant for people like them.

  6. 6

    What is an aspirational representation in advertising and why is it used?

    Model answer

    A depiction of a life the audience is invited to want, used so that acquiring the product appears to be a step towards that life.

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Media Language
Media Representation
Media Industries
Media Audiences

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Postmodernism holds that the hierarchy has .
collapsedstrengthenedwidened

Blank Blitz makes facts automatic

Rapid timed gap-fills on the terms and numbers you need to recall without thinking.

AAccessing media forms the first component.
BUnderstanding media content forms the second.
CCritically evaluating content forms the third.

Build It gets the exam shape right

Assemble a full-mark answer from its marking points, in the order an examiner wants them.

Denotation means the literal, common-sense meaning of a sign.
TrueFalse

Test It catches misconceptions

Spot the fault in a statement. The traps are the mistakes students actually make.

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Brain Breaks between sessions

Short focus games to reset attention, so the next set lands better than the last.

Every question in Media Forms and Products, on a schedule.

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