Advertising and Marketing

What Advertising and Marketing covers

Advertising and Marketing is examined in Component 1, Media Products, Industries and Audiences. It covers advertising media language: codes and conventions, semiotics and structuralism in advertising, intertextuality, genre and persuasion in advertising, the Tide print advertisement (1950s), gender representation in 1950s advertising, the Kiss of the Vampire film poster (1963), representation and gender in the Kiss of the Vampire poster, Super. Human. and the language of the Paralympic film, disability representation in Super. Human., historical contexts: sixty years of advertising change, advertising audiences: grouping, targeting and address, audience interpretation and reception in advertising and marketing, branding and cross-media campaigns.

The 13 subtopics

Each one has its own page.

• Advertising media language: codes and conventionsPrimary purpose of an advertisement, term unique selling point and term slogan.Open →
• Semiotics and structuralism in advertisingWhat Barthes means by myth, term indexical sign and term symbolic sign.Open →
• Intertextuality, genre and persuasion in advertisingTerm homage in advertising, codes and conventions of a film poster and term billing block.Open →
• The Tide print advertisement (1950s)Effect of the advertisement's colour palette and function of hyperbole in the Tide copy.Open →
• Gender representation in 1950s advertisingThe ideology of domesticity in detergent advertising, read through three feminist positions, with an intersectional reading and the historical context that makes sense of it.Open →
• The Kiss of the Vampire film poster (1963)Hammer horror, primary function of a film poster and visual composition of the Kiss of the Vampire poster.Open →
• Representation and gender in the Kiss of the Vampire posterFemininity, masculinity and desire on a 1963 horror poster: stereotyping and power, the look it assumes, its implied audience, and why contested readings must be attributed.Open →
• Super. Human. and the language of the Paralympic filmDirector of the Paralympic film Super, effect of showing training rather than medals and effect of the contrast between song and image.Open →
• Disability representation in Super. Human.Supercrip stereotype, inspiration porn and social model of disability.Open →
• Historical contexts: sixty years of advertising changeBritish advertising from the 1950s to the pandemic: the arrival of commercial television, the codes and the rules on stereotypes, digital distribution, and the audience's changing role.Open →
• Advertising audiences: grouping, targeting and addressDemographic targeting, psychographic targeting and target audience for Super.Open →
• Audience interpretation and reception in advertisingDominant-hegemonic reading of the Tide advertisement and main methodological criticism of cultivation theory.Open →
• Marketing, branding and cross-media campaignsTerm brand, brand identity and marketing campaign.Open →

What you need to know

Answer each one before you reveal it.

Take Advertising and Marketing further

The same content, four other ways.

Commonly confused

Pairs that lose marks when they are blurred together.

• Connotation vs Myth

  Connotation: an association carried by one sign. Myth: an association so repeated it now passes as natural fact.

• Pastiche vs Parody

  Pastiche: imitating a style neutrally or admiringly. Parody: imitating in order to mock.

• Reach vs Frequency

  Reach: counting how many different people see an advertisement. Frequency: counting how often each of them sees it.

Questions from this topic

Each one with the model answer underneath.

1. 1

   What is the primary purpose of an advertisement?

   Model answer

   An advertisement exists to persuade an audience to buy a product, adopt an idea or change behaviour. Every element of its design serves that purpose.

2. 2

   Define the term unique selling point.

   Model answer

   A unique selling point is the single claim that distinguishes a product from its competitors. Advertisements usually organise their copy around one such claim.

3. 3

   Define the term slogan.

   Model answer

   A slogan is a short, memorable phrase attached to a brand across a campaign. Repetition makes the phrase itself a sign for the product.

4. 4

   What is a hero shot in print advertising?

   Model answer

   A hero shot is the idealised image of the product itself, usually large and centrally placed. Careful lighting and framing make the product look desirable.

5. 5

   Explain the term direct address in advertising.

   Model answer

   Direct address speaks to the viewer as 'you', through words or a look to camera. The technique builds a personal relationship between brand and audience.

6. 6

   Define the term call to action.

   Model answer

   A call to action is the instruction telling the audience what to do next. 'Buy today' and 'visit our website' are typical examples.

What is inside Levo

Six ways to work the same material.

Advertising and Marketing revision questions

What does Advertising and Marketing cover in Eduqas A-Level Media Studies?

13 subtopics: advertising media language: codes and conventions, semiotics and structuralism in advertising, intertextuality, genre and persuasion in advertising, the tide print advertisement (1950s), gender representation in 1950s advertising, the kiss of the vampire film poster (1963), representation and gender in the kiss of the vampire poster, super. human. and the language of the paralympic film, disability representation in super. human., historical contexts: sixty years of advertising change, advertising audiences: grouping, targeting and address, audience interpretation and reception in advertising and marketing, branding and cross-media campaigns. Each one has its own page with questions and model answers.

How is Advertising and Marketing organised?

By the Eduqas A680QS specification, subtopic by subtopic, so it matches the order you are taught it in.