06/01 MS4: Advertising Introduction

Unit objective

·         To understand advertising as an industry

·         To understand advertising and audience

·         To understand advertising as a text (GNR)

Focus texts and critical approaches

·         Advertising and desire – main focus

·         Nostalgia and ‘Hovis’ 2009

·         Invitation and Aspiration ‘Chanel’ with Keira Knightley

·         Convenience and Necessity ‘Morrissons’ Road Hog  

·         Maslow hierarchy of needs

·         Barthes mythologies

·         Consider texts as brands, not just texts

What is a good advert?

·         Memorable

·         Original

·         Humour

·         Catchy – soundtrack/score, slogan

·         Logo/Brand

·         Cheesy

·         Identification with theme/product

·         Celebrity endorsement