how to advertise

old spice

lucozade sport

old spice

Old Spice Advertising 

- male and female

- largely white

- sexuality strained 

- a-lot of women showing skin and men in suits, therefore quite sexist and old fashioned

- traditional 70s brand

- Bahamas is luxury place 

- whole beach on him, he feels like on holiday, on fire all related to the Bahamas

history 

- 1934 = founded by William lightfoot Shultz

- 1937 = introduced for women

- 1938 = introduced for men

- June 1990 = Procter & gamble acquired old spice

- 2012 = its iconic clipper ship logo replaced with a yacht, targeted change to young demographics. 

2010 campaign 

research showed 60% of mens body washes were purchased by women. so old spice needs to attract female shoppers

media strategy - instead of spending money on the superbowl they aimed to create superbowl impact building awareness around it.

- advert on youtube

- search engines strategy 

- post launch, show straight after the superbowl. 

Lucozade

history of lucozade
- created in 1927, and at that point it was called glucosade.
- 2 years later renamed lucozade
- 1983, rebranded as a sports drink over a health drink

therefore lots of sport person ells advertise it

campaign:

4m or 9m campaign, both claims are made online
agency - Grey London
Glazosmithkline consumer healthcare - owners of lucozade in jan 2013
lucozade sold to Suntory in sept 2013 for 1.35b
as stars Gareth bale and Alex oxlade chamberlain
campaign banned in jan 2014 by ASA as it failed to show that it only had benefits during prolonged exercise.

social context:
social anxieties: the athletic and muscular bodies represent the male obsessions with their body image thus attributing a certain body insecurity to the target audience.

cultural context
consumerism: the total value of the soft drinks market in the uk is around £15 million
celebrity culture:
capitalising on star appeal

the big issue front covers

the big issue essay

Question 5 Explain how the representations in magazines reflect their contexts. Refer to The Big Issue covers you have studied to support your answer. [10]

The front covers of the big issue are like adverts for the magazine, this is because they don’t include text or a new story but promote the idea of giving a hand up and not a hand out. This exemplifies the fact that the venders are the ones that the paper focus on and does not necessarily focus on the content. This also gives the audience an idea of help and not necessary caring about the content to such of an extent but wanting to give a hand up and to help out those less fortunate, with their living status in mind.

The vendors being the main part of the magazine, other than the content can really be displayed and described with the ‘Mumford and sons’ magazine. This is because, the Mumford and son’s magazine front cover is unique to all other magazine front covers due to the image on the front of it. The image is a vendor holding the magazine that the whole product is based upon. This idea reflects their power over the magazine and explains how if it isn’t for them then there is np ‘big issue’ for the fans. Therefore, this explains the political content of brining the issue to life, of which it is not focused on enough by those in political power. This is for anyone that reads, sees or acknowledges this front cover is reminded of the rising issue of homeless and therefore feels it’s their duty to intercept this issue. This is supported with the cultural issues of the paper stating how important they are, as in this copy they are amongst and in fact holding celebrities. Representing them as one and giving them a holy figure. The masthead and different text on the front cover is in a graphic font Asif it was written by hand, the connotation of this is that using a non-serious font, allows access to focus on the serious issue of homelessness which is occurring all around us. Leading and prompting passers-by to help and potentially help the cause. It also quotes that one the ‘Mumford and sons’ are ‘delighted’ to be ‘on the cover’. The other person on the cover is a vender, giving the vender a sense of pride and relating a popular figure of the Mumford and sons and associating them with the vendors gives them a sense of unity and therefore supports the reflections of the big issue.

Another representation of the ideologies of the big issue is reflected with the Paddington bear front cover, this is because Paddington is a migrant British icon. Many migrants are homeless due to their history and past living standards and situations, therefore referring to Paddington as a British icon supports them as migrants and gives them a sense of unity as well as not feeling alone. Referring to them as an icon makes them feel good and not so disheartened like they may feel if they aren’t referenced as a more popular or prominent figure in society. This is followed up with the tag line stating that they are ‘one of us’, making them feel at home with society although before they may have felt so far away from this, almost as if it is ungraspable. This gives a huge sense of self confidence to a vendor who is still paving their path to get back on the road of success. The whole text being presented in gold gives the vendors that appearance, making them feel special and set apart as an icon for everyone else. Whilst referencing them to one of us, making them feel at home at Christmas and giving them a hand up and not a hand out which is again broadcast across the front cover, explaining and describing the situation which they are unfortunately in. In small print on the puff, text reveals ‘send us your Christmas list… plus the vendor who went to Cambridge’. This therefore connect Paddington who has been reflected in this positive light with a vendor who is offering out the papers. Connecting and making this link shows the unity that the vendors have and therefore reflects and conveys the big issues ideology.  

Therefore, in conclusion, the big issues ideology is to make the vendors feel included and not lonely. This is done with language, colour and all the connotations of the front of the paper. Therefore, helping them out and not leaving them to fend for themselves. All of this combined allows a good start to help their life and hope they find their way back to success and fight back from the circumstances which got them there in the first place. Resulting in the big issue offering a hand up, not a hand out.

minecraft questions

the big issue paragraph

how does the big issue communicate messages and values through its media language

The big issue portrays its values by using a familiar figure or genre to locate and explain an event. in this instance, the big issue focused on a week long interview with Mark Hamill. This is the title of the magazine and including this with the colour red it not only confers to the film of star wars but to christmas which boarders the front cover. The colour being fixated on red which shadows the actor and the text which is highlighted by the glow. Red not only conotes danger, which is highlighted and explained by the lightsaber and the willowed effect positioned in the background, but it displays and connotes Christmas which is displayed by the border of the cover, with chirstmas theme. The colours tying in allow the emission off the shelf and therefore will be able to target any audience that is at all interested. the theme of star wars and christmas combined will draw a sufficient audience together to enable advertisement towards the brand, which will therefore help the homeless who are suffering in the cold, represented by the snow which is highlighted and differentiated with sharp white splashes of colour appearing upon the background. the text also appears in star wars font, which stand out from the background and ties the whole cover together to explain the theme and locate and understand what is going on.

The big issue

big issue
- social, cultural and political context
- niche market magazine which is outside the commercial mainstream.
- cliff
- type of camera shots
- 15 marker question

key terms
- circulations = number of copies a magazine sells
- readership = not just who buys a magazine but the total number of people likely to read it.
- mass audience = readership on a very large scale.
- niche audience = narrow group of readers with a particular interest.
- subscription = reader pays for a set number of copies of a magazine in advance at a lower price and receives them through the post.

intertextuality
hand up not hand out

key terms
masthead - the title of the magazine
plug - text that 'plugs' a feature that will appear inside the magazine.
puff - a story that is given prominence on the cover.
cover star - the 'star' featured on the cover.
anchorage test - text that anchors the main image and gives is context/meaning.
banner - text that runs across the lower section of the cover
skyline - text that runs across the top of the cover.

advertising in magazines
-without advertising, no magazine could survive. if a magazine did not contain ads, then its cover price would be three of four times greater.
- the income for a magazine comes from both sales and advertising. on average, advertising accounts for 70% of magazine income.
- A magazine with a small circulation is more dependent on advertising.

helps magazine venders to secure:
- housing, training and health care.
- nearly 100 people a week use this service to gain money.
- 100,000 copies sold a week
- 2000 venders
- buy 1.25 and sell for 2.50
- 2013 made 5 million pounds
- 2400 slept rough in England
- under 40,00o spaces

The big issue
introduction to the big issue
- most widely circulated street newspaper.
- hybrid genre
- entertainment aspect attracts advertising revenue
- editorial content if often critical of big business, banking and champions the political cause.

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