3D"Advertising

English Visual Media Unit for=20 8A

INTRODUCTION;

Advertisers try=20 to convince us that their version of reality is the truth. How often do the images used = in=20 advertisements reflect those of the average person? Women are presented as sleek, = slim or=20 sexy. Men are portrayed = as=20 muscular, trim and sexy. = In=20 reality, few people possess these attributes.

Products too, can=20 be portrayed in very positive light. =20 The visual representation of the 'fast food' burger is often in = conflict=20 with the real life version.

Knowledge is=20 power and this unit is designed to help you develop a critical visual = awareness=20 of the strategies used by the advertising industry to portray their = product in=20 the best possible light.

THE=20 QUESTION;

The = main question=20 you will be asked to find an answer to is:

Should=20 there be a law to make advertisers present a more realistic picture of = their=20 product?

You=20 are going to explore the topic of advertising and illusion.=20

Complex=20 topics can be looked at from various perspectives and you will be = required to=20 formulate and support an argument from one of these. Each person will = work as a=20 member of the selected Lobby Group to make recommendations to the = government=20 about a policy on fair advertising practices.

You=20 will have to consider the key issues and as part of your 'role' define = 'your'=20 perspective on the issue, finally presenting your arguments in a report = to the=20 government.

BACKGROUND=20 INFORMATION;

In=20 order to offer an educated opinion it is necessary for you to explore = many of=20 facets surrounding advertising.

Tasks:=20

Defining
ADVERTISING = =96=20
1. Using the DOL=20 matrix for Defining=20 modelled in class, define the term, EFFECTIVE = ADVERTISING. Accompanying your = definitions will=20 be actual examples from any media source. (Videos, magazines, = newspapers or=20 radio)
Select two=20 or three advertisement (preferably from print media) and analyse the = emotive techniques=20 used. (Use the DOL=20 Analysing Matrix = to help=20 you with this task.)

Select two=20 or three advertisement (preferably from print media) and analyse the = techniques and strategies=20 used. (Use the DOL Analysing=20 Matrix to help you with this task.) =

Using the=20 DOL=20 matrix for Constructing=20 Support = prepare=20 two short reports on the topics listed in class. =

INDIVIDUAL=20 ROLES;

Now=20 that you have some overall background knowledge, let us return to the = main=20 question...

Should=20 there be a law to make advertisers present a more realistic picture of = their=20 product? =

Your=20 response to this question will depend upon which role you=20 choose.

A.=20 Managing Director of Product X Company...you=20 are concerned with the need for your business to increase its market = share and=20 to make a profit for your shareholders.

=20 =95What=20 image does your product portray or want to = portray?

=20 =95How wide is the target audience?

=20 =95What restrictions on advertising already = exist?

=20 =95Are they effective?

=20 =95What would be the benefits (if any) of a more restrictive=20 policy?

=20 =95What problems might it cause for = business?

B. = Advertising Director for a large Magazine group...you = are concerned=20 with the need for magazines to be priced to sell. Without advertisers the cost = of magazine=20 would be so high that consumers would not buy them. You believe there are = sufficient=20 guidelines already in place and strongly oppose limiting the freedom of=20 advertisers in this area.

=95What image=20 does your magazine portray or want to portray?

=20 =95How wide is the target audience?

=20 =95What restrictions on advetising already = exist?

=20 =95Are they effective?

=20 =95What would be the benefits (if any) of a more restrictive=20 policy?

=20 =95What problems might it cause for = business?

=20 =95Who would be responsible for ensuring that advertisers follow = the new=20 guidelines?

=20 =95Is advertising a concern of the voting = public?

C. = Managing=20 Director of the Advertising Agency producing the = advertisement....you = are concerned=20 with the need for your business to balance the requirements of your = client, the=20 guidelines set down by the advertising bodies and your=20 audience.

=95What image=20 does your advertising agency portray or want to = portray?

=20 =95How wide is the target audience?

=20 =95What restrictions on advertising already = exist?

=20 =95Are they effective?

=20 =95What would be the benefits (if any) of a more restrictive=20 policy?

=20 =95What problems might it cause for = business?

=20 =95Who would be responsible for ensuring that advertisers follow = the new=20 guidelines?

=20 =95Is advertising a concern of the voting = public?

D = The=20 Consumer=85You = are concerned=20 that advertising in general is becoming too slick. Far too much effort is = expended in=20 producing the advertisement and the product itself is = secondary.=20 On = many occasions=20 you have been disappointed with the product and feel that the product is = misrepresented in the media.

=95What image=20 of the product does the advertisement portray or want to=20 portray?

=20 =95How wide is the target audience?

=20 =95What restrictions on advertising already exist? Are the = restrictions=20 being =20 adhered to?

=20 =95Are the restrictions effective?

=20 =95What would be the benefits (if any) of a more restrictive=20 policy?

=20 =95What positive aspects would be apparent for the=20 consumer?

=20 =95Who would be responsible for ensuring that advertisers follow = the new=20 guidelines?

=20 =95Is advertising a concern of the voting = public?

Task=20 Preparation:

Now = that you have=20 all the necessary information, you should begin writing your = report. Remember to consider the = possible=20 opinions and issues that the other lobby group members may have and=20 address/negate these in your report.

Start=20 writing!!!

USEFUL=20 SITES

How to read an=20 Ad:

http://website.education.wisc.edu/ria/ADSITE/graphics/ReadAd/index= .htm

Advertising=20 Strategies:

http://media-awareness.ca/en= glish/resourcces/educational/handouts/advertising_marketing/common_ad_str= ats.cfm

http://media-awareness.ca= /english/resourcces/educational/handouts/advertising_marketing/food_ad__s= trategies.cfm

http://media-awareness.ca/engli= sh/resourcces/educational/handouts/advertising_marketing/gotta_gimmick.cf= m

http://media-awareness.ca/en= glish/resourcces/educational/handouts/advertising_marketing/common_ad_str= ats.cfm

http://newm= edia.cgu.edu/nardi/projects/a3/photos.htm

http://newmedia.cgu.e= du/nardi/projects/a3/

http://website.education.wisc.edu/rla/ADSITE/graphics/CLAIMS/index= .htm

http://www.iccwbo.org/home/news_archives/1999/advertising_matters.a= sp

3DProduct 3D"Food

Name and describe the=20 product:

3DSummary

What happens in this=20 commercial?

3D"Advertising

What advertising = strategies are used=20 in this commercial? Do = you think=20 that they are successful?

3D"DOL

Criteria Sheet 3D"DOL