Cross Media Topics: March 2008

Exam Q2 - Coke Adverts

Obj: 1) plan a response to cross media topics question 2
2) complete a detailed written response to question 2

Starter
Underline the key words in question 2. What does the question require you to do?

Q2. Compare the ways in which advertisers use different media to attract different audiences. In your answer refer in detail to two or more examples.

1) Analyse your examples
2) Explain how and why the different media were used
3) Compare how the audiences were targeted

Essay Scaffold
Intro - explain the company / brand. Say how successful they have been in marketing thier product.
Messages and values - explain which messages and values coca cola has established with it's brand (from 1950's ad to 2007 ad). Statue of liberty inscription? American way of life? SEE YOUR HISTORY OF COKE HANDOUT!
Consumers of coca cola - who are they?
Analyse the 1950's print advert - what does it show? Techniques used / persuasive devices? Foreground and background images (mise en scene). Intertextuality e.g. 'Grease' and 'Happy Days'. Use of Coke trademarks - what is the effect?
Compare with 2007 Happiness Factory - what are the similarities e.g. does the TV advert also emphasise the coke brand's association with the American way of life, youth and mainstream culture?
Global audience - how far has the coke brand extended since 1950's? What effect does the use of TV and big screen advertising (cinema) have on the audience?
Happiness Factory's Audience - who are they? How does this advert appeal to its audience - discuss characters, narrative, filming and sound techniques. Which coke trademarks are evident? What's the effect?
Current trends in advertising / intertextuality - how does this advert target a young audience and maintain current trends in film / advertising?
Main appeal - what is the main appeal of this advert? How does it persuade consumers to buy coke?
Technical codes - select a few good shots to analyse and state how this reinforces the appeal of the product and messages and values etc. Try to discuss the mise en scene - be selective!
Technical Codes Cont...discuss shots of key images e.g significance of low angle shots of the product. Consider how shots and editing are used to make the product appealing.
Closing shot - what is the effect of the dissolve graphic styled shot of the coco cola bottle and the slogan have on the audience? Consider brand identity / coke trademarks.
Sound - discuss the most significant sounds and what they add to the overall appeal of the product. Consider how sound is used to attract the audience.
Conclusion very briefly state that each advert has successfully targeted its audiences through a range of key advertising techniques.

The Happiness Factory Advert

Coca Cola - The Happiness Factory
Watch the Happiness Factory coke advert taking notes on the following :

http://uk.youtube.com/watch?v=NwCn-D5xFdc

1) Narrative - what happens in the advert?

2) Setting - where does the advert take place?

3) Characters - who / what are featured?

4) What techniques are used in the filming of this advert?

5) Who is the target audience?

6) Which coke trademarks are shown in the advert?
Prepare to feedback your responses. You may work in pairs on your answers.
Sound Analysis - use the sheet and stick this into your book.

Plenary
How have coca cola utilised print advertising techniques to market their product?
What are the main differences between the print advert and the TV advert?

Print Coke advert continued

Starter
Using the 1950's coke advert, list 3 techniques used to appeal to the target audience.

Development

1) What messages and values are conveyed in this advert?

2) Which lines of appeal are present?

3) What does the advert tell us aboutAmerican culture?

4) Who is the target audience? Explain how they are targeted.

5) What is the effect of the brand trademarks (contour glass, red and white brand colours,cursive typography)?

1950's Print Coke Advert

Deconstruction of coke print advertisement (see colour version above)

Stick the coke advert into the middle of a blank page. In pairs, deconstruct the coca cola advert by annotating / labelling it with reference to:

1) Use of key image(s) – product, glasses, models etc.

2) Background image / mise en scene

3) Slogan

4) Brand logo

5) Typography (colour and style)

6) Framing

7) Persuasive techniques / lines of appeal / AIDA

History of Coca Cola

INTRODUCTION TO CROSS-MEDIA TOPICS
Obj:
· To consolidate understanding of key print advertising terms and techniques
· To develop understanding of the Case Study’s institutional context

HISTORY OF COKE - see your handout
1. When and where did Coke first appear on sale?
2. What do the images associated with Coke emphasise?
3. How did Coke manage to make the connection between a symbol of American society and Coke in its first advert?
4. What universal messages/emotions did Coke manage to associate with the brand through their marketing?
5. Select 5 relevant facts

Plenary
How have the Coke adverts changed over time?
What lines of appeal do the adverts use?
Why is the Coca Cola brand still a success today?