Q6- Exemplary Response

Revision notes for the final exam

Product

• The chances are that you will either have to promote an existing product or create a new one.

• You will almost certainly have to design your product for a teenage audience, so you need to use strategies which are appropriate for this demographic.

The Name• Use teen friendly language such as

abbreviated forms (i-pod) and colloquialisms (slang). Text based language (lol, btw etc) is another potential linguistic device which may appeal to your audience.

• The use of superlatives, metonym, teen-friendly fonts (graphology), personification and persuasive language (direct mode of address) should all have been discussed in English lessons.

Annotation...

Star appeal

Dirt & Blood...

connotations of rugby as a

metaphor for war

Adidas logo- recognisable brand icon

‘Lay Off’- Splatter markwith connotations of violence and power

Rule of thirdsMinimalist

Male audience?

Slogan: Impossible is nothing

Strategies for a Teenage Audience

• Bright palette (Digital natives- Prensky)

• Active gratifications- escapism, entertainment, self-identification (perhaps with a star)

• Sex appeal/Star appeal- ‘Narrative Image’ (Ellis) or star persona (Dyer)

Cont...• Alternate Reality Games

• Narrative (part of an ongoing campaign)

• Repetition/Hard Sell/USP- See Barnardo’s Advert

• Maslow- Self Esteem/Social & Self-Actualisation needs

• Include web address

• Slogans/Lines of appeal

Multi Media Campaigns

• A print ad is immobile and usually fixed within a magazine, newspaper etc. The internet can do better as it can hyperlink to destinations pre-determined by the brand.

• User based advertising (like Amazon) remembers what you shopped for last time and makes recommendations based on your previous buys.

Cont...

• Media synergy can be used whereby two media companies borrow one from the other (like Disney & McDonalds) the Get Milk campaign in the U.S. made heavy use of this by featuring a series of other products that milk can be used with.