Use the assignment brief to guide your evaluation.
We will begin by looking at a contemporary campaign which has led to great debate in the media.
This will allow us to see how an advertising campaign develops.
You will then be working with a client to create an advertising campaign.
Read and annotate this article about the new advert for 'Nike'. (Literacy)
https://www.theguardian.com/sport/2018/sep/03/colin-kaepernick-nike-just-do-it-campaign-nfl
Gain an understanding of the issues and debates surrounding this advertising campaign through further research into Nike and its campaigns and how audiences have received the text.
Analyse the advert by taking screenshots to structure your writing. Literacy
What are the meanings and messages in the advert?
- Screenshot
- Denotation - explain what can be seen in this shot
- Connotation - explain how meaning has been created
- Audience - explain how audiences have been targeted by this advert and identify the key audience for this advert
- Evaluate - evaluate the success of the advert by conducting research into sales figures and audience reception (Maths)
- Use 'The Guardian' news web-site to develop your evaluation of this case study
To extend your writing we will consider the following questions together;
How did the American President Donald Trump respond to the advert?
What impact has the advert had upon sales ?
What does the advert have to say about equality and diversity?
Does the fact that the advert is for a commercial product undermine the power of the message?
How does the advert fit with other Nike campaigns?
What is the preferred meaning of the advert? (Theory -Stuart Hall)
What is an opposite reading of this advert? (Theory -Stuart Hall)
How have you received the messages in this advert?
Submit an evaluation and analysis of the advert to be assessed and marked for literacy (21st September)
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