Advertising

For the first part of this unit you need to research a range of advertising campaigns to discover how they target an audience.

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)

Preliminary Task

Equality and diversity - discuss the front pages of this weeks newspapers in terms representation

This task forms your initial assessment.  It also prepares you to make a moving image production which will form part of your final assessment.

You will develop a range of practical skills in filming and editing in a short space of time.

In previous lesson you have analysed a range of extracts to  develop your knowledge of visual and aural techniques. This has led to understanding of how a director creates meaning for an audience.

Your aim is to produce a narrative film using your knowledge of cinematic techniques.

Here is an example of previous student work to aspire to;

Consider how can you improve upon this exemplar?

Maths - timing is crucial to the success of a narrative.  Consider the pace and style of editing by comparing your timings with this exemplar.


Task One

Communicate and work in teams to film the shots as directed in your booklet.

Task Two

Edit the shots to form a narrative using Premiere Pro editing software

Task Three

Evaluate your performance, the skills that you have developed and the success of your project in a written review.

Literacy - Underline the terminology that you have understood through textual analysis.

Consider the following areas;

• Continuity editing 
• Communication skills
• Efficiency of your workflow
• Organisation of clips
• Naming of clips
• Framing and composition of shots
• Pace and style of editing
• Use of mise-en-scene
• Use of titles
• Use of music and audio effects
• Use of transitions
• Rendering your video
• Exporting your final product

Finally, respond to audience feedback and constructive criticism in your review.

Extension activity

Film some extra shots to enhance your production