question 3 - adverts

Question 3

0 3 Consider the value of using online marketing to target a youth audience.

 You should refer to other media products to support your answer. (12) .

From wiki: Internet marketing ties together the creative and technical aspects of the Internet, including design, development, advertising and sales.^[2] Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, email marketing, mobile advertising, and Web 2.0 strategies.

The use of online marketing is a way to promote a product , in the first advert the product were sport shoes made by Adidas . Their website is aimed at a younger mass market of youths who take interest in looking ‘sporty and in style’ . The advert will be placed in more than one platform in order to generate revenue and income for the institution as well . In some ways this is clever as it captures the psychology of spending money on shoes – ie young people enjoy shopping for new clothes and shoes , therefore the use of online marketing promotes the in fashion styles which young people will want to follow . The use of celebrities is a good way to attract attention , as most young people look up to celebrities as their ‘idols’ . Media critics, such as Robert McChesney, have noted that the current trend within the entertainment industry has been toward the increased concentration of media ownership into the hands of a smaller number of transmedia and transnational conglomerates.^[1] Media is seen to amass in centre where wealthy individuals have the ability to purchase such ventures (e.g. Rupert Murdoch). The company owns Reebock – another type of sporting label , this is an example of how Adidas company have used horizontal integration to their advantage .

 Adidas Originals was designed to focus on fashion and life-style, the advert clearly promotes both fashion and lifestyle : the images of the fireworks going up into the clear night sky to promote ‘a good life for all’ , as well as the use of art in the advert to promote the importance of youth culture , especially the graffiti which is often misrepresented in the tabloid press as something that thugs do in order to create trouble ; however this is negative and someone else could state that the graffiti represents their identity within the society or their group name . A recent episode of waterloo road can be used to highlight the scene where one group damaged property by using graffiti to ‘tag’ their name. This was seen to create ‘war’ between two rival groups of teenagers , some belonging to the school while others are part of gang culture , aimed at causing trouble . http://www.adidas.co.uk/- this website’s front page features a well known athlete on a backdrop of graffiti art – this clearly links in well with the advert where the use of graffiti was placed onto walls by artists throughout the advert itself, maybe this promotes the artistic side to the addidas label – clearly aimed towards the typical teen who wants to look their best . The website clearly targets a youth audience as it allows them to create their own customizable shoes tailored towards their taste – colour , name etc . However the pricing is expensive :£150 .. therefore not all teenagers will be able to create their own , could perhaps be targeted towards an older audience who have a high disposable income . Web 2.0 theory is applied here as we go to the website in order to gain the information we need , as well as the use of social networking (facebook page for adidas ) in order to keep up with the latest trends . 

question 2 for advert nhs

Question 2

0 2 Why are shock tactics, such as those in media product two, so often used?

 You may also refer to other media products to support your answer. (12 marks).

From wiki : Shock advertising or Shockvertising is a type of advertising generally regarded as one that “deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals.” ^[1] It is the employment in advertising or public relations of "graphic imagery and blunt slogans to highlight"^[2] a public policy issue, goods, or services. Shock advertising is designed principally to break through the advertising “clutter” to capture attention and create buzz, and also to attract an audience to a certain brand or bring awareness to a certain public service issue, health issue, or cause (e.g., urging drivers to use their seatbelts, promoting STD prevention, bringing awareness of racism and other injustices, or discouraging smoking among teens).

The NHS deliberately uses shock tactics in order to highlight the dangers of binge drinking , which has become a problem in the UK recently . Its constantly talked about in all 3 platforms – e-media, print and broadcast . The UK is the worst drinking country in the whole of Europe .. this is the shock factor used by the media in order to highlight the problem that young people are giving us . The advert aims to educate and inform society of the dangers that binge drinking can lead to , including vulnerability to crime , hooliganism and in some cases extreme violence . As well as this programmes like Police Interceptors highlighted in one episode the dangers of drink driving – an accident had occurred on the highway leading to death, as well as the irresponsible driver who was over the alcohol limit . From one point of view it can be argued that the parents should have more control over their teenagers and the behaviours exposed . A good night out should never have to end with the police visit to the parents’ house – which is common place and often irritating for the neighbourhood as well as the parent who has to deal with the unruly teenager . Shock tactics are therefore used in a positive way in order to capture the attention of young people and to tell them that their behaviour and actions are wrong and should not continue . http://www.telegraph.co.uk/news/uknews/law-and-order/2140278/Underage-drinking-in-Britain-among-worst-in-the-world.html . This telegraph article highlights that teenage binge drinkers are among the worst in Europe – a concern for every member of the British public .The use of shock tactics can be an example of a moral panic – whereby articles published every where are intended to create an emotional response in this case anger and worry of the older demographic . This is a negative representation of the youth and is partly why tax on alcohol is going to be raised … in order to try and reduce the intake of “cheap” alcoholic drinks . The Advert is successful in promoting the idea that teenagers do not realise the consequences of drinking beyond their limits ‘Alcohol know your limits ‘ is the slogan used in order to state that the right amount should be consumed and not more . 

question 1 for adverts

Question 1

0 1 Evaluate how each media product represents young people. (8)

As both media products are adverts – they intend to send out a clear and concise message . The first message branded by Adidas is that young people are care free and love to have a good time . Evidence from this can be seen by the use of facial expressions of happiness , kissing and laughter .A variety of quick short shots of the celebrities connote that ‘sporty ‘ branding offered by the brand themselves . As Adidas are a famous and well known sporting label targeted toward the younger demographic of 18-25 year olds . The use of multi-cultural celebrities , shows the positive representations of the society that we live in . The fact that an underwater camera has been implemented for the swimming pool scene creates a sense of free will ,for the people who are jumping into the pool while wearing the trainers: are used for promotional reasons – ‘Buy these trainers’ . The second advert is for public health and the concerns that young people especially teenagers send out when they go beyond the limits of drinking . It’s a negative portrayal of the irresponsible behaviour that happens too often when ‘partying ‘ late till midnight . The youth in this advert has no clue what she is doing , ie her putting on clothes quite clumsily . The bottle of wine is poured without thought onto the floor – this shows that the teenage girl has little control of her actions . Therefore the adverts message is ‘ be careful when drinking .. drink responsibly’ . It costs the NHS millions every year to treat illnesses caused by alcohol intoxication, mainly teenagers who are out of control . This is a negative view of the youth which may cause older generations to think that all teenagers act on the same manner . The clever use of voyeurism is apparent in both adverts – the young girl’s choice of ripped tights and clothing and her style of clothing , the adidias advert with the scenes of kissing , as well as the couples in the bath tub .