Bentley Advert By Haris Ahmed

GCSE Key Concepts (MIGRAIN)

M-I-G-R-A-I-N

M - Media Forms 

I - Institution 

G - Genre

R - Representation 

A - Audience

I - Ideology

N - Narrative 

The key concepts in media studies are the areas you would discuss and considerate whilst analysing or creating an advert. They are the main concepts which make every advert different. The Acronym MIGRAIN can help us remember these concepts. Media forms is the type of media text you are analysing. Institution is the company brand advertising the product. Genre is the way the media text has been constructed. Representation is the choices made to portray in a media text. Audience is the group of people the media text is aimed at which will show some interest in it. Ideology is the set of ideas which show vision in the media text. Narrative is the way events in a story are put together in order to be portrayed to the audience.

3 Examples Of Automotive Adverts

Examples Of Advertisements

1) Toyota Prado

This advert is successful as it aims at a wide target audience and portrays the idea that the product looks good in every aspect and view. The idea that animals and people like it reinforces this very well. The slogan "Amazing from every point of view" anchors the advert stating the idea in formal and straightforward way. The use of actors/models is not exposed in the advert but normal and working class people are shown in the advert maybe to show what type of social demographic class will like and buy the product. The actors portrayed are looking at the car in different places which reinforces the use of the slogan. The colours used are very creative and are realistic. The safari represents the habitat of the animals and the cityscape represents the habitat of the target audience. The sky in the background provides a good contrast to the two locations and the silver car making them stand out more. Silver connotes luxury, purity and coolness.

2) Mitsubishi L200

This advert is successful as it emphasises the USP of the product in a creative way. The large image of interior compared to the small exterior emphasises and suggests that the inside of the car is much bigger than you expect. It also reinforces the slogan, "you'll feel bigger inside" portraying a double meaning. The extreme word bigger represents two things; one that there is more space inside the car, and the other that you will feel bigger and better when driving the vehicle. The measuring scale on the side of the advert also adds to the effect suggesting the large size of the inside. This advert uses colours like grey which connotes coolness, and luxury representing that the car is comfortable.

3) Chevrolet Captiva Xtreme Limited Edition

This advert is successful as it has a clear and obvious purpose and connotation. The car is in a small background of mountains suggesting that the car is more significant and important then the location of travel. And thats where the slogan comes in, "Don't let nature, make you feel insignificant". The slogan anchors the whole of the advert representing that nature will not make you feel insignificant if you are driving the product. And that is the USP which makes it unique within its industry. The silver color found on the car connotes luxury and uniqueness. it is also limited edition which is another unique selling point.

Typography - Serif & Sans-Serif

Typography:

Typography is the design of typefaces which allows us to communicate differently. Typography has to be picked for the right purpose and should communicate what is written more easily or with effect. Typography consists of typefaces used to portray text and add a special effect to the text making it more  effective and persuasive. 

Choosing the best typeface can be difficult, especially due to the fact that hundreds of new fonts are created every day. One of the major typeface classifications when choosing a font is if it is serif or sans-serif. 

Type is a persuader, it makes the reader wonder and become encouraged by what is said. It attracts the readers attention and sets the style and tone of a document. it shows colours and has a meaningful effect on how the reader interprets the the words and typeface. It also emphasises the feeling of the page without the reader reading to interpret it.

TYPE IS: (http://www.will-harris.com/use-type.htm)

• TYPE IS YOUR PERSONALITY ON PAPER
• TYPE IS IMAGE
• TYPE IS POWER
• TYPE IS COMMUNICATION
• TYPE IS IMPORTANT

Serif Font:

A sans font is a font which has small decorative lines added to the ends of the letters which completely change the effect and visual view of the words.  It makes it more stylistic, portraying a more traditional look.


Sans-Serif Font:
A sans-serif font is a font which does not have any small decorative lines added to the ends of the letters and so it has a simple and serious meaning.

High Res VS Low Res

Example Of A High Resolution Photo

Advert Denotation And Connotation

 

                  Original Advert                                    Modified Advert

Original Advert

The colours used are yellow and black. The yellow connotes a feeling of sensation. It's associated with joy, happiness, intellect, and energy. The yellow produces a warming effect, arouses cheerfulness, stimulates mental activity in the customers mind. Yellow is often associated with happiness. So it shows the reader that he will feel happy if he buys the product. The yellow is spread out evenly around the advert which makes it look aesthetic. The white is used on the text to create a good contrast to the black  background and it highlights the text making it look important and so it should be read by the customer. White is associated with simplicity so it shows the customer that he will have a feeling of simplicity if he buys and uses the product. The Black creates a dark and bold feeling showing the customer that he will become bold and unique from others if he has the product. The black is associated with power and elegance.

Modified Advert

The new colour red connotes power, determination, passion, desire, and love. The red changes the target audience of the advert from adults to couples. The red creates a romantic feeling in the customers mind. It shows the customer that he will love the product, it also shows that his or her partner will love it too. Red also creates a passion in the customers mind to buy the product. Red is a bright colour and so it looks very bold making the advert more aesthetic.

Colour Psycology - Connotation - Denotation

I have learnt that there are four psychological primary colours - red, blue, yellow and green.

Colour psychology is the effects of the visible light.

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Here are some connotations of some colours:

Red is the color of fire and blood, so it is associated with energy, war, danger, strength, power, determination as well as passion, desire, and love.

Blue is considered beneficial to the mind and body. It slows human metabolism and produces a calming effect. Blue is strongly associated with tranquility and calmness.

Green is the color of nature. It symbolizes growth, harmony, freshness, and fertility. Green has strong emotional correspondence with safety. Dark green is also commonly associated with money.

Yellow is the color of sunshine. It's associated with joy, happiness, intellect, and energy. Yellow produces a warming effect, arouses cheerfulness, stimulates mental activity, and generates muscle energy. Yellow is often associated with food.

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Black is associated with power, elegance, formality, death, evil, and mystery. Black is a mysterious color associated with fear and the unknown (black holes). It usually has a negative connotation (blacklist, black humor, 'black death'). Black denotes strength and authority; it is considered to be a very formal, elegant, and prestigious color.

White is associated with hygiene, sterility, clarity, purity, cleanness, simplicity, sophistication, efficiency, sterility, coldness, barriers, unfriendliness, elitism. Just as black is total absorption, so white is total reflection. 

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Connotation is the secondary meaning of a word or expression in addition to its primary meaning. It is the suggesting of additional meanings by a word or expression.

On the other hand denotation is the direct or explicit meaning of a word or expression and not any words or expressions that associate with it.

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In media studies we use these key terms and ideas to analyse and deconstruct media texts. We can denotate all the key features of an advert and we can also see what the individual features connotate to help explain its purpose.

I have learnt a lot about colour psychology and what many colours connotate.

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Adverts Aimed At Specific Social Groups

    1) Upper Middle Class

This advert is advertising a luxurious range rover vehicle. The colors red and black create a sensational feeling of being posh. The vehicle itself is very aesthetic. This advert is aimed at the upper middle class as they will be able to afford it. The vehicle is pointing at the customer which creates a feeling of being prosperous if they bought it.

2) Middle Class

This advert is advertising a wonderful Gucci perfume. The model used is attractive so the advert implies that the customer can become attractive too by using the perfume. The contrast of the colors creates a glamorous feeling. The women is standing in front of the distant view of the city suggests that the product is above others and is designed for VIP’s. As the product is not that expensive the middle class will be able to afford it. But it is also aimed at upper middle class too. 

3)Lower Middle Class

This advert is advertising a Coca-Cola drink. The drink is very cheap and is affordable for the lower middle class. The message “live on the coke side of life” implies that the customer can become part of the “rich” or luxurious side of life. The advert is aimed on the lower middle class due to its simple design and style. The colors are appealing and create a good contrast. 

3)Skilled Working Class

This advert is advertising a KFC mini fillet burger. It is very simple and has an appealing look for the skilled working class. The price is written in bold and can be easily identified as they have positioned it good. The price is enlarged as it is very cheap and affordable. The skilled working class can afford to buy this product and so this is why it is aimed at the skilled working class and above.The image of the product creates a sensational feeling to eat it. It is very tempting.

USP

USP

U - Unique

S - Selling

P - Proposition

What I have Learn't About AIDA

~AIDA~

Attention - Attract the customer's attention

Interest - Demonstrate advantages and benefits

Desire - Show that you can solve the customer's problem

Action - Get the customer to take action (buy)

Aida is an acronym used in marketing and advertising that describes a list of events that businesses try to do to make customers engaged with an advertisement.

Attention

Businesses try to grab the attention of the customer. They do this by making the advert stand out from other ones. They make it aesthetic so that you are easily engaged with it.

Interest

To create interest in the product, businesses must highlight its advantages and benefits. A feature is distinct part of a product. A benefit is how that part can help customers. Interest can also be created if a product is unique and is unlike any other.

Desire

Closely related to interest is desire. Desire is how the product is beneficial for the customer. The customer understands the pros and cons of the product. And he compares it with similar products to see which one will suit him best. Desire may grow which will lead to the customer buying the product.

Action

Action is the last phase of AIDA. The customer will purchase the product after completing the 3 phases. Desire triggers action, and the customer will purchase it when the product can fulfill his desire.

I had never heard about the concept of AIDA but after learning about it in my media lessons and on mediaknowall.com, I have fully understood the acronym and how businesses use it to advertise their product effectively.

AIDA Wordle

AIDA Wordle

                                                                     A - Attention

                                                                      I - Interest

                                                                     D - Desire

                                                                     A - Action