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AS Med 2: Advertising & Marketing (A&M)This page contains an outline of the Advertising and Marketing module you will study in Year 12. It includes all of the handouts (which wil be kept up to date as the course proceeds) , plus links to other useful websites (right).
Advertising is a fundamental part of market-based economies like ours. Businesses use it to attract customers, and customers (or audiences) use advertising - in part - to help them make choices about their consumption. It also funds a great deal of the media we use. In the UK, businesses spend around £17 billion per year on different forms of advertising. Television takes up half of that budget, but businesses also use newspapers, magazines, outdoor sites and radio to sell their wares. As a media form it is older than almost any other (Roman entrepreneurs certainly new about appealing to our material wants and needs!). It is also one of the more controversial: it is tightly regulated buy still regularly complained about; it is blamed for the "pester-power" generation of children who are said to demand more and more from their parents; it is also blamed for a growing culture of obesity and dieting at the expense of our health, and rampant consumerism at the expense of the environment. That, of course, is what makes studying it so interesting!
The AQA exam board requires that you study:
Advertisers in Britain are required to ensure that their advertisements are legal, decent, honest and truthful. These guising principles break down into a myriad of different rules set out by the Committee of Advertising Practice. The Advertising Standards Authority responds to public complaints about print advertising and has the power to have ads withdrawn if they breach the Committee on Advertising Practice guidelines. The Broadcast Advertising Clearance Centre vets all TV and Radio ads during production and prior to broadcast. The ASA then responds to public complaints about broadcast ads on behalf of Ofcom. You will find a great deal of useful learning material on these websites.
The social history of women's roles in society can be charted by looking at the advertising targeting at women - or featuring women - down the ages. The History of Advertising Trust has a useful page charting the representation of women, which I have adapted into a paper handout, but you will want to do further research of your own on this area. Use the links on the right to look at some old and new adverts and then consider the following questions:
The analysis of advertising requires us to understand the techniques that advertisers use to attract audience attention, and the lines of appeal they deploy to persuade audiences to become consumers.
Advertising agencies are the businesses which produce advertisements on behalf of the companies whose products they promote. A handout version of the PowerPoint presentation on advertising agencies is available - it's 700K to download. Alternatively, you will find the presentation itself on the school network.
You may find this material useful - it comes from a Year 11 scheme on TV advertising. Note that it does not directly cover other forms of advertising and marketing.
Causing a controversy is a sure-fire way to get your message heard, and charities have become particularly adept at pushing the boundaries.
Companies also use shock tactics: see Benetton and fcuk.
Most of the advertising we have studied has been 'overt' - that is, it presented itself unambiguously as advertising. Covert advertising includes a range of different marketing tactics that don't announce themselves as advertising. Product placement in films, celebrity endorsement of big name brands, sponsorship of sporting events etc. are all examples of covert advertising. Read the Covert Advertising handout. Notes on David Beckham as an example of Celebrity Endorsement Product Placement reading:
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