Advert Analysis 2

Media Language

· Phone Number illustrates the company’s delivery service

· The advert technique being used by ‘Pizza Hut’ is that the pizzas are NEW! This in turn also gives ‘Pizza Hut’ a unique selling point as they have a brand new pizza that no one else has

· The use of bright and powerful colours such as red, yellow, green, white and black are used on the poster. This is used to attract its audience

· ‘SHARWARMA’ is written in large bold yellow typography, with flames and the text is at a slant. The way this has been displayed illustrates that the advert is appealing towards teenagers and young adults as the wording is short, catchy and stylish instead of just solid plain text.

· Fire connotes hot, burning, passion

· Catchphrase- ‘share the good times’ used to show that Pizza Hut is a place where you can share good times with friends and family.

· ‘Pan Pizza’ is a type of pizza served in a pan

Institution

· Pizza Hut, a large worldwide pizza company

Genre

· This is an advert to persuade its audience to buy and eat there pizza’s

Representation

· Hot tasty new pizza

· The fire illustrates that theses pizza’s are hot!, on the other hand it can also represent that these pizza’s are ‘hot’ and that you have to come quickly has many people are already eating them.

· ‘Pizza Hut’ is a mutli-national globalised pizza company and like ‘Coca Cola’ is established world wIde and can be found across the world.

Audience

· The target audience are working class

· Through the catchphrase ‘Share the good times’ it demonstrates that the advert is aiming at families and friends. In addition, in the moving text pizza hut advert it shows a family sitting at Pizza hut smiling and eating there pizza together. This illustrates the current family more out going and eating out.

· Meat vs vegetarian- 1. Receptive- they would look at this advert as ‘wow, looks like a new tasty pizza’, with meat/chicken, 2. Negotiable- Have a unbiased view such as looks like a attractive poster and a tasty pizza but would not eat it if vegetarian, 3. Opposition- This response would appose to the advert and protest about how meat and chickens are being killed and how it is wrong to kill animals.

· The advert looks as though it has been designed to reach teenagers and young adults in particular as there is a lot of bright colours and variety of fonts. Also the use of informal words such as ‘SHARWARMA’. On the other hand a formal pizza advert would just have a basic image of the pizzas with simple plain text stating the pizza and the price.

· Passive- would be ‘injected’ with the idea that the pizza is brand new and tasty

Ideology and values

· ‘Come and try our NEW! Pizza

· The pizzas are hot and tasty and have never been done before

Narrative

· These ‘Pizza’s are ‘hot’ so come quickly because people are eating them

Social

· Working class

· Pizzas are Junk food. This in turn brings in the debate of obesity. Recently proven by the BBC, the UK is the ‘fattest’ place in Europe and is still on the increase. Also a large number of teenagers in the UK are overweight.

· Pizza’s, through past surveys have shown to be one of the most popular foods in UK.

Historical

· Pizza Hut was founded in 1958 and is a well established pizza company.

Economical

· ?

Political

· ?

Other Texts

· Coca Cola

Issues/ Debates

· Advancement in technology

· Obesity

· Meat-eaters vs Vegetarians

Theorist

· ?

Advert Analysis

Media Language

· Denotation- picture of naked women, connotation- ‘sex object’.

· The watch is worn high up her arm rather than the wrist, near her chest, which again suggest that the advert is going by the idea that ‘sex sells’.

· The advert is dominated by images, whilst the text remains small. This could be as images can attract the audience to looking at the advert as it makes the advert more appealing.

· The use of the dark background is used to make the watch; the company’s name and the image of the woman stand out.

· The title has be positioned in line with the watch on the woman’s arm illustrating that the watch is a ‘TechnoMarine’ brand watch that she’s wearing.

· The advert has used a ‘selective advertising’ technique whereby it looks as though it has been edited purposefully to make the watch look good. Another way it could be looked as is that the advertising is appealing to our lifestyles and ‘injecting’ the idea that this watch can make you look good.

Institution

· TechnoMarine, A watch company based in Glasgow (Scotland)

Genre

· The genre is an advert and it aims to promote and persuade the audience to buy their watch

Representation

· The advert is glossy, flash and expensive. This illustrates the watch as being expensive

· The woman has a tail suggesting that she is not a human but an animal. This in turn dehumanises the women and instead illustrated as the man’s pet.

· The use of having a sexy woman represents the watch as being sexy in design

Audience

· Higher middle class white males

· In terms of the user and gratification theory, here the idea could be ‘surveillance’

· Opposition- Feminist would view this as a degradation of women

· A passive audience would be persuaded to buy the watch and believe that the watch does make you look good whereas an active audience would not and understand what/how the advert is trying to sell to them

Ideology and values

· Women are ‘sex objects’

· The watch is expensive

· Appearance is important

· The watch makes you sexy or the watches design is sexy

Narrative

· ?

Social

· The woman appears to have applied make up. This reflects how appearance is important in our current society. You have to be beautiful to have a chance to be in films/adverts and magazines.

· The idea that ‘sex’ sells’. This is evident by looking at the loaded magazine history and how the magazine had to become more pornographic to sell after new lads magazines such as ‘Zoo’ and ‘Nuts’ overtook ‘Loaded’ magazine in terms of circulation figures.

Historical

· Release of the ‘Cosmopolitan’ magazine introduced the idea of women being looked at as ‘sex objects’, rather than just housewives.

· The male backlash- the women is being treated as a ‘sex object’ and in turn it degrades women. This male backlash also reflects patriarchy and how the male has restored the status quo.

Economical

· The watch is expensive

Political

. ?

Other Texts

· ‘Cosmopolitan’, ‘Loaded’, ‘Zoo’, ‘Nuts’

Issues/Debates

· Representation of women as ‘sex objects’ of the male gaze, ”sex sells”

· Appearance is important

· Advancement in technology

Theorist

· Laura Mulvey’s ‘male gaze’ theory is evident.

Psychoanalytical Model- Casino Royale

How does the film address a male/female audience:

Male:

1. It’s a sequence to one of the best nationalistic film series; James Bond.

2. The genre is another aspect. The films all contain action and adventure as Bond, an undercover agent, attempts to save the world.

3. Stunts are associated with the male audience. James Bonds films are famous for their stunts, For example in Casino Royale one stunt performed was when the Austin Martin car rolls over continuously. Also through editing, a variety of shots were used to make the stunt more dramatic.

4. Bond girls. The films brand as whole is a ‘symbolic annihilation’ of women by the use of ‘Bond Girls’ which are in every film and are objectified as ‘sexual objects of the male audience. In addition, Laura Mulvey’s ‘male gaze’ is also evident.

5. Cars and gadgets. In the film Bond has a lot of high-tech gadgets and cars. Again this appeals to the male audience as boys are stereotypically interested in this.

Female:

1. Daniel Craig is an appeal towards women (‘female gaze’) as he does not conform to generic representation of Bond. Women are seen as sex objects in the Bond films, however Casino Royale has a role reversal. In ‘Die Another Day’, Halle Berry is seen coming out of the water in her bikini. This is clearly for the ‘male gaze’, however in ‘Casino Royale’, the roles have been revered as its Daniel Craig who comes out of the water allowing the female audience to look at the male. In addition, the female spectators can identify with Daniel Craig as he is objectified in the same way that women are objectified

2. Bond films are hybrid genres. Romance is one of the many genres used in the film. This genre stereotypically is associated more with the female gender.

3. Female power. Over time Bond films have subordinated women, however over recent time, females have had more equality and power and have taken more active/central roles. One example is the character ‘M’, who is a powerful and dominant character who instructs the missions to Bond. Another example is Halle Berry, who takes an active part in help Bond defeat the villain.

Fresh hope for ad industry on junk food ban

The Advertising industry are intending to have a pre(before)-9pm ban on junk food advertistments. The issuein tacking the obestity problems in the UK. Junk food is a major factor contributing to obestity and the advertising industry are aiming to tackle the problem by not having junk food ads before 9pm. By not showing adverts pre-9pm, kids who tend to go to sleep will not be able to see the junk food ads and therefore not be influenced.

• http://www.guardian.co.uk/media/2007/nov/26/advertising

ITN Launches video on Bebo

ITN will launch showbiz, sports and quirky news videos on Bebo's new video service. Bebo- social media network where friends share their lives and explore great entertainment. Again we can see how companies are using the internet as it allows them to expand and grow further. Also it demonstrates how social media networks (e.g. MySpace, Hi5) are highly popular and why companies advertise and publish themeselves.

Grade: ITV1 to relaunch in 2008

ITV boss Michael Grade said the broadcaster will relaunch ITV1 on the back of News at Ten's return next year. The director of ITV says that the focus of the ITV1 relaunch would be on new programming, although there were no plans to dump shows wholesale or change the channel's branding.

• http://www.guardian.co.uk/media/2007/oct/31/itv.medan

Media Top 100- No.29# Helen Boaden

Job: director, BBC news and current affairs

Age: 51

Industry: broadcasting

Annual programming budget: £329m

Staff: 3,000

2006 ranking: 17

Helen Boaden’s role as director of BBC News and Current affairs is to control the output broadcasted on the BBC News and current affair documentaries such as ‘NewsNight’ and ‘Panorama’. Appointed by the BBC in 1983, Helen has worked in every aspect of BBC News from BBC Radio 4 ‘Today Programme’ to BBC1’s news bulletin to News 24 to online. She is also the BBC’s first ever female director of BBC News.

Other dates:

• 1997- Appointed as BBC's Head of Business programme's


• 1998- Head of Current Affairs (first female to hold this position)


• 1999- MBA (Master of Business Administration from the Wharton School of the University of Pennsylvania


• 2000-2004- Controller of Radio 4 (Radio 4 won Gold Award for station of the Year in 2003 and 2004).


• 2002- Controller of BBC7

She as also been in many other roles including head of TV news Peter Horrocks, Panorama editor Sandy Smith, overseeing the show in its new 30-minute Monday night slot, and Craig Oliver, poached from ITV news to editor the 10 O’clock News on BBC1. In addition her husband Stephen Burley works for the Evening Standard.

The changing shape of the British

Obesity is a BIG problem, just like 'climate change'. Society and our lifestyles are said to be the blame for it. Our current lives consisit of just sitting around watching TV or on the computer and not taking in enough exercise, and eating the wrong 'type' of food. The topic is serious. By 2050, if the current trends continues 60% of men, 50% of women and 26% of children will be overweight. 'It has taken roughly 30 years for people to get the message that smoking is bad' and maybe the same in trying to tackle obesity. Clear evidence of campgains encouraging, children especially, to go out and get exercise. For example, the Shrek characters were used in the U.S. Department of Health and Human Services advert in a bid to tackle the issue and by using children's favourite Shrek characters to help persuade them. (I have already touched on this issue on my other blog: http://chintan-shrekthethird.blogspot.com/2007/09/shrek-health-advert.html)
The evidence that people of the UK are becoming more obese as in the 1950s due to traditional labour-intestive work i.e. ironing, washing, walking to the shops etc. women burned up three times more calories than women of today.
Technology is a big blame for obesity in that by technology making tasks labour saving it requires humans not to work as much and so burn of less calories. Also the arrival of TV changed our lifestyles.
British Nutrition Foundation- "I those days, we ate healthly. Now we have fast foods and convience foods".

• BBC 60'Clock News (Wed 17th Oct 07) and http://news.bbc.co.uk/1/hi/uk/7048763.stm

Turner completes online contents deal

Turner Broadcasting System Europe has announced a number of deals that will see content from its TV brands appear across several online platforms. By TV brands expanding to the internet, it shows how powerful the internet is. Many companies are converting their brands to the internet in order to extended the company life cycle (expand) or survival e.g. TV Hits magazine.

• http://www.digitalspy.co.uk/broadcasting/a77385/turner-completes-online-content-deals.html

'Dispatches' lauches live web debate strand

Channel 4's Dispatches is launching a late night web debate strand next week. Late Night & Live will enable viewers to watch Dispatches and then take part in a live web debate on Channel 4's website, beginning with China’s Stolen Children, which airs on Monday October 8 at 8pm. This shows the media are becoming more interactive with their audiences. Things such as phone in lines and emails are used. For example, Sky Sports News has contact details such as text and emails in which they read out the viewers opinons in topics. The media are being more interactive in that they are allowing their audiences to put their opinions across.

http://www.digitalspy.co.uk/broadcasting/a77030/dispatches-launches-live-web-debate-strand.html

Sky goes public with Picnic plans

Sky has gone public with detailed plans of its proposed pay TV offering on digital terrestrial television. The service, were it to be approved by Ofcom, would be called Picnic and would initially offer three MPEG-2 streams, which at different times of day would carry Sky Sports 1, Sky Movies, Sky One, a children's channel and a factual channel. The reason to why Sky are carrying out with this deal is because. "The launch of Picnic will be a big step forward for customers who are hungry for value and simplicity".

• http://www.digitalspy.co.uk/digitaltv/a76765/sky-goes-public-with-picnic-plans.html

Bloggers silenced as curbs bring internet blackout

• "Its been difficult to get information out because the internet has been closed".


• "The group, based in Norway, said about half of all communications to the rest of the world were blocked by the regime".


• "There were 31,000 internet users in Burma in 2005 in a population of more than 47 million. Today, less than 1% of the population is thought to be online at home, but internet cafes".

This shows how important the internet is in our current times. The internet is the most powerful and dominant form of media. Now it has also become important for recieving the news. In the past we recieved the news from our tv's and newspapers, however since the introduction of the internet, things have changed. Now days instead of having to wait for the BBC6 o'clock news or wait for tomorrows newspaper, the public can just find out all the latest news with just a click of a mouse.

• http://media.guardian.co.uk/newmedia/story/0,,2180971,00.html

TV Hits! goes web only

The teen entertainment magazine TV Hits! will publish its last issue on October 4th. From then on the magazine will go online. 'TVHits! sold an average of 39,098 per issue in the first six months of 2007'. However the magazine is on the decline as an 8,000 drop in readership from the end of 2006' illustrates this. In turn the company wants to "take advantage of the enormous online potential by investing all their resources into a relaunched digital presence". This brings up the debate topic 'Are print magazines/text a dying form of media'. On this evidence, the anwsers yes and this is due to the 'enormous online potential'.
All companies want to continue their life cycle and this is done by making changes e.g. changing a company logo or bringing in new products, For example, first there was KitKat and now there is KitKat Orange, Dark, White, Mint. This extended the KitKat brand and has kept it going. In this case, the way forward for the magazine industry is converting to the internet and becoming more 'digital'.

• http://media.guardian.co.uk/presspublishing/story/0,,2179532,00.html

YouTube gets 'Eastenders' licence

BBC Worldwide has extended its content licence with YouTube to include clips of EastEnders.

• http://www.digitalspy.co.uk/programming/a76289/youtube-gets-eastenders-licence.html

Virgin Media

• Who owns it…people and other organisations involved
  
  Source/s:
  1. http://www.virginmedia.com/about/
  2. http://www.answers.com/topic/virgin-media-inc?cat=biz-fin
  3. http://www.virgin.com/AboutVirgin/RichardBranson/WhosRichardBranson.aspx
  
  Moulded together by NTL Incorporated, Telewest Global, Inc (two large telly giants), added with Virgin mobile gives to you 'Virgin Media' (formally known as NTL) is the UK’s first ever “quadruple play” communications service provider. The company provides Broadband, Digital TV, Phone and Mobile services. Although the company provides its services for the UK, its headquarters’ are in New York. Virgin Media is currently owned by Richard Branson. In addition, outside of Virgin Media, Virgin has also branched into many other areas including travel and tourism, leisure, shopping, school environment, finance and money, health and more.
  



• 
  



• A History of the institution…how has it developed or changed
  

Source/s:

1. http://www.answers.com/Virgin+Media?cat=biz-fin

Virgin Media began as NTL (National Transcommunication Limited) which was founded in 1993. In the mid-2000, NTL were dealt a heavy blow as the telecommunications market had collapsed.


The company were on the down and in 2002; the company had to seek Chapter 11 bankruptcy protection to sort out the refinancing deal as the company were in $18bn debt. In 2004, they exited the chapter 11 protection, and the company made an operating profit. In the same year, NTL went on and bought the remaining shares of virgin.net.


The following year on October 3rd 05, NTL announced that the company had purchase Telewest becoming one of the largest media companies in the UK and in March 2006, the companies completed the merged and re-named themselves NTL: Telewest. This merger between the two telly giants would later become the beginning of Virgin media. And on December 06, negotiations between NTL: Telewest and Virgin Mobile began with the takeover being completed on July 2006. This was the beginning of the first ever 'quaqdruple play' media company, Virgin media providing Digital TV, Broadband, Phone and Mobile services. NTL agreed to adopt the ‘virgin’ name and November 2006, NTL: Telewest announced the name of the company being changed to ‘Virgin Media’ and so the ‘virgin media’ era began.

• The text it produces…give lots of examples

Virgin Media does not produce texts, it broadcast them.

• Information about its finances & income…provide actual data

Source/s:


1. http://finance.google.com/finance?q=NASDAQ%3AVMED
2. http://library.corporate-ir.net/library/13/135/135485/items/257361/Q2-07_Analyst_presentation.pdf
3. http://media.corporate-ir.net/media_files/irol/13/135485/FINAL_VM_Q1_07_Press_Release.pdf
4. http://media.corporate-ir.net/media_files/irol/13/135485/reports/AnnualReport06.pdf

5. http://mwprices.ft.com/custom/ft2-com/html-quotechartnews.asp?subtab=&FTSite=FTCOM&q=VMED&searchtype=&expanded=&countrycode=US&s2=us&symb=VMED&sid=2603006&site=&company=NEW&selected=Virgin+Media+Inc

• Recent developments…how is it responding to the ‘new media age’.
  

Source/s:

1. http://www.virginmedia.com/tvradio/virgin1/preview.php
2. http://media.guardian.co.uk/advertising/story/0,,2176323,00.html?gusrc=rss&feed=4
3. http://media.guardian.co.uk/broadcast/story/0,,2176326,00.html
4. http://www.mad.co.uk/Main/News/Articlex/5c848f35338b4217b137c64ce3f0a16d/Virgin-Media-unveils-consumer-mag.html
5. http://www.answers.com/topic/setanta-sports

Virgin Media vs Sky

On October 1st 07 (next Monday), Virgin Media will be planning to broadcast a new channel titled ‘Virgin Media 1’. The channel will be aiming to compete directly with ‘Sky One’ by having the channel broadcast US shows e.g. ‘The Riches’ (starring Minnie Driver and Eddie Izzard) and dramas e.g. Sara Connor Chronicles. Again, the company are battling Sky just like with Setanta. The channel will also be aiming to broadcast films including a ‘Terminator series’ and factual shows e.g. The Real Exorcist. In addition the channel will be the new home for the Star Trek brand. Keeping in mind that the company’s headquarters is located in New York illustrates that possibly the American influence in our media is demonstrated. In addition, Virgin Media say that ‘this is only the beginning’ as the company aims to broadcast both ‘fresh British commissions’ and ‘US acquisitions’.

Also the next day after ‘Virgin Media’ launches, the company will also be launching a magazine called ‘which again is battling Sky’s recently re-launched magazine ‘SkyMag’ however magazines are said to be a 'dying' form of media.

In addition, ealier in the year Virgin media partnerned with Setanta Sports in a bid to rival Sky Sports News.

Q&A with Sir Richard Branson:

• http://www.digitalspy.co.uk/broadcasting/a76642/qa-sir-richard-branson.html

Virgin to show channel 4 content in HD

• http://www.digitalspy.co.uk/digitaltv/a77218/virgin-to-show-channel-4-content-in-hd.html