1. Media Forms: How does the advert use codes and conventions to appeal to its audience?
The way in which the advert uses codes and conventions to appeal to its audience is by showing the product. This helps appeal to its audience as they are trying to sell the products so that the target audience can see the products and the way in which it is used. There is a clear background and then just hands showing the products. Having a plain background helps appeal to its audience is because at the beginning of the advertisement all the viewer sees is a plain white background and then the Newspaper. The advertisement also uses a voiceover. This is also a good technique to use to appeal to its target audience as it tells the viewer about the product and the way in which it can be used. For example the voice over says at the beginning of the advert:”This is the Sun Newspaper. This is how you open it”. Everyone knows how to open a newspaper but by the narrator telling the viewer this is showing that they are trying to break down the Newspaper so simply so that it’s easy for everyone to have. In the advertisement they do not show the price of the Newspaper but they just show one hand giving money to another, and explain to the customer that they get what they pay for. The hands show that they are giving 20p’s, so this tells the target audience that it doesn’t cost a lot of money as they are not using pound coins. On the front of the newspaper you would usually have the price of the newspaper however, in the advert it does no show the price. Most advertisements use a role play in their adverts however, this advertisement throughout the whole thing just shows a plain white background and all qualities of the magazine; sports, gossip, games, music and x factor. They also show a recycling sign at the end. This would appeal to its target audience as the whole world is worried about being green and if an institution is shown to be playing a part in reducing their carbon footprint, this would have a positive effect on its audience.
2. Representation: How is new technology represented in the advertisement?
In the advertisement technology is shown as a negative thing. Usually with Institutions all three platforms would promote each other, however this advert does not. They just show the Print which is the actual newspaper. The advert shows that technology which is Broadcast and E-media as a negative. This is done because in the advert as they are showing the qualities of the newspaper they say: “Sports spread on a wide page rather than squinting trying to look at sports on a small screen”. This is telling the viewer that if they were to look at the news on either Television or the Computer it would not be as clear and easy to look at than what it would on a newspaper. Also during the advertisement whilst they are telling the target audience about its features it shows the E-media as a negative thing; “Instead of waiting for a story to download”. This represents the E-media as a negative form of receiving news as you would have to wait for the computer to load whereas with the Newspaper it is all there without any hassle. They represent The Sun Newspaper’s technology to have improved; this is because they show the new ways in which they have printed the newspaper is better than what it used to be, using new technology. An example showing this is the images are in 3d high definition using better technology. Also Stories aren’t printed sideways; they would have used better technology actually making the newspaper to show that they are able to meet the needs of the customers. Overall in the advertisement they do not represent technology is a positive way because they are trying to promote the Newspaper which is print, and doesn’t involve using technology to enable people to hear about the news of the worlds.
3. Media Institutions: What does the advertisement tell you about the values and ideologies of the Sun Newspaper?
From looking at the advertisement and the way in which it is represented to the viewer it shows that the Sun Newspaper has dominant ideology. The reason I think this is because as the voiceover is showing all qualities of this newspaper majority of the contents in the newspaper appeal to men. In the advert it shows that it has 2 double page spreads of just sport, they show the music page which has a big picture of Rihanna wearing skimpy clothing; this related back to women being interpreted as sexual. This shows the dominant ideology. Throughout the whole advert no faces are shown just hands are used, and it is clear to see that all hands that are holding the newspaper are male hands, it does not show women hands. The Sun Newspaper on Page 3 also has a picture of a half naked woman, this is not shown in the advert as this specify that the newspaper is for men, showing dominant ideology and women as inferior and represented sexually.
4. Audience: How does the advertisement appeal to its audience?
The way in which the advertisement appeals to its target audience is by showing all the qualities. From looking at the advertisement this tells me that the target audience for the newspaper is males from the age of 15+, of social class E, D, C1 and C2. This is because the newspaper shows that it is about gossip, TV shows, football, music and women. People in these social classes are either students, unemployed, un-skilled working class. The reason it would appeal to them is because they would be less likely to want to read about business and the government. They would want to know about celebrity gossip, music and football. This would not be targeted at people in the Social class of A or B as they are the high working class; doctors and lawyers. A newspaper that would appeal to them would be The Guardian as this newspaper is about business and current affairs. The reason why this newspaper would appeal to men more than woman is because the contents of the newspaper which are shown in the advertisement, is shown to appeal more to men; football is more associated with men than what it is women and it is shown that the Newspaper has two double page spreads of sports. On the music page which is shown it shows a big picture of Rihanna wearing not a lot of clothing, this represents woman as sexual. This would appeal to a male. Throughout the whole advertisement it is just a plain white background, the newspaper and hands holding it. All the hands which are shown in the newspaper are all male hands. This shows that more men would read the newspaper as there are no women’s hands shown in the newspaper. Also which is not shown in the advertisement is that on Page 3 of the newspaper it has a half naked woman topless, this is targeted and men.
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