Intro to advertising 18.9.19

Convention-the thing that makes up that genre. E.g. horror would have props such as jump scares.
Layout and design- the actual placing of the things on the page.
Mis en scene-everything you can see in the scene (shot).

What is an ad?
It sells a lifestyle that we think comes with the product.
John Berger said that the purpose of an advert is to make you feel unhappy with your life.
The target audience will feel that they too can have the 'ideal' lifestyle just by having this suit.

19 theorists that we must know:

1)Roland Barthes- semiotics, the study of meanings.
sign-anything that can have meaning.
signifiers-the thing that means something.
signified-the meaning that is created.


  • The colours are natural vs bright to show the models as outgoing and yet simple
  • The green and white emphasise the natural theme as well as connoting innocence
  • The twirly and hand-written looking font makes the advert seem as if one person has worked to personally give the audience this product and ad
  • The posture and stance show that they are confident and comfortable
  • The 4 girls look as if they are friends and that they are having a great day out in their stylish clothes
  • The male gaze theory is shown in this ad as the women are showing their legs and are in pretty clothing.

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