AUDIENCE

A target audience is a group of people in which a product or service is aimed at. In marketing and advertising this is referred to as a target market as companies and businesses aim to find strategies to sell their product or convey their service. Defining a target market is the first stage in marketing as it is what makes the product successfully publicised. Through the psychographic segmentation table and the demographic table, businesses are able to define its target market effectively by applying codes and conventions which will achieve desired results.

When a media business is defining an audience there are some factors they must consider before referring to it as a 'target audience':

• Age
• Gender
• Race
• Sexuality
• Occupation
• Religion

The demographic table is used in marketing to classify an audience into age, class and occupation. Demographics are divided into six bands; A, B, C1, C2, D and E, which consumers fit into according to their job and status in which media companies follow and refer to ensuring that the product/service appeals to the right consumer. 

Advantages of the demographic table:

• Categorisation is easy as it is simple and the groups are distinctively different

Disadvantages of the demographic table:

• Classes overlap therefore some fit into more than one category

The psychographic segmentation table is divided into seven groups in which they are divided into groups based on their lifestyle and personality characteristics.

Advantages of the psychographic table:

• More variety within groups with more description

Disadvantages of the psychographic table:

• Personalities of individuals may overlap over sections

This One Direction perfume advert is aimed at an audience who is lower in the demographic table therefore in groups C2, D and E. The reason for this is because the perfume has a young target audience therefore financially less stable. Also, as it is a celebrity perfume, upper classes and higher occupations will prefer to go for a branded perfume, this was evident in my primary research results, an older audience chose expensive well known brands. The psychographic for this advert is aspirers and mainstreamers as the target audience is young and seeking security through the celebrity endorsement.

TV SPONSORSHIP RESEARCH & PLANNING

RESEARCH FOR TV SPONSORSHIP:

TV sponsorship's range in varies of ways for example on air through a single programme or strand to a long term integrated partnership with content from well known brands. The aim of TV sponsorship is to engage the consumers either through product placement, televised events, competitions and promos. Their popularity and perceived values can rub off on the consumers by promoting messages that are associated with the programme that the sponsorship is sponsoring. TV sponsorship's do not only sponsor programmes but sometimes whole channels. 

Love Island which was a summer TV series on ITV was sponsored by Superdrug. The message that the TV sponsorship was conveying was based around the products that the Islanders within the programme were using as well as the programme. As seen in the first image, a man is looking at the female which reinforces the genre of the series. This sponsorship worked as celebrity endorsement showing the audience that their products are good. Also, as the TV programme had a 2.6 million viewers, Superdrug increased their sells.

This is an example of X-Factors TV sponsorship which shows viewers dancing and enjoying themselves to music, this implies and reinforces what the show is about as it is a talent show. Also, as it a family show, the tv sponsorship uses a diverse audience from different age, gender, class groups.

PLANNING FOR MY TV SPONSORSHIP:

My TV sponsorship will follow similar conventions to the Superdrug sponsorship for Love Island. As seen in my first storyboard, I will have perfumes and mise en scene linked to smells with a blurred couple in the background. The blurred couple represent the conventional perfume advert of love being a theme, and the connotations that if you smell good people fall in love with you. As seen in the second box, I will put emphasis on the products by taking the couple out the shot. In the last shot I will either fade it to black or white and with text coming up on the screen of the productions name. The shots I may use for my tv sponsorship will vary from mid shots and close ups.

The programme which my TV sponsorship will be sponsoring is Love Island on ITV. The reason for this is because Love Island is aimed at a young demographic audience which is the target audience for my perfume. Also, as I will be advertising perfume for her and him, it is all about self appearance therefore attracting the mainstreamers and aspirers who are seeking to better themselves and aspire to be like the islanders on the show. Further to this, the TV sponsorship for Love Island is already beauty based as it is Superdrug, therefore I believe Love Island is most suited to the product I am aiming to advertise.

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RADIO ADVERTS RESEARCH & PLANNING

RESEARCH FOR RADIO ADVERT:

Most commercial radio stations make most of their revenue by selling airtime of promotions and radio advertising. These radio adverts are referred to "spot commercials" which last about a minute. Radio adverts are successful in many ways as it is an intimate way of conveying a message. Many people listen to it alone during their daily activities such as when they are jogging/driving. Through radio advertisement, listeners are able to develop a relationship with their favourite stations by bonding with similarities. Also, each radio station has a different audience demographic, therefore listeners choose what radio station is mostly suited to them and the advertisement that reaches them satisfies their gender, age, and economic status.

Disadvantages of Radio Advertising:

• Radio advertisement cannot be reviewed, once it plays it is gone, therefore if the listener has missed out on some information they cannot go back
• Radio adverts do not have a visual product to show the audience what the product/service is. 
• Listeners may switch radio stations when commercial come on therefore advertisements are not as successful.

Nina Ricci Perfume Radio Advert:

The Nina Ricci radio advert is a 30 sec advertisement which has an diegetic song called "Unforgettable" playing along with non diegetic voice over in which a man with a deep voice talks about the perfume. The language used in the dialogue is specifically used to describe the perfume. The man referring to the smell as "lingering" shows that it is a long lasting smell. Also, the voice over towards the end says "Makes you" and the song lyrics finish it off by saying "unforgettable". 

The covert message behind this radio advert is that once you use this perfume

(Nina Ricci) you become 'unforgettable' because of how good it is. This caters to its female audience by aspiring them and making them believe that they are better once they have it.

PLANNING FOR MY RADIO ADVERT:

Similarly to this, in my radio advert I will make sure to use an instrumental sound in which the dialogue will work well together. The reason for this is because it will activate the listeners sense of smell by allowing them to have a visual imagery of what is being described. The language that I will use in the radio advert will ensure to draw the listeners into what my product is. The script of my voice over will use descriptive language.

QUESTIONNAIRE RESULTS

Questionnaire results from sofiamazmanidou

PRIMARY RESEARCH - QUESTIONNAIRE

Through these 10 questions that I have included in my primary research questionnaire it will be beneficial as it will give me a clear understanding on who my target audience will be. Also, I will be able to identify their psychographics and demographics.

AUDIENCE RECEPTION THEORIES

Audience reception theories from sofiamazmanidou

ANALYSIS OF EXISTING PERFUME ADVERTS

The two adverts that I have analysed above have inspired me create something similar when producing my adverts. Despite being print advert, they both adverts consist of similar conventions that I have shown in my drafts of my planning. 

The advert for Armani Code Colonia has inspired me as it is simple, yet shows similar aspects and conventions that I am planning onto adding into my own advert. For example, the shirts portray masculinity and professionalism creating the "perfect man". When planning and actually filming my own male advert, I will ensure to use similar mise en scene as I understand that it is conventional to successful males. Also, I will use similar hair and make up meaning that I will have no make up on my actor or minimal, this is because I believe that I need to portray my male as masculine. The setting will either be a green screen as I will be able to manipulate the setting when I am editing or I will use a males bedroom.

INITIAL IDEAS

This is my first planning draft for my perfume advert, which is targeted at a female audience aged 18+ from different demographic backgrounds. The psychographic audience for my product will be mainstreamers who are seeking to better themselves through brands as well as aspirers who are seeking status orientated around their image and appearance. As the product is a female perfume the possible brand names are- temptation,Sonia, or Amor. The reason for this is because the idea of temptation is that it tempts the audience to buy the perfume. Amor translated to Love is a possible brand name as it is very feminine and loving. My slogan will either be "Every woman has two sides" which has a covert message that with this perfume you will be innocent and simple, but also sexy. "Good for you" also works almost like a USP, that a woman needs something that is good for her. The cinematography for my advert will vary but some shots and angles that will be used are close ups, mid close ups, establishing shots and low angles. The close ups will be used mainly to advertise and make it clear for the audience what service/product is being promoted. A mid close up will be used to show the female actresses facial expressions. The establishing shot will introduce the audience to the setting of the advert and the low angle will create sexiness on the female character, appealing to the target audience by aspiring to look like her and feel sexy. The mise en scene for my advert will be simple. The location/setting will either be in the city with big buildings or just with a single colour background - either black,grey or white. The lighting that will be used for my advert will be mainly high key lighting to make the brand visible but low key on the female. The props that I will use in my advert will be- the perfume, flowers, make up as they all portray femininity and goods which interest women. Possible song choices for my product will be "High for this- The Weeknd", "Good for you- Selena Gomez", and "Hands to myself-Selena Gomez", the reason for my possible song choices is due to the conventional narrative of already existing perfume adverts. The use of slow music will work well with my mise en scene and cinematography. Finally, the style of my advert will either follow a dramatic narrative to dramatize how good the perfume is. The form of my advert will be realistic.  

This is my planning draft for my second advert which is a perfume targeted at a male audience aged 18+ from any demographic group. The psychographic audience for this advert will be mainstreamers and aspirers who are seeking ways to better themselves by keeping up to  date with the newest brands. The possible brand names for this product will either be Temptation, A class, or Gents. The reason for the name Temptation is because it could be a perfume for him and my above plan for her. Gents represents the idea of masculinity and the type of men its for. A-class is a covert message to say that once you buy this perfume you become a top man. My slogan for this advert will  be All A Man Is, to indicate that he is everything he can be. The cinematography for my advert will be close ups of the product as well as the male/s who will be part of the advert. This is to ensure that the audience are aware what the product/service I will be providing them with is. Mid close ups will be used to show the males costume and their facial expressions. An establishing shot will show the audience the location and setting allowing them to relate to the advert. The mise en scene for my male perfume advert will be similar to my female perfume therefore simple. The setting for it will either be in the city or in a black,grey or white background to make sure it looks professional and similar to already existing products. The lighting for the advert will be high key as well as low key. High key lighting will be used to make things like the brand clear and the males features. Low key lighting will be used to create a darker atmosphere and make the audience feel a certain way. The props that I will be using for this advert will be the conventional things a man has and needs, for example, a watch, a suit and the actual product. The style of my advert will be dramatic to show what effect the perfume will have on the consumers. The form will be realistic just like my female perfume. Both adverts will be stand a lone but the same service.

CODES AND CONVENTIONS

Codes are the use of signs which are used within an advert to create meaning. These could be divided into two-symbolic and technical. Technical codes use equipment to tell the story. This is done through cinematography. Symbolic codes on the other hand, are actions or the way something has been positioned to make us feel a certain way. For example, the actions of a character reflects how they are feeling. Some codes fit both technical and symbolic, for example music/sound. Conventions are what we as the audience convey and  interpret from the codes that we are presented to.


Codes and conventions consists of:

• Cinematography (Camera shots and angles)
• Iconography
• Editing
• Lighting
• Sound
• Music
• Computer graphics
• Special effects (SFX)

In this Apple Music advert we are introduced to James Corden who is a comedian in which the advert immediately becomes parodic. In this, James is trying to come up with ideas of what the new Apple commerical should be like. He suggests many famous people to be part of it, for example Justin Bieber, Spice Girls, Pharrell. The reason for James Corden being chosen to advertise the Apple Music App is due to his popularity and success within The Carpool Karaoke in which has a mass audience watching.Through celebrity endorsement, Apples aim in this advert was to attract a mass audience as well as have a population rise with a diffrent socio economic and demographic, whether they like Pop music to Rock or are an older audience rather than young. The use of cinematography remains simple throughout, most shots are medium close ups of James Corden and the 3 Apple workers in which they constantly jump back and forth through the editing technique of shot reverse shot. This shows  us the conversation they are having and allows us to understand better. The use of close ups reveals to us his facial expression and creates a funny atmosphere as the pace is quick. The extreme close up of the lady holding the iPad zooms into the Music App and their brand identity is evident as the audience recognise it.The lighting used is high key as the advert is bright, this conveys the message that it is a positive advert and confirms to the humorous style that it belongs to. The diegetic sound of their dialogue is evident as it allows us to hear James ideas and their conversations about it. In addition there is non diegetic sound of varies of songs playing as the celebrities names are mentioned. The covert message behind this is that we hear teasers of the songs that could be found in Apple Music.  is used towards the end where we see James driving in the desert with a covertable car as well as when he is standing on the edge of the ocean. We know that the shots are green screen generated as he wouldn't jump into an ocean with 40 million Apples. The purpose of this was to show that Apple has 40 million songs on their app that they are able to offer. Also, the apples in the ocean symbolise their brand as it well known.

CHARACTERISTICS

USP, also known as a Unique Selling Point is a factor or consideration which presents the ideology of the seller that their product or service is better than another companies. Each company has a technique or characterstic which they use constanly when advertitsing.This is to enhance and make sure that their products or service remains with the audience in order for their product to be remembered and valued.

Examples of advertisements and their USP:

Both KFC and McDonalds are known as one of the best fast food places to eat. KFC is familiar for its delicious fried chicken and McDonalds for varies of their meals, for example their burgers and wraps. They both offer reasonable quality of food that their consumers buy and enjoy. McDonald's unique selling point is their famous slogan, "I'm lovin' it" which everyone recognises alongside the letter M next to it. The aim of their slogan is that through buying their goods you will be "lovin'" everything that they make. It has become so successful that when advertising their new recipes, their brand identity does not even need to be mentioned. Similarly, KFC's slogan "It's finger lickin' good" implies that everything that they distribute to their consumers, is so good that they lick their fingers. However, McDonalds has had a greater success, their slogan has stayed the same since 2003, whereas KFC is constantly changing. This shows that KFC's unique selling point isn't strong enough therefore they change it to something generic everytime.



The unique selling point of Nike which is "JUST DO IT" is a successful slogan which we as consumers immediately associate with Nike rather than any similar brands. Once we see the tick by itself, or just the slogan we are aware to who this advertisement belongs to and this is due to their success. This benefits the sellers of Nike as they are advantaged over similar brands like Adidas, Puma, Reebok and so on. "JUST DO IT" implies that once you see their footwear, clothing and services which they are in charge of, you will just want to buy them. The covert message passed on by them answers your internal questions of "Should I buy this?"- JUST DO IT.

FORMS OF ADVERTS

Realistic- A realistic advert is the representation of an advert which has a real life narrative in order to make the audience believe the product or the service they are providing is right for them. In this Daz advert,we see that it has been recorded live therefore makes the advert very realistic for the audience. It shows that there hasn't been much rehearsing as well as editing. Moreover, the use of celebrity endorsement (Danny Baker) not only shocked the audience but the women who is being challenged for her white clothing. The aim of this advert is to present Daz as the best washing powder, by using celebrity endorsement, it is to verify and send out covert messages that even celebrities use Daz. The conventional target audience for this would be females as they are mostly associated with roles within the house, however some males may break away from the conventional idea. Through the use of celebrity endorsement, Daz may have broken the stereotype of cleaning being a female role. The psycho-graphic of this advert are aspirers and mainstreamers who seek security and status by being in favour of family brands, like Daz. The demographic of this advert differs from A-E, however within each demographic consumers may favour a different washing powder. A disadvantage of realistic adverts is that it can be deceiving, despite the minimum editing in this specific advert there has been a pre-rehearsal as well as editing. 

Non-realistic- Unrealistic adverts use fictional/unreal situations or ideas which engage the audience by making them either wonder how it is done or make them laugh. In this Cadbury advert the two children are wiggling their eyebrows to the beat of the soundtrack. This attracts the audience by making them laugh and wanting to continue to watch it. It isn't realistic as it has been edited with CGI.The slogan in the end of the ad "A glass and a half full of joy." implies that if you buy their chocolate bar you will be as happy as them. The demographic for this product is anyone from A-E as it is a Cadbury chocolate,which is popular among a large group of people with flexible backgrounds. The psycho-graphic is mainstreamers because they favour value of brands that are well known. The disadvantage of using non realistic adverts is that viewers may not believe in the product that the advert is promoting because it is not realistic. In this particular advert,viewers from higher status or job may find it silly therefore will not continue to watch it.

Documentaries- Documentary style adverts attempt to document reality by informing or teaching the audience about what they are advertising. The documentary style can also be parodied and is often referred to as a mockery. In this Dogs Trust advert, a man is documenting every day of the week what happens to a dog. This creates sympathy as the consumers feel saddened through the information we find out.However, in the end gives the audience a solution on how to fix the problems that dogs face. This advert caters for animal lovers and in this specific advert- dog lovers. The psycho-graphic group for this advert is mainstreamers who seek security in their dog by not wanting them to get harmed. Also, as dogs are part of a household therefore mainstreamers want the safety and care for their pets as they value them. The demographic group for this advert varies from A-E as there is it is flexible. Both genders could be lovers of dogs from any race,location or employment status. A disadvantage of using a documentary to promote or pass on a message is that viewers may believe that they are not genuine. The donating money that often appears on the screen is for the beneficial reasons of the company rather than the safety of the dogs or whatever they are raising money for. This would make the purpose of a documentary advert less significant as viewers may dismiss it.

Series- Some advert campaigns use a series of adverts to advertise and promote a brand, product or service. For example the famous BT adverts which have a continous plot to their series adverts. Through using this form, it has a massive benefit for the company as the audience await for the next part to their advert therefore their adverts have a successful message towards the audience. By having a story/plot, the audience feel closer to the brand or company as they are able to have compassion towards people within the advert,in this case Adam and Jane. The psycho-graphic  for this ace

Stand alone-  Most advertisement are stand alone, these forms of advertisement promote a product or service and do not link to any already existing adverts. They are original idea for that specific brand, product or service. This THINK! advert does not link to any other existing adverts. It projects an covert message which is to wear a seat belt. This has a strong impact on the audience as it makes them fear of what could happen if they don't wear their seat belts. This message then remains with the audience,reminding them to wear their seat belts. 

Talking heads- Talking head adverts have people talking about the specific brand or product that is being advertised. They give positive feedback of the item to show the audience that they will be receiving a good genuine product as it has been tried by previous people. In this advert, she says "For a healthier mouth start with Day 1", they are advertising their product by saying that they will be healthier than they were. This is important because everyone cares for their health. Also, by showing the dentist in the end who is happy with her progress, it creates a sense of 'realism'. This may mislead the audience to think that Oral B does have such a big impact. However, many people however realize that talking heads manipulate the audience/consumers. This caters to a mass audience, as brushing our teeth is an important everyday feature that everyone should partake in. The psycho-graphic audience for this advert are aspirers who are inspired and impressed through the results of this toothpaste and want to have results as the actress in the advert. Also, mainstreamers who seek security in themselves and their appearance will want to purchase this family brand. The demographic group for this Oral B advert varies from high jobs to lower as it is an affordable toothpaste. A disadvantage of a talking heads advert is that it is generally referred to as biased as they all give good feedback of the product and never criticise. Moreover, this shows that it is rehearsed and acted out from a script rather than genuine response of a consumer.

Animation- Animated adverts are adverts which have been edited either by 2D images or through CGI throughout. They are like cartoons often aimed at a younger target audience. They are most popular during the Christmas time as they create warmth and happiness. This Sainsbury advert is an example of an animated advert as it shows a varies of families enjoying Christmas with products from Sainsbury's. This advert will appeal significantly to a young audience as the animation makes it look like a cartoon and stereotypically young children are mostly excited for Christmas rather than an older audience. The psycho-graphic for this varies from mainstreamers to aspirers and explorers. The reason for this is because, the advert focuses on a happy celebration in which families tend to get together for a nice meal. Mainstreamers seek security and are sentimental about family brands and offering to the family. Through this Sainsbury advert, it gives them idea about what could be put on the table, and it can all be found in their supermarket. Aspirers are materialistic and focus on their image,the adverts refers to "finding the greatest gift" which may aspire them to Christmas shop at Sainsbury's due to this advert. The demographics of this advert vary as the advert focuses on varies of products that could be found at their store. Each demographic group (A-E) can find something that is most suited to them and their budget. A disadvantage of this advert is that it does not show what exactly is being advertised until the end. Viewers may find it confusing and may lose patience. Also, as it is animated, some viewers may lose interest as it is child orientated. 

STYLES OF ADVERTS

Parodic-These style of advert tends to make fun of an already existing advert, or by imitating it to criticise them. For example, in this IKEA advert, they are using exactly the same format as Apple to advertise and promote their catalogue. This is a significant way of advertising their catalogue as Apple is a successful multi national corporation which are well known by a mass target audience, therefore through the use of their format they are aiming for a mass audience. Through this advert,IKEA is drawing negative attention towards Apple and pointing out their flaws and disadvantages as a company but through mockery. In addition, they are using small satirical advantages over their product by ironically saying, "eternal battery life" as a mass audience know that Apple products have a bad reputation with their batteries. Through this parodic advert, IKEA is formulating a bond with the audience to make them pick up this catalogue and see what they have to offer as a company. This satisfies and caters the audience through the materialistic domestic goods they have. The audience for this IKEA advert are people who belong to any of the demographic groups from students to teachers and so forth. This is because they are exploring new ways of meeting their personal needs. The psycho-graphic that this advert appeals to is aspirers and mainstreamers. This is because they seek status by being orientated to their image and personal needs that they associate themselves with. They are looking for ways to better themselves through family brands. A disadvantage of using a parodic advert is that the viewers may not find it funny that a company is mimicking another, therefore will not continue to watch the advert as it may come across unprofessional.

Humour- A humorous style advert entertains and engages with silly jokes or phrases and hooks the audience by making them laugh, although this depends on the target audience as well as age group that they belong to. It is often harmless and sticks in our mind which is the reason why these style of adverts are so successful. In this Cadbury advert we are introduced to the Gorilla who is playing the drums.This makes us laugh as its unrealistic and childish. It creates an entertaining atmosphere and makes us feel as if life with Cadbury is more enjoyable and stress free. Mainstreamers who belong to any demographic group (A-E) will be intrigued by this advert, because Cadbury is known as a popular chocolate brand. It attracts mainstreamers as it is a sentimental feature of life (food). Despite, the advert using a gorilla which is mostly associated with young people as it is funny and childish, the target audience are not only young but anyone who loves chocolate. The audience varies from both females and males of a high management status to pensioner and casual workers as it is flexible. A disadvantage of this advert may be that through the humorous style, the gorilla may cause confusion for the viewers. Viewers may lose patience and not understand what is being advertised as the chocolate comes in right at the end.

Surrealism- This style of advertising consists of characteristics which the audience are not completely sure what the product is. Surreal adverts have a more vivid and artistic narrative creating a dream like effect which interests the audience by making them fascinated of how it is done and the message behind it. This plays away from a conventional advert. The Greek Style yogurt advert tends to follow a similar narrative and style to this. They are introducing a Greek Style yogurt by using the setting of Mount Olympus and Greek mythology. This automatically creates a surrealist idea by advertising their product in an unrealistic way to say that their product is so good it takes them away to "heaven" or a place for "Gods".  This advert caters to its audience by presenting their product as something so good, it takes you to heaven. The demographic audience for this advert vary from (A-E). Audiences from higher jobs/status to lower jobs/status appeal to this product as they belong to the psycho-graphic group of aspirers who seek confidence,this is also implied through the celebrity endorsement in which consumers may aspire to feel and look like her. Also, mainstreams who favour family brands will want to experience the surrealism of this Muller product. A disadvantage of a surrealist advert is that viewers may not be appealed to CGI and green screens as the whole idea of heaven and Greek Gods may be disrespectful to religion. 

Dramatic- A dramatic advert gets our attention and makes us feel sympathy or anger towards it. It engages the audience by leaving us with a dramatic message or service. Dramatic adverts are often advertising serious issues such as bullying,abuse, drunk driving and many more. In this "love story" about Evan, they have used a realistic setting which gets our attention about a cute high school love story. Once they start playing back the advert and showing us what the other boy was planning throughout it we feel angry but sympathies with it. "While you were watching Evan, another student was showing signs of planning a shooting". Despite, beginning the advert in a positive way, the shock tactic and dramatic style hooked the audience,by shocking them with what the actual message they were conveying is. The target audience for this advert would be flexible, as it would be for both male and female students that belong to the demographic group E from any ethnic background. This is due to the fact that gun violence and rebellious behaviour is most popular within the younger audience rather than older audience. Also, through the setting of the advert it depicts that students are more likely to be interested in this concept as they are young and may want to explore life differently to an elder audience. It caters the target audience by making them feel suspicious and prepares them by warning them that these things may happen even in places like school/college.  The gun man in this advert may be seen as struggler on the psycho-graphic profile as he seeks escape from reality and is alienated from all the other students. The conventions of a dramatic advert is that the message that they are trying to pass on comes right at the end, this is a disadvantage as the audience may lose interest or focus and not wait until the message is displayed. 

WHAT IS ADVERTISING?

Advertising is the process of promoting business products, services and information to an audience. This is a form of communication between the manufacturer and the consumer. These advertisements are paid for and huge agencies make a vast amount of profit by creating these adverts and then distributing them in many forms. These forms vary from print media such as newspapers, leaflets,posters to adverts on the Tv, radio, and on the web. It has become an economic force to everyone as it benefits both the manufacturer and the consumer. As well as that, advertisement are part of our urban landscape as they are such a big factor in the business and media industry. This is because by advertising a product it constructs and creates a image for the audience which lures them in whether it is just their time or actually making them buy it.

Examples of advertisement:

This perfume advert is clearly aimed at the female target audience. This is evident through the codes and conventions used within it. The flowers the female is holding are representing femininity as they are stereotypically associated with females. Also, they may indicate what the perfume smells like, therefore sweet and summery. The font of the text "Miss Dior" is also written in a calligraphic font type making it more pretty and delicate. Through this advert, the aim was to let women know that if they have this perfume, they will smell great as well as look like the model, therefore pretty.

This Calvin Klein 'Dark Obsession' male perfume is targeted at a male audience. This is clear through the mise en scene and codes and conventions used. The open shirt suggests that if you wear this perfume you look sexy and females will be attracted to you. By having the shirt unbuttoned it allows the audience to see the models body creating a sexy masculine look. The direct address of the model shows us a clear facial expression of a flirty man despite being serious. This lures the females in therefore making males buy it. The image is black and white creating a simple house style but also portraying masculinity.

What is the purpose of advertising?

The purpose of advertisement is to appeal the selling product to a mass market audience rather than a niche. The more people that become aware to the product or service that is being advertised immediately creates a greater success as well as economic force. Furthermore, convincing the customers that your companies product is right for their needs will sell your product instead of a different companies one.

Other formats of advertisement:

• Television- TV Ads reach a mass audience compared to other formats of advertising as it reaches the viewers when they are most attentive. Also, it allows to convey a message with sight, sound and motion which allows the consumer to get a better idea of the product being promoted.
• Radio- Through radio adverts, the audience is able to hear the same advert again and again as it is not a common way of advertising products. Also, as radio adverts are not time consuming and straight to the point, listeners are more likely not to turn it off but instead listen.
• Print- By advertising through print formats such as posters, newspapers leaflets, it does not force the audience to listen to it or read it, it is a personal choice therefore allows them to use it whenever.
• Public speaking- Public speaking is a direct way of speaking to an audience and persuading them to buy your product. By seeing them and them seeing you it creates a consumer and provider bond bringing them closer to you and vice versa.

How do we examine television adverts? 

In 1961 the Advertising Association established the Committee of Advertising Practice (CAP) which was influenced to draft the British Code which is known as the "CAP Code". They are the sister organisation of ASA by working alongiside each other to regulate. Television adverts are examined by organisations such as ASA (Advertising Standards Authority). Their role is to regulate the content which is used within advertisements, promotions and sales in the UK and explore any complaints that are made. They follow codes that they identify for before distributing anything to make sure they do not mislead by inaccuracy, ambiguity and exaggerating content. If they fail to stay truthful and legal it can get withdrawn. 

This home office advert "Disrespect Nobody"campaign was launched in 2016 to inform young people about domestic abuse. ASA received 216 complaints about it as it "implied only men engaged in abusive behaviours and that the ad might actually prevent male victims of domestic abuse from seeking help." Viewers mostly complained about the language that was used in the advert to describe relationships which may have domestic abuse primarily as one issue. "If you're checking your girlfriends phone." or "if you turn to violence when your girlfriend disagrees with you." These statements focus on males being abusers and females being victims of it. ASA did not uphold the complaints as they believed that there are no specific claims males being portrayed as abusers. Also, different scenarios were used from both females and males.