Audience and Advertising

Audience Reading

Preferred reading -  this is when the audience respond to the product the way media wants/expected them to

Negotiated - This is when a member of the auidence partly agrees with the product.

Operational - This is when the audience are in complete disaggreement with the products message or settings.

Modes of address

Direct address - speaking directly to the viewer, using ‘you’ or ‘your’ (but not always) this reinforces perfered reading.

Indirect - not speaking directly, more ‘objective’ speech.

Authoratitive - very clear in their message.

Familiar - more ‘chatty’ like they are your friends.

Task: 4 slogans for energy drink

Direct - You! Come Here And Get What You Like.

Indirect - They Want The Best

Authoritive - You Only Want The Best, Purchase Immidiately.

Familiar - Hey Friend, Come And Test It Out.

“This is Abuse- would you stop yourself?” advert

The target audience are teenager both male and females, this advert is made by an organisation called ‘ThisIsAbuse’ to make people acknowlege whether their actions is apporiate or they force their partner into forced sex.

Be Food Smart- Change4Life

I dont think that the government can extremely influence on what the people eat, although they can have minor effects on changing peoples lifestyles and try make them change their eating habbits. The advert used punishment as one of the methods and this makes us what to change our ways to not get the disease. They used logos with many facts to show us the real amount of sugar we intake daily and yearly.

The Starbucks #WhiteCupContest

User generated content is 35% more memberable and 50% more trusted version of advertising, it was a viral contest as it had 4000 entires in over 3 weeks. The good thing about UGC is that it gets shared from one friend to another by them posting it on there social media and it gaining more exposer. As poeple are collectively sharing and liking there ‘white cup’ it is making the advertising strong and also viral working together making the brand expand making people eiher wanting to go to starbucks or wanted to entre the contest.

Another example of UGC is

Key terms

User generated content (UGC) - content made by non-professionals ( Social media posts, Blog, Pinterest etc.), it is very cost effective. Its 35% more memberable and 50% more trusted

Pro-sumer - we are no longer ‘simply’ consumers - we produce our own content. Since the 1980s the term ‘prosumer’ has been used to describe the blurring of the lines between producers and consumers. But the dawn of Web 2.0 (early 2000s) makes this more of a reality for everyone.

Sharable Content - liking, retweet

Collective Intelligence -  This is a concept (used by media theorist Henry Jenkins) that proposes that - ‘Nobody know everything. We all know something. Therefore together we can know everything (or nearly everything…)’

Participatory Culture - today we ‘take part’ with the media, rather than just passively consume it.