Media Education

Contextual analysis.

So, last lesson we started to use everything we learned about the theory of advertising and integrate it with real film advertisements. This lesson we will go one more step further. We are going to look at Contextual analysis by looking at how Coke is advertised in different countries. Here we be able to understand the link between production and audience. Understand the context of advertisements is a key area of something we have learned before! Hmmmm what is it?

Hmmmmm. That is right! Target audience. Consider the Coke commercials opposite. I want to view the Australian and then the Phillipine Coke advertisemtent. Then read the breeze through the Australian Wiki culture tab and the Phillipine culture wiki tab. Click on the links.

From what we understand of Australian culture and Phillipine culture we might be aware that in Australia it is socially acceptable to be dressed in revealing attire but in the Phillipine it may not be. Therefore the advertisers have chosen a different approach when trying to convinnce the citizens of the Phillipines to buy Coke when compared to Australia.

The same can be said as to when and where the advertisemnt may be aired. For example Coke would be remiss if they asked Channel Ten to air the Australian youth centred commercail during the viewing of Better Homes and Gardens. Better Homes and Garden has an older demographc viewer based and therefore would not connect with the advertisement... The money invested in the commercial could be viewed as waste.

However, a community based advertisement such as the Phillipine commercial might appeal to that demographic. Contextual analysis allows an avenue to understand how maketing compaines portay themselves to different demographics. More importanly they also provide social commentary. By investigating the context of the advertisement we can gain a view of society. For just as the opening page suggests: societry is reflected in advertising. That is why it is powerful!

Now I want you to choose out of these multinational companies,

and research the way the product is promoted in different ways to suit nationalities and cultures. Most companies have a press kit on their website. Access that. I do want you to be aware of the economic motivations behind media industries but more importantly I want you describe why the advertising companies change their context. Watch my Video Blog for a little more clarity in what I expect from your video blog. This blog will require some research into the companies and of course the countries the advertisements is being aired in.

Post up a video blog on your research. This is your in class journal activity. Then onto the next activity.

Case study Gender:

Contextual analysis is not solely based on nation states. Contextual analysis can dig a little more deeper than commenting on society as a whole. When contextually analysing a commercials we can find that it can comment on indiviudal apcects of society. Consider these two magazine advertisements.

The Serena William's advertisement depicts a tennis player who exudes power, freedom and the ability to fight for her dreams. She is a portrayal of autonomy: of fremale freedom. This advertisment was made a year ago and echo's societies focus on equality and female empowerment. This is a key issue in all apsects of contemporary society;from work place, armed forces to domestic life.

The opposite advertisement was used in the Fifties. In a time where the freedom of women was highly restricted. In many Western countries women were only just allowed to vote.This adverstisement echoes women's perceived physical inabilities and their reliance on man. It is also indicates food preperataion and therefrore alludes that workplace is at home. This would not be acceaptble in todays society but it was a norm when this advertisement was used. See how advertising can provide us with social information?

Wow, it is getting deep... Where to now?

I want you to be aware of the context that commercials can be made in. You will now create a quesionaire and take an example off YouTube of a typical gender based advertisement subject area such as the cosmetic or beer industry. Think Carlsberg, Revlon. I want you to question your ‘subjects’ based on what we have been looking at so far. Such as:

Gender and how the advertisement positions you as a viewer;
The message behind it;
How the advertisement is trying to purvey its product;
The techniques, codes and conventions used to send the intended message
And whether it was successful or not

This questionnaire will have to be conducted during break. I also have a number of teachers that have agreed to being questioned. Realising that people will comprehend the message in your chosen commercial differently is important to realise. It may lead to links as to how people view aspects of society differently. In your questionnaire I want to see evidence that you understand the film techniques used to purvey the advertisers message. Use the techniques as a question for your subjects, asking them why they think advertisers use such mechanisms and whether it was effective or not. Ensure that you conduct your interview with a variety of audience groups to increase the validity of your questionnaire. (Hint hint, teachers supplied.)

I then want you to put the results in your journals along with the questions. Remember I want you to see the broader issues at stake here. This questionnaire is not just an issue of using gender to reap rewards but how society is reflected in it. Then I want you to debate your fidning in the link below
(quick topic). Comment in your journal how you feel about everyone elses comments. Onto the next activity.

DEBATE AWAY!

Discuss MEDIA! Is Using Gender in Advertising Good or Bad?

Media Marketing Madness