Tatler: case study

Introduction - Tatler Media pack

1) Look at the Tatler Media Pack. Go to page 2: how does the editor introduce the magazine?

The editor makes it clear that tatler is targeted at rich people and describes her magazine as fabulous.

2) Now go to page 4 of the Media Pack. Focus on the print magazine (NOT tatler.com - the website). List the key demographic details: age, gender %, ABC1 % (social class), HHI (Household Income), % of those living in London and the South East. What do these demographic details suggest about the average Tatler reader?

Average HHI £247,168. Average Age 41. Female 89%. ABC1 90%. London/SE 57%.

3) Look at page 6. What do Tatler readers think about fashion? How much do they spend?

Tatler readers love fashion and often buy something when they see it advertised in a magazine. £843 million spent on fashion this year (2018)

4) Go to page 10. What are the special editions of Tatler that run throughout the year? What does this suggest about the Tatler audience? What about the psychographic audience group that best fits Tatler?

JANUARY                                                                                                                     

Travel Guide

MARCH

Weddings Guide

APRIL

Beauty & Cosmetic Surgery Guide

JUNE

Spa Guide

JULY

Watches & Jewellery Guide

OCTOBER

Schools Guide

(inc. Totler)

This suggests that the tatler audience is very specific with what they like at certain times in the year. Tatler audiences are probably interested in high end expensive things. They probably partake in  activities like horse riding, golf, archery.

Media language

1) What different examples of typography can you find on the cover of Tatler? What are the connotations of the serif and sans serif fonts?

They use serif for the title which makes the magazine seem posh and to represent how old the magazine is. They use sans serif for the cover lines to make the magazine seem more modern and appeal more to  the younger generations.

2) How do the cover lines appeal to the Tatler target audience?

Using certain words on their cover lines will determine what kind of people pick up tatler and who will read it. Because of the age demographic they have to be careful with the types of words and phrases they use and make sure its something that a 41 year old women would be interested in reading.

3) What are the connotations of the Tatler colour scheme on this particular front cover?

The pastel colours used give connotations of rich and classy. The editors and makers of tatler have probably done this because they want their magazine to appeal to rich and important people.

4) How is the central image designed to create interest in the magazine? Find three reasons for your answer. (E.g. the model, the mise-en-scene such as props, costume and make-up, body position, facial expression etc.)

The model on the front cover is a POC this shows that tatler is trying to be more inclusive and keep up with the growing inclusivity of the coming years. 

The model has got very simple makeup on and is wearing jewellery. The ring on her finger looks like a big diamond, this'll encourage readers of tatler to buy this magazine because its probably got things to do with shopping in it. 

The background of where the model is posing looks like a garden with bushes. Most rich, upper class people will have massive gardens with bushes shaped and cut perfectly. The way she is standing shows that she holds some sort of power, status and it also shows that she is independent.                                                                                             

Representations

1) What celebrities or famous people are mentioned on the cover? Why do you think Tatler put them on the cover?

They use Emma Weymouth as their main photo. They have done this because she has a high status and upper class people will recognise her and pick up the magazine to buy it because they know who she is and what she does.

2) What do the cover lines suggest about the lifestyle of rich people in the UK?

The cover lines show that rich British people care about politics, fashion/ shopping, they mention marriage where it says "how the social set get married in a crisis."

3) Looking at the image and cover lines together, what different groups of people are represented on the cover and how are they represented? (E.g. men/women/rich people/race & ethnicity etc.) 

For the main image theyve use a POC who is represented as independent, powerful and at the bottom it says who she is. Theyve used a women on their front cover so that the magazine appeals to women. Women are represnted 

4) Are there any stereotypes being reinforced or subverted? How? Why?

Stereotypes of women are subverted in this magazine because the women is standing alone and looks powerful and independent.

Social and cultural contexts

1) What types of people are NOT featured in Tatler? (Watch the clip above again if you need help with this - the clue is in the title 'Posh People')

Low income people, people placed in a lower class

2) Tatler runs special issues on holidays, spa breaks, cosmetic surgery, watches and jewellery and private schools. What does this suggest about the magazine's representation of life in Britain? 

its very luxurious and brits are quite rich and throw their money away. 

3) What audience groups might be offended or insulted by the front cover of Tatler? 

low income groups 

4) Find three other front covers for Tatler from different months. What issues, subjects or people are regularly featured in Tatler?

January

February

March

Media assessment 2 learner response

 TOTAL: 19

GRADE: 5

WWW: Your Q6 film essay is really strong and close to being top level. Excellent knowledge and judgement shown. The challenge now is hitting that level throughout.

EBI: Revise reception theory and practice unseen text analysis.

        Revise industry terminology e.g. vertical integration etc.

LR: See blog.

Q1: 1/1
Q2: 0/1
Q3: 3/8
Q4: 0/2
Q5:2/2
Q6:13 /20

3) Look specifically at question 3 - did you successfully write about both the preferred and oppositional readings? Did your answers match any in the mark scheme? Copy in one answer from the mark scheme that you could have used.

my answer wasn't detailed enough.

Consistently appropriate and effective use of media terminology

Accurate application of theory throughout.

4) Now look at question 4. Write a definition of vertical integration plus the benefits of it listed in the mark scheme to revise this key industry terminology. 

Vertical integration is when one conglomerate owns different companies in the same chain of production.

Greater control over every stage of the production 

Increasing profit 

 Having complete ownership over creative products

5) Finally, look at your 20-mark essay - question 6. Read this exemplar answer to help give you an idea of what a top-level response looks like. Then, write five points from either the exemplar answer or the mark scheme that you could have used in your answer. This will be excellent revision for a future film industry exam question. 

what the each movie is about

how the pandemic affected the movies release

different genres of both movies

different budget 

what the viewers are expecting to see in the movie.

Represent NHS Blood & Transplant campaign

 1) What is an advertising campaign?

 An advertising campaign is a series of advertisements that share a singular theme, message or idea

2) What is the objective of the NHS Represent campaign? 

to encourage BAME to donate blood

3) What does this advert want people to do once they've seen it (the 'call to action')? 

they want them to donate blood

4) Why is the advert called 'Represent'? 

because lady lesshur and the other famous people in the advert are representing BAME

5) Why have the producers chosen celebrities to feature in the advert? Give an example of three well-known people who appear in the advert and why they are famous - make sure you write their names and spell them accurately.

UK grime artist Lady Leshurr and showcases some leading UK celebrities including record breaking Olympian Nicola Adams MBE, TV presenter and wheelchair basketball plater Ade Adepitan, Chuka Umunna MP and MOBO's own Founder and CEO Kanya King MBE. These people have been chosen because theyre all representing either black or Asian people.

6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?

that the chairs are empty because there arent enough blood doners.

7) How does the advert match the key conventions of a typical urban music video?

the singer is on a roof and its filmed in the streets of london.

8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.) 

there is a disabled man, the advert is aimed at BAME. The main person in the ad is a women

9) How does the advert reinforce certain stereotypes? Could there be an oppositional reading where some audiences would find this advert offensive or reinforcing negative stereotypes?

The football player is male: reinforces gender stereotypes.

10) Choose one key moment from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).

At the end of the advert there is a long shot of the empty chairs. This could mean people are dying because there arent enough BAME donating blood. 

Galaxy advert CSP

 1) What key conventions of TV advertising can you find in the Galaxy advert?

pack shot, slogan at the end.

2) What is the key message the Galaxy advert is communicating about its chocolate? The slogan for the advert will help you with this question.

that galaxy is better than other chocolate. its more elegant and tastes better.

3) Who is Audrey Hepburn and why did Galaxy select Audrey Hepburn for this advert? 

Audrey Hepburn was famous actor in the 50s-60s then she died. they used CGI to bring her back. She was mostly associated with style and glamour. 

4) What is intertextuality?

When one media text refers to or suggests another media text

5) What Audrey Hepburn films are suggested in this advert and how is this effect created (e.g. mise-en-scene - CLAMPS: costume, lighting, actors, make-up, props, setting)?

Audrey Hepburn is dressed in a similar style to an old movie she once starred in. her makeup is done to fit 50s-60s theme.

6) Which of Propp's character types are can be found in the advert and how do they change? (Note: just choose two or three character types that are definitely used in the advert - it does not use all seven). 

at the start the girl is an princess but soon becomes a hero. The guy starts as a hero and ends as a sidekick driving the car. 

7) How does the advert's narrative (story) follow Todorov's theory of equilibrium?

The guy is the hero at the beginning but the end of the advert the roles are reversed when he becomes a sidekick and she becomes the hero. The bus driver is the doner. The fruit on the floor is the helper.

8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is presented. 

Audrey Hepburn is represented as classy and posh because of the way she is dressed and her hair is done so perfect.

9) What representations of gender can you find in this advert?

at the beginning the man is the hero who comes to the ladies aid.

10) How are stereotypes subverted at the end of the Galaxy advert to reflect modern social and cultural contexts? 

The guy is the hero at the beginning but the end of the advert the roles are reversed when he becomes a sidekick and she becomes the hero.

OMO advert CSP blog tasks

 1) What year was the advert produced?

1955

2) How were women represented in most adverts in the 1950s? Add as much detail to this answer as you can as these are the social, cultural and historical contexts we will need to write about in the exam.

In the 1950s women were represented as the weaker sex who had excessive emotions and no jobs. 1950s media represented women as weak and basically told every women that they were supposed to be in the kitchen and married. 

3) How does the heading message ('OMO makes whites bright') and the style of the text promote the product?

The way the text is written is in big letters and the word "bright" has a capital "B" which will immediately catch the audiences attention and will highlight the fact that the product brightens clothes.

4) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of the model used to suggest women's role in society?

In the advert the women styled in a way that women in the 1950s would have. Its brushed and styles neatly despite just staying home and doing house work, the women has lipstick on and has her makeup done perfectly which is telling women that even though they're just doing housework and staying home they have to look good

5) Why is a picture of the product added to the bottom right of the advert?

so when people go to buy it in store they know what to look for.

6) What are the connotations of the chosen colours in this advert - red, white and blue?

America, independence.

7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.

It uses repetition with the words "white and bright" 

8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.

the advert represents women as housewives basically saying that they should stay home and clean.

9) What is the preferred reading for this advert - what did the producers of the advert want the audience to think in 1955?

they wanted the audience to think that their product is the best when it comes to washing powder. 

10) What is the oppositional reading for this advert - how might a modern audience respond to this text and the representation of women here?

Gender representation in advertising

 1) Find three adverts featuring women that are from the 1950s or 1960s. Hint: You may wish to look at car, perfume or cleaning products but can use any product you wish.

2) Find three adverts featuring women that are from post-2000. 

3) What stereotypes of women can you find in the 1950s and 1960s adverts? Give specific examples. 

in the 1050s women are represented as smokers, mothers and wives.

4) What stereotypes of women can you find in the post-2000s adverts? Give specific examples.

The way they dress is very revealing. theyre sexualised


5) How do your chosen adverts suggest representations of gender have changed over the last 60 years? 

in the 40s/50s women were represented as wives and were unhealthy. now they all have perfect bodies

Advertising: Key conventions

 

Part 1: Skittles advert analysis

1) What key conventions of print adverts can you find and what are the connotations or deeper meanings of each convention? For each convention, write about how it communicates meaning to the audience. See the Maltesers advert above for an example of how to do this.

There is a central image and a pack shot to tell us what the product looks like. The image of the skittles packet is floating in the sky which could be indicating that the taste of skittles "gets you high".

2) What is the USP (unique selling point) for Skittles and how do you know? Does the advert use any of persuasive techniques listed above?

The USP for skittles is that it tastes like a rainbow. The advert and the slogan indicates that the sweets taste like a rainbow. The advert uses an imperative where it says "taste the rainbow" its like they're implying that everyone else is doing it so you (audience) should as well. 

Part 2: Advert research

Use Google images to research classic adverts. Find examples for the following and add them to your blog:

1) An advert with a clear brand identity

2) An advert that uses shock tactics or a controversial idea

3) An advert that creates a a strong emotional connection to the audience