Heat CSP case study

Introduction - Heat media pack

1) Heat offers its readers exclusive celebrity news, an all-inclusive fashion and beauty section and "Life Hacks" which includes travel, food, fitness, well-being and homes.

2) Heat keeps their readers up to date with everything going on in the showbiz world, including the lives of famous celebrities such as Hollywood A-list actors/actresses or well-known artists. It fills their readers in on what's the latest to ensure that they are aware of the things that are happening to certain people in those type of industries.

3) Aside from celebrity news and gossip, Heat provides its readers with affordable and trending clothing items and things that are a "must-buy" in the fashion industry. It offers them fashion advice, whether it is inspired from celebrities or street-style; it is also all-inclusive meaning that people of all ethnic backgrounds, body types and sizes can benefit from this. As well as this, Heat supplies their readers with life hacks which covers food, fitness, well-being, travel and homes - all along with their own "unique heat twist".

4) Heat magazine's audience profile is as follows:

• Female: 90%
• Male: 10%
• Average age: 37
• Age profile: 52% are aged between 15-34
• Segment: 50% ABC1
• Marital status: 57% married

Media Language

1) The cover lines are mostly written in a bold sans serif font, which immediately stands out to the readers. They also include rhetorical questions - for example "Is this Harry & Meghan's biggest mistake yet?" in order to fully attract a wider audience and make them want to read it to find out more. It also includes a large exclamation which reads "CAUGHT OUT!", to perhaps make it the first thing that catches the reader's eye and intrigue them, encouraging them to purchase the magazine.

2) The colour scheme on the Heat magazine cover consists of a huge variety of different bright and bold shades of pink, yellow, white and red. The use of these vibrant colours was maybe done to attract attention from audiences. There are many different images which supports the idea that gossip magazines tend to be more busy and packed with an abundance of things to make it seem as though they are bursting with a large range of stories.

 

3) The use of paparazzi photos create a sense of realism whilst also again reinforcing the gossip aspect of the magazine. Most of the facial expressions of the celebrities look neutral or straight-faced, which heavily implies that Hollywood is not all the blitz and glamour that it may seem. This is again shown through the way that most of them are not dressed in the classy or dazzling clothes that they are normally seen to be wearing, again sparking interest as it may show a side to celebrities' lives which are not usually shown through social media.

4) On the Tatler magazine, there is only one main central image as opposed to the Heat magazine which consists of many different pictures of multiple celebrities spread out across the cover. Also, Tatler is made up of a relatively pale assortment of colours, which are mostly pastel, e.g. light pink, white, light blue. However, Heat has a range of shades throughout, with many being bright and vivid colours. Tatler magazine has a central image of their model, in this case Emma Weymouth, who connotes to elegance and dignity especially seeing as her photo was taken by a professional team of photographers. On the other hand, the images on Heat magazines are of celebrities which are taken out of turn or unplanned, therefore it doesn't seem as sophisticated or refined like Tatler is, which shows the audience the clear distinction between the two and which may seem more suited to their liking as both have entirely different design choices.

Representations

1) Heat includes a wide range of celebrities, for example: Prince Harry, Meghan Markle, Victoria Beckham, Liam Payne, Cheryl Cole, Dani Dyre and Giovanna Fletcher.

2) Celebrities are mostly represented in a negative light on Heat magazine, as most of the photos are paparazzi pictures which were taken without consent. Also, the cover lines again support this as they include personal parts of their lives, which are then published for all to see. This subverts the thought stereotype that all celebrities lead perfect lifestyles filled with wealth and luxury - as there is also the side to them filled with countless out-of-pocket scandals and drama which is shared with the whole world, stripping them of their privacy.

3) On the cover of Heat, women are not presented as they would usually be expected to - what with wearing a full face of make-up along with a stylish and neat choice of clothes. Instead, they are shown without an excessive amount of make-up on their faces, messy hair and wearing somewhat normal clothes, such as Victoria Beckham. However, they are shown to be bad or problematic people through the cover lines - which reveal very disreputable parts about them - from being painted as a secretive liar to being involved within an affair.

4) Tatler represents the upper class through the use of their regal and expensive design, along with their choice of model, who is a marchioness. They are presented in a graceful and poised way in comparison to Heat magazine. Although the celebrities on the cover of Heat are all wealthy and upper-class, rather than being portrayed as distinguished, they are instead shown to be improper and discreditable.

Tatler CSP case study

Introduction - Tatler Media pack

1) The editor first introduces Tatler with her own personal positive view on the magazine, describing it as "a fabulously targeted, sensationally accurate rifle shot to the very richest readers in the country". This suggests that it is an extremely luxury, regal, expensive magazine which is targeted towards the most wealthiest citizens. From this, it immediately draws the attention from the audience and interests them to perhaps purchase it in order to see for themselves whether or not it lives up to these high expectations.

2) The key demographic details of the average Tatler reader are as follows:

• Age: 41-years-old
• Gender: 73% female, 27% male
• ABC1: 83%
• Average HHI (household income): £261,572
• London/South East: 70%

These demographic details indicate that Tatler is targeted mostly towards a wealthier audience that are within the middle-aged range. It also implies that it consists of a predominantly female audience, who are interested in fashion and glamour. The audience are also primarily a part of the middle or upper-middle classes, showing that for the most part, Tatler magazine revolves around socialites who do not have to work on a daily; who instead attend social events such as parties.

3) Tatler readers on average spend around £843 million on fashion a year. These statistics convey the fact that they enjoy shopping for clothing items and accessories, and that they do not hesitate to make large purchases. 96% of Tatler readers own designer fashion, 62% of them agree that seeing designer items advertised in magazines influences them into buying it themselves, showing that they are avid readers of Tatler due to its fashion element, one of the reasons as to why Tatler is so popular among the middle and upper-middle classes.

4) The annual special Tatler editions are:

• January: Travel Guide
• March: Weddings Guide
• April: Beauty & Cosmetic Surgery Guide
• June: Spa Guide
• July: Watches & Jewellery Guide
• October: Schools Guide

This suggests that the Tatler audience are all interested within advice regarding their appearance, fashion, travel and events - perhaps implying that they are wealthy as so to have such a dignified and social life. This is shown through all the different types of guides, from spa to watches and jewellery. I think that they best fit into "the aspirer" and "the succeeder" psychographic audience, as they greatly care about how they look to others and what they wear, implied by the type of guides Tatler release to their audiences. Also, they seek the best and prestigious brands, given that they most likely have the power and social status to do so.

Media Language

1) On the Tatler cover, there are two types of fonts displayed within it including serif and sans serif. The serif font perhaps suggest that the magazine is refined and expensive, targeted towards those of the upper class. It connotes to classiness, elegance and lavishness given by the way it stands out so clearly on the cover. The sans serif font shows that it is more modern and less old-fashioned, indicating that the publishers chose to do this in order to keep up with modern-day and to keep up to date with today's trends.

2) The cover lines appeal to the audience by using star power, for example the phrase "Meet Boris's Brother Max". This interests the audience as it includes the use of a famous person's name, in this case the former Prime Minister of the United Kingdom. Another way is also through the phrase "lockdown fashion fit for a queen", perhaps drawing attention from audiences to purchase the magazine as it makes it seem that the fashion published in Tatler is luxurious and enough to make the buyer feel almost like royalty. The play-on-words phrase shown on another cover line "SEE EU LATER!" would perhaps attract upper-class subscribers to Tatler due to the fact that most of the people who chose to leave the European Union were a part of that specific demographic of people, therefore sparking an interest for them.

3) The colour scheme varies from a range of different colours, including: dark green, white, baby blue and light pink. The dark green background connotes to richness and grandeur, as it may be made to look like topiary which is something that is often linked to royalty, considering that that is what usually surrounds a castle. This contrasts with the significantly lighter shades which make up the model (Emma Weymouth)'s dress, consisting of white, blue and pink. The colour pink is a dominant shade within the whole outfit which may connote to femininity or may be thought of as ladylike.

4) The central image stands out immensely on the middle of the page, which immediately captures the reader's eye. Emma Weymouth is a famous woman, who is known for being the Marchioness of Bath, which again uses star power in order to attract the target audience. She is wearing a lot of make-up which defines her facial features even more to perhaps seem more "elegant", as that is how women are expected to be presented as throughout the media. The dress she wears seems princess-like, again linking back to the sense of luxury which is what Tatler is renowned by. She wears a diamond ring on her left ring finger, indicating that she is extremely wealthy and this may also link to marriage, which implies that may have been the publishers' intentions.

Representations

1) Some examples of famous people mentioned on the cover include Emma Weymouth herself, who is the Marchioness of Bath and Boris Johnson, ex-Prime Minister of the United Kingdom and former leader of the Conservative Party. They refer to Boris Johnson through his brother Max and they are both mentioned by first names only which may come across as informal. They perhaps decided to include them on the cover in order to show just what type of target audience the magazine is aimed at, as these are people who are a part of the same social class that most of Tatler's readers are made up of. Also, many people are aware of these people and know of them which again is another way to interest an even wider audience.

2) The cover lines suggest that the average Tatler reader is interested in politics, fashion, romance and worldly events. This is shown by the mentions of the UK leaving the EU and the name of the former Prime Minister, the focus on "lockdown fashion fit for a queen" and the advice on how to find a significant other at a time of crisis, in this case the COVID-19 pandemic.

3) The model on the cover is a mixed-race woman, who became Britain's first black marchioness, and by using her as the cover model it creates a sense of diversity on what was previously thought to be a magazine for white people. She is also a clear representation of the rich upper-class in Britain, as shown by her dignified appearance and important title which signifies that she has a high social status in society.

4) A certain stereotype that is reinforced on the Tatler cover is the sexualisation of woman in the media. This is portrayed through the way that the model is wearing quite a revealing off-the-shoulder dress and also has an excessive amount of make-up on her face, supporting the idea that that is how woman should be represented in the media. A stereotype that is subverted is the fact that Tatler are known for predominantly using white people to model on their front covers, though in this case not - which subverts the typical racial and ethnical representations of people on Tatler.

Social and cultural contexts

1) Types of people who are not featured in Tatler include the average citizen, including the middle and working class. This typically means people who don't have an extreme amount of wealth and don't lead a social and posh lifestyle like the people on Tatler do.

2) It makes life in Britain seem as though that it is all luxurious, opulent and extravagant, despite the fact that it isn't the lifestyle that most people lead in Britain. They choose to show the dominantly wealthier side and ignore the penurious side that is overrun by poverty and homelessness, both of which are unfortunately the harsh reality for many in the UK.

3) People from the lower classes may take offence or feel insulted by the Tatler cover as it is implicit of the clear distinction between the upper and working classes.

4) 

These different issues of Tatler explicitly shows that most people who are featured on the cover are famous celebrities for example actors/actresses, or a part of royalty. It all follows the same common theme that everyone who is featured on Tatler are all prosperous and have a high status within society. Some common subjects that are featured regularly include fashion, gossip, beauty, politics, weddings, events, holidays and the royal family.

Typography

 Task 1:

Advertising & Marketing: Final Index

My Advertising & Marketing Final Index:

1) Advertising and Marketing: Key conventions

2) Gender stereotypes in advertising

3) January assessment learner response

4) Advertising CSP 1: OMO print advert

5) Advertising CSP 2: Audrey Hepburn Galaxy advert

6) Advertising CSP 3: Represent NHS Blood campaign

NHS blood and transplant campaign CSP

1) "BAME" stands for Black, Asian and minority ethnic. However, some people are against using this term as it is sometimes thought to be excluding.

2) There is a need for blood within the BAME community as only 3% of blood donors are a part of that specific community. It is crucial to increase the amount of people donating their blood as it provides a chance to save so many more people's lives, with a variety of people from different ethnic backgrounds taking part in doing so.

3) This advert wants to raise awareness and draw attention to the fact that such a small percentage of people from a certain community are blood donors. By doing this, it could perhaps attract a wide range of audiences and spread the key message around, in order to persuade a larger amount of people from ethnic backgrounds to donate blood to aid someone else.

4) The advert is called "Represent" because it motivates people within the BAME community to stand up and donate blood for the sake of those in need, and so that they can represent the Black, Asian and minority ethnic on a much vaster scale. It also suggests that they should strive to show compassion and empathy for others and create a sense of morale, so that they can represent themselves for a good cause.

5) The producers used famous celebrities who are a part of the BAME community in order to represent and voice their cause using people within the same community who support their intended message. Some of these celebrities include: record breaking Olympian Nicola Adams MBE, TV presenter and wheelchair basketball player Ade Adepitan and MOBO's own Founder and CEO Kanya King MBE.

6) The use of the slow-paced long shot of empty chairs towards the end of the video perhaps indicate how the chairs are waiting to be filled by more people willing to help and donate their blood, however they remain empty; clearly emphasising how important it is to bring in more people as there are so little people that are actually willing to do it - again linking back to the 3% of people that do.

7) Key conventions of a typical urban music video include the style and narrative of it. Also, the setting of which the video was filmed portrays different areas, including a large overlook of city buildings which add to the 'urban' genre. The mise-en-scene, including the props, lighting, costume, hair, make-up and locations also evidently add to the whole typical urban music video concept - for example the specific jewellery each person wears. It also clearly displays the clear raw emotions of the artist, which reflects onto her facial expressions and gestures as well as the many low-angled close-up shots, indicating that the artist has a sense of power over the audience.

8) The advert subverts stereotypes by using different people with a variety of ethnic backgrounds, in an attempt to fully communicate their main message to the audience. It also includes people from a range of different religions including Muslims and Sikhs, people with underlying health conditions or impairments and more who all make up a diverse and miscellaneous group of people. Also, it portrays oppositional gender roles - one of them being the woman who was boxing; which exemplifies how certain stereotypes such as women not being able to do physical or 'manly' activities are completely disregarded within this advert.

9) The oppositional reading of this advert could be that some may feel as though they are being singled out for not being a blood donor due to their own personal beliefs or opinions on the matter. Also, it may reinforce several negative stereotypes of the BAME community by creating an idea that they are somewhat 'selfish' or 'self-absorbed' as the advert calls these people out for having an alarmingly low statistic of blood donors in the UK, leading people to see the message in a different light.

10) The advert uses a range of camera shots, from quick close ups to slow-paced long shots, including direct contact with the camera which makes it feel as though it's a one-on-one conversation. This keeps the audience engaged and draws their focus onto the video, which helps raise more awareness for the message that the producers are attempting to give out to their viewers; they also work well with the pace of the advert and create more meaning to it with each scene. The various uses of mise-en-scene displayed throughout the 'Represent' advert also encourages the niche audience to step up and take responsibility, through the use of well-known celebrities within the BAME community. Not only does this attract more attention to their cause, but it can influence people's own opinions or ideas and give them the chance to develop a new one. By using different inspirational celebrities who major in a vast abundance of jobs and career paths, from Lady Leshurr to Nicola Adams, it gives off the message that no matter who you are or what you do, you have the chance to donate your blood and save the lives of many others. This is also shown through their costumes, as each outfit makes it clear to the audience who they are and what it is that they do for a living and defines their role in the advert. The use of different settings helps to maintain a more regular and realistic picture of day-to-day life, which is vital in order to allow the consumers to relate or connect with the advert and massively involve themselves within the cause.

Galaxy advert CSP

1) Some key conventions of TV advertising portrayed throughout the Galaxy advert includes the product placement/pack shot which clearly shows the audience what kind of product is being advertised. Another key convention is the use of a slogan "Why have cotton when you can have silk?", which eloquently encourages the audience to buy the product and describes it as a grand and luxury product. The use of a creative narrative or concept in the advert, along with mise-en-scene, communicates with the audience and makes them more engaged within the story-line.

2) The main message that the Galaxy advert is attempting to communicate to audiences is the fact that the brand and product of which they are advertising is a must-have and splendid product which many would enjoy. By describing it as "silk" rather than "cotton", this indicates that this specific brand of chocolate is far more superior than other chocolate brands. It may come across as an elegant or a pleasant product which would bring a sense of comfort to all those that purchase it.

3) Audrey Hepburn was a huge Hollywood star in the 1950s and 1960s. She was hugely associated with glamour and style, and was widely known by many as a model and fashion icon. They used a CGI-version of Audrey Hepburn in the Galaxy advert as she was a very famous and iconic name within Hollywood, and would create a feeling of nostalgia for some viewers as the advert is inspired by one of her hit films, Roman Holiday, which came out in 1953. Audrey also represents heritage, classiness and elegance - which could attract a wider audience as the producers of Galaxy intend for audiences to see their product in the same way.

4) Intertextuality is when one media piece references another media piece within theirs.

5) The Galaxy advert referenced one of Audrey Hepburn's hit films, Roman Holiday, which was released in 1953. Because of this, the producers recreated the same setting, the luxurious Italian Riviera in order to create a sense of nostalgia for certain viewers. The costumes and make-up used in this advert also emphasises the time frame in which this is set, so that it maintains the same 1950s Italian coast effect.

6) The Galaxy advert mostly consists of three of Propp’s character types: the hero, the heroine and the villain. In this case, the ‘villain’ could be interpreted as the fruit cart, as it was the main aspect in which stopped the bus on the first place. The ‘heroine’ would be Audrey Hepburn, as she clearly portrays the same generic qualities as you’d expect from a typical heroine character displayed within the media. The ‘hero’ would be the driver, as he is the one who saves the heroine (or Audrey Hepburn) from the traffic and instead drives her away himself.

7) Todorov’s theory of equilibrium is depicted within the advert by following the same simple three part structure: equilibrium > disequilibrium > new equilibrium. This is shown when at first everything is normal and going smoothly, until the bus crashes into a fruit cart, which disrupts the equilibrium - therefore becoming the disequilibrium. This is then resolved later on after Audrey is rescued by the driver, which restores the equilibrium and further supports the Todorov theory.

8) The way celebrities are represented in the advert are as glamorous and elegant people, through the use of Audrey Hepburn being one of the main focuses - as she was once one of the most famous and iconic actresses within the film industry. She is presented as a defined and regal woman who is fully deserving of the best things; linking back to the advert's slogan: 'Why have cotton when you can have silk?'.

9) The way gender is presented within the advert is by Audrey Hepburn being the "heroine", and the driver being the "hero". She is shown to be a graceful and distinguished woman and he is portrayed as a helpful and also strong figure of a man. It is also a typical stereotype for a woman to be rescued by a man within many different pieces of media, and this advert further reinforces that largely-thought stereotype.

10) At the end of the advert, the stereotypes are subverted when instead of seating herself beside him in the car, Audrey sits behind him instead. This may subvert typical gender stereotypes, as it's a common thought stereotype that women should be "attached" to a man rather than having an independent persona, and that they "belong" to them, with men being thought of as superior. However, the advert completely switches this certain stereotype - what with Audrey Hepburn sitting behind the driver and him assisting her, almost as if she's the dominant figure instead, rather than her playing the classic "damsel in distress" role as some would generally expect. This reflects both modern social and cultural contexts as this may influence a specific audience to view gender roles in a completely different way, and emulate their own beliefs on subverted gender stereotypes within society today.

January assessment learner response

1) Feedback:

Score: 30/34

Grade: 8

WWW: Wajiha - a brilliant assessment from you, again. Superb knowledge of the film industry!

EBI: Look at the example essay and mark scheme to see how to get top marks for Q6 - e.g mention COVID-19 pandemic impacting release and box office for Black Widow.

2) Marks:

Q1: 1/1

Q2: 1/1

Q3: 8/8

Q4: 2/2

Q5: 2/2

Q6: 16/20

I think I missed out on the last 4 marks on Q6 for not fully mentioning how the COVID-19 pandemic impacted the release of Black Widow and jeopardised its earnings at the box office. However, I think this is mostly because of the time limit and I couldn't write everything I wanted to.

3) Question 3:

I achieved full marks on this question by successfully analysing both the preferred and oppositional readings of the advert. A point from the mark scheme I could have used was the rolling up of sleeves has connotations of getting 'stuck in' and ready for hard work and action, along with her hair tied back which connotes to the fact that she takes her job more seriously than her appearance.

4) Question 4:

Vertical integration is when one conglomerate (a large company) owns different companies in the same chain of production - e.g Disney owns Marvel. This is beneficial to them as it enables these conglomerates to expand and make more profit, whilst also allowing them to beat rival companies.

5) Question 6:

Introduction: personal opinion/opening statement to justify your argument.

I, Daniel Blake main points: production cost, box office earnings, different ways of marketing (e.g. guerrilla marketing), description of independent films, distribution, exhibition, director power and success of the film.

Black Widow main points: production cost, unsuccessful box office earnings for a Marvel film and why (due to the COVID-19 pandemic, which severely impacted its release), different ways of marketing (e.g. traditionally - teaser trailers, film posters, billboards etc), description of Hollywood blockbusters, distribution and star power.

Optional additional paragraph: The comparison between the Hollywood blockbuster 'Black Widow' and the independent film 'I, Daniel Blake' - and which was the more successful film in terms of their oppositional success criteria.

Conclusion: A final judgement on which was the more successful film and why, summarise as a whole if independent films could ever compete with Hollywood blockbuster movies and conclude your own argument.