Media Industries
Advertising
Learning Objective
To be aware of some of the ways in which
media advertising influences young people.
Success Criteria
• To recognise the various platforms for media advertising.
• To understand some of the ways in which advertisers convey
messages.
• To apply our learning to produce an effective media text.
Space Invaders
You are a race of super aliens plotting an invasion of Earth.
Being clever rather than violent, you want to control the minds of
these feeble humans and so have been studying their ways of life.
In your groups come up with a list of ways in which you might
be able to influence the thinking of ordinary people…
Media Saturation
Most media platforms rely on
advertising for funding.
Create a checklist of your media
usage and the level of advertising.
TV
Netflix
Sky
BBC
ITV
Channel 4
Apple TV
INTERNET
PRINT
…
Advertising Rules
In 2014 it was estimated that the average American child watched 16,000 TV
commercials a year. That’s a lot of adverts, without even taking into account
all the other advertising that they are exposed to.
The underlying principle on advertising to children (defined as anyone under
the age of 16) is that it should not cause any potential harm.
Susan Linn of the Campaign for a Commercial-Free Childhood argues,
‘Advertising, in and of itself, is harmful to children. Marketing targets emotions,
not intellect. It trains children to choose products not for the actual value of
the product, but because of celebrity or what’s on the package. It undermines
critical thinking and promotes impulse buying.’
The Advertising Standards Authority (ASA) is responsible for UK rules and
regulations. Their legislations states that ‘ads featuring children should not
encourage irresponsible or dangerous practices and marketers should ensure
that they do not use unsuitable, offensive or distressing material’. There are
also specific rules surrounding age-restricted products such as alcohol and
gambling. Furthermore, marketing communications addressed to or targeted at
children must not make a direct exhortation to children to buy an advertised
product or persuade an adult to buy it for them.
Targeting Teens
TOP TIPS
Speak their language – an accomplished advertiser will be better at
grabbing your attention than the ASA legalese!
Be age-appropriate – the rules are there for a reason.
Be honest – no one likes to feel duped.
Be creative – it’s one thing to use tried-and-trusted strategies but
the same messages presented the same way are quickly rendered
boring.
Parent-friendly info – the purchase power is typically still with
adults so give them consideration.
STRATEGIES
Famil Kids r Cool s Star p Cartoon
y fun ule ounds ower s
Marketing Brief
Storyboard a televisual advert aimed at 11-16
year olds for one of the following…
• A new health snack named Nitro Bars. These
could be marketed as a healthy alternative to
chocolate.
• Cumulus 1.0 – a wellbeing smartphone that
automatically restricts screentime and blocks
unwelcome social media interactions.
• i-Sneakers – these new shoes come with an
MP3 player in the sole/ Bluetooth connectivity
and are sure to get your toes tapping!
What message do you want to give your
audience?
You are being assessed on your use of advertising
strategies – consider representation and appeal.
Extension:
On what media platforms would
you place your ad and why?
Pitch
You’re now going to pitch your ideas to your target audience…
Assessment criteria:
• What is the sales pitch?
• How is the message conveyed? Which strategies have been used?
• Does it comply with regulations?
• How is the target audience identified/represented?
• Would it appeal to them? Why/why not?
Feedback:
‘I liked… because…’
‘…was a good idea because…’
‘…might have been better if…’
