Covered so far: • The stages of a films life cycle • Conglomerates • Vertical and horizontal integration • Finance • Distribution • Digital technology • Marketing methods (traditional, quadrant, viral) • Tent poles AS media – section B Connec t
Transcript
Covered so far: The stages of a films life cycle Conglomerates
Vertical and horizontal integration Finance Distribution Digital
technology Marketing methods (traditional, quadrant, viral) Tent
poles AS media section B Connect
AS media section B Still to cover: Production (in relation to
the case study films) Exhibition Marketing Audience theory
Convergence Synergy Connect
Pit stop! When we look at the profile of a target audience, we
consider their demographics and psychographics. What do these terms
mean? Connect
Audience theory Demographic profile: C.R.A.I.G When we explore
class, we use the NRS social grades.. Connect
Demographic classifications Which category do you think that
you fit into? CLASS- We divide class into 5 categories: A: Upper
Upper Class: i.e. Royalty/ PM etc B: Upper Class: MPs, Consultants,
Lawyers, Headmasters, Bank Managers C1: Upper Middle Class:
Teachers, Secretaries, Solicitors, Architects C2: Lower Middle
Class: Plumbers, Electricians, Mechanics D: Upper Lower Class:
Unskilled workers i.e. Shelf stackers, road sweepers, rubbish
collectors E: Lower Class: Unemployed, Homeless, Non-income
Students are considered Band E! However, this does not tell us much
about you. We use the classification of your parent or carer
instead. Complete your C.R.A.I.G with the demographic
classification for you. Discover
Secondary audiences Not targeted in the marketing campaign. May
find alternative ways of accessing the media text. Discover
Stuart Hall - Reception theory When a media product is made, it
is aimed at a specific target audience. However, we cant always
control who will like it and who will hate it. As an audience we
READ a media text in different ways. Stuart Hall created a theory
about this. He thinks that we read a media text in one of three
ways. Discover
Reception theory (Stuart Hall) Dominant reading: the audience
enjoys the media text. They will believe and agree with the media
text and never question it. They will never miss an episode or
edition of it. Negotiated reading: the audience enjoys the media
text but does not watch or read every episode. They might find some
elements boring or unbelievable. Oppositional reading: The audience
understands the meaning of the media text but does not agree with
it or enjoy it at all. They see issues or problems in it.
Discover
Q1: How is the man treating the dog? Q2: What impact does this
have on the dog? You are going to explore how poster campaigns are
used to tease the audience and encourage them to watch a Film or TV
drama.
Marketing methods Posters and trailers (TV and film exhibition)
are the most traditional marketing methods used to promote a film.
In recent years, distributors have started employing teaser posters
in order to promote tent pole films. Discover
Can you guess the film?
Can you guess the TV drama? Final Destination 5 How did you
know?
Can you guess the film?
Can you guess the film? Dawn of the Planet of the Apes How did
you know?
Can you guess the film?
Can you guess the film? The smurfs 2 How did you know?
Teaser postersDiscover Teaser posters contain very little
information and yet audiences are often able to recognise which TV
show or film it is advertising. They are usually a simplified
version of the traditional advertising poster that only work if the
audience has a prior awareness Of the media text.
Often they create a series of teaser posters as part of a
campaign. Why do you think that they have used a different
character from Harry Potter in each teaser poster? Why do you think
that they have not put the full title of the film on the
poster?
Here are two posters for the TV Drama Mad Men. One is an
advertising poster and one is part of a teaser poster campaign.
What similarities and differences can you identify between the two?
Similarities Differences Simple version. Attracts an audience who
already have an understanding of the show.
Conventions Call to action Key information on the poster that
explains, what, where to watch it or when. Simplistic layout
Minimal information that creates a very clean, clear poster.
Symbolic codes A strong, visual image that connotes meaning. This
could be a colour, an object or a person. Genre codes A visual that
gives us a strong clue as to the genre of the drama. Enigma codes A
mystery created on the teaser poster. Something that intrigues the
audience but is not explained.Text A title or call to action.
Usually in large, bold font. Develop
Simplistic layout Draw an arrow pointing to the conventions
Call to action Symbolic codes Text Simplistic layout Genre codes
Enigma codes Evidence? What genre does it connote? What visuals can
you see that have a meaning? What does it tell the audience? What
questions does it create about the show? What is the denotation of
the image What does the text communicate to the audience?
Simplistic layout Target audience demographic Secondary
audience demographic and psychographic profile Target audience
psychographic profile Reception theory
Explore the poster campaigns for both films (teaser and
conventional) 1. Label each with the conventions we have explored
today. 2. What target audience does each poster appeal to?
Consider: -Quadrant marketing -Demographics -Psychographics
-Dominant, negotiated and oppositional readings Can you tie this
into a regional, national and international audience? 4.What affect
does this poster have on the audience? Key words: enigma codes,
convention, target audience, connotes. 5. What are the similarities
and differences? 6. In your opinion, which one is most successful
at promoting the film to a target audience? Explain your answer
using the PEA structure. Develop
Date Question Key topics Jan 09 Discuss the ways in which media
products are produced and distributed to audiences. Production
Distribution Audience June 09 How important is technological
convergence for institutions and audiences within a media area
which you have studied? Technological convergence Institutions
Audience Jan 10 Global institutions dominate media production.
These institutions sell their products and services to national
audiences. To what extent do you agree with this statement?
Institutions Production Audience June 10 What significance does the
continuing development of digital media technology have for media
institutions and audiences? Digital technology Institutions
audiences Jan 11 Discuss the issues raised by media ownership in
the production and exchange of media texts in your chosen media
area. Media ownership Production exchange June 11 Successful media
products depend as much upon marketing and distribution to a
specific audience as they do upon good production practices. To
what extent would you agree with this statement, within the media
area you have studied? Marketing Distribution Production audiences
Jan 12 To what extent does digital distribution affect the
marketing and consumption of media products in the media area you
have studied? Digital distribution Marketing audiences June 12
Cross media convergence and synergy are vital processes in the
successful marketing of media products to audiences. To what extent
do you agree with this statement in relation to your chosen media
area? Cross media convergence Marketing audiences Jan 13 What
impact does media ownership have upon the range of products
available to audiences in the media area you have studied? Media
ownership audiences June 13 Evaluate the role of digital technology
in the marketing and consumption of products in the media area that
you have studied. Digital technology Marketing Consumption