Print Advertising Conventions (WJEC Eduqas GCSE Media Studies): Revision Note
Exam code: C680
Advertising and marketing overview
Advertising and marketing are two different practices
They work together to target audiences, create meaning and persuade people to buy products
Marketing
Marketing is the overall process of promoting and selling a product
It ensures that the product appeals to the right audience and stands out from competitors
Therefore, marketing involves a lot of research into audiences, pricing and distribution
It involves strategies to build a strong brand identity
Worked Example
Explain how video games are marketed. Refer to Fortnite to support your points .
[6 marks]
Video games are marketed using a range of strategies designed to maximise audience reach and engagement, as shown by Fortnite.
On key method is cross-media promotion, where games are advertised across multiple platforms. Fortnite is heavily promoted through streaming sites like Twitch and YouTube, where gameplay videos and live streams act as free advertising. This allows audiences to see the game in action, increasing interest and engagement.
Another important strategy is the use of celebrity endorsement and influencers. Fortnite has been promoted by popular gamers such as Ninja, who has millions of followers. These influencers act as aspirational figures, encouraging fans to play the game, which reflects the importance of opinion leaders in marketing.
Fortnite also uses collaboration with other media industries, such as partnerships with Marvel, to introduce themed content. This cross-promotion helps to attract fans of other franchises and keeps the game relevant in popular culture.
Additionally, the game uses 'Games as a service' model, with regular updates, seasons and new content. This creates ongoing hype and discussion online, maintaining audience interest over time, rather than relying on a single launch campaign.
Overall, Fortnite demonstrates how video games are marketed through digital platforms, influencers, cross-media collaborations and continuous content updates to attract and retain audiences.
Commercial and non-commercial advertising
Commercial advertising is a form of paid communication used to promote a product, service or brand and to persuade audiences to buy or engage with something
Example 1 : Quality Street promote their brand and want you to buy their chocolate
Example 2 : The Bond film posters want you to buy a cinema ticket or access streaming services
Non-commercial adverts are created to promote a message, cause or idea and are not focussed on making money
Non-commercial adverts are often produced by charities, governments and organisations
Their aim is to inform, educate or change behaviour rather than sell a product
Example 1 : To raise awareness about important issues such as health or environment, like the NHS 111 advert
Example 2 : To change attitudes or behaviour such as to stop smoking or drive safely
Advertising Distribution
Adverts reach audiences across different media platforms:
Print (magazines, newspapers, billboards)
Broadcast (TV, radio)
Online (websites, social media, YouTube)
When multiple platforms are used for the same product this is called cross-media promotion
Digital advertising allows companies to target specific audiences using data
Social media makes adverts more interactive and shareable
Advertising Techniques
Advertisers use a mix of techniques to grab attention, create meaning and persuade audiences to buy or engage with a product:
Persuasive language encourages the audience to buy (e.g. “must-have”)
Celebrity endorsements use famous people to attract attention
Slogans and taglines are short/memorable phrases about the product
Unique selling points (USP) highlights what makes a product different or special compared to others
Emotive language creates feelings (e.g., happiness, excitement)
Aspirational lifestyle shows a life that the audience wants
Repetition helps audiences remember the product
Mode of address is how the advert communicates with the audience e.g., direct address "you" speaks to the audience
Technical codes such as camera work and editing e.g., fast cuts and energetic music in sports adverts
Audio codes are the music, sound effects and voiceovers e.g., catchy jingles to help make adverts memorable
Colour palette refers to the types of colours used, limited colours signal sophistication whereas bright colours are more eyecatching
Analysing Print Adverts
Print adverts use media language to persuade audiences
Adverts are designed for a specific target audience
Everything in the advert is chosen to appeal to this audience
They follow common codes and conventions to attract attention, communicate messages and sell products
Codes and Conventions
Most print adverts include a main image to grab attention
The images are designed to create meanings and attract the audience emotionally
The main image could be a product, celebrity, model or lifestyle scene
Written codes are designed to persuade and position the audience
Brand name/logo - identifies the company
Slogan - short, memorable phrase
Body text - gives more detail about the product
Linguistic devices - imperatives such as “buy now” encourage action and statistics/facts create trust
Layout conventions ensure the advert is clear, attractive and easy to understand
Adverts are carefully structured to /guide the viewer’s eye
Common layout features include:
Rule of thirds - places key elements in important positions
Z-pattern / reading path - guides how we read the page
Balance - even distribution of text and images
Examiner Tips and Tricks
When analysing adverts think about:
Are stereotypes used or challenged?
What values are being promoted?
What is the context around the adverts production?
When writing an analysis point, remember to structure using PEE.
What the technique is (denotation)
What it suggests/communicates (connotation)
The effect on the audience
Example: " The use of a close-up shot emphasises the product. This makes it seem important and encouarges the audience tofocus on its quality."
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