The exam questions and what to learn!

The Cross Media Paper focuses on Advertising in 2 sections. You will need to learn the following:

Question 1: Producers and Audiences

• Background to Levi's
• Target audience for Levi's
• Different forms of targeting audience (Press Release, Focus groups etc)
• Why BBH were used for the TV ads in 1980s and 1990s
• Where you would find the TV ads
• Deconstructions of the TV ads to show how audience is targeted
• Brand identity and associations of TV ads
• Key motifs of Levi's TV ads
• Why Garvey Harvey was used for Print ads in 2000s
• Where you would find the Print ads and how this matches the more specific audience
• Deconstruction of a Print ad to show how audience is targeted
• Brand identity and associations of Print ads
• Comparison of similarities and differences between the TV ads and Print ads
• An explanation of why different media were used to target the audience

Note:

• The exam question will ask you to refer to 2 or more media, so make sure you have prepared at least one TV ad and one Print ad
• If the exam question asks you for 2 examples, Levi's BBH and Levi's Gary Harvey count as 2 examples because the agency/campaigns are different.

Question 2: Messages and Values

• Brief background to Lucozade
• Brief explanation of how messages and values (representations) of Lucozade have changed from past to present
• What Lucozade represented through early adverts to the target audience (Sick Child and Family Fun were early 1980s ads, before Ogilvy and Matther took over the advertsing):
• Focus on the representations made eg, nuclear family, caring mother etc
• Focus on how the techniques used in the adverts create these representations (use deconstruction here)
• What happened when Lucozade was repositioned in the market with a new brand identity. You can refer to the 'Daley Thompson' advert in the mid 1980s:
• Focus on the representations made eg, aspiration, use of equilibrium etc
• Focus on how the techniques used in the adverts create these representations (use deconstruction here)
• How Lucozade has been rebranded once again more recently. Again, explain the representation and new brand associations with a deconstruction to support. You can choose from any of the following ads:

1. Lara Croft Tomb Raider
2. Spy Thriller
3. Shopping centre zombies

• Finally, conclude by comparing similarities and differences of past and present advert representations. Then explain why these representations may have changed

Note:

• The exam question will ask you to refer to one advert from the past (Sick child, Family fun, Daley Thompson) and one advert from the present (Lara Croft Tomb Raider, Spy Thriller, Zombies). 2 adverts in total should be enough for this question.

• If the question asks you to refer to 2 media, then include the lucozade.com website as your recent example (worksheet questions also on this blog!)

Revision tips:

• Use your exercise books and past essays – this is your revision pack!
• Some of the TV ads we have looked at can be found on www.stcmgcsemedia.blogspot.com – try deconstructing them again on your own without notes
• You only have 45 mins for each essay – practise your timing
• Use your revision map to learn key facts and details – the best way to learn is to be active. Try teaching your mum/dad/brother/sister/cat/dog – much better than staring at pieces of paper!
• You roughly know the kind of questions you will get. You know what needs to go into the essays. You know you can do it!

Good Luck!

Mr Shaikh

Lucozade background and context

Background and Context

• Lucozade is an umbrella name for a series of Energy and Sports drinks.
• The original Lucozade, now called Lucozade Energy, is an energy drink containing glucose syrup and is produced by GlaxoSmithKline plc in Gloucestershire.
• It was first manufactured in 1927 by a Newcastle chemist, who experimented for several years to provide a source of energy for those who were sick with common illnesses, like the common cold or influenza.
• It became available throughout the UK for use in hospitals under the name Glucozade. This was changed to the recognizable Lucozade in 1929.
• The product was sold in a glass bottle with a Cellophane wrap until 1983, when the advertising agency Ogilvy & Mather set about rebranding Lucozade as an energy drink.
• The slogan "Lucozade aids recovery" was replaced by "Lucozade replaces lost energy", and the ad campaign featured the world and olympic champion decathlete Daley Thompson with a soundtrack of the Iron Maiden song Phantom of the Opera.
• The original packaging was changed to polyethylene terephthalate (PET) bottling.
• The effect of the rebranding was dramatic: between 1984 and 1989, the value of UK sales of the drink tripled to almost $115 million.

Changes in the campaign
Ogilvy and Mather changes the ways in which the brand’s messages and values were seen:

• Originally, Lucozade was associated with families, health recovering from illness
• It is now recognized as an energy drink endorsed by Lara Croft – a fictional celebrity!
• The Lucozade Sports brand features associations with sporting names, but uses aspiration to drive the campaign, rather than targeting niche markets

Advertising to focus on, to show how the idea of ‘family’ and ‘recovery’ was transformed into ideas of ‘energy’ and ‘succeeding’:

• 1981 ‘Sick child’ TV advert
• 1981 ‘Family fun’ TV advert
• 1985 ‘Daley Thompson’ advert
• 2000s ‘Lara Croft’ TV advert
• 2008 'Spy Thriller / Chase' TV advert
• A range of 2000s print adverts
• A range of 2000s internet adverts
• Lucozade.com 2009 website

Lucozade.com questions for a recent example of representation

Investigate how the Lucozade.com website creates brand diversity, focusing on the messages and values created through the techniques used.


Open the web page lucozade.com on Safari, and navigate your way around the site to answer these questions (note form is fine for now):

1.Looking at the main home page, comment on how a sense of brand diversity has been created:




2.Click on the 'Lucozade Energy' section. Watch the graphics and video. Then explain who is being targeted and how this achieved. Give 3 examples.




3.Go back to the Home page and click on the main 'Lucozade Sport' section. How does section target a different type of audience / consumer? Give 3 examples of how it achieves this.




4.Where else can you click to from the 'Lucozade Sport' section? Why do you think this is important to the brand identity?




5.Go back to the Home page and click on the 'Lucozade Alert' section. How is Lucozade being represented here? Give specific, detailed examples to support your answer.




6.Thinking about all of the sections you have seen so far, answer these questions:

a. How does brand diversity change the way in which the product is meant to be seen?




b. Which techniques used on the website best show a change in target audience / consumer?





7. What factors do you think have allowed Lucozade to diversify the brand in the way shown on the website? (Think about developments in technology and society in 2008 / 9)

Lucozade Daley Ad (1985)

Lucozade: Spy Thriller Ad

Levi's Girl Print Ad: Marissa (Gary Harvey)

Levi's Print Ad - Con-antiform (Gary Harvey)

Levi's Railroad Ad (BBH)

Levi's Pool Hall Ad (BBH)