GCSE English Language Assignment, KH2: Media

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Alexander Roelích 11e

GCSE English Language Assignment, KH2

Media

The purpose of advertising is to familiarise the public with a certain brand or product. Companies spend millions of pounds a year on advertising so that when the public are searching for a product or service a certain brand is recognised and, as a result, their product or service is chosen.

Companies need to ensure that their money is spent wisely. They do this by completing extensive market and physcological research. Members of the public from a company’s target group or audience are chosen to express their views about the advertisment before it is published or aired.

Media can include television, cinema and radio. This is the communications aspect of advertising. The other area for advertisments are the press. This contains the national and regional press (newspapers, magazines), posters and specialist publications that are aimed at a narrower market for people with certain interests (hobbies etc.)

Collectively, this is called the media and each calls for a different way of promoting a company’s message.

Television and magazine/newspaper advertisments are the most popular for companies to promote their products currently.

A press advert has to be informative, long lasting and eye-catching.

A television advert has to be short and more to the point but the same amount of information has to be recieved by the potential customers.

The approach to advertising may differ between established products and newer ones. Companies with a long history may choose the type of advertising that has been succesful for them in the past.

However, new companies or brands need to put emphasis on the product’s selling points more than an established item or service. These may only need reminder advertising which is where the company only has to help the public remember the selling points in their promotion.

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This is illustrated in the first advertisment, for Chanel No.5 perfume.

The classic, sophisticated design immediately sets the tone for the advert and for the type of audience it has been aimed at.

Chanel is an icon of the 21st century and its image needs to be preserved by attracting new customers.

The modern, yet timeless layout of the promotion emphasises on this, but the advert is traditional enough to appeal to older audiences. This shows that although Chanel wish to attract a newer audience, they also desire to keep their traditional customers loyal to the ...

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