SOC Marketing

Gender Norms

The gender norms presented in the first adverts is the idea of women wearing make-up. This idea was relevant when the patriarchal society was heavily influenced around the world. Women had to be married and had to look presentable by wearing make-up (which is presented in this ad). The make-up is evident in the advert as the woman is facing towards the camera. Even though the woman is not making direct contact with the audience we can still see the make-up she has used. She is wearing pink lip stick. The colour pink is associated with women, this makes it clear that the advert is targeted at women. The pink background along the pink costume and jewellery. This idea of being presentable is evident in her hair. Her hair has been carefully designed to also look presentable. Women wanted to look presentable because that was the norm. The idea was that men would come home from work and their significant other would look beautiful.

The second advert shows a man hanging on railings. The man is shown in a long shot with his top off. The gender norm shown in this advert is that men 'have' to be strong and they have to have muscles. This has become increasingly popular in the eyes of women over time as women are becoming more attracted to muscle on men and they want a man to be strong and protective. This has put a lot of pressure onto men. If women like men who have muscles, men will been pressure and more inclined to want to get muscles to become 'attractive' towards women. Men typically take more risks.

The third advert shows a cake with a male figure of the cake. The other side of the cake shows a hole in the cake and it can be interpreted that the woman figure has fallen through the cake. This could represent her weight. This links to the cover line 'need to lose a little weight before your wedding'. Also, the title of the drink is called slim fast which could relate to woman having to lose weight. This could link back to the idea that women have to look presentable. Instead of looking at make-up as one way of looking presentable, this advert is targeting women who are maybe a little bit over weight.

What is Distribution? - Word Doc

Production Funding

Cover lesson 2

Demographic - demographic information is used in media marketing to classify a audience into age, gender, race and other categories
Psychographic - segmentation divides the market into groups based on social class, lifestyle and personality characteristics. It is based on the assumption that the types of products and brands an individual purchases will reflect that persons characteristics and patterns of living.

Which main social grades do you think the following ads or mags would be targeting?
The ads and mags are targeting mainly middle, lower middle and working class.

Challenge
Could there be any potential issues that could arise from companies relying on this data to inform all of their advertising decisions?
Then some people in higher classes would maybe be preferred than people in a lower class. The would cause an injustice because it wouldn't be fair.

'Top Gear' and 'Car and Driver' would be suitable magazines to advertise my product (car). These magazines specialise in cars and can give details about the car that other magazines wouldn't know about. They would likely give you interesting facts about the car to make you want to buy it and just overall, it would be the best magazines to advertise the car.

Which psychographic is this mag targeting and why do you think this?
This magazine is targeting the aspirer. The aspirer's are materialistic and are driven by others' perceptions of them rather than by their own values. The magazine also targets the mainstreamers because the magazines targets mainly the younger generation. The mainstream are people who live in the world of the domestic and the everyday.

Which psychographic is this AD targeting and why do you think this?
This AD is targeting the succeeder. The succeeder possess self-confidence, have a strong goal orientation and tend to be very organised. The AD is also targeting the resigned. The resigned are predominately older people with constant, unchanging values built up over time.

Which psychographic is this mag targeting and why do you think this is?
The mag is targeting the reformer. The reformer is all about 'don't tell me what to do or what to think', valuing the town independent judgement. They are the most anti-materialistic of the seven group. All these factors coincide with what the Ochlan's Angels are about and what they believe.

In 3 paragraphs explain what extent the psychographics for Woman's Realm and Huck are similar and/or different.

One way both magazines are different is by their main psychographics. Woman's Realm main psychographic that they target is mainstreamers. The Mainstream are all about people who live in the world of the domestic and the everyday. However, Huck magazines want to stand out from the other which is why they target the reformer. The reformer is based on the fact that 'don't tell me what to do or what to think'. Reformers are the most anti-materialistic of all the groups.

Also, another way they are different is because Woman's Realm also targets the aspirer as the aspirers are materialistic who are driven by others' perceptions of them rather than by their own values. However, Huck target the explorers. The explorer are people who are driven y the need for discovery, challenge and new frontiers. They are mostly young in nature, if not in reality.

Finally, however they are similar in the fact that they both target the succeeders. The succeeder possess self-confidence, have a strong goal orientation and tend to be very organised. As a result, they tend to occupy positions of responsibility in society. Both magazines target the succeeders which is one way they are similar.

Production and Distribution - Straight Outta Compton and I, Daniel Blake

I, Daniel Blake Preliminary Research

British Film Industry is a film and charitable organisation which promotes and preserves filmmaking and television in the United Kingdom. The BFI runs the BFI Southbank and the London IMAX. IMAX has the largest cinema screen in the UK.

The writer was Paul Laverty - regularly works with Ken Loach
The idea of the film was an original idea
The film was based upon an original script

The Production Countries:
England
France
Belgium

The production companies:
- Sixteen Films
- British Film Institute
- Why Not Productions
- Wild Bunch
- BBC Films
BBC Films:
- Truly, Madly, Deeply
- Brooklyn
- Man UP
Why Not Productions:
- A Prophet
- The Beloved

Cast
- Dave Johns as Daniel Blake
- Hayley Squires as Katie Morgan

The film was produced by Rebecca O'Brien

The film was directed by Ken Loach - the film became Ken Loach's biggest success at the UK box office, especially as the film sparked debate in the country. He has a history of making films based on his socially critical directing style and for his socialist ideals which is evident in his film treatment of social issues such as poverty, homelessness and labour rights.

Soundtrack:
Sailing By (1963)
Composed by Ronald Binge
Performed by The Alan Perry/William Gardener Orchestra as The Perry/Gardner Orchestra
Conducted by Ronald Binge

It was a relatively easy shoot, there were no difficulties and no tension between any of the personnel.
The film was shot in Newcastle
There weren't any difficulties with acquiring the stars the producer wanted, Dave Johns prior to this film has never been in a film.

Box Office
Opening Weekend USA: $18,682
Gross USA: $258,168
Worldwide Box Office: $9,191,320

There were no changes to the script

Technology
Camera: Arricam ST, Zeiss Master Prime Lenses
Sound Mix: Dolby Digital
Laboratory: i-Dailies, London, UK
Cinematographic Process: Spherical
Printed Film Format: DCP

Contributions:
Music by: George Fenton
Cinematography: Robbie Ryan
Film Editing: Jonathan Morris

Distributions:
eOne Films (UK) is one of serval divisions of Entertainment One
Le Pacte (France) is not well-known.

Film Classification:
Rated R: Restricted - under 15 requires accompanying parent or adult guardian
This is appropriate as there is a lot of explicit language

Target audience:
Small niche audience in the UK
Mainly adults aged 35-60

Film released:
13 May 2016 (Cannes)
21 October 2016 (United Kingdom)

The film premiered in the UK.

In the film poster, the protagonist is shown rising his fist suggesting that he's protesting or fighting for justice. The genre of the film is drama and the idea of the raised fist suggests there will be drama surrounding the British justice system. The trailer positioned the British audience to watch it by putting forward the themes of justice in the trailer, which are evident.

The outlets used social media (Facebook), YouTube trailer and TV.

There was merchandising after, selling tops.

No extra publicity gained.

The film was released in 21 October, 2016 (United Kingdom) - 45 theaters, In release: 7 weeks.

There was no special restrictions in the exhibitions of the film.

Rotten Tomatoes gave the film has an approval rating of 93% with an average of 8/10.

There was a huge political response. There was a wide variety of both praise and criticism of the film from politicians. Many thought the film was unfair, aiming particular criticism at its portrayal of Jobcentre staff. They debated on Question Time, discussing the benefits system.

Domestic Total Gross $260,354

It was in cinemas for 7 weeks.

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