distribution

spring assessment worksheet

candidate a -  9
www: even if he does not make as many points as the otehr canidates, he uses good terminology, and explains everything in dentali, and theories are mentioned.
ebi: maybe add more examples and link more to different theories
candidate b - 7 there is a good analysis of the poster,
EBI:terminology is not well used and could be more specific
candidate c - 5; very detailed analysis with lots of points given
EPI other than concentrating on making lot of different points, try anaysing them in detail and explaining their connotation in more depth.

Roland barthes

Revise the following terms and theories

Terms

Masthead  -  coverlines  - direct address  - mode of address –  aspirational  figure - High key lighting – 

non verbal communication  – connotations – shot size – anchorage – psychographic - demographic - gender norms

Key Theories to Revise

• Gerbner - Cultivation Theory
• Marjorie Ferguson - Gender Identity
• Roland Barthes - Sign, Signifier, Signified  (connotations)
• Young and Rubican - Psychographics
• NRS social grade scale
• Gauntlett Pick & Mix   

MASTER HEAD - It is the title of a newspaper or magazine that is printed at the top of the front page. In magazines you usually find it at the top of the front cover and it establishes the name of the magazine.

COVERLINES -  It is a headline on the front cover of a magazine advertising a story or feature inside. In magaines it  can be seen as a short statement found on the cover of the magazine that alludes to or   describes the articles inside. Their purpose is to entice the reader into picking up and/or buying the magazine. Generally there's one main larger cover line and then a few (or lots of) smaller ones.

DIRECT ADRESS - The use of a term or name for the person spoken to, as in securing the attention of that person. It is what the magazine addresses someone as.

MODE OF ADRESS - The ways in which relations between addresser and addressee are constructed in a text. IT IS How the magazine addresses the reader.

ASPIRATIONAL FIGURE – someone, usually a modle which the audience should aspire to be like.

HIGH KEY LIGHTING - High-key lighting simply refers to images that are mostly bright, with a range of light tones and whites and not very many blacks or mid-tones

NON VERBAL COMMUNICATION –  communication through sending and receiving wordless clues.

It includes the use of visual cues such as body language (kinesics), distance (proxemics) and physical environments/appearance, of voice (paralanguage) and of touch (haptics).

CONNOTATIONS – when it gives a message to the audience and it emplies something importand.

SHOT SIZE – ho big things are in a picture.

ANCHORAGE – text which is in a bigger font so that it stands out to the audience and they can clearly remember it.

PSYCOGRAPHIC – segmentation devides the marked into groups based on social class, lifestyle and personality. it is based on the assumption that the types of products and brands purchased by an individual will reflect that person's characteristics and living patterns.

they are divided in:

- aspirers

- succeeders

- resigned

- explorers

-strugglers

- reformers

DEMOGRAPHIC – information is used in media marketing to classify an audience into age, gender and rage. Demographics are broken into brands depending on peoples jobs and status.

they can be divided in:

A- higher management

B-middle management

C- offie supervisors

c2 - skilled manual workers

D - semi skilled and unskilled manual workers

E- unemployed, students, casual workers.

GRNDER NORMS – what society expects people to do based on their gender.

CULTIVATION THEORY

was developed by George Gerbner and argued that television has gradual long term effects. they argue that these changes are not actually changes, but just reinforce the norms. People who watch more television are more likely to be influenced. This happens over time and with lotsof television viewing. it reinforces a person's opinion, rather than changes it.

Gerbner called this effect ‘mainstreaming’. Cultivation theorists distinguish between ‘first order’ effects (general beliefs about the everyday world, such as about the prevalence of violence) and ‘second order’ effects (specific attitudes, such as to law and order or to personal safety). There is also a distinction between two groups of television viewers: the heavy viewers and the light viewers. The focus is on ‘heavy viewers’. People who watch a lot of television are likely to be more influenced by the ways in which the world is framed by television programs than are individuals who watch less, especially regarding topics of which the viewer has little first-hand experience. Light viewers may have more sources of information than heavy viewers.

this theory does not take into account a persons' experience or personal background.

The audience is PASSIVE.

Mean world syndrome

television violence influenced the public's conceptions of violence in their lives and in society, making them more fearful. it is the belief that the world is more violent and brutal and dangerous than it really is.

those who absorb more media are the ones most influences. television and media cultivate the status quo, they do not challenge it.

production funding

marketing straight outta compton homework

Gender norm

in the first advert the gender norm being portrayed is that women should have their hair done neat, wear makeup and always do their best to look beautiful and appealing. the fact that the man is looking down at the woman suggests that women should be objectified by men, and men should be the ones in control. in addition the colour pink is used, which suggests that women should like the colour pink, and be delicate and innocent.  
the second advert shows a woman making a hloe in the cake, from how much she waights. it suggests that woomen are expected to be skinny and weight less than men do. in addition the slim fast slogan on the bottle suggests women should be small, tiny and not weight too much. it also shows that their wedding day is a special day, and to look good for it they need to weight as little as possible.

in the last advert we see a man without tshirt. it shows how men are all expected to be masculine, strong and have a sculpeted body with a sixpack. their gender norm portrays them as confident and sctive individuals who like takiing on challanges and having fun. they are powerful and domineering

Audience theory

Social grade is a classification system is based on occupation. It was developed for use on the NRS, and for over 50 years NRS has been the research industry’s source of social grade data.

The classifications are as follows:

		% of population (NRS Jan- Dec 2016)
A	Higher managerial, administrative and professional	4
B	Intermediate managerial, administrative and professional	23
C1	Supervisory, clerical and junior managerial, administrative and professional	28
C2	Skilled manual workers	20
D	Semi-skilled and unskilled manual workers<	15
E	State pensioners, casual and lowest grade workers, unemployed with state benefits only	10

this magazine is targeted at young girls 10 - 15 year olds, who are just starting to get into the latests gossips and be aware of the newest trends. they just discovered things such as instagram and would do anything to be like the celebrities in the front cover, who are usually found in the movies or tv series they watch.
the would be for the E category

 this magazine would be targeted for young adults who are into music. they would be for the C1 Category

This is a more serious type of magazine, for educated and informed adults,. for this reason i believe it would be targeted to an audience from the A/B category group.









demographic information is used in media marketing to classify an audience into age, gender and rage. Demographics are broken into brands depending on peoples jobs and status.
they can be divided in:
A- higher management
B-middle management
C- offie supervisors
c2 - skilled manual workers
D - semi skilled and unskilled manual workers
E- unemployed, students, casual workers.

psychographics segmentation decides the marked into groups based on social class, lifestyle and personality. it is based on the assumption that the types of products and brands purchased by an individual will reflect that person's characteristics and living patterns.
they are divided in:
- aspirers
- succeeders
- resigned
- explorers
-strugglers
- reformers

Readership is an estimate of how many readers a publication has. As most publications have more than one reader per copy, the NRS readership estimate is very different from the circulation count.

Readership estimates also show:

• The demographic profile of readers.
• What else they read and do.

Circulation is a count of how many copies of a particular publication are distributed. Circulation audits are provided by the Audit Bureau of Circulations (ABC).

The relationship between readership and circulation is known as readers-per-copy, i.e. readership divided by circulation. The number of readers-per-copy varies considerably by publication, as the following examples show.

teachers would be in the middle class. 

Magazine 1: A- upper middle class

Magazine 2 - C1 - lower middle class

Magazine 3 - D  - working class

 the luis vuitton bag would be advertised in a vogue magazine, as the target audience is part of the A classification. they are the wealthiest people who ca afford more expensive magazines, ands more expensive brands such as this one .

this magazine would have advertisement on the make uo. this is because the make up is not one of the top brands. in addition cosmopolitan is a cheap magazine usually targeted at female young adults, part of the middle class. 

 this magazine is targeted for E people. these are usually young children 10-15  years old who don't have a job and still go to school. i know thus by the colours used. for example the use of this bright pink makes the magazine front cover seem very childish. in addition the side lines highlight how the articles contain information about how to behave with guys, which is usually s topic of interest with young girls.

 this magazine would be for the class A category. this can be seen for example by the main image in the advert, which is usually associated with posh and expensive products. in addition he is seen drinking an expensive doing, while wearing a suit, and this highlights his professionally and high status.

    this magazine is aimed to people n the  C1 category, as they are skilled but not in the business kid of way . we can see this through the use of costume, as the lady is wearing a green army uniform. this shows that this advert is aimed for young people who what to step up and be heard, not for the rich ones already in high positions .

i believe woman's realm's psychographics  to be really different from the on in sucks. for example i believe woman's realm to be targeted to people in the A category. we see this through the main imager example, who is a young female white woman, who stays at home and does not go to work. this shows that she is rich and has more, and her husband is the one providing for her.

on the other hand in the hicks magazine the target audience can be seen to be part of the class C1 as they are young people who are just starting to take control of their lives. 

The target audience for the Woman REALM'S magazine can be seen as aspirers, as their aim is to be the best that they can be. they want to be beautiful and have the "american dream Life" . this can be seen for example by the types of products which are advertise on this magazine, which highlight the fact that if you use them your life will become perfect. on the other have the target audience for the hucks magazine can be seen as reformers, as they are the ones who try and challenge the stereotypical behaviours of society. this can be seen for example through the main image. there is a girl wearing a camo army uniform, which is not usually expected by society. 

the target audience is the bucks magazine can also be seen as explorers. this is because they try out different things and different challenges that would not happen on a daily basis in society.