10: What impact has there been on how the media institution now has to produce the texts and the way in which the texts/products are distributed and e

Media institution produce adverts by firstly analysing your product and target customers, as each ad has to be made for those who are interested in buying the product. Secondly, you will have know who is going to buy or use your product/service, for this particular part you will have to search the market through the internet, you can see who your target audience is by producing surveys and talking to various experienced people Thirdly, you will have to see what your unique selling point is and use it to your advantage, so look for something that competitors don't have. You then have to understand why people will buy your product. When you are done you have to decide how to effectively show the product message, which is usually done through the tone and style of the ad, the unique selling point and the right information used to grab the audience. When you have finished producing the advert, you will need to choose the right type of media text that you will promote the advert on including magazines, newspapers, the web, radio etc.

Looking at all institutions and how they advertise their product as a whole, they're is competition that what platform they are going to base their advert, as if coca cola for example was to advertise on television, Ribena will then have to do the same in order to get the same kind of target audience, this has a huge impact on institutions as they are in constant competition, knowing that the audience may not want to look at your product, instead looking at another.

9: Is the size of the audience any different now than before the impact of new and digitial media (or has the pattern of usage changed)?

As their are different types of advertising, I think the size of the audience has changed for the better, as it has attracted more people to view a product and have a choice, whether to buy it or not- and this is what businesses need to have in mind when promoting a product as the advert needs to appealing to the masses, so colours, the message and the objective needs to be clear, imaginative and creative in order to have an successful impact on the audience.

Audiences choose their platform and choose whether to pay attention to the adverts on that particular media text. For example i prefer to look at magazines and websites, and look at adverts from that media text, but i only choose to look at it if the advert best relates to me- i would think that this would go to all kinds of audiences.

Agencies are always in competition, with views etc. Ad Age, is a site which shows how well adverts are doing ranking them through their views. Where Microsoft came in at number 1, with a total of 1,476,871 views with the agency JWT, and in number 5, Virgin media came in with 731,982 with the agency DDB, whereas at number 10, Downy came in with 593,684 with the agency Mike in the Window. From the results it is obvious that the most successful advert is from a very successful institution, Microsoft.

8: Who are the primary target audience now and has this changed? Who was it before and how do you know?

Looking back to when adverts where first launched into the society, the platform it mainly focused on was print; which means adverts where mainly located in magazines, newspapers, billboards etc, this was before television and internet was discovered. However, there is now e-media and broadcast which include radio, television, internet, etc- and this is what helps companies become successful because they are showing their product/service to the world through the media, where companies would most likely put it on successful websites or between two successful television shows.

In 1856, the first full page newspaper ad was published in the New York Ledger. This was obviously a big deal and cost very little compared to today, as today it costs thousands to put an advert in a popular newspaper or magazine, as institutions know they will pay- which is why big companies have bigger adverts while smaller companies have a smaller advert placed somewhere.

Today, there are advertising agencies that play the role of a pr, where they do the job of putting your product/service in the media. An example of an advertising agency is www.londoncreative.com, where they have worked with icelolly.com, Speedo, coca cola, and Sony Ericson and also do work with films such as 'No strings attached', 'Stat trek' and 'I love you Phillip Morris'. Another successful advertising agency is 'HAVAS', where they have worked with institutions such as Westfield, Locoste, Nike, Strepsils, and Volvo etc.

1: Consider theoretical perspectives in relation to the impact of new/digital media in your case study.

The theoretical perspectives in relation to the impact of the advertising industry can relate to the marxist and postmodern theory. It is obvious that audiences and the media no longer know what is real, because we believe what is put out there and the media believe what they put out there- adverts sometimes put misleading information in order to draw audiences in, for example the Olay advert; they said there was pentapeptides. However, it could be argued that the media aren't in control of what we see or choose to believe. Also, the media usually give audiences what they want in an advert, for example in the cadbury advert they added humour and a chocolate bar. Audiences are the ones who choose how they want to view the advert.

Adverts are shown in different types of platforms such as T.V. radio, internet, etc. These are just ways of advertising but the most popular ones today are on social networking sites such as facebook, twitter, Tumblr, youtube etc. Celebrities are advertised on these sites and so are products/services, knowing that more and more people are signing up to these 'social networking sites' means a easy way of marketing your product to the world successfully.

The impact of the advertising industry is shown through the budgets and profits made from adverts. Coca-cola have been successful, and they only advertise to remind the audience that there product is still existing- this goes for all big leading products.

Looking back at when I stated that audiences choose how they want to view an advert, I am going to choose a institution and explore how they advertise their product.

I have chosen to explore L'Oreal, where they have used a bunch of celebrities to sell their products. Celebrities include Cheryl Cole, Gwen Stefani, Eva Longoria etc. They have used young and fresh looking women which will give audiences a sense of wanting to look like them, but what they don't know is that they have probably been photoshopped etc. So, it is up to audiences to look at it and ask, "Do i want this product?"

Case Study Q's

1: Consider theoretical perspectives in relation to the impact of new/digital media in your case study.

8: Who are the primary target audience now and has this changed? Who was it before and how do you know?

9: Is the size of the audience any different now than before the impact of new and digitial media (or has the pattern of usage changed)?

10: What impact has there been on how the media institution now has to produce the texts and the way in which the texts/products are distributed and exhibited?

11: What impact has there been on the way in which the audience now consume the media products/texts involved in your case study? How does it differ from what went before?

12: Has new and digital media had an impact upon ownership and control of the media insitutions involved in your case study? Explain in detail any impact and what exactly has changed.

Evaluation Questions

1: Is your production a reflection of the issues or a solution to the issues discussed in your Critical investigation.

I have decided to base my production on trying to solve the issue; my issue discusses the media obsession with sex and drugs, where my website shows how the media can be more appropriate but entertaining to masses. I have done this by using the right images, context and layout- for example within my context it has headlines including, "Top Celibates", I have specifically done this because in today's society celebrities are role models to the audience, where they want to be like them, so in order to be like them they must almost be a reflection of their actions, like a mirror; copying every move. Another example are stories which include, "Yes, you are looking at the new face of 'Clean Teen' or on the entertainment page, there is an interview which covers a story about a women who was a drug addict and has transformed her life for the better, so I have given a brief summary of her life and then questions including, “So, what do you have to say about your past?” and “Why did you decide to be so open and honest?”- Conventionally, it is common to have answers underneath the questions. Finally, I have made up stories depending on the images, so for example, the first story on the 'Gossip' page includes a girl who looks puzzled, so I decided to name the story, “Destina Gomez still wearing promise ring” where the promise ring is a symbol which stars wear to indicate that they are ‘virgins’. My website is a celebrity based website which gives insight on how the media could give true and not sex/drugs/violence related interpretations of celebrities and the public.

2: On a scale of 1 – 5 (5 being the best) to what extent does your production demonstrate autonomous, secure and confident use of the chosen technology, 
(With explicit examples – discuss how) 
?

Looking at my production, I would give it a 4, this is mainly due to the fact that I produced three mock-ups, which then lead me to choosing one and sticking to that idea- This shows the level of confidence and security I had with the challenge of producing a four page website, that is a solution to my topic. As I chose to use the same system as AS- iWeb, it lead me to work harder and show how much my work has changed, I used more experimental key features including colours, boxes, images and context, where looking at my AS and A2 work, you could tell that I have used the time right. However, if I were to push myself even more I would have used more techniques such as moving images or a short video. This would have shown a more complex approach to make my production achieve a higher level.

3: On a scale of 1 – 5 (5 being the best) – to what extent does your production engage with institutional and genre codes and conventions and show aesthetic credibility. 
(With explicit examples – discuss how) 


Looking at my production, I would have to say 4 to engaging with institutional and genre codes and conventions and shows aesthetic credibility, this is mainly because of how I’ve laid out my page as it includes a lot of boxes with different concepts, for example in 'The Launch' page, it has a big box and little boxes underneath, I have specifically done this because when I looked at websites, i found out that they all use a big box for exclusive news and little boxes for other stories- I have used this approach on all pages. Another example of use of boxes is for adverts and the sponsor, where I have put at least one advert in every page as when I researched websites, it was conventionally to do so- an example of a advert is a beauty product called, "Beauty Division", another example is Durex, which is also my sponsor, as it links to solving my issue as it is advertising safe sex.

Use of imagery is a key feature that must be used in every celebrity based website as audiences usually look at images before actually reading the context, so I made all the images larger then anything else and the text on top where it should be. Another way of using images on my website, is for the interview- where the image is big to show how exclusive it is; also on the first page, where under the title 'Top Celibates' there are six images located in that area, where names aren't visible because I would like to think audiences already know who they are. Finally, images are used for social networking sites, as there is an independent box for twitter, where I made the logo myself, there is a box to show who the comment is by and text next to it to show what audiences think of the show and updates.

Another conventional element that I have used is the use of footer, navigation menu and page numbers. Starting with the navigation menu, I decided to make it myself, where I started to make the page names, then making each page have a a separate hyperlink as if the whole menu was a link, I then added white stars in between the separate links; the text is red and when you click on it goes white. The pages itself is conventional for a celebrity based website, where it also has to link to the name of the website, 'Fashion Limited'- where i have specifically chosen page names such as 'the launch' and 'trending', I have also used conventional celebrity related website names including 'Gossip' and 'Entertainment'. Every website should have a footer at the bottom or sometimes the top of the page, in my case, I have chosen to put it on the bottom of the page with the page numbers on top of it, this is a constant thing on my website, as it is used on every page.

Also, I have chosen to use social networking logos including twitter, facebook and twitter as I feel as though these are the most successful today. I decided to have a box that is specifically for twitter, as twitter has become the most popular social networking site, which I feel all websites should include because it allows audiences to feel involved and connected. The logo is another conventional feature as most celebrity based websites have a big logo at the top of the page.

4: On a scale of 1 – 5 (5 being the best) – to what extent does your production reflect your knowledge and understanding of the chosen area? 
(With explicit examples – discuss how) 



Again i would give my production a 4, this is mainly because i feel as if i have established what my production is about, as my context relates to my issue, an example is on the 'Entertainment page' there is a box on the right, where the title is, "Celebs on sex, drugs and violence" and inside the box there are quotes by celebrities, for example, Lil Wayne says, "Safe sex is good sex...", this is a way of understanding the chosen area as it links back to my issue of solving the issue.

.5: What does your production explore in terms of? - 

- text(s), (With explicit examples – discuss how) 
- themes, (With explicit examples – discuss how) 
- issues (With explicit examples – discuss how) 
- debates (With explicit examples – discuss how) 



Texts:

-Website : E-media, where from question four, it is obvious that I have conventionally used all the qualities that should be in a typical website which is celebrity based, including images, context, layout etc.

Themes:

- Logo

- Links

- Navigation bar

- Colours

- Social networking sites box

- constant layout

Issues:

- Every celebrity-based website are similar, as they have false interpretations of celebrities and audiences, for example celebrity stories are mostly false and have an impact on audiences, or they have models instead of real women, also the health pages are mainly filled with diet pages that supposedly 'celebrities' do. However my website does the opposite by solving the issue, an example is my sponsor, i have chosen to re-create the durex advert as it not only advertises safe sex, but also could be some kind of role model.

Debates:

- Are the topics raised just a phase that will soon be just in the past: Every website has great ideas, but how long will it last for? That is a question that should be kept in mind

6: Looking at the Mark Scheme – 
What Level does your work fall into and explain exactly why.

Level 3, my production has shown that i can use the technology successfully, as I have used colours, context and layout to an advantage. Looking at my issue and my production, I feel as if I have an understanding on the links that both have. Also, I have done a lot of research and my product shows the level of engagement. To move up to a level four, I have to add more features that will create that unique effect, such as moving images or a moving image.

Mock Exam/Production

1) With four days to go, write a summary of where you are and how much further you have to go to secure a level 4 mark.

So far, I have done my layout, put all my pictures into its specific place and added the colours; all i have to do now is add font and text.

2) What key things can i note for my evaluation

The key things i can include in my evaluation is how hard it was to choose the font for the logo and the actual text. Also, to create a website that links to my topic.

3) a. What three things can i take from other peoples work that will help me improve mine - -The use of editing in pictures

- The use of colours

- The types of font used

b. What three things have i done better then others

- I have made a lot of adverts, where at least two are placed in one page

- My images, as they all have different locations and shots

- My context, as it links to my issue

4) What specific institutions will my text be shown by or used by and prove it. (Give examples of other texts that are similar to what i have done)

sites including Heatworld.com , ok.co.uk or cosmopolitan have a samiliar feel to my production as it has the same target audience and the same concept. the use of aderts, boxes and text is the same as these three examples.