Apple Beats 1 Radio CSP

Background, industries and the impact of the internet

1) How have our music listening habits changed since 1960?

Our music listening habits have changed since 1960 by us not using the radios unless we're in the car, and instead listening to music on-demand (e.g. Amazon music, Spotify and Deezer). 

2) When did Apple Beats 1 Radio launch and what is it?

Apple Beats 1 Radio is is a 24/7 music radio station owned and operated by Apple Inc. It first launched in 2015.

3) What is the difference between Beats 1 Radio, iTunes and Apple Music?

It doesn't have on-demand listening or skips; rather, it's more of a traditional live radio broadcast.

4) Why was Apple so keen to enter the online music world and compete with Spotify, Deezer and Amazon Music (and others)?

To gain more control of the streaming market: Apple already has a loyal and substantial consumer base through iTunes. Apple Beats 1 is another method of keeping Apple customers away from competitors such as Spotify, Deezer, Amazon Music etc.

5) Why did Apple choose the three selected DJs for launch? 

So that established DJs who will bring their own fan base –  there are ‘guest’ DJs who are well known singers and groups. 

6) How does the use of DJs differ from Spotify, Amazon Music and other streaming services? 

Beats1 sells itself on the quality of the DJs and in this it is different to Spotify, Deezer and Amazon Music as it allows the audience to develop Personal Relationship (Blumler and Katz) with the DJs. 

7) How does the content of the Julia Adenuga show differ from Radio 1? 

 London DJ from former pirate station Rinse FM - expert on grime music 

8) Why does Beats 1 radio give Apple the power to make or break new artists? Is this a good thing or a bad thing for the music industry?

Beats 1 demonstrates emerging, future developments in the media and provides an opportunity to study issues linked to ownership, globalisation and convergence. 

9) Read the BBC feature on the launch of Apple Beats 1 Radio. Did the industry experts think it would be a success? Why?

"A rising tide lifts all boats" is the expression, and I think it's good for the radio industry that a tech company so used to changing the way we operate as human beings - with iPads and smart phones - wants to do radio. Having a presenter tell you "this is the next big tune that you need in your life" is so much more engaging and exciting than a streaming device."

10) Give arguments for and against the idea that Beats 1 will be a threat to traditional media industries (e.g. radio stations, record shops, online music retailers etc.)

“Beats 1 isn't about radio, it's about music. Most radio stations offer local news, travel, information and entertainment so Apple's new single radio station won't have much of an impact on most of them. People who listen to local radio generally don't listen for the music. However, specialist music stations such as 1Xtra, Kiss, 6 Music (and to an extent, Capital and Radio 1) will be more at risk.” - Roy Martin - managing editor, Radio today.

Audience

1) Who is the target audience for Beats1 and Julia Adenuga in particular? Refer to demographics and psychographics.

Content exclusive to Beats1 such as Taylor Swift back catalogue (which is not available on Spotify).  Artists sign exclusivity deals with certain online providers.  This does influence what music DJs can play as artists who have signed up to Apple may get preference.

2) Why do people listen to Beats1? Which aspects of Blumler and Katz’s Uses and Gratifications theory relate to Beats 1 and its audience?

Personal relationship-As they could become a fan and develop a relationship with the DJ's a star guest appearances.

3) Can the audience actively interact with the Apple Beats 1 Radio or are they passive when listening? How? Give examples. 

The audience are listening passively as there are no opportunities to phone-in or speak directly to the artists while they're on-air. However, there is some active listening as listener can actively add songs they hear to their library and playlists. 

4) Is Apple Beats 1 aimed at a mass or niche audience? How does this differ to BBC Radio 1?

Apple Beats 1 was marketed as a globally interactive radio which anybody could enjoy, however, their DJs are incredibly specialised, and it could be argued that the station is specialised and targeted at a niche audience of hip/hop listeners. This is different from Radio 1 which was a very mainstream radio station that played popular music for a mass audience.

5) Do you think Apple Beats 1 radio will be popular with young audiences or are streaming services the future of audio-based media?

I believe Apple Beats will not be extremely popular like other cheaper options (Spotify), but it will gain quite a large following and potentially pose a threat to music-specific radio stations like Kiss FM. However, due to the open and extremely personalised nature of streaming services radio is at risk of becoming obsolete.

Radio 1 Launch CSP

Historical, social and cultural context

1) What radio stations were offered by the BBC before 1967?

The radio stations that were offered by the BBC before 1967 were BBC radio light and BBC radio light.

2) How was BBC radio reorganised in September 1967? What were the new stations that launched?

BBC radio was recognised in September 1967 by pirate station broadcasters. The new stations that launched was Radio 1 and Radio 2.

3) What was pirate radio and why was it popular?

Pirate radio was regarded as the best place to hear new music and particularly urban music. It was popular because young people thought it was cool.

4) Why did pirate radio stop broadcasting in 1967?

Pirate radio stopped broadcasting in 1967 because the Marine Broadcasting Offences Act officially outlawed pirate radio stations. The Government had closed the legal loophole that allowed these stations to broadcast and these had a British audience of 10 to 15 million. This meant the audience had to go to Radio 1 if they wanted to listen to popular music.

5) How did the BBC attract young audiences to Radio 1 after pirate radio stations were closed down?

BBC attracted young audiences to Radio 1 after pirate radio stations were closed down because many of the pirate station broadcasters then were then employed by BBC Radio 1, thus bringing many of the their loyal listeners with them.

6) What was 'needle time' and why was it a problem for BBC Radio?

They could only play five hours of music per day. Pirate stations did not have these restrictions imposed on them because the law was difficult to apply offshore.

7) How did BBC Radio 1 offer different content to previous BBC radio stations?

 Radio 1 also developed better content more suitable to the target audience as it became more popular. 

8) Who was the first presenter for BBC Radio 1 and why did these new Radio 1 DJs cause upset initially at the traditional BBC?

Tony Blackburn was the first presenter for BBC Radio 1. It was not seen as 'cool' by many young people as the BBC stood for traditional, conservative values.

9) Listen to excerpts from the Tony Blackburn's first 1967 broadcast - how might it have appealed to young listeners?

It had upbeat background music, which makes young people want to listen to them. It had more popular and newer music.

10) What conventions did Tony Blackburn's radio show borrow from pirate radio - which made it very different to previous BBC radio content?

Style of presenting was more energetic and less uptight which is what some teenagers liked.

Audience and industry

1) What was the target audience for BBC Radio 1 in 1967?

The target audience for BBC 1 in 1967 was mostly teenagers and young adults.

2) Why did Radio 1 initially struggle to attract young listeners?

It was not seen as cool by many young people. This is because they stood for traditional music.It struggled financially as there was no increase in the licence fee to pay for this extra radio station.

3) What audience pleasures did Radio 1 offer listeners in 1967? (Use Blumler and Katz Uses and Gratifications theory).

The audience pleasures that Radio 1 offer listeners in 1967 was diversion, relationships and identity.

4) How is the BBC funded?

BBC is funded through the compulsory licence fee (TV license).

5) Applying Stuart Hall's Reception theory, what would the preferred and oppositional reading have been of BBC Radio 1 in 1967? 

What BBC wanted teenagers/young adults to think of BBC 1 was that it was cutting edge and completely for them whereas the teenagers didn't care much for it as they felt betrayed by their pirate stations being shut down.

Arctic Monkeys - I Bet You Look Good On The Dancefloor

Impact of new/digital media on music industry

1) How do audiences generally watch music videos these days?

Audiences generally watch music videos these days by social media like YouTube.

2) What opportunities has the growth of digital technology and YouTube created for new music artists?

The opportunities that the growth of digital technology and YouTube created for new music artists is millions of people all around the world have access to watch your music video by just a single search of the name. 

3) What is P2P and why did it cause huge problems for the music industry?

P2P is is an online video sharing/streaming website. Music released without consent from the artists.

4) Do you think the internet has given audiences more power over who becomes successful in the music industry? Why? 

Yes i do think the internet has given audiences more power over who becomes successful in the music industry. This is because with out the audience to watch and buy the songs, the song writer/singer wouldn't produce any earnings from the songs.

5) How has Fortnite demonstrated the potential future for music videos and promotional opportunities for the music industry? You can read more on this event in this Verge feature.

Fortnite has demonstrated the potential future for music videos and promotional opportunities for the music industry by every one of the likely tens of millions of players of Epic Games’ battle royale title were transported to a virtual stage.The stage came to life with building-sized holograms of Fortnite characters, while a custom set of graphics played behind Marshmello’s avatar.

Arctic Monkeys: Industry

1) How did the Arctic Monkeys first achieve success and build up their fanbase?

 They played in pubs and small venues in and around Sheffield, and built up a huge following online using Myspace.

2) Why was P2P file sharing an unexpected aspect to Arctic Monkeys' early success?

It was unexpected because the band didn't know that their video had been shared, yet it led the band to success and fame.

3) How does the rise of Arctic Monkeys differ from how One Direction were formed and became famous?

One direction were put together by a record label. The arctic monkeys were all friends at school.

4) How has technological convergence changed the music industry?

It changed the way videos were shared and consumed.

5) Has the internet been a positive or negative development for traditional record companies? Why?

It has been positive to an extent, but also negative. This is because it helped many artists build an online fandom. The internet has also given people the opportunity to publish unreleased music, which could affect an artist/artists very badly.

Arctic Monkeys: Audience

1) What is the main Arctic Monkeys audience - demographics and psychographics?

The majority of the audience are aged between 17-30, and will have an interest in fashion, films and other technology, as well as music.

2) What audience pleasures are offered by the music video for I Bet You Look Good On The Dancefloor?

Audience pleasures would include diversion - the song is upbeat and fast-paced. Fans who followed the band from the early days might find a sense of personal relationship while many young people would get a sense of personal identity from the lyrics to the song (about going out to a club and drinking)

3) What is nostalgia and why is it a key audience pleasure for the Arctic Monkeys music video?

Nostalgia is a longing for a period in the past. It is a key audience pleasure for the Arctic Monkeys music video because of the 1980's style. 

4) How are fans positioned to respond to the video? What does the artist want fans to take from their video?

The artist wants fans to take in that you can do whatever you want that makes you happy and you can be successful with whatever social media platform.

Music video: One Direction- History

Industry

1) How were One Direction formed and how is this reflected in the music video for History?

One Direction was formed by them all performing in the seventh series of a hit show called  'X Factor'. They were propelled to success through social media and become one of the most successful groups ever, breaking many records.

2) What is vertical integration? You may need to check your book for this (or remind yourself from this previous blogpost.)

Vertical integration is an arrangement in which the supply chain of a company is owned by that company.

3) What is horizontal integration? (See link above for help again!)

Horizontal integration is the process of a company increasing production of goods or services at the same part of the supply chain. 

4) How has technological convergence changed the way audiences consume music videos?

Technological convergence changed the way audiences consume music videos by different social media platforms seen by different people all around the world. People 'used' to listen to music via radio, but now technology has evolved and people have started to use phones, laptops and Ipads as a way of listening to music. 

5) As a manufactured band, what influence do Simon Cowell and the record company Syco (part of Sony) have over the content and release strategy of One Direction music videos? You may want to read this text from an article in The Inquisitr about the relationship between 1D and Simon Cowell.

The influence Simon Cowell and the record company Syco have over the content and release strategy of One Direction music videos is a lot. This is because Simon Cowell is a very well known English television personality, entrepreneur, producer and record executive- not only in the UK, but all around the world. After finishing the show, One Direction signed a record deal with Syco Records (Simon Cowell’s record label) which is part of Sony, one of the ‘Big 3’. 

Audience

1) What is the main One Direction audience - demographics and psychographics?

The main One Direction audience is young teenagers and young adults.  

2) What audience pleasures are offered by the music video for History?

The audience pleasures that are offered by the music video for 'History' is that whenever something doesn't go accordingly to a plan, you just have to move forwards. After the departure of Zayn Malik, who has left the band to pursue a solo career, they made this song as a 'period of closure'. The footage in the music video is nostalgic and will appeal to loyal fans as it will remind them of the band’s success and younger appearances, right back to the start of their career on X Factor (featured in the opening of the video) in 2010. 

3) Pick out three particular shots, scenes or moments in the video that would particularly appeal to One Direction fans. Why did you choose those moments? 

One particular moment in the video that would particularly appeal to One Direction fans is at the very beginning when they was up on stage in BGT. This is because this is when they was first noticed and when their careers was about to shoot up into fame. A second scene that would appeal to the 1D fans is when they were together in the record studio planning their first song. This is because this is the first song their fans would hear from them all together. The last shot in the video that would appeal to the 1D fans is their first concert. This is because their fans from day 1 would remember going to their first convert when no one left the group and would feel nostalgia.

4) What is nostalgia and why is it a key audience pleasure for the History music video?

Nostalgia is when you reminisce the past that made you feel happy. 

5) How are fans positioned to respond to the video? What do the producers want One Direction fans to take from the video?

Producers want One Direction fans to take in that One Direction cherished all the moments they had with each other and with their fans. They want to thank their fans for all the love and support and are thankful for them all. 

Music video: Introduction

1) What are the key conventions of music video?

The key conventions of music videos are; camerawork, actors, editing and performance element/narrative

2) What is intertextuality?

Intertextuality is when one media text references another media text – through genre, conventions, mise-en-scene or specific cultural references.

3) When did music videos first become a major part of the music industry?

In 2005 the launch of YouTube changed the way that consumers access and enjoy music video. Now self-promotion is more common.

4) What launched in 1981 and why were music videos an important part of the music industry in the 1980's and 1990's?

MTV was launched in 1981 as a platform for music videos and the first music channel on television. Music videos were an important part of the music industry in the 1980's and 1990's because big budgets were spent on producing innovative and creative music videos such as Michael Jackson’s Thriller that had a film narrative, a well known director and featured intertextuality (horror films).

5) How are music videos distributed and watched in the digital age?

In 2005 the launch of YouTube changed the way that consumers access and enjoy music video. Now self-promotion is more common. 

6) Why was piracy (illegal downloading on the internet) a problem for the music industry?

Piracy on the internet was a problem for the music industry because they could not keep up with illegal downloading and streaming services where fans shared content for free. This would mean the music industry would stop making any profit money at all. 

7) What digital services did the music industry set up to combat the threat of piracy and illegal downloading? Give examples.

Eventually, the 2000's saw the rise of streaming services with subscriptions such as Spotify, Apple Music, Beats Music and (most recently) YouTube Music. This has allowed the music industry to start making money again from audiences buying (access to) music. 

8) What is digital convergence?

New platforms and music apps on smart phones mean that listeners are now becoming one-device consumers and using their phones for all media access. Audiences can access all media products on one device (usually their phone).

Advertising and marketing assessment

1) What does intertextuality refer to in Media Studies? [2 marks]

Intertextuality refers to making references to any kind of media text using another media text.

2) Explain how the OMO advertisement reflects the social and historical context of its time. [6 marks]

OMO advertisment reflects on social and historical context of its time by portraying women as domestic workers. The OMO advert came out in 1955, where women were represented as housewives and stay at home mums who always look good for their husbands. In the advert, it clearly shows the women as enjoying cleaning and is dressed for no occasion.

3) How do advertisements reinforce and challenge stereotypes in the media?

Advertisements reinforce and challenge stereotypes in the media by making it seem as if women can't have a mans job, but can be at home cooking and cleaning for their families. In reality, you also see women getting jobs like CEO's and lawyers. Although, some advertisements reinforce stereotypes in the media by women being sex objects. This is shown by how women were showing off their bodies to please men in the adverts. Women are still modeling and are seen to be sex objects by media to this day, and are meant to have an 'ideal' body type created by society.

Answer with reference to the NHS Blood and Transplant online advertising campaign Represent. [12 marks]

Advertisements challenge certain stereotypes by encouraging audiences to help out with something like in the represent advert. In this advert explicitly they need individuals from the BAME community to donate blood as only 3% of individuals who give blood are from BAME community. In the advert, you could see a women having a job as a CEO of a successful company which, what most society believe, is a 'mans' job. The whole purpose of the advert is to target the Black, Asian and Minority Ethnic as only 3% donate their blood to people who need it. The BAME community should be encouraged to help the people in need as well as other races. 

Represent NHS Blood & Transplant campaign

1) What does BAME stand for?

BAME stands for Black, Asian and minority ethnic.

2) Why is there a need for blood in the BAME community? 

Because not that much of black or Asian people are donating blood, less than 3% of blood donors are black or Asian, so they are encouraging the BAME community to donate more.

3) What does this advert want people to do once they've seen it (the 'call to action')?

They want the BAME community to donate their blood to help other people that really need it.

4) Why is the advert called 'Represent'?

The advert is called 'Represent' because they want the BAME community to represent who they are and show that they could also do stuff to help or even save a life.

5) Why have the producers chosen famous BAME celebrities to feature in the advert? Give an example of three well-known people who appear in the advert and why they are famous.

The producers have chosen these famous BAME celebrities to feature in the advert because they are really well known amongst different industries and they have people among the BAME community that look up to them. One of the three well known people who appear in this advert is Lady Leshurr, she is famous for her rapping. Another well known person who appears in this advert is Ade Adepitan who is a famous basket ball player and a TV presenter. Finally, Kanya Kingas she is famous for being the founder of the MOBO awards.

6) Why is there a slow-paced long shot of empty chairs at the end of the advert?

The slow-placed long shot of 3 empty chairs at the end of the advert represents the 3% of people who don't donate blood.

7) How does the advert match the key conventions of a typical urban music video?

 The advert matches the key conventions of a typical rap music video as there are low angle shots which give them power as they're looking down on the audience. Also, there is clear  emotion and seriousness as they're trying to show that this is a important matter.

8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)

 The advert subverts stereotypes by showing celebrities like Ade Adepitan who is a black, disabled basketball player. It shows that disabled people are capable of doing many things and shouldn't be held back. The stereotype of young people is subverted as it represents them as hardworking,dedicated, and successful. Also, it features MOBOs founder and CEO Kanya King who is challenging stereotypes, being a female CEO and is shown as powerful and strong.

9) How does the advert reinforce certain stereotypes of the BAME community? Could there be an oppositional reading where some audiences would find this advert offensive or reinforcing negative stereotypes?

One stereotype that could be offensive is the choir group which reinforces that black women are always church singers

10) Choose one key scene from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).

The long shot of wheelchair basketball player Ade Adepitan has him in front of the Olympic stadium in London which connotes that being disabled doesn't mean you are less able than others in some ways.

Galaxy 'Chauffeur' advert

https://youtu.be/Sw-9zMEDzRM

1) Who is Audrey Hepburn?

Audrey Hepburn was a Belgian-born British actress and humanitarian. She is best known for her roles in films such as Roman Holiday (1953), Breakfast at Tiffany's (1961), and My Fair Lady (1964).

2) Why did Galaxy select Audrey Hepburn for this advert? 

They selected Audrey Hepburn because they are trying to say if you eat this specific chocolate you turn good looking as she has loads of makeup on.

3) What are the connotations of Audrey Hepburn and celebrity in this advert? 


Glamour and luxury.

4) Why is the advert set in the 1950s? What audience pleasure does this provide?

Nostalgia as the advert is directed at adults.

5) What is intertextuality?

When a media text references another media text.

6) What Audrey Hepburn film is suggested in this advert and how is this effect created (e.g. mise-en-scene - CLAMPS: costume, lighting, actors, make-up, props, setting)?

'Roman holiday' as it's set in Rome. This is shown by the background music how it's french, Audrey's makeup and dress which has the 1950's vibe and lastly the type of buses and cars.

7) Which of Prop's character types are represented in the advert? (Note: you will not find them all). 

The Props character types that are in this advert is The heroine, helper, doner and the hero.

8) How does the advert's narrative (story) follow Todorov's theory of equilibrium?

It was a normal day and the bus driver was driving in Italy when there was a fruit blocked in front of the bus, that's when the hero comes and saves her and Audrey goes into his car.

9) What representations of gender can you find in this advert?

The representation I can find in this advert is that women are always in need of help and being rescued while men do the rescuing.  

10) Are stereotypes reinforced or subverted in the Galaxy advert? Give examples.

There are stereotypes being subverted in this advert such as the journey in Italy being a relaxed place, yet it's chaotic at the beginning, also the woman being less superior to men yet the woman takes the hat off the driver and sits in the back of the driver's car.

OMO advert

1) What year was the advert produced?

The year the advert was produced was in the 1955.

2) How were women represented in most adverts in the 1950s?

Women were represented in most 1950's adverts that women are inferior to men, bad drivers, powerless, sexualised or focused on domestic workers (e.g. cleaning). They were .stay at home mums who dress to impress  and always look good for their husband.  

3) How does the heading  message ('OMO makes whites bright') and typography promote the product?

The writing is in sans serif which connotes clean and minimal. The heading message gives an idea to the audience that the product isn't any ordinary product it's a product which doubles the brightness of your clothes and lasts longer than any other detergent.

4) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of the model used to suggest women's role in society?

The cost me connotes that a women should always be wearing a cleaning costume to get ready whenever she cleans. The makeup suggests that whilst she;s cleaning for her family, she should always care about what her appearance looks like for her husband. 

5) Why is a picture of the product added to the bottom right of the advert?

The picture for the product is added to the bottom right of the advert to show the  connection between the flash box outside the bold heading for the product and for the advert headline

6) What are the connotations of the chosen colours in this advert?

The connotations of the chosen colours in this advert suggest that the product is fresh and new and that when you use the product it'll turn really white and bright.

7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.

The anchorage text uses persuasive language to encourage the audience to buy the product by repeating the words 'bright' and 'white'. This will get stuck in the audience' heads, and when the women go to buy it all they'll know is that it'll get the job done. 

8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.

The representation of women that are found in this OMO advert is people who are pointless in life and only know how to cook and clean, and that would supposedly make them happy.

9) What is the preferred reading for this advert - what did the producers of the advert want the audience to think in 1955?

The preferred reading for this advert is that the OMO detergent is better than all the other regular ones that women would buy as in the advert they make it seem they get the job done better than no other. 

10) What is the oppositional reading for this advert - how might a modern audience respond to this text and the representation of women here?

The oppositional reading for this advert is that women are only good at domestic work and that they enjoy it as well as looking goof for their husband.

Gender representation in advertising

1) Find three adverts featuring women that are from the 1950s or 1960s. Save the images to your Media folder as jpegs and then import them into your blog post. Hint: You may wish to look at car, perfume or cleaning products but can use any product you wish.

2) Find three adverts featuring women that are from post-2000. Save the images to your Media folder as jpegs and then import them into your blog post.

3) What stereotypes of women can you find in the 1950s and 1960s adverts? Give specific examples. 

The stereotype of women i can see in the 1950's and 1960's adverts is that women are inferior to men, powerless and sexualised. This is shown by how on one of the advert, one women is dressed up scandalously. Women were expected so much, this is by putting on loads of makeup and dressing a type of way to impress men and be better wives. Lastly, on two of the advert it shows a women cleaning and a advert that says, ''show her it's a mans world''. Whilst women were doing domestic work, the men would be out proving for their families, which is why they added that title. 

4) What stereotypes of women can you find in the post-2000s adverts? Give specific examples.


Stereotypes of women I can find in the 2000s adverts is that women should have a certain body type in order to fit the beauty standards society has told us is normal. This could be offensive to someone who doesn't fit that standard as they would feel lesser than other women. Another stereotypical advert I can see is that women should be the ones cooking, You can tell that's the case as one of the text says, ''the only thing that cooks better is a woman''. This shows that people still think that women should be at home cooking and a subsidiary towards their husbands.

5) How do your findings suggest representations of gender have changed over the last 50 years? 

In my opinion, I think representations of gender hasn't changed over the last 50 years as women are still supposed to look a certain way to a degree. Also, how people still think women are inferior to men.

Advertising key conventions

1) What key conventions of an advert can you find and what are the connotations of each one?

The key conventions of an advert I can find is the simple colour scheme. The colour is a very light lilac colour which connotes a first love which is your mum. Another key conventions I can see is the slogan, "mother's day is better with cake". This connotes that you should treat your mum on valentines day with something sweet. The simple image of the cake connotes that one small cake is still delicious. The last conventions I see is the name of the programme, "Mr Kipling" which is a brand of cakes and baked goods marketed in the UK and Ireland. This connotes that whenever its mother's day you should buy Mr Kipling's cakes as it will bring happiness.

3) What is the USP (unique selling point) of the product and how do you know?

The USP of the product is the slogan, " exceedingly good cakes". I know this because when the consumers view this text, they'll end up buying more of Mr Kipling's cake, not only for mother's day buy also more frequently. 

Extension task:

1) A clear brand identity:

2) A shocking or controversial idea:

3) An emotional connection to audience:

4) An innovative or ‘different’, subversive concept (e.g the porcupine advertising VW car):

5) A foreign advert that you can understand despite the language barrier:

Finally, write what the USP is for each advert:

The USP for the clear brand identity is that its a very simple advert. The slogan ''I'm lovin' it'' shows that people who eat McDonald's love eating their food. The red in the background connotes love, energy and strength- which sows once you eat their food it'll change your whole mood. The USP for the shocking/controversial advert is that when you use this Dove product, you'll have a different skin colour. This is a very offensive advert as it downgrades the women who has a darker skin colour. This advert, from the 21st century, just shows how people never change and that they are stuck in a different time zone. The USP for the emotional advert is that the company wants us, the audience, to feel bad for the young child and donate money. The slogan ''he's starving. we're not. its time to share'' shows that they want us to help them as they are more unfortunate than us. The text in blue connotes serenity and reflection. The USP for the innovative subversive concept is that they are catching peoples attention to the word 'advert', so that the drink can be the main focus. The text is in the font black and is in bold. This is very eye-catching and conspicuous. Lastly, the USP for the foreign advert distinctly shows that you should buy a beer after a long day of working. This shows that the man has been working and the women, which stereotype is believed to be a house wife and being inferior towards her husband, to be poring a glass of beer for her husband, The red in the background connotes strength which means the husband will be strengthened once he drinks the beer, and love which shows the wife loves her husband as she's pouring him a drink.