“Jukebox FM” Advert Theory

Audience- our target audience would be teens and early 20’s that are finding their identities. It would be targeted at those who aren’t mainstream, who like more alternative music. Students of both gender would be the main target audience, as they are finding or already know what genre of music they are into. The demographics of the audience would be students (Band E); so low or no income; teenagers or early 20’s, both genders, predominantly white but there is nothing to suggest exclusion.

Institution- Our advert could be shown on sky, freeview and similar channels that broadcast programmes of a similar genre/target audience. It wouldn’t be shown on the main five channels, maybe with the exception of channel 4, as they don’t show programmes aimed at the same audience. Also, if it were a real radio station, it would be an independent one with not a large budget for advertising and marketing.

Representation- we used stereotypical representations of those who like alternative music; the ”indie”, ”alternative”, ”geek” and ”goth”. We felt a teenage audience could identify with these stereotypes as they are typical fazes of character/dress that teens go through when into alternative music. The ”characters” are also matched to a beat/rhythm that stereotypically fitted that representation. For example the goth matched the sombre sounds in the track.  

Narrative- we weren’t telling a story so there isn’t really any evidence of Todorov’s equilibrium narrative theory, or Propp’s character theory. However, there is evidence of  Levi-Strauss’s binary opposition- the contrast between the ”geek” and the ”indie” and the contrast between the dark of the subway and the light of the library. The main narrative we had was that the ”characters” appeared on the screen at the time of their assigned beat/rhythm.

Audience (again) – I think that the uses and gratifications of our advert would be to entertain but mainly to inform of the new radio station. A passive audience would see it as simply an advert for a new radio station, but an active audience would recognise the stereotypes and the reasons why the narrative is constructed in the way that it is- the ”characters” fitting certain beats/rhythms in the track.

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