Montage & Commentary
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Decoding Advertisements: Montage & Commentary
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THE BRIEF
This brief is intended to assess (a) your ability to recognise and
understand how the appearance of advertisements (their visual design
strategies, their use of language and the choice of media) shapes our
perception; (b) your understanding of how advertisements shape our
perceptions of what we should want and why we should want it; (c) your
understanding of the relationship between the appearance of
advertisements and the strategic objectives they are intended to
fulfill; (d) your ability reflect on the effectiveness and content of
those campaigns; (e) your ability to use the various theories and
interpretive systems that you have been introduced to on the unit in
order to clearly and effectively discuss all of the above.
In assessing this work approximately thirty percent of the assignment
mark will be awarded on the basis of your completion of a ‘montage’ (the
first part of the assignment) and the remaining seventy percent will be
awarded for the quality of the commentary on that montage (the second
part of the assignment). One single mark will be awarded for this
assignment.
Decoding Advertisements: Montage & Commentary
THE TASK
Pick a brand and a recent campaign or promotional communication for that
brand. (This Cannot British Airways or Visiting Mum Campaign)
The assignment has two parts. For the first part you need to create a
visual montage (using PhotoShop, PowerPoint or even just Word) that
analyses the situation of the brand in the context of either a recent
(no more than five years old) or current advertising campaign.
In the creation of the montage you need to pay attention to things like
the perceived reason for the advertisement or campaign, the intended
target audience, the strategy that the brand is using, the proposition
and the support being offered for that proposition.
The montage should illustrate the competitive environment, the
background to the communication(s), the interests of the target
audience, a clear connecting idea between the audience and the strategy,
a logical link between the strategy and the proposition and an
evaluation of the support being offered by the ad and the brand.
For the second part of the assignment you need to write a commentary (of
one and a half thousand words, excluding references) that details your
thinking behind the composition of the montage and draws out the logical
links between target audience – strategy – proposition and support. Your
commentary should use the terminologies, theories, and approaches to
advertisement decoding that we have studied through the semester.
Your commentary should conclude with an evaluation of the potential
longevity and success (meeting the objectives) of the campaign.
This work should all be a single electronic document. The montage will
therefore have to be constructed in such as way as to make it amenable
to insertion into a word-processed document. Word count is 1500 words
for the commentary. The montage should constitute a single page in
landscape format. The commentary should be executed in 12 point Times
New Roman, double-spaced
Decoding Advertisements: Montage & Commentary
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