Guardian Newspaper - Exam Practice Time Conditions

Audience: On the basis of this ad, who does the Guardian brand appeal to?(CAGE)

Firstly, the primary audience is white middle class individuals between ages 24-40 year olds  both female and male which may suggest that the advert is likely appeal to the social economic classification group of A/B. This is because the Guardian is a newspaper broadsheet which covers a range of issues such as politics, businesses, money, suggesting that the Guardian targets individuals who have a high income status as they are more likely to be aware of the information in the newspaper, therefore the advert is targeting the similar audience. However, the secondary audience could possibly be for working class individuals who are associated with the social economic class  of D/C1/C2. This is because the Guardian advert is about helping those people who nee help on their financially mortgage and as working class individuals who have semi-skilled/skilled jobs are less to middle class people, therefore they may identify with the advert. Furthermore, according to young and rubicom theory the psychographic group which may may appeal to the Guardian brand could be Resigned. This is because they are the people who seek survival, prefer brand choices which stresses safety and the Guardian advert promotes this by highlighting to the audience that they would help individuals who need support on their financial payments.

Media Forms: What techniques does the ad use to persuade the audience to consume the Guardian?

Firstly, this advert is a post-modern re-written story of the Three Little Pigs which is effective as it makes the advert look unique and is promoting open journalism. The non-diegetic sounds of different peoples voices could persuade the audience to consume the Guardian as it highlights to them the effect of what could happen to people who are in financial problems; however, towards the end of the clip  the montage editing used and then changed to everyday day clip of people accessing the Guardian newspaper and website suggest that The Guardian is updated with their information. This is effective in persuading the audience as it conveys that the Guardian covers many useful issues such as news, money, politics which would appeal to the audience especially middle class people (A/B). Moreover, as the advert is a post-modern re-written story of The Three Little Pigs the parallel sound used in the advert creates a tense and dramatic atmosphere for the audience;however, the parallel sound used at the beginning of the advert creates a magical and fairy tale atmosphere. The non-diegetic sound used more in the advert alongside with diegetic sound which is effective in creating a chaotic scene and atmosphere. Moreover, Levi-Strauss narrative theory of binary opposition is highlighted in this advert as it is the three little pigs (good) versus the wolf (bad). 

Media Institution: What issues of new technology does this ad raise and what does it tell us about the values of The Guardian?

The issues of being raised in the advert could be that modern technology such as the internet are becoming for advanced and popular. This is because through mobile phones people can access The Guardian website instead of consuming the newspaper which shows that print is in decline. Also, in the advert it shows people viewing the news on The Guardian website and it shows a club broadcasted on YouTube which clearly conveys that new technology is becoming more popular with people. The technique of synergy is used in the advert as the people in the advert are using social networking sites such as Twitter and Face Book which is effective in promoting these successful sites to the audience which may appeal to them.

Representation: How is the news represented in the advert?

The advert highlights how the news has become more advanced as people can access it through their computer or phones. This is effective in showing that technology has become more modern and advanced over the years. Notably, the news is important to everybody world wide and the advert clearly establishes this through people wanting to know what happened to the three little pigs. The advert promotes a positive representation of the news in showing how social networking has influenced individuals in reading the news as it has become more advanced.