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A Study Guide by Roger Stitson

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A Study Guide by Roger Stitson © ATOM 2012 A STUDY GUIDE BY ROGER STITSON a Zapruder’s other films Pty Limited and Australian Broadcasting Corporation co-production http://www.metromagazine.com.au ISBN: 978-1-74295-213-0 http://www.theeducationshop.com.au SERIES SYNOPSIS very four years, the cream of the world’s advertisers come together for the greatest marketing event in history – two weeks of elite com- Epetition played out while the whole planet looks on. This year it’s in London and for the brands taking part, their very presence is a testament to years of dedication and focus, of sweat and toil. What do they want for their efforts? Gold, gold, gold. They want to bring home glory, to pit them- selves against the best on the planet, to be worthy of the event’s eternal motto: ‘Swifter, Higher, Stronger, Richer.’ The team that brought you The Gruen Transfer, Gruen Planet and Gruen Nation – three of the ABC’s highest-rating programs – is proud to bring you Gruen Sweat. Host Wil Anderson and regulars Todd Sampson and Russel Howcroft will be joined by guest panellists as they commentate on the brandtathlon better known as London 2012, exposing the marketing machine that underpins, underwrites and over- exploits the Olympics. ‘Throughout London 2012, the Gruen team will be taking weekly samples of the Olympics to test for traces of bullshit, hype and spin. Any brand that doesn’t test positive will be sent home in disgrace,’ said Gruen Executive Producer, Andrew Denton. ATOM 2012 ATOM © A study guide SCREEN EDUCATION SCREEN 2 Episode 1 This week’s panel As well as host Wil Anderson, and regular panel members Todd Sampson and Russel Howcroft, this week the guest panellists are Olympians, heptathlete Jane Flemming and marathon runner Steve Moneghetti. Also, Shani Langi and Andrew Turley compete against each other for the Gruen trophy, in the segment called The Pitch, where each The Gruen Sweat participant puts together an advertisement on the same subject. website also contains extra features that don’t appear in the episode screened to air (see ‘Website References’). Curriculum links the sequence? Is the fact that he is Greece but Nazi Germany in 1936, to wearing a business suit appropriate or promote the German dictatorship to the rest of the world. This is followed by more This study guide is mainly aimed at middle not within the setting and location recent examples of torch relay marketing. and upper secondary school levels, with depicted? What kind of message or relevance to English, Media Studies, point of view is being made about the • Wil tells us that advertising branding was Graphics, Ethics and Philosophy, Olympic Games? a feature in the first Olympics of the Psychology, Business Studies/Marketing and Advertising, Cultural Studies, Sports • Overall, what does the content, the look, studies, SOSE/HSIE. the action, the camera work and the general layout of the sequence tell us This week in Episode 1: about the purpose, themes and style of • A look at the history of Olympics Opening titles the program? branding – the torch relay As this is the first episode of Gruen Sweat, • Swifter, Higher, Stronger, Richer – we should take a look at the opening • Imagine the producers of the program 2012 London Olympics brand name sequence, because it may contain pointers decided to create a new opening title control not only about the rest of the episode, but sequence. In pairs or small groups, • The Pitch – Performance-enhancing the entire Gruen Sweat series. create a concept and a plan for a new title sequence. You may even wish to drugs are acceptable in Olympic Games competition • Discuss in class what is happening think of an appropriate new title to visually in the opening title sequence, accompany the sequence. Transform • Great moments in Sportsvertising – and whether there is a ‘story’ of sorts your concept into a visual display on Lithuanian men’s basketball uniforms, being told. What might be the purpose poster paper, perhaps as a storyboard of AFL footballer Garry Hocking changes of the stop-motion animated filming illustration, placement of title and any his name to ‘Whiskers’,and Austral- technique? List the signage that is credits, and explanatory text of action ian Olympic athletes star in an airline displayed throughout the sequence and and on-screen movement, and style. safety demonstration Consider also how you will use colour, or explain why it has been selected. • Going for Gold – Stephanie Rice, black-and-white, throughout the Comment on the meaning and purpose Kenrick Monk and Nick D’Arcy court sequence. of the signage. Decipher any examples bad publicity of visual symbolism. Describe Wil • The Worst Performance ever by Anderson’s role, his behaviour and his A brief history of an athlete in an ad – Ben Johnson actions during the sequence. Why does Olympics branding endorses Cheetah energy drink he wave his arms in the air at the end of Important topics in this episode include After the title sequence, Episode 1 begins the extent to which the International with Wil’s introduction to the series, in Olympic Committee will go to protect the which he refers to ‘the London 2012 naming rights of its sponsors and adver- 2012 ATOM © - Olympics, where the world’s most compet tisers, and the fate that befalls Australian A study guide itive brands come together…’. We then athletes who are judged by the mass see where the pre-Games build-up of the media to have behaved badly. torch relay really originated – not in ancient SCREEN EDUCATION SCREEN 3 modern era, in 1896. Offer reasons as to • Write a fiction short story in comedy or • Examine the Subway ad featuring why Kodak was an advertiser in the 1896 dramatic mode in which the Olympic Michael Phelps and his mother, and souvenir program. You may wish to carry torch relay is an important element of explain why there are no references at all out research to design on poster paper a narrative. Alternatively, plan, write and to the London Olympic Games, nor to page of the souvenir program, in late illustrate a short comic strip story. Phelps’ gold medals and success in nineteenth-century visual and text style, previous Games. What do you think and to include an ad on the page, either Swifter, Higher, Stronger, would be the likely outcome if the ad did for a Kodak camera or for another contain a reference or an image relating product that captures a sense of the era. Richer: the Olympics to the Games? Note Russel’s comments branding police on this issue and Jane’s observation • After viewing this sequence of the concerning the use of the word ‘official’ episode, comment on your view of the In this episode, the panel looks at the in the ad’s spoken script. history and purpose of the torch relay extent to which the Olympic organisation since it was introduced in 1936. Do you protects the branding rights of ‘official’ • Following on from the previous activity, think the relay is a worthwhile and advertisers and sponsors who have paid in small groups plan the script for a short valuable pre-Games event or not? large sums of money to be associated with TV ad that alludes by suggestion to the the 2012 London Games, and the extent to Olympic Games but contains no direct • Discuss whether pop star Will.i.am was a which the International Olympics Commit- image or reference to it. You may also suitable choice as torch-bearer in the tee (IOC) ‘Brand Police’ will go to demand- wish to prepare a storyboard of roughly- build-up to the London Games. (See ing that those without official rights will illustrated camera shots, dialogue, ‘Will.i.am and the torch’ in ‘Website desist from displaying any associated voice-over and essential sound effects. References’. Olympic insignia. First we see American You may decide whether your ad may swimmer Michael Phelps in an ad for feature a well-known athlete or not. You Subway fast food. This is followed by a may also may choose a relevant product look at a map of London displaying a that is being advertised or promoted but ‘brand exclusion zone’, news items about that is not an official Games sponsor. groups and individuals who have been Some examples are: food and soft drink, ordered to remove displays of Olympic passenger airlines, clothes and accesso- 2012 ATOM © insignia, and some interview clips by ries, TV sets and personal video record- A study guide well-known personalities who either ers, mobile phones, computer systems defend or criticise this situation. and tablets, home insurance, kitchen appliances and living-room furniture. SCREEN EDUCATION SCREEN 4 • Write a letter to the editor of a London daily newspaper about the edict that spectators are not allowed to bring more than 100mls of liquid into the stadium with them – even bottled water. • Overall, after viewing this segment of the episode, discuss in class then write your own appraisal as to whether the Olympic movement is damaging its own brand in the eyes of the wider public. • In reviewing the issues raised about • Wil tells us to ‘follow the money’. If it is • Following from the above, Todd com- corporate sponsorship of the Games, the so financially expensive to become an ments that ‘the small companies are regulations surrounding it and the work official IOC advertiser and sponsor every getting far more than they could afford of the ‘Brand Police’, write 150–200 four years for a short time-frame of two to have’. Explain what he means. words on what you imagine the Olympic or three weeks, why do businesses want Games of the future might be like.
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