E Skeates Media

 wateraid advert: charity advert what is the purpose of a charity advert? To raise awareness of the cause/issue/problem in society , also raise money for the charity how do they work? makes the audience feel sympathetic, raise awareness  what mode of address do they take? direct address, sense of sympathy what conventions do they demonstrate?  how to they position the audience? directly with the person who needs our sympathy -manipulative, guilt tripping -show the charity's name, logo - sad, depressing -typically positioned in an uncomfortable mode of address nspcc ad -direct mode of address and lexis - you, we -words like hope stood out in green on the screen - binary opposition of monochromatic video and coloured words  -mise-en-scene of the grey setting creates a dark and depressing atmosphere for the audience -slow paced editing- adds more time to look at sad children -fades out/dissolves editing - uncomfortable and depressing -high angle mid shot, boy looking at...

 unconventional representation of masculinity intertextuality : where one media product makes reference to another media product pot noodle advert (you can make it) & a montage white, working class northern teenagers -his accent associations - drinking, poor, - council estate - mise-en-scene of the setting of the deserted train yard is a intertextual reference to rocky, also anchors the audience into thinking he is poor -desaturated colours to saturated scene of vegas - gentle music cuts off to lively cars - binary opposition  - cuts back to north of england - negative assumption - grandpa is scruffy, overweight eating a pot noodle; stereotypical working class meal eating pot noodle, suggests they are poor -baseball caps- unclean? -cut to and from vegas, from saturated colours to unsaturated -reaction - reaction shot - anchor us into thinking/reacting the same -surprised and excited -reaction shot - black man represented, the only non white person featured in the ad - coul...

 how the producer manipulated the audience manipulation - change something/ someone's ways stuart hall- how representations are constructed -a categorisation of people -how an entire group of people are represented -a commonly held belief about a certain group of people stereotypes allow us to identify a group of people - reinforced by media products - they allow us to make sense of the world stereotypes are useful for audiences and producers richard dyer - the role of stereotypes - an ordering process - a short cut (for producers) - a reference point (for audiences) - an expression of dominant societal values representation and identity: - stereotypes reduce people to a simple set of characteristics - producers are essentially constructing identities  --- - lots of people from different ethnicities - all women -diverse range of ethnic groups are represented - no matter who you are or where you come from you can join in - all different ages of women -  - different body ty...

 representation - show something again - the ways in which a media product constructs the world and aspects in it, including social groups, individuals, issues and events every media product is a lie (characters in friends are not real) - representation comes from beliefs in our society representations are a reconstruction of reality - 100% constructed how to write and talk about representation: who or what is being represented? - stereotypical representation of a woman how is the representation constructed through media language? - the colour red connotates femininity and love, hourglass figure is stereotypically beautiful what ideology is presented about the represented group? - you cannot be attractive if you don't look like her what is the societal impact of this message on the group being represented? - set expectations on what women are supposed to look like, dress and do What brands are being advertised? ultra beer, avocados from mexico, guitar hotel, genesis, coca cola...

 Stuart Hall - Theories of representation Representation of different types of people, classes of people,  Representation  - The ways in which a media product constructs the world and aspects in it, including social groups, individuals, issues and events everything we see in media products is not real Representational group & examples Ethnicity: asian, white, black  Age: young adult, child,  Location: africa, europe,  Nationality: english, german, french, dutch, australian Sexuality: straight, gay,  Every media product is a reconstruction of reality, someone has recreated reality and we try to find out why they have done this.

 want to feel like a product makes our life better "the purpose of publicity is to make the spectator marginally dissatisfied with his present way of life. not with the way of life of society, but with his own within it. it suggests that is he buys what it is offering, his life will become better. it offers him an improved alternative to what he is" - john berger  - advertising makes us unhappy with our lives  ideology - the beliefs and values of a media product  - placed into a media product by a producer dominant ideology - set of ideas or culture that is most common or widely accepted in a society, the dominant ideology can change over time the only reason for any media product to exist is to make profit image 1 - lucky strike cigarettes: man and woman smoking together, looking very carefree perhaps just had sex? symbolic code 2: "to keep a slender figure" promises some sort of dieting solution with cigarettes, suggests a woman needs to look good to have a good l...

 glamourous sexually attractive housewife - hourglass figure  - hugging the box - proairetic code of things may go further than just a hug? - puckered lips not just to use a good product, but to suggest women who bought and used tide would feel love and affection towards the product - patronising - your job to wash up, "remember" - sexist , presenting 1 view of women and that they only do one thing - dont see them having freedom, working hard at home,  looks rich and glamourous, shiny and a big name brand for people interested in abstract art, and therefore abstract looking clothes? background stands out, but doesnt take attention away from the models as they are wearing bolder colours realist, art gallery  artistic lifestyle key theory 4 - Claude levi-strauss - structuralism  interested in myths binary opposition - two concepts, messages or values are presented in direct opposition with one another (e.g. day and night) binary oppositions are an element of narra...

-Very much marketed towards women - as they were the only ones to do cleaning, laundry etc around the house at the time of the advert production - and being "what they want" - Multiple mentions of "World's [cleanest/whitest] wash" - The best in the whole world, doing what the other brands cannot hope to do, no other product can outperform it so it must be the best one to use - around 1/3 is illustration - draws the audiences eye's through the page  - "No wonder you women buy more tide than any other" - lexis suggests women and women only buy washing products, massively stereotypes women as cleaners, and maids etc Historical background -  - Launched in 1946 by Procter and Gamble designed for heavy duty machine cleaning and quickly became the brand leader in America which it still maintains today. - D'Arcy Masius Benton & Bowles (DMB&B) advertising handled P&G's accounts throughout the 50's. - - The campaigns referred explicit...

Codes - a wall protecting something - different meanings of something - programming - Any element of media language that creates meaning for the audience Textural analysis - refers to studying a media product, and suggesting ways that the media language creates meaning for the audience.  - The language used in the advert draws in the audience with a statistic. The colour and font of the text, black and bolded, makes it clear to see.  Lexis - choice of language High-key light -  Direct mode of address - person is looking directly at us *- Location set in city - professional and upmarket, lexis of New York acts as anchorage for the audience, reinforcing the idea of the place - connotations to an exciting busy life - Muted colour palette draws attention to the product instead of the setting - Intense high key lighting emphasises the model's face, showing that she is the focal point of the image - The target audience of women - use of clearly female model suggests makeup is t...

 Adverts do not advertise a product, they advertise a lifestyle Key theory 1  - Roland Barthes - Semiotics Sign, signifiers and signifieds - Tree - Anything that can have meaning  - The thing that creates meaning - The meaning that is created Polysemy - Many meanings Meanings are not always fixed, but change over time, due to social, historical and other factors. > This [element of media language] means this..... Canted angle - titled shot

The fur coat the woman is wearing signifies luxury, suggesting it costs a lot Additionally, the things the woman is wearing, the fur coat and scarf, suggests the setting is cold, which then suggests the bag is source of heat. The natural setting where the woman is standing signifies that the product is natural The cityscape beneath the photo of the woman signifies the place where the product comes from, which is mentioned in the typography on the right (Coach, New York)

  - Unsure what the advertisement is trying to market, but Gucci, a big name brand, may suggest it is important, a luxury, and special. The use of flowers in the shot may suggest it is some sort of perfume, though. - The mise-en-scene of the image, the inclusion of the lighter pink colours, flowers, and women in the photo suggest that the product is feminine  - The scene of the image and the lens flares also suggest this is a perfume product, and make it seem as refreshing as flowers in a lake (?) -Anchorage of text to the left draws more attention to the left of the image, and more attention to the woman smelling the flower in her hand, perhaps advertising the smell of the flower as a product -Language used is just the text of the brand - Gucci is well known for creating popular and expensive products - Font type has a lot of soft edges, showing it is more feminine than something that would be more angular. - Hermeneutic code - The image is very mysterious: it is unclear what...

Hermeneutic/ enigma code - a mystery within a piece of media that is not answered immediately. As an audience, we assume it will be answered by the end, and if it is not we are usually frustrated. We can also be let down if it gets solved too quickly, or is too obvious to the audience and they solve it too quickly. Examples of this can be found in TV shows such as Sherlock, where the answer is not obvious until the end. Proairetic/ action code - related to things happening in parts of a narrative. Can also create suspense like enigma code, such as James Bond disarming a bomb, or similar suspense scenes, like solving something that, if not solved in time, has dire consequences. Semantic code - Something within a piece of media that means something, often times with multiple meanings. Symbolic code - A part of media that "stands in for", or means something else, such as symbolic imagery, like a certain colour. For example, the colour purple may be considered regal. The deeper m...