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...