Wednesday 26th September
L/O: To develop the language of media analysis
This is a cover of Time magazine, a media product that promotes people and their professions, mainly celebrities. The cover is very simplistic, there are only a few different colours shown, red, white and black, which makes the photograph of the artist stand out more. Red could have been the main colour used because it is very bold, and stands out to the audience. Red is also a colour associated with all genders, showing the target audience can be everyone. All of the text is in bold, which shows the style of the magazine, that it is basic and truth telling.
'Reasonable Doubt' analysis
Denotation: Elements that are unarguable; the factual elements. Not based on personal opinions.
- Black and white picture
- Guy tipping his hat
- He's holding a cigar
- There is some text on it
Connotation: Elements that are arguable; elements that are personal to the viewer.
- It is an album cover
- It is by Jay-Z
- He is wearing fairly formal clothing, e.g. a hat and a jacket which suggests the album could be from the jazz genre of music
- Although the parental advisory sticker suggests that it could be a different genre (rap, hip hop)
- The formal clothing, ring and cigar also connotes his status (wealth), which also states he is a successful artist
- We can't see his face, which suggests false modesty
- The black and white and clothing also suggests age and sophistication
- The title of the album 'Reasonable Doubt' brings connotations of law and criminal activity, which link to the genre of rap and hip hop, but contrasts with the image itself
Album Cover Analysis
Denotations:
- A young guy wearing dark clothing
- Bold text on the image
- The guy is looking away from the camera
- There are dark colours
Connotations
- It is an album cover by Kendrick Lamar
- He is pictured on the cover, but he doesn't look happy, which connotes the kind of music that is on the album (rap/hip hop)
- Lack of direct address could connote that he is quite shy
- The bold, 'dirty' title on the album also suggests the style of music on the album
- The parental advisory sticker in the corner again suggests that there is a rap/hip hop element to the album
- There are dark colours like greys and blacks on the cover, which connotes that the music isn't positive or happy
- He is wearing dark clothes, which may show what kind of person he is, and also connotes a 'rebel' personality
- The album title 'Good Kid in a Mad City' suggests the opposite of a 'rebel' attitude, as calling himself a 'good kid in a mad city' shows that he possibly grew up in a rough area
Denotations
- A young woman close up
- Sepia filter is used
- Some text in the colours white and red
Connotations
- This is an album cover by Adele
- She is pictured on the cover, very close to the camera, which shows she isn't afraid to show who she is, which an also link into the style of music she makes (intimate), her facial expression is very serious, which shows her music could be serious
- The filter used is sepia, which connotes that she wanted the album cover to look slightly aged, as this was a common filter used for photographs in the past
- The text is very basic, it states her name and the title of the album, in a basic font in white, and is also feminine
- The title of the album is in red, which shows that she wanted it to stand out more than anything else on the cover, and connotes a romantic effect. It is a feminine colour
- It is very simplistic, there is not a lot going on, which could connote the style of music she creates (simple pop, ballads etc)
- She is not looking directly at the camera
Wednesday 3rd October
L/O: To develop the language of media analysis
Denotations:
- A very bright, colourful image
- A young woman with an angry facial expression
- There are roses around her
- There are stars around her head
- There are birds holding the flowers up
Connotations:
- This is an album cover by American pop-punk singer, P!nk
- The colours used (red, pink, pale yellow) are usually quite feminine colours, which could reflect the target audience of primarily females
- Her angry facial expression connotes rebellion, along with the use of font and the title of the album 'I'm not dead', which shows youthfulness and connotes the fact she hasn't released music for a while
- The roses and the font the title is in connotes the fact this is a pop-punk album
- The parental advisory sticker can also connote rebellion, as it's unusual for a female pop artist to use strong language in their music
- Roses are often associated with love, which could connote what the album is about
- There are a lot of contrasts with the colours and masculine vs feminine, which shows that she often doesn't follow the typical stereotypes.
- The stars around her head connote that she is successful and that she is famous and isn't scared to show that
- The stars could also connote that she is proud to be American, as they can reflect the Statue of Liberty
Hypothesis: In media, a hypothesis starts with an idea or observation about the way something has been done. The hypothesis then tests the idea by applying it to other similar media texts. The results will then support, or not, the idea or theory.
This is a woman looking sad. You can tell she is sad by the way her head is tilted downwards and she is not looking at anyone, which could show she doesn't want anyone to know she is sad. You can also tell she is sad by the way her bottom lip sticks out, and the general look on her face is quite monotonous, which also shows she feels sad.
Connotations:
- Yellow background with red writing connote danger, which suggests the films genre of being a spy film with a lot of action scenes
- Scantily clad women, which connotes romance and eroticism, which could shock the audience at the time as it wasn't very common during the 60s.
- The women can also be connoted as 'objects'
- The protagonist is holding a gun, which connotes danger and violence
- The clothing choice of the protagonist is very formal, which connotes that he is of a very high status and he has a profession reflects this
- The protagonist is standing in front of the women, which could show that he has more power than the women and he has power over them (male supremacy)
- There is a small black and white image to the left of a man, which connotes mystery and could suggest he is villainous
Hypothesis: 'The products constructed to market James Bond films are designed to offer a clear appeal to a wide global audience of young males 17-35'
I agree that the James Bond films are designed to offer a clear appeal to a wide global audience of young males aged 17-35 in many ways, one being that the film posters often include the main male protagonist as the largest image in the poster, usually holding weapons like guns, which often appeal to the male audience of 17-35, as this signifies that they will include violence, which is also loved by this target audience in films and TV shows. There is also the extensive use of females on the posters, usually dressed in tight, short dresses or even just in underwear. Sexualising the women in these ways can very often appeal to the target audience as it attracts the male gaze and makes them want to watch the film so they can see more of this.
The fact that James Bond is pictured as the largest character on the poster wearing formal clothing and holding a gun portrays him as a role model for the younger male, as his attire suggests he is of a very high standard, and his profession reflects this. The colour scheme used on many of the posters can also appeal to the younger male audience, as they often use darker blues and blacks, which signifies that the film itself is dark and full of action. In other posters, like From Russia With Love, there are also hints of red, which can signify two things; danger and romance. These two aspects are very appealing to the target audience, as the young males will often aspire to be like James Bond and live vicariously through him. The James Bond films also contain lots of action and thrills, with an extensive use of expensive spy cars, explosions and fighting. These are very common signifiers that will appeal to a young male audience of 17-35.
Finally, the way James Bond is pictured on all of these posters is highly appealing to the target audience. The way he is positioned with his arms crossed and holding the gun in the 'Spectre' poster exudes masculinity, which will make younger males copy his actions and again, make them aspire to be like him as a role model.
Semiotics
Monday 8th October
L/O: To explore the idea of semiotics and how it can be applied to media analysis
Denotation
- A middle aged suited man standing in front of a young female in a dress
- The man is holding a gun
- In the background there is an image of a skeleton wearing a hat
- Both people look very serious
Connotation
- This is a poster for a James Bond film called 'Spectre'
- 'Spectre' is another word for ghost, which could foreshadow further events
- The '007' logo at the bottom is what indicates this
- The man in the suit is the protagonist, James Bond
- The fact that he is holding a gun connotes that he is a spy, and the formal clothing also connotes this
- The gun also signifies danger and violence, which is typical behaviour from a James Bond film
- The female stood behind him could connote that there is a potential romance in the film, and that James Bond is controlling over this woman, as he is stood in front of her, overpowering her. Romance is a factor that will attract the audience, as film romances prove to be very popular in the industry (signified)
- The skeleton in the background signifies that there could be a death in the film, that potentially comes back to haunt them by the way it is positioned behind both of them
- The fact James Bond is dominating the film poster connotes he is an authoritative figure, which will make the male audience aspire to be like him
- James Bond is stood in a very masculine manner, which also makes the audience aspire to be like him
- The skull also signifies the Mexican festival Day of the Dead, which suggests the film is set in or around Mexico
- The Day of the Dead signifier also could attract a large American audience, as the festival is often celebrated by Mexicans living in America, and British spy films are very popular in America
Theory: Ferdinand Saussure
- Saussure first put forward the idea that signs are comprised of two elements
Semiotics: The study of signs and symbols and their use or interpretation
A sign is made up of two elements:
- The Signifier
- The Signified
Signifier: The physical form, the thing that is being considered
Signified: What our culture has decided this form means
Cross
Signifier: Wooden structure in the shape of a cross
Signified: Religious Christian symbol
Heart
Signifier: Red heart shape
Signified: Love
Skull & Crossbones
Signifier: Skull & Crossbones
Signified: Danger, links to pirates
Theory: Roland Barthes
- His theory focuses on how signs & images represent different cultures and ideologies in different ways
- These are established through denotation and connotation
- He argued that some connotations are so widely held that they reach the level of myth
- A myth in this context is where a socially agreed symbolic association becomes so widely accepted it becomes iconic
Theory: Charles Pierce
- Pierce focused on developing the idea that there were different levels of meaning that could be attached to signs and that these operated in different ways to audiences
- He claimed there were three types of signs
- An Icon (Resemblance) - e.g. pictures/statues - you can see what it stands for (a literal sign)
- An Index (Casual connection) - e.g. fire/smoke - you can figure out what it implies
- A Symbol (Convention) - e.g. flags - you learn through culture the conventional relation (a learned sign)
Semiotics is a system of coding. As a code it can be constructed to create a specific meaning. It can be decoded to understand the elements behind it.
Applying Semiotics
Wednesday 10th October
L/O: To apply semiotic theories when creating media products
Design an effective logo for the following brands:
- A new fashion label aimed at young adults
- A new TV channel aimed at kids aged 6-11
- A new social media app aimed ay ABC1 25-35 year olds
Fashion Label: Millennial Clothing - a unisex fashion label aimed at young adults. We chose this colour scheme because the monochrome scheme appeals to a wider target audience of young adults; male and female. A unisex fashion brand is represented in the use of these colours that connote themes of strength and power. The use of a sans serif font promotes a progressive brand that is modern and hence attracts the target audience.
Kids TV Channel: Rainbow - A new TV channel aimed at children aged between 6 and 11. We chose this colour scheme because yellow is a colour with positive connotations, which helps appeal to all genders because yellow is a unisex colour. Yellow is also a good choice for a children's TV channel, as it connotes friendliness and creativity. The typography is rounded and signifies that the TV channel is youthful and modern. The rainbow colour palette of the text links in with the name of our channel, creating brand identity. The puzzle piece shape connotes that the channel is educational, as puzzles are a popular activity for younger children, and they can challenge the children, which will make parents want to choose this channel for their children to watch, as there will be shows including problem solving, which is key when completing a puzzle.
Rainbow Logo DIRT
Rainbow - a new TV channel made for children aged 6-11. Rainbow is a TV channel made for all genders. The rainbow colour scheme fits in with the brand, and connotes happiness and positivity. The clouds in the background add more texture to the logo, and the bubble, rounded text gives the logo a more modern feel, and appears friendly for children.
Conventions
Monday 29th October
L/O: To apply semiotic theories when analysing media texts
- A campaign by Rita Ora for Adidas - you can tell by the three stripes and the 'Superstar' which is one of their types of shoe
- Black and white image connotes that
- Rita Ora is a famous singer, which would boost the popularity of the campaign as people will recognise her and want to buy the shoes
- Other Adidas campaigns often feature other celebrities endorsing their products
- Other Adidas adverts are also similar to this one in that the majority are black and white and quite simplistic like this one, and always include the three stripes trademark
- This advert is targeted towards both females and males, whereas previous Adidas adverts feature mostly male celebrities, often footballers, which targets a specific audience
- They are assuming that the audience know about Rita Ora
Conventions - Mutually agreed ways of doing things
- Media products use signs that have familiar connotations
- The more people that understand these connotations, the bigger the audience and more sales
- Conventions can change from society to society
- Example: a fist bump as a greeting rather than a handshake
- Intertextuality: 'Lord of the Drinks' refers to popular book and movie franchise 'Lord of the Rings'
- This advert is targeted to a middle aged male audience as they would be more familiar with the Lord of the Rings franchise
- Like many other light beer drinks, the main colour used is green, which connotes freshness and life
- Condensation on the bottle shows that it is a fresh beer
- Images of the bottle - conventional idea of marketing
- The brand are assuming that their target audience have seen the films - the Sauron and the Orcs
What conventions are similar with print and TV adverts?
- Gender stereotyping - heavily targeted at a male audience
- A couple were shown in a supermarket in a fridge - condensation, refreshing
- All were made out to be humerous - a common convention
Conventions
Wednesday 7th November
L/O: To explore the concept of conventions and subversion
- Gender Stereotyping - assuming that this product is going to be mainly used by men, and sexualising women
- Common conventions of a lager advert - green bottles, refreshing, condensation on the outside
- The theme of a 'bachelor party' appeals to the male audience because the bottle in the middle is presented to be a 'stripper', and this is a thing that the male audience would find funny
- Target audience: 21 and over as this is an American advert
Subversive - Going against conventions
Cadbury's Advert (2007)
This advert tells us that Cadbury's wanted to change their advertising campaign to stand out from the other chocolate bars, and it shows that they were tired of the same old adverts promoting their product. It was very different to other adverts, as they went for a subversive approach.
The intention of the advert is to make the audience pay attention and remember the advert for being so different to other confectionery adverts.
This advert is aimed towards everyone, but the older generation will know the song (In the air tonight - Phil Collins) who would recognise and enjoy the song. This would also be appealing to the younger generation as they would find a gorilla playing the drums entertaining and funny.
The impact this advert has towards people is that it will make people laugh and make people feel positive. Cadbury's slogan 'Glass and a half full of joy' links to this very well.
I think this advert boosted sales by 10% because of how different it is to other adverts, people remembered it and when they went to get chocolate, that would be the one they would pick out because they would remember the advert and how much it stands out.
Benetton Case Study
Analyse how this advert has been constructed and what meaning it is intended to convey. Explain why you think it was banned.
This advert has been constructed by Benetton to try to raise awareness of AIDs and what it can do to a family. There are many reasons as to why I think this advert was banned. At first, the advert was shot in black and white, but the company's creative director Oliviero Toscani considered the lack of colour in the image to be a huge problem. He enlisted a colourist to paint the scene, of which Toscani said that it looked more realistic in colour. Colouring the image however, brought a number of different problems. One being that the Catholic Church disliked the image, as the man dying of AIDs in the image happened to look like Jesus Christ, and they thought the brand were mocking the historic image of Virgin Mary holding Jesus in her arms, following his crucifixion.
The campaign also angered both AIDS and gay activists, as they were furious at the fact the company has used death and grief to sell its clothing. However, Benetton's ad made people see the real truth about AIDS, and raised awareness of the disease to the general public. The family in the photo believed that this was their opportunity to make people aware of the disease, and that this was what David (the AIDS victim) would have wanted.
Benetton are a company known for making controversial, subversive advertising campaigns, but in some people's eyes, this campaign was a step too far for the company. Since then, the company have reverted to using typical conversions in their adverts.
The campaign also angered both AIDS and gay activists, as they were furious at the fact the company has used death and grief to sell its clothing. However, Benetton's ad made people see the real truth about AIDS, and raised awareness of the disease to the general public. The family in the photo believed that this was their opportunity to make people aware of the disease, and that this was what David (the AIDS victim) would have wanted.
Benetton are a company known for making controversial, subversive advertising campaigns, but in some people's eyes, this campaign was a step too far for the company. Since then, the company have reverted to using typical conversions in their adverts.
Exam Set Texts
Monday 12th November
L/O: To explore set advertising texts and research brands
Loop Task: Barbie Adverts and how they've changed overtime
The first advert from 1996 is purely promoting the product and how great it is, and is very stereotypical of the brand Barbie, with girls playing with glittery dresses and pink outfits on their Barbie dolls. This is completely different to the subversive 2018 advert, which promotes the message of a girl can be whoever she wants to be, and doesn't actually show any Barbie products until the very end of the advert. Even though the 2018 advert is still focused at girls, it promotes different career paths for girls that aren't stereotypical, like a vet, a football coach, and a lecturer. This advert is very popular, and this could be because it doesn't use common conventions and doesn't mention the product until the very end, so people will be more enticed and willing to watch the advert.
Things to consider in an exam to talk about:
- locations
- costumes
- props
- makeup
- lighting
- choice of camera shot
- camera angle
- typography
- layout
- address of written content to the audience
- colour
The Three Set Texts:
Old Spice
Overview of brand/organisation: Old Spice is an American brand of male grooming products encompassing deodorants and antiperspirants, shampoos, body washes and soaps. It was originally launched in 1937 by Shulton Inc., and was first targeted towards women, with the mens product only being released before Christmas at the end of 1938. The mens products were more popular than the women's, and so the brand has progressed to only selling the mens products in the future.
Brand image & values (before & after): The brand initially focused on the target audience of older, more mature men, and since then the brand has continued to be associated with older men and masculinity. More recently, Old Spice have slightly changed their target audience, and in their TV ad for 'The man your man could smell like', they address the female audience to buy the product for their significant other. Old Spice subversed their target audience to encourage everyone to have a chat about body washes to their partner, which boosted the campaign and the brand.
Previous advertising campaigns:
Star vehicle: representation & values: The 2010 print advert uses actor and football player Isaiah Mustafa. He is someone who could appeal to the target audience as he is very masculine and a sports player, which could show the durability of the product, and make people want to buy it in the hopes it has the same effect.
Advertising campaign content: The 2010 advertising campaign uses comedy in an attempt to appeal to the target audience, rather than using a female being attracted to the scent of Old Spice, which is what they have done in the past.
Social context (UK): Previously, the brand have used white males in their campaigns, but in the 2010 campaign, the company have used a black man as the star of the advert, which shows how the brand is developing and how society is changing.
Lucozade
Overview of brand/organisation: Lucozade is a soft drink manufactured by Japanese company Suntory, and marketed as a range of sports and energy drinks. It was created as 'Glucozade' in the UK in 1927 by a pharmacist, and was acquired by pharmaceutical company Beecham's in 1938, and sold as 'Lucozade' as an energy drink for the sick. In 1983, it was associated as a sports drink for health rather than sickness.
Brand image & values: Lucozade has a goal of inspiring the nation to move more by 2020, encouraging consumers to make positive changes to their lifestyle.
Previous advertising campaign:
Star vehicle: representation & values: Footballer Gareth Bale is the main face of this 2013 advertising campaign. Bale is an ambassador for Lucozade, and with him being shown in their campaigns, it will make people want to buy the product because he is a professional footballer, and they hope they can perform like him if they use the product. This would attract a mostly male target audience, particularly younger males that have a passion for the sport and are fans of Bale.
Advertising campaign content: This print ad is very simplistic, yet effective. They have used the hashtag 'Scientifically Proven' at the bottom of the advert, which will entice buyers and make them feel trustworthy of the brand, as it has been 'proven' that the energy drink is suitable for sports players and will give you a lot of energy. The larger text of 'In a different league' is a clever play on words, as they are saying that the drink will give you so much energy you will be in a different league to anyone that doesn't drink it, and it is a reference to football leagues, which links to Gareth Bale as the face of the advert.
Social context (UK): There was an advertising campaign before this one using Bale that was banned, as it stated that Lucozade was 'better than water'. The company had to change their advert to the new one due to this. Also, the year before (2012) was when the Olympics were held in London, so this could have had an influence on the popularity of sport. 2012/13 was also the time where Bale's career peaked, which influenced his popularity among football fans, who would follow everything he did.
Shelter - We Can Help
Overview of brand/organisation: Shelter is a registered charity that campaigns to end homelessness and bad housing in England and Scotland. It was founded in 1966, and gives information, advice and advocacy to people in need, and tackles the root causes of bad housing and lobbying government and local authorities for new laws and policies to improve the lives of homeless and badly housed people.
Brand image & values:
Previous advertising campaign:
Star vehicle: representation & values: There is no star vehicle in this advertising campaign, because homelessness can affect anyone, so the company used ordinary people.
Advertising campaign content: This advert is targeted at not only homeless people, but people who are also at risk of losing their home. Shelter aims to help people no matter who they are, hence why they have just used ordinary people in this campaign, so it normalises the issue of homelessness and how it can happen to anyone.
Social Context (UK): At the time this advert was released, homelessness, in particular, hidden homelessness, was on the rise, due to the aftermath of the recession, as well as cuts to housing benefits.
Advertising campaign content: This advert is targeted at not only homeless people, but people who are also at risk of losing their home. Shelter aims to help people no matter who they are, hence why they have just used ordinary people in this campaign, so it normalises the issue of homelessness and how it can happen to anyone.
Social Context (UK): At the time this advert was released, homelessness, in particular, hidden homelessness, was on the rise, due to the aftermath of the recession, as well as cuts to housing benefits.
Exam Set Texts
Wednesday 14th November
L/O: To analyse set advertising texts using audience theory
Audience Theory
- Hypodermic needle theory: developed in the 1920s and 30s, linear communication theory, passive audience, no individual difference. This developed into the cultural effects model
- Cultural effects model: long term effects on particular ideological representations on our beliefs and values. Media representations of beautiful women have been influential in giving both men and women a view of the 'ideal woman'. This has now extended to men
- Two step flow theory: Hypodermic needle theory proposes that the media has a direct and powerful influence (takes it one step further). The two step flow theory acknowledges communication is a more complex process
- Uses & Gratifications theory: Made in the 70s, but one of the most valid ones. Four different reasons that audiences want to access media; surveillance/information, identity, relationships/social interaction, diversion/entertainment/escapism. If the media fulfils one of these needs, it will be successful and they will go back to it again and again
- Reception theory: The producer encodes messages/meanings in their products, and there are three possible ways the audience can receive that message; dominant or preferred reading (the one the brand hopes you have), negotiated reading (partly understandable reading), oppositional reading (a completely different message).
Old Spice - The Man Your Man Could Smell Like
Who is the target audience?
The advert is targeted mostly at couples, in particular the female in the couple, so they will buy the body wash for their significant other. The age range of the couple is most likely going to be middle aged to slightly older, as that is what Old Spice's previous target audience was, so they will be more familiar with the product. The target audience would have to be lighthearted to understand
Who is the star vehicle and what connotations would the audience take from them being used?
The star vehicle of this advertising campaign is actor and footballer Isaiah Mustafa. There are several connotations the audience would take from them being used, but the main one is that he is a footballer, so the audience would recognise him from playing the sport, and want to use the product if a famous footballer is using it. The female audience could also find him attractive, which could be another way in which they will buy the product.
What advertising conventions are used or subverted and what are the connotations of the different elements of media language used?
Old Spice has used a middle aged alpha male figure for their advert, which is not unusual for a male antiperspirant brand to use, making it a common convention. A way they have subverted normal conventions are by targeting the female audience rather than the male audience, as the female audience are more likely to buy the product for their significant other. The colours used in this campaign are very bold, and subvert slightly from the standard colours Old Spice use, which is typically red, followed by neutral colours. This is because they are mainly promoting a product based on the Bahamas, which use bright colours like blues and greens to fit with the beach theme.
How is the product represented and why will this appeal to the different sections of the target audience?
The physical product is represented by an animated beach scene, with the star figure Isaiah Mustafa playing a more comical role in the sand with a volcano on his head. This scene would appeal to the younger side of the target audience, as they would find this entertaining and enjoy the cartoon drawings shown. However, there is also a joke on the other side, using a 'fact' to also make the audience purchase the product. This joke would appeal to all of the target audience, as it is not specifically targeted at a specific age range or gender. This sort of uses the two step flow audience theory.
How is the brand represented and why will this appeal to the different sections of the target audience?
The brand has been represented by the classic Old Spice logo in the centre of the advert, and by the two images of the product depicted in the bottom right hand corner. Other than this, the brand has completely subverted themselves and are taking a different approach to advertising, by again using a cartoon beach scene and a comical star figure to promote their brand. The joke used also suggests that the brand don't take themselves seriously and are capable of joking about their company in this campaign.
Lucozade - In a different league
Who is the target audience?
The target audience are predominantly males, specifically younger males who are interested in football and are fans of Gareth Bale. There will be a female target audience too, but not as large as the male target audience.
Who is the star vehicle and what connotations would the audience take from them being used?
The star vehicle in this campaign is Welsh professional footballer Gareth Bale. Football fans will recognise Bale as the star vehicle, and be intrigued into buying the product if he is endorsing it. They will also feel obliged to purchase the product and test it if it is loved by a professional footballer, in particular, sports people, as they will believe that it will enhance their performance.
What advertising conventions are used or subverted and what are the connotations of the different elements of media language used?
A typical convention for Lucozade to use in their adverts is the colour blue, as this is the colour they use on the label of all of their Lucozade Sport products. They have continued this trend, by making the main colour of the advert the classic blue they have always used. Blue connotes masculinity and power, which relates to the product they are trying to sell. The font used is a bold, basic font, which connotes a modern, forward thinking brand. The slogan, 'In a different league' is a clever play on words, as it is a football reference and it refers to the drink being in a different league to any other sports drink. The image used is a serious photo of Bale, which implies that the brand are serious about their product, and if he was pictured smiling, the product would come across in a completely different way to what it is now. Lucozade has not subverted any of its typical conventions, which shows that their brand was successful in previous campaigns. This fits in with a dominant reception theory.
How is the product represented and why will this appeal to the different sections of the target audience?
The product is represented as being 'in a different league' which is an effective way of enticing the target audience, in particular the football fans, as they will understand the play on words here and think it is clever. The statement in the bottom right corner 'Scientifically Proven' will appear to the target audience as trustworthy and make them feel as if the product is really going to help them.
How is the brand represented and why will this appeal to the different sections of the target audience?
The brand is represented here as being trustworthy, with the use of 'Scientifically Proven', it shows that they cared enough to put their product to the test and show the audience that it actually works. The brand are also shown to be modern, with their use of a popular current football player, of which the younger audience will recognise and it will be a talking point for people, in particular school children, who will probably tell their friends about how Gareth Bale was on the Lucozade advert. In conclusion, the brand is represented as a modern, trustworthy brand who care for their customers.
Shelter - But where will we live?
Who is the target audience?
The target audience are people who are at risk of losing their home and are in a tough place with money, not only people who are homeless.
What advertising conventions are used or subverted and what are the connotations of the different elements of media language used?
Shelter has used very dark colours in the images to connote the seriousness of the advert. They have also used their brand colour, red, to link back to the company and possibly to connote a sense of danger with losing your house. They have used large, bold, red text to make the audience aware of what they are talking about and to make people aware of the nationwide issue that is homelessness. They have subverted other campaigns by not including images of housing and the things that come along with losing a home, they have just focused on three members of the public who are at risk of becoming homeless, to tell the audience that it can happen at any time.
How is the brand represented and why will this appeal to the different sections of the target audience?
The brand has made this campaign very universal, implying that homelessness can happen to anyone. This advert will be particularly striking to the audience that are on the verge of losing their homes, as the questions and statements like 'Where will we live?' are displayed to say what many people in their target audience are thinking, and that they shouldn't be ashamed to approach the organisation for help when they need it. This advert is very easy to understand and represents the fact that the brand is approachable and caring for the general public.
Representation
Monday 26th November
L/O: To analyse the representations within set advertising texts
Gender
Lucozade - A male footballer is presented, stereotyping that all football players are men, and the stereotype that 'women aren't meant to play football'.
Old Spice - In the cartoons, there are women shown lying on sunbeds and men fishing, shows the stereotype that men do the strong tasks and women can't. Uses typical gender roles to portray this.
Shelter - The females in the image are asking questions and saying that they 'Can't face it', whereas the man is challenging someone, saying that 'He can't do that'. This shows the stereotype that men are physically and emotionally stronger than women, and that they are more likely to challenge someone and argue with them than a woman is.
Age
Stereotypes for:
Babies and Infants - Always crying and making noise, innocent and cute, playful, messy
Children and Teenagers - Rebellious, loud, immature, emotional, always on their phones
Young Adults - Adventurous, party all the time, independent, financially unstable
Middle Aged - Wealthy, have a family, work, depressed, have their life organised
Elderly (60+) - Old, vulnerable, wise, fragile, lonely, ill
Lucozade - Gareth Bale is a young adult in this advert, which implies that young adults are the most active and the most likely to play sports and drink lucozade sport.
Old Spice - The star vehicle is middle aged, which connotes that the product is targeted at the middle aged and older, and also says that they have their life organised and are financially stable, able to go on holidays to places like the Bahamas etc.
Shelter - All three people look like they are in their late 20s/late 30s, which fits with the stereotype that all young adults are financially unstable and can't afford to keep their house
Race & Ethnicity
Lucozade - They have used a popular white male in this advert, not including anyone from any other cultures. Therefore the majority of buyers of the product are white
Old Spice - The star vehicle is black, and the majority of people from the Bahamas are black, the antiperspirant being based in the Bahamas links back to the star vehicle, and is stereotypical for the company to assume this
Shelter - There are no black people represented in this advert, and it could also be argued that there is no one from other cultures, like the Asian culture. The advert has used caucasians in their advert, which uses the stereotype that it is only white people who become homeless, which isn't true. Anyone from any culture could become homeless
Sexuality
Lucozade - No reference to sexuality
Old Spice - 'The man your man could smell like' implies that the majority of people buying the product are part of a heterosexual couple, which excludes other sexualities from being included
Shelter - No reference to sexuality
Nationality & Disability
No particular regionality is represented through any of these adverts
Disability in the Shelter advert - Can't be applied, as we don't know of the people's physical condition
Disability in the Old Spice & Lucozade adverts - The stereotype that a 'normal' person is able-bodied, as they are both sportspeople
Social Context
Wednesday 28th November
L/O: To review and apply context and representation to Old Spice advert
Monday 10th December
Explain how representations in advertising are chosen to help sell the product or brand. Refer to two of the adverts you have studied. (10 Marks)
Representations in advertising are chosen to help sell a product or brand in a number of different ways, like gender stereotypes, the ways age is represented, how ethnicity is represented and stereotypes about sexuality. How a brand or product is represented is vital when you want it to be popular and to stand out among other products and brands.
Wednesday 16th January
Representation
Intertextuality
Monday 21st January
L/O: To research and explore intertextuality and exam style analysis
Intertextuality creates an 'interrelationship between media products that create related understanding in the separate products.'
The video was released in May 2016 to promote the first single from the album A Moon Shaped Pool. The idea for the track had been worked on for over a decade by the band. We must assume, therefore, that it was both important to the band as a statement, one that they felt to be ready and whose meaning was apposite for an era where the Syrian War and refugee crisis, ISIS and religious intolerance, hostility to those 'not like us', the Brexit vote and impending US election dominated the social context.
Intertextuality: Trumpton, Camberwick Green, The Wicker Man, witchcraft
It works on using cultural touchstones that the audience will recognise in the intertextual references to iconic products, namely the childrens TV stop-go animation on Trumpton and Camberwick Green and the iconic Hammer horror film The Wicker Man. The reference to the innocence of the world of childrens TV echoes the conventional representation of English villages and of the English values of community and tolerance. This is subverted by the depiction of the village as practitioners of a cult religion based on witchcraft - the many visual references to the ducking and torture of witches - culminating in the wicker man burning of the outsider in a direct reference to the Hammer film.
These are all familiar icons from their youth to Radiohead and their core audience. In the narrative, they serve as metaphors for a surveillance culture, the lack of trust and fear of outsiders and 'the other' - things that are not like us.
How and why is intertextuality used in the video?
Intertextuality is used with references to 1960s animation series Trumpton, and 1970s horror film 'The Wicker Man' throughout the video. This is used to present a direct contrast, with the innocent, positive images in Trumpton juxtaposing the disturbing images of the Wicker Man burning and the visual references to the ducking and torture of witches. This appeals to Radiohead's core audience because these familiar icons are from their youth, so they will immediately understand the reference.
In what ways is it considered to be 'alternative'?
The political messages conveyed in the music video are not conventional to modern, mainstream music videos, as they don't use deep, political lyrics in songs anymore. It's uncommon for artists to do similar to what Radiohead did with Burn The Witch.
How does it use media language to represent its social and cultural context?
What does it have to say about surveillance culture of the era?
It shows that in this day and age, nothing goes unseen. Particularly in politics, as at the time, events like the Brexit vote and the impending US election were some of the biggest political events of the era, and all news outlets were talking about them and updating on any minor events that occurred surrounding them.
Representation
Wednesday 23rd January
L/O: To explore the specific representation of chosen video case studies
Terminology:
Social realism represents the authenticity and cultural currency of the artists in list A
The celebration of transcendence of poverty and inequality aiming to transfer that value of transcendence to the artist in list A
The use of intertextual, postmodern representations in list B videos to transfer the quality of the video itself to the image of the artists, e.g. referencing of The Wicker Man and Trumpton with contemporary issues of xenophobia in Radiohead's Burn the Witch video
The use of messages and viewpoints in videos that aim to bolster the image of the artist and chime with those of the positioned audience, e.g. the representation of a dark undercurrent beneath the apparent cohesion of a tight-knit community contributes to the image of Radiohead and their fans as politically committed, knowing, and pessimistic.
Narrative Video: Louis Tomlinson, Just Hold On
Explain how representations in music videos are chosen to promote the artist(s). Refer to two of the music videos you have studied to support your answer. (10 Marks)
Representations in music videos are chosen to promote the artist to their audience. Emeli Sande's 'Heaven' and Radiohead's 'Burn the Witch' do these things in very different ways. Even though the videos are focused on the artists and what the audience may think are their chosen representations, it is actually the record label who chooses what representations are shown.
Firstly, Emeli Sande uses religion and faith as a representation throughout her music video for the song 'Heaven'. Religion is definitely the main representation, and it is presented positively throughout. In the video, Sande is often looking up at the sky, which could tell us that she is looking up to the heavens, and she is wearing a necklace with a cross on it. Sande has previously said that she believes in God, but she is not necessarily religious. We also see shots of religious statues and a cathedral in the video, along with 'Fear your only God' written on a window, and a man carrying a cross in the background of one of the shots. However, these religious images are juxtaposed, as at the beginning of the video, we see a girl in a red dress walking down steps into darkness, which could connote hell and danger. The camera angles also represent religion and faith in the video. For example, there are some low angle shots of Sande, which could represent her almost as an angel, which emphasises femininity, along with contrasting shallow focus shots of her by the flowers and her on the streets, which again emphasises femininity.
Sande has also used class and ethnicity in her video for 'Heaven' to represent her as an artist. The whole video represents the lower/working class a lot more than others. The video was filmed in Bethnal Green, East London, a particularly poor area of the city, and this happens to be where Sande lives. This could represent her as an artist because she cares about the community around her, and wanted to show her audience a realistic viewpoint of London. A number of races were also represented in the video, showing that London is a multicultural city, and I think Sande wanted to showcase this in her video as at the time, there was a negative representation of black people in London with issues surrounding crime, so she may have wanted to show her audience that 99% of black people aren't like that, and the community of Bethnal Green was positive.
Sande also goes against genre conventions in this music video and many others, as the majority of female pop singers are presented as more sexually attractive and appealing to a male audience, whereas Emeli Sande isn't represented in these ways, which could make her more appealing to a female audience.
On the other hand, Radiohead use Postmodernism in their video for 'Burn the Witch' to represent them as artists. Postmodernism is a late 20th century style and concept in the arts, architecture and criticism, which represents a departure from modernism and is characterised by the self-conscious use of earlier styles and conventions, a mixture of different artistic styles and media, and a general distrust of theories. Radiohead have included references to 1960s animated TV show Trumpton and 1970s horror film The Wicker Man in their video, and have used The Wicker Man to give Trumpton a dark twist. This representation of a dark undercurrent beneath the apparent cohesion of a tight-knit community contributes to the image of Radiohead and their fans as politically committed, knowing, and pessimistic. This is one of the main ways in which Radiohead have used representations to promote themselves in their music video. The intertextuality of Trumpton and The Wicker Man also gives the video another dimension, and the majority of Radiohead's audience will recognise both the TV show and film, and therefore be able to understand the video more. This music video also represents some political issues throughout, as some critics have picked up on the fact that the video could be referring to the pointed critique of nativism-embracing leaders across the UK and Europe, and maybe even US President Donald Trump. These references could demonstrate Radiohead's political views, and could therefore promote them to an audience with the same political views as them.
Case Study 3
Wednesday 30th January
L/O: To research institutions and ideologies behind case study product
Background information on The Big Issue
A popular weekly magazine, sold on the streets by socially deprived people, a social enterprise product (helps improve some of society's problems), the money made from people buying it goes straight to the distributors. The vendors buy the magazines for half the price. The Big Issue Shop online helps social enterprise stores sell their products. It is written by professional journalists, and their cover stars aren't paid, they do it to help out. Since 2012, it's focused more on campaigning journalism and broader features. It has a circulation of around 125,000 a week.
People have criticised the business model, and have been criticised for being 'overly commercial'.
What do these covers suggest about:
Case Study 3
Monday 25th February
L/O: To analyse Big Issue covers effectively
Who is the star vehicle and what connotations would the audience take from them being used?
The star vehicle of this advertising campaign is actor and footballer Isaiah Mustafa. There are several connotations the audience would take from them being used, but the main one is that he is a footballer, so the audience would recognise him from playing the sport, and want to use the product if a famous footballer is using it. The female audience could also find him attractive, which could be another way in which they will buy the product.
What advertising conventions are used or subverted and what are the connotations of the different elements of media language used?
Old Spice has used a middle aged alpha male figure for their advert, which is not unusual for a male antiperspirant brand to use, making it a common convention. A way they have subverted normal conventions are by targeting the female audience rather than the male audience, as the female audience are more likely to buy the product for their significant other. The colours used in this campaign are very bold, and subvert slightly from the standard colours Old Spice use, which is typically red, followed by neutral colours. This is because they are mainly promoting a product based on the Bahamas, which use bright colours like blues and greens to fit with the beach theme.
How is the product represented and why will this appeal to the different sections of the target audience?
The physical product is represented by an animated beach scene, with the star figure Isaiah Mustafa playing a more comical role in the sand with a volcano on his head. This scene would appeal to the younger side of the target audience, as they would find this entertaining and enjoy the cartoon drawings shown. However, there is also a joke on the other side, using a 'fact' to also make the audience purchase the product. This joke would appeal to all of the target audience, as it is not specifically targeted at a specific age range or gender. This sort of uses the two step flow audience theory.
How is the brand represented and why will this appeal to the different sections of the target audience?
The brand has been represented by the classic Old Spice logo in the centre of the advert, and by the two images of the product depicted in the bottom right hand corner. Other than this, the brand has completely subverted themselves and are taking a different approach to advertising, by again using a cartoon beach scene and a comical star figure to promote their brand. The joke used also suggests that the brand don't take themselves seriously and are capable of joking about their company in this campaign.
Lucozade - In a different league
Who is the target audience?
The target audience are predominantly males, specifically younger males who are interested in football and are fans of Gareth Bale. There will be a female target audience too, but not as large as the male target audience.
Who is the star vehicle and what connotations would the audience take from them being used?
The star vehicle in this campaign is Welsh professional footballer Gareth Bale. Football fans will recognise Bale as the star vehicle, and be intrigued into buying the product if he is endorsing it. They will also feel obliged to purchase the product and test it if it is loved by a professional footballer, in particular, sports people, as they will believe that it will enhance their performance.
What advertising conventions are used or subverted and what are the connotations of the different elements of media language used?
A typical convention for Lucozade to use in their adverts is the colour blue, as this is the colour they use on the label of all of their Lucozade Sport products. They have continued this trend, by making the main colour of the advert the classic blue they have always used. Blue connotes masculinity and power, which relates to the product they are trying to sell. The font used is a bold, basic font, which connotes a modern, forward thinking brand. The slogan, 'In a different league' is a clever play on words, as it is a football reference and it refers to the drink being in a different league to any other sports drink. The image used is a serious photo of Bale, which implies that the brand are serious about their product, and if he was pictured smiling, the product would come across in a completely different way to what it is now. Lucozade has not subverted any of its typical conventions, which shows that their brand was successful in previous campaigns. This fits in with a dominant reception theory.
How is the product represented and why will this appeal to the different sections of the target audience?
The product is represented as being 'in a different league' which is an effective way of enticing the target audience, in particular the football fans, as they will understand the play on words here and think it is clever. The statement in the bottom right corner 'Scientifically Proven' will appear to the target audience as trustworthy and make them feel as if the product is really going to help them.
How is the brand represented and why will this appeal to the different sections of the target audience?
The brand is represented here as being trustworthy, with the use of 'Scientifically Proven', it shows that they cared enough to put their product to the test and show the audience that it actually works. The brand are also shown to be modern, with their use of a popular current football player, of which the younger audience will recognise and it will be a talking point for people, in particular school children, who will probably tell their friends about how Gareth Bale was on the Lucozade advert. In conclusion, the brand is represented as a modern, trustworthy brand who care for their customers.
Shelter - But where will we live?
Who is the target audience?
The target audience are people who are at risk of losing their home and are in a tough place with money, not only people who are homeless.
What advertising conventions are used or subverted and what are the connotations of the different elements of media language used?
Shelter has used very dark colours in the images to connote the seriousness of the advert. They have also used their brand colour, red, to link back to the company and possibly to connote a sense of danger with losing your house. They have used large, bold, red text to make the audience aware of what they are talking about and to make people aware of the nationwide issue that is homelessness. They have subverted other campaigns by not including images of housing and the things that come along with losing a home, they have just focused on three members of the public who are at risk of becoming homeless, to tell the audience that it can happen at any time.
How is the brand represented and why will this appeal to the different sections of the target audience?
The brand has made this campaign very universal, implying that homelessness can happen to anyone. This advert will be particularly striking to the audience that are on the verge of losing their homes, as the questions and statements like 'Where will we live?' are displayed to say what many people in their target audience are thinking, and that they shouldn't be ashamed to approach the organisation for help when they need it. This advert is very easy to understand and represents the fact that the brand is approachable and caring for the general public.
Representation
Monday 26th November
L/O: To analyse the representations within set advertising texts
Gender
Lucozade - A male footballer is presented, stereotyping that all football players are men, and the stereotype that 'women aren't meant to play football'.
Old Spice - In the cartoons, there are women shown lying on sunbeds and men fishing, shows the stereotype that men do the strong tasks and women can't. Uses typical gender roles to portray this.
Shelter - The females in the image are asking questions and saying that they 'Can't face it', whereas the man is challenging someone, saying that 'He can't do that'. This shows the stereotype that men are physically and emotionally stronger than women, and that they are more likely to challenge someone and argue with them than a woman is.
Age
Stereotypes for:
Babies and Infants - Always crying and making noise, innocent and cute, playful, messy
Children and Teenagers - Rebellious, loud, immature, emotional, always on their phones
Young Adults - Adventurous, party all the time, independent, financially unstable
Middle Aged - Wealthy, have a family, work, depressed, have their life organised
Elderly (60+) - Old, vulnerable, wise, fragile, lonely, ill
Lucozade - Gareth Bale is a young adult in this advert, which implies that young adults are the most active and the most likely to play sports and drink lucozade sport.
Old Spice - The star vehicle is middle aged, which connotes that the product is targeted at the middle aged and older, and also says that they have their life organised and are financially stable, able to go on holidays to places like the Bahamas etc.
Shelter - All three people look like they are in their late 20s/late 30s, which fits with the stereotype that all young adults are financially unstable and can't afford to keep their house
Race & Ethnicity
Lucozade - They have used a popular white male in this advert, not including anyone from any other cultures. Therefore the majority of buyers of the product are white
Old Spice - The star vehicle is black, and the majority of people from the Bahamas are black, the antiperspirant being based in the Bahamas links back to the star vehicle, and is stereotypical for the company to assume this
Shelter - There are no black people represented in this advert, and it could also be argued that there is no one from other cultures, like the Asian culture. The advert has used caucasians in their advert, which uses the stereotype that it is only white people who become homeless, which isn't true. Anyone from any culture could become homeless
Sexuality
Lucozade - No reference to sexuality
Old Spice - 'The man your man could smell like' implies that the majority of people buying the product are part of a heterosexual couple, which excludes other sexualities from being included
Shelter - No reference to sexuality
Nationality & Disability
No particular regionality is represented through any of these adverts
Disability in the Shelter advert - Can't be applied, as we don't know of the people's physical condition
Disability in the Old Spice & Lucozade adverts - The stereotype that a 'normal' person is able-bodied, as they are both sportspeople
Social Context
Wednesday 28th November
L/O: To review and apply context and representation to Old Spice advert
- 'Become one of the freshest smelling places on earth' - they used this tag line in their adverts
- Context: 1960s ads - very masculine, or use the woman that can't resist them
- 1970s: 'Because a man shouldn't smell like a woman', the same as the 60s, play on words
- 1980s/90s: Didn't really change again, more masculine, TV advert - 'the mark of a man'
- American influenced concept of masculinity: 'a man, a husband who comes home every night and sweeps his wife into his arms... a family man who is trusted and depended on... a wise man in a world where they reach out each day to slay the dragons that seek to inflict hurt and pain on family and society' - McCullough 2008
- Subverted their usual conventions as they targeted the product at women
- The advert offers conventional pleasures, applies the conventional appeal of such products, but by being knowing in its dialogue and imagery, but at the same time subverts them and seems to be ironic
- There were two other adverts released with this one at the time in the States
How does the product use and subvert the conventional genre stereotypes of masculinity associated with adverts for such products and brands?
The product used conventional genre stereotypes of masculinity throughout their past adverts, from the 1960s to the 1990s. Starting with the 1960s, the brand immediately used the stereotype that a woman can't resist a man who wears Old Spice, and they will 'throw themselves' at the men. The man used in the advert was the typical masculine man, which again adds to the stereotype. Following these adverts, the 1970s was not much different. They again used women who can't resist the man wearing the scent, and had a new tag line; 'Because a man shouldn't smell like a woman'. In the 1980s/90s, the brand made their adverts more masculine, by using sportspeople to promote the product rather than the women being the star vehicles of the campaign. They also released a TV advert, which the tag line 'The mark of a man', which focuses on the stereotypical American influenced concept of masculinity; a family man, who would sacrifice anything for his family.
The product used conventional genre stereotypes of masculinity throughout their past adverts, from the 1960s to the 1990s. Starting with the 1960s, the brand immediately used the stereotype that a woman can't resist a man who wears Old Spice, and they will 'throw themselves' at the men. The man used in the advert was the typical masculine man, which again adds to the stereotype. Following these adverts, the 1970s was not much different. They again used women who can't resist the man wearing the scent, and had a new tag line; 'Because a man shouldn't smell like a woman'. In the 1980s/90s, the brand made their adverts more masculine, by using sportspeople to promote the product rather than the women being the star vehicles of the campaign. They also released a TV advert, which the tag line 'The mark of a man', which focuses on the stereotypical American influenced concept of masculinity; a family man, who would sacrifice anything for his family.
Then, Old Spice subverted all of these advertising campaigns in 2010/11, as they targeted the product at women, with the tag line 'The man your man could smell like'. However, the advert still offers the same conventional pleasures, with its dialogue and imagery being fairly similar to previous campaigns. On the other hand, the star vehicle Isaiah Mustafa and the humorous dialogue subverts the typical conventions, as this appeals to the female audience and shows that Old Spice is a brand that isn't afraid to make fun of themselves to appeal to the audience.
L/O: To review and apply context and representation to Lucozade advert
- Refer to the 'I believe' poster as well, just make it clear which one you're talking about
- Lucozade decreased in popularity in the 70s as people's health was getting better, so they didn't need to buy it as much
- Their target audiences changed as time went on, as first it was aimed at parents to buy it for their children to make them better, then children, then teenagers and young adults, when Lucozade was beginning to be aimed at people who did sport
- They launched the range Lucozade Sport in the 1990s, a range of isotonic sports drinks. It was the first brand to launch with a sports sponsorship deal, namely British Athletics and the FA Carling Premiership
- In the mid 1980s, Lucozade used Lara Croft to promote their product, which attracted a new target audience of females as they have used a female star vehicle. It still applied to males, as they would have played the game, but women were a new audience for the brand
- By 2013 Lucozade Sport had established itself as the leading sports drink in the UK
- Words such as 'electrolytes' and 'isotonic' capture the sense of scientific legitimacy
- The packaging and colour palette has changed overtime, as they have pop top bottles and there is a more modern, cleaner line of design, as most energy drinks have a neon colour palette.
Lucozade: 'I believe' analysis
- 'Do you believe?' at the bottom of the text is a direct question used to almost pressure people into buying the product, as they feel like they need to buy the product in order to believe and follow the trends. It is almost intimidating
- The simple colour scheme of yellow and blue stands out. Yellow is a colour that connotes positivity and energy, and blue connotes health, and things that are beneficial to the mind and body. This would highly appeal to the target audience of sportspeople
- 'Better than water' is very ambiguous, and shows the audience that the brand is brave enough to compare their product to water. This tag line got them banned
- Gareth Bale is the star vehicle, which will entice a target audience who know who Gareth Bale is, primarily a younger, sporty audience.
- The 'Scientifically Proven' shows that the audience can trust the brand
- There is a lot of writing in this advert, which shows that the brand is very passionate about their products and that they are knowledgeable of the product, which makes them more trustworthy.
- The layout of the ad is very traditional/conventional - the high quality head shot of Gareth Bale, cool blue colour palette
- A series of charts and diagrams also make the brand seem technical and scientific, emphasises trust
- The font is sans serif, clean, crisp and modern
- Personal pronoun 'we know' emphasises use of facts, persuasive writing
Wednesday 5th December
- The slogan '#IBELIEVE' is significant, implying Bale believes in the benefits of consuming this isotonic drink on his own performance (Two step flow theory)
- His endorsement will encourage other people to buy into the brand
- Reflects the concerns of the era - health & fitness, vegan diets, food welfare issues
- Increasing competition and the need to define and capture an area of the market
- Celebrity endorsements are hired to represent a brand in a positive light, and helps increase brand awareness and sales
- Key element of a brand ambassador is to influence a mass audience to buy and consume the product/brand, and to strengthen the customer-brand relationship
- Lucozade also made campaigns for this using a mixed heritage sportsman (Alex Oxlade Chamberlain) and a white British sportswoman (Alexa Matthews)
- Technological changes arising from the internet, impact of social media - generational access/consumption of media, shifts in advertising and marketing strategies by brands, changes in social attitides towards health
How is the advert an example of changes in media representation of brands?
This advert is an example of changes in media representation of brands due to the technological changes arising from the internet. The increase in the use of social media have heavily impacted how the brand is represented, as the #IBELIEVE is something that the audience can interact with and use on social media. Celebrity endorsement is also a large part of this, as the audience will see Gareth Bale, buy the product and then feel like they also 'Believe', like him. It also shows that Lucozade is a
This advert is an example of changes in media representation of brands due to the technological changes arising from the internet. The increase in the use of social media have heavily impacted how the brand is represented, as the #IBELIEVE is something that the audience can interact with and use on social media. Celebrity endorsement is also a large part of this, as the audience will see Gareth Bale, buy the product and then feel like they also 'Believe', like him. It also shows that Lucozade is a
trustworthy brand, as they believe the drink is beneficial for an energy boost.
What does the advert tell us about changes in media access/consumption?
The advert tells us that media access/consumption has changed drastically throughout the years, generationally, as more and more people now use social media and can interact with brands on it.
Why have advertisers and marketers moved to greater use of social media in their branding?
Advertisers and marketers have moved to a greater use of social media in their branding because it is very popular, and a really quick way to promote a product. It will reach a lot more people when you post a picture or video on social media than putting an advert on TV or using a print advert, because it is a lot easier to access, and it will be seen more frequently. Social media will also expand the brands target audience, as younger people will be more likely to see the advert on social media than on TV or on a billboard.
How does the product use conventional stereotypes associated with adverts for such products and brands?
Lucozade Sport uses a number of conventional stereotypes in their campaign. Firstly, they have used a classic yellow and blue colour scheme, which, like most energy drinks, connotes energy, positivity and masculinity. They have also used a celebrity to endorse the product, which will entice the audience and make them want to buy the product. Celebrity endorsement is a large part of promoting a brand or product, as they are used to represent the brand in a positive light, and help increase brand awareness and sales. They also help the customer-brand relationship, as when people are buying the product, they will almost feel like they have a connection with the celebrity, in this case it is footballer Gareth Bale. The #IBELIEVE campaign represents the social media era, as more and more people are now on social media, so they are more likely to see an advert on social media than they are on TV or on a banner. The fact that Lucozade have used #IBELIEVE is something that the customers can interact with on social media, and will boost the awareness of the brand and will make the brands relationship with its customers better. The advantage of using this approach for the Lucozade brand in the contemporary market is that more people are likely to see the advert and interact with it, and they will attract a new target audience of the younger generation, as they are going to see the hashtag on social media and interact with it., making the brand more popular as time goes on.
Shelter - Social Context
L/O: To review and apply context and representation to the Shelter advert
- Traditionally, charity campaigns have been different from those of commercial products
- Objectives may be similar - raising awareness for a brand, generating money/income - but commercial adverts have benefited from glossy 'money no object;' campaigns targeted at creating audience needs and desires, whilst campaign adverts are all about creating a sense of shared values and social responsibility
- In the post 1980s aftermath of Live Aid and Comic Relief, the concern has become compassion fatigue and desensitisation
- Conventional campaigns are designed to make an emotional appeal by focusing on personalising the issue - 'this' child rather than 'children', and the imperative that it is about 'you and your action'
- It empowers us and challenges us to take action
- These adverts often have a close up shot with an empty gaze, eyes staring out, direct address, washed out colour, the logo/brand is respected and well known
- Campaigning charities take into account the audience's response to their campaign when designing it
- 'We Can Help' campaign has a very specific target audience - people in housing trouble who were uncertain of their rights or the possible assistance available to them - legal, financial.
- The campaign costed them very little to make 'pro-bono-
- Shelter's aim was to measure the impact of the campaign by tracking traffic to its website and by monitoring attitudes to housing in the areas the ads were run in.
What representations are offered of Shelter and Housing Issues?
How are these constructed in the advert? What is the appeal of the advert?
In what way does it represent the context of 2013?
How does it reference the brand identity of Shelter from previous campaigns?
In these two adverts, Shelter have used children to represent Shelter and housing issues. Using children in the advert is a way of making the audience pay more attention, as children have no way of helping themselves, and people feel more sympathy towards children than they do adults. However, the 'We Can Help' campaign has used adults to show the effects of homelessness, and how adults struggle with it too, not just children.
Colour palette - particular emphasis on the red
Same logo
Use of quotes & making it personal
Monday 10th December
- Desensitisation - The diminished emotional responsiveness to a negative, aversive or positive stimulus after repeated exposure to it.
- Campaigns must be aware of the issue of desensitisation or what has come to be termed 'compassion fatigue'.
- Most of the early work on desensitisation in cultural studies focused on the impact of media violence.
- Desensitisation links to the Hypodermic Needle Theory and Cultivation theories.
- Compassion fatigue has been described as the 'cost of caring' for others in emotional pain
- Mise-en-Scene has to be visually stimulating, must give the audience something to look at, something that will stay with us after we've moved on
- The Shelter campaign is designed to be on billboards and bus shelters rather than in magazines
- The impact has to be immediate, to stand out on a busy high street and get peoples attention
- The subject of the image has to be eye catching and should command attention, to make a connection with people
- Making eye contact is a powerful identification - it forces a connection, you can see the emotions and thoughts in the eyes - allows an insight into the character's thoughts and feelings
Explain how representations in advertising are chosen to help sell the product or brand. Refer to two of the adverts you have studied. (10 Marks)
Representations in advertising are chosen to help sell a product or brand in a number of different ways, like gender stereotypes, the ways age is represented, how ethnicity is represented and stereotypes about sexuality. How a brand or product is represented is vital when you want it to be popular and to stand out among other products and brands.
There are many ways in which representations in advertising are chosen to help sell Old Spice as a product. The Old Spice 'The Man Your Man Could Smell Like' campaign uses a lot of stereotypical representations, like gender stereotyping, age, and sexuality. Gender is represented from the small cartoons depicted on the star vehicle show men fishing and women relaxing on sun-beds; this is sexist and is telling us that 'women don't do anything', which is wrong. Old Spice have also used age to help sell their product, with middle aged star vehicle, Isaiah Mustafa, to promote their it, which connotes that the product is also targeted at this age range, which represents the stereotype that middle aged people have their lives organised and are financially stable, and are able to go on holidays to places like the Bahamas, the location in which the product is based on. This does however link to the brand in general, as Old Spice has always been a product that is aimed at middle aged/older people, so the same target audience will be purchasing the product. These points also help to sell the product because the star vehicle could attract female attention of that age range, and it also promotes the Bahamas as a holiday destination, and encourages the consumer to buy the product almost to make them imagine they are in the Bahamas when they are using it. Another key representation Old Spice have used in their campaign to sell their product is sexuality. The tagline 'The Man Your Man Could Smell Like' and the direct address at the beginning of the TV advert of 'Hello Ladies' assumes that the majority of people buying the product are part of a heterosexual couple, which excludes other sexualities from being included. This direct address will help sell their product to the large audience of heterosexual couples, as the female in the couple will feel obliged to buy the product after hearing and seeing the advert as it seems quite persuasive. However, the limited inclusion of other sexualities shows that the brand is not developing as much as others, and they have secluded themselves from a larger, more universal audience.
Similarly, Shelter uses some of these representations; gender and age, in similar ways to Old Spice to promote their brand. Firstly, they have used typical gender stereotypes to represent their campaign, as the two female figures are asking helpless questions, saying that they 'Can't face it', whereas the man in the campaign is challenging someone, and being more direct; 'He can't do that'. This shows the stereotype that men are physically and emotionally stronger than women, and that they are more likely to challenge someone and argue with them than a woman is. Shelter may have chosen to use more women than men in this campaign because it follows stereotypes that women are weak and need all the help they can get, and the public may feel more sympathy for the woman then the man in this advert. This helps to represent the brand's ideals, as they want people to look at the advert and feel sympathy for the people, and therefore become aware of Shelter as a brand and what they do.
Shelter also use age stereotypes to help promote the brand, as all three of the people used look like they are in their late 20s/30s, and this plays on the stereotype that all young adults are financially unstable, and cannot afford to keep their house. This is obviously incorrect, as a number of young adults are financially stable enough to purchase a house and be able to keep it, but I think Shelter have used this age range to show older generations of the issues confronted with homelessness, as they may be unaware that young people are struggling with it.
Shelter on the other hand, has no reference to sexuality in their campaign, implying that the service is available for everyone.
To conclude, both Shelter and Old Spice have used a number of different stereotypes and representations in their advertising campaigns to promote their product or brand.
DIRT
Wednesday 12th December
L/O: To reflect and improve on exam style question
Targets:
Similarly, Shelter uses some of these representations; gender and age, in similar ways to Old Spice to promote their brand. Firstly, they have used typical gender stereotypes to represent their campaign, as the two female figures are asking helpless questions, saying that they 'Can't face it', whereas the man in the campaign is challenging someone, and being more direct; 'He can't do that'. This shows the stereotype that men are physically and emotionally stronger than women, and that they are more likely to challenge someone and argue with them than a woman is. Shelter may have chosen to use more women than men in this campaign because it follows stereotypes that women are weak and need all the help they can get, and the public may feel more sympathy for the woman then the man in this advert. This helps to represent the brand's ideals, as they want people to look at the advert and feel sympathy for the people, and therefore become aware of Shelter as a brand and what they do.
Shelter also use age stereotypes to help promote the brand, as all three of the people used look like they are in their late 20s/30s, and this plays on the stereotype that all young adults are financially unstable, and cannot afford to keep their house. This is obviously incorrect, as a number of young adults are financially stable enough to purchase a house and be able to keep it, but I think Shelter have used this age range to show older generations of the issues confronted with homelessness, as they may be unaware that young people are struggling with it.
Shelter on the other hand, has no reference to sexuality in their campaign, implying that the service is available for everyone.
To conclude, both Shelter and Old Spice have used a number of different stereotypes and representations in their advertising campaigns to promote their product or brand.
DIRT
Wednesday 12th December
L/O: To reflect and improve on exam style question
Targets:
- Literacy - Basics! Capital letters for products and brands
- Terminology - Make sure you know the names of all the elements of the adverts etc.
- Theory - Add in audience theory where relevant
- Target Audience - Old Spice - product vs advert
- Analysis Structure - Answer general question first. Talk about different areas of representation within the overall representations conveyed.
Music Videos
Monday 7th January
L/O: To research selected case studies for use of Media Language and Representation
List A: Emeli Sande - Heaven
List B: Radiohead - Burn The Witch
Artist: Emeli Sande
Genre: Pop
Song: Heaven
Release Date: August 2011
Link to lyrics and summary of song meaning: https://genius.com/Emeli-sande-heaven-lyrics
Description of what happens in the video: The music video was filmed in Bethnal Green, London. The beginning of the music video shows Sande sitting at a window in a house, the scene later changes a number of times to different people; the people who are looking upset. As she starts singing the chorus, singing "oh heaven" it shows Sande singing and a view of the clouds in the sky. Throughout the music video there are various shots of Sande around different towns and places in London. There are often shots of people saying prayers, and carrying a statue of Mary and a Cross resembling heaven and God; there are also shots of Sande standing and singing outside a cathedral.
Description of how the artist has been represented: Emeli Sande has used a social realist representation of 'street life' to represent her authenticity and cultural links - it was filmed in Bethnal Green - where there is a mixture of ethnicities, cultures and class. She has also made the use of non actors to add to the cutting edge of her as an artist (transcendence of poverty and inequality to transfer that view of transcendence to the artist. She has included a number of different representations of her fanbase to attract a wider audience - religion, class, ethnicity, street life.
Explanation of how the video links to the song: The video includes a lot a lot of religious imagery that is in concordance with the lyrics that mention heaven, a lot. The lyrics also mention poverty and the poor and there are many shots of homeless people and poverty stricken areas.
Description of what happens in the video: The "Burn the Witch" music video was directed by Chris Hopewell, who previously directed the animated video for Radiohead's 2003 single "There There". It uses stop-motion animation in the style of the Trumptonshire trilogy, a series of 1960s English children's television programmes. According to the son-in-law of Trumptonshire creator Gordon Murray, the family was not asked permission to use the style and saw it as a "tarnishing of the brand". The video was conceived and finished in 14 days and released on YouTube one week later on 3 May 2016. The story homages the 1973 horror film The Wicker Man and depicts mob rule in a rural community. An inspector is greeted by a town mayor and shown a series of unsettling sights, culminating in the unveiling of a wicker man. The mayor urges the inspector to climb into it, whereupon he is locked inside as a human sacrifice and the wicker man is set on fire. As the flames gather, the townspeople turn their backs and wave goodbye to the camera. The inspector escapes among the trees.
Wednesday 9th January
L/O: To research and explore representation and cultural context in music video case studies
Representation - Understanding the choices that are made when it comes to portraying something or someone in a media product.
Need to consider - How the management want you to see them, how they achieved this, who it is aimed at
Starter Task: How has Rita Ora been represented in this official wallpaper image?
Music Video Research
Emeli Sande - Heaven
What key events happened in the UK and globally before the date of release?
Release date: 22nd July 2011
In January, an explosion occurred at Moscow Airport, killing 35 people, including 2 Britons. In February, an earthquake occurred in New Zealand, killing 75 people. Another earthquake also happened in Japan in March, which then caused a tsunami, injuring 132 people and killing 2. In April, Prince William and Kate Middleton married, and in May, a ten year manhunt ended with the death of Osama bin Laden. Finally, on the date of the release, a catastrophic shooting on an island outside of Norway killed at least 80 people.
Where was it filmed and who directed it?
The video was filmed in Bethnal Green, East London, where Sandé lives. Jake Nava directed the music video. Nava has previously worked with artists such as Beyoncé, Alicia Keys, Kanye West and Nicki Minaj.
Quotes/Press releases about the video
'The song was written after a very long conversation I had with my producer Naughty Boy. We got into a very deep conversation about religion and how to be good - what we all try to do in this day and age and how difficult it is.' - Sandé on the song
There were not any official press releases/interviews about the video.
Themes: Religion, drug taking, guilt and regret?
Radiohead - Burn the Witch
What key events happened in the UK and globally before the date of release?
Release Date: 3rd May 2016
In February, Trump wins the second presidential primary. In March, Trump takes over 'Super Tuesday', beginning a steady stream of surprise wins for him. The migrant crisis continues and there are devastating terrorist attacks in Brussels, linking them to attacks in Paris in 2015.
Who directed the video?
The video was directed by Chris Hopewell, who previously directed the animated video for Radiohead's 2003 single, 'There There'.
Quotes/press releases about the video
According to the son in law of Trumptonshire creator Gordon Murray, the family was not asked permission to use the style and saw it as 'tarnishing of the brand'.
Trumpton
The video is based on the animated stop motion series the 'Trumptonshire Trilogy', created by Gordon Murray and aired in 1966 on UK television. It is a sequel to 'Camberwick Green'. The video also references the 70s horror film 'The Wicker Man', which gives a more sinister tone to the video. 'Trumpton' mostly portrayed a quaint village life that was already halcyon idyll in austere post-war Britain. 'Trumpton' reflects the mythical small town 'family values' often championed by the sort of right-winged politicians, who have never been Radiohead's cup of tea.
Postmodernism
Postmodernism is a broad movement that developed in the mid- to late 20th century across philosophy, the arts, architecture, and criticism and that marked a departure from modernism. The term has also more generally been applied to the historical era following modernity and the tendencies of this era.
Explanation of how the video links to the song: The video includes a lot a lot of religious imagery that is in concordance with the lyrics that mention heaven, a lot. The lyrics also mention poverty and the poor and there are many shots of homeless people and poverty stricken areas.
Artist: Radiohead
Genre: Alternative/Rock
Song: Burn the Witch
Release Date: May 2016
Link to lyrics and summary of song meaning: https://genius.com/Radiohead-burn-the-witch-lyricsDescription of what happens in the video: The "Burn the Witch" music video was directed by Chris Hopewell, who previously directed the animated video for Radiohead's 2003 single "There There". It uses stop-motion animation in the style of the Trumptonshire trilogy, a series of 1960s English children's television programmes. According to the son-in-law of Trumptonshire creator Gordon Murray, the family was not asked permission to use the style and saw it as a "tarnishing of the brand". The video was conceived and finished in 14 days and released on YouTube one week later on 3 May 2016. The story homages the 1973 horror film The Wicker Man and depicts mob rule in a rural community. An inspector is greeted by a town mayor and shown a series of unsettling sights, culminating in the unveiling of a wicker man. The mayor urges the inspector to climb into it, whereupon he is locked inside as a human sacrifice and the wicker man is set on fire. As the flames gather, the townspeople turn their backs and wave goodbye to the camera. The inspector escapes among the trees.
Description of how the artist has been represented: Anti-Authoritarian. left-wing, politically aware
Explanation of how the video links to the song: The song finds Thom Yorke intoning ominous commands like 'Stay in the shadows/Clear at the gallows' and 'Abandon all reason/Avoid all eye contact'. Arriving at the current chaotic moment in global politics, though, and set in the quaint visual context of Trumpton, the Burn The Witch video plays as a pointed critique of nativism-embracing leaders across the UK and Europe, perhaps even the shows near-namesake stateside. However, the video's visuals don't follow the beat of the song or the lyrics.
Wednesday 9th January
L/O: To research and explore representation and cultural context in music video case studies
Representation - Understanding the choices that are made when it comes to portraying something or someone in a media product.
Need to consider - How the management want you to see them, how they achieved this, who it is aimed at
Starter Task: How has Rita Ora been represented in this official wallpaper image?
- Colour scheme of pastel pink connotes femininity and represents Ora as the 'ideal woman', this attracts a young male audience
- Pink hair suggests rebelliousness and that she's unique, whilst still remaining feminine
- Facial expression & pose - can be seen as passionate/sexual, they want to look desirable to the audience
- Slightly low angle shot makes her look powerful and gives her status, independence
- The neutral blue background contrasts with her to make her stand out more
- Direct address, she's looking straight at the camera, connotes confidence
- Rule of thirds portrait composition - she's centred
- Lighting - No shadows to age her, makes her looks youthful and healthy
- Eyes and lips are highlighted - Focuses on where we look
- Airbrushed image - She's 'perfect'
- Facial expression shows that she takes herself seriously as an artist and is passionate about her music
- Looking directly at the camera connotes confidence and that she isn't shying away from it
- Very desaturated images brings a more serious tone to them, and makes her appear more natural
- Perfect skin and hair, connotes that she is 'perfect'
- Black clothing, again brings a serious tone to the images and tells us that she doesn't want to stand out too much, she isn't sexualised as much as other female artists, she is more than just her looks
- Images where she is looking away from the camera represents that she is modest, maybe a bit shy
- Low key, dark colour palettes suggest simplicity, sophistication
- Her hair is much shorter than you would expect for a female artist, it's modern, young, fresh, could suggest rebellion, however, it is still soft and feminine
Sande often looks away from the camera, and in this video she only happens to make eye contact with the camera a couple of times in the whole video. This could connote shyness or even modesty, which is different to other popular female artists in the industry. It also shows that she doesn't want this video to be about her, so she doesn't want to show her face too much.
This is one of the only shots in the video where Sande is looking at the camera, and it it a close up shot of her eyes. This direct address shows a level of confidence and also vulnerability, as her eyes stand out to the audience.
There are also a lot of shots of the back of Sande's head throughout the video. This goes back to her being modest and maybe also camera shy.
In this shot, she is looking up to heaven, which makes a link to the song and gives the audience an idea of her religious beliefs.
We also see Sandé singing next to a cathedral in the video, which again emphasises the religious aspects of the song and gives the audience more ideas about her religious beliefs.
This final shot of the video is her walking off out of shot when the song finishes, which connotes that she wanted the video to be quite natural and not overproduced, and it could show that Sande didn't want the video to end with a shot of her, as it wasn't what she wanted the video to be about.
- Black and white images, connotes edginess and an alternative sound
- In the second photo, the lead singer is the main focal point, connotes his importance and that he is the person people would associate the band with
- Serious facial expressions, also connotes the kind of music they make and that they want to appear more masculine and 'strong'
- Natural styling, no extreme airbrushing or lots of hair and make up, shows they want to appear natural to the audience and show that they are 'real'
- All black clothing, connotes a serious approach and could also connote the style of music (edgy)
Emeli Sande - Heaven
What key events happened in the UK and globally before the date of release?
Release date: 22nd July 2011
In January, an explosion occurred at Moscow Airport, killing 35 people, including 2 Britons. In February, an earthquake occurred in New Zealand, killing 75 people. Another earthquake also happened in Japan in March, which then caused a tsunami, injuring 132 people and killing 2. In April, Prince William and Kate Middleton married, and in May, a ten year manhunt ended with the death of Osama bin Laden. Finally, on the date of the release, a catastrophic shooting on an island outside of Norway killed at least 80 people.
Where was it filmed and who directed it?
The video was filmed in Bethnal Green, East London, where Sandé lives. Jake Nava directed the music video. Nava has previously worked with artists such as Beyoncé, Alicia Keys, Kanye West and Nicki Minaj.
Quotes/Press releases about the video
'The song was written after a very long conversation I had with my producer Naughty Boy. We got into a very deep conversation about religion and how to be good - what we all try to do in this day and age and how difficult it is.' - Sandé on the song
There were not any official press releases/interviews about the video.
Themes: Religion, drug taking, guilt and regret?
Radiohead - Burn the Witch
What key events happened in the UK and globally before the date of release?
Release Date: 3rd May 2016
In February, Trump wins the second presidential primary. In March, Trump takes over 'Super Tuesday', beginning a steady stream of surprise wins for him. The migrant crisis continues and there are devastating terrorist attacks in Brussels, linking them to attacks in Paris in 2015.
Who directed the video?
The video was directed by Chris Hopewell, who previously directed the animated video for Radiohead's 2003 single, 'There There'.
Quotes/press releases about the video
According to the son in law of Trumptonshire creator Gordon Murray, the family was not asked permission to use the style and saw it as 'tarnishing of the brand'.
Trumpton
The video is based on the animated stop motion series the 'Trumptonshire Trilogy', created by Gordon Murray and aired in 1966 on UK television. It is a sequel to 'Camberwick Green'. The video also references the 70s horror film 'The Wicker Man', which gives a more sinister tone to the video. 'Trumpton' mostly portrayed a quaint village life that was already halcyon idyll in austere post-war Britain. 'Trumpton' reflects the mythical small town 'family values' often championed by the sort of right-winged politicians, who have never been Radiohead's cup of tea.
Postmodernism
Postmodernism is a broad movement that developed in the mid- to late 20th century across philosophy, the arts, architecture, and criticism and that marked a departure from modernism. The term has also more generally been applied to the historical era following modernity and the tendencies of this era.
Wednesday 16th January
Representation
Heaven
Religion: Represented positively throughout the video. There are shots where Sandé is looking up at the sky, suggesting that she is looking up to heaven, and she is also wearing a necklace with a cross, which represents her religious views, as she has said that she believes in God, but is not religious. There are also shots of religious statues and a cathedral throughout the video. 'Fear is your only God' is written on a window. A man is carrying a cross in the background of one of the shots. A girl in a red dress juxtaposes the bright sky as she is walking down stairs into darkness, the red represents danger and hell.
Class: The video represents the lower and working classes a lot more than others, which links to the location in which the video was filmed, as Bethnal Green is a poorer area of London. Homelessness is heavily represented in the video.
Ethnicity: A number of different races were represented in the video, which shows that the area of London is multicultural, but no particular race was focused on in the video. However, in the press at the time, there was a negative representation of black people with crime etc.
Masculinity & Femininity: Both genders are represented in the video, realistic representations, e.g. a single mum. The darker characters in the video are male, e.g the fallen angel, the men taking drugs, whereas the female characters are represented as the more angelic types of character in the video
East London: Filmed in Bethnal Green, a poorer area of East London, a realistic representation of what it is like there
Religion: Represented positively throughout the video. There are shots where Sandé is looking up at the sky, suggesting that she is looking up to heaven, and she is also wearing a necklace with a cross, which represents her religious views, as she has said that she believes in God, but is not religious. There are also shots of religious statues and a cathedral throughout the video. 'Fear is your only God' is written on a window. A man is carrying a cross in the background of one of the shots. A girl in a red dress juxtaposes the bright sky as she is walking down stairs into darkness, the red represents danger and hell.
Class: The video represents the lower and working classes a lot more than others, which links to the location in which the video was filmed, as Bethnal Green is a poorer area of London. Homelessness is heavily represented in the video.
Ethnicity: A number of different races were represented in the video, which shows that the area of London is multicultural, but no particular race was focused on in the video. However, in the press at the time, there was a negative representation of black people with crime etc.
Masculinity & Femininity: Both genders are represented in the video, realistic representations, e.g. a single mum. The darker characters in the video are male, e.g the fallen angel, the men taking drugs, whereas the female characters are represented as the more angelic types of character in the video
East London: Filmed in Bethnal Green, a poorer area of East London, a realistic representation of what it is like there
Intertextuality
Monday 21st January
L/O: To research and explore intertextuality and exam style analysis
Intertextuality creates an 'interrelationship between media products that create related understanding in the separate products.'
The video was released in May 2016 to promote the first single from the album A Moon Shaped Pool. The idea for the track had been worked on for over a decade by the band. We must assume, therefore, that it was both important to the band as a statement, one that they felt to be ready and whose meaning was apposite for an era where the Syrian War and refugee crisis, ISIS and religious intolerance, hostility to those 'not like us', the Brexit vote and impending US election dominated the social context.
Intertextuality: Trumpton, Camberwick Green, The Wicker Man, witchcraft
It works on using cultural touchstones that the audience will recognise in the intertextual references to iconic products, namely the childrens TV stop-go animation on Trumpton and Camberwick Green and the iconic Hammer horror film The Wicker Man. The reference to the innocence of the world of childrens TV echoes the conventional representation of English villages and of the English values of community and tolerance. This is subverted by the depiction of the village as practitioners of a cult religion based on witchcraft - the many visual references to the ducking and torture of witches - culminating in the wicker man burning of the outsider in a direct reference to the Hammer film.
These are all familiar icons from their youth to Radiohead and their core audience. In the narrative, they serve as metaphors for a surveillance culture, the lack of trust and fear of outsiders and 'the other' - things that are not like us.
How and why is intertextuality used in the video?
Intertextuality is used with references to 1960s animation series Trumpton, and 1970s horror film 'The Wicker Man' throughout the video. This is used to present a direct contrast, with the innocent, positive images in Trumpton juxtaposing the disturbing images of the Wicker Man burning and the visual references to the ducking and torture of witches. This appeals to Radiohead's core audience because these familiar icons are from their youth, so they will immediately understand the reference.
In what ways is it considered to be 'alternative'?
The political messages conveyed in the music video are not conventional to modern, mainstream music videos, as they don't use deep, political lyrics in songs anymore. It's uncommon for artists to do similar to what Radiohead did with Burn The Witch.
How does it use media language to represent its social and cultural context?
What does it have to say about surveillance culture of the era?
It shows that in this day and age, nothing goes unseen. Particularly in politics, as at the time, events like the Brexit vote and the impending US election were some of the biggest political events of the era, and all news outlets were talking about them and updating on any minor events that occurred surrounding them.
Representation
Wednesday 23rd January
L/O: To explore the specific representation of chosen video case studies
Terminology:
- Social Realism: The realistic depiction in art of contemporary life, as a means of social or political comment.
- Transcendence: The act of rising above something to a superior state
- Post Modernism: A late 20th-century style and concept in the arts, architecture, and criticism, which represents a departure from modernism and is characterised by the self-conscious use of earlier styles and conventions, a mixing of different artistic styles and media, and a general distrust of theories.
- Intertextuality: A relationship between texts, especially literary ones
- Cinéphilic Recreation: A passionate interest in films, film theory and film criticism.
- Filmic: Relating to films or cinematography
- Value-Transference: Economic activity that involves no value creation, instead it is the transferring of value from one party to another.
Social realism represents the authenticity and cultural currency of the artists in list A
The celebration of transcendence of poverty and inequality aiming to transfer that value of transcendence to the artist in list A
The use of intertextual, postmodern representations in list B videos to transfer the quality of the video itself to the image of the artists, e.g. referencing of The Wicker Man and Trumpton with contemporary issues of xenophobia in Radiohead's Burn the Witch video
The use of messages and viewpoints in videos that aim to bolster the image of the artist and chime with those of the positioned audience, e.g. the representation of a dark undercurrent beneath the apparent cohesion of a tight-knit community contributes to the image of Radiohead and their fans as politically committed, knowing, and pessimistic.
Narrative Video: Louis Tomlinson, Just Hold On
Who are the TA?: Teenagers (15+) and young adults (people in their early 20s), this video will attract a slightly older target audience than expected (12+), as the video doesn't actually feature the artist and has a more mature feel to it.
How is the artist/s represented? (What aspects of their image are being highlighted?): The video represents the artists fun and more rebellious side, as you see two young adults exploring cities and doing fun things that people typically wouldn't do, which makes the video more enjoyable for the audience, as they are almost living vicariously through these two people. There is also a sense of social realism in the video, as it also could show the artists background, as he is from a suburban area of the UK himself, and the story told in the video could be something that happened to him, as his life changed immediately when he first rose to fame.
How are the TA positioned?: The target audience will feel like they are almost living through this video, as the cinematography is so good, it looks realistic but it is still impossible for people to time travel like the two people do in the video, and the red light animations used when time travelling make the audience more aware of what is going on, so they don't get confused as to what is going on. The video is well laid out, and it is clear of what time it is, where they are and what they are doing. The target audience may also be able to relate to the video, as it is a typical love story and it could've happened to the older spectrum of the target audience.
What values are being celebrated?: That you can fall in love at any time of your life, and it can happen wherever, like at the bus stop in the suburban area of the UK where the video begins to tell the story.
Performance Video: One Direction, Little Things
Who are the TA?: Teenagers (10+), this is because of the non-explicit lyrics and video, that typically appeal to younger teenagers, as they will find the artists attractive and be appealed to the message the song gives out.
How is the artist/s represented?: The artists have been represented in this video as relaxed and down to earth, as they are wearing casual clothing, and are not showing off to camera a lot throughout the video, they are just in a studio playing instruments and singing. The video also looks like it didn't have a huge budget, as there is no big, dramatic set and no dramatic styling on the artists. Even though there could've been a low production value, the video still is good quality, with a number of different camera angles and shots. The fact that the video is also in black and white gives off a more natural and emotive vibe, and will make the audience focus on the artists a lot more. The fact that they are playing instruments in the video also shows off their musical talents and what they care about, which is their music.
How are the TA positioned?: As the artists are often looking directly at the camera, the audience may feel like they are looking at them, and they may feel like they are included in the video. For someone in their early teens, this was a good approach to take.
What values are being celebrated?: The lyrics in the song talk about loving yourself for who you are, and about how someone will love you whoever you are. This will appeal a lot to the younger target audience, as they will often struggle with being insecure as an early teen, and adding in the appeal of the artists makes it a perfect video for this target audience.
Explain how representations in music videos are chosen to promote the artist(s). Refer to two of the music videos you have studied to support your answer. (10 Marks)
Representations in music videos are chosen to promote the artist to their audience. Emeli Sande's 'Heaven' and Radiohead's 'Burn the Witch' do these things in very different ways. Even though the videos are focused on the artists and what the audience may think are their chosen representations, it is actually the record label who chooses what representations are shown.
Firstly, Emeli Sande uses religion and faith as a representation throughout her music video for the song 'Heaven'. Religion is definitely the main representation, and it is presented positively throughout. In the video, Sande is often looking up at the sky, which could tell us that she is looking up to the heavens, and she is wearing a necklace with a cross on it. Sande has previously said that she believes in God, but she is not necessarily religious. We also see shots of religious statues and a cathedral in the video, along with 'Fear your only God' written on a window, and a man carrying a cross in the background of one of the shots. However, these religious images are juxtaposed, as at the beginning of the video, we see a girl in a red dress walking down steps into darkness, which could connote hell and danger. The camera angles also represent religion and faith in the video. For example, there are some low angle shots of Sande, which could represent her almost as an angel, which emphasises femininity, along with contrasting shallow focus shots of her by the flowers and her on the streets, which again emphasises femininity.
Sande has also used class and ethnicity in her video for 'Heaven' to represent her as an artist. The whole video represents the lower/working class a lot more than others. The video was filmed in Bethnal Green, East London, a particularly poor area of the city, and this happens to be where Sande lives. This could represent her as an artist because she cares about the community around her, and wanted to show her audience a realistic viewpoint of London. A number of races were also represented in the video, showing that London is a multicultural city, and I think Sande wanted to showcase this in her video as at the time, there was a negative representation of black people in London with issues surrounding crime, so she may have wanted to show her audience that 99% of black people aren't like that, and the community of Bethnal Green was positive.
Sande also goes against genre conventions in this music video and many others, as the majority of female pop singers are presented as more sexually attractive and appealing to a male audience, whereas Emeli Sande isn't represented in these ways, which could make her more appealing to a female audience.
On the other hand, Radiohead use Postmodernism in their video for 'Burn the Witch' to represent them as artists. Postmodernism is a late 20th century style and concept in the arts, architecture and criticism, which represents a departure from modernism and is characterised by the self-conscious use of earlier styles and conventions, a mixture of different artistic styles and media, and a general distrust of theories. Radiohead have included references to 1960s animated TV show Trumpton and 1970s horror film The Wicker Man in their video, and have used The Wicker Man to give Trumpton a dark twist. This representation of a dark undercurrent beneath the apparent cohesion of a tight-knit community contributes to the image of Radiohead and their fans as politically committed, knowing, and pessimistic. This is one of the main ways in which Radiohead have used representations to promote themselves in their music video. The intertextuality of Trumpton and The Wicker Man also gives the video another dimension, and the majority of Radiohead's audience will recognise both the TV show and film, and therefore be able to understand the video more. This music video also represents some political issues throughout, as some critics have picked up on the fact that the video could be referring to the pointed critique of nativism-embracing leaders across the UK and Europe, and maybe even US President Donald Trump. These references could demonstrate Radiohead's political views, and could therefore promote them to an audience with the same political views as them.
Case Study 3
Wednesday 30th January
L/O: To research institutions and ideologies behind case study product
Background information on The Big Issue
A popular weekly magazine, sold on the streets by socially deprived people, a social enterprise product (helps improve some of society's problems), the money made from people buying it goes straight to the distributors. The vendors buy the magazines for half the price. The Big Issue Shop online helps social enterprise stores sell their products. It is written by professional journalists, and their cover stars aren't paid, they do it to help out. Since 2012, it's focused more on campaigning journalism and broader features. It has a circulation of around 125,000 a week.
People have criticised the business model, and have been criticised for being 'overly commercial'.
What do these covers suggest about:
- Target Audience: Middle aged, predominantly male, opinionated, politically aware
- Values and beliefs (ideology): 'Hand up not hand out' gives out a message of empowerment and helping others,
- Representation:
Ideology: The extent to which media products such as newspapers contain and communicate particular ways of looking at the world, an assumed set of values and beliefs that news providers assume its audiences to possess and to share.
Hegemonic: Of a dominant ideology that shapes the way most of society 'see' the world, themselves and others, creating a shared set of values.
What are the ideologies and values of the publication, how is this shown, and what does it suggest about the target audience?
The Big Issue's dominant ideology is about how you should stand up to make a change, and they portray this with their slogan 'Hand up, not hand out'. Politically, you could say they stand more to the left, as they often question the right wing's authority, and their humorous cartoons of right wing politicians demonstrates these views to the reader. However, the magazine also focuses on popular culture, like mainstream films and musicians of the time when it is published, which settles in with their target audience, and informs them of what is popular and current at the time. They also celebrate their vendors, and this informs the reader that they care about their sellers and where the money from the publication goes, and reinforces their slogan. Their graphics and designs of the front cover would also appeal to a younger target audience, as they use bright, vivid colours and catchy headlines.
Case Study 3
Monday 4th February
L/O: To identify the primary target audience for The Big Issue
What ideologies are represented in this cover and how have they been represented?
Wednesday 6th February
L/O: To review exam style answers
Details
Case Study 3
Monday 4th February
L/O: To identify the primary target audience for The Big Issue
What ideologies are represented in this cover and how have they been represented?
- This cover represents Patriotism - King Arthur was a 'strong and stable' leader, and could be a better leader than Theresa May. The film 'King Arthur' came out in 2017.
- The tag line 'Strong and Stable' also links to politics in 2017, with Theresa May's snap election.
- The predominantly red front cover gives off a more socialist approach, and demonstrates the magazine's political viewpoints; left wing.
- Could also be celebrating the British film industry; 'strong and stable', individual skills in the industry.
- King Arthur was generally seen as a 'worthy' leader with strong values.
- Represents social responsibility through the slogan - 'Hand up not a hand out'
72% of Big Issue readers are ABC1 - (A=Upper class, B=upper middle class, C1=lower middle class)
43% of readers are AB - degree level or equivalent
The Big Issue audience is young at heart, educated and loyal. Slightly more women than men buy The Big Issue, while 61% of readers are aged between 18 and 39
Audience Profile for readers of The Big Issue:
Demographics:
- Female
- Upper/Middle class - higher/intermediate managerial, administrative or professional
- Mid 20s/early 30s
- Lives/works in a town/city
Psychographics:
- The Reformer - 'Don't tell me what to do or think' says the Reformer, valuing their own independent judgement. Reformers are the most anti-materialistic of the seven groups, and are often perceived as intellectual. They are socially aware, and pride themselves on tolerance. Reformers seek out the authentic and the harmonious, and are often at the leading edge of society. However, unlike Explorers, they will not buy things just because they are new. Their core need in life is for enlightenment.
- Takes a few characteristics from The Explorer - Young in nature, if not in reality, their core need in life is for discovery
- Social Value Group Characteristics - Innovators - Self confident risk takers, seeking new and different things, setting their own targets to achieve
Wednesday 6th February
L/O: To review exam style answers
Details
- Who chooses the representations used in music videos?
- Link representations to social/cultural events
- Link to genre conventions
- Representations of place/groups/values too
Vocabulary
- Shallow focus with flowers - feminine, contrasts with the shots of her on the streets
- Low angle shots - represent her as an angel
- Use more terminology
The Big Issue Infographic
Case Study 3
Monday 25th February
L/O: To analyse Big Issue covers effectively
What ideologies are represented in this cover and how have they been represented? What does it tell us about the target audience?
- 'The thinkers, creators and agitators changing the world in 2019' subheading could also be used in the last point, as 'agitators' could be talking about certain political leaders at current, causing a stir and making people question things
- Social responsibility - 'Hand up not a hand out', 'Top 100 Changemakers' making a difference in society
- Positive outlook - subheadings, language used, colour scheme, humour (puns)
- Open to a wide range of people in the TA, lots of different topics - entertainment, science, history
- The TA would feel a social responsibility and share these values, they would be interested in these topics and understand the humour, shows that it is a slightly older target audience
- Political bias: 'Taking a stand for legal aid' is seen as more left wing than right wing
- Mode of Address: How the text speaks to the audience, and involves them. It also refers to how a text influences the audience
- Direct mode of address: Model looks directly at the audience, or the writing speaks to 'you'
- Indirect mode of address: Model looks away or the writing refers to 'people' or 'the public'
- You can have different modes of address: formal, informal, humorous, serious, hostile, friendly etc
- Media producers are keen to establish a relationship with their perceived audience
- How they address or speak to their audience is a crucial factor in establishing a relationship - in constructing an audience
- Audience identity is written into texts in a number of different ways. Variations in tone, pace language etc. will reflect the producers notions of who the audience is
- Modes of address will vary depending on the media form and the perceived audience
Analysis Task: Exam Practice
- Classic logo and slogan; 'Hand up not a handout' shows social responsibility
- Plain background makes the main image stand out, almost shows respect with the plain, neutral background and the poppy on the logo
- The model is just a normal person, no one famous, also dressed in normal clothes, not uniform, which juxtaposes with the army helmet
- They have also used text to cover the eyes of the person on the front cover, which emphasises that anyone can be affected by the war and it could be anyone in this person's shoes
- The bright green army helmet could symbolise that the UK needs protection from war in the future, and the normal everyday person on the cover could say that it is everyone who needs this protection.
- The green army helmet stands out against the rest of the cover, the image of the man is in a slight sepia filter, which connects to the war, as this was what photos looked like back then.
- A mixture of fonts, the typewriter style of 'Still' and 'The battle for peace of mind back home' 'Rebuilding lives, fighting for futures' stands out more than 'at war' as it comes across like it has been added in, and the 'Still' comes across differently to the reader than what it would if it was in the same font as 'at war' as there is now emphasis on the word
- 'Rebuilding lives, fighting for futures' tells the reader that these soldiers who fought in the war are still battling with mental health issues like PTSD, which makes the reader feel sympathy towards them
- The fonts in basic black and white also stand out, but it is clear they didn't want to use too many bright colours to take away from the simplistic, serious style of the cover and the message they are trying to put across
- Play on words with 'Peace of mind', world peace, the war stopping to bring peace
- Indirect mode of address: the text isn't talking directly to the reader, just generally
- Emphasis of the word 'Still' shows that the Big Issue believe that the war and fighting should be over by now, but it isn't, shows their views
- They are also not just talking about the wars in other countries, they are talking about 'Back home', which could indicate that they are talking about the current political situation (Brexit) and how it is causing controversy and disagreements. This also shows the reader that they are more left wing than right, which attracts a target audience with the same views
- The content inside the magazine also links to the cover, 'Keeping veterans off the streets', Roger Daltrey and Keith Moon are from the band The Who, who were a popular and influential rock band in the 1970s. In the band, they all had disagreements, so the dynamic wasn't great. They also have articles about Cressida Cowell, Michael Morpurgo and RZA, a famous poet. All of these are influential authors, who made a big impact in the UK with their writing, so this issue is all about making a big impact; social responsibility
- The reference to the band The Who will appeal to an older target audience who know of The Who and are fans of the band, probably now in their 40s-60s
- There is also reference to RZA, a member of the Wu-Tang Clan, who younger audiences will be aware of, and this opens the Big Issue up to another target audience
- It is also clear that they didn't want to have huge headlines and articles in this issue however, as they wanted to focus on Remembrance Day and the veterans, as usually, the content in the magazine will be displayed all around the cover and there would be a lot more of it in big bright fonts.
Case Study 3
Wednesday 27th February
L/O: DIRT and Exam Practise
- Intertextuality: The font is the same font used by the Sex Pistols - known for their sense of rebellion and were a big part of the punk rock movement, also known for their views on politics etc - safety pin is a known symbol for punks
- 'What happened to the spirit of rebellion' links to the genre of punk rock music, and could also be an indirect link to the UK's political crisis (Brexit)
- Bright colour scheme also links to the Sex Pistols' 'Never mind the bollocks' album cover
- 'Punk seer Jamie Reid on Banksy, protest and the state we're in' also links to Brexit, referring to the 'state' the UK is in at the moment in leaving the EU, and also because of the pink outline of the UK on the cover
- Banksy is a political activist, his artwork always has a political message to it
- Jamie Reid also has links to the Sex Pistols, he created the artwork for their albums
- 'National identity' text looks as if it's been put together from newspaper cutouts, suggesting that the country's 'national identity' comes from the media
- TA are more likely to get the reference of the Sex Pistols and be fans of them and the punk movement
- They are also likely to agree with the ideologies shown here, they are educated and open to other people's opinions
- The cover is celebrating protests and rebellion, and saying it is a good thing - 'spirit' has positive connotations
Analyse why the Big Issue magazine has used an intertextual approach to the referendum on its front cover
- Analyse the use of intertextuality to create meaning in this source
- Make judgements and reach a conclusion about the advantages of this use of intertextuality to The Big Issue magazine
On this front cover, The Big Issue has used four famous politicians, Nicola Sturgeon, David Cameron, Boris Johnson and Nigel Farage, all of whom had a large role in the UK's pledge to leave or remain in the European Union. The Big Issue have placed these four politicians heads on the bodies of famous Swedish pop group Abba, and used lyrics from some of their most popular songs.
The older target audience will understand that these lyrics are from 'Take a Chance On Me', 'Knowing Me, Knowing You' and 'The Winner Takes It All'. These songs are very relevant for what was happening at the time, the EU Referendum. The audience would find this relevant as well, as this issue came out on the week leading up to the vote for the referendum, the 13th-19th June 2016.
The play on words with each lyric coming out of the politician's mouths is something that will make the reader laugh, as 'Breaking up is never easy, I know' coming out of Scotland's first minister's mouth references the fact that Scotland because the Scottish people disagreed with this when they had their referendum on independence. 'Knowing me, knowing EU' coming out of Prime Minister at the time David Cameron's mouth is relevant because he was the one who instigated the referendum in the first place, 'This time we're through' from prominent leave campaigner Boris Johnson and 'Take a chan-chance' from UKIP leader at the time Nigel Farage are also relevant as they needed the UK to 'take a chance' on them.
The intertextuality of The Big Issue using Abba for this front cover is relevant to this topic because they are a popular band from Sweden, which is in the EU, and they are famous for winning Eurovision in 1974, which is what the target audience will know them for. Their song lyrics also make the front cover's intertextuality better and more comical, as multiple songs can be used as a play on words for the referendum.
The colour scheme of blue and gold is also relevant, as blue is typically a colour the reader would associate with the conservative party, who were the people in charge of the referendum. The blue and gold are also colours the reader would associate with Abba, as their costumes were often gold, blue and white. This becomes slightly ironic, as Big Issue readers are mostly left wing, but they will look at this and see the funny side to it, attracting them into buying the magazine.
The ideologies of the Big Issue towards Brexit show that they have disagreed with leaving the EU, as they are almost mocking these politicians and their ideas, which could be similar views to their target audience, again appealing to them to buy the magazine.
To conclude, The Big Issue have used intertextuality on this particular front cover of their magazine to appeal to the target audience and bring some humour to the current situation in the UK. The use of Abba was very smart, as a wide range of people will know who Abba are and know their music, attracting a wider range of consumers to buy the magazine.
Wed 26th Sep:
ReplyDeleteDIRT: a good start Chloe, well done. Try to build up your media vocabulary and use more terminology
3rd October:
ReplyDeleteHomework:
Well done - good start
DIRT: Great analysis - include the semiotics terminology
8th October: Analysis
Good understanding of semiotics.
DIRT: Good analysis, well done. Include body language and facial expression.
10th October: Logos
Great start.
DIRT: please explain choices made - colour etc.
DIRT: Logos - love the Millennial logo and explanation. I understand the ideas behind Rainbow but I'm not sure the name matches the symbol.
ReplyDeleteCadbury's Ad Analysis: a good overview of the advert and its appeals. Try to link to the brand image
ReplyDeleteBenetton Ad Analysis: another good overview, well linked to the social context.
Set Text Research: Good basic research into the brands.
Set Text Analysis: Lucozade is a good analysis, using theory. Shelter is also a solid overview but lacks detail. Old Spice needs more work on the representation.
Social Context: Old Spice - good analysis but make sure you show you understand about the different campaigns we are discussing.
Social Context: Great notes and mini analysis.
ReplyDeleteExam Practice: There are some great points here but make sure you answer the general question at the start in more detail and try to discuss the set texts' use of representation as a whole rather than area by area.
DIRT: explain the use of representations in advertising in general
Music Video Notes & Research: good notes. Make sure you understand the meanings behind both videos as it will help you analyse them. This isn't clear in your notes. With the intertextuality, link the references to the cultural context.
ReplyDeleteRepresentation: some good ideas. Try to include more specific detail in terms of the values celebrated and exactly HOW the artists are represented.
Music Video exam practice: a great first attempt, well done.
ReplyDeleteWWW - you've answered the question and explained the overall representations in both videos
DIRT: you need to add in specific examples from each video explaining what they show and how that adds to the representation. Heaven - is it religion or faith she's presenting? Link the representations to the social context. Radiohead - look in more detail at the context and the political meanings and link those to the representations.
Big Issue Analysis: in the exam, write in full sentences/paragraphs
ReplyDeleteWWW - great identification and explanation of the elements used
NTT - link to the TA appeal and ideologies of the magazine
Exam Practice:
ReplyDeleteWWW - great use of terminology and links to the target audience
EBI - link the humour to a political comment or ideology