Media Language & Representation
Friday 13th November 2020
Media Language and Representation
L/O: to develop the language of media analysis.
This is the cover of Time magazine, a media product that explore a range of famous and well known people who are important to many people.
Kendrick Lamar- Good Kid In A Mad City
Denotation:
On this cover you can see a black person who is looking in the opposite direction of the camera. Has a parental advisory explicit content.
Connotation:
On this cover you can see a black person who is looking away from the camera. The person is presented through a medium long shot and can be seen as serious the medium long shot helps with this as it shows that it is very serious and it allows you to see the background along with the main subject of the album. Looking away from the camera he doesn't seem to fazed with what he's looking at and seems to be pretty normal to him as he's facial expressions show he's unimpressed with what he's seeing but he sees it often that it no longer bothers him. Also with this because of him being a person of race stereotypes towards him would mean he could be part of a gang and the reason it doesn't bother him is because he encourages whatever could be going on. A way in which this would suggest that he is not part of gang is through the title, Good Kid In A Made City, from this your supposing that the person sat looking away from the camera is unamused and use to what he is seeing in the city. He could be a good person but being surrounded by the city he's in he's seen all the bad things that could be going on e.g. drugs and drug abuse, fighting, violence, murder and all things like that. The album photo looks like it was taken outside in an area that may not be a safe and violence free area. The background can make it seem thought provoking at what would be going on in that area and make the audience wonder what is going on behind the camera that causes the album title such as the city being a 'mad city'.
The album cover shows us a parent advisory explicit content label, this would allow listeners to know that the album has explicit content within it and is aimed for people around the age of 18.
Adele- 25
Denotation:
On this cover you can see that there is a face looking forward in black and white.
Connotation:
On this cover there is a close up of a women who's looking just above the camera.
Comparison:
On both of the covers they use a very similar almost black and white image in the background. The black and white aspect of them can suggest to the audience that they are going to be serious albums that contain some content that may not be suitable for younger listeners as there is no colour to interest them. Another way that shows their serious album that are not made for younger listeners would be the serious facial expressions or the title of the album.
On Kendrick Lamar's album the name of the album is Good kid in a mad city. The title can suggest to us that something serious is going on within this city that isn't a good thing. The word mad would suggest that something that would be unusual to many places is happening in the city where the 'good kid' is. The background shows us that the area where he is in this 'mad city' is a very dodgy and not a nice place to be. The background looks to be a wall in a very run down area where bad things will happen, such as; drug taking, fighting, murder from violence and a load of other bad and dodgy stuff would go on. These contradict with the title of the male being a 'good kid' as he's at the place where all of this is going on or could be going on. Although in the image we do not see the male fighting, doing drugs or taking part in any of those activities that we would associate with the type of area that it looks like he's in. The main subject of the image, the male, is looking away from the camera to something or somewhere behind the shot. With that in mind and the type of area we are presuming he is in it may lead us as an audience to the assumption that there is things that should not be happening happening behind the camera. But the male's facial expression provides a calmness to whatever is going on behind the camera. This could be that currently what is going on is normal and nothing to serious or it makes us believe that what is currently going on is either bad but to a smaller scale of bad then normal or the person has gotten that use to the sights that he sees that it no longer bothers him that much.
In the Adele cover it features a women looking forward but not towards the camera but above the camera. The black and white image makes it so that the main focus of the image is the women. The women does not have neutral nor happy facial expressions but in fact quite the opposite. Her eyes make her seems sad as where they are open so wide and have a glossy look to them and her lips give off a look or hint of sadness within them. The only thing that could suggest otherwise is the way her make up looks perfect and not a single smudge. The way that the women is positioned looking above the camera would suggest that she no longer focuses thoroughly on the present and doesn't have to much of a sense of what is going on in reality. The looking above the camera would present that she could be stuck somewhere, metaphorically, that she cannot get out of. The black and white imagery helps to create these impressions as it could be that shes trapped out of a reality in colour and maybe thing like thoughts or sadness are over crowding the space that she has for colour and happiness. Colour although each colour has their own implied meaning, colour as a whole can represent happiness as your seeing the world as it comes. Thinking of colours, the colour black suggests darkness, loneliness, isolation and the feeling of being trapped. With the album cover being black and white and the absent background it would make you wonder how intentional was this and was it to show the loneliness or isolation and sadness that she may be feeling and that interpreting it through colours and where her focus is, is the only way she can show her own emotions, without listening to the music. The cover would be vital to show the emotion to the music as it would be the first thing that you see when buying or streaming it through a streaming sight.
The ways in which it is obvious that these two albums are aimed at different target audiences are the fact that Kendrick Lamar's album has a parental advisory explicit content logo on it whereas Adele's album doesn't. That is obviously not the main difference but it would suggest that one of them can be more suitable for younger listeners, just that the album cover doesn't seem like it would appeal to them due to the absence of colour. This is not the only thing as another way that it is shown to be aimed at different audience would be through the ways the album has been presented. By this I mean the look of the people on the cover. The look of the cover shows the different genres of music between the two. The way the person on the cover of Adele's album has been presented, like a pop genre cover, is different to the way the person on the Kendrick Lamar cover has been presented as his cover looks sort of like a hip-hop/rap cover. This is mostly visible from the way that the Adele cover makes the person look weak and vulnerable, which can be quite common within the pop music genre. Whereas the person on Kendrick Lamar's cover looks to be strong and very opinionated and like they constantly have something they dislike about something but also have very similar facial expressions and stereotypically most covers with black people featured on the covers are from the rap genre.
Homework: Why was it banned?
The advert shows a male with red surrounding his face, chest and stomach area and arms. Although the overall purpose may have been different and may have been to symbolise the England flag. The events going on maybe wouldn't have given the same effect and would have just have given the effect if they hadn't been many issues going on in the world. Although it shows a male with his arms out and paint covering his body which was probably just presenting the England flag, the males facial expressions do not help us to believe that it's just the England flag.
The way the male has been presented with his arms being out and him standing their could suggest a religious aspect to the situation, like how Jesus was pinned to the cross and which was the way in which it is believed he died. The red paint and colouring doesn't help us to believe that this is not one of the hidden meanings which they are trying to convey but it is one that still exists. The males facial expressions doesn't even help us to understand that this is not what is happening as his facial expression could be seen as happiness and being proud of something, but with the way it currently looks it looks as though the person is in pain or is struggling to keep himself going and his power up. His facial expression could also symbolise anger but in the case of which they believe it could be something to do with religion than pain would be the easiest explanation for the reason behind this assumption.
From the persons facial expression they are looking up with an angry look in their eyes. This is shown to me through the way that his eyes are very tightly lifted and looking upwards and the way that around his eyes are so defined and sharp that gives me this assumption.
Another way in which with the advert could have been banned was from the use of the red paint. Red as a colour can represent; evil, blood, murder and anger. The world events in 2006 were related heavily with killing, death, murder and violence. The colour red here is not the best way to go when advertising a product when there have been many people dying that year. Although nike is a sport company and the male on the front has something to do with sport and England wouldn't ease peoples thoughts on the advert.
Wednesday 18th November 2020
L/O: To develop the language of media analysis.
The genre of the album looks to be a pop cover from the album cover having a bright and pink colour palette.
The target audience for this album would be people who like pop music and who like brighter colours as it would more than likely resemble upbeat music.
The artist has been represented in a feminine way through the use if colour and outfit choice. The use of colour gives off the idea that its a typical pop album with a bright colour palette. The way that she's sat shows her to be very feminine and the outfit choice supports that.
"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 disagree that James Bond films are designed to offer a clear appeal to a wide global audience of young males from 17-35. I feel that when it first came about and the first James Bond film came about it would have appealed to that type of target audience but as years went on and medias evolved I feel that less younger people, such as 17 year olds, would be less into the James Bond films from a young age.
Within the first James Bond film and the poster it represents a male figure, James Bond, as a powerful male. He is also represented to be seen someone who has women lining up for him. He doesn't seem to have to much interest in the women and seem to have his back to them. This would probably have been normal in the 1960s but now wouldn't be common or seen to be acceptable now.
Updated Version:
I partially agree with the statement, 'The products constructed to market James Bond films are designed to offer a clear appeal to a global audience of young males 17-35'. But there are a few things that I cannot fully agree with.
The first that I have a few issues with is to do with the age part of the statement. Looking at the James Bond poster from 1962 looks like it would appeal to an audience within that age range because of the smoking gun and the way Bond is presented to have 4 women behind him, lining up. The 4 women wear little to no clothing and the clothing they are wearing can be seen as revealing. Bond is also show in the foreground of the image with the other women show behind and further away than Bond. This would suggest that Bond is a powerful male, having a gun that looks like its just been fired, and seems like a male liked by the ladies. Bond also seems to have been represented as mysterious and looking for the attention, or in other words being flirty, This is shown to us through his facial expressions as he has one eyebrow raised. Having one eyebrow raised is seen to be flirty as well as mysterious because you can make it flirty as your showing confidence, and having all the women behind him doesn't suggest he's not flirty, but it can be mysterious as in the sense of he's holding a gun which is mysterious in its own way. This would appeal to an audience such as 17-35 year old's when it was released in the 60s as it was a 'normal' way in which they use their power to control the women in the 60s. But now where media has evolved and the world has changed and rights and peoples attitudes have changed then it may be seen as something unimaginable and many young people around the ages of 17 this would no longer interest them. Using media and the worlds attitudes towards women changing the poster for 'Octopussy', which was released in 1983, still shows a women, from what I can see, with her hands all over Bond. But Bond does seem fazed at all by this and seems to just carry on as if it were normal. From this we can assume that maybe 17 year olds were watching this but what about people over 35 the people who were younger who are now older that the ages between 17-35 the people who have grown up watching James Bond and still are watching James Bond as once they appealed to them. Although taking a newer example such as Skyfall which was released in 2012 doesn't show any women whatsoever, so what would that mean? does it mean that there main focus is not women or does it mean that media has evolved so what they use to be able to display can no longer be displayed or is it just simply because Bond needs to be represented as strong and women cannot allow him to be as strong as he is with women around him. This wouldn't give me the same opinion that the other have within the age ranges. I feel from the cover it doesn't show to much and it doesn't seem like it would interest a 17 year old. Again with the 17-35 target audience you'll have many people who have grown up watching James Bond and wouldn't want to miss whats happening with not watching it. I would say instead that the target audience is an ever growing range as it will become more and more popular but you'll still have the older people watching the newer ones as it would have been part of their life.
Friday 20th November 2020
Advertising & Marketing
L/O: To explore the conventions in print advertising.
Starter Task:
The perfume advert shows the brand logo which being Dior suggests that the products are going to cost more to buy. The advert shows the product within the advert this would be to show what the product is and why the product is used. The camera work used here is a low angle shot of a person who's holding the product.
Within this advert you can see that the female has dark red nails, short dark hair and the perfume bottle is red. The significance of red adds to the seriousness and evilness of the advert. The red nails, which nails in themselves could suggest danger or in some situations as weapons and can do harm, this adds to the evilness of the advert as it can do harm. The short black hair gives off a scary, straight to the point look as the darker hair links in well with the colour scheme and the shortness of it help add the scary evil effect and the way its styled. The style of the hair makes us wary of the person as its not the typical feminine style. The red perfume bottle adds to the use of red with a pop of gold writing on the bottle to say what the product is. The use of the colour red could be compared to the name of the product, HYPNOTIC POISON, with the name of the product having the word poison in it, it can suggest that the colour red has negative connotations to danger rather then the positive connotations like love. The darker colour scheme used in the nails, hair colour and perfume bottle all suggest these negative connotations as none of them can be linked to happiness or safety.
Media Language:
How media through their forms, codes, conventions and techniques communicate meanings.
- Genre conventions of camerawork, editing, sound and mise-en-scene.
- How are these elements used together to construct the media form so that it looks the way it does?
- How are these elements organised or combined in a certain way to communicate meaning in the set products?
- How does the genre develop through the use of technical elements?
- How does the content incorporate the viewpoints and ideology of the producer?
- How can multiple meanings be communicated and interpreted by the producer and audience?
Media Representation:
How the media portray events, issues, individuals and social groups.
- Which different groups, individuals and/or events are presented or shown in each set product?
- What positive or negative stereotypes are evident and why?
- What messages and values are communicated about different groups of people, individuals and/or events?
- What conclusions can we make about these representations?
- Which groups are mis-represented or under-represented?
- How are representations constructed as real?
Media Contexts:
Have to study the set products in relation to three media contexts: political, social and cultural.
Need to consider these contexts and be able to demonstrate how the set products have been influenced by or developed in response to each context.
Contexts:
Political:
- The government, policy and public affairs of the country.
- The way in which power is used or is achieved in a country or society.
Social:
- Where people live together or interact with one another on a day-to-day basis.
- The social structures by which we live our lives, such as religion, education, family, media communications, laws and government.
- How these social structures affect our behaviour, values and thinking.
Cultural:
- The attitudes, values, beliefs, practices, customs and shared behaviour of people.
- It includes all aspects of 'life': language, the products we make, the things we do and how we do them.
- It also includes cultural products such as art, music, literature and media.
Advertising & Marketing
What is the difference?
- Advertising is the process of marketing a product/service known to the market and target audience.
- Marketing is the process of preparing a product for the market place. Advertising is one of several components used in a marketing strategy to market a product or brand.
Adverts as a Media Form
Print advertising is a form of advertising that uses physically printed media and usually appears in print products such as newspapers, magazines, billboards or posters.
There are four key components to a print advert:
- Headline
- Visual Design Elements
- Body Text or Copy
- Call To Action - A link, image or button designed to get your audience to get your audience to take a specific desired action.
Advertising Genres
Adverts are usually categorised by the product or services they are selling. Therefore they cover a range of different genres: perfume, sports, lifestyle, food.
Media Language Conventions
In terms of print adverts, media language refers to the technical elements used to construct a media product so that:
- It is identifiable as an advert
- It allows the producer to convey specific messages about the product
- It appeals visually to the target audience who will want to purchase the product.
These can be categorised into the following areas:
- codes and conventions
- genre
- constructing and interpreting meaning
Specific media language elements can be divided into two distinct elements:
- Technical conventions
- Techniques to persuade
shown at bottom of advert (Nike tick)
This advert uses media language to construct meaning. This is shown to us through the camera angle and shot type. The shot type that has been used is a medium close up with a slight low angle shot. The medium close up allows all of the face to be visually seen and the low angle suggests power. The low angle is just ever so slight but it can still suggest power or superiority. The reason for the advert is to advertise a product, which isn't shown within the advert, which would make it quite unusual or at least would suggest more or make it more obvious of what the product they are advertising is. However no product is shown here. From knowledge we would say that the product they are trying to advertise is a new deodorant they've developed but we only know that from the brand.
Product Image-
Shown image of shoe.
Font size-
Quite large, important to product.
Font style-
Sans-serif font style.
Composition & layout-
Can see everything clearly, with the shoe and text in the foreground and in the background you can see an iron man type figure.
Colour palette-
Used colours of red, gold, beige and some white. As well as darker colours in the background like black and grey.
Register/ mode of address-
fun advert
Intertextuality-
Iron Man for the promotion of the product.
Persuasive Language-
'The sneaker makes the man' - Would mean that without this shoe your not complete, if male.
Beauty appeal-
The advert would say that you need the shoes to 'make a man' means that you would want those things.
Techniques to pursuade:
Media Language Analysis- Homework
We may even believe that the product isn't even to do with deodorant because of the clicker shown in the image. The clicker could confuse many people as Lynx is a deodorant brand not a sport brand. Although it could also be being used to suggest that after doing sport you should use lynx deodorant. The only thing telling me otherwise that it is not advertising sport gear is down to the fact that at the top it says in a sans serif font 'CLICK THE NEW FRAGRANCE'. The purpose of an advert is to persuade people to buy the product being shown, however the only thing that i would say makes it persuasive and makes people look at it is for its humour. 'THE LYNX EFFECT' which again is in a sans serif font, this can be seen as humorous as its making it seem as if LYNXs as a brand have managed to continue on and an effect, in this context, is sort of a continuation of whats happening and it continues and continues and continues.
This advert uses media language to construct meaning. The meaning constructed in this advert is that the brand LYNX's, well this particular product is aimed towards males. However it can also suggest other meanings, such as, using lynx's products it will up how liked you are by the females. The clicker, for example, shows how many women he gained attention of. This is basically saying that by using Lynx your bound to attract the women.
This advert has used a more graphics approach to advertising the product. The red and white to the advert suggests that the product is stuck in the time and similar or the same as the original. The colour scheme used is also the same as the logo being white with red surrounding it as a background. To a certain extent we could say that the advert is humorous because of the very old looking figure on the front of the advert in white.
The colours used on this advert are black, white, greys and a light blue, not including the company/charity logo. The black, whites and greys can show the reality of what people feel having been in these situations and allow us to see how serious these situations are and would allow us to feel sorry for the people who have been in these situations. This is a good way in which it allows us to make a change. The blue is still part of what I'm presuming is to do with making it more eye catching when looking at the advert but it could also represent sadness which could be the effect they are trying to suggest to us of how we should feel because of that.
Friday 27th November 2020
Representation
L/O: To explore how representations are constructed in advertising.
Starter:
Men are represented
Men are being represented to be into sports and sports make men more powerful than women.
The men hold more power over women.
The men already rule things and they need more things to rule.
Belongs to the dominant group.
Men vs women challenge makes it equal.
plays on gender stereotypes.
Dominant group
holds the positions of power within social institutions or owns the production of cultural products.
Many theorists suggest that, in general, members of this group have the following characteristics:
middle aged
male
middle class
white
capitalist
christian
heterosexual
able-bodied
western
university educated
Subordinate group
Anyone not fitting into the characteristics would be classed as being from a subordinate group.
Some individuals can fit into both dominant and subordinate groups.
CAGEDS
C- class
A- age
G- gender
E- ethnicity
D- disability
S- sexuality
(Add in processes of representation & constructing realism)
Representation Analysis:
Wednesday 2nd December 2020
Exam Set Texts
L/O: To explore set advertising texts and research brands.
Research and context-
Overview of brand/organisation
Old Spice-
- American brand
- Male grooming products, such as
- Deodorants and antiperspirants
- Shampoos
- Body washes
- Soap
- The first product was released in 1937
- Manufactured by the Shulton company that was founded in 1934 by William Lightfoot Schultz
- Now manufactured by Procter and Gamble
- Brand thats after sales not donations.
Lucozade-
- Soft drink brand
- It was initially made, in 1927, to help people who are ill to be provided with some source of energy.
- Manufactured and marketed by a Japanese company company, Suntory.
- Brand thats after sales not donations.
Shelter-
- Helps to provide support to people who may need help with housing difficulties to improve the lives of the homeless and badly housed people.
- Formed in 1966 by Bruce Kenrick and Des Wilson in response to the country's massive housing crisis.
- Organisation after donations not sales.
- Charity Organisation.
- Housing and homelessness charity.
Brand image and values (before and after)
Old Spice-
- Previously it was used to attract older males but this adverts aim is to attract to all males.
Lucozade-
- Lucozade previously claimed that it was a 'healthy drink' but then changed to help improve peoples sports performance.
Previous advertising campaigns
Old Spice-
- Previously was associated with a older, more mature audience.
Lucozade-
Star vehicle: representation and values
Old Spice- Isiah Mustafa
- Background info-
- America Actor & Sports Star
- Representation & Values-
- The way he's been presented with a volcano on his head and surrounded by a beach scene makes it more appealing to the younger adults and younger than there target audience before and the more immature part of the age range because its less serious and can be seen as humorous.
Lucozade- Gareth Bale
- Background info-
- Footballer
- Representation & Values-
- Features a footballer - showing sports where it claims to improve peoples sport performances.
- Been presented to look serious. making sports seem serious.
Advertising campaign content
Old Spice- 'Smell like a man'
- 'Smell like a man' - 2010
- Was originally a television advert in 2010.
- Was part of a follow up campaign in 2011.
- Was sought to reposition the brand to make it more accessible to younger audiences (less mature/ serious).
- Wanted people to buy the product.
Lucozade- 'I believe'
- 'I believe' - 2013
- Was part of a campaign to educate consumers on how the soft drink can help improve peoples sports performance.
- The whole campaign features a range of sport personalities.
- Campaign aimed to claim that lucozade sport hydrates you better than water, 'It hydrates you better than water'. Although that was banned.
- Wanted people to buy the product
Shelter- 'A home for everyone'
- 'A home for everyone' - 2011
- It encouraged donations to charity rather than a purchase of a product.
- Was produced for those at risk of homelessness to point them to Shelter's free service and to guide them to seek advice on issues around homelessness earlier.
Social context (UK)
Old Spice-
- More variety for males and less judgement on men buying them types of products for themselves.
Lucozade-
- Wanting more interest in playing sports and keeping fit and keeping the obesity rate lower for a healthy lifestyle.
Shelter-
- In 2011 homelessness had risen by 17% due to the impact of unemployment, increasing living costs and stagnant wages. Meaning more people are struggling to hang on to their homes.
- Housing benefit cuts began in 2011
(Add work to research and context task) - 11/12/2020
Friday 8th January 2021
DIRT
L/O: to reflect and improve on analytical structure and content.
Added to work in PINK + added below in pink
Dior advert:
Within this advert you can see that the female has dark red nails, short dark hair and the perfume bottle is red. The significance of red adds to the seriousness and evilness of the advert. The red nails, which nails in themselves could suggest danger or in some situations as weapons and can do harm, this adds to the evilness of the advert as it can do harm. The short black hair gives off a scary, straight to the point look as the darker hair links in well with the colour scheme and the shortness of it help add the scary evil effect and the way its styled. The style of the hair makes us wary of the person as its not the typical feminine style. The red perfume bottle adds to the use of red with a pop of gold writing on the bottle to say what the product is. The use of the colour red could be compared to the name of the product, HYPNOTIC POISON, with the name of the product having the word poison in it, it can suggest that the colour red has negative connotations to danger rather then the positive connotations like love. The darker colour scheme used in the nails, hair colour and perfume bottle all suggest these negative connotations as none of them can be linked to happiness or safety.
Media Language analysis:
LYNX's advert:
This advert uses media language to construct meaning. The meaning constructed in this advert is that the brand LYNX's, well this particular product is aimed towards males. However it can also suggest other meanings, such as, using lynx's products it will up how liked you are by the females. The clicker, for example, shows how many women he gained attention of. This is basically saying that by using Lynx your bound to attract the women.
Wednesday 13th January 2021
Analysis & Context
L/O: To analyse the context and codes & conventions in the Lucozade advert.
Task 1: Explain the journey Lucozade has been on from it's initial brand image to the 50s to now.
In the 1950s Lucozade was advertised and marketed as a drink to provide energy when you are feeling tired and run-down. This led to Lucozade being associated with sickness and poor health and was often sold in chemist shops, strengthening this view.
In the 1970s, peoples need for lucozade decreased. This meant there was a decreasing role for Lucozade in peoples live. The general population grew healthier and illnesses were less frequent. The way this happened was because there was better health care and awareness, meaning the annual cold and epidemics of flu had declined. Where health care and more awareness was available Lucozade sales fell.
After this Lucozade tried to change the image of their brand. This changed from one in health and recovery, to one where Lucozade was to be seen as a healthy provider of energy. This was supposed to help people recover from daily issues where they lack the energy they need for the rest of their day, to give them a boost of energy. This was aimed to people, such as, a busy housewife or a child at school.
In the 1980s, The brands most significant and successful repositioning took place in 1982, when the brands previous slogan 'Aids recovery' was removed and replaced with 'Replaces lost energy'. Lucozade became the brand that could provide energetic, busy and successful people with the energy they needed to perform to their full potential.
Lucozade became one of the 1980s most famous success stories, using the Olympic Decathlete - Daley Thompson, as a brand icon and with innovations in packaging.
The 1980s advert featuring Daley Thompson, 'Daley Can' is marketed towards a younger group of people, such as, teenagers and young adults who need a boost during their lives.
Lucozade in 1998 used a fictional figure, Lara Croft, from the globally successful video-game series, Tomb Raider.
The fictional figure was featured in a series of TV adverts and print poster campaigns. Lara as a fictional figure was associated with vitality, strength, endurance, mental sharpness and independence and was for the purpose of these adverts that she relied on Lucozade to help her sustain that level of endurance and energy.
The campaign was seen as a logical evolution of the 1980s Thompson Campaigns.
The target market has clearly evolved even from the target market illustrated in the mid-1980s, Thompsons campaigns. The Larazade campaign was towards an even younger group of people. The target is clearly now teenagers and young adults who no longer just need an energy boost but require the endorsement of a popular icon in their choices.
By 2013, Lucozade sport had established itself as the leading sports drink in the UK. Lucozade campaign adverts effectively distanced the brand from the connotations of weakness and illness depicted in the older campaigns. Lucozade is now a product that scientifically allows athletes to hydrate and perform "faster, stronger for longer". This means that Lucozade no longer claims to aid your recovery when you are unwell. This also differs from the housewife appeal from the 1970s. Due to it being a sport drink the packaging has changed to a sport bottle lid, making it more accessible and easier to use when on-the-go meeting the target markets portable needs.
Task 2: Identify which technical codes are used in this advert and analyse how media language has been used to sell the product.
There are many different technical codes used in this advert. These include a logo, an image of the product, a sans serif font, a simple spacious layout, a blue and yellow colour palette,a medium close up shot of Gareth Bale which we can see him wearing a sport shirt.
Media Language has been used in this advert to sell the product by including the product image. The product image at the bottom right use the same colours which are featured throughout the rest of the advert. The blue and yellow colour scheme does not make this a subtle packaging and has been made to stand out. The standing out of the colours could suggest that they want people to pick up the product and buy it especially comparing other sport drinks or water which have more plain packaging.
Another way that media language has been used is through the medium close up. A medium close up of Gareth Bale has been used here to help suggest that this is a sports drink. This helps understand that its a sports drink as Gareth Bale is a footballer and shows how important sports and Lucozade sport is to him. We can see that sport is important to him because of his facial expressions looking very serious. We can see that he's focused from his eyes being intense and focused which shows his seriousness and determination.
The main slogan, image & product are aligned in such a way as to create meaning when read together. This placement anchors the meaning that not only is Bale in a different league due to his sporting ability and achievements, but it connotes that the drink is also in a different league to other drinks.
The colour palette is bold, striking and contrasts with the image; aids recognition of the brand as it matched the packaging.
The unfinished claim 'In a different league', is the largest text, indicating the importance of it's message; connotes that Bale, and by association Lucozade, is in a different league.
The medium-close up of Bale at eye level personalises him, helping to create an emotional link between him and the audience; creates an aspirational target - connotes that they will be like hi if they drink it too.
The image has been edited to enhance the concept of Bale being in a different league; the blue of his eyes is enhanced to compliment the colour palette; the beads of sweat created connote that he is a sportsman and the drink is therefor for those who participate in sporting activities too.
Task 3: Identify which persuasive techniques are used in this advert and analyse how they've been used to sell the product.
This product has used a scientific claim as it includes the words scientifically proven at the bottom by the product image. By Lucozade using the claim scientifically proven it would suggest that from the powers of science it can be trusted to do what its said to do. More people would pick up a drink to help them do better in sports as it claims to be scientifically proven meaning it must have some kind of effect.
This product appeals to people who have a certain lifestyle. This product in particular would appeal to people who like and enjoy sports and like the healthy lifestyle. By it appealing the these types of people it would have sales from all of the people who have seen the advert advertised and become interested in a product in which could benefit them and their sporting needs.
Another way that this advert has been used to persuade is through celebrity endorsement. Celebrity endorsement here has been used as Gareth Bale is a footballer, who's not exactly unknown, who people look up to. Where he's well known and people look up to him they would more than likely trust the products in which that he is using and has been presented on.
Unfinished Claim:
'In a different league' is ambiguous - what league?
'scientifically proven' is another
Statistical Claim:
Statistical claims are made in the top corner regarding Bale's data. This use of factual data creates a sense of realism and truth to the advert.
Task 4: How does the advert reflect the cultural and social context of the time?
Friday 15th January 2021
Representation
L/O: To analyse representation and ideologies in the Lucozade advert.
Friday 22nd January 2021 (completing 15/01/2021 work)
Task 1: Complete table for Lucozade advert.
Got a little confused
Task 2: Explain the viewpoints and ideologies Lucozade's 'I believe' campaign reinforces.
Consider:
- Patriarchal ideology
- Masculinity
- Lifestyle
- Consumerism
- Individualism
The 'I believe' campaign reinforces many ideas. One of them being a patriarchal society. Within this advert you see a white male presented as athletic and 'in a different league'. There is no hint of sports being based towards a different range of people. 'In a different league' may not have been used here to suggest that males and females are different and in a different league or as such society where males are the leading gender or sex.
Use of a white man, reference to football and predominance of the colour blue all stereotypically associated with masculinity. Bale as a celebrity endorsement can be seen to illustrate the privilege of white men within our society and positions the audience as fans of male sport.
The advert constructs representations that communicate to the male target audience the idea that, if purchased, this product will enable self-fulfilment.
As well as drawing on common patriarchal stereotypes, it can also be seen to reinforce ideological assumptions about lifestyle in regards to fitness, consumerism and individualism.
Task 3: Explain how each of the following groups may respond to the preferred meaning in the advert:
- An able-bodied man
- Dominant
- A women
- Negotiated
- A man with a physical disability
- Oppositional
Wednesday 27th January 2021
Analysis & Context
L/O: To analyse context and codes & conventions in the old spice advert.
Task 1: Explain the rebranding Old Spice has had from its original image to now.
Task 2: Identify which technical codes are used in this advert and analyse how media language has been used to sell the product.
The old spice advert uses technical codes and conventions to sell the product by including an image of the product. The advert has included the image of the product in the bottom right hand corner of the advert. It has been placed in the bottom right corner as this is where your eyes are drawn to most. Composition and layout have been used effectively in where the product is in the bottom right corner as it is where the eye is drawn to. Mustafa takes up the left hand side and bottom of third creating an 'L' line which draws the readers eye from the top of the page with his face to the bottom right with the product.
The humorous mode of address connotes that Old Spice, and anyone who wears it, is young and fun. It also connotes intelligence by being self-mocking, making it postmodern and culturally relevant.
The anchoring of the image, text and product connotes that Old Spice is exotic, fun and humorous. If you buy or wear this product, then you are too and could also be as attractive, manly and funny as Mastafa.
The colour choices reflect the tropical Caribbean theme, suggesting that if worn, they too can be transported to paradise. The blue and sand colours help reinforce this while the white font and red product provide a contrast and so stand out.
A mid-shot of Mustafa is used so he is recognisable. This creates a personal connection and closeness. A long shot of the two deodorant products will aid recognition when purchased.
An erupting volcano has been superimposed onto the top of Mustafa's head. Props such as the shark, island, wind surfer, and sunbathing women have also been edited onto his body. These reference the Bahamas and reinforce the sense of escapism and suggests the product's exotic appeal.
Two font styles and sizes have been used: the larger, cursive font is the name of the product and part of the branding, with the cursive script personalising the meaning as personal, friendly and real; the smaller capitalised sans serif font for the unfinished claim gives impact and adds humour.
Task 3: Identify which persuasive techniques are used in this advert and analyse how they have been used to sell the product.
The exaggerated situation of the setting, the facial expression and the unfinished claim help to create humour.
Unfinished Claims -
'This fact has not been fact checked': used to create humour.
Escape -
The idea of escape, also referenced in the TV ad with 'The man your man could smell like', provides a sense of escapism for the female audience. Tropical island setting also provides a sense of escape from everyday life.
Task 4:
Friday 29th January 2021
Representation
L/O: to analyse representation and ideologies in the old spice advert.
Task 1: Complete the table for the old spice advert.
Task 2: Explain what viewpoints and ideologies Old Spice's 'Smell like a man'campaign reinforces. Consider:
- Patriarchal Ideology
- Masculinity
- Lifestyle
- Ethnic Stereotypes
- Consumerism
- Individualism
Celebrity culture is apparent in the use of sporting celebrity.
The advert constructs representations that communicate to the female target audience the idea that, if purchased, this product will enable their partner's self-fulfilment.
As well as mocking common advertising stereotypes, it can also be seen to reinforce ideological assumptions about lifestyle in regards to personal style, consumerism and individualism.
Task 3: Explain how each of the following groups may respond to the preferred meaning in the advert.
- A black women with a male partner
- Dominant - Due to the packaging it would appeal more to a black women buying for a partner as the packaging include a black male.
- A white women with a male partner
- Negotiated - Due to packaging and including a black male and the location it suggests more of a black male audience.
- A single women
- Oppositional - A single women doesn't have a partner meaning she has no reason to buy the product.
Friday 5th February 2021
Analysis and Context
L/O: To analyse context and codes and conventions in the shelter advert.
Task: Explain the main differences between charity adverts and commercial adverts.
Charity adverts differ from commercial adverts. Commercial adverts are for your own gain and the for the brand or company to gain sales. Charity adverts, however, are used to raise awareness of a certain issue, which may benefit yourselves or others by donating to a charity, whether that be money or material items which you own.
Where charity adverts are used to raise awareness they usually feature someone who is ill or someone who has something to do with the reason behind the advert, say it was to do with housing, the people may not be homeless but the advert will show most likely young children to add to the effect and how it makes people feel because of the fact that they are young and do not deserve to be living the way they are. Whereas a commercial advert would most likely use a celebrity, within their products target audience, to feature on their adverts because it will reach more people with a celebrity as you'll have the people within that target audience as well as those who look up to the certain celebrity.
Charity adverts use a range of shots depending on how they want to present the individual featured on the advert. Many however use close up shots. It makes you aware of who the focus is. The adverts typically have the people staring straight out at you, directing their attention to you and your attention back to them. This may make you feel more guilty about how they live their lives to how lucky and fortunate you could be. Another typical convention is the lack of colour in images, many charity adverts use black and white for the images and a bold colour to help with what can be implied by the colour. The Shelter adverts mostly use black and white imagery as well as red, which is their charity colour. Red has connotations of danger meaning that as the shelter adverts are to help you from losing your house, improving your house for health reasons or about homelessness. Being homeless and having to struggle with your health is dangerous and the red help to add the emphasis for it.
Commercial adverts, however, use a variety of colours, including images of celebrities/people in colour. Commercial advert also use a range of shots but mainly long shots or mid shots, depending on the effect their trying to achieve. Say they were trying to achieve sales for a female, well known perfume they would most likely use a long shot, the reason for this would be because it presents the figure as very feminine and 'classy'. Whereas for something like male grooming products or anything more masculine they would use a mid shot as the mid shot can help suggest power.
Wednesday 10th February 2021
Analysis
L/O: To analyse context codes and conventions in the shelter advert.
(Continues from Friday 5th February lesson)
Task 2: Identify which technical codes are used in this advert and analyse how media language has been used to sell the product.
The shelter adverts have used a sans serif font to allow the writing to stand out. The standing out o the font allows more people to see it and read it as it will catch their eyes a lot more and a sans serif font is a lot easier to read than a serif font.Another technical code that's been used is having a specific colour palette. The colour palette that has been used is a very subtle colours other than the black, white and red colour palette. Shelter uses a lot of black, whites and reds. Unlike many of shelters and other charity's adverts it uses a colour photo in its background. Although the photos have very subtle colours and are very toned down colours it still involves colour. This could imply that their current circumstances have made them ill or worried and made them more pale and white than usual.
The shelter adverts has used a close up shot of 3 peoples faces. All positioned in similar ways. The close up of the faces suggest that its a charity advert as charity adverts commonly use close ups on their adverts.
The placement of each statement on of a character signifies that different situations can cause homelessness for different people. The positioning of the statements above the lips connotes that by supporting Shelter, the audience will be giving those affected by homelessness a voice.
The mode of address is serious and the use of lexis connotes the sense of hopelessness faced by the characters. The rhetorical questions such as 'where will we live?' signify the fear of homelessness and create empathy amongst the audience.
Task 3: Identify which persuasive techniques are used in this advert and analyse how they sell the product.
Persuasive Language -
The use of persuasive statements position the audience to read the advert, and its message, from a particular point of view.
Rhetorical Question -
The three rhetorical questions in red demand a response that the audience cant answer - helps position them as sympathetic.
Fear -
The use of three individuals, each with a different housing based anxiety, creates a fear that this can happen to anyone and could happen to the reader.
Task 4: How does the advert use charity advert genre conventions to create shock or sympathy?
Consider:
- Facts & Statistics
- Characters who appear desperate or needy
- Direct address
- Creation of empathy
- Disturbing images or language
Charity adverts use genre conventions to create shock or sympathy by using facts and statistics. Facts and statistics help to create shock or sympathy because of the way that they surprise people. It surprises people as fact and statistics can be shocking with what they tell you about something you might not know or have never considered.
Friday 26th February 2021
Representation
L/O: To analyse representation and ideologies in the shelter advert.
Task 1: complete the table for the Shelter advert.
Task 2: Explain what viewpoints and ideologies the Shelter's 'A home for everyone' campaign reinforces. Consider:
- Social duty
- Social inequality
- Stereotypes
- Consumerism
- Individualism
Reinforce idea that social inequality is unjust and that those in positions of social power or wealth have a duty to help those who are not. Supports a social liberal view.
Reinforces ideological values of individualism by suggesting that every individual has the right to self-fulfilment and a better life, including those that have less than others.
To some extent, this ideology is reinforced through the ideology of consumerism as it uses the advert form (the consumption of messages and values) to create empathy and persuade the audience to donate to charity.
Task 3: Explain how each of the following groups may respond to the preferred meaning in the advert:
- A middle class women
- Dominant - It can happen to anyone, shes would be in a position to feel more empathy and responsibility because she should knows shes more fortunate but not in the position to say homelessness wouldn't happen to her.
- A black lower class man
- Negotiated - lower class man, earning less money. It can happen to anyone. He wouldn't have as much money to spare to help out with charity.
- An upper class man
- Oppositional - He wouldn't fear homelessness and although having more money to help out most likely wouldn't want to spend his money on helping out with homeless people
Unsure actually which is which but these are what I think when doing the work.
Friday 5th March 2021
Wednesday 17th March 2021
Exam practise
L/O: To analyse representation and media language in similar adverts.
1. Analyse the use of persuasive techniques used
2. Analyse the use of media language conventions used and the connotations constructed as a result.
3. Analyse the representations constructed
Soft drink advert:
Persuasive techniques have been used in the monster advert. One of the techniques that have been used is humour. Humour has been used from the statement at the bottom of the advert which says 'release the beast within'. The word monster and beast both have very negative connotations, such as uncivilised and cruel. The use of the words 'release the beast within' are humorous as you don't really have a beast within you which gives the humorous aspect to the advert.
The monster advert uses a long shot of a person running which helps link to the first statement which says 'no distance too far'. This helps us to believe that the advert has something to do with sport or energy because it features a person running.
Some of the representations that can be constructed from this advert is that they've used a white female running with no visible disabilities to represent the product. This suggests a lack of representation for those with disabilities that may not be able to run, or keep active. This would suggest that the product is for those who keep active and are on the go constantly to help them with their energy levels.
Men's grooming advert:
The Nivea Men advert uses persuasive language to promote the product. The advert uses words such as 'your own hands' suggesting that its time for the men to take control, 'protection & care' into their own hands. This is directing the attention towards the male audience who may need a push in the right direction to look after themselves in terms of personal hygiene.
The advert uses a mid shot of a white male touching his face while holding one of the products on offer. In this advert you can see what products that brand sells and are advertising which would make it easier for the male audience, who may have been persuaded to buy the product, what exactly they are looking out for. The advert uses very similar dark blues and white throughout the advert, white male & blue top, white bottle blue features on bottle or the other way around.
The advert has used a white male to represent the product and branding suggesting a lack of diversity within this specific advert. The lack of diversity within this specific advert suggests that the brand may have a majority of white males buying there products rather than males of other races. The white male has been presented as a wealthy male who takes care and protection on their own skin.
Charity advert:
The charity advert uses fear to promote the advert. The advert focuses on violence against girls and not only does it use fear it also uses celebrity endorsement. Here you have a black female celebrity who has taken up the offer of supporting and featuring on a charity advert. Being a celebrity would allow more people to see the advert and allow them to respond to the advert how they would like to. They would most likely be more influenced to agree to the charity advert and help out or spread more awareness with someone who they look up to or are inspired by on the advert.
The advert uses a close up image of a black female, with words on her face to do with what the advert is about, in this case violence against girl. We see this through a close up as with many charity adverts as they allow us to feel more empathy with the person in the advert and what the advert is about. In this case especially a close up would be one of the only camera angles that could be used as you wouldn't be able to see any other words.
The advert represents the issues of violence against girls not directed just towards black women but allows us to know that it doesn't just happen to them. The advert is part of a campaign that shows different celebrity from different diverse backgrounds. However with this specific advert only black females have been represented. The women in the advert has been presented as a victim to violence towards their gender. The women's facial expressions also suggest that a women can keep her emotions and feeling hidden from others as other than the words on her face the things that have happened to her wouldn't be visible.
4. Compare it with the set text from the same genre - identify any similarities and differences.
Friday 19th March 2021
DIRT
L/O: To reflect and improve on exam style question.
Explain how representations in advertising are chosen to help sell the product or brand. Refer to two of the adverts you have studied.
[10]
Representations in adverts are chosen to help sell the product or brand depending on what the product is and who it would most likely appeal to most.
The lucozde advert
Friday 26th March 2021
Case study 2: The big issue
L/O: To research institutions and ideologies behind case study product.
What is the difference between a magazine and a newspaper?
- A newspaper is more factual based with a wide range of topics - weekly - printed on paper (cheaper to produce)
- A magazine is more reality based or factual based on a certain topic - monthly - glossy paper (higher quality more expensive to produce)
Bold
Upper case sans-serif font
Range of text size - some larger and thinner text
Mode of address and register -
The writing does not speak or address itself towards the audience.
Shot type and angle -
A mid-shot of a person has been used on the magazine.
Colour palette -
Dark colour palettes containing colours like black, white and red.
Composition and layout -
Wednesday 31st March 2021
What do you know about The Big Issue?
What do the covers suggest about the target audience, values and beliefs and representation
Target Audience-
Values and beliefs-
Representation-
The Big Issue
Explain what the magazine is, why it was started and how it works?
The Big Issue is a magazine which is sold on the street by homeless people who need the money. It allows the people selling the magazine to make money for themselves. The magazine was started to allow those on the streets to earn money by selling the magazine to the public. The people selling The Big Issue by buy the magazines for half of the price they sell for. The Big Issue is a social enterprise, so their funding comes from the vendor sales.
Research the sort of topics covered
The big issues covers a wide range of topics such as, celebrities/actors in film and television, current affairs, music, technology, health.
Find out the target audience for the magazine
Many of The Big Issues readers are aged between 18 to 49 and are most likely to be a high income earner. University educated and be interested in politics, popular and high culture.
How much does a magazine cost to buy as a customer?
£3
The Big Issue: Ideologies
The big issue covers many different ideologies, these adverts cover:
- Celebrity's - The range of celebrity's on the covers suggests there's something about that celebrity. Those reading the big issue would have an interest about celebrity's and would like to develop their knowledge about the celebrity's they are reading about. Many of the celebrity's featured appeal to the target audiences because they are celebrity's that appeal to people aged between 18-49.
- Brexit - Only in a smaller text here but its obvious that they have thoughts and 'reliable' information about Brexit. Those reading the big issue may have questions about Brexit that may not be answered anywhere else or wanting to develop more knowledge about Brexit as well as it being current affairs. It would also fall into appealing to the target audience as the age ranges are between 18-49 who, in theory, will live longer than those older than the target audience, who it will affect more.
- tv shows/ Films - We can see these through the covers which feature film/tv characters on the covers as well as the cover lines which hint towards talking about something to do with tv and films. Those reading the big issue would have an interest in film and tv to want to read the the big issue since its mostly all that's on the front covers. Film and tv are also important to many people.
- Music - Just like film and tv, we see music artists on the covers of the big issue. Its popular and something many people love.
- History - History is important to the development of people and the world, it shows us how the world has changed many people find this particularly interesting whereas others not so much. Would apply most to those who are particularly interested in history.
- Books - Many people read and books particularly classics show how peoples thoughts on situations have changed but also how these dystopian novels are a little true to speak or reflect certain situations.
- Fiction - Similar to books but doesn't have to necessarily be written. They both apply to those who are interested in entertainment particularly those who are a little more educated which allows them to understand and apply real life situations to the fictional worlds, or those who may want to learn more about them.
- Ethics - These are not necessarily shown here but are mentioned on many of the other covers. These would apply to anyone as they may not be set apart. However these would particularly apply to the target audience since they are usually well educated.
Friday 23rd April 2021
Cover Analysis
L/O: To analyse the big issue covers effectively.
Starter task
What magazine conventions are used differently in the big issue?
Cover lines - Link in with main image
Main image/central image - illustration instead of a photograph
Informal and humorous language (Flake news = Fake news)
Puffs
What conventions are missing?
Cover lines
Barcode
Explain the similarities and differences
Main image/central image is an illustration over a photograph (Similar)
positions very similar
Puffs are different shapes
The big issue has used a poppy which allows us to know without looking at the date that it is based around November. The big issue has focused heavily on the war and the effects it has on people, this is linking to many of the issues within the world that we live in and how fighting in a war is 'fighting for futures' but its also talking about 'rebuilding lives, fighting for futures' talking about those who have been to war and come back from war who are struggling with the reality of life after war.
The big issue has a large focus on the war that we see a main image of a person with very natural facial expressions in very dark and dull tones, with the text covering the eyes of the person. Not only this but the person has what looks like something to protect their head which is the only thing to stand out as its in colour. This could help link to the statement 'The battle for piece of mind', this would help to understand why that is the only thing standing out as its talking about the internal effects the war has caused over the external/visible effects of war, which this is about.
The big issue using four females who make the news for their political, business and sporting achievements. This cover uses intertextual references to ghostbusters because of the look of the cover with the green and the 'Who you gonna call' The fact with females on the cover and the words 'the new female frontline' suggests that its more specifically talking about the all-female remake of Ghostbusters released in 2016.
The use of a sans-serif font shows that its important and that it means something. The font size never stays the same, it changes depending on where it is placed and what the most important part is. The part thats by the hat has the text 'still at war' on top of it, this would suggest that he still feels that he is at war. The next part of the text covering the mans eyes ands more detail to what 'still at war' means. It talks about what is significant about it and hints at to how people still feel at war. The significants of black and white in the text and main image suggests that those who return from war and suffer mentally with the effects of war are less in contact with the world and whats going on around them, mostly a negative effect over a positive effect of the world.
Friday 30th April 2021
Constructing meaning
L/O: To analyse the use of intertextuality and multiple meanings.
In the UK in 2016 David Cameron resigned leaving Theresa May in power, so she became the new leader of the conservative party. This means that Theresa May, a female, has more control than the males. We also see the Houses of Parliament and Big Ben in the background suggesting their British identity. We also see Donald Trump and Hillary Clinton featured on the cover. The way that Trump is positioned as the ghost suggests competition between Hillary and Trump.
The cover suggests the females power over the male and they can achieve just as much as men can. The forming of a group of women suggests women will fight such as the use of the words 'frontline' as their putting themselves out there.
Friday 7th May 2021
Representation
L/O: to analyse the representations and ideologies constructed.
The Big issue uses individuals such as Hillary Clinton, Theresa May, Taylor Swift and Serena Williams. We see a mixture of events like the US election and Theresa May becoming the new leader of the conservative party. The Big Issue has chosen how to represent Hillary Clinton, Theresa May, Taylor Swift and Serena Williams as the female ghostbusters, we also see Donald Trump as the ghost featured above them, this would suggest their power and superiority although they are females they have more power and control than the males e.g. the way it features the female leader of the conservative party. The Big Issue uses positive and negative stereotypes in this issue we see Donald Trump positioned as the ghost not in a very positive light, whereas you see the females positioned in a more positive light being in control. In terms of social groups its under and mis-represented those who are unable to play sports and those with disabilities. The media, through representations, constructs versions of reality. We see that Theresa May is shown ahead of everyone else and in a positive light, this could suggest that Theresa May is the most powerful of the four of them and has control over them and that their all following what she's doing.
Friday 14th May 2021
Music videos
L/O: to research selected case studies for use of media language and representation.
List A:
Name of artist & Genre
Emeli Sande - pop
Name of song & release date
Heaven - released in 2011
Lyrics
Will you recognise me
In the flashing lights?
I try to keep my heart clean
But I can't get it right
Will you recognise me
When I'm lying on my back?
Something's gone inside me
And I can't get it back
Oh, heaven, oh heaven
I wake with good intentions
But the day, it always lasts too long
Then I'm gone
Oh heaven, oh heaven
I wake with good intentions
But the day it always lasts too long
Then I'm gone
Then I'm gone
Then I'm gone
Then I'm gone
Then I'm gone
Then I'm gone
Then I'm gone
Then I'm gone
Will you recognise me
When I'm stealing from a car?
You're not gonna like me
I'm nothing like before
Will you recognise me
When I lose another friend?
Will you learn to leave me
Or give me one more try again?
Oh, heaven, oh, heaven
I wake with good intentions
But the day it always lasts too long
Then I'm gone
Oh, heaven, oh, heaven
I wake with good intentions
But the day it always lasts too long
Then I'm gone
Then I'm gone
Then I'm gone
Then I'm gone
Then I'm gone
Then I'm gone
Then I'm gone
Then I'm gone
Oh, heaven, oh, heaven
I wait with good intentions
Oh, heaven, oh, heaven
I wait with good intentions
Oh, heaven, oh, heaven
I wait with good intentions
You say that you're away
I try but always break
'Cause the day always lasts too long
Then I'm gone
Then I'm gone
Then I'm gone
Then I'm gone
Then I'm gone
Then I'm gone
Then I'm gone
Then I'm gone
Then I'm gone
Then I'm gone
Then I'm gone
Then I'm gone
Then I'm gone
Then I'm gone
Then I'm gone
Summary of songs meaning
Found meaning -
“Heaven” explores the concept of life after death, and mulling over the bad things that she has done throughout her daily life. How I see it -
'will you recognise me' suggesting some sort of change within the persons physical or mental state. 'In flashing lights' suggests that somethings happened, something that doesn't end in positive actions but their 'good intentions' suggests it was for the best, however good is subjective so were her intentions in general good/correct or is that what she thinks of her intentions.
There are many mentions of religion, we can see that she's trying to find ways to back up her actions and all that she has done by suggesting that her intentions of what her actions were are what matters.
Description of what happens in video
Explanation of how video links to song
The music video links to the song because you see the images and props used to symbolise the words. Heaven is mentioned many times and you see many angel wings or
Description of how artists has been represented
List B:
Name of artist & Genre
David Guetta - pop
Name of song & release date
Titanium - released in 2011
Lyrics
You shout it out, but
I can't hear a word you say
I'm talking loud, not saying much
You shout it out, but
I can't hear a word you say
I'm talking loud, not saying much
I'm criticized, but all your bullets ricochet
Shoot me down, but I get up
I'm bulletproof, nothing to lose
Fire away, fire away
Ricochet, you take your aim
Fire away, fire away
You shoot me down, but I won't fall
I am titanium
You shoot me down, but I won't fall
I am titanium
Cut me down, but it's you
Who'll have further to fall
Ghost town and haunted love
Raise your voice, sticks and
Stones may break my bones
I'm talking loud, not saying much
Found meaning -
Titanium talks about our inner strength and being strong in ourselves. The lyrics use many different literary elements to portray the message of the song such as metaphors, imagery, and symbolism. The meaning of this song is to be strong even when the world is throwing its worse at you. When bad things happen we must stand strong and not fall. As the song states, we must be "Titanium" which means to be strong hearted and strong willed. The first lyrics in the song talk about ignoring people who will shout at us and yell at us to put us down. The song uses symbolism that extends throughout the whole song. The song uses guns and bullets as a metaphor to the hateful words that people will say to us. In the chorus Sia, the vocalist of the song, sings about being bullet proof. This means that we should not worry about what people say about us.When we are shot down with bullets, all the bullets ricochet, or bounce off. In verse two, the song talks about how people can continue to shoot us down but its not us who will be hurt more if we stand our ground.
This song has a very empowering message to give to those who are bullied by people who continue to spew out hateful words and comments from their mouths. Although the song's style of pop, techno music might draw a person away from the meaningful words, it has a very strong moral that more people should learn about.
This song has a very empowering message to give to those who are bullied by people who continue to spew out hateful words and comments from their mouths. Although the song's style of pop, techno music might draw a person away from the meaningful words, it has a very strong moral that more people should learn about.
My own thoughts -
Stronger than those around you think, 'Cut me down but it's you who'll have further to fall', turning something back on someone who had done something to them causing them to be less powerful and worse of than the other person. 'I'm talking loud, not saying much' their thoughts could be becoming words in which they think but having trouble speaking them.
Description of what happens in video
Explanation of how video links to song
Friday 21st May 2021
Music Videos
L/O: To explain the purpose, form and conventions of music videos.
Chocker - twenty one pilots - indie
Set in a shop
long shot, links to words in the song 'I don't bother anyone' posture suggests nerves and the camera angle allows us to see that posture - shows the shop keeper person being busy so nervous and doesn't want to bother them - shows him at one point trying to get the shop keepers attention but failing so moves on and walks away with the song saying 'I don't bother anyone' again.
Multiple medium close ups when he walks away, suggesting a lot more focus on his facial expressions.
Shop keeper presented in a medium close up - most likely confidence.
Location is in a shop we see loads of products and an open sign suggesting its a shop.
Very bold and bright colours, full and cluttered shop, suggesting more quirky and fun - could represent the beat of the music is there.
Line without a hook - Ricky Montgomery - indie
Colour Palette - browns and neutral colours
Setting - it set in a place which looks like a home, that's very run down with only the minimum essentials. We see a person in the music video who's smashing the household items and essentials using some kind of bat while the words in the song are 'all my emotions feel like explosions', this could suggest that his emotions are like explosions so you see his emotions exploding by smashing things and letting all of his emotion out.
Friday 11th June 2021
Music Videos
L/O: to explore the conventions, contexts and representations in case study videos.
Camera work:
Heaven by Emeli Sande uses all of the camera work conventions. We see establishing shots of the location which show the streets and the people on the streets. We see Emeli Sande presented through mid shots and close ups throughout the music video. We also see many different camera angles used which makes it engaging as you want to see what happens next and whats coming up.
Editing:
Heaven uses a range of the editing techniques including using the tempo of the song to show where it changes to show the street life and people around on the streets. There are a few match cuts used within the music video.
Mise-en-scene:
Heaven uses a range of locations, many different locations connect to the street and ways you see religious aspects of some peoples daily life. The costume/make up/location suggests the religious aspect of the music video linking to the lyrics of the song. We see a lot of angel wings whether thats on buildings with a person stood in front of them or on someones back.
List B - Titanium, David Guetta
They do not correspond as much to the common conventions of music videos.
Representation - creating a brand
Music artists and bands are, in themselves, brands. They will be represented in a certain way to appeal to their target audience just like any other media products.
For your two case study artist/bands:
- Find official images for the year leading up to the music video release.
- Explain the image they have and how this representation has been created.
Emeli Sande:
(Couldn't find any images for the year leading up to the music video release)
Here is the single cover for 'Heaven'. Within this single cover we see Emeli Sande, the artist, looking up. Heaven is commonly known to be up, meaning that the way that Emeli Sande is looking up could suggest that she is trying to communicate with Heaven, this could be for forgiveness or for Heaven to come down and take her away. The cover is also in black and white suggesting a darkened atmosphere or idea within this single it isn't meant to be very positive or happy its meant to seem serious.
David Guetta:
In terms of the artist, he wants to fit in with everyone during their day to day lives. However with the choice of clothing and keeping it casual he stands out from basically every other music artist who likes to keep it smart and their appearance smart over casual.
Homework: cultural context -
For both music videos:
- Research what key events happened before and on the date of release
- Where was it filmed and who directed it?
- Can you find any quotes or press releases from either the artist or the record label about the video and what it is supposed to be about?
List A - Heaven, Emeli Sande
- Filmed in various locations around London and was directed by Jake Nava.
List B - Titanium, David Guetta
- Directed by David Wilson and was filmed in Quebec, Canada
Friday 25th June 2021
Music videos
L/O: To explore the use of media language and representation in case study videos.
CAGEDS
C- class
A- age
G- gender
E- ethnicity
D- disability
S- sexuality
List A - Heaven, Emeli Sande
How media language is used to represent Heaven and transcendence.
Clouds
- Looking up - sky - Heaven is said to be above.
- Shaky camera movement - makes it seem handheld, could suggest nerves or panic of a person or reflects on society as a whole, suggesting that nerves and panic are normal in the day the music video was released society.
Angel wings
- Angel - links to religion/Heaven.
- Medium close up of someone stood in front of a wall between the 2 angel wings.
- Close up of someones back sat on the ground.
'Fear is your only God'
- God - Heaven - Meant to be good.
- Fear can be controlling like how God can control certain people who believes in God.
- Mise-en-scene - location: Dirty window facing towards the outdoors could suggest being trapped indoors by fear.
'Oh Heaven, Oh Heaven I wait with good intentions'
- Sky + Artist looking up.
- Lyrics match to video, looking up to 'Heaven' like begging for forgiveness trying to get into 'Heaven' because the intentions behind you actions are good.
How media language is used to connote the social realism.
Person in red dress walking down stairs
- The dress can be seen as revealing, even if its only the back, because it is a tight dress. This could bring about the ideas of prostitution and the setting being dark and 'hidden' having to go down stairs.
- Mise-en-scene - Location/setting: The stairs that the women is walking down is dark, suggesting that it is night time.
Many different clips of people
- There are many clips of people all around along the street, none of them look happy most look like they could be lost in thought. This could suggest that their trying their hardest in a world which doesn't appreciate their good actions and what we see, the streets, the sad faces is how the world treats them.
The camerawork
- The camerawork throughout the music video looks handheld its not the most stable, linking to the music video being shot in London you could expect that it was used to create realism.
- The clips of the people in London are very fast and you don't see them for very long, this could suggest a fast paced society or the fact that London is meant to be full of many different people which we see through the use of this editing.
How contrasts are used throughout the video.
List B - Titanium, David Guetta
How the camerawork reflects the child's view of the world
When we see the destruction of the school we see very low to the floor, this seems like it's reflecting the fact that the boy is small and is on the ground, its like it is mirroring the boys movements and what the boy would see. There are many over the shoulder shots which also help us to see what the boy is seeing.
How the mise-en-scene shows the setting to be early 80s American suburbia
The mise-en-scene shows the setting to be early 80s American suburbia because of the natural colours and shapes of be houses/buildings. The inside of the houses are very similar to 80s American suburbia houses which the television would help to allow that idea. The clothes that the boy is wearing also suggests that it isn't set in 2010-11 day to day life, its very plain and casual and the colours are very neutral.
How the enigma-resolution structure is constructed
To begin with you see a school destroyed and it would make you question what exactly had happened. As the music video progresses we see a person, most likely a teacher, on the phone to someone, they spot the boy walking through the school and look slightly terrified. The boy is leaving when the teacher comes out of the school a little bit after and a person of authority arrives. At this point we are wondering how the boy is connected in anything that had happened and why the adults are afraid of a child. We see that the boy arrives at a house and walks through the door to see some kind of news looking report on the TV saying that there had been a 'supernatural occurance at a local school'. This could hint that this is the reason why the adults are afraid of the boy meaning that we are starting to get some answers. To back up the point about it having something to do with the boy we see the boy using supernatural powers to move the keys from the side to his hand, we also see other things which we saw him throw in the air which we later find out are spinning around in circles by the ceiling. We also see many other things which impact the supernatural ideas presented within the music video mostly towards the end where we can see that he's gathering together a large amount of power which then explodes making it similar to what we can expect to have happened at the school after watching the whole music video.
Titanium: intertextuality
References to be able to talk about:
- ET
- Super 8
- Terminator 2
- Superargo
- Common Spielberg tropes
- David Guetta
Representation
Question: How has 'Street Life' been represented in your List A video?
Street life has been represented to be inclusive, we see a range of ages, races through the montage of places and people. We see the young people as well as older people both of which are presented in similar ways, being sad and not happy. This would suggest that the world is not a nice place to live in and that living conditions are not the nicest and easiest where they are. The music video also includes a mixture of gender including both male and female in the music video and the idea that this isn't just a one gender issue. This also suggests that the video is inclusive, however there is no signs of including people with physical disabilities, this may have been accidental but it could be focusing on the more hidden disabilities however that wouldn't be obvious enough to class it as being included.
Friday 2nd July 2021
Dirt
L/O: To review end of unit assessment & set personal targets.
Question 5
Reinforces patriarchal ideology
The men being the ones who are active and the women laying around on the beach shown on Mustafa.
Masculinity
Seen to be brave, trying to catch a shark, fighting, being a volcano.
Buying the product will lead to becoming a better man (consumerism)
Buying the product would suggest wealth and would then make you seem more like a man because you own the product and the adverts suggested that to you.
Ideology of media adverts
The old spice advert suggests the opposite of the usual media advert, we see the man trying to catch the shark looks like he's failing. Its making a joke out of there own advert using humour.
Ethnic stereotypes/ Tropical cultures
We see the Island populated by people who look like their down on their holidays, the word Bahamas supports that idea as many people go on holiday to the Bahamas which helps suggest the wealth of the people on the place.
Lifestyle
People would go on holiday to the Bahamas which would suggest the wealth of the people. It would suggest that these people like to go on holiday.
Lucozade advert:
-masculinity
-buying the product
-lifestyle
Question 6
Source c effectively communicates multiple meanings if people know who the people on the cartoon/ sticker like images are of. The colour palette suggests the happy aspect of the magazine however its the text underneath that which contradicts with the colour palette. If you are not familiar with what the images can connote then the multiple meanings may not be effective it all comes down to knowing whats featured on the cover and what they mean.
Friday 16th July 2021
Music videos
Titanium: intertextuality
References to be able to talk about:
- ET - When the boy is riding the bike on the way to the house back from the school it makes it seem like the scenes in ET. The supernatural powers also helps reference ET.
- Super 8 - The actor in the music video is the same as in super 8, making it similar to super 8. Super 8 is also about the supernatural powers helping the people who have seen super 8 understand the themes in the music video.
- Terminator 2 - Similar in terms of having super human strength.
- Superargo - relates to the science fiction genre
- Common Spielberg tropes - Supernatural ideas, similar setting, similar ideas.
- David Guetta - There was a poster of David Guetta in the school, reference to the artist. David Guetta's face and the boy in the music videos face are seen in the same shot which creates a connection between the two, creating value transference.
The music video references a lot about the science fiction nature of many of these references. The supernatural powers would relate to many because of the use of them in the other films. The references help to promote the song, allowing those who may only know about the films which will then develop knowledge about the music video and the artist making it known to more people.
Viewpoints, context or ideology
List A - Heaven, Emeli Sande
- Celebrates desire to be better, possibly religious:
- Talking about having good intentions could be backing up the idea that there are ways to be better however its just you thinking that what you did was good but in society it wasn't so your wanting to be better because of it so you'll wait and desire it.
- Poverty
- We see that many of the people in the music video are not fortunate enough to have stable living conditions. This is seen through the sad faces and some of the places we see the people, like sat on something just sheltered, sat in doorways.
- Hedonism
- We see that Emeli Sande is thinking about the way that we set out to do something good in our eyes, as its subjective, but it ends up failing and so were looking for something else to help with that to get rid of all of the bad things that have already happened.
- Feminism
- Individualism
- We see many people with all their own struggles, no ones situations are the same. The music video also talks about Emeli Sande's own beliefs about society and that you could wake up and think that what your doing is good however in other peoples eyes its not.
List B - Titanium, David Guetta
- Celebrates survival
- The boy gets up in the destroyed school, he controls his supernatural powers to help him survive what possible threat there could be, at the end when everything is more in favour of the boy saving his life than the authority's
- Youth vs Authority
- The authority is after a young boy with supernatural powers, however the boy gets away and in the end ends us beating the authority.
- Patriarchy
- We see at the beginning in the school that the female teacher is scared of the boy, we also see that all of the people who go after the boy are males, suggesting the males having more power in this type of situation.
- Individualism
- We see that the boy is different from everyone else, he is the only person in the music video who isn't 'normal' and has these differences. We see David Guetta's ideas about everything through the boys ideas, this is based a lot around science fiction making harder to get at exactly what David Guetta is thinking/feeling. The ideas about having strength inside of us can be seen visually at the end when the boy releases these supernatural powers to protect himself. We also see the ideas of continuing through all the bad things that have happened because they are different.
Wednesday 21st July 2021
Media Language and Representation question
Question 5 -
Explain how and why stereotypes are used in music videos.
Stereotypes are widely spread ideas of what certain people should do, in the eyes of society, or how they look. They can also effect the ways that people treat others. Stereotypes would be used in music videos to allow the artist to apply their video to the certain target audience. The target audience may then have similar views to the artists or who its produced by.
As an example, Titanium by David Guetta uses stereotypes to appeal to its target audience suggesting his ideas and views. Titanium uses stereotypes in the school. When the boy is walking through the corridors to leave the school a teacher in one of the classrooms spot him and appear scared. Many people believe that a women should be scared of someone if they pose a threat or danger, because of this its seen as a stereotypes for the women to be scared of the boy. Continuing on from that point, the person who 'comes to the rescue' is a male, who is of a higher authority than the women in the school. The fact that they've used a male suggests that the male is the one to come to the rescue. The males in society are seen or have previously been seen to be the one to come to the rescue and to be the one to help and not be scared of the situation.
Another stereotype that is seen throughout the music video is the way that the adults underestimate the child. The young boy when leaving the school is able to walk through and past the person of higher authority without any issues. He seems to not be seen as suspicious or capable of the supernatural things that happened at the school, this would suggest that he's seen as weak so causes the person to underestimate him. However he can also be seen as strong, when the boy is riding the bike back to his house he is shown riding his bike with unhuman like force. This could suggest he's imagining himself going that fast. The child is underestimated again right near the end of the music video where he unleashes his supernatural powers, the people around him seem to be confident that they've got the boy and nothing bad will happen however the boy uses his supernatural powers to knock down the people around him. Supernatural powers are also seen to be stereotyped, they all seem to be feared and the people around them need some kind of specific protection. We see the teacher at the start fear the boy when he walked past and through the rest of the music video anyone seen going after/looking for the boy is wearing strong protective gear to protect themselves.
Overall stereotypes in music videos can be used to represent certain people and what their part in the music video can mean. The target audience may have similar views and opinions on these characters and it allows the people/characters featured in the video to be typical in terms of what/how they are meant to be. the stereotypes make it accessible to gather information about a certain group and usually allows more people to be included.
Lessons 1&2:
ReplyDeleteA great start Rebekah. You obviously understand the semiotics (connotations and denotations). Did you add to the album cover task - there is sooo much detail here for the time I gave you. A fantastic comparison though. It's a shame your Bond analysis isn't as detailed.
Updated Bond analysis: MUCH improved. Well done!
ReplyDelete20/11 (Dior analysis): this is a good overall analysis, identifying the main components but you haven't talked about the connotations or meaning constructed.
Homework Analysis (3 ads): The first advert is analysed in much more detail. In the other two, you've identified the elements correctly but it is very descriptive - you need to explain WHY these elements have been chosen and how they construct an overall message.
27/11 (Rep): Analysis is missing - this needs completing!
Set Texts Research: A good start but more detail needed.
13/01/21 (Lucozade Analysis)
ReplyDeleteExcellent responses to the task Rebekah - well done. You've used accurate terminology and context - just try and link it to the overall meaning of the advert. (In a different league, etc.)
15/01/21 (Lucozade Rep)
ReplyDeleteWhat happened? Did you struggle with the work? We will go over it next lesson so you may want to add to your notes then.
Ahh - I'm glad the review helped with the last task.
ReplyDeleteOld Spice Analysis: what you have done is good but there are a few tasks missing, despite us going through them in the Live lessons.
ReplyDeleteOld Spice Representation: This is incomplete Rebekah.
Old Spice Representation: better
ReplyDeleteShelter Codes & Conventions: Good response to the tasks - you obviously understand the differences between commercial and charity adverts. Your analysis of the techniques used is good - we'll go through the persuasive techniques next lesson.
Exam practise:
ReplyDeleteExcellent Rebekah - well done. You have stronger points in some than others, but overall a strong analysis of the three unseen texts.
DIRT: more details needed on the representations constructed
DIRT WORK: good additions Rebekah, well done!
ReplyDeleteBIG ISSUE COVER ANALYSIS 1: excellent analysis Rebekah! Well done. You clearly understand and explain the themes and messages, looking at all the relevant elements.
ReplyDeleteBIG ISSUE COVER ANALYSIS 2: this is great - you really link the design to the context. Try to include more media language in your description of the different elements.
ReplyDeleteMUSIC VIDEO RESEARCH: good notes but you still need to complete them
MUSIC VIDEO INTERTEXTUALITY:
ReplyDeleteGood notes and understanding of Heaven. You need to finish the notes on Titanium though.
Street Life Q: where is this?
ASSESSMENT DIRT:
Good - solid response.