What techniques are used to establish the texts genre?
Firstly, the typical technique non-digetic sound has been used right at the beginning of the News bulletin. An example of this is at the beginning of the news the music is like something bashing and beats increases every time it’s going up. This establishes the texts genre as audiences can identify with this type of music as BBC only uses it (Uses and gratification-Blumler and Katz). Also this music is used throughout the Bulletin, this connotes that all the headlines in the news will be important which establishes the texts genre of being serious and hard news but towards the ending there is some soft news.
Moreover, there are a variety of shots used to establish the genre of the text. An example of a shot is a mid-shot, this is 0.03 seconds in to the bulletin the man is dressed in sophisticated grey blazer which connotes strong emotions and conservative however an oppositional reading (Stuart Hall) could be that it connote how it is part of the uniform of the corporate world. Along with this he is wearing a pink shirt to connote the message of him being a serious man who knows what he is talking about as a tie is usually worn at serious occasion or formal. The direct mode of address connotes that he is talking directly at the audience as if we need to know this information which links to how he is educating us (Blumler and Katz- Uses and gratification) of what is happening around the world. However, the all these techniques establish the genre of this clip being a news video simply because the mid-shot used establishes the genre as the institution wants us to focus on his facial expressions and what he is .
In addition, there are a variety of edit used to establish the texts genre. An example of a camera movement used is fades out. This is 0.11 seconds into the news were the montage of picture of Rupert Murdoch are been shown to the audience informing them what the hard news is about (Uses and gratification-Blumler and Katz). Also, the voiceover of a serious male man anchors the images as it tells the audiences what the Murdoch’s illegal behaviour are. The slow fade out make the news establish it’s genre as if it is telling us the serious news in a relaxing way and is conveying that the news is newsworthy as it is a really interesting topic so the man needs to have this story right at the beginning of the news 9Galtung and Rouge).
Finally, a variety of Props have been used to establish the texts genre. An example of news iconography used is the typical BBC background, this is at the start of the news were the man is introducing us the headlines. The first one is the main one as the non-diegetic sound beats the hardest on this headline and the man’s speech anchors this.The setting is in the BBC studio which connotes that the texts genre is in a formal place again. A variety of props have been used to establish the texts genre an example can be the screen at the background with the BBC logo and the microphone when Rupert Murdoch is speaking at the beginning. Another logo used to establish the texts genre is the logo of BBC new at the top left hand corner this informs the audiences that this is a news channel.
How are people/ places represented in the text?Firstly the news represents women as being dominating and serious. As women in the world are usually stereotyped as being an eye candy and voyeurism (Laura Mulvey) this news bulletin challenges this stereotypes as it represents the women being independent. An example of this is 2.49 seconds into the news there is male and female sitting in an interview-interviewing Rupert Murdoch. As women are stereotypically represented as being less powerful here the audiences can see that women too can be matriarchal and have the same jobs as men. The women is wearing a black sophisticated blazer which connotes power and gives her and elegant look.
Another way people are represented in this text is as being rich and wealthy. An example of this is 0.09 seconds into the news bulletin; the audiences are informed how Rupert is a wealthy man with a lot of money. As he is in a car with his wife the audiences can see from the indirect mode of address how they are both two wealthy to look directly at the camera. His wife is holding a branded bag which connotes the message of him being materialistic. Besides this the news is represents people as being posh and having a typical white accent is important. An example of this is 0.24 seconds into the news the man looks Asian however his British accent proves that the BBC-British broadcasting Corporation on accepts people who are Born and Raised in the Britain. The news is represented as being unfair as people with other accents cannot be accepted.
Moreover, the news represents itself as being diverse and having news stories from a variety of topics not just mainly focusing on hard news. An example of this is at the beginning of the news the audiences are informed (Uses and gratification-Blumler and Katz) that this is something to do with new technology due to the phone hacking system however, there is big contrast towards the end as the last story line is about the prince and him celebrating his anniversary. Also, the news is represented as having immediate news recorded. An example of this is 0.031 seconds into the news there a couple of police and the guy Mark who has been shot by the police. This represents London as having too much violence and gangs which can be linked with the audiences who were in the riots as the voiceover anchors this (Uses and gratification Blumler and Katz).
During the BBC news intro, the title sequence is used. The title sequence is used as a viral marketing technique as audiences can familiarize themselves with the news programme by the non-diegetic sound and the colours, reds and yellows. The reds could represent London and the Uk whilst the yellows could symbolise how the BBC targets a global audience. The title sequence consists of a spiral going around a slightly tilted globe. This could connote that the BBC inform and educate the audience about news globally. However, at the beginning this is only half shown as the equilibrium (Todorov’s theory) starts with the news man informing the audience about “what will be in the news at 6”. The audiences expectations are fulfilled as the BBC news man informs us of a variety of recent political issues, such as: Rupert Murdoch not knowing about the phone hacking scandal “all because there was a cover-up. They then show a medium shot photo of Murdoch and an Asian women sitting in a car. This then cuts to where Murdoch gives his speech about the recent hassle he’s had. The short clips connote that BBC want to give us sneak previews of the contents of the political issue, encouraging the audiences to want to view more about the subject. The low-key lighting where Murdoch speech is connotes that he is talking about a controversial serious topic. Whilst the white wall and black tables could contrast the connotations of society’s views on him and the binary opposition gd. Vs. Evil. The next few shots connote a sense of the institution trying to target a difference audience psychographics and each aspect of the news targeting a different audience. For example the shooting of a man in the summer riots “The BBC obtain footage minutes after Mark Dougan gets shot”. By the use of the camera footage not only connotes a sense of realism but also by the blurred images connotes that the audience are seeing something undercover as if they are getting an insight to important information. The low-key lighting and crowded figures around the body also connotes that the subject features a serious topic. Whilst, the form of it being set as a long shot CCTV footage also connotes that it’s a piece of evidence in order to persuade the audience into viewing a different perspective of the scenario. The mise-en scene of the footage where the cars boots are open and orange uniforms where paramedics are hovering over the victim connote the full impact of the shooting, connoting that the audience should feel sympathy for the victim. The next few shots convey Charles Taylor being found guilty, which just like accusations against Murdoch connotes a sense of government and politics. As the news targets different audience psychographics because of the different genres of information gives the audience a feel that that certain parts of the news target a different audience. This is also further connoted by the short medium shot of the clip informing the female audience will be allowed to get the pill over the counter. The use of this then connotes that they want a younger audience to be informed about this subject.
1)How is the text typical of BBC output?
The text is typical of the BBC output. Not only because of the same title sequence seen at the beginning of the news (allowing audiences to be familiarized with the news), but because of the fact that BBC is a public broadcaster. Many of the topics explore different regions of news, targeting different audiences. This could connote that the institution use the different aspects of news to target a range of audiences. Because BBC news is 24-hours news, this means that even during watershed and prime time, the news will repeat itself. This then makes sure that the audience are informed and educated about the news. Whilst, connoting that because it will be repeated it will be more likely for the institution to control what the audience is bombarded with.
The media text starts with the medium shot of the news man; this adds to the typical conventions of BBC news as just after the opening title sequence there always appears to be professional looking man or women reading the news. The way they are conveyed to be intellectual and professional is purposely used by the institutions to pin into our heads that were consuming the most accurate and reliable information from them. However, the montage of medium to long shots that allow the audience to preview the topics of what will be in the news connotes that they are trying to catch the audience’s attention. This will then allow audience demographics to be encouraged to watch the news. As we are aware that this montage will be repeated in an hour or two, also connotes a sense that if the audience are busy they still have another chance to consume the text. The montage is also typical of the BBC output as within the montage only the most serious news is conveyed. This then creates a sense for the audience believing that they have to watch this and that they can’t miss out on the important news that is reaching audiences globally (hypodermic model).
As the BBC is set in West minister (London), this connotes that the Public Broadcaster will inform and educate the audience mainly about events involving the UK. As the BBC institution owns many other BBC public services worldwide, this connotes that this broadcast will focus just on the UK. Whilst, the other broadcasters will focus mainly in different aspects.
Also, the fact that the broadcaster ‘s montage of clips focuses mainly on government and politics suggests that this is used to target a more intellectual demographics and who is more interested in this topic. However, by the way they then inform and educate other audiences about the different topics (e.g. being able to access the pill from over the counter) connotes that they are trying to target different target psychographics.
How is this text typical of BBC output?
Who is the target audience and what uses and gratification does this text offer them?
Firstly, the target audience for this text is of the psychograpghics carers (Young and Rubicam) as they want to save the world. An example of this is right at the beginning of the bulletein the Asian man is informing the audiences (Uses and gratification-Blumler and Katz) about Rupert Murdoch and him acting as if doen't knwo anything about the phone hacking scandel. This will probably target proffessional people of the soco-economic class A and B as they are more into news and what is happening around the world. Also, they are more likely to do something about it rather than the working-class. Therefore, audiences will watch the news if they are in the middle-class and would like to do something to help the world.
Moreover, another audiences who this text targets is succeeders. An example of this is the last story line of Prince Williams celebrating his anniversary. This informs and entertains (Uses and gratification- Blumler and Katz) the audiences of what is going around in this rich princes life but as he has the wealth he feels that he does not need to show it of as much as he has the power just like the Bourgeouise (Marxist view). Therefore, this will target the socio-economic of E,D,C 1and C2 of the nationality Britesh, as all of these audiences would watch this bulletin so they are informed of what is happening in Britain.`
However, another target audience that this text may target is men. An example can be that Rupert Murdoch is a powerful man in Britain who has a lot of power and money. Which may targte some men Primarily the age of 45year old who have that much power in Britain or other countries. Also, the uses and gratification that this would provide the is identification as they may realise how they are wealthy like Rupert. Also, people who own business can appeal to this bulletin as they may want to know what is happening in the world so that they can help and maybe invest withtheir money this can be known as carers.
Finally, the secondary audiences for this text can be nuclear families consisting of a mother, father and their dependant childre. They may live in a semi-detached house in maybe Glasgow, London or leeds but they are Mainstreamers who want to with the flow but don't want to stand out as they may only want to watch the news for social interaction or to be informed of wha tis happening around them (uses and gratification-Blumler and Katz). It can also, appeal to teengaers this is because there is one headline about the riots which maybea sense of identification as some of those who act like 'gangsters' may recongise what has happened in the past.
Media Institutions: In what ways is the trailer typical of the video game industry?
The Institution of the Modern Warfare game aim was to contrast the concepts and technologies that have come into use from after the Second World War and the Korean war. As the MWF game is focused through and Xbox console, the connotations of this becomes more likely for people to be interested because of its popularity. However, the advertisement of the third Modern Warfare is used by the institution to allow the audiences to be informed and educated, whilst connoting a sense of escapism. As MWF is a popular game; the globe conveyed in the credits and screenshots could connote that the institution are trying to convey that they target a globalised audience from all different countries and ethnicities. This also links to the fact that the game is about war which impacts every one of us. This could then further connote that the institution are trying to include us within the game. The MWF can also be conveyed as a popular game by the luminous writing it possesses throughout the trailer. The direct focus on this links to all three games which creates a sense of viral marketing within the lean-backwards media.
The general mise-en scene of the game is a method used within all three of the MWF games which connotes that the institution are trying to allow the audience to familiarize themselves with the game. The layout colours of the media product’s trailer consist of a luminous green and black, which is not only used through the advertising of all three games but enables the institution to hint to the hybridity genre of the game which consists of, war and adventure. As some of the media products shots are conveyed in a game form, not only informs and educates the audience of what the game will be like but also connotes that the institution are including the audience by letting them have a sneak peak of what the game will be like. Therefore, encouraging the audience to buy it. An example of this is the point of view shot, aiming a gun at an antagonist, creates the sense of enigma and thrill as the audience have actually stepped into the game and taken control. Another example of this is the contrast and framing cut of the two screens as they split, conveying the “1st player and 2nd player”. This also allows the institution to convey a sense of social discussion between the fellow players and targeted audiences as they can play against each other.
The institution has also used forms of technology to convey the fact the modern media product that they are trying to sell. As the institutions are trying to convey the technology gives that have been made after the Second World War, they have used a variety of weapons such as rifles, knives and guns. These weapons not only connote that this game is targeting a higher demographic but also that the montage of clips involving explosions and the use of these technologies connote a sense of adventure. Whilst, allowing the targeted demographic to get a visual experience of what tgings would be like in war. Because of the fact that the setting/locations have been set in a vast amount of areas, suggest a sense of cultural soveignity of different parts of the world where theirs fighting, targeting a mainstream audience. This not only then brings the population together worldwide but the institution allows the audience to view different aspects of life. Guns, knife crime and explosions are what many audiences like to escape in, so by advertising through a lean-backward media, then will encourage particular targeted psychographics to consume the media product.
Also the fact that the game is set in America and was produced in America also connotes that the game will be successful as many American games are globally successful (Technological soverignity). This is shown through the American short dialogued speech, slightly anchoring the text where although it links to the game, theirs also elements that it’s trying to promote the other games is well.
Media Audiences: Who does this text appeal to and what pleasures does it offer?
The media audience demographics target a primarily audience of young adolescent males (socio economic model of c1, c2, d,e). The reason for this is by the conventions that would find the explosions, destruction and use of technology far more interesting than a female audience. The genre expectations and narrative pleasures would have been fulfilled as many male audiences like the enigma and thrill of destruction and guns, as it gives them a sense of power. This, therefore connotes that their part of a patriarchal society.
The use of soldiers, that are conveyed both as protagonist and antagonist also gives the male audience a feel of what it would be like to be in the war. Whilst, the older secondary male audience may have more experience with wars, enabling them to self-identify with the characters. Soldiers are conveyed very “manly” and “macho” as they are thriving to protect our country, which can be seen as the real manly job to go into (Aspirational audiences). This will then connote at promoting and giving the audience and insight of the real work done by the soildiers. This not only allows the audiences to self-identify with the characters but also allows them to be informed and educated about the war and what the people may have gone from. However, the fact that all the protagonists soldiers were white also sticks to the conventions of nationalistic and ethnicity ideologies of being one race. This the excludes other races, however, it doesn’t because of the use of different cultural settings conveyed which allows audiences to self- identify with them.
As they institution conveys the full impact of the wars, the medium shot of the age certified warning is used to make sure that a younger demographic is warned about watching the trailer. There are two connotations behind this. One, because the institution wants to convey the full impact of the trailer, promoting to a larger audiences. Secondly, because by putting an age certificate on the trailer, it is allowed to be shown during prime time or a after prime time so it can target a range of audiences at different times of the day.
The psychological pleasures, the male gaze will get from the game, especially as it gives the targeted demographic an insight of a taster and preview of the game will convey fetishization, encouraging them to go out and buy the lean-forward media. The game will also allow both domiant and oppositional readings of how war is conveyed within this animated media product. Whilst, also conveying the controversial subject of whether audiences should be consuming these types of fictional games because of the real life traumas this will cause.
Media Forms: What codes and conventions does the trailer use to establish the text’s genre? Firsty, there is a variety of different shots used in this trailer to establish the text's genre of being a game trailer. An example of a shot used is point of view shot, this is 0.56 seconds into the game trailer. The character who is either in the army is targeting his villian (character types Vladmir prop). This specific shot connotes that the audiences are welcome to see this, however it can also establish the texts genre as it is forcing the audiences to see what is happenining as if they are actually killing the person. This can be a sense of entertainment when watched as a trailer as it makes the audiences look like they are participating. But it can also provide a sense of escapism when they actually purchase this product (Blumler and Katz-Uses and Gratification. The point fo view shot establishes the trailrs genre as mostly games have the audience seeing from someone else point of view either killing something or looking at something, this usually happens so the audiences can to be the hero/heroine. Another shot used is a established shot, this is used to establish the games genre of containing high octane scenes. An example of this is 0.57 seconds into the trailer there is a car being exploded this establishes the texts genre as it connotes what kind of things you can do in the game convincing the audiences to purchase the product. Moreover, the trailer has used specific rock music as non-digetic sound to establish the texts genre. An example of this is 0.05 seconds into the advert till nearly the ending as a montage. The institution has used this music as if it is a casual relaxing game but it is not as tension is building up. Using this specific music establishes the texts genre as the music anchors the images as if one after the other different events are happening. Another example of sound used in this extract is diegetic sound ofgus, explosions and people suffering. This establishes the genre of a typical action game with a lot of violence as the audiences can identify from the noises of people suffering from being shot. An example of this is 0.33 seconds into the game trailer, there is a soldier with the prop- gun. He is about to kill the people but he gets shot himself. This connotes that this game contains some serious violence and killing which is not sutiable for all ages. Moreover, another convention used in this extract is different camera movements to establish the texts genre. An example of a camera movement is 0.31 seconds in to the game trailer, the camera is moving as a pan from left to right filming the location of the scene. This establishes the texts genre as mostly games show off with the specific locations in the game to create a sense of excitement withing the audiences and so that when they are playing the game they can be entertained by lookin at the exotic locations (Uses and gratification-Blumler and Katz). Another convention used to establish the games genre is computer generated images. An example of this is e.g. the explosions. This wouldn't really happen in the real world but due to the development of new technology this has enabled institution to epand on their ideas and create unique things. However, the CGI used in this advert establishes the games genre of being a action with lots of fighting which connotes the genre. Finally, the extract has used different colours to establish the texts genre. An example of this is 0.32 seconds into the advert. the green can connote nature and how they are fighting to save the world. However, an oppostional reading cna be that they are fighting for the land (Stuart Hall). Another colour used is white, this is 0.52 seconds into the trailer, the white can connote cold and how these naive people are being killed. However, the preffered reading is that they are actually fighting on the ice. This establishes the trailers genre as most games have different settings and weather to influences the audiences mood and to connote pathetic phallacy maybe. Media Representations: How is war represented in the trailer? Firstly, the war is represented as having villians and heroes fighting (Binary oppostion-Levi-Strauss). An example of this is towards the middle of the trailer- the point of view shot connotes that maybe we are the hero's trying to kill the villians who are destroying the country- This can also represent us as being patriots- fighing for our country which connotes that this trailer gives you a chance to be independant and fight for your rights maybe. Another way the war is being represented is beinf powerful and harmful. An example of this is through the dfferent explosions and weapons used. This can not only connote power but an oppostional reading (Stuart Hall) may say that it connotes nationalism as if people are fighitg for their country- strongest survives. Morever, the use of weapons and artificial blood represents the was in the trailer as being targeted for specific age. An example of this is right at the bgeinning the audiences are informed (Uses and gratification- Blumler and Katz) that this game is too violent for certain people. However, another example that proves this is when the soldier is trying to aim to shoot but gets killled himself. Guns and weapons represent this trailer as being targeted over a specific age. It is also represented as a main weapon in the game, we can see this through the point of view shot as if the institution is forcing us to kill people. This represents the game again as being too violent for certain ages to purchase or play this. However, the different weapons can be indentfied with some audiences or soldiers as they may have uesd i or seen i before (Uses and gratification-Blumler and Katz. Another way the war is being represented in this trailer is being very long and continued through different seasons. An example of this is firstly the exotic locatio fighting in a
Monday 23 April 2012
Codes and convention:
Variety of shots used to establish the genre for example high-angle shot, point of view shot, md-shot and establishing shot.
Non-diegetic sound of rock music a sense of identification uses and gratification as specific rock star audiences can identify with it.
Diegetic sound of guns and explosions.
Computer generated images used.
Montage music is used throughout
Camera movement used is pan, tracking
Character types as saviours (Hero’s)
Media Representations: How is war represented in the trailer?
represented as villians (Binary oppostion-Levi-Strauss).
Saviours fighting to saver
Use soldiers-patriot and nationlism and ower
Guns and weapons represent this trailer as being targeted over a specific age.
Media Institutions: In what ways is the trailer typical of the video game industry? Computer generated imagery different shots used logo and game institution towards the end age rate at the beginning
Media Audiences: Who does this text appeal to and what pleasures does it offer?
17plus audiences
like to kill other people and gain pleasure
socio-economic
Pyschographics-you care for the world (Young and Rubicam)
Priamry audiences teenagers
secondary audiences- adults who are male
26TH MARCH 2012 MONDAY
1.What techniques does the advert use in order to convey it's message?
Firstly, the advert has used a variety of camera shots in order to convey it's message to the audiences. An example of this is 0.09 seconds into the ad the main actor Vinnie Jones is in a midshot, this enables the audiences to be introduced to the topic. The use of rhetorical question "Say some gezear colapses infront of you what do you do?" The dominant voice connotes patriachy and masculinties Vinnie jones has. Also, it anchors the meaning and engages the audiences to watch on as the question connotes that maybe he will show what the audiences should do if this happened in reality. This links with the Blumler and Katz- Uses and gratification as the audiences can identify this situation due to them coming across someone who has actually collapsed. Another example of a shot used is 0.24 seconds into the advert, the midshot enables the audiences to watch were Vinnie Jones is pointing at. This conveys the message of the advert being about a heart failure. The mid-shot used in this ad points out at the man lying on the floors chest. The use of digetic voice connotes that this is were you should 'push hard and fast here.' Overall, the different types of shot used in this adver convey it's message to the audiences as each shot connotes different meanings and provides different gratifications. For example Vinnie Jones points on to the mans chest the audiences here can again can be informed (Blumler and Katz- Uses and Gratification) were they should pump someone of they experience a similar problem.
Another technique this advert has used is digetic sound to convey it's message. An example of this is 0.25 second into the advert. Vinnie Jones pushes the volunteers chest on the floor with the use of staying alive 80's dance song music. The use of diegetic-sound connotes a sense of humour as the lyrics interlink with the actions Vinnie Jones is perfoming. Vinnie Jones is pushing the mans chexst which conveys the message of what a person should do in order to help a man or women stay alive. This goes well with the lyrics as the 80's songs lyrics says: "stayign alive..staying alive." The message the advert is trying to convey is that life is good so we should all stay alive and help others if they are in a similar problem. Also the diegetic sound of the 80s song enables the audiences to also carry on watching the advert as they can have a social interaction about this old song (Blumler and Katz).
Moreover, the types of colours used in this advert convey's it's message. An example of this is the logo of the British Heart a the beginning of the advert the heart icon is in white along with red background. The red could connote love, blood and serious injury contrasted by the white, the white can connote innocent people dying of this heart stroke. The red and white colour convey's it's message to the audiences as they can identify the label with the charity shops (Uses and Gratification- Blumler and Katz theory). Another type of colour used is black, creame and grey, an example of this is 1.02mintues into the advert. The dominant, macho men wearing black clothes could connote a patraichal and arrogant nature. Also, the black could create a mysterious nature they have creating enimga for the audiences (Barthes) as they yet don't weither the two men are helping or not. On the other hand, the use of grey could convey royality and intellegance. Overall, the use of beige however, can connote that Vinnie's persona is calming and conservative. As a whole using a variety of colours anchors the texts meaning as each colour has different connotations.
In addition the type of costume and setting used convey's the message of the advert. Firstly, the use of big broad coat convey's how dominating Vinnie is. Also, the use of black jeans and coats for the security at the back can connote sophistication and wealth. The use of silver watch on Vinnie's hands could connote how wealthy and materialistic he is however this links with the message British heart foundation is trying to convey- that don't take a lot of time to call the ambulance when someone has this stroke. The setting is in a simply garage/ plain room this convey's the message of how the three dominating men are trying to cause enigma (Barthes) with the use of pan can connote how the audiences are following the foot steps of the men and want to know more. This convey's the message of British Heart foundation as the audience may want to know how is this advert linked with the three guys dressed in black, big coats and smart shoes.
Finally, the advert has used pan camera movements to convey the message. The first example of camera movement used is pan, this is 0.4 seconds into the ad. This conveys a message that these men are strong and wealthy business man. But as the advert progresses they turn out to be some sort of well know people who know alot about how to save someones life. Another technique used in this advert and text. An example is 1.29 minutes into the advert towards the ending the audience are (Uses and gratification- Blumler and Katz)informed and educated what they should do in order to keep someone away from passing out. An example of the symbols used is a phone symbol with 999 written on it, this connotes that this is the emergency number audiences should call. Another icon used is two handstogether combined this connotes how people should pump someones chest when they have had a stroke, and finally the symbol of the radio this is both identified well and has many connotations. Firstly, the radio connotes a symbol of the 80's song that the three young men playing and pumping the guys chest. Another connotation is that it the radio is symbol of icongrapghy for Vinnie in this advert.
27th MARCH 2012 TUESDAY
2. Media Representations: How is gender/ethnicity/age/disability/sexuality/a place represented in the extract? 50cent P.I.M.P- music video
Firstly, the black ethnic rapper 50 Cent is represented as being materialistic in this extract. An example of this can consist 0.08 seconds into the extract, the use of a white ipod connotes how he is playing his own song on his ipod which represents him as being rich and famous. Another example of 50 Cent being represented in this extract is 0.23 seconds into this music video 50cent is wearing a white vest, silver stud and a expensive rich chain. All of these silver bling connote how wealthy he is also it can represent him as someone who can attract girls. This can be a sense of identification for the audiences (Blumler and Katz- Uses and Gratification) as they can identify with the jewellery he is wearing and the the type os style he is representing.
Another way sexuality is represented in this advert is women being represented as sexual objects(Laura Mulvey). This is a way for the male gaze to look at the women in the video for Voyeriusm. An example of this can consist: 0.30seconds into the ad the women are wearing white net lingere this is quite ironic as they are dressed up as sexual objects but the white lingere connotes innocence and purity. Another example of sexuality being represented in this extract is women being treated as slaves. An example of this can consist
Also, women are represented as being dependant on men. An example of this is 0.25seconds into the extract, the Mixed race women is touching his back. This has many connotations, firstly it could connote that she is being treated as a slave, however this can also connote how women are sexually treated in society. An oppositional reading of this is that women are being paid and forced to do stereotypical actions as they are dependant on 50 cent for money. Overall, this extract is quite entertaining and informing (Uses and Gratification) the audiences how a Black ethnic background rapper portrayes women and see women (Laura Mulvey).
In addition gender is being Represented as being dominant and controlling. An example of this can consist 0.33 and 0.36seconds into the extract. The women are represented as being typcal houswifes, this is represented through the females folding 50cent's T-shirts and putting his t-shirt on for him. This a sense of identification for females as they can identify with the specific role of being a typical housewife (Uses and gratification Blumler and Katz). Another example of this is when the women are on leads and 50cent is holding the lead. This connotes that women are being represented as objects and animals who are worth nothing. This however can be critisied as women are becoming more independant.
Besides this, men are being represented as being upper class people with status, authority and someone important. An example of this is 1.06 and 1.11 seconds into the extract, the first extract 1.06seconds 50Cent has a golden stick pointing directly at the audiences as if he is treating us as objects and conveying as the message of him being dominant and patriachal. Also 1.11 seconds into the extract the use of white Rolls Royce connotes how wealthy and rich 50cent is how ever an oppostitonal reading may be that 50cent is using materilism in order to attract the womens as a sense of eye candy for men.
Lastly, Represented as being gansters (identification uses and gratification theory (Blumler and Katz). The first example of this is 2.09 seconds into the extract the use of four members in the g-unit group connotes how dominanting each and one is. This is conveyed through the use of bling and props such as hats and the use of the letter 'G', which may connote gangster itself. Some audiences such as teenagers aged between 14-21year olds can identify with this as they may be wearing similar jewellery and clothes to represent them self similarly like 50cent.
Finally, the use of extravagent halls, cars and bedrooms all represents how rich 50cent is. An example can consist of the setting of the big hall, with 50cent walking and the girls following him. This could connote how women are always depedant on men, however a oppositional reading may be that women are always attracted to rich men.
28th March wednesday 2012 In what ways is the extract typical of the film/advertising/television industry and/or what values does it promote? WALKING DEAD-THE GAME- TEASER TRAILER The extract is the typical of advertising a game in a way a film trailer is promoted. One value the extract promotes is that it's not suitable for all ages. An example of this is right at the begininng of the teaser trailer for the game 0.08 seconds into the trailer. The text is written in black in a white box with 17plus written on it. This connotes that this game will surely contain elements that are not suitable for all ages. This promotes good values for the game as it informs and educates the parents why this game is not suitable for children (Uses and Gratification-Blumler and Katz). Moreover, the also informs parents that this game contains 'Blood and gore, intense violence and strong language.' The voicover also anchors the meaning as the male voice informs parents (Uses and Gratification-Blumler and Katz) that the 'M' stands for mature therefore conveying that only mature teen adults canplay this game. Using parental advice promotes along with the typical trailer promotes that the game instituion is connoting that before hand what this game trailer may contain.
Another way the game trailer is typical of the television industry as it promotes new technology values and enages the audiences to watch the trailer on and purchase the game due to the realism. An example of this is 0.12 seconds into the game trailer, the game is typical of the film as it has a sort of narrative to it it starts of with the phone message one which has a character from the game leaving a happy message, however the tension builds up in the second phone message an example of this is 1.34 seconds into the game trailer, the trailer then then starts to have some destructive truth with the use of low-key lighting building tension for the audiences, as the trailer progresses the message to on the phone at 0.41 seconds into the ad connotes that the character speaking is stuck in a dilemma through the use of hestiating voice. Finally, the trailer has he last voice message at 1.05minutes in to the trailer the voice of the character is become soft and the tension is builded up with the use of crying this connotes that the game has some sort of destructive truth therefore this can similary follow typical extract from film instiution as they have borrowed a structure just like a film trailer (theory by Todorov). Which enages the audiences to purchase the game as they can participate and continue the story by purchasing the product.
In addition, the use of the website 'Thewalkingdeadgame.com' connotes how this instituion has used technology development and E-media platform to promote the value of the game being avaible through different media platfoms (multi-media convergence). The black website links well with the website as it connotes enigma (theory by Barthes for the audiences), also it connotes how powerful and effective this game is. As technology has developed over so many years this is beneficial for the institution IGN as they can produce there games and have fan pages on social networks which will increase publicity and increase the number of consumers purchasing the game. Therefore, it will also increase the value for the other game instituion such as playstation (well know brand).
Finally, the values this film trailer promotes is that this game is avaible on all game platforms: PlayStation 3, Xbox 360 and PC which promotes values as the game being well known and well consumed on any game console. An example of this towards the ending of the teaser game trailer when all institution logo's have been put together at the bottom of the page the director as used this in order to connote how well known this game is and also to inform (uses and gratification-Blumler and Katz) on what stations this game is avaible at. The uses of different brands on the bottom such as X-box, playstation and PC, promotes a variet of different game companys. As the game is available in a variety of different game stations this connotes provides fun, entertainment and escapism for the audiences over 17years old (uses and gratification Blumler and Katz for entertainment) as they can escape from their boring daily lifes.
29th March, Thursday 2012
Media Audiences: Who does this text/brand appeal to? Firstly, his text appeals to a specific audience aged maybe over 16years old. An exampld of this is 0.01 seconds into the film trailer. The trailer informs audiences (uses and gratificattion-Blumler and Katz) that this film will be targeted at specific audiences with different gratifications. The text at the start of the trailer says on a green background with white text: "The following prieview has been approved for appopriate audiences." This connotes that the trailer will maybe contain sexual, violent or flashing images. This however, informs parents that their chidlren cannot see this trailer at watershed time howver, in cinema's too.
Another type of audience this text will appeal to is to the socio-economic classification of E, C2 and C1. I personally, think that due to the character being a scary old grandma, the text may appeal to older generations as they may have never seen scary things and old person does. Ane xample fo this is 0.34 seocnds in to the trailer the olden women with white curly hair and pink cardigan to connote that she's innocent and lvoely, however in the trailer she conveys that she is a scary old women. This text appeals to older generations as they can identify her as being a sort of a typical grandma (Uses and Gratification-Blumler and Katz). However, this extract may still target older people as they may go to the cinema and see this specific seen as they may have not seen an old lady with such persona before so it may provide escapism and entertainment for them. Also, it may provide education for them as they are learning how an old people behave (USES AND GRATIFICATION BLUMLER AND KATZ). Moreover, this trailer may target C2 plumbers and electrictrian as they are more likely to be working class people, so after a stresseful day they may like to go and see some action and horror to make them escape from their day to day hard-working life (Uses and gratification-Blumler and Katz). An example of this is 0.41 secodns into the trailer there are two men trying to kill the grandma that has the power to jump on the walls, which may be quite entertainment for the skilled manula workers. Using action codes and conventions such as exotic locations and props such as guns this attracts male audiences as they like to have some sort of experiences and action which will entertain them. Another example of of who this text brand appeals to is C1 socio economic audiences, an example of this is
This trailer can also be targeted at religious people. An example of this is 0.52 seconds into the trailer the voice-over anchors the picture of the of an male angel. This is because the character voiceover says: " The last time god lost faith in man..he sent a fly.. this time he sent angels." This connotes that this trailer will contain some sort of religious context and supernatural events. Which also connotes that this will appeal to religious people as they can identify with the religious speech (Blumler and Katz-Uses and gratification).
In addition, this trailer appeals to indepedant women. An example of this is: 1.18seconds into the advert, we see a young attractive women with a creame sophicticated jacket and a vest which give her a independant look as her seriouse face connotes that she is hard-working and obeys the rules. The use of a little badge on her jacket connotes that she is working for someone which then connotes that she's dependant. However, and oppostition reading may suggest that she is in some sort of undercover police. This trailer tagerts both male and females aged 16-25 years old as a primary audiences as they may look at the women for voyeriusm (LAURA MULVEY), however it can also target a older audience (secondary audiences) at the ages of 26-60years old as a variety of ethncity and ages groups have been used. An example of different ethnic background is 1.15 seconds into the trailer.
Flm extracts/ trailers (variety of genres)- Legion official trailer.
29th March, friday 2012
Media Institutions: In what ways is the extract typical of the advertising? The Colossal mascara extract is typical of advertising as it has used voiceover to anchor the fast cut images. An example of this is 0.07 seconds into the advert. The feminine American accent informs the audiences that this mascara is only available from the brand Maybelline, this is because the voice over says: "Mission:..Capture our our cat eyes look.. Colossal cat eye mascara..by volume express..only from Maybelline." This is typical of the way the extract is typical of the advertising as it has used feminine voice-over in order to make the bright picture look more appealing and to connote that this outstanding masacara is only avaible in this mascara institution.
Another way the media institution connotes that extract is typical advertising is through the use of different shots. An example of this is 0.04 seconds into the advert, the use of mid-shot enables the audiences to identify (Uses and gratification) with the brands name and informs the what the mascara is called (Uses and gratification-Blumler and Katz). The use of yellow mascara and red text both connote energy and happiness. The colour red connotes love and passion contrasted with the bright yellow this cul connote joy and energy. Thr extract is typical of advertising as it has used text combined with mid-shot in order to inform the audiences what the product is actually called. Along with this the mascara can be some sort of identification (Uses and gratification-Blumler and Katz) as audiences may already hav this product. Another shot used is high-angle shot this is 0.14 seconds into the advert, the audiences can see how this product has an effect on the lashes which convinces the audiences to purchase the product. The ad is typical of advertising as it has used non-capital text in red on the screen in order to anchor the high-angle shot- the text says "Up to 7x more volumne." This connotes that this product is really beneficial, however it also attracts the audiences attention as they may want the same look.
In addition, the way the media institution is typical of advertising is by using young, white attractive models.actor. An example of this is both at the start 0.03 seoconds this is were the audiences are introduced to the model with a a close up of her face sideways. The use of young beautiful models is typical way of advertising a product in the media institution as audiences e.g. males are always looking out for attractive women in order for may be voyeriusm or male gaze (Laura Mulvey). This is used in many makeup institution brands as they use pretty women to sell their product. Another example of this is 0.06 seconds into the use of mid-shot enables the audiences to see who this girl is and focus on her facial expressions. Another example of this is 0.20 seconds into the ad the audiences can see a connection between the model and the little tiger which is the blue eyes, blue however can connote loyality, peaceful and tranquility. However, an oppositional reading may be that men may look at the women for voyeriusm and how beautful the actressnis (Laura Mulvey). However, some girls may look at her for identification (Uses and gratification-Blumler a Katz) of the blues eyes and to maybe pick up how she done her makeup and style. This is typical of advertising in media instituion as women are mainly used in advets for male attraction.
What tenchniques does the advert use to convey it's message?
Firstly, the advert has used technique of a female voice-over and a attrctive male voice-over convey it's message. An example of this is 0.14seconds into the advert. The voice-over says firstly in male voice: "Be seduced.." contrasted by the female voice: "212 sexy." This conveys it messgae as this perfume attracts the audiences attention by seducing them in a way to. Another message this advert conveys is that if you use this product your wife or girlfriend will feel attractive towards you. The message this perfume conveys links with the picture at o.14 seconds in to tadvert as the women is about to get closer to the guy this creates a sense oof identification for some audiences as they may have felt this way before (Uses and gratification-Blumler and Katz).
Another technique this advert has used to convey it's message is the use of the colour black and puple.An example of this is 0.09 seconds into the advert, the long-shot enables the audiences to ask questions of what is going to hapen next as the dark shadows connote mystery and enigma (Barthes). The colour purple can connotes luxery, wealth, and sophistication. But also it can connote feminity which is benificial as the perfume is purple itself which will attract the female audiences. However, the colour black connotes dominance how men are always controllig women but this is used as a sexual way in this advert due to the man not using his power but the perfume to attract and bring the women close to him.
Moreover, another technique this advert has used is camera movements. An example of this is dolly zoom, this is 0.12 seconds into the advert. The women and man is getting closer so the camera slowly zooms in but the frame is the same size. This specific camera movement has been used in orde to convey the message that this perfume has sexual connotatios and can attract any women. However, the dolly zoom may have als been used to let the audiences know how the couple have moved closer and closer.
In addition, another technique this ad has used is different shot. The type of shot used is high angle shot- this is 0.01 seconds into the advert the specific type of shot connotes to the audiences were this is taking place which is in some luxery hoter (MAYBE). Howeve, the message they are trying to convey is that may seducing maybe happen in bedrooms which is a ene of identification (Blumler and Katz-uses and gratification) as audiences may be able to identify with this situation. Another shot used is mid-shot- this is 0.13 seconds into the advert. This specific shot enables audiences to get closer and ee what the couple are about to do due to the women beingseducd by the mans perfume, this is also a way for male audiences to have voyeriusm as they can look at the pretty women (Male gaze by Laura Mulvey).
Finally,the types of camera transition used is lots of slow fades out. This has been used in order to smoothly fit in with the music and the slow actions taken placee. This type of camera transition can also connote how seducing the situation is. An examle of this is 0.02, 0.04, 0.06 etc. This specific order has been used so the audiences mood can be influences. This is simply because the non-diegitic sound fits slowley in with the romatic movements the couple are making which conveys the messge of sexuality, love, passion and seducing eachother.
How is gender/ethnicity/age/disability/sexuality/a place represented in the extract?Firstly, the gender represented in this Nelson Strykerstreet is that men are powerful and strong (dominant force with his mucles. An example of this is 0.20 seconds into the ad- the mans wearing blak thick strap vest with the use of the prop weights in the jym. This connotes how strong he is being represented and that he has more power than the lady in the ad. Therefore this then leads to the audiences thinking that sexuality is important here as the young lady is trying her best to look strong. Another example of the man being represented asbeing strong than the female is 0.22 seconds into the advert, there are split screens of three shots of the mixed race man working out (putting in so much effort) and picking up so many weihts this connotes how haard he is working to get those muscles pumped up. The gender is being again represented as being strong and cool. Along with this the character is mixed-race so therefore the advert director has represented him in a macho and tonk way.
Another way sexuality is being represented in this ad is being attractive and having a good figure which therefore will attract the male audiences. Ane example of this is o.04 seconds into the ad. The lady has a thin vest with her hair open which connotes her feminitiy and therefore will attract the male target audiences for maybe voyerisum as her hair is flying around(voyerisum-Laura Mulvey). Another example of the mixed-race girl being represented as if she is maybe even stronger than the other man is 0.52 seconds into the advert- here the girl is drinking the energy shot maybe to tell the other guy that she to can do what guys can do. This therefore goes against the stereotypical stereotypes and makes the women seem as if she is in control which therefore links with being independant and connotes that she's living in a matriachy society. Also, the male gaze(Laura mulvey) can look at th women as they may find her attrative and hot, however an oppostitional reading maybe that women may look at her for identification and that they too go to the jym and work hard like her (uses and gratification-Blumler and Katz).
Morever, another way gender and sexuality is being represented is being patriachal, gangster and looking strong. An example of patriachy being shown in this advert is 0.09 seconds into the advert there is one man with grey hoody which connotes he is a gangster however and oppostitional reading maybe that he likes to work at the jym alot therefore he like to wear those types of clothes. Audiences however an identify with this as some may dress in similar ways (Uses and gratification-Blumler and Katz). The second example of gender being represented as being patriachal this is again shown 0.09 seconds into the advert were the trainee has formal clothes on (black) this may onnote that he has authority and power and that he has control over things. Also, the male trainee is walking with his shoulders wide and broad this connotes that he is the one that has power and is strong this represents his masculine side and maybe will attract the female audiences.
Lastly, the way gender is being represented in this ad are that both sexes are being represented as being equal and powerful. An example of ths is 0.49 seconds into the advert. The women is drinking the enrgy shot which connotes that not only the man is powerful but she too is. As she walks of this could connote that she no longer wants to stay in te specific atmoshepere and maybe that she has beaten him. However, as both of them are wearing complete opposite colours this connotes that they are completely different and that they have some sort of thing against them (competition).
Media Institutions: In what ways is the extract typical of the advertising?
Firstly, the extract typical is typical of advertising due to the trailer using a variety of different shots to show the audiencewhat is going on in the scene. An ecample of this is 0.10 seconds into the advert the cadbury institution has used the extreme close-up of the gorillas eyes in order to convey how the gorilla is getting ready. Hoever as an audiences it also introduces us to the advert and characters, this also creates enigma as the slow motion music makes the audience want to know what will happen next. Another type of shot used is mid-shot an example of this is 1.05 seconds into the advert, the gorilla is playing the drum and is proper into the music this connotes how happy he is. This can also connote that the dairy milk instituion are connoting that their chocolate will make humans do similar actions if they purchase this product.
Moreover, the type of non-diegtic sound used is a typical way of advertising Cadbury institution choclate as the audience will be able to identify with the music the next time they will here it (Uses and gratification-blumler and katz theoy). An example of this is 1.12 seconds into the advert the music is increased to the loudest which enables the audiences to remember the song and to see how serious te gorilla is with the music. The digetic sound is also like a cross-bridge as it enables the audiences to listen to it from smooth at the beginning to getting louder towards the ends which therefore conveys how this chocolate will make you want to slowely eat it but as you eaten it, it will rise your energy levels. This is typical of advertising as often films and adverts have non-diegetic or diegetic sound to help the audiences understand the text (anchors)- just like this ad.
In addition, the audiences can see that this extract has used basically two types of colours. This inludes purple and black. The purple has a direct link with the Cadbury institution as their colours help the audiences identify and be informed what this advert is about (Uses and gratification-blumler and katz). The purple in 0.04 seconds into the advert can connote luexery, wealth, is eye-catching and royality. This links with the Cadbury insititution as they are known worldwide (identification -blumler and katz). In contrast with the black gorilla (0.22) seconds into the advert the black can connote that he has power over the music he plays. This is typical of advertising as the media institution use a variety of colours to convey their message. But the advantage could be that Cadbury has used these two specific colours are used by Cadbury so the audiences can identify and remeber these colours in the massive stores and off liciences.
Finally, the extract is typoical of advertising is through using text and Cadbury instituion. An example of this at the start of the trailer 0.04 seconds into the advert the advert starts with little white text saying 'a glass and a half full production.' The white text can connote a sense of purity this chocolate has maybe being made from natural ingredients.
04/04/2012- Who does this text/brand appeal to?
Firstly, this text appeals to a variety of people. But the primary audiences for this brand is adults who's marital staus is marired. An example of this is 0.02 seconds into the advert: the couple are laying down on the beach, hugging eachother. This can connote (Barthes) that the this brand appeals to those who have mayb just got married and would like to plan for their honeymoon. Hoever and oppostitional reading can be that it just targets and appeals to adults. The use of orange sun can connote bright and energy which links directly with the type of holiday the brand is trying to apply to in which this case it is Syprus. Some audiences maybe can identify with this situation as they must of been in a holiday with their husband or wife (Uses and gratification-Blumler and Katz). Another example that proves that this text aptpeals to couples is through the text at the bottom of the advert saying: "couples sharing," this connotes that couples can get more discount if they are sharing. Which informs the audiences of this deal Thomas Cook is trying to inform thm about (Uses and gratification-Blumler and Katz).
On the other hand, this text may appeal to children as we can see many children happily playing in the advert. An example of this is 0.03 seconds of the advert, there are children playing with water. The background setting connotes that they are in a fun enviroment where they are enjoying thmselves. This can also connote that this brand appeals to the socio-economic of E class as these children are dependant on their parents and are more likely to go to escape (Uses and gratification-Blumler and Katz) and as the voice-over anchors: "lets of the steam..." This connotes that Thomas Cook holidays is full of fun and ecitment which will reliev tension of the little ones. Along with this the use of shorts as costume and blue colours connotes peaceful and tanquility which connotes that this holidays brand will contain this.
Moreover, this texts appeals to the seconday audiences of a nuclear family. An example of this is 0.08 seconds in to the advert, there is children on the swingsholdiay will be full of fun and excitment, which connnotes that this holiday brand will have a lot of fun features in it. And with a quick smooth cut this links with the voice-over which anchors the meaning: " happy children..happy parents." This connotes that this advert can also appeal to those who are a nuclear family and want to escape from their day to day boring life (USES AND GRATIFICATION-BLUMLER AND KAT). The advert has again used orange in order to link wie Syprus weather. Another example that connotes again that this advert appeals to nuclear families is 0.016 seconds into the advert. The voice-over suggests that "family holidays with special club for children." This brings out the message and who the specific target audiences are. Along with this, it also connotes that the holiday package also has so many clubs for children to have fun at.
Media Forms: What techniques does the extract use to establish the text engage the audience?
Firstly, the advert extract from the documentary has used a variety of shots to engage the audience’s attention. An example of this is right at the beginning of the documentary there is a variety of shots used to create enigma which makes the audience engage and watch on, 00.18 seconds to 0.32seconds have used shots such as mid-shot. An example of the mid-shot is 0.17seconds into the documentary there is someone’s hand with white gloves and big red knife on pointing it into the ground with lots of blood. This specific shot engages the audience’s attention as they are informed (uses and gratification-Blumler and Katz) what genre this documentary tries to expose which in this case it is crime. The use of blood also connotes a sense of disgust in the audiences mind as they feel it is grotesque. Another type of shot used is long-shot-0.30 seconds into the documentary there is a man jumping into the kitchen. The use of black shadow and his costume could connote enigma for the audiences (Barthes) this is because the audience yet do not know who the man is which makes the documentary seem mysterious. This technique therefore engages the audience’s attention as they would obviously want to watch more to find out what will happen next.
Another technique the documentary uses to engage the audience’s attention is through the use of voice-over. An example of this is at 0.50 to 0.57 seconds into the documentary with the voice of voice-over saying: "Brian Blackwell then leaves the bodies were he killed were they been killed and takes his girlfriend to a life-time holiday to America." The use of slow music and the voice-over speaking informs the audiences what crime this guy has committed (uses and gratification-Blumler and Katz). However, the serious tone of voice anchors the meaning of the documentary as the voice-over is placed over a picture of where they guys parents lived. This engages the audience’s attention as they are informed again by the serious voice-over what actions this man has taken which makes the audiences watch the documentary as they will want to know who would kill their parents? This also creates enigma (Barthes) as they will want to know more about this person.
In addition, there is a variety of colours used within the three minutes of the documentary. An example of this is at the start. The use of black connotes dominating and power this could engage the audience’s attention as it foreshadows that the documentary will include some sort of serious information about the guy and that he is some sort of mysterious person who has . Another example of a colour used is light blue in every short shot starting from 12.36 seconds and12.53seconds into the documentary. The use of blue in few shot connotes cold and depressing which this documentary is. This engages the audience’s attention as the two different colours create enigma for the audiences. This is because it will make them ask question for why this documentary has hard news but then shows sad people (good vs. evil Binary opposition -Levi-Strauss). That Brian is the villain and the innocent parents he killed are the victims. This engages the audience’s attention a
Finally, the there is a variety of cuts and zooms used which engage the audience’s attention. An example of cuts is from the start of the documentary there are fast cuts used with non-digetic sound of the piano. This creates enigma (Barthes theory and holds the audience’s attention so that they can continue to watch the documentary. An example of zoom out is 03.15 seconds in to the documentary the use of slow zoom towards the picture of Brian’s fathers picture which (informs, enables the audiences to identify who it is Blumler and Katz uses and gratification). Also, it engages the audience’s attention as anchors the pictures and enables the audiences to continue and watch the documentary in order to find out more.
Who does this commercial appeal to?
Firstly, this commercial appeals to young teengars aged between 13-18 as a primary target audiences. This is because Eminem is wearing upto date urban clothes which can be identified with today's sociwty (Uses and gratification-Blumler and Katz). This can target male and female tenagers due to the lyrics which anchor this songs. An example of this commercial targeting young teenagers is 0.04 seconds into the commercial, Eminem is wearin a black vest and blavk shorts which can connote dominance and power. Along, with this a prop he has used is a sliver chan that is long upto his chest and a cap this links with today's diverse society as they can identify with these props as usually ganggsters wear them.
The secondary audiences for this ad is adults aged between 21-45 years old. This is because mostley business people purchase expensive products so they are more likely to purchase songs from iTunes. An example of this is 0.26 seocnds into the advert, there is a orange background which can connote fun and full of energy contrasted by the white text which could connote naturality this product has. The white text says: "Ipod + iTunes", this connotes that if you buy Eminem's album or song then you can either purchase it from iTunes or by the Ipod and purchase it online. This targets mainly middle-class people of the pyschograpghics of mainbstreamers as they will like to have this product in order confront big branded products (theory by Young and Rubicam).
Another target this commercial appeals to is those who love music and are actually talented with a good voice and dance moves. An example of this is 0.12seconds Eminem is rapping and another example is 0.014 seonds were Eminem is dancing. These two sequences connotes to the audiences that those who love music can buy the ipod and just plug in and start listening to it anywhere anytime this is because Eminem shos his talent and dance move to back this up. Moreover, this is also a type of entertainment as audiences can listen to music and escape from their day to day boring life (Blumler and Katz-uses and gratification).
Finaaly, this commercial can appeal to is explorers (Young and Rubicam). This is simoly because these type of audiences like to purchase products in order to try new things. An example of this is 0.22 seconds into the commercial Eminem is jumping of some sort of wall, this couldbe symbolic for mabe trying to do something new.Which links straight with the psychographics of explorers as they will pruchase this product in order to get adapted to new things out in th supermarket.
Media Institutions: In what ways is the extract typical of the advertising? asda price guarantee tc advert
Firstly this extract is typical ofadvertising as it has used a variety of different shots. An example of a high-angle shot is 0.31 seconds into the advert, there is the number 10% made with packed trolleys. This connotes that the Asda shopping instituion is trying to denontate (Barthes) that they qre a shopping institution who can attract their customers by giving discounts and helping customers save money. Another typical shot used for advertising is close-up of the different types of grocery in the trolley. An example of this is 0.16 seconds into the commercial, the trolley has food items such as expensive chocolate such as 'Roses' ws crisp, cornflakes, friji milkshake and oranges etc. This connotes that this institution is putting everthing on discount in order to attract more customers. This advert is typical of the advertising institution as it has used any types of shots that are used in manothravertisments so that the audiences can identify with the products (uses and gratification-Blumler and Katz).
Another waythis edtract is typical of advertising is through the use of male voice-over. Audiences can identify (Uses and gratification-Blumler and Katz) with this type voice as many commercials/ads have used this low comic male voice to attract the audiences attention. An example of this is 0.02 seconds in to the advert the voice-over starts by saying: " Millions of people have dicovered they cansave 10% on their grocerie when they shop at asda." This a ense of identification for the audiences as they can identify with the store name (Uses and gratification-Blumler and Katz).
Moreover, this extract is tyical of advertising as it has used a variety of different camera movements. An example of a camera movement is crane movment shot. This is 0.14 seconds into the advert, the camera is following inside the superstore the different types of trolley. This is again typical of advertising as the audiences again can see the different types food and how many customers are shopping at asda which again creates a positive brand image for asda. Another camera movement used is dolly zoom an example of this is 0.22 seconds into the advert the audiences can see that the camera is slowly zoomed out in order for the audiences to see agaon where this is being filmed and what is in the trolley. Also, this is typical of advertising as the audiences can be informed that this type of sale is happining at the superstore. Which grabs the audiences attention and could cause a social interaction (Uses and Gratification-Blumler and Katz).
In adidition, this ad is typical of advertising as it has used Asda's slogan itself and text in order for the audiences to rememeber what this advert is about or what suerstore this is at. An example of this can consist right at the ending of the program as the advert at 0.30 seconds into the advert, the women is there golding a trolley and tapping her money. The voice-over then anchors this by saying "Asda...saving you money!" This anchors the meaning as the audiences can identify with the brand slogan and can be informd again where this 10 percent is happening (USES AND GRATIFICATION-BLUMLER AND KATZ). However, another way this extract is typical of advertising is that the shopping instituion asda have used the colour green and white to sell their products. The colour green can connote refreshness, rebirth, growth, healthy and eco-friendly. This can link Asda as their bags maybe re-useable or recycable. But the white can connote natural which links with the asda as they like to be different from other shopping institions. All of these different conventions are typical of advertising as every commercial includes this to attract the audiences attention so that they can consume the product.
How is gender and sexuality being represented in the advert?
Fisrtly, gender in this NSPCC advert is being reresented as being both sad and lonely. An example of a girl being represented as beeing sad and not happy is 2.15 seconds in to the commercial. There is a indian girl crawled under the stairs with a unhappy face. This represents that children from different ethnic backgrounds are being abused. Which could create a sense of identification with some Asian audiences as they can identify with the situation (Uses and gratification-Blumler and Katz). However, as the world is becoming smaller due to tenchnology this sort of news is easily spread which creates a even mor dramatic effect on the audiences (McClughin-world is become smaller). Another example of a male child being represented as being abused and naive is 0.13 seconds into the advert the little boys feet are rubbing against each other which could connote a sense of pain and tension built upon the child as he doesn't know what to do.
Another way gender is being represented in this advert is caring for eachother. An exampl of this is 2.36 seconds into the advert, there is a Black ethnic background little boy and girl huggin eachother. This connots that both of these children are looking out for eachother not knowing what will happen next. The sad smiles on their faces create a sad mood for the audiences making want to feel more sympathetic towards them. As they are both opposite sex this informs the audiences (USES AND GRATIFICATION BLUMLER AND KATZ), that even though you are in a different sexes in difficult times you will still look out for eachother, which connotes that these two have a good brothers and sisters relationship/bond.
Inaddtion, another way gender is represented is being independant and happy. An example of this is towards the ending of the advert 2.57 seconds, the girl was in black and white but as soon as the shot dissolves she is in colurful red cloths. This represents the little girl as being independant and happy rather than experiencing domestic violence. The colour red can connote love and blood, which links with the girls persona as she may have been beaten up so harshly that now the NSPCC gives her love that she maybe didn't get from her parents. This again makes the little girl be represented as someone who can live woithout her parents. The black face towards the ending of the advert connotes that even though she is wearing bright clothes to represent her as getting love from charity institutions it can also connote that the domestic violence mark cannot be forgotten.
Who does this advert appeal to?
This advert can appeal to a small niche audiences due to it being basically targeted at males. However, firstly this ad can appeal to male audiences aged between 18-25years old as a primary target audience. This is due to Salman Khan mainly targeting younger teenages d olderdue to him looking young ven though he us i bis fourty's. An example of this advert primarly being the target audience (males) is 0.15 seconds into the advert. The use of mid-shot enables the audiences to see how active salman khan is hefore linking with today's society this also shows that they are to active espcially males. Therefore, the male target audiences can purchase this dollar club vest in order to maybe look similar to salman khan. The soci-economic will be C2,C1,B and A this is because younger teenagers will purchase this though maybe partor wil pester there parents, but older teens will purchase this depending on their social class and their income.
On the other hand, it is least likely this ad will appeal to a female audiences, but children can buy this vest for their dad or older sibling as a present. An example of this is 0.26 seconds into the advert, salma khan is saving the little puppy, but the high octane scenes focus on his vest. Which can link with the little girl with him as she must of gifted that as a present. But the close up enable the audiencs to focus on his vest so that girls can buy this. An oppositional reading can be that some girls may buy this product for their boyfriends or husbands so that they to can look hot and stunning. The socio-economic for this will B and A this is because proffessional women who want their men to look attractive will purchase this product.
Moreover, this ad can appeal to people the age of 26-45years old. This is because it's secondary audiences I personally think can be those who are more into there physical appearance and how their body looks, due to this vest making Salman khans body look dominant and attact voyerisum for females (Laura Mulvey). An example of this is 0.13 seconds into the advert- salman khan is swimming which kind of reveals his attractive mucles. And links with how people who love their phycial appearance can purchase this product. The socio-economic for this will be C1,c2 and B, this is because these people who are partly employed love to keep them self fit and work.
Finall,y, this advert can appeal to saviours. An example of this is 0.23 seconds into the advert. Salman kahn has rescued a little pppy which connotes that if you purchase this product you too will look powerful and active. The pschograpghics for this advert is succeeders this is simply because they want to look good butdo not want to show ff with the product they have purchased and want to have a good lifestlye. But, incontrast this can also appeal to the pchograpghics of thisis mainstreamers this is because they want to connote that they like banded products and example of this is 0.19 seconds into the advert. Salman khan is about to fall of the mountain but holds on to the rock and the camera cuts and zooms into his vest so that the audiences can identfy and focus on the brand (Uses and gratficiation theory Blumler and Katz).
