Friday 3rd November 2023
LO: To develop the analysis of media language
What is this?
An album cover
What is the genre?
Pop-rock
Who are the target audience?
Fans of the genre/artist
How is the artist represented?
Bold, loud, etc. "resurrected"
What told you these things?
Her expression (shouting/mad?), colourful hair and outfit, pose (hands on hips- confident). The words "I'm not dead" in bold, doves and roses (symbols of grief/funerals), glowing "halo" around her head. stars reference liberty.
In the first image, it is in black and white, and there is a man with tattoos, earrings and a chain holding a little girl. The word "royalty" is in the centre of the image in a large, bold font. There is also a warning label for explicit content. We can assume that the little girl is his daughter or a relative of some kind due to the similar physical features and also the comfortability and closeness of the relationship. The mood of the image is also almost melancholy because of the black and white and the man's expression.
Friday 10th November 2023
LO: To practice using the terminology and theory needed to analyse music videos.
Music video analysis-
Thought Contagion by Muse
80s costume and hair design and 80s era car shown, time period clearly shown
Neon blue, purple and pink- album cover colours, represents the story and theme of the album, neons are seen as "dystopian" and futuristic, for example in Blade Runner, which links back to the "simulation" theory of the album.
range of characters seen previously in the video now "zombified", creates a sense of distrust and cautiousness- anyone could be infected regardless of who you are (matches songs lyrics of how people's beliefs infect your own, despite the characters all being so different, e.g one of them being a punk and the other a teenage girl)
"Game over" mimicking the game the main character loses at the beginning of the video before the outbreak, makes the audience question whether the whole event was a video game or "simulation" too, goes with the "simulation theory" theme and story of the album- especially due to the frequent glitching and distortion effects through the video, but that could just be a reinforcement of the 1980s theme and camera quality of the era. "Game over" also implies that the main character has died which shows the intention of these "infected" characters. The rendering over his face also enforces that idea that it is all a simulation.
Thursday 16th November 2023
LO: To practice using the terminology and theory needed to analyse music videos.
All genders are sexualised, not just females
There is a broad range of ethnicities, genders and sexualities represented throughout the video.
Sexuality is shown to be open as the cheating man doesn't seem to care which gender he cheats with
Men are represented more negatively- cheaters
Friday 17th November 2023
Radiohead
Burn The Witch-
Stay in the shadows
Cheer at the gallows
This is a round up
This is a low flying panic attack
Sing a song on the jukebox that goes
Burn the witch
Burn the witch
We know where you live
Red crosses on wooden doors
And if you float you burn
Loose talk around tables
Abandon all reason
Avoid all eye contact
Do not react
Shoot the messengers
This is a low flying panic attack
Sing the song of sixpence that goes
Burn the witch
Burn the witch
We know where you live
We know where you live
Name of artist/genre: Radiohead, art pop/rock
Name of song and release date: Burn the witch, 3rd May 2016
Link to lyrics and summary of song meaning: Addressing the chaos and unjust nature of politics in 2016
Description of what happens in video: A visitor is politely shown through a village but then sacrificed,
Explanation of how video links to song: Like the lyrics, the video represent the governments xenophobic attitudes, and how this visitor is suddenly deemed as an outsider and a threat, much as refugees were viewed by the government.
Description of how artist has been represented: None of the members of Radiohead are represented in thee video itself, but the message of the song would lead some to believe that they are left-leaning politically.
Lil Nas X
Sun Goes Down-
I wanna run away
Don't wanna lie, I don't want a life
Send me a gun and I'll see the sun
I'd rather run away
Don't wanna lie, I don't want a life
Send me a gun and I'll see the sun
You need an instant ease
From the life where you got plenty
Of every hurt and heartbreak
You just take it all to the face
I know that you want to cry
But it's much more to life than dyin'
Over your past mistakes
And people who threw dirt on your name
Since ten, I've been feelin' lonely
Had friends but they was pickin' on me
Always thinkin', "Why my lips so big?"
Was I too dark? Can they sense my fears?
These gay thoughts would always haunt me
I prayed God would take it from me
It's hard for you when you're fightin'
And nobody knows it when you're silent
I'd be by the phone
Stanning Nicki mornin' into dawn
Only place I felt like I belonged
Strangers make you feel so loved, you know?
And I'm happy by the way
That I made that jump, that leap of faith
I'm happy that it all worked out for me
I'ma make my fans so proud of me (Oh)
I wanna run away
Don't wanna lie, I don't want a life
Send me a gun and I'll see the sun
I'd rather run away
Don't wanna lie, I don't want a life
Send me a gun and I'll see the sun
You need an instant ease
From the life where you got plenty
Of every hurt and heartbreak
You just take it all to the face
I know that you want to cry
But it's much more to life than dying
Over your past mistakes
And people who threw dirt on your name
Name of artist/genre: Lil Nas X, Rap pop
Name of song and release date: Sun goes down, 21st May 2021
Link to lyrics and summary of song meaning: The lyrics explicitly portray his troubled childhood, and discusses themes of bullying and coming to terms with identity.
Description of what happens in video: An ethereal, "godly" presence stays by a teen portrayal of Lil Nas, and seems to be guiding him through difficult moments in his life.
Explanation of how video links to song: The godly presence could be Lil Nas in his current years reflecting on his struggle as a youth and emphasises how everyone gets through their bad times and comes to terms with who they are.
Description of how artist has been represented: He has been represented both as a closeted teen and then in a white suit with white eyes. White is a colour often associated with purity, which shows that despite his doubts and insecurities when he was younger, he is still a pure and good person.
Thursday 23rd November 2023
LO: to explore the purpose, form and conventions of music videos.
Friday 24th November 2023
LO: to explore the use of media language & conventions in case study videos
Lil Nas X (real name Montero Lamar Hill) is an American rapper/artist (and former internet personality). SUN GOES DOWN (stylised with all caps) was a single release from his first album (Montero, 2021)
The artist came out as gay in June 2019, shortly after the release of his EP "Panini". Although the majority of his fanbase responded positively, there were negative and homophobic reactions.
Explain how media language has been used in the video, using the notes from today's lesson.
Throughout the video, a variety of media language is used to deliver a specific message from the artist. In "SUN GOES DOWN", the conventions are unique as the video uses film-like camera shots and angles to create a stronger narrative, rather than the usual variety of clips and dances that Lil Nas X's videos traditionally consist of. However, the video still follows the vibrant colour schemes and aspects of fantasy and religion that make his music videos so iconic and stylised, and represent the pop/rap genre of his music.
There are lots of examples of intertextuality within the video, mostly references to the rapper Nicki Minaj, as Lil Nas X was a renowned fan of her in his teen years, and he can be seen in highschool tweeting about her. These shots also reinforce the fact that Lil Nas took a lot of comfort from people he knew on the internet, and the fact that he was an internet personality before he became a song artist. This insight into his younger years may be relatable to some of his fans and therefore offer them the comfort and community that Nas lacked.
Thursday 30th November 2023
LO: to explore the contexts & representations in the list A videos
In SUN GOES DOWN the artist Lil Nas X is presented in 2 separate manners due to the context of the music video being him and his past self. We see his past self in a lowkey but realistic lighting of night which brings in connotations of sorrow and loneliness, we further see the portrayal of him just being normal and alone with props of glasses and for lack of a better term 'nerdy ass looking' traditional clothes. We also see an opposite portrayal of the artists current self being a divine like being who helps others in order for them to not go through the same as he did, like how he comforts his former self whilst crying in the bathroom of prom.
Friday 1st December 2023
LO: to explore the contexts & representations in the list A videos
- Homophobia: through the lines "These gay thoughts would always haunt me
I prayed God would take it from me" shows that Lil Nas X's sexuality is something that upsets him and he wants to get rid of. This internalised homophobia and the fact that he has only recently come out and come to terms with the fact that he is gay shows that he feels like it should be hidden. This could be due to the attitudes of many people in the rap community being largely homophobic, or perhaps it was something he was bullied for in his youth.
- Social isolation: Lil Nas Xs isolation is shown through camera work. In the halls in highschool and at the prom, he is the only person in focus, and everyone else is always in the background. This changes when he is "comforted" by his current self, and returns to the prom. Everyone else is in focus too, and they are shown to be interacting with him for the first time. This shows his development as he begins to "let people in" and be himself.
- Religion and faith: Throughout the whole video, Lil Nas X's current self is represented as an ethereal, god-like character. He is omnipresent and shown to guide his past self through difficult times. There is also a reference to Lil Nas X's religious upbringing in the line "I prayed God would take it from me.", which may have been a factor of his insecurities and self-hate growing up.
- Fandom: Lil Nas X is shown in the video to be a fan of Nicki Minaj, both through the line "Stanning Nicki mornin' into dawn", and he is also shown on his phone tweeting about Nicki Minaj and praising her. His appreciation for her growing up may be one of the factors that encouraged him to get into making music.
Representation Question
Explain how representations in music videos are chosen to promote the artist(s). Refer to one of the music videos you have studied to support your answer.
Consider:
- The range of representations
- How the artist has been represented
- How the audience was positioned
- Representations of viewpoints & ideologies
- Social context
- Use of media language
The representation of Lil Nas X in the song "SUN GOES DOWN" delivers an explicit message of personal development, growth, and the relatable topic of childhood/identity struggles. At the beginning of the video, Nas is represented as a god-like, ethereal character who seems to be "scrolling" through his past memories, including the music video for the song "Panini", which was the song he uploaded before SUN GOES DOWN. He then stops at a memory of himself, (seemingly younger due to the bleached hair and part-time job at Taco Bell), who seems miserable. It is here from the video that the "current", godlike version of Nas comforts and guides his younger self through the struggles he is evidently going through.
Thursday 7th December 2023
List B Videos
Linear Narratives
Expressionistic
Postmodern
The video for "Burn the witch" by Radiohead was directed by Chris Hopewell in 2016. It is relevant to the historical context of 2016, as Britain left the EU, and the government formed many xenophobic attitudes. Radiohead is a left-leaning British band, and the meaning of the lyrics/music video confront and satirise the government for this attitude of "not accepting outsiders".
ORIGINALLY written to reference a campaign by the (now defunct) News of the World newspaper to publish the names and addresses of sex offenders in 2000.
How does the media language connote the theme of persecution?
Imagery of ritual killings, wavy cult knives, bleeding food, red crosses on doors, wickerman
How is MES used to establish ideas of "normality" and tradition
"Traditional" small rural village, grocers, fairs, festivals, etc
How is rural life depicted?
Rural life is depicted as "traditional" and old fashioned, specifically similar to the 16th/17th century when witch trials and pagan rituals were the norm.
Friday 8th December 2023
LO: to explore the use of ideologies & intertextuality in case study videos
Juxtaposition of inspector in car and villagers setting up village for him/doing jobs. Suggests distrust of outsiders or external authority. (xenophobia, anti-authoritarian, anti-migrant, etc)
Distribution of jobs in village conforms to stereotypical gender roles, (one of many "traditional", right wing factors being satirised and addressed)
Traditional band, festivities, "maypole", rural britishness and pageantry.
Name of the inn "speared boar" reference to lord of the flies? (e.g everyone is capable of evil)
Mayor seems proud of all gruesome events, contrasts inspectors shock- lyrics are from POV of rule enforcer- audience sympathies being directed away from mayor (the rule-enforcer in village)
Gallows dressed in flowers, juxtaposition, shows how "traditional" right-wing ways are glorified and romanticised and how people are forgetting how barbaric they are.
Intertextuality
-Trumpton and Camberwick Green TV series - attitudes in shows are similar classic value filled 70s children shows, music video further extends this with pagan values. shows design to teach kids about community values.
-The Wicker man - similar scenes of the sword dancing around a girl being executed, police inspector/official both sacrificed to the Wicker man due to the troubles of the village. On an island which has abandoned christianity and turned to paganism with a xenophobic outlook.
-Hot Fuzz - Small village depicted representing how the village is something much brighter than it actually is, birds chirping also represent a more cheerful view
News reports on immigrant farm workers
-Bible - parable of Jobe, human sacrifice and faith
The video for "Burn the witch" effectively uses intertextuality to form imagery of paganism, xenophobia, and a "hive-mind". The most explicit reference used is "Wicker man", a movie in which a police officer is sent to a rural town and, in the end, sacrificed in a pagan ritual. The same plot is followed within the music video, with an inspector/official visiting a very traditional British town. Repeat imagery of sacrifices, burnings and hangings are used to emphasise how barbaric these "traditional" values are, and how people, (typically right-wing), are viewing these old-fashioned traditions through rose-tinted glasses.
Thursday 11th January 2023
Questions
Mark Scheme:
- Comprehensive, detailed and accurate knowledge and understanding of how and why the specific area is used in music video.
- Clear, precise and balanced explanation of the use of the specific area (media language or representation) in your chosen music video.
- Answer is supported by detailed and accurate reference to one of the set music videos.
- Clear, precise and balanced explanation of the use of the specific area (media language or representation) in your chosen music video.
- Answer is supported by detailed and accurate reference to one of the set music videos.
What this example does well is:
- Addressing the use of intertextual references and picking a specific reference to build a point around
- Uses the intertextual reference to support their argument
- Makes a clear and detailed video summary with relevant points being addressed
How does media language help to understand social & cultural contexts? Refer to one of the music videos you have studied.
The music video of "Burn the witch" by Radiohead is almost entirely used to confront the right-wing ideals that were promoted around 2016. In regards to media language, the music video consists of explicit references to pagan rituals and imagery of cults. The video is used to mock traditional ideals and the rose-tinted view that many right-wing individuals seem to perceive them with, by emphasising the barbarity of these "old-fashioned" ways.
The video is all within the style of the show Trumpton. This style not only creates an unsettling juxtaposition between the cartoonish, childish style and the darker imagery and lyrics, but it further reinforces the ideals of "the olden days", due to Trumpton being relevant in the 1960s and therefore the older members of the audience being more likely to recognise it. The video starts with a bird singing, yet another jarring juxtaposition of something sweet and innocent to the cult-like nature of the little town. An inspector arrives at the town, and is evidently an outsider in the modern car and clothes he arrives in- a representation of "outsiders" coming to England. The mayor shows him through the village, and many intertextual references are used to emphasise these messages. A pole is shown with a little girl and a woman beside it, having seemingly decorated it with flowers, when the camera pans up to reveal it is actually gallows with a noose. Later, a woman is shown tied to a tree, being danced around by robed cultists with swords, who are evidently going to kill her. This is an explicit reference to the film "Wicker Man", where similarly, an official is sacrificed by a pagan, rural town. These juxtapositions all highlight the romanticism of traditional ways, while ignoring the reality of how barbaric they were.
Friday 12th January 2023
LO: to explore including theory in our exam answers.
SUN GOES DOWN
Semiology - Barthes
Pure white suit - Purity, ethereal, otherworldly (Representing godly figure)
Purple and dark blue - melancholy, wisdom (shows how he has progressed and gained life experience)
Narratology - Toderov
Equilibrium - Young Lil Nas x working in Taco Bell
Disruption - Praying and being sad etc
Realisation - God Lil Nas X comforting him in bathroom
Restored order - Going and dancing at prom, being happy, etc
Equilibrium again - Eyes go white at end, becomes his "current" self
Gender Performity - Butler
Lil Nas X doesn't conform to gender stereotypes, by wearing jewellery, liking "girly" things like Nicki Minaj, etc
Structuralism - Strauss
A binary opposition in the video is the contrast between Lil Nas' younger vs current self to show the progress he has made as a person.
Postmodernism - Baudrillard
Fake reality, stereotypical American school/prom
Identity - Gauntlett
An individuals identity is shaped by identities seen in media, and therefor Lil Nas' video would offer comfort to people who had gone through the same things he had by portraying this character of his younger self.
Post Colonial - Gilroy
Lil Nas X references this within the lyrics and video with the lines "was I too dark?" and "why are my lips so big" which shows that he has been made to feel like an outsider due to his racial features.
Burn The Witch
Semiology - Barthes
Advertising
LO: To understand the purpose of advertising and the language used to analyse text.
Analyse the media language/connotations used in this advert.
Black and red colour theme: dark energy, evil? romantic
Pose and style of woman: mysterious/dark/unusual, kinda witchy/vampirey-y
Beads: maybe associated with magic/dark magic
"hypnotic poison": evil and dark connotations again
Attention
Interest
Desire
Action
Attention: dresses made of liquid, bright colours and simple background
Interest: pretty "pinup" women, target audience is likely straight men or insecure women
Desire: Slogans promoting the milk, woman is on scales but in really good shape
Action: might be tied into diet culture and wanting to look like the women on the cartons, the company is implying that will happen if you drink this brand of milk
Layout: Male model directly in the centre of the advert, takes up most of the space, brand name/details and image of the product much smaller at the bottom
Typography: Bold, but small an not centre- main focus is man. Typography on his face has connotations of metal/rock font
Language: The register and mode of address are very forward and blunt, speaking directly to the reader
Imagery/Mise-en-scene: The choice of image is a very masculine/tough looking man with a leather jacket, shaved head and a facial tattoo that resembles a goatee. This is used to emphasise how the Gillette brand helps you to present yourself how you want, much like tattoos do.
Colour: Dark background and hard overhead lighting of the man which brings him into focus more, dark colours which are more "masculine."
Brand Identity: Slogan and brand identity at the bottom but still in focus for the viewer, so it is likely seen after the large promotive image of the man, which would make people more interested in it.
The model, Andy Serkis, is the dead centre of the page, with a serious expression, in black and white to emphasise the solemn mood of the subject. The background is plain white and has no other details or models, etc, to draw more focus to the man in the centre. By using a known, famous actor, it would likely gain more attention than if it was a random model. A strong, bold headline is also used to catch the audiences eye. By using lots of strong, eye-catching imagery, the advert is less likely to be skimmed over, since the topic it is surrounding needs to be addressed and acknowledged more.
Thursday 25th January 2024
The colour scheme immediately creates connotations to danger, mystery, and seductiveness. The colour black, along with the woman's gothic and dark style and the beads hanging from her, create a witchy or mystical impression, which links with the word "Hypnotic" in the name of the product, all of which suggest the perfume is hypnotic and alluring. This fact is emphasised by the editing of her eyes to be gold and unnatural, much like "hypnosis" is depicted in cartoons. The bright red creates imagery of romance, and paired with the red lipstick and nail-polish of the woman, makes the impression of the woman to be more romantic and seductive, which further emphasises the depiction of the perfume to be alluring.
Friday 26th January 2023
1st AD:
- Woman is sexualised, suggestive pose and revealing clothes, lace/fishnet
- Woman is able bodied and conventionally attractive
- Race is unclear due to yellow filter
2nd AD:
- White young man
- Not "tough" looking, clean shaven and skinny
- Defies stereotypes
3rd AD:
-Older white man, famous so likely middle class
-Not conventional representation in abuse awareness ad
Thursday 1st February 2024
Dove-
Overview: Dove is a personal care brand owned by Unilever, a British consumer goods company.
Brand image & values: Dove's core brand values are self-love, empowerment and beauty, manifesting through campaigns such as the self-esteem project and the Real beauty campaigns.
Previous advertising campaigns: #realbeauty conveyed the message that beauty should be a source of confidence, not anxiety. This was reflected in their tagline for the campaign: "You're more beautiful than you think." This statement aimed to boost women's self-esteem and encourage them to see their true beauty.
Star vehicle-Representation and values: N/A
Advertising campaign content: Features normal women with a variety of body shapes and appearances
Social Context: Many people, especially women , feel massively insecure due to adverts featuring done-up and photoshopped people, so Dove wanted to show real and unedited people
shot type - wide midshot, focuses on the actions of everyone in the photo
slogan - real life. real beauty
typeface - Elicit Script SemiBold
costume - messy/normal clothes, emphasises normality again
hashtag - #beautifullyrealmoms, stating that being "real" is beautiful, encourages exposure of brand and promotive content
lifestyle - chaotic but normal and human, relatable to viewers
logo - Dove's logo
location - kitchen, emphasises the normality of motherhood and a busy homelife
product - soap, skincare and hygiene products are often associated with beauty
anchorage - tagline, top left, brings focus more to the centre image
colour palette - colourful clothes on grey/dark background, draws focus to people again
beauty appeal - the ad would appeal to many people as it's representing "normal" mums and it would be refreshing to not see people done-up and photoshopped and posed when representing beauty.
persuasive language - "real beauty" people wanna be beautiful so they buy the product duhhh
Objective of this campaign:
-Launch a product that is able to compete with companies like Johnson and Johnson
-To empower mothers
-Unite women on their journey through parenthood
River Island-
Overview: River Island is known for its trend led fashion ranges, all of which are designed in the UK at the retailer's head office in London.
Brand image & values: "We make fashion for real people with real lives, who want to look real good."
Previous advertising campaigns: Autumn/Winter 2021
Star vehicle-Representation and values: Jordan Luce, inclusivity
Advertising campaign content:
Social Context:
Shelter-
Overview:
Brand image & values:
Previous advertising campaigns:
Star vehicle-Representation and values:
Advertising campaign content:
Social Context:
Friday 2nd February 2024
REPRESENTATIONS
Who/What is being represented?
Real mums and real motherhood, lower middle class, Asian families, single mums maybe?
Is the representation positive or negative?
It's positive, it defies the norms of new mums being "glamorised" in media with perfect bodies and a full face of makeup, which would be virtually impossible in reality. By showing realistic examples of motherhood, the viewers would likely take comfort in the relatability of these "real" moments being represented.
Are stereotypes used?
Yes, despite the ad challenging norms, there is still the stereotype of the mother being in the kitchen with her children, which is an old-fashioned and sexist standard.
Friday 9th February 2024
Context
Representation of mums: (celeb social media, adverts, movies, etc)
-Glamorised
-Happy
-Active
-Secure
Rise of celeb culture, pressure on millennial mothers to be "perfect", Dove provides counter-culture
-Represent underrepresented groups
-To challenge outdated stereotypes
-To promote inclusivity and diversity
-To celebrate individuality and not define individuals by their ability or stereotype.
Shot type - Medium long shot
Slogan - "Smooth moves only"
Typeface - BOLD sans serif
Costume - River Island clothes, trackie bottoms, zip-up bomber jacket and a tweed flat cap, stylish
Hashtag - #LABELSAREFORCLOTHES
Lifestyle - Can still wear River Island clothes and dress fashionably despite challenges he would face due to his disability.
Logo - RI River Island logo, bold in bottom centre
Location - Burgundy plain background to contrast bright clothes
Product - A range of clothing items
Anchorage - Slogan in dead centre of the poster.
Composition & Layout - Model large in centre of image, slogan and hashtag in dead centre of image to catch attention, and RI logo & website in bottom so it sticks with viewer when following the "Z" reading pattern.
Colour Palette - Rich and dark colours, autumnal (burgundy and gold), appropriate for the season it was released in (fall and winter range)
Beauty Appeal - Refreshing and unique, creates a positive representation for a group that may feel underrepresented, and shows a range of clothes that can be worn by anyone. The model looks fashionable and happy, and viewers would want to feel the same.
Persuasive Language - "Smooth", could refer to the physical texture of the clothes or how they make the wearer look "smooth"/ stylish and cool.
Who/What is being represented? - Disability
Is the representation positive or negative? - Positive
Are stereotypes used? -
How is media language used to construct the representation? -
Thursday 22nd February 2024
Ideologies and Values
Consumerism - Promoting the selling of clothes
Celebrity Culture - He is a celebrity/athlete
Ableism - Not very well known celeb due to his disability
Individualism - Liberal, people that appreciate/empathise with a variety of backgrounds
Multiculturalism -
Analysis and Context
LO: To analyse context and codes & conventions in the shelter advert.
Typical conventions of a campaign -
- Close-up shot, shows the audience details like cuts on face, empty stare, sad expression
- Direct address, looking at camera
- Washed out, desaturated colour - drab/harsh life, realism
- Direct address in tagline, personalises issue, creates a sense of responsibility
- Imperatives and commands - "now", "do", etc
Constructing meaning -
- Need to be closer to home, socially and culturally, to create more empathy
- "We sorted our problems out, why can't you?" homelessness seems less pressing
- Campaigning charities are aware of this and personalise their ads to elicit a stronger reaction
Charity adverts vs Commercial adverts
There are a number of differences between charity and commercial adverts, the main of which being the intention behind them. Adverts for charities differ from the conventional standards often seen with the same focus of trying to earn a profit, however this time it is donations towards a good cause rather than personal items of clothing or any product. The adverts often include a personalised feel by playing on guilting the audience with the use of children who will directly stare at the camera with imperatives surrounding them blaming and confronting you for not helping them, aiming to get you, the audience, to take action and donate. In comparison the adverts of commercialisation aim to promote a capitalist ideal in terms of selling an individual a product they often will not need but want, however as the audience is often those with money and not in need there is no need for emphasis on the issue unlike charity advertisements which put a focus on how you are not helping yourself but helping someone else. Charity adverts may also aim at those in need to get them aware that help exists for their situation e.g Shelter who aim to promote what they do to a group in need. Normal adverts will focus on the product whilst charity adverts often focus on children who have a desaturated colour palette and dead eyes to try and pull guilt.
Shot type - Close up
Slogan - we can help
Typeface - Red sans serif BOLD
Lexis - desperate and helpless
Lifestyle - bordering homeless
Logo - "Shelter"
Anchorage - Big red text ; catches attention ""But where will we live?", "He can't do that", "I can't face it", white text explaining how their organisation can help
Composite & Layout - Huge, upclose shots of people with sad expressions, huge but short slogans in bold, bright red. immediately catches attention
Colour Palette - people are desaturated and gloomy looking, but text is bright red. emphasises urgency and disparity.
Persuasive Language - "We can help" encourages people to donate since it helps the cause
Genre conventions of charity ads - Using methods of pathos, e.g making the models look sad and helpless and using direct address, using personalisation to make the viewer feel personally responsible to help.
Friday 23rd February 2024
Representation
LO: To analyse representation & ideologies in the shelter advert
- People bordering homeless/at risk of losing their house
- The representation is negative. The people all have visibly upset expressions and look lost and helpless. The quotes reinforce this, by saying things like "But where will we live?" and "I can't face it", which is text that exudes a sense of disparity and reliance upon the viewer.
- Stereotypes aren't used, a variety of race and ethnicity is shown to emphasise that anyone can find themselves in this situation.
- Things like direct address, both in the text and through the people looking directly at the "viewer", are used to personalise the issue and feel a greater sense of responsibility and empathy for the viewers. The contrast between the desaturated people and the bright red, bold text also creates a jarring juxtaposition, and creates a feeling of urgency, and shows just how abruptly someone could find themselves in a situation like this.
- In regards to social duty, viewers would typically feel a sense of responsibility and vigilance when shown an ad like this. A majority of people would want to help people in these cases, whether it be promoting the charity or donating to it, since it is usually expected, as a social duty, to help other people, especially when they've been forced into an unfair situation.
- Homelessness is one of the biggest examples of a social inequality. It is considered unfair, by many, that some people are in circumstances where they cannot afford basic necessities like a bed and a roof over their head, or that they get forced out of their home by some sort of abuser in their life, while others in the world seem to have almost excessive finance. This injustice is likely very moving for some people, which would fuel them to help.
- The fact that the people in this advert are so diverse and don't meet the physical "homeless" stereotype emphasises the fact that anyone can find themselves in a situation like this. This almost creates a scare-factor, as it makes people think more about them falling into this circumstance, which prompts more empathy and understanding of homelessness and bordering homelessness and defies negative stereotypes.
- This advert would effect many different people in different ways, but the personal address of it would typically create a stronger sense of pathos for individual viewers, regardless of background. However, although this may make a viewer feel personally responsible to help, the fact that it is a charity that is massively successful and helpful encourages individualism, as it creates a sense of hope and doesn't imply that the people in the advert are completely reliant.
Cultural and social context - 2011 financial crisis, homelessness increased significantly
Thursday 29th February 2024
Exam Format
Genre conventions -
Media Language -
Persuasive techniques -
Representations -
Ideologies -
Values Constructed -
Friday 1st March 2024
Exam Structure
The advert uses a consistent colour theme of dark blue. The colour blue is typically gendered, and creates a stereotypical impression of masculinity, emphasising that the product is targeted towards men and mens care.
Who is represented -
- Women
- Black people
- Abuse victims
- Celebrities! Known people!
Who is under or misrepresented -
- Women of other races
- Women with disabilities?
- Younger/older victims
What version of reality is being constructed? -
- Justice for the victims that haven't been spoken about or represented or acknowledged
Thursday 7th March 2024
Simon On The Streets
The Simon on the streets advertisement conveys a strong image of homeless people. Within the image, a QR code is used in place of a person. This symbolises anonymity, and the implication that the homeless person could be anyone creates pathos and fear for the viewers, as. it pushes the idea that even THEY could become homeless. The anonymity also shows how negatively some people regard homeless people, as they become "invisible" and aren't even individual people in the eyes of some. The fact that it is a QR code also assists the charities aim of raising awareness for the situations homeless people are in, as QR codes are meant to be scanned or shared. There is text used for anchorage, explaining the seriousness of these situations and how viewers can help, which juxtaposes the somewhat unserious ad concept, and reminds viewers that this is a charity ad rather than a commercial ad, and these situations are real and dire. This fact is emphasised by the dull and cold colour palette, which connotes misery and helplessness.
Dior and River Island
In the River Island ad, many conventions within clothes and fashion adverts are defied. Fashion ads rarely have disabled models, and by pairing this with the hashtag LABELSAREFORCLOTHES, stigma about disabled people is challenged, and it assures customers that this brand makes a variety of clothes for a variety of people.
In comparison, the Dior advert shows conventionally attractive, able bodied male models, but despite this, they portray a range of ethnicities. This, too, is progressive from the 1990s-2010s conventions of models being white and able bodied and most frequently female.
Friday 8th March 2024
What is it?
A 1991 street newspaper that gives homeless people, or people at risk of it, the opportunity to help themselves by offering them jobs and the opportunity to earn a legitimate income. It empowers their own actions through the philosophy of self help.
What topics does it cover?
Politics, pop culture, high culture like art and social themes
Target audience?
Socially educated people, younger people typically in university
How much is it?
£4
Thursday 14th March 2024
The Big Issue
The Big Issue presents many ideologies that would suggest that their values are left-wing. For example, it criticises things like Brexit, republican politicians, and supports and advocates rights for gay and trans people, which would indicate their target audience agrees with these viewpoints and are left-leaning themselves. They value diversity, socialism and advocating political and social awareness.
Friday 15th March 2024
Cover Analysis
In the big issue, the covers usually lack the range of cover lines that normal magazines have. The cover image of a Big Issue usually seems to revolve around one person, and doesn't give any insights to other topics that the rest of the magazine talks about. The covers also display graphics and illustrations instead of a celebrity images sometimes. The masthead is also small and in the corner instead of a large text at the top, which makes the banner the anchorage instead of the company name. It has a tone of address that is satirical but socially and politically educated.
- Masthead - split masthead is unusual
- Featured article - takes up majority of cover usually confined to a box, sometimes illustrated to save cost
- Colour palette - different colours but white and black are usually seen, often 3 main colours used
- puff - sometimes used
Layout - Model central to image, main focus. Masthead is split at top and bottom of cover.
There are few cover lines, and they are all relevant to the celebrity in the image.
Content - The woman in the image talking about her struggles with being "unseen" and supports people in similar situations. The
Tone - The tone is solemn and personal. The woman in the centre of the image is using direct address by looking at the camera
Thursday 21st March 2024
The Big Issue
What is the theme and main message of this edition?
Veterans, and raising awareness of the issues people face when returning from war. (PTSD, poverty, ETC)
How is this shown?
The model being in black and white and the soldier helmet being in colour suggests that the war is still "alive" and controlling him, whereas the man himself being in monochrome suggests that the human side of him is dead or not present.
Friday 22nd March 2024
The Big Issue
1.) Connotations of the pink background colour - charm, politeness, sensitivity, tenderness
2.) This photo has been chosen because it shows the monarchs face-to-face. The closeness of them makes it feel sensitive and personal. It also shows them both in their older, current years, as if to emphasise the ages of them both. However, it could be perceived as them going "head-to-head" as if they're in a fight, which references their contrasting ideas. The monarchs profile is also seen on coins - referencing money and finance?
3.) The background is black, which contrasts the pink of the border. Black is associated with death and misery, which shows the fact that the Queen has died. The darkness also pulls the focus towards the models of the image.
4.) Bright and Green - indicates a positive future. Green could indicate money, e.g financial prosperity, or the green political party, e.g a more eco future. He's called the Green King for his environmental views.
5.) Black masthead- same reasons as background. (3.)
6.) "Our vendors" may be focused above the subject of the Queen as it suggests that the economy and businesses are now a concern with someone else ruling the country. "Our" vendors also refers to the homeless people that sell the Big Issue, and how the Queen's death effects them personally. "Our" unites and unifies readers.
7.) They both have positive but serious expressions, likely to show the capability of both of them. However, Charles is smiling, maybe indicating that the Queen's death has benefitted him in some way.
- "Truth, reality, and what comes next" reassures viewer that they have answers or a solution.
- HS2 Train in background, failed project, cost lots of money. Burning oil. Criticises pollutive and eco-UNFRIENDLY events.
Thursday 28th March 2024
Essay Format
Thursday 18th April 2024
Exam Questions
Friday 19th April 2024
Exam Questions
1.) How effective is the distribution model of The Big Issue?
The way that The Big Issue distributes its magazines is profitable, efficient and altruistic. The Big Issue gives its magazines directly to its vendors, who are homeless people or people at risk of homelessness, where they are sold on the streets. The fact that this exchange is done face-to-face immediately creates a physical connection or bond between the vendor and buyer, which is shown to be massively influential for sales. The vendors buy the magazine for £2 and sell it for £4, making a £2 profit solely for themselves every time, where in which they can reinvest in buying more magazines in order to sell more. This model cuts out the middle man, not involving distribution or advertising companies, which would therefore save more money and means that more money can be invested into the good cause that this magazine funds.
2.) How does the Shelter campaign compare to traditional, stereotypical representations of homelessness?
The Big Issue makes a point of defying stereotypical, and often negative representations of homeless people. In other advertisements of homeless charities, they are often depicted as helpless, reliant, and neglected, which is good in regards to marketing since it creates a sense of pathos and guilt with the audience that would encourage them to donate, however it forms lots of negative, and sometimes untrue, stigma surrounding the homeless. In the Big Issue, where the motive is to help the homeless to help themselves, they depict the reality of many homeless people being self-sufficient, content and hardworking, which, rather than creating a sympathetic response and alienating them from the viewers, would show the homeless as admirable and more relatable than people initially thought.
3.) Why might artists such as Radiohead choose not to appear in their music video?
The reason that artists sometimes don't appear in their own music videos is typically due to the fact that the music video is a statement piece, and if the artists were depicted in the video it may detach the audience from the message. For example, in Burn The Witch, the style that the music video takes on actually emphasises the statement that the song makes, and therefore by including the artists in it, it would distract from this factor and break the immersion and impact of the imagery involved. It also creates a sense of anonymity, since if the message and music video are critical of a person or group, the artists may not want to explicitly write their name all over it to avoid potential confrontation or outrage.
Intertextuality - A reference to a piece of media within another piece of media
Ideology - Ideas, ideals and stereotypes regarding a group or person
Ethnocentrism - Judging another culture due to the norms of your own
Value transference - Association ; projecting pos/neg impressions of one thing to emphasise the opposite qualities of another. (Making one thing look bad so the other looks better)
Xenophobia - Prejudice and hatred against people from foreign countries
Stereotype - A repeated assumption about a group (Religious, ethnic, etc)
Connotations - A personal and figurative link that someone makes about something that defies its literal meaning or representation
In the music video for Burn The Witch, the style is linked to the 1967 television show of Trumpton. By presenting the music video, and the barbaric things that happen throughout it, in this style, which likely would've only been recognised by older members of the audience, it satirises the nostalgia some viewers regard "the old days" and traditional customs with, showing that their views are rose-tinted and that traditional values are nowadays inhumane. Similarly, the intertextual links to the movie The Wicker Man emphasises the rejection and mistreatment of "outsiders" and the almost cult-like beliefs that xenophobic and anti-immigrant politicians encourage.
MV ANALYSIS:
ReplyDeleteGood notes and some interesting analysis. Make sure you're using as accurate terminology as possible - include shot size/angle etc.
MV INITIAL RESEARCH:
Good notes
MV CASE STUDY 1 NOTES:
ReplyDeleteSome great notes and insights. Well done. Make sure you link anything you notice to the meaning of the song.
MV CS1 REP Q:
MISSING
MV CASE STUDY 2 NOTES:
Good - great ideas on intertextuality - make sure you link these to the CONTEXT.
MV EXAM Q:
WWW: excellent analysis with in depth examples and accurate terminology!
EBI: try including relevant theory
ADVERTISING INTRO ANALYSIS:
A good start but you need to make sure you are linking the techniques used to the messages in the adverts. Where is lesson 2?
ADVERTISING NOTES:
ReplyDeleteGreat
ADVERTISING Qs:
WWW: you've used clear and specific examples from the text to back up your ideas
EBI: make sure you use accurate terminology when describing elements of the texts - shot types etc. You need more details for a top level answer.
BIG ISSUE NOTES:
Good