P1: Media& Rep
Starter task
- How are these elements used together to construct the media form so that it looks the way is does?
- How are these elements organised or combined in an certain way to communicate meaning in the set products?
- how does the genre develop through the use of technical elements?
Media representation
- What conclusions can we make about these representations
- Which groups are mis-represented or under-represented?
Media context
Their is and head of an women. Her head is on the top of an motorcycle. The background is black and the photo in generel is black and white. the only colourful thing in the images is the lipstick of the women. her hair is messy and her mouth open.
Who is the target audience and which elements would appeal to them?
The target audience of James Bond are clearly men. On the right side of the poster are 4 Women.
They are half clothed and are positioned in a 'sexy' way. Attraction of straight men.
In the foreground is a man in a black suit. He is holding a gun. These elements let the movie seem
like an action movie. Those action movies with guns are the typical movies for men.
What kind of representation is constructed?
The man is the strong person in the movie. This can be seen at the structure of the poster.
James Bond is the biggest character on the poster. It seems like the man is a strong, powerful and
protective person. and on the other side are the women, the people who need the protection.
They don't have a gun, no proper clothes and they are smaller than James Bond. They look weak and
helpless.
On top is the men on the left side seem like the plot is more about male characters. He is shown really
small. It makes him look mysterious. Like he is the unknown villain.
To sum up, the male people represented strong, powerful and important characters in the storyline.
The women seem more like entertainment for the audience.
What are the possible different readings of the text?
The text gives a different experience about the movie. One of the most obvious readings is that it's
more like a man movie and the woman have more like a background role.
What contextual information is assumed?
It's assumed that the audience knows the context of the story line when looking at the poster.
For example the audience needs to know that the man in the black suit is James Bond and he is the
main character of the whole movie. When you know this information and his job it is way easier to
understand the meaning of the gun or the mystery guy on the left side.
Who is the target audience and which elements would appeal to them? What kind of representation is constructed?
The target audience are men. One element that would appeal men are the drawings of the characters. the man is in a really strong position. He stands in the front and looks directly at the audience. James Bond is represented strongly and independently. But the woman behind him depends on James Bond. The way she looks at him and touches him makes it clear she can't stand without him. So the man is in a higher power range then a woman. That's something a man could attract, the feeling that the men will have the main role and power and the woman will be weaker and needs a man.
What are the possible different readings of the texts?
The elements shown on the poster give different possibilities of understanding. The hand behind James Bond's body could be the Hands from the woman. so that he gets manipulated from the one woman. or the multiple hands stand for different women and the hands stand for more woman power.
What contextual information is assumed?
It's assumed that the audience knows the context of the story line when looking at the poster. For example the audience needs to know that the man in the black suit is James Bond. And maybe it's important to have watched the first James Bond movie to understand the storyline. Because the man on the first poster looks like the guy on the second poster. That's why I think the second poster is another part of the storyline.
James Bond poster 3:
Who is the target audience and which elements would appeal to them?
Different from the other posters I would say straight man anymore. The poster isn't showing any woman anymore but only a guy. It turned more into something a bigger range of audience could be interested in. But i would say it's still focussing to target men because of the men. It shows James Bond right in a shooting. Guns stand for action films and are stereotypical more for a masculine audience.
What kind of representation is constructed?
The poster represents man as the stereotype of masculine people. Short hair, good looking, wearing a suit and having a sporty body. The representation of a perfect man is shown.
What contextual information is assumed?
The most important information that is assumed is to know the movie before or have some basic knowledge about James Bond. Because the poster isn't saying James Bond at all. It's important to know that 007 is his spy name. without this information some of the people who look at the poster have no clue for which type of story or movie this poster stands.
Has the audience changed since the 1960s? How can you tell?
The audience hasn't changed since the 1960s. But the male people and the rights and respect for women has changed since the first James Bond movie. I would say the range of men is still the same. But the perspective in front of women changed and so did the movies.
- you've successfully identified the main connotations and linked them to the target audience
At the beginning of the conversation of the student and the cannibal they use dirty single shots. They use this type of shoot to significantly talk to each other. Then they switch to a single close up from Hannibal Lecter and just show him talking. It shows his intellectual power and that he is always one corner ahead as the student.
The other scene I picked is the beginning scene. The camera moves in a pan sweep to the establishing shot of Hannibal Lecter. he just stands there straight up. It shows his whole room. It kinda shows his social isolation. He is just waiting for the student to arrive.
The music video 'Titanium' tries to build up the typical 1980's lifestyle with supernatural power. To build up this kind of lifestyle the music video uses intertextual effects so the audience understands the context. The boy with links to the film E.T. This movie is set in the 1980's and is about a boy (a bit younger) who finds a creature with supernatural powers. They are almost in the same situation, the music video boy needs to hide his supernatural powers and Eliot needs to hide the creature with supernatural powers. Both of them are the main actors in the videos. Adults are the 'bad' people, because they are from the government and try to catch the creatures with supernatural powers.
As most people know, the color red stands in most cases for superheroes and special powers. The boy has a lot of red things in his life. The beanie he is wearing, red bike, the only house with a red door and a red telephone. And no other characters wear the color red. He stands out of the 'crowd'.
These days when you think about a boy with supernatural powers you think back to the 1980's, because most films and series about this topic are set back then. The most famous author is Spielberg. Every movie with this topic is set back in the days. And a new connection is Stranger Things, but it came out later than the music video.
All those details subconsciously link to the 80's. One more detail is a Super Argo poster in the background. Super Argo came out around this time and is also about superheros.
Mise en scene is also used a lot. When the boy drives to his house you see joggers. they were really typical sports wear for the time back then. The tv was a standard tv model for the time back then.
To sum up at the end through all those references the authors build in the music video we recognise the set time and topic really fast, because we have a stereotypical imaginagen about the time back then through all those movies.
Tell me...
Which stereotypes of street life are used?
The most typical stereotype of streetlife they used are homeless people. It's a mix of young adults and old people that seem like they spent their whole life on the streets.
In another scene is a clipper. it stands for smoking, drugs etc. The drug scene is typical for street life people. And also where the whole music video takes place. the streets look dirty, cheap shops, gravity on the walls and simple looking people.
How are gender, ethnicity and sexuality represented?
Women are sexualised but only in a few scenes. It's a lady in a short red dress. It's a matter of interpretation what the storyline of this woman is, but it's possible that she is a prostitute that decides at the end to not sell her body.
How are stereotypes of place situations used in Titanium?
I need to ask, I don't understand the question. is the place situation, the things happening right now or the environment.
Example questions
Intertextuality can be defined as the referencing of another media text or cultural product to shape and develop meaning. Music videos are postmodern, frequently using intertextual references to create visually interesting videos that appeal to their audiences and help sell the song.
David Guetta's 'Titanium' is a narrative video that doesn't feature the artist at all and instead looks like a short film. The meaning behind the song's lyrics is amplified through the use of intertextual references to media products such as Super 8, ET, Terminator 2, Superargo & David Guetta himself. The use of these references is an important feature in the video, allowing the director to create additional meaning to amplify the lyrics and engage the audience, who will find satisfaction in recognising the references. They also help the director play with genre conventions as a way of presenting a brand identity for the artist.
'Titanium' creates a narrative that references 1980s American suburbia and culture. This is achieved through a number of intertextual filmic references, the science fiction genre themes of youth versus authority and the supernatural. ET is referenced during the bike chase through the streets and at the wooded location at the end. This reference helps the audience identify the location and time period as it looks similar to the era used in ET. It also communicates that the boy is in opposition to authority and similarly to ET, we find out that he has supernatural powers. This gives additional meaning to the lyrics as we learn that, as in ET, although he might frighten people, he is good, thus reinforcing the lyrics of the song and themes of youth versus authority and inner strength.
Explain how media language help to understand social and cultural context? (for Titanium)
This text focuses on how media language helps to understand the social and cultural context of the music video ,,Titanium". Media language is used to build up the world the video takes place in, to make the audience feel they are actually at the time period of the video or understand certain situations. For example why a woman isn't allowed to vote. The media language includes gestures, facial expressions, female and male positions, political situations, clothing and the environment.
men are stronger than women. There is only one woman in the whole music video and she is scared and terrified of the small boy. All the men are strong and not scared at all. Different from the woman they hunt the small boy. It shows in what kind of positions women were back then. men ruled the world and were seen as strong personalities different to weak, objective, stay at home moms.
---------------------------------------------------------------------------------------
Starter Task
Analyse the Media Language used in this advert.
The woman in the picture is dressed alternative. her hair doesn't fit to the normal stereotype of woman. Its short and black. The background is black, the text is black. The whole image is in the same colour range.
The brand name it self is on the poster two times. On the top in black and in gold but the long form on the bottom.
The followed structure for this advert:
Attention: mysterious looking set up alternative
Intrest: 'HYPNOTIC POISON'/ unusual modelling pose/ eyes
desire: smell is so good its hypnotic
Action: buying
Midshot
Tell me
What are your personal material desires?
Why do you want them?
What is the purpose of advertising
How do they do it?
AIDA
Advertisers traditionally used this approach to hook audience's attention in advertising:
ATTENTION
INTEREST
DESIRE
ACTION
Media Language Conventions
In terms of print adverts, media language refers to the TECHNICAL elements used to construct a media product so that:
- it is identifiable as an advert
- it allows the producer to convey specific messages about the product
- it appeals visually to the target audience who will want to purchase the product.
These can be categorised into the following areas:
- codes & conventions
- genre
- constructing & interpreting meaning
Specific media language elements can be divided into two distinct elements:
1. Technical Conventions (colour palette, shot type etc.)
2. Techniques to Persuade (message created by combination of technical elements)
Technical Conventions
LAYOUT
How all the different elements are positioned and arranged
TYPOGRAPHY
Font style, size & colour
LANGUAGE
Register, mode of address, lexis, persuasive language
Choice of image, manipulation, shot
IMAGERY/MISE EN SCENE
type/angle, props, location, costume &
make up
COLOUR
Colour palette choice, normally only 2 or 3
BRAND IDENTITY
Use of logo, slogan and associated colour palette
APPLY IT
Tell me about this advert by commenting on this purpose. Before looking at how it has been achieved.
Layout
Typography
Language
Imagery/Mise en scene
Colour
Slogan/ brand identity
Media language analysis
For each advert, analyse the media language used in each one and the meanings they are used construct.
In conclusion, the adverts argument to convince male people is that every male person wears it and it's trending right now.
It suggests that it is an advert and product for male people because of the mise en scene. There is only a male person on the poster. On the bottom is the actual product, it's blue and black. Those colours are typical colours for masculine products. It seems to me that h e represents everyday man. He is not especially well looking. Normal male people are able to identify themselves with the guy and are more likely to buy the product.
Coca cola says elvis and their brand is on the same level of being iconic. His iconic hair on the side is in the shape of a coca cola.
He is presented in the coca cola colors. The icon of him is held simple, but easily recognizable.
'They don't make me like they used to.
we do' is the slogan of the advert. Coca cola advertises with their original taste, and no changes in their recipe. So the original coca cola. The same as Elvis was the only original icon. He can't produce songs anymore, because he died. Coca cola and elvis original songs are on the same eye level, accruing to coca cola.
Celebrity endorsement- Andy Serkis is a famous actor and played in black panther. His face gets alot of attention . it's like an eye catcher. But he is not forced to buy a certain product, it's a charity advert. Asking for donations or help people who need help. The charity is for the topic of sexual harassment and stopping it. The slogan is 'Uk says no more 'it's none of my business'. With another information text on the right side and on the bottom of the poster. They want to stop people from looking away and start reporting and helping people in need under sexual, emotional abuse.
Techniques to Persuade
Most Commonly Used Techniques to Persuade
Persuasive language
Wording that encourages the audience to purchase the product. E.g. rhetorical questions
Scientific or statistical claim
Scientific proof or experience, specific numbers or an impressive sounding mystery ingredient
Unfinished comparison or claim
The use of phrases that aren't finished so cannot be fully compared
Humour
Play on words and exaggerate situations for example
Beauty appeal
The use of beautiful places, people and things appeal to audiences* [aspirations to become or have those things
Lifestyle
The product is associated with a particular style of living or way of doing things
Escape
The idea of getting away from it or experiencing an adventure
Celebrity endorsement
Associates a product with a well known person to reinforce consumer aspirations - we'll buy the product because we admire/respect/want to
Fear
Fear can be used to create worry that without this product/service things will not be as good as they could be
Advertising Genres
Adverts are usually categorised by the product or services they are selling
Therefore they cover, a range different genres: perfume so lifestyle food etc.
We will be looking at the following genres:
men's grooming product adverts
soft drinks adverts
charity adverts
These will use some o the san conventions, but they may use them in different way to appeal to their different audiences.
Loop Task
Go back to what you wrote initially.
Add anything else in Pink/Purple.
---------------------------------------------------------------------------------------
Analyse the representations used in this advert.
Explain how these are constructed.
How do we talk about representation?
What are the common representations found in print adverts?
How are these constructed?
Social groupings share biological characteristics, lifestyle preferences, choices or values. They can be grouped by demographic or psychometric values.
For example:
age
gender
class & social status
ethnicity
sexuality
religion
regional identity
ability
appearance
Lifestyle interests
political values
profession
regional location
Representation means thinking about how an event, issue, particular social group or individual is presented to an individual through a media product.
Representation is unavoidably selective: the producer of an advert will decide how to promote the product to its target audience and, in doing so, will choose how to present the social groups or individuals included. They will also make choices about which groups or individuals NOT to include.
Within our society, there is a dominant group that holds positions of power within social institutions or owns the production of cultural products, such as the news.
Many theorists suggest that, in general, members of this group have the following characteristics:
middle class
white
capitalist
Christian
heterosexual
able-bodied
western
university educated
It is often argued that the dominant social group, by having access to power and means of communication, has control and influence over the ways in which other social groups are seen and understood.
Their social experience, beliefs and values are known as dominant ideology and its from this perspective that all social groups will be influenced
Anyone not fitting these characteristics would be classed as being from a subordinate group. However, some individuals can fit into both dominant and subordinate groups simultaneously. E.g. A white British; working class woman would fall into the dominant ethnic group but also the subordinate class and gender group
This identifies that these groups have ideologically, less economic and political power and social status within society than the dominant group.
The existing of these binary oppositions suggests that the representation of individuals and social groups will always involve bias towards the dominant group.
Representation in Adverts
These representations can be influenced by the following:
- Producers themselves are often part of the dominant social group
- Representations constructed are likely to reinforce the producer's own values and experience
- Adverts targeting wide audiences may be more likely to reinforce rather than challenge dominant ideology in an attempt to persuade audiences to buy unquestioningly rather than question the message behind the product
Representations are often constructed using stereotypes. The use of positive and negative stereotyping communicates ideology to influence the audience.
Stereotypes attach specific values or idea to a group of people which are generalised and largely inaccurate. However the frequency with which they are used in society leads them to become accepted.
Cageds
Class
Age
Gender
Ethnicity
Disability
Sexuality
Which areas could you discuss in this advert?
Processes of representation and construction realism
The use of positive & negative stereotypes: question whether these reflect wider common stereotypes used in advertising or not.
Social groups who are under or misrepresented: used the CAGEDS mnemonic to help discover this. question how and why has happend.
Impact of industry contexts on producer choices: these choices are often driven by economic factors relating to production costs, the product and the target audience.
How the media constructs versions of reality: refers to the way a print advert may use stereotypes as
shortcuts to communicate the advert's message and reach the intended audience.
How representations make claims about realism: These are made through the way the media language used influences the reader to accept its representations as real rather than simply a point of view.
Representations require interpretations. We make judgements based on our own personal experiences, beliefs and values. This means that not all responses will be the same:
Preferred or Dominant Reading: agree with meaning & buy product
Negotiated Reading: accept the meaning but might not want the product
Oppositional Reading: reject the message and will not buy the product
Whats the PREFERRED reading for these adverts?
Loop Task
Go back to what you wrote initially.
Add anything else in Pink/Purple.
Starter
Why was this advert recalled?
What DOMINANT IDEOLOGIES can be seen?
Advert 1
Old spice:'Smell like a men'
Lucozade:'I belive'
- It features a range of sports personalities, including footballer gareth bale as a key brand ambassador.
- The campaign aimed to bring to life the claim that it hydrates you better than water'. The brand wanted the advert to reinforce how they were combining scientific expertise with product innovation.
Advert 3
Shelter:'A home for everyone'
- As a non-commercial product, it encouraged donations to charity rather than a purchase of a product.
- It was produced for those at risk of homelessness to point them to shelter's free services and guide them to seek advice on issues around homelessness earlier.
Research and context
- Overview of Brand/Organisation
- Brand image & values (before & after)
- Advertising campaign content
- Social context (UK)
- Total incoming resources: £60,902,000
- Total expenditure: £62,874,000
- Fundraising costs: £18,852,000
- Total cost of charitable activities: £44,022,000
---------------------------------------------------------------------------------------
'The hilarious series of viral spots featuring Isaiah Mustafa who promoted Old
Spice shower gel scooped a plethora of industry awards (including the Grand Prix for film at the Cannes Lions International Advertising Festival) last year and helped the 7-decade old brand double the sales.
Those commercials, as well as the answer videos on YouTube, were extremely popular, and when the brand said that Isaiah had left the campaign, at heart people believed that the Old Spice Guy would be back. And he has done it.
Old Spice with Wieden+Kennedy Portland, the agency behind the campaign, announced the return of the much-loved Guy, who will be featured in new adverts to air the day after the Super Bowl.
"We felt like we could build some excitement behind this latest launch, letting people know we're bringing Isaiah back, and continue to reward our fans across social media," commented James Moorhead, brand manager for Old Spice.
The news was also posted to Old Spice social media and YouTube channels. The message "Hello Ladies! As well as men, mammal beasts and the mighty sequoias of the redwood forests" was coupled with a YouTube link to a video, in which Mustafa explains why he's back. As it turns out, it's not because he's forgotten to take his jacket, but that he is going to promote Old Spice Fresh Collection, a line of deodorant, body spray and body wash, which was inspired by some of the freshest places on the planet. The Old Spice Guy will star in all-new two 15-second and one 30-second adverts (in one of them, he'll be wearing a long grass skirt) as well as in print and digital media, which takes us to a "scent vacation" in exotic places like Cypress, Denali, Fiji, Matterhorn and Komodo.'
'I am back' clip in 2011
'Isaiah Mustafa's Old Spice campaign is back and this time it is in a playful print ad form. Although Mustafa's charming and suave nature stole people's hearts in the commercials, these Old Spice print ads surely will continue his ultimate man legacy in a more surreal and magical manner.
Conceived and executed by Portland-based ad agency Wieden + Kennedy, the Old Spice print ad campaign illustrates the paradises that each new deodorant was made to smell like: Matterhorn, Fiji and Komodo. With the tagline, 'Become one of the freshest places on earth,' Mustafa seems to have taken that sentiment a bit to the extreme.
The Old Spice print ad campaign was art directed and copy written by Craig Allen and Eric Kallman, and photographed by Hugh Kretschmer. Unfortunately, there is no word on who did the illustrations.'
Context: 1960s
Context: 1970s
Context 1980s and 90s
Rebranding
Rebranding is a massive challenge for a brand. Uniqueness is key, particularly industries where the amount of competition is intense. Modern research shows that brands must connect emotionally with their target audience if they are to stand out.
In 2010 Old Spice introduced a campaign seeking a fresh brand image after decades of simply implementing the same message. The result was one of the most successful campaigns in advertising history as an example of how a 75 year old brand was able to reinvent and sustain itself via the use of a range of promotional media - TV, print, online, social media.
For us, the focus is on the meaning/response of the OCR set product - the
'Fresh Places' campaign of 2011. OCR are clear that we must also consider how it represents the contexts of this era. To do so we need to be aware of the nature of branding and of the shift in the social and cultural contexts that shape the OCR product.
Brand image
Task 1: In your own words, explain the rebranding Old Spices has had from its original image to now.
As a result of that the brand Old spices needed to do a rebrand, with the intention to get a young brand again. They had a financial crisis and the sales went massively down. To be a part of the competition again the brand started a cooperation with the american football star Isaiah Mustafa.
To get popular again they advertise to smell like the freshest places on the planet. With their over the top descriptions of the smell it gives new customers a fresh and masculine.
The original advert is just the perfume itself. It's not catching the attention of the audience. Compared the new advert is like a eye catcher. The man on the cover is stereotypically masculine, well looking. He is surrounded by a lot of elements. It makes the audience look at the advert.
Another point is that the newest advert is represented with a lot of bright colours. The blue sky, the beach, fire etc. makes it look like a bright powerful smell. The old advert makes it seem like an old odd smell. The background is mostly brown with interior. Another point I would like to address is the adventure the new advert promises. On the old old advert there isn't anything going on. They imply the adventure through the compass but actually do not show it. The new advert shows the adventures and experiences you would get through the series of the smell.
Model for textual analysis
CONSIDER
How does this create meaning?
How does this represent the subject?
Who is the target audience?
INVESTIGATE
Why has the producer chosen to represent the subject like this?
Why use this media language?
(CONTEXT!)
EVALUATE
How effective was this use of media language?
How would you use this technique for your own productions?
Task 2
Identify what
In the advert below I can see a beach with palm trees, a sea and a blue sky. seven different people are drawn on this beach. The two women do normal beach things, getting tanned and swimming. On the other side the male people are in trouble and experience adventures at the beach. For example getting stabbed by a waterman. The whole beach is carried by a dark skinned well looking man. He has an exploding volcano on his head. On the right side is a text and the brand name. And also two grooming products.
The brand Old spices get represented by this advert with their new line Bahamas.
Consider what
The advert creates a world full of adventures when you use Old spices. Old spices target audience are men who want to be like the stereotypical masculine man in the image. and women who buy this product for their boyfriend, because they want their men to be the same as the men in the advert.
Investigate why
The stereotypes for masculinity are more likely to be from the 60s, 70s and 80s. The male protagonist of the advert is strong, brave, smart, crafty and attractive. He is filling in the grid of old stereotypes. These days there isn't just one kind of man. There are a lot of differences at once, for example soft, homosexual etc.
But it makes the advert quite unique. Mostly these days advertisements show men with modern stereotypes, for example 'Boys will be Boys' from gillette. When a stereotypical 80s advert comes up again it could attract women who like stereotypical men or men who want to be really masculine.
The small drawn figures are used to show the adventures you could experience with old spice.
And also the joke on the right side, they want to represent themselves as a relaxed brand and not strict.
Evaluate how
Task 3
How does the advert reflect the cultural & social context of the time?
To answer this, we need to think about a few things. Use the following prompts to help you answer the question:
What are the attitudes towards mens grooming?What do we understand about the concept of masculinity no
What do we associate with Caribbean cultures?
Starter Task
What is the ULTIMATE man in the 21st century like? Find some examples from the media which support this.
more soft men are represented on social networks.
Male stereotypes
Masculinity is often represented in media texts through using stereotypes or set characters (archetypes): encoded via a range of semiotic codes - dress, speech, performance, etc.
Why do we rely on stereotypes?
Thinking point
Which statement do you agree with?
The way the media represents people impacts on society's views as a whole
Society's views determine how people are represented in the media
Representation of men
Stereotypically men in the media are represented differently from women but their representation, like that of women, has changed in order to address changes in society. It also changes based on who the text is aimed at...
Traditional representation of masculinity- 1970s/80s
Task: Define the traditional traits/characteristics of masculinity shown in early representations of men, in texts aimed AT me
Vokuhila
Flare trousers
facial hair
having a familiy
being strong
having a job to feed the family
not fully closed shirts
Traditional representations of masculinity-1970s/80s
- Rugged features
- Moustaches and stubble
- Long hair
- Demin
- Open shirt and medallions
- Being rough and ready
- Action, violence and general 'toughness'
Why has it changed so much?
Contemporary representations of masculinity
Modern characters are seen as in being touch with their feminine side, their sexuality, showing emotions, shopping and taking care of their appearance.
Contemporary representations of masculinity: Hyper Masculinity
Modern characters may also be ironically masculine to the point of parody.
DOES THE OLD SPICE CAMPAIGN ADHERE TO MODERN STEREOTYPES?
WHO IS THE TARGET AUDIENCE?
I don't think the old spice advert matches modern stereotypes for masculinity.
The stereotypes for masculinity are more likely to be from the 60s, 70s and 80s. The male protagonist of the advert is strong, brave, smart, crafty and attractive. he is filling in the grid of old stereotypes. In these days there isn't just one kind of man. There are a lot of differences at once, for example soft, homosexual etc.
But it makes the advert quite unique. Mostly these days advertisements show men with modern stereotypes, for example 'Boys will be Boys' from gillette. When a stereotypical 80s advert comes up again it could attract women who like stereotypical men or men who want to be really masculine.
What cultural ideologies might inform this campaign?
Auf Wiedersehen!
Lena Hähndel :)
CLASS NOTES: excellent and detailed
AntwortenLöschen007 HOMEWORK: well done Lena, a strong understanding of the basic concepts shown.
WWW: you've successfully identified the main connotations and linked them to the target audience
EBI: you could look at some of the other elements like colour palette and positioning too.
MUISC VIDEO ANALYSIS: a good start.
AntwortenLöschenOk so, the terms you are struggling with...
Intertextuality: when the MV references any other text ( a film, TV show, another music video etc) E.g. when the Eminem video copied the old batman TV series
Genre conventions: elements that make it obvious that the MV belongs to that genre and not another. e.g. you might expect footage of a band playing and performing in a rock video.
SET TEXT RESEARCH:
Good detailed notes
Lena - you were a fab student who really embraced the subject - you will be missed! Good luck for the future xx
AntwortenLöschen