Unit: Advertising (CSPs) Week 5, Lesson 1 Galaxy ad ... · Hall’s Reception Theory Dominant...
Transcript of Unit: Advertising (CSPs) Week 5, Lesson 1 Galaxy ad ... · Hall’s Reception Theory Dominant...
Week 5, Lesson 1
Galaxy ad - narrative
By the end of the
lesson:
ALL will be able to
explain Hall’s reception
theory and apply it to our
CSP;
MOST will support ideas
with specific examples
from the CSP;
SOME will analyse
different readings of the
same text.
Recap starter: Try to answer these
without using your notes.
Unit: Advertising (CSPs)
Challenge: On the whole, does the
Galaxy advert conform to stereotypes
about gender or does it subvert them?
Explain.
1. What is the slogan at the end of
the galaxy advert?
2. Give two examples of
intertextuality in the advert.
3. What does the advert suggest
about Galaxy chocolate?
Hall’s Reception Theory
Watch this short video explaining
Stuart Hall’s Reception Theory,
then fill in the top section of page 8
of your booklet.
ALL will be able to explain Hall’s reception theory and apply it to our CSP;
MOST will support ideas with specific examples from the CSP;
SOME will analyse different readings of the same text.
Media text’s
intended
message
Dominant reading
Negotiated reading
Oppositional reading
Can you refer to the Galaxy ad in
your explanation?https://www.youtube.com/watch?v=gJd1rkDoURA
Hall’s Reception Theory
Dominant Oppositional
You need /
deserve the
luxury
chocolate.
It’s easy to
convince
yourself you
deserve a treat.
Cultural
reference to
1950s movie
star.
It’s unethical to
use someone’s
image without
their consent.
Representation
of Audrey
Hepburn as
feminine.
She represents
an outdated
stereotype of
women.
In the table on page 8,
explain why a person
may take a dominant
or oppositional
reading when
considering certain
factors.
Ext: What would the
negotiated reading be
in each case?
NHS Give Blood: Represent ft. Lady Leshurr
This is the next CSP in the advertising unit.
Watch the advert and answer the questions on page 9 of your
booklet. If there’s a question you can’t answer, check your
notes from previous units.
Ext: Do you think the advert is effective? Explain.
https://www.youtube.com/watch?v=4YUbquK_OaI
What is a niche audience? A niche audience is a smaller, more
specialised group of people.
What is a mass audience? A mass audience is the majority of people
– especially mainstreamers.
Who is the niche audience in the NHS Give Blood advert? The niche
audience here is the BAME community.
What does BAME stand for? Black, Asian and Minority Ethnic.
Why is there a need to advertise blood donation to the BAME
community? Only 3% of blood donors are BAME. (The UK BAME
population is approximately 14%. The best blood match comes from
people of the same ethnicity.)
How did you respond?
Watch the advert again and fill in the table on page 10 of your
booklet. You will watch three times; focus on a different code
each time.
Semiotic analysis
First column: semiotic codes
Mise-en-scene: Comment on
settings, costume, body language
and props.
Sound: Comment on music
(instruments and genre), lyrics and
shifts in tone.
Cinematography / editing:
Comment on shot types, camera
angles and movement, transitions
and length of shots.
Second column: overall effect
Why have these details been
used?
What message are they trying to
convey?
Challenge: Offer multiple
interpretations of single details.
Plenary:
What is the most memorable shot in the advert? Describe it
(using media language) and explain what makes it
memorable.
Week 5, Lesson 2
NHS ad – genre and representation
By the end of the
lesson:
ALL will be able to
explain the conventions
and stereotypes used in
music videos;
MOST will explain
whether the NHS advert
subverts stereotypes or
conforms to them;
SOME will analyse the
NHS advert in depth,
exploring issues of genre
and representation.
Recap starter: Try to answer these
without using your notes.
Unit: Advertising (CSPs)
Ext: How are young people usually
represented in the media? Explore at
least two different media platforms
(e.g. newspapers, music videos,
adverts).
1. Which TV channel did ‘Doctor
Who’ air on?
2. List three characters in ‘Class’.
3. Explain what is meant by the term
spin-off, giving an example.
Genre and hybridity
Answer the first two questions on page 11 of your booklet. Try
to give examples.
• What is genre?
• What is a hybrid genre?
ALL will be able to explain the conventions and stereotypes used in music videos;
MOST will explain how using tropes can cause problems;
SOME will analyse the NHS advert in depth, exploring issues of genre and representation.
Tropes in music videos
What iconography (e.g. props, costume, hair, settings, lighting)
would you expect to see in a rock music video?
What iconography (e.g. props, costume, hair, settings, lighting)
would you expect to see in a pop video?
What iconography (e.g. props, costume, hair, settings, lighting)
would you expect to see in a hip-hop video?
Hip-hop tropes:
• scantily-clad women
• money
• alcohol
• party / club
• shiny jewellery
• dance moves
• sportswear (without sport)https://www.youtube.com/watch?v=GeZZr_p6vB8
https://www.youtube.com/watch?v=ajmI1P3r1w4
Music videos (especially in the grime genre, a descendant of
hip-hop) have tended to move away from these tired tropes,
aiming for originality.
How does Lady Leshurr subvert the usual stereotypes in her
music videos?
https://www.youtube.com/watch?v=FyodeHtVvkA
Genre and hybridity
Answer the third and fourth question on
page 11 of your booklet.
• How does the advert follow the
conventions of a music video?
• Does the advert follow the conventions of
a rap / hip-hop video? Explain.
ALL will be able to explain the conventions and
stereotypes used in music videos;
MOST will explain whether the NHS advert subverts
stereotypes or conforms to them;
SOME will analyse the NHS advert in depth, exploring
issues of genre and representation.
Tropes:
• scantily-clad women
• money
• alcohol
• party / club
• shiny jewellery
• dance moves
• sportswear (without sport)
https://www.youtube.com/watch?v=4YUbquK_OaI
Narrative
What is the narrative of the advert?
Ext: Explain why you think this narrative has been used.
ALL will be able to explain the conventions and stereotypes used in music videos;
MOST will explain whether the NHS advert subverts stereotypes or conforms to them;
SOME will analyse the NHS advert in depth, exploring issues of genre and representation.
Representation
How many people do you recognise in the advert?
Fill in the table about BAME stereotypes and representation.
Ext: Refer to
specific shots in
the advert to
support your
ideas.
Watch this short video about the making of the advert.
What reasons do people give for being involved in the advert?
ALL will be able to explain the conventions and stereotypes used in music videos;
MOST will explain whether the NHS advert subverts stereotypes or conforms to them;
SOME will analyse the NHS advert in depth, exploring issues of genre and representation.
https://www.youtube.com/watch?v=oQfme3kekkM
Selection, mediation and construction
Read the information on page 13 of your booklet, then answer
the questions that follow. Try to refer to specific examples.
Ext: Complete page 14 on
Reception Theory.
Plenary: What are the main differences between the
Galaxy advert and the NHS advert? Use media
language.
Challenge: Are there any similarities between them?
ALL will be able to explain the conventions and stereotypes used in music videos;
MOST will explain whether the NHS advert subverts stereotypes or conforms to them;
SOME will analyse the NHS advert in depth, exploring issues of genre and representation.