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Advertising
Student Name:
CSP Booklet
Focus: Media Language & Media Representations
Galaxy NHS Give Blood
OMO
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Galaxy Chocolate Advert featuring Audrey Hepburn
Context: Historical Context In your own words:
• What is nostalgia?
• Why might advertisers use nostalgia when marketing their products?
In your own words:
• What does CGI stand for?
• Why are there moral issues related to the CGI use of a dead celebrity in an advertising campaign?
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Media Language: Semiotic Analysis Describe and explain the semiotic codes used in the advert.
Cinematography / editing:
Sound:
Mise-en-scene:
What does the advert suggest about the product?
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Media Language: Narrative Structure
Image What is going on at this point in the narrative?
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Busy Italian market scene (links to 1953 film ‘Roman Holiday’). Bus journey disrupted by fallen food. Audrey is seen on bus.
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Media Language: Todorov’s Narrative Theory
• In your own words, what is Todorov’s narrative theory?
Media Language: Propp’s Narrative Theory
• In your own words, what is Propp’s narrative theory?
Describe each character type Which are present in the Galaxy Advert?
The Hero
The Villain
The Princess
The Donor
The Dispatcher
The Helper
The Damsel in distress
Equilibrium Bus is travelling through Italian village.
Disruption Fruit stall stops bus and disrupts journey.
Recognition
Climax - attempt to repair
New Equilibrium
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Media Language: Intertextuality
• In your own words, what is intertextuality?
• Why do advertisers use intertextuality?
• Give examples of intertextuality within the Galaxy advert:
• Would using intertextuality work for all audiences? If not, why not?
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Media Representation: Stereotypes vs Reality
Why have these stereotypes been used? What is impact on the audience?
Stereotype used Reality
Place: Italy
Celebrity: Audrey Hepburn
Product: Galaxy chocolate
Time: 1950s
Masculinity and Femininity
Class
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Media Audience: Hall’s Reception Theory
• In your own words, explain Hall’s Reception Theory
• Look at the following factors. Explain WHY a person may take a dominant or oppositional reading:
Dominant Oppositional
You need /deserve the luxury chocolate.
Cultural reference to 1950s movie star.
Representation of Audrey Hepburn as feminine.
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NHS Give Blood: Represent ft. Lady Leshurr
Media Audience: Niche & Mass
In your own words:
• What is a niche audience?
• What is a mass audience?
• Who is the niche audience in the NHS Give Blood advert?
In your own words:
• What does BAME stand for?
• Why is there a need to advertise blood donation to the BAME community?
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Semiotic Code Overall effect
Mise-en-scene
Sound
Cinematography / editing
Media Language: Semiotic Analysis Describe and explain the semiotic codes used in the advert
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Media Language: Genre, hybridity, intertextuality
In your own words:
• What is genre?
• What is a hybrid genre?
• How does the advert follow the conventions of a music video?
• Does the advert follow the conventions of a rap / hip-hop video? Explain.
Media Language: Narrative structure
• What is the narrative of the NHS Give Blood Lady Leshurr advert?
• EXT: Explain why you think this.
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Media Representation: The BAME community
• How are different BAME groups represented in the advert?
BAME group Stereotype Does the advert conform to or subvert the stereotype? Explain.
Black women
Asian men
Middle-Eastern women
Consider how the following are represented in the advert:
Ethnicity
Masculinity
Femininity
Ability/disability
Class
Places
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Media Representation: Selection, Mediation, Construction
Whatever ends up in a media product, a great deal will have been left out. All products are constructed and present a mediated (filtered) view on reality and go through the following stages:
• Selection – choices made during the production process will shape both the meaning and the message of the product. The selection reasons can be:
• for quality purposes (the first episode of Doctor Who was reshot due to poor production values)
• for time/space
• for ideological reasons (e.g. the positive representations of young gay men in Class).
• Mediation – everything we see has been chosen by design, through choice of shot, edit, positioning of recording instrument, words in a script/article, gameplay mechanic or nuance of performance. This can be for marketing purposes (the Omo advert suggests that to disagree would put the reader in a minority). It can also be for ideological purposes (different stories on the front covers of two different newspapers present a mediated version of the news which reflects their political learnings).
1. How does the selection of subjects (people) in Represent shape the meaning and the
message of the advert?
2. How has the advert been mediated to create a positive representation of BAME
people? Consider shot types, mise-en-scene and any other aspects of the advert.
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Factor Dominant Oppositional
Age Younger people would respond more positively to the advert as the majority of stereotypes portrayed are young. Also, the style of music and way the advert is constructed is aimed at a younger audience.
Older people may not respond to the imager and the style of music so may take an oppositional reading.
Social Class
Gender
Ethnicity
Place
Media Audience: Reception Theory
• Different factors may affect the audience response. How would different audiences respond to the NHS Give Blood advert?
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Context: Historical Context
• What stereotype is used in the Omo advert?
• How does this compare to representations of men and women today?
OMO, Print Advert Woman’s Own Magazine, May 1955
What is the stereotypical role of a woman in 1950s Britain?
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Media Representation: 1950s Comparison
Different Similar
Galaxy
OMO
Possible ideas
Perfectly presented
Power Control Subservient Feminine
Which of the adverts do you think represents women more positively? Explain.
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Media Representation: 1950s vs 2010s Comparison
Compare how our 3 CSPs represent women in the 1950s and 2010s differently Differences in representation
1950s representation
2010s representation
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Media Language: Technical Elements of a Print Advert Annotate the advert, exploring the effect on the audience. Ext: What effect does the same detail have on a modern audience? Why?
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Media Audience: Modern Views on 1950s Advertising
For each 1950s advert, state why this would cause offence to today’s audience:
• Alco
• Mr Leggs Trousers
• Hoover
• How does your OWN opinion impact how you view/respond to an advert? (Hall’s Dominant, Negotiated or Oppositional readings)
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