Paper 1: Media And Rep

L/O: Develop the language of media analysis

The product is a cover of time magazine which is a media product that is used for updates following the colour scheme of white and red with a well known figure covering the masthead showing it is a recognisable magazine The model is looking deeply into the camera giving out a lot of direct address this could show that the magazine could hold some deeper information. the look makes a person want to find out why he's looking the way he is.

Denotation: Factual. not based on opinion. what can we see

Its a black and white picture with a guy tilting his hat and a cigar in his hand
this is what we can see and tell for sure making it a denotation

Connotations are arguable it depends on our opinion and experiences

The black and white mixed with the outfit and cigar could connote a jazz/blues album. it looks classy but the parental advisory sign hints to a more explicit album and seems a little misleading to the actual rap/hip hop album it actually is. the focus is on the hat cigar and hand this Signifies wealth and status or an idea of him hiding for false modesty. The album is called reasonable doubt linking into law and criminal activity but also follows the idea of the classy 1940 gangsta style.





















Both of these covers use a similar colour scheme with fairly pale, muted colours contrasted with darker colours both really have a soft (sepia) look to them because of this. the kendrick lamar cover uses a med close up showing off a possible street environment compared to the Adele cover which uses a big close up of a female presumably adele giving it a more intimate scene as its so close to the artist and gives more of a link to her music looking directly above the camera giving no hints to where she is we just see her and a black background with the red title making it stand out and connotes to passion love and makes it come out more feminine.

The street theme with a title GOOD KID IN A MAD CITY could hint to and idea of getting caught up with some crazy stuff in an unknown city leaving him on the street giving the more hip hop/rap feel compared to the Adele cover with a soft almost soulless look possibly hinting to a more emotional album. the parental advisory sign shows its going to be a more explicit album following more of the rap/hip hop stereotypes and conventions.

Their is a fairly large difference in these two covers one connotes to hard times and the other doesn't really let on to whats going on but uses the title 25 with a lot of meaning as adele's albums tend to follow a number theme 25 being called what it is because of her age when she wrote it she said "i want my albums to tell my story to look back on in the future."

Adele's cover although looking fairly simple it does seem more edited with the shadows ect where as Kendrick Lamar's doesn't seem as edited it seems more like a raw shoot with touch ups. The adele cover also seems like a studio shoot where as Kendrick's could be a studio with detailed background or in a plane ally but with the shading around it does seem more like a studio but the location mixed with the position of him work as he has a more uncomfortable look with the squatting and hands together also with the fact that he's looking away.

Overall the covers are majorly different linking in with their own genres and follow codes and conventions to the best of their ability to express both meaning, message and emotion both covers are creative and get out clear points.

Semiotics 

the study of signs and symbols and their use or interpretation 

L/O to explore the idea of semiotics and how it can be applied in media language 

• 2 people 1 male 1 female wearing fairly fancy clothes one holding a gun looking serious 
• links to a action/spy film
• There is a skull in the background 
• The gun signifies death 
• traditional dark reds oranges and blues common colours in the action genre 
• from the cover it looks like its target audience is 15-35  males 
• their clothes connote to a higher class 
• they didn't use the name James bond anywhere 
• the skull links into the day of the dead linking into latino culture

Sign

Ferdinand Saussure said signs are made up of two things the signifier and the signified 

signifier is the physical form, the thing that is being considered 

the signified is what our culture has decided this form means 

cross, heart, skull and cross bones 

Religion, love, pirates/danger/death 

Theory Roland Barthes 

signs and images represent different cultures and ideologies in different ways through denotation and conniption he said some connotations are so widely held that they reach the level of myth 

Charles Piece claimed there were 3 types of signs icon, index and symbol 

icon has resemblance it is a picture 

index  is causal connection like fire and smoke it can be figured out 

symbol is conventions we learn through our culture like flags

The icon (logo) is repeated twice in this poster once on the bottle and again as a neckless this links to the brand its symbol is really an expensive piece of clothing or spray this poster makes it seem have a more passionate smell 

The smart watch is iconic with the given text we can tell it links to a phone it is seen as a reasonably well selling piece of technology. the watch is in the centre of the poster the light sining directly on to it making it stand out more with the company logo in the bottom corner standing out with the colour of it.

Applying Semiotics 

L/O: to apply semiotic theories when creating media products

Fashion label young adults (array)












i used the triangles to give a harsher look as well as the gold to make it more colourful and have a connection to wealth

Kids TV channel (6-11) (KEIKI TV














My Tv channel got its name from the hawaiian word for child and it follows a face to make it seem more crazy and appealing to children

social media app aimed at ABC1 25-35 year olds



My social media app is a dating app for everyone i used purple as it is a richer colour.

Conventions 

L/O: To apply semiotic theories when analysing media text 

the three lines give a link to adidas linking to style or more specifically shoes behind the lines is superstar which is the name of a set of shoes based after celebs one of these being Rita Ora. The blue lines can represent innocence, confidents and wisdom contrasted with the black and white background bringing out the picture more as well as contrasting connotions of wisdom and class. her face brings in the same idea as direct address as she is looking directly into the camera. This was adidas in a way rebranding their clothes have been predominantly targeted to males although used my many females but this poster sells it more and lets a female bye the item of clothing knowing it was made with intention of not just being for males. they took in the political discussion of sexism and feminism and produced a more inclusive ad campaign. 

this advert contains the typical green colour as well as the bottle and condensation. it also has a pop culture reference linking to lord of the rings as they recreate the memorable Barad-dûr or the dark tower. the creators would imagine the audience to enjoy a light beer with a movie and this poster would instantly shine to a movie lover it also links to power not only lord of the drinks referencing the best but the eye that controls people also shows power. the ad seems like it would cause a large impact on sales as they have taken what is one of the words best movies or books and turned it into an aesthetically pleasing piece holding many links to a well known franchise. the drink itself in this add are literally glowing which may make the target audience want one as a glow as well as showing an extremely refreshing drink can also show a lot of sugars or fats but its beer people want that its not supposed to be an extremely healthy thing which makes exaggerating the effects of the drink is a positive and possibly humorous as the creators must of had an idea when making it glow.

These ads are linked with colour schemes and styles all having a cheesy pun followed by a saying in brackets each poster is made to a specific flavour but at no point does the ad directly say the flavour unless you look closely this means that the brand must be known enough to be recognised by colour alone. All of these colours are calm and friendly making people more likely to buy them. The drinks themselves do look refreshing and are appealing with their natural colours which is exaggerated buy the stem and leaf hoping out of the top of the bottle on one of them this is taken further buy having the branch. this not only links to the drinks being healthy it also shows that they are made with 100% real fruit. 

Conventions

This poster uses typical conventions uses the typical green and bubbly with that drip on the outer bottle to make it look refreshing. this is targeted to primarily males who are 18+ or in america 21+.

The poster says bachelor party referring to it being a good drink for what we call a stag do. the poster also has a possible comedic overtone as the bottle front and centre is technically naked possibly making a reference to a stripper at the Bachelor party.





Subvert- to go against conventions



The advert tells us a fair bit about cadbury's such as they aren't scared to go againts conventions. it shows their quirky and creative. The intention of the advert was to capture the audience it was different in a weird way with a gorilla playing the drums certainly would make a viewer have to have a second look and of course if it stands out it sells.

In my opinion this ad is made for people 10-65 as its chocolate and quirky kids love that but 65 because the song was released 1981 and would give people memories of their childhood. The advert represents joy the gorilla is getting joy from the drums linking to the slogan. The ad at first confused me but overall would make people laugh as the gorilla playing the drums is unexpected from how the ad started. Sales exploded because people talk about the ad getting others to view and the subvert in the ad makes people want to get it as it is different and makes the project seem more exciting.

Cadburys are well known for their colour if this pops up it gives a very easy to establish connection as well a quirky little ads and a distinctive colour there is also the link to joy with is a big seller people want a product that will make them happy and think that it was worth the price. The company's main chocolate bar also gives a link to the slogan as "a glass and a half of joy" is shown being poured down to create the Dairy Milk logo, using a representation of the slogan rather than the slogan helps the brand as without some people realising what the two glasses represent it still has a cool effect and gets out the message of a nice, smooth, milky bar of chocolate.

Benetton

Oliviero Toscani was a fashion photographer hired by Benetton as they wanted a personality Toscani was given full control of the campaign and he took it making what was seen as provocative images he wanted to speed awareness when people said his pictures was shocking he said no whats shocking is that this stuff is happening he wanted everything to be real showing illness, crime, race, orientation he spread the word of a lot of things in a very real way to promote clothes and that worked. Toscani lost his job eventually as he allegedly took advantage of peoples deaths when they were on death row.  His ads in general were blocked or censored because of their reality it shown too much of what was going on in the world to bring new people in it brought awareness to many things in a way that may seem insensitive to some. 

Monday 12th November

L/O: To explore set advertising texts and research brands

Consider when talking about adverts

• Locations
• Costumes
• Colour
• Props
• Makeup
• Lighting
• Choose of camera shot
• Camera angle
• Typography 
• Layout
• Address of written consent to the audience

Old Spice: "Smell Like A Man"

The brand of Old Spice was made by the Shulton Company that was founded in 1934 by William Lightfoot Schultz. Shultz had took inspiration from his mothers Potpourri, a Spanish stew consisting of a mixture of dried, naturally fragrant plant material. It was introduced as Early American Old Spice in 1937 and was received well. Its logo featured a sailing ship to represent the power of men at that time, who the fragrance was aimed at.

The primal target audience are females between 25-50 as it is for a more mature audience "Smell like a man" helps as it obviously gives away hints to males but the film ad repeats "the man your man could smell like" hinting they want the female to buy it for a male so although it is a male item its aimed to females. 

The star vehicle is Isaiah Amir Mustafa who is an american actor and former football player so he is a fairly recognisable character to have front and centre in the adverts.

The actual name is in a display font as it isn't the easiest to read but it looks good and it is an iconic font when i see writing like this i think of old spice. the colour scheme is very bright some blues, greens and reds connoting romantic settings and pastel themes. the slogan is in a sans serif font making it stand out more.

the beach environment will bring in a few people as it is i calming setting and the actor would appeal to a female audience as he is a fairly attractive guy. 

Lucozade: "I Believe"

Lucozade is a soft sport drink made by the Japanese company Suntory. It was created by a Newcastle pharmacist in 1927. It was acquired by the British pharmaceutical company Beechams in 1938 and sold as an energy drink for the sick. At the time the Lucizade slogan was, "Lucozade aids recovery". In the early 1940s Lucozade was given to children when they where ill.

The primal target audience for this project are males between 15-25 who are into sports as the model would stick out to them as well as the slogan as it relates to sport. 

The star vehicle is Gareth Bale he is presumably a well known sports star making this stick out to those who follow him. his serious look is a good way to capture an audience as he is really sticking. looking at the reader is a good form of direct address possibly making more people want to purchase the product.

The display name is only shown on the product showing that it is most probably already a fairly know product but showing what they're selling is a good form of promotion as they can see before they buy.

Shelter: "Housing Advice"

Shelter is a charity that tries to prevent people from becoming homeless by providing food and, as the name suggests, shelter to all the people who might be at risk at becoming homeless. The charity was founded in December 1966 as December would be the most horrible year for people living on the streets. December brings cold bitter weather and most importantly, loneliness for people living on the streets. This advert in particular campaigned in 2011

The primary target audience is to those facing hard periods possibly facing homelessness as well as those maybe a little better off who have a chance to help people.

There is no star vehicle in this piece these people aren't famous or well known making it seem more real the serious faces mixed with presentation helps capture people as the left and right people aren't wearing makeup or trying hard they are just being them and the guy in the centre has the scruffy beard they all look tired hinting to no place to sleep making this have more of an emotional impact on the audience and one again there is the direct address with them making eye contact with the viewer.

the contact information is clearly on show making it clear that they want people to sign up and be safe or sign up and help the people in need. this is the kind of advert that really tugs on heart strings and gives those facing a hard time hope that they will have a safe space as well as spending awareness on the issue. 

Hypodermic needle theory

Developed in 1920s and 1930s 

Linear communication theory 

Passive audience 

no individual difference 

Cultural Effects Model 

The thinking behind this theory centres on the long term effects of particular ideologies representations on our beliefs and values. Media representations of beautiful women have been influential in giving both men and women a view of the ideal woman. this now extends to men 

The two step flow theory 

The Hypodermic needle theory proposes that the media has a direct and powerful influence 

the two step flow theory acknowledges communication is a more complex process

Uses and gratification theory 

Audience listen to the media because of surveillance/information and identify a relationship talking about the product and then diversion from real life entitlement

These are all needs, if the media for fills one of the needs the media would use that again and again 

Reception theory 

Producer encodes messages/meanings e.g. using red to promote danger there are 3 responses 

Dominant or preferred reading (already know someone or something from the poster)

Negotiated they get it but doesn't do what the producers wanted to do 

Oppositional doesn't get the message at all

Monday 26th November 

L/O: To analyse the representation within set advertising texts

Gender

• The star vehicles are males as one is a sports drink referring to the stereotype that sport is a male thing
• The typical gender rolls are being played to in the old spice ad and in the tv ad the actor keeps telling the viewer to look at her man then to look back at him playing to the competitive stereotype
• The only male in the shelter ad has text saying "he can't do that" on it where as the others are more worried such as "but where would we live" and "i can't face it" possibly saying that females are the weaker sex 

Age

Babies and infants 

Innocent

crying 

cute 

brats

needy 

Children and Teenagers 

Scary 

Disruptive 

Immature 

always on phone 

Active 

Playfull 

Young adults 

Party all the time 

privileged 

drugs 

drink a lot 

Smokers

Middle age 

Work 

bills 

stressed 

stable 

Intelligent

Elderly 

Slow 

Lonely 

Sad 

Wise 

Kind

Understanding 

Age in ads 

• the shelter ad shows 3 young adults possibly saying thats the age range that people are worse off financially 
• both old spice and Lucozade show 2 adults in one showing sports has got him better off and in the other showing confidence and humour 

Race

• The shelter ad shows no diversity in terms of race as far as we can see all the models are caucasian people in a way saying that its only white people getting these issues 
• The lucozade ad shows a caucasian model although football is a very equal sport in terms of race but as they think the majority of their audience are white so they put a white male front and enter to attract that audience 
• The old spice ad has a black model as the setting is in the bahamas so they chose an actor that they think would fit in more 

Sexuality

• In most of the ads there is an absence of representation on sexuality 
• in the old spice ad they are assuming their target audience are straight as the video ad is telling the females to loot at their man following the heteronormative theme constant in older ads 

Regionality

• Welsh are seen in the comedy rolls 
• the south west are seen as farmers, pasties 
• irish are seen as drunks or in comedic rolls 

Nationality

• american values are represented in the old spice ad 

Disability 

• disability hasn't been represented much 
• both old spice and lucozade are famous able bodied people showing that the common  dominant ideology's are able bodied people 

Old Spice Social Context

"Become one of the freshest places on earth"
60s and 70s used both masculinity and the girls who would want the guy to smell like it 
80s use the same theme but all of their ads were at the time serious 
Lynx used the abstract idea before everyone

How does the product use and subvert the conventional genre stereotypes of masculinity associated with adverts for such products and brands 

The ads still majorly lean towards following the stereotypes as it uses the mid shot to show off the muscularity of the model and in 2/3 of the ads use a primary colour of blue which tends to link to security and masculinity. The other ad however uses primary colour of red/orange the orange links to attraction and success and red linking to power and determination still holds the typical masculine man. The fact that they have taken the concept of muscularity and flipped it into a more sarcastic theme rather than taking themselves seriously as well as this the ads primary target audience is wife or girlfriend of the guy as it still follows a heteronormative feel but they have switched up the audience form the males to the females making it seem like the perfect gift for someone boyfriend or husband. the ads contain tropical and relaxing environments just enhanced to seem like a joke. the change in the ad complain do effect a large audience however as the slogan is "smell like the freshest place on earth" rather than the whole "smell like a man" it seems like the target audience has been slightly opened up which would really help the sale of the product as the last thing any company wants is an extremely tight and closed off target audience they want new people to buy this product and the slogan change was an amazing first step. 

the new ads still seem to have a similar idea when it comes to representation as the ads themselves haven't changed much the idea that its made for men rather than open to anyone is still there but is no longer the dominant point of the ads this would impact sales as it is more open towards everyone rather than just straight men as the video ad is based towards women to buy for their man so the ad still does hold some fairly outdated views but the audience has been opened up more. 

lucozade social context 

rebranded as it was seen as a medicine over an energy drink 
went from ads in hospitals to ads of sports stars 
used lara croft on a print ad 
represented moth men and women 
in 2013 they were the leading sports drink in the UK 

The lucozade rebranding was aimed to move how it was viewed from a recovery drink to a sports/energy drink this advert in a way play towards typical conventions with the blue representing masculinity and the well known footballer but in the overall ads it is more open with ad campaigns representing females and even a fell known animated game character Lara croft who in general promoted strength in female. This ad on its own does play more to the masculinity stereotypes but overall the campaign is more inclusive. The colour of the drink was changes as it was a neon colour which tends to link to sugar and a more unhealthy drink so it became yellow to make it look healthier especially because the aim of this drink was to help progression in sports. Through this campaign words such as electrolytes and hydrates are used to make it sound more official and scientific to make people want to buy it as well as the facts and statistics. The layout is more conventional and traditional with a strong close up of Bale using the lighter blue to highlight him and the bottle with the white border also highlighting them. the use of #IBELIEVE shows the start of a movement and is evidence that Bail, a well known sports person, believes in the components and positive effects of the drink. 

The ad shows change for  media representation as it is starting a whole campaign as well as using the # to get the product to spread through social media it also shows a famous sports person rather than an unrecognised person this helps as Bale is the kind of person who would actually use the product for their career. The ad tells us that people didn't want the "medicine drink" hence the rebrand people wanted something to help them achieve more out of sport as well as this it became accessible to a larger group of people as it went form hospitals to famous footballers. Social media has become a large part of advertising in the modern day as it is a larger base and allows quick and easy viewing with people being able to share the product, use the # or even tag the company. 

overall this ad represents anyone playing sport it isn't directly linked to a gender and doesn't hold age restrictions the key point this ad makes is its there to help people have the energy required to focus more on the chosen sport. this approach would majorly impact sales as now the product isn't just seen as a drink sold in hospitals its seen as a product with a positive impact towards the energy and focus needed for sports although the idea that it fuels and hydrates better then water is factually incorrect it also hold many nutrients that would under circumstances be a good choice over water. 

Shelter Social Context

• Charity campaigns can't afford to waist money on big flashy ads 
• they follow either passion, responsibility, or guilt
• over time they loose effectiveness (first viewing you would feel bad 60th it would be as sad or unbelievable) 
• the use of direct dress to make everyone feel like they're helping with "you" 
• there tend to be a close up shot with a sad face looking directly at the audience using direct address 
• usually either saturated or black and white images to show life and hard times 
• direct address of "now" 
• Chain of feeling 1st uncomfortable, 2nd empathy, 3rd a need to help or donate 
• The "we can help" campaign was primarily targeted towards those in hard times who don't know their rights and don't know if they have anywhere to go its actually the secondary audience that is the who can try to help or donate.  
• The ad was not run nation wide it was in cut off sections and tract the trafficking to their website to see if people had been impacted by it 

These two ads follow the typical conventions for the charity ad with facts and statistics as well as being black and white and children looking directly into the camera. children have been used in most of these ads as they are seen as innocent and bringing the fact that the future generations are in this situation. Thousands of children homeless against their will its not only there to bring awareness to the issue its there to be real and hard hitting to make people realise that it isn't just adults who "put them selves in the situation" using children is a great way to make people realise that most of the time being homeless isn't a choice and no one wants to be in that situation. the pictures mixed with hard hitting statistics makes the ad more effective.

Desensitisation is when you view something  so much it doesn't seem as good,shocking or emotional as the first time.

Ted to be on bill boards and bus stops so they need to look appealing and not to wordy 

Explain how representation's in advertising are chosen to help sell the product or brand. refer to two of the adverts you have studied. 

Representation determines how people or shown and uses a lot of connotations and stereotypes such as connotations of colours. Another big thing, is how social context is used specific details will stick out depending on stereotypes or social stigmas and these effect the way we see things weather we agree with the stereotypes or disagree. The Lucozade ad used Gareth Bale as the star vehicle so straight off in terms of model it seems like its targeted more towards males possibly as sport is stereotypically more of a male dominated sport although this opinion in finally falling apart but physically there isn't much representation other than whats hinted/referred. In the shelter ad the representation is fairly equal in terms of gender but the use of the females was used for the same reason kids usually do its because stereotypically women are the weaker sex which is why in the Shelter ad the women have quotes relating to themselves compared to the guy in there who had a more open statement. 

Representation, when creating a form advertising, is very important when creation an advert for both captivating the target audience and selling the product or the message. The homeless shelter ads using low budget and desaturated pictures to get the message out with innocent looking staring directly into the camera giving direct address to the audience usually with a meaningful fact or statistics sometimes even a quote these posters tend to have 1 bold message and a few details smaller in the bottom such as websites and contact information as the ad needs to capture the audiences while their on the move. Similar to the shelter advert there is the lucozade with a few scientific sounding facts and a picture of a famous footballer and the product which means it is less wordy and more captivating just with completely different circumstances such as the close up rather than an extreme close up because they want to show of the footballer rather than show the feelings. 

Both of these products and charity's share a cause with Lucozade there was #Ibeleive and with shelter their whole thing was a campaign giving more depth to both of them. both use relevant colour palettes one using blue representing power and energy in the lucozade ad and the other showing depression and ill heath with flushed out colours and a desaturated theme makes it stand out more in general.

DIRT

L/O:Reflect and improve on the exam question

Target 

• Literacy: Basics! Capital letters for products and brands 
• Terminology: Make sure you know the names of all the elements of the advert 
• Theory: Add in audience theory when relevant 
• Target Audience: Old Spice-Product VS Advert 
• Analysis Structure: Answer general question first. Talk about different areas of representation within the overall representation conveyed 

List A: Emeli Sande-Heaven 

List B: Radiohead-Burn the Witch 

Name artist and genre 

Name of song and release date 

link to lyrics and meaning 

Description of what happened 

Describe how artist had been represented 

Explanation of how video links to the song 

trumpton and the wicker man 

Lyrics to video

what are the videos about

Link to artist or band

https://genius.com/9096032

List A: 

https://genius.com/4716464

Song- Heaven 

Artist- Emeli Sande 

Released-14 August 2011

Genre-R&B, Pop, Gospel 

Lyrics and meaning- https://genius.com/4716464

The song is about how she will be viewed when she's gone and weather or not she will be recognised for the good or bad things she's done and wondering if there is a post to acting good to enter heaven. 

The song itself is based on moral questioning.

The video references people and culture consistently throughout as so many different people are shown in the video the lyrics also refer to how people view her possibly showing that she cares what people thinks about her she wants to do good but some of the things she does may be seen opposite to her intentions such as the lyric saying Will you recognise me when I'm stealing from the poor meaning selling her songs to the poor not actually forcing them to give her money but to some people it may be seen the wrong way. she does care about being recognised when she's gone and wants to put the things she's done forward asking if its right. 

The lyrics relate to the video with her actually singing with close ups of her in a fairly largely populated area showing all the people she is talking about and the people of who's judgment she takes seriously as she said she does what she does with good intentions but she doesn't know if these people see it as right. 

List B:

https://genius.com/9096032

Song- Burn The Witch 

Artist-Radiohead 

Released- 3 May 2016 

Genre- Alternative, Indie 

lyrics and meaning- 

In the video what looks like an inspector was walking around the village as we see what at first looks innocent isn't actually like that as it is revealed to be some evil stuff.

Conformity is a  large part of "Burn The Witch" as shown in the music videos by the village doing their own little rituals seen as weird from an outsider leading to his punishment for not conforming or holding obstructive views against the community and the best way to stop everyone realising is by removing the source of the problem this being the inspector guy. It also holds references to the refugee crisis and potential racism as shown rather extremely by the villagers. 

The song and video represent the artist views on the subjects of conformity and views on how people see refugees with the inspector being someone new to the community with his ideas of whats normal which was seen as a threat to those already there as their idea of normal was the complete opposite.

Wednesday 9th January 

L/O: To research and explore representation and cultural context in the music video case study 

In the music videos nothing is random from the background the the people shown. 

How has the "official Rita Ora Wallpaper" represented her. 

Youthful- Bright lighting 

Pop/Party- Overall look 

Iconic- Dress sense 

Fashionable- Make-up/ Mid shot clothes 

Powerfull- Slight high angle 

Rebellious- Pink hair 

Femininity- Hair and neutral background 

Confident- Direct Gaze 

Air Brushed- No Imperfections 

The majority of her covers leading up to the song and including the songs cover were in black and white showing sophistication with her centred  on the left she is directly looking at the audience showing confidence they also have the images fairly bright and flushed out to show she is young with the contrast between clothes and hair brings out the hair with the shorter more steriotypically masculine style as well as the dark eyes in the left picture shows signs of a rebellious/Modern attitude common in most  artists. On the right she is facing away looking up showing more of a powerful modest stance making her different to the mainstream artists. She differs as she isn't sexualised her focus is her music and personality and not ,like many artist, about her body.

Radiohead in the year surrounding Burn the witch used the typical flushed out or black and white images common in the Alternative Genre with a lotto direct dress showing they were also confident artist by this point they also have the mix or serious and smiles typical to the genre but from how they present themselves they aren't trying to appear youthful they want to seem more mature affection how serious the songs meaning was. 

The heaven video was filmed in london showing a wide variety of people of different backgrounds as well as a lot of people the video also contains a lot of direct dress as she sings directly to the camera in a few parts. one scene in the video shows her singing to  

a clear blue sky making that reference from the title in the video. Heaven is a fairly personal song for Emeli and so the use of direct address makes it seem honest which also follows the theme of the song as in my opinion it has the question of morality so the honest feel through out lets us connect with her and follow the story she is telling that some people do things with good intentions that may seem bad to others. It holds ideas on religion, drug use, guilt and regret 

In 2011 there was a lot of loss world wide with a tsunami causing major damage and a plane crash killing  KHL team Homelessness was on a rise all around the time of the Heaven music video a lot of the worlds events included death leaving the the message of the video the message of contemplation and questioning how people are viewed after their death very relevant for the listeners around the time. It was based in Bethnal green in east London where Emeli lives. Directed by Jake Nava and had themes of religion, drug use, guilt and regret all round just a person wanting to be good. 


Religion is referred to but not as harsh its there if thats what you want to hear but also refers to as basic morals But also shown with wings actions and religious buildings. 

Class is shown in multiple ways as we go between multiple people some homeless some who look more better off and some who are just barely getting by as well as Emeli who looks more Middle class. 

Ethnicity was represented In the same way as class with multiple people with different story from different places in east London. 

Masculinity and femininity in an even way it didn't come through as much as the others it was primarily shown in dress style but as a thing as its whole it was represented as equal with a few of the stereotypical aspects.

East london was represented as a very open place with variety of people wether black or white, rich or poor, male or female. 

In 2016 leading up to Burn the Witch a lot was going on such as The U.S. Presidential Election leading to the mistake of Trump and in the UK The Brexit Referendum continuing for years one of the main focuses of the song was the refugee crisis mainly starting in 2011 continuing to early 2017 but peaking in 2015 leading to the main message of the song being about the refugee crisis as the larges part had just passed. Directed by Chris Hopewell based in  Trumptonshire 

Trumpton was a short 13 episode long series airing on bbc1 between 3rd January 1967 
and 28th march 1967 following the lives of the townspeople in a stop motion style with audio in narration style done by Brian Cant. This is where Burn The Witch got its characters and animation style from.  

Intertextuality 

list B videos are postmodernist text and involves intertextuality.

Burn the witch 

the idea has been worked on for over a decade but had to be released at the right time showing the message was important to Radiohead 

Innocence with the use of children TV 

Big base on witchcraft and links to the plague comparing how people use to treat "Witches" to how people treat each other

Direct references the the wicker man and trumpton 

How and why is Intertextuality used in the video 

There are direct references to Trumpton and The Wickerman in the BTW music video

In what ways is this product considered to be alternative 

Its viewed as alternative for the style of the song with the harsher voice but also for the serious dark topics of the music video its also opposite to the traditional music video themes 

How does it use media language to represent social cultural context 

There are consistent references to the past with witches and the plague which were huge things in old Britain comparing them to how people are treated now being locked away or ignored.

What does it have to say about surveillance culture of the era 

It shows that people are going to express their opinion on certain things and should not be expected to be quiet 


Wednesday 23rd


- Social Realism - Realistic representation.

- Transcendance - Something existing beyond the physical or normal level

- Post Modernism - Something that uses the 20th Century style in concept arts 

- Cinéphilic Recreation - The love for film recreation

- Filmic - Relating to films or cinematography making a music video more of film than a song

- Value-Transference - 



Heaven

• Social realistic representation of 'Street Life', Gritty, Real, Deprived Areas - using it to show the authenticity to the artist.

The celebration of the transcendence of poverty and inequality. Doesn't matter how deprived you are, you can still use the idea of heaven and god.

• The intertextual, postmodern representations in list B videos to transfer the quality of the video itself To show, they use things like 'The Wicker Man' and 'Trumpton'. This value transfers to the artist themselves and suggest they are of a certain quality or higher level because of that.

The use of viewpoints of the band, representation of a dark undercut beneath the apparent cohesion



Circa Waves - 'Young Chasers' - Performance Based

• TA? - People who would be interested in Alternative/Indie genre of music. Probably a younger audience. Most likely teenagers.

•  Represented? - Whats highlighted in the video is the concert and the crowd. Trying to show the success and popularity surrounding the band. Represented as quite an important band (lots of low angle shots)

• TA Positioned? - They are noticed by the band and gives a personal touch. Aspirational showing the audience what they could achieve if they set their minds to it.

• Values Celebrated? - Could be a celebration of the bands success. The admiration for the band.

Pup - 'Guilt Trip' - Narrative Based

• TA? - People that are interested in Pun music and people who can personally relate to any of the situations seen in the video

•  Represented? - Highlights the element of feeling sorry for whoever is in the worst position. Right Through the video there is something going on that alters the way they live the rest of their lives. Things the band members could have got through themselves, Bullying,in trouble with police.

• -TA Positioned? - Its as though they are part of the action. Involved with the band. Something to relate to as pose to admire.

•  Values Celebrated? - Friendship and comradery. It could be a sign that your worst enemies could be you best friends at some point down the line. It could also be a celebration of forgiveness.

Who chose representation 

Wording they are represented as... this promotes them because

Link representation to social/cultural themes

Angles and locations

Big brother viewing 

cults and opposition to average religion 

Heaven by Emeli Sande may have had her voice and objects relating to her views and her background but that wasn't necessarily put together by her. Although Emeli may have had a say in what happened a big part of the creation would have gone to the producer Mike Spencer and the team. As there is a team this would ensure that nothing in the video was an accident from clothes to location and lighting. Similar to "Heaven" Burn the witch also had the same format with the producer as well as the band having a say in the videos production on a larger scale than "Heaven" however as it is animated the creators have more control over every little aspect of the scene. 

In Heaven Emeli is represented as a a person with a harsher background, as shown by the crowded london scenes. To contrast this there are peaceful and feminine fields holding natural beauty shown in the background  showing pink flowers. This promotes Emeli as a stronger person as she has been shown passing crowded streets of people with harder lives such as the homeless and not only is she passed that point and became better off but she wants to help these people by incorporating them in the video it gives them that chance to earn a little bit and have a good time. 

Burn the witch uses ideas of always being watched and in a way conformity possibly promoting Radiohead as a band that is slightly more awake to the world. Radiohead know that a large proportion of their life is spent being seen by others and that they are expected to follow certain themes but want to concisely oppose the conceptions they are expected to follow and stand for the points that they want improved. such as the cult scene it was placed into the video for dramatic effect and to show the idea of how religion can be followed but it wasn't made out as the biggest thing in the video showing that Radiohead wanted to get their point out but not go over the top. 

Both of these artists are breaking specific stereotypes such as Emeli is occasionally seen as a mainstream artist but she is completely different from the majority of young female artists she wears less revealing clothes as she wants to promote her talent not her body she has a set goal and doesn't rely on in a way sexualising a music video for the attention. Radiohead are a more stereotypical alternative band with big points less commonly brought up in mainstream music videos such as the idea of being watched the idea of cults and attempted murder all to make a point on the refugee crisis they went about getting the point out in a extremely creative and intersecting way that makes the video so much deeper than a majority of music videos. 

In conclusion these artists worked with their producers to promote themselves and their views on a large scale in the form of a music video some of which being planned for years such as burn the witch as it has a deeper message overall and the other being created to point out large issues in terms of poverty Emeli Sande's video held more representation for more people where as Radiohead's had deeper representation for a bigger message. 

Wednesday 30th

Vendors (people who are homeless or in a bad economic state) collect the magazines from suppliers for half the price and can then take them away and sell them in the streets giving people a chance to earn rather that given it. 

was created in September 1991 and was referred to as a social enterprise and a street news paper and is a non profit organisation. The cover stars do these shops for free just to do a bit and help out.

The big issue shop allows any other social enterprise can sell their stuff on

• Whats it about: By the look of the covers it is a mix of political and music as well as some more headlines that appeal to younger generations

• Target audience: The covers look more colourful and playful so it possibly has a younger primary target audience such as teens or young adults 

• Values and Beliefs: It is used to help homeless people as part of the magazines income goes towards them (Slogan: Hand up not Hand out) the big issue tends to be more left of centre politically 

• Representation:  

Hegemonic: A dominant ideology that shapes the way most of society see the world, themselves and others, creating a shared set of values. 

Ideology of the big issue

The big issue wants to help people and inform people at the same time with magazines 

covering politics, music and film appealing to many people wether young or old there is something for everyone with new politics music that would stick out to younger generations with some sticking out to older and new film news. Ideally The Big Issue wants to captivate as many people as possible to help as many people as the more sales the more the homeless and the poor profits which is a large point of The Big Issues campaign as it is a non profitable campaign to help those in need.

L/O: To identify the primary target audience for the big issue 

The magazine appeals to its target audience with the cover from a drama/fantasy movie as The Big Issue covers film, politics and music it isn't one set magazine. The title of "Strong and Stable" could also have reference to other 2017 events such as brexit and the snap election. King Arthur is a character that is always represented as a strong almost flawless leader which is fun considering our current leaders. 

72% of big issue readers are ABC1 

43% are AB

More women than men buy the big issue. 

Buyers are more loyal and buy regally 

Average sales are by people ages 18-39 

(Demographics- factual things- age, gender, employment, location)

(Psychographics- personality aspects- hard to reach by traditional media, readers are more likely to recommend the big issue, socially aware, interested in other peoples opinions, they want to help and have respect for people)

The Big Issue is a magazine that reaches out to people who are economically deprived and gives them a sustainable income and a reliable vendor job. However not may people with the social grades of C2 and bellow actually buy or read The Big Issue. 72% of The Big Issue readers are from the social grades A,B, and C1. This shows that the education of these people would most likely be anywhere from a university degree level course. A further 43% of the audience are from the social grades A, and B. this includes people who have the occupation of an administrative or would be a professional in some sort of area. This area of social grade makes up only around 27% of the earths population, this is indication that the audience that buys and reads The Big Issue are a more socially aware and feel socially responsible. They would likely also not be that influenced by social media.
The type of people to read this magazine would be people hoe would be relatively aware of many different pop culture references. The Big Issue is something that explore a lot of pop culture

L/O: To review exam style answers

L/O: To analyse big issue covers effectively

This cover shows a mix of sport, history, news, music  and facts through the smaller titles around the main "Top 100 change makers" title as it has a lighter and more playful design it seems to be designed for a younger audience who have some level of maturity so most probably young adults with a wide range of interests.

the cover shows the idea of change and positive influencers in 2019 relating to wide ranges of topics this has a contrast from the initial look of the cover as it goes from what looks childish and colourful to something that could go deep with some larger points and possibly life changing ideas making it seem more mature. This contrast could make it seem like false adverting in ways but i think this is a point that they wanted to make about younger people needing to know whats going on and what needs to or is changing around them. 

Mode of address: How the text speaks/ influences the audiences 

Direct address: eye contact and talking to the reader 

indirect address: looking away and talking in general 

other forms of address: formal/ informal, humour, serious ect

This issue has direct links to war and civilisation with the picture having the hat linking to traditional army uniform and the shirt and jacket linking to civilians as well as the line "the battle for peace of mind back home" possibly having a link to wars in our own homes with the internet ect the line "still at war" has links to this too as it could be saying even after getting home we are still at war. The image has a monochrome style but the hat is very vibrant making it stand out which helps draw attention to the writing inside with "still" being highlighted to put emphasis on the fact that the memories are still there and other wars are still going on. The overall tone is negative with references to PTSD and is very anti war as it refers to war being never ending being a clear sign of mental state after returning from war but also reference to the idea that it doesn't end people are always going to war and it shows no sign of stopping.

with the hints to whats inside Roger Daltrey's name pops up with an interview as it says "what i'd say to Keith Moon" with the style of the covers this could link to rivalry as both Roger and Keith were members of The Who together Roger being lead singer and Keith the drummer. The references to music and artists being brought in with this context gives the sentence a negative overtone seemingly linking to celebrity drama that is loved by many. 

The target audience are more likely to be left wing with knowledge to understand contextual and social references and ideas in this situation the target audience may be able to remember parents or grandparents who have been through big wars and the would have been old enough to remember how they reacted to being home and how PTSD effected them. 

L/O: Dirt and exam practice

• A negative view on some of the country's changes 

• everyone is just following whats going on and not majorly objecting anymore like what the sex pistols did 

• Links to music with the colour scheme and design 

• message on how music has changed through the years and how a nations key genres and media  influencers represent its occupants
• TBI target audience are smart, socially responsible, and would be able to understand the intertextuality behind the covers 

This cover from 2016 is holds a large view on brevet and politicians with 4 politicians heads taken and put on to the bodies of abba ,popular between 1970 and 1990, with lyrics twisted to fit the situation in the case of David Cameron. Abba won the Eurovision song contest in 1974 so they have that direct link to the EU as well as lyrics almost directly linking to the situation this would have been a way to show the views in a comedic way. Bold text saying how the winner takes all linking both to Brexit and Eurovision also highlighted in red was decision time to help emphasise on the fact that time is drawing in. The target audience would have the knowledge to properly understand the intertextuality of the abba reference as well as the knowledge to understand the referendum in its entirety.

The idea of connecting 2 aspects of the EU one being politics and the other being a song contest is a great use of intertextuality by TBI to connect the social and political ideas with a comedic outcome this cover is fairly light hearted considering the referendum was something that would effect a lot of people as the target audience would probably be keeping up with news in multiple formats they would understand whats going and this would be a nice change with a calmer style. It bases on the ideology that they can't take it too seriously they know that either way a large majority won't get what they wanted so going easy and light hearted was safer although they probably contained a lot of points inside to help through the decision making proses.

Overall The big issue didn't want to follow the same format of being overly serious so they went more light hearted although they are more left wing so opinions would have been there to an extent is wasn't presented as seriously as it was in other places giving that nice break to have a more relaxed read.