Stereotypes and Super Bowl ads

Jeep Advert
Directed towards middle aged white people who are wealthy, can be suggested by Jeff Goldblum's glasses and the look and size of the car

Avocado advert
the absence of Mexican people suggest they are not important in the presentation of the ad
The ad contains middle aged white people. Avocado's are associated with being wealthy and rich.

Doritos/ Mtn Dew ad
Binary opposition between Freeman and Dinklage
Peter Dinklage (Little people), rapping, fast, sharp, acts cool
Morgan Freeman(old black men), ice cold, laid back, chilled, calm.

Old people ad
suggest that old people should actually be at home than be a DJ, firefighter etc

Bud Knight ad
suggest British people are medieval in nature

Stereotypes

A commonly held belief about a certain group of people

A stereotype can never ever be always true

Why do stereotypes exist?
It helps us group people together
Helps producers to identify audiences and produce TV shows
it makes the world far more similar

How can we make use of them?


Richard Dyer - The role of stereotypes

• An ordering process
• A short cut for producers
• A reference point (for audiences)
• An expression of dominant societal values

Anchor Spreadable butter

Stereotypical representation that old people don't understand technology

Assumptions about young people is that they are able to understand technology

old people and young people form binary opposition

Different genders and age can be told by height and looks e.g clothing

Pot Noodle 

Stereotypical teenage boys are messy

Teenage boy of working class from the north of England 

Setting of the gym is a disused warehouse- stereotypical working class

binary opposition between the boy and Las Vegas

not stereotypically attractive, stereotypically women's bodies are more attractive than men's bodies

It is stating that black men are perverted, always rap, this reinforces a stereotype.

Reinforcement

Subvert- Breaking a stereotype

Introduction to Representation/ Lindt

Stuart Hall: Theories of representation

Representation: The way something is shown differently in a particular/ To show something again

The ways in which a media product constructs the world and aspects in it, including social groups, individuals, issues and events.

Everything we see in a media product represents something else.

The producer constructs a representation that we decode

1.  Who/what is being represented?
2.  How is the representation constructed in the media language?
3.  What ideology is presented about the represented group?
4.  What is the societal impact of this message on the group being represented?

Lindt - do you dream of chocolate

The sexual relationship between the woman and the chocolate
-extreme close-ups suggest romance, sex etc
-The slow pace editing
-the use of fades in the transitions
-The voiceover sounds slow, relaxed and seductive
-The representation of women is that they adore chocolate as a stereotype
-Stereotypical male role of making the chocolate, he is being active "Master chocolatiers"
-Mise en scene- woman is in bedroom in her comfy pyjamas and neutral colours have connotations to innocence and purity
-Women's lifestyle is simple, luxurious, idealistic
-There is a binary opposition between the man and woman.

First Year Media Quiz

1.Define 'Media'

Media is the plural of medium, a medium are tv shows, movies and of course media products1

2. What is Hermeneutic code?

Something in an ad that creates mystery or suspense1

3. Roland Barthes1

4. Any that has a meaning
anything that creates a meaning
anything that a meaning is signified1

5.everything two things usually don't go together, go together1

6. levi-strauss1

7.What an ad has1

8. How you would talk to your audience1

9. choice of words used1

10. rule of thirds is the ad divided into 3 equal sections and the Z-line is the way people view
something, going from left to right1

11.what is put in the scene1

12. sans-serif is bold and serif has ticks1

13. Its bold and formal1

14. To change a persons lifestyle/marginally make them not satisfied with their life.1


14/15

Advertising & Binary Opposition

Advertising

Print

• Codes and conventions
• Layout and design
• Composition
• Images/photographs - camera shot type, angle, focus
• Font size, type of font (e.g. serif/sans serif), colour 
• Mise-en-scène – colour, lighting, location, costume/dress, hair/make-up 
• Graphics, logos etc.
• Language – slogan/tagline and copy 
• Anchorage of images and text
• Elements of narrative

She is happy/joyful/impressed/smiling, target audience is teens, mid-20's

Clearly visible coca-cola logo juxtaposes the coke drink

The texture of the bottle makes it look refreshing

Nails matches the bottle of the coke, which makes her one with the coke

Gesture

David's 'hot or not' chicken curry
David is happy of himself
"food love stories" suggests everyone love food from Tesco especially
direct mode of address
Message is formal and easy to understand, suggests the ad is aiming towards mid/young-adulthood
Green background

Claude Levi-Strauss 
Structuralism

Binary Opposition: When 2 concepts, messages or values are presented in direct opposition with one another. Levi-Strauss suggested that our perception of the world is based on binary opposition.

Rich & Poor
Light & Dark
Sitting & Standing
Little & Large
Chaos & Order
Fantastic & Ordinary
Sexually attractive & normal
Young & old
Work & Leisure
Freedom & Entrapment
Civilisation & Wilderness

The purpose of the advert is to make an audience dissatisfied with their lives.
An advert is selling a set of beliefs and values to an audience

Ideology: The beliefs and values of a media text
Essentially and advert is selling an ideology

Dominant ideology: The set of ideas or culture that is most common or widely accepted in a society
(Can change over time)

Tide Ad

• Z-line: Starts off with the sloan "Tide's got what women want!" in all caps and in bright orange colour. This would be the first thing people would notice in the ad because of its vibrant nature.
• The ad is aimed towards the middle-aged female audience, by how the ad stereotypes what women want, and in the 50's, this was kitchen/washing products. This sexist stereotype is worsened by how the ad treats women as if they were naive, the lexis in this ad makes women seem dull-minded and low IQ
• The beauty of the woman hugging the Tide suggests that only beautiful women would buy such things or that if you buy it, you'll feel perfect.
• The mode of address is ordering the audience/ forcing the female audience to by the product by including words such as "no wonder you women buy more tide".
• The orange/redness of the ad is associated with the female gender or romance.
• The address is like a man talking to the women
• Rule of thirds: 1. Heading/slogan, 2. Woman hugging Tide box, 3. what the Tide does.
• Significant amount of words within the ad suggesting that women have a lot of time on their hands since their are house wives.        

1. Designed specifically for heavy-duty machine cleaning
2. Proctor & Gamble launched Tide in 1946
3. The D'Arcy Masius Benton & Bowles advertising agency handled P&G's accounts throughout the 1950s
4. P&G's market research showed that consumers had high levels of confidence in the company
5. DMB & B used print and radio advertising campaigns concurrently in order to quickly build audience familiarity with the brand.
6. Both media forms used the "Housewife" character and the ideology that its customers "Loved" and "Adored" tide.

There is a stereotypical image of women being presented here, a representation.

This includes:

• Her costume: stereotypical 1950's housewife dress, apron, poke dot blue shirt
• Hairstyle: Fashionable haircut
• Makeup: Significant eyeliner/mascara, heavy red lipstick, fluffed up cheeks (by buying Tide, it makes you look 'beautiful')
• Facial expression: Significantly happy about buying a washing product
• Her pout lips signifies romance with the damn Tide box, later to be kissing the box (Symbolic, Proairetic)

Her pursed lips is a proairetic code that signifies she's in a relationship.

• Advert is aimed towards people between the age of 30-50, the use of the word "WANT!", shows how its pointing and luring the right audience in.
• The use of informal language, colloquial, mode of address such as "Suds" suggests that this advert is talking to you like it was your friend.
• Because she is a housewife, the language of the advert is basic.
• she is of the working class
• Hyperbole, the use of exaggeration, "No other washing product known-will get your wash as CLEAN as TIDE".
• Washing machine top right, is very white shows how special Tide is
• Seems very dressed and well polished to be cleaning a house

The side bar is superlative and hyperbolic, The word "MIRACLE" suggest that its a religion
White is best according to the ad, leading to racial connotations
"Brightens" connotes to clean, clever, makes your day better.
"Sudsing Whizz" is terribly informal/colloquial

THE IDEOLOGY OF THIS ADVERT IS THAT ALL WOMEN LIKE CLEANING
The consistency of looking at ads involving woman cleaning, increases that ideologies status of people

What it lacks

Advert lacks terms and conditions
Doesn't show what the product actually does, which means that the audience already know how to wash already.
Missing any reference to men at all, purely a woman's responsibility to clean.

Codes and Analysis

Codes:
In media studies, codes refer to any element of Media Language that creates meaning for the audience

Media Language is anything that is used to create a media product: Sound effects, shots, camera angles

Hermeneutic codes: 
AKA Enigma codes, these refer to something in the media product that creates mystery or suspense

Proairetic codes: 
AKA Action codes, these refer to something within a media product that suggests something will happen.

Symbolic codes: 
Something in a media product that creates a deeper meaning in the audience.

Textual analysis:
The studying of a media product, and suggesting ways ways on how it appeals to the audience.

Blagging it:

Semiotics: deeper meaning of anything, colours, words, objects etc.
1. Camera shot is a close up shot, not really any angle, and the focus is upon the woman's face
2. Mise-en-scene: City background, dull ray/blue tint which shows professionalism and to not stand out, lighting is bright, black costume, smooth hair and a lot of make-up.
3. She is professional due to her: All black costume
4. It's bold by putting out a big font which straight up shows the company name
5. The product is "unique and special"
6. Looking at the audience 
6. The setting (New York), has connotations to being fun, luxurious and exciting.

• Z-line (The order the audience looks at an advert)
• Rule of Thirds (Dividing the advert into 3)
• Headings & subheadings (titles and sub-titles to begin a document, story, letter etc)
• Serif font (Is a font which has flicks on the letter)
• Sans-serif font (is the bolder version of the serif font)
• Lexis (The choice of words used)
• Mode of Address (The way a media product speaks to its audience)

Stereotype is a commonly held belief about a wide group of people.

Advertisement Analyse

Louis Vuitton

The background is of matching colour to the handbag, perhaps showing the beauty of the bag as we can associate the scenery with beauty and wonder.

Additionally the actress' pose shows heroism or/and 'looking cool'

No logo meaning that the audience already know what brand it is "Lovely, expensive and exclusive" 

No price tag so it doesn't show how much it cost.

Isn't

An advert is something that sells a lifestyle to an audience

Key Theory 1: Roland Barthes- Semiotics

Anything that can have meaning is a sign

The thing that creates meaning is a signifier

The meaning that is created is signified

Advertising 1

A grade answer:

1. Sustained and consistence media language
2. Theories and Theorists
3. Your own opinion
4. Use the words in the question
5. 
   

For the exam there are 3 components.

Component 1: Exam              35%
Component 2: Exam              35%
Component 3 - Coursework: 30%

Exam Board: Educas

Component 1:

Section A: Unseen material
2 Questions
one is will be an unseen media product (30)
the other will be comparing the unseen product with one you've seen (15)

Section B: Understanding media industries and audiences
2 Questions
one is Industry
a) 2 marks
b) 10 marks
c) 1 marks
d) 8 marks
the other audience
a) 8 marks
b) 12 marks

For the exam to get an A there must also be an opinion of your own
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Introduction

• D-definition
• what the keyword of the question is saying (e.g. representation)
• A-argument
• What you're in favour/what side you are on/overall opinion
• C-context
• What is the question referring too

Paragraph: shorter paragraphs are easier to mark

P-point
E-evidence
A-argument

Structure

• Question - underline key term
• Knee jerk reaction
• Plan- spew it on the page!
• Introduction- DAC
• Key scene one
• Conclusion

Key Words

1. Representation
2. Stereotypical
3. Mise-en-scene
4. Hegemonic
5. Proairetic
6. Ideology
7. Hermeneutic
8. Symbolic
9. Cultivate
10. Polysemic
11. Subversive
12. Semiotics
13. Encoded
14. Binary/Diametric Opposition
15. Anchorage

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The study of Representation looks at: (Representations construct reality as it cultivates the audience)

1. The group place, or issue on which the media product is focusing
2. The media language the media product uses in order to present these groups or issues
3. The ideological perspective about the group or issue being created within the product
4. The impact of this ideological perspective on the target audience

What is Cinematography?

"Cinematography is the science or art of motion-picture photography by recording light or other electromagnetic radiation, either electronically by means of an image sensor, or chemically by means of a light-sensitive material such as film stock." - Wikipedia

Shot Types

Close up: 

Mid Shot:

Long Shot:

Extreme close up: 

Establishing shot:

Camera Angles

 Low angle

  High angle

Birds-eye view

Worms-eye view

Canted angle/Dutch tilt

 Top 5 films: not in order

1. Avengers: Infinity War
2. Thor Ragnarok
3. Treasure Planet
4. Predator
5. Total Recall

 Best Actor: not in order

1. Simpn Pegg
2. Arnold Schwarzenegger
3. Benedict Cumberbatch
4. Jeff Goldblum
5. George Clooney

 Best TV/movie opening theme tunes

1. Game of Thrones
2. Superman returns
3. Star wars
4. Shrek
5. James Bond

Best youtube channels

1. Vsauce
2. Zepherus
3. AlternateHistoryHub
4. OverSimplified
5. Grand Illusions