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.
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