Back to Basics: 2019

Denotations: everything you can see

• Red: setting
• Attractive White Woman
• Black: mise-en-scene is that she has black hair and dress
• Loreal: Brand
• Shampoo bottle: symbolic code
• Hand: gesture
• Glossy hair: mise-en-scene, iconography
• Words: Slogan, details

"expert for damaged hair" san-serif text

Mid-shot

Connotations: This relates to that, this means that

1. Romance and love
2. Ideal women of beauty, target audience is middle age white women
3. black signifies formality, elegance and authority
4. Loreal brand font presents order combined with craziness
5. Hand signifies she doesn't want men following her or that she can handle herself, also shows direct mode of address.
6. glossy hair

Intertextuality and mise-en-scene is a reference to a classic romance film

San-serif bold font of 'paris' has reference to romance, fashion and love

The light colours have connotations to being innocence, purity

the red colours have connotations to being, romance, love and sex

This advert has a binary opposition between love and innocence

Adverts by making the audience dissatisfied with their lives, and that the products can fix that

• pink shades: crazy cool, epic, mocking

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COMPONENT 2

1. Media Language: terminology
2. Representation: how its presented
3. Audience: what they see
4. Media Industries: who owns it

compared with the past, Gauntlett argues that the media today 'we no longer get singular, straightforward messages about ideal types of gender identity'

Evaluate the validity of this claim with reference to the set editions of woman and Adbusters and the historical contexts in which they are produced.

Stereotype: a wildly held belief of a certain group of people

ROLAND BARTHES

SEMIOTICS

• Codes such as Proairetic, Hermeneutic and symbolic

CLAUDE LEVI STRAUSS

STRUCTURALISM

• Binary Opposition

The way which magazines work are that they are specialised industries, completely different to everything, including newspapers

Magazines are mainly gossip, have a smaller audience and have a specific interest.

They are less focused on general current affairs and have glossy covers\

Magazines have a smaller circulation

Circulation: how many copies are produced and sold

Audience

Component 1

Section A:

Media Language and representation

• Hermeneutic Codes
• Analyse of what media products mean
• Mise-en-sene
• Colour
• Genre
• Shot, mid, long, wide
• Costume
• Representation of groups

Examples

1.  Tide Ad
2.  Kiss of the Vampire
3.  Water-aid Ad

Section B:

Audience

Examples

1.  Tide Ad
2.  Water-aid Ad

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AUDIENCE

Every Media product is created to match a particular audience's expectations

It is assumed by many that Media products influence their audience, Media amplification

Audience are easy for manipulation

Target (Primary) Audience: A specific group of people that a media product is aimed at.

Secondary Audience: The 2nd audience that is targeted in mind by the producer

Decoding-Encoding model

• Targeting

select as an object of attention or attack.

• Attracting

cause to come to a place or participate in a venture by offering something of interest or advantage.

• Reaching

Is to extend to a different audience

• Addressing

speak to (a person or an assembly). Mode of Address

• Constructing

form (an idea or theory) by bringing together various conceptual elements.

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Natural and murky lighting has connotations towards an apocalypse, we can tell this due to intertextuality.

Low-key lighting creates a hermeneutic code, suggesting mystery

Looking back suggests they're in danger, the dutch tilt in the camera all creates mystery, hermeneutic

The use of the sans-serif font covers a third of the cover

The second character appeals to 40+ year olds

The girl appeals as a daughter figure

Weapons are atypical, girl is atypical

Intertextuality: The Road, I am Legend, The walking Dead, Zombieland

The verisimilitude is that we see a young woman in the apocalypse, we don't usually see this

non-stereotypical representation of women

Genre: Apocalypse, adventure, action, horror, hints of western

 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