MeDIa & rEp

ADVERTS

26/09/2018                  

L.O - to develop the language of media analysis

Denotation: Elements that are unarguable; the factual elements

Connotation: Elements that are arguable; elements that are personal to the viewer


Loop Task:

TIMES Cover:
Big star character- white background makes him stand out 
large heading
bright red writing
red, black and white colour palette
prominent sub-headings


Jay-Z Cover Connotations:
Without the text or the parental advisory sticker, this cover would suggest that the image is from a gangster movie. The star is wearing a suit, tie and fedora hat, whilst holding a cigar and wearing a ring, all which would fit with a stereotypical 1900's gangster. The picture is also in black and white, which would also fit this stereotype as movies that originally used this type of gangster. Alternatively, the outfit could show a middle or upper class status, showing off his wealth with his suit and ring. The name of the album, 'Reasonable Doubt', refers to the law, which fits connotations as he is dressed like a gangster, of whom would often break the law and commit crimes. Rappers are also often associated with breaking the law, so the genre of the album also fits connotations with the name of the album.


Kendrick Lamar Cover:
Denotations: 
-Kendrick is sat, hands together - looks troubled - thinking?
-Dirty look to the background
Connotations:
Without the text, the image sticks to a monochrome colour palette, from Kendrick's outfit to the wall behind him. This fits connotations from the title of the album, 'GOOD KID IN A MAD CITY', as the grime and dirt would probably be found in a 'mad city', so he could have gone for a broken and un-cared for theme. His outfit, however, shares the stereotypical connotations of a thug or modern day gangster, so if he is a "good kid" then this "city", perhaps he means the world, must be bad.


Adele Cover:
Denotations:
-Adele is looking just above the camera, looks focused
-SEPIA filter
-Only head visible
Connotations:
Adele has been made to look powerful. Only her face is visible, without any blemishes or imperfections, and the shot is at a lower angle, as if we're almost looking up at her. The shot is also a close up, which is quite intimate, which suggests that her songs are quite intimate. The relevance of no blemishes is that now she is even more of a male attraction. The text on the screen is in a modern text,  and the name of the album, 25, is in red, which is a more feminine colour.

3/10/18

L.O - To develop the language of media analysis

                              

Loop Task:

Denotations:

-Stars around head look like European Flag

-Birds holding up roses- peace/love message?

-Red,White and Yellow colour palette

-Pink hair- her name is 'P!nk'
-Dragons behind her- connotes power/majesty

Connotations:

This text shares many similar connotations with an album cover, such as a main image/star character, text that indicates the cover has a name and features a popular music artist. P!nk's outfit gives her the properties of an object of desire for men, as her top is quite revealing and the colour red is stereotypically more attractive. Her facial expression tells us that she is perhaps screaming or shouting, perhaps she is rebelling against something or someone. The pastel colours link to youth and femininity, linking to the audience she aims for: younger women. Two doves feature, holding up roses. This suggests that the theme or the message that she is trying to convey surrounds peace and love or the songs in the album fixate around this concept. Her pose shares connotations with an animal roaring, showing dominance or pride.



Close Up Analysis:

This image of Barack Obama shows power and pride: he's looking away from the camera only slightly, which connotes power as he almost looks as if he has something better to look at rather than the audience, and he is wearing what we understand is a suit in the frame, which also shows wealth and power.

James Bond Analysis:


Denotations:
-Lots of Girls
-James Bond/Dr. No only males
-Lots of text in different fonts- only in red and black although
-Red, White, Black and Yellow prominent colour palette
Connotations:
James Bond's picture is prominently bigger than the girls who also feature, maybe showing his power over women and perhaps links back to the way things were during the 1960's when this film was released. The women to the right also decrease in size, maybe showing their importance to Bond or the plot, or maybe decreasing in attractive-ness. He is also holding a gun that is smoking, indicating that he has just shot or killed someone. This links to the action and violence that features in the film. Also, his formal clothing connotes high status.



HYPOTHESIS:  "The products constructed to market James Bond films are designed to offer a clear appeal to a wide global audience of young males aged 17-35"

I agree with this hypothesis.

Over the years, plenty of Bond films have been released. Bond himself is an ideal male role model. He's considered handsome, good with women and has, stereotypically, every young boy's dream job: international spy. The majority of Bond films feature Bond himself, a woman or two who feature heavily in the plot of the film, usually a love interest, and sometimes gadgets or vehicles that also feature in the film. The importance of the gadgets are as points of interest for young males as, stereotypically, males are more attracted to violence and action, and these vehicles and gadgets connote this. For example, the Octopussy poster features a futuristic looking plane mid-flight across Bond's legs, connoting a flight-chase or action in the sky, which in those days was not too heard of. In the Octopussy poster, the woman behind James appears to have multiple arms. This perhaps foreshadows James' multiple relationships throughout this film, or simply the many arms are supposed to represent the 'Octopus' in Octopussy, as Octopi have 8 arms. There also appears to be a big battle in the bottom left corner. Action attracts the primary target audience: older males aged 16-50. In the poster for 'The World Is Not Enough', there are 4 main figures: James, Two Females (perhaps love interests?) and a mysterious man shrouded by some sort of glitch effect. The identity of the man being hidden indicates that he is perhaps the main villain, as his sinister appearance and hidden identity are both connotations of a movie villain. Both Female stars are stood in clothing and positions that make them stand out as male objects of desire, perhaps indicating that they are love interests of Bond as he is supposed to be attractive and irresistible to women. 

8/10/18

L.O- To explore the idea of semiotics and how it can be applied to media analysis

Loop Task:
Denotations:
-3 star figures- Bond, woman (love interest) and skeleton man
blurred bright colours in the background
-All dressed sharply
-Holding gun
-Skull reveals eyes or mystery man underneath
Connotations:
Bond is stood slightly leant forward, with his hand in his pocket and holding a gun. The stance makes Bond look both powerful, as he is stood looking above the audience, connoting high status, and attractive, as he is wearing a flashy suit, with his jawline accented and has a watch poking out from his sleeve. The gun connotes violence and action, possibly death, which is a theme that links to both the title of the film and the skeleton behind him, spectre being another word for ghost. The skeleton can link to Mexico's 'Day of the Dead', perhaps linking to a possible set for the film.








SEMIOTICS or SEMIOLOGY is the study of signs, symbols and signification. It is the study of how meaning is created

Theory (Ferdinand Saussure):

Saussure put forward that signs are comprised of two elements:

The SIGNIFIER:

The physical form (word, shape, etc.)

and the SIGNIFIED:

What our culture has decided it means

Cross: SIGNIFIER

SIGNIFIED: Jesus, Christianity

Heart: SIGNIFIER

SIGNIFIED: Love, Valentines, Romance

Theory (Roland Barthes):

-French Theorist- Theory focuses on how signs and images represent different cultures and ideologies in different ways.

-These are established through DENOTATION and CONNOTATION.

Theory (Charles Pierce):

-Pierce focused on developing the idea that there were different levels of meaning that could be attached to signs and that these operated in different ways to audiences.

-Claimed there were 3 different types of signs:

-ICON- a sign that physically resembles what it stands for (Looks Like)

-INDEX- signs where the signifier is caused by signified, e.g smoke signifies fire

-SYMBOL- Conventional signs that are culturally specific between the signifier and signified (We learn through our culture)

Task: Analyse the semiotics in TWO print adverts.

10/10/18

L.O- To apply semiotic theories when cresting media products

Fashion Label for Young Adults(Original and Alternate Version)

With the clothing brand, i went for a skater-feel as that is something that appeals to Me as a young adult. I chose very few but vibrant colours as that stands out, and a name that is one word, punchy and catchy, in a font that resembles its Japanese counterpart.







Tv Channel aimed at Kids ages 6-11

With the children's logo, I chose the name of my nephew as the label for my kids channel. I decided to make it look kid-friendly/appealing by choosing two colours, black and white, that are easy to focus on and remember, whilst making a signifier out of the smily face in the logo.

Social Media App aimed at 25-35yr olds

I went a bit silly with this one, and created an adult's dating app. The name 'SwagSwoop' is literally off the top of my head, however the alliteration makes it easy to remember, and the logo is a pretty simple signifier and follows typical conventions of social media apps, a rounded box with a simple letter, word or symbol in the middle.

7/11/18

L.O- to explore the concept of conventions and subversion

Loop Task:

Denotations:

- 'Dressed' Bottles surround 'Un-dressed' bottle

- Green thunderstorm in the background

- 'Bachelor Party'

- Logo in the corner

Connotations:

Audience:

Context:

Task- Cadburys Advert (2007):
This advert, featuring a Gorrila playing the drums, sends a simple message: 'a glass and a half full of joy'. The advert tells us that perhaps the chocolate is so tasty that is leaves the consumer in a state of active joy. The intent of the advert, which is accompanied by Phil Collins' "In the air tonight", is to make Cadbury stand apart from all the other brands of chocolate by putting themselves out there with an Interesting advert, to say the least. The chocolate and Gorilla are perhaps aimed towards a younger target audience, as chocolate is cherished stereotypically more by children than adults and the Gorilla is more likely to be enjoyed by children as Gorillas are potentially newer and different to a younger target audience., whereas the song is aimed at older adults who will recognise the song and the artist. This ad had a particularly home-ly feel for me as the song has some relevance and significance to me, and the drum solo in particular almost gets me 'pumped up'. The Gorilla also appears to Enjoy playing the drums, indicating that this is how you feel when  eating Cadbury. This ad boosted sales by 10%, unsurprisingly. This is possibly due to the impact of the ad, as kids will remember the 'monkey playing the drums' and will recognise the chocolate when they are out and about.

Analysis:

This ad sparked controversy and was banned. The ad features a family, who are huddled round a man who is dying of aids. The father, presumably, clutches his head and looks incredibly distraught.

12/11/18

L.O- To explore set advertising texts and research brands

Loop Task:

The 1996 Barbie advert focused on presenting the doll, whereas the 2018 ad used a current world issue and manipulated it into their advertisement: sexism and woman's rights. The ad centres around 5 little girls who have taken on adult roles and careers. Modern day society has produced constant talk over different genders and rights to them, so Barbie has produced this ad to show that girls don't have to be what society considers 'girls'. Whereas, the 1996 ad focuses on selling the product to its audience, like a traditional ad should.

Media Language For Print Ads:

-Locations 

-Costumes

-Props

-Makeup

-Lighting

-Choice of Camera Shot

-Camera Angle

-Typography

-Layout

-Address of Written Content to the Audiences

SET TEXTS:

Overview:

Old Spice is an American brand of male grooming products encompassing deodorants and antiperspirants, shampoos, body washes, and soaps. It is manufactured by Procter and Gamble. Originally launched as Early American Old Spice by William Lightfoot Schultz's soap and toiletries company, Shulton Inc., in 1937, it was first targeted to women, with the men's product only being released before Christmas at the end of that year. Over time as the men's products found more success it began to focus exclusively on those. Old Spice now sells male grooming products including antiperspirant/deodorant sticks and body wash.

Brand Image and Values:

        Before Campaign:                                                        After Campaign:

Previous Advertising Campaign:

In the 1970s and 80s, Old Spice ad campaigns in the United Kingdom and Ireland featured a man on a surfboard accompanied by the strains of composer Carl Orff's O Fortuna from Carmina Burana, with the tagline "Old Spice - The Mark Of A Man."

An advertising campaign developed by Wieden + Kennedy in 2010 featuring Isaiah Mustafa became popular after the first advertisement, titled The Man Your Man Could Smell Like, went viral. Following this campaign, Old Spice introduced Fabio Lanzoni to challenge Isaiah Mustafa for the Old Spice Guy title in an online advertising campaign.

Star Vehicle: representation and values:

Old Spice has partnered with the NFL and featured football stars including: Ray Lewis, Greg Jennings and Wes Welker in various TV and digital campaigns. In 2012, former NFL player Terry Crews was featured in the brand’s viral hit “Muscle Music”. The interactive video allowed people to make music through different musical instruments rigged to corresponding muscles on Terry’s body.

In 2013, Old Spice launched a series of TV commercials in India titled "Mantastic Man" starring supermodel and actor Milind Soman.

The Make a Smellitment commercials with Isaiah Mustafa and Terry Crews debuted in 2015, promoting Timber (or Swagger) and Bearglove. 

Social Context:

There's no real social context behind Old Spice ads as, because the brand isn't serious as a whole, however 2008, the release of some of Old Spice's major ads, was the same year Barack Obama was elected into office as POTUS, therefore perhaps Old Spice chose Afro-American Isaiah Mustafa intentionally to reflect the nationality of Obama himself.

Overview:

Lucozade is a soft drink manufactured by the Japanese company Suntory and marketed as a range of sports and energy drinks. Created as "Glucozade" in the UK in 1927 by a Newcastle pharmacist, William Walker Hunter (trading as W. Owen & Son),  it was acquired by the British pharmaceutical company Beecham's in 1938 and sold as an energy drink for the sick as Lucozade. The company's advertising slogan was "Lucozade aids recovery".

Brand Image and Values:

Whilst Lucozade's image has changed since 1927, Lucozade has remained a trusted brand. Constantly testing and developing new ways to help people with their energy and performance needs, Lucozade is an innovator within its field and aims to continue to be so.           Lucozade is a bold and dynamic brand, with an independence of spirit, a 'can-do' attitude and a 'never-say-die' approach to life, which is coupled with its rich heritage in health, and convalescence. As a result, consumers have a warmth of feeling for the brand not typically associated with the energy drink category. Ultimately consumers talk about the Lucozade 'magic': an indefinable quality that sums up Lucozade's taste, thickness and its ability to deliver energy when you need it.

Star Vehicle and representation:

Gareth Bale, the man featured in the ad, is a Welsh professional footballer who plays as a winger for Spanish club Real Madrid and the Wales national team. Bale is a perfect role model for a younger male audience, mainly kids, as he is physically active and has a soaring career as a professional footballer. Football fans will recognise him and go to buy the drink as they trust him, and if he drinks it then it must be good.

Social Context:

At the time, Gareth Bale had recently made a record breaking transfer from Tottenham to Real Madrid, increasing his popularity, making him one of the more successful star vehicles fro Lucozade to feature in their ad.

Overview:

Shelter is a registered charity that campaigns to end homelessness and bad housing in England and Scotland. It gives advice, information and advocacy to people in need, and tackles the root causes of bad housing by lobbying government and local authorities for new laws and policies to improve the lives of homeless and badly housed people. It works in partnership with Shelter Cyrmu in Wales and the Housing Rights Service in Northern Ireland.

Shelter helps people in housing need by providing advice and practical assistance, and fights for better investment in housing and for laws and policies to improve the lives of homeless and badly housed people.

Brand Values:

The Shelter Website describes their 3 core values:

"Shelter has three core values that drive all our work: 

We’re approachable 

Shelter is a lifeline for anyone who is homeless or suffering in bad housing. If you’re faced with losing your home, we’ll do everything we can to help you keep a secure roof over your head. 

Face-to-face, on the phone and by email, we’re committed to giving expert, confidential advice and support, tailored to the individual. 

We challenge 

Home is a basic human need. In our affluent nation, everyone should have a home, and Shelter is challenging the people in power to make that vision a reality, through tenacious lobbying, persuasive research and policy reports, and high-profile public campaigns. 

Shelter is fighting injustice, and righting housing wrongs – and we’re achieving real, positive changes that will benefit generations to come. 

We’re enterprising 

Shelter strives to get the most out of every penny it spends. We’re proud to join forces with like-minded organisations, to share our ideas, and develop creative ways of tackling housing need. 

The housing crisis is changing, and we must change with it. Shelter services identify and respond to demand, targeting support to those who need it in the most effective way."

Social Context:

More than 300,000 people in Britain – equivalent to one in every 200 – are officially recorded as homeless or living in inadequate homes, according to figures released by the charity Shelter.

Using official government data and freedom of information returns from local authorities, it estimates that 307,000 people are sleeping rough, or accommodated in temporary housing,bed and breakfast rooms, or hostels – an increase of 13,000 over the past year.

14/11/18

L.O- To analyse set advertising texts using audience theory

Hypodermic Needle Theory:

-Developed in the 1920s and 1930s

-Linear communication Theory

-Passive audience

-No Individual difference

-Media says 'buy this', audience goes 'I'm gonna buy this!'

Cultural Effects Model:

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

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 Gratifications theory:

-4 different reasons that audiences want to access media;

Surveillance/Information

Identity

Relationships

Diversion

-If the media fulfils one of these needs, the audience will go back again and again

Reception Theory:

-Producer encodes message/meaning into product 

-1 of 3 responses from audience:

Dominant or Preferred (Get/Understand the message)

Negotiated (Understand the message, not what they're looking for) 

Oppositional (Either get a completely different message or no message at all)

target audience? primary and secondary:

Old Spice, now, aims their products directly at an older male audience who cares particularly about what grooming products they use. A younger male audience, I feel, wouldn't be interested in what brand of body wash they used. The secondary audience, however, would have to be older women who are looking for wash for their husbands/boyfriends and find the main star vehicle attractive.
Challenge: People would assume that Old Spice's attitude towards marketing is relaxed and not taken seriously, however Old Spice has intentionally done this to reel in more customers as perhaps the target audience welcomes the silly and refreshing take on an advert. 

who is the star vehicle? what connotations would the audience take from them being used?

The star vehicle is ex-NFL wide receiver Isaiah Mustafa. Isaiah is widely considered attractive, with a good figure and looks, making him an ideal star vehicle as he will attract Women who want 'The Man Your Man Could Smell Like'. 

what advertising conventions are used or subverted and what are the different connotations of the different elements of media language? (Colour/Font/Signs/Slogan/Image)

In this advert, Mustafa has been transformed into an island of sort, covered in sand, trees and sunbathing people, with a volcano for his head. The image suggests that This is what you're gonna smell like. This idea matches the 'fact' that features on the ad, which comedically states that the scent comes from an 'anti-perspirant mine in the Bahamas'. The colour palette revolves around tropical colours of aqua blue, green for the trees and pales for the sand, which all coordinate. The ad is silly, but the font suggests that it is quite a classy brand as the name of the brand is in a cursive-like font. 

how is the product represented?

The product is shown to be so powerful that it literally transforms you Into the Bahamas themselves, which is shown to be positive and attractive through use of the star vehicle. The product can also be shown to be reliable and high preforming, as it receives the attention and use of an ex-NFL star.

how is the brand represented?

The brand is shown to be silly. The use of the image and the fake 'fact' suggests that perhaps they don't take it seriously, however the use of Mustafa shows that they are respectable or successful enough to pay for Mustafa to feature in their ads.

target audience? primary and secondary

The primary target audience would be a male audience who spend a big proportion of their life doing sport and who would benefit from the product and who are more likely to recognise the star vehicle, whereas the secondary target audience would have to be females who do the same. 

Challenge: Consumers will possibly only assume that drink is intended for purposes that revolve around sports and/or physical activity in general. 

who is the star vehicle? what connotations would the audience take from them being used?

The star vehicle is football star Gareth Bale, who at the time had recently made a record breaking transfer from Tottenham to Real Madrid, increasing his popularity, making him one of the more successful star vehicles fro Lucozade to feature in their ad. This would suggest that Lucozade is good enough for a professional footballer, making it good enough for the average person.

what advertising conventions are used or subverted and what are the different connotations of the different elements of media language? (Colour/Font/Signs/Slogan/Image)

The colour palette seems to focus on blue and yellow, the colours on the bottle featured. This creates a common theme and makes the advert look satisfying. The fonts chosen are all blocky and blunt, perhaps to get the point across in a sort of serious manner and just deliver the information, as apposed to the Old Spice advert, which is a bit more ambiguous and silly. The slogan attached ,'in a different league', suggests that Lucozade is so good that it will boost your 'game' enough to put you up multiple tiers.

how is the product represented?

The product is shown to be a high quality, performance improving energy drink. This is shown mainly through the star vehicle. Using a widely loved and respected professional footballer suggests that the drink is top of the range performance-enhancing product.

how is the brand represented?

The brand is shown to be respected and trusted, again through the use of the star vehicle. If Gareth Bale will drink their product, the Lucozade must be trustworthy enough to try, as a professional footballer wouldn't drink anything without knowing what was in it.

target audience? primary and secondary

The target audience appears to be for both males and females who are going through a financial crisis or are about to be evicted. The questions and the diversity of star vehicles is what suggests the target audience.

who is the star vehicle? what connotations would the audience take from them being used?

The star vehicles are two women and a man, who presumably are in financial trouble or debt. The man's unshaven face is one of the ideas that suggests this. The audience will feel that, due to the diversity, Anyone can go to Shelter for help.

what advertising conventions are used or subverted and what are the different connotations of the different elements of media language? (Colour/Font/Signs/Slogan/Image)

The ads stick to the simple red and grey colour palette, red having conventions of danger and/or trouble, grey having conventions of sadness. The writing on the ads is either in red of white, and the questions/statements that cover the star vehicles are all in capitals, emphasising the seriousness of their situations, perhaps trying to draw out some empathy from the audience. 

how is the brand represented?

The brand is shown to be open, understanding and trustworthy. The diversity in star vehicles and the difference in questions suggests that Shelter can tackle and handle various different situations and are accepting of everyone.

26/11/18

L-O: To analyse the representations within set advertising texts:

-Gender

-Age

-Race

-Sexuality

-Nationality

-Disability

Gender:

Lucozade: 
A Male footballer is used to represent a sports drink, following the stereotype that men are better and more into sports
Old Spice: 
Typical gender roles of masculinity are being played to, 'Smell like a man, man' implying that everyone Wants to smell like a man rather than a woman. Smaller people also featured on the ad are shown to be doing stereotypical things, such as a man fishing or a woman sunbathing, following the stereotypes that Men do things whilst Women just sit around
Shelter:
Male star vehicle features text that implies his issues weren't his fault, whilst both Women feature text that seem to imply that they brought this on themselves.

Age:

Stereotypical Qualities
Babies and Infants:
-Dumb
-Loud/Cry often
-Act as brats or are spoilt
-Only think about sweets or toys

Children/Teenagers:
-Rude
-Destructive
-'Scary' to the older generations
-Always on their phones
-Dis-Respective of the older generations
-Play video games
-Always wearing Hoodies/Skinny Jeans

Young Adults:
-Go to parties all the time
-Do drugs/Drink alcohol
-Only think about sex
-In College/University

Middle Aged:
-Boring
-Wear weird clothes
-Always at work
-Parents

Elderly:
-Boring
-Slow
-Always telling stories
-Eat Weird foods
-Fragile
-Cranky

Lucozade:
In the Lucozade ad, Gareth Bale appears to be quite young, suggesting that the product is for the younger generations, therefore implying that Sport itself is for the younger generations.

Old Spice:
Isaiah Mustafa is also shown to be quite young due to his clear skin and his exposed body, suggesting that the product and its slogan, 'smell like a man, man', refers to men of his age and therefore the product is suited to that age range.

Shelter:
The 3 star vehicles appear to be middle aged/young adults, suggesting that that age range is more likely to go through financial trouble.

Race:

Lucozade:
Lucozade have chosen Caucasian Footballer Gareth Bale to represent their product, suggesting that the product is being marketed to an audience of the same race

Old Spice:
The star vehicle is attractive black male Isaiah Mustafa, possibly chosen due to the movie stereotype of the black male being the charming, funny sidekick, as he appears to be in the filmed adverts.

Shelter:
Diversity is shown within these ads, as the woman on the far right appears to be Asian, however it is clear that major diversity lacks within these ads.


Sexuality:

Old Spice:
The slogan 'the man your man could smell like' suggests that the product is marketed to straight women who are buying gifts for their boyfriend.


Nationality:

Old Spice:
American Values are represented in the ad, starting with Ex-NFL player Isaiah Mustafa.

Disability:

Lucozade:
Gareth Bale is an able-bodied professional footballer, suggesting that Lucozade is only for those who can preform in sports.

Old Spice:
Isaiah Mustafa is Also an able-bodied Ex-Professional American football player, again suggesting that Old Spice are marketing to the Able-bodied rather than disabled.




28/11/18

L-O: To review and apply context and representation to Old Spice adverts

Old Spice:

Notes:

-Tagline 'Become one of the freshest places on Earth'

-Tv ad came out in 2010- print ad (one of the Set Texts) in 2011

-Rebranded in 2010

-Isaiah Mustafa- Full of masculinity- deep voice, good figure, knows he's attractive, charming, good with words, appeals to women

-Old Spice knows to sell to women who are buying products For their men

-3 ads that came out with the Set Text:

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

The product, Old Spice, uses the conventional genre of masculinity to sell their product, Men's grooming products. Isaiah Mustafa is an Ex-NFL player, American Football being one of the most masculine sports there is. This caters for the 'Macho Men' in the audience, as they will assume Old Spice Must be for them if Mustafa uses it. Next, Mustafa is shown to have a muscular and toned body, also following typical conventions of a 'Macho Man'. However, his figure would also appeal to Women in the audience, as they will think and want their man to smell like such a masculine figure. 

One way the ads subvert the normal conventions of the genre of masculinity is through the dialogue that the ad uses, the taglines. The use of humour Alongside the masculine figure is what subverts the genre, as the ads are aimed at Women rather than men.

L-O: To review and apply context and representation to Lucozade advert

Lucozade

Notes:

-Originally called Glucozade

-Often sold in Chemists and used as a 'Medicine'

-Started to lose popularity in the 70's because people got healthier

-1982-Lucozade repositioned their audience

-Changed their slogan- from 'aids recovery' to 'replaces lost energy'

-1990's-launched 'Lucozade Sport'

-First brand to launch with a sports sponsorship

-1998- Lara Croft used as a Figure in multiple adverts, showed her relying on Lucozade for energy

-'Larazade' Targeted at teenagers to young adults who knew the game

-2013- Lucozade had established itself as the 'leading sports drink in the UK'

-Used big words in their descriptions to establish the scientific side and seem trustworthy

-Used neon colours, shifted to modern, cleaner lines of design

Analyse Semiotics:

-Colour Connotations:

-Blue: Associated with water, Preferred by men, Curbs appetite, Creates trust

-Yellow: Increases cheerfulness, Represents optimism, Grabs attention

-Black: Formal, Symbolises power, Represents elegance

-White: Represents goodness, symbolises cleanliness

Blue is arguably the most featured colour on the ad, associating the product with water, possibly chosen because of the tagline 'better Than water'. Blue is a colour associated with trust and security, perhaps solidifying the statement 'better than water' and convincing the audience that this is true. Yellow is a colour associated with happiness and energy, maybe delving into the effects of the actual product and trying the display these effects for the audience. The blacks in the text and on Bale's uniform symbolise power and are respected as formal.

-Design is conventional-Strong photographic image

-Palette dominated by cool blue that has a gradient effect

-Use of white frame centres focus on Bale and the Bottle

-Bottle carries the text 'isotonic performance fuel'-fuel suggests scientific input

-Mode of address is direct and personal

-The slogan is significant because it does imply Bale believes in the benefits of consuming this isotonic drink on his own performance
-Reflects the concerns of its era-health and fitness dominate the social-cultural agenda. We are in the culture of massive sales of bottled water
-The traditional market of a daily energy pick-me-up is challenged by Red Bull and other caffeinated brands

5/12/18

How is the advert an example of changes in media representation of brands?
Lucozade has taken the everyday 'energy drink' and created a 'sports drink', a "completely different" concept that they have backed up with scientific information to create trust and make their product look healthy and reliable, compared to the current energy drinks of which studies have shown to be unhealthy. Lucozade has supported this with their use of star vehicles, of whom they have chosen famous athletes, such as Gareth Bale, and the campaign '#IBELIEVE", which indicates that each athlete 'believes' in Lucozade and trusts it. Therefore, the audience are made to believe that Lucozade is safe, healthy and worth their money.

Why have advertisers and marketeers moved to greater use of social media in their branding?

This advert demonstrates that conventional ways of media distribution (Newspapers, Comics, Posters etc.) have fallen to the uprising of the internet and social media. In 2016, studies showed 45% of the world (3.5 billion) use the internet, and in 2017 71% of people who had access to the internet used social media. This creates a perfect opportunity, of which Lucozade has seized, to switch their marketing direction and focus from conventional means to the growing 3.5 billion people who have access to and use the internet. This supplies the company with more customers and a wider audience to sell to.


How does the product use conventional stereotypes associated with adverts for such products and brands?
Lucozade have used the conventional stereotype of masculinity, in this particular ad, to sell their product, a Sports Drink. Professional Footballer Gareth Bale displays typical connotations of a healthy, physically-fit man, such as well-groomed hair, defined jawline and cheek-bones, fair skin complexity and slightly-visible broad shoulders, Already, an audience that considers him attractive are inclined to buy this product through the use of this star vehicle, as his condition suggests that the drink Is what it says it is, 'better than water'. The actual product uses a colour palette of blues and yellows, both primary colours with conventions of trust, happiness and an increase in productivity. This fits what Lucozade claims the drink does, revitalise and fuel the consumer.


Shelter:
-Charity campaigns traditionally different than campaigns for Commercial products
-Similarities:
Raising awareness of the brand
Generating Money/Income
-Commercial products benefit from money and can waste money on advertising-Charity campaigns all about creating a sense of shared values

Advertising:
-Conventional Charity campaigns strive to create emotion-personalise the ad (e.g. 'You're helping This child')
-Ads often B&W or De-Saturated colour
-Direct Adress-imperitive of now



-'We Can Help' campaign had a very specific target audience: people in legal and financial housing trouble
-These ads weren't about getting the audience to donate
-They ran these to see what impact they create an impact

Two Previous Campaigns:


What representations are offered of:
-Shelter
-Housing Issues

How are these constructed in the advert? What is the appeal of the advert?
In these first 3 ads, the star vehicles and taglines suggest Shelter's purpose and intent. All 3 star vehicles appear to be tired, worried and/or upset, as any person would be if they were experiencing and going through housing issues. It appears as if these 3 troubled people have come to Shelter with questions, as they are written in big, red, opaque text that cover their faces.

In what way does it represent the context of 2013?


How does it reference the brand identity of SHELTER from previous campaigns?
All 3 ads carry the same message, colour palette and logo, however the previous campaigns appear to approach the general issue of homelessness, whereas the newer ads focus on specific questions and issues. Shelter ads consistently use the colour red, a colour that is used to convey strong emotion and symbolise love, showing the audience that Shelter is an organisation that cares.

10/12/18

Explain how representations in advertising are chosen to help sell the product or brand. Refer to two of the adverts you have studied. (10)

Representations:
-Gender

-Age

-Race

-Sexuality

-Ethnicity

-Disability

Representations in advertising are carefully considered and applied to make the product sell. Advertisers will take the 6 representation areas and manipulate them to appeal and attract their target audiences, thinking about Gender, Age, Race, Sexuality, Ethnicity and Disability. 

In the old spice ad, typical gender roles of masculinity are being played to, 'Smell like a man, man' implying that everyone Wants to smell like a man rather than a woman. This appeals to both men who want to smell good and appeal to women, and women who want their man to smell good and who find the star vehicle attractive. Smaller people also featured on the ad are shown to be doing stereotypical recreational things, such as a man fishing or a woman sunbathing, following the stereotypes that Men do things whilst Women just sit around. Isaiah Mustafa is also shown to be quite young due to his clear skin and his exposed body, suggesting that the product and its slogan, 'smell like a man, man', refers to men of his age and therefore the product is suited to that age range. Because he is seen as young, this makes the product appear to be popular, as anything thats new or for the younger generations will be what is considered popular as any marketing of any kind is more likely to be seen by those in the younger generations have access to the internet in different forms. The star vehicle is attractive black male Isaiah Mustafa, possibly chosen due to the movie stereotype of the black male being the charming, funny sidekick, as he appears to be in the filmed adverts. This continues the appeal of the product as men will want to smell like him as the connotations suggest that the product will make the wearer charming and funny as well.

In the Lucozade ad, A Male footballer is used to represent a sports drink, following the stereotype that men are better and more into sports, and appealing to both male and female target audiences as the attractive male will appeal to the women and the fact that a 'macho' man will appeal to the men who weren't sure about how they would look when buying and using the drink, as a professional footballer using it will suggest that using the drink will make you look cool. Also, Bale using the drink will suggest that the product is of high quality and trustworthy as he is a Professional footballer. In the ad, Gareth Bale appears to be quite young, suggesting that the product is for the younger generations, an easy marketing choice as the younger generations are more likely to have access to the technology to view the ad. Lucozade have chosen Caucasian Footballer Gareth Bale to represent their product, suggesting that the product is being marketed to an audience of the same race. Gareth Bale is an able-bodied professional footballer, potentially suggesting that Lucozade, if it can power Bale, is powerful enough for anyone, not just those who perform in or are interested in sports. Lucozade launched the #IBELIEVE campaign to introduce their new product - Lucozade sport. #IBELIVE suggests that star vehicle Gareth Bale believes in the product, which encourages the audience to do the same as he is a professional and considered attractive and trustworthy, making the product considered trustworthy.

12/12/18

L-O: To reflect and improve on an exam style question

Targets:

LITERACY: Capital Letters for products and brands

TERMINOLOGY: Make sure you know the names of all the elements of the adverts etc.

THEORY: Add in audience where relevant

TARGET AUDIENCE: Old Spice - Product vs Advert

ANALYSE STRUCTURE: Answer general question first. Talk about different areas of representation within the overall representations conveyed.

MUSIC VIDEOS:

Choices:

The music videos in List A could be regarded as ‘mainstream’ as they come from commercial artists who have been signed by ‘major’ record labels. The three music videos all feature their respective artist(s) and are a mixture of performance and narrative, and raise a number of similar representational issues surrounding ‘street life'. The music videos in List B are from alternative or less commercial artists. These three music videos do not feature their respective artist(s) at all, instead, with each music video celebrating the power of narrative and signification and a postmodern emphasis on intertextuality. The videos in List B each use very different representations to each other, but each contrasts clearly with the representations featured in the music videos in list A.

List A: Emeli Sande - Heaven

https://www.youtube.com/watch?v=883yQqdOaLg

List B: David Guetta - Titanium

https://www.youtube.com/watch?v=JRfuAukYTKg

7/1/19

L.O: To research selected case studies for use of Media Language and Representation

 Research: Emeli Sande - Heaven

- Genre: Breakbeat-Gospel-Trip Hop

- Release Date: 12 August 2011

- Meaning: "The song was written after a very long conversation I had with [producer] Naughty Boy. We got into a very deep conversation about religion and how to be good – what we all try to do in this day and age and how difficult it is. He said, 'I guess you just have to keep your heart clean' and that sparked the whole song. It was done really quickly and we knew it was a special one as soon as it was done.""

- Description of Video- A high angle shot frames the shot of a woman walking in a red dress. An audience is likely to presume that she is a prostitute. This high angle shot therefore indicates that she is heading out into a world where she is highly vulnerable as she is surrounded by the risk of danger and death(which are also connotations of the colour red).  Close up shots are used to capture despair among a diverse range of people, again relating to the effect the lows of society has had on them. Close up shots also stress that they close their eyes in pain. There is also an extreme close up shot of the stars eyes in time with the lyrics, ‘will you recognise me’. This adds importance to the eyes, especially as people are generally most recognisable by their eyes.  Therefore this extreme close up signifies a plea of an individual to be recognised and considered as being just as valuable as the worthiest human. This is also perhaps a call for the soul to be evaluated and filled with goodness as eyes can be considered ‘windows to the soul’.  Emeli Sande’s face is framed close up from a slightly low angle. This shot delineates her as a voice that is powerful in conveying messages through its melody and opinions.

- How Artist is Represented-  Wearing black in a video with religious themes is not coincidental. Black can connote seriousness and reservation. Emeli is serious in the messages which she conveys. Her black dress allows her to be covered up and may remind an audience of the nuns who dress in black and are very covered. This may relate to ideas of those who experience issues e.g. homeless people, (also portrayed in the video) ,being reserved and separated from wider communities. Emeli, being the main protagonist, holds a lot of power as she features most in the video and is shown sometimes shouting or screaming which also connotes power through implied command/possession. 

- Explanation of Link from Lyrics to Video-  Emile Sande said: "I definitely believe in God and I believe in heaven, although I don't follow religion. 'Heaven' is about trying to be good. My idea of heaven? A lot of music, somewhere calm. I felt it at Christmas with my family around. Kids are so pure and innocent, and one was learning the piano. Reminded me of when I was learning"

Research: David Guetta - Titanium

- Genre: House/Urban dance

- Release Date: August 19, 2011

- Meaning: "Titanium talks about our inner strength and being strong in ourselves. The lyrics use many different literary elements to portray the message of the song such as metaphors, imagery, and symbolism. The meaning of this song is to be strong even when the world is throwing its worse at you. When bad things happen we must stand strong and not fall. As the song states, we must be "Titanium" which means to be strong hearted and strong willed. The first lyrics in the song talk about ignoring people who will shout at us and yell at us to put us down. The song uses symbolism that extends throughout the whole song. The song uses guns and bullets as a metaphor to the hateful words that people will say to us. In the chorus Sia, the vocalist of the song, sings about being bullet proof. This means that we should not worry about what people say about us.When we are shot down with bullets, all the bullets ricochet, or bounce off. In verse two, the song talks about how people can continue to shoot us down but its not us who will be hurt more if we stand our ground".
- Explanation of Link from Lyrics to Video: The lyrics of this song say exactly what the video shows. The message being put across in the lyrics is about the inner strength of a humans emotions. The young boy is undefeatable In this music video. The young boy has super powers and uses them against the police. This suggests the boy is like 'Titanium.' The boy using his inner strength is what the lyrics of the video imply. The music produced by David Guetta is very upbeat and if the visuals were not there then the whole message of the music would be completely different. Its almost happy toned music which would be very suitable for dancing. The music however may suggest that the boy in the video is happy fighting his battles and finding his inner strength.
-

9/1/19

L-O: To research and explore representation and cultural context in music video case studies

-Rita Ora considered very attractive by a wide range of people

-Been made to show this through her relaxed stance = Rebellion/Passionate/Sexual

-Wearing prominent lipstick = highlights her lips = key sexual attraction

-Medium shot at a lower angle = looking up at her - Connotes power/Independence 

-Pink makeup and pink hair = femininity

-Direct Gaze - Connotes Confidence

-Direct Gaze, Open mouthed, Slant of body = Indicates desire

-Image Air-Brushed = No imperfections

Emeli Sande- Pre-Heaven:

Sands seems to use a monotone colour palette, focusing on blacks, whites and greys, suggesting that her music is passionate however dark or meaningful. She is photographed in stances that connote concern and passion. 

David Guetta- Pre-Titanium:

David Guetta only makes a minor transition from pre-Titanium to now. Guetta seems to revolve his look around civilian clothing, save for the tuxedo and dress shirt in his third album. He almost appears to age significantly in each other, growing more hair on his head and face as the album covers develop. For Titanium, Guetta strutted no major elements to his look, maybe representing his appeal to his modern audience by appearing to be just like them.

Heaven Shot Representation Analysis:

One of the first shots featuring Sande, she is featured looking out over a street with a shadow covering most of her face, perhaps symbolising her inner demons and her own struggles, or maybe showing her hiding herself from the world, and the song is her reveal of herself, mirroring her actual rise to major fame.

In this shot, Sande appears to be calling to the heavens, as she literally does in the lyrics later in the song. The lower angle indicates her power and importance during this music video, of which she holds both throughout the song being the main protagonist. The significance of power for her/ the music video is through the message she conveys of good will.

16/1/19

How are the following areas represented in Heaven:

Religion: Whilst the song is literally called Heaven, plenty of other religious traits feature in the video, focusing on obvious Christianity roots. Statues of Mary and Jesus feature in the video, whilst she also appears to be calling To the heavens throughout the video. She also appears to put her hands together in prayer throughout the video. A cross-necklace is also dangled in one shot. -

Class: East London, where the video was shot (also Sande's home), is a very poor area. The video features a lack of upper and middle class residents, perhaps focusing on a message towards those who don't have as much or who are struggling. This represents the lower class as 'in need of help'. The men, however, appear to be the most troubled and 'in need'.

Ethnicity: People of different colours and cultures feature throughout the video, Sande having African Heritage herself. Perhaps this was done for some basic diversity, however there doesn't appear to be any particular meaning behind the uses of these different people.

Masculinity/Femininity: In the video, the Males featured appear to be worse for wear, as the Men appear to be smoking, loitering or homeless, suggesting their role to society is 'unwanted', and also going against stereotypes as men are stereotypically 'macho' and attractive. Whereas, the Women are shown to be angelic and more providing of themselves, with one shot literally bathing a young woman in light whilst she stands in a white gown, and another showing a girl carelessly dancing around in the street with an umbrella.

East London: East London is shown to be full of poverty and trouble, with its locals smoking publicly, sleeping outside, walking around with plastic bags as what appears to be their only possession and its residents looking troubled or worried.

21/1/19

L-O: To research and explore intertextuality and exam style analysis

Intertextuality: A literary device that creates an interrelationship between two products. A product uses or references another, and thus the newer product draws in newer or more meaning from the audience who understands the reference.

Titanium:

-Blackberry riots- 5 deaths, 3000 arrests, August

-Wrongly televised the younger generation

-Young Boy with powers-struggling with identity/sense of being different

-Themes- growing up/need to be accepted/concerns of being different

How is cinematography used to construct the narrative alignment of the audience?

-The majority of the music video uses close-ups of the super-powered boy to identify him as the main protagonist and thus set the alignment of the audience towards him. Close-ups of his face show the audience that he is upset and confused and therefore potentially scared. This creates empathy from the audience to the Boy and thus creates a connection. The camera angles seem to create focus on the emotional and also physical state of the boy, highlighting his individuality through his powers and perhaps also representing the younger generation as 'un-tought' or 'unknowing'.

How are enigmas used to manipulate the audience?

-The origin of the Boy's powers is perhaps the biggest enigma of the video. He appears to be incredibly powerful, but he himself is clueless as to how, enough so to supposedly destroy his high school. These enigmas create a lack of satisfaction and therefore leave the audience wanting more, perhaps enough to have the audience re-watch the video with intent of uncovering other clues and hints towards the narrative.

How are mine-en-scene elements used to reference successful film franchises of the area?

-The obvious use of superpowers creates clear links to any superhero film franchise, but closely relates to the struggles of the superhero team the X-Men, who are outcasts and misguided/troubled teens and youths who band together to fight crime. Obviously, the Protagonist is a troubled and scared boy.

23/1/19

L-O: To explore the specific representation of chosen video case studies

Social Realism:

Social realism is the term used for work produced by painters, printmakers, photographers, writers and filmmakers that aims to draw attention to the real socio-political conditions of the working class as a means to critique of the power structures behind these conditions.

Transcendence:

Existence or experience beyond the normal or physical level.

Post Modernism:

Postmodernism is a broad movement that developed in the mid- to late 20th century across philosophy, the arts, architecture, and criticism and that marked a departure from modernism. The term has also more generally been applied to the historical era following modernity and the tendencies of this era.

Cinéphilic Recreation:

Cinephilia is the term used to refer to a passionate interest in films, film theory, and film criticism. The term is a portmanteau of the words cinema and philia, one of the four ancient Greek words for love.

Filmic:

Relating to films or cinematography.

Value-Transference:

The term can be best defined relative to the commonly used term value creation. While value creation means creating value, value transference is economic activity that involves no value creation, instead it is the transferring of value from one party to another. ... Value here refers to economic value.

-David Guetta: Cinéphilic recreation of Spielbergian 80's suburban America in the video.

Performance Video:

Video: Lil Skies feat. Landon Cube - Nowadays 

Directed by: Cole Bennet

TA: Known across the music scene, Skies is a young and modern rapper, therefore catering towards the larger 'younger' audience with his modernistic style of rap/hip hop. His TA would mostly be younger teens to young adults, 13-25 year olds, who are more exposed and used-to this style and genre of music and who enjoy it more.

How is the artist represented?

Skies is shown wandering around an american high school, occasionally passing Landon Cube and 'passing the torch' with the lyrics. The high school could perhaps represent Skies' roots and maybe where his life changed. He is shown in a mix of gloomy and colourful outfits, some of which look expensive, and a lot of focus is drawn to his face in particular, displaying his facial tattoos. Overall, Skies is shown almost trying to be a normal teenager, with shots that show different objects such as lockers and basketball hoops.

H/W:

Explain how representations in music videos are chosen to promote the artist:

Artist's representations can define their career. Artists who are represented positively are more likely to gain positive attention and popularity, boosting their career and expanding both the amount and length of their income gain. Whereas, artists shown being offensive or rude are more likely to be disliked by their audience and thus, may gain popularity, but it is negative, meaning record companies and producers are less likely to continue or employ their music. 

In the music video for 'Heaven' by Emeli Sande, the video, following the lyrics, revolves around doing good or staying positive, using religious imagery and different shots of people who appear to be 'in need' or struggling to almost highlight Sande, the 'protagonist' of the video, as a saint-figure, as if she was sent down by God to help these people. Various close-ups of Sande shouting or singing to the skies give the impression that she has a close relationship with God/Heaven, supporting her Saint status. The rise in homelessness in the UK at the time is an issue tackled in this video, as the struggling people who are featured have the stereotypical attire of a homeless person, giving the idea credibility and highlighting an issue that the rest of the UK appears to have overlooked. Since this video, Homelessness in the UK has fluctuated but currently statistics show that there are more rough sleepers in the present than there were in 2011. Sands has highlighted an important issue that needs to be tackled, representing her as a magnanimous person, earning her large amounts of respect and credibility as a passionate and caring artist. 

The video for 'Titanium' by David Guetta shows the narrative of a young boy struggling with superpowers and thus being chased by the police because they don't understand him. This can be read as a metaphor for society, who in general harasses and berates those who are different or show potential in areas that aren't of 'the norm'. This is also a big issue that can be linked to bullying, highlighting the poor behaviour that society displays, despite the larger and more important issues that the world produces. This seems to reflect Guetta's ideas/ideals, suggesting that maybe he himself has suffered at society's fear of the unknown, wether he has been bullied or judged, and thus has represented this issue through the video. The video has been shot and produced in a similar style to the movie 'SUPER 8', which was released around the same time. The cinematics, attention to detail, choreography and costume/set design are all done to a higher and professional standard, representing Guetta's work in a similar standard and thus earning a high amount of respect. 

THE BIG ISSUE:

30/1/19

L-O: To research institutions and ideologies behind a case study product

Loop Task:

Big Issue:
- Started in 1991

- Sold over 200,000,000 copies
- Non-profit organisation
- Venders are homeless or Socially deprived 
- Sell to venders for half price-venders make profit
- Social Enterprise
- "A Hand Up, Not A Hand Out"
- Other Social Enterprises can sell their products on their site - The Big Issue can fund other Social          Enterprises
-Published in Other continents


What do these covers suggest about:
-TA: The politically interested, both genders aged between 25-60-graphics suggest younger interest 
-Values and Beliefs: The covers feature important political discussions and topics, probably biased
-Representation: Politically informed, graphics suggest catered for younger ages







HEGEMONIC: Of a DOMINANT IDEOLOGY - The way most of society perceives a subject






What are the ideologies? Values? How is this shown? What does this suggest aboutt the target audience?

The Big Issue is a left wing publication, meaning that, as a publication, they are for the people, as opposed to right wing views of 'every man for themselves'. This reflects in their political covers, e.g. 'We the people call for change'. This also reflects in their actions, selling their papers to the Socially Deprived for half price, meaning that the venders can make profit. This represents the publication in a positive way, meaning more copies will be sold as the word about their actions spreads. Their ideologies, being left wing, suggests that they will sell to and attract Other left wing customers primarily. Their views and opinions are clearly visible with the content of their covers, e.g. Trump as an ice cream clearly suggests they perhaps think of him as a joke.

4/2/19

L-O: To identify the primary target audience for The Big Issue

What Ideologies are represented in this cover?

- Displays indirect political references to Brexit - "Strong and Stable" "Best for Britain"

- King Arthur- 2017 - British Film 

- Britain - Known for its skills within the film industry 

- Suggesting that a fictional character would be better for the country than Theresa May

The Big Issue:

72% of readers are ABC1

43% are AB

A= Upper Class = 4% of population

B= Upper Middle = 23%

C1= Middle = 28%

The Big Issue audience is young at heart, educated and loyal. Slightly more women than men read The Big Issue, whilst 61% of readers are aged between 18 and 39.

6/2/19

L-O: To review exam style answers

INFOGRAPHIC:

25/2/19

L-O: To analyse The Big Issue covers effectively

- 'TOP 100 CHANGEMAKERS' = social responsibility/change

- Large text, aesthetically pleasing font and bright colour palette make masthead attractive - draw potential reader's attention to the issue - modern graphics suggest intended for a younger target audience - 18-40 year olds

- Different cover lines show ideologies/main points/focus - titles suggest that The Big Issue cares about the world/ its people 

- 'Fantastic Plastic EcoBricks' = environmental issue - suggests magazine care/support the idea of cleaning the environment

- 'Taking the stand for legal aid' = Supports the idea of helping others who need it = left wing 'help your neighbour' views/ideas

- Target audience - shared/similar values - Left wing

MODE OF ADDRESS: How the text speaks to the audience

DIRECT: Text talks directly to the reader

INDIRECT: Text refers to 'the people' or 'the public'

MODES: Formal, Informal, Humorous, Serious, Hostile, Friendly, etc.




This cover of The Big Issue features a civilian with an army helmet on, creating juxtaposition between the two opposites of a civilian and a soldier and combining them into one. The monochrome palette of the issue is ruined by the green of the army helmet, creating focus on both it and the text inside, 'STILL at war'. The emphasis on the word 'still' insinuates that The Big Issue's ideologies lie within an 'anti-violence' view, supporting their Left Wing alliance and displaying their views for their target audience to see/agree with. This is also supported by the main cover line, just under the masthead. 'Rebuilding Lives, Fighting For Futures' suggests, again, that The Big Issue is 'for the people', rather than supporting right wing views of 'every man for himself'. Other cover lines feature in the top right, displaying the contents of the issue for the target audience. 'Keeping veterans off the streets' continues to display left wing ideas, suggesting that veterans should be treated above civilians, as they have risked their lives and are now in danger out on the streets. If a veteran is too old or suffers from extreme trauma, they are a danger to themselves and people around them. The Big Issue implies that they are doing something about this and therefore continues to show the good that they are doing/claim to do. Veterans and other members of society who have been affected by or experienced war will find this particular issue appealing and thus spreading Big Issue views to an older generation, above their regular target audience. The mode of address is indirect, speaking to the readers as a whole rather than any individual who picks up the magazine. This represents them positively, as although they are talking about an important issue, being indirect makes them seem less commanding but still passionate about the subject. One of the cover lines mentions Roger Daltrey, a member of popular 60's British Rock group The Who, also mentioning late member Keith Moon. This makes the issue appealing towards older members of the population who know/love The Who, probably those in their 40's-60's. The Big Issue continues to expand its range of target audience via its contents. The third tagline mentions 3 writers, one of which is a member of the popular hip-hop group 'Wu Tang Clan'. A younger audience who would recognise RZA might find that compelling enough to purchase this issue, spreading The Big Issue's views as the younger generation will unintentionally educate themselves through the contents of the issue and thus potentially pick up on and be swayed towards the same ideas/ideologies as The Big Issue. 



27/2/19

L-O: DIRT And Exam Practice

Analysis: What would you mention?
-The Sex Pistols were an English punk rock band that formed in London in 1975. They were responsible for initiating the punk movement in the United Kingdom and inspiring many later punk and alternative rock musicians.

-Never Mind the Bollocks, Here's the Sex Pistols is the only studio album by English punk rock band the Sex Pistols, released on 28 October 1977 by Virgin Records. The album has influenced many bands and musicians, and the industry in general.




-Magazine cover styled after sex pistols album - talking about rebellion - punk genre revolves around rebellion and independence 
-"What happened to the spirit of rebellion" - talking as if we are under dictatorship/being held against our will as a country - suggests its a positive idea - 'spirit' = positive connotations
-Safety pin - symbol of rebellion 
-Banksy- street artist, vandal, political activist and film director
-Jame Reid - artist and anarchist
-National Identity - newspaper cut-out style - suggests our identity comes from the media
-Links to TA - More likely to understand intertextual reference - politically and socially aware - more likely to be interested/agree with the ideologies shown - readers value other peoples opinions



Analyse why The Big Issue has used an intertextual approach to the referendum on its front cover




















This issue features the popular music group ABBA, with the heads of 4 popular political figures replacing the actual groups. The 4 figures shown are Nicola Sturgeon, the first minister of Scotland, David Cameron, Britain's Prime minister at the time of this issues release, Boris Johnson and Nigel Farage, both prominent Leave Campaigners. ABBA is a Swedish group, known for winning Eurovision. This creates a link to Europe and relevance to the subject of leaving or staying in the EU. The Earth as a disco ball and the multiple coloured lights around tie together the disco-80's theme that goes with ABBA. Using ABBA creates a lighter and comical take on an important and historical decision, whilst also mocking these 4 politicians. This could show that The Big Issue almost thinks of the referendum as a joke, making the issue appealing to those who are interested in the decision but aren't as politically informed as other members of the TA, those who are of upper class and born into a politically informed or involved family. However, this may also make it appealing to this who Do have views on the referendum as it may challenge some views or build upon others, creating an interesting read either way.  The cover also features a faded voting slip in the background, and a ballad box in the foreground, both tying together the main issue featured in the magazine.