Advertising Recap

Component 1 section A - Newspapers, Music videos, Advertising

Advertising:

• Tide Print Advert
• Kiss of the Vampire film poster
• Wateraid visual advert

Not only are adverts purpose to sell a product, they also try to sell a lifestyle.


How do these adverts reflect the sociohistorical context of the time they were made? [30]



Exam plan:
Initial reaction -
Tide - 1950's, stereotypical representations of women, domestic role, post war consumerism, sells a whole lifestyle.
Queen of Outer Space - quite empowering representation of women, therefore more progressive, taking lead role, however still objectifies her, using her body as a selling point, especially for this time, a woman having her body on show(polysemic meaning), lexis of queen meaning royalty.

Quick Key Terms:
Objectification
Sexualisation
Polysemic meaning
Mise-en-scene
Lexis
Stereotype
Binary
Costume
Patriarchal Hegemony
Gender Binary
Gender Performativity
Context
Beauty Ideals
Madonna/Whore complex
Pick'n'Mix
Post-colonialism (Paul Gilroy)
Feminism (Bell Hooks)

Introduction:

DEFINE: Sociohistorical context can be defined as the physical and social setting in which people live or in which something is developed or takes place. It is the way in which ideologies, attitudes and trends can be related to a certain time and place can be reflected within a media product (representation, audience, industry, etc).

ARGUMENT: While contrasting, both Tide, and Queen of Outer Space strongly reflect ideologies, particularly in regard to consumerism and representation.

CONTEXT: I will be exploring how the Tide print advert, produced in the 1950's by Proctor and Gamble, and Queen of Outer Space both reflect the social and historical context of the time they were made through representation and audience.

PARAGRAPH - TIDE:
Direct mode of address - 'YOU women'
Costume - 1950's clothes and hairstyle
Cartoon comic strip
Semiotics - women are emotional, hugging the box
Selling a lifestyle - if you buy the product you will be happy
catchy phrases
Patriarchal hegemony - women cleaning and cooking

PARAGRAPH - QUEEN OF OUTER SPACE:
Cartoon, painted image, recognisable of the time
Colour - new technology, reflects the time
Sci-fi iconography
Costume - hairstyle, trends
Late 50's - more progressive ideology
Polysemic meaning - Men are small and being attacked by women, subversive representation vs. women still being sexualised(Van Zoonen) short skirts, slim figure which is stereotypical.
'The Female Planet' - dominated by females
Fear around women - getting more rights
Could show the radical feminist perspective - women that are anti-men.

PEA Paragraph:
POINT: Both texts use the representation of gender which realistically reflects the social and historical context of the time that they where made, in contrasting ways.

EVIDENCE: In the unseen text, Queen from Outer Space, I can identify the time period of the print advert being of similar time the Tide, due to it's cartoon  painted image, and 1950's hairstyle and fashion trends. While the advert presents a typically objectifying theme, using women's revealing bodies to sell the product to a typically heterosexual male audience of the Sci-fi genre, it does also present an empowering and subversive representation of women, especially for this patriarchal time period. The advert presents a female as the lead role, with small men being attacked by more women nearer the bottom of the poster. This creates a polysemic reading to the advert, where women are both empowered and sexualised at the same time.  Tide present a more traditional and stereotypical representation of women, where it sells a very domestic lifestyle to audiences. The woman presented, has a main purpose to cook and clean.

ARGUMENT: This gives evidence for...

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Component 1 section B - Newspapers, Music videos, Advertising

Audience:
Without audiences media would't exist.

Explore how advertisements target their audiences. 

Exam Plan:
Initial reaction
-Mise-en-scene (colour, costume, props, setting, lighting)
-Media language/technical elements
-Tide and Wateraid advertisement are encoded with ideologies and meaning that, through media language and technical elements, targets a specific target audience.

Key Terms:
Lexis
Ideology
Binary
Mise-en-scene
Polysemic meaning
Stuart Hall - Reception theory (dominant/negotiated/oppositional reading)
Stuart Hall - Stereotypes (are a shortcut for audiences/producers)
Mode of address
George Gerbner - Cultivation (media cultivates)
Sociohistorical context
Technical codes
Genre Iconography
Charity advertising

Tide - Targets women/mothers/housewives through representation and stereotype imagery. It targets the audience through reliability, which allows audiences to accept ideologies conveyed. Uses and gratifications theory - aspirational, personal identity. Mode of address - addresses the target audience directly 'tide's got what women want!'. Lexis creates ideology of being superior, the best product of it's competitors, that it is the brand leader, 'world's cleanest, whitest wash' (commodity fetishism). Preferred reading - Tide is a friendly, reliable product, through imagery of woman hugging product, and through lexis. 

Wateraid - Subverts typical charity advert conventions, unconventional- using themes and ideologies of hope, rather than guilting audience audiences with sombre and dreary techniques. Does this through high key lighting, mise-en-scene. Binary, wet British weather vs. baron desert setting - targets to British audiences. Individual, Claudia, creates polysemic meaning that all it takes is one person to donate and make a difference. Lexis - creates factual evidence that reinforce a positive change is happening, preferred reading. Challenging conventional codes, is a method of targeting audiences, this is identified through cultivation theory.

Introduction

DEFINE: Audiences are highly crucial with in the media industry as without them, the products would not exist. This is obvious in advertising, whereby it is imperative that producers target specialised audiences for the product they are advertising.

ARGUMENT: Audiences are targeted by advertising producers through a variety of technical elements and constructed media language that connotes a clear and dominant ideology and preferred reading in order for them to buy the product.

CONTEXT: I will be exploring how producers target audiences through examples of the 1950's Tide print(produced by Proctor and Gamble) and the 2016 Wateraid audiovisual(produced by Atomic London) advertisements.

POINT: Audiences are targeted in both products through subverting and conforming to typical conventions of each product. producers have achieved this through stereotyping, dominant readings, and relatability to the target audience. 

EVIDENCE: In the Wateraid advert, Atomic London have chosen to attract audiences through subverting typical conventions of charity genre advertisement, by using visual signifiers of happiness and positive ideologies. It does this through the use of mise-en-scene of high-key lighting and happy facial expression, as well as the use of building positive, uplifting diegetic music. Tide uses stereotypical representations of the 1950's housewife woman to target their audiences that would personal relate and identify to these representations. 

ANALYSIS: 

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Component 1 section B - Newspapers, Advertising, Film Industry, Radio, Videogames.

Industry:

I, Daniel Blake and Straight Outta Compton


How effective is regulation of the film industry? 

Knee jerk reaction:

Ineffective - no stopping people from watching DVDs or streaming on Netflix or illegal websites, harder for BBFC to monitor 

Plan:

Universal pictures 

BBFC
I, Daniel Blake
Straight outta compton 

Power and media industries - Curran and Seaton

Regulation - Sonia Livingstone and Peter Lunt

Cultural industries - David Hesmondhalgh

Introduction

DEFINE: Regulation is when something is controlled by an authority, like a rule. A company will set up regulations in order to control aspects of the media product to make sure it is being used sensibly. 

ARGUMENT: I will be exploring whether the regulation of the film industry is effective, focusing on the argument that it is ineffective. 

CONTEXT: In context, the film industry in the UK is regulated by the British Board of Film Classification (BBFC). They are a Non-governmental organisation (NGO) meaning they are founded by citizens and are often non profit. The BBFC age rate and categorise films in the following order: U, PG, 12A, 12, 15, 18 and R18. The numbers mean the youngest age that can watch the film. They do this to ensure that young children don't watch any explicit content. 

Regulation is ineffective: Paragraph 1

POINT: Curran and Seaton's theory of power and media industries refers to the idea that the media is controlled by a small number of conglomerates who are driven by profit and power. By the media being controlled by only a few companies, creativity and variety is restricted in products

EVIDENCE: 

ANALYSE/ARGUMENT:

curran and seaton 

straight out of compton 

monopolises power

livingstone and hunt

i, daniel blake