AMMedia

Representation is a construction of reality from somebody else's perspective. What is the purpose of a charity advert? To encourage the donation of money to a cause/organisation that helps something else. How do they work? They appeal to somebody's empathy by making the audience feel for them. They use distressing imagery to convey these ideas. What mode of address do they take? They plea to the audience with a tone of negativity as a form of persuasion. What conventions do they demonstrate? They use distressing imagery. Use of a narrative voiceover (monotone/normally well spoken) How do they position the audience? NSPCC - Open Your Eyes: All scenes are black & white which is a symbolic code of depression. The use of distressing imagery makes the audience feel guilt. The bars towards the end when the the child is in the cot are a symbolic code of inprisonment/ being trapped. Close ups are used to emphasise the living conditions of these children and may be ...

Identity: Background Where you're from Ethnicity Personality Sexual Orientation Friends Education Social Media Presence Fashion Choices Sense of Humour Wealth Habits Music Tastes Gender -------------------------------------------------- David Gauntlet - Theories of Identity Media is an essential part of a young persons' existence. Gauntlet believes that audiences are capable of constructing their own identities through what they see on television. There are more representations of gender than the traditional 'gender binary' -------------------------------------------------- Stereotypes Men: Take on more hands on challenging roles Generally stronger Best at sports Provide for their families Can't show emotion well Seen as sexually obsessed In charge Women: Do housewife jobs Women are considered weaker physically and emotionally Longer hair There for sexual purpose only Hysteria Submissive to mal...

Stuart Hall - Theories of Representation Representation - To present something through something else? A meaning presented in media form? ACTUAL MEANING - The Ways in which a media product constructs the world and aspects in it, including social groups, individual, issues and events. Lindt Lindor - Do you dream in chocolate: Codes and conventions Camera work – framing, shot types, angle, position, movement Editing – pace, type of edits, continuity/montage Structure/narrative Sound – music/dialogue/voiceover  Mise-en-scene – colour, lighting, location, costume/dress, hair/make-up  Soft lighting has connotations of romance which shows the woman's love for the chocolate. Chef's facial expression gives a feeling of exclusivity. The costume also shows this. Sensual actions show explicit love for the chocolate. Close-ups are used top emphasise the sensuality. Superbowl commercial break 2015: men are presented as strong in the insurance advert as ...

Component 1 - 35% Component 2 - 35% Component 3 - Coursework - 30% Comp 1 : Section A - analysing media language and representation Section B - understanding media industries and audiences Comp 2 : Section A - Section B -

Adverts operate under the assumption that we are living an imperfect life. They use this assumption to sell a product/a brand in a way that plays on this analogy. Ideology - The beliefs and value of a media text Producer - The individual who creates the media product. Dominant Ideology - The set of ideas or culture that is most commonly accepted in a society. The dominant ideology can change over time. Works based on the assumption that female lives will be better if they have this product. Plays on the assumption that a woman is living an imperfect lifestyle until they buy this product. The repetitive use of words that have positive connotations puts emphasis on the quality of the product. Producer conveys the fact that women look better with makeup. Reinforces the dominant ideology that women should wear makeup. Has a direct mode of address.

Analysing an advert: Codes: Symbolic - The splash where the bottle opens is used to represent the satisfying noise that people are familiar with when opening a carbonated drink. Proairtic - Suggests that loud popping noise is about to occur due to the bottle being opened Hermeneutic - The use of the colour green throughout makes you wonder how good the product is due to its positive connotations.

Binary opposition - Two things that are completely presented as opposite.

Z-Line - The way that your eyes tend to follow an advert Rule Of Thirds - A division of an image with lines to highlight certain focal points Serif Font - A font with serifs (Formal connotations) Sans-serif Font - A font without serifs (Informal connotations) Headings/Subheadings - Larger text to separate different blocks of text Lexis - The language choice Mode of address - How the text speaks to the audience. Tide advert: Eyes are drawn to the bright red colours in the poster which is why it is important that all of the words in red closely link to the product or have positive connotations. The Z-Line is important because it means that the last thing you read on this advert is the slogan. There are a lot of words on this advert which kind of makes it seem as if it was meant for a magazine.  Symbolic code - The constant smiling of the woman throughout suggests that 'Tide' makes life a lot easier. This is also evident when she is...

Editing - The process of cutting bits off/adding bits to a video to produce a better video than you started with. Shot - An uninterrupted sequence of footage. Mise-en-scene - Everything in the shot. Main Angles: Low Angle - Where the camera is below the subject. (Can be used to make a subject look powerful/evil) High Angle - Where the camera is above the subject. (Can be used to make the subject look weak/powerless) Shot Type - The distance between the camera and the subject. Long Shot - When the camera is a long distance from the subject. Close-up Shot - When the camera is a close distance from the subject. Audience positioning - Where the audience is in relation to the subject. Name of Suspense Scene - Devils Lettuce Coach New York Advert: Advertising Clothing/ accessories for women Key Theory of Roland Barthes - Semiotics : Semiotics - study of meaning Sign - anything that can have meaning (Signs, signifiers and signifieds) In media, the word 'c...

In the session today I had to edit my short suspense scene that I filmed with Jack and Anass. We used the storyboard that we made to help us organise the clips in premiere pro. This helped us save time in editing which then allowed us to play around with the crossfade setting within the program. It took us a long time to find out how to fade between scenes but we came to the outcome that you needed to hold cmd-d on the keyboard to insert a fade. We also had trouble with editing the text for the title but we eventually realised that we didn't have the text tool selected. In the end, we ended up with a clip that was around 40 seconds. The only editing that we actually did was the fading between the final scene and the title which added a softer touch at the end. I think that the only thing we could have done better was to kep the exposure settings the same on the camera to keep a darker more ominous feel throughout.

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