Revision Lesson - Mon 25th March

In what ways do these adverts create meaning? Make reference to intertextuality, viewpoints, ideologies.

Wateraid advert is subversive of other charity adverts.

This is primarily targeting a middle class audience but it will be a working class audience who donates.

Anti-Smoking Advert

Mise-en-scene of cancer on a cigarette

NHS ad uses horror aspect (horror conventions) to make audience visualise the damage to their body.

Binary opposition between horror conventions of NHS ad and the high key lighting in the water-aid advert.

Wateraid advert raises awareness through the use of hopeful conventions through the positive outlook.

Mise-en-scene
binary opposition
representation
readings
stuart hall
barthes - semiotics
lighting
shot type
ECU - emphasis
diegetic radio sound
cultivation theory
colour correction/grading
Montage
Tracking Shots
Handheld

DAC - Definition, Argument, Context

Definition - Intertextuality is....
Argument - Both...and...use...to...
Context - ....was published in..... (Background info)

Both establishing shots are stereotypically british.

intertextual references to 'twin houses' suggesting working class. Washing line is stereotypical of british working class failiy.

Stereotypical intertextual reference to british weather in both establishing shots.

Stereotypical working class representation of smokers. Targets British audience with cup of tea.

Wateraid has two establishing shots. One in britain with the rain and one in Africa.

Non diegetic sound gives a realistic atmosphere to the audience which makes it more relatable.

Claudio sings in English and sings a cover of a British song. This allows the audience to instantly relate to the advert.

Comments

Adbusters

Deliberately challenged the image. Its childish defacing. This defacing plays on the ideology that nothing is too high up to take down. Banksy Drawing of Policeman snorting cocaine. This is know as detournement. It is a form of high-jacking or re-routing. It is more commonly seen as Culture Jamming. Culture jamming is often obsessed with the idea of destructing consumerism/capitalism. Culture jamming - the practise of criticising and subverting advertising and consumerism in the mass media, by methods such as producing advertisements parodying those of global brands. Adbusters potential genres: Pop Culture - Sans serif font has informal connotations Satirical Comedy - Attacks something. Adbusters uses a lot of negative white space which connotes purity but directly contrasts with the image shown on the background. Masthead changes every time. Every magazine cover is unique which shows they are challenging. There is no reference to anything that is inside. No

Fandoms

Fandom is a subculture composed of fans characterised by a feeling of empathy and camaraderie with others who share a common interest. Examples: - Bronies - Rick and Morty fans - Furrys - Beliebers Textual poaching - Stealing something from a media product and often using it in a way that subverts normality/ the intention of the producer. KEY THEORY 18 - FANDOM - FANDOM Fandom refers to a particularly organised and motivated audience of a certain media producer franchise. 'Fans use the media in ways not intended by the producer' 18 - Fandom - Henry Jenkins (radio, videogames, television, online media) • Fandom refers to a particularly organised and motivated audience of a certain media producer franchise • Unlike the generic audience or the classic spectator, fans are active participants in the construction and circulation of textual meanings • Fans appropriate texts and read them in ways that are not fully intended by the media producers (‘textual poach

Attitude Online - Wednesday 13th March

Attitude online's primary purpose is to promote the magazine. It has a dedicated readership which may be influenced by the online version of the magazine. Camp - A deliberately tongue in cheek attitude to the world which reinforces a lot of gay stereotypes. Drag shows are very camp to appeal to a gay audience Diva is a gay magazine that is also aimed at women but it is less popular than Attitude. Attitude online is a hyper-sexualised representation of men - most images of these men are topless and often in provocative poses which is surprising in accordance to societal hegemonic norms. An article is critical of lack of representation of different body types which isn't reinforced very well by the singular muscular representation of men which suggests that these images are only being used to make money as they know it plays on the potential desires of homosexual men. Articles are generally focused on grooming, fashion, celebrities and their appearance which suggest

AMMedia