Tide
Why does the woman have hearts above her head in the Tide advert?
Hearts carry a connotation of love so this iconography is showing the woman's adoration for the tide product
What group of people does the Super.Human advert focus on?
Paralympians for 2020 Olympics
Code of dress
Illustrated
'In colour' as a novelty
What is the definition of 'Mise en Scene'?
Everything in the shot (lighting, characters, props, costume, hair and makeup)
Which theorist talked about 'Hero' and 'Villain' along with 'light' and 'dark' as examples of his theory?
Claude Levi-Strauss on binary opposites
Why does the Tide advert represent women as housewives?
It represents patriarchal ideologies of the time (1950s)
The advert has a positive and defiant tone, focusing on determination and contest. How does this go against typical charity adverts?
It avoids compassion fatigue by showing empowerment
How does the font conform with typical conventions of the genre?
Blood - connotations of violence
Wooden stake like font connotes with vampire films
What type of sound is not heard by the characters in media texts?
Non-diegetic sound
Stephen Geales Genre Theory focuses around conventions of a genre while keeping it unique. What two words are used to describe this process?
Repetition and differences
Identify an aspect of media language that helps to identify this poster as originating in 1950s
The print advert is illustrated
Code of costume is representative of the era
Which aspect of the LIAR framework does this media text directly relate to?
Language and Representation (Section 1 focus)
How can Levi-Strauss be directly related to 'Kiss of the Vampire'?
Binary opposites - juxtaposing connotations of 'kiss' and 'vampire'
Which camera angle frames the subject from above the knee and what purpose does it serve?
Cowboy shot to establish hero of the shot
Laura Mulveys 'Male Gaze' focuses on pro-patriarchal representations in the media. Which other theorist shared similar views and what was her theory?
Liesbet Van Zoonen's feminism theory suggests that women are objectified in the media to align with ideologies of our patriarchal society
Explain how layout is used in the Tide advert to convey meaning and achieve it's purpose
Rule of Thirds - Intersection on product and slogan along with bright colours connotes positivity towards to product
How do audio codes communicate meaning in the text?
Non-diegetic sound of 'So you want to be a boxer' communicates struggle of athletes in lyrics along with sound effects for impact and dramatic music at the beginning
Identify how the layout conforms to industry promotional techniques
Actors names clear focus - star appeal
Genre conventions (bats etc) to appeal to certain audience - Genre Theory
How might Halls representation theory influence media language?
Media language conveys meaning
Hall suggested media sculpts society viewpoints and perpetuates ideologies
Certain media language used to promote certain connotations and ideology
Hermeneutic/Enigma
Proairetic/Action
Semantic
Symbolic
Cultural
What is the 'preferred reading' of the Tide advert?
The preferred reading is that Tide provides solutions to the audience’s domestic needs
How does narrative affect representation in adverts like Super.Human?
If one narrative element is changed then the storyline can be completely altered which will affect the meaning or representation in a text
How might 'Kiss of the Vampire' promote a pro-feminist ideology?
The co-antagonist of an empowered female in a position of dominance as the vampire
Visual, technical and written codes that help the audience to identify a genre assist in creating what?
Iconography
What did David Gauntlett's Identity theory state?
The media provide us with ‘tools’ or resources that we use to construct our identities and meaning from texts