Introduction To Media

Introduction

Three Components; 

Component 1 - 35% Exam

Component 2 - 35% Exam

Component 3 - 30% Coursework

Component 1

- Analysing media language and representation

- Section A ; two questions, one on unseen media product (print or audio-visual), and one question comparing the representation to one known and one unseen product. 

- Section B ; understanding media industries and audiences 

Advertising

Print

• Codes and conventions
• Layout and design
• Composition
• Images/photographs - camera shot type, angle, focus
• Font size, type of font (e.g. serif/sans serif), colour 
• Mise-en-scène – colour, lighting, location, costume/dress, hair/make-up 
• Graphics, logos etc.
• Language – slogan/tagline and copy 
• Anchorage of images and text
• Elements of narrative

Moving image

• 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 

- The advert is selling handbags, I can tell this through the shot type used in the second image of the close up on the bag.

- The mise-en-scene of the props/costume used in the advert, the jewellery she wears which you can visibly see in the close up makes her seem quite fashionable and almost like a role model to other girls, so they see this advert and want to look as fashionable as her so they think in buying this bag it will help them to do so. 

- The print used to show the branding is very minimalist and visible making it obvious of the brand. 

Key Theory 1 - Roland Barthes - Semiotics

Anything that can have meaning

The thing that creates meaning

The meaning that is created

Signs, Signifiers, Signifieds

Signifiers - Lion

Signified - Roar, Big Cat

Hermeneutic Codes - Also known as the enigma codes, these refer to something within the media product that creates mystery and suspense. 

Proairetic Code - Also known as action codes, these refer to something within a media product that suggests that something will happen. 

Symbolic Code - Something within a media product that creates a deeper meaning for the audience

- Statistics - to convince the audience that their lashes will be much longer as its got the statistics to boost the selling of the product. Symbolises quality and trustworthiness 

- The model is pretty and her face is well defined, she's also got plump limps which is considered the new in beauty trend, so they're trying to convince people if they buy this mascara then they will have all these 'natural' beauty features along with it aswell. 

- The layout is extremely cluttered, perhaps targeting it to a C2DE audience (less informal people, as you have the top A1BC target audience) appeals to a more working class audience rather than a high end fashion magazine. 

- There is a close up on the models face clearly enhancing the volume and length to promote the advert. 

- Font is all sans serif, showing that the advert is informal, showing again the appeal to the 'cluttered lifestyle' audience. 

- Symbolic Code - Close up of models face symbolises desires to be attractive. 

-Symbolic Code - New York - setting, expensive, busy, appeals to people in a busy lifestyle, so its quicker to apply, so its showing the importance of makeup and the need to want it done quicker. 

- Hermeneutic Code - close up of makeup being applied, mystery of why model is doing her makeup/ where is she going.

- Proairetic Code - Close up of mascara wand floating over eye suggests makeup will be applied. 

- Symbolic Code -  The washed out colour in the background enhances the models face, making you think if you are wearing this then you will stand out. 

- Leather Jacket - connotations of  independence

- Numerous times of mascara shot, so we are extremely clear on what is being advertised to us as the target audience, so we don't need to look into the advert very much and it is a quick thing to scan and see and understand.