Introduction To The Film Industry

Introduction To The Film Industry

The purpose of a media product is purely to make money because if it didn't make money then the media products can't exist. Its also to entertain people but only because they want money. Media products can also enrich our lives. Media Products can also exist to influence the ideologies of the audience, but it all comes down to money, we need to be cynical when thinking about it.

Interesting facts on the birth of film;

• First film was to settle a scientific debate, made by Eadweard Muybridge in1878.
• Films in the 1890's were under a minute long.
• Sound wasn't introduced until 1927, the first film with sound was the Jazz Singer.
• Music was usually played live.
• The first film studio was built in 1987.
• Most early films and productions were ran by women as it was seen as a women's job, as its like arts and crafts, then it became profitable so men started getting involved it and now it is a pretty male dominated career.

• Classical Hollywood Narrative

• Spacial Continuity
• The audience always knows where they are at any time

• Temporal Continuity
• The audience always knows in what order the events have transpired, and any flashbacks and so forth will be clearly signposted.

• Realistic 
• Must be realistic and must not make reference to other filmic or popular texts.

• Ultimately, barring any deliberate enigmas, the spectator should be aware what is happening at all times, and should leave the cinema satisfied with the conclusion, and there should be no doubt as to the ideology or message of the film.

Key Words;

• Studio System
• 
  
• Distribution
• Getting the product out there.

• Conglomeration
• 
  
• Vertical/Horizontal Integration
• 
  
• Production 
• Making a media product.

• Regulation
• Rules and Restrictions followed by media products.

• Digital Technologies
• Technologies made possible through computers. 
• Computer, Camera, 

• Convergence
• Where two separate media industries come together
• Eg. Music Video (Film and Music)

• Exhibition
• The showing of media products
• In a cinema or through a TV, Youtube.

More digital technology has changed the way we watch films, we can get access to films online for free, you can also download films and watch them without wifi onto your phone, same with music. 

Key Theory - The Cultural Industries - David Hesmondhalgh

• Horizontal Integration 
• Where a company buys "other companies in the same sector to reduce the competition for audiences"
• Eg. Disney bought Star Wars and Lucas Film, bought them for the money and a wider range of audience. 
• Disney also bought Marvel.
• Vertical Integration
• Where a company buys "up other companies involved in different stages of the production and circulation" 
• Completely Anti-Competition, new productions wouldn't be able to get shown in any cinemas. 
• Conglomeration
• A conglomerate is a corporation that consists of a group of businesses dealing in different products or services.
• Conglomeration is the process of a conglomerate being formed.
• Disney owns many different industries, Toys, Films, Video Games, Clothes, Theme Parks, TV, Record Labels. 

• Universal are distributions and Legendary produce the films, so theres a relationship between the two industries.

• Universal Studio's Facts
• Founded in 30th April 1912 in California US
• Have a Theme Park
• Florida theme park opened on 7th June 1990
• Jurassic World is the highest grossing film Universal have released

Key Theory - Power and Media Industries - Curran and Seaton

• The media is controlled by a small number of companies primarily driven by the profit and power.
• Media concentration limits variety, creativity and quality
• More socially diverse patterns of ownership can create more varied and adventurous media productions. 

Key Assessment 1 - Advertising and Marketing Mock Exam

Advertising and marketing mock exam

Component one - Media products, industries and audiences

Section A - Analysing media language and representation

Answer all questions

Short answer questions - 

1) Name three of Barthes's semiotic codes [1]

1. Symbolic Code
2. Proairetic Code
3. Hermeneutic Code

2) Briefly define 'modes of address' [1]

• Modes of address is the way a media text's language chooses to talk and address their audience depending on whether they're working class/ middle class etc. 

3) Briefly define 'lexis' [1]

• Lexis is the selection of words used in order to fulfill the aspired modes of address for example; slang, formal. 

4) Which two theoretical perspectives have we studied that can be 'credited' to Stuart Hall? [2]

1. Theories of Representation 
2. Theories of Reception 

Media language

5) How can media language communicate multiple meanings? Make reference to at least two of the following; the Tide print advertisement (1950's), the WaterAid audiovisual advertisement (2016) and the Kiss of the Vampire (1963) film poster.

In your answer you must:

• Consider how genre conventions create meaning
• Consider how audiences can respond to media language
• Consider how media language incorporates various viewpoints and ideologies [30]

Media Language can communicate all sorts of different multiple meanings through modes of address, generic paradigms and the repertoire of elements etc. In the 3 different adverts of Tide, WaterAid and Kiss of the Vampire there are many examples of this.

In the 1950's Tide print advert we see the housewife hugging the Tide washing powder, connotations of this being that she has to clean, there is no other male seen in this advert so it is solely the woman's responsibility in order to do the cleaning, but through the way she is hugging the box we can also say that she enjoy's cleaning, and she wants to do it, she may not see it as a 'man's job' because she enjoys doing it so much, its also a proairetic code as we don't know what is going to happen next as we are in the unknown we don't know whether she is going to use it to do the cleaning or to give it to someone else to do the cleaning, which gives us the sense of the unknown. The Mise-en-scene of the colour palette creates two different binary opposing traits, the deep red and pure white we see, the purity of the white contrasts with the deepness and perhaps sinister red. Red can have symbolic connotations to death or to love. By having this deep red in the advert we can see that this washing powder is perhaps so powerful it wipes away all your bad traits so not only does it clean your clothes but it may clean your soul aswell to this white of complete purity, and innocence. At the same time though this advert could be referring to the love between the tide washing powder and the housewife through the red, which are two very different multiple meanings. Carrying on from the ideologies that emerge from the colour white, we see a quote saying "whitest", giving a sense of authority over white people, as they're clean and at the time that this advert came out in the 1950's, it was a very non biodiversal time compared to the 21st Century, and at the time with adverts coming out of black people in dirty clothes and making them looking dirtier because they were black, it shows the binary oppositions between the black and the white, and this advert supports it in the fact that it could be promoting the cleanliness and the empowerment of the white people and diminishing and discriminating against the black. The Generic Paradigms linked with washing and cleaning always links back to women and this advert supports that through the repertoire of elements used, having a women cleaning, having girly colours (red and white) with no blue to be seen supporting the stereotypes of cleaning and washing.

In the WaterAid audiovisual advert, we see some very different viewpoints, one being through the Cinematography used, when we see Claudia at the beginning we see her through an eye level shot, the connotations of this are that we are the same and that there is no difference between us and her although she lives in Zambia, this makes the reception positive and we see her as our own so we want to help her out and we want to keep her happy like anyone would with their friends or one of 'their kind' yet others may take a more negative approach to think, then why is this girl asking for money if she is the exact same as me and they think that she doesn't need it as she is already happy, so they feel satisfaction that she is happy and thinks she deserves no more. This is one of the main reasons as to why the 'Hypodermic Needle Theory' was proved wrong due to the differential views that the audience had and why reception was a more accepted and understood theory that Stuart Hall had produced. We also see her through a low angle shot which empowers her image more, and again you get the two different concepts of how she is already happy or people want to help her. The audience are also instantly positioned into this shot through the use of the cross cutting shot back in England in the rain and with the radio station, which means that these two scenes are happening at the same time, whilst it is raining in England, it is scorching hot and dry in Zambia, and we understand that both these demographics are not overly happy with the weather and wish it was different so some people may look at this and think, we are so ungrateful for the bearable conditions we have so you feel guilty for being so selfish, whilst others may look and think they would love to be on holiday in the heat, getting a tan and that if they cant have their hot country then why should they pay to make their lives more bearable, so two extremely different viewpoints on the way that the audience creates meaning behind the media product itself. 

In the Kiss Of The Vampire print advert we instantly see links between the genre and generic paradigms shown, we see blood, fangs, bats, dead people, castle so we know instantly this is a Vampire movie without even having to read the title, this is helpful for the audience as we can begin to understand almost instantly what we are in for, also it helps us to decide whether we are interested, as the genre is made so clear if you're a fan of vampire movies then you know you will like it or at least be interested and if you're not you can easily find a different film to watch which is more suited to the genre's in which you enjoy. The mise-en-scene can create very different meanings through the idea that the women are pretty much naked to 1963 standards so they are seen as being sexualised and objectified, the humanity is taken away from them as they are placed as sexual objects also by dehumanising the women it adds to the fact that she has indeed just been bit by the vampire and the life is being sucked out of her, again giving the audience an incentive into what is to come.

From looking at all 3 media products I can conclude that there are many ways in which an audience are able to react to a media product, whether that is through the repertoire of elements, ideologies of the producers etc. which plays more on the audience's part than the producer's viewpoints, backing up Stuart Halls idea of Reception.

6) Representation

Compare how audiences are positioned by the representations in the below Save the Children advert and the WaterAid advert you have studied [15]

In the Save the Children Advert the audience is positioned instantly as one of the army members, we are not overlooking this experience we are in it and experiencing it ourselves, whereas in the WaterAid advert we are positioned watching over Claudia as she goes through her day, without once making any eye contact to show that we are there, so we are more involved in the Save the Children advert. By us being positioned instantly as an involved member of the army, we feel guilt and we feel as if we do not have a choice that we cannot help this little boy as we get sucked in to this dead african setting where we can just begin to imagine the shouting and the gun shots, but when we feel like we cannot do anything to help we look above the boy to see the text of 'We must make this a thing of the past', so then our hope can be restored into thinking we can do something to help and we can get this boy out of this situation. We also are in a sense brainwashed through the mise-en-scene when we are positioned in the advert as we look at this boy who looks to be around 7/8, and he is holding a gun, we see this and see his costume of camo, and just think nothing of it as he is in the army, but its only when you deeply realise he is an 8 yr old with a gun capable of taking someones life then it brings you back to reality again before you get pulled in any further to think that this is 'normal'. Whereas in the WaterAid advert we are happy about seeing the events, and if anything we want to be more involved rather than watching, so there is no sense of un-normality to the extremist point of taking someones life, and its only until the end of the WaterAid advert when we feel restored and happy so we want someone else to have this kind of luxury of water so we think about how happy it made them whereas the Save the Children, pulls us in far too quick but in just enough time to chuck us back out again to be a looker on but with the ability to stop this from happening again. 

When looking on at the boy in the Save the Children advert he is in a display box almost like an old dinosaur's fossils with the explanation of to who he is, this makes the audience then be positioned in a museum and as if they're looking on at this as it was something in the past and think that it is horrible, then they realise it is happening to this day which makes them feel a sense of dissatisfaction with how their country is and the idea that they want it to be remembered for more exciting and fascinating things rather than for the child soldiers which were forced to kill, whereas the WaterAid advert makes us seem more proud of how our society is becoming and how different parts of the world are, and how we help each other out so we see the positive effects of coming together as a community whereas in the Save the Children advert we see the negative effects and both ways make us want to donate just as much. 

We are positioned in two settings in Africa, one being a Zambian Bush in the WaterAid advert and the other being a bombsite in Congo. The Congo setting is horrible, and when we are positioned in it we want to do anything to get out of it, so when we see this little boy trapped in the box we know that we have the opportunity to get out yet he doesn't as he is stuck like this and won't be let out, so that is his life sorted for him until he is old, as we see middle aged men next to us when we are positioned in. We are disgusted by the state of the setting used, whereas in the WaterAid advert we see it is extremely hot yet we are not disgusted by it as such, we feel sympathy for the children that this is their lifestyle as we cannot help them get out of it but we could help them make it better as such however in the Save the Children advert we can help him get out of it by putting a stop to child soldiers, and we can give them a better life than the one they've been forced into. 

Kiss Of The Vampire Poster - Case Study

Kiss Of The Vampire Poster (1963) - Case Study

• The use of connotative features;
• There is a direct link between the generic paradigm and the genre of the media product.
• The red could mean death, love also connotations from a sexual nature. 
• They're pretty much wearing nothing to 1963 standards, which is major connotations to sex. 
• The women are objectified (the process of representing an individual as an object).
• Sexualisation (the process of representing an individual for sexual purposes).

• Character Archetypes
• Damsel in Distress 
• Dark clothing on the males
• Bats around the characters

• Binary Oppositions
• Light and Dark
• Evil and Innocence
• Kiss and Vampire
• Male and Female
• Power and Helplessness

Narrative

Narrative and Representation

• Narrative - How the story is told and portrayed. 

• Narrator - Tells the audience the story. 

Key Theory - Narratology - Tzvetan Todorov

Todorov's Theory of Narrative Equilibrium

Establishment of Equilibrium (State of balance, things dont change)

                      ↓

           Disequilibrium (process of making things unbalanced)

                      ↓

Partial Restoration of Equilibrium (things almost go back to normal)

• Liminality - A period of transition. 

• Narrative is moving from one state to equilibrium to another.

TV Show - Hannah Montana

Establishment of Equilibrium - Lilly is going to watch Hannah Montana live and really excited

                         ↓

            Disequilibrium - Lilly see's Hannah is actually Miley and they fall out.

                         ↓

Partial Restoration of Equilibrium - Lilly and Hannah make friends again.

Definitions;

• Single Strand Narrative
• Follows a single narrative
• Film

• Multi Strand Narrative
• Follows many isolated narrative
• Soap Opera

• Linear Narrative
• Purely Chronological order

• Non-Linear Narrative
• Non Chronological, backwards and forwards

Other building blocks of Narrative

• Genre Conventions
• Character Archetypes 
• Barthe's Semiotic Codes
• Mise-en-scene
• Strauss' Theory - Binary Oppositions

Advantages of Theory - Can be applied easily as it is so vague.

Disadvantages of Theory - Doesn't fit in all media texts. 

Media Hegemonic Ideologies

Media Hegemonic Ideologies

• Money Supermarket Advert; 
• Male wearing tight shorts is not something we normally see, it is a hegemonic idea of gender in the fact that a male wears jeans and shirt but he is breaking these hegemonic ideologies by wearing this.
• People were disgusted and outraged by this advert (homophobia)
• There is an example of binary opposition, his top half of clothing is a stereotypical man as he is wearing a suit whereas his bottom half is a stereotypical women with a big bum. 

• Adidas Advert - Arvida Bystrom;
• It is an expectation for women to not have hairy legs and if they do they cover it up but that woman had it out on show. 
• Men threatened to rape her, which could be that they are trying to reinforce the idea of a patriarchal society, as she is challenging their masculinity as she is doing something which is considered a norm for the male gender whereas not normal for the female.  

• Hegemony is important if we break them hegemonic ideologies then it will indeed be noticed. 

Key Theory - Stuart Hall - Reception Theory

• Audience Responses to WaterAid Advert;
• Uplifting
• Don't really care
• Positivity
• Happiness for the Zambian villages
• Annoyed (shows one place lot more places than one)
• Cynical (judgemental)
• Better than the average charity advert
• Cute
• Rewarding
• Frustration (wouldn't be singing in english / its all staged) 

• Audiences can respond in lots of different ways, this contradicts the ideas of Hypodermic Needle Theory that the audience believes the ideology by the producer, as we have proven that we all have different concepts of this advert from happiness to frustration. 
• 'By donating money you can help a vulnerable african child' - the producer's ideology, but we didn't all see that side of things. 

• Dominant Reading
• The audience agrees with the dominant values in the text, and agrees with the values and ideology it shows.
• Eg. Donating money to WaterAid as we feel sorry.

• Oppositional Reading
• The audience completely disagrees with what they see, and rejects the dominant reading.
• Eg. They dont trust WaterAid with their money
• Extreme Oppositional Reading Eg. They hate Africa and don't care, I'm British.

• Negotiated Reading
• The audience generally agrees with what they see, but they may disagree with certain aspects.
• Eg. I admire what WaterAid does but I can't stand children singing. 

• Factors which affect audiences responses;
• Moral Beliefs
• Personal Issues
• Financial Situations
• Class Structure
• Religion
• Ethnicity
• Age
• Sexuality
• Location
• Gender (identity)

Exam Structure

Exam Structure

1. Read the question and underline/highlight key terms.
2. Plan your answer, eg. Bullet point list of what you're going to include.
3. Introduction to essay
4. Series of paragraphs
5. Conclusion

• Introduction;
• Definition - Key terms
• Context - Background of advert (date of advert)
• Argument - Point of view
• Eg. I am going to argue that audience response is influenced by the time period that the media product was released in.

• Paragraphs;
• Structure - PEA
• P - Point
• E - Evidence
• A - Argument
• In Evidence you need to use examples of media language.
• Textual Analysis Toolkit 2017 (On lr-media.blogspot.co.uk)

• Conclusion;
• No new idea's but it is good to have something to sum up what you have written through the essay. 

Audience Manipulation

Audience Manipulation

The importance behind the audience; 

• Without an audience there is no point in a media product.
• There is always a target audience
• There is a primary target audience and a secondary target audience
• Its the audience who decide the success the of the media product.
• There are different types of demographics and psychographic types of audiences.

Key Theory - Albert Bandura - Media Effects

• What happens if you watch too much TV/Youtube/Video Games?
• Alters your perceptions on things, makes you understand biased ideologies. (Stereotypical Characters) 
• Changes your personality, if you watch a show you could try to be the character and 'if you watch too many horror films you're more likely to kill someone'
• If you play too many video games then you may not take life so seriously, example; Call of Duty will make you enjoy kill people online so it could reflect that into real life. 

• The effects model - AKA The hypodermic needle model.
• We as the audience are being brainwashed by the producers ideology which they're putting into the media product, and we cannot do anything about it as we are watching it and we are taking it into account. 

• Mass media is media that can be spread to mass audiences quickly and easily. 

• Advantages of this theory;
• Assuming that is true it can get important messages across. (propaganda)
• Educating people on what's going around them.
• Its very simple and easier to blame the video games rather than sociological issues. 

• Disadvantages of this theory;
• The theory doesn't work in the majority, we can watch shooting games and horror movie's and not kill someone, if you kill someone then its probably because there is something wrong and they are ill. 

Key Theory - George Gerbner - Cultivation Theory

Cultivation Theory is the idea that prolonged and heavy exposure to TV cultivates as in grows or develops in audiences a view of the world consistent with the dominant or majority view expounded by television

• Outline of Cultivation Theory;
• Television (and by extension other tools of mass media distributions) present a mainstream view of culture, ignoring everything else.
• In doing so, television distorts reality
• Heavy television users are therefore more likely to accept this edited and distorted view of reality.

• Advantages of this theory;
• 
  
• Disadvantages of this theory;
• Not everyone's the same and may be less influenced.
• It is so simplistic as it doesn't take in the idea of the complex human mind.
• We are now watching so much different types of channels, so there are so many more conflicting ideologies so we can't just focus on one ideology and be influenced by it. 
• Its distressingly similar to the effects model. 

Applying Cultivation Theory To Advertising 

• Women do the washing we see this through the women hugging the washing powder, and women should do the cleaning as there is no men seen in the advert at all, this is an ideology that is cultivated as we are not born with this ideology. 
• She is an archetypal housewife.
• Another ideology that has been cultivated is the fact that women want to clean and like to clean through the use of mise-en-scene we see this as she is smiling, there is also a romantic love between the housewife and cleaning. 

Hegemony

• Where one group wields power over another, not through domination, but through coercion and consent.
• Examples;
• Queuing
• Homework
• Stopping at a red light
• Letting others get off the train before you get on
• Putting disabled people before yourself (seat on the train)
• The school system
• We dont do drugs in public as we would get judged
• Wearing clothes 
• Patriarchal Hegemony
• Cultural Hegemony
• Hegemonic structures of class
• Political Hegemony 

• Hegemonic Power VS Non-Hegemonic Power 

Applying Cultivation Theory & Hegemony to Advertising

• Its presenting that slim women are beautiful and can wear what they want and do what they want.
• Being able to sit on a private terrace so they can be seen as rich and wealthy
• If these women were overweight the message of the advert would change completely and it would be a body message instead, they're attractive as they're thin/blonde, we know these women are sexually attractive because of how they look and by what they're wearing. 
• Showing coke is a seasonal drink that can be drunk in summer as it cools you down and gives you a feeling of relaxation, the image codes this sense of relaxation as both the women are laying down and chilling not having to worry about anything, the colour's are also light which connotates the purity and innocence of this sexualised image. 
• Attractive, young women who may be financially successful drink coke. 

Audience Identification

Introduction to Audience

• Section A 
• Analysing media language and representation.
• Section B 
• Analysing media industries and audiences. 

The only reason a media product exists is due to money, if the media product doesn't receive money then the product doesn't exist. Audience reactions construct a media product. 

• Target Audience
• The audience who the producer is aiming to. 

• Primary Audience 
• The specific group the producer is targeting their product at (first audience)

• Secondary Audience
• The second specific group the producer is targeting their product to. 

T.A.P - Text, Audience, Producer

Producer - Encodes Text - Text - Decodes Text - Audience

Key Words;

• Targeting
• Certain type of people who the producer wants the media product to aim at.

• Attracting
• The type of people that are actually interested in the media product.

• Reaching
• The ability to obtain a wider audience.

• Addressing
• The way that the media product is written / talks to their specific target audience. 

• Constructing 
• The audience itself, it constructs the audience's thinking.
• Eg. Female's smoking are not prostitutes. 

The Last Of Us - Video Game Advert 

• The dark gloomy mise-en-scene attracts the male audience.
• The target audience is young adult males, due to the props of the guns also the setting is old and abandoned and run down.
• The woman is based as a strong character, she is holding a gun, it is also challenging stereotypes of women as she is carrying a gun. 
• The relationship between the two characters is very maternal and not sexual. 
• Proairetic/Hermeneutic codes, dutch angle so we know something is going to go wrong so there is a sense of mystery and the unknown. 
• Hermeneutic code - how did they get there, what is the characters relationship, what happened to the setting. 

How do we break down audiences?

• Sex
• Gender
• Ideology (Beliefs)
• Religions
• Age
• Interests and Hobbies
• Class
• Location

Demographics 

• Putting people into groups in terms of class, it is a way in classifying and identifying people and is based on essentially numbers. Example of chart;

• Problems with this stratification; 
• It is not very well defined, as some people may have a high up profession but not get much money. 
• It is an unfair system. 
• Some students could make a lot of money.
• Too reductive, reduces people to an extremely small group. 
• Doesn't tell you much about the audience. 

Psychographics

• The classification of people according to attitudes, aspirations and other psychological criteria. 
• Aspirers; People who want to appear rich and attractive
• Reformers; People who want social change 
• Explorers; Adventurous people who like to take risks
• Mainstreamers; People who follow the crowd
• Strugglers; People who find it hard to achieve 

Mcdonalds Pickles Advert

• The setting is full of flats and council houses which suggests they are working class. 

• We get the idea that Mcdonalds is a loving place as when the man walks in there the lighting is extremely bright and high key and the staff are smiling whereas when he goes to the corner shop and they're all down and the lighting is very dull and gloomy. 

Learning Conversation - First Year

Learning Conversation

• What do you think has gone particularly well so far this year? What are your strengths?
• Organisation - I like to be organised, so I know where all my work is so its easy to find and revise from/ link back to if needed.
• I enjoy analysing media products. 

• What is stopping you from achieving your goals? What threats might you face, (for example not enough time, lack of organisation, pressure from other subjects...)
• At GCSE I found pressure from other subjects hard to deal with but at A-Level we have 3 subjects and lots of free time so I can make time for all 3 lessons.
• Extra-curricular activities and work take up a lot of time when I get home.

• Identify 3 specific targets for yourself for the rest of this year. They can be both academic and organisational goals.
• To be able to have my work in on time and be up to date with my notes so I dont fall behind and pay for it when it comes down to the exams. 
• To be able to be focused in every lesson, as I get tired very easily, so I need to make sure I'm getting enough sleep to focus in lessons.
• To watch more TV programmes which I never would normally watch.

• What grade do you want to achieve in media studies?
• I don't really know what I want to achieve but I want to get the highest grade I can.

• Do you have any suggestions about the course?
• Not really

Key Theory - David Gauntlet - Theories of Identity

David Gauntlet - Theories of Identity

Gauntlet believes that despite many negative perceptions of the Media, audiences are capable of constructing their own identities through what they see on television. Additionally, he wrote there are now many more representations of gender than the traditional 'gender binary'.

• Budweiser Advertisement;
• The women are represented as sexualised through the outfits they're wearing, they're wearing tight swimming costumes and Budweiser is commonly a males drink so they are thinking that if they get this drink then they will get a girl like that as they will be drawn into the advertisement due to the image used and then they will get the false hope that you will receive this attention from buying and drinking this drink.

• Atra Advert
• The advert in this is trying to show that if you males shave using Atra then you will get the girl aswell, calling her as an 'advantage' so she comes with the razor, so giving the male a bit of false hope that if he shaves using this then he gets a girl aswell. 

• Action  Jeans Advert
• This advert is trying to say that if males purchase these jeans then they will be able to compete well in sports, as males are represented as the more sporty gender ecspecially in things such as martial arts which is being shown in this advertisement.

Comparing Advertisement Genre's

Comparing Advertisement Genre's

Charity Adverts

• The repertoire of elements used in charity advertising are;
• Low key lighting to reflect on their life and/or living conditions. 
• Costume is dull and looks dirty also it doesn't fit properly showing that it could be his mothers/sisters clothes it shows that they are living in complete absolute poverty.
• Text is all in sans-serif so it is in an informal typography, so this appeals to people who are more working class, it also is more easier to read and simple so it doesn't take much reading to understand what its trying to say which is good so then people can quickly read this and understand straight away the kind of message they're trying to get across.
• The Mode of Address used;
• It is very direct address towards the people reading the media text always speaking directly to the audience, saying 'You can help' or uses the guilt trip in the idea that they say 'will you help?' like the example I used has done. This makes the audience feel as if it's their responsibility which makes them want to help and feel like they have no other choice than to help these less fortunate children.
• The Ideology used;
• The ideology in this is the fact that we should help these people that have been put in a less fortunate position than the norm, so our belief's is to help out these children as they are children and nobody wants to see children have a bad upbringing as that shapes their future, so us as the older and better off audience are always expected to help out these children. 
• The representation, stereotypes etc used;
• The clear stereotype is the child in poverty, so they are wearing clothes which are clearly been handed through generations hence the size, the 'unclean' look, so they look grubby and dirty as they cannot afford a decent wash. Also the stereotype of these children majority being black, majority of charity adverts use a black model to put emphasis on the fact that they are in poverty, maybe due to the fact that years ago black people were considered dirty as white is clean 'pure white' 'as white as white can be', but then these black people are connotations to being dirty, which is used in this advert to show how this child is dirty and cannot get the best out of life due to his family situations. 

High End Clothing Advertising

• The repertoire of elements used in this advertising are; 
• The costumes used are all considered to be high end and extremely expensive and also seen as sexy, the woman in minimal clothing is sexualised which is a very common in high end clothing adverts. 
• There is no text which is common in high end adverts, as they don't really need to persuade you to buy it through text as all you need to know is the brand selling it as they are a well known brand and you know that the clothes are going to be of high quality due to the expense of it. 
• The setting of the advert is also quite strange as it is always in very weird places where the audience cannot relate to, adding to the sense of the luxury of the item as it is somewhere we have never seen before or been so it is a luxury to be able to wear it. Also this is added to by the camerawork as we see men standing on ledges which have been editing together so it looks quite simplistic with the basic colour scheme but then at the same time it has all been editing together. 
• The Mode Of Address used; 
• There isn't any text in this advert other than the brand, to be able to understand their approach, but this is purely because the name is known and you know you don't need to be persuaded to buy this item as you can ensure the quality will be good due to the price tag and the brand name on the label.
• You can tell though from the advert that it is extremely high end so it is aimed at middle class and up, the ones who have enough money to afford their luxury clothing.
• The Ideology used; 
• The ideology behind high end clothing adverts is that the women need to wear skimpy small clothes to get all this male attention and at the same time the male's need to make the effort by being classy and dressing smart, so a women in order to get a males attention needs to have a good body and wear heels with a tight figure hugging bodysuit and with boys they need to all be wearing smart suits in order to compete for this women's attention. 
• The Representations / Stereotypes used;
• You have the stereotypical girl with lots of makeup on, drop dead gorgeous with a good body wearing short dresses or figure hugging outfits to catch the boys attention and they do indeed win this attention. 
• You also have the stereotypical male looking into the distance with the perfectly chiseled face, wearing a perfectly fitted suit with the expensive watches on giving the girl attention.
• This is to show that if you wear this clothing then you can look 'that good' and you can catch the girls/guys attention and 'succeed in life'

Key Theory - Steve Neale - Theories Around Genre

Key Theory - Steve Neale - Theories Around Genre

• Why does genre exist?
• To set categories in between media texts. 
• To know your target audience.
• To get building blocks and make the media product that the audience expects.
• 
  

• Who benefits from generic classification?
• The media product maker would be benefited from this as they would have set roles to follow so they have conventions to follow so it is easier. 

• What are the advantages of genre?
• Allows audiences to classify films.
• Allows audiences to easily find films they enjoy.
• Gives audiences expectations.
• Producer has a route to follow, it gets films and tv shows made, utopia had no set genre so not a lot of people watched it which ended up in it being cancelled. 
• Allows you to completely rule out certain genre's if you know for a fact you will not like it. 

• What are some disadvantages?
• Gives audiences expectations which could be let down due to its set genre.
• False expectations.
• People can still make terrible films and name it in a certain genre so people will still watch it but be disappointed from this poor quality.

Steve Neale's - Theory

Neale believes that genre is essentially instances of 'repetition and difference'. He suggested that texts need to conform to some generic paradigms to be identified within a certain genre - but must also subvert these conventions in order to not appear identical.

Genre and Intertextuality

Genre and Intertextuality

Genre - A type of media products... governed by implicit rules that are shared by makers of the product and the audience for it.

Music Genre Game;

• pop
• rock
• r&b
• house
• jazz
• classical
• grime
• rap
• hip hop
• indie
• occasional
• punk
• scream
• instrumental
• karaoke
• country
• electronic

Traditional genres are quite useless now as they are so broad and aren't useful as a frame of reference
The more important terms are those of sub-genre or a hybrid genre

• Hybrid Genre - contains aspects of 2 or more genre's 
• Example: Romantic Comedy (RomCom) 
• Example: The Walking Dead

• Sub Genre - Genre within a genre
• Example: Zombie (Shoot in their head / eat brains / never use the word 'Zombie')
• Example: Paranormal Activity / Vampires / Torture / Comedy. 

What makes the genre is the conventions and generic paradigms within it.

• Generic Paradigms - also known as genre conventions, are aspects of media text (for example editing, mise-en-scene, sound etc.) that demonstrate to the audience what genre a media product is. 

Iconography - The familiar signs of genre

• Western - Cowboy hat/ shocked close ups

Utopia - Trailer

Genre;

• Surrealism, the whole thing feels like its part of a dream or you're seeing it through the eyes of someone who is on drugs and the idea of a mystery.
• The generic paradigmatic features to make it seem like a mystery as there is contrapuntal music, this is when the music doesn't line up with the scene which creates confusion and mystery within the audience.

• With senses of horror and thriller from some of the images shown. 
• The generic paradigmatic features to make it seem like a thriller is the photos shown of the boy with his eyes out with some scary figure standing behind him.

• Psychological Horror
• The generic paradigmatic features to make it seem like a psychological horror is the creepy bunny on the street, the man tumbling down the stairs the fact that nobody else is seen in this trailer rather than the cast members. 

Intertextuality

• Intertextuality is the shaping of texts meaning through referencing or alluding to another text. Texts provide context within which other texts can be created or interpreted - reflecting the fluid boundaries or genre convention. 

• Intertextuality involves the audience on a level that was not previously possible and it makes the audience feel good and understand the context more to someone who perhaps wouldn't understand that type of intertextuality.

• It is also used for comedic for something serious made into something funny. 

• It also broadens the demographic and reaches a wider audience to promote their show. 

• It makes something very sexualised into a very innocent clip.

• Comedy makes it easier to deal with social problems in the world and makes it easier to understand aswell, laughing is important.