Paper 1: Media And Rep

Wednesday 26th September

L/O: To Develop The Language Of Media Analysis

The product is the cover of Time magazine which is a media product that uses the colour scheme of red and white which might promote politics. The shot type is a medium close up of Kanye West who is using direct address to look into the lens of the camera. He has his hand infant of his chin which might promote a thoughtful pose.

Denotation - Factual, not based on opinions.

• B&W Image
• Someone tipping his hat holding a cigar 
• Has text on it

Connotation

• The cigar and the hat with his ring shows wealth and status
• Something sad (B&W) slow tone
• The parental advisory sticker shows that it is not suitable for younger audiences.
• Focus no the hat and cigar shows the old school feel also the use of B&W
• The photo of him hiding his face shows false modesty 
• Resonate Doubt has connotations of the law and criminal activity matches the whole gangsta persona.

Both of these album covers follow the same type of the colour scheme, both using pale but dark yellow colours. The "ADELE 25" cover shows herself with a big close up of her face staring right down the camera lens, this means she is staring directly ahead at any walker by. It promotes direct address toward anyone that walks past. The font shows a more glamours tone to the cover withe the pinky red connoting to romance and love. Both of which she talks about in her songs. Whereas the "GOOD KID IN A MAD CITY" cover shows him looking away off camera, this might suggest something caught his eye and tel more of a story rather than staring directly into the camera lens. The title itself is very straight and to the point, it has a harshness to it backed up by the typeface and almost dirty lettering going across the centre of the cover. The Kendrick Lamar cover shows the realness of the city, implied by what he is posing in front of. It shows a certain grittiness toward the typical rapper cover. He is not in a studio behind lights and a bunch of photographers like Adele's cover.

The Adele cover seem to be a bit more simple and when looking at the image it seems heavily edited. Whereas the Kendrick Lamar cover, whilst it is still edited, seems to have a more realistic tone. The pose of Kendrick Lamar  in his cover shows him sitting down which his hands together positioned a way that may be seen as restless or not entirely commutable. This links to the name of the album and especially the "MAD CITY" part. The "Adele 25" cover has a font which may connote to calm and not very heavy, her facial expression is very blank and is almost sad portraying her type of music to any by-passers. Her cover shows a more stiff upper lip tone with her showing herself as a strong person by creating a cover solely with her face on it and not much else. This links with the Kendrick's cover as with his it shows a mid close up with a similarly blanc expression

Wednesday 3rd October

L/O: To develop the language of media analysis

Her hair and the star crown reminds me of the statue of liberty so it could connote to power and success. Pastel colours contrast against the sharp colours of the roses and red this is because she is trying to promote reeling against the norm. The pattern in the background reminds me of a tattoo and her facial expression says that she is rebellious. The stars around her head is like a crown. The title of the cover. "I'm Not Dead," has a gothic font along with the skulls puts a spin onto the cover which contrast to the panel "baby" colours. could link to life and death. Western vibes linking through the clothing. Doves and roses promote peace and love. Could mean that her songs are about peace and love. It could be unusual for a pop artist to have a parental advisory striker on it let alone a female artist.

Their facial expresion is sad because of the fact that their eyebrows are both heavily slanted inward as well as the head being tilted to one side. Their bottom lip is curled inward as the top lip overhanging, looking like they are about to cry. These features all depict sadness.

This film poster has denotations of the male kneeling in a suit holding a gun infant of 4 women. The women are quite revealing and the colours are yellow and red with a strip of white at the bottom of the page. The male in the suit connotes a posh and upper class male and the gun connotes to though and much more of an alpha male in this poster. The women connote to objects in the background in order to gain a larger interest in the film. The positioning of him in relation to the women signifies his power over women and they way he is in front of them is made to look like he has a lot of power over them. The use of the comic book art style could connote to action and explosions, it could also be seen as though James Bond is a superhero himself and does heroic things.








Hypothesis

That 'the products constructed to market James Bond films are designed to offer a clear appeal to a wide global audience of young males 17-35'

This poster might back up the hypothesis in the way that it may appeal to that targeted audience by the way that Daniel Craig is meant to play an early thirties male who is adored by everyone in the films. The males who are in their early thirties would feel envious around 'James Bond' as a character because they would wish to be him. His pose tells the audience that he means business which is backed up by the fact that his head is tilted and eyes are squinted as well as his body language being quite relaxed whilst holding a gun. It is easy to see that he has a sense of style and must be quite wealthy due to the fact that his suit jacket is a navy blue colour and shirt is a buttoned up and on top of that his bow tie is very prestigiously ironed out and made to look extremely stylish. His pose also tells the audience that he knows what he is doing holding a gun extremely comfortably and also he has got his hand in his pocket to backup furthermore hat he is relaxed. The males watching will know contextually about who 'James Bond' as a character is so they could spot his watch on his left wrist. It looks expensive by the way that it features the colours black and silver.

All the males watching at home will feel they'd want to be like the James Bond they are seeing on screen as he is seen to be rich and loved by all. The background Daniel is standing in front of reminds me of a shutter. This could link to either a gun or a camera shutter. Either one of the two shares the connotations of a fast moving sudden snapshot.

Monday 8th October

L/O: To explore the idea of semiotics and how it can be applied in media language

The Signifier, being the skull in the background represents the Signified death and the fact that its waring a hat shows a masked man almost hiding behind the skull face. He has a very relaxed and calm pose holding a gun beside him and his hand in his pocket. The suit is navy blue representing wealth and confidence. Links in with James Bond's social class and status. As well as the women being portrayed as quite glamous and in the shadow of James Bond. Has quite a serious/intense look on his face, head tilted and eyes squinted represents an action film. Direct address  shows the intensity. 

Theory: - Ferdinand Saussure

First put forward the idea that signs are comprised of only two elements

The two elements - Signifier And the Signified for every sign

Signifier - The physical form of something that's being considered 

Signified - What our culture has decided this form means

Cross (Signifier) - Religion, Jesus (Signified)

Heart (Signifier) - Love, Passion (Signified)

Skull and Cross-Bones (Signifier) - Death, Pirates, Or Danger (Signified)

Theory: - Roland Barthes

His theory focuses on how signs and images represent different cultures and ideologies

He argued that some connotations where so widely held that they became a "myth"



Charles Pierce developed this idea, and claimed there where three types of signs

Icon - A picture or statue that rambles what it is
Index - A sign that implies what the Icon is
Symbol - Something that needs to be learnt

The print advert is the representation of the Rolex watch. The icon in this print AD is the watch being main focal point having the watch's bright white colours stand out from the black and dark overall colour palate of the poster. It shows the watch in the bottom left of the AD with is an interesting position for the main product. The index in this poster is the man with the watch on his wrist implying further that perhaps the watch is more for older, wealth, and mature men. And finally the symbol would be Rolex as its something that you learn and has connotations of wealth and charm. Its something that is contextually relevant. The signifier in this poster advert is the Rolex watch and the signified would be something that connotes wealth and a luxury lavish lifestyle. The model of this poster has quite a serious expression on his face, being that a tilted head and squinted eyes.

This print advert is promoting Gucci aftershave. The icon in this advert is the bottle, on the dashboard in-front of the man behind the wheel. This could represent the main thing in this advert is the male and then you look at the wheel and then the fragrance bottle. This has been purposely done, particularly, to give to viewer a journey around the poster. It reminds people of if they'd smelt the aftershave they wouldn't see the bottle, only smell the sent. Just like this poster where you eye isn't drawn to the bottle immediately. The index in this advert is the man behind the wheel. This could be wrong because of the way that aftershave can't really be modelled like clothes or a watch. It is signified that people who ware an expensive aftershave like this one could be successful and wealthy shown by the signifier, the suit and bow tie. Then the bottle in the foreground is what keeps the attention on the product and then draws your eye through the poster the rest of the advert is extremely dark showing wealth and status in the way of colour and image.
the


Wednesday 10th October

L/O: To apply semiotic theories earn creating media products

• A new fashion label aimed at young adults.
• A new TV channel aimed at kids (6 - 11).
• A new social media app aimed at ABC1 25 - 35 year olds.

Fashion Label Logo

The choices I made throughout making this logo were to do with the already existing logos fro fashion brands. I chose to put my logo on an off-set white background and to use not a black, but charcoal colour for the font. Most fashion labels are forward thinking and its all about the progression and change for the better you can experience if you buy these certain types of clothes. I wanted this to reflect onto my work by calling it "Advance". The reason I chose this name is because it connotes to a bright future and forgetting about the past. I used the colour pallet the way it was because most mainstream fashion labels keep to a minimal of at least 3 colours in their logos, the off-set white, charcoal black, and sometimes anther colour to pop away from the other two. My logo only uses two colours but I still feel like it links quite well with other fashion label logos around. The colour I could have added would have been either a blue or red as that would follow other fashion trends in regards to their logos. Something I could improve on would be the way that colour is not incorporated in the logo as colour splashes away from the lettering or make a single letter another colour. The colours used in fashion logos are usually

Children TV Chanel Logo

My logo consists of one single colour in different variants. It's blue colour links to confidence and looking forward and I used it because of the name, "Splash TV". The main part to the logo is the Splash in behind the title lettering with the 'waves' on top. I designed it this way to give it more of an interesting aesthetic and make it more enjoyable to look at. The name come from the idea that children like to make a splash and the word splash itself connotes to thing like playfulness and having fun. The reason for the splash is to do with the connotations it has to enjoyment. The reason it needs to link to the theme of enjoyment is because of the fact that its a TV channel aimed at children from ages 6 - 11. Having relooked at the age range I feel that my logo may be too infantile for the target audience and it could be change I fit that targeted market a-lot more. There is sense if boldness in the way that the TV sign has the extended end to the V. The waves on top of the splash show a more all-round version of the logo. These could be to complex for a child or children of this certain age but I feel like it works with the rest of the logo. The "Splash TV" title font is outlined in a darker colour than what's inside them as this creates an underwater feel for the logo and a feel of though everything is not what it may look like or it may seem.

Social Media Logo

When creating this logo II though it would be a good idea to use the name Buzz. It is a term used to describe when everyone is talking about something new and therefore you could also say a buzz of social activity, which is what this social media app is. The reas9oon fro the bold since of colour throughout to logo is because I didn't want my logo to be like anything else. Looking back I should have used more sophisticated colours as my targeted audience was slightly older than I thought. I would have used maybe the same colours but much less vibrant and a-lot more muted in contrast. The reason for the curves around parts of the B is because it creates a sense of movement. The reason for the back font is to do with the fact that its the only colour that doesn't feature on the back of the square box and therefor strands out from the background. The font is quite modern and recognisable as the style reminds me of progression and moving forward.

 The reason for the title underneath is to do with the identity of the logo. Following most other logos for social media there is a theme of either a letter or a symbol to somehow represent that specific app. Examples include, Facebook, Twitter and Snapchat just to name a few. Doing this and making my logo this way makes it have the same type of vagueness other logos have in order to create more of a buzz around the social media app. The app logo also contains a number of colours. This was done in order to be different from other logo in the form of how conventions of other logo suggest that having one colour is best.

For Wednesday, analyse a minimum of three adverts all part of one advert campaign. Innocence smoothies for example.

Monday 29th October

L/O: To apply semiotic theories when analysing media texts

The blue is the only colour on the advert, it connotes with confidence and self-beliefe which represents the three lines commonly linked to adidas. The "superstar" tagline is the only text on the advert and the words fade in the brightness of the face. The image is quite simple and the face looks quite serious, this is backed by the black and white filter over the portrait image. This advert shares the same conventions as other adidas averts through the use of the three lines and the use of the filter of the image being the black and white the images depicter is. Most adidas adverts have limited colour to them and so when could is uses it pops out the screen a lot more.

It has used conventional ideas surronding the film, The Lord Of The Rings. This includes an obvious play-on-words linking the idea of drinks into the title. The tower shown is a piece of memorable imagery from the film along with the mountain in the background with smoke coming out of it. It includes a memorable image from the film as one whole piece. This would then be targeting audiences who have watched and enjoyed the Lord of the rings films. The target audience would also take an interest in alcoholic beverages. The colour of this advert is in-keeping with other adverts promoting beer with the imagery being green and having a glow effect on or behind the bottles. The bottles themselves have condensation on them which also in keeps with other products. It also follows conventions through the use of showing the product of the bottle and sometimes more than just once. The audience could be from aged 18 - 30, the younger age of that bracket haves seen the films and the older have maybe read the books. 

All three of the adverts have similar themes and conventions running through the trio well thought out print posters. The first poster has a black background with no gradient, highlight, or shadow. This is behind the main focal point of the advert being that of the Volkswagen logo. The iconic logo is easily recognisable by the blue gradient and the overall shape. This poster features a new rendition of the logo as they all do, with the ladybug shown in the gaps of the logo. This instantly catches the viewers eye as they are intrigued to know what connections the ladybug has to the message of the poster. The signifier in this logo and the other two would be the Volkswagen logo and the signified would have some connection to what is behind that logo. In the first advert the ladybug represents nature and joy due to the bright colours. It also represents a certain rarity and mesmerisation. All things which positively connect with the brand of cars the adverts are trying to promote. The text above and bellow the logo breaks up the way the reader reads it, this is done to allow the reader a breath in between. As the advert starts with "We know you have seen her before" it engages the viewer because they know they've only read half of the sentence and what the finish reading. The way they have used  inclusive pronouns such as "We" and "You" engages the audience that bit more to want to continue. The poster ends with "We made her famous," this is more use of inclusive pronouns used and also it creates a sense of proudness to be in the situation the brand as a whole is in.

The second poster in this trio has very much the same concept of the broken up text and the signifier and signified is also the same. The text is different being that of "We learnt our wold history well" at the top of the advert. This suggests that the tone of this advert is much more of an inclusive poster, this s suggested by the word "Our" in this tagline. However, the text underneath the logo may suggest otherwise as a sarcastic tone is used with the text reading "By surviving it," this much like the other poster represents a sense of arrogance to the brands persona. The photo behind the logo this time is black and white imagery depicting World War 2.


The third advert in this series is much like the other two, but this time there is no image behind the logo as instead there is a glow or some sort of light. This links in well with the text show above and below and may suggest that the brand is looking up and forward to new fresh exciting time as one of the worlds leading car manufacturers. The tagline as a whole for the third one seems to be more living in the future as apposed to the past, in the second advert, and the present in the first. This one represents hope and desire and taking new steps forward. The word "Enlightened" connotes astonishment and knowing, something that could apply in a car print advert. It could mean new things are coming and the audience would want to see what was going on in that sense and would be intrigued to know what they where talking about.

Wednesday 7th November

This advert follows the conventions of other beer adverts being how the green colours are used and how the bottles are the main focus of the advert. This advert in particular is referencing to a bachelor party or a stag do and so I thing the target audience will be around 18/21+ because of the legal drinking age in certain counties and the mature theme of the advertising print.

The advert tells its viewers that Cadburys is a fun lighthearted brand that doesn't take itself to seriously.

The intention of this adverts was to make its audience laugh and relies how "fun" Cadburys as a brand is. Its supposed to make people question what they are watching as at the time it was so different from other adverts.

The adverts is aimed at people from 10-70. This is because I feel like any younger than 8 and they wouldn't really get the song and why the adverts as whole was made.

The advert is trying to get you to talk about the brand as they are trying to create a buzz around Cadburys. Its trying to represent itself itself as a lighthearted brand and fun.

It has the impact of making people feel joy and laugh a little.

It boosted the sales by 10% as it created a buzz and made people talk about the product so more people who would not have thought of piking it up in the shops now would see it and try it because It instantly reminds people of the lighthearted fun advert.

Benetton

Benetton hired a famous photographer who convinced the brand rather than taking photos of jumpers taking photos to get people talking about current affairs. It all ended in 2000 when he took photos of people on death row. It worked for 20 year creating a brand for Benetton as sales sky rocketed as people wanted to buy there product to support the messages. His response to people saying it was horrible and disturbing was how the photos where not disturbing but the thing that where happening in the world where disturbing and that why he needed to raise awareness. 

The Benetton advert for the United Colour Of Benetton depicts a dies AIDS patient in a hospital ben surrounded by his family who are all sobbing by his bedside. The original photo was taken in black and white and published to a magazine, however it was painted and made one of a series of controversial adverts published to raise awareness for current and topical affairs. When the advert was published it was taken down and banned from being displayed on billboards anywhere across the globe. The advert photo had already been published to a magazine and was left to the viewing pubic to consume. However this advert might have been banned because of how the image was painted in colour depicting the pale colouration of the patients face.

The intention for the advert was to raise awareness for life threatening diseases and illnesses, something that at the time the government where not bring to light. The adverts for Benetton through this time where a huge conversation starter and that was the intention. Benetton saw that they where getting attention so they continued with this line of pattern. Even by getting their adverts banned, they get attention form the press and coincidently, much more costumers.

Monday 12th November

L/O: To explore set advertising texts and research brands

The representation for the brand of Barbie has changed along the main basis that back in 1900s the brand was about having a doll to play with that would represent their own lives. The first advert in 1996 represented women as obsessive about how their hair looks and was all about glitter and sparkles. In contrast, the 2015 advert was much more about the brand moving forward with the times of not putting labels on people and the fact that children really emirs themselves in what they play. The second advert was more about knowledge rather than looks.

Consider when talking about adverts

• Locations
• Costumes
• Colour
• Props
• Makeup
• Lighting
• Choose of camera shot
• Camera angle
• Typography 
• Layout
• Address of written consent to the audience

Old Spice: "Smell Like A Man"

The brand of Old Spice was manufactured by the Shulton Company that was founded in 1934 by William Lightfoot Schultz. Shultz had took inspiration from his mothers Potpourri, a Spanish stew consisting of a mixture of dried, naturally fragrant plant material. It was introduced as Early American Old Spice in 1937 and was received well. Its logo featured a sailing ship to represent the power of men at that time, who the fragrance was aimed at.

At times before this advert the targeted audience for the brand of Old Spice was a much more mature audience as thats who seemed to appeal to features like the sailing ship on the Old Spice logo and the history that brung to the brand. The brand before this advert valued the older generation on the global scale, these men followed traditional values and where  in the lower middle / working social group, this was their targeted audience. The image that they portrayed was a extremely "Manly" one that they persisted to keep tapping into. However this advert sparked a rebrand for Old Spice as they aimed their traditional at more of a younger audience. This was shown by switching out an older model for much younger models and having those younger models be athletes. However, the TV advert is clearly aimed at women as a safe option to buy as a gift for a man. This is clear by the way that right at the start of the advert the male model targets his words directly to the women that maybe watching at home. Women would appeal to the star vehicle through of the cultural effects model.

The previous advertising campaigns include much older models being a main feature. The older adverts that targeted the age range of 40-80 year old men are much more focused on how its only a fragrance for men and plays on the way the world was back in 1970-2000, very male dominated. The campaigns where about how you could feel as manly as the people on the adverts if you ware the product. A similar theme and similar conventions throughout the previous advertising campaigns is the way that don't take their brand to seriously and like the theme of humour more than other serious products. 

The advertising campaign was made as print adverts that sparked the rebrand targeting a more younger audience making accessible to that audience who looked at that advert at that time. The TV advert that went along side the print ad was focusing its attention on women as that is the main demographic for who is buying the product, as a gift for their male partners.

For this advert the preferred reading would be that Old Spice is a brand that docent take itself to seriously and wants to explore the theme of humour a lot more that what the viewers current anti-perspraint brand wants to. It could also link to the way that the Bahamas smell is like a tropical/exotic smell which the viewer would know thanks to the items and scenery on the advert. The negotiated reading would be something like if you use this product you will smell like sea salt and sand rather than having a fresh tropical scent. The oppositional reading for this advert would be that it could be a advert for a different product all together like an refreshing drink or a suncream. 

Lucozade: "I Believe"

Lucozade is a soft sport drink manufactured by the Japanese company Suntory. It was created by a Newcastle pharmacist in 1927. It was acquired by the British pharmaceutical company Beechams in 1938 and sold as an energy drink for the sick. At the time the Lucizade slogan was, "Lucozade aids recovery". In the early 1940s Lucozade was given to children when they where ill to boost their energy levels. It was rebranded as a sports drink in 1983 and by 2016 a 500ml bottle contained 62g of sugar, more that coca-cola. And in 2017, to avoid sugar tax, the drink was reformed to contain 4.5g of sugar per 100ml of liquid.

The brand values hard working athletes and people who are active. The star vehicle in this advert is the football player Gareth Bale, someone who if he endorsers the product people would instantly go for it. This follows the two step flow theory in that a celebrity endorsement like him being on the cover boosts profit margins drastically. Connotations of using a sportsman on the advert could be that Lucozade Sport is a drink for high performance athletes. People would pick this product up of the shelves as they might aspire to be a successful sporting influence much like the star vehicle. The image of the brand links to the primary target audience being that of hard working sport enthusiasts or people who do active sport or go to the gym regularly. It is also known for for having higher sugar contents than most drinks and therefore would appeal to the secondary audience, people traveling as an energy boost or any person in general who needs a boost in energy. 

Other ad campaigns include other sporting icons which use the two step flow theory again for endorsing there product. The "Lucozade Yes" slogan features on all the recent past adverts. There where a series of adverts to come out for lucozade sport being that a picture of a well known sportsperson with this time the slogan being "The Fuel To Rule". Lucozade had a banned TV advert that went alongside this print ad which was taken down as they claimed Lucozade sport was better that water at rehydrating the human body, something with very little scientific proof. This advert still has the little writing saying Scientifically proven on it next to the bottle. This tells the audience to trust what every they have to say because of the way people trust science without asking any questions. It also gives a sense of reinforcement that the drink does do what the consumers what it to do. That being to hydrate them.

The products preferred reading and the way the product is represented is a sports drink that gives whoever drinks it a positive boost. The negotiated reading for this advert would be how they might take the "In A Different League" literally and might think if they drink Lucozade sport they will be treated much differently by everyone else. And finally the oppositional reading could be how people might think if they drink that product they will become a sporting icon and become really fit and healthy.

The brand is represented as what it is in this advert. A brand that surrounds success with sport and not only that but also sport performance and how success comes to those people who drink Lucozade to rehydrate them.

Shelter: "Housing Advice"

Shelter is a charity that tries to prevent people from becoming homeless by providing food and, as the name suggests, shelter to all the people who might be at risk at becoming homeless. The charity was founded in December 1966 as December would be the most horrible year for people living on the streets. December brings cold bitter weather and most importantly, loneliness for people living on the streets. This advert in particular campaigned in 2011, a time when most people where at risk for homelessness than any other year on record. Approaching the month of December as well means as well that the streets will get colder and more and more people are at risk as billing prices for heating houses come in. The charity provides advice for those people.

The charity has the image of helping and kindness, providing food and advice to people at risk of homelessness. The brand values community spirit and is trying to promote a better world for everyone to live in. The advert is sending out a message that everyone's efforts make a difference when you are talking about a national charity. The brand has certain values of being a better person and give people a chance to do something selfless and help someone in need. The adverts themselves each have assets of the charity like living and coping with dept and being evicted from your home and also just for some general advice. It trying to appeal to and reach out to as many people as they possible can.

Most other advert campaigns for Shelter use the same colour of the red to represent the urgency and danger to these peoples lives who are living. Other advert campaigns convey the hyperaemic needle theory in the way that the audience agree with what the message the producer is trying to convey without asking any questions.


Advertising campaigns for Shelter tend to share the connotations of including the colour red on them as a way of tightening the urgency and importance of the message being portrayed in not just the TV advert but the poster ad as well. Other conventions include the image of the people being either an extreme close up, the advert above, or a medium shot. There is not really any image that features on the advertising posters thats any bigger that a medium shot. This is because the facial expression is very important to the adverts.

This campaign is mostly a combination of billboard adverts and a TV advert. The TV advert tells us a story about who a family went through being at extreme risk of loosing their home but it tells us from the child's perspective. This is something that appeals to the greater public through the means of sympathy. The primary audience for both the TV advert and the print advert is again people at risk of homelessness rather that people who are homeless. The secondary audience would be the people who are actually homeless and on the streets to come in and some life changing advice.

The preferred reading for this advert is people would see this advert and feel sympathy for the people in those positions and would give money over the the charity. The negotiated reading could be that this is an advert for people how are homeless and who need help getting off the streets and into, as the name might suggest, shelter. And the oppositional reading for this advert might be that its got nothing to do with homelessness and instead its got something to do with dept and people who need general life advice.

The Hyperaemic Needle Theory


Developed in the 1920s and 1930s.
Linear Communication Theory.
Passive audience, Agreeing without asking any questions.
No individual difference.


Cultural Effects Model


The thinking behind this theory centres on the long-term effects.
The effects represents the ideological representations.
Media representing the ideal women now extends to men.


The Two-Step Flow Theory


The hypodermic needle theory to an extent.
Follows the opinion leader, e.g. Youtuber, Celebrity.
If a celebrity tells the audience its good, the audience would think its good.


Users And Gratifications Theory


Audience listens to the media because of surveillance/information and identity and relationships talking about the product and then diversion from real life and entertainment.
These are all needs, if the media for fills one of the needs the media would use that again and again.

Reception Theory

Producer incomes a particular message or meaning , e.g. using red to promote danger.
Three types of response:

Dominant or preferred reading does what the producer wants you to  do, buy it.

Negotiated gets it but doesn't want to do what the producer wants to do.
Oppositional doesn't get the message at all.

Monday 26th November

L/O: To analyse the representation within set advertising texts

Gender

• Male star vehicle in the lucozade advert showing stereotypically male footballers are more succsesuff than female.
• Star vehicle in old spice ad african-american, usually casted in films as a though gangstar very manly or a funny sidekick, this advert mixes those stereotypes into one.
• Shelter ad has the man showing text saying something he has an option for, he can't do that.
• Females have much more venerability with the text shown on their faces.

Age

• Babies and infants are normally represented in the media as venerable and innocent. Brats uncontrollable.
• Teens and children are represented as trouble makers who never really know the limit children could be active.
• Young adults still quite irresponsible, drugs/drink party, reckless.
• Middle aged people could represent stress, unstable, family, house, kids.
• Older people, wise, fragile, lonely, slow.

• In the lucozade ad age is represented as young adults = fit healthy life, athletes, will be the strongest, fitness wise you will ever be
• Old spice age middle age could be something to do with the manly approach, got  things sorted your parting days are over and now its time get organised
• Shelter advert look all in 30s and 20s shows the time when your most finically unstable.

Race

• People could argue that the shelter ad shows diversity in the way of have an Asian as the person on the right however other would say the women on the right of the advert is British.
• Lucozade would appeal to a white audience because stereotypically white audiences are willing to strive toward bettering themselves. 
• Star vehicle in old spice ad african-american, usually casted in films as a though gangstar very manly or a funny sidekick, this advert mixes those stereotypes into one.

Sexuality

• Old spice targeting their TV audiences at a couple. Male and Female.

Nationality

• Old spice promotes and represent American values of beaches sun and warmth

Disability

• It cannot be applied to the shelter advert 
• Both Lucozade and old spice are sportsmen who are full bodily abled showing that is "the norm"

How representations of adverts are used to help sell the product or brand refer to adverts we have studied?

Wednesday 5 December

Old Spice Social Context

"Become one of the freshest places on earth"

60s and 70s used both masculinity and the girls who would want the guy to smell like it 

80s use the same theme but all of their ads were at the time serious 

Lynx used the abstract idea before everyone

How does the product use and subvert the conventional genre stereotypes of masculinity associated with adverts for such products and brands 

The ads still majorly lean towards following the stereotypes as it uses the mid shot to show off the muscularity of the model and in 2/3 of the ads use a primary colour of blue which tends to link to security and masculinity. The other ad however uses primary colour of red/orange the orange links to attraction and success and red linking to power and determination still holds the typical masculine man. The fact that they have taken the concept of muscularity and flipped it into a more sarcastic theme rather than taking themselves seriously as well as this the ads primary target audience is wife or girlfriend of the guy as it still follows a heteronormative feel but they have switched up the audience form the males to the females. 

Lucozade Social Context

Rebranded as it was seen as a medicine over an energy drink 
Went from ads in hospitals to ads of sports stars 
Used lara croft on a print ad 
Represented moth men and women 
In 2013 they were the leading sports drink in the UK 

The hashtag IBelieve slogan is significant, implies that Bale is endorsing the way that he believes the drink is very good for sports performance. The campaign was initially called IBelieve and endorses the two step flow theory in the way if he says it works and is great other people will feel the same way or at least try the product. The brand ambassador for this Lucozade ad is Bale and represents the drink in terms of physical forms and fitness. 

Throughout the lucozade campaign they where very careful to represent all types of sporting personalities

Following sporting advert conventions

This advert is an example of the changes in media representation of brands because of the way that it was promoting sports drinks and around the time of when this came out anything like energy drinks and soft beverages where severely looked down on as a serious health worry. It also represents the technological advancements by using that as a way to promote interest in the product

This advert would suggest that the changes in media consumption and access are that social media is a way to get a name and brand out there into the world. It is free and is accessible to anybody with any sort of technology, phone, laptop. or tablet. 

Advertisers and Marketeers moved to use social media more thanks to the fact tat it is free for many people to used across the whole world. It is somewhere that people can reach out to and gather interest from throughout the entire world.


How does the product use conventional stereotypes associated with adverts such as products and brands?

The use of the hashtag I believe says a lot about the time this poster was made and launched. It suggested that the social media craze was well and truly underway. It promoted its product suing forms of interest shown on social media. This showed highly thought of brands that this marketing strategy worked and was very successful. The advert represents health and fitness in an extremely important way. From the star vehicles they chose to feature on the poster to the original slogan, Hydrates and fuels you better that water.

Shelter Social Context

Raising awareness in order to highlight current issues in the world. There are no consumer needs. Whilst the other two products can throw money at adverts to make them look glossy and make them as good as they can, charitable adverts don't do that and would often do the adverts for free. Triggers guilt in the audience. Commercial set up a desire or need to an audience whilst charitable adverts empower the audience. 

Close up shot, direct address.
Sadness and how they need help.
realism, desaturated colour, Black and white.
The logo reliable and trusted.

The 'We Can Help' campaign. Where not aimed at the wider public of this campaign to get more donations. Campaign was created for very little amounts of money. The shelter advert was aimed to raise more awareness for the actual people living of the streets. Looked at the website traffic after or during to show the interest. 

The representations of shelter in the advert are that there is some help out three and there is also help for the people who find 
themselves in that situation to turn to for advice. The advert appeal is the way in which sympathy is represented and ultimately portrayed throughout. the advert goal is to try and get more people to think of Shelter as a charity that people can seriously trust and can 

Desensitisation is when you will never have the same response to something if you keep on watching it as you do when watching it for the first time. 





Explain how representations in advertising are chosen to help sell the product or brand? Refer to two of the adverts you have studied.

Representations in advertising is a major selling point for promoted products. In Old Spice and Lucozade the representation plays a huge roll in their advertising campaigns. The both of them use their brand representation and image in a way to bring attraction and boost sales as an effect.

 The Old Spice product and brand represents itself as a brand that doesn't take itself to seriously to appeal to the younger audience of their market. The "Smell Like A Man" campaign was a campaign advertised by Old Spice and was an effort to re-brand their image and represent themselves as an option for the younger generations of the market. In this case the representation for the product helped advertising due to the way that the TV advert that when alongside the print advert gained massive amounts of attraction and boosted sales by vast amounts. The re-branding for Old Spice boosted its popularity and that was also due the fact that the brand representing and values changed as well, appealing to a younger audience change the way people saw Old Spice as a brand and product. They would see a light hearted brand that wouldn't take itself to seriously. The print advert for Old Spice represents itself in the way it does because of aspect linking to humour and linking to what a younger audience might be attracted to, being that of a sports star playing the main roll in the ads. The way it subverts conversions is being that of the way the star vehicle is a sports star who is among the product at the female audiences. The star vehicle subverts stereotypes in the way that usually in the mainstream media the black male is a sidekick or a person for a bit of comedy relief, stereotypically, in films and television. This helps its sales because of the two step flow theory in the way celebrity endorsement is used. 

Lucozade is a brand that represents itself as one that does take itself and what it represents very seriously. The representation for Lucozade is mainly based on the fact that their targeted audience are people who want to be as successful as the people on the advertising posters, this represents their audience as an audience who gets very active a lot of the time and takes sport as a need rather than want. Lucozade won't mind the way that they are seen as a 'serious' brand because of the way that they are all about sport performance and staying focussed. Lucozade's TV advert got banned due to the fact that they claimed it would 'Fuel and hydrate you better than water', this turned out not to be true and so Lucozade returned with a new poster advert. This represented Lucozade as a brand that believed in its statements and whilst the adverts where taken down the #ScientificallyProven was still there and reminiscent in the previous campaign. Lucozade as a brand shows itself as a serious competitor for the sporting energy drink market. Lucozade represents its star vehicle as a young adult white male. This would be a classic stereotype of a successful British athlete. The representation of this is the way the facial expression on Gareth Bale in the advert. He has a serious look on his face with his eyebrows slightly lowered and the use of direct address all in an effort to give the audience and intense look and male them stop and look.

DIRT

L/O: To reflect and improve on an exam style question

Targets

• Literacy: Basics, capital letters for products and brands.
• Terminology: Make sure you know all the names of the elements of adverts.
• Theory: Add in audience theory when relevant.
• Target Audience: Old Spice, product VS advert.
• Analysis Structure: Answer general question first. Talk about different areas of representation within the overall representations conveyed.
•  Explain the specific representations - what were they and how would they appeal to the audience

Music Videos

L/O: To research selected case studies for use of Media Language and Representation

Song - Heaven

Artist - Emeli Sandé

Genre - A Mixture of Pop, Rhythm and Blues, Funk, and Hip Hop

Release Date - August 14th 2011

Link To Lyrics - https://genius.com/Emeli-sande-heaven-lyrics

Summary Of Meaning - The song is about not quite living up to the expectations you put on yourself and has a sense of loss or guilt surrounding it. Its about deep down wanting to be the best person you possibly can but releasing your own actions don't really reflect that in the way that her words do.

What Happens In The Video - There's lots of scenes that cut to people who are going about there own day to day business passing by ignoring her and the music. There are lots of images that include people who are obviously from a more rougher background using drugs and being in dark back alleys late at night.

How The Artist Has Been Represented - Sande is represented as someone who might not be in complete control of his actions. The song itself is full of the themes regret and refection.

Video Links To Song - 

Song - Burn The Witch 

Artist - Radiohead

Genre - Alternative, Indie

Release Date - May 3rd 2016

Link To Lyrics - https://genius.com/9096187

Summary Of Meaning - The song is all about the refugee crisis and is showing people fear for 'the other'. The lyrics could say something about how people are fed up with keeping quiet in the shadows

What Happens In The Video -  In short an inspector for comes to the town and doesn't believe what he sees. The people in the town are people who surprise the audience and the inspector by using imagery like paining the red 'x' on peoples doors and conducting what looks like a witch burning ceremony.

How The Artist Has Been Represented - The band, Radiohead, has been represented as a band that will stand in protest against the refugee crisis and as far as the music video is concerned, they are representing the drastic difference between two sides of the problem.

Video Links To Song - The video links to the song in the way that the song is very fast pace and unnerving which goes alongside the video in that the video is also very disturbing and doesn't make for easy light-hearted viewing.

Wednesday 9th January

L/O: To research & explore representation and cultural context in music video case studies

How has the 'official' Rita Ora wallpaper represented

 

• Youthful
• Fashionable, Make-up
• Powerful, because of the low angle
• Dominant, because of the low angle
• Rebellious, pink hair
• Relaxed stance
• Stating her indipendente and status
• Complement the background to make her stand out.
• Direct adress, confident
• Desirable, Slightly Provocative 
• Very bright light makes her look youthful and hides the shadows
• Airbrushed, no imperfections

The representation of Emeli Sandé has built up as a 'real' and youthful image. The two album covers where made to look very glamours and fashionable. Her official images are mostly black and white . This might be done to add a sophisticated feel.  The profile for the top two albums are quite telling in the way this could connotes to the way she is represented as some who is quite modest and real. The way she She doesn't want the fame or attention in the way that she docent use direct address. Her hair is almost like a mohawk as she might represent as a rebellious person. The covers are more about her and her face as pose to her body being sexualised. The distanced look she has also might suggest her distanced music.

Radioheads representation in the mainstream media is quite unnerving and unsettling. This is something that goes quite well with their songs as being unnerving and unsettling. The single cover for Burn The Witch depicts lots of people looking like they've lost their identities. Most of the Radiohead album covers have deeper meanings that they may lead on. 'the bends' is a n album which features the cover shown above. This must have a deeper meaning as well. Radiohead represents itself as a band that can stand up for the people who need them to stand up.

List A Videos:

The very first scene of the music video is Sandé sitting on looks like a train or bus with the left side of her face in the darkness. This is a Mid-close up shot at a still eye level angle. This has been done to no instantly assert roles to Sandé what might be outside the window. An eye level shot shows that perhaps Sandé is quite down to earth and is no different from real people traveling on public transport.

The low angle shot in front of the tower in the background shows Sandés power and dominance in the video. This could have also been done to establish the London setting.

This shot shows Sandé right in the middle of the London streets. This represents her as someone who is a relatable person.

The extreme close up shows the eyes of Snadé. This represents her in the way of the manic nature of an everyday London liver.

This shot shows the back of Sandés head looking through a dark tunnel. This could have a deeper meaning, being that the tunnel is a wrong life choice or a bad mistake as she looks right down it.

What happened at the time?

Heaven: Negative Things, Tsunami, Royal Wedding.

Burn The Which: US Presidential Election, Brexit Referendum, Olympics.

Where was it filmed / Who Directed It?

Heaven: London, Bethnal Green (Where Sandé lives) / Jake Nava

Burn The Witch: Trumptonshire / Chris Hopewell

Press Releases?

Heaven: Sandé was inspired by the fact of a clean or dirty heart

Burn The Witch: About the refugee crisis, 

Themes:

Heaven: Religion, Drug Taking, Guilt, And Regret.

Burn The Witch: 

Heaven-  Representation:

- Religion

There is quite a lot of imagery of statues relating to religion.

The lyrics are about heaven and nit being good enough.

Shots of children to represent innocence and purity.

Lots of References of crosses and angel wings.

- Class

A lot of the shots of people who are on the streets where going to be lower or working class.

The absence of upper and middle class tells you that Bethnal Green is power area.

A lot of the people on the streets, looking sad and depressed.

Showing a little bit of hope.

- Ethnicity

The same way as Class is represented, A lot of different people around East London.

In the press, there where very negative thoughts on young black people at the time.

R&B music, links to the area it's filmed in.

- Masculinity & Femininity

Neither gender represented in a negative way. None of them favourable.

They don't really fit into the 'Masculine Male' or 'Feminine Female'.

Trying to represent the presses image of the Male dug seller.

Female people seem to be more hopeful.

- East London

Represented as a poorer place due to the many shots of homeless people out on the streets.

Burn The Witch -

Trumpton: 1967 children's stop-motion animation programs that ran on the BBC.

The Wicker Man: This is a 1973 mystery horror film surrounding the story of a missing girl.

The music video represents both of these forms of entertainment through the storyline and design of the video. Radiohead or any representatives for Radiohead did not ask for any permission to use the characters, set design or the stop-motion animation in the theme of Trumpton.

Monday 21st January

L/O: To research and explore intertextuality and exam style analysis.

List B video is a postmodernist text and involves intertextuality.

Burn The Witch - 

Important to the band. Worked on it for a decade

Released it at the time of the Syria warned the refugee crisis

Hostility to 'those not like us'
This is something that would be important to Radiohead.

Look on the blog for more

Intertextuality - 

Innocence with the use of children TV links to Irish towns 

Subverted themes. Going back in time, back when people who didn't agree did all sorts of things

Direct reference to The Wicker Man

Familiar reference to themselves, They are their target audience
Links to contextual context throughout the refugee crisis and treating people in an extremely harsh way just because of how they may disagree on morals and or beliefs. 

How and why is intertextuality used in the video?

Through the use of the direct reference to The Wicker Man but also the reference to Trumpton, the children's 1960s television program. This was done and the video was contrasting what you'd expect. There was lots of intertexuallity to do with the context and the witch burning but also painting a red cross on residents doors.

In what ways is this product considered to be alternative?

They are sending a message to the world using a very subverted creepy video. The lyrics as well are mostly spoken rather than sung. The video is full narrative and doesn't feature the band. reference to old text like Trumpton and the Wicker man. These all subvert the classic themes and relative imagery linked to a normal style of music.

How does it use media language to represent its social cultural context?

The video includes the social cultural context being that the imagery of the witch being burned at the stake. But also the imagery shown with the red cross being painted on the door of the house linking to the context of the plague. The context it picked up on is very much based in the past and how we are close to going back to that time.

What does it have to say about surveillance culture of the era?

It shows that people are going to express their opinions on certain things and should not be expected to be quiet about it.



Wednesday 23rd January


- Social Realism - Realistic representation.

- Transcendance - Something existing beyond the physical or normal level

- Post Modernism - Something that uses the 20th Century style in concept arts 

- Cinéphilic Recreation - The love for film recreation

- Filmic - Relating to films or cinematography making a music video more of film than a song

- Value-Transference - 



Heaven

- Social realistic representation of 'Street Life', Gritty, Real, Deprived Areas - using it to show the authenticity to the artist.

The celebration of the transcendence of poverty and inequality. Doesn't matter how deprived you are, you can still use the idea of heaven and god.

The intertextual, postmodern representations in list B videos to transfer the quality of the video itself - To show, they use things like 'The Wicker Man' and 'Trumpton'. This value transfers to the artist themselves and suggest they are of a certain quality or higher level because of that.

The use of viewpoints of the band, representation of a dark undercut beneath the apparent cohesion



Circa Waves - 'Young Chasers' - Performance Based



- TA? - People who would be interested in Alternative/Indie genre of music. Probably a younger audience. Most likely teenagers.

- Represented? - Whats highlighted in the video is the concert and the crowd. Trying to show the success and popularity surrounding the band. Represented as quite an important band (lots of low angle shots)

-TA Positioned? - They are noticed by the band and gives a personal touch. Aspirational showing the audience what they could achieve if they set their minds to it.

-Values Celebrated? - Could be a celebration of the bands success. The admiration for the band.





Pup - 'Guilt Trip' - Narrative Based



- TA? - People that are interested in Pun music and people who can personally relate to any of the situations seen in the video

- Represented? - Highlights the element of feeling sorry for whoever is in the worst position. Right Through the video there is something going on that alters the way they live the rest of their lives. Things the band members could have got through themselves, Bullying,in trouble with police.

- TA Positioned? - Its as though they are part of the action. Involved with the band. Something to relate to as pose to admire.

- Values Celebrated? - Friendship and comradery. It could be a sign that your worst enemies could be you best friends at some point down the line. It could also be a celebration of forgiveness.

Wednesday 30th January

L/o: To research institutions and ideologies behind case study product

The Big Issue

What its about? - All I know is thats its a magazine. Helps the homeless people. Homeless / socially deprived  people selling them on the streets. Works through the vendors having to buy it with half the cover price and make money by selling it. Written by professional journalist. Weekly.

Target Audience : 20 - 40 age range. Working to middle class.

Values And Beliefs : Empowering people. 'Hand up not a hand out'. Their to help society problems. None profitable

Representation : A product that wants to do good for the socially. Nonprofitable organisation. 'Social Enterprise'

Hegemonic : Of a dominant ideology that shapes the way most of society 'see' the world, themselves, and others, creating a set of values.

The ideology of The Big Issue magazine company is to 'give people a hand up, not a hand out'. The company clearly wants to help build a better society and wants to promote its values in that way. The Big Issue, being a none-profitable organisation helps economically deprived people earn and sustain a comfortable living. The publication has the ideology that they are living in a world where they can make that change and be the people to help society. this is shown through the magazine covers attitude to not hold back. The Donald Trump 'Nothing To Fear' cover is an example of this. This specific cover was probably made with the intention of being seen as sarcastic and to play on the audiences humour more so than their political knowledge. The overall designs for these covers have an element of youthfulness about them. All of the ones above show the use of colour and a stylistic approach really well which would in tern appeal to a much younger audience. This is quite misleading as the typical audience for 'The Big Issue' magazines are a much more mature audience. The main ideals for the publication would be having a community of people who buy into and believe I what they are trying to get across.

The Big Issues covers show their ideals and values through the means of design and style. All the magazine covers above look very stylistic and look as though they where made for a younger audience. This suggests that The Big Issue might be going through a big of as rebrand. The typical audience for The Big Issue, would be 20 - 40 years old males and females who keep up to date with politics and the news. There real audience would have more of a left wing attitude to politics. This would be because of the many cover openly mocking Donald trump and whenever he is in the news.

Monday 4th February

L\O: To identify the primary target audience for the Big Issue

This magazine cover represents its viewership as people who are interested in this sort of thing or interested in reading something linked to this sort of thing. The historic film shown on the front brings in a whole new audience to 'The Big Issue' magazine. The ideologies of this cover could be realising the title, 'Strong And Stable' something with contextually link to the 2017 brevet election. On this take, the main image could represent the public. Could be celebrating the British Film industry in that there are different values being celebrated.

72% of Big Issue readers are ABC1

43% of Big Issue readers are AB

61% Aged 18 and 39, the rest probably 39 +

More Women than men buy it, stereotypically women more compassionate

Audience are socially adhere and socially savvy, want to help

Audience Profile

The Big Issue is a magazine that reaches out to people who are economically deprived and gives them a sustainable income and a reliable vendor job. However not may people with the social grades of C2 and bellow actually buy or read The Big Issue. 72% of The Big Issue readers are from the social grades A,B, and C1. This shows that the education of these people would most likely be anywhere from a university degree level course. A further 43% of the audience are from the social grades A, and B. this includes people who have the occupation of an administrative or would be a professional in some sort of area. This area of social grade makes up only around 27% of the earths population, this is indication that the audience that buys and reads The Big Issue are a more socially aware and feel socially responsible. They would likely also not be that influenced by social media.

The type of people to read this magazine would be people hoe would be relatively aware of many different pop culture references. The Big Issue is something that explore a lot of pop culture

Wednesday 6th February

L/O: To review exam style answers.

- Link to social/cultural events

- Links to genre conventions

- Representation of place, people, and values

- Burn The Witch, Big Brother representation.

- Link appeal to audience

“Explain how representations in music videos are chosen to promote the artist(s). 

Refer to two of the music videos you have studied to support your answer. ” [10]

The music video industry has seen a massive incline over the past decade, this is due to the forever growing popularity in websites like YouTube and social media platforms to share and comment. The representations in music videos, therefore, are very important to help boost an artists brand image. 

In the Emeli Sandé Heaven music video the representations of Sandé are a variation of hard hitting reality of the gritty 'real' London streets, and the soft and peaceful meadows. Both locations set to give two sides to Sandé's image. In and around the 2011 time London streets where littered with riots and crimes. To add to this, homelessness had seen a massive increase in and through the streets of London. This was the starting point for the Heaven music video in order to create the representation that Sandé as an artist was just an ordinary person living through the hard times just like any ordinary person. IT was revealed later after release that Sandé lived in and around where the music video was shot and made, Bethnal Green. The music video itself represents London as somewhere that crime and homelessness thrives shown in the many shots where drug dealings takes place and the other many shots showing homeless people on the streets. Sandé in this music video subverts genre conventions of soft and peaceful places and setting. Sandé is not the stereotypical female artist as she is not portrayed as 'glamorous'. Instead she 'shows her roots'. The video taking place in a economically deprived place represents Sandé as someone who is very down to earth and someone who is not easily manipulated by the media. The representations of 'real' London streets where chosen by he director, Jake Nava, to give the image of Sandé as someone who could be classed as real and down to earth but also someone who her audience can trust because she is just like them. Genre conventions are not followed thought the music video because of the way that the video shows the gritty and sometimes intimidating imagery.

The other music video I have studied is Radiohead's 'Burn The Witch'. This represents itself as a socially and contextually aware video. During the release of this video in 2016 what was on many peoples minds was either the US election or the Brexit referendum. Radiohead had been making and planning the video for over a decade before that in order to raise awareness for the refugee crisis. In the music video, Radiohead are represented as a band as people who are their own target audience and have a very alternative style of music. Burn The Witch is something that would subvert genre conventions of a music video due to the very unsettle dark undertones throughout. The basic idea of having an inspector coming into the town to take a look at things is the idea of having someone constantly overlooking at everything that goes on. The music video has intexual links such as Trumpton being the main basis for the video and the link to The Wicker Man in the end scene. Radiohead would be represented after this music video came out would be a band that wanted to make the world a better place. The video was made in order to view what the world could be like if people still had the same hostile nature to hose how believed something different to themselves. A music video like this would appeal to their audience as its something to start a conversation on and is also something that links to the audience for alternative music. The representation of the witch burning taking place and painting the red cross on the door in reference to the plague ultimately represents the band, Radiohead, as a band that feel themselves as socially responsible.

Monday 25th February

L/O: To Analyse Big Issue Covers Effectively

The ideologies that are past through this cover for The Big Issue link in with the target audience for The Big Issue. This is shown in the way that the cover is bright and graphic as though it was appealing to a younger audience. The title and the surrounding text on the sides show that the content for this specific magazine is going to be for people who may want to be inspired and people who also feel as though they need to change the way they live as well. For this magazine cover, The Big Issue's values and ideology's are change for the better but also having an overall positive look on the world. The titles around the masthead are very positive in the way they are meant to be read. There is a celebration of social responsibility and a mixture of the old and the new. The audience would be interested in a broad range of things. Things like 'Orchestral Manoeuvres In The Car Park', a reference to the album shows the target audience.

Mode Of Address - The way that the text speaks to the audience and how they read it and how it involves them.

Direct Adress

Indirect Adress

This issue for 'The Big Issue' magazine is a clear link to war and how it might be destroying peoples lives even out of the battlefield. To begin, the layout for this magazine cover is very much contemporary in the way that there is just a off-colour white background behind the main image. This links in with then the black and white image of the man in a seemingly ordinary outfit and a seemingly black expression on his face. The main masthead for this specific magazine cover is almost central in the complete middle. It looks in keeping with the overall stylistic approach using the blacks and whites. The main taglines are very central on the page. It also follows the style and covers the soldiers eyes. This could represent a loss of identity but also hiding behind their own, or other peoples words. There is also a certain tone to the whole of this cover, being that the way ex-soldiers or returning soldiers still feel like they are on the battlefield. This could be represented through the way the man is wearing normal ordinary clothes but he has a helmet on his head. The helmet looks as though it is edited on and the fact that thats the only colour on the page says a lot about the way that the symbolism of war, the helmet, is more overpowering that anything else. The ideologies for this cover is a overall negative outlook on mainly war. The text showing the "STILL" in a white font in front of a black block. The link and appeal to the target audience would be something to do with how they feel socially responsible. The audience feels as though they need to know what people suffering form mental illness/PTAD form the war are feeling like, but more importantly, know what they can do to help out. This is something that links to ideologies on this cover for The Big Issue. The ideology for this cover are quite negative, and it looks as though that there its more about just getting through it.

Wednesday 27th February

L/O: DIRT and exam practice

• A clear negative view on the country, "What State We're In.
• Colours look as though they are appealing to a younger audience, this also is something backed up by the word "Rebellion".
• Intertextuality of one of the covers from The Sex Pistols. Links to punk and rebellion.
• They are saying about the spirit of going against public opinion, and how they think the country has lost that.
• Intertextuality links to the safety pin to the punk genre. Also they where more know for their political view.
• Banksy links to his his political views. Punk movement was seen as a positive thing.
• 'National Identity' looks like a bunch of cut out headlines, suggesting that our national identity is made through the media
• Audience would be open to reading other peoples opinions. and understanding them.
• Saying that being rebellious is a good thing. Standing up for what you believe in is a good thing.

This cover from The Big Issue has an intertextual reference being that the heads of the main politicians from the 2016 referendum being place on the body of members from the popular 70s/80s band Abba. This would instantly link to audience appeal. Its something that also lightens it up a little bit, the humour aspect is something that they are relying on their audience getting. The quotes from the famous songs the band had is also nothing that links to humour and the ability to lighten the mood on brexit. The link to the 'Decision Time' and that being something to make people think it almost as a talent show links to the Eurovision song contest that Abba won in the year 1974. The Big Issue are clearly mocking the politicians on the front of the cover which gives the spin on how people may feel inclined to vote. The word play interpretation of the song lyrics requires a more sophisticated and cultured audience to understand fully, and because their audience would get the intertextual reference to the Eurovision and also the word play on leaving the EU they would like the use of the intertextuality.

This approach of using intertextuality was made by The Big Issue as they thought their audience would appreciate more of a light hearted look on the referendum. Their audience who probably read a lot of newspapers would be a bit sick of having to read through all the negative articles on the referendum. But whilst the cover is something that doesn't take itself to seriously, the globe shown in the top right hand corner could be a reference to who this could actually impact the whole world rather than just the country. 

The cover spreads ideologies of not being to caught up in the draining negative media interpretation involving the Brexit referendum, more ideologies include the humour of the cover. This shows that the inteextual link is something that their audience likes and is also something that their audience know how to interpret.