Introduction to representation

Theorist: Stuart Hall

Analysed representation in his study.


Representation: 

The ways in which a media product constructs the world and aspects in it, including social groups, individuals, issues and events.

Lindt Lindor "Do you dream in chocolate?" Advert:

The lighting forms a dreamy, enjoyable and even romantic theme to represent the chocolate in order to make it irresistible. The construction of the chocolate makes it seem expensive and unique to all other chocolates. The use of close ups on the woman represents the chocolate as a luxurious and emotion changing treat. The transitions are smooth and not sudden in order to represent the texture of the chocolate.

Superbowl Commercial Break 2015:

The first advert of the commercial break created an interactive atmosphere in order to gain the audience's attention by the TV supposedly breaking down and speaking directly to the viewer in informal language and written in san-serif font.


 

Stereotypes:

A commonly held belief about a certain group of people.

Theorist: Richard Dyer

Analysed the role of stereotypes.

  • An ordering process.
  • A short cut (for producers).
  • A reference point (for audiences).
  • An expression of dominant societal values.






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