Advertising: Component 1B
Kiss of The Vampire will not come up in Component two section B. Additionally, only AUDIENCE style questions, not INDUSTRY questions will come up if advertising appears in component two section B Tide and Wateraid.
Underline
How do the adverts you have studied appeal to a range of specialised and generalised audiences? (12 Marks) 2 paragraphs
Knee-jerk
Plan
Introduction: Keep it really short or not at all:
Paragraphs
Intro: Primarily the adverts I have studied target generalised audiences, though there are some concessions to more niche audiences.
Plan:
women, romance, red, mise-en-scene, Z-line reading, exclamatory language, Sociohistorical context, Representation of women, Ideology, Binary Opposition, Stuart Hall: reception theory: Preferred, Negotiated, oppositional, Cultivation theory, stereotype, lighting, 1950s, Narrative (Todorov), hyperdermic needle theory Albert Banduras, feminism as a selling point, Gauntlet Pick and Mix.
Paragraph:
Wateraid:
The mise-en-scene of the the dry and bland fields is introduced from a hard cut to form a clear binary opposition to the wet and grey establishing shot of a stereotypical british day. This targets the generalised audience of Britain by portraying typical conventions of a charity advert by making the consumer feel guilty for taking granted of what we possess.
Relating to Stuart Hall's reception theory, the preferred reading will understand the positivity of what their donations can do.
The singing of sunshine on a rainy day conveys an uplifting tone which identifies to the generalised audience there is happiness in Claudia's life which was achieved by the donations given to audiences who donated.
The long shot towards the end of the advert features bright clothes on the clothes and high key lighting from the sun which relates to the summer. This enables Wateraid to target a generalised audience as these are aspects of summer are what appeals to the majority of British consumers. This cultivates views that the world will be a better place if more audience members share their money to less fortunate individuals like Claudia in order to share their happiness and wealth.
The low tracking shot features her footwear in order to connote poverty.
The hardcut positions the generalised audience into an escapist's fantasy.
The diagetic radio sound is an intertextual reference to "radio today" which reinforces the anchorage of a middle class white British audience.
The advert is distributed through digital online technology allowing it to reach a vast and genralised audience.
(advertising, music videos, online media)
• Postcolonialism is the study of the impact that being under direct rule has had on former colonies. For example, despite being a tiny island, Britain colonised and declared ownership of many countries, including India and Australia.
• These ideas and attitudes continue to shape contemporary attitudes to race and ethnicity in the postcolonial era
• These postcolonial attitudes have constructed racial hierarchies in our society, where, for example, white people are by and large given more positive and important roles than BME people
• Media producers are also guilty of using binary oppositions to reinforce BME people and characters as 'others'
Key work – After Empire
(advertising, newspapers, radio, videogames, television, magazines)
• To watch/read/play/listen to/consume a media product is a process involving encoding by producers and decoding by audiences
• There are millions of possible responses that can be affected through factors such as upbringing, cultural capital, ethnicity, age, social class, and so on
• Hall narrowed this down to three ways in which messages and meanings may be decoded:
• The preferred reading - the dominant-hegemonic position, where the audience understands and accepts the ideology of the producer
• The negotiated reading - where the ideological implications of producer’s message is agreed with in general, although the message is negotiated or picked apart by the audience, and they may disagree with certain aspects
• The oppositional reading - where the producer’s message is understood, but the audience disagrees with the ideological perspective in every respect
Key work - Stuart Hall: Critical Dialogues in Cultural Studies
Tide:
The tide advert uses hegemonic and stereotypical representations in order to target a generalised audience of housewives which were highly common during the time of this print advert being produced in the 1950s.
The particularly omits men from the advert due to sociohistorical context of when the advert was produced.
By inferring that the model in the advert is in love with the product in the close up shot, suggests love and romance through the colours of red and symbols of love hearts. This reinforces the ideological perspective that women should be housewives. This justifies hegemonic beliefs and ideologies allowing it to appeal and target a mainstream audience, rather than more subversive and specialised audiences.
The symbolic red colours connotes the theme of romance and almost personifies the product to make the generalised audience believe the product will change a stereotypical housewife's life.
The audience are positioned in a way which allows them voyeurisitc pleasure, seeing in to the life of a housewife. This is reinforced to the audience by the clothing she is wearing which is stereotypical attire of a housewife.
The demographic of working class middle age females targets a mass audience by the use of san-serif font which possesses informality and a casual, more relaxed atmosphere.
The advert follows the strict conventions of the Z line reading which identifies it as a mainstream advert due to it targeting a generalised audience.
By appealing exclusively to a working class audience, especially with exclusive lexis; "no wonder you women buy tide more than any other washday product".
(advertising, music videos, newspapers, television, online media)
• Representations are constructed through media language, and reflect the ideological perspective of the producer
• The relationship between concepts and signs is governed by codes
• Stereotyping, as a form of representation, reduces people to a few simple characteristics or traits. However, stereotyping is useful, as it allows producers to easily construct media products, and audiences to easily decode them.
• Stereotyping tends to occur where there are inequalities of power, as subordinate or excluded groups are constructed as different or ‘other’ (e.g. through ethnocentrism).
Key work - Representation: Cultural Representations and Signifying Practices (Editor)
Underline
How do the adverts you have studied appeal to a range of specialised and generalised audiences? (12 Marks) 2 paragraphs
Knee-jerk
Plan
Introduction: Keep it really short or not at all:
Paragraphs
Intro: Primarily the adverts I have studied target generalised audiences, though there are some concessions to more niche audiences.
Plan:
women, romance, red, mise-en-scene, Z-line reading, exclamatory language, Sociohistorical context, Representation of women, Ideology, Binary Opposition, Stuart Hall: reception theory: Preferred, Negotiated, oppositional, Cultivation theory, stereotype, lighting, 1950s, Narrative (Todorov), hyperdermic needle theory Albert Banduras, feminism as a selling point, Gauntlet Pick and Mix.
Paragraph:
Wateraid:
The mise-en-scene of the the dry and bland fields is introduced from a hard cut to form a clear binary opposition to the wet and grey establishing shot of a stereotypical british day. This targets the generalised audience of Britain by portraying typical conventions of a charity advert by making the consumer feel guilty for taking granted of what we possess.
Relating to Stuart Hall's reception theory, the preferred reading will understand the positivity of what their donations can do.
The singing of sunshine on a rainy day conveys an uplifting tone which identifies to the generalised audience there is happiness in Claudia's life which was achieved by the donations given to audiences who donated.
The long shot towards the end of the advert features bright clothes on the clothes and high key lighting from the sun which relates to the summer. This enables Wateraid to target a generalised audience as these are aspects of summer are what appeals to the majority of British consumers. This cultivates views that the world will be a better place if more audience members share their money to less fortunate individuals like Claudia in order to share their happiness and wealth.
The low tracking shot features her footwear in order to connote poverty.
The hardcut positions the generalised audience into an escapist's fantasy.
The diagetic radio sound is an intertextual reference to "radio today" which reinforces the anchorage of a middle class white British audience.
The advert is distributed through digital online technology allowing it to reach a vast and genralised audience.
11 - Theories around ethnicity and postcolonial theory - Paul Gilroy
(advertising, music videos, online media)
• Postcolonialism is the study of the impact that being under direct rule has had on former colonies. For example, despite being a tiny island, Britain colonised and declared ownership of many countries, including India and Australia.
• These ideas and attitudes continue to shape contemporary attitudes to race and ethnicity in the postcolonial era
• These postcolonial attitudes have constructed racial hierarchies in our society, where, for example, white people are by and large given more positive and important roles than BME people
• Media producers are also guilty of using binary oppositions to reinforce BME people and characters as 'others'
Key work – After Empire
17 - Reception theory - Stuart Hall
(advertising, newspapers, radio, videogames, television, magazines)
• To watch/read/play/listen to/consume a media product is a process involving encoding by producers and decoding by audiences
• There are millions of possible responses that can be affected through factors such as upbringing, cultural capital, ethnicity, age, social class, and so on
• Hall narrowed this down to three ways in which messages and meanings may be decoded:
• The preferred reading - the dominant-hegemonic position, where the audience understands and accepts the ideology of the producer
• The negotiated reading - where the ideological implications of producer’s message is agreed with in general, although the message is negotiated or picked apart by the audience, and they may disagree with certain aspects
• The oppositional reading - where the producer’s message is understood, but the audience disagrees with the ideological perspective in every respect
Key work - Stuart Hall: Critical Dialogues in Cultural Studies
Tide:
The tide advert uses hegemonic and stereotypical representations in order to target a generalised audience of housewives which were highly common during the time of this print advert being produced in the 1950s.
The particularly omits men from the advert due to sociohistorical context of when the advert was produced.
By inferring that the model in the advert is in love with the product in the close up shot, suggests love and romance through the colours of red and symbols of love hearts. This reinforces the ideological perspective that women should be housewives. This justifies hegemonic beliefs and ideologies allowing it to appeal and target a mainstream audience, rather than more subversive and specialised audiences.
The symbolic red colours connotes the theme of romance and almost personifies the product to make the generalised audience believe the product will change a stereotypical housewife's life.
The audience are positioned in a way which allows them voyeurisitc pleasure, seeing in to the life of a housewife. This is reinforced to the audience by the clothing she is wearing which is stereotypical attire of a housewife.
The demographic of working class middle age females targets a mass audience by the use of san-serif font which possesses informality and a casual, more relaxed atmosphere.
The advert follows the strict conventions of the Z line reading which identifies it as a mainstream advert due to it targeting a generalised audience.
By appealing exclusively to a working class audience, especially with exclusive lexis; "no wonder you women buy tide more than any other washday product".
6 - Theories of representation - Stuart Hall
(advertising, music videos, newspapers, television, online media)
• Representations are constructed through media language, and reflect the ideological perspective of the producer
• The relationship between concepts and signs is governed by codes
• Stereotyping, as a form of representation, reduces people to a few simple characteristics or traits. However, stereotyping is useful, as it allows producers to easily construct media products, and audiences to easily decode them.
• Stereotyping tends to occur where there are inequalities of power, as subordinate or excluded groups are constructed as different or ‘other’ (e.g. through ethnocentrism).
Key work - Representation: Cultural Representations and Signifying Practices (Editor)
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