In what ways do these adverts create meaning? Make reference to intertextuality, viewpoints, ideologies.
The water aid advert
The water aid advert is subversive to stereotypical charity adverts as it presents the audience the effect their donations will have rather the present struggle they feature.
Anti-smoking Advert NHS
The NHS advert uses the conventions of the horror film in order to allow the audience to visualise the damage in their own bodies, while the WaterAid advert raises awareness through using hopeful conventions and a subversively positive outlook.
Stuart Hall Representation
Extreme close up give harsh details like the mutation of the cancer on a cigarette.
Binary Opoositions of the hopeful charity advert and the depressing and horrific anti-smoking advert
Diegetic radio sound
Semiotic codes
Cultivation theory
Montage
Tracking shot
Colour grading
Genre
Stereotypes
Representations of African people
Reception theory
DAC
Definition
Argument
Context
D:
Intertextuality is where one media product makes reference to another, in order to engage and to create meaning for the audience. Intertextuality allows producers an opportunity to further demonstrate their ideology.
A:
The NHS advert uses the conventions of the horror film in order to allow the audience to visualise the damage in their own bodies, while the WaterAid advert raises awareness through using hopeful conventions and a subversively positive outlook. However different adverts will use different techniques in order to address their audience.
C:
Water aid is a non profit organisation which focuses on providing water to developing countries.
P: Point
E: Evidence
A: Argument
Both establishing shots feature a stereotypical mise-en-scene of Britain. The working class house stereotypes that working class individuals are commonly smokers, this is targeting a specific audience of britain. The colour grading is grey and gloomy which is intertextual to a horror genre. This relates to the message NHS is trying to get across by scaring smokers potentially watching this advert. Hard hitting message: The grotesque pulsating flesh is straight out of a zombie film. Extreme close up of a cigarette. Cultivates an ideology that smoking is not at all glamorous by casting a hegemonically and stereotypically unattractive (although relatable) man in the central role. However the extreme nature of the advert may cultivate an oppositional reading in the target audience, who put off by the themes and ideologies. Lack of non-diegetic sound emphasises the boring and dull atmospheric sound, which builds to a subtle crescendo. The pleonastic (exaggerated) sound of crackle of the cigarette.
The water aid's establishing shot uses low key lighting and a mise-en-scen of the rain hitting the window allows British audiences to identify with the setting. They then immediately cuts to another establishing shot of a dusty, extremely yellow field in Africa. A powerful binary opposition, which demonstrates how the target audience of Britain. Anchorage of the optimistic soundtrack demonstrates to the audience the preferred reading. However, it's potentially patronising. Subverts the conventions of a charity advert.
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