Representation

Representation: To show something again. The ways in which a media product constructs the world and aspects in it, including social groups, individuals, issues and events. Producer is who does the constructing.


Stuart Hall-Theories of representation.


Lindt Lindor  'Do you dream in chocolate?':

• Sophisticated 
• Is is a Representation of chocolate 
• Classy Chocolate
• Well spoken female 
• Classical music keeps a smooth, calm atmosphere- a connotation of the chocolate itself.
• Close up of the females face- in bed
• Soft golden lightening
• If you buy this its all you need, just as good as a man
• Transition shot- fading to the next shot, connotes smoothness.

Superbowl commercial break 2015:

• Positive representation of disabled people
• America- 'the American dream' people who work hard will succeed (opposite to British perceptive) 
• Gives a message that America is powerful as is the truck being advertised- if you buy the truck you'll be a better person
• American revolution is seen in one of the tax adverts- Cultural code- dominant ideology showing Americans really know they're own history
• Insurance advert- stereotype of women cannot drive, challenges the stereotype of women being nice,caring and controlled.

Stereotypes:  A commonly held belief about a certain group of people.

Richard Dyer- The role of stereotypes:

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