- Hermeneutic code
- Proairetic code
- Symbolic code
Briefly define 'modes of address' [1]
How the text speaks to and involves the audience.
Briefly define 'lexis' [1]
The choice of language
- Which two theoretical perspectives have we studied that can be 'credited' to Stuart Hall? [2]
- Theory of representation
- Theory of hegemonic power
Media language
How can media language communicate multiple meanings? Make reference to at least two of the following; the Tide print advertisement (1950's), the WaterAid audiovisual advertisement (2016) and the Kiss of the Vampire (1963) film poster.
In your answer you must:
- Consider how genre conventions create meaning
- Consider how audiences can respond to media language
- Consider how media language incorporates various viewpoints and ideologies [30]
Plan:
tide advert:
post war time advert
an american company and advert
appeals to middle class women
stereotypical
was well know for the 'house wive' character
still leading brand in america today as it was in the 1950's
has cultivated ideologies
Answer:
The first text I am going to talk about is the Tide print advert which was realised in America in the 1950's. This advert was realised post war time by an American company to promote a product designed to be heavy duty. The company became well known for their 'housewife' character which featured heavily in their adverts.
Key terms I'll be using through out this answer are, Mise-en-scene which is everything in the frame, different forms of address like direct address which is when the text has words such as 'you' or 'your which engage the audience.
I am going to argue that the Tide print advert, audience response is influenced by the different media conventions used through the product. This advert's ideology is that women like to and want to clean and that they should do the cleaning.
One media convention used to influence the audiences response is the use of layout within the media product. Tide print advert has a strong Z-line in it which influences where the audience focuses their attention. For example they're immediately drawn to the top left to top right of the advert where the slogan is ' Tide's got what women want!' Next their drawn to the bottom left of the page where there is a women or the 'housewife' hugging the product. Then finally their drawn to the cartoon in the bottom right of the page. Therefore by the use of the Z-line is direct the attention away from all the writing of the advert and onto the aspects which will appeals to the audience most. There's also a lot more text in this advert unlike modern day adverts which is why the Z-line is more affective because people don't want to read loads of writing when looking at an advert.
Also a low angle shot is used which gives the impression that the 'housewife' character is more powerful.
tide advert:post war time advert
an american company and advert
appeals to middle class women
stereotypical
was well know for the 'house wive' character
still leading brand in america today as it was in the 1950's
has cultivated ideologies
Answer:
The first text I am going to talk about is the Tide print advert which was realised in America in the 1950's. This advert was realised post war time by an American company to promote a product designed to be heavy duty. The company became well known for their 'housewife' character which featured heavily in their adverts.
Key terms I'll be using through out this answer are, Mise-en-scene which is everything in the frame, different forms of address like direct address which is when the text has words such as 'you' or 'your which engage the audience.
I am going to argue that the Tide print advert, audience response is influenced by the different media conventions used through the product. This advert's ideology is that women like to and want to clean and that they should do the cleaning.
One media convention used to influence the audiences response is the use of layout within the media product. Tide print advert has a strong Z-line in it which influences where the audience focuses their attention. For example they're immediately drawn to the top left to top right of the advert where the slogan is ' Tide's got what women want!' Next their drawn to the bottom left of the page where there is a women or the 'housewife' hugging the product. Then finally their drawn to the cartoon in the bottom right of the page. Therefore by the use of the Z-line is direct the attention away from all the writing of the advert and onto the aspects which will appeals to the audience most. There's also a lot more text in this advert unlike modern day adverts which is why the Z-line is more affective because people don't want to read loads of writing when looking at an advert.
Also a low angle shot is used which gives the impression that the 'housewife' character is more powerful.
Another convention used is the use of language, which is used to appeal to their target audience of women. The use of direct address is shown in the slogan as it says "Tide's got what women want". Through the use of the word 'women' it engages the target audience. Also Tide's unique selling point was that it was loved by women which also influenced other women to go out and buy the product.
During the 1950's most women would stay at home and look after the house and children therefore by using direct address it would make the audience feel as though the product is aimed only at them making them feel important.
Through the use of the 'housewife' character is gives women a sense of community which would also appeal to them as they're at home doing the washing while their husbands are out all day working.
Another use of language is exaggeration of the word 'miracle' because its not a miracle it's only a washing product however it gives of the ideology it will make doing the washing easier for the women.
A third convention used to influence the audience is through the mise-en-scene of colour and font. The use of sans-serif font appeals to the middle class audience as they do their own washing and cleaning however they aren't poor as they're able to afford nicer things and clothes. The colour red suggests that women are only there for cleaning and the washing which objectifies women. However an symbolic code is used through the colour white as it symbolises purity and cleanliness. Overall the colours used in the advert connote the product will lead to a better life for the 'house wife' if she buys this product.
The use of noticeable make-up implies doing the washing makes you feel better about yourself as she has dressed up to do the washing taking away the fact that its often seen as a chore. Also a proairetic code is used to suggest she's about to do the washing.
Finally in the Tide adverts ideologies have been cultivated. For example the ideology that the washing is the females role, the ideology it is the best washing product and the ideology she's the archetypal housewife. Through this advert it is very stereotypical that women are there to do the washing and look after the house.
In the Water aid advert is follows certain conventions of a charity advert. For example the personal pronouns when asking for help, direct address, and the soft comporting voice over.
The purpose of charity adverts is often to make the audience feel guilty however this advert challenges stereotypes by being upbeat and cheerful as it focuses more on the positives. Also water is shown as bringing the community together which would appeal to the working class target audience as it shows they're donations are helping. Also the advert is their to establish a cause and get the audience to agree to the ideology that people all deserve clean water. The target audience is working class people who are at home during the day when this advert is often played.
Another way this advert challenges stereotypes is is doesn't show her as a victim.
This advert uses a linear narrative as it goes through the motions of her journey to get the water.
This advert uses a linear narrative as it goes through the motions of her journey to get the water.
A convention used in this advert is binary opposition between the dull weather in England and the bright colours at the end when the community are together getting their water.
The use of statistics of "650 million people still need to be helped" bring the audience back to reality that not everyone can experience this yet.
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| Save The Children advertisement. Click to see in full resolution. |
Representation
One way the audience are
positioned by representations in the Save the children advert is through the use of the child in the glass box as the mise-en-scene of Africa behind him looks rough and scary it makes the audience want to help as it isn't a place for a young child to be. The representation of the Save the children is negative as it's showing the importance and the danger these children have to deal with. Where as in the Water aid advert it has a more positive representation as the children are shown as happy as they're laughing and singing together.
positioned by representations in the Save the children advert is through the use of the child in the glass box as the mise-en-scene of Africa behind him looks rough and scary it makes the audience want to help as it isn't a place for a young child to be. The representation of the Save the children is negative as it's showing the importance and the danger these children have to deal with. Where as in the Water aid advert it has a more positive representation as the children are shown as happy as they're laughing and singing together.
Also in both adverts there's the representation of black people which is a media bias as it's not just black children in Africa and also it indicates that black people are the ones who are possibly less able to depend on themselves and our country as they're the ones who are shown to need help and support, also there's a heavy representation of males in the Save the children's advert which would effect how the audience perceive the advert.
The atmosphere's between the texts are binary oppositions as in the Water aid advert it's bright and sunny where as in the Save the children's advert is dull and dark which highlights how dull and unfit for children the place is. In the Save the children advert the audience are position to want to help and fear for the children as direct address has been used so the young boy is looking at us, where as in the Water aid advert it's as if the audience are watching the children from further away and not actually picturing what it's like.
The atmosphere's between the texts are binary oppositions as in the Water aid advert it's bright and sunny where as in the Save the children's advert is dull and dark which highlights how dull and unfit for children the place is. In the Save the children advert the audience are position to want to help and fear for the children as direct address has been used so the young boy is looking at us, where as in the Water aid advert it's as if the audience are watching the children from further away and not actually picturing what it's like.
The target audience is British people as they're British charities set up to help what are shown as innocent young lives which would appeal to the target audience as they want to help the less fortunate as we take water and safety for granted.
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