Introduction to representation

Key theory 6- Stuart Hall (theories of representation).

To present- To show
To represent- 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).


Lint Lindor advertisement "do you dream in chocolate?"
  • Soothing music in the background (relaxing and not too loud)
  • Almost like classical music- this emphasises the classiness of the advert and the product.
  • The voice over woman has a calm voice and a well spoken, posh accent.
  • There is a close up of the chocolate in slow motion, making people crave the product. It also makes chocolate look pure and clean.
  • Advert seems sexual because the woman is in bed, the lights are dim, the voice over sounds sexual and soothing and she has a look of pleasure on her face (Using sexual imagery will make people feel like they don't need a man/ woman/ sexual partner but chocolate).
  • There is a transition (where one shot fades into another) so that people can see the chocolate longer.
  •  There is a representation of the chocolate in this advert because its shown chocolate again but in a more sexual way (chocolate is not seen as a sexual product in real life).

Superbowl adverts:

groups represented-
  • Mothers
  • Children 
  • Disabled people
  • Ethnic minorities
Toyota car advert- Targeted towards disabled people showing them that if they work hard, they can achieve anything. This could also appeal to other people who wan to feel strong and independent. 

1st truck advert- They use upbeat, loud rock music to give the audience a wave of adrenaline and make them feel like if they buy the truck then they will become "the king of the road".

Insurance advert- This advert gives off a dominant ideology of American history.

Car insurance advert- Represents the stereotype that women can't drive. The woman in the advert is vicious and aggressive, which goes against the stereotype of mothers. This can be seen as funny to some audiences.

----------------------------------------------------------------------------------------------------------
Stereotype= A commonly held belief about a particular group of people.


Ricard Dyer- The role of stereotypes:
  • An ordering process
  • A short cut (for producers)
  • A reference point (for audiences)
  • An expression of dominant societal values

Comments

Post a Comment

Popular posts from this blog

Riptide (intertextuality)

Image
How does the video to Riptide encode feminist ideology? Presents a parody of sexism in music videos (close up "how to photograph girls," connotes that women are purely presented to be looked at by a heterosexual male audience). Many shots of women in stereotypical male clothing (low angle mid shot of a woman holding arms in a gesture that connotes power). Mid shot of blonde woman bound in mise-en-scene of tight ropes connotes the restrictions that women face in society, and is critical of the notion of women as the "weaker sex" (connotative of "being tied down" with maternal responsibilities etc).  The video lacks anchorage which forces the audience to make own assumptions, simultaneously providing sexual gratification for male heterosexual audience, but also consistently informs the audience that scopophilia is creepy and not ok. Its an ironic representation of patriarchal hegemony (mid shot of man standing in front of woman with a torch in an ex
Read more

Target audience for Assassin's Creed III: Liberation

Pen portrait for the target audience for Assassin's Creed III: Liberation (age, gender, class, lifestyle, cultural capital…) Age: 14-20 Gender: Male Class: Working class Lifestyle: Student Cultural capital: Nerd- no cultural capital Merchandise Some items of merchandise will only appeal to a niche audience  Fan's way of demonstrating to the world that they're a hardcore fan of the video game.  How does Assassin's Creed III: Liberation ands UBISOFT use technology to maximise audience consumption and to ensure sales? Social media promotion  Rereleases of the game on more consuls (play stations, ps3, pc etc). Trailers What happens if you play too many video games? Attitude towards things/ other people change- e.g: if you play too much grand theft auto you'll become violent. Square eyes You become antisocial, developing an inability to interact with others in real life. You'll become stupid  This is an audience theo
Read more

Attitude + Stream Publishing

Image
Attitude + Stream Publishing Attitude is published by stream publishing limited They are an independent, specialist publisher They are vertically integrating by buying attitude, however they bought attitude to reduce their competition in order to avoid risk Attitude's target audience Attitude has a target audience who are "professional" which suggests they have cultural capital. The use of the word "professional" suggests they have a more financially stable job than the average person. As well as that gay people are more likely to have expendable income as they are less likely to have children than heterosexual people. The words "they are very style conscious" is a popular  gay stereotype. The reason Attitude are very stereotypical is for financial gain as it allows the audience to be sold.  The only reason Attitude exists is because the consumer  audience buy things.The inside over double page spread  is £157,000 for the Uk Vogu
Read more