Paper 1- Print Section B: Tide

Representation

Initially, the main image of the glamorous woman is located in the middle third/ second third of the page which is instantly where the eye is drawn too.
The main character's hair is tied back with a headscarf which would have been a typical style in the 1950s. She has a full face of make up and her hair is quite pleasant indicating that appearance was quite important for women during that time. For the tide print advert the creators intend to create an aspirational image for their consumers. Representation would have reflected the typical 1950s fashion    and trends to help create an aspirational image for women as practical and resourceful. As the advert is post world war II and the beginning of the consumer boom the creators would have used the stereotypical convention to capture the audiences attention and allowing them to create their own identity as Gauntlett explained in his identity theory that the audiences to build a sense of their own identity which links to the central image of the woman being an ideal wife who is pleased with her new tide product in a patriarchal society. However this representation of a typical housewife is challenged due to the intertextual reference of the world war II women's land army.

Surrealist Advert: Rihanna Reb'l Fleur

Surrealism is when the creative part of the unconscious mind is released.

Semiotics: The study of signs and symbols as elements of communicative behaviour. Used to construct possible meaning from a text.

A signifier- The form in which the sign takes (e.g the green man)
The signified- The concept it represents. (you can walk across the road)
The sign is the combination of the signifier and the signified.

Exam Question Paper 1 Section A Q1

Compare how audiences are positioned by the representations in this save the children advert and the water aid advert. (30 marks)

Both adverts require their audiences to feel a sense of empathy for those who are suffering in order for money to be donated to their cause. In the Water Aid advert the establishing shot is of a  dreary, wet windowsill with the visual code connotations of cold and blueish lighting. Similarly, the Save the Children advert has an establishing shot of a young girl who is about to blow out her birthday candles. As it is a stereotypical representation of western culture it links back to Stuart Hall's theory as it is celebration the intended audience can relate too. Initially, the audience would build some sort of connection to the young girl. However, In the Water Aid commercial the camera cuts to an unfamiliar scene to a landscape shot of a wheat field in Africa. The lighting of this shot is warmer than the previous one. Afterwards, the main character, Claudia, begins to sing a well known western pop song by the international British Pop singer Zoe. Creators of Adverts often use inter textual references such as to engage the audience whilst keeping it relevant to the contemporary audience allowing them to respond positively or negatively depending on what emotions the creators are trying to provoke. This also links back to the Save the Children advert as the dark lighting that begins to emerge in the background with the chaotic and disturbing camera shots as the advert progresses could evoke a sense of guilt.

Advert creators often use intertextual references such as Claudia singing the Pop song to engage the audience whilst allowing it to be relevant for the contemporary audience therefore evoking positive or negative emotions depending on what the creator intended them to feel. This also links back to the Save the Children advert as the dark lighting begins to emerge in the background around forty seconds into the Advert. Traditionally within media dark lighting is associated with chaos and disturbance. As the fast cuts of the camera progress the advert could provoke a sense of guilt as the young girl begins to look a bit paler inferring to the audience that the conflict going on has effected her physically. In the Save the Children advert the earlier mis en scene is from a wealthy western country with the establishing camera shots displaying scenes such as the young girl going to school and getting into the car. Around forty seconds into the advert the scenery begins to shift from the familiar everyday to war torn imagery as the lighting becomes low-key. This paticular shift in tone would be when the audience recognises that something is wrong and begin to question if everything they saw in the previous shots is a potential facade as the reality of war is slowly being revealed. In these shots the young girl's facial expressions suggest fear as she appears to be afraid but aware of eerything that is going on in the background. The audience would be familiar with this representation as it links back to George Gerbner's representation theory as it tis a repreated representation of victimizing people who are struggling in society that has been used in a countless number of charity adverts. Furthermore, the shift in tone that the advert took would also resonate with the audience as it is also a genreand repeated convention audiences would be used to which links to Steve Neale's genre theory.

Unlike the Save the Children advert in the Water Aid commercial the main character, Claudia, is given a name to personalise her character allowing the audiece to feel some sort of connection to her. In the visual footage we witness brighter colours than the dull and dreary Save the Children Advert however she is walking a long distance to reach the water well. Due to this the audince may feel pity as it is unfortunate prompting them to donate to the cause. On the other hand, the save the children advert does not give the girl a name indicating that conflict could occur anywhere in the world which links to the last scene 

Dizzee Rascal Research

Dylan Kwabena Mills (born 18th September 1984) is a British rapper and record producer. He was born in Bow, East London. `Additionally, he is known as the pioneer of the UK grime scene and paved the way for many UK rappers. His number one hits include "Dance wiv me", "Bonkers", "

Key Text: Wateraid Charity Ad

Analyse how the wateraid charity advert uses its technical codes to provoke responses, emotions and connections with its target audience.

The WaterAid advert uses many technical codes such as camera shots of a community in Africa to illustrate the positive impacts of donating money to their cause. The Advert begins with a landscape close up of a radio, windowsill with raindrops in the background and plant pot at the edge of the frame. Initially, from the scenry it is clear that the target audience is middle class. It then cuts another landscape shot of a wheat field in Africa. Instantly, the lighting goes from the cold, blueish tint from the rainy scene to a warm, yellowish lighting from the bright sun on the wheat fields in Africa. These contrasting visual codes represent the binary opposition of Africa and the UK. It then cuts to a extreme close up of Claudia.  She appears to be happy as she is singing a song while walking with a bucket on her head. Even though she is walking a long way to reach the water tap she is singing an upbeat song. The song connects with the western audience as it is a well known pop song by the British pop singer Zoe. This clever inter textual reference contradicts with many typical charity adverts which often have many negative representations of African people in poverty.              

Key Text:Riptide

Indie Music Genre

Indie is short for independent and there are two interpretations of the word in the music industry. It can refer to an independent artist or the music genre which is guitar based or alternative rock. The genre was created in the 1960s -1970s in the United Kingdom and the United States.

Riptide

Vance Joy's Riptide does not have a clear narrative instead the video is more of an interpretative style where the images are directly linked to the lyrics. An example would be whenever the artist sings the lyric "running down to the Riptide" the audience witnesses a cuts to a long shot of the water. Although there is a darker undertone of female abuse in the video which also links back to the lyric "taken away to the dark side". Furthermore this is an intertextual reference to the 1986 David Lynch movie Blue Velvet which is based around a nightclub singer whose husband gets kidnapped. Many Indie artists allude to David Lynch and Wes Anderson as they re seen as the film equivalent to Indie. As the video is postmodern the audience can choose how they interpret the darker scenes of the woman in the nightclub.

Advertising 8 questions

Write down five slogans for products recently advertised.

"Washing machines live longer with Calgon."- Calgon
"Lelli Kelly the cutest shoes."- Lelli Kelly
"Because its you, Stronger with you"- Emporio Armani fragrance
"Maybe it's Maybelline."- Maybelline advert
"Have a break...Have a KitKat."- KitKat
"La vie est belle"-Lancôme

Maslow's Hierarchy- Lancôme Ad 2016

Maslow's Hierarchy is a motivational theory that summarises the five main needs of humanity in the form a pyramid. From the bottom of the pyramid upwards the needs are: physiological, safety, love and belonging, self esteem and self actualisation. Advertisers such as designer brands trying to sell new types of perfumes or make up brands often use this concept to persuade their particular audience that their product could help them to feel better about themselves. For example L'oreal's main slogan is "because you're worth it" emphasising the idea that women are beautiful and valuable which is why they should consider investing in a L'oreal product.

The establishing shot of the advert is Julia Roberts emerging on a party like scene. The audience then witnesses a close up of Julia in which she appears to be very confident and full of self esteem. However this is a contrast to her surroundings which look quite dull as is portrayed by the blue lighting. Often blue lighting has a connotation of cold or alienation that also matches the attitudes of the other guests at the event. Within the first ten seconds the camera does a pan shot to show all the other characters in the scene. None of them look particularly pleased and they are all wearing black making Julia stand out even more as she looks graceful and elegant in her white dress. As the advert progresses and the camera gives a few individual close ups of some of the party attendees it finally comes back to Julia who has a huge smile on her face as she feels a few drops of water on her legs and is about to step into a fountain. The imagery behind this shot is positive and could be referencing self love or love in general which is also featured in Maslow's Hierarchy.  When she then steps into the water the everything around her comes into sharp focus as a shower of petite crystal like objects descend  from the sky. Julia then looks to the moon with a sense of satisfaction as if she belongs to be with the stars.

Stereotypes in Advertising

It is quite common for stereotypes to be used in all forms of advertising to present a sort of imagery that the audience is familiar and can identify with. An example of this would be in Pampas adverts in which the mother is shown to be caring for the baby linking to the stereotype of females looking after children. Another common stereotype portrayed in advertising is of young girls liking dolls which is evident in adverts for toys.