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| The representation of a young interracial couple creates a sense of inclusion and togetherness, and also reflects the diversity of England in 2021. From a marketing standpoint, featuring a range of people of different ages, ethnicities and social class allows the advert to appeal to and target a range of potential audiences |
Question: How does media language combine to create meaning in [this advert]?
Underline key terms
How does media language combine to create meaning in [this advert]?
Knee jerk reaction
Media language combines to create a series of deliberately emotionally manipulative stories
Establishing shot
Community
Mid shots
Sensitive issues
Positioned as family member
Voyeuristic
Panning
Lexis
Suburban setting
Crane shot
Contrapuntal sound
Binary opposition
Oasis: broken up, but advert togetherness
British
Subverting Freud's theory (the madonna and the whore...)
Atypical representations
Montage of closeups
British indie rock
Content
- Hyperreal representation of working class London (or big british city suburb) life, constructing a utopian yet ultimately misleading representation. Hypperreality refers to where the representation is more real than the thing being represented.
- Diverse range of ages are represented throughout the advert, including children, mothers, and grandparents. They are established through.a series of panning shots, which allows the privillaghed audience the voyeuristic pleasure of entering these strangers houses.
- Continuous, single take set up has symbolic connotations of closeness and togetherness, tying together these different people in different circumstances
- Advert completely ignores any social issues that exist in inner city london, instead focusing on a stereotypical and hyperreal suburb. This from of symbolic annihilation completely ignores real working class people and their issues
- High angle shot looking down on sickly dog creates sympathy for both dog and the owner. This highly manipulative mode of address positions the audience in a situation of intense emotion. The preferred reading is clear: the sickness and death of an animal is a tragedy. This reinforces the dominant ideology that Britain is a nation of pet lovers
- C/U of Halifax work, a young, hemonically attractive, yet relatable working class white man. Allows the advert to relate to the mass market target audience. The use of a young white male as the friendly and approachable face of halifax reinforces certain stereotypes that exist about white people and their role in society
- The Oasis soundtrack is a stereotypical example of mid 90's britpop, and will relate to middle aged audiences who grew up with this music and now are having babies and getting mortgages. The chugging distorted guitars are highly contrapuntal to the sensitive themes of the advert, and this binary oppositions heightens the emotional intensity of the advert
- Symbolic annihilation of the MES of the pandemic. Masks are largely absent, and togetherness and physical proximity is reinforced by the cinematography throughout