Super Bowl commercial break 2023: representational analysis

If you know who she is and what this is referencing, then you are probably middle-aged. Advertisements will typically target an extremely specific target audience, and numerous secondary audiences. imply making an advert for 'anyone and everyone' will never be as effective as targeted advertising!

1. Name of brand being advertised: 
2. Celebrities advertising brand:
3. Key representations in advertisement (for example white people, middle aged white men, the working class, Americans, America, Boston...):
4. How are each of these representations constructed through media language? Screencap three key images and analyse media language using the technical analysis toolkit
5. What messages and values about the represented group are constructed through the media language?
6. What cultural assumptions does this advert make? What knowledge and understanding are you required to have to understand this advert?
7. What is the dominant ideological perspective of this advert? What is its message, its moral?
8. What impact does this advert have on American society? What ideological perspectives are inculcated? How does this advert impact white, working class American people?

Tide advert analysis 2023

Context (courtesy of the exam board)

• Designed specifically for heavy-duty, machine cleaning, Procter & Gamble launched Tide in 1946 and it quickly became the brand leader in America, a position it maintains today.
• The D’Arcy Masius Benton & Bowles (DMB&B)advertising agency handled P&G’s accounts throughout the 1950s. Its campaigns for Tide referred explicitly to P&G because their market research showed that consumers had high levels of confidence in the company.
• Uniquely, DMB&B used print and radio advertising campaigns concurrently in order to quickly build audience familiarity with the brand. Both media forms used the “housewife” character and the ideology that its customers “loved” and “adored” Tide.

U block

•  The advert uses a significant amount of red, which functions as a symbolic code, and suggests love. 
• This is further anchored through  the striking MES of the housewife literally hugging the box of tide in a passionate embrace. This is further emphasised through the model’s facial expression, as she gazes lovingly into the ‘eyes’ of the box of tide. 
• The selection of font is red, bold, and sans serif, which connotes both love and passion. Furthermore, the headline ‘Tide’s got what women want!’ appears to have been directly painted on the advert, which connotes both a homemade quality and authenticity, which contradicts the mass produced nature of the product
• The selection of the colours red, white and blue corresponds to the rule of three, which is more striking and emphatic than using too many colours. However, red, white and blue has symbolic connotations of America, patriotism, and nationalism. By evoking patriotic ideologies, the advert is able to target a patriotic audience
• The target audience for this advert is a housewife, (an unpaid labourer), female, American, white, and lower middle class. 
• A simple lifestyle is encoded through the simple clothing and the relatable and straightforward acts of hanging up the washing. However, the MES of smiling, delighted women reinforces the ideology that all women love to clean. This highly highly stereotypical mode of address reinforces a sexist ideology towards women. However, at the time in which this advert was made, this sexist ideology would be more dominant and more widely accepted
• In the Tide advert, women are solely represented in one way: as housewives who can only do housework. While we only see women clean, we also do not see any men help, or even any examples of women talking about anything that isn’t cleaning. Additionally, in the comic book style dialogue insert, the conversation between two almost identical women makes explicit reference to proctor and gamble, which emphasises an unnatural obsession with the product

R block

• The expression of the model connotes both happiness and passion, which is reinforced through the MES of the colour red which dominates this advert. Red has symbolic connotations of love, passion, and sex, which is repeated throughout the advert. Therefore, an exciting and dramatic lifestyle is sold to the target audience.
• The advert resembles the poster for a romance film. And therefore targets a predominantly female audience, which helps to maximise success
• The graphics of the love hearts emerging from the housewife’s head demonstrates a genuine love and connection for the product, and re emphasises the romantic themes of this advert
• The sans serif font used throughout the advert is simple, straightforward and to the point. Clearly the advert is directly targeting working class women. This is reinforce through the MES of the housewife completing her own washing rather than a maid
• The Z line rule is used extensively in this advert, to clearly present the advert to the target audience
• The main heading, ‘Tide’s got what women want’ uses a pushy mode of address, and not only targets a stereotype of a housewife, but also represents women as stereotypical. Between the 1950s and now, many ideological changes have happened, and such a viewpoint is now seen as sexist. However, in 1950s America, this would be seen as the dominant ideology 
• The colours red white and blue and perhaps symbolic of the American flag. It constructs a patriotic ideology, and appeals to a patriotic audience, and infers that it is the best in the country 
• The font used looks like it has been painted on with a brush, which may suggests a friendly and informal mode of address. However, it can also connote messiness (and therefore being cleaned), a sudden thought, a homemade aesthetic, and a sense of permanence. This highly polysemic approach leaves the interpretation to the audience, while at the same time leaving it clear that we (women) should buy the product 
• ‘What women want’ is alliterative, and presents an attractive wordplay to the audience

Introducing media studies: an analysis of an advert for Buioni suits

• Black and white colour selection connotes a serious atmosphere, and suggests a more serious audience 
• The Buioni logo is written in a cursive font, and resembles calligraphy and/or handwriting. This connotes that Buioni is a luxurious brand 
• The lighting is soft and low key, which has connotations of elegance and formality 
• The lexis of the word Buioni is fancy and luxurious, at least partly due to it's Italian nature. Italy has connotations of wealth, luxury, beauty, fashion
• The model is standing in a dynamic pose which suggests action and movement. The connotation is that the model is wealthy AND HAS a high powered job 
• The MES of the model’s open collar has connotations of informality
• The advert is highly polysemic, and connotes many meanings 
• The selection of a model in his late 30s appeals to a specific audience of men in their late 30s and beyond 
• The MES of the model’s suit has connotations of an upper class lifestyle and respectability 
• The selection of font and the logo of the brand is presented in cursive, with the elegant, joined up handwritten style front demonstrating formality and professionalism 
• The fine print/small print uses the lexis “tailoring legends since 1945”. This signifies that the brand is established and therefore has been around for a long time. This further signifies the experience and quality of the brand 
• The word ‘tailoring’ has connotations of professionalism . This suggests a wealthy and affluent target audience 
• The model is well built with a rugged and well defined facial features. The connotation here is that if the audience buys the suit, they too will be rugged and good looking 
• Background/setting is white, which creates a stark contrast with the black of the model’s suit, which connotes that those who wear the suit will stand out 
• The MES of the model's unbuttoned shirt has connotations of sexual attractiveness, and has connotations of flirtatiousness and an outgoing personality 
• The model is not wearing a tie, which has connotations of being laid back and even unprofessional  

Polysemic - the image is highly polysemic and may mean different things to different people 

Lexis - the choice of language 

Thanks U and R blocks for this great, lesson one analysis!

High end fashion advertisement analysis analysis: exploring the utilsation of diametric oppositions in the advertisement for L'Interdit by Givency

The following analysis is a combination of responses given by U block and R block 1st year media studies to an audiovisual spot advertisement to the fragrance L'Interdit by Givenchy. There may be some repetition in this post!

The advert in question can be viewed here

• A binary opposition is formed between quiet and loud. At the start of the advert, a sense of quietness and stillness is constructed, with very few people on screen, and very few people moving. However, towards the middle of narrative, the model enters the Metro, and a noisy and chaotic atmosphere is constructed thorough the MES of trains and eccentric performers. Finally, towards the end of the narrative, the model enters and extremely busy setting, further reinforcing this conflicts
• A binary opposition is formed between the isolated central model and the groups of people constructed in close up shots, which emphasises their happy emotions, which is reinforced by the MES of their energetic smiling faces 
• Calm and chaos. The model’s face and surrounding streets are shot in golden low key lighting, which connotes wealth and power. However, she descends in to the Paris Metro, a public transport system which is associated with working class people. The glamorous and model does not belong in this setting, creating conflict
• The advert commences on the dark, low key lit streets of Paris, before entering the bright. Harsh, artificial lighting of the metro. The MES of the harsh lights of a train creating glaring shadows, which construct a sense of mystery
• The inclusion of beautiful models in a setting associated with crime, threat and danger constructs a fascinating binary opposition
• Lighting continually switches from dark to light, for example the cut between the dark streets of Paris and the harsh, unnaturally lit Paris Metro constructs an exciting atmosphere for the target audience 
• The model initially seems unsure and insecure, an emotion which is reinforced through the choice of close up of her worried facial expression. This is further anchored through the performance of the model, who walks down the street in an anxious and twitchy manner, which demonstrates her anticipation. However this completely contrasts with her confident performance at the end of the advert after experiencing an exciting part
• A conflict is constructed between day and night, with the advert starting in the depths of the night, and ending with the model emerging in to the low key light of an early morning makes reference to exciting parties, and reinforces the excitement and confidence of the brand 
• A binary opposition formed between calm and chaos, which constructs an exciting and confusing atmosphere. Initially the advert features classical music that constructs a sense of quiet anxiety, before exploding into modern, exciting, bassy dance music. This use of a binary opposition heightens the emotions of excitement and happiness, which in turn suggests that Interdit is both timeless and exciting. 
• A diametric opposition is constructed between interior and exterior, with the setting of the metro creating a down to earth and approachable atmosphere. A sense of conflict is formed through having a beautiful, glamorous and famous woman seen taking public transport
• Finally, a binary opposition is formed between the sparse city streets and the warm and exciting subway shots. The MES of lively performance is referenced through the MES of actors standing close together, which connotes popularity, friendship and fun

An analysis of an advert: Gucci 2022 (U block)

• The word ‘Gucci’ is large, and takes up a significant portion of the advert. The font itself is basic and straightforward, and assumes the audience already is familiar with the Gucci brand 
• The MES of the model takes up a majority of the poster, and suggests her importance and dominance 
• The MES of the colour scheme is bright and happy and positive, and constructs a positive ideology surrounding the Gucci brand
• MES of watercolour painted background is symbolic of dreams and relaxation
• The model is wearing an outfit associated with summer. The colours have connotations of summer, and the outfit is both comfortable and revealing 
• The MES of the buildings on the beach are brightly coloured models, constructing an eye catching situation, with a huge woman towering over a block of flats
• The contrast between the huge model and the tiny buildings constructs a message that wearing Gucci will put the audience ‘on top of the world’, and it a position of power
• The selected model is young and attractive, and appears to be welcoming and friendly. Her facial expression is a gentle smile, which reinforces the brand identity 

Analysis of an advert: Stuart Weitzman 2022 (R block)

 

• The MES of a celebrity symbolises an expensive and luxurious lifestyle, and suggests to the audience connotations of wealth and fame 
• The selection of font suggests formality, which constructs a contrast between this and the model’s scandalous choice of costume 
• The MES of the black and white photography has symbolic connotations of professionalism, and may therefore appeal to a professional and high earning audience 
• The lexis of ‘Stuart Weitzman’ is a reference to the designer of the advert, and therefore has connotations of professionalism once more 
• The absence of any text inferring a price functions as an hermeneutic code, and forces the audience to ask themselves how much it actually cost. This in turn further reinforces the luxurious, high end and ‘priceless’ nature of the garments.
• The MES of the  model's skintight leotard and thigh high snakeskin boots have connotations of sexuality. The selection of the model Kim Kardashian, who is known for her shapely body further reinforces the sexuality of this advert. The advert presents an aspirational image of sexuality to the target female audience
• The layout and design of the advert is simple and stylish, which draws attention only to the model who is centre frame
• The model looks directly at the audience, which constructs a sense of conflict between the model and the audience

Stories We Tell: Initial Discussion 2023

Discussion

• An extremely complex narrative with many different perspectives, consistently contradicting other narrative 
• Does it lack a point? Does it lack a focus? What is the reason for actually making this film
• While the Polley family are privileged and live an often glamorous lifestyle, the narrative itself is often mundane 
• Yet the narrative, and the process of creating this narrative is important and even precious to Sarah 
• A passion project that seems to either not cater towards a wide audience, or even cater to any audience
• However, the story is highly relatable, especially to people who may have grown up ignorant of scandals within their own family 
• Not every element is as it seems, and frequently the film challenges the very notion of what is true 
• Highly subversive of the documentary genre, the film frequently breaks documentary paradigms 
• An exploration of marriage, polygamy, falling out of love and intense familial relationships 
• An enormous number of diegetic layers, often completely contradictory, creating an extremely complex narrative 
• The film interrogates the notion of truth itself, and makes the bold suggestion that 'truth is not real'. Therefore the audience take delight in falling in to the complex narrative, and barely understanding the story that can never be truly understood 

Paradigms of the documentary genre

• Breaking the fourth wall, with 'characters' acknowledging they are in a film, often talking directly in to the camera
• Use of talking heads
• 'Real' footage of 'actual' events as it 'happened'
• A narrative based on 'facts' rather than 'fiction' 
• A focus on clearly telegraphed opinions
• Narration and/or a narrator
• Dramatization: a dramatic retelling of a real event

10 magazine challenge - R block 2023

 The following magazines were created by media students in one lesson to get the hang of Photoshop's many idiosyncrasies. While these covers may be terrible, now all students have the raw ability to create a single fantastic front cover for their coursework. Sometimes quality can only come from quantity!

If your masterpiece has not been included, it's almost certain you submitted in the wrong format!