Tuesday 26 March 2019

Advertising - component one section a - explore the ways in which these adverts use representation to position audiences

Kiss of the Vampire poster



Us theatrical trailer


Explore the ways in which these adverts use representations to position audiences.
You should make reference to
  • How groups are represented
  • Intertextuality
  • Genre conventions
  • Viewpoints and ideologies


Underline


Explore the ways in which these adverts use representations to position audiencesYou should make reference to
  • How groups are represented
  • Intertextuality
  • Genre conventions
  • Viewpoints and ideologies

Knee Jerk reaction


There are similarities in how representations position audience through horror paradigms, however US focuses primarily on a black family, which is highly subversive/atypical 

Plan


Binary oppositions
Stereotypical
MES
Feminist theory - bell hooks
Ethnicity
Hermeneutic codes
Symbolic codes Subversive symbolism of rabbit
Genre conventions/horror conventions
Judith butler gender performativity
Character archetypes
Intertextuality
Song! Remix
Referentiatial code: Jaws T shirt!
Stuart hall and representation
Low key lighting
Paul Gilroy

Introduction: DAC


D - Positioning is an essential technique for producers, as it allows the audience to be placed in a particular situation. One of the most effective ways to do this is through representation, the re-presentation of a group, issue or event.
C - In order to explore this idea, I shall be referring to the theatrical poster for the 1963 British  Hammer horror Kiss Of The Vampire, and the 2019 theatrical trailer to the modern horror film US
A - There are similarities in how representations position audience through horror paradigms, however US focuses primarily on a black family, which is highly subversive/atypical 

Paragraphs


Kiss of the Vampire


How groups are represented Viewpoints and ideologies



  • Historical context: the first stereotypical vampires are from the 1800's. Classical horror films ere often period dramas, and this is backed up through the MES
  • Gesture and performance of the women reinforces their role within the film, and conform to hegemonic norms and standards.
  • Woman on left takes the role of the 'damsel in distress' archetype, positioning the audience in the role of a heterosexual man
  • Van Zoonen - Male gaze: MES of the exposed skin, n combination with the stereotypical attractiveness of the women assumes a heterosexual male target audience, and reinforces ideas of patriarchy
  • While the film is set in exotic eastern Europe, the actors are predominantly white and British, which reinforces patriotic viewpoints


Intertextuality Genre conventions



  • MES of darkness, the night setting is connotative of the horror genre and is highly typical. Positions the audience as fans of the horror genre
  • Iconography of the full hints at the supernatural elements of the film, positioning the audience through the use of hermeneutic codes 


US


How groups are represented Viewpoints and ideologies



  • Almost exclusively black cast would be unthinkable in 1963, purely because the film would be seen an being financially unviable
  • Therefore for a horror film, a very atypical situation
  • Father wears a Harvard, connotative of wisdom, intelligence, and middle class identity
  • Subverts the stereotypical middle class family through the main character's ethnicity
  • All black cast positions audience as a young, middle class black person, subverting the expectation the audiences are predominantly white


Intertextuality Genre conventions



  • Ink stains function as a hermeneutic code, and are highly paradigmatic of the psychological horror genre, to target a specific audience
  • O/S shot of walking along beach, MES lightening functions as a proairetic code, suggesting bad things are gong to happen
  • ECU of woman's crying face is connotative of the horror film, and positions the target audience directly with the young, black protagonist
  • Referential code to the Director's earlier film Get Out, allowing it toy target a pre-existing audience