Wateraid - Claudia
NHS - Quit smoking
In what ways do these adverts create meaning? Make reference to
- Intertextuality
- Viewpoints and ideologies
- Media language
Underline
In what ways do these adverts create meaning? Make reference to
- Intertextuality
- Viewpoints and ideologies
- media language
Knee Jerk reaction
The NHS advert uses the conventions of the horror film in order to allow the audience to visualise the damage in their own bodies, while the WaterAid advert raises awareness through using hopeful conventions and a subversively positive outlook.
Plan
Shot types
MES
Binary oppositions
ECU
Colour grading
Semiotic codes, inc. symbolic proairetic hermeneutic
Representation of African people
Diegetic and non-diegetic sound
Camera angles
Montage
Tracking shots
Handheld
Reception theory
Genre conventions
Stereotypes
DAC - definition, argument, context - Introduction
D- Intertextuality is where one media product makes reference to another, in order to engage and to create meaning for the audience. Intertextuality allows producers an opportunity to further demonstrate their ideology.
A - However, different adverts will use different techniques in order to address their audiences. The NHS advert uses the conventions of the horror film in order to allow the audience to visualise the damage in their own bodies, while the WaterAid advert raises awareness through using hopeful conventions and a subversively positive outlook
C - WaterAid is a long established charity which focuses on providing water to developing countries
Paragraphs
Wateraid
Intertextuality
- Claudia sings in English, and sings a cover of a British pop song by Zoe "sunshine on a rainy day". Allows the audience to instantly relate to the advert. Indicates the producer is targeting a large and mainstream audience
Viewpoints and ideologies
- Anchorage of the optimistic soundtrack demonstrates to the audience the preferred reading. However, it's potentially patronising and overly obvious
- Subverts the conventions of the charity advert. For example, the slow motion, handheld cinematography of children laughing and playing around the symbolic code of the overflowing water tap demonstrates to the audience that their donations can directly lead to this happiness.
- However, audiences may be frustrated with the overly optimistic and happy representation of central Africa, feeling that it glosses over certain truths
media language
- Establishing shot of a stereotypical representation of Britain. Use of low key lighting and the mise en scene of rain hitting the window. Allows British audiences to identify with the setting.
- Immediately cuts to another establishing shot of a dusty, extremely yellow field in Africa. A powerful binary opposition, which demonstrates to the audience that central African countries lack what we, the British target audience take for granted
- Non-diegetic musical soundtrack presents a positive and delightful atmosphere. Presents a realistic and relatable atmosphere for the target audience
- Frequent use of MS and tracking shots position the audience with Claudia, following her as she gets her water. Frequent cuts to POV shots prevent the advert from being voyeuristic
NHS
Intertextuality
- The MES of the grotesque pulsating flesh is straight out of a zombie movie, and suggests to the audience that they are in real and terrifying threat from continuing to smoke.
- The Thing? Stranger Things? Shivers? The Fly?
- ECU of cigarette and low key lighting combine to make reference to the conventions of the horror genre
Viewpoints and ideologies
- Establishing shot of stereotypical working class British household.The colour is washed out and desaturated connoting misery, poverty and depression. A far cry from the glamorous representations of smoking in old films
- Specifically targeting a working class audience
- Cultivates an ideology that smoking is not at all glamorous by casting a hegemonically and stereotypically unattractive (although relatable) man in the central role
- However, the extreme nature of the advert may cultivate an oppositional reading in the target audience, who are put off by the themes and ideologies of the advert
media language
- MES of flesh cigarette functions as a proairetic code suggesting the imminent death of the protagonist, heightening the tension, disgust, an fear of the audience
- Lack of non-diegetic sound emphasises the boring and dull atmospheric sound, which builds to a subtle crescendo. The pleonastic (exaggerated) sound of the crackle of the cigarette emphasises the violence and aggression of the act