Introduction
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| The Waitrose Christmas 2022 advertisement takes an unconventional approach, focussing on the supply chain, and how food reaches us |
You've now completed key assessment one, your first mock exam. Well done!
In A-level media studies, you are given feedback in four different ways:
1 - A fine grade, for example B2. This would indicate a mid or safe B.
2 - A mark. Lots of marks, actually. You'll have to use the mark scheme to work out how you did in each question
3 - A feedback numeral. This will be a Roman numeral, i.e i, ii, iii, iv etc. This will link to one piece of feedback that you will have to address next time
4 - Verbal, 1-1 feedback. This will be given in your upcoming progress audit
Questions
Section A – Media language (please spend 30 minutes on this section. Your time starts the second the advert is first shown)
Advertising
• The advertisement will be shown twice.
• First viewing: watch the advertisement and make notes.
• You will then have five minutes to start your response.
• Second viewing: watch the advertisement and make final notes.
• Once the second viewing has finished, you should answer Question 1
You can view the advert by clicking here
1 - Explore how media language combines to create meaning in the It’s Beginning to Look a Lot Like Christmas Waitrose advert you have been shown. [15]
Section B – Media industries (please spend 20 minutes on this section)
Film industry
2a) Briefly explain what s meant by an independent film [2]
b) Briefly explain what you understand by horizontal integration [2]
c) Explain two features of independent film production? Refer to I Daniel Blake to support your points [6]
d) Explain how mainstream films are shaped by the means of their production. Refer to Black Panther to support your answer. [10]
Marks and grades
The colours are related to your target minimum grade. This comes from your average GCSE grade. Yellow means you achieved your TMG. Red is below, and green is above. In the example above, this person did pretty well!
Feedback
i - You must include more media language. Shot types, camera angles, mise-en-scene, lexis, colour, setting, whatever, if you're not using these words, you're not getting marks!
ii - You must focus on analysis and suggesting meanings. What do the de-saturated colours mean? How does the lexis target a working class audience? Don't describe... analyse!
iii - Focus on theory. You don't use enough. You should use more. Make sure to properly revise at least three theories for the next mock!
iv - Focus on presenting a clear argument or point of view. You've ticked every other box, so what do you think? Get argumentative! Get angry! And make a big conclusion!
v - Avoid colloquialisms and find your academic tone. Check out the detailed feedback below for more information on this. This one will take time: there's no quick fix!
Grade boundaries
This assessment didn't have a lot of questions, so the grade boundaries are really close together! That's life!
A* - 81% - 29/35
A - 71% - 25/35
B - 61% - 21/35
C - 52% - 19/35
D - 43% - 16/35
E - 35% - 13/35
U - 0 - 12/35
Indicative content
This will be added to as your teacher marks your papers...
1)
2c)
2d)
Mark scheme
1 - Explore how media language combines to create meaning in the It’s Beginning to Look a Lot Like Christmas Waitrose advert you have been shown. [15]
Apply knowledge and understanding of the theoretical framework of media to analyse media products
5/A
13-15 marks
• Excellent, consistent, and accurate application of knowledge and understanding of the theoretical framework to analyse the advertisement
• Analysis of the advertisement is perceptive, detailed and is likely to be informed by relevant theories
4/B
10-12 marks
• Good, accurate application of knowledge and understanding of the theoretical framework to analyse the advertisement
• Analysis of the advertisement is logical and may be informed by relevant theories
3/C
7-9 marks
• Satisfactory, generally accurate application of knowledge and understanding of the theoretical framework to analyse the advertisement
• Analysis of the advertisement is reasonable and straightforward
2/D
4-6 marks
• Basic application of knowledge and understanding of the theoretical framework to analyse the advertisement, although this is likely to lack clarity, relevance, and accuracy
• Analysis of the advertisement is undeveloped and there may be a tendency to simply describe features of the advertisement
1/E
1-3 marks
• Minimal, if any, application of knowledge and understanding of the theoretical framework to analyse the advertisement with significant inaccuracies, irrelevance, and a lack of clarity
• Analysis of the advertisement is superficial and generalised
0 marks
• Response not attempted or not worthy of credit
Section B – Media industries (please spend 20 minutes on this section)
Film industry
2a) Briefly explain what s meant by an independent film [2]
Two marks: A film made outside of the commercial mainstream and outside of the financial and artistic control of a large film company. A film which is privately conceived and funded or is made by a smaller film company on a low budget. A reasonably detailed and elucidating example may be included in addition to a satisfactory definition
One mark: One that is not mainstream, a film that costs less to make, etc
Credit any valid responses
b) Briefly explain what you understand by horizontal integration [2]
Two marks: Where an organisation acquires another organisation at the same level of industry, or at the same level of the supply chain. A reasonably detailed and elucidating example may be included in addition to a satisfactory definition
One mark: when companies work together, when a company buys a similar company or something similar.
Credit any valid responses
c) Explain two features of independent film production? Refer to I Daniel Blake to support your points [6]
Demonstrate knowledge and understanding of the theoretical framework
5-6 marks/A/B
• Excellent, detailed, and accurate explanation
3-4 marks/C
• Good, accurate explanation
1 - 2 marks/D/E
• Basic explanation which may be undeveloped or contain some inaccuracy
0 marks/U
• Response not attempted or not worthy of credit
d) Explain how mainstream films are shaped by the means of their production. Refer to Black Panther to support your answer.
Demonstrate knowledge and understanding of contexts of media and their influence on media products and processes
5/A
9-10 marks
• Excellent, detailed, and accurate knowledge and understanding of how production contexts shape mainstream films, with possible reference to relevant theoretical perspectives
• Detailed reference to the set film to support points made
4/B
7-8 marks
• Good, accurate knowledge and understanding of how production contexts shape mainstream films
• Reasonably detailed reference to the set film to support points made
3/C
5-6 marks
• Satisfactory knowledge and understanding of how production contexts shape mainstream films, although this may lack development
• Straightforward reference to the set film to support points made
2/D
3-4 marks
• Basic knowledge of economic contexts, but there is limited, if any, understanding of how production contexts shape mainstream films
• Partial reference to the set film to support points made, but this is undeveloped
1/E
1-2 marks
• Minimal knowledge of economic contexts, but there is very limited, if any, understanding of how production contexts shape mainstream films.
• Very limited or no reference to the set film to support points made
0 marks/U
• No response attempted or no response worthy of credit
Exemplar answers
Teacher exemplar
Section A – Media language
1 - Explore how media language combines to create meaning in the It’s Beginning to Look a Lot Like Christmas Waitrose advert you have been shown. [15]
Media language refers to the combination of elements that constructs meaning for an audience. The Waitrose Christmas Advert uses a complex set of media language in order to construct a complex range of meanings, that predominantly construct a nostalgic mode of address for its middle-class target audiences. Waitrose is a UK supermarket that appeals in particular to middle class shoppers, and UK supermarkets will typically use expensive advertising campaigns to compete with one another directly at Christmas.
One excellent example of how the Waitrose adverts constructs meaning is through it’s inviting and inclusive use of representation A variety of different groups of people are represented in a variety of different ways. In the first half of the advert, a montage of predominantly working-class characters is constructed. Farmers and labourers are represented in a number of frankly stereotypical ways, including through the anchorage of working-class iconography such as tractors, the MES of tan lines on arms, and the depiction of traditionally working-class settings, such as a muddy field. This reinforces the idea that working class people are essential to Waitrose producing it’s food, However, the advert switches in a sharp binary opposition to a stereotypical middle class household. The MES of luxurious golden lighting, as well as the MES of thick cardigans and plentiful food constructs a stereotypical and highly leading representation of a middle-class family. The producer has chosen this family to be represented by mixed race actors, which provides a sense of inclusion for the target audiences and allows it to maximise profit. However, the message is still constructed that Waitrose is targeting affluent, middle-class families with the promise of working class labour.
A highly nostalgic mode of address is constructed through the use of stereotypically Christmas associated MES, that will allow the older, middle class target audiences to remember their own childhood. This is particularly evident in the second half of the advert, which is set in a stereotypical middle-class household. The use of low key, golden lighting is further reinforced through the luxurious MES of stereotypically Christmas food, which constructs a highly comforting and delightful mode of address for the target audience. The house itself is old and traditional, which reinforces an ideological perspective that tradition and conservative values are preferable. This is further anchored through the highly conservative and stereotypical selection of song, ‘It’s Beginning to Look A Lot Like Christmas by Bing Crosby (I THINK?), which once more reinforces and anchors a nostalgic mode of address. By reinforcing these conservative values, Waitrose communicates to it’s target middle class audience that it is the correct, traditional, and ‘real’ choice to make this Christmas.
Additionally, the advert uses media language to construct a compelling and highly relatable narrative to it’s middle-class audience. This is constructed through the use of mysterious hermeneutic codes in the first half of the advert, which use low key natural lighting, bleak use of setting, and miserable, affecting MES such as mud and rain. This constructs a mysterious, confusing and provocative mode of address to the target audience, which is further anchored through the diametrically opposed, cheerily happy soundtrack. The preferred reading of this advert is doubtless that audiences should be confused, at least for the first half of the advert. However, when we switch to the more traditional setting of the middle-class household, audiences will recognise the genre conventions of the Christmas advert, and will realise that the producer’s ideological perspective is to infer how much graft and effort has gone into the production of it’s good. This compelling narrative will doubtless encourage audiences to engage with the second half of the advert, therefore maximising profit for the conglomerate.
The narrative, of course continues in the second half, with a highly relatable (to middle class people) slice of life story, with a young boy crying because he does not get a sausage. The emotional impact of this scene is emphasised by the use of a mid-shot, which emphasises the emotion of his crying face. This is yet further anchored through his age, and the MES of his soft, fuzzy cardigan, which functions as a symbolic code for innocence and purity. This supposedly delightful scene constructs a highly emotionally manipulative mode of address, made more affecting through the non-diegetic soundtrack being removed at the point of him crying. The narrative is concluded with a girl, presumably the crying boy’s sister cheerfully intoning “don’t worry, you can have mine”. Once more, this delightful scene allows Waitrose to associate it’s own produce with the so-called ‘magic’ of Christmas, and arguably functions as a proairetic code, indicating the exciting and delightful Christmas adventures that should occur should the audience choose to shop at Waitrose.
It is interesting that Waitrose have chosen a straightforward Christmas advert this year, with no hint of animation, big name celebrities or grand, complex narratives. In fact, the montage of the bleak realities of farming in the opening half of the advert reinforces the harsh realities of agricultural work, and symbolises the thankfulness that even well-off, middle-class families should experience when purchasing food. The second half of the advert is also remarkably straightforward. Although the family are mixed race, which could point towards a more modern, inclusive Britain, the MES of the household and the set design is fiercely traditional, and suggests far more conservative, old-fashioned, and traditional values. Once more this will appeal to Waitrose’s more conservative, older, and comparatively wealthy target audience, with an advert that proairetically encodes themes of value over more flashy, expensive, and ‘modern’ Christmas adverts that rival supermarkets tend to release.
Section B – Media industries
Film industry
2a) Briefly explain what s meant by an independent film [2]
An independent film is a film produced outside of the mainstream, and without the financial backing of major producers, distributors, and conglomerates. An excellent example of an independent film is Primer (2002), which was independently financed, and cost only $8000 to produce.
b) Briefly explain what you understand by horizontal integration [2]
Horizontal integration refers to when an organisation buys out another organisation in the same sector, or at the same level of the production chin. An excellent example of this would by Disney forcibly acquiring Pixar. This invariably happens to minimise risk and to reduce competition.
c) Explain two features of independent film production? Refer to I Daniel Blake to support your points [6]
One essential feature of independent film production is that they will usually be financed by a range of different companies rather than one single financer. This is because even a small film like I, Daniel Blake (IDB) will cost a not insignificant $2million. IDB was funding by a range of organisations, including BBC Films, the BFI, The National Lottery and so on in the UK, and with additional funding from several French interests, including Canal + and related subsidiaries in France. Germany’s Wild Bunch also helped to finance it. This highly collaborative approach to financing is typical of independent film production
A second feature of independent film production is the often less mainstream themes, genre conventions and ideologies that they will evidence. For example, IDB, rather than being shot on sound stages in Los Angeles, like stereotypical Hollywood films, was shot on location in the streets and rundown flats of Newcastle. This led to the film having remarkably low production values. This production context extends to the choice of actors: IDB, like many independent films, uses ‘unknown’ or less successful actors, who perform in a more naturalistic and therefore ‘realistic’ way, which will appeal to the target audience. This reflects the political ideology of the film IDB has been constructed to present a blunt and straightforward political ideolog to it’s audience, in this case criticising the UK government. This criticism extends to the unusual promotion of the film, where the director Ken Loach went of Channel 4 news to argue with conservative MP Kwasi Kwarteng about the economic impact of Tory austerity.
Clearly IDB targets a niche audience, and, like many indie films, this is reflected in its production context
d) Explain how mainstream films are shaped by the means of their production. Refer to Black Panther to support your answer. [10]
Mainstream, big budget, blockbuster films are typically highly shaped by the ways in which they are made. Black panther is an excellent example of how a blockbuster film is shaped by the company that makes it.
One way in which Black Panther is shaped by being produced by a major film producer (Marvel Studios, a subsidiary of Disney), is that it has very high production values. This is shown off in the promotional trailer through the use of highly polished CGI, well known and hegemonically attractive actors, huge, expensive special effects and sets, and easily identifiable themes of good vs evil. It is absolutely essential that mainstream, big budget films demonstrate these qualities, in order to minimise risk and to maximise profit for Disney.
Another way in which BP has been shaped by being owned by a major conglomerate is the fact that it was constructed to receive a 12A rating. Film regulation can easily stop a film from maximising profit, and a 15 certificate would stop the younger, teenage target audience from watching this film in the first place. Therefore, while BP is filled with violence and conflict, it is only ever ‘fantasy violence’ which is deemed more acceptable by the BBFC. The BBFC explains how BP does not show excessive injury detail, and that there is only brief use of swearing (for example a middle finger gesture made in jest), which allows the film to achieve a 12A rating and therefore appeal to and be accessed as many audiences as possible.
Another way in which BP has been shaped by it’s ownership by Disney, a vast multinational conglomerate, is it’s highly expensive and expansive promotional campaign. Unlike an independent film such as IDB, a vast number of different marketing techniques have been used to advertise the film, from traditional (cinema trailers, teaser trailers, billboard posters and newspaper adverts and publicity interviews), to modern, digitally convergent methods, for example viral marketing campaigns on social media featuring catchy hashtags, banner adverts on websites and so on. Additionally, a vast range of additional merchandise, including toys, games, statues and clothes allows the vast conglomerate Disney to use its vertically integrated business practices to maximise revenue by using the Black panther branding in a variety of different products. This avenue of marketing would simply not be available to indie film producers.
Finally, Black Panther himself is an established superhero brand, from Marvel, a brand synonymous with superheroes. Audiences will be presold on the character, and Disney will be able to rely on the enormous amount of pre-existing fans coming to the cinema, and subscribing to Disney +, it’s digital streaming service, in order to maximise profit