In what ways can advertisements use media language to present an ideological perspective? make reference to the 'Just Eat & Katie Perry audio-visual advert you have been shown.
You may wish to make reference to- Mise-en-scene
- Montage
- Intertextuality
1 - underline key terms
2 - knee jerk reaction
The advert presents a straightforward, repetitive and highly manipulative mode of address, for the purpose of power and profit
3 - Plan
Simply jot down key words, phrases and examples from the unseen text
- "did somebody say"
- Bright colours
- Letteuce bra
- Alice in wonderland
- Muppet
- Animated
- Montage
- 50's hairstyle
DAC
Definition, argument, context
Ideology refers to the ways in which the producer of a media product presents their views and beliefs. Ideologies are always encoded through media language. In this essay, I shall argue that the Just Eat Katie Perry advert uses a highly persuasive and manipulative mode of address to address the target audience in a number of highly persuasive ways.
Point, evidence, argument
Paragraph starter one: One way in which this advert encodes ideology through media language is through its startling and surprising use of MES...
Paragraph starter two: Another way in which the producer encodes meaning is through the heavy use of intertextuality...
Paragraph starter three: Yet another way in which ideology is constructed is through the selection of the song and the artist herself ...
- The advert shifts from live live action footage of Perry to an animated sequence, which creates a startling mode of address for the target audience. The cartoon Perry is standing on top of a stereotypical cartoon mushroom, which constructs an exciting fantasy world. However, a polysemic interpretation of this could be the hallucinogenic qualities of the mushrooms, which is further reinforced through the druggy, psychedelic mode of address of the advert. This potentially could be referring to the addictive qualities of takeaway food, but it is potentially appealing to a young, edgy audience
- The MES of Perry's costume is often associated with food, including the MES of a fried egg sitting on her left breast. This highly odd and even confusing stylistic choice constructs clear sexual symbolism. The egg is a symbolic code for a breast, which constructs a range of polysemic interpretations, including a highly sexualised mode of address. Perry is utilised throughout the advert as an object for a heterosexual male gaze. Other examples of highly sexualised MES include her suggestive Lettice bra, and her exaggerated hourglass figure in the animated insert. These elements combine to construct a highly sexualised representation that reinforce and reconfirm the hegemonic expectations that exist around women in our society. The producers are clearly using an appealing and suggestive representation of women to sell a product.
- Does the advert sell an unrealistic body image?
- The song itself is a highly repetitive and highly conventional pop song, that will traditionally appeal to younger, and potentially female audience. Pop conventions used here include repetitive themes, the bright, candy colours used in the advert, and synths, drum machines, and autotuned vocals. All these conventional pop elements combine to construct a highly conventional and appealing advert
- The advert uses media language to construct a highly cynical and invasive ideology to the target audience. While it is presented in a humorous and tongue in cheek way, Perry looks directly in to the audience, breaking the fourth wall, and commanding the audience to 'Eat, Just Eat'. This mode of address however could be considered to be highly ironic and humorous, which may resonate and appeal to younger, edgy audiences