Underline the key terms
Explore how the ‘This must be the place’ TV spot advert for the fast food chain Nandos uses genre conventions to construct meaning
Knee jerk reaction
The Nandos advert uses genre conventions in a typical manner to construct a relatable mode of address, to minimise risk and to maximise profit
Plan
MES
Editing
Slang
Lexis
Shot types
Modes of address
Lighthearted and fun
Steve Neale - genre conventions
Genre changes over time
Hybrid genre
Repetition and difference
Semiotics
Referential code
Symbolic code
Hermeneutic
Proairetic
Pre-sold audience
Mid close shots
Binary oppositions
Humour
Narration
Diegetic sound
Non-diegetic
Extra-diegetic
Complex diegesis
Setting
Lighting
CUs
Montage
(representations)
Hyperreality
(representation of young adults)
(ethnically diverse representation)
Blue
Red
Yellow
Introduction
DAC - definition, argument, context
Genre conventions refer to the elements that typically construct a genre. They are used by producers to construct a genre which is both relatable and meaningful to a target audience. Genres are fluid, and they change over time to appeal to new audiences and demographics. In this essay I shall argue that the Nando’s advert is typical of the fast food advert genre in order to effectively target a young, working class and ethnically diverse presold audience who are already familiar with Nandos as a product.
Paragraphs
PEA - Point, evidence, argument
One way in which the Nados advert uses genre conventions to construct meaning is through it’s highly involving montage of mid shots and close ups to construct an interesting mode of address
Another way… (dialogue, narration and lexis)
(use of typical setting, MES and lighting)
(Use of referentiality, and the assumption of a presold audience)
(genre has evolved over time
(digitally convergent media, eg digital distribution and digital post production methods)
(binary oppositions construct stereotypes for humorous effect).