This is a session of two parts! The first part is about ANALYSIS and the second part is about CONSTRUCTING REPRESENTATIONS. Let's get stuck in.
This is a self-directed lesson. It should be straightforward if you follow it through step by step. It is a lot of work and should take three hours to complete in total. If there are any bits you are struggling with, just skip it and move on to the next bit.
Please submit your finished work to your blog, if possible.
Part one: Super.Human analysis - 1 hour and 25 minutes
You can find this trailer by clicking here
1a) Watch the Super.Human video. Leaving aside any talk of analysis or media language? What are your honest thoughts? Write them down!
1b) Using screencap, select five images from the advertisment, and analyse/label/bullet point them using the following headings:
- Binary oppositions
- Proairetic codes
- Hermenutic codes
- Symbolic codes
- Camera work – framing, shot types, angle, position, movement
- Editing – pace, type of edits, continuity/montage (this is difficult to do for a still image, so please describe this image's place within the montage)
- Narrative
- Sound – music/dialogue/voiceover
- Mise-en-scene – colour, lighting, location, costume/dress, hair/make-up
1c) What is the domninant ideological perspective suggested by this advertisment?
1d) What groups are represented in this advert? 'Disabled people' is far too vague, so can we be more clear? List as many groups, issues, events and locations as possible, with examples
1e) What messages about these groups are constructed? What is the purpose of this advertisment? What does Chanel 4 (the producer) actually want 'us' to do?
BREAK - take a 15 minute break. You've earned it!
Part two: High end and high street - 1 hour and 20 minutes
Target audiences are absolutely essential to the construction of adverts. Without a clear target audience, the product will not be able to appeal to anyone.
1a) Brief research. Find an example of a high end fashion advert (eg Yves Saint Laurant, Givenchy, Prada etc) and an example of a high street fashion advert (eg Primark, H&M, Zara, M&S). What are the cfundamental differences in conventions between these adverts?
ALTERNATIVE TASK - if you DON'T fancy the next practical task, then keep going with the research. Find three more high and and/or high street fashion adverts and analyse them using the toolkit for textual analysis
1b) Using Photoshop (or Paint, or actual physical paper, or an app on your phone or absolutely anything you want), construct BOTH a high end and high street advertisment for a garment (dress, accessory, shoes, jacket, etc). Remember that both adverts should use the conventions of either high street or high end fashion advertising, and should clealry target an appropriate demographic (in this case, either working class or middle class audiences)