Although these notes come from first year classes prepping for the KA1 mock exam, this is also really important stuff for preparing for any media exam, including the final exam!
How does media language combine to create meaning in the Dior Poison print advert?
Knee jerk reaction - the poster combines media language to create a variety of polysemic readings
Plan - a plan is basically a messy and disorganised shopping list of key terms that you COULD include in your essay. Try not to spend more than a couple of minutes on it, and make sure you write it on your answer sheet: it can give you marks for demonstrating knowledge and understanding!
Binary oppositions
MES
Light
Elegance
Claude Levi-Strauss
Fonts
Semiotics
Hermeneutic codes (mystery)
Graphics and logos
Language
Lexis
Composition
Conventional
Digital editing
Anchorage
Barthes
(male gaze)
Female target audience
Proairetic code
Symbolic
Death
Skull
Dark
High key lighting
Shadows
Introduction (DAC)
Definition - define the key word
Argument - your knee jerk reaction that you came up with at the start of the process
Context - no need for this right now!
Media language refers to the elements of a media product that are included to connect with an audience. In this essay, I shall argue that the Dior Poison advert uses a range of media language to construct polysemic readings.
Paragraph - PEA
One way in which media language combines to create meaning in the Dior Poison advert is through the combination of layout and MES, in particular lighting. The use of high key lighting in particular acts as a framing device, creating the illusion of a skull. The shape of the skull itself frames the model. The model is hegemonically attractive, and is dressed in a strikingly revealing costume. Her face is emphasised through the MES of the high key light, which adheres to the notion of the male gaze. Furthermore, the model’s lingerie is white, reflecting the sickly light, which once again draws attention to her importance. However, the white of the model’s lingerie forms a binary opposition with the black of her stocking, constructing a contradiction between purity and mystery. In these ways, we see a range of polysemic meanings being constructed through media language.
Explore how Black Panther has been shaped through being produced by a major conglomerate
Knee jerk reaction - Black panther has been shaped through it’s ownership to a massive degree, and is a film that could only be made by a huge conglomerate
Plan
Marvel studios produced
High budget
200 million
Predominantly black cast
12/12A maximise audience
Well known actors
Blockbuster
4000 US cinemas opening weekend
Extensive marketing campaign
Digital advertising
High production values
Simple narrative
extensive / expensive CGI
Shown/exhibited globally
Streaming services now exclusive to Disney +
Huge financial backing
Very good soundtrack of exciting pop songs and dramatic orchestral music
A range of exotic locations
Exciting expensive costumes
Elaborate makeup
Structure of the mock exam
Question 1 - unseen analysis of either a print or video based advert. 15 marks, 30 minutes
Question 2 - define a key term related to the film industry (2 marks, 2 minutes)
Question 3 - film industry question (16 marks, 16 minutes)
Explore how the Marc Jacob Daisy advert uses genre conventions and media language to create meaning (15 marks, 30 minutes)
Knee jerk reaction - this advert combines a range of genre conventions and elements of media language to construct a chilled out and relaxing atmosphere
Plan - a plan is basically a messy and disorganised shopping list of key terms that you COULD include in your essay. Try not to spend more than a couple of minutes on it, and make sure you write it on your answer sheet: it can give you marks for demonstrating knowledge and understanding!
Creepy
Chilled out
Semiotics
Polysemy
Music
Soundtrack
Downbeat
Fuzzy and noisy soundtrack
Elevator music
Setting
Daisies
Field
MES
Shot types
Montage of close ups
Font types
Angles
Playful atmosphere
Very bright
Colours
Yellow
White
Roland Barthes
Codes
Proairetic/action code
Repetition of ‘daisy’
Slow paced editing
Facial expressions - spacy, hypnotised
Symbolic code
Holy trinity
Hegemonically attractive
Childlike
Binary Oppositions
Conventions
Perfume advert
Conventional
Kia Gerber
Introduction - DAC
Definition - briefly define the key term(s)
Argument - briefly outline your point of view
Context - give some brief contextual information
Media language refers to conventions and the elements which construct a media product. Genre conventions refer to the things which make up a genre, or type of media product. In this essay, I shall analyse how genre conventions and media language combine to create a polysemic set of connotations.
Paragraphs - PEA
Point - what the paragraph is about
Evidence - the evidence that backs this up
Analyse - a deeper exploration that links back to the main argument
P - Genre conventions and media language are explored in this advert to create a creepy and distressing atmosphere which may surprise some audiences.
E - The repetition of the name of the perfume is delivered by the models at the conclusion of the advert. This effect is only emphasised by the direct mode of address adopted by the models, constructing a confusing and awkward atmosphere. However binary opposition is formed between the confrontational nature of the address and the hegemonically attractive of the models. Their smiling faces construct an off-putting demeanour in spite of their welcoming performance, which again creates a highly complex and confusing set of symbols for the target audience to decode. An additional binary opposition is formed through the proairetic code of the girls dancing in a circle. Despite being fully grown women, the performance of the models is childish and alarming, which once more creates an unpleasant and disarming mode of address for the target audience
Some more points!
P - Genre conventions and media language are conversely used to create a happy and gentle mode of address
P - Dreamy colours and a dreamy atmosphere
P - Hegemonically attractive women…