Music Video

TITANIUM

Advertising set texts and revision

Media Studies OCR A Level Advertising and marketing 11 01 19 from Yvonne44

Shelter question

 "A number of persuasive techniques are used in charity advertising to construct meaning and persuade people to donate. " 

Discuss how media language is used to represent particular viewpoints and ideologies in the charity advertising campaign you have studied.

You must:

• Include social groups or messages and meanings  
• Refer to social contexts (meaning: social structures which we live our daily lives, such as religion, education, family, media communications, law and government; the impact these social structures have on our behaviour, values and thinking; social issues and movements) 

(10) 

Charity advertising and Shelter

Advertising Set Texts

Practise advertising exam questions so you can focus your note taking:

Explain how and why particular social groups, in a national and global context, may be under-represented or misrepresented.  Refer to the Lucozade advertising campaign in your answer. (

Analyse how the advertisements in (Fig 1 and Fig 2) use media language and representations to appeal to the audience. 

In your answer you must:

• analyse the use of media language/representation in appealing to a target audience 

• make judgements and reach a conclusion about why these companies advertise in this way. 

Analyse if you think advertisers portray an unrealistic representation of reality within their advertising. Use Lucozade set text to support your answer. 

In your answer you must:

• analyse the impact of social and cultural contexts  

• make judgements and reach a conclusion on if you think this is a fair statement (15)

Explain how the media language in advertising incorporates the brand image the advertisers wish to convey. Refer to the advertisements for Old Spice and Lucozade you have studied to support your answer

 

https://drive.google.com/file/d/1UazN20SLmE_wYmgp5wH8Aw6Hb8FSGsRU/view

OLD SPICE

Old Spice fact sheet - https://drive.google.com/file/d/1UazN20SLmE_wYmgp5wH8Aw6Hb8FSGsRU/view


LUCOZADE
SHELTER

Adverts

 For advertising, students could be asked to answer on a set advert, an unseen advert for a similar product, or a comparison of a set advert to an unseen advert for a similar product.  Questions on set adverts are likely to reproduce the advert in the paper. 

 

10 mark questions are likely to be AO1 (explain) questions so would focus on a set advert (as in the practice paper), and 15 mark questions are likely to be AO2 (analyse) questions so would be on an unseen advert either on its own (as in the 2019 paper) or compared to a set advert.

Big Issue covers

Big Issue

Semiotic analysis of a front cover

News Intro and Language

News intro and language from Great Baddow High School Media

Analysing print adverts

Textual analysis

Lots of good in depth textual analysis of film language from Yale university

http://classes.yale.edu/film-analysis/

https://www.youtube.com/watch?v=oFUKRTFhoiA



BOYZ IN THE HOOD AND GHOST SHIP

 

This clip is excellent for all the areas you have studied up until now - symbols, denotation and connotation, narrative, representation and audience. It is also great for DISTINCT. Write an intro on these for Boyz in the Hood and then:

Please analyse in terms of how camera, mise en scene, editing and sound give meaning to this clip.

Remember:

Camera - FAM
Mise En Scene - CLAMPS
Sound - MCDOVED
Editing - STOPS



Watch the first six minutes and apply your knowledge of camera, sound, editing and mise en scene to textually analyse the clip and the meaning that it created.
In your answer consider:

• semiotics/symbolism in a lot of the shots for eg the Stop sign
• Sound / music, dialogue and sound effects
• What is the clip saying about race, how?
• What have these children seen that you wouldn't expect them to have seen at their age?
• How does the shot go from street to classroom?
• What are the pictures on the wall?

Matrix  opening sequence consider: - colour, binary oppositions, male/female - good vs evil



UP Consider how they show the passage of time, sound, mise en scene and camera.



CAPE FEAR - camera and mise en scene

Editing

STOPS - Screen time, Transition, Order of Narrative, Pace, SFX 

If you're ever stuck with what to look for in the EDITING section, consider these questions:

1) How much cutting is there and why? 

2) Are the shots highly fragmented or relatively lengthy? 

3) What is the point of the cutting in each scene? To clarify? To stimulate? To lyricize? To create suspense? To explore an idea or emotion in depth? 

4) Does the cutting seem manipulative or are we left to interpret the images on our own? 

5) What kind of rhythm does the editing establish with each scene? 

6) Is the personality of the filmmaker apparent in the cutting or is the presentation of shots relatively objective and functional? 

7) Is editing a major language system of the extract or does the artist relegate cutting to a relatively minor fraction? 8. What style of editing does the clip represent and why?

 

Editing key terms from Kristin Connell

Sound

Camera

Mise En Scene

Mise en-scene from Great Baddow High School Media

Genre task

Genre task from

Genre

Genre task from Great Baddow High School Media

Introduction to theory! 

Here is your first theorist (out of 19) that you will need to apply, analyse and evaluate. 

Steve Neale says - genres may be dominated by repetition, but are also marked by difference, variation and change the idea that genres change, develop, and vary, as they borrow from and overlap with one another. You can also have hybrid genres for eg. Scary Movie, Hot Stuff, Zombieland...

Semiotics

Semiotics from Great Baddow High School Media