Drew's A Level Media

Key Theory 7 - David Gauntlet - Theories of Identity He believes that despite many negative perceptions of the media, audiences are capable of constructing their own identities through what they see on television. Additionally he writes that there are now many more representations of gender than the traditional 'gender binary'. Stereotypical roles and characteristics of men: Goes out to work more/earns more money. They typically go for more hands on and practical jobs such as in the military Stronger/more athletic More angry/violent More rugged Taller Stereotypical roles and characteristics of women: Stays at home to do things such as washing More emotional More compassionate More fashion oriented Quieter/more timid Looks after children more Cleaner What is the purpose of charity adverts? I think that the purpose of a charity advert is to try and appeal to as many groups as possible. This is to get as many people as they can interested in their campaign a

Richard Dyer - The Role of Stereotypes Stereotypes: A commonly held belief about a certain group of people. An ordering process A short cut (for producers) A reference point (for audiences) An expression if dominant societal values

Key Theory 6 - Stuart Hall - Theories of Presentation Representation: Re/Presentation. Re presenting something. e.g: re/peat, re/mix. Representation is the ways in which a media product constructs the world and aspects in it, including social groups, individuals, issues and events. Lindor Chocolate Advert 2011 In what ways is Lindor brand chocolate represented in this advert? They are represented as a luxury brand by using language such as soft, flowing etc. It almost personifies the chocolate when they describe it. The uses of the colours red and gold help to represent the brand as high quality. They are also trying to promote their product as unique and professional. In what ways do technical elements construct this representation? The music and the voice is very light and flowing which i think is supposed to be reflective of the flowing chocolate. The editing is also very quick because however, it doesn't really have any jump cuts as the shots blend into one another

Ideology: The beliefs and values of a media text.

Analysing a Mens Fashion Advert Semiotics (Codes): The advert clearly uses symbolic codes to create a meaning for the advert. It does this by making the model have a relaxed pose and draping his jacket over his shoulders. This is symbolic as it seems to the audience that if you buy their clothes then you will live a relaxed lifestyle like him. This could also be utilising enigma codes as the audience begins to question why he is so relaxed and they want to know how they an be like that as well. This is effective as it means that the target audience is more likely to want to buy the product so they can understand. This also links to action codes as the advert suggests that if you purchase clothes from Polo then you will become a higher class like the model pictured. Structuralism (Binary Oppositions): The advert could be using binary oppositions when referring to the model used. This is because it is obviously trying to promote the suit that the man is wearing and it is clearl

Key Theory 4: Claude Levi-Strauss:  Structuralism Binary Oppositions Where two concepts, messages or values are presented in direct opposition with one another. Levi-Strauss suggested that our perception of the world is based on binary oppositions.

Component one - media products, industries and audiences Advertising Week One Key theory one: Roland Barthes, Semiotics French theorists who determined the theory of Semiotics.  Signs, signifiers and signifieds are used and they mean: everything can have meaning, the thing that creates meaning and the meaning that is created.  Codes: Hermeneutic Codes: Enigma codes are hermeneutic codes and they refer to something within the product that creates mystery or suspense.  Proairetic Codes: These are action codes that refer to something within a media product that suggests something will happen. Such as the knock on a door. Symbolic Codes: They are something within a media product that creates a deeper meaning for the audience.  Textual Analysis: This refers to studying a media product and suggesting ways that the media language creates meaning for the audience. Always provide connotations when conducting contextual analysis as we don't usually know wha

Drew's Media profile Top Films:                Cool Runnings Fantastic Beasts Megamind All Harry Potters Saving Private Ryan Top TV shows: Sherlock Rick and Morty Breaking Bad Band of Brothers The Flash The Tunnel Lucky Man Best YouTube channels: Pewdiepie TGF Joe Weller KSI Miniminter Memeulous The True Geordie Mike Boyd Best Music Artists: Eminem G-Eazy Post Malone Best TV opening themes: Rick and Morty The Flash Breaking Bad Top Directors: Steven Spielberg Chris Columbus Best Videogames: Detroit: Become Human Black ops: Two Counter Strike Overwatch  Favourite Brands: Converse Vans Nike Fat Face