Key Theory 7 - David Gauntlet - Theories of Identity
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 and want to donate. The purpose is to also make the advert stick with people for a long period of time so the audience is always thinking about the advert. It is also primarily to get people to become aware of the issue and shock them.
How do they work?
They work by making you feel as if you should donate to the charity. This is effective because usually you would think donating is something extra that you do but the adverts make you feel as if the minimum you should do is donate. They do this by making you feel bad for the people featured and it makes you really want to help them out.
What mode of address do they take?
They usually use direct address to really try and connect with the audience. This also works to try to get the audience to put themselves in the place of the people featured, therefore, making them feel the hardship that the featured people feel. The direct address is also very personal and it makes you feel like you have to help them out. It makes the audience feel as if their donation really matters and it makes you feel responsible for the problem if you don't donate.
What conventions do they demonstrate?
Charity adverts tend to use a shocking main image with a tagline that is supposed to scare you or make you feel ashamed. They also include statistics to back up their claims.
It uses a non-diegetic eerie sounds which gives it a sad and emotional feel. The advert uses black and white images when showing the pictures/videos of the children with dark lighting to show that they do not have anything good to look forward to. However, they highlight certain words to help you remember their message. There are also no adults shown throughout the advert to reinforce the ideology that the children have nobody to protect them. We feel as if we have to fill that void with donations. The advert also uses direct address because the children are looking straight into the camera. Direct address is also used with words such as 'together' to share the responsibility for helping them. The narrator also uses lexis to make us feel as if we have to donate. He uses words such as 'please' so it is like he is begging you to donate to make you feel more emotional. There is also desperation when he asks you to 'open your eyes'. There are also non-diegetic bangs that could shock the audience. There are also medium close ups of the children so we can clearly see the children's distress. Facts and information with their contact number.
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 and want to donate. The purpose is to also make the advert stick with people for a long period of time so the audience is always thinking about the advert. It is also primarily to get people to become aware of the issue and shock them.
How do they work?
They work by making you feel as if you should donate to the charity. This is effective because usually you would think donating is something extra that you do but the adverts make you feel as if the minimum you should do is donate. They do this by making you feel bad for the people featured and it makes you really want to help them out.
What mode of address do they take?
They usually use direct address to really try and connect with the audience. This also works to try to get the audience to put themselves in the place of the people featured, therefore, making them feel the hardship that the featured people feel. The direct address is also very personal and it makes you feel like you have to help them out. It makes the audience feel as if their donation really matters and it makes you feel responsible for the problem if you don't donate.
What conventions do they demonstrate?
Charity adverts tend to use a shocking main image with a tagline that is supposed to scare you or make you feel ashamed. They also include statistics to back up their claims.
It uses a non-diegetic eerie sounds which gives it a sad and emotional feel. The advert uses black and white images when showing the pictures/videos of the children with dark lighting to show that they do not have anything good to look forward to. However, they highlight certain words to help you remember their message. There are also no adults shown throughout the advert to reinforce the ideology that the children have nobody to protect them. We feel as if we have to fill that void with donations. The advert also uses direct address because the children are looking straight into the camera. Direct address is also used with words such as 'together' to share the responsibility for helping them. The narrator also uses lexis to make us feel as if we have to donate. He uses words such as 'please' so it is like he is begging you to donate to make you feel more emotional. There is also desperation when he asks you to 'open your eyes'. There are also non-diegetic bangs that could shock the audience. There are also medium close ups of the children so we can clearly see the children's distress. Facts and information with their contact number.
Comments
Post a Comment