Virgin Atlantic exam questions

We have studied the above advert in class and based it on exam questions. Each group should have come up with notes for a particular section.

Here is what you came up with:

1 Media Forms (12 marks) How is the video constructed to engage the audience?

- CGI is exciting - women flying in the air, giant cocktail glasses
- Well-known song - non-diegetic music - Muse - 'Feelin' good' - implies that Virgin customers will feel good and also links to being 'in the sky'
- Intertextuality - golden eye (James Bond) - martini glass connotes glamour, class, sophistication and fun. Oversized so our eye is drawn to it.
- Recognisable cities/landmarks e.g. Gherkin, Statue of Liberty - shows that Virgin can take you anywhere - looks impressive
- No cuts - flowing transition which suggests that the flight and the experience with Virgin will be smooth
- Men poledancing on forks is humorous and shows an alternative representation of men
- Iconography of flying (jet engines, security machines, suitcase, air hostesses, tickets) relates to airplanes and travel experiences - audience automatically recognise what it is about
- Main colour red which creates brand recognition. Secondary colours are glittery which connotes glamour and luxury. The air hostesses also wear purple which connotes sophistication.
- Surreal advert - sizes of women and men, melting women, man on cloud - intrigues viewer - seems magical and perfect.
-Ends with humour at end by using diegetic sound - 'Is that Linda?' 'No, she's in Miami' - humanises the women and makes the audience feel more keen to fly with Virgin.
-Attractive men and women engage audience using their image. Direct eye contact, bold stances and body language.


 
2 Media Representations (12 marks) How is gender represented in the advert?

- Women wear red which connotes glamour and passion
- Women and men in Martini glass look equal, friendly and approachable
- Man being tucked in - presenting women as protective and helpful. Slightly suggestive 'shh' and glance at camera.
- Men in suits makes airline appear smart and sophisticated - they appear confident and in charge.
- Men poledancing and x-ray machine adds element of comedy which shows flight will be fun and entertaining. This also stops advert from purely sexualising women.
- Representation of women normalised at end - women taking off heels shows going back to reality
- Women turn safety procedures into sexualised dances which suggests that women are there to look at (male gaze)
- The focus on giant eyes and lips entices men and again suggests that women are there to be looked at. Ripping of shirt (intertextuality American Beauty) connotes passion and attractiveness.
- Male pilots waving to 'fans' on red carpet appear to be cool and in control. They're to be admired.
- Women as servants - on flight attendants and carrying men on suitcases at beginning
-  All presented as perfect and without flaws.


3 Media Institutions (12 marks) What values and ideologies are present in this advert?

- Playful and fun airline - man sliding down suitcase, going through security, relaxed tone
- Best airline, lots of available flights - several planes in sky at once
- Airline cares - x-rays, tucking man in on cloud, serving on board
- Pilots and airhostesses are smiling so appear friendly and helpful
- End stood on wing looking welcoming
- Woman serving ice cream - shows crew are confident and do their job
- Smooth transitions suggest easy flight
- Red carpet likened them to celebrities - shows in demand company
- Music based on a classic with a modern twist - suggesting Virgin are the same
- Silver cutlery showing high standards
- Final shot of employees appearing humorous shows that Virgin are able to laugh at themselves. It also makes the company seem less intimidating as we can relate to the people that work for Virgin. Ideology could be that they value everyone.



4 Media Audiences (12 marks) How does the advert try to convince the audience that Virgin are the best company to fly with?

- Silhouettes throughout sky showing that Virgin fly all over the world - same is true with the difference locations shown.
-Red carpet and waving tickets shows that it is a company which is in demand and popular- links to celebrity status and shows that they are better than all others. Customers seem desperate to fly with Virgin and have the full 'experience'
- Women serving customers shows airline is helpful and will go the extra mile
- Man sleeping on cloud which has connotations of soft beds and luxury. Hostess tucking him in shows that customers are given the personal touch in comparison with other companies.
- Professional outfits indicates that the company is also professional - corporate image of red shows high standards across the board.
- Technology and cinema style curtains which suggests luxury and access the best items
- Standing on wing at end shows availability of staff
- High quality advert (CGI and transitions) shows that the company also has money available for a good experience and don't try to skip the extra things which make a flight enjoyable.
- Prawn/fresh food, cutlery and cocktails shows that the airline has the best options for their customers
- Fast security - metal detectors.
- All of the above features play on common reports/complaints about airlines. Virgin Atlantic are seeking to establish themselves as a high quality company who won't let you down and are not like other flight carriers. Presenting themselves as celebrities automatically shows that they want to be seen as having a higher status and will do their best to make their customers feel valued and special.


Look over these notes (and others) for your revision. Make sure you can recognise technical codes used to construct adverts and focus on values and ideologies (as this seems to be the one most of you are struggling on). When you watch film trailers and adverts try to look at them as a Media student!