A few moving image texts to analyse before the exam!

First off, John Lewis. We know how much Year 13 love John Lewis and the new advert definitely hasn't let us down. It's almost like a mini film and really creates a sense of nostalgia. Notice how John Lewis never reveal who the advertisement is for until the very end!

'For 150 years you've never stood still'

 

Year 12 exam style questions:

Media Institutions

What brand values are communicated about John Lewis?

(12 marks)

 

Media Forms

How are editing and sound used in the sequence to structure the narrative?

(12 marks)

 

Media Representations

How is family life represented in the sequence?

(12 marks)

 

Media Audiences

How does the advert target the audience?

(12 marks)

 

Year 13 exam style questions:

 

How does John Lewis create a strong brand identity in these print and online products? (8 marks)

 

 

How is the representation of family life constructed to appeal to the audience?

You may also refer to other media products to support your answer.

(12 marks)

 

Is the media able to challenge traditional representations of femininity? You should refer to other media products to support your answer. (12 marks)

 

My personal favourite, Spotify! 'Power to music lovers'

 

Year 12 exam style questions:

 

Media Institutions

What is suggested about Spotify through this advert?

(12 marks)

 

Media Forms

How are sound and editing used to engage the audience?

(12 marks)

 

Media Representations

How are stereotypes subverted through the Spotify advert?

(12 marks)

 

Media Audiences

How do Spotify and Vodafone seek to appeal to their target audience(s)?

(12 marks)

 

Year 13 exam style questions:

 

How do Spotify and Vodafone seek to engage an existing audience and appeal to new audiences?  (8 marks)

 

 

How is the representation of the elderly constructed to appeal to the audience?

You may also refer to other media products to support your answer.

(12 marks)

 

How important is it for producers to have a multi-platform presence?

You should refer to other media products to support your answer.

(12 marks)

 

Iphone 5s 'You're more powerful than you think'

 All of you to analyse:

How many different ways does the advert suggest the Iphone 5S could improve your life?
How do sound and editing convey the idea that an Iphone 5s is necessary to have?
How are Apple's brand values communicated?

 

 

Keep checking the blog and twitter for exam tips. Good luck with revision!

Nike 'Make it count' (Pre-reading for Friday's lesson)

In 2012, Nike launched a campaign called 'Make it count'. At the heart of the campaign was the idea that we step up, exercise and make every day count fully. Nike's campaign had several parts: viral video, youtube videos, posters, Twitter hashtag and website. Remember that a campaign means it will be across several platforms or there will be more than one product. This is in order to reach a wider audience using a variety of techniques.

 

The viral video, produced by Casey Neistat and Max Joseph, shows the two men travelling around the world in ten days with the Nike Fuelband. With over 8 million views and counting, the video spread quickly and worked on the audience's need to escape from the stresses of daily life and immerse themselves in something exciting (diversion).

 

 

 Alongside the viral video, there are also several black and white posters featuring a number of the UK's top athletes making personal pledges for 2012. It then encourages everyone else to join in on Twitter, by announcing their own goals via the hashtag #makeitcount.

Created by Wieden + Kennedy London and AKQA, the campaign includes a series of posters shot by photographer Adam Hinton, which show the athletes at the most intense (and at times painful-looking) moments during training. Each athlete's pledge is then written on top of the image. These vary from the straightforward – "Don't dream of winning. Train for it." from Mo Farah – to the stark: Paula Radclliffe's poster simply states that "nearly isn't enough". 

 

 

 

 

 

As well as being shown on poster sites and online, Adam Hinton's portraits were displayed in Nike's 1948 store in Shoreditch, London from January 18. "We wanted to show the sheer hard work and determination these athletes put into the sports they love," says Hinton of the images. "To be at the top of their game requires enormous amounts of blood, sweat and tears and they train hard, pushing themselves to the limit to get there."

 

There was also a further in-store component to the campaign at Nike's flagship London stores in Westfield Stratford City and Oxford Street, where shoppers were photographed alongside their own handwritten pledges, with the resulting images displayed around the stores. While no mention of the Olympics is made in the ads (Nike was not an official partner of the Games), the theme of the campaign and the decision to use UK athletes only makes it difficult not to link it to the event.

There is also a series of online films, directed by Joe Roberts, expanding on the theme. Mo Farah and Rio Ferdinand's films are shown below. Think about how you might write a semiotic analysis of these videos for Section A of your exam. We will be watching them on Friday and I will expect your input!

 

 

Source:



Creative review

Questions to consider:

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

2 Media Representations (12 marks) How are athletes represented in the advert?

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

4 Media Audiences (12 marks) How does the advert try to convince the audience to use Nike products?