We are David Bailey campaign

Media Language - Looking at adverts

Today you brought in some of your favourite adverts for us to look at as a class. We analysed the use of camera shots, editing, lighting, sound and mise-en-scene within each one. Here are the ads that you chose:

Ipad Air - Joe

 

Malibu - Anna

 

Cadbury's Eyebrows - Gina

 

Nike Basketball - Jay

 

Netflix Ricky Gervais - Alex

Strongbow - Lloyd

The Smiler Alton Towers - Raveena

3 #danceponydance - Gina

Leave a comment in the comments box (below) about your video. The more analysis of media language the better! See if you can include something about ideology and audience too. I will be looking out for key words and terminology!

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!

75th Anniversary video - Isaac

Here are the amendments for your video:

35 secs: Change music to Music or MUSIC

49 secs: Change drama to Drama or DRAMA

56 secs: Professional - check your spelling

2:06: SEIZE the day - Decide if you want 'Seize the Day' or 'SEIZE THE DAY'

2:14: Professional

2:49: British Oscar Nominated Actress

2:53: Pirates of the Caribbean

3:18: Nottingham - You've had a bit of a typo!

3:34: BBC needs to be in capitals and 'attributes' isn't the word you want. Try 'remnants'

4:17 It should say 'Let's celebrate'


The video is brilliant - great choice of clips and editing. Well done! Tweet when you have completed it and I will download it.

Homework - Past paper question

Spend one hour answering the following exam question:

Developments in new/digital media mean that audiences can now have access to a greater variety of views and values. To what extent are audiences empowered by these developments?

This homework should not just be one hour long! You should spend a long time planning and gathering evidence from your case study so that you know what to say. Preparation is key here! Look at the mark scheme to ensure you are doing what you should be.

The Impact of New/Digital Media past paper questions

Here are the past paper questions for your upcoming exam! Your case study should allow you to answer any of the following questions in depth.

 

 

The Impact of New/Digital Media

 

1.      Developments in new/digital media mean that audiences can now have access to a greater variety of views and values. To what extent are audiences empowered by these developments?

 

2.      Why and with what success are traditional media institutions adapting to the challenge posed by new/digital media?

 

3.      New and digital media offers media institutions different ways of reaching audiences.

Consider how and why media institutions are using these techniques.

 

4.      ‘To connect, to create, to share creativity or thought, to discuss, to collaborate, to form groups or to combine with others in mutual interests or passions. If you can’t see the point of any of those things, you will not see the point of Facebook.’  (www.guardian.co.uk) What opportunities and/or disadvantages do new and digital media have for audiences?

5.      How has new/digital media changed the ways in which information reaches audiences and what are the implications?

 

6.      ‘New and digital media erodes the dividing line between reporters and reported, between active producers and passive audiences: people are enabled to speak for themselves.’ (www.indymedia.org.uk) Have such developments made the media more democratic, with more equal participation by more people?

 

7.      Digital media have, in many ways, changed how we consume media products. Who do you think benefits most, audiences or producers?

 

8.  'Media Institutions are right to feel threatened by new/digital media'.Consider this statement and show how media institutions are reacting to technological developments.

 

9.  Although new and digital media may promise audiences more freedom, it does not necessarily give them more power. Discuss.

 

10.  New and digital media is creating one global culture. Do you think that this is true?

 

       11. The only way to survive in the digital world is to keep innovating. Do you agree?

 

        12. Most of the traditional media’s attempts to compete with new and digital media have been too little and too late. Does your case study support this view?

13.  The internet is a democratic space, where we are all free to participate equally.

Using your own case study, discuss whether the impact of new and digital media is democratic.

 

14.  New and digital media offer a wide range of competing ideas and opinions from experts and journalists to bloggers and social networkers, making it harder for audiences to know who to trust. In such an environment, how does the audience know who to trust?

MEST 1 Section B - A good answer

Section B - Here's an example!

In my case study of music in the media audiences have changed the media output

and become more powerful. An example of this is through the broadcast platform.

Channels such as NME TV, MTV and VH1 allow audiences to use ‘red button’

features such as voting for music videos that they wish to be played on the channel.

NME TV features a ‘chart show’ which is entirely voted for by viewers on weekdays,

showing how the audience are given power in order to shape media output.

However, in less recent years audiences had less power in shaping media output as

it was more difficult for audience opinions and views to be shared with producers of

media texts. As Web 7.0 evolved, E-media gave audiences more power. NME.com

and other music websites allow users to sign up for online accounts, ‘rate’ photos

and videos using a ‘star’ system and leave comments with their opinions on articles

and blogs by NME writers. Users can also join forums and debate certain topics in

music, such as bands splitting. NME.com advertises the fact that they ‘print the best

responses each week.’ Comments on blogs, videos or news stories can then be

featured on the magazine ‘letters’ page. Allowing audiences to shape what is

contained in the magazine.

However, some aspects of broadcasting do not give audiences this power. DVDs

such as ‘Live Forever – The Rise and Fall of Britpop’ conveys information and

entertainment to audiences who seek it by buying the DVD, however the audiences

is assumed passive as they do not have an opportunity to contribute to the DVD and

therefore shape the output.

Conversely more modern DVDs within the past 3 years, particularly those focused on

particular musicians, allow fans to have more power. An example is ‘The Killers –

Live from The Royal Albert Hall’ which features fan interviews allowing them to

decide what opinions to contribute to the final DVD output as well as deciding their

costume and location. Print has not given audiences the same power as new

technology has enabled them to have. However Letters Pages in magazines such as

NME and Q allow audiences some power in contributing to the output, as well as

surveys attached within the magazine, allowing readers to vote for their favourite

aspect of the magazine such as ‘songs to hear this week’, before sending them to the

magazine creators, registering their opinion.

E-media has allowed audience power to increase. Sites such as Youtube and

Myspace music allow users to listen to songs or watch music videos, as the website

counts the number of ‘plays’ or ‘hits’ received. This can influence the artist’s ideas on

which songs and videos generate most interest and therefore which directions best to

pursue, examples are Lady GaGa the ‘most watched artist on Youtube.’ As she has

the most ‘hits’ this can influence artists such as Lady GaGa and alert them to what

the consumers want, shaping output that artists have. Songs voted for online at

NME.com are also reviewed in the magazine. Qthemusic.com allows magazine

readers to submit ‘cash for questions’ in which they ask their own questions to a

music artist, whose interview is featured in the next magazine. These ‘comments’

therefore give audiences power to shape the eventual output of the magazine and

have parts of the magazine tailored to them. However some aspects from all three

platforms are less successful at allowing audiences to shape the output. Although

Youtube allows active viewers to leave comments with their opinions, most videos

are hosted by normal users rather than official record label accounts, meaning that

the audience opinions do not reach the creators of the text.

Several music channels such as Q do not feature TV shows voted for by viewers as

often as other channels, instead focusing on relevant topics such as ‘Confirmed’.

This year’s festival line-up.’ This may still entertain audiences and gratify them

however they have less control over what is played. Print advertisements for events

such as the Glastonbury festival do not enhance audience power as the audience are

assumed to be passive and are told ‘Buy your tickets now.’ However the BBC1

coverage of Glastonbury festival allows viewers to use ‘red button’ technology and

choose which artist to watch. This is successful as it gives individuals power to watch

who they choose without affecting other viewers. By giving audiences this power and

freedom to select what they want to watch, the BBC is successful in involving the

audience on a more personal level without merely casting a vote.

This supports the idea that audiences are becoming more powerful as the technology

development allows audiences to interact and give opinions, shaping what they then

consume. Before technology developments audiences were more limited. An

example is older music videos such as Michael Jackson’s ‘Thriller’. The success of

the video was down purely to sales of the single, as active audience members,

viewers and fans did not have the option to ‘rate’ the video online or use ‘red button’

or ‘vote’ to indicate their opinion and its popularity. It was sales alone which

determined the amount of airplay the video would receive – meaning that audiences

still had power but it cost money and each individual had less of an impact – for

example they could not register a negative opinion as the video.

The increased audience role allows institutions such as NME to cater towards

audiences and their preferences, appealing more directly to their fans. This shows

how successful institutions have given audiences more power and could be a factor

for E-Media gaining more popularity than print or broadcast products.