Old Spice analysis

The use of the text is a lie to get the customers to be intrigued in the product. So it is more of a joke, to persuade the audience using humour. This is as the target audience is a younger audience. This poster advert attracts youth due to the way they have advertised the perfume on a beach saying its from the Bahamas making the audience think they will smell that fresh smell of the beach and nature. They've also used a range of many different photos in bright colours which stands out making your eyes drawn to the poster as it looks interesting. Therefore this makes more people engage with the poster meaning more people may invest further into looking more at their product.                        

Preliminary Production Evaluation (Moving Image).

When evaluating the shot 'where a short skirt if you're a man', the location in the original is against a simple white background, therefore we tried to recreate this by using our white room facility to make an accurate background. Although the background isn't spot on, we tried our hardest to get it similar. The camera shot is a wide shot, so we made sure our camera was set up to copy this shot and make sure it is the same as the original clip. I think we did well in the accuracy of the camera shot as it is almost identical to the original. We have edited it so the video is cropped down to the original video length to ensure it matches the original and is in time with the background sound. The lighting in the original clip is quite a natural light as though it is just coming from an outside window, therefore we didn't have our spotlights on fully otherwise it would have been too bright, although if we were to do it again we could make our clip even darker so it blends in with the original clip. For mise en scene, we managed too get a similar poster to hold copying the exact words making it identical. However although we managed to get a man in a short skirt we should have focussed on getting the same colour skirt and in our video he is wearing trousers and in the original he isn't.

Three point lighting

Photo 1: DSLR                                                    


Photo 2: Film camera                                                
















These two photos are identical photos but taken with different types of cameras. This shows the difference in quality of each camera. The first difference that is noticeable, it the colour of the two photos. The photo taken with the DSLR is a much more clear and white colour with a cold tone, whereas the the photo taken with the film camera has gone more yellow colour with a warm tone. The overall quality of the first photo is better

How does the video for H&M's Bring it on campaign promote H&M as an ethical fashion retailer?

This H&M campaign uses fast-paced editing throughout, this is shown as the are cutting from scene to scene which therefore is representing the fashion industry through the fast-pace edition which the fashion industry is commonly known for. Furthermore, the overall video refers to the importance of recycling your clothes. By promoting this video, H&M's 'Bring It On' campaign is becoming recognised by a wider audience, making it known to more people the ethics which the brand believes in. For many, this promotion is very appealing as the need for recycling is becoming greater; adding to this some members of the audience then may chose to shop at H&M as they are representing themselves as ethical, with clothing being made from recycled fibres. 

The video begins with an establishing shot of a party setting. Here the lighting is low, with the people included shown as silhouettes in the darkness. Similarly, the diegetic sound within this scene, the singing and the base of the music also represent a party environment. 

Editing: This is the art of assembling shots together to tell the visual story of a film. they are an important crew member in any film because they essentially give the final shape to the film.

Cut: Most basic and common type of transition. A cut happens when one shot instantly replaces the other - so they are widely used. Cuts are essential for the effects of juxtaposition. Cuts are mainly used for a technical need, thought the abrupt replacement of one shot by the other demands an interpretation from the view.

Fade in/fade out: These are the second most common type of transition. Fade outs happen when the picture is gradually replaced by black screen or any other solid colour. Fade outs tend to be used to conclude films. Fade ins are the opposite, and a solid colour gradually gives way to a picture.

Dissolve: This happens when one shot gradually replaces the next - one disappears as the following appears. For a few seconds, they both overlap and so both pictures are visible.

Wipe: these are dynamic and happen when one shot push the other off frame.

Jump cut: Shows the passage of time or to add a level of urgency to a scene. they are used in montages.

Poster 2

Poster 1

Contact sheet

Pre production research

Fair trade

Fair trade is a simple way to make a difference to the lives of the people who grow the things we love. We do this by changing the way trade works through better prices, decent working conditions and a fair deal for farmers and workers in developing countries. 

Fair trade products

Coco beans
jewellery 
tea
banana 
coffee
gold
beauty products
flowers
sugar

There are over 1.65 million farmers and workers in 1,226 producer organisations across the Fairtrade system. 

The list below allows you to explore some case studies of both producer organisations and individual workers in 74 countries across four continents.

Discover the difference that Fairtrade is making to the lives of farmers and workers, their families and communities.

How the political context in which newspapers are produced, influences their ownership and regulation

1. Explain the political significance of the concept of 'press freedom' and its relationship to representative democracy. Why do you think freedom of the press is important? How much influence do you think the government should have about the things reported in the UK press?

We personally feel that the free press has both positives and negatives and therefor shouldn't be totally self regulated the invasion of privacy of those in the public eye is becoming more common. Which reporters taking stories to far and gaining private information this is happening due to the demand that the audience and readers give, responding well to stories that seem more exclusive. However, i feel that when a scoop isn't in the public interest then it should be required as required as reporters for newspapers are gaining both unwanted information and information which is to invasive.

The concept of "press freedom`' has political significants as newspapers are able to support any political ideology, printing stories hatching this ideology. due to this, even though the government has little say or control of the press, politics remains one of the most covered stories. This relationship between press freedom and its political significants helps to represents the democratic society in Britain; allowing readers to choose which ideology they may follow, without any regulation again them. Just as everyone is aloud an opinion is allowed when voting with the majority gaining power.

We personally feel that the government should oversee what is covered within the press.

2. How are newspapers regulated and why do you think this is necessary? Can you refer to an academic idea we have studied in class? 


The main organisations that regulate newspapers consist of: Editor's code of practice, Press Complaints Commission (PCC), and the Independent Press Standards Organisation (IPSO). This is necessary so that newspaper companies are protected by these organisations so that stories are checked to make sure there is no obligation to those stories which could harm the company involved if there was a problem with story coverage.


3. What examples of editorialised content would not fit 'impartial' television news (e.g. social or political opinion) from The Guardian and The Daily Mail print or online editions.

Editorialised content means that its not advertising based in the act that they pursue direct sales intensions. This is the reason in which customers purchase or subscribe to these news outlets. News outlets of this type manipulate and distorts news values in order to broadcast impartial judgments of peoples beliefs and what they want to hear.

4. What examples of ownership models, e.g. The Guardian’s trust ownership and The Daily Mail’s proprietor model, could show the opportunities offered by the latter model for control by ‘press barons’.


Ownership models like the Daily mail’s proprietor model offer a prime example of how media can be controlled to influence public political views. Press barons like Rupert Murdoch, who controls most UK tabloids, can be seen to share his political opinions in each of his newspapers; this allows for an unfair opinion to be shared with the UK. 


5. How much power does the press have to shape political debate, e.g. the influence of proprietors on politicians to support policies promoting cross-media ownership or holding back from regulation. 


The press can develop power through ownership of newspapers which consequently can shape political stances due to their ideologues and therefore political debate through the widespread circulation which has the power to influence politicians in their debates. The owners of newspapers can influence the editorial stance of a newspaper. Newspapers will also attempt to influence how the public vote in elections. It is important that newspapers stick to a code of conduct or rules set out by independent organisations in order to avoid this. If one large business or one singular man owns a company their ideologies can filter down into the papers. This relates to Hesmondhalgh's theory on cultural industries as DMGT (owner of the Daily Mail) also owns multiple other companies as shown above. This therefore shows the integration and conglomeration of cultural industries which follows the normal capitalist patterns seen in Hesmondhalgh's theory.


6. Explain the political affiliations of the two newspapers, e.g. The Daily Mail as a right wing newspaper is partly defined by its support for the Conservative party, The Guardian as a centre-left newspaper is partly defined by its support for Labour or the Liberal Democrats, and how this is clear from an example you have studied.


To begin with, the daily mail is a clear right wing(capitalist) newspaper, which evidently portrays these views through its conservative stories and layout.The daily mail always tends to have a focus on money and prices in modern life- even when not especially relevant to the story. The mail does this because of its political affiliation, due to the wealthy being interested in the price of things. Another point, is that the mail favours right wing people and the wealthy, which is clearly shown in their bias to some stories. An example of this, was the paradise papers coverage, which involved the queen being under fire for not paying taxes and also for the elites dodging tax. In this, the mail back up the queen and made it as if those lesser off were wrong and the queen was simply a victim. In contrast to the mail, we see the guardian adopts the left wing (socialist) ideologies because of its support for labour . The guardian is very much a hard newspaper and so what it conveys tends to be less biased and more factual. Despite this though, there is a slight lean in what it has written towards the socialist side of things and so the rich tend to look worse. Interestingly, the guardian also says a lot about tax at the minute, though what it says is how rich rich should really help the poor and so they should be taxed a greater amount.

Ok Go: Representation in music video

1. HOW ARE OK GO REPRESENTING THEMSELVES?
They are making themselves original and different so that they stand out from other artists, therefore people will be interested in their music video. 
2.WHAT MEDIA LANGUAGE IS PRESENT IN ALL THREE MUSIC VIDEOS GIVING THEM A UNIQUE IDENTITY? THINK ABOUT THE SIMILARITIES BETWEEN EACH VIDEO.
3. WHY DO YOU THINK THEY HAVE ADOPTED THIS REPRESENTATION? 

Amnesty international poster

Analysing Shelter's Poster

• How have they used their actors in their images?

They used their actors to look motionless and have no expression to look straight into the camera making it look like they are looking at you (the audience), this will make people want to stop and read more about it to see what they are advertising. 
How have they directed their facial expression?

The actors look worried or in shock as they don't really have a facial expression, they are just looking face first into the camera looking at the audience like they need you help.

• How have they been lit?

There is soft lighting used to make their faces clearer so you can see their expression, it also make the background black emphasising their faces. 

• How has Shelter used layout to convey their message?

Shelter used layout to convey their message by using three different people who look like they are well off because it shows that it can happen to anyone, anyone can lose their home and be put out on the streets at any time. They put their faces next to each other to show how they are all together and in the same situation. 

• How has the use of font contributed to the message?

They used big bold red lettering over their faces to show what they are thinking but they make it faded a bit so you can still see their faces underneath, the writing reads 'BUT WHERE WILL WE LIVE', 'HE CAN'T DO THAT' and 'I CAN'T FACE IT', this will be shocking to some people as they might be going through a similar situation or might be lucky enough not to but want to help those in need, the writing along with the facial expressions will leave the audience worrying/ thinking about it and want to help. 

• How has the audience been communicated with? What do the messages mean?

The audience can communicate with the poster as some people in the need of Shelters aid might have thought or said what's written over there faces. The messages mean anyone who has thought that can be helped by Shelter as they might be in need of some help if they have been kicked out of their homes or have no where to live/ sleep.  

Analysing Lucozade's Advertisement

They have used font and layout to engage the audience by the font being in bold capital letters an very simple so is easy to read and eye-catching. It is also in blue with a yellow outline this stands out as yellow is a very bright colour versus blue which is fairly dark. The colour blue may represent water which could be suggesting that the drink is very refreshing, whereas the colour yellow may represent the sun which gives energy, therefore giving connotations of energy and how the drink is an energy drink. Also with the font being very large the writing is split onto three lines, this makes it engage the audience more as it takes up a lot of the poster therefore is very visible.
The angle of the camera shot engages the audience as it is a close head shot of Gareth Bale and very detailed. This engages the audience because it is very serious meaning he is very determined and focused, showing that the drink will make you concentrated and ready to play football. It is also very clear which makes it quite in your face. It also takes up the other half of the screen to the words, therefore the poster isn't very busy making the audiences eye easily see the two aspects of the poster.

'In a different league' contributes to the meaning of the lucozade advertisement poster as it suggests that when you drink a lucozade it makes your performance a 'different league', therefore persuading the audience to buy their drink as its suggesting you'll be better at your sport. It may also give connotations that the drink is in a 'different league' to other drinks, so making the audience wanting to buy it as the are explaining it to be so good so they would want to see if its really as good as they're saying. The word 'league' may also related to football as you have football leagues, which also relates back to sport.
The direction given by the photographer to Gareth Bale in the image, may be to look serious an keep a straight face to reenforce the idea of the Lucozade drink making you focus and concentrated.

They have used a medium tone lighting on Gareth Bale with a bright background. They have probably used heat on his as well to make him sweat, an with a bright light on him this shows the sweat on him. They have one this because it shows that he is working hard and the energy drink is giving him energy and making him concentrate an energised.

Case Study

The newspaper on the right is the daily mail which is a capitalist paper, this means that they are for the queen, therefore not being part of the scandal as she is the monarch and they like the idea of having a higher archy, which means that they would not want her to be shamed. However. this is the opposite of the guardian which is a socialist paper. Their aim will be to make the queen look like she only cares about herself and they will be saying that if she did know about the money that it could have gone to the NHS or could have gone to the poor. Nobody knows exactly what the queen was doing and they don't know if she was part of it or not. They are both contrasting each other because the daily mail is saying she is the victim and the guardian is saying she is the problem. This is a very controversial problem that starts a lot of arguments between politicians and members of the public. This is because she is widely regarded as being a national treasure and people don't want to believe that their leader would be doing this and for the people that don't like her would be able to us this as ammo to prove that they don't want capitalism.

Media Audience

The use of language confirms the readers viewpoints of the story because the newspaper is for the capitalist opinions that don't want their leader dragged into this. This is why they are making her sound like the victim, which would mean she would have been apart of this scandal because they respect her a lot.

Media Representation 

This article is significant for understanding reader appeal because it is showing that women can be successful from a young age and not just men. It is trying to show gender equality and just because someone is a female doesn't mean that they can't make a
..
s much money, or do as well as men. Also the doctor that is encouraging the diet plan is a female whereas her assistant is a male, this is counter stereotypical. The fact that the paper is enforcing women to diet, shows stereotype as it is the stereotypical view of a women to be slim, also saying 'party dress' shows the sexuality of the women referring to a 'dress' and what the appearance 'should' be like.


Media Language

The masthead- The Daily Mail
The headline- Queen dragged into £10M offshore tax news.
Articles- At the bottom of the page it features parts of the main article, this makes the reader want to read on if they start reading it.
Image- School girl
Adverts
Poppy- Respect, Remembrance Sunday.
Feature of another article with page numbers.

Media Industries

The political ideology of the newspaper is made clear as the queen is made to look like the victim "dragged" this is because The Daily Mail is a left wing paper. On the other hand The Guardian is a right wing paper as they want the queen to look like a dictator.

The Paradise Papers Story Coverage

On Monday 6th November, the main headlines covered leaked documents revealing the financial details of the super-rich. It outlined how many were allowed to keep money outside of the UK in order to avoid paying tax.
If tax is being paid, the struggling poor will not be receiving their benefits and the public services won't be getting funded.
The Guardian spent a number of days publishing a series of articles focusing on this 'Paradise Papers' story. The yellow colours linked all of these front covers together.
The Guardian has negative language an critical of the Queen, whereas The Daily Mail focuses on making the Queen look to victim.

Advertising: Old Spice Analysis

This advertisement appeals to the female gender. This is shown as the guy on the poster is insinuating that you want your man to smell like him.

The fact the man is on a horse engages the audience as it is strange and he is holding the aftershave. Also the catch phrase engages the audience as it is in a different colour and stands out to the background.

The product is featured by the man holding it in his hands and he is in a masculine position showing that he is a 'man' because he wears that aftershave.

All of the parts of the poster campaign work together to sell the product due to the man holding the aftershave looks very strong and manly, due to being muscular. Therefore the phrase 'smell like a man, man' is intimidating to other men as its almost saying that they don't smell like a man.

The Big Issue Essay Question

Intertextuality is the relationship between texts.
The Big Issue uses Intertextuality on the cover that is talking about Brexit. The cover shows four politicians: Nicola Sturgeon, David Cameron, Boris Johnson and Nigel Farage, their heads are placed on top of the famous Swedish pop group Abba. This will refer more to an older audience as the group was mainly popular from 1974-1982 so their younger readers won't necessarily understand this as much as the older generation would. They use the Intertextuality as everything they say links to the name or lyrics of one of Abba's songs, for example the cover title reads 'The Winner Takes It All' which is a reference to an Abba song. In addition to this, another way intertextuality is used is David Cameron saying 'Knowing me, knowing EU' this would be funny as it's a pun of one of Abba's songs called 'Knowing me Knowing you' so although this pun is smart and funny it is only relevant to those who know Abba and their music.The speech bubbles used not only references an Abba song, it also refers to what each politician wants to do, for example Nigel Farage wants to leave the EU so he is saying 'Take a chan-chance' which it meaning that he wants people to trust him and vote to leave the EU. Whereas David Cameron is saying 'Knowing me, knowing EU' this is saying he thinks we should say in the EU as he knows our best interests. Boris Johnson is saying 'This time we're through' this is referencing to the fact that Britain left the EU, and for Nicola Sturgeon they added her saying 'Breaking up is never easy! I know' this is referring that she knows that it won't be so easy to leave the EU and will be more difficult than thought.  

Massive Attack: Research

Massive Attack are an English trip hop group formed in 1988 in Bristol, consisting of Robert "3D" Del Naja, Grant "Daddy G" Marshall and formerly Andy "Mushroom" Vowles ("Mush"). 

Their debut album Blue Lines was released in 1991, with the single "Unfinished Sympathy" reaching the charts and later being voted the 63rd greatest song of all time in a poll by NME.

Baillie Walsh is a British music video and film director. He is best known for writing and directing the film Flashbacks of a Fool (2008) starring Daniel Craig, Eve, Harry Eden, and Felicity Jones.

Walsh has directed music videos for clients such as Boy George, Massive Attack, New Order, Kylie Minogue and Oasis.

Street Culture is a Cultural aspect of the streets in cities and towns where you find the youth expressing the creativity they have instilled within them. Popular styles of urban centres. ... It is the creative forces in the city.

Post punk is a style of rock music inspired by punk but less aggressive in performance and musically more experimental.

Comparing editorial comment

Comparing editorial comment.

Similarities:

• Small masthead
• Column style- text based(no images) 
• Authoritative, persuasive tone
• Subheading- outlines opinion 
• Based on current affairs
• 2-3 different comment articles 

Differences:

• The language is more challenging in The Guardian then the Daily Mail
• The Guardian is more factual and uses more statistics 
• The Guardian is written for more educated people