exam practice

Advertisement uses media language to create a representation of gender and a brand identity. This is represented in Dove and Score.

Firstly Score represents woman in a negative way as oppose to Dove. Score represents women as possessions of the man and that they fall for him as he wears the score cream, that there beauty is dependent on there appearance as shown through the mise en scene of there attire which is minimum.
Where as in the Dove advert women beauty is expressed the mise en scene of the clothing of the women is opposite to the score advert, she is covered up and wears plain clothing but her beauty is highlighted where it reads "44 and hot" but on the score advert all the women are younger and similar looking that a stereo typical look determines beauty that men want.

Secondly the man is represented as the centre of the ad as shown through the mise en scene of the setting as the man is appeared to be presented as higher as the women. The media representation of the mise en scene of the setting in dove represents a plain white background and the woman as the centre of the advertisement.

The dove ad also follows the theorist Ferdinand de Saussure who believed the mass media are
forms of communication which deploy traditional language structures, but also are full of other codes. The language structure being the play on words with the two questions "44 and hot?" and "44 and not?" with the other codes being that Dove is trying to express the word "hot" is not determined on what the mass media stereotypically make it out to be. As represented in score which suggests "get what you always wanted" in this case what the media represent as men wanting women.   

Scarcity is also represented in both ads. It is done to highlight what you miss out on if you don't use the product in Score it represents that women are scarce and that score will get you what you always wanted: an abundance of women.  This is represented through the mise en scene of the camera angle as the women are positioned lower then the man as if they have a lower power ranking and are owned by him. Where as in the Dove ad it suggests that if you use the cream no matter what you look like you can look feel good in what you look like. As presented by your choice as the audience if you was to choose "44 and not?" the women in the ad is still smiling and therefore your opinion does not affect them .

Science of persuasion

1) Reciprocity: Give and receive.

represented in ‘boss life’: It offers you the lifestyle ( live in the city and have an extravagant lifestyle). This is reinforced through mise en scene through the setting of the hotel.

represented in ‘score’: It capitalises on historical context “ you’re the hero” and you’ll get women. This is reinforced through media language by mise en scene for example the clothing the male wears ( army and gun) and how he is glorified through the women who are wearing revealing clothes.


2) Scarcity: what is unique about the product and what they stand to loos if they don’t buy it.


represented in ‘boss life’: Builds a narrative that you will have ultimate power  by having the product. This is reinforced through mise en scene as there clothing and VIP status makes everyone look at them.

represented in ‘score’: It represents that women are scarce and that score will get you what you always wanted: an abundance of women.  This is represented through the mise en scene of the camera angle as the women are positioned lower then the man as if they have a lower power ranking and are owned by him.


3) Authority: signal to others what makes you a creditable company.

represented in ‘boss life’: It represents two well known youtube start with well known channels therefore they have a brand identity that many people will be drawn to.


represented in ‘score’: It represents that man has the authority this is reinforced through the mise en scene of his uniform being army clothing as well as the props through his gun.


4) Consistency: commitments that can be made.


represented in ‘boss life’: we follow a sells idea that the people in the video are committed to the product and that the product gets you close to your dream for example wealth can be presented through the mise en scene of the brief case signifying money.


represented in ‘score’: the man in the advert conveys every man and that consistently all women love him cause he has the product this is shown through the mise en scene of the framing and how they are all caring for him.


5) liking: like people who are similar to you.


represented in ‘boss life’: you like the lifestyle and therefore are connected to it.

represented in ‘score’: The male audience will like the position the man is in and will also want to be in it.

Both products want you to have a connection with the brand identity before the product so you are more likely to buy it.



6) consensus: People will look at actions of others to determine your own.


represented in ‘boss life’: It represents it in a way where who ever has the makeup has the power and the lifestyle which is reinforced through the mise en scene of the props of the gold mascara representing currency.

represented in ‘score’: It suggests he is the main man and who ever has the cream can be the main man and get girls.

script

1) The robbery


int. inside

                                                                 oliver

                             ye i had a normal friday i was volunteering at the alcohol supports service then                                 some guy kinda stood out to me, you know what i mean someone you sorta feel sorry for. He spoke about how he went on a night out and woke in the same clothes and backpack in a ditch, he didn’t remember a thing, most defiantly alcohol related. I felt for the poor lad I’ve been in that same situation before. i offered him a lift home. We spoke about the usual stuff and how he could call me if he needed a chat. i stopped to get some petrol you know the cars been playing up for weeks dodgy motor. then got bloody caught up in the shop then the geezer behind the counter spoke about how a masked lad took down a huge bank robbery on 6th street, i didn’t really give a damb i just wanted to get to the guy in the car, i dropped him home and then on the way back thats when you started tailing me i looked over to the wing mirror thats  when i saw he forget his bag in the car i looked in it there it    was everything the mask the money it was him that left his bag in my car it was him that robbed the              bank. 

           


3 main plot points:

 1) went to alcohol supports class friday and a guy stood out to you so you offered him a lift home.

2) Stopped of to get some petrol and the man in the shop talks about robbery but you don’t really care and want to get back into the car.

3) You get tailed by a car (police) and thats when you see the bag with the money and mask. Plead your innocence.






2) West ham pitch invasion

AQA Textbook

Ferdinand de Saussure:

Saussure was a Swiss linguist, and is considered by most people to be one of the 
founders of semiotics, Saussure believed that linguistics provided a good model for application to

wider cultural phenomena. Written or spoken language is the primary form of
communication between humans, but it is not the only form. The mass media are

forms of communication which deploy traditional language structures, but also

are full of other codes. Semiotics allows us to access these other codes and to

understand the sense that audiences make of them.








Charles Peirce
categories he defined were:

• Arbitrary signs, or symbolic signs, where there is no physical relationship

between the signifier and its concept (using Saussurian definitions). Language,
which we discussed earlier while looking at Saussure, falls into this category.

• Iconic signs, look like their signified, making the relationship between the two

very straightforward and obvious.

• Indexical signs, where there is a causal relationship between the signifier and

signified.

practise question

media producers to make choices about how to represent social groups. The effect of historical contexts on representations.....


The Historical context of the late 60s was the legalisation of homosexuals therefore there was still criticism amongst society. Score created an advertisement towards men trying to prove there so called “manliness”.

This is represented through the mise en scene the women clothing is very revealing, therefore appealing to there male audience. This highlights the brand identity that the hair gel will “Get you what you’ve always wanted” in this case women.

Advertising: That Boss Life

1. Judith Butlers idea was that gender is performed or performative.

2. The video challenges the idea because it is not stereotypical to one gender but both to widen the target market.

3. Developing technologies such as post production and different editing apps creating different types of advertisement where as previously it was just posters and propaganda.

4. Semiotics is the study of how images signify cultural meanings and was the theory Roland Barthes.  The mise en scene of the advert highlights this. For example the make up is represented as currency as it is presented in a case and the gold colours of it highlights the quality and value.

Representations of:	Score:	The Boss Life:
Gender:	Gender is a fixed construct in which the women are largely seen as a objects and the males are seen as powerful An example of this is seen through the use of mise-en-scene with the man being carried.	Gender is seen as more fluid and this creates a brand identity of freedom and self expression.
Age:	Age is advertised as the advert is from 1967. The older generation as they are fixed in their ways and believe they are the dominating sex. An example of this can be seen through the male actor is surrounded by many females.	This advertisement is aimed at the younger generation as they are more imaged based due to social media. Younger actors who will appeal to there audience. An example of this can be seen as they use famous YouTubers who are social media endorcers.
Ethnicity:	There is an exclusion of ethnic diversity. They aren’t trying to promote diversity and they’re solely based on sales. An example of this can be seen through only those of white ethnicity and a certain image  are shown.	Includes a variety of races and aren’t included specific races and sizes. Politically correct and aren’t solely based on sales to a limited audience An example of this can be seen through a black female and a gay male lead.
Lifestyle:	Portraying a particular lifestyle. An example of this can be seen through the scantly dressed women surrounding a muscular male.	Gay endorcer An example of this can be seen as the YouTuber is gay.

Advertising

Judith Butler: Gender as performed or performative (produce a series of effects).


Roland Barthes: Semiotics: What is signed and what is signified.




What is the product being sold? Hair cream

How does this advert create a desire for the product? Uses women to attract a dominant male audience


What is the idea being sold? The hair gel will make one more attractive and desirable.

How does score construct a narrative which appeals to its target audience? To “get what you have always wanted” as represented through an abundance of women

How is this reinforced through Mise En Scene? The mise en scene of the women’s lack of clothing makes the element of having the gel attract so, therefore reinforcing the want for the product.  

Can you use semiotics to argue this? The overall image that the man is the hero, his higher positioning gives him greater authority over those below him. Putting him in a state of control.