Hyundai Advertisement.

Media Forms: Which advertising techniques are being used?


The trailer uses the facial expression of the characters and the music in the background to convey the narrative. Throughout the trailer there is use of meduim shots of the young boy's and girl's facial expression to the car and each other, for example when the toddler sees the car his facial expression seems to be overwhelmed by the car which would connote the car being amazing. Also the fact that a young toddler is being drawn to the car would add to the car's appeal as young children are stereotypically drawn to bright block colours whereas in this text the child is shown, through the facial expressions in the medium shots,  to be drawn to the car.


The classic music in the background would connote the product to have an almost dream like quality as it would be a part of the fantasy genre. The lyric of the song which is repeated "to the wayward wind" would connote the toddler's journey being adventurous and exiciting; as he jumps out of his cot with exicitment and then drives in the car whilst waving at older people, who are walking.


The trailer consists of shock factor, however only to some extent as the text is overtly humourous. An example of this would be the toddler driving the car and surfing in the end, as the audience would clearly be aware that young children are not capable of this.


In the beginning of the trailer the long shot zooms in to the toddlers cot, as he jumps out of his cot the toddler is happy, this would connote the cot trapping the toddler, and the car being a form of escapism from what may trap the audience in life.


Representations:  How is gender represented in this advertisement?


 The representations of the male and female toddlers is parallel to the classic music as the ideologies of women following the men, and men being dominant, is also a classic view.  The young girl is shown to be swooned by the young boy and is amazed by his car and surfing; this is a dominant representation of women in a patriarchal society. 


The male toddler in the text is shown to be not only superior to the women but to the other male characters; an example of this would be when the toddler is driving on the streets and looks at the passers-by on the pavements who are all ironically men carrying their babies; this would connote the car giving the toddler status over the other men as he is driving in a big car while they walk with their children on the street.


The male toddler is also shown to be skillful, clever and adventurous; he is able to drive, he can pick up girls and he seems to be driving in different locations, first the city, then the motorway and finally in the end the beach where he is with his 'summer love'.


Although there is a clear difference between the male and female role in the advertisment, they both would represent the Aryan stereotype as they have blond hair and blue eyes. This could also connote the children being angelic and the fact that they are both wearing white would connote their innocence as toddlers.


Institution: What is communicated about the Hyundai brand and the experience it offers?


When we look at the lyric again; "to the wayward wind",  this would promote the Hyundai brand as being forward thinking and futuristic; using the young generation in the advertisement, an example of this would be the voice over in the ending of the text "The Next Generation" which would connote Hyundai catering for the younger generation- it shows that they are expanding their target audience. It would also suggest that Hyundai would provide comfortable driving and many features specifically for the customer's needs.


The advertisement would promote Hyundai allowing freedom for the drivers for example when the toddler is driving on the open road, beach, the wind in the hair and also the fact that he escapes his cot.


Audience: Who is the target audience and how does the advertisement attempt to persuade this audience to buy the product?


The primary target audience is between the ages of 20 - 35 with a socio-economic class of B, C1, C2; 5the gender would be male and the psychogrpahics are egoistics.

CaseStudyEssay due 31/01/2011

Firstly the statement is true to some extent as the audiences have been “becoming increasingly powerful” for example they have been participating in the “media output” for example my primary text, America’s Next Top Model, on the social networking site Twitter Tyra Banks asked her followers to pitch an idea for the creative photo shoot; this is an example of User Generated Content using the e-media platform and interactivity between the institution and audience; as the audience have the power “in shaping the media output”. The audience have been contributing to the media which shows that the audience have power as they decide what will happen during the course of the show. In contrast to this, audiences are given the illusion that they have power. When looking back at my main text, America’s Next Top Model, Tyra Banks wanted her followers to pitch an idea for the creative photo shoot; but then Tyra Banks decided which pitch from the site would be aired on television. This is a clear example of audience input affecting the media output however this is because the institution is allowing the audience to have power; hence the audience is not “becoming increasingly powerful” as they play very little in “shaping media output”. The uses and gratification theory would apply to this as they focus on what the audience actually do and how they react to the “media output”.

Similarly the audiences are not “becoming increasingly powerful in shaping media output.” the audience have been restricted in the amount interaction between the audience and the institution for example when looking at my second text Janice Dickinson’s Modelling Agency there is not much audience input. On the official website of show audiences can only give the institution Oxygen feedback of the show; the rest of the power is given to the producer and presenter of the show Janice Dickinson. Although it is a reality show which mainly operates on television the show is not being aired on television there are recaps and games available on the website; this would create some form on interactivity between the audience and institution; this would also be a method of continuing the publicity of the show even when it is not broadcasted. This would link back to the hypodermic model audience theory as the show is giving people access to the show via the internet, which would connote that the audience are dependent on continuously watching and catching up on the show.

Likewise Janice Dickinson’s Modelling Agency we see that the audience is not “powerful” in my third text Make Me a Supermodel US, which again consists of the hypodermic model theory as audiences would watch the show on television and then an there is an advertisement promoting the website for the audience to post comments, play games, read the gossip and catch-up on the episodes. As the audiences have no input they cannot be described as “powerful” because they do not contribute in “shaping model output”. However during the show the audience are expected to have a form of identification with the contestants as the audience follow the presenters, Tyson Beckford and Nicki Taylor, on the social networking sites Facebook and Twitter; this would create a form of interaction between the audience and institution and would make the audience feel as if they are involved when they are not.

In my opinion the audience are not “becoming increasingly powerful in shaping media output” as the institutions have restricted the power which audiences have as the audience have very little media input; the audience do not choose what parts of the texts are broadcasted on television and they do not have control over what the content that the institution put on the websites.

Case Study h/w 24/01/11

How do audiences access texts across the three platforms?

• Do the texts enable different types of audience activity and/or interaction?

With America's Next Top Model there is audience activity between the channel broadcasting the competition and the audience as they are allowed to vote and comment via the Internet over what happens throughout the show while being broadcasted. There is different types of audience activity depending on the platform; on the E-media platform audiences have access to watch previous episodes, comment on them, able to look through each modell's portfolio, links to associated websites, audition for the reality series etc. On the broadcast platform audiences can send their own photo's of them modelling, the 'Amature Model' competition, which encourages the audience to also be apart of the modeling experience.

• Are audiences able to play a role in the construction of media texts? (UGC)

The audiences can send in their own 'Amature Model' photos which will then be chosen by the producers (Tyra Banks) to be aired on TV. Other types of User Generated Content has been examples in the episodes where a member of the audience sent an idea for a creative photoshoot to Tyra Banks via Twitter which was then used.

• How are institutions reacting to change in technology?
The institutions are evolving along with the change in technology for example audiences can now watch online along with many other interactive features which aren't available through the television. There are social networking sites for example Twitter and Facebook which America's Next Top Model and Tyra Banks operate on to send the audiences reminders of new episodes or
What institutional issues are raised by the topic areas?

• What economic issues are behind the construction and distribution of contemporary media texts?

Mrs Doubtfire Assessment with corrections:

The long shot of Mrs Doubtfire on the bus creates humour; this is humorous because the bus driver is checking out Mrs Doubtfire and ironic for the audience as we already know that she is a man.  The next shot is again a long shot of Mrs Doubtfire playing football with her son, there is also use of tracking shot as the camera follows her while playing, this would force us to identify and remember that Mrs Doubtfire is actually a man. The sound bridge of the non-diegetic song Dude Looks Like A Lady by Aerosmith is parallel to this shot as it also forces the audience to focus on the fact that Daniel and Mrs Doubtfire are the same people. Throughout all of the shots Mrs Doubtfire/Daniel is position in the centre of the shot which would focus on the fact that he is the centre of attention in the text.
There is then an extreme long shot of Mrs Doubfire and the children on bikes in the park which connotes the whole ideal family bonding scene. The shot of Mrs Doubtfire dancing while she is cleaning with the vacuum, broom etc. would follow the conventional themes of a family comedy. Although Daniel is inside his own house with the Doubtfire costume and mask on the table he still seems to be focussing on being Mrs Doubtfire as he is taking notes on a cooking show; this would show the serious change that the protagonist is going through. The medium shot of Mrs Doubtfire reading to Natalie tilts to show both of the characters which would again connote family bonding which would promote positive values of family life. The setting of Daniel’s home is stereotypical for men as it is untidy, he is drinking beer with his dirty feet on the table. The setting in which we see Mrs Doubtfire in the Hillards home is tidy and quite which is the opposite to Mrs Doubtfire’s personality; the fact that everything else in the shot is furniture and not moving draws our attention towards Mrs Doubtfire dancing. 
The transition between every shot is a straight cut which is parallel to the fast paced rock and roll style music.  The lighting of the shots indoors of Mrs Doubtfire dancing is high-key lighting to appear as if the light is realistic in the scene and also emphasises the happy and fun mood for the audience too.There is a point of view shot where we see Miranda and Stuart back from a date; in the shot reverse shot Mrs Doubtfire waves at Stuart however decides to stick up her middle finger straight after, the use of this action code clearly shows us the negativity that Stuart has as Daniel still believes that Stuart is the reason that his family is drifting apart from him which is ironic as it was his own immaturity that is the reason behind the problems.
There is use of graphic matching as we see in the extreme long shot of the building panning downwards which then jumps to a tracking shot of Mrs Doubtfire on that same road; the building and Mrs Doubtfire would put emphasise on the ‘Dude looks like a lady’ as both have the shape of a woman’s figure.  Throughout the different shots we see Mrs Doubtfire's facial expression is mostly happy or frustrated which would connote the confusion between the two extreme characters and the extreme emotions.  Although in the shots we see Mrs Doubtfire, we actually see Daniel's body language being portrayed; for example the swearing in the meduim shot of Mrs Doubtfire. Mrs Doubtfire's costume is tidy and age - appropriate which would connote maturity and responsibility; however Daniel's costume is a mess which would reflect his chaotic state of mind as he has two identities.  

The scene is successful as it achieves the humour and irony of the two characters being shown at the same time; this would appeal to the target audience of the text as they would be interested in the transition between Daniel being the immature, flamboyant character to the sensitive and mature character through the use of Mrs Doubtfire’s identity.

www: Impressive analysis, Sonam! You write in a fluent style, incorporating media language & concepts well.

ebi: You included a conclusion- summarising key point, include one last my or one, and an evaluation ( how successful) of the scene.

Self - Evaluation

a: Comment on each of the following, giving yourself a grade with an explanation outlining why:

• Attainment = 2 - I feel as though I have achieved a good grade in my essay and hopefully that will count towards my interim.
• Effort = 3 - I haven't exactly put the effort that I should have as I have been concentrating on my other subjects too much.
• Punctuality = 2 - Usually I don't miss lessons but because of my recent illness I missed nearly a week of school which I know could effect my understanding in lesson.
• Submission and quality of homework = 3 Sometimes my quality of homework is not as good as it was when I first started off, again due to the fact I've been paying attention to my other subjects.
• Ability to work independently = 2 - I can work independently, once I actually understand my work.
• Quality of writing = 2 - I'm hoping that my quality of writing is good.
• Organisation of blog = 3 - I am really bad at organisation, honestly.
• Oral contributions in class = 3 - Sometimes I don't contribute as much as I used to.

b. Make a list of three achievements (www) and three targets/areas for improvement (ebi) over the next half-term.

www:

1: I have been able to remember and actually understand the work in lessons, usually this is not the case.

2: I am better at constructing my answer for essays, other questions etc.

3: I have better concentration is class.

ebi: 

1: If I put more effort in to the production of my work 

2: If I would try to contribute in lessons more often

3: If I used more terminology in my writing and phrased it correctly.

Mrs Doubtfire essay

The long shot of Mrs Doubtfire on the bus creates humour; this is humorous because the bus driver is checking out Mrs Doubtfire and irony for the audience as we already know that she is a man.  The next shot is again a long shot of Mrs Doubtfire playing football with her son, there is also use of tracking shot as the camera follows her while playing, this would force us to identify and remember that Mrs Doubtfire is actually a man. The sound bridge of the non-digetic song Dude Looks Like A Lady by Aerosmith is parallel to this shot as it also forces the audience to focus on the fact that Daniel and Mrs Doubtfire are the same people. Throughout all of the shots Mrs Doubtfire/Daniel is position in the centre of the shot which would focus on the fact that he is the centre of attention in the text.

There is then an extreme long shot of Mrs Doubfire and the children on bikes in the park which connotes the whole ideal family bonding scene. The shot of Mrs Doubtfire dancing while she is cleaning with the vacuum, broom etc. would follow the conventional themes of a family comedy. Although Daniel is inside his own house with the Doubtfire costume and mask on the table he still seems to be focussing on being Mrs Doubtfire as he is taking notes on a cooking show; this would show the serious change that the protagonist is going through. The medium shot of Mrs Doubtfire reading to Natalie tilts to show both of the characters which would again connote family bonding which would promote positive values of family life. The setting of Daniel’s home is stereotypical for men as it is untidy, he is drinking beer with his dirty feet on the table. The setting in which we see Mrs Doubtfire in the Hillards home is tidy and quite which is the opposite to Mrs Doubtfire’s personality; the fact that everything else in the shot is furniture and not moving draws our attention towards Mrs Doubtfire dancing. 

The transition between every shot is a straight cut which is parallel to the fast paced rock and roll style music.  The lighting of the shots indoors of Mrs Doubtfire dancing is high-key lighting to appear as if the light is realistic in the scene and also emphasises the happy and fun mood for the audience too.There is a point of view shot where we see Miranda and Stuart back from a date; in the verse reverse shot Mrs Doubtfire waves at Stuart however decides to stick up her middle finger straight after, the use of this action code clearly shows us the negativity that Stuart has as Daniel still believes that Stuart is the reason that his family is drifting apart from him which is ironic as it was his own immaturity that is the reason behind the problems.

There is use of graphic matching as we see in the extreme long shot of the building panning downwards which then jumps to a tracking shot of Mrs Doubtfire on that same road; the building and Mrs Doubtfire would put emphasise on the ‘Dude looks like a lady’ as both have the shape of a woman’s figure.  Throughout the different shots we see Mrs Doubtfire's facial expression is mostly happy or frustrated which would connote the confusion between the two extreme characters and the extreme emotions.  Although in the shots we see Mrs Doubtfire, we actually see Daniel's body language being portrayed; for example the swearing in the meduim shot of Mrs Doubtfire. Mrs Doubtfire's costume is tidy and age - appropriate which would connote maturity and responsibility; however Daniel's costume is a mess which would reflect his chaotic state of mind as he has two identities.  

London to Brighton Trailer Analysis

1:  Media Forms- How does the trailer use media language to establish the film's genre?

The use of media language in the trailer establishes the film’s genre as being a raw thriller as it shows a young innocent girl who is forced into prostitution for her survival. The long shot at the beginning of the trailer shows the protagonist homeless inside a tube station; this would connote to the target audience that the protagonist has already led a troubled life at home which she is clearly trying to escape from (the text begins with Todorov’s theory of disequilibrium). Here we see the train being used as an action code for the characters desperation for escape. The protagonist meets a prostitute who is concerned about her condition while smoking a cigarette; the smoke in this shot follows the conventional theme of thriller as there is already some sort of mystery being created through the use of the enigma code of the smoke. The young girl accepts an offer of money in return for some work, there is use of irony in the text as the audience would know that the girl is being lured into prostitution however the innocent protagonist is oblivious to this, considering that she is with a hooker and a pimp. As the medium shot of the girl entering the hotel room the audience see her facial expression as being terrified and the use of an enigma code of her red lipstick which connotes lust, which is obliviously something that the young girl cannot understand as she is not aware of these signs. There is a juxtaposition of the beginning, with the long shot of London and then eventually the tracking shot of the gritty, run down areas of Brighton; this would reflect the protagonist’s transition between the location and lifestyle that she leads. The use of the voice over which says “How often did you get my dad a girl?” “Couple of times, three, four.” “How young?” “She was about 12.” This voice over would also follow the conventional theme thriller as there has been a death which involves the protagonist; the non-digetic sound of the gunshot signifies violence and death. The medium shot of the protagonist and the prostitute being beaten also connotes the violence of the text. When both of the female characters are in the train the young girl asks “Are we going to jail?” and then the close up of the prostitute in low-key lighting connotes deception as there are shadows created around her eyes.

2: Media Representations- How is gender represented in the trailer?

There is a clear division between genders in the trailer as the women are shown to have no real value as humans and the men are shown to be superior through the use of the low angle shots. The males are dominant in the trailer as the pimp decided where the young girl has to provide her service in exchange for money but in the end of the trailer the man seems to be arresting the two females as they have gone against the men’s orders. However the women are not treated with the same respect as the men as they are beaten by the men in the low-key long shot which shows that the men are able to enforce their power over the young girl and the prostitute. The women are represented as inferior as they do not retaliate in the dark scene; this would put emphasise on their position in society being low compared to the men. The young girl is represented as innocent and naïve when she is inside the shady car; in this medium shot there is top lighting on her face which would connote purity as the car is completely dark. The prostitute is portrayed as a caring mother figure towards the protagonist as her facial expression is worried when the girl is forced to have sex with the old man.

The pimp in the trailer is portrayed to be insensitive as he happily offers the protagonist money for sex, later on in the trailer he is shown to still be selfish as he only cares about the money he makes from the women as he can’t even remember how old the girl is.