identity and charity adverts
In what way can we identify ourselves?
- gender
- fashion sense
- age
- ethnicity
David Gauntlet = theories of identity
Gauntlet believes that despite many negative perceptions of the media, audiences are capable of constructing their own identities through what they see on tv.
He also believes that there are now many more representations of gender than the traditional 'gender binary'
Negative stereotype of audiences = read something/see something and do it. Gauntlet DOESN'T BELIEVE THIS!
Stereotypical roles and characteristics of men:
- strong
- does a lot of the work
- short hair
- physically attractive
- doesn't get upset
- tall and muscular
- dominant
- men love cars
- men are brave and confident
Stereotypical roles and characteristics of women
- do cooking and cleaning
- look after the children
- relies on the husband
- wears makeup
- cares about looks
- small
-weak
- women love jewellery
WHEN TALKING ABOUT STEREOTYPES IN EXAM SAY - a stereotypical view of men is.......
Representation is a construction of reality
The producer of the media product constructs these representations of reality - it is to encode their ideology
The audience is being manipulated by the producer.
CHARITY ADVERTISEMENT
What is the purpose of a charity event?
To try and get you to help the charity = to give money or volunteer.
How do they work?
They are very blunt and work for something very specific - make the audience feel guilty.
What mode of address do they take?
Quite a sad and depressing. Adverts NORMALLY sell a lifestyle but these adverts make you feel guilty and depress you because of your life
What conventions do they take?
How do they position the audience?
NSPCC - Open Your Eyes =
- Sad and nostalgic music
- crying children
- black and white
- always showing the child from a high angle view to make them look powerless
- uses dramatic language like "open your eyes" to make the audience feel like they are blind to what is happening to the children.
- this advert was so successful because it manipulated the audience.
- use of low key lighting - connotations of darkness, death, depression
- they use extreme close ups
- the producer positions the audience in the room with the child - in an uncomfortable situation
- use of sound effects that sound like a child being abused - not actual sounds of a child being abused as illegal - the child crying emphasises the effects of abuse on the child placing us in the room with the children.
- all the children are actors = constructing the representation of child abuse - children are represented as weak and vulnerable - only a minority of children
- SLOW FADES - connotes the idea that this isn't changing
- the advert also tries to make a friend in you by asking and saying "please donate"
- this type of advert would be played is during midday because you get the older and retired people who are watching it.
- working class people are the target audience
- the child looks directly at you making it a direct mode of address.
Barnardo advert =
- colour is dirty and sticky orange
- cockroach is photoshopped into the babies mouth to emphasise shock
- ideology for this is to show that babies born into poverty have no chance in life
WATERAID - background
The charity wateraid was established in 1981 as a response to the united nations campaign for clean water, sanitation and water hygiene education. It now works with organisations in 37 African, Asian and Central American countries plus the Pacific region . Since 1991 its Patron leader has been Prince Charles.
WATERAID ADVERT =
- high key lighting - represents hope
- focuses on tap and sun to emphasise how special they are and how much they can impact the people like Claudia
- gender
- fashion sense
- age
- ethnicity
David Gauntlet = theories of identity
Gauntlet believes that despite many negative perceptions of the media, audiences are capable of constructing their own identities through what they see on tv.
He also believes that there are now many more representations of gender than the traditional 'gender binary'
Negative stereotype of audiences = read something/see something and do it. Gauntlet DOESN'T BELIEVE THIS!
Stereotypical roles and characteristics of men:
- strong
- does a lot of the work
- short hair
- physically attractive
- doesn't get upset
- tall and muscular
- dominant
- men love cars
- men are brave and confident
Stereotypical roles and characteristics of women
- do cooking and cleaning
- look after the children
- relies on the husband
- wears makeup
- cares about looks
- small
-weak
- women love jewellery
WHEN TALKING ABOUT STEREOTYPES IN EXAM SAY - a stereotypical view of men is.......
Representation is a construction of reality
The producer of the media product constructs these representations of reality - it is to encode their ideology
The audience is being manipulated by the producer.
CHARITY ADVERTISEMENT
What is the purpose of a charity event?
To try and get you to help the charity = to give money or volunteer.
How do they work?
They are very blunt and work for something very specific - make the audience feel guilty.
What mode of address do they take?
Quite a sad and depressing. Adverts NORMALLY sell a lifestyle but these adverts make you feel guilty and depress you because of your life
What conventions do they take?
How do they position the audience?
NSPCC - Open Your Eyes =
- Sad and nostalgic music
- crying children
- black and white
- always showing the child from a high angle view to make them look powerless
- uses dramatic language like "open your eyes" to make the audience feel like they are blind to what is happening to the children.
- this advert was so successful because it manipulated the audience.
- use of low key lighting - connotations of darkness, death, depression
- they use extreme close ups
- the producer positions the audience in the room with the child - in an uncomfortable situation
- use of sound effects that sound like a child being abused - not actual sounds of a child being abused as illegal - the child crying emphasises the effects of abuse on the child placing us in the room with the children.
- all the children are actors = constructing the representation of child abuse - children are represented as weak and vulnerable - only a minority of children
- SLOW FADES - connotes the idea that this isn't changing
- the advert also tries to make a friend in you by asking and saying "please donate"
- this type of advert would be played is during midday because you get the older and retired people who are watching it.
- working class people are the target audience
- the child looks directly at you making it a direct mode of address.
Barnardo advert =
- colour is dirty and sticky orange
- cockroach is photoshopped into the babies mouth to emphasise shock
- ideology for this is to show that babies born into poverty have no chance in life
WATERAID - background
The charity wateraid was established in 1981 as a response to the united nations campaign for clean water, sanitation and water hygiene education. It now works with organisations in 37 African, Asian and Central American countries plus the Pacific region . Since 1991 its Patron leader has been Prince Charles.
WATERAID ADVERT =
- high key lighting - represents hope
- focuses on tap and sun to emphasise how special they are and how much they can impact the people like Claudia
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