Component one section A: compare and contrast how issues are represented
Exam question: Compare and contrast how issues are represented in the Shelter 'Emergency Christmas Appeal TV Advert 2016' and Wateraid 'Claudia Sings Sunshine On A Rainy Day spot advertisements
Make reference to
Codes and conventions
- direct mode of address - children look directly at the camera - connotations of asking for help
- lexis is extremely emotive - makes the audience have sympathy for what the children are going through
- the low-key lighting used is a symbolic code of fear and the children being alone
- child sat in corner hugging knees is a symbolic code of fear
- the lighting is a hermeneutic code as it suggests fear
Camera work – framing, shot types, angle, position, movement
- positioned above the children - as though they are looking up to us for help
- mid-shot all of the time so we can see the child and their surroundings
- starts zoomed out and then zooms in to the child a few times so can see the location and then focus on the child
Editing – pace, type of edits, continuity/montage Structure/narrative
- Slow edit in order to show all the children individually and their story - slow edits enable the large part of their story to be told
- linear structure as it goes through each child individually
- montage of the children, when one child has been shown there is a slow fade out and in to the next child
Sound – music/dialogue/voiceover
- music has connotations of a nursery rhyme and is a Christmas song
- narrator has deep voice - talking very slowly - shows that we need to listen to what he is saying and it's important - non-diegetic
- "have to share a bathroom with strangers" "some nights he worries so much he wets the bed"
- diagetic sound of the parents arguing shouting
- "we can't do it without your support" - making the audience feel guilty - they can help by simply sending a text but if you don't it makes you a bad person
- "this Christmas morning 120,000 children wake up homeless in Great Britain" - quite scary stats immediately at the start of the advert
- "cold frightening Christmas" - subverts what a Christmas should be
- "is it right....?" asking the audience a question to make them think about it
Mise-en-scene – colour, lighting, location, costume/dress, hair/makeup
- mise-en-scene of their makeup - under-eyes looks quite bad and they all look tired reinforces the position they are in
- dressed in simple clothing - mainly pyjamas - suggests they don't leave their house often
- they all look very pale
- location is very basic housing accommodation
- all very skinny
- use of low key lighting to emphasise the darkness
- messy hair
DOING THE QUESTION IN NOTE FORM:
"How are issues represented in the in the Shelter 'Emergency Christmas Appeal TV Advert 2016' and Wateraid 'Claudia Sings Sunshine On A Rainy Day spot advertisements"
Shelter 'Emergency Christmas Appeal':
Ideologies are presented through:
- the lexis included within the advert, for example it immediately starts with "this Christmas morning 120,000 children wake up homeless in Great Britain" which is quite a startling fact which would make the audience listen to it - it shows that the ideology of the producer is that people sat at their home with family at Christmas are very lucky to be there and don't consider what other people go through.
- Direct mode of address with the lexis - "we can't do it without your support" - when the narrator directly speaks to the audience there is an element of guilt being portrayed, that they can only help these poor children if people help, this makes more people donate money.
- editing of the montage shows that there are so many children going through this and we need to help - the fade out and in to the next child creates a sense of continuity as though it is going to keep on happening and we are going to see more and more children. The ideology being presented here is that all the children going through this shouldn't be and the large amount need help.
- through the mise-en-scene - by showing the children with incredibly skinny bodies and pale skin, looking very tired and alone it reinforces the ideology that these children are going through serious situations and they need help being looked after
- the direct mode of address of the children looking directly at the camera is a symbolic code of an appeal for help - shows the ideology that they are the ones asking for help, not the charity - this may lead to more people donating.
- the ideology is constantly reinforcing the idea that people need to donate for these children and the issues that are being represented are seen to be overwhelming and cannot be stopped - the mise-en-scene of the location reinforces this
How the producer uses representations to position audiences:
- as the audience we are constantly placed in different positions around the room - creates a sense of voyeurism, we are looking into these children's lives and seeing how they live during Christmas time - positions us in an upsetting position as Children shouldn't have to spend Christmas scared and upset
- positioned above the children in a few shots which looks as though they are looking up to the audience for help - the audience are better than them and are more powerful than them so have the ability to change their live - positioned above the girl sat at the table and the boy when he is in the bathroom
- in one scene the audience are stood outside of the little girls room while she is sat in bed, this is an extremely uncomfortable position as she is represented as a lonely and lost child who the audience cannot reach and help
- the children are represented as being very alone, in all but one scene, the child is the only person in the shot and the mid-shot consistently used emphasises the location. The location is then reinforced through the mise-en-scene of the low-key lighting which creates a sad and fearful atmosphere - the audience are positioned as useless as they cannot do anything to help the children despite feeling as though they want to, which is why the voice over goes on to explain how the audience can help
- the slow edit in order to show all the children individually and their story which positions the audience in an upsetting position as they are slowly being shown the children in the dark and uncomfortable rooms - slow edits enable the large part of their story to be told
- the child sat in corner hugging knees is represented as alone and scared - hugging knees is a symbolic code of fear and being alone as he has no one to comfort him - once again the audience are positioned above the child looking down on him, while he looks up to the audience creating a direct mode of address. The audience are also positioned extremely close to the young boy which further reinforces the uncomfortable position they have been placed in.
- the representations used show that even though people may be donating, there isn't enough money to help all of these homeless children, the issues are represented as difficult to combat if money isn't used, its a very bleak and depressing advert.
The role of stereotypes:
- mise-en-scene of the the children being skinny - stereotypical representation that if people are homeless they don't have access to much food so are quite skinny and malnourished
- mise-en-scene of the under-eyes, they all look tired and they all look very pale - representations that they aren't well looked after and don't have the ability to care for themselves. The mise-en-scene of their messy hair also reinforces this.
- the activities they are doing subverts stereotypes of normal young children - none of them are playing games, having fun or with friends - further emphasises how lonely and afraid they are during the Christmas period.
- the camera starts zoomed out and then zooms in to the child a few times so can see the location and then focus on the child - this shows the stereotypical location of where a child who is homeless would stay - bad housing facilities, nothing special, not a large amount of toys whereas a normal child that age would be playing with toys and with friends or family - yet a lot of the accommodation homeless children are sent to isn't this bad, the producer has over-exaggerated what conditions may be like in order to get more donations sent by the audience.
Wateraid 'Claudia Sings Sunshine On A Rainy Day'
Ideologies are presented through:
- Slow motion shots to emphasise the importance of water - this shows the ideology that how much people in England take things for granted and that the audience should begin to see that for some people its not easy to get basic necessities
- The mid shot at the start with Claudia walking in to camera is framed by a dusty, empty landscape which has connotations of bleakness and emptiness - this is a stereotypical representation of Africa and the ideology that is being presented is that without the donations people aren't getting the things they need - the linear structure represented here reinforces how much they public donations have helped as this shot represents what Africa was like prior to the water pumps being placed
How the producer uses representations to position audiences:
- high key lighting is used to represent hope - this positions the audience in a happy position because instead of watching people who are malnourished and starving, we are seeing the work that is being done with the money they donate, the representation of hope therefore encourages more people to donate because it is an atypical charity advert, it's more compelling and different.
- focuses on tap and sun to represent how special they are and how much they can impact the people like Claudia - this makes the audience see how crucial these basic necessities are to people living in countries like Africa - represents a sense of happiness as they have got what they need to survive through the money people have donated
- Audiences are now desensitised to charity adverts - The WaterAid advert represents a resolutely positive ideology to it's target audience - the issues are represented as bad but as a country, they are overcoming the issues and people are getting the things they need
- mise-en-scene of the costume = colourful costumes with particular emphasis on bright yellows and pinks which represents happiness and positivity
- The low close up tracking shot of Claudia's feet establishes the fact that she must walk far to collect water. This positions the audience literally in Claudia's shoes allowing the audience to empathise with her and the struggles she has to go through to get the water.
- Claudia is singing an upbeat, catchy and positive song and as she reaches the village, all the village people joins in this song in chorus which is a symbolic code of community and friendship which represents a loving and happy place to live.
The role of stereotypes:
- African people are represented as cheerful, happy and carefree example of positive representation yet also stereotypical - they are normally seen to be happy and carefree which brings the charity advert a lot more joy - however it is an atypical representation of Africa due to the fact the audience regularly see a dry and sad country where thousands of people are starving, but in this advert the audience see many people celebrating and having fun which once again has a much more uplifting feel to the advert.
- the mise-en-scene of the bright outfits are that thee people within the advert are wearing are stereotypical outfits
- non-stereotypical representation of black teenager, this is because normally a stereotypical view of black teenagers is that they are involved within crime and drugs yet Claudia and the other teenagers she is with are very positive. The role of stereotypes here has a positive impact on the charity advert because the subvert of the stereotype makes the advert more positive.
- Non-stereotypical representation of a sixteen year old girl because many 16 year olds wouldn't have to walk miles everyday in order to get water, this reinforces the issues and struggles that many people have to go through in order to get water
Make reference to
- How ideologies are presented
- How the producer uses representations to position audiences, and
- The role of stereotypes
Notes for Shelter Emergency Christmas Appeal :
Codes and conventions
- direct mode of address - children look directly at the camera - connotations of asking for help
- lexis is extremely emotive - makes the audience have sympathy for what the children are going through
- the low-key lighting used is a symbolic code of fear and the children being alone
- child sat in corner hugging knees is a symbolic code of fear
- the lighting is a hermeneutic code as it suggests fear
Camera work – framing, shot types, angle, position, movement
- positioned above the children - as though they are looking up to us for help
- mid-shot all of the time so we can see the child and their surroundings
- starts zoomed out and then zooms in to the child a few times so can see the location and then focus on the child
Editing – pace, type of edits, continuity/montage Structure/narrative
- Slow edit in order to show all the children individually and their story - slow edits enable the large part of their story to be told
- linear structure as it goes through each child individually
- montage of the children, when one child has been shown there is a slow fade out and in to the next child
Sound – music/dialogue/voiceover
- music has connotations of a nursery rhyme and is a Christmas song
- narrator has deep voice - talking very slowly - shows that we need to listen to what he is saying and it's important - non-diegetic
- "have to share a bathroom with strangers" "some nights he worries so much he wets the bed"
- diagetic sound of the parents arguing shouting
- "we can't do it without your support" - making the audience feel guilty - they can help by simply sending a text but if you don't it makes you a bad person
- "this Christmas morning 120,000 children wake up homeless in Great Britain" - quite scary stats immediately at the start of the advert
- "cold frightening Christmas" - subverts what a Christmas should be
- "is it right....?" asking the audience a question to make them think about it
Mise-en-scene – colour, lighting, location, costume/dress, hair/makeup
- mise-en-scene of their makeup - under-eyes looks quite bad and they all look tired reinforces the position they are in
- dressed in simple clothing - mainly pyjamas - suggests they don't leave their house often
- they all look very pale
- location is very basic housing accommodation
- all very skinny
- use of low key lighting to emphasise the darkness
- messy hair
DOING THE QUESTION IN NOTE FORM:
"How are issues represented in the in the Shelter 'Emergency Christmas Appeal TV Advert 2016' and Wateraid 'Claudia Sings Sunshine On A Rainy Day spot advertisements"
Shelter 'Emergency Christmas Appeal':
Ideologies are presented through:
- the lexis included within the advert, for example it immediately starts with "this Christmas morning 120,000 children wake up homeless in Great Britain" which is quite a startling fact which would make the audience listen to it - it shows that the ideology of the producer is that people sat at their home with family at Christmas are very lucky to be there and don't consider what other people go through.
- Direct mode of address with the lexis - "we can't do it without your support" - when the narrator directly speaks to the audience there is an element of guilt being portrayed, that they can only help these poor children if people help, this makes more people donate money.
- editing of the montage shows that there are so many children going through this and we need to help - the fade out and in to the next child creates a sense of continuity as though it is going to keep on happening and we are going to see more and more children. The ideology being presented here is that all the children going through this shouldn't be and the large amount need help.
- through the mise-en-scene - by showing the children with incredibly skinny bodies and pale skin, looking very tired and alone it reinforces the ideology that these children are going through serious situations and they need help being looked after
- the direct mode of address of the children looking directly at the camera is a symbolic code of an appeal for help - shows the ideology that they are the ones asking for help, not the charity - this may lead to more people donating.
- the ideology is constantly reinforcing the idea that people need to donate for these children and the issues that are being represented are seen to be overwhelming and cannot be stopped - the mise-en-scene of the location reinforces this
How the producer uses representations to position audiences:
- as the audience we are constantly placed in different positions around the room - creates a sense of voyeurism, we are looking into these children's lives and seeing how they live during Christmas time - positions us in an upsetting position as Children shouldn't have to spend Christmas scared and upset
- positioned above the children in a few shots which looks as though they are looking up to the audience for help - the audience are better than them and are more powerful than them so have the ability to change their live - positioned above the girl sat at the table and the boy when he is in the bathroom
- in one scene the audience are stood outside of the little girls room while she is sat in bed, this is an extremely uncomfortable position as she is represented as a lonely and lost child who the audience cannot reach and help
- the children are represented as being very alone, in all but one scene, the child is the only person in the shot and the mid-shot consistently used emphasises the location. The location is then reinforced through the mise-en-scene of the low-key lighting which creates a sad and fearful atmosphere - the audience are positioned as useless as they cannot do anything to help the children despite feeling as though they want to, which is why the voice over goes on to explain how the audience can help
- the slow edit in order to show all the children individually and their story which positions the audience in an upsetting position as they are slowly being shown the children in the dark and uncomfortable rooms - slow edits enable the large part of their story to be told
- the child sat in corner hugging knees is represented as alone and scared - hugging knees is a symbolic code of fear and being alone as he has no one to comfort him - once again the audience are positioned above the child looking down on him, while he looks up to the audience creating a direct mode of address. The audience are also positioned extremely close to the young boy which further reinforces the uncomfortable position they have been placed in.
- the representations used show that even though people may be donating, there isn't enough money to help all of these homeless children, the issues are represented as difficult to combat if money isn't used, its a very bleak and depressing advert.
The role of stereotypes:
- mise-en-scene of the the children being skinny - stereotypical representation that if people are homeless they don't have access to much food so are quite skinny and malnourished
- mise-en-scene of the under-eyes, they all look tired and they all look very pale - representations that they aren't well looked after and don't have the ability to care for themselves. The mise-en-scene of their messy hair also reinforces this.
- the activities they are doing subverts stereotypes of normal young children - none of them are playing games, having fun or with friends - further emphasises how lonely and afraid they are during the Christmas period.
- the camera starts zoomed out and then zooms in to the child a few times so can see the location and then focus on the child - this shows the stereotypical location of where a child who is homeless would stay - bad housing facilities, nothing special, not a large amount of toys whereas a normal child that age would be playing with toys and with friends or family - yet a lot of the accommodation homeless children are sent to isn't this bad, the producer has over-exaggerated what conditions may be like in order to get more donations sent by the audience.
Wateraid 'Claudia Sings Sunshine On A Rainy Day'
Ideologies are presented through:
- Slow motion shots to emphasise the importance of water - this shows the ideology that how much people in England take things for granted and that the audience should begin to see that for some people its not easy to get basic necessities
- The mid shot at the start with Claudia walking in to camera is framed by a dusty, empty landscape which has connotations of bleakness and emptiness - this is a stereotypical representation of Africa and the ideology that is being presented is that without the donations people aren't getting the things they need - the linear structure represented here reinforces how much they public donations have helped as this shot represents what Africa was like prior to the water pumps being placed
How the producer uses representations to position audiences:
- high key lighting is used to represent hope - this positions the audience in a happy position because instead of watching people who are malnourished and starving, we are seeing the work that is being done with the money they donate, the representation of hope therefore encourages more people to donate because it is an atypical charity advert, it's more compelling and different.
- focuses on tap and sun to represent how special they are and how much they can impact the people like Claudia - this makes the audience see how crucial these basic necessities are to people living in countries like Africa - represents a sense of happiness as they have got what they need to survive through the money people have donated
- Audiences are now desensitised to charity adverts - The WaterAid advert represents a resolutely positive ideology to it's target audience - the issues are represented as bad but as a country, they are overcoming the issues and people are getting the things they need
- mise-en-scene of the costume = colourful costumes with particular emphasis on bright yellows and pinks which represents happiness and positivity
- The low close up tracking shot of Claudia's feet establishes the fact that she must walk far to collect water. This positions the audience literally in Claudia's shoes allowing the audience to empathise with her and the struggles she has to go through to get the water.
- Claudia is singing an upbeat, catchy and positive song and as she reaches the village, all the village people joins in this song in chorus which is a symbolic code of community and friendship which represents a loving and happy place to live.
The role of stereotypes:
- African people are represented as cheerful, happy and carefree example of positive representation yet also stereotypical - they are normally seen to be happy and carefree which brings the charity advert a lot more joy - however it is an atypical representation of Africa due to the fact the audience regularly see a dry and sad country where thousands of people are starving, but in this advert the audience see many people celebrating and having fun which once again has a much more uplifting feel to the advert.
- the mise-en-scene of the bright outfits are that thee people within the advert are wearing are stereotypical outfits
- non-stereotypical representation of black teenager, this is because normally a stereotypical view of black teenagers is that they are involved within crime and drugs yet Claudia and the other teenagers she is with are very positive. The role of stereotypes here has a positive impact on the charity advert because the subvert of the stereotype makes the advert more positive.
- Non-stereotypical representation of a sixteen year old girl because many 16 year olds wouldn't have to walk miles everyday in order to get water, this reinforces the issues and struggles that many people have to go through in order to get water
Comments
Post a Comment