Exam- Component 1- Advertising Key Assessment 1
Mason McGinty
Plan- talk about the tide advert and how it shows women and what the audience would've felt.Kiss of the vampire talk about the genre conventions of Horror and the WaterAid advert talk about the new approach made to charity adverts by WaterAid.
Name three of Barthes's semiotic codes [1]
- Hermeuntic code
- Symbolic code
- Proairetic code
Briefly define 'modes of address' [1]
Mode of address is how the media product speaks to the audience.
Briefly define 'lexis' [1]
Lexis is the language that is being used in the media text.
Which two theoretical perspectives have we studied that can be 'credited' to Stuart Hall? [2]
Representation and Reception.
Media language
How can media language communicate multiple meanings? Make reference to at least two of the following; the Tide print advertisement (1950's), the WaterAid audiovisual advertisement (2016) and the Kiss of the Vampire (1963) film poster.
In your answer you must:
- Consider how genre conventions create meaning
- Consider how audiences can respond to media language
- Consider how media language incorporates various viewpoints and ideologies [30]
Media language can communicate multiple meanings by the use of Mode of Address, Genre Conventions and Lexis. Some adverts that have done this are Tide and the Kiss of the Vampire.
The Tide advert was made in the 1950s and was made to show that cleaning is loved by women and that Tide will make the fall in love with cleaning even more. At the time this was released, women were mainly seen as housewives that weren't much good at anything other than sex and doing the housework.
The Genre Conventions of this advert creates women's love of cleaning by having the women cuddling the Tide product which would have caused audiences at the time to feel that women love cleaning and have a strong love interest towards it. This advert also gives off the idea that cleaning is a women's job as the advert does not include any sign of men doing the cleaning, this would have been met with quite possibly praise by a 1950s audience as men were seen as the bread winners and women as nothing more than cleaners and sexual objects.
The target audience of this would have been women and they would have seen this advert and thought that Tide has made this women love cleaning so the women may fall in love with cleaning when in reality they won't. The Mode of address in the Tide advert is very important as the producer uses 'you women' which seems very patronising and this shows that women were being spoken down to by the advert as well as the men of the society as they were seen at the time as the weaker sex and weren't good at much. The audience response to this may have varied as some women wouldn't accept this representation of cleaning and others may have accepted it because it was the normal thing for them.
The media language may have created certain viewpoints for the audience as the advert is showing women and cleaning as something that has the bond of love and it should not be separated as they are in love with one another. This could have made the audience believe that it was wrong for women to do anything else other than clean as it would just be plain wrong. Tide also shows cleaning to be fun and lovey dovey which may cause the audience to begin to believe the same and the women's actual feelings will be pushed aside because Tide is showing The women's 'True feelings'. The men of society would have been rather happy with this advert as it shows housewives enjoying their home life which may have relieved some men, as this may make them feel less threatened by the possibility of women going out to get paid jobs and start bring food home which may make men feel like they are losing their masculinity at the time. However, Tide reassure men that the women are so in love with this product that will want to be with it all the time.
The Kiss of the Vampire was released in 1963 and the poster shows women being very sexualised by 1963 standards. The audience that this film was targeted at was mainly men and what way to draw men in than with women wearing silky nightwear.
The response to this advert was most likely men wanting to go see this movie due to the women on the poster.
The genre conventions used to create a horror feel were very gothic as you had the full moon, dark colours, blood dripping off of the V in Vampire, two damsels in distress. This would have made audiences intrigued as they would have wanted to see the film as they may have been interested by the title or the movie poster. The Mode of address here is that the film's genre is Horror but has the sub genre of Romance which could make women more interested at the time of release as they would have been more into the love story kind of things. Although, the target audience was manly heterosexual men who wanted to see blood and sex and the movies poster connotes both things as blood is dripping from the V and that there was going to be some hint at sex in the film which could have drawn in teenage boys as they would have wanted to see something as that is sexual during those days.
Women may have responded to this in a negative way as women are presented as sexual objects and are extremely over sexualised which could have been met with angry responses from some females. However, men may have been excited to see girls running around barely clothed as this may have been seen as a turn on to them.
Representation
In the WaterAid advert we are positioned in front of Claudia most of the time but the advert also positions us walking through the village which gives us a point of view shot. This may help British people (which the advert is aimed at) to get a feel of what Zambian villages are like. It also offers a whole new take on how charity adverts are done as the atmosphere is a rather happy and joyful one which could make us, as the audience, feel warm and happy that these children are getting clean water. This could also make us feel bad as towards the end of the advert it's shown that many more people in African countries are still without water which may make us want us to make all the African villages to feel as good as this. This advert may position us in these positions to show us what we could make happen if we just donate a couple of pounds.
Compared to the WaterAid advert in the Save The Children advert we are positioned as if we are staring at the child in a museum casing and this could be trying to suggest to us that we need to make this stop. This advert presents Africa very differently from the WaterAid advert as this african village seems very hostile and not a nice place to be as shown by the child's facial expressions as he clearly doesn't want to be there. If you compare the child's facial expressions with Claudia's you can see the contrast of the different representations of Africa by both adverts as one shows it to be happy and a loving community, the other shows it to be hostile and rather disgusting to be around as they treat the children like this.
The representations of Africa in the two adverts should different sides to the continent as one seems to make the audience feel like it does not matter if you donate as the community is caring and loving of one another. Whereas, the other advert makes you feel like you need to donate as the child are being treated horribly and if you don't donate you are going to cause more pain to the children.
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| Save The Children advertisement. Click to see in full resolution. |
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