Vampire Poster.

   

As soon as people will look at the poster, they will straight away link the poster with a horror movie.  This is because of the connotations that are linked with the Horror genre. For example the darkness and low key colours emphasise that the film has a dark and horror twist. Vampires is a sub genre of the horror genre. the connotations associated with Vampies' are also presented in the poster, with presentation of Bats which are associated with Vampires due to old fiction. The bats indicate danger and poison, due to what we already  know about bats and vampires. The iconography on the lexis also empahises the danger of Vampires, with the a fang being represented using the the 'v', the blood ascending down from the fang connotes death and murder. The castle that can be seen in the background is another stereotype of the vampire genre.  





 The blonde woman is being sexualised evident by her clothing which is short and low cut. She is being represented as weak and in need for help. She is seen as unconscious and is suggested to being protected by the male Vampire. The other woman and man and switched, as it is the man in the white shirt who is being presented as weak and in distress and it is suggested that the female Vampire is protecting the male. In the time of the film, men were always seen as in power and superior, and in charge of woman.

Water Aid 'rain for good'

We start off with an establishing shot of an ordinary Middle class kitchen in England, which presumed because of the rain and old radio.  The shot is a close up establishing shot, which is unusual for an opening scene of an advert.  We then switch to a binary opposite of a dry place. There is another establishing shot of the girl as she starts to sing, this sets the scene and allows us to become familiar with the character. The song allows us to relate with her as most middle aged viewers will be familiar with the song.

There are more close ups of poverty in the area, for example the people carrying buckets of water on their head, and men working in dry sun. The most intresting shot is the boy, who is shown fully clothed and presumed to be in school clothes being happy and excited. The charity are trying to show the audience what there money can do, for example the boy running, but the shots of the poverty in the area, guilt trip the audience  to show them what their money can do.

African people are represented poorly in this advert, they are displayed as poor and in need people, who will all benefit from the money. This is a negative stereotype of people who live in African countries. 

Extended exam question

Compare the representations of gender and ethnicity  in this music video  and the video for Dizzee Rascal’s Dream.

In your answer, you must consider: 

·         How representations of gender and ethnicity are constructed through selection and combination of elements of media language 

·         The similarities and differences in the representations of gender and ethnicity

·         How far the representations relate to relevant contexts.

You should refer to Levi-Strauss ( binary oppositions), Barthes ( semiotics), Gauntlett
( identity theory ) and Gilroy ( postcolonialism ) in your answer as well as any other relevant theory 

                                                                                   

In this essay will be discussing and comparing the differences and similarities of represntations that are represented in the Beyonce's 'run the world' and Dizzy Rascal's ' 'Dream'  . 

In Beyonce's video there is a clear representation of woman, woman are being represented as the rulers of the world and in are being portrayed of having greater power than men. There are majority of black females in the video, with Beyonce being the main character and being portrayed as the woman in charge and connotes that beyonce 'runs the world'. In the opening establishing shot we see a woman on a horse, which highlights  the point of woman being in power and superior. 19 seconds in there shots of hundreds of armed men running out and long shots of woman being imprisoned in cages, this shot connotes that men treat woman badly and indicates there is a war between both genders. In 0:32 there is a powerful establishing shot of a group of woman, which is shown above, the woman are wearing powerful and revealing  clothing and are shown as community and emphasises the point that woman have to stick together. Additionally there is a Lion which indicates power and superiority.  The majority of people in the video are black, which means the video is trying to tackle two represntations, woman, gender and black people, ethnicity.

In Dizzee rascals we open with a establishing shot of middle class old English lady, which connotes that this video will be about race. We then see shots of puppets reprinting the artist childhood, with majority of the puppets are black, the video discusses problems like police brutality on black people through puppets which gives out a humorous tone. The video tackles the point that it is difficult to achieve dreams if you ar black. the main message of the video is that everyone should fulfil their dream. There representations of men in the video, there are men doing criminal activities like graffiti and hanging around on the streets, the most interesting representation is the black male pushing the pram which is not something that is usually not associated with men. 

In both videos men are shown as violent and as criminals, in Dizzy's video there is a male policeman who is beating other men and there are men who shoplifting and doing graffiti. in Beyonce's video men are shown as brutal savages who are also presented as violent and monstrous. Also in Beyonce's video woman are indentified as in charge and superior and in Dizzy's a posh woman is the only person who isn't small or a puppet. However there is positive representations of men for example a man pushing a pram and doing the same jobs as woman, but there are no positives of men in Beyonce's video. 

Levi Strauss had a theory called Binary oppositions are a pair of related terms that are used, so in Beyonce's video there is clear binary opposition of woman and men, where the woman and men are showed at being at war and woman at being with great power. 

Ronald Barthes had theory called semiotics. Which are codes that are meant to be read and which symbolise certain things and meanings. In Dizzy's video the puppets signify the artist life and howl life is tough for young black males. In Beyonce's video they use animals to connote their points. The lion symbolises power and strength. Whereas the Hyenas symbolise balance between genders, which connotes with the main point of the video. 

David Gaunlett had a theory called identity theory which says that we can base our opinions from updated media, for example views watching Beyonce's video may come up with new opinions about males and females based upon the video. From dream we might start to come to the conclusion that white policeman beat up black criminals. 

Paul Gilroy had a theory called postcolonialsm theory which is the idea that our world today consists of racial hierarchies. There are majority of black people in the video which shows that the video are prioritising black people and showing them as superior and on top, there a white woman who is in a cage. In Dizzy Rascals video black people are shown as weak and defenceless against white people.  They are shown as puppets which implies that they ar being described as being under control of the white people. 

Horror movie trailer

Horror movie trailer

https://youtu.be/bMffbgU3c5w

I Daniel Blake

I Daniel Blake was directed by Ken Loach, who is a famous English director, who specialises in political and independent films. He is expresses his social options and the films often discuss serious issues like poverty, homelessness and lower class and working class rights.

Dave Johns plays Daniel Blake, who is a middle aged white man who is in poverty and struggling to live in the modern society.  Dave Johns is a comedian , so is therefore stepping outside his comfort zone acting in a drama film.  The actors are newcomers and non- professionals, they are first time actors and some just play the role they play in real life. The film is funded by the public, it domestically earned $200,576.72 and $4,275,018 in the UK. The film was sponsored and created by BBC.

I, Daniel Blake  was more successful than expected, it won a Palme' d' or which is a fence award which highlights it has had global success. it won the BAFTA for best film and the leading actor Dave Johns won best actor.  

Steve Mc all- Job centre manger- 'I, Daniel Blake is a representation. I hope people don't think the film is a documentary, because it's a story that doesn't represent the reality we work in.' this published on the daily mail online, this indicates that the daily mail agree with this statement as published it on their website and promoted it., the daily mail are a right wing newspaper, where as Ken Loach is left wing. The director Ken Loach fought back and said that everything in the film is based on real events. The New York times gave a good review on the film saying that the film is powerful.


The main themes of I, Daniel Blake is poverty, injustice for older people and the difficult process of benefit applications in Britain. The film is a political drama, which is Ken Loach's speciality. The film is set in Newcastle, All the actors are from their and it is all realistic. The film also reaches to a global audience, and is unusual as most global British films are filmed in central London, because everyone globally knows it, but Ken Loach wanted to make it as realistic as possible. There are different hierarchies of people presented, the job centre managers and the police are presented as higher and more respected than Dan and Katie. Dan is represented as nice, distressed and confused middle-aged white man. The main target audience are British people who may be going through similar events, they also want to make people understand that this real and based on proper events.

There is scene where the managers and staff in the Job centre refuse to help Dan and Katie, they are then thrown out, after creating a scene, which implies that they do not care about people in difficult situations.

On the I, Daniel Blake poster, we have the main character Daniel Blake in a pose that is recreated in the film. In the film there is a scene where Daniel protests outside the Job centre and Starts with the film title 'I, Daniel Blake. This scene is recreated in the poster, but there is writing in the background of all positive reviews, and has the film title in the graffiti style. 

adverts

Rewards and punishment

• Physical Reward- Buy 1 get one free

• Physiological- i ams cat- persuades the viewer- if we don't buy it we will be poor and cat will die

• Value messages in advertising

Maslow's Hierarchy of needs

5 needs: Esteem, Physiological, Self- actualisation, Safety needs, Love and belonging needs

1. physiological 

2. Safety

3. belonging and love

4. esteem

5. self actualisation

Emotional Appeal
A method of Persuasion that's designed to create an emotional Response.When an advert wants to appeal to the audience to persuade them to purchase a product, they will use Pictures and videos to catch the audiences attention. For example, The National Society for the Prevention of Cruelty to Children (NSPCC), which uses images and videos of children living in abuse and poverty, to draw in the audience and make them feel sympathy.        

Advertising Rules

• Skittles- Taste the rainbow,    Mc donald's- I'm Lovin it,  Red Bulls- It will give you 'wings', Tesco- every little helps, Nike- Just Do it

• A lot of adverts stereotype woman, a lot adverts sexualise and objectify woman, for example lots of perfume adverts show naked woman often celebrities performing the ad. This links into the campaign in how woman are sexualised. 
• Galaxy used very popular scene in the famous film Breakfast at Tiffany's  to publish there ad, they also had a song from the popular film 'moon river' also playing in the  background. The actor performs the iconic scene but then sits in a car and gets out a galaxy chocolate bar. 
• Music is used in adverts to prevent the advert from being boring, if there is no speech or music in an advert then the advert will be boring. The music always corresponds with actions and tone of the music. Often the song has the message of the advert in it. For example Sky used the 'wouldn't it be nice' by The beach Boys to portray the message that sky allow you to keep leftover mobile data
• Celebrities are used in adverts to help promote the product and brand as it gives the brand a good reputation. George Clooney features in the coffee advert nespresso, this helps promote the brand. Also some companies use famous characters to promote their product, Mr Bean has featured in snickers adverts and Scooby Doo, Fred Flintstone and Top Cat have all featured in the bank Halifax. This idea helps attracts young people who are looking to join to join Halifax. 
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