Revive advert

1) What was the task you were given and who was your target audience? As the audience wasn't typical of the product how did you manage to sell it? What was the name of your brand? 
We were given the task of creating a sports drink for woman aged 50+ , and as the audience wasn't typical of the product, we aimed it towards the aspirations of women 50+ and what we thought that generally they would want to feel when they drunk Revive. We selected the name of our brand to be 'Revive' as we believed that this was the aim of the product. 
2.) Who did you work with and how did you divide the research , planning, filming and responsibilities?
In my group, there was Harriet Loom, Georgia Olley, Connor Phillips and myself. We all had similarly equally input into the research and planning, where we all put forth ideas about the advert production. Georgia was acting in the advert along side with my mum, who also played a part. Harriet and I were the main filmers and Connor, Harriet and Georgia were the main editors. I helped direct the editing as that isn't my strong point. Filming was planned by everybody as we needed to bring in extra filming materials such as an underwater camera and party steamers. We also had to ask permission to use things such as the pool and dance studio.
3.) How did you plan your sequence?
We used a story board of shot and frame types, alongside with the footage planned to be filmed and the song corresponding with it.
4.)What was your initial feedback? What  did others say about your production? How successful was your sequence? 
Our initial; feedback was quite positive. We were advised to try and makes the shots more fluid with the editing and to incorporate nature sounds in the background of the beginning shots to make it seem more natural. Also, that our voice over didn't sound as positive as it could be. Other people said that they really enjoyed underwater shots and the compilation of the sports in the middle. Overall our sequence was successful.
5.)Identify what went well and in hindsight what you could improve/ do differently.
 In the shot where the character is running after drinking the drink, and the streamers are thrown, The wind wasn't on our side and was blowing them in the wrong direction. In order the emend this, we moved angles an therefore hands can be seen in the shot. Also, the last shot where the character drinks the drink and puts it down, the product isn't fully in shot and is quite far back. It would be better if the whole product was in shot
.7) What have you learnt from completing this task (groups skills, communication, compromise, using your initiative, creative input, production skills, editing etc)
I have learnt more about the effects of different camera shots and how when things don't go to plan, using my initiative to fix them, which ultimately ended up working.
8) Looking ahead, how will this learning be significant when completing your future productions?

I have observed and attempted some sorts of editing, so with these basic skills i've picked up from this task i can start to use them on the next.


 

Hyperdermic Needle Theory

The "Hyperdermic Needle Theory" says that mass media had a direct, immediate and powerful effect on it's viewers and consumers. The mass media in the 1940s-50s had a massive impact on society's behaviour change. This was becasue:

• Radio and television was rapidly rising in popularity
• Advertising and propaganda made its way into peoples lives for the first time

This the0ry suggest that a large group of people could be 'injected' with a message designed to trigger a response, directly and uniformly. Mass media could also induce social concern over an issue, therefore creating a Moral Panic (a feeling of fear spread among a large number of people that some evil threatens the well-being of society.)

Stuart Hall Reception Theory

Stuart Hall created the Reception Theory that states that " media texts are encoded by the producer - they are loaded with values and messages that the producer wishes to convey to the audience. However the text is then decoded by the spectator. Different spectators will decode the text in different ways, because everyone is and sees things unique. This may perhaps not be the way the producer intended it to be read.


Stuart Hall identified three different decodings of the text:
Dominant (preferred)

• How the producer wants the audience to view the media text eg. watching a political news story and agreeing with it

Negotiated 

• A compromise between the preferred and oppositional readings, where the audience accepts parts of the producer's views, but has their own views on parts as well eg. watching a political news story and neither disagreeing or agreeing

Oppositional

• When the audience rejects the preferred reading and creates their own meaning for the text eg. total rejection of the political news story and active opposition.

A culmination of factors affect whether one takes the dominant, negotiable or oppositional reading such as: Life experience, Mood at the time of viewing, Age, Culture, Belief, Gender or Values.

Profiling

Target Audience : a particular group which a film, book, advertising campaign, product... is aimed at to receive and consume.
People in the UK are targeted  and labelled based on their social class, occupation, postcode, income, age, gender. This is called socio-economic and demographic profiling and this demographic information is used in media marketing.

A – Upper Middle Class, Higher Management, Bankers, Lawyers, Doctors
B - Middle Class, Teachers, Graphic Designers
C1 – Lower Middle Class, Junior Management, Nurses, Bank Clerks
C2 – Skilled Working Class, Electricians, Plumbers, Builders, Carpenters
D – Working Class, Unskilled Manual Workers
E – Those at the lowest level of subsistence, Students, Pensioners, Casual Workers

Psychographics

Psychographic segmentation divides the audience into groups based on social class, lifestyle, personality characteristics, values and attitude. This can be seen as an outdated method but has been used for many years so it has some relevant data and value to the system.

Radio Industry

Georgia radio presentation from Great Baddow High School Media

Genre Steve Neale

Steve Neale states that genres all contain instances of repetition and difference, difference is essential to the to the economy of the genre if they hope to attract an audience. Each of these genres has a feature, also known as a convention, that is repeated in films that makes that genre unique and recognisable to the audience. However, film makers can add sub genres or a significant difference in the narrative to make it unique. He believes that films should conform to the required aspects of a genre, but a successful film wont stick the the classic regime.

Stereotypes in media

Regionalism

Representation: Regionalism

Through the media, audiences gather a stereotype of the city of Liverpool and the inhabitants as being disruptive, poor and thuggish. One example is after the tragic Hillsborough incident when 96 were killed, The Sun made the following their had line:

This headline caused massive outrage amongst Liverpudlians because they knew it not to be true. The Sun is the second most read newspaper across Britain so people reading this would generalise that all Liverpudlians are like this and have the audacity to steal from murdered innocent people: this solidifies the pre existing idea that scousers are bad. The headlines were not true and were created as a cover up for the government and polices mistakes made. Now, The Sun isn't sold in Liverpool because of the outrageous headlines and the negative stereotype  created around Liverpool.




This trailer is for the 2006 film 'Under the mud' whish is set in Liverpool. It's about a family breaking down during the film, but the setting and context of the family's situations adds to the already existing stereotype of broken families and being disruptive. All though the film wasn't focusing as such on he broken family and it had many positives in the film such as how supportive and friendly scouse people are, violence is a big part of the film and continues trough out the film.

In another form of media, the BBC drama series Waterloo Road introduced the Barry Family, who were, a stereotypical family who got into trouble, wore rollers and pyjamas in the street and were seem to be on benefits. BBC Scotland who produce Waterloo Road are under fire for painting the people of Liverpool in a negative light.The series about a fictional school, which is filmed in Greenock, Inverclyde, has now been condemned as "offensive and closed-minded".

After the new family made their debut, BBC Radio Merseyside was inundated with complaints.

Theory

media representation

Vocabulary

Genre - a style or category of art, music or literature Describe In detail Setting Themes Icons Narrative Characters Textual analysis

Semiotics -  the study of signs and symbols and their use or interpretation

Denotation - the literal or primary meaning of a word, in contrast to the feelings or ideas that the word suggests. What we see when we look at the image ( what it is)

Connotation -  an idea or feeling which a word r image for a person in addition to its literal or primary meaning. What we understand rom this image (what other meanings it has - ambiguous)


Mise en scene - the arrangement of the scenery, props, etc. on the stage of a theatrical production or on the set of a film. Costume,Lighting, Actors, Makeup, Props, Setting

youtube video - genre

In this trailer for the film Letters to Juliet' you can tell it is a romance film as it is based in a city which is renowned for being romantic - Verona. We also know its a romance film as the protagonist Sophie, played by Amanda Seyfried , evidently starts to all in love with new love interest Charlie whilst on an adventure to find Charlie's grandmother Claire's long lost love. There are so many icons in this trailer which have connotations of romance.

Summer Work