Sexulatity Awareness 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 where given the task of creating an advert too represent sexuality awareness. The target audience that we chose was teenagers as we filmed the majority of our advert in a school setting. We aimed our advert at homophobes in school and there impact ,words and actions have on someone. We called our charity 'SAME LOVE'  which aimed to help people with their sexuality.  

2) Who did you work with and how did you divide the research, planning, filming and responsibilities? 









In this project I worked with Jamie, Carys, Alistair and Natasha. To start with Natasha and me drew up a temporary story board which Carys developed, we done this so we had a clear plan of what we where going to do, and what each camera angle had to be. Natasha filmed the whole advert and imputed her ideas throughout, Carys and me acted and edited the video.
3) How did you plan your sequence?
To plan our advert we firstly put all of our ideas down on a story board so we had a visual idea of what our video would consist of.
4) What research and planning did you undertake?
To prepare for our advert we watched serval different takes on videos about sexuality and how it can impact someone's life.




5) What was you initial feedback? What did others say about your production? How successful was your sequence?
My whole class watched our advert and everyone all had the same feedback which was that when the words flashed up they were too quick for people to read but overall the feedback was mainly positive.

 6) Identify what went well and with hindsight what you do to improve/do differently.
I liked the whole concept of our advert, I think it was shown very clearly, I put this all down to planning. However, next time I would have improved the ending as it shows all the information about the charity and how to contact them but it was only shown for a few seconds.

 7) What have you learnt from completing this task (groups skills, communication, compromise, using your initiative, creative input, production skills, editing etc)
This product has taught me how to put my views across in a way in which could improve our work. I also learnt how to use my initiative for certain area which we didn't have the right props and settings ect... I also learnt how to add text to a video with Adobe Premiere Pro

Hypodermic Needle Theory

The Hypodermic needle theory

Is a linear communication theory that suggests that media messages are injected directly into the brains of ‘passive’ audiences.
In this theory the media is seen as powerful and able to ‘inject’ ideas into an audience who are seen as weak and passive and could be influenced by a message.

This theory was...

• the first attempt to explain how mass audiences might react to mass media.
• developed in an age when the mass media were still fairly new - radio and cinema were less than two decades old.
• Governments had just discovered the power of advertising to communicate a message, and produced propaganda to try and sway audiences to their way of thinking.

This theory basically says that the intelligence and opinion of an individual are not relevant to the reception of the text. It is thought that as an audience, the creators of media texts manipulate us, and that our behavior and thinking might be easily changed the people who are making the media. 

Passive Audience

Is the idea that the media ‘injects’ ideas and views directly into the brains of the audience like a hypodermic needle, therefore, controlling the way that people think and behave. 

A passive audience

• does not actively engage with a media text.
• does not question the message that the media is sending
• simply accepts the message in the way the media outlet intended

Genre Theory- Steve Neale

It is easy to underplay the differences within a genre. Genres offer an important way of framing texts. Steve Neale declares that 'Genres are instances of repetition and differences'. He adds that 'Difference is absolutely essential to the economy of genre'.

Genre is a term that can be split up into different categories, based on characteristics that they share, for example, settings, storyline's, narratives, characters and themes. 
In particular, genre can be referred to music videos, and they can be classified as being a particular genre, for example, pop, rock and hip-hop. 


He also say's that, definitions of genre are historically relative and are therefore historically specific. Believed that there was a system of expectation and that by using own knowledge and applying conventions of the genre, the audience should be able to infer the narrative and storyline of the music video. He also declares that difference is essential to the economy of genre; mere repetition would not attract the audience

Advert Remake & Evaluation (Club chocolate biscuit bar)

1) Who did you work with and how did you manage the task between you?
In this project I worked with Natasha and Carys we all had individual roles which helped us
in completing the final piece. From the beginning we assigned ourselves individual roles. Natasha was given the role of directing and filming, which was very beneficial to the group as we could all contribute. Carys starred in the advert and put across important ideas and improvements which where needed. I appeared in the advert, proposing and negotiating throughout. These roles where sometimes switched up, so we all got different chances to practise different skills. After filming we began editing. Firstly Carys gathered  the viable videos, deleting the others. Afterwards they were placed into Adobe Premiere Pro. Then Natasha and I shared an editing role to sync the videos with the music, as well as syncing the actual advertisement we were replicating. 

2) How did you plan your sequence? What processes did you use?
Firstly, we screenshotted each clip and noted what camera angles that where used at what point in the video so we had a physical storyboard to work from.

3) What theorists do you think you could apply to your task?
Stuart Halls idea applies well to this task as his idea is that audience can have different reactions to different  media texts. In this instinct the club advert is aimed at children but as Stuart Hall states that audience members adopt one of the following three positions when they decode the text:

•  Preferred reading: How the creator wants the audience to view
• Oppositional Reading: Where the intended meaning of the text of the text is totally opposed by the reader.
• Negotiated reading: When a member of an audience partly agrees with part of the product                                                                                                       (many factors could change an audience view/reading on the video.)

4) What factors did you have to take into account when planning, shooting and editing?
When planning the advert we noted down all the camera angles, settings and shots so that the end outcome could be as precise to the original as possible. A main factor that we focussed a lot on, was the lighting and setting of the video as the original video used very bright and cheerful lighting representing the happy and versatile message the club advert was aiming to get across.
When it came too shooting we already had the plan to help us but we did keep referring to the video; watching it multiply of times. Another factor was trying not to over film so that we didn't have too much footage to go through once it came to the editing aspect. Once we got to editing, Carys labelled all the videos in order of where they came in the advert this made it easier for when we put the videos into Adobe Premiere Pro. We shortened, sped up, slow downed cropped the videos all to fit in with the original.

5) How successful was your sequence? Please identify what worked well and with hindsight what would you improve/do differently?

SUCCESS
-Our sequence was very successful as the whole video perfectly fitted with the audio, part 1 to part 2 also followed perfectly
-The cameras angles were true to the original advert.
-We all worked very well as a team and know one was afraid to put forward any ideas or state something they felt that needed to be improved.
-The setting choices which we used in our video primarily was a true replica of the original video.
All these factors therefore insured our video was successful.

IMPROVEMENTS
-The setting wasn't exactly in all the shots a true representation as we would of liked the park to be more busy with children playing in the background of the shots 
-In the video many characters changed outfits as many clips where filmed on different days so next time having one day to film would be very beneficial

6) What did others say about your production?
Everybody who watched the advert thoroughly enjoyed the whole video especially how everything matched up to the original advert. The creative ending made many people laugh.

7) What have you learnt from completing this task?
I have learnt how important and planning is rather than just jumping straight into the task and rushing everything. Time, patient and not being afraid to get things wrong are all key in completing the task.

8) Looking ahead, how will this learning be significant when completing your future productions? 
This whole process will benefit me in the long run as I will get faster and better at editing consequently resulting in a improved end result.

Representation- Stereotype

Stereotype:
The media institutions use stereotypes because the audience will instantly understand them. Think of stereotype as a 'visual shortcut'. They are repeated so often that we assume they are normal of 'true'.
Archetypes:
This is the 'ultimate' stereotype for example for a stereotypical Essex girl people would imagine a bimbo blonde, high heels quite ditzy a lot of make up and fake tan but in realty this only a small proportion of Essex girls.
Countertype: 
A representation that challenges tradition stereotypical associations of groups people or places.
Representation:
The way in which people, event and ideas presented to the audience created by the producers or anyone who makes a media text. What they choose to use is controlled by gatekeepers.
Media Moguls:
Rupert Murdoch

Who, what, why, where- When analysing representation
Who- Is being represented? Who is the preferred audience for the representation
What- Are they doing. Is their activity presented as typical or atypical? Are they conforming to genre expectations or other conversations?
Why- Are they present? What purpose do they serve? What are they communicating by their presence? Whats the preferred reading?
Where- are they? How are they framed? Are they represented as natural or artificial? What surrounds them? What is in the foreground and what is in the background?

DR CAGES 

Disability
Regional identity

Class
Age
Gender
Ethnicity
Sexuality

Disability: Wheelchair user

• Treated differently from other humans
• Weak
• People with disabilities cannot do anything by themselves 
• Cannot work and survive on benefits 
• A disabled employee cannot possibly do better work than an non-disabled employee
• Cannot walk 

Countertype: Steven Hawkins goes against all this, and is shown in the media as a very powerful person in the scientific world.

Regional identity: A French man

• Ride bicycles
• Wear striped clothing
• Carry onions 
• Have moustache
• Wear berets 
• Romantic
• Carry baguettes
• Love art 

Class: Lower class

• Not well educated
• Unfriendly
• Dirty
• Lazy
• Substance abusers
• All criminals 

Age: Teenagers

• Loud
• Obnoxious 
• Addicted to social media
• Always up to no good
• Moody
• Out late vandalising
• Criminals
• Obsessed with materialistic things 

Countertype: A teenager who wins an award for saving someone's life 

Gender: Girls/Women

• Dependant on men
• Weak
• Fragile
• Do not like any sports
• All amazing cooks
• Home oriented 
• Easily emotionally hurt

Ethnicity: 

Sexuality : A gay man

• Feminine speaking tone
• Limp wrist
• Good shoppers
• Fashionable 
• Haters of sports or any physical activities
• All love Broadway
• Gossips
• Weak and delicate
• Sassy
• Surrounded by a lot of girls

Media Effects

Natural born killers
Natural Born Killers, is a film that intended to highlight the way the media sensationalises crime and can glamourize killers, consequebtly inspiring many murders.

• Eric Harris and Dylan Klebold where the key indivdulas in the Columbine High School Massacre. Both boys were fans of the film and used the acronym 'NBK' as a code in their home videos and journals.

Roland Barthes

The key principles of Rolands theory is, that when you see something you interpret different meanings for example when a wine bottle is presented in front of you with a wine glass then you know that this is for the wine whereas when you see a beer glass near the wine bottle then you know that this is not right.  

He has explored a variety of signs in his life and made his interpretation of signs an founded the semiotic theory.