Kiss of the vampire analysis

Kiss of The Vampire (1963)

GENRE: Horror

SUB-GENRE: Gothic & Vampire


Layout/Images

This poster can easily be identified as a film poster due to the credits at the bottom of the poster. The main image is featuring two vampires and two victims and several bats appearing in the background. The colour “red” connotes blood and blood sucking. This deepens the thought of killing, murdering and alternately death. The pathetic fallacy in the poster (dark clouds), suggests the mood and atmosphere to be dark and evil which describes the vampires.


Conventions

The conventions of a vampire have been repeated throughout the years, as when I think of a vampire, I think back to centuries ago. To this day, the image of vampires has differed but remained original.


Conventions of a vampire include:

o   

    Sucking blood

o   Seductive romantic figure

o   Pale and Tall

o   Fangs

o   Black cloak

Within in the film poster, the conventions include:

o   Moonlight

o   The colour “red”

o   Blood

o   Castle

o   Bats

o   Black & Red

o   Cloaks/ Capes

o   Fangs

However, this poster challenges conventions as there is a male victim normally, the females would be the victims as a down stressed. This is where in a film a male hero would appear to save the female. This poster also has a female vampire featured which challenges representation of females in that decade. As men were the powerful dominant ones and the females were seen to be weak and sensitive. But vampires were sometimes shown to be a duet and featured as a husband wife or a couple working together as a team to kill.


Theory

Zoonen’s theory that men and women are represented differently in the media, as the female in the poster is seen to be distressed and the male is shown to be powerful as he’s sucked his victims’ blood. The power of the media has created stereotypes and certain representations of both genders that we now associate with their genders. The audience would be disturbed, by the fact there is a female vampire as normally the females ae being killed.


Neale’s theory that everything is made up of repetition and difference e.g. horror = darkness. Throughout the decades in media, the image and conventions on vampires have been repeated but differed as well for example: vampires are supposed to hate sunlight however, in ‘twilight’ the vampire’s glow in the sunlight. Some conventions have been altered so the audience is pleasured, and suspense occurs as it’s not what they originally thought.

TIDE advertisement

TIDE Advertisement

Layout/ Images

The main image is in the direct eye line of the printed text. There is a main image of a female hugging soap powder, the audience would easily identify the soap powder as the product. There is also other images like in the bottom right corner, it shows that these two females had no struggles with the highly-boosted soap powder.

 The main image is of a 1950’s housewife. The female is seen ‘hugging’ the soap powder box and the heart animation connotes she’s in love with it.

Text and language

The triplet used helps promote “Tide” as ‘the world’s CLEANEST wash!’  etc. There are several exclamation marks to exaggerate the soap powder of how much this housewife loves it and that this is the best soap powder in the market.

 The skyline shows the advert is directly aimed at women “No wonder you women buy more TIDE than any other washday product!”

This advert is clearly directed to women the direct mode of address of “you women”.

Colour

 The colour used is red, this colour is bold and bright to grab the reader's eyes. The colour corresponds with the soap powder’s packaging colour and the female’s lipstick.

Representation of women

Women are represented to be 1950’s housewives due to the costume, makeup and hairstyle in the advert. The female has glamorous makeup on, a polka dotted dress and a sleek clean hairstyle.

Context/Theory

Zoonen’s theory of that men and women are described differently in the media, this links with stereotypes in the current world and era in the 50’s as women were meant to look after the kids, cook and clean whereas, the men were meant to work to earn money so they could pay for the bills.

Barthe’s theory that all media texts have codes that need to be read. Within this advert, the audience will de code this advert as some text/images have different messages.

Gauntlett states in his theory, that we use all the internet and other media texts to help us create an identify.

Save the children

Save The Children Advertisement


Narrative: 'Most shocking second a day' - it shows the highlight of each day.

Audience: Middle aged working class -it targets the middle age working class as they have kids and this could emotionally effect more.


Media Language

Close ups: The whole advertisement is a close up of her face - some close ups in Water Aid and had long/wide shots. The close ups show her emotions and feelings  as it's based on her story whereas Claudia's story was about her and the community. Towards the end, the solider was puling her cheek and she did't seem happy, her facial expressions displayed the problem still wasn't solved. That action is seen to be done stereotypically by your Grandma (related family) the irony is that she doesn't have any family left. The solider isn't represented in a positive light as her facial expressions don't connote happiness or joy.

Camera Lighting: Throughout the advertisement, the lighting gradually gets darker and colder (linked to binary oppositions)

Editing: The camera shots/movements hit you every second of her day. You can easily notice the cuts in between shots which can suggest a rocky tense mood/feeling.

Sound effects/audio: The audio gives a sense of reality (sirens, sneezing, bombs, gun shots). It mentally affects the audience.

Setting: Establishing shot: The opening shot shows a white British 'happy' family singing happy birthday to her young daughter. It shows homely modern home with a bookcase and radio. In the background of some her shots - there was signs displaying danger "DANGER, WRONG WAY, TURN BACK".


Theory

Binary oppositions: Light vs. Dark

WaterAid

WaterAid Advert - Claudia : Sunshine on a rainy day


The advert is seen as unconventional as normally the advert would use negative images and messages to make the audience feel guilt. Whereas, this advert uses positive images and uses the motif of sunlight which connotes positivity. The main message of the advert is to appreciate what you have as others, may not have it and may still need your help.
Africa is represented at the start of the advert to be poor but throughout the advert, it shows the community have been helped and are happy that they have clean water. However, Britain is shown to be ungrateful as the stereotype of the UK is that it rains all the time and we take it for granted but Africa doesn't receive much water as they go through drought normally.




Media language

 Camera shots/movements: The use a wide shot in a corn, helps highlight her loneliness as she’s seen in an isolated location. The use of a close up as she’s singing, helps show her emotions to make the audience feel a connection with Claudia.

Lighting/The use of colour: The lighting is a warm yellow which links to the thought of sun and positively. The use of colour creates positivity with bright – pastel coloured water buckets.

Sound: The female ‘Claudia’ is singing “Sunshine on a rainy day” this suggest her and her community are happy as they have received help and shows she is grateful for her clean water.

Props/costume: Her costume is quite ragged but it is expected by the audience as they’re African and they have stereotypes because from the start of the advert it connotes poverty as Claudia is seen going to collect some water.

Techniques

Information: “Text SUNNY to 70555 to give £3 today to help reach more people like Claudia”

“650 million people still don’t have access to clean drinking water”

The use of negative language “still don’t” contradicts the advert as more people still needs help. It shows how they could be happy and that’s where guilt comes in as they aren’t all like Claudia. 

Target audience: middle aged people

We know this by the establishing shot of a radio in a kitchen.

The iconography of the audience is seen as they have plants, books and a radio playing the weather, this shows the audience takes it for granted and doesn’t appreciate it.

Binary oppositions

Britain vs. Africa

They are two contrasting countries as Britain takes water for granted whereas in Africa they don’t receive enough of it.

 It is similar to wet vs. dry as it shows the establishing shot of rain in Britain vs. the dry crops in Africa.

Fay's Semiotics Theory Lesson

Anti Realism - They are two sides of a philosophical debate behind the whole basis of accepted scientific truth, for example : " The Three Little Pigs" - The Guardian

Realism - It shows the factual side, for example: "Dyson Hoover" - Dyson

Rihanna - Reb1 Fleur

The advert shows the two sides of people, as she's looking through the glass to her reflection. The perfume could change the type of person you are. The techniques used are hidden and overt messages.

Semiotics

Semiotics - The study of signs and symbols as elements of communicative behaviour e.g. gestures, colours or clothing. It is used to construct a possible meaning from a text e.g. artwork or music video.

The sign is made of up of the signified and signifier.
For example: THE WORD "STOP"
Signified meaning: To stop what your doing or pause
Signifier meaning: the word "STOP" or the symbol "STOP"

Riptide

Chloe Valentine

Riptide - Vance Joy

Genre and Audience

Indie is a lowkey genre that was popular in the late 70’s. They have a niche audience, and feature some artists like Navana. And the Smiths. It is normally referred to as alternative rock/ guitar based.  A stereotypical convention to an Indie music video would be guitars and white middle-aged males.

Indie is a small independent pop group, record label, or film company. Vance Joy does fit into the Indie genre it’s quite acoustic and calm.

Narrative and Iconography

The music video uses an interpretive style, this means the lyrics correspond with the images/ objects. 

It has one short narrative, which includes the process of the woman deteriorating as her appearance becomes less and less glamorous.                                 .

The first shot shows a female the dentist as the first line is “I was scared of dentists” it creates and shows the literal meaning. This makes the audience take the literal meaning for mostly every verse, it shows an image that connects with the lyrics which engages the audience as they see physical objects/ images.

Representation

Females are represented stereotypically in this music video as they are seen to be tortured, abused and sexualised. The ongoing motif n the video is abuse towards women as there is a mid-shot of a female tied up to a tree. The establishing shot of a female in a dentist, the close up shot shows he facial expressions to be scared as her eyes are wide open. The female is shown as an object as she’s seen to be taking off her swimsuit. The audience is objectifying her as we look on to see her (camera). She doesn’t reveal her face at all, which creates a sense that we are spying on her as she gets undressed. This is further deepened as there is a shot of a red book “Techniques of photographing girls” which disturbs the audience.

The lyrics of “taken away to the dark side “shows the female being abducted, all these images/shots have a deep meaning behind them. There is a strong representation that females are objects and are weak.

Theory

 

Postmodernism- This video shows a reference to a stereotypical horror movie setting (set in a graveyard). As normally, in a horror movie the females are always abducted or end up dying first. The music video refers to the film directors Wes Anderson and David Lynch. Lynch’s popular movie called “Blue Velvet” it was filmed in the 1980’s but yet feel like it’s set in the 1950’s. This is similar to “Riptide” as it has a old-fashioned vibe due to makeup, costume and props. Wes Anderson was referenced as the shots are filmed from a bird’s eye view and he follows specific shape and layout to the objects, this is shown when he lays out the American dollar.

Sembiotics

o  “All my friends are turning green ” – This can indicate that money are his only friends but also connotes envy and jealousy.

…. ADD MORE INTERPRETATIONS

Dream

Representation of Dizzee Rascal's Dream

Narrative

The main message from Dizzee Rascal's Dream is to achieve or aspire a dream/goal. The song Dream came from the album 'Showtime'. The music video shows Dizzee eventually aspiring his dreams but he returns to his puppet box at the end so therefore is some atmosphere of loss and defeat.

Representation

There is several binary opposites, such as Dizzee vs. the female / white working class, as the female seems she has all the power. She has Dizzee in a box and asks him to appear and disappear towards the start and end of the music video. Dizzee's box is positioned on her piano and he sings and dances with the fellow puppets as she watches along. As Dizzee returns in his box, the atmosphere of a clown. appears as if he's a puppet and he's a jack in the box. It appears that Dizzee is a jack in a box and is only allowed out for a short period of time to have his spotlight then he fades away in his box again. As she is a white upper class elderly female, we can see she is a very British traditional female. We can see this from her traditional house decorations  for example : floral curtains and a piano. As an audience, we can tell the contrast between Dizzee and the elderly female.
In the music video, there is on-going conflict which a police officer and a black male this represents the modern times that the youths have trouble with the police. The elderly female's facial expressions show that she is disturbed as a toy helicopter appears showing loads of chaos.  

Social power

 Dizzee has no strings but is yet the same size as the puppets, however he is still a box this indicates some sort of restrictions which can suggest some slavery context as the white upper class female directs him.

Intertextuality

As the music video begins, Intertextuality is used linking to the 1960's kids tv show called Muffin Mule, the upper-class white elderly female introduces Dizzee has he appears out of the box she says "he's such a rascal". A rascal is a mischievous or cheeky person, this can link to the word "troublemaker" which can suggest conflict, this can be further deepened through his race and stereotypes of black males causing trouble.
In Dizzee's music video, Golliwog is featured which is a reference to a 1890's puppet. The golliwog was used to represent black males, it indicating that black males are entertainers and are clowns.

 The white elderly female also instructed him to finish his 'performance' as she ends the music video with "Goodbye Dizzee, Goodbye boys and girls"  which links to The Muffin Mule Kids TV show. 

Marketing Campaign - Christina, Chloe, Hailie Aaron and David

Product: Amazon A1

Marketing: An advert

Message: Improving your day to day life - paired to the Alexa
 Through camera quality, wireless charging paired with another amazon device, fingerprint sensor and holographic.

Slogan: ' Living life on the edge"

Three Golden Rules To Advertising

Inform: In the advert, we will discuss the latest qualities on the phone compared to other phones in the market, helping the elderly.

Persuade: It is different, compared to other phones e.g. holographic. The phone has "Ask A1" which can help the elderly take shortcuts by finding it easier to call or text their family and friends.

Sell: Selling our product to the elderly who are unexperienced in the technological world by making this phone an easy learning device. It'll help with their day to day tasks e.g. set reminders to call the grandchildren.

USP: It has holographic qualities like no other phone.

Persuasive devices: Repetition, catchy audio and having Morgan Freeman feature in it.

Media Homework- Fay

1.  'Every little helps' - Tesco
     'Save money live better' - Asda
     'Think different' - Apple
     'Just do it!' - Nike
     'It's finger lickin' good!' - KFC

2. In the NHS anti smoking ad they use shock tactics to stop people from smoking.
The use of emotive language "if you could see the damage you'd stop" it plays on the audience's mind as the audio immediately stops and there is a high level of seriousness.
The audio of realistic scenarios e.g. the inhaling of the cigarette and the wind blowing, creates a sense of reality.
It uses disturbing imagery, it shows the cigarette turning into some sort of fat which puts off the audience from smoking, which was the NHS's first aim.

3.  All black people like chicken - KFC
     Only mums do the shopping - Asds
    Only women doing the cleaning - Fairy Liquid
    

4. ?

5. The Specsavers/ lynx advert.

6. Music is used to create an atmosphere for the audience for example; slow and low pitched music can make the audience feel sad.

7.  Spice girls in the walker crisps advert

8. ?

Dove Beauty Campaign

Dove has been targeted in many ways and faced criticism good and bad.

Bad

'The main issue being targeted was the receptive use of unrealistic unattainable images.'- it was meant to be promoting self- love but caused women to have low self esteem.

'It features too many traditional attractive white women'- stereotypical

'It seems to define beauty as being thin and young.'

They wasn't a lot of diversity included.

Good
It created a global conversation which included the public to have their personal opinion of the campaign if it was seen as effective or not.

'Right Back- Khalid & A Boogie Wit Da Hoodie Representation

• This music video creates a positive atmosphere, by using close ups for the audience to see the characters emotions as they are seen smiling, laughing and dancing. 

• It shows a realistic sense as it's set in a park celebrating a BBQ with a group of friends, this can connect the audience with the artists making the audience feel they have a personal relationship with the artist. 

• The costume promotes summery vibes as Khalid is seen in a floral top and he is the centre of attention.

• The establishing shot of the two characters arriving in two cars to the park for a BBQ. The mid shots help the audience establish the setting and area.

26/09/19

Barnardo's uses persuasive tools such as;

• Emotive language ' I don't trust anyone ' and 'I'm scared'
• Camera shot - held camera 
• Camera shot - close up to show emotions to audience
• Sympathetic audio towards the end as the male gets younger
• Shaky camera movement - can suggest the unstableness
• Point of view shot- as if we was talking to each character

Inform

The narrative, as it was a direct mode to inform the audience of the story.

The slogan and logo used at the end of the advert.

The dialogue used as if we, the audience was speaking to each character.

Persuade

Emotive language

Camera Shots

Audio

Sell

Used a direct link to their website.

Mentioned their slogan and logo.

Advertising

Image 1:Barnardo's

• Emotive language- ' Give a neglected child a new life'
• Imagery - trapped 

Image 2: Smoking

• Emotive language - ' Children of parents who smoke, get to heaven earlier'
• Sad Imagery- there is a halo of smoke around her head which links to heaven.
• Camera shot- Mid shot of a little young girl

Image 3:  NHS Smoking

• Disturbing imagery- of a pregnant mum with smoke coming out.
• Emotive Language- 'harms your baby'
• Dark lighting - suggesting evil within

Image 4: Hooked

• Imperative language- ' get unhooked'
• Facts- ' the average smoker...'

Image 5: Drive Awareness

• Editing their chid's face in the rear-view mirror - using powerful facial expressions
• Emotive language - 'the number of car accidents involving children increase during school holidays, please be careful.'

Image 6: Smoking

• Statistics- ' Over 80%...'
• Imagery- the smoke is suffocating him
• Emotive language- ' harmful poisons'
• Dark lighting & Dark colours -  to show bad effects

03/10/19

Persuasive tools

• Stereotypes-  are used to offer a shortcut which is an immediate meaning.
• Intertextuality-Using a media text to create an immediate meaning.
• Music- Using a number of ways to grab the audience's attention as a short narrative.
• Famous People- The audience may admire the celebrity and aspire to be like them then they will most likely buy the product.
• Repetition/slogan- repeating the advert can be seen as an effective tool as the slogan and advert will remain in their memory.
• Reward and Punishment- this is a key tactic, physical rewards and psychological rewards.
• Value messages- These adverts carry value messages ( a message that has a deep meaning behind it) e.g. life is too short.

Maslow's Hierachy of words

Psychological, Safety, Belongness and love, Esteem and Self activation

1. Psychological needs - food, drink, sleep and relief from pain

2. Safety - security and protection

3. Belongness and love - friends, companions and family

4. Esteem - respect, confidence and admiration

5. Self activation - discover the truth about yourself and create beauty and produce order and promote justice.

Induction Report Task - Gender Representation

CHLOE VALENTINE 

Induction Report Task- Gender Representation


Adverts



Harpic Power Plus


Harpic Power Plus was a known advert hitting on the television at February 2017 promoting their new domestic cleaning product of bleach. The advert shows a female welcoming a firefighter into her
house to check the fire alarm to later realising he’d like to use her bathroom. As the female opens the door she’s instantly stunned to see ‘a strong firefighter’ as appears with a ladder and helmet as if he’s come to her ‘rescue’.This is further shown through her body language towards the young male firefighter.He is further sexualised as a firefighter as he receives a pleasing look from the female and reminds the audience of the career of a stripper as a stripper often dress up as firefighters or some sort of jobs which requires a level of power or authority,this may portray that females are attracted to firefighters,this reinforces the stereotype and opinion as the younger generation feel pressured to be a firefighter or hold some sort of authority/power. The advert has represented the male as ‘strong dark and powerful’ which builds the stereotype of males being strong and doing a masculine job such as a ‘firefighter’.The use of colour creates an intimate and romantic mood as the font is black and red which can suggest a dark,evil connotation but also sexual.This can also be backed up by the audio as it is portrayed as if ‘she’s met her ideal man’.Towards the end, there is a slo mo and wide shot of the firefighter of him smirking towards the camera,this could suggest he’s trying to please the audience as well as the female who answered the door.Hall’s theory shows the ongoing stereotype which is that,media language is used to create representations and stereotypes are used to assert power,this was successfully proven through this advert.This advert helps connect with its purpose to sell as it’s trying to sell the product promoting it to be “strong dark and powerful” like the young firefighter,audiences are further attracted as it’s a well known stereotype that men are ‘powerful’.




Aptamil

The aptamil advert shown in December 2017 reinforced negative stereotypes upon gender roles.The aptamil advert implies that ‘their future starts today’ the advert opens with a young girl balancing with a second image of a young teen doing ballet suggesting she’s going to be a ballerina.A ballerina is seen as stereotypical as most young girls are encouraged to do ballet at a young age.Whereas, the young boy playing with the toy has the second image of a young male working out equations which possibly indicates he’ll have the career of a mathematician.The shot shows light travelling into the little girl’s room which could convey that her future will be brighter than the young boy or that boys mood will tend to be more serious than girls,this may suggest the boy isn’t having fun.The little girl’s facial expressions show her being playful and cheerful whereas the little boy’s facial expressions convey a serious or concentrated look which may show the pressure from the parents.The use of soft colours shows an elegant feel to the advert as their young individuals.The little girl has a pale pink bedroom this reinforces the stereotype that she’s ‘girly’.Therefore, the advert reinforces the stereotype as children are shown the gender roles which can be influenced by family or parents e.g the use of colour used to represented the gender.Gerbner’s theory is that the more we see the representations and the more we recognise them we start to believe they are true.The use of stereotypes helps sell this product as it’s what we associate the gender with and it’s easier to clarify the gender by job or hobby for example.



Huggies Dad Test

The Huggies dad Test advert was first shown on September 2014, it promotes their new nappies including testing  the dads with these new nappies, the advert opens with an audio  “ to prove Huggies diapers can handle everything, the toughest test imaginable…dads” the quote is acting sexist towards dads and gives a negative stereotype on dads as they ‘can’t look after kids or successfully change or feed them’ compared to a mum. This advert is being insulted towards fathers and  being sexist towards males as they can’t look after kids like a female would.There is an  ongoing prepication that dads are immature and only mess about,this prepication is further deepened by this advert.The mid shot of a baby with food all over their face represents that men can’t look after kids.The advert received a lot of criticism, mainly from dads, “it is loaded with stereotypical assumptions that dads don’t know how or when to change diapers.” It seems to me they’re hoping for comments like “ Huggies diapers are so good,even dad can use them.” – one said.Therefore, Huggies received a lot of comments from dads and it even made the american news.