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.