Advert - Evolve

1) Who did you work with and how did you manage the task between you?

In my group I have Mollie, James, Luke and Ryan. On day one of playing we discussed out strengths and weaknesses in order to give each member of the group something that they could be involved in and do that would benefit the group as well as ensure a good quality production. Luke came up with a concept that gave the group an opportunity to bounce ideas of one another as well as give a say in how they thought the advert should go which resulted to the final product.   

2) How did you plan your sequence? What processes did you use?

We sat down as a group and talked through ideas of what our product should look like in order to hit our target audience. We then talked about what 12/13-year-old boys like are interested in so we could reach as many people in that demographic as much as possible. Once we had formed a list we then talked about a range of different scene options and how we wanted them to transition from one another. We then decided which scenes we wanted as well as the order we wanted them to be in. We wrote down a timeline for both the video and when we would film each scene. From that we then had our filming schedule sorted, this allowed the group to know where to be, at what time with the correct outfits/props.

3) What theorists do you think you could apply to your task?

You could George Gerbner's Cultivation theory as we had the product in several scenes which could be related to Gerbner's idea that exposure to repeated patterns of representation over long periods of time can shape and influence the way in which people perceive the world around them. Stuart Hall's Reception Theory could also be applied as there could be different audience views from this advert. For example, the preferred reading would be that by using this product will mean you will be popular and successful in everything you do. The opposition reading would be that this spray won't make you more successful as it’s just a spray and the negotiated reading would be that the spray can make you more confident but it’s you who makes yourself successful.

4) What factors did you have to take into account when planning, shooting and editing?

One of the factors that we had to take into consideration when planning was who we wanted/ needed the product to appeal to (in this case pre-teen boys). This was a crucial part of the planning as if we didn't make it appeal to pre-teen boys then we wouldn't have hit our target audience or stuck to the task brief. We also need to consider when planning if we needed any extras as this meant asking people from the younger years to help out in their space time - which we ended up needing to do.

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

Our sequence went very well. We kept on track, filmed everything in time giving us 2 days to edit and we even got to make a longer and shorter edits. Each scene played out how we have planned and wanted with hardly no problems. We got the advert within the time restriction which that we were always able to meet all of our brief. In hindsight, there were only 2 problems we faced as a group which we overcame but we could have done better. One of these problems was finding extras. We lucky found some people from the younger years to help out but as our target audience was younger than our ages we had to rely on other people. Thankfully, we were able to fill all the roles and worked round it but it was a stressful process that we had to arrange a couple of hours before hand. The second problem we had happened during editing. We faced problems when it came to transitioning from the younger boy to the older boy. We hadn't lined the two characters up exactly and we had to use practice footage as the final footage as we didn't have a front shot to transition into the older boy. Again, we got way with this but it could have worked better or worse case scenario not been able to have a transition. 

6) What did others say about your production?

Other people like our ideas and concept. They commented on the story line of the boy feeling older after using the product. People commented on the song as well how the advert came together in regards to editing and transitions.

7) What have you learnt from completing this task?

From this task I have learnt how important planning is in order to be on scheduled and get everything done on time. In addition to this, during this task I learnt how to create an advert and how important it is to have the decided story conveyed to the audience. This task has taught me how to sell a product through camera angles and product placement in a scene. I have also learnt how to work to a deadline as well as editing to a required time limit.

8) Looking ahead, how will this learning be significant when completing your future productions?

This will help future productions as I now know how to plan effectively and keep on scheduled. I also know how to put a piece of recording with music. During this project I also learnt the importance of product placement which will help with future productions as I will be able to place the product in the more effective place.

Representation

Representation: 

Dr Cages:

Disability 

Regional identity 

Class

Age 

Gender

Ethnicity

Sexuality 

Task: Choose one 'Dr Cages'. Write about the stereotypes about the group you've chosen. Then find 3 media products that use stereotypes as well as one counter type. 

Gender:

- Gender stereotypes:

• Women are dependent on males
• Women are nurses, not doctors
• Women are not as strong as men
• Women are supposed to make less money than men
• The best women are stay at home moms
• Women are not politicians
• Women are supposed to be submissive and do as they are told
• Women are supposed to cook and do housework
• Women are responsible for raising children
• Women do not have technical skills and are not good at "hands on" projects such as car repairs
• Women are meant to be the damsel in distress; never the hero
• Women are supposed to look pretty and be looked at
• Women love to sing and dance
• Women do not play video games
• Women are flirts
• Women are never in charge
• All men enjoy working on cars
• Men are not nurses, they are doctors
• Men do "dirty jobs" such as construction and mechanics; they are not secretaries, teachers,
• Men do not do housework and they are not responsible for taking care of children
• Men play video games
• Men play sports
• Men enjoy outdoor activities such as camping, fishing, and hiking
• Men are in charge; they are always at the top
• As husbands, men tell their wives what to do
• Men are lazy and/or messy
• Men are good at math
• It is always men who work in science, engineering, and other technical fields
• Men do not cook, sew, or do crafts

- Examples of gender stereotypes in the media:

In this music video women are portrayed as being the domestic one in a relationship. The song is about the requirements of both the man and the women in a relationship. The man seems to be portrayed as needing to buy their partner gifts and fit a range of criteria. 

Looking at this magazine cover there is a sexist approach as to what men read. This cover shows the magazines articles and shows them to be about how to gain a six pack and women. This suggests that in order to be seen as male you need to be physically fit and strong as well as be interested in women. Not only that but they have used a male model who is well kept and who appears to be physically fit. This also gives the impression that men needs to be well kept, good looking and should appear to be physically fit.  

In this clip from the film James Bond they have only used male actors. This could be deemed stereotypical as in all of the violent and dangerous scenes it is only male actors, even the close up of the lorry driver reveals he is male. By doing so it is made to be believed that only males are allowed to partake in dangerous situations as well as capable to fight.The police involved in this scene are also male which adds to the stereotypical job genders. By having no women involved means that there is an opinion formed that only men can be spy's and be involved in this level of danger. In the James Bond film's women are mainly used/portrayed in a sexual manner. This clear gender divide making the film extremely stereotypical. 

Presentation - TV Drama

Advert - Fruitella Copy

Fruitella Advert remake


The whole video:

Our section:

1) Who did you work with and how did you manage the task between you?

In my group I worked with Luke, James and Alexia. The day before we filmed was sat down as a group and planned where we wanted to film each scene as well as the range of props we would need to match the advert. We also discussed and agreed upon who would play the main role in the advert.

2) How did you plan your sequence? What processes did you use?

Our group planned by watching the section of the advert we needed to copy and marking out each scene as well as shot we needed to film. This helped us to know how many scenes were needed as well as the different shots in order to be able to film the next day as organised as possible. We wrote down each scene to act as a plan. We were going to time each scene but as a group we decided that it would be easier to film longer shots and make them the correct time when it came to editing. 

3) What theorists do you think you could apply to your task?

The theorists that apply to this task are Steve Neale, Stuart Hall and George Gerbner.

Steve Neale's theory could apply to this task as he has the view that genre is made up of repetition and difference. This could relate to the advert as the genre is comedy so has the mum being caught in a face mask and the little brother annoying his sister in front of her boyfriend. These parts create a knowledgeable genre of comedy but it also includes music (the boy singing) therefore adding a difference to the advert and more importantly the audience. 

Stuart Hall's Reception theory also could apply to this task as he has the view that the audience can experience 3 different views to the advert. The first reading is the preferred reading. This is how the creator wants the audience to view the media text so in this case it wants the viewers to see the benefits of the sweets and how they are a positive thing to your life. The second reading is the opposition reading where the intended meaning of he text is totally opposed by the reader. which in this case would be that the sweets don't make you upbeat and fun but simply are sweets that are bad for you. The final reading is the negotiated reading; this is where the message is acknowledged although it is adapted to the individuality of the person.

George Gerbner's theory also can relate to this task. His cultivation theory has the idea that exposure to repeated patterns of representation over long periods of time can shape and influence the way in which people perceive the world around them. This could potentially relate to this task as if the viewer watched the advert repeatedly then they would be influenced to buy the sweets as it will be ingrained into people’s mind so when they see the product in the shop they would relate that to the advert and experience that feeling.

4) What factors did you have to take into account when planning, shooting and editing?

The factors that we took into consideration when planning were the time allocated to shoot on the day, who the main character would be as well as where we would shoot the different scenes to get as close to the original video as possible. When shooing the advert we had to think about a range of factors. We had to consider what each character was wearing so it was consistent throughout. We also needed to consider what lighting was needed as we ran into problems with the sun interfering with the shot. Another factor was how long we needed to film for each scene. We needed it to match the original as much as possible meaning the shots had to be the same. Instead of watching the video and counting to the second, as a group we decided to film the scenes longer and when editing we would match the timings. When filming and editing we also had to include the green screen for the final scene.

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

Our section on the video advert matched most of the original. There were sections that completely didn't or example the end green screen didn't work as we had too much green light. We also made a prop banister to use which is out of shot. In addition to this, the scene upside down doesn't spin around like it did in the original.

6) What did others say about your production?

They can see a resemblance between our version and the original. They liked how we had matched the timings to the original. However, they did comment on the quality of the green screen at the end as we didn't film it correctly.  

7) What have you learnt from completing this task?

From this task I have learnt that planning what you intend to do as well as where is really crucial to making a coherent video. Although we planned some of advert, on the day if felt that we lacked order and we didn't use the time as effectively as we underestimated how much we had o do in such a small amount of time.

8) Looking ahead, how will this learning be significant when completing your future productions?

I learnt how to work within a group as well as working to a deadline. I also learnt how important the location is when filming as well as who you get to be in the shot. I can use this in the future when I need to create my own concept.

Different types of shots

List of different types of shots:

• Extra Close Shot
• Long shot
• Medium long shot 
• Mid-shot
• Medium close-up shot
• Close-up shot 
• Big close-up
• Extreme close-up
• Low angle shot
• Eye level shot 
• High camera angle shot
• Worm eye's shot 
• Canted/tilted angle shot
• Birds eye camera shot 
• Pan left/ pan right shot
• Crab left/ crab right shot
• Trek in/ trek out shot
• Zoom in/ zoom out shot
• Ped-up/ped-down shot
• Tilt up/tilt down shot

Gillette Advert

Task: Focus on Language, Representation and Audience in this advert

   

This advert gives the Preferred reading that by using the Gillette shaver you will be successful in work (this is shown by the boss appointing the male actor what appears to be a promotion), in sport (lifting of the trophy) and in family/relationships (son and dad shaving together and women running after him). The opposition reading in this advert is that a range of different men can use this product. The negotiated reading in this advert is that by using this product if for the family man but also gets the view that it doesn't make you get the promotion or get you women. 

The representation in this advert plays up to the stereotypical genders. The male role is portrayed as being strong, successful as well as popular with the ladies. The main parts in this advert where they use women is for the roles like mother and wife. There is a scene in the advert that has a women running into the  arms of a man. This creates a gender divide making the advert sexist to some viewers. 

The audience for this advert is mainly men in there early 20 to mid 30's. Due to the use of the product, as well as the cast in the advert, makes the audience prominently male. 

Advert Posters

Task: Analyse the mise en scene in the following print adverts - upload your findings onto an emaze.

Mise-En-Scene task:

Mise en-scene from Great Baddow High School Media

Task 1: 

1.) Space ships/rockets, new technology, laboratories, scientists, maybe set in space, a space station, futuristic items/places/technology and gadgets.
2.) Flowers, gifts, parks, midnight strolls, based around Autumn/Christmas.
3.) Creepy/abandoned house, based during the night, things that jump out, moving objects, clowns, screams, a rocking chair, dolls, blood, knives/weapons.


Task 2: What meanings/emotions do the following images convey:

Image 1: Looking at this image you get the impression that both characters are looking/listen with intent. By reading the man in the back facial expressions you can see that he is concerned by what he is seeing/hearing as his eyes are focused and his eyebrow and tensed making him appear to be tense and concerned. The man in the front of the image seems to be disconnected by what is going on as his eyes don't seem to be focused on anything. Looking at his facial expression his jaw seems to be tight suggesting he is anxious. Compared to the other character, he seems to be more upset by what is happening rather than confused and concerned. 

Image 2: This image shows two male characters looking in different directions.By looking at their body language it is clear that the older gentle man is protecting the other man as he is crouched over him. Looking at the same gentleman in the hat, his facial expression shows fear as he is looking into the distance suggesting that he is checking the surroundings. The other character is hurt/bleeding and has a shocked look upon his face. This also could be due to pain he is in. He seems to be shaken by what has happened. 

Image 3: It is clear that the man in the center of this image is powerful as he is looking down on the soldiers in this image. His body language shows his authority as he has his hands on his hips and is wearing a different uniform to the other people in the scene. 


Task 3: What does the positioning in the following images reveal about the characters/film:

Image 1: Looking at the image you can tell there is tension between the two characters as they are both sitting at different ends of the sofa. The women has her arms folded which suggests that she is being defensive and is annoyed. The man is looking away from the women, this along with the women's body language and their positioning in this image, suggests that they are arguing with one another. 

Image 2: From this image you can see an axe stuck in some old piece of wood. The wood is rotten so you can tell it has been there from some time. This image gives an indication of violence as there is a random blade in the middle of the image. By looking at this picture t is suggested that the film could be horror/thriller as it suggests violence and danger. 

Image 3: Looking at the position of the characters it is implied that the film genre is action and that is has an element on science fiction. This is implied by the used of the high tech guns giving it a science fiction feel. The positioning of the two characters gives the image a danger element due to them being side to side holding guns.

Image 4: Looking at this image, there is a main character set in the middle on the image. By having this person in the middle of everything going on around them, suggests that this character is important. On the bottom of the image there are millions of what looks like some form of soldiers. By having them lower down than the  character suggests that they aren't as important as the main character in this image. 


Task 4: What types of lighting are used in the following images?

Image A: The lighting is bright in this image bringing the viewers attention to the violence in the scene making it be more dramatic as it creates tension. 

Image B: The lighting used in this image is dark and eerie, only having a single spotlight showing the lower half of the character.  This makes the character seem mysterious as you can't see the full image. 

Image C: The lighting in this image is quite natural making it look realistic. It also makes it look like it is a nice sunny day.

Image D: This images uses black lights. It has both dark and light lighting that creates a contrast for the viewer. It gives the image a scary/mysterious look.

Image E: The lighting in this image is above the characters so only provides little lighting to them. However, there is lighting in front of one of the characters (the animal) suggesting their importance over the other two characters. 

Image F: This image has a dark tone to it which reflects the mood of the two characters in the picture. One of the characters has their head down, along with the dark tone, suggests the characters emotions are sad and disappointing.  

This image uses low lighting which suggests a depressed mood. The key lighting is at the center of the table making the center of the image the main focus point. 

This image also used low lighting give a mysterious feel to this image. The filter lighting is the lamp next to the mirror, giving some light to the character making his clearer to the viewer. The back light is coming form outside the window via the other houses. 

The key light in this image is the lamp post in the back of the shot. This makes the image have dimmed lighting suggesting that it is late at night and gives the picture an eerie atmosphere. 

The key light in this image is coming from the door way. In doing so the character is illuminated revealing her confusion. Having the light yellow contrasts with the grey and black colors used outside. It makes the doorway stand out an have a sense of importance. 

the key light in this picture is the light hanging from the roof. the back light is coming from the lamp on the cabinet in the top right corner of the room. The filtered light is coming from the blinds hanging in front of the window to the right of the picture. All these lights allow the re heart to be bright and the main focus. Also, by having the be in black and white with only key features being colored like the red heart and the blonde hair, makes the view question what is happening in the image as well as what is about to happen.  

Dancing Animals Edit

Dancing Animals Edit and Reflection

When creating this video I used a range of different clips in an order that would match and be in time with the song I chose -  Song: Heart Of The City By: JayZ. I used this opportunity, as it was my first editing, to look at different effects and how to play with speed and pitch. I was able to use these effects to make some scene flow from one to the other a bit more smoothly.

Due to it being my first time using this software to edit, it took a lot longer to create. Now, if I was to do the task again, I would be more confident and it would take less time to make. I also have a better understanding of the tools and features so when I have to edit again I will be able to have a knowledge of the system therefore start making editing decisions before I have even finished filming.