advertising comp 1 section A revision Q

In what ways do these adverts create meaning?

Make reference to intertextuality, view points, ideology and media language 

Water Aid Claudia 

NHS- Quit Smocking 

1. knee jerk reaction 
2. Plan
3. DAC (definition, argument, context)
4. paragraphs 

subverts the normal conventions of charity adverts by showing the after effects of donating (cleaning running water and a happy community) 

Uses the conventions of a horror film to enforce the damage of smoking and allow the audience to visualise the effects on their bodies 

(it would be easier to argue that the Wateraid add is not guilt tripping and that the smoking advert is for comparison purposes)

binary opposition positive vs negative

shot types

mise-en-scene

music diegetic and non diegetic sound

semiotic codes

colour grading

setting

representation of characters

montage elements

genre conventions

stereotypes

D: Intertextually is where one media product references another in order to create meaning for the audience. This allows the  producer the opportunity to further demonstrate their ideology.

A: The NHS advert uses the conventions of a horror film to enforce the damage of smoking and allow the audience to visualise the effects on their bodies while the Water Aid advert raises awareness through hopeful conventions and a subversively positive outlook. 

C: Water aid is a long established charity which focus on providing water to developing countries

Water aid
intertextuality, view points, ideology and media language 

media language - 
establishing shot of a steytepical representation of Brition from the point of view of inside the house looking out at the rainy weather. Use of lowkey lighting and the mise-en-scene of the rain hitting the window pain, allowing British middle class audiences to identify with the setting. Immediately cut to to another establishing shot of a dusty, yellow field in Africa creating a powerful binary opposition. This emphasise the lack of water in African countries in comparison to the target audience taking it for granted. 

The non-diegic musical soundtrack of the child, 'Claudia' singing presents a positive and realistic/relatable atmosphere. Clauida sings in English and sings a cover of the Bristih pop song 'Sunshine on a rainy day'. This means the audience would relate and recognise the tune demonstating the producer is targeting a large and mainstream audience. 

The use of close and tracking shots positions the audience with Claudia, following her on her journey to get water, frequent cuts to POV shots prevents the advert from being voyeristic. 

view points and ideology- 

The Anchorage of the optimistic soundtrack demonstrates to the audience the proffered reading. However is could be taken as patronising and irritating. 

The ad subverts the conventions of a normal charity appeal for example it shows the children laughing and being joyful over the ater tap, depicting the outcome of water the audience donations can achieve. Slow mo cinematography around the flowing water 

NHS
intertextuality, view points, ideology and media language 

view points and ideology-  
Establishing shot of steeytypical working class British household. The colour is washed out and demonstrated connoting misery, poverty and depression. A far cry from the glamorous representation of smocking in old films. 

Cultivation of the idea that smoking is bad by casting a hegemonically and stereotypically unattractive (although relatable) man in the central role. This explicitly targets a working class audience  

media language -

Extreme close up of cigarette and low key lighting combine to make reference to the horror genre. This combined with the mis-en-scen of fleshy cigarette functions as a proatic code suggesting the death of the male, working class protagonist protagonist. 

A lack of non-diagtic sound emphasise the boring and dull everyday life which builds to a subtle crescendo creating tension and symbolising bad outcomes