IDEOLOGY

WHY DO ADVERTS EXIST????

what is the function apart from selling something?

-present an ideal
-give a message
-show improvement

simply an advert sells abetter life suggesting our lives are not great therefore ads operate under the assumption we need improvement in out lifestyle 

Ideology: beliefs and values of media text (message and moral)

through an advert the producers message or belief comes through 

Dominant Ideology: set of ideas or culture that is commonly widely accepted in society  

Ideology of Tide soap ad:
                     women should love cleaning (love hearts and happy facial expressions) 
                     using the stereo type of women "house wife" image
                     the only images are of women cleaning so creates a whole world of just the                           domestic lifestyle, giving her purpose
                     subtly saying women are not bright, lacks intelligence (she hugs the soap box)
                        

60s Maybelline Ad:
-it is a woman role to look pretty
-shows the 'perfect' way a women should look
-by buying product you can solve the issues in your life
-hammers home message of makeup = attractiveness
-direct mode of adress 'you'
-chatty ad = friendliness and helpful guide 

This ad reinforces the dominate ideology that women should wear makeup! 

DEFINITIONS FOR MEDIA

Component 1) 35% 2) 35% 3) course work 30% 


EDITING: cutting down or rearranging a big piece of work to something neater

SHOT DURATION: length of one camera shot (uninterrupted sequence of footage)

MISE-EN-SCENE: everything in the shot eg props, actor, costume ect (french = put in shot)

LOW ANGLE: camera below the subject, can give the subject more power 
HIGH ANGLE: camera above the subject, subject can look less powerful or weak

SHOT TYPE: distance of camera from subject 

LONG SHOT: when the camera is a long distance from the subject, cam show scale of
CLOSE UP: when camera is close to subject, focus audience
EXTREME CLOSE UP: when camera is VERY close, give audience connection 

AUDINE POSITIONING: where audience is in relation to subject

CONVENTIONS OF PRINT ADVERTS

Z-line: the Z shape that our eyes follow when looking at an ad

Rule of thirds: shows focal point and structure by dividing image into squares

Headings and Subheadings: the big message or brand name

Serif font: additions to letters, more formal or sophisticated eg. Like This

Sans-serif font: does not have additions, tends to be bold, more casual eg. Like This

Lexis: choice of language used by the company or ad

Mode of Address: the way the medis product ‘speaks’ to the audince

Ideology: beliefs and values of media text (message and moral)

Dominant Ideology: set of ideas or culture that is commonly widely accepted in society  

Suspense Sequence Pros & Cons

Suspense Sequence: waiting for something (library) 

PROS
- We thought carefully about angles and shot types eg low and high shots so it would make sense with the story and they didn't just look added in.
- During filming we didn't move the camera around to much to make the shots as smooth as possible. 
- By using quick shots of the clock and flickering light in between the scenes it increased the tension. This combined with the clock ticking noise all the way through meant that the audience were just waiting for something to happen.
- We considered the audience positioning and how they viewed the subject  


CONS
- Our dark lighting was not consistent as we moved between the computer room and the study room which have different lighting. 
- When shooting we should have considered the shot duration and how quick or slow our scenes were. It may have worked better with more of a contrast between speed of shot eg when the black figure walks in that could have been slowed down.
- Our story was not clear enough that was probably due to us as a group not having a clear
  

PEN PORTRAIT

TOP FIVE FILMS:                      STYLE ICONS:                      FAVOURITE ILLUSTRATORS:

Addams Family                            Jessica Woodley                      Roxana de Rond

Desperately Seeking Susan          Zoe Kravitz                              Chris Riddell                             
Rocky Horror Picture Show         Alexa Chung                            Nick Sharratt
Legally Blond                                                                                Quentin Blake 
Mamma Mia                                                                                   

TOP FIVE MUSICALS:             TOP FIVE INSTAGRAMS:      FAVOURITE BOOKS:
Jesus Christ Super Star                 @mewsha                                 Fatherland -Robert Harris
Cats                                               @harisnukem                           Noble Conflict -Malorie Blackma
Matilda                                          @posiedwyer                           Ottoline -Chris Riddell        
Billy Elliot                                     @emrata                           
Les Miserables                              @graceneutral 

TOP FIVE TV SHOWS:              TOP FIVE MAGAZINES:       TOP FIVE ARTISTS: 
Made in Chelsea                           Vouge                                        William Morris 
Tattoo Fixers                                 Hello                                         Grayson Perry  
Gossip Girl                                   Stella                                          William Blake
Jessica Jones                                 Love Magazine                          Gustav Klimt
Merlin                                           ID                                               Alfred Wallis  

FAVOURITE DESIGNERS:        FAVOURITE RADIO:             TOP FIVE MUSIC ARTISTS:
Anna Sui                                       BBC Radio 1                            Beyonce 
Marc Jacobs                                  BBC Radio 4                            Little Comets  
Alexander McQueen                     Kiss FM                                   Rhianna
                                                       Capital FM                              Kanye West                                                                                                                                               Macklemore