Alternative Representation Advert

Advert: Evian

The advert that I examined was an unusual type of advert, as it was produced by a mineral water supplier called ‘Evian’. The advert illustrates groups of babies/toddlers roller skating, break dancing and doing activities that teenagers would do and babies would not. What I believe the message that Evian are attempting to draw across to the audience is the ‘superior’ effects that their water will have on young children’s lives. In relation with this, the subjects of this advert are shown from low-camera-angle shots, this is because the aim of this advert is to convince the audience, particularly parents who have young children and can see from an alternative representation. This could also connote strength and superiority.

Stereotypically, babies are ‘cute’, adorable, well behaved and fragile. Having said that, the audience especially parents would want their child to be strong and active as seen on the advert. So, by showing the nearby impossible perspective of babies, parents would assume that Evian would help their child to become superior and strong. After this video clip was shown a text appeared stating ‘Naturally pure and mineral-balanced water helps supports your body’s youth’. It would seem by this text that the advertisement is partially targeting towards adults as well as teenagers and children.Overall, it could be noticed that Evian are trying to grab a wider range of demographics by demonstrating an alternative representation in their advert.

Dominant Representation Advert

Advert: One Million Paco Rabanne

Out of the many men perfume advertisements I found this particular one the most effective in discussing the representation and ideology behind the advert. To begin with, the lighting is one important factor into creating a more classic style and posh atmosphere, as the black and white effect can connote this. In addition, the main subject is a man who appears in various different settings by snapping his fingers which the camera cuts off directly after he does this action to allow the advert to be more effective by showing direct images one after the other.

 The first setting that is introduced is the man surrounded by a dark black background simultaneously; flashes appear on the screen to connote fame and wealth. In this fast pace sequence, it directly runs into dice rolling and an old fashioned car being unlocked. This directly communicates with the audience as it can be implied that the product which is being advertised is linked with the dominant representation of males. The dice then ends up on a spinning roulette wheel which then again links back to how this advertisement stays with the classic setting, as the roulette table is the most known casino game that has been around for many years.

The advertisement ends with the man snapping his fingers again but resulting in the perfume appearing by a fade-in transition with a black background.Again, this could be because black and gold (the colour of the perfume) connotes class and classic style/fashion.

Media Awards Production Analysis

Media Awards Production Analysis

Silencer:

In my opinion, the movie trailer ‘’Silenced’’ was one of the most effective productions. Firstly, the various range of video editing was spectacular which made it more exciting and thrilling. In addition to the video editing, the camera work added to the tension of the trailer it was based as a horror film. For example, there was a clip where the villain was shown from a first person perspective, in a horror film they usually show the evil person from first person to add suspense and to create a ‘mysterious’ image. The lighting throughout the trailer is generally dark. This is due to the genre of the film and to give an idea to the audience. Moreover, after each clip in the trailer, cut is constantly used to instantly show a different scene and make it more thrilling.Diegetic sound is also used for example when the girl is running away and you can hear her shouting and her footsteps. The non diegetic sound is the background music which added to the tension of the trailer.

The Essex fairytale:

This production had various techniques which made the overall trailer a success. Their main technique was the use of a narrator; this technique really grabs the audiences’ attention both visually and by audio. The first camera shot was the main character with a mid-shot range to include the surroundings of the character. The entire trailer was in black and white which gave the trailer a classic effect and goes well with a gangster movie as it is presented like a classic gangster movie from the 1960s. During the trailer there was use of props; mainly the gun which linked to the genre being a U.K gangster film. The clothing of the main character was well dressed in a suit which links back to the genre as well. The directors decided to use disequilibrium in the beginning; which was great to grab the attention of the audience. The trailer contained non-diegetic sounds for example the narrator and the theme track being played at the background.

Media Narrative Analysis of Rush Hour

Analysis of Rush Hour

Rush Hour is an action movie starring Chris Tucker and Jackie Chan. Various narrative techniques are used for example enigma codes. The girl character in the film gets kidnapped by a Chinese gang which creates mystery as to who is behind the kidnapper of the girl. Furthermore, action codes are also used as a technique to signify a violent scene that will take place. An example of this in Rush Hour is when the kidnapper fires a bullet in the air and then holds the girl hostage; this allows build up tension to the audience. The entire film is dependant upon a linear narrative which follows the beginning, middle and end.

Regarding Vladimir’s Propp’s theory, which was based on Russian fairy tales, the villain is Ken Lueng who creates complication in the narrative by being the leader of the kidnappers of the girl .The hero is Jackie Chan as they are part of the FBI and they were set out a task to track down the kidnappers and rescue the girl. The helper in this case would be Chris tucker as he is the ‘sidekick’ of Jackie Chan and he creates most of the humour in the film as well. In addition, the girl could be represented as the princess as she is the character that needs to be saved by the hero to bring peace and a happy ending to the film.

On the other hand, Todorovs theory was somehow different as he came up with ‘equilibrium’. In relation to this film, the disequilibrium is an unfortunate event or evil character which leads to a chain of events occurring in a film. This can be compared to the villain kidnapper who creates suspense throughout the middle of the film. Moreover, the new equilibrium happens at the end of the film where the kidnappers get killed and some arrested which resolves the whole story of the film and the father of the girl is happy which reflects on the audience as it creates a happy atmosphere and mood.

Homework for 4th oct

1. Over 1,000,000 books are published every year
2. Americans have access to 65000 iphone apps, 10500 radio stations, 5,500 magazines and 200+cable tv networks.
3.Newspaper circulation is down 7 million over the last 25 years.
4.In the last 5 years unique readers of online newspapers are up 30 million.
5.Nokia manufactures 13 mobile phones every second.
6.Obama leveraged online social networks to raise $55 million in 29 days.

By Kevin Greedary