KTA 4 feedback sheet.

Lo2 recap

• Traditional advertising methods 

- Posters
- Leaflets
- Billboards
- Newspapers
- Magazines
- TV adverts
- Radio adverts
- Letters
- Film trailers

• New media and online advertising methods 

- Digital posters / billboards 

- Social media personalised recommendations   

- Hyper links

- QR codes

- Online popup adverts 

- App sponsorships 

- Celebrity endorsement online

- Smart TV adverts

- Interactive adverts

Distributed - how a product gets to the audience / is accessed.

Advertising - how a product is promoted / marketed.  

Technological convergence is when two separate technologies are combined to create a device which is more convenient and relevant product to todays generation, it has an impact on advertising because it helps advertisements reach a larger audience such as digital natives as most technology is portable and therefore is able to reach a large audience all at once. It has an impact on distribution because we can now download and stream content from video on demand services such as ITV Hub, Youtube, Netflix and All 4, or audio services such as Spotify, Apple Music. Soundcloud and Deezer.

Simulcasting is when a television show or radio show is broadcast online at the same time as it airs / played live such as sports and news. 

A black box device is something that has many technologies / elements to it, such as a smart phone - it is called a black box device due to it's black screen / stereotypic appearance.  It is linked to the concept of technological convergence because it is a product of technological convergence. 

Above the line advertising is when a product is advertised to a mass audience using methods that are widely seen. This is a mixture of traditional and new media such as Billboards, Posters, Social media, etc. 

Below the line advertising is when a product is advertised in a more one-to-one way. It can be to an individual or small audience. this is a mixture o tractional and new media such as leaflets, flyers, competitions, online personalised recommendations, stickers, road side banner (local), personal emails / texts.

Below the line advertising has been used to promote the new film ‘TheHateUGive’ as it was recommended to me over the social media app: Instagram. Another example of below the line asvertisng is when loval caomnies had out leaflets to the public advertising new films that they’re showcasing, an example of this is the Box Office in Sheffield handing out flyers for their movies. 

Job roles.

represenation in media product essay.

In this essay I am going to be discussing the digital media product the woman in black, I will discuss the concept representation using theory and examples to support my answers. Tim 0’sullivan et al. (1998) said that for all representations to work, there has to be a shared recognition of people and places, All representations therefore have ideologies behind them. I believe that this concept is proven to be true within the media text of ‘The woman in black’ trailer due to the denoted mise-en-scene, for example: the costumes denoted are very stereotypical to the 1900’s, for example all female characters are wearing bonnets with long dresses, which are costumes in which today's generation associate with the 1900’s due to the ideology that back then  that women had to be all covered up or they’d be disrespected, therefore these costumes help represent the 1900’s as we associate them with this era due to the ideology of women having be covered up to be seen as ‘pure’. 

Tim o’sullivans theory is also reinforced through the makeup denoted on actors, for example the women are wearing very minimal makeup due to the ideology that makeup wasn’t really worn by women in the 1900’s, helping portray the iconography that the film is set in. The makeup used on the face of ‘the woman in black’ in very white making her look pale / dead in the face, this is contrasted with black makeup used around her eyes and mouth, this is a stereotypical ‘ghost’ makeup look due to the ideology and shared recognition that  ghosts look distorted and unnatural, therefore helping reinforce the genre of horror within the film.

The location and iconography within the film is set in the 1900’s in a small village, this use of setting reinforces the genre of horror within the film due to the ideology and shared recognition that most ghosts are from eras such as the 1900’s or earlier, therefore the use of this setting portrays horror as we associate this era with the mystery and ghosts, especially due to the fact that no technologies such as smart phones were around at this time, meaning stories from these eras get dramatized and are believed to be true as there is nothing to prove that they’re not, such as recordings. 

Props used are ones such as old gas lanterns, again this represents the genre of horror due to it reinforcing the fact that the film is set in an old era due to the ideology that people didn’t have access to elements such as torches, therefore the old gas lamp connotes that the film took place before more advanced technologies came out, this prop also represents the genre of horror as gas lamps creates low-key lighting as they don't have much effect when trying to brighten a room, low-key lighting is another effect that is conventional to horror films due to the ideology of the unknown and mystery. 

Earp and Katz (1999) said that men are often represented as having tendencies of pathological control over violence, I disagree with this idea in my text as the main male character is represented as being weak and belittled, this is shown via camera work due to the fact that high angles are used in which portray Daniel Radcliffe as being looked down upon, making him seem weak to the audience as the audience see him from higher up, implying that other elements are more dominant than him. Close up shots are also used allowing us to fully denote Daniels emotions due to us seeing his face very closeup, his facial expressions imply that he is scared as he is straight faced and sweating, portraying him as defeatable by ‘the woman in black’. 

Lo1 - recap.

• Cross media in conglomerate companies.

- An example of a cross media conglomerate is the BBC, this is because they specialise in creating media product in more than one sector, the sectors they make media products in include radio and TV.
- An example of a cross media conglomerate is the Apple Inc, this is because they specialise in creating media products in more than one sector, the sectors they make media products in include Music and Radio (beats1).

• Independent companies.

- An independent company is Warp films, this is because they only specialise in producing films, to make their product 'This is England' successful they had to enter into a joint venture with All 4 to help attract the desired target audience to the product.

- An independent company is Loose record label, this is because they only specialise in producing films, to make their product 'This is England' successful they had to enter into a joint venture with All 4 to help attract the desired target audience to the product.

• Vertically integrated companies.

A vertically integrated company is the conglomerate Viacom this is because it has subsidiaries such as Paramount Pictures that produce products, subsidiaries such as Paramount Home Media Distribution that can market and distribute products and subsidiaries such as Nickelodeon Movies that allow consumers to purchase / view / use the product.

• Horizontally integrated companies.

A horizontally integrated company is the conglomerate Warner Bros, this is because it has subsidiaries such as Cartoon Network, an example of a product they product is Power Puff Girls, this was advertised on the Cartoon Network Channel which is a subsidiary also owner by Warner Bros.

• Use of synergy. 

Synergy is when a media product is marketed across a range of platforms to gain maximum exposure. The branding house style is similar across all the products marketing. An example of this is the product mission impossible this is because it was marketed on film posters and social media which featured the same actors and logo. 

KTA 2 feedback sheet.

Lo1 mock questions.

KTA 3 feedback sheet.

Editing in media product analysis.

           
             



In this trailer, special effects are used to create meaning, for example, at 0.38, a ghost's face in edited into the scene, this use of a special effect is conventional to horror films as it creates a jump scare, which triggers emotions such as fright, the SFX is also conventional to this genre of film as it is of a supernatural element, connoting that the film is based on horror as we associate the supernatural with horror, therefore helping reinforce the genre of the film. SFX are also used on the title pages within the trailer, as mist / fog rises from the text on the screen, this use of a special effect is conventional to horror films as mist /fog makes it hard for you to see your surroundings, therefore creating the fear of the unknown which is conventional to horror films, we also associate mist with gloomy / dull atmospheres due to mist typically accompanying bad, cold weather, which are elements in which are conventional to horror films, therefore these special effects again help reinforce the genre of the film.

Editing techniques such as jumpcuts is used to take the audience from one location to another, this is conventional to trailers as you have a limited amount of time to explain the majority of the narrative, therefore jump cuts allows this to happen to explain the narrative quickly and vaguely to interest the audience into watching the entire film. Various sound bridges and crosscutting are edited into the trailer to visually show the audience what the character is talking about, helping make the story line easier to understand, they're also used again due to the fact that not a lot of time is available in trailers so most things collide with one another. An action match cut is denoted at 1.21 as Daniel is sprinting through the woods and this action is portrayed though two different shots, this use of an action match cut emphasis the action as we are shown the action from different angles, this creates tension and enigma as it connotes that he is running for an important reason, therefore this use of an ation match cut is conventional to horror films as it helps reinforce the disequilibrium that is occurring within the film.

Lo3 - representation theory.

• KEY THEORIES.

- Tim O'Sullivan et al. (1998) - for all representations to work, there has to be a shared recognition of people and places, All representations therefore have ideologies behind them.

Ideology refers to a set of ideas which produces a partial and selective view of reality.

- Richard dyer (1983) - Audiences should question the representations they see in the media. 

What does the representation imply? os it typical of the world or deviant? is it stereotypical or atypical.

- Laura Mulvay (1975) - male gaze, women are objectified in media texts abs passive objects, audiences are positioned to view the women from the pint of view of a heterosexual male. 

- Stuart Hall (1995) & Alvarado (1987) -western / whose cultures continue to misrepresent ethic minorities as in the media due to underlying racists tendencies.

e.g. non-white as' the other", evil, barbaric, pitied, humoured. 

- Earp and Katz (1999) - men are often represented as having tendencies of pathological control over violence. 

• MEDIA PRODUCT ANALYSIS.

The view of reality within the woman in black trailer is partial, due to the fact that the film is a horror film it can't exactly consist of scenes where characters are going about everyday activities unless it is crucial to the narrative as this wouldn't be seen as scary which would disregard the genre of the film, therefore we aren't shown clips of the main character Daniel Radcliffe when he is just in his hotel room or eating food and so on, the view of reality that we are shown is where he is driving about the town and talking to locals as this is something that would typically happen in a small town, the costumes and accents / iconography is all relevant to the era in which the film is set in therefore making it seem realistic , however other parts of the film aren't realistic as they consist of super natural scenes which a lot of people are skeptic of /don't believe in. 

Due to the era in which the trailer / film is set in, women aren't sexualised or significant within the film as it was unacceptable to dress in certain ways that would sexualise a woman back then, hence the reason all woman are wearing very long unfitting dresses.

Again, due to the era there are no non-white characters within the film as this era was very racist compared to today.

Lo3 - narrative theory.

• NARRATIVE vs STORY:

- A story is a plot / a sequence of events. 

- A narrative has techniques used to tell a story, such as diegetic sound, costumes, colours, it's how the story is structured.

• ANALYSIS OF MEDIA PRODUCT.

The main story / plot within the trailer of 'the woman in black' I have been analysing is that the old house suddenly brings evil to the town and characters after seeming empty and calm, the wider meanings within the trailer are ones such as good vs evil, this is a main ideology of western culture, the trailer also consists of enigma as the town are being attacked by 'the woman in black' and Daniel Radcliffe is relied on to fix this problem, Tzvetan Todorov's theory applies to the trailer as the trailer starts off at a stable point of equilibrium, it the get's disrupted by a unfortunate events such as house's burning and children crying, the force that creates this disequilibrium is 'the woman in black', action is taken upon this disruption by main character Daniel Radcliffe, however the new point of stable equilibrium is not shown after within the trailer (but it is in the film), binary opposition such as good vs evil is pirated within the film, the trailer costs of stereotypical stock characters such as an antagonist, protagonist and sidekick, enigma codes are used within the trailer as we hear a strange noise and then Daniel Radcliffe lights a candle which is denoted by an insert shot, this use of insert shot connotes that something scary / enigma is about to occur as he's making the room lighter which will reveal somthing scary as this is conventional to horror films. 

• EXAM QUESTIONS:

- analyse how the mise-en-scene is used to create stereotypes in a media product you have studied.(12)

- analyse the concepts of "narrative" in a media product you have studied. (12)

• KEY WORDS:

Mediation - the way the media carefully selects production techniques to create specific meaning

Ideology - the values and belief system of a wider culture.

• THEORIES: 

Tim'o Sullivan et al. (1998) - All media texts tell us some kind of story; through careful mediation, media texts offer a way of telling stories about ourselves (as a culture)- these are ideologies. 

Pam Cook (1985) - the standard Hollywood structure should have:

-"linearity of chase and effect within overall trajectory of enigma resolution".

- A high degree of narrative closure.

- A fictional world that contains verisimilitude especially governed by spatial and temporal     coherence.

Tzvetan Todorov (1977) - 

stage 1 - a point of stable equilibrium. 

stage 2 - the stability is disrupted, creating disequilibrium.

stage 3 - action directed against the disruption.

stage 4 - restoration of a state of new equilibrium.

Claude Levi-strauss (1958)

Binary opposites - good vs evil. 

Vladimir Propp (1928) - all narrative feature stock characters and that audiences understand stories because of such features (antagonists, protagonist, sidekick, princess, underdog).

Roland Barthes (1977) - narrative codes
Enigma codes work to keep up setting problems or puzzles for the audience
Action codes work to inform the audience in terms of what is happening in the next shot / scene. 

Lo3 - Genre theory.

Film genres. 

1. Comedy
2. Horror
3. Thrillers
4. Action and adventure
5. Drama
6. Sci-fi
7. Rom-com
8. Chick-flick
9. Anime
10. British firms
11. Children's
12. Musicals
13. Social realist
14. Crime


Genre - is a critical tool that helps us study texts an audience responses to texts by dividing them into categories based on common elements.

Sub genre - theory by Barry Keith grant (1995) - genres in which have spiralled from other genres, e.g. horror - thrillers, slasher movies, supernatural movies.

comfortable reassurance - theory by Patrick Phillips (1996) - where genres fulfil audiences expectations by following predictive plans - we know what to expect from a text.

Branstson and Stafford (1999) - genres help minimise, risk and predict expenditure, they're a blueprint for success, genre conventions also make it easier to market and sell products to audiences.

Rick Altman (1999) - genres offer pleasures, e.g. emotional pleasures such as happy, sad, angry. Visceral pleasures such as fear, excitement, laughter (gut responses) and Intellectual puzzles which make the audience think.

David Bordwell (1989) - any theme may appear in any genre.

This screenshot is from the media product that I analysed (the woman in black trailer) the screenshot connotes to the audience that the genre of the film is horror due to the fact that the red substance on the wall represents blood, which is associated with violence, therefore reinforcing the frightful theme thought out the trailer, the toy in the foreground also implies that the genre of the media product is horror as children's toys are seen as creepy. 

The sub-genre of the film is 'supernatural' horror, this is connoted from within the trailer due to the fact that we are shown small clips of seemingly ghosts and ghouls in the background of clips.

comfortable reassurance is also shown within the trailer as we are shown clips of the main character being frightened by the supernatural, therefore showing comfortable reasurance of the horror genre as these elements are conventional to that.

The genre of the product helps market the film as one of the joint venture companies in which helped produce the film is 'hammer' their logo is shown at the start of the trailer, the logo is in large sans-serif font and is coloured red, the use of this logo not only helps reinforce and hype up the horror genre as this brand is well know for producing popular horror films but the colour red also helps reinforce the horror genre as it connotes blood, which is associated with violence and horror.

The trailer consists of visceral pleasures as the audience feel fear due to the supernatural elements within the trailer as we are unfamiliar with these elements and therefore we fear them.