Utopia Genre Analysis

Utopia Genre Analysis

• The genre of the film includes a generic hybridity of many genres. (Steve Neale).
• The film is called 'Utopia' showing scenes which are clearly not, showing opposite of that such as abandoned buildings and suggestion to death. This has broken the verisimilitude.
• The trailer suggests it could be a dystopian horror because there is suggestions of control from the government, it creates the idea of a doomsday and this could link to the shop we first see called 'Doomsday Comics', the use of things that are usually seen as safe and innocent feel unsettling- rabbit and bright colours. There is a contrast (binary oppositions) of perfect vs rundown buildings, with the hotel lobby, gentleman's club and field compared to an office building and abandoned comics store. 
• Horror- The use of the dead old tree, eerie anatomical drawings. There is a man tied up in a dark, boarded up room in an abandoned house. And the use of the moon and night-time shown afterwards.
• However the moonlight and contrast with day time makes it seem also like a dystopian because there's bad stuff happening at day and night. Another example of dystopian is rubble when the man opens a box of liquid in bottles used for injections. 
• The trailer also suggests a physiological thriller with the scene where the man uses gas on someone, it includes drugs and is suggested from the iconography of dream-like sequences, colour and the binary of reality vs a drug world. There is surveilance in the statue with a clandestine meeting in the backgrounds, hints that they are being watched and hints to conspiracy with symbols, codes and drawings.
• There are hints of action such as the explosion.
• This could be drama mystery because drama is more serious and doesn't include aspects of comedy as there isn't any generic conventions such as humour. The mystery aspect with people standing there thinking what's happening or perhaps looking for something, there's hints that something might need to be solved; some people look like they are on the hunt for someone or something.
• It subverts the idea of some darker genres as it includes bright colours and the music isn't usually associated with genres like that.

Kiss Of The Vampire 1963 - Media Set Product 3

Kiss Of The Vampire 1963

• We can see it fits into the genre of horror as it includes some generic paradigms of it such as including bats, fog, blood, fangs, themes of death, night and a full moon.
• The lexis of 'vampire' further suggests the genre of horror. However, Steve Neale's theories around genre should conform to some generic paradigms but should subvert some of these. That's why it might be a generic hybridity with romance as it includes the lexis 'kiss'. 
• Claude Levi-Strauss' binary oppositions would be dead or alive with the front characters, this would be a contradiction with vampires. Stuart Hall's representation theory, heterosexual, white, men and women. We know the main protagonist may be the man in the middle because he is represented as being the strongest as he is alive and is defending himself from the bats attacking where as the woman in the centre is weaker because stereotypically, women are seen as weak and she is being bitten by a bat. However, this subverts stereotypes as well because she is seen as a strong main character as she is still alive.
• The narrative that's being suggested is that bats will be attacking the characters at some point, this is a proairetic code to the audience. Tzevtan Todorov's narratology suggests the conflict will involve the characters running away (possibly from vampires) as the disruption of the equilibrium.
• The hermeneutic code, the use of red connotes danger and passion, this fits in with the generic hybridity of horror and romance. 
• Another hermeneutic code is the use of a range of actions, which makes the audience wonder what is going on and what is going to happen in the film.
• Z-line, we see the title of the film, the characters we then see 'In Eastman Color' (In the 50s films started to be produced in colour), then the names of actors and other people who worked on the film.
• The font used on the film title is serif, it also looks wooden-like and angular. It looks like a vang with the ‘V’ with blood dripping off the letter.
• The way the women are dressed on this poster is quite provocative conforms to the male-gaze, this might appeal to heterosexual men.
• The man in the middle might be a vampire by the way he is dressed is usually what we expect to see. 
• The film poster is illustrated, common for that time period.
• The character archetypes are that the two alive characters are the protagonists, the woman who the audience may not know whether she's dead or alive might be the princess as she is represented as weak and the man holding her might be the hero.
  

Product Context

• It is produced by Hammer Film Productions.
• Distributed by J. Arthur Rank and Universal.
• 'Kiss Of The Vampire' was meant to be a sequel to Dracula, however it didn't make any reference or intertextual reference to the film and Stoker's character.
• Hammer in 1963 had great success in these 'monster movies' and is why Universal started to produce these films.
• The historical context at the time of the film's release was the beginning of 'swinging sixties' and 'Beatlemania'. It was also a time of the JFK assassination and the Soviet Union launching the first woman into space. 

Theoretical Framework

Theories

Stuart Hall's Representation

When a media text uses stereotypes which either conforms or goes against it. It represents a person or thing using codes.

Roland Barthes' Semiotic Codes

Using visual, technical or written codes which the audience can understand. For example, hermeneutic, proairetic, symbolic, semantic and cultural - these are all codes which communicates to an audience.

Claude-Levi-Strauss' Structuralism/Binary Oppositions

A way to describe something by something which it is not, this structure is used in media texts.

Intertextuality

When a media text references another media text.

Dyer's Stereotypes

Putting people into groups based on certain characteristics. In media, producers do this to represent someone to be part of a group by stereotyping them for the audience to understand.

David Gauntlett's Identity 

The theory of audiences being active in deciding things from a media text which they believe and don't believe and the ideologies which fit them.

Paul Gilroy's Ethnicity and Post-Colonialism 

The impact on former colonies which Britain has had, and the attitudes and the racial hierarchy in a British society. The ethnic minorities are seen as 'other'. 

WaterAid Advert - Media Set Product 2

WaterAid - Claudia Sings Sunshine on a Rainy Day 2016

https://www.youtube.com/watch?v=Uiy3dkTwPcQ

• The first thing we see as an audience is what would be considered a stereotypical day in Britain. There is rain and greenery with modern technology of a radio; however this contrasts with the next scene of dry grass and sunny weather. The diegetic sounds of the rain juxtaposes with the sounds of crickets.
• Claude-Levi-Strauss' binary oppositions theory shows that the area is different because it isn't raining, there isn't greenery and a lot of other things, which makes it not like Britain. 
• The radio also describes how there will be more rain, this contrasts with an area which clearly hasn't had rain for a long time.
• We see an establishing shot of the contrasting scenes.
• The diegetic sounds of the dry ground and humming, further contrasts this. The close-up of Claudia's feet walking on the dry ground there is a difference of footwear and clothing, the pace at this shot is in slow-motion.
• The use of Paul Gilroy's theory of ethnicity and post-colonialism, shows the effect of this country that Britain has created from having it as one of their colonies, we see the country's economic struggle and the impact Britain has had on it. 
• The narrative of the advert is a girl going to collect water, the use of a semantic code of the bucket suggests she will be going to collect water or may be a hermeneutic code, the audience may want to know where she is going or why she is carrying a bucket.
• The close-up shot of her face, the audience sees who is humming.
• The intertextual reference used is the song that Claudia is singing which is called, 'Sunshine on a Rainy Day'. 
• Stuart Hall's representation theory, represents Claudia and the people living there to be in poverty and lack resources, which Britain has. 
• This charity advert may go against the typical codes and conventions of a sad charity advert.
• Gauntlett's identity theory is that the audience will be active in donating as they will see what difference they can make.
• Dyer's stereotypes, we see the women and Claudia wear a dress, which conforms to the stereotypes of women.
• There is text anchored with the people using clean water, '650 million people still don't have access to clean drinking water', this will shock the audience. 
• The text is bold in 'Text Sunny to 70555' so the audience will immediately see that.
• The logo appears in the top right corner so people will know who is campaigning the advert.

NSPCC Advert - Open Your Eyes

NSPCC - Open Your Eyes 2000

https://www.youtube.com/watch?time_continue=1&v=XsMuGefVvno

• There are innocent children who needs help, specifically ours.
  
• The grey-scale filter connotes depression and despair, this contrasts with the colour of the logo which is green with connotations of positive, go, action and first aid.
• The diegetic sounds of a baby crying to make the audience feel emotional, and then non-diegetic sounds of sad music and the voiceover.
• The first scene features a background of teddy bears rubbing their eyes, as if they were crying.
• The story of Miles in the cot takes place at night, with an empty bottle, this communicates with need and neglect, the lexis used is the baby is calling for his mum, this creates an enigma code for the audience wondering where the mother is and why she isn't there to respond. The audience will want to help. The message says 'Miles is a quiet baby' however it's the opposite.
• The voiceover is saying specific words with emphasis, with the anchorage of text it says the opposite, this creates suspicion as people may of heard similar things.
• Another story takes places in another bedroom, usually associated with being a safe-space however they don't have that. She is hugging her soft toy for comfort, with a close-up shot of her eyes, direct address to the audience. The text says 'Josie's always bumping into things' we hear words from the voiceover who is describing a story such as 'a fist' and then a sound of a bang, to show that Josie isn't clumsy, she's being abused.
• The boy is vulnerable because the scene is shot from a high-angle, giving us the power and with that power, it should be used to help. 'Tom doesn't tell his parents anything', we see that Tom can't talk to his parents, he then pulls a blanket over himself to hide.
• 'Open your eyes', direct address to the audience to pay attention.
• We see information at the start of the advert and then we see the logo and the donation you need to make, with the phone number.
• We also see a girl staring outside of the window, the use of an enigma code creates a sense that the girl has been abandoned or isn't allowed to leave the house.
• In this advert, children are represented to be vulnerable and innocent, as adults, the audience will feel responsible to help.
• '£2 a month Protection', '£2 a month Safety', '£2 a month Hope'. The words are in bold and in the colour green the are words that the NSPCC will offer.
• The narrator at the end of the advert says, 'Together we can help stop cruelty to children. Full stop.' It feels inclusive, the audience will want to join in.

The National Lottery - This Girl Can

'This Girl Can, What about you?'

https://www.youtube.com/watch?v=jsP0W7-tEOc

• Includes close-ups, mid shots and long-shots.
• Low-angle shot, makes them seem more powerful.
• The wide-shots to show them being active, also shows a team this creates a sense of community.
• Cuts to different scenes.
• Includes slow-motion in some scenes.
• Body positive messages, they were on screen longer than most shots.
• The editing was synchronised to the music.
• Mix of diegetic and non-diegetic sounds.
• Non-diegetic was the music and the diegetic sounds is the surrounding sounds.
• The music playing is 'Get your freak on' by Missy Elliot.
• When the music cuts to 'Quiet!' it cuts to diegetic sounds of the women catching their breath.
• The lighting used is realistic.
• You can see the women sweating, usually something that isn't associated with seeing women doing.
• It's multicultural and includes a diversity of women's bodies.
• The purpose of the advert is to get women into sports because many women stop playing when they reach into their teenage years.
• The advert is advertised for women to get active, there isn't any sexualised bodies that were intended. There isn't any male-gaze.
• The advert shows what real bodies look like because the main reason why women don't participate in sports is because of insecurity of what they look like.
• The lexis used is empowering for example, 'Sweating like a pig, feeling like a fox' the word 'pig' has negative connotations of not being 'attractive' whereas 'fox' is seen more 'attractive'. The women may not look pretty but they feel confident within themselves.
• They way the advert is structured and narrated is like a music video, because it follows the conventions of it.
• The women are all dressed in regular clothing, it isn't fashionable compared to what we usually see in the media.
• Goes against the stereotype of women not doing sport, caring about looks and having 'perfect' bodies.
• The end of the advert you can see the campaign name, 'This Girl Can' it is an enigma code as well as the hashtag at the bottom of the screen, women will want to find out more about it.

Analysing Adverts and the Role of Stereotypes

Lindt Lindor

'Do you dream in chocolate?' 2011

• The brand is luxurious because of the way in which the advert is presented.
  

  
• There is a close-up of the woman's face, enjoying the chocolate. She also closes her eyes which also shows that she is enjoying the chocolate.
• The lexis used, for example, 'melt', 'smooth', 'luscious', 'passion', 'flowing', 'irresistible', 'Nothing ever experienced before', these words all have a sexual undertone.
• Rhetorical question, 'Do you dream in chocolate?' makes the audience want to experience that, and that they will when they buy it.
• She is sitting on a bed, eating the chocolate, which has further sexual undertones.
• Women being represented as loving chocolate as she shows pleasure in eating it. Stereotype of women loving chocolates.
• Patriarchal construct, it was made by the male chocolatier and he is in control of the chocolate.
• The pace and transitions are smooth to represent the smoothness of the chocolate.
• The voiceover is also speaking smoothly and calmly.
• There are many shots included of the chocolate and the smoothness of it and of the woman and chocolatier, showing there is a lot of care made into the chocolates.
• At the end of the advert you can see that the woman is reaching for another chocolate, which shows that it's so good that you'd want another.
• The chocolate is wrapping is red, with connotations of love and passion.
• The use of white and cream colours, with connotations of elegance and pleasantness.
  

Richard Dyer- The role of Stereotypes  

It is an ordering proccess for an expression of dominant societal values, which can be a short cut for producers and a reference point for audiences to understand.

Pepsi Max Advert

• The shot first shows the setting, a typical setting of a workplace meeting this can be relatable to the audience.
• There are cans of Pepsi on the middle of the table, creates a hint to the audience that it's a Pepsi advert.
• They are all men in the workplace, conforming to the stereotype of men being the breadwinners and work for their families.
• You then get the perspective from the boss, seeing one of the workers with a parrot on his shoulder, which is out of the norm for a workplace making it humorous.
• It's at a fast pace, when the boss sees a lot of abnormal things, both the boss and the audience think that he might be imagining things and also represent his confusion.
• We can see a binary opposition of the middle-class office working men in the meeting room and a working-class window cleaner on the other side. The window cleaner helps the men to prank his boss but he doesn't get to join in with them after their boss leaves.
• They then drink Pepsi and watch car racing, stereotypical for men to like to watch car racing. 
• The advert says that if you will do anything for a break, why not do it for a can of Pepsi on your break as well.
• You then see them dancing at the end, the audience will want to have that lifestyle of being able to enjoy that feeling of drinking Pepsi on their break too.
• The lighting used is daylight, it's just a regular work day.
• They use a mix of diegetic and non-diegetic sounds. The dialogue is diegetic and the sound effects and music is non-diegetic. 
• The sound effect of tense music to match the mood of the boss when he sees one of his workers as a clown and the sound effect is continued being used till the boss leaves the room these sound effects are associated with horror films, suggests the boss is scared by the situation.
• The music is then immediately used once the boss leaves, which is happy and cheerful to represent the mood and feeling of the men.
• We also see a close-up of one of the men drinking the Pepsi Max, we can see the facial expression clearly with the close-up shot, he is enjoying the drink.
• The colours used can be dull to represent how dull the workplace is, you need a can of Pepsi to light things up.

Creating a Print Advert

Creating a Print Advert

To create a print advert that is advertising cake to a target audience.

Target Audience: Male, middle-class, aged 50-75, heterosexual.

Textual Analysis

• The layout of the advert uses a Z-line, to draw the audience's eyes to the brand name, tagline and the cake. 
• The colours used is mostly blue and blacks, blue is typically a masculine colour and the use of the colour black connotes sophistication. 
• The typography used are serif fonts, with connotations of sophistication and is more traditional for the target audience who would be more conservative. 
• The use of a successful celebrity, will make the advert more aspirational for the target audience, it is selling a lifestyle.
• ‘There’s always time for a slice’ the language used makes the audience feel that the statement is true.
• The narrative that is suggested is that he is looking at the cake which creates further anchorage of the cake, it can also suggest that he has had a hard day of work and eating a slice of Mr Smith’s cake is the perfect way to end the day or take a break.
• The use of high key lighting to lowkey, the eyes are drawn to the lighter parts to dark to reveal the slice.
• The typography of the brand name is much larger than the tagline, this suggests that the name of the brand is the most important of all.
• The slogan also includes two different colours to emphasise different parts of the sentence, ‘time’, the target audience would like to have that lifestyle of having time, so they immediately would see that first of the slogan.
• The model is wearing a suit, which has connotations of being successful, a lifestyle which the target audience would want to be.
• The lack of a price point, makes the product look more luxurious and furthermore, proves the point that it’s mostly selling a lifestyle of being successful and having free time.