Media Revision 4

Media Revision 4

How does media language combine to create meaning in the Adobe advert?

• Adverts sell the audience a lifestyle.
• Media language combines to emphasise themes of creativity, colour, fun.
• Setting - Big city, subway further emphasise the themes.
• Fast tracking shots, as the camera moves.
• Binary opposition of the start.
• Audience is positioned with the woman.
• Mythical creatures.
• Centre shot - mid shot.
• Cartoon world.
• Lots of camera movement.
• Major key music.
• Lowkey lighting, artificial.
• One take shot, long take.
• Woman dressed casually.
• Speed of camera movement alternates.
• Bright primary colours.
• bell hooks, Van Zoonen - Feminist theory.
• Many mid and long shots.
• The setting is both interior and exterior.
• Proairetic code.

• It is in one continuous shot because it reflects the endless possibilities you can do on Photoshop.
• The subway has grass growing, low angle close up shot, creates a binary opposition. Allows producers to reinforce the ideology of Photoshop through contrasting the beautiful and mundane.
• The beginning is normal and regular which creates relatability with the audience but then transforms into a mystical world which is more exciting - a lifestyle.
• Extreme long shot, high key lighting, generic convention of Sci-fi. Dream like sequence is established with a mode of address, such as flying cars and a beautiful chrome city - reinforces the ideology that Photoshop can unlock imagination of the target audience.
• Genre hybridity - Allows producers to use elements of representation and difference in order to appeal to a diverse audience.
• Set in New York with connotations of excitement, international city - targets urban audiences - subway anchors this. 
• Sci-fi iconography is beat-matched to the music, emphasised by the chilled, instrumental passage of music, reinforcing the contrast and diverse range of art styles that Photoshop can do.
• Editing pace changes frequency, slowing down and speeding up, symbolic code and reference to the action genre, excitement of everyday life.
• Intertextual references throughout such as Kief Haring, a New York artist, known for pop art - symbolic theme of creativity emphasised.
• Advert arguably sells a false sense of reality of Photoshop being easy to use where in reality isn't easy to use and is boring and clunky to look at.
• The purpose of any media language it is to create revenue for the conglomerate which owns the product, high product value indicates Adobe is a huge multinational conglomerate.
• Representation of gender, selection of a young mixed race woman is a clear nod to equality and diversity, she is stereotypically wearing masculine clothes and minimal makeup - clearly unconventional representation of women.
• The passengers on the train are diverse - targeting a diverse and potentially mass audience, reflects Photoshop's ideology.