Media Revision 5

How does media language combine to create meaning in the KFC and Walkers advert?

• Media language combines to specifically target a young, urban ethnically diverse audience. It does so by constructing an edgy, exciting and absolutely working class setting.
• The setting is of a city (London) at night.
• The camera movement speed isn't constant, usually zooming, close up shot, into the product. Whip-pan.
• News Agents, bus stop, barber shop, alleyways(?)
• Lowkey lighting, artificial lighting of street lights and neon lights.
• Celebrity Endorsement.
• Intertextuality, branding and franchising.
• Graffiti wall.
• Informal lexis used by the narrator/voiceover, 'get 2 for one deal, mad'.
• Binary opposition of dark alleyway and halogen lighting.
• Ethnically diverse.
• Post-colonialism - black people are represented differently in media products, because of UK's colonial past.
• Lineker is a binary opposition and the urban working class setting.
• Intertextual reference to grime videos.

• Branding, with intertextual reference of KFC, mid shot of the reflection of Lineker in a suit shop window looks like the Colonel, reference to the KFC branding, the voiceover, 'It makes sense' is anchored with the bus in the reflection. The position of the crips is also anchored in the centre. Cross-promotion, allows Walkers to target an existing consumer of KFC.
• Advert is selling the lifestyle of
• The mise-en-scene of the lighting, glowing arrows combines with the camera movement. Guiding the eyes of the audience towards the most important parts of the screen, the brand is an important final destination.
• Whip-pan shot into the barber shop, 'Max Cuts', close-up of the TV showing a Walkers Max advert and a KFC advert and also a football game, they are foods that you usually eat.
• The mise-en-scene of the costume of the women at the bus stop, wearing red, white and yellow - whip-pan camera, close-up of Walkers and KFC. Representation of young black women, bell hooks Feminist theory.
• Symbolic annihilation of the pandemic, presented to the audience, it allows the advert to target its audiences more effectively as we can see their faces - optimistic connotation.
• Fast based editing in mise-en-scene of bright neon lights is a clear reference and iconography of grime music videos, allows Walkers to target a pre-existing young ethnically diverse urban audience who like this genre, reference reinforced through the south London setting.
• Modern notion of Britishness is shown through a range of stereotypically British iconography. The hegemony of football is constructed through the mise-en-scene of a football match being shown in the barber shop. Typical London bus stop, iconic red bus anchors and situates the audience within a relatable mode of address. 
• Audience identity theory - can help us understand how audiences can relate to and take identity from the video, from a stereotypical perspective, a young black audience may relate to the inner-city setting, mise-en-scene of the barber shop and relatable setting of the takeaway , yet a stereotypical white British audience may relate to Gary Lineker.