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BOOKS MARKED:

Please collect your book and look at the feedback.


Hira and Megan your books were not in the pile for me to mark, sad face Please find/hand in

your books so I can get you some feedback. WWW


Some great creative ideas in your books around possible advertising campaigns.
You all responded well to the task of analysing the Nike TV ad (boy running) great points

were made some of the analyses needed developing a little further. Nagham your analysis was excellent!

EBI
Some of the books could be a little neater (rule after each lesson with the date clearly recorded)

and some class notes can be more thorough if you have missing notes go onto frog to catch up!

HOME WORK! Too many people had not completed the homework on the importance and the

drawbacks of brand identity Complete ASAP! There will be stricter sanctions for any further missed homework.

Sana Alis effort for the brand identity homework was excellent- Well organised and detailed!

STARTER: WHERE IN THE MEDIA DID THESE IMAGES OF LINDSAY LOHAN FEATURE AND WHY?

ARE EITHER OF THESE REPRESENTATIONS THE REAL LINDSAY LOHAN?

26/02/2014 LO: Explore representation within the Marmite advertising campaign 2013. Consider audience theory in relation to the advertising campaign. Consider what make a good structure for the analysis of an essay.

WHAT IS REPRESENTATION?
Definition of representation: the description or portrayal of someone or something in a particular way.
Representation is concerned with the way that

people, ideas and events are presented to us by the media.

THERE ARE POLITICS IN EVERY REPRESENTATION

The media will represent people, places and situations to us, these representations are never innocent.

Representations are always a construction in accordance with the

producers politics.

Representations can reflect cultural attitudes and beliefs.

REPRESENTATION
Understanding representation is all about understanding the choices that are made when it comes to portraying something or someone in a mass media text. It's impossible to portray every aspect of an individual in a photo/film/magazine article, so certain features of their personality and appearance are often enhanced, when it comes to constructing the representation that the audience will see. When representing a person, media texts often focus on their: Age Gender Race/Ethnicity Financial Status Job Culture/nationality

WATCH THE CLIP:

ON YOUR TABLES EXPLORE ONE OF THE FOLLOWING REPRESENTATIONS IN THE END MARMITE NEGLECT (2013) TV ADVERT DISCUSS AS A TABLE THEN INDIVIDUALLY WRITE A DETAILED PARAGRAPH ABOUT THIS. 1. The rescue team: Lucy and bearded man.
2. 3. 4. 5. 6. 7. The first family shown. The marmite jars. The old man. The new recruit to the rescue team (Callum). The proud family. The narrator of the advert.

Guidelines for answering the question Who or what is being represented? How is the person/group/object being portrayed? What are they doing? Is their activity presented as typical, or untypical? Are they conforming to genre expectations or other conventions? What emotions are they expressing? What are they saying? Why are you being shown this? Why are they present? What purpose do they serve? What are they communicating by their presence? What's the preferred reading? How is humour created from the representations? Do you recognise representations which already exist in the media?

INTERTEXTUAL=
Media texts often refer to other media texts. When one text refers to another this is called 'intertextual. It describes a media form which relies on our understanding of and experience of other media. E.g. The animated Shrek filmsCan refer toof other you think examples of Intertextuality within the End Marmite Neglect (2013) TV advert films within it. ?

DEBATE?

There were hundreds of complaints about the End Marmite Neglect (2013) TV advert

On your tables debate the following opinion


The Marmite advert is harmless and light hearted and it is difficult to understand why complaints were made!.

Task Choose the side: Of either someone who complained about the advert or a Unilever Spokesperson defending the advert and write a letter of complaint or justification which is due to be published in a newspaper

THE MARMITE ADVERT AND AUDIENCE THEORY: HYPODERMIC NEEDLE MODEL


1920s attempt to explain how mass audiences might

react to mass media.


As an audience, we are manipulated by the creators of

media texts, and our behaviour can be easily changed by media-makers.


Audiences passively receive the information.

Audiences do not process or challenge the data

so the information is unmediated .


From the point of view of a person who complained about it; how and why might the Marmite advert fulfil this model?

USES & GRATIFICATIONS THEORY


1960s generation had grown up with TV audiences make choices about what they do

when consuming texts


audiences made up of individuals who

actively consume texts for different

reasons and in different ways

USES & GRATIFICATIONS


Blumer and Katz (1974) state a media text might be used for the following purposes: Diversion - escape from everyday problems and routine. Personal Relationships - using the media for emotional and other interaction, e.g: substituting soap operas for family life . Personal Identity - finding yourself reflected in texts, learning behaviour and values from texts. Surveillance - Information which could be useful for living eg: weather reports, financial news, holiday bargains. Task: Write down the question and Answer in your books Which of the above uses or gratifications does the Marmite Advert fulfil for an audience and why?

Remembering what makes top marks Level 6 (17-20 marks)

Excellent quality Their analyses of media texts are convincing to you and seem correct. They use technical media/advertising terms frequently and properly. They explore the impact of media representation and opinions are justified with examples. They give a convincing and clear understanding and appreciation of the Media Company (institution) who produced the product. Their response make sense and well-structured with precise and accurate use of language and arguments clearly supported by evidence.

HOMEWORK: WRITE A PARAGRAPH ON THE REPRESENTATIONS IN THE END MARMITE NEGLECT PRINT ADVERT.
(Due for Wed 5/03/2014)