'The girl can-phenonmenal women' ad-textual analysis

 Media AS / A2

Textual Analysis Table- Moving Image

	Denotation / what can be seen	Connotation / what is the meaning? Representation
Camera- angle, size and movement	L cuts, J cuts. Every two seconds.. 'Fast cutting rate' Montage=numerous shots which lead to a theme. over the shoulder, close-up...slow motion. tracking shot. match cut (same shot different scenes) when females were running, during birth. low angles- to show superiority of women. Birds eye view. old woman at the end to represent all kinds of the women even ones we'd stereotype to be weak. emotional connection with audience .
Editing including any SFX
Sound- diegetic, non-diegetic, narration etc.	diegetic- peers cheering each other on.  non diegetic- narration by maya Angelou  music- matches the upbeat energetic theme.
Mise-en-scene: location, costume, props, lighting	this girl can- multiple different locations and women trying different sports gym, hospital, jogging in pavement, team uniforms, swimming centre, park. Non-traditional locations for women. hijab to signify that even with faith they can still do it . women with the prosthetic leg..even with disabilities they can. High key lighting- positivity.

Kingsmill Great White:
-messages and values- mythical version of family...comforting idea of the family looking out for her during her heart break.


Mise en scene- props such as her phone which connotes her past relationship..also the EGG which they purposely made look like him; she then smashes it which could connote that the egg brings comfort..joy and fulfillment. The Bread..very brightly presented.
Costume= They were all wearing casual clothing which could be symbolic of an ordinary day

camera: CU-bread, characters,iphone,egg
Depth of field (shallow)
camera tracks/hand hold
over-the shoulder shot (shot reverse shot)


Kingsmill Gold Love Bread- traditional british nuclear family.

how do we talk about gender?

Gender stereotyping: they are often negative and not particularly helpful (the ditzy blonde)
Archetypes- are particular character types that are simple to understand and helpful for producers and audiences.( E.g. The hero, The romantic, The nerd, The mother)

• sex-biology/genitalia
• gender-social construction

Due to the patriarchal society woman are being oppressed and men are constantly presented as dominant. This is rooted down back from centuries. Throughout the ideology of Adam and Eve.
Men being in control is 'natural' and 'just'. Media mostly controlled by old white men.


Feminism and Identity:more woman are being put under pressure to keep up with this attractive body image.

• The male gaze- Men are the 'lookers' and women are being looked at. Woman are there to be looked at by men. Woman are objectified by men and seen as sex objects (objectification as they're passive and men are dominant).

Binary- opposites such as good & evil and men & woman

Broom Advert analysis

Our chosen product to advertise was the broom. so in this advert the denotations are numerous different people standing by themselves holding the broom up high and yelling "Broom". This was very effective as the audience straight away get a clear idea of the selling product. The annotation of this could be how passionate each character is whilst holding onto the broom which is the selling product, this is shown throughout their body language and sound in voice. 

The technique I think worked very well was humour as the repetition of broom would more likely be remembered by the audience. Also we had used sound effects through Premiere pro by downloading certain beats that make it even more catchy and memorable and fits in very well as we can still hear what they're yelling out/advertising.

Native advertising and branded content?

native advertising- is paid content that matches a publication's editorial standards while meeting the audience's expectations. AN ADVERT IN DISGUISE. Only find out at the end what it's really advertising.
Targeted advertising: when Advertisers look into your search history and cookies which they then use in order to advertise similar or same products. This way the audience is more likely to buy or look into these relevant ads (shoppable tags, e.g social media etc).
challenges that they face: Dealing with hostile customers; as no one wants to buy into these ads. Takes the focus away from the actual product. Now that there are more ways of skipping ads such as the skip button, online streaming and watching on demand advertisers are finding it harder to grab their attention.
People see these ads often to be time consuming, fake or irrelevant hence why they're not buying into them. Pre rolls are one of the only ways to get the audience to view or listen to the ads. Even this is done by force hence why people would have a negative view of ads.
How effective are the native adverts?

task 3- Changing Platforms

In today's media world adverts cross over a range of platforms- streaming, social media, not just tv.

most audiences nowadays don't watch live tv unless it's big events such as live sports.

Advertising is and remains a key source of revenue for all forms of media, including social media, streaming sites etc. Since more people watch on demand and stream more these days advertising has changed e.g pre-roll ads. which you MUST WATCH. different to pop ups.

Abridged reading from the guardian "time is running out for the 30 second tv advert"

Tv adverts were more popular throughout the late 1900's purely because people had more time during the evening and had no option to skip them. However due to modern technology people of the current generation tend to stream online in order to skip through the ads. 

• Tv adverts are "doomed to be relegated to the dustbin of 20th century artefacts"
• Due to advanced social interactions such as emails, streaming online etc things are moving much faster and people have less time to sit through adverts therefore avoid Tv.
• commercials on tv were a good source of finding information on automobiles, packaged goods and airline travel.
• This is not the case for today's internet consumer as they just want to sit back and watch their show that they've planned
• Study by Arris showed that "84% of respondents wanted to fast forward through the ads they watch, while 60% download or record shows so they can skip commercial"
• Tv adverts will disappear due to the fact that modern consumers simply don't have the time to watch them.

                                                              Snickers advert-Mr Bean

In the advert we can see a group of Ninja warriors jumping and flying over buildings. We also see Mr Bean tagging along with these warriors constantly stumbling and falling down. Once trying to flip like the others he falls through a roof and drops on the ground. His team member’s later hand him a chocolate bar this then enables him to succeed by transforming into a ninja like the others and manages to escape from them. Lastly we see the full snickers bar in half with the slogan along with it.

The ninjas fighting was perhaps symbolic of the challenges people face in their daily lives. The directors had used intertextuality by casting Mr Bean in this advert as he’s known by the nation to be this clumsy figure. His body movements and awkward clothing suggests that he’s unable to keep up with the other ninjas (people). The mise en scene emphasises how intense the situation is as the costumes are obvious to the audience that they are ninjas. Also the lighting was dark to perhaps showcase their perspective of the struggle and we’d associate the darkness with it.

Camera: Numerous wide shots were taken to show everything that’s going on in the scene as it’s very action packed. There are also some shots that zoom into his face to keep the attention on Mr Bean. Long shots were also in this advert during the fall he had through the wall; I think this was used to emphasise the distance of the fall. Once again repeating to the audience this clumsy side of the character. Moreover an over the shoulder shot was used when he got up from his fall looking up to the other warriors. I think this is to demonstrate his perspective from his very low angle so that we as the audience could also experience the same low level that he was physically and mentally in. Another shot that was used in this advert was the master shot/establishing shot which includes both the characters and location therefore overall focusing on everything that’s going on in this scene. Throughout this advert the location was key as it reflected their characters and was essential in the action packed scenes such as the flips.

Sound: The quiet subtle music in this advert was non-diegetic as the audience can only hear it. The music fit very well with the scene as it matches the theme of samurai set in japan/china. Every time Mr Bean had fallen over the sound was emphasised immensely such as falling through the roof when the crash was very loud. The quiet soothing music of the samurais opposes a lot with the very loud and disruptive crashes Mr Bean experiences. I think the creators done this effectively so that we understand how much of a nuisance life is without the product which is snickers. And with it it’s much more calm and peaceful.

Logos/slogans/text: The product is really emphasised at the end when finally handed to Mr Bean in order to help him function normally/better. The connotation of this could be that this advert is presenting a story and to a story there’s always a dilemma which has to have an answer at the very end. Therefore the directors perhaps wanted to portray it the same way by presenting the answer which is the product at the end in bald.