Key terms:

• User generated content-created by the audience/ non professionals (blogs,wikipedia,youtube, social media) . traditional 'word of mouth' 
• shareable content-pros:no cost, more trusted due to common representation 
• pro- sumer-we are no longer 'simply' consumers- we produce our own content. 1980s the blurred line between consumers and producers.
• participatory culture-
• collective intelligence- this is a concept used by Henry Jenkins that proposes that 'Nobody knows everything. we all know something. therefore together we can know everything (almost everything)'

Task 4- starbucks
user generated content is very effective as the audience would rely upon their close sources. The starbucks #WhiteCupContest went viral through instagram and twitter, this was a good advertisement as everyone knew about it due to their friends spreading the company. also it's less time consuming

audience reading

Preferred- audience will ACCEPT the message and understand it
negotiated- audience will SLIGHTLY disagree
oppositional- audience will Completely DISAGREE

modes of address:

Direct- speaker is directly speaking to you ('you' 'your') not always as sometimes statements are bold and clearly giving you direction for e.g. 'Stop dreaming start living'.
Indirect-more objective and broad
Authoritative- powerful voice (authority) telling you what to doe
familiar- talking to you as if they're your friend..calm and genuine tone

Task:
This is abuse
the audience are mainly targeted at the younger generation as both actors were young. The purpose was to create a realistic scenario that some members of the audience could relate to; they're presenting this real issue and leaving the audience with a strong effective question at the end (If YOU could see abuse, what would YOU) this is directly authoritative as it's guiding the audience with powerful strong language.

can the government help to cultivate a change in lifestyle and eating habits? what techniques are used and do they make us agree? 'FoodSmart Change For Life'
The audience for this particular advert is targeted at parents, it's a familiar direct advert as it's from a young person that we can't take seriously; however he's giving straight facts making it direct
Yes the government can as they're very powerful and people would listen to them.

	Strengths	Potential problems	Examples
Viral advertising	Usually Fun and entertaining less time consuming, spreads rapidly	may be a mistake	2014, instagram Ice bucket challenge-To help stop ALS
Native advertising (disguises itself as general blog/news)	Engaging with audience as they wouldn't realise it's an advert	distracting, drains money, focus unclear	Buzz feed..sponsored ad (form of a blog)
Targeted advertising	more targeted making it easier to buy the product	invading your privacy	Previously visited websites popping up on social media
Shoppables and Influencers	quick and easy	They might not know enough about the product	snapchat and instagram

Persil ad

Audience Segmentation: Demographics and psychographic

demographics-age, gender, ethnicity, household income (social grading)

social grading- upper/middle class=ABC1's
                         working class=C2DE

Psychographics=Based on the attitudes of people..Cross cultural consumer characterisation.

• Resigned- not interested in the modern world (an old record player)
• struggler- lottery, junkie, disorganised, heavy consumer of alcohol (Budweiser)
• mainstreamer- those that like what everyone else likes (kylie cosmetics, apple, adidas) 
• aspirer- those that want to achieve and buy shiny attractive things
• succeeder- want the best things that are expensive (samsung, Tommy Hilfiger) 
• explorer- new things! experience, challenging,  
• reformer- don't want to be part of the crowd, they don't want to be a consumer 

ESSAY

ESSAY- compare how media language is used in the contruction of gender two print advertisements for fragrances. (500-800 words).

In this essay I'll be looking at two different fragrance print ads and how they represent and portray both genders in society, leading to majority of the public conforming to it. Nevertheless I will write about whether they present this stereotypical, patricarchal and dominant ideology of objectification of women or challenge them instead.


This print advert includes a women who's looking at the camera very submissively and almost confused. She's half naked with her arms very relaxed and open in dreamful gold water whilst the perfume is directly in front of her. The lighting is directed on her face, arms and breast making those parts stand out the most. Nevertheless she also appears to be gold just like the water. Perhaps the advertisers wanted to reach their target audience who are young women by presenting this goddess like figure. As in society the dominant ideology of females are that they're expected to be 'thin' and 'beautiful'. Also she's gently touching the bottle to suggest to the audience that this product is what makes her look like this goddess. The persuasive technique used in this is reward as women would finally be able to fit to this dominant ideology and feel beautiful.  The font text is very big and bald as the audience would easily be able to tell the brand. Also written in French it says 'I love' which leads to an overall typical advert of patriarchy as the woman is portrayed to be very submissive and the 'Looked at' by being quite exposed leading to sexualisation and objectification. This is done so that the main focus is on her 'perfect' body so it attracts both men and women who conform to the ideology and by into the product. This image does seem to look photo shopped and air-brushed as her flawless skin is really enhanced. It was taken as a Midshot to only include her upper body and the perfume leaving her very mysterious as she's just laying in the water whilst there's nothing behind her making her the centre of attention.

The second print advert of a fragrance is this one with famous male celebrity Kit Harrington from 'Game of thrones' for Jimmy Choo. He looks very firmly to the camera with  a very serious, dominant and powerful facial expression, this already makes him look like the leader 'Looker'. Nevertheless he's grabbing onto a females leg as she lays rested on his shoulder half naked; gently holding onto his other shoulder as if she appreciates and conforms to his presence and authority. The camera angle is very low as he's resting on her floor, his entire body is almost visible whereas the woman's body isn't due to her face being cropped out and jus including her legs. This doesn't challenge the patriarchy and stereotype as women again are presented to be sexualised as Kit is literally objectifying this woman by grabbing onto her leg sexually in order to show his dominance and control. The font is very big and simple stating it's for 'MAN' so this would be the target audience as most men may conform to the dominant ideology of sexism and having the lead role. Both ads are Binary opposites as in the DION advert for women they symbolise how women are their best when they look submissive and sexualised as they're pleasing the 'lookers' whereas in this fragrance ad for men, the male seems to be the dominant one fully clothed and grabbing onto her leg like a sexual object. Both ads present them with different clothing as well, as Kit is wearing a leather jacket which would initially make the audience see him as tough and in control compared to the woman in the DION add who is seen as more vulnerable with less clothing.

Overall through these print ads of both male and female I realised that patriarchy and gender stereotypes are still prevalent in our society, as this dominant ideology of sexism still leads on by so many conforming to it. Women are still being looked at sexually due to ads like these that promote objectification. And men have higher authority because of this typical dominant male role that's institutionalised through the media and gender norms. However due to feminist campaigns and other protests against gender stereotypes some ads are more censored now in the UK. As the advertising standers say that "A tougher line is needed on ads that feature stereotypical gender roles". However I still think there is much improvement to be made as the ASA say they're not going to ban stereotypical ads such as women cleaning and men doing DIY, however they will seek to enjoin them such as both genders doing activities that are out of the gender expectation. Also recently female UN member have spoken about this topic during their meetings infront of powerful members such as Microsoft who vowed to eliminate stereotypes and address this major social issue. So the advertising industry to some extent is changing as some do seek to challenge stereotypes.

Nike-Equality textual analysis

	Denotation / what can be seen	Connotation / what is the meaning? Representation
Camera- angle, size and movement	first shot- Birds eye view angle of the whole area/ park zooms in to the basketball court close up of lebron james and serena williams Tracking shot-running with the footballer Panning shot- of the lady in sportswear and Hijab Low angle of spray paint on court ground mid shot- of a variety of women running panning shot/close up- of Lebrun's final sentence birds eye view- Basketball court very centred as everyone else crowded around the edge. Along with more people coming to watch Final medium long shot- of little girl on mans shoulder waving her hand amongst crowd, as the nike logo appears centred next to her.	very dull grey cold atmosphere the area that may so be in poverty. To give the audience an understanding from their environmental perspective. Close ups of serena and lebron to showcase celebrity endorcement by having an influence, entertaining and attracting viewers. panning shot of lady in hijbab and sportswear demonstrates the moving diversity athletics has recently encouraged. The low angle of spray paint in the pitch was to emphasise the 'separation' in the ad. The midshot of the variety of women running was to represent the diversity there is in sports and how women of all faiths and races are coming together. close up of lebron at the end when saying final sentence for the ad was to perhaps signify the importance of 'Equality' and as these words are coming from this famous figure it makes it more inspirational. Final BIV shot represents how the community are all united through this shared love of sport..which is promoting diversity, skill and opportunities for all. Last panning midshot of the little girl was to have an emotional connection with the audience as society typically see little girls as innocent and sweet. through this final emotional response people are more likely to remember the ad and selling product as the nike logo had appeared next to her.
Editing including any SFX	The entire advert was edited in black and white.	Dark toning to reach the wider audience as it's touching on a sensitive topic which is equality.
Sound- diegetic, non-diegetic, narration etc.	Lebrons voice is narrated throughout the whole advert, everything he says matches the actions of the characters. for E.g "Here you're defined by your actions" then panning shot of child running in pitch Piano playing. Building up Alicia Keys voice. Singing 'A change is gonna come'- by Sam cook originally sang during civil rights movement for African Americans	powerful voice of a role model to thousands making it more memorable and emotive. The song that Alicia keys sang is very important as it was sung by numerous people that were oppressed due to their race.
Mise-en-scene: location, costume, props, lighting	Numerous locations such as the Basketball court (near flats), church, poverty neighbourhood, tennis court, running along busy streets, Props: piano, football, spray paint, basketball, tennis racket and ball, football, rugby ball, painting message on the wall Costume: everyone in the advert were wearing sportswear, particularly in the Nike brand	The variety of locations were to present this diversity to the general public (across the world). such as the church and rough neighbourhood. Almost all the props used were sports related which this ad kept reinforcing as the main message is how 'sport doesn't see colour' Everyone in their sportswear (Nike branded) also reinforced this message, of how 'Nike promotes diversity'

ideology- a set of ideas/ beliefs/values that gives us a framework for viewing the world. for e.g. religion, feminism, Marxism, functionalism, capitalism, nationalism


Dominant Ideology
Those values and beliefs that are shared by most people in given society.
E.g consumerism- a belief that having 'stuff 'makes up happy
e.g nuclear family.. belief that a happy family involves this aspect
e.g. feminism- women that are expected to be submissive, pretty and a housewife eventually


Hegemony
Explains how dominant ideology work, process of consent. talks about family, media and government.

MOnoloply- one company dominates the market
duoploy- two companies that dominate the market
oligopoly-a state of limited competition, in which a market is shared by a small number of producers or sellers.

ESSAY- compare how media language is used in the contruction of gender two print advertisements for fragrances. (500-800 words).

introduction, main body, conclusion
name products you are analysing.. use key terms such as patriarchy, objectification.what they mean. 50-100 words.


main body:
describe advert into one sentence...camera shot, mise en scene, anchorage text..
break it down- what they mean. focus on fonts, texts. compare to other advert.. similarities and differences
think of how gender is questioned..

• anyone sexualised?
• challenging stereotypes?
• image photoshopped/air brushed?
• challenging patriarchy?
• binary opposition?

200-300 words.

Conclusion
what have you learned from the ads...thoughts on gender stereotypes..how media portrays the genders.
are gender stereotypes still prevalent in advertising
talk about recent movements that helped diversity...(ASA, UN/banning ads)
50-100 words

gender now

gender is changing and is now known as 'Gender Fluid'-denoting or relating to a person who does not identify themselves as having a fixed gender


Online effects this as it opens up numerous different perspectives of people.


heteronormative-is the belief that people fall into distinct and complementary genders (male and female)