Analyse
how the
combination of elements of media language influence meaning.
Photomontage- Different bits of photos placed together
The man and the beach are put together as one image in order to create a meaning. The Bahamas is an aspirational holiday destination and this man in the photo is an ex-footballer and actor (aspirational careers. The advert is trying to convince its audience that its is an aspirational fragrance.
The woman lying on the beach next to a cooler is could link to the theory of male gaze as the stereotypical male would enjoybeing on the beach with a woman and a beer.
Analyse
how
developing technologies affect media language.
The more recent adverts can be more complicated due to the production through photshop. The old adverts only have 3 layers (Picture, Product and Text) whereas the new advert has alot of layers. (photomontange).
The old adverts show men being stereotypically manly with references to sport. In the 1980 advert the man is holding the woman as if shes a trophy which is suggesting that with the product you will get women. The new one contains many elements the surround the idea of manliness.
Compare
the 2011 version of the advert against the historical examples.
Analyse
the
dynamic and historically relative nature of genre and
the processes through which meanings are established through intertextuality.
The older adverts appeals more to the classic, old-fashioned man through its language "SOLID" and "HIGH ENDURANCE" and it also shows men either doing something phyical suggests it.
The new advert appeals more to the younger generation of males who care more about appearance. They do this through using ex-athletes and actors who have the ideal male body. The use of humour and celebrity endorsement also helps to appeal to the younger generation.
Analyse
how audiences
respond to and interpret the above aspects of media language
4C's
Age
Psychology
The advert uses a peripheral route to appeal to itsaudienceas rather than facts and logic it uses visual cues in order to trigger a reaction from the audience. The advert uses cues that trigger a positive affect from the audience (rapid and involutary response) as it makes people feel joy as well as pleasure through its use of humour.
It also features many things that will appeal to the aspirer, such as the Bahamas and the celebrity endorsement from an ex-athlete and actor. These are cues that will make the taerget audience want to purchase their product.
The product is targeted at young adult men as it uses young actors and it also uses humour. It also references appearance alot more which is linked more with the younger generations. Bringing in new audiences.
Colours are used as a visual cue as they provoke emotional reactions.
Analyse
the
significance of challenging and/or subverting genre conventions
Black models
Mode of address
Humour
Analyse
the
significance of challenging and/or subverting genre conventions
Analyse
Media
representation
: the
way events, issues, individuals (including self- representation) and social
groups (including social identity) are represented through processes of
selection and combination
Celebrity
endorsements (sports men)
Race
representation : use stereotypes associated with race
Counter-stereotypes
Black
male advertising a mainsteam
product
The
use of sexualisation (female gaze) to attract audiences
The
combination of surreal elements with black male representation in what way
might this subvert conventional
stereotypes of the black male (use alvarado theory)
Isiah Mustafa~ ex-athlete, black male, actor
Celeb endorsement
Black stereotypes- aggressive, comedic
Uses of sexualisation for female gazeto improve their man
Surreal elements
Blumler and Katz- Escapism and Entertainment
We gravitate towards the things we most want so you many buy things because you want to escape for day to day life. eg Bahamas
In
what way was the use of sports celebrity Isaiah Mustafa considered a good choice?
Black male
Ideal Body
Comedic
Celebrity endorsement
Aspirational Career
Young
•Consider
how celebrity endorsements involving black sports men (Lewis Hamilton
Santander, Isaiah Mustafa Old Spice have challenged negative stereotypes
associated with Black Racial stereotypes.
•
•
•Is
this a positive mood that reflects societal views
Alvarado- Black people are pitied is challenged
Black people are dangerous is challenged