Economic Factors of Disney

The significance of economic factors, including commercial and not-for-profit public funding, to media industries and their products.

Curran and Seaton

Power of Media Industry:  In considering media industry and the consolidation into larger companies please  write a response to the following statements. 

The media is controlled by a small number of companies primarily driven by logic of profit and power.

90% of the media in the world are controlled by 5-6 media giants. They make reboots that they know will create profit. They buy large movie franchises like Marvel and Star Wars

Creativity, variety and quality in the media is limited by the amount of companies and products.

Few companies so there will be a lot of similarities. Trying to keep the creativity broad so it appeals to a lot more of the audience than just a segment. Superhero films are very saturated at the moment so most films in cinemas are superhero films

More socially diverse ownership will result in more varied media productions.

Targets more audiences. Larger variety and more creativity within production

Get out- Blumhouse production known for low budget horror films. diverse cast

VS

Black Panther 

You will discuss how the Disney organisation (maintained/grew its market share) for both the 1967 and 2016 films.

The fact that the jungle book is a family friendly film helps Disney to target a larger audience of families. This also helped the reboot as it targeted the newer generation of children as well as the families from the 1967 generation. They also raised the production value for the 2016 film making it a lot more immersive and attracting a large audience. The reboots allow for the company to make films that are guaranteed to make them a large profit, these could be seen as "safe bets". 

BLOCKBUSTERS

Celebrity endorsement

smart marketing

SFX

Big budget

Maintaining audiences

In August, Mr. Favreau bounded onto a 7,800-seat arena at a Disney fan convention in Anaheim, Calif., and showed sneak-peek footage from his film. He hobnobbed with three “Jungle Book” stars on stage, including Neel Sethi, who plays the man-cub Mowgli. Thousands of movie posters were handed out.

Cross promotion- eg McDonalds toys

Virgin made a computer game for the jungle book

Disney rolled out an action-oriented trailer during the Super Bowl to target men

Theme parks exclusives

Reaching out to Hispanic audiences

Film content can be consumed by audiences in a variety of ways and locations 

cinema, 

home entertainment

On the move (in flight entertainment, etc.)

Institutions need to provide films increasingly in digital format

Because film consumption is moving away from cinema towards Home entertainment via Blu-ray, streaming

Sites like Netflix, Amazon Prime, Hulu and even youtube allow you to watch Films instantly from your Phone, Smart TV, Computers and Tablets. This is a modern way of consuming films as opposed to having to go to the cinema to watch them. If Disney fails to keep up with the digital age they will soon be in trouble as they wont make as much money as they can.

Increases the risk of Piracy

Easier to download/screen record films if they are all online. Video sharing sites actually make it easier for people to upload these films for their own monetary gain.

 

Large institutions (Big 6) offering cinematic experience in large screen (iMax) format, followed by digital release as DVD, Blu-ray, streaming

This is so that the films can have what is reffered to as a "second life". While the film is only in cinemas they are exclusive and those that really do want to watch the film they will pay to watch it in the cinema and then it will be streamed or watched on DVD by people that were not too interested or loved it so much they wanted to watch it again.

IMAX and 3D make piracy obsolete 

Disney actively growing its business to fend of streaming services such as NETFLIX

Netflix is killing their system as it allows people to watch films with ease rather than having to buy DVDs.

Disney actively trying to make its own streaming service through the acquisition of FOX review the following link and summarise why it is a smart move for Disney to grow:  why would disney buy fox? https://www.vox.com/culture/2017/12/14/16764472/disney-fox-deal-merger

Money

Power

Compete with Netflix

Media and Advertising Shelter

OCR Spec.

Shelter, the UK based housing and homelessness charity launched an advertising campaign in 2011 that was produced for those at risk of homelessness to point them to Shelter’s free services and guide them to seek advice on issues around homelessness earlier.


How they used to advertise
Is the target audience slightly different

Media Language:

•Colour

Dark, low saturation. Red represents danger, fear and warning. Black links to depression, and isolation

•Type of shot

Close up shot of peoples face. worried facial expression and pale complexion

•Focus

Focus on the facial expressions and main text in red

•Depth of field

Complete focus on persons face.

•Mise-en-scene

Complete focus on persons face.

•Realism?

Very real as it is using real, ordinary people to convey their message

•Narrative?

These problems are common and can happen to anyone

•Font design/size

Size varies between the detail and the more important and gripping "headlines". Large red font

Representation
Representation of different genders and ages.
D-Not represented
R-Not represented
C-Aimed towards the homless and the lower classes
A-Aimed towards adult and young adults that are struggling with paying for their homes
G-Aimed at all genders
E-Not represented
S-Not represented

Target Audience

Media and Advertising Lucozade

OCR Spec.

•The Lucozade ‘I believe’ campaign poster from 2013 was part of a £4m mass market campaign to educate consumers about how the soft drink brand can help improve people’s sports performance, and features footballer Gareth Bale as a key brand ambassador.

Consideration should be made of media language elements specific to advertising and marketing such as locations, costumes, props, makeup, lighting, choice of camera shot, angle, typography, layout and address of written content to the audience




VINTAGE ADS
Lucozade was previously marketed as a "sparkling glucose drink" for the ill. It was advertised as replacing lost energy. Guilt trip to make people buy the product for people that are unwell as it is meant to help them. "Invaluable in sickness and in health" Says that it can be used in any situation whether your just tired or you are ill.


1998 Advert - Mods
Targeting the younger generation through:
     Trendy people (Mods)
     Lower class dialect
     All young men
     Comedic relief and relatability (mums sandwiches)
     Convenience
     Nostalgia

Lucozade - context

•Created 1927 as Glucozade - meant to give energy to the sick

•Renamed Lucozade in 1929

•1983 rebranded as a sports drink rather than health drink

•Lots of sponsorship deals with various sports

Representation:

•Who/What is seen?

Gareth Bale, Sporting Legend

•How are they represented?

Confident and powerful. Ready for battle

• DRCAGES

Disabilty-Not represented

Region- 1998 mod advert represents london boys

Class- Working class, Aspirers

Age- Young people

Gender- Mainly main however there is a female advert also

Ethnicity- Mainly white but there is a black person in an advert also

Sexuality- Masculine phyisical sport thatcould stereotypically exclude non-heterosexual people

• Themes/Messages

Scientific research

Sporting achievements

"Yes" Moment

Audience:

•Who is the target audience for

this advertisement

Young, Male, Sporty 

•How do we know?

Blue, Sports stars, 

•What might other audiences

make of it?

Would be less attracted asit is not targeted at them speci

•How is the audience

addressed/attracted?

• How are values transferred?

Media Language:

•Colour

Blue, Masculine

•Type of shot

•Angle
Direct angle. Direct mode of address

•Focus

•Depth of field

•Mise-en-scene

•Realism?

•Narrative?

•Use of text/copy

•Font design/size

•Layout

Representation

DRINKS ADVERTS CONVENTIONS

Short slogans
Logo
Saturated colours
Direct mode of address
Sans Serif- modern
Product shots
Humour
Positive

Media and Advertising Old Spice

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