Music Video analysis- Titanium

Produced by DJ david Guetta
Song written by Sia, Guetta, tuinfort and afrojack
Titanium is a ballad which draws from the genres of home and urban dance
Has enigma code
Supernatural scene and suburban

The song lyrics are about inner strength and not getting knocked down by every day activites.
The music video does not feature Guetta or Sia. Instead it focuses on a young boy, played by actor Ryan Lee, with supernatural powers.

Film video premiered Dec 20 2012
Video was directed by David Wilson. Filmed in Dec 2011

Themes:
Supernatural
Special powers
Puberty affcting body and mind
Inner strength
Standing up for what you believe in
Adults vs Children

Disinct

Setting: Woods, School, House, North american Suburban, winter, empty house, messy.
Themes:Supernatural
Special powers
Puberty affcting body and mind
Inner strength
Standing up for what you believe in
Adults vs Children
Icons: Keys, Teddy bear, Guns, television, torches, hat (scraed), rucksack (small, shows lack of belongings)
Narrataive: Explosive event in school, run, cops at house run, explosion in woods
Characters: Young boy, teacher, cops
Textual analysis:


Frame-
Angle-
Movement-

Costume:
Lighting :
Actors:
Makeup:
Props:
Setting:

Long shot of boy in corridor, lockers suggest the loaction of a school. Confusion is sturuck to viewer as he looks feeble and scared. portrayed as a victim.

Analyis pt2

G- Genre
I- Instruments
L- Lyrics
E- Emotion

Editing acroynm:

S- Screentime
T- transitions
O-order of narative
P- pace
S- sfx (special effects)

Music Video Analysis- Corinne Bailet Rae (Stop where you are)

Corinne Bailey Rae's - Stop where you are (April 2016)

Music background:

Genre- Soul/pop

in 2006 she was predicted to be a hit act.

The song "Stop Where you are" is about being present, stopping and celebrating whats happening at this very moment.

conform and subvert to the sterotype.

DRCAGES- Character analysis

Disibility
Region- Barren, urban enviroment
Class- typically lower class members
Age- younger teenagers, older individuals
Gender- boys and girls
Ethnicity- ethnically diverse
Sexuality- homeless lady presents masculine features.

Setting- urban,

Themes- stereotyping people, stopping where u are, living in the moment, carpe diem

Music Video Introduction

Analysis: Points to discuss

• Camera- FAM
• Mise en scene- CLAMPS

Childish Gambino - This Is America

1.       How is this video commenting on historical, social, cultural and political issues?

Shocked, disgusted and outraged by the historical and contemporary persecution of black people in america

Mesmerising tension between the images and the juxtaposition between the dancing and violence 

2.       What is the role of Glover in the video?

Shown hows american media and culture is, in a flowing way to show the pace of events. 

Country itself doing the killing, continues to smile and dance and not caring about issues. 

3.       How does this promote him as an artist?

Promotion black lives matter, how these cultural tendencies should not carry on. 

4.       In the opening scenes Glover uses grotesque smiles and exaggerated poses, why?

Glover is commentating on the racism in minstrel era. He is achknowledging the dehumanizing, grotesque and cartoonist way black people were portrayed in the video.

5.       Guns vs black lives – what representation is constructed here?

The frequency of shootings shows how popular they are in america. Guns are treated better than back man (gun placed in silk sheet whereas black body is dragged off)

6.       What is the significance of the choir?

To show bringing communities together. Direct reference in 2015 Charleston Choir in which white supremacist Dylaan Roof opened fire in a black church.

7.       Camera pan to black men on mobiles? What is the significance of this?

Instead of helping they are filming it, sharing violence. 

white bandannas portrays white supremacist which muzzle media.

8.       Why the white horse in the background of the frame?

Bible reference.

9.       Juxtaposition of dancing and violence, why?

stereotypical dancing for black people, and stereotypical shootings in these areas. how people happily adopt black culture (dances etc) yet pay no attention to negative issues in the culture

10.   What do the empty cars and burning police car signify?

Riots, lack of police support

11.   What is the significance of 17 seconds of silence?

Tribute to 17 students dead in Parkland, Florida.

12.   What is the intertextual reference in the closing scene?

Acronym's Analysis- example 

Costume- bland, lack of colour in costumes

Lighting- High key lighting, can see all in shot. Ending very dark cannot see people running.

Actors- Dancers, Childish gambino has most camera attention. 

Makeup- simplistic, no makeup 

Props- guns, guitar

Setting- warehouse

Frame- Front view, panning shot, fell setting shown through most of video. 

Angle- 

Movement- elaborate dancing

Video- promotion of audience

Music videos are used to promote artists- their music and fan base. This increases sales and their individual profile. 

Artists typically have most screen time.

Essay: Analyse how social and cultural contexts can influence advertising

Analyse how social and cultural contexts can influence advertising

In your answer you must refer to:

- Analyse how social and cultural contexts influence advertising

- Make judgement and reach a conclusion on why they advertise in this way

Charity adverts target specific issues to raise awareness and create emotion and controversial thoughts towards social and cultural contexts. The simple colour scheme allows the powerful message to be carried. The ethnicity of characters have a British/middle eastern origins. This indicates that they do not want to present stereotypes of homelessness. This presents the message that homelessness or housing issues can affect anyone. The smaller printed white text located in the lower section of the advertisement is providing more information onto causes of homelessness. It shows that many events can occur which will leave someone vulnerable to homelessness.

The text and wording provide connotations of emotive language to appeal to sympathetic nature of people. It projects as if any of these issues could affect anyone at any given time. The disbelief shown also supports the sympathetic approach which the advert is striving to achieve. The wording pushes for people to donate.

The close up face shot makes a very powerful statement, the expression of vulnerability and struggle. The weakness shown by the characters generates the viewer to feel empathetic and more willing to donate to the cause. The direct eye contact from the characters creates a personal connection with the viewer and builds tension and gathers the viewers attention fully, staring eyes generate this personal connection. It portrays as if the person shown in the poster is talking directly to the viewer. In effect of this, a lot more awareness and aid will be provided for the charity to help people in need.

"Shelters" logo is well made and a simplistic design with the "h" which has characteristics of a house. This allows the viewers to gather an incite into what the charity ambitions are. It also displays there "genre" of aid onto which they specialise in.

In conclusion, Shelter has successfully achieved to motivate the audience to increase donations and fuel awareness onto people who are homeless or nearing homelessness. It has used techniques as eye contact, a powerful colour scheme and text to do so.

Charity Campaign ppt

Charity Advertisement Shelter

How to make a charity advert moving?

-empathy
-shocking images
- emotive language and images
-relatiable issue
-recognisable images etc.

Shelter Campaign:

Founded in 1966 in London.
Aims to help people with homelessness and bad housing. Give advice and lobbies government to make changes to improve housing.
Campaign launched in 2011 (ran for 6 weeks from August 21) to encourage people at risk of losing their home to ask for advice earlier.
Main focus of campaign is poster ads, but Facebook and mobile messaging where also used.
The poster campaign initially in four towns identified as hotspots for housing problems.

Campaign was created by Amplify on a pro bono basis.

Purpose:
To campaign
To provide information
Aims:
Raise awareness of homelessness arising in today's society, especially with the recession and current economic climate.

 Advert analysis:
Eyes looking at reader and level, creates relations with viewer. level shot shows equality and that homelessness can strike anyone.

Generic codes and conventions of charity ads:

●The creation of sympathy for the subject of the charity (use of facts and statistics)

●The creation of empathy for the subject of the charity ( use of images - how would you feel if you were in their shoes?)

●Shock – make you feel that you have to contribute to the charitable cause (disturbing images)

●Charity name / logo

●Slogan

●Image of victim maybe isolated

●Sombre mode of address

●Use of colour

●Colour associated with brand

●Web address

●Invitation to interact with company / donate

●Message will be text / image based

Old spice ppt

Lucozade ppt

Old Spice Advert

Old Spice Advert

Lucozade Advert

Lucozade sport:

• Gareth Bale is represented as strong and powerful - facial expressions, colour scheme etc.
• Gareth Bale stats - how Lucozade has improved him.
• The drink itself stands out in the bottom right-hand corner of the advert - shows logo - swoosh - direction of flow - Lucozade. Makes people recognise product in reality. 
• In a different league - better than anything else.
• Scientifically proven.
• YES.
• Do you believe?

Background information 

• Created 1927 as Glucozade - meant to give energy to the sick.
• Renamed Lucozade in 1929.
• 1983 rebranded as a sports drink rather than a health drink.
• Lots of sponsorship deals with various sports.
• Lucozade sport is its No1 drink.
• £4 million campaign.
• Agency = Grey London.
• GlaxoSmithKline Consumer Healthcare - owners of Lucozade in January 2013.
• Lucozade sold to Suntory in September 2013 for £1.35 billion.
• Ad stars: Gareth Bale and Alex Oxlade Chamberlain.
• Campaign banned in January 2014 by ASA as it failed to show that it only had benefit during prolonged exercise.

Consumerism - the total value of the soft drinks market in the UK is around £15 billion.
Celebrity culture - capitalising on star appeal/star as commodity.

Big Issue Similarities and tendencies

• Colourful
• Intertexuality- policitcal, entertainment themes
• Celebs honoured to be featured on Big Issue (typically from a art background)- increases publicity
• Big Issue likes to conflict political issues. 

Magazines

• Political, social and cultural context
• Its a niche magazine outside the commercial mainstream (NOW, Vogue etc)
• Learn 2 big issue front cover. front cover should show they have a national significance (British orientated) and alternative to the mainstream.
• Analysing the front cover CLIFT and CLAMPS and FAM. 

Key Terms

• Circulation- the number of copies a magazine sells 200 mil sales in 2016
• Readership- Not just who buys a magazine but the total number people likely to read it.
• Mass audience- Readership on a very large scale 
• Niche Audience- narrow group of readers with a particular interest
• subscription- where a reader pays for a set number of copies of a magazine in advance at a lower price and receives them by post.
• Intertextuality- The merging of different types of media. 

Key terms of a magazine:

• Masthead- the title of the magazine
• Plug- text that 'plugs' a feature that will appear inside the music
• Pluff- a story that is given prominence on the cover 
• Cover Star- the 'star' featured on the cover 
• Anchorage Text- text that anchors the main image and gives it context/ meaning 
• Banner- text that runs across the lower section
• Skyline- text the runs across the top of the cover.

Advertising in Magazines 

magazines would not survive without advertisement.

Income from ads account for 70% of magazines income.

Smaller circulation means more ads needed

Figures

Vendors- Made more than £5M 

Similar papers made in 120 countries 

Tabloid vs Broardsheet Analysis of story

Questions	The Guardian	The Daily Mirror
Who was involved?	A couple and 2 children	A couple and 2 children
What happened?	Child dead and other critically injured	Child dead and other critically injured.
Where did it happen?	Three-story property in Hackney, North London	Three-story property in Hackney, North London
When did it happen?	Early hours on the 19.03.2017	19.03.2017 in early hours.
How did it happen?	Man arrested after toddler dies in a hammer attack	Man arrested after toddler dies in a hammer attack.
Why did it happen?
What do you notice about the difference in content and how the articles convey this information? Why do you think that is?	More informative and longer text, fewer images. E.g search locations. More witness and profession quotations.	Less information given, Witness quotes provided. Article are more emotional and less informative.

Characteristics of a Tabloid:

• Colorful
• Heavily picture based 
• Vast Headings
• Biased
• Gossip of celebrity's
• Very little text
• Less formal
• Less informative
• Comical

Characteristics of a Broadsheet:

• Lots of text and information
• Minimal pictures
• Usually one large title
• Other small subtitles
• Predominantly, plain (black and white colour scheme)
• Vast structure
• Superior connotations
• Authority 
• Heritage

Sound Acronym - MCDOVED

Music - what kind? how does it make you feel?
Contrapuntal/parallel- goes against what emotions are supposed to be saying (music)
Diegetic, non diegetic - real sound (what actors can hear) / what actors cant hear (voice over)
Off screen/ on screen- sound off screen (phone call) cant see where sound is coming from / on screen
Voiceover- narration
Emotion- how the sound is making you feel
Dialogue- how/what did they say?

Editing Acronym - STOPS

Screen time- most important= more loved by audience
Transitions- eg past/ future
Order of narrative- past present future,
Pace- fast, slow, eg. fight or explosion
Special effects- eg. action, si-fi.


Examples: Boyz in da Hood

Describe - run down streets, lots of violence
Setting- LA- 1984
Themes- violence, corruption, escape
Icons- guns, posters of president, school drawings of graphic images, police tape.
Narrative- 
Characters
Textual analysis