Short answer questions:
ideology - the producer's views that they try to get across through the media product.
intertextuality - referencing other media products via another media text/product.
positioning - the position of the audience that the producer has chosen to create a certain meaning or tone.
Lexis - media text.
Diametric opposition - the opposite to something, to be directly in opposition to something.
paradigmatic feature -
Stuart Hall can be credited for two theoretical perspectives:
- representation; everything is the same thing just represented differently
- reception; the preferred reading of the text, dominant, negotiated, and opposition
Media language:
Tide print advert -
The mise-en-scene of the print advert shows a woman holding a tide box gives off a stereotypical representation of what women are like, the producer's ideology clearly showing the typical gender stereotype of women stay at home and do all the house work, and this advert in particular goes one step further and implies that they enjoy doing these tasks such as doing the washing because of how there are hearts surrounding the woman and the tide box, suggesting they're in love. Also, the print makes the woman appear to be happy to see the box of tide as it may make the house work an easier job, possibly appealing to the female audience at home who may be able to relate to the woman in the advert. A matriarchal society may be being created though the symbolic codes from the woman hugging the tide box suggesting she loves cleaning. The tide slogan 'Tide's got what women want!' also reinforces this idea of the producer's ideology of that women are responsible for the cleaning and washing because it's what they enjoy, suggesting women would go crazy for a product such as tide because of the lifestyle women at the time had, they were typically the ones in marriages to do the housework and look after the children while their husbands went out to work to earn the money for the family. The overall mise-en-scene of the advert shows the producer's ideology very clearly, as well as the slogan, it also reads at the top of the print 'no wonder you women buy more Tide than any other washday product!' which shows the obvious primary target audience for the advert, being women. As well as this, the headings and the slogans are written in sans-serif font connoting an informal mode of address. The facial expressions from the woman in the advert show her excitement to use the product, looking as if she's just been given the best present, showing the gender stereotypical representation of women in the past. The bright primary colours of the print connote the positive associations the producer wants the audience to feel about the product.
Kiss of the vampire poster -
the mise-en-scene of the poster uses a dark and gloomy colour palette to reinforce the movie's horror-theme as well while the red highlights bring your attention to objects like the bats, the vampire which is the main focus, and the blood covered scene, all of which are visual signifiers to the horror genre. The wooden styling of the title along with the serif font references the stake needed to kill the vampire or indeed the coffin in which the vampires sleep in, with blood also dripping off of the letter 'v' in the title, reinforcing the scary theme of the movie. Stuart Hall's theory of representation can be applied with the image of the castle in the background, the bats and vampire with the dripping blood surrounding the poster; the audience is encouraged to decode the iconography. The poster shows clear signs of it being a stereotypical horror film through the mise-en-scene in the use of vulnerable characters, and the use of low-key lighting connotes fear and the unknown. You can tell the primary audience would be heterosexual men and maybe lesbians because of the lack of clothes from the female characters which may be sexually appealing to the appropriate audiences. both women are wearing pale dresses made from light materials; with dress codes reinforcing the femininity by showing their curves and making them more revealing.
Representation:
The poster contains an all-women cast which already breaks stereotypical views towards modern day films as Hollywood and other major film industries are still heavily controlled my men as we can see from the still existing wage gap between male and female actors. Furthermore, you could say another stereotype seen to be broken involves gender as well; we see the front two women holding guns which goes against the typical stereotype of how women are represented, the thought that being in the army or using guns is a man's job because they're 'more manly'. This all suggests the film has a strong focus on the female characters, showing the producer's ideology may portray feminist views, showing women can do men's jobs just as well. You would also be able to infer that the primary target audience may be younger females possibly between 16 and 30 because of the heavy focus on more female leaders and we can also tell that heterosexual men may not be one of the main target audiences because of how the producer has purposely made the female characters not as sexually appealing as they could. For example the producer has clothed the character's heavily and given the more visible ones guns, which isn't typically a feminine thing to be seen with, further implying the strong feminist views. The subheading 'one way in, no way out' infers the film will be about.a journey, needing bravery and courage in order to get through it, in which younger females watching may find the characters to be good role-models and trying to get rid of the older stereotype that you always need a man to come save them in occasions needing bravery.
ideology - the producer's views that they try to get across through the media product.
intertextuality - referencing other media products via another media text/product.
positioning - the position of the audience that the producer has chosen to create a certain meaning or tone.
Lexis - media text.
Diametric opposition - the opposite to something, to be directly in opposition to something.
paradigmatic feature -
Stuart Hall can be credited for two theoretical perspectives:
- representation; everything is the same thing just represented differently
- reception; the preferred reading of the text, dominant, negotiated, and opposition
Media language:
Tide print advert -
The mise-en-scene of the print advert shows a woman holding a tide box gives off a stereotypical representation of what women are like, the producer's ideology clearly showing the typical gender stereotype of women stay at home and do all the house work, and this advert in particular goes one step further and implies that they enjoy doing these tasks such as doing the washing because of how there are hearts surrounding the woman and the tide box, suggesting they're in love. Also, the print makes the woman appear to be happy to see the box of tide as it may make the house work an easier job, possibly appealing to the female audience at home who may be able to relate to the woman in the advert. A matriarchal society may be being created though the symbolic codes from the woman hugging the tide box suggesting she loves cleaning. The tide slogan 'Tide's got what women want!' also reinforces this idea of the producer's ideology of that women are responsible for the cleaning and washing because it's what they enjoy, suggesting women would go crazy for a product such as tide because of the lifestyle women at the time had, they were typically the ones in marriages to do the housework and look after the children while their husbands went out to work to earn the money for the family. The overall mise-en-scene of the advert shows the producer's ideology very clearly, as well as the slogan, it also reads at the top of the print 'no wonder you women buy more Tide than any other washday product!' which shows the obvious primary target audience for the advert, being women. As well as this, the headings and the slogans are written in sans-serif font connoting an informal mode of address. The facial expressions from the woman in the advert show her excitement to use the product, looking as if she's just been given the best present, showing the gender stereotypical representation of women in the past. The bright primary colours of the print connote the positive associations the producer wants the audience to feel about the product.
Kiss of the vampire poster -
the mise-en-scene of the poster uses a dark and gloomy colour palette to reinforce the movie's horror-theme as well while the red highlights bring your attention to objects like the bats, the vampire which is the main focus, and the blood covered scene, all of which are visual signifiers to the horror genre. The wooden styling of the title along with the serif font references the stake needed to kill the vampire or indeed the coffin in which the vampires sleep in, with blood also dripping off of the letter 'v' in the title, reinforcing the scary theme of the movie. Stuart Hall's theory of representation can be applied with the image of the castle in the background, the bats and vampire with the dripping blood surrounding the poster; the audience is encouraged to decode the iconography. The poster shows clear signs of it being a stereotypical horror film through the mise-en-scene in the use of vulnerable characters, and the use of low-key lighting connotes fear and the unknown. You can tell the primary audience would be heterosexual men and maybe lesbians because of the lack of clothes from the female characters which may be sexually appealing to the appropriate audiences. both women are wearing pale dresses made from light materials; with dress codes reinforcing the femininity by showing their curves and making them more revealing.
Representation:
The poster contains an all-women cast which already breaks stereotypical views towards modern day films as Hollywood and other major film industries are still heavily controlled my men as we can see from the still existing wage gap between male and female actors. Furthermore, you could say another stereotype seen to be broken involves gender as well; we see the front two women holding guns which goes against the typical stereotype of how women are represented, the thought that being in the army or using guns is a man's job because they're 'more manly'. This all suggests the film has a strong focus on the female characters, showing the producer's ideology may portray feminist views, showing women can do men's jobs just as well. You would also be able to infer that the primary target audience may be younger females possibly between 16 and 30 because of the heavy focus on more female leaders and we can also tell that heterosexual men may not be one of the main target audiences because of how the producer has purposely made the female characters not as sexually appealing as they could. For example the producer has clothed the character's heavily and given the more visible ones guns, which isn't typically a feminine thing to be seen with, further implying the strong feminist views. The subheading 'one way in, no way out' infers the film will be about.a journey, needing bravery and courage in order to get through it, in which younger females watching may find the characters to be good role-models and trying to get rid of the older stereotype that you always need a man to come save them in occasions needing bravery.
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