NHS CSP Blog Task

 

1) What is an advertising campaign?

An advertising campaign is a group of adverts with the same message and they all link together , try to promote a raise of awareness and they are mostly shown on tv online or social media 

2) What is the objective of the NHS Represent campaign?

The objective is to get more people from Black and Asian communities to donate blood as they want 
to raise awareness that blood from these communities is needed.

3) What does this advert want people to do (call to action)?

It wants people to register and donate blood as on 3% of the Asian and black communities donate blood.

4) Why is the advert called "Represent"?

It is called “Represent” because it is about representation it means standing up for your community.

5) Why use celebrities? Name three.

People would want to look up to them and might follow what the celebrities do.
Example:
Lady Leshurr – famous rapper known for freestyling.
Levi Roots – famous for Reggae Reggae Sauce and TV appearances.
Ethan Ampadu – professional footballer.

6) Connotations of the slow long shot of empty chairs?

The empty chairs suggest absence and that there are people missing and shows how there's only 3% of Black and Asians donating blood and it tells us how we need more of the community to donate blood  .

7)How does the advert match urban music video conventions?

They used close-ups to show power and importance, direct eye contact with the camera, strong facial expressions, confident body language, it looks like a music video but has a serious message.

8) How does the advert subvert stereotypes? (3 examples)

Ethnicity – Shows Black people as powerful and successful, not criminals.
Masculinity – Men show emotion and care about helping others.
Class – Shows working-class people as important and influential.
It challenges negative stereotypes about BAME communities.

9) How does it reinforce stereotypes? Could it be offensive?

It mainly shows Black people in an urban setting, which could reinforce stereotypes about urban culture.Some might think it only shows one “type” of Black identity.
An oppositional reading might say it links Black identity too strongly with music and sport.
Some audiences might find that limiting.

10) Key moment analysis (CLAMPS)

One key moment is when a celebrity looks straight into the camera.
Camera – Close-up makes them look important and powerful.
Lighting – Dark background with strong lighting on face makes them stand out.
Actors – Serious facial expression shows importance.
Mise-en-scene – Simple clothing keeps focus on message, not fashion.
Props – Minimal props so we focus on words and emotion.
Setting – Urban background links to youth culture.

Galaxy Advert - CSP

 1) What key conventions of TV advertising can you find in the Galaxy advert?

One key convention can be that galaxy try's to show how luxury and rich the chocolate is. 

2) What is the key message the Galaxy advert is communicating about its chocolate? The slogan for the advert will help you with this question.

A key message their trying to shows is that galaxy is trying to give out the message "Why have cotton when you can have silk?" telling us that its a rich and a silky brand.

3) Who is Audrey Hepburn and why did Galaxy select Audrey Hepburn for this advert? 

Audrey Hepburn was a British actress, fashion icon, and humanitarian.
Galaxy selected her because the advertising agency used a CGI-version of Hepburn from 1953, the year of her hit film Roman Holiday. The advert is set on the luxurious Italian Riviera which creates intertextuality and nostalgia.

4) In your own words, what is intertextuality?

One media product  makes reference to other media products.

5) What Audrey Hepburn films are referred to in this advert and how is this effect created (e.g. mise-en-scene - CLAMPS: costume, lighting, actors, make-up, props, setting)?

Her films are referred to how its luxury and how Italy is a romantic tranquil ,warm, rich and a classic Mediterranean village. The costume is modest and classic , the props is the vintage car is a car that in the 1950s people would drive, the setting is a slow pace to show calmness.

6) Which of Propp's character types are can be found in the advert and how do they change? (Note: just choose two or three character types that are definitely used in the advert - it does not use all seven). 

 A hero, a villain or a heroine/princess. 

one media product (e.g. Galaxy) makes reference to other media products

Equilibrium- Audrey Hepburn is on a journey , Vender is selling by the road. 

Disruption/Disequilibrium - fruits spills causes the journey to pause.

New Equilibrium- Hepburn continuing her journey with a car driver and her enjoying the galaxy chocolate.

8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is presented. 

Audrey Hepburn is represented as a glamorous and modest looking woman to show the idea she independent and not an easy target.

9) What representations of gender can you find in this advert?

That the women were represented as flirtatious and would have modest clothing ,Propp's 'princess'  as for men they were represented as working, 'helpers' or the 'hero's'. 

10) How are stereotypes subverted at the end of the Galaxy advert to reflect modern social and cultural contexts? 

Audrey Hepburn show that she's the one in control by taking the bus drivers hat and putting it on a man in a car and making him a taxi driver for her so she can continue her journey and eat the galaxy chocolate calmy. 

Film Index

11) Introduction to marvel

12) Film Industry-Black Widow

13) I, Daniel Blake

Gender representation in Advertising

1) Find three adverts featuring women that are from the 1950s or 1960s. Save the images to your Media folder as jpegs and then import them into your blog post. Hint: You may wish to look at car, perfume or cleaning products but can use any product you wish.

   

2) Find three adverts featuring women that are from post-2000. Save the images to your Media folder as jpegs and then import them into your blog post.

   

3) What stereotypes of women can you find in the 1950s and 1960s adverts? Give specific examples. 

One stereo type you can find are cleaning products showing women in the product that they should be cleaning and staying in the house making the husband happy.

4) What stereotypes of women can you find in the post-2000s adverts? Give specific examples.

5) How do your chosen adverts suggest representations of gender have changed over the last 60 years? 

Reception Theory:

 

1) What is the preferred reading of a media text?

The preferred reading is the meaning the producer wants the audience to accept.

2) What is the oppositional reading of a media text?

An oppositional reading is when the audience disagrees with the message.

3) How does the Harry Brown trailer position the audience to respond to the teenage characters?

The trailer makes the teenagers look violent, dangerous, and threatening, so the audience feels fear and anger towards them.

4) Why might young people reject this reading and create an oppositional reading?

Young people may feel the trailer is unfair and stereotypical. They may think it shows teenagers as bad and ignores social issues like poverty or lack of support.

5) McDonald’s advert analysis (150+ words, very simple)

The preferred reading of the McDonald’s advert is that McDonald’s is a happy, friendly, and positive place. The advert uses bright colours, smiling people, and upbeat music to show McDonald’s as enjoyable and welcoming. The audience is meant to feel that McDonald’s brings people together and makes everyday life better. The company wants audiences to trust the brand and feel good about buying their food.
A negotiated reading is when the audience enjoys the advert but still has some concerns. For example, viewers may like the friendly atmosphere and agree that McDonald’s is convenient, but also understand that the food is not very healthy. They accept some of the message but not all of it.
An oppositional reading is when the audience completely disagrees with the advert. Some people may see McDonald’s as unhealthy, linked to obesity, or bad for the environment. They may believe the advert hides these problems and shows an unrealistic image of the brand.

Audience: Effects Theory

 

1) Definition of a passive audience

A passive audience believes what they see or hear.

2) Definition of an active audience

An active audience thinks about media messages.

3) Definition of the hypodermic needle theory

Media messages affect everyone the same way.

4) Uses and Gratifications Theory

INFORMATION / SURVEILLANCE

Media text: The Times newspaper

Why: It tells audiences important information about politics, the world, and current events.

PERSONAL IDENTITY

Media text: Instagram

Why: It shows who you are.

DIVERSION / ENTERTAINMENT

Media text: Netflix

Why: It is fun to watch.

RELATIONSHIPS

Media text: WhatsApp

Why: It helps people talk to friends.

5) Blue Planet Audience Analysis

The Blue Planet clip gives information and entertainment. The visuals are interesting and help audiences enjoy learning about the ocean.

I, Daniel Blake

 

1) What is independent cinema and how is it different to Hollywood blockbusters?

Independent cinema is made with small budgets and focuses on realistic stories and social issues.
Hollywood blockbusters have big budgets, famous actors, lots of special effects, and are made to make lots of money.

2) What is I, Daniel Blake about?

It is about a man struggling with the UK benefits system after having a heart attack, and how it affects his life.

3) Who directed I, Daniel Blake and why is this important?

It was directed by Ken Loach.
This is important because he is famous for making films about working-class people and real social issues.

4) How was I, Daniel Blake promoted? (3 methods)

• Film festivals (Cannes) – targeted critics and indie film fans

• Posters and trailers – targeted adults and socially aware audiences

• Interviews and press coverage – targeted people interested in politics and society

5) What unusual or creative marketing methods were used?

The film used realistic posters, strong political messages, and word of mouth from reviews and awards to get people talking.

6) What was the budget and box office?

• Budget: around £3–5 million

• Box office: around £15 million worldwide

7) What companies funded or produced the film?

• Sixteen Films

• BFI

• BBC Films

• Wild Bunch

8) Who is the UK film regulator and what was the age rating?

The regulator is the BBFC.
The age rating was 15.

9) What aspects contributed to the age rating?

• Strong language

• Distressing scenes

• Adult themes (poverty and hardship)

10) Was I, Daniel Blake a success? Compare it to Black Widow.

Yes, it was a success because it won major awards, made a profit, and had a strong social impact. Compared to Black Widow, which made far more money and focused on action and entertainment, I, Daniel Blake succeeded by raising awareness and starting conversations, not by box office numbers.