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.

Advertising: Key conventions

 

Part 1: Skittles Advert Analysis

1) Key conventions

Logo =  Big and clear so you remember the brand.

Colour = Bright rainbow colours show fun and lots of flavours.

Slogan = “Taste the Rainbow” tells us Skittles have many flavours.

Image = The rainbow made of Skittles looks fun and unrealistic.

2) USP and persuasion

USP – Lots of different fruity flavours in one bag. Persuasive techniques – Bright colours and a catchy slogan.

Part 2: Advert Research

1) Clear brand identity

Apple – “Think Different”. Shows Apple as creative and innovative.

2) Shock / controversial advert

Benetton – “UNHATE”. Used shocking images to get attention and start debate.

3) Emotional advert

Dove – “Real Beauty”. Made people feel good by showing real people.

Learner Response Q3-Q6

 

Analyse the Heat advert featuring Beyonce to show how connotations are created to communicate meanings

In the advert of Beyonce featuring a perfume we can see the name 'Heat' can connote warmth, passion, intensity and desire which makes the product look more bold and eye popping. The strong red dress gives the dress this idea of reminding viewers how the colour red represents fire, warmth and attraction. Beyonce standing in that position is shown in a confident stylish pose with a bright glamours red dress which conveys the fact that people would view the perfume as strong and powerful. The text Beyonce emphasise that this fragrance is created by a famous celebrity which gives credibility to the product.

Why might charities use pictures of children in their advertising ?

They might use children because they are young and children create a strong emotional response and by this it makes people feel sympathetic for the children. choosing children for the adverts can show vulnerability and innocence which help doners understand that their situation is serious and urgent. In the image the child looks upset and serious which suggests hardship and that makes the viewers feel responsible to help out. Children also represent the future and so charities use them to show that donations can make a long-term difference. This can encourage people to donate because they feel their money will protect children and improve their lives.

Film Industry: Black Widow

1) List the companies involved in the creation of Black Widow. Marvel Studios Walt Disney Studios Motion Pictures Visual effects companies like ILM and Wētā FX 

 

2) What is conglomerate ownership and how does it link to Black Widow? Conglomerate ownership is when a big company owns smaller companies.

 Disney owns Marvel, so Disney owns Black Widow. 

 3) Analyse the film trailer for Black Widow. What aspects of the trailer tell you this is a big-budget blockbuster movie? 

Lots of explosions and action Famous actors High-quality special effects This shows it had a big budget.

 4) How was Black Widow promoted to an audience? List at least three methods and why they were effective. 

Social media – reached lots of fans quickly Trailers and posters – built excitement Brand deals and influencers – reached more audiences 

 5) What was the production budget for Black Widow and how much did it make at the box office? 

Budget: about $288 million Box office: about $380 million 

 6) Would you consider Black Widow a successful Hollywood blockbuster? Why?

 Yes, because it made a lot of money and was popular, even during COVID. 

 7) Who regulates the film industry in the UK? 

The BBFC (British Board of Film Classification)

.

 8) What age rating was Black Widow given? Why?

 It was rated 12A because of violence and action scenes. 

9) Why is audience interaction such an important aspect of modern film marketing? 

It helps create excitement, encourages sharing online, and promotes the film for free. 

 10) What other interesting details can you pick out of the article about Black Widow marketing? 

Used fan tweets in adverts Used TikTok influencers Released in cinemas and on Disney+