Exam

NEA

Forms and conventions a music video is a videotaped performance of a recorded popular song. It is usually accompanied by dance or a fragmentary story. Music often use concert footage as well. We want to market these artists and promote these artist as much as we can along with a new song. Typically music videos are three to five minutes long, they frequently include quick cuts Music videos accommodate all styles of film-making, including animation, live action films, documentaries, and non - narratives, abstract film. In the 1980s the music video became synonymous with the rock idiom and for this reason they are often referred to as rock videos proliferation = it is everywhere Gender is another key issue, females had to live up to male fantasies. Performance, concept and narrative music videos Performance based - many music videos include performance of the artists as part of the video. it was from clips of performance that music video developed. Narrative based - often the video tells a story either that features in the lyrics or is suggested in the lyrics this narrative can be like a mini film, with a beginning, middle and end. or it can suggest some links to a story. It can promote a film with clips from the film including telling a story. Concept based - concept videos are based around a single idea or concept and are usually unusual or obscure, even surreal for an audience. The usual content is an attraction to many consumers, which draws them in. Concept thematic: There are lots of common themes in music videos depends on the genre of music Concept symbolic: Use of lots of symbols to build up meaning lots of use of montage lighting often used to suggest mood fast paced - often only a few seconds per shot to build up meanings pictures can support or contradict the lyrics.

Titanium

Genre

Instruments

Lyrics

Emotion

Not getting knocked down by everyday blues and troubles "shoot me down but I won't fall"

December 21, 2011

ryan lee 

pulled the song for bullets

10 mark question 15 mins

15 marks 30 mins

3rd viewing editing and sound

end of school day

finishes at evening

isolation

kids

pressure on family

fast forwards, slow mo and special effects.

pace of the song is fast

confused, feels scared

american obesity

supernatural news headline, 80s home and thinks he has done something.

growing up and maturing

slow mos are for the action 

screen time to ryan lee 

has powers causing chaos but is alone

looks cinematic

natural pallet colouring 

long shot to show when people are breaking into the house

police are a metaphor for school bullies

wide shot of the forest shows the isolation in his life.

Charity Advert and Evaluation

Exam question ting

Analyse how social and cultural contexts can influence advertising. The shelter campaign shows the struggles of the regular average person that could well be any one of us, the people shown are just used as exemplars to portray that anyone could be in the position to lose their house all together. Shelter end up representing the social compliance's that have been made up over the years, such as bottling up emotions and financial struggles and not letting anyone help has become a common theme, this often leads to manipulation in some cases, for example the big red font on the second picture says "He can't do that", the "he" mentioned here would be the landlord, this probably shows that the landlord is kicking the tenant out because of insufficient payments and/or payment manipulation by bumping the rent up. Shelter highlights this fact by putting it in big red font almost in a bloodied colour to show the importance and danger that this has in life, it can cause chaos and uproar in lives and can tend to deteriorate a persons mental psych, probably leading to severe cases of suicide or attempted suicide. Shelter raises the issues of social contexts because of how important it is to find help and helping the prevention of homelessness, they want to make their material shocking to the public because they need to get their message across to ensure that fewer people lose homes and more people call Shelter to find help about their property. Shelter provides the cultural input as well, for context in England, a lot of people in England are well off and do not have these kinds of issues, this is what the government would want you to believe, however the truth is that more than 10% of people need financial help with their housing situation as of 2019. However the cultural construct is being merged and moulded into the form of England being quite a wealthy country and most of the populace being able to maintain houses. Shelter have tried to break down this cultural construct by making normal people look like they need help, with the camera close up and the sad looking type faces they have really break the stereotype of England.

Charity Advert Thingy

Empathy Shock Shelter tried to get to the root of problem of loses of housing and tried to help as many people as possible. Context: Ken loach's Cathy Come Home project was a pivotal establishment of the charity. Campaign launched in 2011 to encourage people at risk of losing their home to ask for advice earlier. Ran from 21st of august for 6 weeks. Shelter's campaign was created by Amplify on a pro bono basis. Each poster had a website and a slogon and grabbed peoples intentions. Just one number to donate to, easier ways to donate rather than having multiple ties.

Lucozade analysis

Perfume analysis

Old spice analysis

Old Spice Advertising

1941 - 2019 - mainly male orientated

Images of masculinity

Known as the product that a kid would buy for his father

Started varying their products with mugs and such.

Playing with images of attracting females

1977 - still old fashioned conventions

1934 founded by william lightfoot schultz
1937 introduced for women
1938 introduced for men
1990 proctor and gamble acquired old spice

2012 its iconic clipper ship logo replaced with a yacht, and targeting changed to a younger demographic segment

2010 there was a new advertising campaign - the man your man could smell like

proctor and gambles research showed that 60% of men's body washes were purchased by women so old spice needed to attract female shoppers

target audiences are now 12 - 34

they worked around the super bowl buzz
showed the advert on youtube and facebook
launched it over the super bowl weekend
made people think it was apart of the super bowl
got both sexes to talk about it.

video response campaign create an interactive experience in which 'The man your man could smell like'; personally responded to his fans on the internet in real time.

youtube advert got 10 million views
facebook account gained 55k fans
oldspice.com was visited by 9x from previous year

1. For older men - traditional- sailors - manly and masculine
2. Built on the masculinity but took it to new extremes. Now aiming at a younger audience 12-34
3. Axe and Dove (superbowl campaign)

5. it pushes the social construct of males having to be big and strong and only having to do the manly tasks whilst always trying to make the women happy which can cause major social anxiety for men who feel like they need to be like this.

6. Link to the Superbowl - form NFL player. Campaign was released alongside Superbowl final

Lucozade Sport

created 1927 as glucozade - meant to give energy to the sick 

Renamed lucozade in 1929

Rebranded as a sports drink in 1983

Lots of sponsorship deals with various sports

£4m campaign - both claims made online

Agency: grey london

GlaxoSmithKline Consumer Healthcare - oweners of Lucozade in Jan 2013

facial expression is important

associates with the young and energetic

messing with your brain psychologically.

total value of the soft drinks market in the uk is £15 billion

they capatalise on star appeal.