Introduction to music videos

 1) What are the key conventions of music video?

editing, mise-en-scene

2) What is intertextuality?

conventions of one genre seen in another

3) When did music videos first become a major part of the music industry?

early 1980s

4) What launched in 1981 and why were music videos an important part of the music industry in the 1980s and 1990s?

MTV launched, a 24-hour cable music video channel and MVs became an essential marketing tool for artists.

5) How are music videos distributed and watched in the digital age?

social media and youtube.

Blackpink music video CSP

Audience

1) What are BLACKPINK fans known as - and what would the demographics / psychographics be for the BLACKPINK audience?

blinks

2) What audience pleasures are offered by the music video for How You Like That?

diversion

3) Pick out three particular shots, scenes or moments in the video that would particularly appeal to BLACKPINK fans. Why did you choose those moments? 

At 10 seconds when they're all sitting together. I picked this because fans will like to see their favourite band together.

At 1:51 where they're all dancing. I picked this because fans will like to see the new choreography for the new song.

At 2:46 they do a different choreography to the one they previously done.

4) How was the How You Like That music video marketed and promoted to the audience?

Teasers, posters, dance trends.

5) Why is K-pop a global phenomenon and what has helped it to become so popular?

Its catchy and social media has helped it grow.

Industry

1) How were BLACKPINK formed and what records have they broken?

YG entertainment held try-outs worldwide for teenage recruits to create a new girl group. They were the first kpop girl group to top the billboard 200 chart.

2) What other successful artists have YG Entertainment created? You may need to Google this.

BIGBANG, 2NE1, BLACKPINK, iKON, and TREASURE, as well as solo artists like SE7EN, Psy, and Lee Hi. 

3) How has technology and the internet (known as technological convergence) changed the way audiences consume music videos?

People used to have to listen to music and consume music videos on things like MTV but now people can just watch anything they want on YouTube whenever they want to.

4) How do BLACKPINK and K-pop show that the media and music industries are now global?

BLACKPINK use both Korean and English in their songs.

5) How are UK-based music videos regulated and what types of content require warnings? 

Theyre regulated by the BBFC.

Bad language, dangerous behaviour presented as safe, drug misuse, sexual behaviour and nudity, and threatening behaviour and violence.

 

Advertising assessment learner response

WWW: Good understanding of how women were historically represented and good subject knowledge in regards to OMO.

EBI: How does mise-en-scene (genre) reinforce the messages within the advert?

Q1: 2/2
Q2: 4/12
Q3: 3/6
Q4: 3/12

TOTAL MARK: 12/32

TOTAL GRADE: 4

3) Look specifically at question 2 - the OMO 12-mark question. Pick out three points from the mark scheme that you didn't include in your answer. 

-Excellent knowledge and understanding of contexts and their influence on media products and processes, demonstrated by consistently effective explanations of how contexts are reflected in advertisements.

-Generally appropriate and effective reference to the OMO advert but there are occasional inaccuracies/omissions.

-Specialist terminology is mostly used appropriately and effectively.

4) Now look at question 3 - on the NHS Represent advert. Use the mark scheme to identify one way the advert subverts stereotypes of race/ethnicity and one way it might reinforce stereotypes of race/ethnicity. Try and write points you didn't include in your original answer if you can.

-appropriate and effective focus on the representations created by the media product.

-Consistently appropriate and effective focus on the representations created by the

product.

-Subverts stereotypes in key scenes: Kanya King, CEO of MOBO, presented as powerful black

woman in open-plan office behind a MacBook with mise-en-scene emphasising her power

and authority (e.g. costume, pose, expression, setting).

5) Finally, look at question 4. Use the mark scheme to identify three points you could have made regarding the key messages in the Galaxy advert with regards to genre, narrative and intertextuality.

-Use of Audrey Hepburn also links Galaxy to classic Hollywood style and glamour, nostalgia

for golden age of Hollywood. In this way, genre and intertextuality are crucial in

communicating this key message.

-This reference to classic Hollywood films is reinforced by the logo, slogan and pack shots: the

Galaxy packaging uses light brown and gold to create connotations of luxury. The smooth,

handwritten-style typography also offers connotations of class and luxurious quality. ‘Why

choose cotton when you can have silk’ encourages the audience to reward themselves with

a treat and capture their own brief moment of Hollywood style.

-Intertextual references to Roman Holiday and Breakfast at Tiffany’s help to create the Hollywood glamour that Galaxy are trying to communicate through the CGI Audrey Hepburn. The ‘chauffeur’ looking similar to Gregory Peck also reinforces this.

Heat case study

Introduction - Heat Media pack

1) Look at the Heat Media Pack. Go to page 2: the Heat mission. Write three things that Heat offers its readers    under 'print'.

A-list access shoots no other magazine could pull off 

celeb news

life hacks

2) Now go to page 3 of the Media Pack - celebrity focus. What does the page say that Heat offers readers?

readers will be in the loop of celebrities secrets and all their conversations

3) Now look at page 4 of the Heat Media Pack. What other content does Heat magazine offer its readers aside from celebrity news?

it offers life hacks and fashion advice

4) Look at page 5. What is Heat magazine's audience profile? Write all the key details of their audience here.

FEMALE/MALE: 90% / 10%

AVG AGE: 37

AGE PROFILE: 52% AGED 15/34

MARITAL STATUS: 57% MARRIED

Media language

1) How are the cover lines written to make the audience want to buy the magazine?

the cover lines on heat magazines are written in sans serif and in bright colours in order to catch an audiences eye.

2) What are the connotations of the Heat colour scheme on this particular front cover?

it looks like its specifically aimed at women because of the use of constant pink around the cover. What's written in yellow looks like it'll be a main topic in the actual; magazine.

3) How are images used to create interest in the magazine? Find three reasons for your answer. (E.g. paparazzi images or aspects of mise-en-scene such props, costume, make-up, body position, facial expression etc.)

the image of posh spice being the main the image will peak interest of women who read heat (who're often 37 years old) they'll know who she is immediately and they'll want to read the magazine to see why she looks so stressed in the photo. The photo of Posh is clearly a paparazzi photo. In the corner they've used a photo of Liam Payne where his face is turned away slightly. This'll peak interest of younger girls because they'll recognise him from One Direction. 

4) What differences can you find between the use of design and typography between Tatler and Heat? List at least three differences and explain the effect on audiences.

One main difference is how messy heat is arranged. there are multiple cover lines thrown around the magazine in different colours whereas in Tatler its all neatly set out in a specific order in the same colour.

Another difference is that heat has used more than one image. Unlike tatler they've scattered gossip all over their front cover because they want people who're interested in gossip to pick up their magazine. Tatler only uses one main image giving the magazine a more put together and orderly feel.

A third difference is that they use different style of font on both magazines. Heat uses both sans serif and you can really see the difference but for tatler you cant really see the difference.

Media Representations

1) What type of celebrities appear on the front cover of Heat? List them here. 

Posh spice

Liam Payne

Cheryl Cole

Harry and Megan

Dani Dyer

2) How are celebrities represented in Heat? (Positively? Negatively? Reinforcing or challenging stereotypes?)

The women on the front cover of heat are represented negatively because they're all shown to be in some sort of love crisis or they're a problem. Dani Dyer is having problems with her baby daddy, Cheryl Cole is seen to be with Liam Payne who is a younger guy, Posh spice has been caught out in some sort lie. Liam Payne who is put at the corner of the magazine is represented in a bad light because he has a "double life" with Cheryl Cole.

3) How are women represented on the cover of Heat? Think about both images and cover lines here.

the women on the front cover of heat are represented as chaotic and problems.  Dani Dyer is having problems with her baby daddy, Cheryl Cole is seen to be with Liam Payne who is a younger guy, Posh spice has been caught out in some sort lie. By associating these woman with men it makes them seem reliant.  

4) How do Heat and Tatler represent social class? What different social classes can you find in the features and celebrities on the cover? (E.g. middle/upper class / working class) 

heat is mostly aimed at middle/lower/working class people. tatler is aimed at people of higher status.

Tatler: case study

Introduction - Tatler Media pack

1) Look at the Tatler Media Pack. Go to page 2: how does the editor introduce the magazine?

The editor makes it clear that tatler is targeted at rich people and describes her magazine as fabulous.

2) Now go to page 4 of the Media Pack. Focus on the print magazine (NOT tatler.com - the website). List the key demographic details: age, gender %, ABC1 % (social class), HHI (Household Income), % of those living in London and the South East. What do these demographic details suggest about the average Tatler reader?

Average HHI £247,168. Average Age 41. Female 89%. ABC1 90%. London/SE 57%.

3) Look at page 6. What do Tatler readers think about fashion? How much do they spend?

Tatler readers love fashion and often buy something when they see it advertised in a magazine. £843 million spent on fashion this year (2018)

4) Go to page 10. What are the special editions of Tatler that run throughout the year? What does this suggest about the Tatler audience? What about the psychographic audience group that best fits Tatler?

JANUARY                                                                                                                     

Travel Guide

MARCH

Weddings Guide

APRIL

Beauty & Cosmetic Surgery Guide

JUNE

Spa Guide

JULY

Watches & Jewellery Guide

OCTOBER

Schools Guide

(inc. Totler)

This suggests that the tatler audience is very specific with what they like at certain times in the year. Tatler audiences are probably interested in high end expensive things. They probably partake in  activities like horse riding, golf, archery.

Media language

1) What different examples of typography can you find on the cover of Tatler? What are the connotations of the serif and sans serif fonts?

They use serif for the title which makes the magazine seem posh and to represent how old the magazine is. They use sans serif for the cover lines to make the magazine seem more modern and appeal more to  the younger generations.

2) How do the cover lines appeal to the Tatler target audience?

Using certain words on their cover lines will determine what kind of people pick up tatler and who will read it. Because of the age demographic they have to be careful with the types of words and phrases they use and make sure its something that a 41 year old women would be interested in reading.

3) What are the connotations of the Tatler colour scheme on this particular front cover?

The pastel colours used give connotations of rich and classy. The editors and makers of tatler have probably done this because they want their magazine to appeal to rich and important people.

4) How is the central image designed to create interest in the magazine? Find three reasons for your answer. (E.g. the model, the mise-en-scene such as props, costume and make-up, body position, facial expression etc.)

The model on the front cover is a POC this shows that tatler is trying to be more inclusive and keep up with the growing inclusivity of the coming years. 

The model has got very simple makeup on and is wearing jewellery. The ring on her finger looks like a big diamond, this'll encourage readers of tatler to buy this magazine because its probably got things to do with shopping in it. 

The background of where the model is posing looks like a garden with bushes. Most rich, upper class people will have massive gardens with bushes shaped and cut perfectly. The way she is standing shows that she holds some sort of power, status and it also shows that she is independent.                                                                                             

Representations

1) What celebrities or famous people are mentioned on the cover? Why do you think Tatler put them on the cover?

They use Emma Weymouth as their main photo. They have done this because she has a high status and upper class people will recognise her and pick up the magazine to buy it because they know who she is and what she does.

2) What do the cover lines suggest about the lifestyle of rich people in the UK?

The cover lines show that rich British people care about politics, fashion/ shopping, they mention marriage where it says "how the social set get married in a crisis."

3) Looking at the image and cover lines together, what different groups of people are represented on the cover and how are they represented? (E.g. men/women/rich people/race & ethnicity etc.) 

For the main image theyve use a POC who is represented as independent, powerful and at the bottom it says who she is. Theyve used a women on their front cover so that the magazine appeals to women. Women are represnted 

4) Are there any stereotypes being reinforced or subverted? How? Why?

Stereotypes of women are subverted in this magazine because the women is standing alone and looks powerful and independent.

Social and cultural contexts

1) What types of people are NOT featured in Tatler? (Watch the clip above again if you need help with this - the clue is in the title 'Posh People')

Low income people, people placed in a lower class

2) Tatler runs special issues on holidays, spa breaks, cosmetic surgery, watches and jewellery and private schools. What does this suggest about the magazine's representation of life in Britain? 

its very luxurious and brits are quite rich and throw their money away. 

3) What audience groups might be offended or insulted by the front cover of Tatler? 

low income groups 

4) Find three other front covers for Tatler from different months. What issues, subjects or people are regularly featured in Tatler?

January

February

March

Media assessment 2 learner response

 TOTAL: 19

GRADE: 5

WWW: Your Q6 film essay is really strong and close to being top level. Excellent knowledge and judgement shown. The challenge now is hitting that level throughout.

EBI: Revise reception theory and practice unseen text analysis.

        Revise industry terminology e.g. vertical integration etc.

LR: See blog.

Q1: 1/1
Q2: 0/1
Q3: 3/8
Q4: 0/2
Q5:2/2
Q6:13 /20

3) Look specifically at question 3 - did you successfully write about both the preferred and oppositional readings? Did your answers match any in the mark scheme? Copy in one answer from the mark scheme that you could have used.

my answer wasn't detailed enough.

Consistently appropriate and effective use of media terminology

Accurate application of theory throughout.

4) Now look at question 4. Write a definition of vertical integration plus the benefits of it listed in the mark scheme to revise this key industry terminology. 

Vertical integration is when one conglomerate owns different companies in the same chain of production.

Greater control over every stage of the production 

Increasing profit 

 Having complete ownership over creative products

5) Finally, look at your 20-mark essay - question 6. Read this exemplar answer to help give you an idea of what a top-level response looks like. Then, write five points from either the exemplar answer or the mark scheme that you could have used in your answer. This will be excellent revision for a future film industry exam question. 

what the each movie is about

how the pandemic affected the movies release

different genres of both movies

different budget 

what the viewers are expecting to see in the movie.

Represent NHS Blood & Transplant campaign

 1) What is an advertising campaign?

 An advertising campaign is a series of advertisements that share a singular theme, message or idea

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

to encourage BAME to donate blood

3) What does this advert want people to do once they've seen it (the 'call to action')? 

they want them to donate blood

4) Why is the advert called 'Represent'? 

because lady lesshur and the other famous people in the advert are representing BAME

5) Why have the producers chosen celebrities to feature in the advert? Give an example of three well-known people who appear in the advert and why they are famous - make sure you write their names and spell them accurately.

UK grime artist Lady Leshurr and showcases some leading UK celebrities including record breaking Olympian Nicola Adams MBE, TV presenter and wheelchair basketball plater Ade Adepitan, Chuka Umunna MP and MOBO's own Founder and CEO Kanya King MBE. These people have been chosen because theyre all representing either black or Asian people.

6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?

that the chairs are empty because there arent enough blood doners.

7) How does the advert match the key conventions of a typical urban music video?

the singer is on a roof and its filmed in the streets of london.

8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.) 

there is a disabled man, the advert is aimed at BAME. The main person in the ad is a women

9) How does the advert reinforce certain stereotypes? Could there be an oppositional reading where some audiences would find this advert offensive or reinforcing negative stereotypes?

The football player is male: reinforces gender stereotypes.

10) Choose one key moment from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).

At the end of the advert there is a long shot of the empty chairs. This could mean people are dying because there arent enough BAME donating blood.