Key theory 1 - Roland Barthes - Semiotics

Component one - media products, industries and audiences 


Key theory 1 - Roland Barthes - Semiotics

Sign, signifiers and signifieds 

  • Anything that can have meaning
  • The thing that creates meaning
  • The meaning that is actually created

Codes:

Hermeneutic Codes

Also known as enigma codes, these refer to something within the media product that creates mystery or suspense. 

Proairetic Codes

Also known as action codes, this refers to something within a media product that suggests that something will happen. 

Symbolic Codes

Something within a media product that creates deeper meaning for the audience. 

Textual analysis

Textual analysis refers to studying a media product, and suggesting ways that the media language creates meaning for the audience. 

'Blagging It'

When conducting a textual analysisit is always better to provider an opinion than say "i don't know"  

Important terms:

Z-Line = When looking at a particular advert, text or images can be purposely placed across the spread in the rough shape of a Z that makes the audience scan the advert by looking at it in a Z shape.

Advert textual analysis 1 


In this particular advert this model is wearing very vintage however unique pieces of clothing. Such as the lime green headband with the red velvet looking gloves. The colours used are all bright summery colours which show happiness and brightness. All the colours blend very well and contrasting which pleases the audience. This advert is selling a handbag from Coach and also a sense of lifestyle. This lifestyle shows freedom, independence and is also very feminine. Therefore, typically the target audience would be women. This is shown by the model clutching onto her handbag showing how pleased she is with it. This could be a proairetic code since for the audience can guess there is some motion is this media advertisement. Coach is a very up-market and expensive brand, this is also shown through the lexis, which is a serif font. This font is very free and shows wealth. The rule of thirds is used to split up this portrait advertisement but also allows the audience to initially see her eyes then work down the page until you scan the bag which is being promoted. This draws your attention to the last thing you see.

Advert textual analysis 2

In this advertisement, it is set in a dry valley looking location which a lot of landscape and open skies. In comparison to the first advert the colour choice is fairly bland and bleak looking. However, the models confidence and dominating stance and direct look at the camera/audience, overpowers the choice of colour and allows the audience to be appealed by the advert due to the visually pleasing colours. The brand Louis Vuitton is another high-end, wealthy international company, in this specific advert it is promoting another Handbag which is again being 'securely' clutched by the model. Which shows there is a lot of motion within this image. This advert is also promoting a lifestyle which is full of style and elegance that stands out in a world that is so bleak. The model/actor is Emma Stone. This celebrity is very famous and well known by the audience. Therefore Louis Vuitton has physically used this celebrity to promote their products as well as her work that she has done in her acting career. This makes the audience attracted to buy their products in order to fulfill this 'aspired' lifestyle and this whole ideology of freedom and confidence that Emma Stone is conveying in this particular advertisement. 












Comments

Post a Comment

Popular posts from this blog

MINI MOCK - DEC

Compared with the past, David Gauntlett argues that in the media today ‘we no longer get singular, straightforward messages about ideal types of male and female identities.’ Evaluate the validity of this claim with reference to the set episode of  Humans  and  Les Revenants David Gaunlett is credited to theories of identity. Gauntlett believes that despite many negative perceptions of the media, audiences are capable of constructing their own identities though what they see on television. He writes how there are many more representations of gender than the traditional 'gender binary'. He constructs the belief that unconventional stereotypes can be used to help suggest individual perceptions of gender, race, identity. This is evidenced throughout both modern t.v series Humans and les revenants. Humans is a sci-fi drama series that was first released June 2015. In this postmodern science fiction they illustrate the ideology that in modern day society (currently and to c
Read more

Introduction to charity advertising:

Image
Introduction to charity advertising:  What is the purpose of the charity advert?  To inform and educate the audience and expanding the audiences knowledge on what the specific advert is representing.  How do they work?  By guilt-tripping the audience and making the audience feel sympathetic towards the charity campaign.  What mode of address do they take?  Typically charity campaigns are very direct and forceful, colour is typically dull and dramatic in order to allow the audience to sympathise. Adverts are very personal to share the responsibility within the advert.  What conventions do they demonstrate?  typically contain shocking images and titles. They also use ambiguous tag lines in order to make it memorable and make the audience think. And uses motif address.  NSPCC - open your eyes (2000)  disturbing crying sounds at the beginning  Sustained distressed/eerie soundtrack throughout the charity advertisement Direct lexis, making it personal  Lists the benefits o
Read more

Who is zoella's target audience?

Facts: Niche audience  Gender: female  Age: 12-16 Ethnicity: white  Class: middle class Female audience: emotive content - the show appeals to its female audience through narrative that engage with subject matter emotionally. Zoella continuously tells us how she feels about the problems she faces herself. Zoella foregrounds stereotypical female based activities in her presentation: fashion, makeup, relationships. Consume stereotypically female - female colour palette deployed in the mis-en scene Use of pets and pet orientated references. Presenter constructs a version of ideal beauty - highly stylised, lots of makeup, attention paid to costume. Intimate confessional tone - creates a relatable female character. A quiet/passive presentation style that fits with target audience expectations and female presenter stereotypes.  How does she reach a 12-16 year old audience?  Heavy use of instagram , snapchat and youtube - these sites fit with the social media applicatio
Read more