Breif 3- Analysis 1 Jlo Album advert

Audience:

The demographics of the primary target audience for this advert would probably be males aged 15-24. This advertisement appears very sexual and would appeal to mainly men because of this. She is showing her stomach and her hand is carefully placed on her upper abs, this is very seductive .The target audience would possibly be from a low or middle class standing. I suppose this because of the artists music and message sent to the audience, she is a successful star who made it big in the music industry and is ultimately living the American dream. This would probably appeal to anyone who has aspirations to become famous or anyone who is in the same situation that Jlo was before she became famous. The use of clothing in which she wears also reinforces this point. Instead of wearing a ball gown which may attract a higher social standard of audience, she is wearing a white tee-shirt and plain jeans this is very casual attire in which a low or middle class audience would be able to relate to.

The secondary target audience may be females aged 13- 18. This may because she is presented as a strong woman. Contrary to my previous point this advert may not be sexualized at all, instead, because of her manly or plain attire may represent her in a dominant and positive way for females, this would probably attract them to this advert and music in general. This secondary target audience may also be from low or middle class society. For the same reasons as discussed previously, they may be looking up to her as an idol, or icon to follow in her footsteps.

The main geographical location targeted for this specific ad would probably be the United States. This may be because her record label ‘Epic Records’ which is one of Sony Music Entertainment’s flagship record labels based in America. This advert is advertising Jlo’s new album in 2001, since her record label is in America the first albums would be released in the US. This means that this advert would be targeted mainly at people who live in this domain.

There are sensory pleasures in this advertisement, there is a lot going on, a lot of vibrant color and offers interesting visual aspects for the viewer. The white writing matches her shirt which draws attention to her tanned torso. There are a bit of voyeuristic pleasures because of the posing and camera angle. This makes the audience feel like they are in her personal area.

Narrative:

The main heading is JLO, this is the title of the advert, it is written in bold and draws the most attention. There is also a super or subheading in smaller writing, which draws less attention but it placed in the bottom center of the advert therefore attracting the attention of the audience only once they have seen the image behind. This photograph is very enigmatic, the audience can only see her torso and her hand, however because she has a ring on that says ‘JLO’ reinforces that this is Jlo and not someone else. This could be considered as an action code, because this creates suspense and makes the audience want to see what the album has to offer when it is released by keeping the audience on their toes. The writing ‘JLO’ on the ring, as well as the heading/title is repeated in the same font style and color, this enforces the fact that this is Jlo as well as creating a stronger brand image for the star, therefore, whenever you see ‘JLO’, you know that it is Jennifer Lopez the singer.

Genre:

The genre of music that Jennifer Lopez creates is Rnb and sometimes pop music. This style of advert really does relate to the conventions of a typical Rnb or pop music advertisement. This can be seen at first glance, she is exposing her body, which is typical of female artists of this genre because they want to create a sexualized image of themselves to reach a wider audience and appeal to a wider audience. Her clothing is very casual and carefree which is also very typical of the genre, just like dresses or suits are typical of a classical music genre. There is a stereotypical view of rappers or rnb artists who wear a lot of chunky jewelry, this stereotype is shown in this advert by the style and amount of jewelry she is wearing on one hand. There are no tattoos or body piercings which is counter typical, in this specific genre it is usual for artists to have personalized their body by artificial means.There is a lot of iconography in this ad which is typical of this genre of music. Such as the jewelry, which is typically seen and expected in an ad for Rnb.

Media language:

The editing of this photograph is very different, the sweat on her torso and drenched white shirt could act as an enigma code which makes the audience question ‘why is she wet/sweating?’. The editing is kept very neutral to contrast with the bright white lettering against the dark denim jeans. This is clever because this advert has no wasted space, it is all very carefully placed and used. The use of the extreme close-up on her abs, dehumanizes her, I think this because you cannot see any emotion since you cannot see her face. I feel this disconnects the audience with the artist making a barrier between both. However on the other hand the use of the extreme close-up shot of her bare skin could be effective for the male dominated audience group, which is not necessarily effected by the fact they cannot connect with the artist. Furthermore, her body takes up the entire frame which shows that she is the center of attention and that she is the main focus of the advertisement.

Representation:

Jlo is represented in a very seductive yet strong manner, the fact she is exposing her toned abdominal muscles may be seen as she is a strong and determined woman just like she must have been strong and determined to tone her body. On the other hand, this could be seen as she is being represented in a negative way, because she is showing a lot of skin this could be thought too provocative, especially for her young audience. Along with this, the fact her jeans button is unbuttoned further emphasizes the fact that she is being represented in a very loose way, and having questionable morals. You do not see her face in this ad which may connote mystery or enigma to the audience, or, on the other hand may make her appear less relatable or approachable. Additionally the point that she is not revealing her face could mean that she is selling her body for her music by being a ‘sex symbol’ instead of a musical artist.

Ideology and Values:

The ideology presented within this advert could be to take care of your health. I think this because Jlo is presented in a very healthy way, her secondary target audience being young females could look up to the fact that she has a toned and healthy body, as well as long nails and long hair. Her skin looks radiant, and even though this is editing this could be an ideal or message being send to the audience, either knowingly or subliminally. Consequently this brings me to my next point, that she is robust and fierce. Leading to the fact that another value being shown in this advert could be female power, and that you can be strong, even though you are not a male.

Brief 3 – Analysis 3 Of Lady Gaga Promo

Audience:

The primary target audience of this promotional video for Lady Gaga is males 13-17 years as well as males 18-24 years. After researching I found that these were the top demographics, which have watched this promotional video. This could be because the artist is presented in a provocative way, which appeals to a young male audience. Also the colors, editing and fast passed soundtrack have more male associated qualities that could also be found in action movies which are also mainly watched by a male demographic. Men are more attracted by visual elements rather than auditory, therefore the fact that there is little singing and no speaking present throughout the video, makes me assume that this is in fact a video mainly for a male demographic.

The audience that would most likely be interested in this promotional video would be of a low or middle class social standing. The video features graffiti words on a broken car ‘born this way’, which is Lady Gaga’s single and album title. Graffiti is mainly found in less financially developed places therefore would be something of the norm to people who are used to seeing it . The video also showcases numerous scenes of lady gaga’s provocative clothing, which could be perceived as ‘tacky’ therefore my assumption is that not many high-class status individuals would not find interest in this promotional video because of these factors. That being said a social class cannot define a specific taste in music, someone in a higher social class may like this edgy promotional video while someone of a lower class may be appalled by it.

The geographical aspects of the audience who would be interested in this promotional video would probably be the United States or United Kingdom. Even though Lady Gaga is an international star, her record label ‘Interscope Records’ is an American based record company therefore her music and videos would be released there first and according to American timings. United Kingdom hosts a lot of Lady Gaga’s tours therefore she has a very solid fan base in both these countries. However, social media sites such as Facebook, twitter or even YouTube enable artists to reach a wider audience with the audience doing most of the work, by sharing and liking these videos they are then spread around the internet and can reach almost anyone, of any race, gender or nationality.

Even though the primary audience is male dominated from ages 13-24 the secondary audience is very different. This music promotion video has a secondary audience of female viewers aged 13-17. This specific demographic of secondary audience would probably be from a middle or high class standing, even though this is different from the primary audience. I say this because the middle and high class in society is seen as very rigid and uniform, Lady Gaga’s music is about breaking out of this and doing something crazy with your life instead of the norm in your family or society. Therefore this is why I think that the secondary audience’s demographic is of this social standing . The countries in which this music promotional video would be most popular would be again, the United States or United Kingdom. This is because of the same reasons as the primary target audience, this is where her music is first released and first heard, and United Kingdom is hosting her tours which are frequent and many.

The main audience pleasures would be emotional and sensory pleasures. There is a lot of sound, and images that flash on and off that are captivating for the audience. If you were to cover your eyes or block your ears the music promotion would have little or no impact on the viewer. Therefore the main pleasures for the audience are definitely sensory. There are a few shots in which voyeuristic pleasures apply, there is a short scene where the artist is dancing with her friends and partying the point of view of the camera makes it appear as if the viewer is in the club or in the party along with Lady Gaga experiencing the fun with her. For some this may really interest and add to the party girl persona the artist lives up to.

Narrative:

There are a lot of narrative devices used thought-out this promotional video. Supers are used at the beginning and end of the video, they anchor what the video is about and give a preconceived idea to the audience on how it is going to be before they watch it. The supers flash onto the screen in the beginning writing ‘Video music awards’ and then in the end of the promo there is a super that flashes onto the screen and is the only frame that is on for the longest time which says ‘performing live Lady Gaga’ this gives an interesting effect to the video, everything is fast passed until the end where her name is written in bold pink font. The entire video is an action code, in the respects it doesn’t tell a full story, there are many cuts and close-up shots that create tension and suspense within the video. For instance at 0:03 there is a close-up of what appears to be nail polish dripping off her long nails, then at 0:04 there is a close- up blurred shot of a skull and then at 0:05 there is a close-up of the artist. Each frame and each shot is enigmatic; the audience doesn’t know what is coming next and what it means. There are also a lot of enigma codes such as at 0:06 when it appears that people are spray painting a old car the audience would question ‘why are they doing this?’ or ‘what is happening?’ everything happens so quickly it is difficult not to question what you are seeing.

There doesn’t appear to be any binary opposition in the video, this could be because Lady Gaga is the voice of free will and open thinking, she supports everything that makes people individual and unique. This could possibly be why there are no opposites or contrasts within the music promotion, since she is showcasing her views and her music she is not trying to send any other message. There is only one clear binary opposition, not in the message yet in the editing of the footage, it is black and white, this could connote balance and equality which she stands for as an artist.

The narrative is non-linear, the scene where there are people spray painting a wrecked car appears twice throughout the video, therefore it does not travel in a straight line without going back to past frames. This was difficult to realize because the frames are so quick and they flash on and off the screen within a second.

Genre:

The genre of music playing in the background is almost rock or heavy metal. The non-diegetic music in the background suits the genre of the video. The scenes and style of film is very much like movies of a thriller or horror genre. However, even though the filing techniques and the music playing in the background fit in a similar or even the same genre, the artist doesn’t appear to relate at all. Lady Gaga does not appear to be scared, or frightened which is typical of the horror genre; she is actually partying and laughing. The artist doesn’t abide to typical conventions of the horror genre, which is refreshing to see. This could have been done to keep her femininity, so she remains a sex symbol not a dead body in the video, because the primary target audience are young males and they possibly may not be interested in this.

There is a lot of iconography present in the music promotion video that is very typical to the horror or thriller genre, or even the heavy metal musical genre. At 0:02 and 0:04 there is vandalism, there is always a form of property destruction in either of these genres which is present in this promo. At 0:03 it appears that nail polish that looks like blood is dripping off her nails , it is not for certain that it is supposed to be blood since the footage is edited in black and white and the color is unknown. However there is always blood in these genres. At 0:04 there is an image of a skull, this is typical of the horror genre because it is associated with death or danger. At 0:15 there is a face of a woman through a crack which appears that she is screaming for help, this can also be found in horror or thriller movies, when the victim is being tortured or killed.

There is no diegetic sound in the music promotion. There is only non-diegetic sound that plays throughout. The fact that there is no diegetic sound works in favor of the specific genre of text. Normally for horror genre films there is little or no voiceover, the mood and tension is created by the background music and sound. This makes it even more spooky and haunting. This is a similar convention used in her music promotion video.

Media Language:

I really appreciated watching this video from an artistic perspective. The angles and lighting worked perfectly in sync with one another and completely complimented the black and white editing. The editing in black and white made every detail stand out. Each dark shadow was emphasized and each light area was intensely highlighted. This combined with the quick cuts of one frame to the next made it particularly interesting to watch because it kept you on your toes at all times, it keeps the audience engaged and ready to watch more and more, Even though the length of this promo is only one minute, it seemed like ten seconds because of how well the editing worked with the footage. In some frames it appeared that they were edited with black vignette. This gave each frame individual character, making them appear old and vintage looking. This classy editing technique was used to emphasize the darkness of the video and making it look even more sinister. I also noticed that there were no transitions from each frame to the next, this could have been due to the fact that the switches from each scene to the next were very quick and transitions would make them appear less distorted by adding a visible barrier for the viewer.

The use of camera angles and camera movements were very clever because they were short and effective. Each was different. At 0:23 there is an extreme close-up shot of Lady Gaga’s face, the left half of her face is highlighted and the bottom right half of her face is concealed in shadows. Her expression is blank which enables the audience to put themselves in her position and feel whatever they want to feel. At 0:25 there is a medium shot of her with mirror in front of her, this creates an almost symmetrical frame, which is very aesthetically pleasing.

There is deliberate camera shake in the frame 0:02 and 0:04 this is the scene where there are people spray-painting a car. This could be to add effect and make the audience feel apart of the action; this is done in many movies, specifically in the horror or thriller genre. I feel as if this is what she was trying to mimic in her own promotional video, because her video is dark and disturbing just like a horror movie.

Representation:

Lady Gaga is the main focus and point of this promotional video. There is hardly any singing, therefore the center of attention is her and her actions in the video. I my opinion Lady Gaga is represented very badly in this promotional video, she is dancing around provocatively with men, drinking and vandalizing cars for fun. She is showing no self worth by dressing in attire, which barely covers her which gives her younger audience the wrong impression and bad example of who they should grow up to be and how they should act. These are not good traits for anyone to have., including a famous celebrity which has a young audience who are very impressionable. However on the contrary, the audience, being young males and young females may find interest because they enjoy these factors of their life. Or maybe they do not do the things she has shown in her video, but they may live vicariously through her and her music to experience a different part of life in which they may not be able to access.

Even though she is presented as a party animal, she is also represented as an outgoing and approachable person. This is counter typical of what celebrities are stereotypically viewed to be. Her music and image is all about breaking out of the norm therefore this could be why she is almost the complete opposite of how she is expected to act. She is smiling throughout and laughing, she is having fun in social situations which is also counter typical of celebrities because they are throughout to be uptight and stuck up.

Ideology and Values:

The ideology in which I observed within the video was to have a good time with your friends, and party like there is no tomorrow. This does seem superficial at first but then I realized that this is a representation of what her music is about, it is carefree and relaxing. By representing the video in this manner enforces the fact onto the audience that if they listen to her music they will have fun like she has fun. Partying, laughing and having fun are now traits in which are associated to her as an artist. At 0:02 she flashes what seemingly is her underwear to the camera while she looks the other, this could be an ideal that you shouldn’t be embarrassed of your body and embrace it, you shouldn’t be shy. However on the other hand she has a lot of negative connotations in this promo. Flashing her underwear could be seen as having no dignity or self respect instead of being body positive. There is a lot of drinking, as well as vandalizing which are also very negative aspects.

Institution:

The institution which produced this promotional video is American, it is a large mainstream business and is typical Hollywood company because it only works with big stars. The reason that they created this video was to promote the VMA’s, the VMA’s are presented by the cable channel MTV to honor the best in music videos. Therefore the more mainstream the company, the more exposure the video will get leading to the more viewers will watch the VMA’s and the more profit the company will then get.

Brief 3 – Analysis 2 Of Nicki Minaj Promo

Audience:

The primary target audience of this promotional video for Nicki Minaj are females aged 13-24 years who are interested in or already listen to RnB or Rap music. In this promotional video Nicki sends out messages to the viewers which makes me think it is targeted mainly at a female audience. Examples of this is when the narrator says “now the world and every man in it is beneath her stilettos.” This implies that she is tougher than men, giving woman viewers a sense of power and if they listen to her music then they will be powerful too. The reason as to why I think that this promotional video is for of a younger age of female individuals is because of the way in which the video is put together, it looks comic-like and very immature. This may appeal to a younger age group and would also make these younger girls look up to Nicki because she is having fun in her video.

The audience attracted would most likely be from a low or middle class demographic because the video is about Nicki living the American dream and “dominating the world of rap” as the narrator says in the opening few scenes. This would probably appeal to people aspiring to make it big in the music industry because it provides hope and guidance for their own future aspirations.

The geographical aspects of the audience interested in this would probably be where pop, RnB and rap is most popular, in areas of the world such as United States, United Kingdom as well as the artists home country Trinidad and Tobago. No specific race, because Nicki pushes the boundaries in her promotion by featuring an Asian photographer, African American partner to pose with in her photo-shoot as well as a White male narrator. Therefore the promotion welcomes all races and doesn’t limit the audience in this respect.

Even though the primary audience is females, there is a secondary audience of males aged 18-24,geographically in United Kingdom or United States. They would most probably be of middle or high class standing because they wouldn’t be looking up to Nicki as an idol, Males typically look up to other males in the industry therefore they are probably watching or attracted to the music promotion for several reasons: this may be because of their liking for rap music or Nicki herself because she is made to be sexually appealing as many other female artists are made to be desired so they have a wider range of audience watching their videos and buying their music.

The main audience pleasures are voyeuristic. There are multiple shots where Nicki is shown behind the scenes yet she is not aware the camera is there, she is not making eye contact with it, therefore, this may make the audience feel included in her life, and actually feel a part of it, or as if they are watching through a window that she cannot see. There are also a lot of sensory pleasures, fast passed background music, with an encapsulating narrative voiceover. Also the music video never gets boring, it keeps moving and diverse scenes are shown through out the duration of the sequence.

Narrative:

The main narrative devices used throughout this promotional video are: supers are shown throughout, the first super anchors the video, it writes ‘ Nicki Minaj’s Road to the video music awards’ by this line the audience knows that there is going to be a story being told. There are enigma codes at the beginning of the sequence when she is on the motorbike, this makes the audience question ‘where is she going?’ There are action codes used when there are close-ups of the camera, then the microphone, this builds up suspense and then she starts to rap, this is effective because it keeps the audience engaged and makes the promotional video intriguing. There are also more action codes when there are close-ups of her hands on the motorbike, her rings are highlighted by this and very visible, this may be to enforce the face that she has made it in the music industry and ultimately made it to the ‘Video music awards’.

There are also binary oppositions present in this video, the main binary opposition is women and men. Throughout the entire video it appears that Nicki is displaying dominance over men, this opposite of the stereotypical view of women and men. There is a behind the scenes shot of her at a photo-shoot and the man in the shoot is making her pancakes while she waits at the table and eats them. She is clearly trying to break out of typical and stereotypical views of how women should be and what they should do with their lives.

This video has a non- linear narrative there are continuous flashbacks back to her youth where she was just a little girls playing with a Barbie doll. Even though the motorbike acts as the main pathway of her present day life there are still switches between the past and the future.

At the end of the video, there is a voiceover as well as a super to reinforce that she will be playing live at the VMA’s. This closes the video as well as emphasizing the point of it

Genre:

The music playing in the background of the video is RnB, however this is not the only genre presented within the video. When there is a shot of her in the studio, right after the narrator says “dominating the world of rap”, there is Rap featured as well. Rap and RnB are the main music genres featured within the video, even though the appearance of the video, and her clothing do not relate to typical conventions of these genres. The video type would most likely be found in a pop song. Because of the bright pops of gaudy colors such as purple of pink. This could be to show the audience some of her personal likes of give them a glimpse of how she really is. Or could be to give interest in the primary target audience being of a young female demographic.

Rap music videos are stereotypically filmed on streets or in strip clubs, by having Nicki’s video presented in a much more positive light would appear that she is twisting the conventions of her genre and making it her own by presenting rap music as something glamorous and fun, as well as not only for male dominant demographics.

There is a lot of iconography in the music promotion video that is not relatable or typical of the rap or rnb genre. For instance at 0:24 there is the young Nicki holding a Barbie doll, even though this is the past this isn’t something we would expect to see in a rap music promotion video. Another example of this is the fact she is riding a motorbike, this is counter typical of how sociality views rappers in their genre. However contrary to this there is a lot of iconography, which is typical of rap and rnb genre. For instance: when she is in the studio with her headphones on at 0:10. This is very typical and predictable yet still effective because it is unusual to see a woman rapping. Also at 0:16 there are flashes of her at a photo-shoot, this shows that she is a celebrity and enforces the fact she is famous.

The use of non diegetic and diegetic sound is very important because it sets a specific mood and creates a specific impact on the audience. There is non diegetic sound throughout the video, there is background music to one of Nicki’s tracks as well as a voiceover narrator who tells the story of “Nicki’s road to the video music awards” which is anchored in a super in the opening scene. The non- diegetic sound is effective because it gives a message to the audience in a short amount of time, in my opinion if the whole music promotion was interviews of her speaking then the audience would be disengaged. However when there is a voiceover narrator speaking it makes the video easy to follow even for younger audiences.

Media Language:

The editing of the video was very unique, the scenes where Nicki is on a motor bike is lack and white and the only objects that are in color are her and the bright purple motorbike which she is driving. When the scenes flash back to when Nicki was a little girl everything is completely black and white. And on the contrasting side, whenever Nicki Minaj is shown in the future in her photo-shoot or rapping in the studio everything is in color and highly saturated. This could be done to make a clear bridge or gap between her past and present as well as the path leading her to her future life (when she is driving the motorbike).

The camera angles are vast in the video, there are many close up shots of her for instance, at 0:10 a close-up of her in the studio rapping. At 0:13 there is a close-up of her putting on her helmet. There are extreme close-ups of her hands at 0:14 and her face at 0:48. By including many close-ups and extreme close-ups enforce the fact that this is her video, she is the artist being promoted, she is also always in the center of the frame, this could be to show that she is the center of focus and attention at all times throughout the video.

Representation:

Nicki Minaj is being represented in a positive way throughout the video, she is made out to be someone important and someone who has made an impact not only in the music industry, but in the world. This is anchored when the narrator voice over says “now the world and every man in it is beneath her stilettos.” This suggests that she has changed the music industry and has a powerful position within it. This brings me to my next point, Nicki is also represented as a dominant powerful woman. Throughout he video she has the dominant role, even though she remains feminine by wearing a dress. “every man beneath her stilettoes.” Even though she hasn’t got every man under her stilettoes and under her control the video makes her out the be powerful and in control. She is also shown on a motorbike which is typically a male ridden vehicle however she is shown on it which again presents her as a strong female,

She is smiling and laughing during the whole video this represents her in a happy and cheerful way, easy to approach even though she is famous. This would appeal to the audience because the stereotypical view of celebrities is that they are mean and arrogant, however Nicki is being represented in a counter typical way, which would make the audience more comfortable with her.

Also the fact that the young Nicki Minaj is shown in the beginning scene of the video shows that just like anyone else she grew up and played with Barbie’s this again humanizes her instead of dehumanizes her as some celebrities are represented as. She is also represented as a role model within this video t 0:13 there is a close-up of her putting on her helmet, this could be to send positive signals to the audience and because her audience is mainly made up of young girls, this could be to reinforce safety to them.

Ideology and Values:

The ideology present in the video is that Nicki wants women to stand up and take charge, she is shown as the powerful, dominant character in the video and this is what she wants other women to be in their lives. By putting on her helmet before she rides the motorbike, this suggests that the video is telling the audience to be safe and cautious on roads and in general. Also, another ideal and value sent in the video could be to stay positive and persevere through everything you do in life, it obviously wasn’t easy to become a rapper in a male dominated genre, therefore there is a clear message of never giving up on your dreams or goals.

Institution:

The institution which produced this promotional video is American, it is a large mainstream business and is typical Hollywood company because it only works with big stars. The reason that they created this video was to promote the VMA’s, the VMA’s are presented by the cable channel MTV to honor the best in music videos. Therefore the more mainstream the company, the more exposure the video will get leading to the more viewers will watch the VMA’s and the more profit the company will then get.

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Brief 3 – Analysis 1 Of Drake VMA Promo

Audience:

The primary target audience is young male and female individuals roughly from ages 16 to 25 who listen to RnB or rap music. The messages he sends in his music is as if he is giving advice on life and telling a story of what he has been through mainly in romantic situations meaning the audience would be a younger viewer who has not experienced this themselves or who is interested to learn, however these messages in his music are targeted to both male and female audience.

The audience attracted would most likely be from middle or high class standings because of the clothing he is wearing and the old Hollywood design of the stage which would appeal to them. His classic style and the way he carries himself implies the audience would most likely be most accustomed to this conduct.

The geographical aspect of the main audience attracted would most likely be Canadians (where Drake is from) or Americans of any race, this is because Drake makes references in which many people in this region in specific would understand or relate to, the words in which he uses or even his accent are relatable to them.

The secondary target audience could be older people (30’s, 40’s or even 50’s ) who enjoy listening to RnB or rap music or who are attracted by his vintage- like style represented in the video which is filmed in black and white mimicking the film noir era in which the movies would be filmed this way making elderly people interested as well as younger. The way in which he presents himself is relatable to elderly people because he exudes maturity in his video and music which would most likely appeal to this audience.

The audience pleasures are mainly voyeuristic because of the way the video is filmed, making the audience a part of his personal life during the preparation of the show making them have a look into his private life, even though it is staged. Also, his music is very personal, giving the audience a sense of understanding to him even though they don’t know him at all. Other audience pleasures could include emotional because of the lyrics of his songs, they are very relatable and expressive making the audience sad or happy depending on the meaning of the song

Narrative:

The main narrative devices used in this promotional video include the following:

In the opening sequence of the video there is a super, which initially anchors the message to the audience, the writing says “MTV presents drakes road to the video music awards.” This shows the audience what the promotion video is for (Vma awards) as well as showing what will be included in the video the audience is about the watch, where the super writes: “ Drakes road” we, as the viewers know immediately that the video will be centered mainly on the artist Drake. Another narrative device used is parallel action, in the video it shows two scenes happening at the same time, cutting between them every 5-10 seconds, this is observed when the scene is on Drake the main subject of the video is backstage preparing for the show then the scene cuts to the audience waiting for him to come out on stage. However the video could also be considered as having linear narrative because the plot keeps moving forward without any flashbacks.

At the end of the video, there is a voice over the music which essentially reinforces the fact that this is a promotional video for the VMA’s and closes the video by speaking similar words in which the super in the beginning of the video wrote.

Genre:

The music and the video have two separate genres. The music is RnB/ Hip hop, and the video contrasts with this because it is filmed in black and white showing an old fashioned, old Hollywood style. Maybe this was done to appeal to a wider audience, or even to be controversial, because the audience would typically expect a rapper or RnB artist to be dressed in loosely fitted jeans on a street corner, to not go along with these stereotypes, the director cold have filmed this video the way he did ( black and white and Drake in sophisticated attire) to get the audience more engaged in this promotional video and show that the VMA awards would be just as glamorous as portrayed in the video.

Another contributing factor to the genre of the video is iconography, this is important because this will send a certain message to the audience and the message in which it sends is vital in a promotional video. There is evidence of iconography at the frame 0:34 where there is money being dropped on the floor, money could be used to symbolize Drakes power and wealth. By making Drake seem important and powerful, the audience will want to see more of him because he is represented in a positive light.

Non diegetic and diegetic sound is also important in any media text because it makes an impact on the audience, the specific impact which is made determines if the message of the media text is given correctly or incorrectly to the audience. Examples of non diegetic sound in this video is at 0:06 at the beginning showing Drake backstage getting ready for the show, the real life sounds of him pouring alcohol into a cup then transition to diegetic sound when the music begins and the scene cuts to the audience waiting for Drake to come on stage. This transition of real life background sound to an actual track being played creates a balance, making the audience feel like they are in Drakes backstage dressing room, hearing him pour the drink in his cup (very voyeuristic). Then when the scene cuts to the audience, with the diegetic sound of the music playing creates a sense of anticipation as if the viewer of the video is waiting in the audience with the actors in the video.

Media Language:

The video begins with non diegetic sound (0:15) of people talking, whispering as if they are waiting for the show to begin this creates a sense of tension, at this time, you cannot tell who they are waiting for or what they are waiting for, at this point the audience can only hear the people speaking in a low tonal voice, the audience cannot tell where this is, or what will happen next, therefore the anxiousness of the audience deepens.

Also the fact that the music stops when Drake is in the frame really accentuates his significance in the video, because this is in the beginning of the video it really anchors the idea of the whole promotion as well as showing that Drake is the center of attention he is the one the audience is looking at and focusing on.

There is a zoomed in close up shot at 0:03 when Drake pours the alcohol into a cup, the ice shaking in the cup as the fluid enters the glass could connote the feelings in which Drake is feeling before the show, excited or even nervous, shaking, like the ice in the cup.

At the time 0:30 there is another close up shot, however this time of Drakes hand, as he is turning the door handle to exit his dressing room. The music gets louder and more intense creating a sense of longing to see what will happen next. This shot if very effective because it gets the audience engaged in what is going on in the video, the more engaged the audience is the more impact the video will have on them.

Representation:

Drake is being represented throughout the video. He is being represented positively as he is in the center of the frame at all times drawing the audiences’ eye to him. In the frame time of 0:44- 0:48 seconds Drake is being almost attacked by paparazzi, screaming his name, flashing cameras, this all shows that he is the star, he is the only important person in this video. The video represents Drake as friendly and approachable as shown in the frame 0:52 where people backstage approach him and shake his and he does the same.

The way in which Drake is being represented as a nice, smiling individual who is friendly to people, this is very counter typical of most famous stars. This is because celebrities are stereotypically known to be vain or self centered and are not friendly to people, which is opposite of how Drake is portrayed because he is shown to be welcoming and friendly to people.

He could have been represented this way in the video for several reasons, mainly because this is a promotional video, no one would be interested in watching the VMA’s if they knew that the celebrities were rude and not caring towards their fans. That could be one reason, however an underlining aim could be to show that sometimes, celebrities are not as bad as they are made out to be in the media, therefore showing that this promotional video is a more true representation of who Drake is and not other forms of media such as gossip magazines or websites.

Also, relating to the Genre, he could be represented in a positive way to show how other celebrities are in the same genre and how there is more that meets the eye to them as well. Meaning, even though other rap and hip hop artists not only Drake swear in their music and are derogatory to woman they are still good people underneath their public persona.

Ideology and Values:

There is no one single ideal shown in the video, there is a mixture of several. Mainly there is a message shown about celebrities, and even though they are perceived as bad people or self obsessed their main goal is to entertain and get further in their career as well as supporting their own lives financially. In the video there is iconography of money being dropped at 0:32- 0:35. The whole video is only 1:31 minutes long, for a sequence of money being dropped to be that long shows its significance in the video, as well as showing the audience that it was put in there for a reason.

Other messages shown in the video could be not to forget the person you are and to always be yourself. Throughout the whole video Drake looks grounded and stays the same during the video, because the video is almost portraying his life, this could symbolize how he did not let fame affect him, giving the audience a message to stay how you are and not change for anybody, just like he did not in the video.

Institution:

The institution which produced this promotional video is American, it is a large mainstream business and is typical Hollywood company because it only works with big stars. The reason that they created this video was to promote the VMA’s, the VMA’s are presented by the cable channel MTV to honor the best in music videos. Therefore the more mainstream the company, the more exposure the video will get leading to the more viewers will watch the VMA’s and the more profit the company will then get.

Paralympics- Meet The Superhumans Advert Analysis

1. Give detailed examples of how the advert represents the Paralympians as powerful and positive characters. Make sure you use media language within your analysis.

The advert uses a variety of lighting, camera angles and camera movement which each portray the paraolympians as powerful and positive individuals versus the stereotypical view of the handicapped. Lighting is a very important aspect of getting an empowering message across to the audience. At the frame 0:14 is a clear example of backlighting while the athlete is in the foreground, the backlighting creates a silhouette of the athlete, framing them, making them look important and the only focus point in the frame. Even though you cannot see his face or features on it, you see his outline. Also the silhouette adds mystery making the audience ask: who is this person? The audience wants to understand the individual and know who they are, making them an important and powerful figure. Camera angles are also used extensively to depict the athletes as powerful figures instead of weak. At the frame 0:22 there is a neutral close up shot of one of the woman athletes, the significance of her being the only person in the frame creates a sense of dominance and all the viewers attention is focused on her, this gives her a powerful and commanding presence. By filming this shot on eye level this forces the viewer to see them at the same level which puts them on an equal standing which is contrary to the usual portrayal of disabled people in the media. Camera movement such as panning is used to create a sense of motion and fluidity. Disabled people are usually shown as static and passive, however by having the camera move as the athletes move this shows them to be active and animated.

2. Describe the effect the sound editing might have on the audience.

The advert created a contrast between ambient and environmental sound and the soundtrack. The soundtrack is the only sound that can be heard for most of the advert, however there are breaks throughout the advert which allows the ambient sound to be heard such as, splashing of water, cheering of the crowd as well as the basketballs hitting the court floor, these sudden bursts of environmental sound make the setting seem more real and breaks the isolation created by the music, this makes the audience feel present in the action and excitement. The wheelchairs crashing together create a sense of immediacy and conflict pulling the audience into the theme. Instead of being separated from the events on screen the visceral nature of the sound and images grabs the audiences attention and draws them in. Near the end of the advert when the swimmer dives into the pool the sound becomes distorted just as it would be as if the audience was underwater with the diver, emphasizing to the audience the reality of what they are watching.

3. How is the core message of the advert anchored throughout the advert?

The core message presented in the advert is that the stereotypical image of disabled people is untrue. To forward this point the advert has a series of phrases which flash on screen which all relate to the central theme. For example the phrases “Forget  everything you thought you knew about strength” and “meet the super humans” are designed to anchor the central theme of the advert. Therefore causing viewers to question their assumptions about the capability of disabled people.

4. How does this representation of disabled people compare with other representations that you know?

The stereotypical view of disabled people in the media often portrays them as weak or incapable of preforming the same activities as non-disabled people. Disabled people are often depicted as being abnormal, however this advert questions the assumptions individuals make about disabled people, the advert shows them successfully competing in a variety of sports from swimming to running showing them just as capable as their peers in the Olympics. Therefore the image portrayed of disabled people in this advert is a more positive one than other representations in the media.

5. Do you think that this an effective advert? Justify your point of view with examples and explanation.

I personally think that this advert is very effective at representing paraolympians as well as getting the audience excited and interested in their activities. The soundtrack is the most effective element in my opinion, music is very good at emotionally connecting with the audience, if you watch the video on mute, you wouldn’t feel as connected with the events on screen, likewise a poor choice in music could alter the entire adverts emotional impact on the audience watching. The music used is uplifting and inspiration, its contemporary and appeals to a young audience but is not so niche to alienate older viewers such as rap music which does not have as broad of appeal. However the auditory aspects is not the only features in the advert which make it effective, the visuals are also effective. The camera focuses on the amputated limbs  of the athletes, and shows them in wheelchairs, there’s also the segue way which depicts how the athletes could have become disabled such as birth defects, or car accidents. The images are shocking but this is contrasted with the athletic exploits of the handicapped athletes.

Analysis Of Lawless Trailer

• · Lighting: There are a lot of different lighting techniques used in the trailer which I noticed while watching it, for instance at 0:24 seconds is an example of backlighting which creates a silhouette effect. At 0:32 seconds there is a clear example of fill lighting, the majority of the scene is lit by interior lighting however there is also auxiliary lighting in the form of a window allowing natural light into the scene. At 1:06, the scene is barely illuminated (low key lighting) in order to create mood and atmosphere.
• · Costume: The costumes shown in the trailer clearly depicts what people would have worn in the 1930’s. The attire is distinctly noticeable in the frame 1:07 where there are multiple men wearing suits and hats which were fashionable in the depression era.
• · Camera shots: In the opening frame of 0:06 there is an example of an aerial shot because it is taken from higher ground, almost from a planes perspective. At 0:10 seconds a close up shot is shown, the subject matter takes up almost all of the frame. And finally a long shot is shown at 1:09 where there is a long distance shot made of the buildings.
• · Camera angles: A low angle is at 1:00 which adds height to the trees, as well as at 1:10 which make the people standing in the frame look like they are standing on higher ground. An eye level angle is revealed at 0:45 where the perspective is eye to eye with the actor as if the viewer is in the scene with them. The diverse camera angles add tension during the right times, and also creating a sense that you know the character when they are filmed eye to eye with he audience.
• · Camera movements: The trailer shows a series of different types of camera movement, which sets different moods and shows different aspects of the film. The most used camera movement in the trailer would be panning, the most effective use of panning is during the frames 0:52 (this shows a woman walking and the panning allows the viewer to see her by keeping her in the middle of the frame) and 1:11 ( this shows a group of men seemingly having an intense conversation, the panning allows the viewer to have an overview of where they are and gives us a sense of secrecy because they haven’t been zoomed in on). Another type of camera movement shown in the trailer is tracking shots when the two men are driving in the car and the camera is along side them giving a sense that we as the viewers are in the car with them experiencing the excitement. As mentioned previously there is also a aerial shot shown in the beginning scene, this was most likely done to hook the audience and get them interested, because this particular camera movement technique is quite obscure and not seen in everyday life, making it more interesting and unusual compared to other techniques.
• · Setting: The setting of the movie trailer is in the 1930’s Franklin County, Virginia. This can be seen through the trailer due to the fashions, the cars and technology we can tell that this is not set in present or future time.

2. Consider how the narrative  of the trailer is shaped – is there evidence of anchorage? When are there moments of high tension? How is tension created? What conflict is evident? What enigma codes are apparent?

The way in which the narrative of the trailer is shaped will determine whether or not people will be interested in the film, this means that the techniques need to be appropriate to what they think the targeted audience will want. For instance, anchorage is evident in the trailer at 0:42 when the money drops on the floor, this reinforces the theme of the film being criminal activities and gangsters.  The main moments of high tension shown in the trailer begin at 0:36 when the music becomes more sinister and the lighting is less natural and more artificially lit, yet still dimly lit. This continues at 0:54, when the gangster is watching the woman outside the window, as if he is planning something or watching without her knowing, this adds an eerie sense. The fighting/shooting scenes at  frames 1:38 and 1:45 create high moments of tension because you are unsure about what is going to happen. The tension is created in the film trailer by numerous different aspects such as a change of music, from light to ominous, a change of lighting from full bright, or natural lighting, to dull low key lighting in order to create a sense of enclosure. Conflict is clearly evident in the trailer, from fight scenes to shooting scenes, the whole trailer contains violence and conflict between the authorities and the gangsters.  The enigma codes which are apparent in the trailer include the fact that at the end of the trailer it says that “outlaws that become heroes” this is an enigma because this is a mystery that is not explained in the trailer, which is how the marketing team as well as the director and producer have designed the trailer to leave the audience wanting more and actually want to watch their movie. Another enigma is the woman, seemingly a love interest, this could intrigue people to actually want to watch the movie to see what happens.

3. What is the genre of the trailer?

Judging by the trailer the film will incorporate western drama and crime thriller, there also appears to be a romance subplot, although this is not the focus of the film. Therefore the film has more in common with western crime dramas similar to Bonnie and Clyde.

4. Who is the trailer primarily targeted at?

The trailer would like to attract a young male demographic due to the focus on action as well as the seemingly anachronistic conclusion of rock music in the trailer despite it being set in 1930’s America.

5. What elements of the text might attract audiences?

In the beginning of the trailer it states “ Based on a true story” although dramatized, it may still entice people interested in depression era history. Furthermore, the statement that they are “Brothers” may attract people interested in the theme of family loyalty. Although the trailer presents the brothers as outlaws, it also announces that they become hero’s tapping into some peoples desire for an underdog story or a film featuring anti-hero.