GENERAL 

video analysis
Sec A warm up  Adidas Originals
https://www.youtube.com/watch?v=VdRN9gWyJd8
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easy  Sec A 12 mark "FAIR" starter questions 
BUZZWORDS: repetition, variation, difference, continuity/non-disruptive, non diegetic, graphic match, match on action, seamless, high production values, music video style, pace and variety, compelling and watchable, slick, professional, seamless, flowing, accumulation, commodification, commercialism, consumerism, diversity, abundance. 

1) Which codes & conventions keep the audience engaged?
2) How does the ad reflect the target demographic?
3) What is the brand image that Adidas is trying to project?
4) How and why is mass production represented in a positive way?

 Link the Adidas ad to the following: 
Hypodermic needle Model
Uses & Gratifications
Maslow's Hierarchy of Needs 
Genre Theory - Neale, 
Postmodernism - Baudrillard, Hyperreality, authenticity
Frankfurt School - consumerism and commodifciation
Gramsci - cultural hegemony
Hesmondhalgh -  media industry, corporate profit and power
Semiotics - visual signifiers, connotation (Barthes) , iconography Brand identity
Levi-Strauss - Binary Opposites



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SECTION A.  Meet the Superhumans [c4 paralympics trailer 2012] 
Unit 1 style questions – 12 marks each
  1. How does the camerawork and editing keep the viewer engaged?
  2. In what ways does the trailer appeal to mainstream audiences?
  3. What is Channel 4 trying to achieve through this product?
  4. Show how representations of disability in this trailer counteract common stereotypes.

SECTION B.  Now watch: We’re the superhumans [C4 Paralympics promo 2016]  +
Anatomy of an Ad
wider issues, key concepts & theories. 
Use 1-10 in  mini paragraphs; mention Representations, Audiences, Institutions, Ideologies, Narratives, Genres
  1. C4’s brand values ‘noble/ ethical’  or are they just generating audiences for advertisers
  2. Media as an injector of messages & shaper of attitudes (Hypodermic model)
  3. Mean World Syndrome?  Cultivation Theory?
  4. Dyer’s Utopian Pleasures Model?
  5. Stereotypes vs Countertypes;
  6. ‘propaganda’ values: Courage, resilience
  7. Postmodernism – hybridity & blurring of boundaries; blending low and high art
  8. Pluralism vs hegemony
  9. Maslow – do you think self-actualization here is just aimed at disabled people? What about audience types:GEARS, ABC1s, Y&R 4cs model- MARS
  10. McRobbie's early ideas about gender conditioning vs Judith Butler Queer Theory and Gauntlett's ideas about fluid identities. 
 
Homework complete SECTIONS A & B for Wednesday 7th March
 ANDREA ARNOLD'S SHORT FILM 'WASP'

Aim: Use Andrea Arnold’s WASP (2003) to improve the sophistication & detail of your written answers
Unit 1 Sec A style questions
1) How does  Andrea Arnold’s ‘WASP’ successfully engage audiences?   (12 marks)
 
2) To what extent does ‘WASP’ explore ideas about female roles in interesting and unusual ways? (12 marks)
 
Unit 3 Sec A style question
3) How important is location in the construction of media messages?  (12 marks). Give examples across a range of media texts.

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SUMMER READING LIST FOR UNIVERSITY APPLICATIONS
Gaye Tuchman: 'The Symbolic Annihilation of Women by the Mass Media'. An explosive article written in 1978. Old but by no means outdated. 38 pages. Available for download here.
John Berger: Ways of Seeing. (1976) Essential reading for art, photography and media students. 176 pages, lots of images. Berger is interested in the way we view art, the representation of women in visual media and art as a commodity. 
Bordwell and Thomson: 'Film Art'.  It's 532 pages but very visual and readable. 
Jill Nelmes: 'Introduction to Film Studies'. Over 500 pages but very readable, with plenty of visual content..  

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