Ashlee’s BTEC Creative Media blog

Key Terms  Definitions and Examples Anchorage   Definition: when a piece of media uses another piece of media to reduce the amount of connotations. Example: caption on newspaper. Encoding/Decoding Definition: encoding of a message is the production of the message/decoding of a message is how an audience member is able to interpret the message and understand.   Example:  Polysemic Definition: multiple meanings.   Example: red can mean passion or danger. Stereotype Definition: a widely held but fixed and oversimplified image or idea of a particular type of person or thing. Example: female is the victim/damsel in distress (e.g. Scream). Hypodermic Model Definition: suggests that audiences are passive and that the media are able to inject the audience with a message and they will agree with it blindly. 

Question 1 In video clip A, editing is used to create a fast-paced and upbeat trailer. One way this has been done is with cuts. These are used to make a quick transition from one shot to another, therefore allowing as many shots as possible to be included. It also keeps the footage moving at the same pace as the music, because shots can be short or slightly longer depending on the beat of the non-diegetic sound, without being slowed down by a fade or pan. Another example of editing in this clip is non diegetic sound. The music used is quite bouncy and upbeat which creates a positive mood for the audience. The positive phrase ‘Yes I Can’ is repeated in the lyrics which motivates the audience and the Paralympians and makes them believe that they can do anything as well. Without the non diegetic sound the trailer would be open to mockery because an audience can create their own, uninfluenced, interpretation. Also, a melancholy soundtrack would have a negative impact and give the impre...

Representation of Old Age Example 1 Wonga Advert —representation created: tired, outdated/colourful fashion sense, moody, stereotypical  — S etting: white background and sofa, boring and dull — C ostume, Hair & Makeup: Colourful/outdated clothes, flower patterned, glasses on chain, grey hair, one appears to be wearing some makeup, the other is wearing none — A ctors: — L ighting: Soft light — P ositioning: Females are on either side of the male — G enre:  — A udience: elderly  — P urpose: to promote a loan company  Example 2 Friends - The Gellers —representation created: avoids stereotypical appearance, clothes are not outdated, hair is not grey, necklace could be slightly outdated (possibly an heirloom?) — S etting: parents old apartment, old furniture, patterned sofas, wood/cushioned dinning chairs — C ostume, Hair & Makeup: modern clothes (for time period - 90s), Judy has no grey hair, Jack only has some, Judy is wear...

Representation of Men Example 1 —positioning: the male is at the front, females are in the background (except Zac Efron) —Zac Efron’s position shows he is of a lower status/less significant than Hugh Jackman —Costume: Hugh Jackman is wearing two royal colours, red and gold (shows wealth) —Rebecca Ferguson is wearing white (symbolises the purity of women) (contrasts Hugh Jackman) —Lighting: Hugh Jackman has a soft light facing him directly, highlighting his face and costume. —The other characters (mostly females) have top lighting to show their faces —slightly low angle, conveys Hugh Jackman’s character has a lot of power Example 2 Harry Potter and the Deathly Hallows part 2 (Trailer) —Hard Light —Slow zoom —Cut, done every few seconds to show as much action as possible —Low saturation —Makeup: dirt on Harry’s face shows violence/struggle —Harry and Voldemort are the main focuses (close up shots, most screen time) Example 3 —All about body image...

Representation of Women Example 1 Vogue —target audience: Appeals to women because it is someone to look up to. Appeals to men because there is skin exposed (male gaze). —camera: mid shot, so viewers can see details —background is blurred, focus is on female —Costume: exposed shoulder, arm and collarbone. Large jacket could suggest that women try to keep themselves covered up but society still sexualises them. —Actor: model is famous (Justin Bieber’s wife) —Lighting: natural light Example 2 Melanie Martinez - Pity Party Music Video —Costume, Hair & Makeup: cute dress, heavy makeup, soft colours, pigtails —Lighting: Soft Light  —Setting: Pretty flower-patterned sofa, decorated table cloth, cream, pink, blue and green balloons, milk and cookies, baby toys —cut, mid shot, close up —setting and costume show the ‘doll-like’ stereotype —Genre: Alternative Music —Audience: Teens —Purpose: To show the negative affects on a women’s emotional state...