VW vs Skoda

The two adverts, one a print image for Skoda Fabia and another moving image advert for VW Polo, are both adverts for cars. They both use different conventions and techniques to target their audience and persuade the audience to buy their product.

The advert for VW Polo has the theme of protection through it, and is also reinforced by the title,’ Protection’. The first scene of the advert is of a riot; there are males, who are fighting against policemen. This alludes to the 19th century revolution that took place in Europe; the middle class bourgeoisie were fighting for their rights. On the other hand, since it is a German brand, it can also allude to the Berlin wall incident. Therefore, this can suggest the primary target audience for the advert is, males, aged 17-35, of B, C1, C2 class. The ‘Protection’ theme is shown when there is a close up shot of a male is, crouching down behind a car, to shield himself from the police attacks, connoting seriousness

In contrast, the Skoda Fabia advert connotes happiness, because of the medium shot of the happy, smiling workers. The anchorage, “Manufacturers of Happy drivers” also reinforces the theme of happiness. It can suggest that they do not only make cars, but want to make the drivers of that car happy. It is further reinforced through the colour orange, which is bright and joyous, as it is a summery colour.

The sound in the VW advert is contrapuntal, as the images in the montage are fast paced, whereas the music over it is classical and dramatic. This reinforces a binary opposition between good and evil, which is further supported by the colours, black and white.
The workers in the Skoda Fabio are all white, working class. This portrays institutional racism. Similarly, all the actors in the VW Polo, are primarily white, therefore suggesting the car will only protect white people, as a result targeting their primary audience. This may also be due to the fact that Skoda are owned by VW, therefore have the same ideologies.

The second scene of the VW advert is of horseracing, which shows the vulnerability of man to animals. The male is crouched in together, protecting himself from the horse. In addition to this, the animal rights theory can be applied, as the horse is represented as an object that can be used as entertainment purposes. However, this is juxtaposed with the scene after, as the animals (dogs) are shown to be attacking an innocent male, who is on the floor.

The Skoda car is shown to be a family orientated car, through the way the workers are standing around the car. This is because it looks as if the car is their child and they are the caring, warming, nurturing parents that made it, with all their heart. The are standing around the car smiling, which can suggest that they are happy with their production, and that the audience will be too. The advert is targeting an audience of families, with children, from C1,C2,D class. This is because, even though the car has the same engine as a VW, it is known to be of cheap quality, therefore targeting an audience with low disposable income.

Essay on Daily Star and Daily Mirror

'Using the comparison of these two texts as your starting point, explore the media issues and debates which they raise.'

The Daily Star and Daily Mirror are two different newspapers that have different ideologies and representations. Both newspapers have used the Celebrity Big Brother story about Shilpa Shetty being verbally abused by her fellow housemates.

The Daily Star has used the story as their main headline, which takes up the whole front cover of the newspaper. This is to attract their primary target audience of males, 19-35, of c2, d and e class. The audience would be attracted to buy the newspaper because of the articles, as it is mostly “Goss...Pics...Sport”. This can be contrasted with the Daily Mirror, which has used the story as its second story, and have used a story on the economic problem. This is to attract their primary target audience of males and females of B, C1, C2 class, and aged 21-45.

This is further highlighted by the language used by the newspapers. The Daily Star has used simple English to appeal to their audience. Whereas, The Daily Mirror has used more complex English to attract their audience. This can reinforce the issue of ‘chavs’ in society, as the Daily Star is conveying that their audience is uneducated and not interested in ‘real news’. Whereas the audience of the Daily Mirror are well educated, as the news on the front cover is about “Mortgages...Inflation...Debt”.

In addition to this the difference between class and society is shown through the price of both newspapers. The Daily Star is priced at 0.35p and the Daily Mirror is 0.45p. As a result the issue represents the audience of the Daily Star as less privileged; as they are unable to buy a more expensive newspaper like the Daily Mirror.

The Daily Star has used half the page, to show an image of Shilpa Shetty, whilst the Daily Mirror has used the right hand corner of the page, which is less then a quarter of the cover. This can suggest that the Daily Mirror does not find the news as worthy as the Daily Star does. The representation of Shilpa Shetty differs between the newspapers, through the layout and captions used. The Daily Star has used a provocative image of Shilpa Shetty, as she is shown to be a sexual object, which reinforces Laura Mulveys theory of ‘male gaze’. Freud’s theory of penis envy can be applied to the way Shetty is positioned, as her legs are long and wide apart, emphasis’s her as a sexual fantasy.

This is contrasted with the Daily Mirror which has only used Shetty’s face instead of her whole body. This can portray her as an innocent victim and like a ‘Madonna’, instead of showing her as a ‘whore’. This is further highlighted, because the image used by the Daily Mirror is an official image produced by Big Brother, whereas The Daily Star have researched an image to show her looking seductive, to appeal to their audience. The Daily Mirror has reinforced the historical view of Indians being, moralised and wise, which reinforces Bhaba’s view.

The difference between the newspapers value to news is shown through the amount of pages the Daily Star has dedicated to the Shilpa Shetty story. They have publicised the story over “pages 4,5,6 and 7” and the Daily Mirror has placed it one “page nine”, which shows the importance of the story to the audience of the Daily Mirror. There is also a difference in the way both have presented the story. The Daily Star has shown it be the only news important and has glamorised the story, reinforcing the effect theory. This is contrasted with the Daily Mirror which has shown the news as important, because a human is being verbally bullied. This introduces the issue of human rights and bullying issues. Both newspapers reflect on the British society during the 1970s as being racist towards other ethnic minorities, and suggest it is still visible in the 21st century, multicultural Britain.


Another difference between the two is the other news presented. The Daily Star is mainly focused on celebrity gossip, which is shown through the two pugs at the top right hand corner of the cover. The first is about “Beyonce’s Golden Globes”, the pun used is supported by the image of Beyonce, as her torso and breasts are focused on, instead of her achievements. The ideology of females as weak and inferior to men is suggested here as it is placed next to an image of four males, who have achieved a lot at the Brit awards, which reflects on the ideology of the patriarchal society.
The hypodermic needle model suggests that images in the media promote females being beautiful and sexual. The pressure of conforming to these ideas leaves the female audience feeling that they should change their appearance and be more like the images shown, for example like the image of Beyonce on the Daily Star.

Overall, both newspapers raise important issues and debates, such as racism and bullying, which is relevant in the 21st century. The Daily Star is a newspaper which reflects the lower class society attitudes and views compared to the middle class, bourgeoisie society that read the Daily Mirror.

BBFC

1. From where does the BBFC get its funding?
Film industry

2. What types of texts do the BBFC classify?
Video/ FILMS

3. What are the problems / issues that the BBFC must deal with when classifying material? Look at the types of things they classify, ability to account for all types of content, changing context etc.
Violence
Language
Sex
Sexual Violence
Drugs
Horror
Imitable Technique
Racial Issues

4. Note the range of classification categories and what they mean e.g. U, PG, 12A etc.
Universal Children- Suitable for all, but especially made for children under 7 years of age.
Universal- All ages admitted, there is nothing unsuitable for children.

Parental Guidance- All ages admitted, but parents are advised that certain scenes may be unsuitable for children under 13
12 Accompanied- Suitable for those aged 12 and over. Those aged under 12 are only admitted if accompanied by an adult at all times during the performance (replaced the standard 12 certificate for cinema releases only in 2002)
12- Suitable for those aged 12 and over.
No-one younger than 12 may rent or buy a 12 rated VHS, DVD or game (home media only since 2002)
15- Suitable for those aged 15 and over.
Nobody younger than 15 may see a 15 film in a cinema. No-one younger than 15 may rent or buy a 15 rated VHS, DVD or game.
18 -Suitable for those aged 18 and over.
Nobody younger than 18 may see an 18 film in a cinema. No-one younger than 18 may rent or buy an 18 rated VHS, DVD or game.
Restricted 18 -Suitable for those aged 18 and over. May only be shown at licensed cinemas or sold at sex shops, and only to people aged 18 or over.

5. Look at how different themes /content within texts are classified. Make notes. Why might a DVD featuring content of skateboarders and BMX bikers performing dangerous stunts be classified as 18 but a film containing a sex scene and use of the ‘f’ word only get a 15 rating?
6. Why might a film be given a rating of 15 upon release at the cinema but 10 years later be classified as a 12?
7. Who is responsible for classifying films in the USA? How has this changed over time? (Look back to the studio system of the 1940’s).8. Research the following case studies exploring why they were brought to the attention of the BBFC:a. Canis Canem Edit (2006, Rockstar)b. Crash (1996, David Cronenberg)c. A Clockwork Orange (1971, Stanley Kubrick)d. Fight Club (1999, David Fincher)e. Lara Croft: Tomb Raider (2001, Simon West)f. Sweet Sixteen (2002, Ken Loach)g. The Last Temptation of Christ (1988, Martin Scorcese)h. The Texas Chain Saw Massacre (1974, Tobe Hooper)

essay

The representations of females differ between these two magazines, 'Heat' and 'Cosmopolitan.' The colour pink is used on the cover of 'Cosmopolitan' to attract the target audience of females, aged 16-30, of ABC1C2 class. This can connote love, passion, lust and is used as it is stereotyped to be a female colour. This can be contrasted with the cover of 'Heat' as it has limited amount of the colour pink used. The only pink used, in by the actress Sarah Jessica Parker; however is not used specifically by the institution, to appeal to their audience. Therefore, it can suggest the target audience for this magazine is not only females, but males too.

Cosmopolitan have used Beyonce on the front cover of the magazine as the protagonist; this attracts the audience, as they would like her music and her fashion sense. The key lighting on Beyonce's face and torso highlights her key features, portraying her as a sex symbol. This is reinforced by the colour pink, which connotes love. Whereas the cover of ‘Heat’ have used 3 main females, Sarah Jessica Parker, Dido and Halle Berry, all who are famous celebrities in Hollywood. These 3 females are not shown as sex symbols, because the institution is not trying to attract their audience, of females aged 20-35, of C1C2D class, who would read it for escapism, to find out information on the latest new programmes, whereas the main focus is on their hair, as the article is attracting the audience to the featured article about how to get celebrity hair. Even though both institutions have used their picked celebrities for different reasons, they are encouraging and are employing their view on the audience, that they should aspire to be like a celebrity, and they know how to, encouraging and persuading the audience to purchase their magazine.

The genre of both magazines are different, Cosmopolitan features more articles on fashion and celebrities, whereas Heat have the combination of fashion, celebrity gossip, and TV interest. This is presented on Heat, through the various pugs used; for example the two Eastenders exclusives and the Hugh Grant interview. In comparison with Cosmopolitan, that has used a main image of Beyonce, surrounded with many strap lines. The fact that Beyonce is covering the masthead, can suggest she is powerful enough to make the reader look away from the masthead and look towards her. She is also presented as dominant, because of her facial expression, which shows her looking down to the reader, smiling; also reinforcing the Propp narrative, her as the princess, however is shown to be independent. However, she does not need saving because she already is powerful enough, introducing the issue of feminism. It is also suggested by through the colour of her skin and the background colour. The colour of her skin is almost golden, like the background colour, which symbolizes her as a goddess.

The magazine Heat has represented females as superior because there are more on the cover, compared to two males. The fact that there are only two males can oppose the patriarchal society. The males are seen to be not attractive because of the issues surrounding them, such as High Grants issue with the prostitute and in Eastenders the case with Little Moe and her rape case. This can also support Levi Strauss’ binary oppositions theory; representing the male as evil and female as good.

Cosmopolitan has many articles to do with sex, creating a sexual theme. It is reinforced by the colour and how Beyonce is positioned. Her revealing, short, fitted pink dress shows her as beautiful and accentuates her body. Also, the way her hand is positioned, which is moving up her thigh, gives sexual connotations to the reader. As oppose to Heat, where all the females are covered; the strap line is covering their body focusing on their hair rather than their body, therefore opposing the theory of Laura Mulveys, ‘male gaze’ whilst Cosmopolitan reinforces this idea. This opposes the idea that female are stereotyped to be housewives, and should stay in the kitchen, which was the view in the early 19th century.

Beyonce is represented as a curvaceous woman, opposing the issue of the size zero debate. This can give a positive representation of woman, as the institution is trying to convey to the female audience that it is alright to have curves, as it is attractive. It is reinforced because there is a rise of eating disorders found amongst young females; which is the target audience of the magazine. This can also reinforce the hegemonic model (Gramsci) which suggests the audience is passive, and will believe in anything. However, Beyonce may not really look like that, as the photo would be airbrushed, to look attractive, which can then be negative as the audience may interpret it to be unreal, and think the institution is encouraging them to be thin and loose weight.

Heat is presented as an informal magazine; this is shown through the cover layout. There are many pugs and strap lines which can lure their target audience and their secondary audience, of females aged,16-20, with less disposable income, as the magazine is cheaper than Cosmopolitan. Compared with Cosmopolitan, this includes high fashion to attract their target audience, and their secondary audience of females, aged 35 and over, with a higher disposable income, they would read it for personal identity. The layout of Cosmopolitan is minimal, to emphasise the issue, as it has a sexual theme, and also allows the audience to focus on Beyonce, reinforcing the idea, that ‘sex sells.’ Heat, has various stories, to appeal to the audience, however, looks different to Cosmopolitan. The magazine has to look attractive to the audience, as the issue currently surrounding money is the economic crisis, and the ‘credit crunch,’ therefore the price and look of the magazine is important.

HEAT MAG/COSMO

M-

There are many images, on this cover, which can suggest to the reader that the magazine would also be filled with many images, to make it look interesting and appealing.The 3 main images on the cover, are seen to be glamorous and slim- the issue that can arise through here is the size zero debate. However the appealing story here is the Hair of these females. They are represented as ‘know it alls’ of fashion. The fact that there are only two males can oppose the patriarchal society. The males are seen to be not attractive because of the issues surrounding them, such as High Grants issue with the prostitute and in eastenders the case with Little Moe and her rape case.
The colour red is used a lot on the cover, this can connote passion, love or danger. It could suggest the magazine is dangerously filled with a lot of issues and articles.

I

The institution is trying to convey that the magazine is filled with gossip and fashion and everything else that females like. This is seen to be stereotyping females as obsessive with their looks and gossip.

G

The genre of the magazine is ‘celebrity news’ the cult of the celeb..
RThe females represented are as ideals to normal everyday females.The males are seen to be ‘bad’ or opposite to the females. There are 7 females to 1 male

A

The audience for this magazine would be C1 C2D class females, aged 21-35. They would enjoy reading about celebs, and wanting to be like them

I

Laura Mulvey/
The fact that there are 7 females on the cover can show how the media has changed; before there used to be males on the cover of magazines.

COSMO:

M
Beyonce is modelling for this cover of Cosmopolitan. The colours on the cover are mostly pink, red or gold. This can connote love, desire and lust- sexual connotations.
The theme of the issue is sexual; all the articles are to do with sexual intercourse.
The way Beyonce is standing, with a revealing deep neck, pink dress, can also highlight the theme. Her hand is coming above her knee, which can also give sexual connotations. Her skin is the same colour of the background-golden.
The fact that she is looking down upon the reader, and is covering the masthead, shows how powerful she is.
I
The Institution is well known for its priority for fashion and beauty as well as celeb gossip. They have used a well known singer/actress and idolistic person – Beyonce, because the TA aspire to be like her, because she is very successful.
G
The genre is fashion/beauty/gossip
R
She is represented to be very sexual, due to her body poisoning.


A
The TA is females aged 16-30, who want to be attractive and appealing like Beyonce.
I
Laura Mulvey= Male Gaze

N

Vanity Fair, have used Daniel Craig for their main image, to advertise their magazine. Craig is presented as sexy, and attractive, this is through his facial expression and the way he is looking towards the camera, which is eye catching.
The use of an orange background and him wearing black and white, suggests he is well dressed and presents himself nicely. This can therefore appeal to males, as they aspire to be like him, because he is a successful actor; the film advertised on the cover with him is, James Bond. This film is inspiring to males, aged 16-40, as he is a good looking agent; the film follows the proppian theory, making him like the hero, as getting the girl, who is the princess. The institution is therefore, trying to convey to their male audience, that they should be like Craig, to ‘get the girls.’
However, females can be attracted to be buy the magazine, because they find Craig sexy, and want to find someone like him.

The actor, George Clooney is on the cover of Vogue, for men. The glamorous, well known magazine has used a famous actor, like Clooney, to suggest how classy and sophisticated the magazine is. Clooney is presented as casual and relaxed, which is reinforced through his facial expression; his eyes are seen as mysterious, which gives the magazine an ambiguous feeling.
The magazine is targeted towards males, aged 21-35, of ABC1 class, with an interest for fashion, electronics, and the other stories which are advertised on the cover to attract their audience. The male audience would be interested to buy this issue and the magazine itself, because of Clooney. His image is constructed, as if he is looking towards the reader, with an intriguing look, with a headphone in his hand, suggesting he is a director as well as an actor. Therefore, the audience would buy the magazine as they aspire to be like Clooney; because he is successful and attractive.
The colours used on the magazine are contrasting, such as brown, grey and black, which are stereotyped to be male colours. This gives the feeling to the audience that the magazine is just for men, and not for women. This is then reinforced by the main heading, “What they say about us,” the word “they” is used in place of females, or women, suggesting they are “the other.” This can appeal to a male audience, as they would want to find out what females say about males, and how they want them (the males) to look.
The intuition, Vogue, is a stylish, high class magazine, which is popular amongst women who enjoy fashion. By using Clooney as the main ‘face’ for their magazine, they are conveying how males should be. He is presented by the text used by the magazine as a “Mere Mortal,” therefore suggesting he is an everyday, male, which is also represented through his clothing. His laid back attitude, in a jumper and brown coat, presents him as normal; however by placing an image of a TV screen behind him, they are suggesting how normal he is, even though he is connected with the film industry, Hollywood.
Clooney is covering the masthead of the magazine, reinforcing how popular the magazine is, and suggesting how superior Clooney is. This is because he has enough power to cover the title, and is intimidating the reader.