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Reading the media essay.

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Introduction

Reading the media essay (Module 1 Key Concepts) In any television advertisement, without realising it, us as an audience are sub-consciously being dictated to. An advertisement aims to advertise something to us, be it a product or a service. The advert will contain a variety of stereotypes in the form of representation, values and ideology. These stereotypes are conveyed to us, the audience, by media language, narrative and genre, and a media institution governs all this. It is we, those that are aware of the power of the media, that can see that these key concepts can be used to identify just how and why we are being manipulated. The aim of any advertisement is to make a sale as a result of being advertised to, in order to do this successfully; the media must create an advert that makes the product seem appealing and something that the audience will want. Both the Comfort Vitality and the Audi A6 adverts contain a mixture of key concepts but they differ because of the nature of the products that are being advertised to a particular audience. Any medium used by the media is simply a representation and particularly television adverts often could not be further from the truth, that is reality. ...read more.

Middle

In order for representations and values and ideology to be shown to us, media language is the concept, which combines camera shots, lighting, non-verbal codes, costume, sound and editing. The media language is what is used to make the advert and aid the content of it. In the Audi A6 advert, wide camera shots of a river narrowing in the distance are used to promote the fact that they are nearing the destination. Close ups of the car itself as it is shown in a sexual revelation and a low angle shot of the authoritarian is used to make him appear higher than us, so as to reinforce his power and dominance. The media language used in the Comfort Vitality advert is the use of graphically matching shots to create theme and continuity. Dissolves, fades and swipes are used to blend shots together and help reinforce the idea of brightness and vitality. The upbeat backing sounds, which are played, as words and images appear on screen and the fast cut rate of shots help to keep the target audiences attention. Representation, media language, values and ideology are the elements that combine to communicate a story, theme or meaning. ...read more.

Conclusion

Genre affects the narrative shape. Genre is important both to the producer and the audience. The audience will determine the advert, from what the content of the advert will be like to what time of day it will be screened and in between which television programmes. For example, the Audi A6 advert has a completely different genre to the Comfort advert because they are each aimed at different audiences. The Audi A6 advert is shot more like a film than the comfort advert which is meant to be like a realistic example of typical family households in today's society. The ideas contained within each advert can be analysed by looking at the key concepts. Any media text contains elements of all the key concepts and they all overlap with each other. In these two adverts, the audience is targeted in a number of ways that appeal specifically and directly to them. By creating an idealistic scene the producer can attract the potential customers attention in an attempt to persuade them to buy the product. Few people actually see the way in which they are tricked into thinking that something is better, newer or more advanced than something else, this is why media institutions spend lots of time and money on producing these types of advertisements. ...read more.

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