Upon looking at the JVC advertisement, there were five key ideas to analyse - These were media language, representation, media audiences, values and ideology and finally institutions.

The second key idea to be discussed is representation.  Within this, gender, age, class and lifestyle will be considered.  This couple are shown to be in their late twenties or early thirties.  They also appear to be fairly wealthy because Seb has all of this state of the art equipment.  They both appear to be representing good-looking people, and Seb is presented to be a successful businessman.  Men are represented as slobs, who are mostly interested in action and thriller films, and women.  This is shown from the flat.  Women are shown only to be there for his pleasure. She is also already mostly naked, which implies she is either only interested in sex, but also possibly easy.  This is negative imagery for the woman.  It is noticeable that Seb has the remote control in one hand, with work on his lap, and finally the woman has distracted him.  This gives the impression that he is superficial as he is trying to finish his work, but the ideas of pleasure is influencing him.  These two people appear to be in their early thirties.  People of this age group have been represented as wealthy, successful, and good-looking people.  However, it is very unlikely that you will be a successful film director by this age.  Therefore, it sets very high standards for people of this age group to comply with.  I believe that Seb is a middle\upper class person.  It is noticeable that people of this class will have been to university and then straight into their perfect job.  When looking at lifestyle, it must be taken into account that this has a very close relationship with class, and so the two merge together.  However, due to the class that Seb is, he is able to have the lifestyle he has.  He enjoys films, the gym and women.  The order of these is fairly significant because films are involved in his job, which is obvious from the illustration he has failed to complete due to the woman’s attraction.  The next thing he enjoys is the gym.  However, he has failed to take his dog for a walk and exercise because the woman has distracted him.  Therefore, it becomes noticeable that the woman is, overall, more important.  

When looking at media audiences, the target audience is an important factor, as is how the audience are positioned and finally who the real audience are likely to be.  The target audience has certain demographics that must be discussed.  These are including the gender, age and class.  The gender would most probably be male because the main focus in this advert is a semi naked woman.  Therefore, it would attract a larger male audience to view the advert further.  The average viewer would around the age of Seb, as it is possible that they want the life that Seb has.  This advert would be aimed at middle class and above because it is quite expensive equipment.  However, all of the demographics would depend entirely on what publication they are in.  The audience are quite literally positioned on this advertisement, so they are looking over Seb’s shoulder.  This means that we look at what Seb is looking at, e.g. we look at the woman, and then around the rest of the room.  Depending on where this is published depends on the response because, for example, if it was published where women would read it, it would generally generate a negative response, and they would be unimpressed by it.  However, men would often look at the woman, look at Seb, and the rest of the apartment, and think that if Seb has all of this why couldn’t they.  The real audience would probably be quite a lot older, as they are more likely to be able to afford this equipment.  However, this advert could also be viewed by women, as they may look at the advert and think that the woman was good looking, and that if you wanted a good looking boyfriend, then the television suddenly becomes more important.

The penultimate factor is values and ideology.  This discusses the values and beliefs suggested by the representations offered.  It is also important to look at the relationship between men and women, what constitutes success, the importance of social status and also the ownership of consumer goods.  This advert is definitely promoting heterosexual relationships, however, this could be very negative for women because they could be portrayed as being “easy” for posing naked in their boyfriends flat whilst he is working!  Men are being represented under a different light, as often adverts make a clear cut sign that men are most interested in sex and that is that.  However, this shows that a man may have other values, besides from sex and women.  Jobs within the media are seen as very successful and powerful jobs.  Success seems to be very materialistic.  Success seems to break down into power and money, because without money it’s harder to gain power, and vice versa.  Social status is shown to be an important thing to have in this advert.  As an audience, we definitely want to be either Seb or the woman.  This is mainly because they have money, a luxurious apartment and they seem to be well off and more upper class.  Being a film director is often a dream job for many people as well.  The ownership of consumer goods is often seen as a sign of wealth and social class as well, so it all ties in together.  If you have the top of the range consumer equipment, people assume that you have more spare money to spend on non-essential goods.  

Finally, I'm going to look at institutions.  Within this category, the trends in advertising will be discussed; alongside what publications this advertisement would appear in.  What is being advertised, and how it is represented is also important.  JVC are advertising a form of new media technology, specifically the Digital Cinema System.  It is represented as a symbol of status and power.  We can see this because Seb is obviously the most important part of this advert, and he has control over everything, including the equipment.  Audiences would view Seb as a person who has everything that is fashionable, and the most expensive of everything.  The fact he has this digital cinema system implies it is the best.  This advert appears to reject all technology genre conventions.  The normal technology adverts include glossy photographs and lots of technological jargon that people don’t understand.  JVC possibly wanted to break away from this convention that all technology is expensive and only accessible for experts.  It is growing more and more common that everyday people have new media technology in their homes as well as at work.  It is believable that this advert would be published in a male magazine, possibly even FHM, but magazines that not only people who work within the media read.  To conclude, I believe that this is definitely trying to break the mould and change to attract a much larger audience.