The Art of Persuasion : An Analysis of the Apple Mac Advertisement Campaign
The Art of Persuasion An Analysis of the Apple Mac Advertisement Campaign The focus of study for this assignment will be Apple's "Get a Mac" advertising campaign, a series of vignettes produced by New York-based advertising agency TBWA. The adverts concentrate on technical differences between PCs and Macs and these are presented by employing a visual metaphor: two actors assuming the roles of the PC and the Mac. There are 23 commercials in Apple's US campaign, which star John Hodgman and Justin Long as the MAC and PC respectively. Six of these have been re-shot for the UK market and star popular comedians David Mitchell and Robert Webb. The first thing to note about the adverts is the clarity and simplicity of style. In keeping with Apple's bare-bones marketing approach, there are no slogans, no ornate visual effects, no third party endorsements and no voice-overs. There is nothing to steer attention from the two actors. The advert works on two levels and combines science and art. On the surface we have the aesthetic design, which is intended to influence our perception of the product. The visuals immediately render each product relevant to a distinct type of personality. The Mac (Robert Webb) is dressed in trendy, casual clothes - a stark contrast to the PC (David Mitchell), who is dressed in a drab suit and tie. The actors represent the two computing platforms, but they
Why are soap operas considered to be "feminine narrative forms"? Explain using two soap operas in your response.
Why are soap operas considered to be "feminine narrative forms"? Explain using two soap operas in your response The soap opera genre originated in American radio serials of the 1930's; the name owes itself to the sponsorship of these forms of programme, by major soap powder companies. Thus like many other television genres, the soap opera originated from radio rather than film. Television soap operas are long running serials concerned with everyday life and attempt to portray realism and so to reflect the viewer's life enabling them to relate to the characters and become involved within the text. It is argued that soap operas are essentially feminine narrative forms, this essay will explore the reasons for this argument with particular reference to the British soap opera Eastenders and the American hit Dallas. Soap operas were originally produced to be targeted at a female audience. In the 1950's when soap operas were first screened, women were associated within the domestic sphere and confined to the home in their role as a 'house wife', thus soap operas were screened during daytime viewing hours. Extensive television studies show that in the winter, the average adult watches around thirty hours of television a week with women watching predominantly more than men. There is a very noticeable difference in the viewing patterns that the genders inhabit; they reflect that women
Comparison of public and private broadcasting Networks in Canada
Comparison of public and private broadcasting Networks in Canada Name Grade Course Tutor's Name 3 April 2009 Media systems in Canada: an introduction Canada is largely perceived as a country that is built on communications and communication technology which it depends on a great deal to date 10. It has a media sector that is well developed and which can reach practically every Canadian thereby making it an essential component of Canadian life. The mass media of Canada includes television, magazines, newspapers, books, internet, radio and films which serve several functions such as the provision of information, entertainment, education and advertising. BBG communications (2008) documents that in the broadcasting industry, Canada has a total of 130 VHF and UHF television stations, broadcasting on 1,456 transmitters in the entire country and which are owned both publicly and privately. The Canadian Broadcasting Corporation is a public network which operates in both English and French. Besides CBC, four other private networks also broadcast bilingually. The exclusive English broadcasters are CTV and Global who are available in the entire country whereas TVA and TQS broadcast in French and are mainly aired in Quebec. However, TVA can be accessed throughout Canada by use of Cable television. Canada also has a national network, the Aboriginal Peoples Television Network (APTN)
Has EITHER the television OR the radio had any decisive 'influence' on everyday life during the last
Has EITHER the television OR the radio had any decisive 'influence' on everyday life during the last Media are channels through which information is transmitted. The media includes: television, radio, films, videos, computers, books, and magazines.Janowitz (1968) states that: "mass communications comprise the institutions and techniques by which specialized groups employ technological devices (press, radio, television, radio, films, etc.) to disseminate symbolic content to large, heterogenous, and widely dispersed audiences." Mass communications are uniquely a feature of modern society; their development has accompanied an increase in the scale and complexity of societal activities and arrangements, rapid social change, technological innovation, rising personal income and standard of life, the decline of some traditional forms of control and authority. There is an association between the development of mass media and social change, although the degree and direction of this association is still unknown. Many of the consequences, either harmful or beneficial, which have been attributed to mass communications are almost certainly due to other tendencies in society. Few sociologists would deny the importance of mass communication as a major factor in the production and distribution of social knowledge and social imagery in modern societies. Whether television or radio has had a
The 1989 Broadcasting act changed the face of Broadcasting in New Zealand. Discuss.
The 1989 Broadcasting act changed the face of Broadcasting in New Zealand. Prior to 1989 broadcasting in New Zealand was a tightly regulated affair. The government controlled, Broadcasting Corporation of New Zealand (BCNZ) and Broadcasting Tribunal, were the two major players on the New Zealand Broadcasting scene. In 1988 The BCNZ "owned the only commercial television channels in New Zealand, and the largest network of commercial radio stations in the world" (MED, 1997). In fact of the sixty four radio station that were operating in New Zealand thirty four of them were owned by the government and hence run by the BCNZ. Not only did the BCNZ own over fifty percent of the countries radio stations, and it's only operating commercial television stations, it was also the government's principal policy advisor when it came to Broadcasting. Its partner the Broadcasting Tribunal was responsible for the issuing of all "licences to establish AM or FM radio stations" (MED, 1997). If a private broadcaster wished to establish a television station in New Zealand it needed the express permission of the Minister of Broadcasting. In short, prior to 1989, Broadcasting in New Zealand was in the dark ages a tightly controlled affair that neither promoted diversity nor delivered a wide range of quality programming. There was limited competition and limited opportunities for expansion by privately
An analysis of how television viewing has changed over the last two decades in terms of the frequency of viewing, the nature of the programs view, the viewing times through the day and the number of hours spent on viewing.
An analysis of how television viewing has changed over the last two decades in terms of the frequency of viewing, the nature of the programs view, the viewing times through the day and the number of hours spent on viewing. Over the last two decades (1980-2000), the television channels of United Kingdom increase from the main four channels to the multi-channels nowadays. The two main broadcasting companies are BBC1, BBC2, Channel 4 and ITV since 19th century. The TV channels have increase and improve from the normal viewing to digital viewing since 1990. Consequently, there were also some changed of the viewing of TV arise from the improving in the mass-media technologies. First of all, the frequency of viewing had changed during the last two decades. Since 1980s, there was a radically changed in the cover range of the TV channels all over the United Kingdom. The BBC and ITV had made their effort in the increasing the quality and the variety of the channel programs and the cover area of the AHF and UHF. At the same time, the economy of the Europe country had increase. Many household are affording to have TV at home. However, the frequency of the TV viewing did not have any radically increase during that time. This is because of the TV channels does not have variables choice of program that can attract the audience attention. The frequency of the viewing had increase since the
This essay will discuss the representation of crime in the media in relation to ethnic minorities. Several related cases will be used to make points, examples, analysed and evaluated in detail to attempt to examine this statement.
"It is through the representation of crime in the media as a moral issue that treatment of both perpetrators and victims from ethnic minority groups within society is continually subjected to mis-representation." This essay will discuss the representation of crime in the media in relation to ethnic minorities. Several related cases will be used to make points, examples, analysed and evaluated in detail to attempt to examine this statement. Statistics and many sources will be used in evidence to support my arguments and then finally incorporating all the information to make a conclusion. In 1827 the first newspaper for African Americans was launched: Freedom's journal. In its first issue it proclaimed, "From the press and the pulpit we have suffered much by being incorrectly represented" and "too long have the public been deceived." Similar concerns have been voiced over the years about each new mass medium, notably motion pictures, the radio and television. Centrally, the complaints have been that ethnic minorities are both underrepresented and negatively stereotyped. The importance of such concerns lies in the cultural significance of the mass media. For example, television predominates as a human activity throughout the Western world; the average is around thirty hours per week per person in the U.K. In many countries it is the third most time-absorbing activity after
Images of Crime, Criminals and Justice in American Media
Images of Crime, Criminals and Justice in American Media A sample of crime films, television programs, news programs, and a song were reviewed for this content analysis. Notes are included at the conclusion of this report. Several general themes emerged from these texts. First, the images of career criminals portrayed in the mass media continue to include Italian Mafia types, minority ghetto gangs, and the occasional white collar criminal who may commit a crime of passion. Deprivation and structural functionalist theories as discussed below along with social learning theories may explain the persistence of these images and the social realities they tend to mirror. A series of CSI Las Vegas television programs presented criminals as falling into these categories but tended to focus instead on the positive characteristics of crime fighters. This included forensic scientists as well as police officers. While these individuals were shown as having character flaws (e.g., excessive egos, involvement with crime figures, gambling addiction), their dedication to their jobs was emphasized. In contrast, criminals were depicted as less intelligent, more violent, and the product of flawed backgrounds. Bob Dylan's "The Hurricane" was a song that made the case that Rueben "Hurricane" Carter, a black New Jersey boxer, was wrongfully accused of murder by racist police officers. Whether or
Active audiences have a mind of their own and they inject their own meanings into media messages that they receive via different mediums.
Active audiences have a mind of their own and they inject their own meanings into media messages that they receive via different mediums. As an active audience, they have the freedom of choice in their selection of media and its content. They may also have different responses to the media. Over time research studies have shifted in focus to study audiences as having an active nature rather then a passive one. Different arguments have thus been brought up to support the idea that audiences are active. This essay will aim to study the arguments for the active audience. An active audience is one who interprets media messages by constructing their own meanings to it. They question the media messages that they receive, agreeing only with what they believe in while they criticise and rejecting others based upon their past experiences or knowledge that they have. Active audiences do not allow themselves to be manipulated by the media and media itself also does not have any direct influence on audiences because they interpret media messages differently and have different responses to it. According to Viola (2002), audiences who actively interpret a programme will bring to a text different subjectivity and readings due to different social backgrounds as well as knowledge resources of the programme and life. Audiences are therefore not 'sponges' who simply absorb media messages just
Research Investigation To what extent does a music video follow the narrative set by the lyrics? The presentation of narrative within a music video can be influenced in various ways.
MS3 Research Investigation 'To what extent does a music video follow the narrative set by the lyrics?' The presentation of narrative within a music video can be influenced in various ways. These influences include the image the artist wishes to project, the forms of narrative e.g. disjuncture, reverse, illustrative and non-linear, the audience which is being targeted, the intertexual use of another form of media such as controversies which have arisen within the news about the artist e.g. Lady Gaga possibly being a hermaphrodite was challenged at the beginning Telephone1 in which a prison ward said 'I told you she didn't have a dick'. A narrative is formed by people in to make sense of a series of events e.g. a historical event from how it began to how it ended or through a collection of 'moral tales' e.g. the Aesop's fables in which a moral is explained through the use of narrative. Non-fiction events are also presented with a narrative structure e.g. a scientific breakthrough. Various theorists and philosophers have tried to explain how narrative works. Todorov suggests that all narratives begin with an equilibrium in which everything is in a balanced state, followed by a disruption which unbalances everything and then to an equilibrium state in which either the original equilibrium is restored or a new equilibrium is established. However, Claude Levi-Strauss2 observed