Year 13 Summer Task

Advert Essay

Explain how representations in adverts are constructed, and how they reflect the social and cultural contexts in which they were made.

Look at Camera, Mise En Scene, Representation of people, places, themes, emotions…

The first Old Spice product was created in 1934 in New York, and he was inspired by the mother’s aftershave. He inspired to a nautical design.

 This advert is a mid-long shot, and represents the male gender and the ethnicity because the actor is black.  This advert represents even the femininity because there is a girl in bikini lay down on his chest and this advert is direct not only for men but even for the girls so they should gift this to them boyfriends or husbands to be like the man in the advert.  THE VISUAL REPRESENTATION OF THE VOLCANOE ERUPTING OUT OF THE MANS HEAD PORTRAYS HOW POWEFUL YOU WOULD BE IF YOU BROUGHT THIS PROUCT YOU CAN EVEN EFY NATURES GREATEST THREATS. THE MAN ON THE SIDE OF HIS HEAD IS ALSO A VEIW OF MASACLINITY AND POWER THAT OLD SPICE WOULD GIVE THE BUYER. ALSO THE USING AN ATRACTIVE MALE CAN APPEAL TO THE WOMEN MAKING THEM BUY THE PRODUCT THINKING THEIR MAN WILL TURN INTO THIS POWERFUL RESILIENT MAN.

  The use of highkey lighting sets up the utopian appeal of the advert, highlighting the iconography and actor which in turn emphasizes the strong masculine stereotype the advert aims to depict. The actor, Isaiah Mustafa, directly addresses the consumer by making direct eye-contact. This therefore connotes confidence which encourages women to buy the product to give their man more confidence, potentially making them more attractive with their newfound confidence. It could also target men who want to have a better appeal to both their peers and women.

  The use of numerous women in bikinis further highlights the stereotypes portrayed about men and women. The women are minute in comparison to the men, potentially portraying them as lesser beings. They are used in the advert to emphasize the masculinity of the men.

Overall, the product stereotypically represents males as the ultimate alpha male that will gain strength, attractiveness and power from purchasing this product, however through the use of props and actors this is apparent to both a male and female audience and attracts both of them to buy the product as women may want to buy it for their male partners to give them more confidence and make them into the ‘ideal’ guy that is portrayed in front of them, as the women lying on his chest gazing up at him emphasizes his masculinity which is stereotypically attractive to women.

Music Video Essay

Explain how representations in music video are chosen to promote the artist(s). Refer to one of the music videos you have studied to support your answer [10] (choose from Titanium - David Guetta or Stop Where You Are - Corinne Bailey)

This music video is a concept video. this implies that she is following a single idea, one which signifies the importance of being in the present moment. Her concept video doesn't follow most of the lyrics, but they both have provide the same meaning behind them. even though do not watch with one another and contrast perceptive views, both show the positive and negative message that Corinne Bailey Rae is trying to convey throughout.

Stop where you are is about to show to the people that taking time to celebrate the moment and to praise what's around you is what can keep us going. by focusing on the importance of life and what we have achieved, we are making ourselves stronger and are creating an uplifting atmosphere but not only for us but even for all people are around us.

In this music video the motif of lighting is important. They both include scenes with the light in focus, creating a positive atmosphere and outlook on life. This is done because it it the overall message that Corinne Bailey Rae wants to illustrate to her audience. She wants to evoke a notion of happiness.

The characters in this music video are from different ethnicity, background and ages.  In the whole video Corinne Bailey Rae has seen as a neutral figure who fleets in and out of stereotypes and bad situations. Corinne is promoting in this music video in many different ways, all in positive light. She is presented as being a role model with all positive qualities.

Stop Where You Are - Corrine Bailey Rae Music Video Analysis

Titanium - David Guetta ft. Sia Music Video Analysis

Corinne Bailey Rae - Stop Where You Are (Official Video)

David Guetta - Titanium ft. Sia (Official Video)

Music Video

• Where you can watch music video?

      - Youtube 

      -  VEVO 

      -   TV

• Do you watch them? 

      - Yes 

• Purpose of music video 

     - Political statement 

     - Ideological statement 

     - Awareness statement 

     - Sense of belonging for fans - star, image (making star accessible)

     - Entertainment 

     - "water cooler effect" 

     -  SALES - promotion 

     -  creative and thematic direction for an artist 

• Three types of music video 

Performance Based

1. many music video include performance of the artists as part of the video 
2. it was from clips of performance that music video videoclips 

Narrative Based 

1. tells a story either that features in the lyrics or is suggested in the lyrics e.g. girl dump boy
2. mini film, with a beginning, middle and end. 
3. or it can suggest some links to a story 
4. it can promote a film which clips from the film including telling  a story 

Concept 

1. are based around a single idea or concept and are usually unusual or obscure, even surreal for an audience. the unusual contact in an attraction to many customers. 

Shelter Charity Advert

Charity Print Advert

Old Spice Advert

ASA Charity Campaign

Lucozade Sport Advert

Big Issue Powerpoint Presentation

The Big Issue: Analysis

Assessment and Feedback

2B assessment Film, Radio, Video Games DIRT sheet

Grade A	Grade B	Grade C	Grade D	Grade E	Grade U
17-20	14-16	11-13	7-10	6	0-5

Q1 Explain the impact of evolving digital media on film production, distribution and exhibition. Refer to Jungle Book 1967 and Jungle Book 2016 to support your answer (20)

(In this question compare and contrast the two productions, the way they were marketed and the different ways audiences can access them).

Level	Mark Scheme Film Explanation/Analysis/Argument, Examples and Terminology	Mark
3	A comprehensive demonstration of knowledge and understanding of the Film industry. ● Comprehensive, detailed and accurate knowledge and understanding of the Film industry. ● Clear and precise and balanced explanation of the impact of evolving digital technology on the production, distribution and exhibition of film. ● Answer is supported by detailed and accurate reference to The Jungle Book (1967) and The Jungle Book (2016)	14-20
2	An adequate demonstration of knowledge and understanding of the Film industry. ● Generally accurate explanation of the impact of evolving digital technology on the production, distribution and exhibition of film. ● Answer is supported by generally accurate reference to The Jungle Book (1967) and The Jungle Book (2016)	7-13
1	A minimal demonstration of knowledge and understanding of the Film industry. ● knowledge and understanding of the Film industry is minimal. ● Explanation of the impact of evolving digital technology on the production, distribution and exhibition of film. Answer may only focus on production, distribution or exhibition. ● Reference to The Jungle Book (1967) and The Jungle Book (2016) is minimal and inaccurate	1-6
0	No response or no response worthy of credit	0

Q2 ‘The BBC Radio 1 Breakfast show depends as much upon marketing and distribution to a specific audience as it does upon good production processes.’ To what extent would you agree with this statement (20)

(Focus on the ways the breakfast show has tried to appeal to its audience, all the new things Cooper has introduced and the BBC remit for good production processes).

Level	Mark Scheme Radio Explanation/Analysis/Argument, Examples and Terminology	Mark
3	A comprehensive demonstration of ● knowledge and understanding of Radio 1 industry/audiences practise ● evidence and examples from Radio 1 Breakfast show distribution or exhibition. ● terminology relevant and accurate	14-20
2	An adequate demonstration of: ● knowledge and understanding of Radio 1 industry/audiences practise ● evidence and examples from Radio 1 Breakfast show distribution or exhibition. ● terminology, mostly accurate	7-13
1	A minimal demonstration of ● knowledge and understanding of Radio 1 industry/audiences practise ● evidence and examples from Radio 1 Breakfast show distribution or exhibition. ● terminology, some inaccuracies	1-6
0	No response or no response worthy of credit	0

Q3 How does media ownership have an impact on the successful distribution of Minecraft. (20)

(Define media ownership, discuss video games and quickly narrow to Minecraft. Different owners. how this has developed the game and how it is marketed and accessed by fans.)

Level	Mark Scheme Video Games Explanation/Analysis/Argument, Examples and Terminology	Mark
3	An comprehensive demonstration of ● knowledge and understanding of video games industry ownership/audiences practise ● evidence and examples from Minecraft distribution and exhibition. ● terminology, relevant and accurate	14-20
2	An adequate demonstration of ● knowledge and understanding of video games industry ownership/audiences practise ● evidence and examples from Minecraft distribution and exhibition. ● terminology, mostly relevant and accurate	7-13
1	A minimal demonstration of ● knowledge and understanding of video games industry ownership/audiences practise ● evidence and examples from Minecraft distribution and exhibition. ● terminology, some inaccuracies	1-6
0	No response or no response worthy of credit	0

Identify a strength or strengths in your assessment: Film:  to talk about the technology Radio: the news thins Cooper has introduced on R1BS Video Games: impact of the owner What are the areas you need to improve? Film: to talk more about the technology, focus more on the questions. Radio: talk more about how is the show. Video Games: to talk more about the impact the owner of the game has on What do you need to focus on for your next assessment?  To focus more on what the question is really asking, and do comparisons and giving some examples.

The Big Issue

The Big Issues

12th March 2018 Notes

Magazine: The Big Issues 

• The magazine must be studied in relation to media language and media representation, including a consideration of the social, cultural and political contexts that influence how media language is used to construct representation. 
• The Big Issue is a niche magazine outside the commercial mainstream that learners may not normally engage with, it provides a contrasting example of how the elements of the theoretical framework for media language can be used to construct alternative representations that appeal to a particular audience, including a consideration of the influence of the  SOCIAL, CULTURAL, POLITICAL context. 

Key Terms

• Circulation: number of copies a magazine sells; 

• Readership: not just who buys a magazine but the total number of people likely to read it. 

• Mass audience:readership on a very large scale. 

• Niche audience: narrow group of readers with a particular interest. 

• Subscription: where a reader pay for a set number of copies of a magazine in audience at a lower price and receives them by post.

• Masthead: the title of magazine. 

• Plug: text that "plugs" a feature that will appears inside the magazine. 

• Puff: a story that is given prominence on the cover.

• Cover Star: the"star"featured on the cover. 

• Anchorage Text: text that anchors the main image and gives it context/meaning.

• Banner: text that runs across the lower section of the cover. 

Advertising and Magazines

• without advertising, no magazine cowed service. If a magazine did not contain ads, then its cover price would be three or four times greater. 

• The INCOME for a magazine comes from both sales and advertising. On average, advertising accounts for 70% of a magazine income. 

• A magazine with a small CIRCULATION is more dependent on advertising that one with a large circulation. 

Minecraft: Marketing, Promotion & Franchising

• The cultural impact of Minecraft is significant. We know that much of Minecraft's  success was due to word of mouth but also audiences sharing their own mods and game footage across web forums and video sharing sites such as YouTube. 
• Different versions of Minecraft were released, moving away from creation only narratives to include story modes, spectator modes, educational mode and multi - player functionally  across Minecraft Realms. Also, now that Persson no longer has a stake in the company plans to works on a virtual reality version of Minecraft have been renewed.  

Intertextuality

• Culturally, other developers and games studios have made Intertextual references to Minecraft across games such as Run escape and The Elder Scrolls V: Skyrim to name but a few: there are also Lady Gaga, South Park and The Simpsons parodies. All of this benefits the game by heightening its exposure to audiences. 

The Minecraft Franchise 

• A Lego set based on Minecraft called Lego Minecraft was released on 6 June 2012. Two more sets based on the Nether and village areas of the game were released on 1 September 2013. A fourth Micro World set. The End, was released in June 2014. Six more sets became available November 2014. 

• Mojang collaborates with Jinx, an online game merchandise store, to sell Minecraft merchandise, such as clothing, foam pickaxes, and toys of creatures in the game. 

• In Minecraft 2013 Mojang signed a deal with the Egmont Group, a children's book publisher, to create Minecraft handbooks, annuals, posters books, and magazines. 

Minecraft the Movie 

• In 2009 there will be a joint venture with Warner Brothers to release Minecraft the movie, this will be anticipated as having as much commercial success as The Lego Movie, also a Warner Brothers Movie. No doubt, there will be several spin-offs as a result of this. 

Minecon 

• Minecon is a convention for the video game Minecraft, hosted by Mojang. 
• The first gathering in 2010 was known as MinecraftCon 
• Mojang announced that MINECON was taking the form of an interactive 90-minute live stream on 18 November 2017. It was lilted MINECON Earth. 

Minecraft Essay

• Write an introductory essay to Minecraft 
• Explain what it is, give an outline of the game's history and explain why it has been a commercial and critical success 
• Approx. 700 words or 2 sides 

Minecraft is a sandbox computer game created and designed by Swedish programmer Marcus “Notch” Persson in 2009 and fully and published by Mojang.

A sandbox game is one with an open structure where the player is free to plat without specific objectives – the allusion is to a child’s sandbox. Players in sandbox games are free to explore an environment, to choose which takes they do, and often they have the ability to express themselves creatively within the game.

In Minecraft players build structures out of textured in a 3D world. They key activities are mining and crafting. Other activities in the game include exploration and combat.

When Notch started Minecraft, in summer 2009, he was on his own. He wrote a basic game, which mashed up others such as Dwarf Fortness and Infinimer into something entirely its own and mentioned it on the TIGSource forum – a site for independent games players and creators. A month later, he charged people €10 (£8) to download the game, Minecraft sold 40 copies that first weekend. Every Friday, Persson would update it, adding features. He had always been an active member of the TIGSource discussions and now he engaged with Minecraft’s early players, on the forums, on Twitter Notch has 660,000 followers and on his Tumblr page.

In summer 2010, Persson set up Mojang, along with Poser, with whom he had worked at Flash-games developer King.com, and Manneh, his former CEO at jAlbum, a photosharing site.

Since the release of Minecraft in 2009, it has been a commercial success. It is estimated that 55 million people play Minecraft every month, and is therefore the second best-selling game ever made, coming after Tetris. The company is worth around £1.09 billion, as it was brought out by Mojang in 2014.  

Minecraft surpassed over a million purchases less than a month after entering its beta phase in early 2011. At the same time, the game had no publisher backing and has never been commercially advertised except through word of mouth, and various unpaid references in popular media such as the Penny Arcade web comic. By April 2011, Persson estimated that Minecraft had made €23 million in revenue, with 800,000 sales of the alpha version of the game, and over 1 million sales of the beta version.  In 2014, Mojang sold Minecraft to Microsoft in 2014 for $2.5 billion (£1.9 billion). Since this deal, Minecraft has been spread onto many different platforms. In 2019, a Minecraft movie is set to appear in cinemas.  

There are many reasons as to why it has become such a commercial success, including its popularity; Minecraft is played all around the world, in around 8 different countries including the US, Norway and Australia. This means high volume sales, which could be due to its availability and easy accessibility. Continuing from this, another reason that Minecraft is so commercially successful is due to its spread onto different platforms. These include, Xbox, Windows 10, Windows phones, Nintendo Wii U, PlayStation and Android phone. This makes it more easily accessible for a wider audience meaning more people are able to play, therefore resulting in more sales and then higher revenue from sales. Finally, another reason that is credible for commercial success, is the spin off games and merchandise created since the release of Minecraft. Spin off games include “Minecraft, story mode” and “Minecraft, Education Edition”. Both of these games will appeal to a specific demographic, which will commercially benefit the business as they are targeting a wider audience, rather than just focusing on the original demographic targeted by the original Minecraft game. The merchandise that is created and sold across the world, will catch the eye of gamers, and also promotes and advertises that game when people wear the merchandise, which will increase profit which makes it commercially successful.

The popularity of Minecraft has later been showed through spin-off games such as Minecraft: story mode and Minecraft: education mode. This brings a fun way of learning to children and influences them to want to expand their knowledge. Popular forms of social media such as Facebook and YouTube have also played a significant role in helping to popularize it and advertising to others to play.

On top of this the game has received millions of dollars in merchandise revenue from T-shirts to toys, and spawned its own convention, Minecon, which began just 2 years after the game was created. The convention has taken place in Las Vegas, Disneyland Paris, California, London and Orlando which expands their global marketing and attracts even more customers to get involved.

In think the reason Minecraft is so successful is that a video game with no story line sells very well because you can do whatever your hearth desires.