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The narrative kept the audience engaged and the use of interesting central characters encouraged the engagement of the audience. The film included the genres drama and action which was recognised through the conventions used such as the build of tension as the guns were taken out of the briefcase. The use of the prop of guns was a signal that this film is of the action genre. The narrative was also well developed with the supernatural element of the power when he clicked his fingers. This convention presents elements of mystery/drama. The characters costume was smart an professional as they were dressed in suits which created a seriousness to the characters. The character roles were identified through the use of costume and body language/placement - The ringleader was dressed in a long leather jacket holding the briefcase, placed in the middle of the crew. His facial expression was more conniving, mischievous and daring compared to the other characters. Tension, drama and mystery is built throughout this film, especially during the long shot of the characters walking in slow motion - this creates curiosity for the audience questioning who they are using Barthes theory of enigma codes. The close up prop of the gun was an effective action code. The character roles in this film do not tend to follow Propp's character theory - the hero/protagonist is also a villain as we see him betraying other characters and killing for money; the donor is also seen as a villain. Sound was an important feature to the film as it created realness and drama. The sounds of gunshots made it more realistic, creating a dramatic scene of characters being shot. The editing of the film was also effective having an engaging effect on the audience as the fast paced edit followed and kept up with the action and captured the buildup of tension throughout. Following this point, towards the end of the video the editing of the camera speeding up was effective as it showed how the characters were frozen in time as time was going by.

Out of mind

This film used a build up of curiosity and tension right from the beginning - there was a lack of dialogue during the first couple of minutes which created suspicion and a lack of knowledge of the audience. The lack of dialogue from the beginning also created an ambiguous setting which was continued throughout the rest of the film. This film used Barthes theory of enigma codes throughout, purposely leaving out answers and explanations to key events that was encountered by the protagonist which created mystery, drawing the audience's attention. In this films, camera shots/movement and lighting was a key element of media used to create drama and realism. The high key lighting used throughout the film and in the different settings such as the house creates a realistic setting, making the film seem more realistic and less staged. The close up shots used of character's faces along with high key lighting successfully exposes the characters faces, clearly showing their facial expressions and emotion in their face. The use of music at a faster pace builds tension when the character realises that her dad does not remember her- at this point the audience is confused, tense and questioning what is going on with the shock that something is wrong/ not normal. This further engages the audience as they want their questions to be answered so would continue to watch as they are drawn it at this point by the narrative.

Euphoria

One of the strongest points of this film was the use of sound and audio. Dialogue was an important aspect of this film in order to keep up with the story line. The consistent use of parallel was effective because it heightened the feeling of tension in the film,engaging the audience more having more of an impact on the audience.The use of different camera angles also engaged the audience - the angle from the characters perspective was effective as it put us in the character's shoes, grabbing the audiences attention. The continuous use of close ups helped to portray the story line, making the plot clearer and easier to follow - this was a good use of cinematography.  

Narrative

An example from film that uses Todorov's narrative structure of equilibrium, disequilibrium and new equilibrium is 'Babyboy (2001)'. This film follows Todorov's narrative theory. It begins in a somewhat existing state of harmony between a man and his relations - his girlfriend, mother and the mother of his child. As the film develops the equilibrium is disrupted by the boyfriend of the mother and the ex boyfriend of the girlfriend. In the end the conflict is resolved between the protagonist and villains and harmony is restored. 

Embed the clip in your blog and write an analysis of the narrative markers that help establish setting, character and plot. This is the opening of the drama series 'Power'. The use of big buildings and bright lights in the opening sequence sets the scene, showing the audience that this TV show will be set in New York City. Two different lifestyles are portrayed in the opening sequence - illegal and legal. The illegal lifestyle is shown through the use of drugs, large sums of money, diamonds and guns. The legal lifestyle is shown through the use of smart attire (suits), wedding rings and city life. 

Different examples of characters from film/TV that fit Propp's hero role:

        

Binary Opposition is something that opposes one another within a text. E.g. Good vs evil, Black vs White or even political groups that have contrasting values and ideologies. An example of binary opposition in film/TV is Harry Potter - The magical community vs the non-magical community. 

Binary oppositions can be very useful to help identify the ideology of the text. The winner often represents the dominant ideas and values of our culture. An example of this is when the policeman captures the criminal in a crime drama- the ideology of the value of law and order is emphasised.

Enigma and action codes (Barthes) offer gratifications for audiences because viewers are curious as to what actions will be undertaken and how problems will be solved. Particular emotions are generated by the narrative for the audience, however this depends on the genre. Examples are:

• Fear- horror movie
• Excitement- action movie
• Empathy/ Sympathy- soap/drama narrative
• Suspense/ tension- thriller

These emotional responses help draw the audience into the movie.

Different types of TV narrative:

• Episodic narrative (the series): Each series has its own narrative arc, so within the episode the problem is always solved. Each episode has it's own problem that gets solved.
• Overarching narrative (the serial): The series uses the conventional narrative arc over a number of episodes. The resolution normally takes place at the end of the season within the series. Often, the beginning of each episode begins with a summary of what happened in the previous episode. 
• Mixed narrative: Some TV shows use both types of narratives. This is where smaller conflicts are resolved in each episode with a main narrative featured in most episodes.
• Multi-strand overlapping narrative (soap narrative): These have continuous narratives and tell different stories at the same time - also known as an open narrative.

In adverts the narrative idea of problem and resolution is often used as it is seen to be crucial to promote products. Adverts tend to set up problems and then immediately after offer a solution to create a swift revolution.

This clip from the TV show 'Educating Yorkshire' which is a documentary narrative. We can apply Todorov's theory of equilibrium to this video because the resolution is made from an unfortunate situation/event. The disequilibrium in  this clip is the boy trying to fight his summer but does not fully succeed. The new equilibrium is him delivering the speech in the assembly.  

This clip includes a voiceover as well as main speaker who is Theresa May. In this clip Propp's character theory could be applied to this, expressing the prankster as being the villain and Theresa May supposedly being presented as the 'hero'. Borris Johnson may also be seen as a villain in this narrative as he is spoken about negatively. 

Semiotics: Icon, Index & Symbol

Why are icons and indexes so important in media texts? 
Icons are important in media texts because they are the visual representation of what the advertisement is trying to get across to their audience. Icons are also important as they are usually the only visual representations on the advertisement. Indexes are important because they show evidence of what's being represented. They are crucial as they create the connotations suggested by the brand or company. 




Why might global brands try and avoid symbols in their advertising and marketing?
Global brands may try to avoid symbols in their advertising and marketing as symbols are things that are culturally learned, for example numbers and alphabet. This means that global brands would avoid using symbols as different countries may have different meaning for different symbols- this may cause confusion and prevent a direct message from being correctly understood. 

  
This media text is very controversial as it seems to be sexualising women and uses some sort of sexual humour. The icons in this media text are the woman and the burger. The index in the text is the copy which can be viewed as sexual humour, mainly sexualising women in a disrespectful manner- linking to the image portrayed. The icon shows the woman with her mouth wide open supposedly about to take a bite from the burger however this image can be seen in a sexual manner, degrading and sexualising women. The copy on the text both in the centre and at the bottom of the ad can be interpreted in the wrong way as it uses a sexual pun which could be interpreted as referring to the central image. The symbol on this print advertisement is the burger king logo.This advertisement was supposedly meant to come across as humorous however this media product has failed in doing so as it comes across as degrading towards women as it sexualises them in a negative light. This advertisement is also sexist.

Reception Theory

 
The dominant reading of this advertisement is that the use of 50 Cent along with the quote represents resilience as well as strength and willpower because 50 Cent is known as a person who refused to give up when situations in life became tough and it led him to a long successful career. Reebok may have chose 50 Cent to be the face of this advertisement to represent their brand as we know Reebok to be a strong successful brand.

  The oppositional reading of this advertisement is that the use of 50 Cent and the images of fingerprints is celebrating criminality- this is more of a right wing oppositional view. 50 Cent is linked to having a bad relationship with the law and the images of fingerprints are a representation of  criminals. This advertisement may be perpetuating the myth about black people being linked to being criminals. Often, the only time you see black people in the media they are being linked to something negative through myths and stereotypes that have been developed throughout time within society.

The negotiated reading of this advertisement is that the use of 50 Cent shows that there can be a good outcome from bad situations, experiences and lifestyles. 50 Cent started off life in a more negative way but with his drive and determination he has become successful and iconic.


The dominant reading of this nike advertisement is that their product will complete their customer. The use of marvel's well known character Iron Man in this case is to represent the shoe design as we are presented an image of an Iron Man themed shoe on the poster. His character represents strength and courage which is why this brand have used his character- this subconsciously makes the audience connote these ideas with their brand and products.

The oppositional reading of this advertisement is that this company is using gender stereotypes of the idea that only males wear trainers and are attracted to trainers. This idea is brought upon the fact that the copy on the text reads out "The sneaker makes the man" which only targets a male audience, directly addressing them. 

The negotiated reading is that Nike's main target audience are males so therefore they are aiming their advertisement mainly at this group of people




According to reception theory, 'the media attempts to transmit specific messages to audiences, but audiences are free to interpret these messages in a variety of ways - or even reject them'. 

How valid are reception theory's claims about audience responses? [25 marks]

Reception theory's claims about audience responses are valid as it expresses dominant, negotiated and counter-hegemonic readings. The dominant reading is the message that the creator intends to portray from a media text, causing the audience to interpret the 'natural' meaning of a text. The negotiated meaning of a media text is the middle ground between the creator's intentions and the audience's interpretation, allowing the audience to make their own interpretation using the intended messages portrayed from the creators text. The counter-hegemonic reading is an alternative reading that is actively against the producers intended messages and intentions which is the audience 'rejecting' the messages portrayed as they may disagree with them , creating their own interpretation. Most media text's will be interpreted in a variety of ways using reception theory as different people have different opinions and interpret texts differently, often transmitting specific messages that may be deciphered differently by different groups of people. Challenging the reception theory's claims is the fact that there are some things in society that only have a specific hegemonic reading, for example an audience would unanimously almost all agree with 'paedophilic articles'. As well as this, bias texts such as persuasive texts and advertisement may only have a hegemonic meaning causing a unanimous agreement showing that not all media texts are interpreted in a variety of ways.

Reading an image

This type of text is a print advertisement for the brand 'Reebok'. The advertisement uses the subject matter of fingerprints which is shown on the right of the ad. The fingerprints connote identity and individuality as fingerprints are unique and all different. The advertisement may have used these images of fingerprints to establish the idea of identification and gives off the message that if a consumer purchases from their Reebok they will be seen as unique as their brand will add something different to their identity. The fingerprints also connotes the idea of criminals and the law which links to 50 Cent's background and past and a certain kind of lifestyle which a small number of consumers may be able to relate to. If consumers are able to relate to a brand then it will appeal more to them and therefore make them want to invest in their products.

This print advertisement also uses the subject matter of 50 Cent, who has been purposely framed on the left side of the ad so the consumer at first glance of this advertisement is made aware of what public figure is linked to this brand. In the close up image of 50 Cent he is seen to be wearing a camouflage print hat with similar coloured clothing which links back to army attire which may have been used to represent him as a soldier and a fighter which makes him look strong and dominant- this persona may be appealing to the audience of Reebok. He is also wearing what seems to be diamond stud earrings and a chunky silver chain which gives off an urban and edgy vibe which may have been included in his attire so that the audience will feel inspired and appealed to the type of lifestyle that is being portrayed. It also shows that he has overcome his past of poverty as he can afford to buy chains and diamond earrings however his casual attire shows that he hasn't forgotten how he started in life. This would make the consumer more likely to buy the product being advertised as it may appeal to their lifestyle, giving them hope and an idol. 

The shot of 50 Cent shows him to be standing at an angle to the side which makes him look powerful and inspiring- this has been used to appeal to the audience, he's almost used as a role model. The lighting in this advertisement is mainly focused around the main features on 50 Cent's face, exposing his facial expression which shows a sense of pain in his eyes but also gives off the impression that he's on a mission. His attire and the text on the ad is shown to be quite monochromatic and uses quite dark colours which look bold and raise the idea of power, strength and intensity. However another interpretation that can be made is that these dark colours also connote to poverty, struggle and hardships which links strongly to the written text on the ad and the background of the celebrity (50 Cent) who has been used. This idea of poverty may inspire consumers to use this brand because it represents overcoming our daily struggles through the use of 50 Cent.

 The text to the right of the advertisement is powerful because the word choice links both to 50 Cent's past experiences as well as promoting the product. The text has a discrete meaning expressing that the consumer should 'take advantage of today' and invest in the product because 'tomorrow is not promised' so the consumer may as well buy the product instead of delaying it because tomorrow it may just not be there. This text has been used to show that 50 Cent would not have the freedom and success he has today if he did not take advantage of every opportunity he was given. The font used for the text is informal and bold which would appeal more to Reebok's younger target market. The specific font used for the text is urban and edgy which may have been used as a representation of what kind of brand this is and the products they sell.

The main tagline is placed in the centre of the advertisement across the image of 50 Cent on the left and the images of the fingerprints on the right. The tagline has been placed in the centre as it is meant to be portrayed as the most important message on the advertisement and it is used in this way to inspire the audience - the tagline is supposedly based around 50 Cent and his life experiences, which is relatable to the audience as it teaches them that we can overcome obstacles and exceed others' expectations as well as our own. The fact that people feel as if they can relate to this makes this brand more appealing to them as its brand identities are presented as being strong, perseverant and resilient in life.

The overall layout of this print advertisement uses a range of urban imagery and text which would typically appeal to a younger audience. This brand has also deliberately used an urban celebrity for their advertisement to appeal to their target audience who are mainly lower class young males who may have experienced hardships and struggle throughout their lives. This brand also gives off the impression that their product will change lives and will create a sense of empowerment. However, the fact that Reebok mainly focuses on a certain group of people within society means that their audience is very specific and other types of people such as those of higher status may not find this brand appealing.