Intertextuality, charity ads, Key theory 7 + NSPCC

INTERTEXTUALITY - where one media product makes reference to another product.

Key theory 7 -David Gauntlet - Theories of identities
Guntlet believe that despite many negative perceptions of the media, audiences are capable of constructing their own identities through what they see on television.
we know representation is a construct but who constructs them and why??
charity ads

  • purpose is to generate an emotional response so the viewer takes action.
  • raise awareness
  • helping them, benefits you.
  • feeloing better about yourself as a person 
  • direct address 
  • lexis - "you"
  • persinal stories
  • sad music
  • shock tactics 
NSPCC - "open your eyes" ad 2000
based around innocent children needing help:

  • bed + cot are places seen to be as safe spaces but these kids in the ad dont have one 
  • child in a cot alone at night time -lexis "mum" + empty bottle communicates need plus neglect both driving the storyline further 
  • greyscale filter connoting depression, dispair - contrasts with colour of logo(green) - posostive/go/active/NHS/first aid/help.
  • child hugging soft toys - gives some sense of security- comfort.
  • close up + eye contact- direct address.
  • hight angle shot - sets up power dynamic, makes him seem vulnerable
  • diagetic sound - baby crying 
  • voiceover - anchorage - suspicion - familiarity in text

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