Dirt 6

DIRT ASSESSMENT 6 SHELTER - GBHS MEDIA STUDIES A LEVEL

Name:                                      Date:

Any advert set text question will ask you to demonstrate knowledge and understanding about media language and representations. It may further ask you to refer to the set product (s) you have studied.

Examiners are looking for:

·         How comprehensive, detailed and accurate is your knowledge of media language and/or representations in this media form.

·         The clarity, precision and balance of your explanations in answering the question

·         The detail and accuracy of your references to the set product(s) if required.

Total: 10 marks

Have a look at all the points you could have made from Miss Brookes’ feedback (next page) and reflect on what you did well and what was missing.

Identify a strength or strengths in your assessment:  I wrote about stereotypes and how they affect peoples prejudices against homeless people. I included connotations of certain features of the Shelter advert and explored the deeper meaning. What are the areas you need to improve? I need to include analysis of the smaller text in the bottom centre of the posters.  What do you need to focus on for your next advert assessment? To write more about the copy of the text and how this affects peoples view of homeless people.

Explain how representations in advertisements are constructed and reflect the social and cultural contexts in which they were made. Refer to the Shelter advertising campaign in your answer (10)

Write down the list of bullet points that could have been included in your answer.

Media NEA Pitch

Media Summer Tasks

Summer Tasks

Timeline 

Politics:

- David Cameron who had supported the UK's membership of the EU resigned as Prime Minister and Theresa May took his place on 11 July 2016.

- After the continued failures of Brexit in the next three years, Theresa May resigned and an internal election was begun to decide who the next Prime Minister would be.

- It came down to Jeremy Hunt and Boris Johnson. Johnson claimed victory and is now currently the Prime Minister.

Royalty:

- Prince and Harry and Meghan Markle got married on 2nd March 2018 at St George's Chapel at Windsor Castle.

- Prince William and the Duchess of Cambridge gave birth to a boy called Louis. This is currently their third child.

- Queen Elizabeth turned 93 years old on April 21st.

Terrorism:

-  22 March 2017 - 52 year old Khalid Masood drove his car down the Westminster bridge running over pedestrians on the pavement. This attack caused four fatalities and 50 people to be injured. He eventually crashed his car, stabbed a police officer and was shot dead at the scene by a police officer.

- A van drove into Pedestrians at Finsbury Park killing one and injuring nine. The perpetrator was Darren Osborne.

- On May 22 2017 an explosion occurred at the Manchester Arena when an Ariana Grande concert was taking place. This was a suicide attack. This killed 22 people and injured over 800 people.

- Politician Jo Cox was shot and stabbed in Birstall on 16 June 2016. She was due to hold a constituency surgery.

Syrian War:

-  This began on 15 March 2011 and is still ongoing.

- It was started by demonstrations held in other Arab countries.

- Between 371,222 and 570,000 people have been killed due to this conflict.

Specific UK Issues:

- Brexit which is still ongoing is the negotiation of the UK to leave the European Union.

- Grenfell Tower. Apartment building in London set on fire. This caused 72 deaths and 70 injuries. This fire was spread due to the cheap material used in the walls and structure of the building.

- In 2016 there was a widespread strike called the Junior Doctors strikes.

- Charlie Gard was born with MDDS and currently has no treatment. There was a court case to decide if experimental treatment was in the best interest of the child. In the end treatment was refused and Charlie Gard passed away.

Cultural Trends:

- The film industry grew a lot. Avengers Infinity War grossed $2,048,359,754.

- The gaming industry is now larger than the film and music industry combined due to popular games like Fortnite.

- TV Programmes like Game of Thrones and Stranger Things brought in untold viewing figures for TV shows. Streaming services are growing at a rapid rate.

- Digital sales of products have taken over physical media such as Blu-rays.

Media Mock 1 Test 1 DIRT Sheet

Source A – Axe – From the Unleash the Chaos campaign 2017





























Source A: BBH advertising agency launched the above-the-line brand campaign for Lynx Attract in 2017. The brand includes its first women’s variants with fragrances both "for him" and "for her".    
Media Language and Representation

1. Explain how representations in adverts are constructed, and how they reflect the social and cultural contexts in which they were made. Refer to Source A to support your points.

In this you must include:

• How issues/individuals/social groups are represented
• Reference to media language and the way it supports the representation (look at specifics such as typography, layout, etc)
• How the representations and stereotypes have been influenced by the social and cultural contexts
(15 marks)


2. Analyse how Big Issue magazine front covers represent social, cultural and/or political events. Use one or more examples you have studied to support your answers.
In your answer you must:

• Explore how the combination of elements of media language on the magazine cover influence meaning
• Analyse the use of intertextuality to create meaning in the source
• Make judgements and reach a conclusion on the effects of the representations on society
 [10 marks]


3. How are the different groups or individuals represented in one music video you have studied?
In your answer you may refer to:
• How media language has been used to create these representations
• Whether these representations are underrepresented or misrepresented
• Positive or negative stereotypes
 [10 marks]

YEAR 12 PPE PAPER 1 Media Language and Representation

Name: Date:                                                    Mark: Out of 35


AO1: Demonstrate knowledge and understanding of the theoretical framework of media and contexts of media and their influence
AO2 Apply knowledge and understanding of the theoretical framework of media to:
Analyse media products/Evaluate academic theories/ Make judgements and draw conclusions
Level 3

A/B
80+/70% • A comprehensive response to the set question
• Comprehensive and accurate knowledge and understanding
• Convincing, perceptive and accurate analysis
• Convincing, perceptive and accurate evaluation
• Highly developed and accomplished judgements and conclusions
The response demonstrates a highly developed and detailed line of reasoning which is coherent and logically structured. The information presented is entirely relevant and substantiated.
Level 2


C/D
60/50% • An adequate response to the set question
• Adequate and generally accurate knowledge and understanding
• Adequate and generally successful analysis
• Adequate and generally successful evaluation
• Adequate and generally well-reasoned judgements and conclusions

The response demonstrates a line of reasoning with some structure. The information presented is in the most part relevant and supported by some evidence.

Level 1

E/U
40%- • A minimal response to the set question
• Minimal application of knowledge and understanding
• Analysis is minimal and/or largely descriptive and may not be relevant
• Evaluation is minimal or brief, and is likely to be largely descriptive
• Judgements and conclusions, if present, are minimal with limited support
•
Information presented is basic and may be ambiguous or unstructured. The information is supported by limited evidence.
Question 1 Unseen Advert Axe for men and women
INSERT PIC of Advert ADD TEACHER FEEDBACK AND REFLECTION HERE
Identify a strength or strengths in your assessment:
- Good analysis
- Good comparison

What are the areas you need to improve?
- Mention more aspects of the image e.g. blow torch and fireworks
- Speak about the sexual chemistry



What do you need to focus on for your next assessment?
- To talk more about chemistry between the people and what kind of message their costume gives off.




Question 2 Big Issue
ADD TEACHER FEEDBACK AND REFLECTION HERE
Identify a strength or strengths in your assessment:
- Used political analysis



What are the areas you need to improve?
- Mention more about the typography of the cover.
- Don’t use ABBA cover as it is the exam boards cover.
- Mention date of the cover.




What do you need to focus on for your next assessment?
- Choose a different cover that is not from the exam board.
- Analyse the typography.






Question 3 Music Videos
ADD TEACHER FEEDBACK HERE
Identify a strength or strengths in your assessment:
- Good analysis of types of camera shots.
- Mentioned societal expectations.
- Spoke about the emotion which was created by the music video.


What are the areas you need to improve?
- Include more analysis of Corinne Bailey Rae herself.
- Speak about the message which Corrine Bailey Rae is presenting to the audience.
- CLAMPS

What do you need to focus on for your next assessment?
- Analyse Corrine Bailey Rae as-well as the other characters.
- Use CLAMPS when analysing the music video.

Music Video Essay

    “Music videos reflect the social and cultural context in which they were made” Discuss this statement through a comparison of the two music videos you have studied. One mv from list A (CBR) and one from list B (DG)

In CBR’s ‘Stop Where You Are’ there are a lot of social aspects which are represented such as age, race, gender and mental health. These are represented by people playing into their stereotypes and cliches, For example the teenager is wearing a hoodie which has connotations of violence which are linked to teenagers. In Titanium by DG the teenage the teenage is shown to be innocent at first rather than threatening. This shows how CBR presents teenagers in the stereotypical way compared to DG who presents them fighting against cliches and tropes.

DG presents a cultural predicament that there is some sort of divide between children and adults. This is shown throughout the DG video. For example, when the teacher calls the police on the child and shuts the door on him. However in CBR’s music video, it shows a woman helping and supporting a teenager. This shows the opposite message to DG’s music video where children are presented as oppressed. This shows that in this certain area they reflect social and cultural contexts in different ways.

CBR’s music video suggests that things will get better and that repressed people in society will be treated equally given time. This is shown when the characters are first shown compared to when you see them in a later scene. An example of this is when the camera has a high angle on a homeless woman suggesting society is looking down on her. However, later on the camera is level and she is being talked to by a higher class male. In DG’s video the child is repressed throughout the video and even at the end of the music video. CBR’s video presents a much more optimistic point of view which suggests that society will come around and improve. Whereas in DG’s music video it suggests that society is forever the same and you have to handle problems by yourself.

DG’s music video presents mental health in society as something you should not bottle up and keep to yourself. This is shown by the boy over time getting more and more powerful and unstable with his power. In CBR’s music video mental health is shown to be overcome by talking to someone rather than bottling it up inside. This is presented by CBR talking to these people who seem lonely and making them open up. This is shown with the man who has the tattoos who is seen smiling for the first time in the music video when CBR is talking to him. This has similarities and differences to DG’s music video. Both of these videos show that letting your feelings out is good for you and the right combatant to mental health. However, CBR’s message is different in that it shows it as something that should be talked about. With someone else rather than being released on its own.                                                                                            

Shelter essay

Social and cultural contexts can influence advertising in various ways. Figure 3 is an advertisement about a charity called Shelter which is a homeless charity. It’s purpose is to re home people who have lost their home for whatever reason. They produced three posters to promote their cause. The three posters all use a close up camera shot which makes the advert seem more personal and direct. You. Can also see the emotion on their faces more as the focus is on their faces rather than their bodies and the background of the shot. The posters also feature people of different genders and ethnicities. One poster features a middle aged white women who lost their job. Another poster has a late 20s early 30s white male who’s landlord evicted him. Another poster has a mid 20’s Middle Eastern women who was in a lot of debt. These different people show how it could be anyone of us no matter what race, ethnicity, sex or age you are. It makes the advert seem more real. Then font is also bright red, bold and in capital letters. It also takes up a significant amount of space on the poster.This puts the text more in the face of the viewer. The typography behind the text is that red is linked to pain and suffering and this text helps present that these people who have lost their home are in pain and are suffering and need your help. The red also goes into their eyes which makes them seem bloodshot. This again shows how they are in pain.  This makes the viewer of the poster feel sympathy and therefore are encourages to donate and support Shelter. The facial expressions on all the people make them appear exhausted and depressed. This shows how homeless people are unhappy and are not sleeping properly and that they need support to escape these emotions. The individuals are also unknown people which again presents to the viewer that it could be anyone.  The dark border around the advert also shows how they are by themselves and they are currently in a dark place in their lives and they need you to lighten their life up.

The social and cultural context of homeless people is that they are drug users and it is there fault that they have become homeless. The Shelter advert displays homeless people as regular citizens who look like the typical person. This is to show how most homeless people are normal people with no criminal history. The typography on the poster shows how it can be for a variety of reasons that can happen to anyone and homelessness is not only down to drug use. Shelter’s advertisement campaign is intended to change these stereotypes and make people view homeless people in a different way.

12E Advertising