Advertising


David Gauntlet - Theories of Identity

 audiences can construct their own identities through what they see on television.  Additionally, he writes there are now many more representations of gender than the traditional 'gender binary'.

Men
Bring home the money
Dominant
Worker
Strong
Allowed to do what he wants
Not Pure
Emotionless
Agressive
Be Gentlemanly

Women
Pure
Look after the kids/stay at home
Inferior
Emotional
Passive
Rely on Men


Everything we see in Media is a construction.

Charity adverts make the viewer consider what you have compared to what those in need don't have.  They make you feel sorry for the victim via the ideology of trying to make you feel guilty, and the way it speaks to the audience can be through colour, language, shot type, camera angles, Mes en scene, positioning (Where the producer places the audience, shot type and camera angles aswell as who is in it). 

NSPCC 

  1. The music is angelic and hopeful which causes binary opposition with the bleakness of the advert.  This used to emphasise the images and the harshness of this advert and the images you are being shown.  
  2. The older, male, middle class V/O connotes a wiser and more trusting man, making you feel your money is going to be given where it is being shown to be going to
  3. The high angle shots with the direct mode of address directly draws in the viewer.  The use of the on screen graphic makes it seem vey real and not staged
  4. The black and white emphasises the lack of colour in these Childs lives, the black and white Mes en Scene functions as a symbolic code for the audience, demonstrating this has happened before
  5. The use of extreme close up makes the audience feel uncomfortable
  6. The strong, forceful voice talks in collective saying 'We' making you feel involved in this advert and that you are not alone in helping thee children.  It makes the viewer feel like a bad person if you they do not donate, they will continue to get abused, you are not stopping it, you are basically an abuser too!  
The length of the advert connotes that this was shown in the middle of the day is it would have been very expensive to show at night.  This is because it targets the working class and the elderly as they are the people most likely to donate.

Audiences began to get desensitise as they kept on seeing such hard hitting adverts, it looses its affect as the people keep seeing things similar to this it looses its shocked value.

Rain for good - WaterAid
The use of multiple tracking shots make the viewer feel involved and that they are going on the journey with her.  Close ups of Claudia shows her emotions and the positivity she radiates when getting her water and the smiles her village now has due to this simple thing we can provide for them.






























Location: Morgan Ln, Midway, TX 75852, USA

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