Richard Dyer- The Role Of Stereotypes.
- An ordering process.
- A short cut. (for the producers)
- A reference point. (for the audience)
- An expression of dominant societal values.
Camera work: framing, shot, types, angle, position, movement.
Editing: pace, types of edit, continuity, montage, structure, narrative.
Sound: music, dialogue, voice over.
Mise-en-scene: colour, lighting, location, costume/dress, hair, make-up.
Ancor Spreadable Advert.
What groups are represented in this advert?
in this advert both elderly and young people are portrayed. The advert shows a young girl, a teenage boy and their grandma.
What assumptions are made about these groups of people?
The assumptions made in this advert shows that the older generation are not up to date with technology because she says "thank you science" when referring to the butter. This shows that she is unaware of the changes being made to the food we eat. (E.G. less fat/sugar in our food.)
What ideologies are encoded into this advert?
One of the ideologies in this advert is that as people get older their health starts to decline. The producer has shown this by making the children joke about having to put their grandma in a care home. Another common saying in this advert is that the elderly lady will outlive both of her grandchildren. This has been added to show that because she uses the butter she will live longer because she is it healthier.
The National Lottery Advert.
What groups are represented in this advert?
The groups of people being represented are all female. They are shown to be competing in different sporting events, pushing the boundaries of stereotypes of women.
What assumptions are made about these groups of people?
The assumptions that can be made about these people are that they are confident and empowered. They are shown working out and having fun playing sports and recreating the stereotype of women that they are not good at sports. This can be shown in the quote "I kick balls, deal with it." which shows that he women are capable of being as good or better than men.
What ideologies are encoded into this advert?
Some of the ideologies shown in this advert create the feeling that the women are enjoying their chosen sport. although they are challenging the stereotype that women are not good at sport, there is a conflicting feeling of using women's bodies to sell a product.
Pot Noodle Advert.
What groups are represented in this advert?
The groups represented in this advert are pushing the boundaries of the stereotype that men must look a certain way and fill a certain role within society. The advert lures the audience in by showing the stereotype of men wanting to be a strong/ training to be a boxer. The views of men then change and the advert shows the man being a ring-card holder.
What assumptions are made about these groups of people?
The assumptions that can be made about this advert at the beginning is that the man is a stereotype of himself, wanting to grow up to be strong and become a boxer. Our assumptions then change at the end of the advert when we see that he actually wants to be a ring-card holder. At this point in the advert we associate being a ring-card holder being a woman's job.
What ideologies are encoded into this advert?
The ideologies encoded into this advert shows that the card-holder has a feminine personality. This can be understood by the way that he walks with his hips, the way that women tend to walk.
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