Media Advertising- 10/10/2018

Media Advertising- 10th October 2018

4 elements of the media framework ( first four)

media language- how the media through their forms, codes, conventions and techniques communicate meanings (high up shot to look someone look small, insignificant). 

media representations- how the media portray events, issues, individuals and social groups.

media industries- how the media industries’ processes of production, distribution and circulation affect media forms and platforms.

media audiences- how media forms target, reach and address audiences, how audiences interpret and respond to them and how members of audiences become producers themselves.

'media product’- refers to media texts, such as television programmes, newspapers, radio programmes etc., as well as to online, social and participatory media platforms.

‘intertextuality' - refers to the way aspects of a particular media product relate to another and thus accrue additional significance.

The semantic code - It points to any element in a text that suggests a particular, often additional meaning by way of connotation which the story suggests. Connotation= cultural/underlining meaning, what it symbolises.

When applied to the cinema, mise-en-scène refers to everything that appears before the camera and its arrangement—composition, sets, props, actors, costumes, and lighting.

Verisimilitude- in a narrow sense, is the likeness or semblance of a narrative to reality, or to the truth. It comes from Latin: verum meaning truth and similis meaning similar.

The appereance of being true or real.

Semantic code

Lighting, how well a scene is lit in print media or a film may influence the way we see a character.

-low key lighting (predominantly dull)

-High key lighting (predominantly bright)

Colours in media

Complimentary colours- the colour opposites on a colour spectrum, one of them may get cancelled out

Saturated- light, bright, happy colours

Muted- dark, dull colours

Analogous colours- colours which fit with each other, similar colours, which are next to each other in a colour spectrum. 

                         

There are both positive and negative components to each color at your disposal. Within each color are a multitude of hues you can break down even further to specifically hone in on the exact level of emotion you're seeking. 

Here's a quick guide:

RED – anger, passion, rage, desire, excitement, energy, speed, strength, power, heat, love, aggression, danger, fire, blood, war, violence

PINK – love, innocence, healthy, happy, content, romantic, charming, playfulness, soft, delicate, feminine

YELLOW – wisdom, knowledge, relaxation, joy, happiness, optimism, idealism, imagination, hope, sunshine, summer, dishonesty, cowardice, betrayal, jealousy, covetousness, deceit, illness, hazard

ORANGE – humor, energy, balance, warmth, enthusiasm, vibrant, expansive, flamboyant

GREEN – healing, soothing, perseverance, tenacity, self-awareness, proud, unchanging nature, environment, healthy, good luck, renewal, youth, vigour, spring, generosity, fertility, jealousy, inexperience, envy, grandeur

BLUE – faith, spirituality, contentment, loyalty, fulfillment peace, tranquility, calm, stability, harmony, unity, trust, truth, confidence, conservatism, security, cleanliness, order, sky, water, cold, technology, depression

PURPLE/VIOLET – erotic, royalty, nobility, spirituality, ceremony, mysterious, transformation, wisdom, enlightenment, cruelty, arrogance, mourning, power, sensitive, intimacy

BROWN – materialistic, sensation, earth, home, outdoors, reliability, comfort, endurance, stability, simplicity

BLACK – No, power, sexuality, sophistication, formality, elegance, wealth, mystery, fear, anonymity, unhappiness, depth, style, evil, sadness, remorse, anger

WHITE – Yes, protection, love, reverence, purity, simplicity, cleanliness, peace, humility, precision, innocence, youth, birth, winter, snow, good, sterility, marriage (Western cultures), death (Eastern cultures), cold, clinical, sterile

SILVER – riches, glamorous, distinguished, earthy, natural, sleek, elegant, high-tech

GOLD – precious, riches, extravagance. warm, wealth, prosperity, grandeur

Jungle Book trailer- 2016's and 1967's trailer

- The protagonist is Mowgli.

-A snake symbolises rebirth, transformation, immortality, fertility and healing.

-The mise en scene and it's background is foggy therefore this can have the connotations of Mowgli being confused and lost.

-The colour of the background is green however it is a dark shade. Green is a symbol of self-awareness therefore this can be linked to context as the snake is used as the element that represents danger.

-Mowgli has its back turned therefore it shows vulnerability and can therefore make the audience feel sympathy.

-The size of the snake is the same size of the boy which brings the sense of fear and intimidation.

-The shade of green used is muted and unsaturated colour.

-Dark, dull, muted colours create a scary atmosphere.

-The trees are bent which emphasises the scary atmosphere. The branches of the trees are everywhere, all around which can represent the fact that Mowgli cannot escape the dangerous position she is in. 

- Sinister colours therefore create a sinister atmosphere, the shade of green symbolises envy.

The snake ''Kaa'' is played by Scarlett Johansson.

- Colours are quite saturated and bright therefore it creates a contrast to the representation of The jungle book in the other cover.

- The atmosphere is positive, happy and vibrant.

- The bear is used to symbolise a spiritual journey. This can be linked to Mowgli as it hits the journey that he will need to go through and it can also symbolise the change in his character throughout the journey. 

- The snake in this cover is seen as much smaller compared to the other cover therefore it means that the snake will not be the main danger that Mowgli will have to face but there is much more dangerous animals than the snake Kaa.

-  In the background the main colour used once again is green however in this cover the shade of green a much lighter and saturated one. 

- There is light in the middle of the image and at the edges the background becomes darker therefore this creates the attention of the audience to be focused in the middle of the image where the protagonist Mowgli is situated. Also, next to Mowgli there is his friend Bagheera who is presented as being much bigger than him therefore he is like Mowgli's support and like a parent to him that Mowgli can always rely on. They are situated in the centre of the image as they are the two main characters. The person that plays Bogheera is actually a comedian therefore that fits him and the character he plays as Bogheera is the funny, cheerful and playful character. On the top of Mowgli there is Baloo who symbolises protection and security as he will be protecting Mowgli and Bogheera but mainly Mowgli.

- In the perifery, the audience can see the monkey. He is situated mostly in the dark shade however he is still a bit in the light which may suggests his duality.

- The green colour symbolises nature, self awareness.

- The tiger is very intimidating as he is pouncing and therefore he will be the reason to destruct the calmness of the jungle. 

- The title is in quite a bright shade of yellow and it stands out compared to the background. The title is also in Serif which represents the age in time and it is an intertextual link to the book The Jungle. 

- The fact that the the tiger is situated at the periphery and that he is pouncing can show that he is ready to disturb and destroy the positivess of the jungle and this can happen any second.

- The snake has connotations of evilness and slightness. 

- The unsaturated and muted colours can represent the danger that the jungle consists of and it also means that the jungle is not only a positive place. 

- Having the tiger being situated in the periphery where he is in the shade of light can symbolise can hint that he will be the main danger and destroyer.