Media NEA research

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Tide advert (1950) representation

In the 1950s Tide print advert, we see a clear representation of women.   Firstly, we see that the Tide advert has lots of red fonts as well as a distinctive theme throughout the advert. The colour red in colour psychology suggests power and dominance. Here we can clearly see that although the colour red may be associated with females and feminine adverts, it may also suggest the dominating nature of the product and its superiority. The product is shown being hugged by a woman happily smiling which may represent the regressive attitude that a woman loves household chores and will continue to fulfil domestic duties.  Secondly, we see that the tide advert personifies the product as a man. We see that the product is specifically personified as a man as the bold red font reads “Tide’s got what women want”. Here it is evident that the advert is using the characteristics of the man such as power and dominance (hence the colour red) to persuade the readers of the print advert to buy
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Media Studies Notes

Narrative Theory Narrative is created to appeal the audience. It entices the audience.  Most themes are consistent in old folk stories even if they are from different cultures.  Vladamir Propp studied Russian folk stories and discovered 31 character functions.  Propp discovered that there are 7 character types in most folk stories :  The Hero  The Villain (struggles against the hero)  The donor/enabler (prepares the hero or gives the hero some magical object) The helper (helps the hero in the quest) The Princess (often sought for during the narrative)  The false hero (perceived as good character in beginning but emerges as evil) The dispatcher (character who sends the hero off)  Todorov discovered that narratives are created in 5 stages :  Equilibrium → Disruption of equilibrium → Recognition → Repair → New equilibrium Levi-Strauss : Binary Opposition Narrative always has a conflict (Good and Evil) and will usually end with a resolution between the confl
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Andrew Goodwin’s Music Video Theory Goodwin’s theory states that there are some key aspects to a music video: Thought through beat (seeing what the lyrics mean in our own head). Relationship between the lyrics and the visuals. The narrative and performance of the song. The technical aspect of a music video. The star image which is demonstrated through camera shots etc... Genre conventions and iconography. Voyeurism Intertextuality, parody and pastiche There are 3 ways in which visuals are used to promote a song: 1.        Illustrate: music videos use certain images and shots to explain the meaning of the lyrics to the song and the genre. 2.        Disjuncture: the meaning of the song is completely ignored in the music video. 3.        Amplify: This is when the images and camera shots are manipulated and shown repeatedly throughout the music video and is ingrained into our vision. Goodwin believes that a music video can promote its song throug
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