Newspaper Plan

News Article Analysis Essay

https://docs.google.com/document/d/1eXUr5s6q4kFnmRat-lCnNoQFRLcgrhvDROcQvA8KeXk/edit?usp=sharing

The presentation of my pitch for Sounds and Feelings


https://docs.google.com/presentation/d/1KoQ4hSD5T-0RXiO_B-W-ux_A1KAEJCOLZbQgZFn8zMU/edit?usp=sharing

                                                      MEDIA ESSAY STRUCTURE


Intro-
Interpret the question. 
Define the key words. 
Introduce article being used


Main Body-
Write a paragraph on each value applied 
Introduce the value
Give example from the article
Refer to theory if applicable


Conclusion-
Sum up what is written in the main body. 
Never add anything new.
Summarise very briefly the key values applied 

                                                                     News Values

Convergence - Refers to the crossing over or coming together of platforms, techs, devices in the media

the "Other":Paul Giroy - Non white people in the media are often defined according to what makes them different from the (white) criminal 

News today is converged and dispersed across a range of platforms

News values systematically construct rather than simply accompany the gathering of news.

Galtung and Ruge (1981) - Argued that news is structured according to unspoken values, rather than discovered. 

Here are some of the values - Frequency (time scale of events perceived to be "newsworthy". Stories which unfolded daily were favoured)

                                - Threshold (Size of an event that's needed for it to be considered "newsworthy". Common recurrences with normal people won't get noticed unless it happens to a celeb; Unusual stories get noticed a lot.)

                                -Proximity (How close to home the story is. Also stories from "the west" are favoured over stories from the developing world)

                                 - Negativity (If it's news, it's bad news. )

                                  - Predictability (

                                 - Continuity and Narrative (News involves story telling j

Task - Pros and cons

You are the owner of a national newspaper. You want to increase profits. What do you do?

Hire more journalists to cover a bigger range of events.

Pro's - Access to a wider audience amounting to more people wanting to read my newspaper.

Con's - Most profit made may go to the payments for the journalists.

Put more ‘sponsored content’ online and in your paper.

Sack journalists

Pro's - Less profit made goes to payment for staff

Con's - Chance of journalist possibly tweeting negatively about the company causing less people to read our paper.

Make journalists tweet more.

Make journalists write about celebrities more.

Increase cost of paper

Put up ‘paywall’

Make journalists tweet more.

Make journalists write about celebrities more.

Increase cost of paper

Put up ‘paywall’

KEY TERMS

User generated content (UGC) - Content made by non-professionals E.G. Social media sites, Wikipedia, Youtube, Blogs, Pinterest etc
UGC is 35% more memorable than other media & is 50% more trusted than other media.
How can it be used as marketing? It's cost effective, provides exposure, more accessible 

Shareable content

Pro-sumer - Consumers of the media aren't so contrasted with the Producers of the media. The word Prosumers was used from 1980 to describe the blurring of the lines between the Producers and Consumers
The dawn of Web 2.0, in the early 2000, made this more of a reality for everyone

Participatory culture - Taking part in the media rather than just passively consuming it.

Collective intelligence - This is a concept that proposes, "Nobody knows everything. We all know something. Therefore together we can know everything (or nearly everything)

Modes of address

Direct / Indirect

Direct- Speaking to the audience, use of third person languages.
Reinforces preferred reading. also within mise en scene when the person is looking at the camera

Indirect-  More objective speech and more descriptive of the product. Also within mise en scene when the person looks away from the camera.

Authoritative / Familiar

Authoritative- Telling you what to do, being imperative in speech.

Familiar- More chatty speech

Audience Segmentation

Demographics and Psychographics

Demographics= age, gender, ethnicity, household income (social grading)



Demographics: Social Grading Table


ABC1s & C2DE


Psychographics:Cross Cultural Consumer Characterisation



Resigned:
















Struggler:

                                                       IDEOLOGY & HEGEMONY


Ideology: a set of ideas/beliefs/values/that give us a framework for viewing the world.
               e.g. Christianity - powerful, all-seeing God.
               e.g. Feminism - women are unequal & should fight for equality.
               e.g. Marxism - seeking equality for all classes redistributing of wealth. 
               e.g. Nationalism - love for your country. 

Dominant ideologies: Those values/beliefs that are shared by most people in the given society.
                                  e.g. Consumerism - a belief that having "stuff" makes us happy.
                                  e.g. Nuclear Family - a belief that happy families involves a father and a                                                    mother with children.
                                  e.g. Gender & Femininity - Some of these change over time. Women should be                                            kind, empathetic....
                                  e.g. Beauty - Skinny, young, white, blonde.....
                                        Context - Historical & Cultral

Native & Target Advertising 

Native advertising is paid content that matches a publication's editorial standards while meeting the audience's expectations.

Native adverts are adverts in disguise.

Target Advertising

• Particularly on social media
• Targets a very niche group (small specific section of an audience0
• Uses cookies on your computer to search for appropriate adverts
• Shoppable tags. e.g. on instagram

Main challenges faced by the advertising industry?

• Getting the audiences attention
• Making the advert appealing and interesting
• Hostile audience
• Competition

“This is Abuse- would you stop yourself?”

Who are the audience?
The targeted audiences are people in relationships, especially teenagers in relationships.

Who has made it and what is the purpose?
The company 'This is Abuse' made the advert, the purpose would be to notify and make aware to anyone in or not in a relationship that abuse is real and it can be happening to them or they could be causing it. This is evident in the quote, "If you could see yourself, would you see abuse?"

What techniques are used and do these make us feel bound to agree?
The advert consists of a girl and a boy who are portrayed as being in a relationship, everything is going well at first before the incident of abuse happens. The opening scenery is common to most teenagers so it was used to set the scene and also for them to know that abuse ca happen to any of them. being abused by her boyfriend. There is also a boundary of glass blocking the couple from another girl, identical to the one being abused, and she bangs on the glass and screams trying to get their attention but her actions are hopeless.


Be Food Smart- Change4Life

Can the government help to cultivate a change in lifestyle and eating habits?  
Yes the government can help to cultivate a change in lifestyle and eating habits. They can control the imports and exports of the country, therefore they should be able to control the amount of sugar filled foods and fatty foods being imported and also control the amount of sugars and fat in foods in order for them to be healthy. The government can also promote a more active lifestyle in order for people to keep fit

What techniques are used and do these make us feel bound to agree?
The audio of the advert is said by a young boy but the words are much more intelligent than what one would've thought. Due to the intelligence in speech and surprise at the age of the speaker, people are bound to agree due to; the sense of keeping their integrity (If a young child knows this then it would be a shame if I didn't know it), the speech contains real facts making the speech more intelligent (This is one of the persuasive techniques) .

Have a look at the accompanying website and consider which other marketing techniques are used

 Evaluation of cross platform advertising

Type	Strengths	Potential problems	Examples
Viral advertising	Gets shared via multiple social media sites allowing it to get more exposure.	No control over who views the adverts so it'll be hard to get in contact with them.	Roc by Ronaldo “Cristiano Ronaldo in Disguise”
Native advertising	Surprises the viewers and allows them to see things which they may not have necessarily clicked.	Could be annoying and time wasting.
Targeted advertising	Has information on the user from cookies so it can advertise something the user will be interested in.	If the site is hacked, the hacker has personal information on the users. Deceitful.
Shoppables and Influencers	Allow users to shop without having to go onto another page/browser.

Persil Analysis 
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Task 3- Changing Platforms

• In today's media world, adverts cross over a range of platforms- steaming, social media, not just tv
• 
  
• Most audiences do not watch TV ads, unless it is a big "Event" e.g. Sporting events
• 
  
• Advertising remains a key source of revenue for all media. As people stream on demand services, advertising has changed. e.g. pre rou ads. Which you must watch. Different to pop ups

Synopsis

Advertising is changing as audiences watch TV differently & use other platforms

First Paragraph

• Tv adverts are becoming outdated as the current generation do not find it relevant 

Second Paragraph

• In 1960s TV adverts were popular as it was part of the TV experience
• There was no social media, emails or text messages to catch up to.
• TV only broadcasted certain times during the day
• Adverts were efficient ways to learn about products 

Third Paragraph

• Today's internet enabled consumers find commercials as the least efficient way to learn about products.
• All they want to do is watch their shows without interruptions.
• Time shifting has made it possible to schedule TV.
• Commercials are now like relics from the time when families sat together to watch TV without being able to use the functions of pausing, fast forwarding and rewinding or being able to check facebook, twitter research or send texts.
• Stats prove that consumers are avoiding them

Fourth Paragraph

• Study from last year shows that 84% of respondents wanted to fast forward through ads and 60% downloaded or recorded shows in order to avoid them

Fifth Paragraph

                            Compare how media language is used in the construction of                                                              gender in two print advertisements for fragrances. (500-800)

The first product I will be analysing is called "Axe Dark Temptation" shower gel. I chose this product specifically due to the sexuality portrayed by the brand in the adverts. The advert objectifies females as sexual possessions therefore degrading their social statuses to being entertainment for men. Objectification is the action of degrading someone's status to a mere object. The second product which I shall be analysing and comparing to my precious analysis is "Lynx Cool Metal" shower gel. This advert is similar to the first product in what is being portrayed, but there are little differences which I’d like to touch on. For example patriarchy is upheld more clearly in the second product. Patriarchy meaning a society in which men hold the power and women are disregarded.

First Product

There are three different print advertisements for the brand but they all portray the same thing. I will be analysing the advertisement in the provided link below.

https://adsoftheworld.com/media/print/axe_whip

This advert shows a male figure in the shower using the axe shower gel to clean his back with a brush, whilst there's also a female figure in a room, which looks like a shower room, holding a whip at her back in the same position that the man does and the actual product is placed in the middle. The caption is, "The Cleaner You Are, The Dirtier You Get".

The Anchorage text is split into two using different fonts, one half on the males image saying, “THE CLEANER YOU ARE", in a sort of normal font style and then the other half on the females image saying, “THE DIRTIER YOU GET", in a sort of sexually elegant font style. The anchorage text on the male image is evidence of patriarchy as the male being "clean" has connotations of a form of holiness. The male being "clean" and the female being "dirty" also goes against the stereotypical phrase that boys/males are dirty and untidy compared to girls/females. The comparative adjective "Dirtier" is used on the female’s image to avoid use of the taboo subject of sex. Dirtier has connotations of sexual activity and being lascivious. The fact that this is on the female’s image further strengthens the fact that women are being objectified for the pleasure of men.

The camera shots for both male and female in the images are mid shots, but there is a slight difference. The shot done for the female is a little lower than the shot done for the male in order to show a little bit of her hip/curves. Although the advert is for men, there is more emphasis on the female in the advert and this strengthens Laura Mulvey's theory on "The Male Gaze" in the media and in everyday life. "The Male Gaze" can be understood as men being the "lookers" and women the "looked at". Women are presented as objects of male pleasure. The images, I believe, are airbrushed in order to sexualise the females physic. The shower gel is also in the middle of these two shots, the shot type of this is like an extreme long shot. This is done in order for the audience to get a clear view of the bottle.

The mise en scene is craftily done in order to contrast props used on the male to a more sexual object on the female. The male in the advert holds a brush, which he scrubs his back with using the gel, whilst the female is then seen to be holding a sexual toy, a whip, and she has placed it on her back in a similar position to the way the male is placing the brush. The lighting used is a Key light in order to focus on the important parts of the images, there's most probably also a Back light. The male is in a shower, which makes sense as the product is a shower gel for males, and the female is in a room which looks like the shower.

Second Product

This product also touches on the taboo subject of sex and objectification of women. I will be analysing the advertisement provided in the link below.

http://cdn.newsapi.com.au/image/v1/634eef3f9c4db238ec8f923f86e2223d?width=1024

The advertisement shows the product in the middle of the image and the name of the product at the top right hand corner with a quote below saying, “CLEANS YOUR BALLS", with a rugby ball and cricket ball underneath it. On the Left side the quote says, “Because no one likes dirty balls", with a woman standing next to the quote.

There are also 2 anchorage texts in this advert, one being more evident than the other. The more evident one says, “CLEANS YOUR BALLS", whilst the other says, “Because no one likes dirty balls", with the dirty balls underlined. The taboo subject of sex is portrayed again in the phrases "dirty balls" and "Balls". We can clearly tell, although there are sport balls in the advert that the "balls" mentioned is referring to the male genitals/sex organ. The woman standing next to the "Because no one likes dirty balls" is being similarly sexualised as the women in my previous analysis, as females are the "no one’s" in this subject. This upholds patriarchy and portrays objectification of women, as females are referred to as no one, therefore giving power to males as they are indirectly implied to be more important. The anchorages also imply that if you clean your balls you'll be able to attract a woman like the female being shown in the advert, which is very wrong as there is a very high chance that the woman's image has been airbrushed.

The camera shots on the female in the advert is a medium shot, this is not so typical as her "curves", compared to the female in my first analysis, aren't really shown. Although there is the unbuttoned shirt which exposes a little sexuality, but other than that the female isn't physically sexualised she's only sexualised due to where she's been positioned on the advert, right next to the quote "Because no one like dirty balls". The camera shot on the product itself is a long shot as we can clearly see the product from top to bottom which is important for the audience.

The mise en scene can be said to be quite tricky as it uses props such as the sports balls in order to talk about the taboo subject of sex. The female in the advert seems to be in a tennis outfit which most men find attractive. This also links to my fact about "The Male Gaze" in my first analysis as males will be looking at the females due to their sexual appearance. This is also strengthened by the fact that the lighting used on the female is High Key Lighting in order to make her stand out. Although she does already stand out as she's the only living thing in the advert. It could be argued that the High Key Lighting was unnecessary and just another way for females to be objectified.

To conclude, from looking at the two products, it is evident that females are portrayed more sexually than men in the media. The similarities in both products are that females are objectified a lot in men's products and there is more focus and attention on the females rather than the actual product. Due to Laura Mulvey's theory on "The Male Gaze", when a female is sexualised in a picture/image males are likely to be intrigued. So the marketing strategy which I can see in both products is that sexualise a lady in order to grab men's attention and increase the chances of the product being bought. Also, the products are aimed at more sexually educated men, adults Due to the implied audience and actual audience mostly likely being different, they made the sex subject taboo and this is done a lot more in the second advert. The differences are that, the woman in the second advert is less sexualised than the one in the first advert. Although patriarchy is used more in the second advert one in order to make men feel powerful.

Gender stereotypes are still prevalent in the media as in most products for men/males, they are either shown to be doing a manly thing by buying the product or females are objectified in order to draw their attention causing them to buy the product. Females are seen as just a mere object to be played with by males and males are seen as the stronger figure in society. These gender stereotypes are very incorrect yet, people are still falling into the trap of those stereotypes in media. It makes you wonder whether maybe people subconsciously like the stereotypes and want life to be stereotypical.

The challenging of these gender stereotypes is a good step towards equality for both males and females. The ASA was founded in 1962 but the law on female objectification in advertisement will only be in proper vigorous effect in 2018. It's sad that gender stereotypes in adverts weren't noticed and challenged a long time ago as it is what builds our society. From a young age adverts have caused many generations to believe females are supposed to be one way and males the other way. This is an important reason why we are in an unequal society. Hopefully, when the gender stereotype law is fully in action, society will start to become more equal in generations to come.

Textual analysis table                              Media / VC                                            28/09/2017

Media AS / A2

Textual Analysis Table- Moving Image

PogBack advert https://www.youtube.com/watch?v=JnAluEaRnmk

	Denotation / what can be seen	Connotation / what is the meaning? Representation
Camera- angle, size and movement	Shot size is mostly a long shot till 0:05 where it suddenly zooms into the ball with a shadow focus and back out into a mid shot at a low angle. The camera then does cuts using shadow focus on Pogba's hands to his torso then his boots with is name on it and then to him holding the ball in shadow focus whilst the camera tilts up to his head. There's a mid long shot using shadow focus then it cuts to a close up on the side of his head is done when he takes of his hood. Then a mid close up shot is done as he says "I'm back". The shot goes to the writing "REUNITED #POGBACK" With a star at the bottom. Then the camera cuts through scenes on action pretty fast ranging from medium close ups shots to extreme close up shots and ends on an extreme close up shot of Pogba unzipping his tracksuit revealing the Man u jersey.	The Low angle shot is used to portray him as superior. The shadow focus is used to highlight key parts. The tilt up is used to create a sense of secrecy and unveiling of Pogba. The Mid close up shot is done so we can see the tracksuit that Pogba is wearing and also the expression on his face.
Editing including any SFX	Mostly cuts, Cutting on action. There's a written anchorage at 0:19
Sound- diegetic, non-diegetic, narration etc.	There's a sort of metallic sound going on throughout the track which is non diegetic. There's only two diegetic sounds which comes from Pogba himself when he says "I'm back" and at the end of the advert as he screams	Mechanical sound seems to sound like something is being fixed and going through a process, this could be linked to Pogba getting ready to go back to Man U well and better. Pogba saying I'm back creates a superior felling and a sense if him coming to take control of the team in order to win more matches and cups.
Mise-en-scene: location, costume, props, lighting	It's in a studio, Pogba is wearing an adidas man united tracksuit. Theres a football as a prop and there is a lot of use of back/rim lighting.	The prop and  what he is wearing are football related they are used to further emphasize the sport he is doing and also the team and brand he will be playing for. The Back/Rim lighting is used for an incognito effect.

Snickers Advert - Mr T in Helicopter

This advert is aimed at courage-less or timid personals who need to make the most out of life. In this advert; a man is scared to enter into the swimming pool, Mr T arrives in a helicopter and begins shouting comical abuse at the man, Snickers bars are then shot at the man making him jump into the swimming pool and it ends with the slogan "Snickers, get some nuts". This advert implies that without snickers, life is boring and it hinders any chances of fun. This is achieved through the use of humour & punishment.

Mostly, the shots used are establishing shots which is used to show us the background of the scene in order to fully portray the full meaning of the advert. The scene started of with an establishing shot then quickly changed to a mid range shot to capture the expression on the Man's face. A low angle shot is used to introduce Mr T arriving in his helicopter which gives the sense of superiority.

The persuasive techniques clearly evident in this advert are Punishment and Humour. Punishment is portrayed when Mr T shoots snicker bars at the man chasing him to jump into the pool which he was initially scared of. The connotations of this is that if you are not courageous enough to take risks in life the snickers bar will make you