Unseen Advertisement

Amnesty International Advertisement:

Analyse how the creators of this advertisement have created meaning through the use of Media Language in this source by comparing it to the Shelter advertising campaign.

The connotations of this advertisement imply the idea of human freedom for human rights as the hand gesture means that of peace as well as the double meaning behind the hand as it can also be seen as that of scissors cutting through the barbed wire to reinforce the idea of freedom but can also show the danger and blood shed through the government's restriction of human rights. This symbolises what Amnesty stands for as an international non-governmental human rights organisation. The contrast of colour with the red, cream and black shows the simplicity of the advertisement and could connotate the idea of red symbolising passion for freedom. The simplicity of the layout implies that all the big problems concerning human rights can be solved through through such simple actions. The word international is highlighted in the colour red to emphasise that Amnesty is there to help all people no matter what. The logo is located in the bottom right hand corner so that people will recognise it and associate it with human rights and freedom.

Analysing Shelter's Advertisements

Shelter Adverts

• How have they used their actors in their images and how have they directed their facial expression?

They have used actors to portray an emotional connection with the audience through facial expression as they all look upset as their eyes look pleading and sad as well as their lips parted slightly as if they are almost lifeless to create a slightly distressing impact on viewers so that they feel the need to help the cause because of the emotional connection they have created with these images. The actors are also different in race and gender which could infer that anyone can become homeless. They also look neutral which could infer that they are shown as a passive member of society and are only there to serve the needs of anyone above them.

• How have they been lit?

A front light is used to light up their facial features to emphasise the passive expression and pain that the actors are trying to portray. There is faded black around the edges of their faces which could infer that these people who have no homes feel like they are surrounded by darkness and there is no escape. The lighting could infer how the organisation is trying to shine a light on these types of people to try and get them help, finally putting these lesser known people in the spotlight.

• How has Shelter used layout to convey their message?

The text covers the faces of the 'homeless' people, inferring that they are trapped behind other things that are more important so are forgotten. The placing of the faces which take up majority of the advertisement could convey that homelessness is a big problem, but also creating more of an appeal to the viewers as it is eye-catching. The layout is relatively the same for each advertisement with the same website address and Shelter logo at the bottom as well as a message in a red box to search for 'Shelter housing advice' and different phrases above the box in white corresponding with the person. For example, the man in the middle

• How has the use of font contributed to the message?

The font is bold and coloured red which could show that this cause is extremely important and urgent for help. The fact that the text is situated over the faces creates the idea that these people's thoughts are consuming them as that is all they can think about. Each text is unique which shows that they all have different views as to what they want, creating more realism, developing an idea of what the homeless actually feel about their situations. 

• How has the audience been communicated with? What do the messages mean?

The audience is communicated through the colour scheme and text as the contrasting colours of red and black stand out as well as the bold unique text on each of the advertisements. The bright red connotates emotion as well as encouraging action for those who see it, encouraging them to try and become part of Shelter's cause.

Analysing Lucozade's Advertisement

Lucozade Sports Advert Analysis

• How have they used font and layout to engage an audience?

The font in the advertisement is large and bold with even spacing between each letter so that it predominantly stands out. The image is clear and simple with the man on one side and the text on the other.

• How does the angle of the camera shot engage an audience.

It engages the audience through the facial expression and eye contact of Gareth as the angle is a straight clear cut below the shoulders. It shows the straight focus and importance of the product. 

• How does "In a different league" contribute to meaning?

It contributes to meaning as it creates the idea that if you purchase and drink Lucozade then you are 'in a different league'. This helps to promote the product as people will be manipulated into believing that they can be in a different league as well as gain power and authority by drinking Lucozade sport. 

• The direction given by the photographer to Gareth Bale in the image.

To look direct into the camera whilst frowning. Trying to show the facial expression of having power and authority which helps to promote the product. He also has a powerful expression in his eyes as he looks very focused, in which, upon seeing this advertisement, people will want to be like so will then purchase Lucozade.

• How have they used of lighting?

The lighting is mostly situated on Gareth's face and a lighter shade of blue almost glowing around him. This could signify that he is important and anyone who purchases and drinks Lucozade can be like him too.

• Why have they chosen blue for a background?

Blue connotates water: the thirst for a drink, which Lucozade provides. Blue also symbolises trust, confidence and intelligence, in which, the viewers of this product may want to feel so buy Lucozade to try and feel like that. 

The yellow symbolises that of happiness and energy. Influencing the audience's mindset of the colour scheme as the colours are bright and contrasting. 

• How has the above factors contributed to representing their product?

All of these factors show the product as an important choice in drink for energy and power. Implying through the advertisement that Lucozade provides many factors for the audience to feel better in themselves through power and focus. The colour scheme is seen to then be associated with the product through the audience's point of view.

The Paradise Papers Case Study

The Paradise Papers

News Story Coverage: The Paradise Papers

Write up a description of the main differences between the two front pages from The Guardian and The Daily Mail, looking at both conventions and how the stories have been presented to the reader.

The Guardian

The Guardian is a socialist broadsheet, therefore supports the public services and uses formal language within its headlines and cover stories. The Guardian spent a number of days publishing a series of articles focusing on the 'Paradise Papers' story. The yellow colour links the covers together to an exposure - highlighted so that it stands out. The big splash begins to disappear over time with the papers. The Guardian used the yellow splash over four days to create the idea of relevancy to their audience within that time to show the ongoing nature of the 'Paradise Papers'. This reinforces the Guardian's news values of political socialist ideas along with the economy. Britain is a mainstreamed capitalist society, in which, the Guardian questions with the freedom of the press. This helps to gain audience and heightens public interest as a snowballing ordeal ordeal with moralistic views. The style of the broadsheet is Berliner and uses negative language such as 'controversial' and 'exploiting', influencing the audience with left wing views of the whole coverage on the 'Paradise Papers'.
The media language in the Guardian's 'Paradise Papers' cover uses some bias towards left wings ideologies due to the main headline: 'Queen's cash invested in controversial retailer accused of exploiting the poor'. This use of language to describe the face of Britain indicates bias left wing controversy due to the socialist views that the Guardian has. 
In this cover they have linked the 'Paradise Papers' stories together though the only bold colour in the paper: a bright highlighted yellow. This berliner design and highlight indicates the same story coverage without having to keep different stories of the same topic on one page, instead weaving them throughout the paper which is to signify the same stories of controversy  with the rich 'exploiting the poor' through offshore tax affairs. This is significant so that the reader as of the Guardian can easily navigate the coverage of different cases within the same topic. This intrigues and appeals to those readers as a prominent issue in the current Guardian news. The political ideology of this paper is reflected by its agenda which consists of left wing socialist views.
The media audience of this newspaper consists of mainly the middle class due to the type of language used as the guardian uses a range of vocabulary and formal language, such as 'controversial', that only educated readers of the middle class may understand. This broadsheet contains more detailed information on the first page of which is going to be included inside of the stories than the Daily Mail (tabloid). The audience is also perceived into left wing views but can also be influenced by the uses and gratifications theory as the audience appeal can be created through personal identity and what the audience wants to identify with and have the same views shared between the newspaper and its audience. 
The representation of social class in the cover of this paper helps to understand reader appeal as the higher class is represented negatively, so the views to other social classes who do not appreciate higher classes/ the monarchy as the queen is featured in this coverage. The fact that the side profile of the queen is used creates two meanings . As this same image is used on coins, it connotates that the whole news story ordeal revolves around such money being taken and stored offshore so that those large amounts of earnings aren't taxed like they would be if they were stored in a UK bank. The second connotation of this image is that the queen is the one who is doing this, as well as others, but more ironically the queen who is the face of the coins as a unfair irony. 
The cover includes the basis of a berliner broadsheet with a main image, masthead, headline/splash, caption, subheading, detailed copy, price, date and barcode. 
The Guardian also has a set colour scheme with contrasting colours of blue and yellow to stand out and create familiarity with the audience to associate those colours with the newspaper.

The Daily Mail

The Daily Mail uses media language through right wing ideologies which are shown in the headline as the queen is seen to be a victim as she is described as being 'dragged into 10m'. This shows that the Daily Mail is trying to create sympathy for the queen due to the right wing nature of the paper.  The Daily Mail has the tabloid format as most of the cover is made up of the main headline.  The Daily Mail tries to cram as much information into the cover as possible as the title is the only thing that is relevant to the 'Paradise Papers' story as everything else on the cover consists of other stories included inside. It also only uses colour in the aspect of pictures and doesn't really have a specific colour scheme to the newspaper itself. The right wing agenda, language and detail reflects the political stance of the paper and how it appeals to its target audience.  The use of informal language connotates with the political agenda of the newspaper as the word 'dragged' also reinforces that the audience of the Daily Mail are informally spoken so that its easier for more people to understand whilst reinforcing right wing bias.  The word '10m' is also informal as the word million has been abbreviated to m which also  supports the idea of the Daily Mail's informality. Within the 'Paradise Papers' the Daily Mail moves on from it rather quickly in comparison to the Guardian. 

Comparison:

The Guardian uses a broadsheet berliner format whereas the Daily Mail uses a traditional tabloid layout. The Guardian has a lot of copy underneath the main headline with a mix of related and unrelated stories in comparison to the Daily Mail in which the main headline takes up majority of the cover and includes other stories irrelevant to the main. The Guardian also has an image relating to the 'Paradise Papers'  with the image of the queens head on a coin whereas the Daily Mail's main picture is irrelevant.

1. Look at the Mirror. The Daily Telegraph, Daily Express and the Independent online newspaper and consider what you learn about these two publications from their versions of the story and the front page conventions.
2. Look at the online versions of these stories via Mail Online and The Guardian website. Compare and contrast their coverage. Use the sites to find out as much as you can about the story, so you fully understand it. What other media elements do the two websites provide readers (e.g.: audio or video clips, hyperlinks to other sites or connected stories). Look at social media sites and explain how you think they encourage readers to interact with the story.

Advertising: Old Spice Analysis

Old Spice

Who does this advertisement appeal to?

The advertisement of deodorant and body wash used to appeal to an older generation of people's fathers and grandfathers to have as a quality desired item for men. In the past, it appealed to 40-60 year olds but now considers the new target audience to be 18-35 with a new re-vamped marketing strategy. Terry Crews now features on the advertisement for the new audience, creating a completely different appeal for the audience as he is a male sex symbol appealing to men and women. This is mainly aimed at women as they will see the product and believe that it will make their man smell like Terry Crews as a result so will buy the product as a gift. Men will purchase the product as they envy the idea of women being attracted to Terry so will want to smell like him too, as a result create more of an impact of purchases through the advertisement. 

What parts of the poster contribute to engaging that audience?
Women will find the poster engaging through the idea of a good-looking man on a horse on a beach, creating the idea of luxury for those who use Old Spice, as a result, women will become intrigued by knowledge of their man smelling like someone such as Terry Crews. Women can also be engaged and influenced by the diamonds which portray the product as something amazing.

Massive Attack: Unfinished Sympathy Analysis

Mise-en-scene:

 Camera shots/angles/editing:

Continuous tracking take is used throughout the video which infers that street life is ever evolving and continuing to grow. This idea can be reinforced by the editing as no cuts or edited features can be seen which could also infer that the city and street life can't be changed or manipulated, it is how it is. This overall creates a natural, realistic feeling as the music video plainly shows what street life is like without any changes so that realism is kept. The music video begins with the camera focusing on a gang which then proceeds to moving onto tracking the back of Shara Nelson down the street until the camera pans around her then focuses on the front of her as she walks down the road. This changes towards the end as the camera pans back around her so that the audience sees her back as she walks away down the road while the music begins to fade and we see her walk around the corner of a building down a side street as the camera keeps slowly moving forward in her direction, focusing on two children playing in the street and a child on his skateboard until the music stops and the video cuts to black. 

Lighting/setting/location:

The video is located is an urban city mainly focusing around the streets and the people there. It is portrayed as a busy place with many people doing their own thing in the background. The continuous streets have multiple shops with owners trying to sell goods as well as a market and the many cars in the road as well as children playing. The location contains only natural lighting to show to the audience that everything in the video is made to look like a natural city life which helps to create even more realism for the audience. 

- Costume

- Props

- Makeup

- Sound

- Characters

- Performance

Newspaper Ownership

Ownership of Newspapers

The company that owns the Daily Mail is DMGT (Daily Mail and General Trust). The company also owns other newspapers such as the Mail on Sunday and Metro. The owner of this company is Jonathan Harmsworth, a viscount; his great-grandfather, Harold Sidney Harmsworth, set up the Daily Mail along with his brother in the late 19th Century and was made the first Viscount Rothermere in 1919.

The Guardian is owned by the Guardian Media Group, a mass media company owning various media operations including The Observer. C.P. Scott (died in 1932) founded  the Guardian in 1907 which is owned by the Scott Trust. 

News UK is owned by News Corp in Manhattan, New York founded and owned by Rupert Murdoch who owns The Sun, The Sunday Times and The Mail on Sunday.

Questions:

How many organisations own national newspapers and do any companies own more than one title? 

The companies that own newspapers consist of:

News UK, which owns the Sun, the Sunday Times and the Mail on Sunday;

The Guardian Media Group which owns the Guardian;  Daily Mail and General Trust which owns the Daily Mail, the Mail on Sunday and the Metro. 

Which companies own regional newspaper titles? 

Newsquest owns 19 daily newspapers and 150 weekly newspapers and the Trinity Mirror owns a lot of other newspapers in England. Companies like these they are able to influence their reader's mindset through their content as it can be from a certain perspective without readers knowing it. If these companies can control multiple newspapers around the country, their opinions can be spread to a more wider target audience which can influence their readers so that those readers will go away with the influenced mindset of the regional companies opinions.

How does this link to Hesmondhalgh's ideas on Cultural Industries?

This links to Hesmondhalgh's ideas on cultural industries as the companies produce similar content within different newspapers as few people own these companies so create a narrowed perspective of content across the media to ensure less risk for readers. These industries rely on repetition and big hits to cover other stories that they think are worthy of media exposure but can be a risk so are repeated until they become a big hit or failure in which they are either exaggerated across multiple newspapers owned by the same company or removed.

 Why do you think ownership is something to be concerned about in the UK? Use Curran and Seaton's Power and Media Industries to explore this idea in your post.

I would agree that ownership is something to be concerned about in the UK due to Curran ans Seaton's ideas which suggest that the same companies are in charge of multiple UK newspapers. The idea that the same people control a wide range of newspapers in the media means that they could effectively brainwash readers all over the country through hidden ideas and perspectives, essentially controlling the public through newspaper viewpoints and ideologies with the same material constantly. 

Broadsheet and former broadsheet newspapers

Title	Published	Format	Est.	Owner	Orientation	Political Party Support in 2017 General Election
The Daily Telegraph	Daily	Broadsheet	1855	The Barclay brothers' Press Holdings	Centre-right, conservative	Conservative Party
The Sunday Telegraph	Sunday	Broadsheet	1961	The Barclay brothers' Press Holdings	Centre-right, conservative	Conservative Party
The Times	Daily	Compact since November 2004	1785	News Corporation - Chairman and CEO Rupert Murdoch	Centre-right, conservative	Conservative Party
The Sunday Times	Sunday	Broadsheet	1822	News Corporation - Chairman and CEO Rupert Murdoch	Centre-right, conservative	Conservative Party
The Guardian	Daily	Berliner since 12 September 2005	1821	Scott Trust Limited	Centre-left	Labour Party
The Observer	Sunday	Berliner since 8 January 2006	1791	Scott Trust Limited	Centre-left	None
Financial Times	Daily	Broadsheet	1888	Nikkei Inc. - Japanese media company	Economically liberal	Conservative Party
i	Daily	Compact	2010	Johnston Press	Centrist (aimed primarily towards younger readers and commuters)	None

Tabloid newspapers

Title	Published	Format	Est.	Owner	Orientation	Political Party Support in 2017 General Election
Daily Mail	Daily	Tabloid (Broadsheet until 1971)	1896	Lord Rothermere's Daily Mail and General Trust plc	Right-wing, conservative, populist	Conservative Party
The Mail on Sunday	Sunday	Tabloid	1982	Lord Rothermere's Daily Mail and General Trust plc	Right-wing, conservative, populist	Conservative Party
Daily Express	Daily	Tabloid (Broadsheet until 1977)	1900	Richard Desmond's Northern & Shell	Right-wing, Eurosceptic	Conservative Party
Sunday Express	Sunday	Tabloid (Broadsheet until 1992)	1918	Richard Desmond's Northern & Shell	Right-wing, Eurosceptic	Conservative Party
The Sun	Daily	Tabloid	1964	News Corporation - Chairman and CEO Rupert Murdoch	Right-wing, conservative, populist	Conservative Party
The Sun on Sunday	Sunday	Tabloid	2012	News Corporation - Chairman and CEO Rupert Murdoch	Right-wing, conservative, populist	Conservative Party
Daily Mirror	Daily	Tabloid	1903	Trinity Mirror	Centre-left, populist	Labour Party
Sunday Mirror	Sunday	Tabloid	1915	Trinity Mirror	Centre-left, populist	Labour Party
Sunday People	Sunday	Tabloid	1881	Trinity Mirror	Centre-left, populist	None
Daily Star	Daily	Tabloid	1978	Richard Desmond's Northern & Shell	Largely non-political	None
Daily Star Sunday	Sunday	Tabloid	2002	Richard Desmond's Northern & Shell	Largely non-political	None
Morning Star	Daily	Tabloid	1930	People's Press Printing Society - an independent readers' co-operative	Left-wing, socialist	Labour Party

Massive Attack: Unfinished Sympathy - Research *

Massive Attack: Unfinished Sympathy - Research

Who Are Massive Attack?

Massive Attack are an English trip hop group formed in 1988 in Bristol. The group consists of Robert Del Naja ("3D"), Grant Marshall ("Daddy G") and formerly, Andy Vowles ("Mushroom/Mush").

Blue Lines Album

Released 8th April 1991, consists of 9 songs:

Unfinished Sympathy

Released in February 1991. The music video, Unfinished Sympathy, is the most memorable and has won multiple awards as it features a single, continuous tracking shot. It was critically acclaimed by music critics for its distinctive production and Nelson's vocals. The music video contains Shara Nelson walking down the city streets in Los Angeles, California.

Baillie Walsh

Baillie Walsh is the music video director for Massive Attack and works in filmography, these are the ones he has helped to create:

Filmography

• 1996: Mirror, Mirror
• 2001: Massive Attack: Eleven Promos
• 2004: I'm Only Looking: The Best of INXS
• 2007: Lord Don't Slow Me Down
• 2008: Flashbacks of a Fool
• 2013: Springsteen & I

The Impact of Technological Change on Newspapers*

Look at all of the UK news titles and research how the paywall is being used in an attempt to protect revenue and profits for these companies.

How do newspapers prompt readers to interact with their online news? Consider how they use social media to encourage reader participation.

Newspapers prompt readers to interact with their online news through other sources of social media, for example, Twitter and Facebook where they try and get followers to subscribe to their online news so that they gain more popularity and generate an income through those who have subscribed. They may also have advertisements to attract readers to go to the website in hope that new readers will subscribe to these .

Consider how you could apply Shirky's End of Audience Theories to online news products.