Representations

Theories of Representation

• Reflexive approach - that what we see is a straight forward reflection of the world

• Intentional approach - were our understanding of reality is created by representations

• Constructionist view - were representations create or construct a meaning, but this is based on a material reality.   This should include the person/thing being represented, The opinions of those encoding the representation, The reaction of the target audience and The context of our society and the dominant ideologies. 

The person/thing/place being represented:
The video features the different events through out the past few decades such as the war, the queens correlation and the riots portraying that Hovis has been around for many years and is as good quality now as it was then.  The boy changes outfit over the course of the video as the decade of the video moves on connoting that whilst time carries on and the world changes, Hovis will always stay the same.

The opinions of those encoding the representation:
The video is constantly shot in medium shot or wide/long shot to show how everything around Hovis  is constantly changing expect the thing itself. The different settings and types of events shown, catches the audiences' attention and reinforces the fact that Hovis has been around for many years and is still as good now as it was then. The music used in the background connotes a sense of nostalgia for the audience as some parts of the video will be remembered by an older audience. The music is uplifting throughout the video, as well as creating a sense of mean for the bread.

The reaction of the target audience:
The advert is aimed at an older-middle aged audience as it focus' on the things that have happened throughout their life time. The audience would probably accept the preferred reading that Hovis has been through everything and will carry on being apart of society, it will never change and will always stay as good as it is.

The context of our society and the dominant ideologies:
Whilst the dominant ideology is that we must fight, love and take care of our country, there are also other ideologies such as we must cherish the little things in life and we must celebrate what is ours.