This is England- Text, Industry, Audience and British Film Industry

This is England undoubtedly fits perfectly into the British film criteria. Everything from the mise en scene, cast, tone and iconography contributes to the representation of Britain and British culture. The genre of social realism with the help of British directors such as Shane Meadows contribute to British cinema as a whole. Therefore it only seems likely that the UK Film Council and Film4 would be the perfect production companies to help fund the movie. Together the contribution between the two companies funded £668,000 towards the films alongside funding from New Line Cinema who brought £90,000 to the film. 

Screen Yorkshire is a regional partner for the UK Film Council and works to deliver a number of key initiatives in areas such as education, production, screen heritage and training. The agency has made a number of successful investments including This is England which has helped make a significant impact on the growth and profile of the company itself. With the help of the Screen Yorkshire alongside the UK Film Council the movie would have undoubtedly been extremely hard to fund and maintain. Before its closure in 2010 the UKFC helped fund many British films alike, spanning from independent projects and projects which could potentially have a more global appeal. The UKFC also contributed to distribution and exhibition of movies which could be seen as being incredible useful and valuable to projects or in general the film industry. Set up in 2000 by the Labour party, UKFC funded some of the most important films in British cinema including This is England. Ronan Bennett in his article in the Guardian online highlighted the importance of the council and the affects its closure will potentially have not just now but in years to come. Arguably, Bennett believes that the UKFC is not run by money but by people with a true passion and knowledge for films which is essential to the making of This is England. As we know the movie is slightly autobiographical to Meadows himself therefore the tone of the film needs to be one that is true to its roots rather than being over complicated and glamorized. Therefore it seems likely that the UKFC are the perfect ambassadors for this film as according to Bennett, 'it was staffed not just by bureaucrats but by people who have made films, who loved film, who knew film makers and understood their struggles.' From the article Bennett proves to us how the UKFC is beneficial to movies such as This is England as they have more of a knowledge and more to offer for insightful films. Seemingly by the time we read the end of the novel we almost feel like everyone is affected by its closure. However for the years it was running it held significance in UK cinema.

  Shane Meadows creatively was forced to find ways to tell the story of This is England on a tight budget. With £1,500,000 to spend Meadows potentially could been seen as limited within his recourses. Restrictions include casting, with a small budget the director might be unable to cast blockbuster stars however this did work in Meadows favour fitting in with the genre of social realism and initially not wanting an all star cast. Expensive equipment was also out of budget therefore cheaper alternatives where used which I feel helps contribute to the tone and style of the film giving it a much more realist touch giving the audience a fly on the wall experience almost documentary style rather than a scripted storyline.
 This is England can be seen as being semi-autobiographical to Meadows himself, capturing the gritty realism and cold colours of crumbling council estates is all about Meadows mimicking his own childhood as inspiration. This is England shows the struggles Meadows faces whilst growing up and through his career potentially having a affect on his film making today. His attention to period detail is obsessive, from the fashion, including perms, Ben Sherman button-down shirts and Doc Martens boots, to the popular culture of the 80's giving us the sense that Meadows has truly living in the 80's himself. From the film we can defiantly see how Meadows wanted to depict the true essence of the 80's culture in all its rawness. With his intimate knowledge of neglected English landscapes, he succeeds in capturing the grey, gritty, bleak, council estate of the eighties urban working class. 

As a social realism film This is England conventionally plays on themes and messages typical of the genre. For example many of the scene throughout the movie are filmed on location with the help of natural lighting. Themes such as masculinity are looked into however can be seen as being challenged in this film with characters such as Woody taking on a more approachable, caring male unlike the expectations of men we are usually presented with.

Representation of Race in This Is England

Race in This Is England
Race and racism is a predominant theme within This Is England. Shane Meadows, the director, doesn't hold back when portraying the issue of race/racism and uses a gritty sense of realism in order to portray the opinions and ideologies of the characters in question.
When discussing race and racism in This Is England, two characters seem to come to mind; Milky and Combo, both for different and contrasting reasons.

We also see the Asian-Muslim shop owner, Mr Sandhu, who also plays an important part in the film.
The two ethnic minorities portray the change that was occurring in England at the time, with Milky adopting an English culture and Mr Sandhu (as well as the Asian children we see later in the film) is taking the more multi-cultural approach. This could explain why Milky is accepted by the group (and Combo at parts), but Mr Sandhu is alienated and victimised throughout.

Milky

Milky is the only black character in the film, therefore it could be said that he is the 'voice' of his particular race. As he is the only black character in the film, he represents the fact that they are a minority, and his lack of dialogue compared to other (white) characters portrays that his minority has a very limited voice.

The fact we know him as only 'Milky', and learn little about his true origins, suggests he has adopted a new, English identity. He is quite enigmatic, and when Combo asks him if he feels 'English or Jamaican' he flatly replies "English". His race is seemingly disregarded by the group, who accept him as one of them. Only when Combo returns do we see racism toward Milky. The rest of the group are visibly shocked yet offer little opposition to Combo's racist remarks. In this scene, the audience is positioned as if they too are in the room, and the awkward atmosphere is easy to pick up on and transcends onto the audience. Combo's racist attitude is easy to spot and, despite initially apologising, he continues to use the offensive language throughout. As no one offers any opposition, he doesn't think to stop as he feels it is acceptable. Even Milky himself doesn't say anything, he just accepts it. This further illustrates how, when faced with his race, Milky doesn't have a voice.


Combo
Combo, despite being a white character, offers a lot when considering the representation of race in the film. He has a bigoted view of race, particularly race in England and what it means to be English. He has a casual attitude towards racism, with him seeing it as perfectly acceptable to threaten Mr Sandhu with a machete, and to steal a football from a group of Asian-Muslim children. Initially, we see that his time as a Skinhead has influenced his views and the reason for his racism is because he wants England to be English. However, the scene below perfectly illustrates one reason why he is racist, particularly to Milky.


Here, we gain depth to Milky's character and how Milky's large and nurturing family life gives him great gratification. As this is happening, we are constantly shown shots of Combo getting increasingly emotional, revealing to the audience that he is jealous. When Combo asks "You've got it all you, haven't you?", and Milky somewhat agrees, we realise that Milky may not fully understand Combo's jealously, mistaking Combo's sarcastic tone for a genuine question.
When Combo eventually snaps and stands up, repeatedly addressing Milky as a 'n****r', we are shown Milky smirking slightly, like he has discovered the reason for Combo's racism; he is jealous. Combo alludes to a flawed patriarchal family life, that he is from a broken home.

Slumdog Millionaire: Danny Boyle as an Auteur

In order for a director to be considered an auteur he/she must prove their body of work continuously displays ongoing themes and considerations throughout. Whether intentionally or unintentionally auteur's often have a differentiating style, almost instantly recognizable to an audience. A director is often assigned as the author of a film imposing their own personality on the story. Potentially, Danny Boyle could considerably be labelled an auteur due to the consistency in his work. Often Boyle's work falling under the social realist genre seemingly all have similarities such as fast pace editing, isolated lead characters and over-arching manic energy. Despite his long career as a director and his transformation in status, Boyle has continued to produce work easily recognizable to fans and a wider audience.

Throughout Boyle's body of work a reoccurring theme throughout looks at the idea of a flawed yet likeable main character. Often protagonists in Boyle's films possess charm and strength enabling them to overcome obstacles in their life. Furthermore films such as Trainspotting, 28 Days Later and Slumdog Millionaire ultimately all sinister, dark stories however showcase themes such as achievement and the celebration of life. Jamal (Slumdog), Mark (Trainspotting) and Jim (28 Days Later) are all alike in many ways, all normal and in some cases from deprived backgrounds throughout each movie go on a journey of discovery to which difficulties must be faced in order to finally triumph. Even in moments of despair to which the audience often feel sympathetic towards characters Boyle brings forth a positive somewhat hopeful message showcasing the willingness of an individual against all odds. Likewise to Slumdog Millionaire where Jamel must recollect his life, witness the death of his mother and suffer at the hands of a game show in order to find his one true love, Latika. Boyle also uses the theme of a somewhat challenged hero in his Oscar nominated film 127 Hours. This film uses themes such as entrapment and desperation in order for main character Aron Ralston (portrayed by James Franco) to fear for his life then coming up with a means for survival even if it does mean cutting of his arm, many of Boyles characters prevail in the end. A tale of survival centered around isolated and rather courageous main characters is undoubtedly a theme Boyle uses within many films including the likes of The Beach.

Another occurring theme through Boyle's work is his use of music deliberately embedding it at certain points within scenes to evoke emotion or setting it alongside a choice of editing making the audience alert or even involved within the scene. In particular the use of score in Slumdog Millionaire doesn't just encourage emotion from the audience but makes them completely involved in the movie almost given an insight into the Indian culture. One scene in Slumdog that stands out to me through the choice of song is during a montage showing both Jamel and Salim trying to make a living, begging and selling items for money. MIA's, 'Paper Planes' I feel is perfectly suited to the hustle and bustle of the scene as it is upbeat and energetic. The soundtrack to Slumdog Millionaire uses different genres and even mixing it within traditional Indian sound potentially opening up to a wider audience.

Boyle often uses a mix of uplifting music alongside his fast editing another recognizable feature to Boyle's work invites the audience totally involved in the scene. Films such as Trainspotting is also recognizable for its soundtrack collectively yet individual songs which add emotion to scenes.

Another recognizable feature of Danny Boyle's work is his use of camera and editing. Many scenes within his work often have the effect of a handheld camera as the balance of the shot can considered uneven. Predominately this is used in Boyle's 127 Hours which is almost given a documentary style feel potentially being typical of Boyle conforming to the social realist genre, he so often does even though this movie in particular might not be. Likewise to the camera and editing used in Slumdog Millionaire I feel in some scenes creates and uneasiness and suspense. However it can be used for example in the chase scenes at the beginning of the movie as a way of creating high energy, totally involving the audience as if they are part of the narrative also giving an insight into the surroundings.

In conclusion, I feel Danny Boyle undoubtedly deserves the title of a auteur. A recurring theme throughout his body of work is the clear enthusiasm he has for his films which for me an auteur should have. Likewise to his energetic choice of editing and takes Danny produces the same level of liveliness in each film. There are obvious comparisons to his work collectively even though it may not appear that way on the surface.

This is England: Social Realism Genre, Influences & Shane Meadows

Social Realist films mainly focus on topical issues alive in modern society which is represented by different ideologies. Themes are often looked into such as money, drugs, prostitution and sex which all can be seen as controversial/tyboo subjects. Seemingly, modern contemporary social realist films also look into the difference in class and political views. 

This Is England undoubtedly falls under the genre of social realism.The use of lesser known and untrained actors is a typical convention of a social realist film, furthermore making it more realist and relateable to the audience watching. In fact, this was a debut feature for many of the actors, including male lead Thomas Turgoose. Most social realism films also depict a 'coming of age' story usually shown through the eyes of a younger male lead, likewise to Shaun in This is England . Many actors used for the film where not of a high status in the industry and many depict the same lives to their characters in the movie. For example, Turgoose (Shaun) before filming had been expelled from many schools, grew up in a working class background and even demanding £5 to turn up to the audition, therefore already showing likeness to his character. The genre of social realism is also contributed by the mise en scene of the film which accurately and cleverly shows the lives of the working class during the 80's. This is England can somewhat be a true representation of British working class at this time. One of the very first scenes of the movie shows Shaun running through the streets on his way to school. The mise of scene of terraced house and what seems like a deprived council estate community makes the movie more relastic and also provides a sense of nostalgia to people who grew up during the 80's. Likewise to many other social realist films, This is England shows the story of an individual character furthermore demonstrating a connection between them and the wider community, which again is conventional of the social realism genre. 


Many social realist films often have a more realistic view of peoples lives, rather than glamorizing settings, clothing and their lifestyle. Seemingly, social realist films give a sense of grittiness and brutality often representing the back stories of the characters. I feel this gives the character a three dimensional feel.

This is England's director, Shane Meadows use of editing and filming is completely conventional of the social realism genre filming on existing locations therefore giving the effect of a documentary style. Along with the use of improvisation the audience feel a sense of reality rather than a fabricated version of events. As a viewer we are also made to feel like we are actually involved in the scene, looking in on the action unfolding. The use of over exposed lighting reinforces the sense of realism, scenes are often unrehearsed and the events are happening at the time. Functional qualities of the film include the relevance of topics discussed in the script. Themes such as racism, death and politics which may be seen as controversial are openly discussed potentially opening up extreme opinions of the audience. Shane Meadows similarly to the work of social realist director Ken Loach uses a naturalistic style of film making the audience sympathize for the characters. Shane Meadows can also be seen as a collaborative film maker often working with the same actors and crew.

Slumdog Millionaire: Marketing, Promotion and Distribution

Slumdog Millionaire used a range of different media types in order to help promote, market and distribute the movie as a whole.

As with any film, a movie poster is one of the most important ways to help promote the film and will often be distributed in a range of locations in order to bring a wider audience and awareness. Often movie posters give the audience their first impression of a movie including themes, characters and the genre. Slumdog's movie poster connotes themes of love and romance further prolonging the idea of a romantic drama genre. The poster uses a dream like quality which is heightened by the colour and lightening used. The movie poster establishes the actors and the roles they play. With help of lightening, Latika the female lead is given a angel like quality which links in with the narrative of the story and giving the impression that she is someone to be desired and to be found adding to the theme of perseverance. The black background used gives the movie a sense of intensity and drama. The poster artistically uses ways in order to show it is an independent film rather than of mainstream status. This is done through using a screenshot taken directly from the film for the focus image heightening the fact that the movie in itself is important and it can sell itself.

The trailer, alike to the movie poster also gives a sense of the genre and themes for the film. The trailer for Slumdog uses uplifting music, iconography and colour to represent the Indian heritage and culture. With the help of enigma codes the trailer raises questions that can only be answered by the audience by watching the movie. The trailer also gives the audience the idea of he narrative/plot and introduces us to characters.

In modern society, movies often use the internet and social media in order to help promote the movie as a while. Interestingly, Slumdog used many forms of online marketing including Tugg PCC campaigns featured on major websites including Google and Yahoo, targeting searchers interested in particular subject areas including Pathe, Danny Boyle and Bollywood. Tugg worked within Google featuring play trailer ads and targeting banners to help bring awareness to the film. Social networking sites offers an informal marketing strategy for the film; allowing fans to help communicate and have an insight look on the film. Facebook cleverly does this by posting behind the scenes videos, pictures and information help gathering over more than three million followers for the movie alone.

Slumdog Millionaire- Background, Context and Production

The idea of Slumdog Millionaire originated from Vikas Swarup's Q & A, a published novel made up of twelve short stories. In order to create a full length screenplay Stephen Beauskfy, adapted and changed each storyline, which caught the attention of director Danny Boyle. Due to the way Beausky was able to intertwine each separate short story, Boyle became quickly interested. In order to truly interpret the stories from the novel successfully Beausky travelled India to ensure he was totally knowledgeable with the Indian culture and way of life. As being a fan of Beauskys The Full Monty Danny agreed to become director of the film. Initially Boyle was sceptical of the movie plot as it heavily focuses around game show Who Wants to Be a Millionaire, an extremely mainstream television show which could be seen as being unlike many of Boyles previous projects usually being low budget, independent ventures. Filming began on 5th November.2007, with both Pathe and Film 4 on board with help from Fox Search Light Pictures. 

The casting process for the movie took Boyle and producer Christian Colson all over the US, Canada, India and the UK in search of the correct actors to deliver a convincing performce across three ages, 7, 13 and 18. Loveleen Tandan, India's casting director helped not just with the casting process but also offered her services with translation and direction particularly with Indian cast members. Danny Boyle believed Tandan played a vital role in casting and helping with cast members saying, "she helped me guide me through the finer cultural complexities of life on the street, and eventually directing the 2nd unit as it followed us around the city. She was a true co-director at times and I couldn’t have made the film without her”

Many of the films cast surprisingly had little or if any previous acting experiences. Boyle found difficulty in finding the role of 18 year old Jamal as he wanted a particular look. Many castings where held with many potential candidates either being to old or not the ideal look Boyle had in mind. Eventually with help from his daughter Caitlin, Boyle gave the role to Dev Patel a British television actor best known for his role on edgy, teen show 'Skins'. Patel was one of few people who ended up being cast from London as the majority of the cast came from Mumbai. Model turned actress Freida Pinto stars as 18 year old Jamals love interest. Writer, Beaufoy believed Pinto was the ideal candidate for the role of Latika as, "she had that extraordinary beauty alongside a strong sense of sadness about her, which we needed very much for her part in the film." 

Whilst shooting the film, Boyle and cast found in difficult adapting to the Mumbai lifestyle and changes within the city. The streets were often crowded and many of times people would stand round and watch the film being shot. This was not just distracting for the crew and actors but also made it hard for the scene to look completely natural and lifelike. Setting the scenes in Mumbai were also a challenge to which Boyle described it as being like the sea, 'always the same but constantly changing.' Often going back to scenes that had been previously shot was difficult as the environment, buildings and scenery was constantly changing.
Slumdog Millionaire was first released in August of 2008 at Telluride Film Festival and was completely made on a budget of $15,000,000.

Little Miss Sunshine- Dark Humour, Obsession and the American Dream

This article written by Yasemin Kaplanbasoglu which appeared in a 2010 edition of Media Magazine considers how hard hitting indie comedy film such as, Little Miss Sunshine can have an impact both socially and politically.

Key points, which are raised in this article, include:

• The impact independent films have on society and the industry
• How independent films (particularly Little Miss Sunshine) are used to help depict serious issues in society alongside comedic aspects.
• Independent films encourage people to express themselves politically and socially through film

The article firstly sets out how the film explores American society and westernised taboos by using themes of dark humour and obsession masked by comedy. Kaplanbasoglu discusses how the film looks into taboo subjects such as sex, drugs and money as part of the American culture.

This scene in particular from the movie supports the articles point that many of the characters especially Grandpa are obsessed with interests such as sex, drugs and women. The article goes on to assert that the movie is putting across the message that, 'obsession is dangerous and irresponsible to both yourself and America's reputation'. This is proved correct as the character of Grandpa later goes on to die from a drug overdose. Here, the theme of death is looked into, however intertwined with a comedy aspect as his corpse is hauled out of the hospital window. Further proving the point that, 'comedy balances the film's hard hitting reflection of a corrupt reality.' Personally I agree that humour is used in a way to help mask the issues particular regarding the American way of life and how generally are obsessed with achieving. This is particular made apparent through the portrayal of Olive as the article says, 'the dramatic contrast between her character and her dream leaves the audience questioning whether her goal is plausible.' I believe that this is a way of showing how people how so consumed by the idea of the American Dream however alongside the wit and humour and film manages to somewhat make the most controversial issues bearable and often relatable.

The article also makes the point whether challenging ideas not just from the movie but other movies alike have an influence on society. The suggestion in which the article makes is to whether the impact is negative or positive using the film Juno as an example. According to the article it has been alleged that Juno encouraged teenage pregnancy to the point where 17 teenage girls fell pregnant. If this can be justified it therefore clearly shows how more relatable movies where real like situations are tackled can be influential

Kaplanbasoglu states that she believes, 'films in general may impact on individuals words and behaviours, independent films influence people to resolve issues more than make them worse.' I agree with this statement made in the article as I think by using real life situations and events that the audience are actually going through (such as the events in independent 'indie' films, Little Miss Sunshine and Juno) will help the viewer ultimately make the most realistic decision as the story lines home in on what would actually happen in real life and are not as fabricated as blockbuster Hollywood films.

Another key point the article looks at is how films such as Little Miss Sunshine have an impact on the film industry. The article uses figures in order to help prove that the impact is of a large scale with the film raining in $10.5 million at Sundance film festival. Due to a larger target audience the article highlights how controversial issues such as, 'teenage pregnancy, abortion and gender roles' added with humour encourages people to embrace a more open attitude towards such issues. I believe that due to this the industry will become more accepting of serious issues however due to many of these independent films using comedy in order to mask taboo subjects the reality of the situation may be looked upon differently and more light hearted that it initially should be.

The article also point out how the likes of Little Miss Sunshine has helped pave the way for other indie films and catapulted the careers of directors such as Slumdog Millionaires, Danny Boyle. The article goes to prove that the 'new and exciting culture' of indie films has evidentially spread worldwide and has a heavy influence on other film industries. Due to global success many mainstream film fans are encouraged to express themselves more politically and socially through film. As the article states independent films are focused on, 'expressing art' rather than money.

Image Analysis

This picture shows major academy award winners celebrating after the success of winning against some of cinema's finest. The fact that the picture has been taken of the four winners together represents possibly a special relationship or bond as they have as they all are equally feeling the same sense of joy and happiness. This is emphasised through there facial expression as all people photographed all appear to be happy and in some way over whelmed. All the winners seem comfortable around each other as they are positioned closely which further reinforces the fact that they share a special bond. 

Audience Classification

21 Jump Street

Audience Profiling 
Male/female 
16-35
Profession- type of profession is irrelevant however they might be fans of the actors
Class- any class would enjoy this film
Education- a person from any type of education could consume this text. It doesn’t feature a lot of understanding and depth therefore not a great deal of education is required.
Location- any type of person ranging from different nationalities can consume this film. 

Lifestyle Categories
Dropouts-the film does not need a great deal of attention or commitment. As this film is not anyway a sequel or part of a collection of films means that it is easy enough to get a grasp of the film the first time you have seen it.
 
Young and Rubicams Four C’s
The Mainstream- I think the mainstreamers would find great enjoyment of this film as it is massively popular and is a great topic of conversation. Also the actors used for the movie would be well known and popular with mainstreamers. As the mainstreamers main need in life is security they will find it easy to find security in as they are used and familiar with the actors and their previous work.
 
Income/Status Model
I believe mainly a young audience with generate their attention to this movie as it therefore not a vast income is expected. However I also believe that anyone from class E to A could be the consumers of this text as it is very easy to access either through DVD, cinema or television. As all of these media types are relatively cheap with none of them being of a great expense or availability therefore it can be seen as obtainable for everyone.

Uses & Gratifications

Text One- The Big Bang Theory
The Big Bang Theory is best described as a sitcom in that it follows a half hour formula which centres on the doings of the daily lives of reoccurring characters. Set in Pasadena California the show follows the lives for 5 fictional characters in common environmental settings.
 
Personal Identification is relatable to many audiences of the show. The show mainly centres round the lives of stereotypical geeks with some characters who can be seen in some aspects as normal. Even though the characters of Sheldon and Howard are extreme stereotypes of geeks however in some ways these characters could be often relatable to the audience. This is done by the show tackling possibly hardships that ‘geeks’ may go through. This is a very clever technique as this is not just a way in which the audience can relate however it is only makes aware to the audience that there is more to geeks than there stereotypical glasses and brainy state of mind.
The fact that the characters of the Big Bang Theory are re recurring suggests that the creators of the show want to establish a relationship between with the characters and the audience. This gives the audience I chance to find specific ways in which they can relate to a character. 




Escapism/Entertainment can be seen as the sole objective for the Big Bang Theory contributing to a huge factor of the show. Previewing a new episode every week, many families would enjoy watching together. The show sets aside the difficulties and despairs of everyday life as many of the topic featured on the show are not of a huge impact and often do not focus on serious topics. The show fulfils many of the needs of the audience as that is the reason upon how the show has grown so popular. The witty, sarcastic dialogue from all characters surpasses many other sitcom shows of today giving it an entertainment value.
The escapism value comes from the fact the show covers many humorous topics and situations which brings the audience to rest upon someone else’s life instead of their own.


Text Two- America’s Next Top Model
 

Personal Identification is defiantly a key part of America’ Next Top Model. We are given an insight into many of the contestant lives and the struggles they many have surpassed in order to gain a place in the competition. This creates the essence of a reality TV program in which people could possibly relate to each wannabe model. As anyone I entitled to compete in the show this often opens up doors for people with stories and struggling background as the show is their only hope to make a way and difference. As a result of this the show then generates and encourages girls from different walks of life to enter.
The format of the show also features what can be known as a ‘confession box’ in which we see the true emotions and feeling of each contestant. Even though these segments of the show may be short this however leaves a propounding effect upon the audience as they get an insight on what every individual girl is feeling throughout the competition. This is very clever technique done by the show as people may not only feel sorry for the contestant, but as each model is sent home they can witness the hardship upon how the model is feeling as these ‘confession box’ show how much the show means to each contestant.
 
Escapism and Entertainment plays a huge part in the making of the show. The television show is shown every week at the same time which creates consistency and allows many families to enjoy the show together. The show can also be a point of interest and topics within many friendship groups as you often find yourself discussing the latest happenings evictions. Although modelling may not be seen a point of entertainment the way in which the show is editing and formatted can be considered as much more than an original reality television show in which every contestant battles it out for the ultimate prize; a modelling contract as well as bonus prizes ranging endorsement deals.
 
Interaction is a new edition to the show. Until very recently contestants were eliminated upon the bases and attitudes of the judges which ultimately was the deciding factor. However in the newest season the format of the show has changed which allows the contestants to be judged no longer upon the judge’s point of view but on the publics. This is done by collecting the opinions of the public through social networking sites such as Facebook in which photos will be uploaded of the contestants where the opinions of the public will be taken in which will base to which whether the contestant will go forward in the competition. The public can discuss their views with each other and with millions of fans alike. This will give the competition and especially the audience a sense of gratification as it is them ultimately deciding the fates of each contestants.

Lines of Appeal - Advertisements Homework

1. Use of Humour as a Persuasive Device

This TV advertisement for Evian water uses humor by featuring a ensemble of 96 special-effected roller babies dancing to a remix of the Sugarhill Gang's Rapper's Delight in a city park. The fact that children as young as this are put in situations such as executing skilful flips and somersaults well beyond their years creates humor.

The fact that Evian have used infants rather than adults reinforces the message that the water supports the bodies natural youth as there is nothing more youthful than a baby.

The target audience for this advertisement would be the Mainstreamers as the ideologies set for them are mainly targeted towards families and the products/media they consume. Mainstreamers would most likely find this advertisement amusing as it is of a nature which is appropriate for everyone in the family to watch. Young and old people alike will be able to get the humor the advertisement conveys. 

https://www.youtube.com/watch?v=XQcVllWpwGs

   2. Use of Slogans

The high established sweet company Skittles has used the slogan ‘Taste the Rainbow’ for many years now and just the phrase alone is extremely recognizable to the brand. Skittles features the saying on the packaging of their products and also been used on many of their advertisements.

Even though the phrase is as simple as it is it is yet very effective and easy to remember. The slogan is telling the audience to do something therefore making it an imperative. The slogan is ordering the consumer to ‘Taste the Rainbow’ which in fact means to open the packet in order to taste the coloured sweets which resemble the colours of the rainbow. The slogan is also intriguing the audience into tasting the rainbow as in reality it is impossible to taste a rainbow and the colouring used in Skittles resembles the closet thing to it.

3. The Use of Shock Tactics

These advertisement posters were used in order to promote appeal for the charity Keep a Child Alive.

The advertisement features well known celebrities who vowed to keep their online personas signed off in order to raise money in which the public could ‘buy’ their lives back all in the name of World Aids Day.

The campaign poster is as shocking as it is as if the public weren’t to know about the meaning it could be believable to some that the celebrity is actually deceased. The celebrities have been positioned so their body language and facial expressions represents the dead. As morbid as it is it does make a huge point as it encourages people to make a donation to the charity in order to save the lives of the celebrities and if they don’t it will result in the death of the celebrity’s social media lives. The advertisement is direct getting straight to the point and making the text bold makes a statement.

A media effects debate which could go with this advertisement is the hypodermic syringe model. This comes into play as people are injected mentally with the picture of the some what deceased celebrity therefore they are then stimulated to do something in order to help out. In this case it would be donating money to the charity. If the people dismiss this ideology it could result in the social death of their favorite celebrities.

4. Stereotyping in Advertising

The advertisement for Heineken’s beer gives the audience the ideology that men are stereotyped to be people who prefer the alcoholic drink whereas woman are most interested in material products such as clothing and shoes. This comes to play as the advertisement shows a group of over excited men walking into a walk in fridge full of the popular alcoholic drink. In contrast to this a group of women are walking into a walk in wardrobe in which their mannerisms are similar to which of the men’s excited nature.

This is the typical stereotype of both genders as usually men are perceived and associated with drink such as beer whereas woman are known to interested in material objects such as shoes and clothing.

https://www.youtube.com/watch?v=S1ZZreXEqSY&feature=related

5. Intertextuality in Advertising

Intertextuality is the idea that a text can stand in relation to another text.

Here Volvo has clearly used techniques such as intertexual references and nostalgia as it allows the audience to engage with the text.

The advertisement shows a country road with the popular Disney character Snow White in which looks like she is hitchhiking for a ride. Volvo has chosen to use this character in particular as the car they are promoting has the space to fit in seven people which links to the story Snow White and the Seven Dwarfs. Recognising this will reward the audience with having knowledge of the movie in which people who haven’t seen the movie or are familiar with the story will no. The fact they have also used this particular story gives the audience a feeling of nostalgia.

Volvo has also included the text ‘With Seven Seats, Sorry’, this also adds humour to the advertisement as anyone who is familiar with the fairytale story will see the funny side of this advertisement text.

6. Elite Persons in Advertising

The following print based advertisement features actress Blake Lively for Gucci.

The advertisement shows a more grave looking shot of the actress overlooking an unrivaled view of a city. The advertisement also gives an optical illusion effect as her reflection on the window is making direct eye contact with the audience.

The use of Blake Lively in this advertisement plays a huge part as she is associated with glamour, sophistication and wealth. Her known sex appeal is emphasized by her body language in the advertisement which gives the audience the ideologies of the product. As Blake is known as one of the most influential people of today with a following of fans who also look up to her as a fashion icon aswell as an actress will be encouraged to buy the perfume. 

7. Reward & Punishment in Advertising

This NHS advertisement gives the ideology that the effect of smoking doesn’t just affect the person but the people around them in particular children. This gives the audience the need for love and belong suggesting that people need to keep their families close as they are the most important.

This advertisement gives the chance for the audience to get help and guidance by providing them with a phone number in order to help the person quit smoking.

 

Review- Modern Family

 

In the tasteless, dull mess that television sitcoms have become, one show that stood above the rest as the freshest comedy in quite some time is Modern Family. In the thirty minute uproar of laughs sitcom, we follow three non-traditional families through their everyday antics and how they deal with them by just being well… themselves.

The show both admires and pokes fun at all types of modern families. From the very first episode the producers and writers of the show have never failed to deliver and rarely, if ever, has there been an episode that has fallen flat. Creators Christopher Lloyd and Steven Levitan have even admitted to making the show based on their own “Modern Families”. What has made the show Modern Family so successful, especially in the past third season is the incredible scripting. We can’t help but get the impression that the writing staff knows the characters inside and out, knows what they are capable of whilst never taking themselves too seriously. They utilize all their talents in order to build hilarious and tear jerking moments throughout the series. The series, which has gone on to earn a groundbreaking seventeen Emmy nominations including Best Comedy along with acting nominations for every major character in the show is amazing yet truly deserving.

The series stars a wonderful ensemble of authentic, genuine characters. The characters are eccentric and over the top, but not at all hard to believe.

Jay is known as the head of the family being happily married to a much-younger Columbian wife, Gloria. He struggles to keep up with her energy and high-voltage temperament, while helping to raise her pre-adolescent son, Manny, acting well beyond his years. Meanwhile, Jay’s high-strung daughter Claire is married with three kids of her own. Her real estate agent husband Phil is your typical clueless father who thinks he is much cooler than he is and in many scenes we find out how it’s actually impossible to him to be. Claire’s control freak tendencies are a reaction to his friendly, conflict avoiding nature but to her desperate acts in order to push her children, especially eldest daughter Haley, to prevent them from making the mistakes she once did as a teenager.

I have to admit my favourite family dynamic on the show is between Jay’s lawyer son Mitchell and flamboyant, larger than life partner Cameron. Instead of focusing entirely on their same sex marriage, the writers of the show mainly focus on them as new parents to their adopted Vietnamese daughter, Lily. Out of all the families you find yourself becoming endeared to this extended family who manages to create genuine likeability with the audience. Modern Family I feel is a different type of comedy. Even though the situation and story lines are hilarious, underneath there is still a very warm and realism feel which results in you actually caring for the characters.  

A special feature is that the show has a documentary style format as the characters sit down and talk directly to the camera which adds a very smart dimension to the stories. Modern Family have a way of making the stories more complex by adding at these moments’ thoughts and opinions from the characters poking fun at the misunderstandings and hardships that each character deals with.

Modern Family really is modern America. No matter what your view is, this is a show that comes as close to reality as any show on TV. As such, it has huge selections of material that all different types of audiences can laugh at. If you haven't seen this show yet, you are truly missing out!

500 Days of Summer Review

I'm sure most of us have heard the term "chick-flick". You know the one. The movie that has the girl falling for the guy, then a dilemma develops; they fall apart, only to be brought back together by serendipity. And also usually these films consist of unrealistically good looking male and female leads, which makes it hard for the audience to truly relate. These types of films have been done to death, fortunately 500 Days of Summer is far from that. This film can more or less be summed up in one of the first lines of the movie. "This is a story of boy meets girl. But you should know up front, this is not a love story. But is it?” 500 Days of Summer is not your typical romantic film. The film shows the good and the bad of love, relationships, and life. There's something about it that sets it apart from the usual romantic comedy. At its best the movie can either be sweet and insightful or flat out heart-breaking.

500 Days of Summer is a intriguingly original take on falling in love. Director Marc Webb skilfully incorporates his own imagination and comedy into the film. Whilst the songs perfectly blend with various moods portrayed and many a times we can’t help but find ourselves singing along.

Tom (Joseph Gordon- Levitt) plays a wanna-be architect turned greeting card writer who falls for wholesome, doubter of love, new girl Summer (Zoey Deschanel). Tom a hopeless romantic charms Summer into what she thinks is a ‘casual relationship’. However Tom ends up questioning their status with one another, which manages to put a strain on the relationship as unfortunately for Tom, Summer is only interested in a friends with benefits situation. Unluckily for Tom this leaves Summer causing to request what could be his worst case scenario “time apart”. The movie accounts the bitter sweet beginning and unfortunate ending of a relationship which really wasn’t meant to be.

The story is not in direct order as it goes back and forth from different days Tom remembers from his relationship with Summer. As in real life we do not remember every detail in order we choose what we want to remember and in many cases it is either good or bad. As we see from the movie Tom remembers a little of both. Here it is very clear that the editing department have worked wonders creating new and artistic ways to show the difference of days and time.

Joseph Gordon- Levitt and Zoey Deschanel both have great chemistry together and give solid performances. This makes the movie realistic and genuine as they make the characters relationship and hardships truly believable making it compelling to watch. Gordon- Levitt proves yet again why he is one of the most talented actors of today alongside Deschanel whose wonderful portrayal of Summer intertwines with her quirky personality. The supporting cast are just as talented throughout and very entertaining to watch.

What I really like about the film is that it is different, yet very realistic. It is a thoroughly clever and impressive film that shouldn't be missed. So often the typical "dream" girl is just not quite a fit in this world, yet she and the next guy are just right. Doesn't seem fair, but in reality, it is not only fair but perfectly just. It may not be a love story but defiantly a movie to fall in love with. Even though the film might have ended on a very sour note, further depressing anyone watching. The final scene leaves us with a small ray of sunshine that drifts away from Summer and helps lift Tom into a new season. Autumn maybe?