Textual Analysis - Miss Dior Cherie Advertisment

1. Media Forms

What techniques does the advert use to persuade the audience to buy the perfume?

There are various techniques that this advert uses to persuade the audience to buy this perfume. Firstly, the advert stars Natalie Portman - who over night, became a highly well known and sought after actress due to her   iconic and impressive performance in the recent film "Black Swan". The use of elite persons in adverts make the audience want to buy the product as we want something that that star uses to have a feel of their luxurious life styles. This also makes the advert and product memorable as consumers know the person and is a well known name; so they can associate them with one another, this is over an unknown person advertising  the product and not having anything else to associate it with.

Also, this advert has a sexual undertone. For instance, when she is getting dressed, she is bearing some of her skin, suggestively but not being overtly sexual. There are also many shots of her intimacies with her male interest. This gives a line of appeal as "sex sells". 

2. Media Representations

How does this present women?

In this advert women are represented in a traditional view and the characteristics that are ideal to possess. The first shot is of her sniffing a bouquet of flowers, of which we can infer are a gift from a male admirer. This conveys that women are treated like princesses - being surrounded with gifts. In addition to this, when they begin to kiss, it is soft and ingressive. This shows that she is respected by the man. This leads onto the fragility of women. They are usually seen as inferior to men; and so should be treated with "care". The pale, pastel colours (like wise in her parisian style boudoir) suggests this, it also connotes beauty fairness. A characteristic women are expected to possess.

Symbolism is used in order to reflect women. The bouquet of flowers and the worms eye view shot, looking up at the trees with sunlight shining through portrays nature. Therefore woman are presented to be naturally beautiful and again delicate - like leaves. Additionally the fact that Natalie Portman is fair, has clean features and is wearing minimal make up also shows the ideal and traditional way women should be - she has a "damsel in distress look" about her. They shot of the white swan symbolises innocence, purity and respect (as it against the law for them to be killed); these reflect the way women are to be presented.

3. Media Audiences

What type of audience would this advert appeal to?

The primary audience of this advert is women aged between 18-30. This is due to the use of the youthful looking actors used and also the fact that Natalie Portman has now become a style icon for women within that age range. They would most likely to relate to this target audience as they would like to identify with her. Again, the colours aren't mature, vivid, colours, they are very much colours representing youth.

The secondary audience would be men as the message this presents and portrays about women infer that women should be shrouded with gifts and treated specially. Therefore this would make a good - romantic -gift. And they may hope they'll have the loving, caring relationship that is portrayed in the advert.

4. Media Institutions

What image does this advert portray about the Dior brand?

This advert portrays a certain image for the brand. The advert protrays that the brand is aimed at a certain type of person. It is named "Miss" Dior, and this connotes that it is for women who are unmarried. Furthermore, the advert portrays an adoration for elegant, feminine women - the close up shots frame Natalie Portmans face and put all emphasis on her. Therefore we can infer that men may want to give this as a gift. Thus telling us that the brand is prestigious as it is worth something. and would be a well recieved gift. In addition to this, the mysterious shot with the black sunglasses and with her wearing the black dress connotes classiness and wealth and this therefore, it is aimed at people with a disposable income.

Technophobes

The program “Technophobes would appeal to people who can relate to the topic of the program; people who are also afraid of technology but may also appeal to people who love technology and are curious as to why they are scared. The gender this would mainly relate to would be males as they like technology more than women and if they don’t, then they can relate to those who also do not like it. The age group this would be aimed at would be 16 – 25 as this is the primary demography of people who actually watch BBC3.

The assumptions I can come to considering this program will be on BBC3 are that it would be as much of a serious documentary, it will also have simple and easy to understand/relate to language and it will mainly revolve around younger people who do not like technology. This is due to the fact that BBC3 will need to please their target audience and their demography so they will use their normal codes and conventions in creating a program.

When this is broadcasted the type of things I expect to be included in the program are that it will be following a younger group of people, this is due to the fact that it will need to be relatable and also have a fun element. I also expect there to be a background story of their previous experiences with technology. There may also be a form of video diary to track how they are getting on over the course of the documentary. The content will revolve around the rise in the use and reliability of new technologies such as the iPad, laptops ,etc.

The representations the program would give about the Technophobes would be; why are they so scared of such a normal everyday thing. They may portray them in a comedic way as it’s rare to see someone choosing not to use technology.

Analysis of a Documentary DVD Cover

This is a DVD cover of the film “An Inconvenient Truth”. This is a documentary film directed by Davis Gunnenheim in 2006. It is about the former US Vice President’s – Al Gore – campaign aimed to educate the world about global warming and the disastrous effects it will have on the earth in years to come. It premiered at the 2006 Sundance Film Festival and overall was a box office success and overall became the sixth – highest grossing film documentary to date in the United States. The DVD cover of this documentary-film reflects various aspects and issues concerning the topic of this film.

Firstly, the colour scheme of this cover is dark and dull – with different shades of grey and black along with earthy tones. The dull colour scheme connotes that the film has a serious tone in it and has nothing to “laugh about”. This reflects the serious issue of the inevitable threat of global warming and that people should actually listen to the warning that people are advising and giving to the public and not just dismissing it and saying they “don’t care” or “it’s not going to happen in my lifetime”, etc.

The cover includes various environmental elements; such as; lightning, tsunami, dry earth and harmful smokes (greenhouse gasses) the collection of these images emphasises the effects of global warming in a clear and brief way. As they are pictures, they are universal – people don’t have to be able to read to see the effects and the impact of what will happen due to global warming. The whole collective image of the cover seems almost “apocalyptic”.

The type used in the heading/title of the film is written in capital letters. This again creates a serious tone and gives and creates more of an impact on people. It makes it seem serious and sets a stern tone towards the person looking at the cover. Additionally, the red text next to the main heading; looks as if it has been stamped on. This connotes a kind of approved status – that global warming will happen and everyone knows about it. Again it’s written in red and in capitals; this again shows warning.

Lastly, the age restriction is quite bold on the front. This shows the demographic of the documentary-film. From the PG rating we can connote that the film is basically aimed at everyone as the only restriction it has that if children watch it - they have to have some form of parental guidance. In effect, this helps the documentary-film get out to a mass audience and is accessible to loads of people.

Documentary

A category of non-fiction motion pictures to document an aspect of reality. (Primarily for purposes of instruction or a maintaining historical record)

Codes and Conventions

• A voice over (Usually authoritative)
• Real/genuine footage of events
• Genuine (natural/unaltered) lighting and sound 
• Achieved footage or still images
• Interviews (With someone who is concerned with the documentary)
• Simple, brief text (Titles, dates, etc)
• Non-diegetic sound (Could be music fitting to the topic)

Styles of Documentaries

1. Observationalist: Observing lived life with a minimum amount of intervention
2. Expository: Speaks directly to the viewer, with a strong point of view or argument. They are rhetorical and try to persuade the viewer.
3. Poetic: 
4. Participatory: Believes it's impossible for the act of film-making not to influence or alter the event being filmed.
5. Reflexive: Draw attention to their own constructedness and the fact that they are representations.
6. Performative: Stresses subjective experience and an emotional response to the world.

What institutional issues are raised in the case study?

Key institutions in promoting Super 8

Paramount is an American film and tv production company and they are the main insitution promoting and making Super 8. Consequently, as this is a very renound and well known institution, lots of people know about it. They also have a lot of money, therefore being able to spend a substancial amount of money making the film. Paramount is and institution, of which is able to appeal to the mass audience do to it's good reputation.

Amblin Entertainment is another American film and television production company. However, it was founded by Stephen Speilburg - a well known producer and director. This is relevant to Super 8 as it is very much a homage to Speilburg by JJ Abrams as it is in the style of Speilburgs films. The production of Super 8 by collaboration of Amblin and Paramount is significant as it appeals to the mass audience due to Paramount and is able to have a big budget but also has the charm and characteristics of a Speilburg film due to Amblin.

Other collaborations include cinema chains such as Vue. This is a popular and comercial cinema chain, therefore it makes it much more available to the audience, it is not shown in niche or specialised cinemas.

Due to many technical developments over previous years; insistuions have benefited from things such as the advancements and the popularity of the internet. Viral adverts have become more popular along with social networking, etc.

Economic Issues
Print media is affected by economic issues due to the fact that other media platfroms have over taken and made an impact on it. It is quite expensive to produce different publications, posters, etc, and in this economic climate, people arent buying as much anymore when people can just access it using the internet. And theyh have to pay for the advertising space. Additionally, the world has become more technology reliant and the fact that e-media is much cheaper and effective in the advertising world nowadays. Twitter and Facebook (Plus others) fan pages are free and easy to make, and this helps advertise Super 8. In addition to this, viral marketing has become popular and is very effective. Broadcast is another expensive type of advertising as it costs money to make but also they have to pay for advertising spot inbetween programmes and for it to be broadcasted.

Internet piracy has made an impact on the distribution by cinema and DVD of the film. This is again due to the popularity and accessibleness of the internet. It has become so easy to stream or download movies for free. This makes the instituations lose money as they are not recieving as much money anymore from cinema ticket sales or DVD sales.

How are representations constructed across the three platforms?

Print:

"In this setting, a group of teen film-nuts – including Joe (Joel Courtney), Charles (Riley Griffiths) and Alice (Elle Fanning) – are shooting their own zombie horror flick on Super 8. Alice's character emotionally begs her cop husband to abandon his dangerous zombie hunt. The nerdy boys are awed at how superb Alice's performance is, and at the greater emotional maturity of girls in general."

The image of the characters in the article reflect youth, and basically what the film revolves around - the group of pre teen/teenage friends. Additionally it gives the readers a picture of the mood/tone of the film, as they can infer the time period but also the mystery of the film as it shows by thier facial expressions. The extract of text from this article reflect the characters. "Nerdy boys" allows the readers and veiwers of the film empathise and like the charcaters more due to their innocence and obliviousness.

Broadcast

This is the trailer brodcasted on TV. The cast/characters are not included in this one. This creates an enigma code - leaving the audience in suspense and mystery as it is quite vague.

This is an interview with the boys from Super 8. This represents the actors as bubly and funny which makes them likable towards the audience. Additionally, this lets the audience and fans of the film get to know more about the film and making of it from the actors point of veiw and behind the scenes.

E-media

The use of the internet and especially the use of social networking sites such as the phenomenon of twitter.



Social networking and especially Twitter gives the audience and fans a chance to have their say and give their veiws and opinions on the film. Additionally, you can see the constant updates if you choose to follow the account; giving you the current information. On the screenshot, there are tweets metioning competitions people can enter - this seems like a reward and opertunity for fans.

How do audiences access the text across three platforms?

Who are Super 8's target audiences and how do you know?
The age of people this is aimed at are 12 to around people aged 30 as 12 is the certificate of the film - therefore, thats who its more suitable for and the fact that the film revolves around a group of pre teen friends, but as the film is set around the 70's/80's it appeals to an older audience as its may feel nostalgic to them and remind them of their chilhood. It's also quite a family orientated film so would appeal to families.

How is Super 8 promoted to it's target audience(s) through:

Print

This is by it being published in a variety of publications aimed at different aged audiences. Adverts of it were published in magazines/publications aimed at pre teens - teenagers so that it was available for them to see. To this taget audience the appearance of it would be quite simplistic to appeal more to a younger audience - with more images and a bit less writing, But also put into more mature publications such as reviews in broadsheet newspapers (The Guardian) and in magazines such as Empire, etc. And this would contain a much more wordy appearance with less images. Additionally, bold, simplistic posters in the cinema were also used to inform people already at the cinema about the film, and this is targeted universally to all cinema-goers.

Print mainly reach and appeal to older audiences as some like traditional (hard-copy) print but also the detail it goes into as the acticle - for instance - is final, all the relevant information has to be included and published in it. Therfore it tends to be quite wordy anf detailed, consequently, it doesnt appear much to the younger audience. The only time it could appeal is though posters/billboards as they are bold and eye catching, making a younger audience pay attention to it and notice it.

Broadcast

Firstly, where the trailer of Super 8 would need to be considered. For the younger end of the target audience the trailer would have been shown on the kids channels but also inbetween kids/pre teen/teenage tv shows using the advertisements in order to appeal and inform them about the film. Likewise, to inform the older audience of Super 8, it was show inbetween mainstreem shows and family shows. Additionally, interviews from the cast members were broadcasted on different shows with different target audiences to appeal to a wide range of people.

This is one of the most universal platforms and can appeal to a majority of the public due to the fact that a high majority of people have TV and watch them regularly. Additionally, there are a wide range on channels a trailer or interview can be shown on depending on who they want to aim it at.

E-Media

This is an effective way of appealing to a wide audience as there are many sub platforms this has. Reviews and interviews can be published on film websites which are aimed at a older audience. Exclusive pictures, videos, etc appeal to all the target audiences as they are simple for people to under stand. But the more interactive aspects such as games, activites would appeal more to a younger audience.

The use of this platform appeals more to a youthful audience as it's the most interactive out of the three - and this is what a younger audience find more appealing and a more fun and exciting way to find out more information. You are able to be selective of the information you need - so you dont need to look at other pages and sections of you havent specifically searched for them. And interactive trailers and games are availible to play. However, an older audience can find this platform really helpful as well as there is much more information available on the internet than print or broadcast and can be highly detailed.

Similarities:
They all promote Super 8 and appeal to their target audience  They all contain the basic similar inforamtion.

Differences:
E-media is much more interactive and has a vast range of information. They appeal to their target audience in different ways using different methods.