Paperman 2012

• This wide or establishing shot is used to both present the setting of the short film and give context it also suggest to the audience that the main character is isolated and lonely the black and white colour scheme used also suggests that this is set in the past and it also reflects the lack of excitement within the characters life. 

• This mid shot conveys the personality of the woman without even showing her on screen as you can see the joy in his face and the only part of the short film in colour is her lipstick suggesting she stands out and is unique and is a change from the mans mundane life.

Sound in Paperman

• The music starts when the man sees the woman for the second time after he thought he would never see here again, it has an uplifting tune giving the audience hope for the man

• When he runs out of paper he hits the basket making a loud noise interrupting the music making the audience feel a lack of hope for the man when this happens all of the people in the room shift their attention to him making us feel the significance of the moment. This sudden cut also makes the audience pay attention more to what is happening on screen as the cut of the music suggests it is significant and it is as he throws away the only thing remaining of her in attempt to try and get her attention.
• When the boss gives him new papers and he sits down we can tell that he is going to chase after her as the music changes tone and becomes more triumphant implying that he is going to change a break free from his mundane cycle this gives the audience a sense of hope that he will go to her and get her attention. This scene also 
• In the beginning you can hear the train before you see it showing its significance throughout the film as the train takes away the woman

Mise-en-scene:

The characters are both designed differently he is quite plain and is wearing typical clothes for his job and he has no significant features however the women is designed to be attractive as she has large eyes this is attractive as eyes are often the way emotions are conveyed and it makes her seem more innocent. She also has quite large lips suggesting to the audience what the ending is going to be and also making her seem more attractive. They are both carrying papers showing that they both have similar boring jobs however she looks more excited and shows more emotion than the man possibly suggesting she enjoys the job or is new to it however he seems to be more emotionless in the way he stands suggesting he is bored of his job and wants a change in his life and is unsatisfied with the current state of his life.

This shot of him alone in the train station, which is usually a busy place, highlights his isolation from other people and the way he is looking around shows that he is lost in his life and is looking to travel or progress in his life or any change from his mundane cycle. 

Editing  

             

In this part of the short film where he is throwing the paper planes attempting to get the woman's attention the editing speeds up cutting between close attempts rapidly giving the audience hope that one of them will go in and then the rapid editing stops instantly  when he hits the basket and has run out of paper.  

In this part of the short film both characters are being guided by the paper planes to meet each other but the man is hesitant and tries to avoid  the multitude of planes showing his resistance to change and his stubborn personality but he seems to put up with it as deep down he desires to meet the woman again whereas the woman follows the singular plane excited for what it may lead her to showing her fun joyful personality and that she is somewhat carefree.

Archetype- Mark Renton isn't particularly a hero or a villain he is just someone we follow throughout the film and despite his awful actions somehow grow to like.  

Stereotype- Spud is supposed to be a stereotypical idiot

 

Generic type- Begbie is the type of character often used in films that is uncontrollable and somewhat insane and commits various aggressive actions despite little provocation.

Laura Mulvey (1975) – Objectification of women in the media. Mulvey suggested that women are presented as sex objects in all media texts, but she focused her research on film in particular. She believed that women are positioned so that the female body is objectified in order to provide erotic pleasure for heterosexual men and this is known as the ‘male gaze’. Mulvey suggested that women also accept the male gaze owing to the fact that it is constantly reinforced across media texts.

In the Spider-Man 2 poster the Mary Jane is presented as quite weak and vulnerable as she is being saved by Spider-Man and she is shown to fit into the damsel in distress stereotype. The way she grips on to Spider-Man shows that she has a strong attraction to him.

In the Cat Woman poster she is sexualised as she is wearing leather which is often associated with sex and she is also not wearing much of it appealing to the heterosexual male audience. This poster strongly supports the male gaze as Cat woman is almost presented as an object. In this poster Cat woman is wearing very noticeable red lipstick bringing attention to her lips yet again presenting her in the mail gaze as this sexualises her character. 

The Black widow poster show the woman in the opposite role to how she is presented in the Spider man 2 poster as she is now showing to be the hero and the one saving people and is shown to have more power than the men as they are in the background. Another thing about this poster is that Black widow's costume is not as sexualising as cat woman's as it is more practical and covers her up more  and it is less sexualising as it has been in previous films that she has been in therefore objectifying her less. Black widow is also shown in a powerful stance showing the one that is going to save the day and her outfit is more practical than in previous films showing that the male gaze is becoming less prominent as there is less focus on sexualising her as a character. The stance she is in could be somewhat sexualised however less so than Cat woman's stance in her poster.

 

 1. Define the terms media product, media sector, media producers and media consumers

• A media product is any publication, sound recording or video recording
• A media sector is a industry that produces a certain type of media product, for example Film, Tv, Radio, print, video games and the internet
• A media producer is any company or person that works on and produces a media product 
• A media consumer is anyone who watches reads or listens to a media product

2. What is Web 2.0? Who came up with the idea? Can you explain the effect this has had on the internet itself and on us as consumers?

• Web 2.0 is the second stage of development of the internet where the internet has more user-generated content
• The term Web 2.0 was coined by Darcy DiNucci in 1999 and later popularized in tim O'Reilly and Dale Dougherty in 2004
• Web 2.0 technologies pave the way for innovation through sharing of knowledge, this also allowed for a richer user experience

3. What impact do you think Web 2.0 has had on advertising?

• This allowed more accurate targeted advertisement for specific groups of people as data is shared to produce targeted advertising 
• It has also made advertising more accessible for smaller independent businesses

4. Explain how advertising on social media can be said to be ‘below the line’?

Because the add is targeted based on the consumers interests and activity on the web.

5. Can you think of another form of web-based advertising that might use ‘below the line’ marketing?

Another form of web-based below the line advertising could be Emails from companies that keep you up to date with current events this is below the line because you have signed up to be kept up to date with the company and the emails are directly targeted to people with an interest in the company.

Ganguly:

1.The 3 main advantages of social media marketing over traditional methods of advertising are Advanced targeting methods, Improvised conversion tracking and mobile dominance 

2.Battlefield 2042, I have received advertisement for this product through social media ads such as tik tok ads and Instagram ads and people on social media talking about it I have also seen youtubers advertise it on their channels in sponsored videos and the trailer on you tube they made references to iconic clips from previous battlefield games appealing to people who used to play Battlefield.

 

TV/Radio	Print	Film	Video Games	Internet
Analogue/Cable	Books	Streaming (Netflix)	PC (Steam, origin, Uplay, Epic games, Battle.Net)	Social Media
FM Radio	Posters	Cinema (theatrical distribution)	Consoles	Google
Digital (DAB) Radio	Magazines	Blu-Ray/DVD	Mobile games	YouTube
Podcasts	Newspapers	TV	Stadia	Websites

  

Body Guard	Chris Evans Radio Show	Good Housekeeping	Facebook	Deadpool 2	Horizon: Zero Dawn
Netflix	BBC radio 1	Physical copy (magazine)	Phone	Streaming (Disney + as a part of star)	Console (PS4 exclusive) digital download
BBC iplayer	Sky	Website	Internet	Physical copy (DVD/ Bluray)	Physical copy
TV channels (BBC)	Virgin radio	Subscription	Adverts	Cinema	PC
	FM radio and DAB	Social media advertisement	Social media	Websites and advertisements such as trailers on youtube

1. In what ways does Locked In use convergence to reach a potential audience

2. Reflecting back on Jenkin’s and Livingstone, can these theories be applied to how this show has been distributed? 

3. Have a look at some above and below the line means of advertising used by the show.

4. How is this different to similar television shows, like Big Brother or Love Island? How does the chosen platform of YouTube dictate some of the promotional decisions made?

5. How did the producers of Locked In encourage audience involvement, especially using online technology

6. Watch ten minutes of an episode of the show. What audience are they targeting? What techniques are they employing to connect with that audience? 

 1.   They used convergence by collaborating with lots of different youtubers which all have their own following and potentially their followers will watch expanding the audience.

2.The theories can be applied as Locked in is user generated and features people that produce user generated content, Locked in can also be watched at any time after it is uploaded.

3.Locked in uses BTL advertisement by placing foot asylum products in shot around the house to try and influence the audience to purchase their products. They also post promoting advertisement for the show such as trailers or posts on Instagram targeted at a mass audience.

4.Locked in is different to other reality tv shows like big brother and love island as it is targeted towards a younger audience as most of the youtubers featured in it have a young audience, it is also on You tube instead of TV making it so that it is more accessible and can be watched anywhere anytime.

5.They encouraged audience involvement by setting up a voting system where the audience voted for who they liked the most on an app built for the show.

6.They are targeting a younger teenage audience as they have youtubers with younger audiences in it.

 https://docs.google.com/document/d/1_3TQGs8fjUAnctj8Hlpb31ccGn00q4r8/edit#

 Titanic Case Study:

Facts:

• Directed by James Cameron
• Production companies-Paramount Pictures, 20th Century Fox, Light storm Entertainment
• Release date-November 1,1997 (Tokyo), December 19, 1997 (US)
• Box office-$2.202 billion, this made it the highest grossing film ever until it was overtaken by Avatar in 2010, another film directed by James Cameron
• Budget-$200 million
• In 1998 Titanic won 11 Oscars

Examples of Titanic marketing:

• Posters- 
  
  
  
• Trailers-
  

  
  
  
  
  
• Merchandise-
  
  
  
• Print adverts-
  
  
  
• TV adverts-
  
  
  
• Premieres-
  
  
  
• Soundtrack CD-
  
  
  
• VHS cover-
  
  
  

Titanic trailer analysis:

Cinematography-

• Lots of establishing shots of the Titanic to show context and the magnitude of the boat and the story that comes with it giving the audience a sense of familiarity
• A lot of close ups and mid shots showing the 2 main characters together giving the audience a teaser to there relationship within the film enticing
• Birds eye view shots are used when the Titanic is sinking to show the scale and all the chaos going on below the main characters and the tragedy making the audience emotional

Mise-en-scene-

• In shots of the titanic things such as birds and cars are used to show the immense size of the ship this could impress the audience
• The clothing worn by the mains characters shows there difference in class as Rose comes from an aristocratic family and wears fancy expensive clothing whereas Jack who is a lower class is shown to be wearing casual clothes for that time period this appeals to the audience as this is a common trope in romance films.

Soundtrack-

• The song used in the trailer is quite slow and emotional this matches the tone of the end of the story.
• The singer of My heart will go on is Céline Dion a world renowned artist, this may attract a wider audience as she has many fans.
• At the beginning of the trailer the music is uplifting distracting the viewer of the inevitable ending and half way through the tone of music changes to a sadder tone as the destruction of the ship begins.

Color-

• At the beginning of the trailer there is a bright color scheme and towards the end it becomes much darker. suggesting that the tone of the film changes drastically making the audience fell like it will be emotional

Assassin's Creed Valhalla Marketing analysis:

 

Facts:

• Produced by Ubisoft
• Developed by Ubisoft Montreal 
• Release date- November 10th 2020 (PS5, November 12th 2020)
• Platforms: Xbox one, PS5, PS4, Luna, Stadia, Microsoft Windows, Xbox series X/S
• Genre- Action role-playing 
• Designer- Yohan Cazuax
• Directors-  Ashraf Ismail and Eric Baptizat
• Programmer- Claude Langlais
• Writers- Darby McDevitt
• Composers- Jesper Kyd, Sarah Schachner, Einar Selvik

Examples of Assassin's Creed Valhalla Marketing:

• Posters-
  
  
  
• Trailers- 
  
  
  
• Print adverts-
  
• Soundtrack CD-
  
  
  
• Special editions- 
  
  
  
  
  
• Merchandise including clothing-
  

Assassins Creed Valhalla trailer analysis:

Cinematography-

• There are lots of establishing shots showing off the amazing scenery and giving context to the setting of the game and time period through imagery
• A lot of mid shots are also used to show the detailed graphics of the characters and clothing to impress the audience and increase anticipation

Editing:

• Transitions are used to compare two juxtaposing shots from dark shots of war to joyful  shots
• In the beginning of the trailer the cuts are quite slow as they are setting the scene for the story and towards the end as the tensions build up and war is upon the vikings the editing is a lot faster paced this is done to show the action in an exciting way to make the audience want more

Mise-En-Scene-

• They show off the graphics through shots of the beautiful scenery and landscapes giving the audience a sense of the scale of the story
• Extremely detailed clothing, weapons, ships and buildings and backgrounds
• An extreme range of lighting and weather is used throughout the trailer from sunny fields to stormy battlegrounds to show the wide extent of settings and experiences to be had whilst playing the game
• The historical accuracy of the settings and things such as armor, clothing and weapons may appeal to people who are interested in vikings and History who don't often play video games

Voice over-

• The voice over is contradicted by the actions we see our protagonist do making the audience dislike King Alfred and we gain a liking for the protagonist as we see they aren't truly bad 
• The Character that does the voice over is a well known historical figure Alfred the Great a former king of England this may intrigue someone not usually a fan of video games to look further into the game if they are interested or a fan of the Anglo Saxon times

Setting-

• The beauty and scale of the landscapes may be enough to further intrigue a viewer
• The Backgrounds such as mountains, hills, rivers and clouds, the detail of these features gives the look of the game throughout the trailer a sense of realism and makes it very appealing to the viewer

 

            

 Sound elements:

• Diegetic-A sound occurring within the context of the story that is able to be heard by the characters
• Non-Diegetic-A sound not occurring within the context of the story that is unable to be heard by the characters
• Visual descriptors-A form of narration used to describe key visual elements in a work of media
• Dialogue-A conversation between characters
• Music choice-Music chosen to represent what is happening in a film or to make the audience feel a certain way about what is happening visually

Film/TV Elements:

• Cinematography-The way cameras are used to create a media product and the use of different techniques and lighting
• Editing-How the footage for a media product is cut and altered into the final product

Print Elements:

• Layout-How a media product is laid out
• House Style-A company's preferred manner of presentation or layout
• Photographic techniques-Techniques used when using a camera to do photography
• Captions- A title or brief explanation of a media work
• Colour scheme-An arrangement or combination of colours

Magazine cover elements

1.This magazine contains a masthead of their company name, EMPIRE, in a font that stands out along the top of the screen making it stand out amongst other magazines 

2.Spiderman is the main focus of the magazine possibly drawing in a lot of people as there is lots of hype surrounding the release of Spiderman No Way Home and people might want to know more about it.

3.People will be drawn in by Spiderman and then look and see the cover lines that talk about other topics within the magazine further persuading people to buy the magazine 

4.In the cover lines the used a bold vibrant text for things such as peoples names like Guillermo Del Toro causing fans of him to be further intrigued

5.Vibrant colours are used to attract or draw peoples attention amongst all the other magazines with less vibrant colour schemes

6.Other than the main image the front page has quite a simplistic design causing people not to be overloaded with information

7.The main cover line is bold showing that the main topic is Spiderman No Way Home and anyone interested in that film will be intrigued there is also a subtitle that gives short vague description of the film building hype for it.

Types of advertisement

Below the line marketing: Below the line (BTL) advertising is more one to one and involves the distribution of such things as pamphlets, stickers, promotions, brochures, banners etc. It can also involve product demos and samplings.

Above the line marketing: Above the Line (ATL) advertising is where mass media is used to promote brands and reach out to target consumers. These include conventional media as we know it, TV and radio, print as well as the internet. This is communication that is targeted to a wider spread of audiences and is not specific to individual consumer. ATL adverting tries to reach out to the mass as a consumer audience.

The History of advertising

400 BC-The first wall painting

3200 BC-First appearance of written language