DIRT Sheet

Essay

“Music videos reflect the social and cultural context in which they were made” Discuss this statement through a comparison of the two music videos you have studied. One mv from list A (CBR) and one from list B (DG)

The music video ‘Titanium’ takes your through the journey of a young boy whom has just discovered his supernatural powers and is facing diversity from society as he’s struggling to understand his new identity. Whilst society is trying to catch up to him, the boy uses his newly found powers to escape and continue ignoring the help he needs in order to understand himself. A shot displays a retro TV, with the local live news playing. The retro TV is used as a prop in the video to show audiences the time frame of the music video. Furthermore, the live news displays the boy as a criminal, causing audiences to create a second, negative opinion of the boy. This also causes the boy to second guess himself, due to how the local news displays, and make him wonder whether his powers are for the good or the bad. Another shot displays the boy rushing into his room to pack clothes/supplies to run away with. The shot focuses on the boy picking up and shoving items into his bag, however when the boy got hold of his teddy bear, he threw it behind him. This may be inferring that the boy is ‘throwing’ away his childhood and has begun to realise the real life world. Furthermore, the solar system is displayed in the background. This may infer that the boy believes interested in sci-fi and has wished for something to help him ‘stand’ out or be recognised. He may have wished for this as throughout the video, he is portrayed to be alone and secluded from everyone else. Furthermore, he is shown to be a threat, causing him to isolate himself even more.

The music video ‘Stop Where You Are’ is a video displaying the typical stereotypes of society as a whole, by showing you perspectives of what teens, homeless people, ‘gangsters’ and adults experience from a day to day basis. The music video purposely makes you judge a book by its cover, but then makes you second guess your judgement seconds after through the use of cuts, camera angles and shot types. One shot displays a teenager being portrayed as the typical stereotype; lonely, unknown identity, typical clothing, hood up etc. The unidentified person’s body language is slouched and backed up into a wall. This could suggest they need support and is using the wall to aid them. The blue hoodie infers a symbol of sadness, whilst covering her identity simultaneously, suggesting her sadness is overpowering her true emotions. Then, a sudden jump cut is used to surprise audiences the gender of the teen. Previous shot displayed an unidentified teen with their hood up, and immediately audiences typically assume the teen is male due to stereotypes. Shot displays the girl looking behind her shoulder. This could suggest she's running away from her troubles and constantly has to watch her back. She is using the hoodie as a shield to hide her identity from her troubles.

Titanium Screengrabs

Stop Where You Are Screengrabs

This is America - Childish Gambino

F A M - Frame, Angle, movement.

Mise en scene:
C L A M P S - Costume, Lighting, Actors, Makeup, Props, Setting.

Contrapuntal - opposite to what you're expecting.


FAM:

• ls.
• mls - accentuates 'crazy' facial expressions.
• track in/track out.
• rotating.
• 17 seconds - bad things, representing the death of 17 students.
• guy with guitar shown at the beginning and the end of the video.
• shows how casual and easy it is to shoot someone.
• grotesque smiles/facial expressions.

CLAMPS:

• underground car park.
• shirtless - neutral colours.
• gospel singers.
• natural lighting.
• yellow shoes - only colour? (cars at end are coloured).
• cars/horses/(gospel cloaks).
• cars are stolen?
• Glover looks confident.
• Glover dances.
• shocking, violence.
• intertextuality.
• juxtaposition - dancing distracts from chaos.
• Glover represents America not paying attention.
• equality.
• Black Lives Matter.

EXTRA:

• he's acknowledging the dehumanising way black people were treated.
• guns are treated with more respect than black lives.
• choir is a reference to Charleston, South Carolina massacre.
• polysemic = multiple meanings.
• camera pans to kids with phones - white people muzzling police brutality - high angle.
• horse relates to the bible.
• dancing!

Shelter ESSAY

1.
Analyse how social cultural context can influence advertising. Use Fig 3 to support your answer.
In your answer you must:
- Analyse how social and cultural contexts influence advertising.
- Make judgments and reach a conclusion on why they advertised in this way

(15)

Shelter is a charity that helps people find houses and keep them, they solve problems and make sure people don’t fear losing their homes. Shelter helps millions of people every year struggling with bad housing or homelessness through our advice, support and legal services. And they campaign to make sure that, one day, no one will have to turn to them for help.

The aims of this campaign is to raise awareness of homelessness arising in today’s society, especially with the recession and the current climate, which is relatable to many people in today’s society because it coincides with the issues of debt which people are faced with. Some of slogans used to really catch to eye of the reader include; ‘but where will we live?’ this is a good clear message which gets the information across in a direct manner as this could happen to anyone down to their job or living accommodation.

Shelter value SAFETY ensuring that people are living are in a safe community ‘free from harassment from rogue landlords ‘Shelter value SECURITY making sure people have a long term tenancy so people can live without the threat of eviction Shelter value affordability having enough homes built so that everyone has the opportunity to buy or rent homes. Shelter values people, they want to do everything in their power to ensure people have all of the three values above. We can see this in the 3 poster adverts because they have chosen to use the faces of the people who are confronted with these problems to show the public the truth.

The aim of the ad is to make the 25+ ABC demographics understand the struggles everyday people go through with the fear of losing their house. This is demonstrated through the quotes used ‘BUT WHERE WILL WE LIVE?’ this question is all in capitals and is there to show the questions people who go to shelter ask. This then demonstrates what shelter values. The family struggling. This charity aims to make sure people keep their houses which is communicated through this ad, they want to help out anyone who needs it. The posters use direct mode of address to help advertise this as well, by doing this it creates a closer connection between the audience and the charity. The red almost translucent font connotes danger and worry that these people could be feeling it also covers the neutral facial expressions to suggest how these questions will always be on their minds. The tagline underneath used gives a problem and ends with ‘we can help’ once again showing what shelter values as a charity.

Shelter Advertising