Assessment 1A: LIAR

In this LIAR assessment , I got 56/100. This is my feedback and evaluation of my assessment:

Aftershave Advert Practical Reflection

After all our editing of the raw footage, this is our final cut of the Evolve Aftershave Advert. In or reflection and evaluation, we have to answer the following questions:

1. What was the task you were given and who was the target audience? As the audience wasnt typical of the product , how did you manage to sell it? What was the name of your brand?

2. Who did you work with and how did you divide the research , planning, filming and responsibilities?

3. How did you plan your sequence?

4. What research and planning did you undertake?

5. What was your initial feedback? What did others say about your production? How successful was your sequence?

6. Identify what went well and with hindsight, what you do to improve/ do differently?

7. What have you learnt from completing this task(group skills, communication, compromise, using your initiative, creative input, production skills, editing etc)

8. Looking ahead, how will this learning be significant when completing your future productions?

We were given the task of advertising aftershave to per teens (10/11 year olds). Our target audience was pre teens and the parents of the pre teens as those are the groups who would be buying it for them. the name of our brand was Evolve and i worked with Mollie Sims, Ryan Gregory, Grace Butterfield and James Eaglesfield. I worked on research and was the director with Mollie. We all planned and filmed with everyone there. We planned our sequence to make sure everyone was in attendance when filming any scene so we got everyones input and made sure we had filming done very early before the deadline so we had plenty of time to edit and refilm if needed. Our research consisted of watching Aftershave adverts and adverts marketed at pre teens and try to incorporate bits of many different adverts but still try to stand out from the crowd to seem different and new. Our initial feedback was that it was a good idea and once we had started the editing, we were told that our advert was about 45 seconds too long, so we had to edit down a lot of the footage we filmed, cutting out some scenes and speeding up others to get it down to the required length. In hindsight, i think we all worked well as a team and never really had any falling outs over any of the production. I Think we were very efficient with the filming schedule and as a group, we were very happy with the final result apart from one or two kinks in editing which could've been improved with a little more time. Ive learnt that teamwork is key to any production being created as when we worked well as a team, we all enjoyed ourselves and we were efficient and we did what had to be done. In future productions, i will make sure to cater to everyone's needs as much as possible so we can work well as a team and finish with a good result.

Aftershave Advert Practical Planning

What is an advert?

An Advert is a public notice designed to sell a product or inform an audience. Their point is to change the thinking pattern of the buyer to influence the buyer to get the product.

• Three similar adverts to our own. Our Advert is focussed around Aftershave marketing towards young teenagers (10/11 year olds)

PLANNING:

Our (James, Molly S, Ryan, Grace and I) Aftershave Product is a product aimed at young teenagers wanting to be older. Our brand name is Evolve, with our USP being that no other aftershave on the market brands itself to kids , so we try to make it appealing with the main theme being wanting to feel older and more adult.

We had to assign roles to everyone in our group so we did so accordingly -

• Directors - Mollie and I
• Camera Man - James
• Editor - Ryan and Mollie
• Production assistant - Grace
• Actors - Ryan and Charlie (Mollies Brother)

STORYBOARD:

SHOOTING SCHEDULE:

Scene 1 (Bathroom) : Tuesday Afterschool
Scene 2 (Bus Stop) : Monday Afterschool
Scene 3 (Link Corridor) : Monday Afterschool
Scene 4 (Classroom) : Monday Afterschool
Scene 5 (Race) : Tuesday Period 2/Afterschool
Scene 6 (Backpack) : Tuesday Period 2


PLAN:  Prop List - Evolve Aftershave Bottle, Backpack , Kids Slippers , School books, Pencil cases and stationery and random items to line the inside of the bag at the end of the advert. 

         Costume - Suit, School uniforms, Running and exercise gear

         Cast - Ryan Gregory as Main Kid ( Older ), Charlie Sims as Main Kid ( Younger ) and an assortment of secondary/background characters.

         Music - Mr Blue Sky by Electric Light Orchestra. 

Analysis of DR CAGES

To analyse how people stereotype, we used the anagram DR CAGES. For my analysis of one point of DR CAGES, I chose the A, Age. Specifically, i chose to focus on how teenagers are stereotyped in media. In the following medias, we can see teenagers stereotyped however in the last media , we can see a counter typical view towards teenagers in the media:

We can see from this screenshot from the independent's website, that there is no good stories about teenagers or life as a teenager. We can see that they only report of the very unlikely stories to grab readers attention and to present teenagers in a very negative light.





In the film American Pie, we can see teenagers misrepresented yet again. Teenagers are represented as sex obsessed freaks that are only driven by their sex drive and want nothing more out of life. To a normal viewer, this shows teenagers in a bad light as the stereotype only represents less than 50% of all teenagers yet in the film everyone is presented this way.

Finally , teenagers are stereotyped as thugs and savages within the BBC 1 show Casualty. Whenever teenagers appear in the show, they are always about to harm someone or try to kill them. This presents teenagers in a terrible light as it presents all teenagers in hoodies as murderers and killers, when in fact a tint percentage of teenagers are convicted as killers and murderers.

However, one counter typical media text representing teenagers would be the film Ferris Bueller's Day Off:




















In the film, teenagers are no stereotyped in the typical ways as thugs, drug addicted and murderers. Teenagers are depicted as light hearted , joyful people rather than crazed killers wielding knives and guns . This may be due to the fact that the film released before the stereotype of teenagers became more popular however it is still a counter typical form of media of teenagers.

Representation: Stereotypes in the Media

Stereotypes: Media Intuitions use stereotypes because the audience will instantly understand them. Think of stereotypes as a 'visual shortcut'. They're repeated so often that we assume they are normal or 'true'.

Archetypes: This is the ultimate stereotypes. For example, the white stiletto wearing, big busted, brainless blonde bimbo.

Countertype: A representation that challenger tradition stereotypical associations of groups of people or places.


Representation is

• The way in which people, events and ideas are presented to the audience.
• The Media takes something that is already there and re - present it to us in the way that they choose
• These representations are created by the producers (anyone who makes a media text) of media texts.
• What they chose to present to us is controlled by the GATEKEEPERS.

When analysing the media , we have to think about these questions:

Who, What, Where, Why

Who or what is being represented? Who is the preferred audience for this representation?

What are they doing? Is their activity presented as typical or atypical? Are they conforming to genre expectations or other conversations?

Why are they present? What purpose do they serve? What are they communicating by their presence? What's the preferred reading?

Where are they? How are they framed? Are they represented as natural or artificial? What surrounds them? What is in the foreground and what is in the background?



We use the anagram DR CAGES to see what topics are most commonly steroty

DISABILITY
REGIONAL IDENTITY

CLASS
AGE
GENDER
ETHNICITY
SEXUALITY

Film Industry Emaze Powerpoint

Carys, James and I all worked together to put together this Emaze PowerPoint on the Film Industry. We had to include the following areas to cover: Production, Distribution , Audience and Regulation. We managed to include Audience , Regulation and Production. To improve , we should of included the how the film industry distributes movies and what a high concept film is, what an independent film is.

How do the film Industry distribute movies: The distribution of a film is normally handled by a film distributer, who would determine the marketing strategy of the film, the media by which a film is to be exhibited or made available or made available for viewing, and who may set the release date and other matters.

What is a high concept film: A high concept film is a film with a broad appeal, rather than being based on character study, cinematography or other strengths that may be a trope for the director.

What is an independent film: An Independent film, also known as an indie film or indie movie is a film that is produced outside of the big six film companies for the 20 purple unicorns walk sausage dogs anagram, in addition to being produced and distributed by independent agencies. 

The Film Industry

In the film industry, there are 6 main industries/companies that control 90% of the film industry media. These companies can be remembered by the anagram,

20 Purple Unicorns Walk Sausage Dogs

20th/21st Century fox
Paramount
Universal
Sony
Disney

30 years ago, this list for the main media companies would have been about 50 companies long however now, we only have these main 6 and companies that work under these industries.

The Big Six: These are the industries that control 92% of ALL media in America, not just of the film industry. In Size order (Largest to Smallest), these are the Big Six companies:

COMCAST
DISNEY
21st CENTURY FOX
TIME WARNER
CBS
VIACOM


In the UK, there is no Big Six, the biggest company is the BBC (British Broadcast Corporation). The BBC is a PSB (Public Service Broadcast) meaning it does not receive any money from advertising as the shows on the bbc are meant to inform and be educational, the BBC receives money from people buying TV licences every year to view BBC shows and broadcasts.

Hesmondhalgh: Theorist

Hesmondhalgh: Cultural industries - He came up with the idea that cultural industry companies try to minimise risk and maximise audiences through vertical and horizontal integration, and by formatting their cultural products (e.g. through the use of the stars, genres and serials). He also said that the largest companies or conglomerates now operate across a number of different cultural industries. He finally said that the radical potential of the internet has been contained to some extent by its partial incorporation into a large, profit orientated set of cultural industries.

Livingstone & Lunt: Theorists

Livingstone + Lunt: Regulation -  They came with the idea that there is an underlying struggle in recent UK regulation policy between the need to further the interests of citizens (by offering protection from harmful/offensive material) and the need to further the interests of consumers (by ensuring choice , value for money and market competition). They also had the idea that the increasing power of global media corporations, together with the rise of convergent media technologies and transformations in the production, distribution and marketing of digital media have placed traditional approaches to media regulation at risk.  

Curran & Seaton: Theorists



Curran + Seaton: Curran and Seaton came up with the idea that the media is controlled by a small number of companies primarily driven by logic of profit and power. They thought the  idea that media concentration generally limits or inhibits variety , creativity and quality. They also thought that more socially diverse patterns of ownership help to create the conditions for more varied and adventurous media productions.