Reading the Media KEY CONCEPTS: Media Language A Level Digital Media and Design You have three tasks to complete to highlight that you have gone through the lesson material and to help me check your understanding. The first two tasks should be presented as a PowerPoint that lasts for no longer than 5 minutes. Task 1 ( suggested time 1hour 30) Find one advert – try and find something that is visually interesting and deconstruct it ensuring that you use the following terms: Encoded Decoded Sign Signifier Connotation You should ensure that you are ANALYSING what the signs within the advert are communicating to the intended audience. Encoded: Example: A perfume company creates a visually stunning advertisement featuring a glamorous celebrity wearing their fragrance in a luxurious setting. The company carefully selects music, lighting, and visual elements to evoke a sense of sophistication and allure. Decoded: Example: A viewer watches the advertisement and interprets the carefully crafted visuals and sounds. They understand that the perfume is associated with glamour, luxury, and a sophisticated lifestyle. The viewer decodes the message, linking the product to certain qualities or aspirations. Sign: Example: The sign in this context could be the perfume advertisement as a whole. It comprises various signs, including the celebrity (signifier), the fragrance bottle (another signifier), the luxurious setting, and the overall ambiance. Together, these signs convey the message of the advertisement. Signifier: Example: In the perfume advertisement, the celebrity wearing the fragrance is a signifier. The visual representation of the celebrity is the material form (signifier) that points to the underlying concept or meaning (signified) associated with glamour and sophistication. Connotation: Example: Beyond the literal elements of the advertisement, there are connotations associated with the imagery. The use of a celebrity may connote status and desirability. The luxurious setting may connote exclusivity and refinement. The connotations go beyond the explicit features of the product, aiming to evoke emotions and associations in the viewer, influencing their perception of the fragrance. Task 2 ( suggested time 2 hours) Task 2 (2hours) You will create a new advert, for the same product from the advert you have analysed and you will then construct and encode your text with meaning. As part of your presentation you will explain the decisions you have made concerning signs you have used to create meaning. The following terms should be used:- Encoded Decoded Sign Signifier Connotation The advert should be completed electronically, using software of your choosing and should feature at least one original image and one character. In addition, you need to explain why your advert is a successful product and how well you have targeted the intended audience and how well they will be able to read the text you have created in the preferred way. Task 3 (suggested time 1hour 30) Look at a range of existing print adverts aimed at women, find 4 examples of positive stereotypes. THEN… Look at a range of existing print adverts, give 6 examples of negative stereotypes. Answer the following question in at least 500 words but no more than 750, using your findings from these adverts to support your response. You should aim to include analysis and the following terms:Encoded Decoded Sign Signifier Connotation In contemporary society, are women still conforming to the ‘media-creatd woman’ for a man’s pleasure? Discuss and offer contemporary media examples to support your ideas. (You may want to google feminist theorist Van Zoonen for a few ideas) Introduction to Media Language Semiotics & Symbols The Power of Cultural Signifiers • • • are symbols and references that hold specific meanings within a particular culture or community. These signifiers can be powerful tools for brands to connect with their audience on a deeper level. Icons and Celebrities: Brands often collaborate with well-known icons or celebrities who embody certain values or traits that resonate with their target market. By associating their brand with these influential figures, they tap into the cultural significance and symbolism attached to them. Cultural Events and Holidays: Brands often leverage cultural events and holidays to create marketing campaigns that evoke nostalgia, celebration, or a sense of belonging. Social Movements and Causes: In recent years, brands have been increasingly aligning themselves with social movements and causes. By incorporating symbols and language associated with these movements, brands showcase their values and connect with consumers who share similar beliefs. Semiotics in Marketing: For Your Brand and Your Messaging Analysing Media Texts: A Framework Divides codes of media language into three categories – these can help you to understand the meanings of a printed text 1. SYMBOLIC 2. WRITTEN 3. TECHNICAL Lighting & Colour Slogan Camera Angles Positioning Typeface/Font Framing (ELS, LS, MLS, MS, CU, ECU, POV) Setting & Locations Headlines Cropping Facial Expressions & Body Language Captions Juxtapostion (2 separate signs that together make contrasting meaning) Objects Style Key Signifiers/Images Choice of words Clothing, Hair & Make Up Emphasis of words KEY TERM: Semiotics Definition: The study of SIGNS Examines how symbolic, written and technical signs construct meaning Looks at how meaning is made and understood KEY TERMS: Signifier & Signified THE SIGNIFIER – The sign: a word, colour or image (i.e. the colour BLUE) THE SIGNIFIED – The concept/ meaning/associations that the sign refers to (i.e. BLUE is often associated with sadness or the sea etc.) Signifier & Signified: Examples Signifier: Red rose with a green stem Signifies: a symbol of passion and love - this is what the rose represents Signifier: Brown cross Signifies: a symbol of religion, or to be more specific this is a symbol of Christianity Signifier: Heart Signifies: a symbol of love and affection TASK: Green What does ‘green’ signify? TASK: Pink What does the colour ‘pink’ signify when used on this magazine cover? List five signifiers. TASK: What do the following signs signify? Make a list of all the meanings and associations you can think of for each signifier: A B C E D A: Barbie Doll B: Hamburger C: The Statue of Liberty D: Bus E: Nike Swoosh Semiotics Image Analysis Signs & Cultural Differences How we read a sign depends on our culture: EXAMPLE: In Britain, we associate the colour white with innocence, purity, weddings In China, white is the colour of mourning and is worn at funerals How to read the signs and signifiers within a Media Text All media texts have 2 layers of meaning: DENOTATIVE LEVEL: What we actually see CONNOTATIVE LEVEL: What you associate with this image KEY TERMS 3: Denotation & Connotation Denotative: The surface meaning Connotative: The deeper or hidden meanings and associations This image denotes the movie star Marilyn Monroe The image connotes glamour, stardom, sexuality, beauty If this was one of the last photographs of Marilyn Monroe, we may also associate it with her depression, drug-taking and ultimately death This image denotes a tropical island The image connotes peace, tranquility paradise, holiday, summer to some readers. …but think about the film ‘Castaway’, the victims of the Bali bombings or the recent tsunami - in this case the image may connote isolation, fear or even death It is important to note that images have different connotations depending on the reader of the image/text Denotation & Connotation within a Media Text – A Movie Poster The Mission Impossible Poster denotes a MATCH and a GLOBE OF THE WORLD What are the connotations of a) The match? b) The globe? TASK: Denotation & Connotation within a Media Text – A Movie Poster 1. What are the key signifiers in the movie poster and what do they signify? 2. What are the denotative levels of meaning in the poster? (What does the poster denote?) 3. What are the connotative levels of meaning in the poster? (What does the poster connote?) 4. What are they communicating to an audience? Why?
