Introdction to Music Video

1) What are the key conventions of music video?

The key conventions of music videos are typically feature movement such as fast paced in terms of actors, camerawork and editing. They feature intertextuality and designed to promote the band or the artists.

 2) What is intertextuality?
   When on one media product makes references to other media products e.g.
    The galaxy advert makes references to Audrey Hepburn's
     film "A Roman holiday".


3) When did music videos first become a major part of the music industry?
   In the 1980s
 


4) What launched in 1981 and why were music videos an important part of the music industry in the 1980s and 1990s? 

MTV was launched. Music videos were important because they had specific cultural references
and they were also made as mini films.

5) How are music videos distributed and watched in the digital age?

They where distributed by YouTube as it was easier to access and enjoy.
Now self promotion is common.


  6) Why was piracy (illegal downloading on the internet) a problem for the music industry?
It was a big problem as the music industry was making a loss in money as people were illegally downloading the songs for free which meant that the industries weren't making enough money.


7) What digital services did the music industry set up to combat the threat of piracy and illegal downloading? Give examples.
In the 2000s the rise of  streaming services with subscriptions such as spotify and apple music meant that they could start  making money again. 

8) What is digital convergence?
New platforms on smart phones mean that listeners re now becoming one-device consumers and using their phones for all media access.

Advertising and marketing assessment

1) What does intertextuality refer to in Media Studies? [2 marks]

Where one media product makes reference to other media products. An example of this is the Galaxy advert- they make a reference to Hepburn's movie 'Roman Holiday' through the setting used.


2) Explain how the OMO advertisement reflects the social and historical context of its time. [6 marks]

The OMO advert suggests that only women do domestic works e.g. cooking and cleaning. This is because in the text it says "This'll shake you Mother." The fact that it references a "mother" reinforces gender roles of women as domestic goddesses. 

One way it reflects the social and historical context of its time is because it is driven by the societal belief that women are inferior. This can be seen in the advert as the female is being a dutiful mother and wife by carrying out her role. She isn't complaining and is smiling as she has to obey her husband by carrying out her duty. 

Another way it reflects the social and historical context of its time is because of her appearance. In the OMO advert the female is dressed up in a formal way and is wearing heavy make-up (lipstick, neat hair and nails). This reflects the stereotype of women being objectified as they had to look a certain way to please their husbands. 

3) How do advertisements reinforce and challenge stereotypes in the media?

Answer with reference to the NHS Blood and Transplant online advertising campaign Represent. [12 marks]

The NHS Represent Campaign reinforces stereotypes in the media in many ways. One way is because BAME people aren't as educated as white people. This can be seen in the advert where they show BAME people with jobs such as actors, sports people and fashion designers which don't require a qualification. In the media these roles are mostly done by black people or Asians- such as rappers (Stormzy), sports (Rashford, Asher-Smith, Kohli and Ding-Jun-Hui).

The NHS Represent Campaign challenges stereotypes in the media in many ways. One way is that BAME people can get high ranked jobs as white people such as scientists, authors and mathematicians. E.g. authors ( Malorie Blackman and Jawaharlal Nehru), Scientists ( C.V. Raman) and mathematicians (  Srinivasa Ramanujan ). In the video this can be seen in the video where there are black scientists, politicians, Chefs and CEO of companies.  

The NHS Represent Campaign Challenges stereotypes. Another way they do this by saying disabled people can be successful and do things. An example of this is the wheelchair basketball player Ade Adepitan. He subverts the stereotype of disabled people unable to do things as he is an active basketball player. 

Galaxy 'chuaffer' advert

1) Who is Audrey Hepburn?

A Hollywood star in the 1950s associated with Hollywood glamour and style. She was also a fashion icon and a model.

 2) Why did Galaxy select Audrey Hepburn for this advert? 

Galaxy chose Audrey Hepburn because she provides the audience with pleasures such as nostalgia and intertextuality. This can be seen in the advert as they set it on a luxurious Italian Riviera which reflects Hepburn's hit film Roman holiday.

3) What are the connotations of Audrey Hepburn and celebrity in this advert? 

Audrey Hepburn:

• Costume: She is wearing a dress and high heels which reflects her glamourous high end    roots and fashion icon.
• Make up: She is wearing lipstick and eyeliner. Her hair is done up neatly.
• Props: She has a handbag which suggests she is rich.
•  Setting: A coastline in Italy which is high class because of the buildings and towns.

• The tagline "Why have cotton when you can have silk?" suggest that why go for cheaper things when you can afford to buy luxuries.   

4) Why is the advert set in the 1950s? What audience pleasure does this provide?

It was set in the 50s because it provides the audience pleasures of nostalgia (this can be seen because that bis when her hit movie was made and intertextuality (Uses a set on the Riviera)

5) What is intertextuality?

Where one media product makes references to other media  products to interest and engage the audience.

6) What Audrey Hepburn film is suggested in this advert and how is this effect created (e.g. mise-en-scene - CLAMPS: costume, lighting, actors, make-up, props, setting)?

• Roman Holiday.
• C: Her outfit is high class and glamourous which reflects the type of actress she was.
• L: High key, natural sun light, reflects the "holiday" theme.
• A: Many actors, she stands out. Tourism, etc
• M: Glamourous and stunning.
• P: Handbag, car and hat suggests wealthy and luxury.
• S: Italy coastline- wealthy and luxury.

7) Which of Propp's character types are represented in the advert? (Note: you will not find them all). 

• Hero: Man in the car- give the lady a ride, her bus is stuck etc
• Princess: Audrey

8) How does the advert's narrative (story) follow Todorov's theory of equilibrium?

• Equilibrium: Bus is stuck and car is driving along the coast.
• Disequilibrium: Man blocks the way of the coach.
• New equilibrium: Hero gives lift to her.
  

9) What representations of gender can you find in this advert?

• Man: hero, dominant, superior.
• Female: protected, needed a chauffer.

10) Are stereotypes reinforced or subverted in the Galaxy advert? Give examples.

• Female representation is subverted in the advert because she is in charge. Takes the drivers hat away to give to the other man and makes him her 'chauffer'.

Grade 8/9 extension tasks

How did they recreate an Audrey Hepburn film using location, casting and CGI?

•  They used a computer and copied her face and got features and edited her face. They didn't do 100% CGI because they didn't want her to look completely robotic. 

What other background information do you learn here regarding the construction of the advert?

• They got more than one picture of her and put it together feature by features.

What similarities and differences can you find by analysing the two products?

Similarities:

•  Both have women
• Advertise a product
• Both have make-up on
• Feminine qualities.

Differences:

• One ad is for food and the other is chocolate.
• OMO: dominant rep of women doing domestic housework which reflects the 1950s.
• Galaxy: Subverts 50s women, she is in charge and has liberty.