GHD advert =)

Codes and Conventions

The techniques used on this add is an imperative due to the use of it being a ‘gospel’ it set aside the fact that it is but a straightener but a part of life therefore it appeals to its target audience as this straightener is a necessity within life. Additionally it uses religion and repetition with the word “thou shall not”; it only draws the audience in to think that they have to use this straightener for not only their selves but for it to be a fashion necessity with life, as it reflects upon the 10 commandments. The use of it being black and white also makes it seem as if were to be set in the distant past which heightens the fact it is to do with religion. Moreover the women are set out to be slick and sexy to increase viewers. Women would aspire to have such beautiful hair and be so miraculously stunning whilst guys would be attracted by the other gender forcing them to buy it for their girlfriends or wives. In contrast to this, in Maslow theory the advert sets it out to be a physiological need and the subliminal messages conveyed through it supports this but it is only but an esteem need. The use of emotive images also supports people to buy this product as these ‘sexy’ women have achieved their goals by using the straightener.

 Representation

Gender within this advert has been portrayed in various different ways. One way is which to say that women are conveyed as a violent gender, due to the violence within the advert. The advert try to use violence to show the ‘secret’ of the straightener and that no one else can use it apart from the owner herself. Furthermore the stereotype of women has been portrayed in this for women to be jealous and bitchy, as one woman stabs another by using voodoo, whilst another viciously attacks another for using her straightener. Moreover women are conveyed as sexy, slick appealing objects due to one women biting her lip whilst the another women falls back defencelessly with a seductive look upon her face to attract more people, from both genders.  

Media Institution

The institutions that have been considered have created a negative impact on society itself, and have discriminated against peoples beliefs. Religion has been considered within this: “thou shall not” this goes against the Christianity religion and many may protest against such quotes as this was one of the 10 commandments that had been said, additionally it is been said as a “Gospel” therefore treating the straightener as religion and saying that you need this. This can cause controversy between Christian believers and it could be portrayed as GHD taking religion as a joke. Moreover due to the black and white colour scheme it also adds to the fact that it is to do with religion and to boost the fact about how it is one of the commandments. Violence is an attribute that has been influenced, this is negative as two females fighting over a straightener can cause other people to act like this and for people to act like these gorgeous women as many would aspire to be like some. Finally the women seem to gain a sexual appetite throughout the advert, from the women falling down, to the women deceiving her dead loved one. These scenes can portray women in a negative view which can affect other women’s views as they are conveyed as sex objects within this advert. To conclude E4 is a channel where the viewers are both gender and aged at 15-35, this is the primary target audience for GHD, this advert can show that this channel can support such behaviour due to its programmes been shown so both the advert and the channel have something in common.

Audience

The main target audience for this advert primarily targets women with all straight hair and women with other styles to show the ‘amazing’ look you can receive by using this. The target audience’s socio economic class is a B1 or a C, and the age it targets at it teenager from 15 to women aged 35. However the secondary audience is other people with long hair, this can be targeted at both genders.

Kill bill scene

The first shot of the scene consists of a low angle shot, with basic necessities within a room such as lights. The mise en scene has a woman in a combat suit kneeling down to get a sword we as an audience can foreshadow that danger is to come. In addition to this the next scene unravels itself by introducing another character from a medium shot at a low angle to show she is superior and for us to look up to her, the camera tilts up to see her face and we feel tempted to see who she is as we want to see the danger to come. She to holds a sword to show that these two could have a action pact scene. There is silence between the two to create tension between the audience and for us to also think of the next scene. However the 1^st women is shown in a high angle shot to show she is inferior with a cut so we immediately think she is inferior to the women as she is shown in a low angle shot. The sounds in the background can connate escape between the two or rather a ‘race’ (fight). The scene of which she stabs the dagger within the wood shows her power and strength, and by shooting this a medium shot we can she her full power and strength she has put into sword. The close up of the two shows their mixed emotions and we feel tense and we can foreshadow that the Chinese women is superior as she contains a great deal of confidence. The conversation between the two makes us think that an action scene is about to come “you didn’t think it would be that easy” we can tell that this person would have to reach vertical limits into reaching her aim within this scene (digetic sound). The editing with this builds the tension for the action scene to come.

The next scene shows the break through of several different characters and the quick transactions, automatically makes us think that this women is in grave danger. All shots are taken at a low angle to show that these fighters are not among the best however the quick transaction makes us think that these characters will cause controversy. All shots are a long shot to show their men within the scene and due to them shouting we can tell they are all looking for a fight. Also the mise en scene is that all opponents are wearing the same clothing so they are all together and all want the same ‘price’. The editing from the running scene to the faces and them all surrounding the person shows they all are very egger to get to this person and want her to be frightful and surrender.

The scene where it turns blue consists of low lighting to show negative emotions as if there is no hope; however the editing consists from a medium shot to long shots to show all the scenes and the medium shot shows where she kills her foe. The sounds are swords hitting of each other and we get excited about this and screams of pain as our protagonist kills off the other victims around her. The digetic sound also brings tension as we want to see it all in a close up but the director has only made us more anxious.

Miss. Wigley media cover work

At first we see a close-up, this is for the when we see this we feel more involved and we can tell the true expressions of actors, as in 'kicks' at first we can see that this person is emotionally in distress and the camera tilts down therefore showng us another character maybe or a lover as she is lying down and has her hand on it. By panning down towards this character we foreshadow what is about to happen, and due to the lighting being dim and quite sad we feel this person is emotionally upset and by sitting in the dark we foreshadow that this person could be quite lonely in life.
There are 3 shots placed together to show how this persons life style is portrayed, one is where she is walking, then she goes to the wall then the 3rd shot we see the guy. We then think this girl is obsessed with this male character, and maybe is in love with him. the long shot at first shows her lonelyness and the dim lighting upon her face can show her emotions as a dark colour is normally connoting sadness, heartbreak and lots of negative emotions. We then have a extreme close up at her face and the wall, so we feel as if we to are near her as the camera is on the side of her, so we then feel as if we are there next to her as if it was a secret as she presses her ear against the wall, then as we see the guy we find out the reason for all of this, as it could be love. The medium shot of the guy, with a medium anle shot panning slowly across shows us the importance of this person, we see different people with him playing football so he could be very 'cool' and the hot shot of the film.
We then see a medium shot of the girl braking a glass, at a medium angle, following by a low angle shot of glass falling then a extreme cloe up at the girls eye closed followed by a close-up of the girls from her eye zoomed out then tilts to her body, then the shot continues to her arm and she tatoo's herself so we can see her pain due to the close up at a high angle shot to show she is now inferior and has given up, and the lighint is at the back so we feel a bit scared of this girl because due to the editing of these shots we can see she is quite scared and dangerous herself.
We then have a shot to the right of her where she meets someone at slight a high angle, to show she is coming back down and this 'friend' can bring her happiness and we see this in the following shot of both girl having fun then we see the other friend at a medium shot but at a medium angle with dark lighting, grassy lands and a old windmill, and old windmill connotes horror as it is in the typical horror movie, were all can go wrong but then the next shot is a close up of both friends at a low angle, this shows their happiness and fun they are having. By editing this we can then see that these two are friends, and together they can provide each other happiness.
We have a long shot of both friends dancing then we a man sitting down watching, at a medium shot to show that all is good with everyone within the room, the room has a fadeed light to show the romance between the three, and to show the happiness between them. The next shot to that is a shot of the friend kissing the other girl at a close up and at a low angle to show that the girl is now superior to the other girl and is know at he high light of her life.
In addition to this we have two shots which follow each other, at first we see a close up of the males eye with another, possibly the girls hands going across his face, we see that he has a tear to his eye to show his emotions, we see that he is upset and we can think that this girl is the reason for this, then the shot continues with the camera zoomed out with the male having a direct mode of address towards the camera to show how hopeless he is to the girl and by the close up, we only see her hands to see her sdominance towards this person as if she now has full control of this person.
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