MS1: Media Representations AS Media Studies MS1: Media Representations and Responses Please have your folders, paper and a pen out ready to start the session.

Starter – Key Term Cards One side of the card has a simple key term/definition that you will use to test people’s knowledge. Ask them to define the key term in their own words. "If you can't explain it simply, you don't understand it well enough." - Albert Einstein  If they define the key term correctly, turn the card over and ask them the advanced question. (You may have to work out the correct answers for these together) Swap cards with the person you have asked the questions to and find someone else to test with your new card.

To revisit semiotic analysis key terms and definitions. Objectives To revisit semiotic analysis key terms and definitions. To identify how audiences for advertising can be categorised. To analyse an advert in relation to its audience.

Introduction to Semiotic Analysis

Sign (symbol/icon/index) Codes (visual/technical/audio/ written) Semiotics – Key Terms Sign (symbol/icon/index) Codes (visual/technical/audio/ written) Denotation Connotation

Icon, Index or Symbol? Why? Icon – resemblance to male (Idris Elba)

Icon, Index or Symbol? Why? Tree Symbol – the word tree has no direct link to an actual tree – the symbol is culturally learnt through language acquisition

Icon, Index or Symbol? Why? Index – puddles are an indicator of rain

Icon, Index or Symbol? Why? BUZZ Icon – the word is an onomatopoeic – it resembles what it sounds like

Icon, Index or Symbol? Why? Index – smoke is an indicator of someone home

Icon, Index or Symbol? Why? Hyperlinked to moving image Icon – resembles a cow and a cow sound (if you play it without the visual it would be an index however!)

Simple interpretation of sign Signifier Signified A tree Signified: A tree

However……. It is very unusual for us to encounter signs in isolation and therefore we interpret whole systems of signs – codes - at once rather than identify simple ‘signifieds’. We understand things around us (including media texts) because we are very skilled at interpreting the connotations of what we are seeing and hearing. If you were having trouble identifying signs in isolation in the film posters, it is because you are already going beyond simple interpretations and are considering connotations of the signs you see.

Key Terms Connotation - the meaning that the audience give to the sign according to its context and the cultural experiences of the audience. Codes - Media texts use complex systems of signs – called codes – to create meaning for the audience. When we analyse texts we are examining these codes to see how the text is constructed and to consider the connotations of these codes.

Semiotic Analysis of Media Texts We need to be familiar with the technical, visual, audio and written codes used by media texts and consider their connotations.

What does this sign mean? Is it polysemic? For instance……. X What does this sign mean? Is it polysemic? What systems/codes must it be in to give it context and meaning? (Optional Slide) Alphabetical system – the letter X Mathematical system – multiply Teaching response and answer system of signs – incorrect Map/myth – treasure (x marks the spot) Texting system/written slang system – kiss

X Alphabetical system – the letter X Mathematical system – multiply Teaching response and answer system of signs – incorrect Map/myth – treasure (x marks the spot) Texting system/written slang system – kiss

Read through page 9 of your booklet Audiences What are the demographic categories audiences can be put in to? What do psychographics use to categorise audiences? Read through page 9 of your booklet

Write some questions… Demographic style – Data – Numerical. Psychographic style – Why? Open ended response questions.

Audiences for Advertising Homework Read the information about Young & Rubicam’s audience categories on Moodle: There are 7 Kinds of People in the World. Extension task Take the Young & Rubicam questionnaire and find out which category you would be. The website address is: http://www.4cs.yr.com/uk/

Who are these 7 Kinds of People? In your groups complete the tables on page 10 of your booklet. Give a brief description of the category and a product or advert that you think would appeal to them. You have 10 minutes…..

Group Task - Guidelines If your group is unable to complete all the categories, you will be given a couple of minute to ‘steal’ ideas from other groups. If you have not completed the categories after this, 1 member of the group can come up and look at the information on the table – YOU CANNOT TAKE THIS INFORMATION AWAY – to help you complete the task. Use the handout cards for this – there are 7 kinds of people in the world.

Audience Analysis Task Task: Identify a target audience profile for the Vauxhall Corsa A-Z advert using demographic and psychographic (including Y&R) categories. (make detailed notes - page 11) https://www.youtube.com/watch?v=1tometal1sY Hyperlink only works on Google Chrome so you’ll have to set it up beforehand.

Half-Term Homework Task 1 (see p12 of your booklets) Identify a target audience profile for the Volkswagen Tiguan advert. Once you have completed your analysis on page 12 you need to write (type up if you use a computer in exams) a 400 word short essay answering the questions. Who is the target audience for the Volkswagen Tiguan Priorities advert? How is this audience similar/different to the target audience for the Vauxhall Corsa A-Z advert? http://www.petesmith.tv/vfx-supervision/vw-tiguan-priorities/ On moodle

Half-Term Homework Task 2: Using/Summarising Information Read the information on the editing handout (on Moodle) and learn at least 3 different editing techniques.