1. sum up what you’ve learnt since the beginning of term in 50 words.
Learning Objective:
To deconstruct a variety of TV adverts focusing on how shots, framing, mise en scene and sound create representations.
sum up what you’ve learnt since the beginning of term in 50 words.

2. Quick re-cap Let’s focus on:
the choice of framing and or/editing and what it connotes.
the choice of sound and what it connotes.
the mise en scene (the characters, their look and costume, the setttng, colours etc.) and what it connotes.
the representations of gender (if relevant).
how the audience is targeted.
brand identity and reasons for this (connotations).
(cmd, shift and 4 to take screen shots)

3. On your mac… Using your notes, write up in essay format:
the choice of framing and or/editing and what it connotes.
the choice of sound and what it connotes.
the mise en scene (the characters, their look and costume, the setttng, colours etc.) and what it connotes.
the representations of gender (if relevant).
how the audience is targeted.
brand identity and reasons for this (connotations).
(cmd, shift and 4 to take screen shots)

4. Home Learning
Deconstruct another advert in the same style as you have done today.
Due Tuesday 7th October.

5. Learning Objective:
To understand how women have been represented through advertising throughout history.
Remind yourself - what are the typical representations of woman? Make a list or brainstorm.

10. Watch and make notes on this video…
resource/Advertisements-in-the-1950s /

12. 1938

13. 1945

14. 2013

19. TV ads. https://www.youtube.com/watch?v=-taEaSfPtbY fairy liquid.
l’oreal advert.
Asda
Lynx 1
Lynx 2

20. Your introduction to coursework… Compare how women have been represented over the last 5 decades.
Briefly explain the main representations of women in all advertising. Explain how this differs from men.
Use a retro print ad (pre. 1950) to explain how women were first represented. How does this compare to representations of men? Refer to denotations and connotations. Use screen shots.
Discuss an example (TV or print) that represents women as a sex object. How does this compare to representations of men? Refer to denotations and connotations. Use screen shots.
Discuss an example (TV or print) that represents woman as the housewife. Refer to denotations and connotations. How does this compare to representations of men. Use screenshots.
Discuss an example (TV or print) which suggests the future for women’s representations in advertising. Explain why things are changing.

21. Learning Objective:
To deconstruct a variety of TV adverts, focusing on how they present brand image, present their representations and target their audience (through sound)

22. Ambient sounds These are part of ‘diegetic’ sounds
These are sounds that we expect to hear in the background of the scene/shot/we are watching
Ambient sounds set atmosphere and setting

23. Amplified Sounds
These are also part of ‘diegetic’ sounds - we expect to hear them in the scene/shot/advert we are watching
However, these sounds have been amplified (made louder) to deliberately draw your attention
Amplified sounds can reinforce themes

24. Sound effects
These are sounds put in artificially, which would not really be in the clip/shot/advert itself
Sound effects can include ‘whooshes’, ‘neowwws’, ‘blips’ and ‘dushes’
How does a plane go?
How does a punch go?
How does a ‘wrong answer’ go?

25. Score This is a piece of music that plays throughout the advert
Generally, scores do not have vocals
The score is part of ‘non-diegetic’ sound - it would naturally occur in the clip/shot/advert, but has been placed there to change the mood/atmosphere
Scores can also be used to establish a theme

26. Soundtrack
If the piece of music playing in the background is a song with lyrics, it is called a soundtrack.
This is also ‘non-diegetic’
Often, soundtracks used in adverts are well known commercial songs. Can you think of any?

27. Jingles
These are songs, tunes and melodies created specifically for the advert.
Jingles tend to be catchy (and at times, annoying!) and will feature lyrics with a ‘hook’.
Can you think of any?

28. Dialogue This is when the characters talk in the clip/shot/advert
You would expect the characters to talk, so this is ‘diegetic’
Dialogue is based on conversations within the actual world created

29. Voiceover This is when a narrator talks over the top of an advert
Usually, a voiceover is in second person (“you”) in an advert to talk to the audience
Voiceovers can also include a slogan being spoken at the end of an advert. Snickers, anyone?

30. Direct Address
When the character or narrator talks directly to the audience (eg Cheryl Cole telling you about her shampoo)

31. Sting
Sharp, or dramatic sound, usually at the end of a sequence or an advert

32. Guess that sound… What sound is present? Why?
What could be being advertised? Why?
What are the connotations?
How does this contribute to brand image?

33. adverts https://www.youtube.com/watch?v=ekpBrywvRpo

34. Over to you… Watch this advert.
Make a note of what sound you’d imagine you’d hear at which points.

35. On your mac… Listen to the demonstration of how to use Garageband.
Create your own sound for the advert.

36. Homework
Spend 5 minutes looking at drinks adverts, then choose one, deconstruct writing at least one paragraph on each of these bullet points:
the choices of sound and what they connote.
how the audience is targeted.
brand image (denotations) and reasons for this based on sound. (connotations).
Due Tuesday 31st September.