SCREENGRABS

Titanium

Titanium 

Notes:

- A song by a French DJ and music producer David Guetta, vocals by Sia 

- Written by: Sia, David Guetta, Giorgio Tuinfort and Afrojack 

- Initially released on August 8th 2011

- Katy Perry was going to feature in the song, however she opted out as she thought the song was too similar to her song Firework

- Music video directed by David Wilson 

Overall message: 

Not to let something affect you, if someone tries to hurt you be strong and defend yourself.

Themes: 

Supernatural, powers, puberty affecting the body and mind, inner strength, adults vs. children, standing up for what you think is right.

DISTINCT:

Setting - school, home, street, forest - American neighbourhood 

- Messy and empty house suggesting parents have left the boy and he is alone. 

FAM and CLAMPS: 

- A levelled low angled close up of a boy crouching on the floor, burying his head which signifies he is scared and vulnerable - sitting tightly could suggest that he thinks nothing will hurt him because he cannot see anything and he is trying to protect himself. 

- Long low angled shot tracking in shows how small the boy is compared to the house, suggests what he is up against (in size). Him running outlines his fear and him desperately trying to get out of the situation. He is unaware of how strong his powers are and what he is capable of. 

- Close up low levelled angle tracking backwards of the boy on the bike. The boy isn't in the snap shot because it links to how fast the bike is going - shows how desperate he is to escape. 

- The end scene is the same as the first (book end narrative), suggesting his is still alone towards the end… The low levelled close up of him crouching, links to the first shot (circular structure). 

- Levelled shot, he throws the teddy bear away to show he's leaving behind his childhood - he has to grow up and mature in order to defend himself. 

- Vulnerable long shot - woods between the trees 

Context:

The Director is influenced by 80s films, despite not living in the time period. 

Sound and editing:

G genre - pop

I instruments - guitar, drums 

L lyrics - strength, power 

E emotion - defending yourself 

S screen time - actor is always on the screen, main role/spotlight 

T transitions - we follow the boy where he goes - signifies the journey we watch him go through 

O order of narrative - school, street, home, forest ...

P pace - starts slow paced, gets faster to show the tensity - slow shots at the beginning to show the emotion (fear) - unpredictable

S sfx

Stop Where You Are

Stop Where You Are 

Corinne Bailey Rae (CBR)

Notes and Analysis 

- April 2016 the song was produced 

- 2006 CBR was a rising star with her hit 'Put your records on'

- Specialises in pop music, a British singer from Leeds

- 2008 her husband died of an accidental overdose. After this she struggled massively with coping with her husband's passing. Therefore, she disappeared and released her newest song in 2016. 

- The song encourages people to live in the present and embrace the moments you're in. 

- Urban London 

- Diversity is shown through gender, age, ethnicity and class

Themes:

Class:
- Businessman
- Homeless and less fortunate people
- Poor and lonely, desperate

Gender: 
- Male and female shown in similar situations which suggests that everyone is in the same boat and there are men and women that are sometimes forced into homelessness when it isn't their fault.

Age:
- Younger generation - teenagers wearing a hoodie, which suggests they can be threatening because you can't see their face
- Gang-Like look because they're wearing a leather jacket or tattoos covering their skin
- Troubled adults

Ethnicity: 
- Black people
- Mixed race
- White
- Asian

How is the artist represented? 
- CBR is showing that a bad situation can be made positive and turned around. People shouldn't take things for advantage and appreciate the opportunities they are presented with.
- Her dress is bright red; the colour symbolises pain or love - so the dress suggests the pain she carries around with her, relating to her past love experiences. Which as we know, is what happened when her recent husband died of an accidental drug overdose. Not only does it present the pain and the past she is carrying, but how she embraces the moment she is in. She aims to show hope amongst the loss.
Lyrics; 'stop where you are' means that you shouldn't judge things from the outside. See people for who they are, not what they look like/age/background. Take notice of what is going on.
- The heels and posh dress shows that despite her high class, she can reach out and help people who she doesn't know or aren't as fortunate. Everyone should be treated the same.

Camera shot - shot of teenager

F - long shot
A - side angle of her body
M - tracking in

C - stereotypical teenager: hoodie
L - bright lighting, goes from low key to high key
A -
M - natural/no makeup: suggests her look means she's treated better than the homeless people
P -
S - warehouse, concrete = cold, dark and gloomy setting

Camera shot - blurred shot of man with tattoos 

- Blur shot shows that society have a lack of understanding because he is covered in tattoos and the audience question the life they have led

Definition
Androgynous - unsure if someone is masculine or feminine

FAM - five key shots
- Tracking in low levelled shot of CBR walking introducing the setting - in her heels (prestigious shoes contrast with the setting)
- Low level shot, full body shot of the business man looking down on the homeless woman which shows that as an audience we shouldn't judge and discriminate people
- Close up, low angled static picture. Blurred shot to show the lack of understanding in society. You can see the tattoos first - people have perceptions before knowing a person.
- Low angled mid shot which shows a young boy looking as though he's going to jump off the building, switching to a full body shot of him doing a black flip.
- High angle moving shot of the homeless women trying to attack the man. We look down on people on the floor if they are homeless (physically and mentally).
- Levelled close up of homeless women and business guy. Side shot of the women and the business man, however the women is in focus and the man is blurred out. It shows that at this moment the women is more important. Subverting: we don't expect him to treat her kindly - as they have contrasting lives.
- Close up levelled face close up shot with the sun shining through her. The light acts as a halo - making her look angelic.
- Over the shoulder shot from behind his back. Hooded, scary representation of the character.

This is America

This is America 

 Connotations and denotations: 
- The violence is deliberately used to shock the audience
- Black stereotypes of shooting and the fact that America still allow guns within their law regulations
- Lyrics 'black man' and 'go get your money' is used to show that black people should be more privileged than they are and are treated. There is a history of racism and how they were treated in the past. Some people of America still contain the same views.
- The video shows disruption being caused by the American actor 
- The smiles an exaggerated poses of the guy show that the problems aren't confronted or approached; due to fear or lack of acknowledgement. The issues are disregarded.
- Guns vs. black lives = suggest that black people's lives do not matter because they are often shot with no remorse shown
- Context is significant because 9 people were shot in a church - therefore the man shoots the black choir in the video to show a key moment in American history. 

Camera shots used:
- Tracking in&out shot
- Tracking side-to-side shot
- Medium boy shot
- Long shot
- Close up shot

Backgrounds: 
- Garage
- Choir/Church

Costume: 
- Children's uniform
- Main character wears trousers and shoes

Music videos:
- Videos are used to promote artists - their music and for the fan base
- Shows development of artist
- Artists given the most screen time
- Performance = presence/story line

Bullying Campaign

Energy Drinks Analysis

Shelter Exam Question

Shelter Exam Question

Analyse how social and cultural contexts can influence advertising. Use figure 3 to support your answer. 450 words 

In the shelter advert, the social and cultural contexts are shown through the statistics and imagery in the print copy. For instance, the typography stated on the bottom half of the advert shows three different stories of people that were in unfortunate positions – which shows diversity in people’s lives and backgrounds. The facts are used to shock the audience; showing that the target audience isn’t children. The quotation ‘We can help.’ is strong and confident which gives people hope that they aren’t alone – regardless of their current predicament, there are people that want to help and solve their problems. In today’s society advertising influences and shapes people’s opinions on topics that are presented to the public. The audience sympathise and feel empathy towards the people in the advert. Presenting the advert with pain and hurt allows the audience to view it in this way and feel these emotions. Using red coloured text across the victim’s faces shows the struggle because we as an audience symbolise red with anger, ache and upset; red in their eyes may suggest blood shot eyes which is also a result to someone feeling disconnected and lost.

As an audience, people have become desensitised to charity adverts, such as this one. Therefore, the harsh realities have been shown through dramatic and blank expressions in the faces. They look tired, expressionless and pale. This is for the reason that if the audience see pain or inhumane things, we are more likely to react and try and reach out to help people. The main target for this advert are adults – more specifically, caring people – because they are the kinds of people to have an understanding of debt or fear of losing homes at that age.

They have used a rhetorical question in the first image, as well as strong built, bold writing which effects the reader because they question themselves. ‘But where will we live’ gives the impression that the audience has a responsibility in assisting others – to do ‘their bit’ or all they can for the charity. Without funding and charity supporters, people wouldn’t be cared for. As a result, it has a strong message that we are all equal and should try and make a difference – despite some being strangers.

Social contexts can influence advertising in the way that facts and statistics make the advert even more real and life-like. In 2017 to 2018 56,580 households were classified as homeless. This number of households being homeless has decreased by 4% over the last year. Which suggests that charities such as the Shelter and others similar have made a different to the number – ensured there is help for homeless people to get their lives back. This is a result of the effective advertisement created. Making adverts equal (gender, race, class etc.) creates a more positive print copy for the audience and more appealing to help – showing that everyone is the same and can be going through the same thing. Which is also shown in the Shelter advert, presenting different ages and genders across the three images.

Charity Campaigns