Continuing on from Monday's session today we learnt 2 very important words in the world of audience. At GCSE I studied Media Studies which taught me the 2 words at a basic level, but I must say I understand them a lot more now.
Denotation
In using a name or a label which the audience has used before a meaning is suggested to the audience.
The common sense or everyday meaning.
Connotation
In using a name or a label which the audience has used before not only is a meaning suggested but also a varying range of personal memories of other occasions from when the word or label has been encountered.
Memories or thoughts are inspired.
Then we learnt about readings -
Preferred readings
Make the connotations that the producer of the media text meant you to make.
Oppositional readings
Make different connotations from what the producer intended you to make.
Onto the strategies:
Star Power is where companies use celebrities e.g. sports people, actors, musicians etc. to sell their products.
An example of this is Mo Farah in the Quorn adverts:
The preferred reading would be that if the food is good enough for sports superstar Mo Farah then it's good enough for the audience and that Quorn will give the audience all needed protein.
The oppositional reading would be that even if Quorn does give use the necessary protein it still tastes awful.
Amazing toys is where toy adverts show their toys in life-like fashion, doing incredible things. Aeroplanes doing loop-the-loops, cars doing wheelies and dolls crying. This would be fine if the toys really did these things.
An example of this is Real FX racing:
The preferred reading would be a competitive car race that is very life-like with real hazards, this reading would most likely come from the kids its targeted at.
Whereas, the oppositional reading would be that not every family would have the necessary space to keep the track up and it doesn't look easy to dismantle. The batteries are going to need replacing quite a lot which increases the amount of money spent on the product. Only a 2 player game. This reading would most likely come from the parents whose children are asking them to buy it.
Ideal children and Ideal Families is where children and families shown in the advert are shown as 'ideal' and something that others will strive for and aspire to. They show what is considered 'perfect', children will be cute and families will normally consist of a mum, dad, son and daughter - this is now slightly dated and does not show a clear representation of life and real families but this is media, this is what is done and how it works.
An example of ideal children shown in an advert is Lelli Kelly shoes:
The preferred reading would be sparkly shoes that every little girl wants to wear AND get a makeup phone! It's a fashion icon that stands out. This reading would be from the target audience - little girls.
The oppositional reading would be why are a pair of shoes so expensive? and why do they give away tat with them? This reading would be from the parents of the little girls who beg them for sparkly shoes and a cheap makeup phone.
Excitement shows characters in the advert having a good time with the product or service.
An example of this is a Haven advert:
The preferred reading would that it looks like a fun place for a family holiday with a range of things to do for a range of people. This would appeal more to kids and parents.
The oppositional reading would be that these people look unnaturally happy at a holiday in England where the weather isn't always in their favour. It does not show facilities that would appeal to the modern day teenager therefore the advert will not appeal to them.
Sounds good adverts use a memorable piece of music or jingle that it used so that when the audience hear it they are reminded of that advert and its company.
An example of this is John Lewis' She's always a woman:
The preferred reading would be that John Lewis is there for you at any age throughout all your life and that they have a credibility and commitment to you.
The oppositional reading would be that it shows an unrealistic representation of life with no negative events affecting her, it shows her to have a very prefect life always being surrounded by family and friends.
Heart strings uses adverts to create ambiance and provoke an emotional response from the audience.
An example of this would be John Lewis' Man on the Moon 2015 Xmas Advert:
The preferred reading for this advert would be the audience feeling sympathetic to the lonely man on the moon as well as think about Christmas and the spirit of giving and the fact that John Lewis is the place to buy their presents.
The oppositional reading would be questions arising due to the content of the advert - how is someone surviving on the moon without a spacesuit? Just think about the amount of money that would be needed to create a realistic looking set of the moon, it's not possible for balloons to leave the atmosphere and go to the moon. How did the balloons know where to go on the moon so that they conveniently made it right to the old man?
Family Fun is an advert that shows family togetherness, it often gives a stereotypical family representation of a mum, dad, son and daughter. They are shown as a 'perfect' family that others would be jealous of and aspire to be like.
An example of this is the new advert for Monopoly:
The preferred reading is that the product is so good that it can take people away from their modern technology and want to play and have fun with an old school board game.
The oppositional reading would be that we only see them start to play and everyone knows a game of Monopoly not only takes forever but never goes someone's way. It is also implying that families are no longer connected because of new technology when in reality they are connected because of the things the technology allows families to do.
Other strategies include:
Bandwagon - Join the crowd! Don’t be left out! Everyone is buying the latest 'product', aren’t you?
Scale – Advertisers make a product look bigger or smaller than it really is.
Facts and figures – statistics enhance the products credibility.
Repetition – Advertisers hope if you see a product and hear its name over and over you will be more likely to buy it. Sometimes ads are repeated within a minute in the same section of ads.
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