+*-TEXT: Straight Outta Compton-*+

+*-TEXT: Straight outta Compton-*+:

What are the main differences between a mainstream and an independent film?

Mainstream - Makes you laugh; makes you cry; is associated with commercial success; film as escapist entertainment. 

Independent - Makes you think; makes you ask questions; is associated with critical success; film more as art and cultural expression.

Summarise the companies and brands responsible for the funding, production and marketing of the film and any links to media industries that would help maximise income and audience. How were the members of NWA (Ice Cube, Easy E, Dr Dre) involved in production or marketing?

Straight Outta Compton was produced by Legendary Pictures who entered into a partnership with Universal Pictures (the film’s distributor) in 2014. Universal is owned by NBC Universal, a Comcast company. The fact that the film was produced and distributed by a major, vertically integrated film studio that is part of a media conglomerate is significant in terms of funding, possibilities for cross-promotion and reaching a global audience. (Ice Cube and Dr Dre) were co-producers.

Research the real events portrayed in the film. Were there any events not portrayed or altered to appeal to a mainstream audience or make the stars or producers more sympathetic to their audience? 

The film portrays events set predominantly in mid-1980’s California, USA. The depiction of this period in a contemporary film may have been impacted by the social upheaval caused by racial tension and the LA Riots in 1992 (the portrayal of 1980’s California, and the possible glorification of N.W.A. as agents of social change, may have been revised or influenced by subsequent events).Dr Dre was physically violent multiple times.They left out Arabian Prince - Co-founder of N.W.A.There were lawsuits made against most individuals involved.The police altercations were a two-way street - e.g. Dr. Dre assaulted a police officer.

Analyse how the film marketing trailer has targeted its target audience:  analyse the technical codes of the trailer ( use of camera e.g closeups of a star, editing, mise-en-scene, lighting and colour, sound and dialogue) and the use of reviews and expert criticism, promise of pleasure, stars and other techniques.

Familiar conventions used including duration, green band disclaimer/rating card, use of production logos/idents (possibly establishing status/reputation of film), use of intertitles, use of music, condensing the film to showcase dramatic scenes and establish narrative expectation including a three-act structure, links to social media/website. Also absence of conventions (no traditional trailer voice over, no specific release date).

Identification with protagonists in the trailer - audiences encouraged to align with hip hop artists as underdogs/disenfranchised minority, for example, the two specific instances where members of the gang are forcefully restrained by police.

Star appeal - (including, in this case, the appeal of the “real-life” characters portrayed on screen and identified using intertitles). The names of actors or directors are absent from the trailer and instead replaced with the real names of some of the members of N.W.A. 

Film logo - explicit design reference to music parental advisory notice (social conventions of rebellion, challenge to authority etc.).

Analyse the viral Straight Outta Somewhere marketing campaign that was used to help publicise the film.   How did this campaign target audiences and what techniques did it use to raise awareness of and interest in the film?

"Without Compton, there would be no Dre. Without Dre there would be no beats." - Targets fans of beats and Dre encourages them to watch the film - creates a revelation to the audience. 

Includes scenes from the film - peaks the audience's interest - engages the audience.

"Celebrated every city in the world" - personalises the campaign - makes the audience feel acknowledged and engaged.

#StraightOutOfSomewhere - Used by the audience to "rep their city" - makes the campaign wider know.

Customisable memes - Audience is actively engaged in the campaign - promotes the audience and publicises the film. 

Celebrities joined in without endorsement money - e.g. Ringo Starr - Beatles' "Straight Outta Liverpool."

Summarise the commercial reception of the film: how financially successful was it? Were there any other media products linked to the film that would have also made money for the producers?

The film was a major commercial success, making over $200 million – it had a $50 million total budget ($28 million production budget).

'Beats Straight Outta' - Beats helped to promote Straight Outta Compton - earns more money for the producers - Became the biggest social campaign of 2015. - Within 24 hours became 1# trending on Instagram, Twitter and Facebook.

Give reasons why you feel the film was successful (genre, producers, theme, audience, synergy with other media products/industries).

Audience - Fans of N.W.A (older fans who lived through the period, younger fans from cultural significance; fans of the music genre (draws in the audience); fans of biopic films (style of the film draws in an audience); fans of the producers or stars (familiarity breeds success.)Synergy with Beats by Dre - Individuals familiar with Dr Dre's products and brand may be drawn into watching the film, leading to success.

What rating did the film receive from the BBFC?

The BBFC (an independent, non-governmental body) age rates film and video releases in the UK. However, local councils have the power to overrule BBFC decisions and rate films differently (e.g. This is England was rated 18 by the BBFC but several councils rated it 15). The theatrical release of Straight Outta Compton gained a 15 certificate.

Did the Directors Cut receive a different rating? If so, why?

The Director’s Cut DVD was an 18. That version contains an additional 26 minutes of footage, including two stronger sex scenes. The second sex scene combines drug-taking with sexual activity, with two women smoking marijuana while having sex with a man. The Compliance Officer who watched it for classification noted that, under the BBFC Classification Guidelines, a combination of sexualised nudity and drug use required an 18 rating.

Are there any politically sensitive or controversial themes or content in the film?

N.W.A. was significant in terms of social change as advocates for free speech, producers of protest songs.racial tension and the LA Riots in 1992.“F*** the Police” song. The views of society about AIDS.Racism.The role and treatment of women.

+*-Historical TEXT 2: Kiss of the Vampire-*+

+*-Historical TEXT 2: Kiss of the Vampire-*+:



Hammer Film Productions:

Founded in November 1934, Hammer is one of the oldest film companies in the world. 

Hammer is synonymous with horror, after defining the genre in Britain with classics such as Dracula, The Curse of Frankenstein and The Mummy, which spawned numerous sequels.

However, only 1/3rd of Hammer films were horror! The company tackled other genres, including psychological thrillers, sci-fi, noir and historical epic.

Hammer has a back catalogue of nearly 300 titles, and a rich character canon including classic monsters, mobsters, psychopaths, and surprisingly ‐ cavegirls.

The company has had a lasting impact on popular culture, paid homage to in all manner of releases from Frankenweenie to Jurassic Park and The Shawshank Redemption.

Recent output includes the worldwide box office smash The Woman in Black, critically acclaimed Let Me In, and 2014 paranormal thriller The Quiet Ones.

+*-Tide poster-*+

+*-Tide Poster-*+:

Layout:
Comic strip-like layout - draws in the audience - promotes sales.

Images:

Main central image - Denotes 1950's housewife hugging a box of tide - shows female adoration for the product.

Woman standing next to the washing machine - the rise of modern technology - making tasks easier for woman.

Text and language:
Lexical set - “Cleanest”, “Whitest” and “Brightest” - Barthes semiotics: connotes positivity - the benefits surrounding tide product.
Link of the product name “Tide” and the a

Mode of address and methods of persuasion:
The text uses indirect mode of address - shows what woman think of tide as a collective.
Persuaded through bright colours (see colour heading)

Colour:
Red - connotes seductive nature - sexualisation of woman (red lipstick on the red women and the text.)
Pink - (love hearts above woman) - shows female and feminine adoration of product.

Representation of women:
Reinforces patriarchal stereotypes - women are the homemakers - main focus is household duties.


Van Zoonen - Men and women are represented differently in the media. Women are objectified as a result of Western Culture - women are seen as the homemakers - tide reinforces this gender stereotype through the patriarchy - men aren’t represented throughout the household product poster.

     

+*-Save the Children and Water Aid Comparison-*+

+*-Save the Children Analysis-*+:

Birthday candles - shows the events that take place in the space of a year.

"Just because it isn't happening here doesn't mean it isn't happening" - Promotes action - Audiences are more engaged when it is a society you are already immersed into.

Working - Middle-class family - Reaches a wider audience.

TV news reports - foreshadows the action that will take place.

StC - More artistically engaged and visual audiences - Creative over expensive/ high budget - Audiences feel moved by the art - emotive marketing breeds notability.

WA Context - The charity was established in 1981 as a response to a United Nations campaign for clean water, sanitation and water hygiene education. It now works with organisationsin 37 African, Asian and Central American countries plus the Pacific region. Since 1991 its patron has been Prince Charles.StC Context - The Most Shocking Second a Day ad gained more than 46 million YouTube views in a year, with a standout completion rate of 91%, according to Save The Children.The online film, which was shared by celebrities such as Stephen Fry, also garnered more than 1.4 million shares and led to an 89% increase in subscribers to the Save The Children YouTube channel.

Paragraph 1:
Both maintain a focus on the narrative of an individual - star vehicle - seems more realistic - personal.
WA - Claudia - Singing - creates a more meaningful tone - personal.
Empathy - StC makes audience question if the events were taking place around them - take action - personalises the ad - hyperrealism.
StC - Levi -Strauss - The binary opposition of the typical Save the Children adverts and the stereotype of those it aids with this advert builds a narrative - The difference in the narrative and the story drives individuals to change their mindset.
Sympathy - WA makes audiences considerate of struggles in different countries - makes them take action.
Gerbner: WA followed typical conventions of a charity ad - Repeated patterns promote change - audience will feel more enticed into aiding the charity.

Paragraph 2:
Both use diegetic sound - diegetic sound in StC - news reports - shows severity of issues - promotes change - Diegetic sound WA - Claudia singing sunshine on a rainy day - used to show the audience how individuals are suffering - forces the audience to seek change.
Both use charity information - hashtag- SaveSyriasChildren
close up of the children - shows innocence - entices the audience to act on their struggles - tech savvy individuals would be able to access this form of media a lot easier.
StC - More artistically engaged and visual audiences - Creative over expensive/ high budget - Audiences feel moved by the art - emotive marketing breeds notability.
WA-  “Text SUNNY to 70555.” - references the song they have used - references African environment - uses the audiences life and the sufferers life to find common ground and promote change.

Paragraph 3:
Mise en scene - school uniform in StC - Barthes - semiotics - creates the idea that children are growing up in frightful circumstances.
Halls reception theory - People stereotyping these struggles with different countries is representation - people and signs are governed by codes - using different narratives and breaking away from stereotypes will engage the audience more and audiences will be more likely to listen.
WA - Old clothes - shows poverty - Uses and Grats theory - Blumler and Katz - Informs - Helps poor individuals to communicate struggles - Audience will be steered towards social change - pity.
Audiences are different - WA- Literate with technology - donations are encouraged through the imperative “Text SUNNY to 70555.” 30s–40s as they’re likely to remember the original and get pleasure from the nostalgic value of hearing a song with which they’re familiar - Uses and gratification theory - Informs.

+*-Water Aid Charity Advert-*+

Analyse how the Water Aid charity advert uses its technical codes to provoke responses, emotions and connections with its target audience.


Who are the target audience ? How can you tell ?

Literate with technology - donations are encouraged through the imperative “Text SUNNY to 70555.”

In their 30s–40s as they’re likely to remember the original and get pleasure from the nostalgic value of hearing a song with which they’re familiar.

How is the landscape of Africa represented in the advert ?

The charity Water Aid was established in 1981 as a response to a United Nations campaign for clean water, sanitation and water hygiene education. It now works with organisations
in 37 African, Asian and Central American countries plus the Pacific region. Since1991 its patron has been Prince Charles.

How are the people in Africa represented in the advert ?


How is the UK represented in the advert ?



What is the central message of the advert and how does it achieve this ?


Does the advert follow or subvert the conventions of the  charity advert genre ?




Give specific examples of technical codes ( camera shots , lighting, graphics etc. ) to support your points 

+*-KEY TEXT : RIPTIDE Music Video-*+

+*-KEY TEXT: RIPTIDE Music Video-*+:

Analyse the music video for Riptide by Vance Joy focusing on the following elements. Refer to contextual information and technical codes to support your points.

GENRE AND AUDIENCE

Research and summarise the indie genre: conventions, influences, audience and key artists.
What is the definition of "indie" and does the artist, video fit into this category?

Indie Music: Independently recorded music - Rock + Alternative Rock - Unaffiliated with major record labels - mid to low sized budget.
Influences/ Intertextual references: Blue Velvet: Lounge Singer Dorothy Vallens.
Conventions: Using a narrative video to create. wider meaning - Sound: Guitar music (convention of Indie Rock Genre)
Audience: Generally ranges from teenagers to 35-year-olds.
Key artists: 

Definition of Indie: (of a pop group, record label, or film company) not belonging or affiliated to a major record or film company.

• A small independent pop group, record label, or film company.
• Characteristic of the deliberately unpolished or uncommercialised style of small independent pop groups.

NARRATIVE AND ICONOGRAPHY

The video is clearly not a performative one explicitly showing the artist performing.

Is there a linear clear and resolved narrative, or a fragmented montage based on interpreting the lyrics of the song?

'Unstick' - Ice-lollies being broken apart; Woman breaking free from ropes.
'Left hand' - Vehicles using their left hands.
'Riptide' - Image of a riptide.

Analyse scenes for the connotations ( deeper meanings)  of specific objects and props and how they connect to the lyrics of the song and any messages or themes of the video. Do the visuals always literally match the words or add and change the meaning of the song?

All my friends are turning green - Mise en scene of dollars - friends are greedy/ materialistic
Mise en scene of woman singing - Relationships have become toxic - "Light" shows the distance between two individuals.

REPRESENTATION

How is gender represented in the video? Look at stereotypes, repetitive motifs and how women and men are framed narratively and through iconography. How does it link to the film genres and films that the video makes intertextual references to? Does the video have any explicit message or resolution about these themes or issues?


Women are dehumanised:
Woman running away without her face seen.
Woman staring at the sea without her face seen.
Woman snatched from bed in the dark.

Men and women are trapped in society:
Woman breaking free from ropes - "Come unstuck"THEORY

POSTMODERNISM

The video explicitly refers to film genres such as horror, surrealism and references specific film directors such as Wes Anderson and David Lynch,  as well as including deliberately artificial sequences such as showing the making of the video itself.
Which of the following postmodernist techniques are used in the video?

Pastiche: Images and videos are synced with lyrics.
Intertextuality: Blue Velvet: Woman singing in microphone.

+*- Research Task - *+

+*- Research Task-*+:


Indie Music Genre:

Indie Music

Rather than a sound, indie comprises all independently recorded music. Its artists release music on their own record label or an independent label, meaning a record label unaffiliated with a major record label.

Indie music comprises a broad spectrum of music spanning all genres. You’ll find indie country, indie pop, indie rock. Any genre normally controlled by major labels features an indie genre. Most artists create music of this genre on a low to mid-sized budget. Its audience generally ranges from teenagers to 35-year-olds.

The effects of Indie Music

The advent of the indie movement brought notoriety for some “garage bands” who became well known through live club dates, the indie press, and appearances at regional and national music festivals. This includes The Arcade Fire, Beck, Death Cab for Cutie, The Decembrists, Modest Mouse, Mumford and Sons, Oasis, Pinback, and Radiohead.

Characteristics of Indie music

Indie bands do heavily influence one another which produces similar sounds. In general, indie music features a clear melody and simple instrumentation. The influence of folk and country music pervades and many songs feature violin or piano. The musical composition often features a four instrument main combination of lead guitar, rhythm guitar, bass guitar and drums with harmonized vocals. Its simple arrangements make it easy to cover the songs, making it popular with young musicians.

Indie music encourages experimentation. It may draw from fields besides folk and country, as far-flung as electronica, jam rock also known as psychedelia, or Japanese noise. Its guitar parts use standard and power chords which also lends its music to being easy for young players to learn.

Its simple lyrics may recount a slice of life or vignette. They often contain anti-corporate or political statements, much like folk music’s protest songs.

Although indie music develops throughout the world, it’s known for its US creative hubs in Austin, TX and Seattle, WA. In Europe, it draws from both large and small cities with the countries of England, France and Germany leading the popularization of bands on a larger scale. In Europe, folk mixes with rock and punk in the indie scene. One of the best-known brands to rise out of the European scene is the folk-punk band The Pogues which writes original music along with updating folk classics in the punk vein. The band began playing Irish pubs and now headlines major festivals.

Indie began as a reference to any band recording on an independent label but has developed in definition to refer to obscure music developed specifically to target the youth culture. Its goal is to remain independent, but some artists have become well known. A few, like Beck and Oasis, have gone from obscurity to AOR and Top 40 radio play without a major label signing.

David Lynch:

David Keith Lynch (born January 20, 1946) is an American filmmaker, painter, musician, actor, and photographer.

Blue Velvet is a 1986 American neo-noir mystery film written and directed by David Lynch. Blending psychological horror with film noir, the film stars Kyle MacLachlan, Isabella Rossellini, Dennis Hopper, and Laura Dern, and is named after Bobby Vinton's 1963 song of the same name. The film concerns a young college student who, returning home to visit his ill father, discovers a severed human ear in a field that leads to his uncovering a vast criminal conspiracy and entering a romantic relationship with a troubled lounge singer.

Wes Anderson:

Wes Anderson is an American film director whose works feature a recurring ensemble of actors, including Luke Wilson, Owen Wilson, Bill Murray and Jason Schwartzman. He is known for quirky, comical movies with flawed characters, with projects ranging from The Royal Tenen baums and The Life Aquatic With Steve Zissou to Moonrise Kingdom and The Grand Budapest Hotel. Anderson has also enjoyed success with the stop-motion animated films Fantastic Mr Fox and Isle of Dogs.

+*-Marketing Task-*+

+*-Marketing Task-*+:

Neutrogena Visibly Clear Spot Proofing Moisturiser 50ml

Target audience: Teenagers/Young adults - Individuals with spot-prone skin.

How would you market the product?: Celebrity advertisement: Like Jorgie Porter x Proactive

Message behind the product: Helps boost self-esteem amongst teenagers - Spot reducing/ acne skincare.
-Embrace your natural beauty.

Inform: Informs the audience of the benefits of the products - The main information surrounding the product.

Persuade: 'Before and After' images of skin product in action - Makes the audience believe that the products work.

Sell: Seeing the benefits of the product will promote sales - Seeing the products in action (I.E. Persuasion) will boost sales.

The Unique Selling Point (USP): Aimed at teenagers - confidence-boosting - focuses on the benefit to the audience as opposed to the benefit of the product - Seems more genuine and personal.

Persuasive devices: 

Narrative: Sad teenager/ bad skin - uses product - skin improve/ self esteem improves.
Music: Positive music to symbolise the positive benefit of the products.

Hierarchy of needs: 
Self-actualisation: 'Be the best version of yourself' - boosts sales
Esteem: The benefit of product for teenage body positivity.

+*-Key Text; Paper 1 Section A: DREAM Music Video-*+

+*-Key Text; Paper 1 Section A: DREAM Music Video-*+:


Narrative

What is the main narrative and message of the song, and how is this added to or altered by the visual elements of the video and the techniques used? Does the video subvert or confirm the messages and content of the song?

The main narrative message of the song is to show how society is still divided racially and culturally, even though it is less apparent. The message of the song is also to show how the musician, Dizzee Rascal feels like a puppet of society and controlled from This is shown through the use of the puppets representing society and the inclusion of Annette Mills, the white middle class, female presenter used in the video. this video confirms the message of the song as it spreads the message of social and racial inequality.

Representation 

How is ethnicity, age, gender and class represented in the video? What binary oppositions are created or shown in the video between different stereotypes? What stereotypes are used to represent different social groups?

Ethnicity is represented throughout Dizzee Rascal's 'Dream' music video through the use of the miseducating en scene. Dizzee Rascal (the star vehicle) is a black man. Through the lyrics used throughout the video, Dizzee expresses his disgust with racial stereotypes and inequality from the perspective of a young, black male. Age is also represented throughout the video through the image of Annette Mills, a mature woman as well as the denotation of the young man, Dizzee Rascal. The binary opposition of these individuals creates the narrative that the older generation dislike the younger generation and the image they portray e.g. Urban; ghetto personalities.

How is the concept of inequality or social power demonstrated in the technical codes or narrative of the video?


Intertextuality: What cultural or media references does the video and song make and why?

Muffin the mule - 1950's children's show - presented by Annette Mills - used to contrasts the mature themes with the innocent backdrop.
Martin Luther King's 'I had a dream' speech - Symbolises racial inequality - the drive for change.
Golliwog - Racist dolls - Stereotypical - Used to symbolise the way Rascal's culture is being made


THEORY  


Barthes: Semiotics 
Identify objects, characters or props/costumes that connote a deeper layer of meaning about the messages and themes in the video.

Red hoodie on Dizzee Rascal symbolises rebellion.
Puppets/ Marrionettes - Symbolise the working class - How the working class are marginalised.
Annette Mills - Symbol of White; middles class culture - How they are dominant - Hold the most power - Judgemental of the working class.

Levi-Strauss  Binary Oppositions

Identify a range of binary opposites in the video and how they add meaning to  the narrative and themes of the video

Grime music genre and the opening of pastel colours on children's toys.
Dizzee Rascal's clothing and demeanour in contrast to Annette Mills'.
Happy talk in contrast to the grime music genre.

Postcolonialism( Gilroy) : Does the video refer to "traditional white " UK culture and create a binary opposition with modern multicultural Britain ? How ?

Annette Mills - Symbol of white culture - Facial expressions when Rascal states something outlandish or puppets act inappropriately changes into a look of disgust.

+*-Task Two - Homework-*+

+*-Task Two - Homework-*+


Apple - iPhone 11 - "Think different." - "The smartest iPhone yet."
Fenty (By Rhianna) - New beauty collection - "Fenty By Rhianna."
Coca Cola - Coca Cola Energy - "Spread your positive energy."
Google - Google Hub - "Don't Be Evil."
Burger King - Whopper - "Go on, say it."

Recently, Save the Children used shock tactics in their 'I Am The Future' advertisement. It was effective because they used children to shock people into the idea of the corruption of innocence. They also used emotional and stirring music to make the audience sympathise with their adverts intention.

https://www.youtube.com/watch?v=toH4GcPQXpc

Car advertisements:

Advert tends to be unrelated to the brand they are trying to promote.
Always use a clip of the car driving on different types of terrain. e.g. on a mountain, an empty road, a dirt path.
https://www.youtube.com/watch?v=IZd3uQVtk8c
https://www.youtube.com/watch?v=43dF-x06EBQ

Advertisement using intertextuality:

Halifax-Wizard of Oz advertisement: https://www.youtube.com/watch?v=yg_zebVs8UU

Vodafone-Star Wars:



Uses of music in advertisements:

Works with the brand being promoted
Promotes sales
Creates a narrative
Sparks change e.g. Save the Children
Evokes emotion within the audience e.g. Charity.

Idris Elba x Squarespace (Dream it advertisement)

+*-Advertising Techniques-*+

+*-Advertising Techniques:-*+


Persuasive styles; Shock tactics:

• Used to grab people's attention
• To get the audience talking (all media is good media; persuades the audience)
• Engage empathy amongst the audience (by using real-life situations and emotive language)
• Music has a big effect on audiences (emotive audience)
• Narrative

Barnardo's advert:

Non-Diegetic (instrumental) soundtrack - empathy; sympathy; feel guilt.
Close up shot of children - children are seen as the embodiment of innocence - this makes the audience feel empathetic for children who are facing injustices.
Narrative (the backstory of the characters) - Emotional responses made by the audience - feels more personal - direct mode of information.
Charity information - Link to website to connect to the audience and promote their charity.

1. Barnardos: rebirth  - a child in the womb - is given a second chance.
"new life" - Metaphor for the help benefiting the children.
2. Smoking: Ironic - Halo crown of smoke - play on words - shows the effects of smoking on children - Shocks parents into changing their ways.
3. NHS smoke: Shows how smoking affects the child - Shocks parents through emotional ad - Parents are shocked into improving both children and self lifestyle.
4. Hooked: Metaphor scares individuals - Uses a graphic representation to shock individuals to stop smoking.
5. Drive awareness: Uses the corruption of innocence to convince the audience to be more considerate of their actions - when driving.
6. Smoke: Personifies smoking as a monster - using fear to shock the audience to change - Shocks the audience through the risk of injuring their child/ other children.


Rewards and punishments:

Buy one get one free.
Face cream.
Iam cat (you will be a good cat owner if you buy it).

Value messages:

-i.e. love hurts (makes you think that the add is undeniable).
-Life is too short.
-Easily recognisable.

Maslow's hierarchy of needs:
Psychologist.
Each stage of the hierarchy needs to be satisfied before the next stage can be addressed.

Realism and Antirealism:

Realism and Anti-realism are two sides of a philosophical debate behind the whole basis of accepted scientific truth.

Message: The perfume is different - unleashes different sides - Reb'l - Rebelling - Fleur - Flower - Binary opposition of beauty and darkness.

Semiotics:

 The study of signs and symbols as elements of communicative behaviour, the analysis of systems of communication, as language gestures, colours or clothing.

+*-Miley Cyrus: Mother's Daughter (Official Video)-*+

Miley Cyrus: Mother's Daughter:

https://youtu.be/7T2RonyJ_Ts

(0:04) - Denotes: Miley in red latex outfit in a sexual pose - Connotes- Female sexuality; body positioning- Suggestive, appeals to Laura Mulvey's Male gaze; represents female empowerment; feminists would have different opinions- conflict theory - liberal= accepting, radical= reject.

(0:12) - Close up of underwear- Sexualises women / Empowers women - Quite Risqué - Somewhat uncommon to be used in a female music video to this extent.

(0:27) -  "You are f*** beautiful"- Adopting the conventions of subliminal messages - Trying to promote body positivity and boost female self-esteem.

(0:30) - a naked, overweight woman covering herself with a handheld fan - inspired by greek women - suggesting all women should feel empowered - promoting body positivity.

(0:30) - Lyrics - "Oh my god, she's got the power" - Power could represent female empowerment.

(0:37) - Virginity is a social construct - idea of trying to subliminally message to be who they are - not following society's expectations.

(0.48) - Young, black girl dressed as a superhero - Symbolic of being free - Dreaming - Saving the world through female empowerment.

(1:00) - Image of baby - connotes purity, innocence - opposite of society - the freedom of childhood - mother protect the innocence in society.

(1:33) - transgender individual - breaks away from typical music video conventions.

(1:39) - Impaired woman - Breaking away from stereotypes - Not letting her disability define her.

(2:27) - Showing how Miley is being forced to conform - clothing is extremely preppy, unlike Myles general style.

+*-Dove Real Beauty Campaign Notes-*+

+*-Dove Real Beauty Campaign Notes-*+

• Too many traditional attractive white women are featured as opposed to different ethnicities of beauty standards.
• Beauty is one layered- thin and young as opposed to curvy.
• Makes people place different levels of beauty measures on themselves.
• Makes women seem like the enemy to themselves rather than the victims of society.
• Dove is owned by multiple brands which go against body positivity-hypocritical- companies that promote skin lightener, and sexist ads from their parent company, Unilever.
• Dove 2017- beauty vs average- victimising women based on their physical appearance- lowering their self-esteem- different standards of beauty- mothers are beautiful even if they are larger from having children - conventional beauty, woman with tattoos may feel they don't fit through the stereotype.
• May boost self-esteem- teach people it's okay not to be beautiful- shows different standards of beauty - everybody sis beautiful "chooses beautiful hashtag.