MS4 - Case Studies

• Case Studies 2011 : - Lynx Excite Fallen Angel (Print)
•                                   -  Will Kelly Fall for you? (Moving Image)

Dramatisation - Product presented as the hero.

Representation

• Gender Stereotypes
• Women over objectified sexually
• Men have control over women emotionally and sexually
• Mulvey male gaze
• Direct mode of address - seen as seducing and rapport building

Ideological

• Feminism - opposistional reading due to emergent ideology
• Post modern - Intertexuality of spy movies
• Using comedy and exaggeration to mitigate the offence

Audience

• Early Adopters of technology (Digital Natives)
• Large social network presence
• Personal identity - Pulling girls, smelling nice, being attractive
• Social integration - Online connection
• Target audience of 16-24 have 98% social networking use.
• Lynx adverts make up 2 of the guardians top 10 most offensive adverts.

Technology

• Agumented Reality in London Victoria station
• Using facebook connect to cereate personalised agumented reality of Kelly outside house
• iAds to target audience on iPhones
• Selina Sykes - Marketing Manager

Industry

• Advertising agency - Bartle Bogle Hegarty (BBH)
• Other clients include Dulux, Addidas
• 1 in 4 guys use Lynx

Marketing

• Using Lynx's 170,000 facebook fans to boost the campaign
• Celebrity Endorsement - Kelly Brook
• £8mil marketing budget.
• Rubicam and Young - Aspirer and Mainstreamer.

• Case Studies - Pour Homme (Print)
•                        - Pour Homme and Pour Femme (Print and Moving Image)

Dramatisation - Product presented as a hero. Follows Todorovs narrative.

Representation

• Men are represented as powerfuls
• Women seen as submissive
• Women seen as a femme fetal - Power through sex
• Bodies used as sexual objects
• Tan - Meddeterrainan luxuery lifestyle
• Explicit sexual connotations

Ideological

• Postmodern - Nostalgic, intertextuality, Bricolage
• Middle/ Upper class values
• Hetrosexual, ethnocentric and patriarchal

Audience

• D+G Brand identity :
• Men - Arrogant through money
• Women - Cosmopolitan woman who is independant but ****
• Thoughs with money and high status
• Early adopters through money
• Traditional upper class views, against popular culture.
• Personal identity through own class values

Technology

• Using video in print media
• In Marie Claire there was a moving image advert on a page that showed the TV advert for D+G
• Using the idea of early adopters, with revolutionary technology.

Industry

• In House advertising agency
• Director and photographer - Mario Testino
• Meddeterrainian beauty as a global icon
• Tradition vs contempary

Marketing

• Pour Homme advert appeared in Vogue
• Pour Homme and Femme advert appeared in Marie Claire
• Digital moving image advert in Marie Claire
• Marie Claire - 40% AB subscribers
• High budget
• Rubicam and Young - Aspirers

Case studies - Simon, Joe and Anna (moving image)

Dramatisation/Testimonial - Product as hero, advert is encouraging others to use it.

Representation

• Simon - Geek, Middle class, subverting hegemonic masculinity, socially awkward
• Joe - More stereotypical middle class boy, into music, advoiding mum
• Anna - Annoying addictive girlfriend, stereotyped, presented as dependant
• Joe's mum - Domesticated, stereotypical expressive and emotional woman
• Binary opposite of gender, age

Ideological

• Middle class values
• Patricarchal
• Uni represented in the point of view of the parent
• Opposistional reading from students

Audience

• Wide scale audience
• Britains biggest telecom company so needs a wide mainstream audience.
• Worried about alienation of older customers however this didn't happen
• 'If it is good enough for students its good enough for their needs' Managing Director
• Storyline seen to continue for years over adverts- More like a sitcom

Technology

• Synergy with Xbox Live
• They created a Branded Destination Experience (BDE)
• The 3 charecters' rooms could be explored allowing for music, film and gaming to be downloaded
• 40% took post action with BT.

Industry

• Abbott Mead Vickers Group (AMVBBDO) - Advertising agency

Marketing

• 30% of total telecom advertisment came from BT
• Spent 105m on advertising in 2010
• UCAS warned them not to treat students as a homogenous group
• 20% of students don't visit pubs or clubs
• 70% exercise at least twice a week
• BT have to adapt to UCAS market research in their representations of students.
• Rubicam and Young - Mainstreamer
• Xbox Live synergy.
• Press 30% (newspaper) TV 30% DM 12% (post) Outdoor 14% (station bilboards) Internet (cookies)

• Case Studies - Day of the Doctor
•                       - Asylum of the Daleks

Narrative

• Follow Todorov's theory
• Closed narratives
• Using enigmas to structure narrative (barthes)
• Wide audience so multi-genre narrative
• Binary Opposites - + and - connotations (levi-strauss)
• Propps character types - Hero, Villain,Helper, Prize, dispatcher

Genre

• Realism - Social and psychological
• Hybrid Genre - Postmodern
• Intertextuality
• Signifiers - aliens, technology

Representation

• Amy and Clara empowered through knowledge rather tahn sex, shows emergent ideology
• 'Don't be scared' / 'Who's scared?'
• Companions fashionable and up to date
• Doctor has a nostalgic or intextual identity.
• Difference between doctors, age identity - stereotypes

Ideology

• Promoting doing the right thing - 'better to fail trying to do the right thing than succeed doing wrong.
• Emergent ideology of gender roles
• Jonathan Bignell - 'Dalaks like modern day Nazi regeme'

Audience

• Wide scale family audience
• Payed for by the TV license so has to appeal to a mainstream audience
• Loyal 'fandom' called 'whovians'. They know the show inside out (50th anniversary)
• Different audience pleasures depending on identity (U+G)
• Readings of the text  (hall) - Opposistional reading to do with realism, Preferred to postion to like the doctor and create a relationship witht the characters
• 11 Million people watched the Day of the Doctor

Technology

• Uses high level CGI due to genre and realism
• Space Ships, fire, explosions, aliens etc.

Industry

• BBC - Public funded
• Inform, Educate and Entertain
• 20% of overal TV share
• Doctor Who is the flagship show
• Viewed in 50 countries

Marketing

• BBC released the hashtag #SaveTheDay
• Shown simultaniously in 94 different countries
• Shown in cinemas

Case Studies - Pilot and S1E2

Narrative

• Todorov structure
• Situational Comedy
• Comic Trap of work, marriage
• Stereotyping of identities
• Binary opposites - London vs Hollywood. Real vs Superficial

Genre

• Comic Trap
• Self contained narratives
• Limit of locations
• Two main characters
• Challenge usual conventions by having Matt Leblanc as an unrelatable character

Representation

• Hollywood seen as fake and superficial
• London seen as dull but true
• Stereotypes heavily relied on
• Merc seen as heartless and brutal
• Sean seen as Submissive
• Beverley seen as strong, independant, sarcastic
• Matt seen as money orientated, stuck up
• Carol seen as having an affair, being two faced

Ideology

• Hollywood ideology of being famous and successul
• American Dream
• British seen as softer and trying to be 'nice'

Audience

• Ideology of fame and success promoted - American Dream
• 1.8 million viewers
• Rating reduced as series went on
• Tamsin Grey (Beverley) and Stephen Mangan (Sean) - Metanarratives, have own fan following
• Show at 10pm on BBC2
• Preferred reading of accepting stereotypes, opposistional of rejecting

Technology

• Own section on BBC website
• Interviews, behind the scence content
• Using twitter and facebook to show behind the scene content.
• Trying to interact with audience through questioning

Industry

• British/American text - For both audiences
• Shown on BBC - Public Funded
• Critically successful.
• Won golden globe award
• Writers and Producers both American and English

Marketing

• Social networking sites used to interact with audience and promote
• Used mainly TV advertising to appeal to the audience
• Also used outdoor advertising.

Case Studies - 2012 Bootcamp

Narrative

• Format Show
• Producers auditions, judges auditions, bootcamp, judges houses, Live Shows
• Can apply to todorov

Genre

• Reality TV - A new genre
• Annette Hill - Trash TV, view of reality, mixing different genres
• Hybrid Genre - Documentry, comedy, drama

Representation

• Shelly Smith - Middle age single mum, personal identity with audience, seen as fun, seen as 'normal', working class van driver, challenging conventional female roles
• Sharon Osbourne - Glamerous, stuck up, overly posh, exaggerated kindness, seen as upperclass
• Plato - puppet handlers - giving shadows of reality

Ideology

• X Factor as a capitalist ideology - Judges seen as gatekeepers to the bourgeoisie
• Hegemony - Encourage working class that the upper class lifestyle is the best
• People are hegemonized into aspiring to be like the judges and have a celebrity lifestyle
• Marxists believe the idea of meritocracy is fake e.g steve brookstein working as a cruise singer
• Uses and Gratifications of escapism into judges houses

Audience

• Prime time saturday night
• Wide family audience
• Variety of different audience pleasures
• Uses and Gratifications
• Preferred reading of meritocracy, opposistional as a fix
• Deep Ethics - Treating how they would want to be treated
• Shallow Ethics - Deserve to be treated poorly

Technology

• Uses very own App, with exclusive content
• Website has behind the scene content and profiles on the singers
• High presence on social networking, both indivudally and as a programme
• Using phone line to call in and vote

Industry

• SYCO - Simon Cowells own production company
• ITV comercial broadcaster - Talk Talk sponsered
• up to £200,000 per 30 second advert
• Synergy with talk talk

Marketing

• Advertised on TV, online and social networking sites
• X factor has been 'copied' for other worldwide editions
• X factor do tours to see all the contestants
• Winner is signed to Simon Cowells record label, so he gains income after the show.

• Case Study - Escape to Plastic Beach (CD) MTV video awards (live show)

Representation

• Using a virtual band as a challenge to MTV's lack of substance
• 2D - Pretty Boy lead singer, no eyes - brainwashed by media.
• Murdoc - Lead guitarist, stereotypical rock star, Kieth Richards
• Russel - Black, stereotypical rapper
• Noodle - Japanese girl, intertextuality of anime
• Content over image

Ideology

• MTV had lack of substance - Damion Albarn and Jamie Hewlett
• Reject False icons - don't worship music stars
• 'Gorillaz seem more real than the fake people on TV' Albarn
• 'If you're going to pretend to be someone you're not why not just invent fake characters?' Albarn
• Postmodern - Using parody of pop stars

Audience

• Due to their Ecletic style they have a wide fan base
• Share ideological messages
• Anti-genre product so fans are fans of gorillaz rather than a certain genre

Technology

• Hollograms used in 2010 MTV video awards
• Use GGI cartoons in their music videos
• Use of short films or cartoons about their band members
• Use of Youtube channel
• Use of social networking sites
• Have their own website with games and exclusive content

Industry

• Parlophone records - Universal
• Major - Big funding, allowed gorillaz to be experimental and high production
• Use of downloading to sell records
• Keeping up to date with marketing techniques

Marketing

• Use of digital technology to market the band
• Social networking
• Radio airplay
• Breakthrough performances on award shows gained intrest

• Case Studies - Born this way (video) Born this way (lyrics)

Representation

• Her quirky outfits give her individual identity
• Challenge conventions of pop music with her appearance (not clean cut)
• She is seen to be accepting of anyone no matter what their background
• 'be yourself' 'no matter if you're black, white, beige' 'you were born this way'
• Represents herself as god - she values everyone
• Intertextuality of michael jackson and David Bowie

Ideology

• Queer theory - She can experiment with gender
• Feminist - doesn't conform to sexual pop, shes independant. Not through male gaze
• Postmodern - Both intertextuality and in terms of societies emergent ideologies

Audience

• Fandom - Little Monsters
• Personal Identity - 'whether life left you outcast'
• Entertainment and social interaction
• 'Representing the freaks' - Sunday Times

Technology

• 40 Million twitter followers - 5th highest worldwide
• Uses twitter as a personal interaction with fans
• Uses twitter to promote and boost sales
• Has own 'monsters' social site
• Free fan site that allows her fans to share Gaga related things

Industry

• DefJam - Universal
• High production value
• Born this way 1.1million in first week
• Won 6 Grammys, 13 World Records

Marketing

• Relies on social networking to target audience
• Uses online digital advertising

• Case Studies - Esquire front cover (magazine)

Representation

• Stereotypical guitar hero
• Long dark hair - connotes mysterious
• Goth connotations
• Direct mode of address
• Subverting masculine ideology
• 'Man who loathes technology' - James Montgomery

Ideology

• Rejection of new media technology
• Makes people turn off mobile phones
• Postmodern - nostalgic
• Independant

Audience

• Niche audience of Indie music and Rock
• Audience have to be loyal due to the rarity of his music
• Against mainstream music

Technology

• Rejects new media technology
• Asks for mobiles to be turned off
• Releases music on vinyls
• Limited edition vinyls too give them status
• 3rd man record shop
• Has 'the vault' online subscription service that allows people to be sent vinyls
• Service costs £9 per month so only true fans will be members
• Jack white only used twitter to give her personal view on an article that was incorrect about him
• 'The man who loathes technology'

Industry

• Third man records - Independant founded by Jack White
• Gives freedom without the funding
• 'I want it to be a struggle' - Jack White

Marketing

• Using the idea of being 'old school' to sell
• Doesn't want to reach a mass audience
• Allows his audience to come to his shop
• Uses concerts as main way of marketing music