MS4 - Case Studies

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Lynx - Text

  • 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
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Lynx - Audience and Technology

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
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Lynx - Industry and Marketing

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.
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Dolce and Gabbanna - Text

  • 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
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Dolce and Gabbanna - Audience and Technology

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.
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Dolce and Gabbana - Industry and Marketing

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
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BT Infinity - Text

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
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BT Infinity - Audience and Technology

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.
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BT Infinity - Industry and Marketing

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)
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Doctor Who - Text

  • 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
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Doctor Who - Representation and Ideology

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'
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Doctor Who - Audience and Technology

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.
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Doctor Who - Industry and Marketing

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
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Episodes - Text

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
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Episodes - Representation and Ideology

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'
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Episodes - Audience and Technology

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
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Episodes - Industry and Marketing

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.
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X Factor - Text

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
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X Factor - Representation and Ideology

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
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X Factor - Audience and Technology

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
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X Factor - Industry and Marketing

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.
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Gorillaz - Text

  • 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
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Gorillaz - Audience and Technology

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
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Gorillaz - Industry and Marketing

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
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Lady Gaga - Text

  • 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
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Lady Gaga - Audience and Technology

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
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Lady Gaga - Industry and Marketing

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
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Jack White - Text

  • 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
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Jack White - Audience and Technology

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'
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Jack White - Industry and Marketing

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
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