JUNE 2016
Media Product One: An advertisement for the London Collection: Luxury Apartments by Redrow
Homes.
Redrow Homes are a nationwide organisation; their website describes them as a ‘premium homebuilding company’. They advertise their properties on a variety of platforms, including television, online and by using social media. This advert was first broadcast in January 2015, but was withdrawn by Redrow after it was criticised online for portraying an unattainable lifestyle for most Londoners. A Redrow spokesperson admitted “we maybe didn’t get it quite right with this one”.
Media Product Two: Extract from ‘The Trews Report’ – Britain’s richest MP buys the New Era housing estate in Hoxton, London – 93 families devastated by increase in rent. (JUST WATCH THE FIRST THREE MINUTES)
‘The Trews’ is a YouTube based web series by broadcaster/actor/comic Russell Brand. With a new episode appearing approximately every week, it involves Brand discussing a range of contemporary media topics, offering his opinion on events alongside interviews and clips from a series of collaborators. The name ‘The Trews’ is a merging of two separate words, ‘true’ and ‘news’, and the series is part of Brand’s attempts to engage a wider section of society with current affairs and political events. In March 2015, ‘The Trews’ exceeded one million subscribers.
Question 1
What media language techniques are used to make each product appear authoritative and trustworthy?
[8 marks]
Question 2
How do media products encourage audiences to agree with a certain set of values and beliefs?
You may refer to other media products to support your answer.
Redrow Homes are a nationwide organisation; their website describes them as a ‘premium homebuilding company’. They advertise their properties on a variety of platforms, including television, online and by using social media. This advert was first broadcast in January 2015, but was withdrawn by Redrow after it was criticised online for portraying an unattainable lifestyle for most Londoners. A Redrow spokesperson admitted “we maybe didn’t get it quite right with this one”.
Media Product Two: Extract from ‘The Trews Report’ – Britain’s richest MP buys the New Era housing estate in Hoxton, London – 93 families devastated by increase in rent. (JUST WATCH THE FIRST THREE MINUTES)
‘The Trews’ is a YouTube based web series by broadcaster/actor/comic Russell Brand. With a new episode appearing approximately every week, it involves Brand discussing a range of contemporary media topics, offering his opinion on events alongside interviews and clips from a series of collaborators. The name ‘The Trews’ is a merging of two separate words, ‘true’ and ‘news’, and the series is part of Brand’s attempts to engage a wider section of society with current affairs and political events. In March 2015, ‘The Trews’ exceeded one million subscribers.
Question 1
What media language techniques are used to make each product appear authoritative and trustworthy?
[8 marks]
Question 2
How do media products encourage audiences to agree with a certain set of values and beliefs?
You may refer to other media products to support your answer.
[12 marks]
Question 3
Question 3
Should the media provide accessible platforms for alternative or oppositional voices?
You should refer to other media products to support your answer.
[12 marks]
JUNE 2015
Media product one - Google Nexus advert
Product One is an advertisement, entitled ‘I Do’, for the Nexus 5 smartphone. Marketed globally by Google, the phone is promoted as being ‘Made for What Matters’ and is a low price competitor to top end smartphones such as Apple’s iPhone and the Samsung S5. The advertisement was used to support the launch of the Nexus 5 in October 2013 and gained immediate notoriety with the inclusion of a gay couple in its montage of weddings. By August 2014 the advertisement had received over two million hits on YouTube.
Media product two - Bluefish TV "What's your identity?"
Product Two was created and distributed by Bluefish TV, a Texas-based Christian video company. Bluefish TV have produced over 600 short films designed to be used to support Christian teaching aimed at young people at meetings and gatherings. In addition to being available by download from the Bluefish TV site, many of the films are available on YouTube. This film, entitled ‘What’s Your Identity?’ is heralded as a ‘dramatic thought-provoking illustration [that] will inspire people to question what really makes up their identity’. By August 2014 it had received 9,000 hits on YouTube.
Question 1
Contrast the techniques used by each product to communicate its message. (8 marks)
Question 2
In what ways are issues of personal identity presented in the media?
You may refer to other products to support your answer. (12 marks)
Question 3
How important is it to media producers that audiences adopt a positive attitude to the use of new and digital media? You must refer to other products to support your answer. (12 marks)
JUNE 2012
Media Product One – The film trailer for Eclipse from www.eclipsethemovie.com
Eclipse is the third installment of The Twilight Saga film franchise, released in the UK in July 2010. The official website says ‘Bella once again finds herself surrounded by danger as Seattle is ravaged by a string of mysterious killings and a malicious vampire continues her quest for revenge. In the midst of it all, she is forced to choose between her love for Edward and her friendship with Jacob’. Edward is a vampire and Jacob is a werewolf.
The film is a mix of horror, romance and fantasy, with a UK cinema demographic of mostly women and 15–24 year olds. Although the film was a financial success, some reviews criticised the film. The official website contains the trailer, downloadable photos, an online store and community links to Facebook, YouTube and Twitter.
Media Product Two – The film trailer for Let the Right One In from www.lettherightoneinmovie.com
Let the Right One In is a Swedish film released in the UK in August 2008. The official website describes the film as ‘disturbing, darkly atmospheric, yet unexpectedly tender’. Oskar, a lonely 12 year old boy who is bullied at school finds friendship and love with a young girl called Eli who turns out to be a vampire. Eli’s arrival coincides with a series of gruesome attacks and deaths. The film is a mix of horror, romance and drama. It was a critical success and won many awards at international film festivals. A US remake, Let Me In, was released in October 2010. The official website contains the trailer, a synopsis, press reviews, photos and a link to buy the DVD.
Question 1
Question 2
Why are media products that represent outsiders, such as vampire films, so popular?
You may also refer to other media products to support your answer. (12 marks)
Question 3
Do you think that official and unofficial websites contribute to a film’s box office success?
You should refer to other media products to support your answer. (12 marks)
June 2011
Media Product One – Adidas House Party Advert
Adidas launched the House Party campaign in January 2009. The advert was part of the Adidas Originals brand campaign which used television, cinema, print and online platforms. The Adidas website described the campaign as ‘set against the backdrop of a house party hosting an electric mix of people from the worlds of music, fashion and sport’. The advert includes David Beckham, The Ting Tings, Estelle, Missy Elliot, Katy Perry, Method Man and Run DMC.
The song in the advert is the Pilooski re-mix of Frankie Valli’s original version of ‘Beggin’. Adidas also created a version of the advert which enabled users to click at various points of the film to view extra footage. Xbox Live also hosted a dedicated Adidas Originals section on its portal where gamers could browse and download content.
Media Product Two – NHS & Home Office Advert
The £4m campaign targeted 18 to 24 year-olds with the slogan, ‘You wouldn't start a night like this, so why end it that way?’ There were two TV adverts in the campaign, one focusing on a young man and one on a young woman getting ready to go out. The campaign used TV, radio, press and digital platforms. The TV adverts appeared on youth programming, sport and music channels; the radio adverts on national and regional stations; and the print adverts in youth-oriented titles including Nuts, NME, Glamour and Reveal.
In The Guardian, Jacqui Smith, the Home Secretary at the time, said: ‘This new campaign will challenge people to think twice about the serious consequences of losing control. Binge drinking is not only damaging to health but it makes individuals vulnerable to harm.’
Question 1
Evaluate how each media product represents young people. (8 marks)
Question 2
Why are shock tactics, such as those in media product two, so often used?
You may also refer to other media products to support your answer. (12 marks)
Question 3
Consider the value of using online marketing to target a youth audience.
You should refer to other media products to support your answer. (12 marks)
June 2013
Media Product One – Homepage from www.kerrang.com (14 February 2012). See insert.
Media Product Two – Front cover of Kerrang! Magazine (issued 25 February 2012). See facing page.
Kerrang! is a multi-platform brand that includes a weekly music magazine, a radio station, podcasts, a TV channel and a website. In addition, Kerrang! is well known for its annual awards and associated tour. Audiences can follow Kerrang! on both Twitter and Facebook. It describes itself as having ‘the hottest news, reviews, gig guides, exclusive features, posters, videos and more every week’.
In April 2012 it launched a new multi-platform rock music chart, designed for ‘sharing and amplifying creative ideas and then relaying them to millions of passionate followers accessing those ideas anytime – anyplace.’
Kerrang! identifies its target audience as ‘young, individually minded and passionate consumers’. The magazine had a circulation of 370,000 in March 2012, and promises advertisers it can reach the elusive audience of 15 – 24 year olds. With 172,600 unique users, the website features an online shop, podcasts, a forum and radio segments.
Kerrang! is owned by multi-national media group Bauer Media, whose other interests include brands such as Closer, Grazia, FHM, Magic 105.4 and Box Television.
Media Product Two – Front cover of Kerrang! Magazine (issued 25 February 2012). See facing page.
Kerrang! is a multi-platform brand that includes a weekly music magazine, a radio station, podcasts, a TV channel and a website. In addition, Kerrang! is well known for its annual awards and associated tour. Audiences can follow Kerrang! on both Twitter and Facebook. It describes itself as having ‘the hottest news, reviews, gig guides, exclusive features, posters, videos and more every week’.
In April 2012 it launched a new multi-platform rock music chart, designed for ‘sharing and amplifying creative ideas and then relaying them to millions of passionate followers accessing those ideas anytime – anyplace.’
Kerrang! identifies its target audience as ‘young, individually minded and passionate consumers’. The magazine had a circulation of 370,000 in March 2012, and promises advertisers it can reach the elusive audience of 15 – 24 year olds. With 172,600 unique users, the website features an online shop, podcasts, a forum and radio segments.
Kerrang! is owned by multi-national media group Bauer Media, whose other interests include brands such as Closer, Grazia, FHM, Magic 105.4 and Box Television.
Question 1
How does Kerrang! create a strong brand identity in these print and online products?
(8 marks)
Question 2
How is the representation of masculinity constructed to appeal to the audience?
You may also refer to other media products to support your answer. (12 marks)
Question 3
How important is it for producers of print products to have a multi-platform presence? You should refer to other media products to support your answer. (12 marks)
How does Kerrang! create a strong brand identity in these print and online products?
(8 marks)
Question 2
How is the representation of masculinity constructed to appeal to the audience?
You may also refer to other media products to support your answer. (12 marks)
Question 3
How important is it for producers of print products to have a multi-platform presence? You should refer to other media products to support your answer. (12 marks)
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