THURSDAY, JANUARY 17, 2008
Sex Sells
Sex is represented in many ways in advertisiing. Below are the 4 ways sex is represented in advertising, that we discussed. Apply these various representations to the ads provided below.
Biological
Sexuality is a reflection of a biological (innate) need to reproduce the species, shared by all animals.
Emotional
Sexuality is a physical expression of the emotional bond between two individuals.
Spirituality
Sexuality is a spiritual connection between two individuals.
Power
Sexuality can be utilized to exert dominance or power over another individual.
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WEDNESDAY, JANUARY 16, 2008
Review Questions
1 - Define the terms: Pre-production, Production, Post-production, Storyboard, B-Grade Film
2 - Explain briefly the contributions of the following film pioneers: Thomas Edison, The Lumiere Brothers, D.W. Griffith, George Melies.
3 - How would the disappearance of film affect your free time? Your relationships with your friends? Your topics of conversation? Your preference in dress or food? How would the absence of film affect your fantasy life?
4 - What would happen to sports? To television? To magazines? Would the theatrical stage retain its former importance? What would happen to the popular notion of a “star”?
5 - What groups of people would be put out of work if the film industry ceased to exist? Would other countries be affected? Would they be cut off from knowledge of the North American way of life? If they were, would this be to their advantage or disadvantage?
History of Film
The illusion of movement is created by a series of still pictures appearing in rapid succession. To organize and display them at the right rate, we depend upon certain technologies. The cheapest and most efficient way to produce thousands of images, necessary for a production, is photography. It was the invention of photography in 1826, which made cinema possible.
Photography in the early days required a long exposure time to take a single image. At first, it would take hours for an image to be exposed, then eventually minutes. Unfortunately, motion pictures need a minimum of 12 fps (frames per second) to imply movement.
In 1889, Kodak developed simple flexible film base celluloid (this still forms the base of film stock today). As this base and the cameras improved, the capturing of movement in a series of frames became possible. For viewing purposes, projectors, which had existed for many years to show slides, were modified to become early motion picture projectors.
By the early 1890's, the combination of flexible, transparent film base, a reasonably fast exposure time, a mechanism to pull the film through the camera, a device to stop the film intermittently and a shutter to block off light, were realized. Inventors in many countries were working on developing film cameras and projection devices.
Pioneers in Film
The two leading firms, involved in the development of film cameras and projection devices, were Edison in the United States and Lumière in France. Others included George Melies and D.W. Griffith. In class we researched these pioneers to discover their influence on film history.
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Advertising Notes
Review Questions
1 - Define the terms: advertise, advertisement, campaign, commercial, jingle, PSA, slogan
2 - What is the purpose of advertising.
3 - Summarize the details of your group presentation about "How advertising affects us?
ADVERTISING
Advertise: To tell about or praise a product or service publicly.
Advertisement: The act of advertising
Purpose of advertising
- Promote certain behavior
- Change behavior
- Influence values
History of Advertising
Ø 1st ad was a clay tablet 3000 years old from Babylonia. It advertised an ointment dealer.
Ø Mass advertising began in London, England in 1665 with the onset of the Black Plague. Quacks advertised “quick cures.”
Ø Quacks advertised with posters throughout the city as they played on people’s fears. BUT the quacks stayed out too long and dies of the plague. Ironic!
Glossary of terms
Campaign – series of ads
Commercial – also called a ‘spot.’ Can be on radio or TV
Jingle – lyrics sung to music to support a product or service
PSA – public service announcement to promote a non-profit or worthy cause.
Slogan – statement used to symbolize and identify a product or service.
Types of Ads
Billboards -signs larger than life, above buildings, sports parks, and roads.
Radio – jingles *Do you know any???
Magazine
Commericals – TV ads
PSA – Public Service Announcement
Posted by Mr. Grattan at 11:08 AM 0 comments
Pop Culture Notes
Review Questions
1 - Explain the difference between:a. Pop Culture and High Cultureb. An Icon and A Celebrityc. A Trend and A Fad
2 - Why was Marshall McLuhan such an important figurehead in media literacy? Summarize his theories that we discussed.
3 - Summarize the details of your group presentation about fads and trends in the decade you chose.
Popular Culture
Popular Culture, also known as, Pop Culture is "mainstream culture - the arts, artifacts, entertainment, fads, beliefs and values shared by large segments of the society".
We are all affected by popular culture. These experiences help shape our identity as an individual and as a society.
Pop culture can be divided into two aspects:
-- mass media. We are influenced by mass media; we are educated, we observe and absorb what is presented to us by the media.
-- us, as individuals. We consume these products that convey pop culture, by buying into trends and fads. Essentially, there is a dependent relationship; both depend upon each other.
Activity:
1. What is the difference of pop culture from high culture?
2. What does it take for a fad to become a trend?
3. What is the difference between an icon and a celebrity?
4. Brainstorm a list of images or features of Canadian pop culture.
5. Is there a difference in Canadian Pop Culture and American Pop Culture?
6. Can Canadian pop culture survive on its own? Discuss
The Medium is the Message
Marshall McLuhan, visionary, writer and spokesman of the electronic age, was born in Edmonton, Alberta in 1911. McLuhan was educated in Alberta, Canada and in England. He returned to Canada in 1946 and began teaching at the University of Toronto. Shortly after becoming a member of the faculty, McLuhan became captivated with the power of the media. He proceeded to analyse the various forms of media and how they affected communications. He studied information, how it was transmitted and how audiences received it.
The years from 1700 to the mid 20th century, McLuhan concluded, was the age of print. Information was shared and acquired primarily through the printed word. The electronic age, according to McLuhan, began in the mid 1900's and is ongoing. The electronic age has changed the way in which people acquire information. Modern communication has become mass communication. Communication is no longer designed for the individual but rather for large numbers of people. Information is presented in such a manner that millions of people, regardless of their intelligence and interest level, can understand it.
McLuhan wrote many controversial books. "The Medium is the Message", which summarized his findings of the media, became one of his most famous books.
Posted by Mr. Grattan at 10:46 AM 1 comments
TUESDAY, DECEMBER 18, 2007
Introduction to Media Studies Notes
Review Questions
1 - Define the term media.
2 - Define the term mass media.
3 - Define the term media text.
4 - List the four principals of media. Briefly summarize each.
5 - How are you influenced by the media? Does the media affect the decision you make? Are you easily influenced? Provide examples and reasoning
Media is the plural form of medium and medium is defined as "a means of channeling or transferring information".
The most widely used medium is speech. Speech, however, is very limiting and at its best, if one is yelling, may only reach a few hundred people.
Mass Media is a means of communicating to a large number or a mass of people. Communicating with television, film, advertising, internet and magazines reaches millions of people and not just in the immediate area. Radio and newspapers, multimedia and photography tend to have smaller audiences, but nonetheless, reach a mass of people. Media text is a form of reproduced communication. It can be from a book, cd, ad, etc.
These four principles are:
1. The media construct reality.
2. The media have their own forms, codes and conventions.
3. The media present ideologies and value messages.
4. The media are businesses that have commercial interests.
1. Construct Reality
As you sit and watch a television program, such as the 6 o'clock evening news, you are watching visuals and listening to audio that seems real and for the most part, are real. But what are you really seeing? What you are seeing is what the producer wants you to see. Regardless of the fact that the camera crew may have shot 30 minutes worth of footage, you are only being provided with a one to three minute piece. Who edited the footage? Who decided on the footage? Why did they choose to include one section and not the other?
Whether you are watching the evening news, a television sitcom, reading a newspaper, or listening to the radio, the information that you are receiving through one medium or another has been constructed. They have chosen to omit perhaps a necessary piece of the story in favour of another, which may include a little more action. Producers have a mission. Their mission is to entertain and excite their audiences enough to keep them interested.
2. Forms, Codes and Conventions
Codes or conventions are ways of conveying information in the media that we understand without really being aware of them.
Sound for example; as we watch a chase scene in a movie, the audio would appear to be fast, in order to convey speed. Sounds such as suspenseful sounds and scary sounds are used to evoke a particular emotion, such as fear, from the audience or to imply that a certain action is about to take place.
Lighting, as a second example; in a scene where the lights start to dim, we are creating meaning from this and expect perhaps a romantic scene to take place. Camera angles, language and set design are created to give meaning. The meaning we attach to present events is created from past events.
3. Ideology and values
We all have a set of beliefs that shape our views of our world. These beliefs affect our views on such items as: politics, social issues and authority figures. Groups may have their own ideologies, such as church groups, school groups and gangs.
When we receive information from the media, we usually interpret it through our own ideologies and sets of values. If we agree with the message, this is referred to as the dominant view, or preferred reading. If we disagree with the message, we have given it an oppositional reading.
4. Commercialism
Media is a big business with commercial interests.
Movies generate revenue, not only from their viewing audiences, but from other sources as well. Spiderman action figures provide millions
of extra dollars to the film studio. Spiderman video games are another source of revenue. Don't forget the special drinking cups and toys that you can get at McDonalds.
Television programs provide sponsors with an audience. The sponsors, in turn are concerned with the size of the audience and the ratings of the television shows. If a show does not fair well, the sponsors will no longer support the show and eventually the show will disappear from the air.
Radio stations, similar to television stations, need sponsorship. An entertaining and exciting show is necessary to draw an audience.
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