paper 2 section A

examiners look for accuracy, comprehensiveness and detail of knowledge and understanding of the media form. The clarity and precision and balance of your explanation. The detail and accuracy of your references to set products. The accuracy, comprehensiveness and detail of your knowledge and understanding of contexts and their influence.

response to an example answer for section A 
1. Depth on knowledge of media form ☀☀☀☀☀
2. Quality of writing ☀☀☀☀
3. Accuracy of reference to JB ☀☀☀☀☀
4. Depth of knowledge of contexts ☀☀☀☀☀

genre and advertisement 

the old spice advertisement uses product images and also use of comedy within the actually advert, he is also muscular the same as the other fragrance  products. the advert also hints escapism. it mocks the genre of the fragrance line as it is almost completely different as it very comedic and hints the way of escape, they also use black actors where as other fragrance lines use the repetition of white men. Also in the advert its not aimed at looking visually pleasing and more about remembering the adverts. Old spice is owned by the large corporation proctor and gamble, often known as P&G. The company has a a massive portfolio of leadership brands. These brands include Ambi-Pur, Ariel, Bounty, Charmin, Crest, Duracell, Fairy, Febreze, Gillette, Head & Shoulders, Olay and Pantene. 1960s Old Spice, the logo of the clipper ship with connotations of american colonial trade with Africa and the far east emphasised its ' classic ' and ' traditional ' image. We might speculate what a ' masculine aroma ' really is. clearly it was meant for each man/woman to apply a shared sense of the conventional ' masculine ' man whilst stressing it to be ' clean , crisp '. 

genre theory - Steve Neale

genre helps to minimise risk and predict expenditure.This is important because companies require a predictable income and need to budget. Genre creates familial pleasures - we see what we expect and enjoy watching the things we like. Genre satisfies our needs for entertainment and escapism. however genre can lead to repetition of the same conventions, leading audiences to become bored. in order to maintain an audiences interest, producers will need to maintain some conventions of the genre and use them in a traditional way, whilst also creating difference in others.

Steve Neale's theory is that genre is dominated with repetition and difference. genres may be dominated by repetition, but are also marked by the difference, variation and change. genres change and overlap with one another.

Hybridity, this is where hybridity can be achieved as producers strive to make products which have conventions of combined genres. experimental, classical, parody and deconstruction. 

The first alien film came out in 1979 setting a stand point for sci-fi horror as it was one of the first movies to create a horror motive into an sci-fi setting. The first movie alone created a huge audience and a big fan base because of all the support that the film had the producers made more films. the repetition on the films would only involve a sci-fi setting and the alien aspects of the film such as how they move, reacted and sound. this movie was the experimental stage as it was one of the firsts where it created iconography for the certain sci-fi horror setting such as the spaceships and the aliens. Star ship troopers soon followed the same steps as alien making it into the classical stage. tremmors in 1992 was made creating a more comedic effect making the genre go into the parody stage. Now the sci-fi horror genre has gone into the deconstruction stage with the making of cloverfield in this film they mixed horror scf-fi into a modern world and still creating the effect of the scare but also with realism.

how did lucozade use media language to promte their brand?

Lucozade was originally a medical drink in 1969 when it was only sold in pharmacies. now in 2019 its globally know as a energy drink with it being sold in every store in the world. lucozade has blow up with its consumers by using celebrity endorsement and also gaming titles such as Lara croft. 

in 2013 the " i believe " campaign was launched when lucozade started using celebrities such as Gareth bale and other athletes to promote their product. this was successful as the target consumer that would buy the drink from this type of advertisement would be the other athletes and the man people who saw the athletes as their role-modals. However in the advertisement for their campaign they stated that " its better then water " this comment was met with a lot of controversy as it also said it was "scientifically proven" however this did not help the product as it was classed as false advertisement  and the advert was quickly stopped. 

Back in 2003 lucozade used the new popular game of Tomb Raider to promote their product by putting the main character (Lara Croft) on the bottle of almost every bottle and changing the name of the product for limited time to Larazade. this blew up for the company as it was one of the first bold advertising move they had mad with players of the game buying the drinks as on the advertisement it was said to give you energy for your gaming which made profits of the products to go up.  This advertisement was resurfaced as the new Tomb Raider came out in 2016 their advertisement scheme was almost identical to their last one however by the time it was resurfaced the advertising and the adverts had a better quality of film and content to help boost the promotion also the drinks were then changed for limited time again to Larazade    

technology  
the main technology change in media is the multiplane 3D animation with rudimentary 3D effect, xerography quickened the animation process as it allowed animators drawings to be photocopied onto a screen rather than slow process of 'hand inking'. Now they have advanced CGI John Favreau still wanted to emulate the style of classic Disney movies from 1930 -1940, all animals and landscapes were made digitally, blue screens and puppets were also used. film distribution has been massively transformed by digital distribution

how has technological change impacted other aspects of the film industry?
With better digital technology film companies can create better content and films for their audiences (such as the 2016 Jungle book)and the advancement in technology could also draw new audiences and more fans, this would help the company in an economic way as they would have a bigger and better income of money which then thy can spend on top of the range tech for their new projects or create a couple of movies from the products they have made. also the general cinifile benefits of technological advancements because instead of driving to your nearest cinema he could just watch online by digitally uploading a movie to a streaming service, the company would still get money of the person as they would usually have a set pay of so much money a month for unlimited movies. However some companies cant buy the new products for film such as an IMAX  system so this could but that cinema at a high disadvantage in the business world as then their profits and income would go down drastically. 

lucozade 

Technical conventions - this refers to the actual technical construction of the advert, for example colour palette.

techniques to persuade - This refers to content, or message created by the combination of technical elements, that persuades the audience to buy the product.

there is a clear representation of the rule of thirds as the bottles slogan and Gareth Bale are all the main focus with the text for the important contextual information. The slogan is in yellow to make it stand out so its catchy for the audience. The product image is the main focus. The font is very formal, its also larger for more important text. The yellow slogan and title makes the audience focus on the product image in the bottom right as it is the same colour as the slogan so it would draw their eyes into the bottom right hand corner to view the product image. Celebrity endorsement with Gareth Bale. Also the white box around the advert focuses the audiences eyes in tot he information and the celebrity. The colour palette consists of mainly three colours and certain colours are used for certain things so as the yellow indicates important things and information the advertisers want the audiences to see. The prop in this advert would be the product of the lucozade in the bottom right hand corner. False information of the "better then water" slogan.

YouTube infulencer 

KSI (Olajide William Olatunji ) is a YouTube entertainer who has been on YouTube since 2012 he is now a rapper and professional boxer, his net worth is currently at 5 million and he earns 4.5 million a year. he also has brand deals with the brand KWD ( kings will dream ) he models and promotes the brand in his YouTube videos  by wearing the clothing in his the videos. Olatunji's main YouTube channel has accumulated over four billion video views and twenty million subscribers; he is also the 99th most subscribed user on YouTube. Olatunji has also become well known for his music; he released his debut extended play, can you keep up , in 2016, reaching number one on the UK R&B albums chart as well as charting in several other countries. After releasing three more extended plays and singles, Olatunji released a collaborative album with Randolph, new age in 2019.he purse for the fight is split 50/50. Although official details for it haven't been revealed, there have been estimates of their potential earnings. According to one estimate, the total revenue is believed to be £150 million, including lucrative sponsorship deals that the pair signed, with KSI and Logan Paul each receiving up to £75 million.Another estimate gives the potential earnings of KSI and Logan Paul at £30 million to £40 million each, from ticket sales, online views, sponsorship deals, and merchandise sales. big don 

in 1998 lucozade sport campaign used the fictional charterer of Lara croft from  tomb raider, the global success from the tomb raider games. the iconic figure was used on the ad and for print posters all aimed at younger buyers and seen as healthy, strong and mental sharpness.  in the late 1990's, lucozade diversified with the lucozade sports range of isotonic drinks. lucozade sport was the first brand to launch with a sports sponsorship deal namely British Athletics and the FA cup carling premiership. lucozade sport hydro active, launched in 2003, is positioned as a fitness water to be used to have in the gym or fitness centre. The lucozade "i believe " campaign poster from 2013 was part of a £4m mass market campaign to educate consumers about how the soft drink brand can help improve people's sports performance, and features footballer Gareth Bale as a keybrandambassador. lucozade history 

Lucozade was produced by Glaxosmithkline(GSK) but is now owned by Suntory. The original purpose of the product was for medical purposes. in the 1980's the bottles were changed from glass bottles to then plastic bottles. the drinks were longer sold in pharmacies and rather local shops. they went from a medicinal drink to an energy drink.

sports drink history 
The unique origin of sports drinks dates back to the summer of 1965, when a University of Florida Gator's assistant football coach asked a team of university physicians led by Dr. Robert Cade to determine why the heat was affecting so many of their athletes. Way back in 1909 James E. Sullivan, the Head honcho at the US Amateur Athletic Union, advised that athletes “Don’t get in to the habit of drinking and eating in a marathon race; some prominent runners do, but it is not beneficial”.Sitting here just over a century later, it’s difficult not to have a bit of a laugh at this but, remarkably, it’s fair to say that his sweeping statement was the prevailing wisdom at the time. ‘Nil by mouth’ was considered to be the best approach for athletes during training and competition.In these (somewhat) more enlightened times, we take it for granted that consuming specific nutrients before, during and after exercise can boost performance and recovery. We also have a huge range of purpose made sports nutrition products at our fingertips to deliver those nutrients (some of which are of dubious value I should add).A combination of knowledge and the availability of convenient (and portable) products is a major advantage to modern athletes. But the industry we now take for granted had quite interesting beginning,‘Glucozade’ (shortened to the catchier “Lucozade’ pretty early on) can justifiably lay claim to being the earliest traceable ancestor of the multi-billion dollar sports drink industry as it launched in 1927.  It was devised by a chemist called William Owen as a way of delivering quick, digestible energy and fluids to anyone made sick by a host of common illnesses.

media ownership 

media ownership is the concept of studying who controls what is produced in the media and how this affects audience experience of the media.patterns of ownership and control are the most significant factors is how the media operate. 

Disney supported the democratic party until 1940 when he switch allegiances to the republican party. he produced war-time training films and anti-Nazi propaganda films. founded member of the motion picture alliance for the preservation of american ideals- against the rising tide of communism fascism.  Disney's legacy has polarised opinions, Disney has been accused of anti-Semiticsm - although often denied by those close to him - and himself with anti- Semitic figures. 

 

jungle book 2016 regulation rating 
i think the rating for the release of the jungle book 2016 is a good rated age as the movie is a lot darker then the original movie making the movie a higher rating for the younger audiences, because of it being more dark a younger audience could find the movie a lot more scary then making the movie a flop as if they put the rating lower they would have not as many audiences types as the movie would be rating for a young audience and that would kind of make the older audiences stand away from the movie. however the age rating is good for the darkness of the movie it also limits the audience types as only an older audience will watch the movies giving it a harder chance for the critics to score and for the movie to well. 

advertising 

colour psychology - certain types on colours associate with a certain brands, for example coke and the colour red. 

composition - pulling a viewers eye to a certain place in the advert or poster.

rules of thirds - it is a design tool used to make something appealing to the audience  and use its space effectively

focal point - making a clear view fir an audience to look in using the correct choice in colours and typography.

visual path - Like the focal point, a visual path is a technique that takes the viewer’s gaze to a specific element. In this case, it takes the viewer on a journey through the content.  

typographic composition - he balance between the visuals and the type is very important. Typography, most commonly known as fonts, has a double purpose – to portray the message in words while also having a visual appeal.

repetition -  The technique of repetition is an advertising technique that has to do with marketing strategy. Repetition applies to a few different aspects of visual advertising. Air a TV commercial many times a day on a variety of channels.Send the same ad to be printed on a number of magazines in your niche.Put the same ad on various billboards around the city, country or internationally.Create digital ads and submit them to Google ads or media outlets like Media vine. Create and distribute a large quantity of merchandising with your brand assets printed.Make different versions of the same ad with different characters, body positions, etc.Increase the number of times you allow the same Facebook ad to appear.

body language - Body language is a nonverbal language that a person transmits by how they stand, sit, smile and move. Whether the person in the graphic is a model, an actor, a famous professional, a regular person or even an animated character – the way they move or stand is important

direct gaze - Continuing from body language, another advertising technique we see a lot has to do with the eyes. Direct gaze is when someone looks you straight in the eye without looking away. 

This technique is borrowed from hypnosis practices. Its official name is “gaze induction technique,” and it’s meant to make people feel things just by being looked at intensely. It’s a highly effective advertising technique!

association -  Some advertising techniques rely mostly on psychology. Such is the case with the association technique, also called “association marketing.” The premise is that the visuals in the graphic will create associations for the viewer. These associations can be feelings, ideas, places, or nostalgia. For association marketing to be successful, a good bit of research must be done beforehand so that there is a deep knowledge of who the consumer is before deciding on what the association will be. 

symbolism - A technique similar to association deals with symbolism. Visual marketing techniques that use symbolism in their message call on the use of metaphors and similes. These are literary tools used to make comparisons and allusions. 

vectors - Vector graphics is the creation of digital images through a sequence of commands or mathematical statements that place lines and shapes in a given two-dimensional or three-dimensional space. In physics, a vector is a representation of both a quantity and a direction at the same time.

regulations

film regulation is the process of certifying to classifying films to determine the appropriate age of audience members. each country has a different system and dedicated certification board who determine the rating of every film that is released to audiences at cinemas and through home exhibition. in the UK we have BBFC this is an non governmental organisation. in the USA they have MPAA established the ode for the regulation. film rating was introduced in 1968. 

the production code of regulation embodies anxieties and intolerance's from a different historical period.   

the jungle book 1967 was released, it would have undergone self regulation under a code which banned the representation of sex perversion , profanity or nudity. this code was largely irrelevant to many films or ignored. when thr film was re-released in 1968 it was rated a G.