COD

Media Forms: What codes and conventions does the trailer use to establish the text’s genre?

The trailer uses dream like imagery, which provides escapism (uses and gratification, 1974). This allows the trailer to establish its genre, as video games are often used as a diversion from reality. Furthermore, the use of a globe and different settings suggests the genre is a global establishment. Also, it could suggest an element of interaction (uses and gratification, 1974) because it can imply that the video game can be played worldwide. Moreover, the non-diegetic sound of the male speaker also establishes the genre; this is because video games are one of many stereotypes of males, therefore, its genre is established with the male speaker.

How is war represented in the trailer?

Like many things, there are two or more ways in reading a text; and in this case the reception theory (Stuart hall) can be utilized. A preferred reading of the trailer would be that war is something with a positive and rewarded effect; it can put an end to the moral panic (Stanley Cohen). However, the oppositional reading could be that it is almost glamorized and the bloodshed and killings are celebrated in this trailer. 

Furthermore, war itself can be represented as a game; which can perhaps connote the ideology of the institution. The trailer presents war as a game, as it suggests there is a winner and there is a loser; leaving out the third party victims out. Capitalism can be the ideology linked to how war is represented in the trailer, as this type of society believes in money and gaining for itself.

In what ways is the trailer typical of the video game industry?

The selected shots of the trailer are typical of the video game industry. This is because they are only showing the more ‘exciting’ shots in order to attract the audience. Also, as the institution Xbox is American, it represents the soldiers are positive and those ho are not negative or that we should be cautious of them.

Who does this text appeal to and what pleasures does it offer?

Due to its male speaker and images of male soldiers, it can be said that its key demographic are males of a d-B1 audience. Perhaps, those to aspire to go into war however they are too afraid of actually warfare; therefore it provides escapism (uses and gratification, 1974). Furthermore, for those who are anti-Islamic or of an Islamophobic nature would find pleasure in playing this game would gain affective needs (Katz, Gurevitch and Haas 1973). This is because they will get pleasure in violence against the countries the game is set in. 

In addition, it the text appeals o those are obtain what Maslow described as ego needs and social belonging needs. This is because when playing the game you are playing with others, therefore interacting and belonging to a social group of players, but also the game ranks people depending on their success in the game, which allows them to have some sort of status.

Easter questions

• Media Forms: What techniques does the extract use to establish the text’s genre and/or engage the audience?
• Media Representations: How is gender/ethnicity/age/disability/sexuality/a place represented in the extract?
• Media Institutions: In what ways is the extract typical of the film/advertising/television industry and/or what values does it promote?
• Media Audiences: Who does this text/brand appeal to?

Media Representations: How is gender/ethnicity/age/disability/sexuality/a place represented in the extract?

In this advertisement there are two females and one male in a shop having trouble picking a chocolate bar. The man is then pushed to the ground spilling the kinder beuno chocolate bar in his lap. During this the females pick up the chocolate bar from his lap, there are two on each side. This connotes a penis and/or testicles, also when picking up the chocolate bar the woman make a moan. The advert itself presents woman as picky, there is also a subliminal message that they are picky with men too; this is because in the advert they say things like “bit boring” and “so heavy”. In addition, when the man falls to the ground and the woman are surrounding him, this connotes a matriarchal society perhaps. However, due to the chocolate bar being a phallic symbol it may suggest a matriarchal society as the phallus still dominates women in all aspects, including what they eat. In addition, the use of sexuality is heavily used within this advertisement as the female voice over says “indulgent taste, without the full feeling afterwards”, this connotes sex and pregnancy (full feeling afterwards).

Media Institutions: In what ways is the extract typical of the film/advertising/television industry and/or what values does it promote?

The advert is typical of advertising as it as it creates a lot of rhetorical questions, and one answer ‘Baku’. Due to it begin such a young country, not many people will have heard of it, therefore this will create narrative enigma (Barthes). A value it promotes is the idea of multiculturism, this is because of the different ethnicities and the cities named such as Paris and Barcelona. In addition, as Azerbaijan is predominantly a Muslim culture, it challenges the ideology of islamophobia, as it celebrates the country rather than promoting hatred and fear of them.  

Furthermore, Richard Dyer states that people will respond to a media text if it offers them compensation for the inadequacies in their own lives. Through the media audiences can vicariously live their lives and fulfil their wants and needs, leading them to strive to a utopian life.” This is what this advertisement provides, as sense of escapism (uses and gratifications, 1974); this is further reinforced with the camera shots used. The establishing shot is of the sky, which can connote that sky is the limit when visiting Baku.

Media Audiences: Who does this text/brand appeal to?

This advertisement denotes a man white non-diegetic sound of football commentary. Therefore, it is evident that the key demographic audience would be males, also as he is wearing a quite it could connote the socio-economic band of A-C1. In addition, at the end the speaker narrates and asks “will he score again” while the camera is on a woman, therefore it connotes that by scoring he will get the woman. This can also connote a Patriarchal society, as it implies males are dominant and a woman is just a prize or a point in their life.

Furthermore, during the text the male jumps over a child’s toy with the narration “oh, he’s beaten one”, this perhaps suggests he has beaten having children and has remained single and ‘free.’ Moreover, the use of football commentary creates feeling of winning, therefore could appeal to males aspiring to succeed and ‘score.’

• Media Forms: What techniques does the extract use to establish the text’s genre and/or engage the audience?
• Media Representations: How is gender/ethnicity/age/disability/sexuality/a place represented in the extract?
• Media Institutions: In what ways is the extract typical of the film/advertising/television industry and/or what values does it promote?
• Media Audiences: Who does this text/brand appeal to?

Media Representations: How is gender/ethnicity/age/disability/sexuality/a place represented in the extract?

Women are represented as sexual objects/vehicles, as she is being compared to a car. Therefore, it suggests men are the dominant force, as men will be driving the car and the woman is the car; which can also suggests a patriarchal society. However, an oppositional reading would then bring up the idea of post-femisim, this means women do not just want to be 'equal' to men; but surpass their achievements. Thus is can be said that the woman in this advert is actually controlling 'the gaze. This is further reinforced with the colour of a dress,  as black connotes dominance and power. 

In addition, using an italian woman suggests Italian women as a sexual; also as she is speaking Italian it represents her as exotic (Alvarado, 1987). In addition, as her hair is tied up it suggests she is virtuous or powerful, as she does not need to let her hair down in order 'to be looked at ness' (Laura mulvey). However, due to the colours of her clothing of red and black and he whispering in his hair, it could represent her as sinister or devilish. This is because red and black connote evil, anger and danger; therefore it represents her as   wicked or malicious.