1. A Introduction to Media Studies
Aims
To discover the meaning of Media and Media Studies
To introduce and explore the idea of analysis and explanation
To apply analysis to logo and product design
Objectives
To consider a a range of media
To explain what the Media is in own words
To work collaboratively in anaylsing media products
What is Media Studies?
Have you ever studied Film Posters in Year 8,8,9?
Have you ever used Digital Photography in Art?
Ever used and Design Software in D & T?

2. MEDIA STUDIES 10A/MS1
Kobe S
Luca J
Fabian R
Isabelle S Leah I Diellza G Mustafa O
Nasir S
Elliot S
Ciara P
Flynn C
Xehmagi P Adam B
Xinyu D
Alex ND Kyam A Aneesha R Joseph M
Jake O Alphie R

3. A Quick Introduction to Media Studies
Starter for Ten
Work in pairs for this exercise.
There are basically five media that you will be
analysing over the next two years. Can you guess
what they are? Some letters are given to help you.
T_ _ _ _ _ _ _ _ _ .
F___.
Extension Task
P__ M_s__.
N_________.
M________.
Can you explain in your own words
what this diagram is suggesting about
what Media Studies is about? Use the
box provided to make notes

4. Plenary
Lesson Recap
· Media Studies involves how information about what happens in the world is shown to us
· Media Studies is both practical and academic
· When looking at the media EVERYTHING IS THERE FOR A REASON, your job is to ask
why!
Home Learning Task
Log onto Fronter and access the Media Studies Room. On the very first page you will
see a forum just for Year 9 where you can contribute comments. Post a comment
about an object that best shows off your qualities and characteristics and explain why
this best suited to represent you. No diamonds please!

5. Making Logos Simple an Explanation
As much as you may try you cannot escape the thousands of logos
we see on a daily basis. They range from Nike's Swoosh through
to the Apple Logo, but have you ever tried to explain what they
might mean? Have you ever thought about what the company is
trying to say about themselves or the product? Well, here's your
chance!
Main Task
In groups of four consider the
qualities and characteristics of the
following media texts. What do
they suggest about what the
company are trying to say about
them? Use note form to record
your ideas.
Helpful hints: What common characteristics does Superman have
with diamonds? Do you remember how Japan was so excellent at
working together after the Tsunami 2011?

6. Introduction to Image Analysis
Aims and Objectives:
Introduce the textual analysis tool kit
Use the concepts Denotation and connotation
Apply concepts to Annotations (leading up to
extended writting)
What is the suggested statement being made by this image?
What is the most important question in an analytical exploration?

7. o
To complete image analysis for three images using the
image analysis checklist. Annotation form

8. Icons in Culture
Aim:
To discuss and research images of icons in
film and music industries
Obs:
To compile research with annotations

9. REPRESENTS
CONNOTES
SYMBOLISES
SIGNIFIES
USE THE IMAGE ANALYSIS CHECK LIST TO
EXPLAIN HOW THE TECHNICAL CODES HAVE
BEEN USED IN THIS IMAGE AND WHAT THEY
MIGHT MEAN

11. Image Analysis in Research
Nelson Mandella
Equality

12. How To Read Any Ad
Aims and Objectives
To move on from image analysis to Print
based advertising
To identify conventions of an advert in
preparation for analysis
For Starters..
1) What similarities and differences do you notice about these adverts?
2) What makes an advert an advert?

13. Image Analysis: Using Denotation Connontation
The medium close up shot used in this image provides a feeling
of intimacy.
The eye line looking directly you gives an air of confidence. This
suggests that if you wear the perfume you too will be confident
The black and white colour suggests a feeling of old hollywood movies, as
we associate the grainy effect with classic films.
People associate the sophisticated and elegent
qualities of this actress and associate it with the brand
French Brand Name suggests. Style, elegance and glamour. The use
of capitol letters suggests a bold brand identity and the sans serif font
suggest modernity

14. Generic Elements of Perfume Advertising
The black and white colour
suggests a feeling of old
hollywood movies
The copy in this ad anchors the
meaning of this perfume being
sophisticated and aspirational
People associate the sophisticated
and elegent qualities of this actress
and associate it with the brand
French Brand Name suggests
Style, elegance and glamour

15. How To Read Any Ad
Aims and Objectives
To develop media specific writing style
To consider Brand Identity
To create own Brand based on our own identity
Copy
Slogan Main
Image
Brand Identity Logo
Starter for 10
Use these sentence starters to help you write up last lesson's notes:
The use of different point sizes in the fonts have the effect of.....
The main image used suggests something heroic and individual because...
Overall the advert is trying to say that if you buy this product you will...

16. How to Read Any Ad
Natural pose, look of awe and The close up shot employed in
wonderment connote the this advert shows off Kate Moss'
beauty and has nothing else
amazement at the use of (setting) to detract the eye. it
invites us to see Kate Moss at a
product. personal level.
Close up shot of mascara to suggest
it's status above all other mascara
products.
The gaze allows the eye lashes to be
seen in full wonder.
The use of hard lighting effects creates shadows to
exaggerate her features. It creates a porcelain doll like
effect.
An extreme close up is employed to
The absence of setting allows the highlight the difference between this
audience to be focussed on the model and other brushes. This meaning is
and the product. anchored by the text .... next to it.
The high angle creates the effect of Kate Moss being
seen at a higher level thus elevating her status.
The mascara product is positioned
This provides the aspirational aspect of the ad. The at the bottom right of the page
next to the brand identity to
implied message of the advert suggests... cement the relationship between
the two.
The Brand name suggests an
international aspect of a global Your eye is directly drawn to KM's
company which highlights the size eyes that show off the product and
and breadth of this company. The it's effect. The lighting and
typography of Rimmel conveys
composition of the frame make this
sophistication and elegance. Whereas
the Red London label suggests possible
rebellion and cool.

17. Applying Technical Language: TEST
Draw from your technical language and textual analysis skills to fill in
the blanks and complete this Rimmel advert analysis annotation
1) ......................shot of mascara to 7) The ..................... shot employed in
this advert shows off Kate Moss'beauty
suggest it's status above all other and has nothing else (setting) to detract
mascara products. the eye. It invites us to see Kate Moss
at a personal level. This has the effect
2) An...................close up is employed of ........................ the product
to highlight the difference between this
8) The Brand name suggests an
and other brushes. This meaning is international aspect of a global
anchored by the text. company which highlights the size
and breadth of this company. The
3) The...............allows the eye lashes to
typography of Rimmel conveys
be sophistication and elegance. Whereas
seen in full wonder. the Red London label connotes
.............................................................
4) The absence of....................allows .............................................................
the
audience to be focussed on the model
and the product.
5) The ................. angle creates the effect of Kate Moss
being seen at a higher level thus elevating her status.
This provides the aspirational aspect of the ad. The
implied message of the advert
suggests......................................................................
................................................................................
6) The use of ............. lighting effects creates shadows to
exaggerate her features. This has the effect
of........................................................................
...........................................................................
...........................................................................

18. Conventions of a Kate Moss Advert
Predominantly aimed at women aged 15-35. This
includes an aspirational of 12-40. Secondary
audience of males who might buy the product for
their partners or family.
Military term is used to express the
strength and power this product might give
you
Yes the image has been cropped to...
The layout of this advert allows for
the audience to see KM beauty.
The close up image of KM dominates
the page.

19. Generic Elements of Perfume Advertising
Sensuality is often
The name of the GENDER
used to sell
perfume often Simplicity perfume. The
speaks of the idea that the
qualities that the perfume makes us
producer would attractive to the
like to attract you other sex is often
with. For used in Perfume
example, Conventional Elements in Perfume Advertising ads. Couples are
Diamond often seen in a
expresses qualities loving embrace or
of... looking at each
other
Often the setting is
aspirational, a place
Often models are shot from a where people would
A close-up of the bottle is
low-angle that elevates their like to be. A
almost always displayed in
status. There are a range of romantic setting,
the advert. Often it is found
shot types used from close- Paris, a carefree
on the bottom corners
ups to medium long shots. setting, a beach.
NAME
SETTING
ANGLE
SHOT TYPES
STYLE

20. T.V Advertising
Aims
· To consider the skills, knowledge and understanding developed in the first term
· To develop language around moving image (moving from print based to video based adverts)
· To apply new media language to analysis of Gucci T.V campaign
Objectives and Success Criteria
1) Micro revision. Do I remember range of skills / K&U?
2) Understand key terms. Can I identify key conventions of moving image?
3) Contribute to class discussion about use of conventions in t.v adverts
Media Studies - Recap
Who are these Adverts for and how do you know?
The Resigned The Reformer
The Struggler The Explorer The Aspirer
The Succeeder The Mainstream

21. Key Words in Moving Image Analysis
Blue Screen
A process in which actors are filmed while standing in front of a blue screen. In post-production different
backgrounds are added where the screen was to create an illusion of the actors physically being in that
location. Today, this screen is often green.
Diegetic
Any element, usually sound, that originates from action within the frame or the immediate world of the drama.
What areas of moving
images do you think
High Contrast these colours refer to?
Sharp delineation between the bright and dark areas in a scene.
Non Diegetic
Any element, usually sound, that does not originate from action within the frame or the immediate world
of the drama; for example, background mood music, a voiceover from a later or earlier date commenting
on action. An important way of building atmosphere or mood.
Point of View Shot
A PoV shot shows the scene subjectively, from the perspective of a character, as above.
Production Design
The overall look and visual style of a moving image text, including all aspects of set design and locations,
costume and styling, lighting, colour palette, special effects and art direction. A hugely important aspect
of the emotional and visual impact of a narrative, involving collaboration with director, producers, director
of photography
Synchronous Sound
Sound that appears to match the image on the screen, such as a person’s lips moving as we hear
dialogue; or a music score, bridge or motif cut to time with action.
Tilt
The upward and downward movement of the camera.
Sequence
A series of shots linked by time, place, and action that forms a coherent unit of narrative with a specific
start, middle, and end.
SOUND CAMERA
MISE - EN - SCENE

22. Gucci Guilty Advert

24. Target Audience
Aims and Obs
To introduce the Demographics and Psychographics
To introduce the idea of Target Audience
To apply understanding to Advertising pitch
What products would advertise in these publications?

25. Aims:
To apply understanding of Target
Audience to Creative Task
To consider how to pitch ideas to an
audience
To Pitch ideas to an audience
Presentation Points
1) What has your research informed you
about your target audience? Hobbies/
Interests/Ocupation/Aspiration/
2) How will you use this information to
communicate with the target audience?

26. Target Audience Profile
TecWare Teens:
· Are girls and boys ages 14 – 17
· Come from households with incomes £100,000+
· Are interested in technology, gadgets, the Internet
· Frequent chat rooms, use email daily, and play computer video games
· May hold a part-time job or volunteer as a web-master, computer teacher or
similar
high-tech entry level position
· Have allowances of £20 a week in addition to their jobs
· Whose parents purchase at least £500 in “back to school” clothing
Alexis and Ryan
Alexis, 16, and Ryan, 14, are brother and sister. They live in the city’s best
neighborhood, in a three-story modern home from the pages of Architectural
Digest. In their free time, they volunteer to maintain web sites for the family’s
church, the local fire department and their high school. There is one
television but 3 computers in the home – Dad’s laptop for work, the “family
computer” and Ryan’s personal computer that he bought with money earned
teaching senior citizens computer skills. Dad is Vice President of
eCommerce for a national bank and Mom is a reporter for the online version
of the city’s newspaper.

27. J.Goody/Shush K.Moss/Channel
P.Hilton/Just me
J. Myers/Boss
Beyonce/Armani
H.Duff/With Love
G.Stefany/Lamb B.Spears/Midnight
Celebrity Endorsements Perfume
Victoria Beckham
J.Low/Glow Sean John/Unforgivable
Why do companies with established
K.Knightly/Channel brands feel the need to use stars to
promote their perfume? Use examples
M.Carey/M

28. What type of person are you?
Aims and Obs
To understand Audience Segmentation
To understand key Psychographic terms
To apply Target Audience Theory to
Perfume Advertising

29. Psychographics

30. Psychographics

31. USES AND GRATIFICATION THEORY
This theory suggests the idea that the media audience make active
use of what the media offer. The audience has a set of needs,
which the media meet in one form or another.
There are 4 main reasons we watch - DaPPS:
1. Diversion – A form of escape or release from everyday
pressures. Example?
And
2. Personal – Companionship through identification with tv
characters and sociability through discussion about tv with other
people. Example?
3. Personal Identity – the ability to compare one’s own life with the
characters and situations portrayed and explore individual problems
and perspectives. Example?
4. Surveillance – Information about ‘what’s going on’ in the world.
Example?

32. Propp
Many narratives only include a limited number of character types
He also concluded that all the characters could be resolved into 8 broad character types in the 100 tales he analyzed:
1. The villain — struggles against the hero.
2. The dispatcher —character who makes the lack known and sends the hero off.
3. The (magical) helper — helps the hero in the quest.
4. The princess or prize — the hero deserves her throughout the story but is unable to marry her because of an
unfair evil, usually because of the villain. the hero's journey is often ended when he marries the princess,
thereby beating the villain.
5. Her father — gives the task to the hero, identifies the false hero, marries the hero, often sought for during the
narrative. Propp noted that functionally, the princess and the father can not be clearly distinguished.
6. The donor —prepares the hero or gives the hero some magical object.
7. The hero or victim/seeker hero — reacts to the donor, weds the princess.
8. False hero — takes credit for the hero’s actions or tries to marry the princess.

33. Questions of Representation
adhering or challenging stereotypes? Positively/Negatively
Fair and legitimate
Stereotypically
Use this sliding scale evaluate how
youth have been represented the media

34. Questions of Representation and Gender
What is being represented? Image analysis
How is it being represented? Positively/negatively
What messages does it send to women?
What messages does it send to men?
How is the product being sold?
Who is the ad's intended audience?
Consider the setting of your advert and
how you want to represent the youths
within. Organise costume and props
ready for next lesson.

35. Evaluating Representation

36. Advertising and Representation
What stereotypes are used and are they effective?
COMMENT UPON:
Use of models, body language, facial expressions (where is the gaze of
the models focussed), costume codes
COLOUR AS A MEDIA LANGUAGE and TYPOGRAPHY:
Have the adverts neon colours to represent youth or gold to represent
affluance/wealth?
What is the style of lettering employed?
What values have been used in the advertisement?
Does a grey hoodie mean urban/youthful?
What is the significance of the setting employed?
Does New York, for example, have a meaning or
value of multiculturalism? Does is signify a young
contemporary mindset?
What values have been linked to the products?
CONSIDER THE MEANINGS OF CONVENTIONS
USED:
Is value of romance linked to the product?
Have you linked the value of teamwork to your product as an
expression of Unity?
Is sensuality linked to the product?
Consider stereotypes, are there any concerns because of this? Think
about messages coming through the advert about particular people.
Will there be an impact on society because of the way you have decided to
represent ideas in your advert?
CONCLUSION
How does adverts compare to other perfume adverts across different eras? Is
there a sense that what it is to be a man or woman has changed?

37. Theoretical Approaches to Media
(25)
Narrative:
Propp/Many narratives contain only a limited number of character types
Todorov/The narrative structure of a text can be understood by considering
Todorov's theory
Levi-Straus/Many narratives can be understood by considering the conflict
created by two oppositional forces
Audience:
Uses and Gratifications Theory Boardwell and Thompson: Why are the
audience consuming the text and what are they doing with it as a result
Barthes' Enigma Codes: What mysteries are created and how does this work as
a marketing tool

45. Generic Elements of Perfume Advertising
Aims
To develop common conventions in Perfume Advertising
To compare Representation across decades

46. Friendship. 2up The Brief
Togetherness
Responsibility Supportive Positive
Strength and power Unity
Romance and relationships Teamwork and
Success
A close group of people
London based
16-25
C1/A/B

47. Perfume Advert Presentations
Aims
To present ideas about target audience and perfume advert construction
To be be evaluative about target audience and advertisement conventions
Hmk
To write up an analysis of your perfume advert including representation of youth and
consideration of Target Audience. Use Advertising Commentary for guidance. 400 words

49. Evaluating Representation
Fantastical.....................................................................................................................................Realistic
Truthful.........................................................................................................................................Unfaithful
Fair.................................................................................................................................................Offensive
Positive...........................................................................................................................................Negative
Stereotypical....................................................................................................................................Atypical
Find a range of Representations of youth
across all media. Begin to evaluate how
youth have been represented by using the
sliding scale above

50. Advertising and Representation
What stereotypes are used and are they effective?
COMMENT UPON:
Use of models, body language, facial expressions (where is the gaze of
the models focussed), costume codes
COLOUR AS A MEDIA LANGUAGE and TYPOGRAPHY:
Have the adverts neon colours to represent youth or gold to represent
affluance/wealth?
What is the style of lettering employed?
What values have been used in the advertisement?
Does a grey hoodie mean urban/youthful?
What is the significance of the setting employed?
Does New York, for example, have a meaning or
value of multiculturalism? Does is signify a young
contemporary mindset?
What values have been linked to the products?
CONSIDER THE MEANINGS OF CONVENTIONS
USED:
Is value of romance linked to the product?
Have you linked the value of teamwork to your product as an
expression of Unity?
Is sensuality linked to the product?
Consider stereotypes, are there any concerns because of this? Think
about messages coming through the advert about particular people.
Will there be an impact on society because of the way you have decided to
represent ideas in your advert?
CONCLUSION
How does adverts compare to other perfume adverts across different eras? Is
there a sense that what it is to be a man or woman has changed?

51. Flat Planning of Advert
In this task you will want to explain all the conventions of perfume
advertising that you used for your own perfume advertisement. Comment
on the following:
Target Audience
Brand Identity 16 -25 year old male and females
What type of Brand Identity have you created? C1-B
What values are you associating with your brand? London based
Luxury, Romance, Cool, Modern, Traditional Unisex perfume
Main Image
What choices have you made about your models?
What are they wearing? What is their body
language suggesting? How are the positioned?
Copy
What text have you included in the
advert ? Think about the typography
How are your models represented? Try to
(style of font). Also make comments
evaluate the representation using this sliding scale
about what you have included.
Slogan
Do you have one? What does it say
about the product?

52. Convention of an Print Based Advert
Slogan
Main
Copy Image
Logo Brand Identity

53. Creating Your Own Brand Identity
Go to this address to find a free font installer,
here there are thousands of exciting fonts for
you to choose
Find the font you desire
and follow the next step of
instructions

54. How to install a font
Unzip the files you have downloaded by double clicking
from the download folder, then:
▪ Mac OS X: Double-click the font file > "Install
font" button

55. Now you can open a new page in Photoshop to
manipulate your typography to get the desired
effect as informed by your research and
planning. Remember to title the document
appropriately. In this case Masthead Research
It should look like this. For this activity you will only need
the type tool and the move tool

56. Click your type tool cursor anywhere on the page and
type in the name of your masthead
To play around with Layer Stylisation,
double click on the blue of the layer to
open up blending options

57. Now you can manipulate your Masthead in a number of ways.
Remember to play around with the adjustments to create your
desired effect.

58. Completing Your Perfume Advert and Evaluation
Aims
To manipulate photography including:
CROPPING
RESIZING
ADJUSTMENT OF LIGHT AND COLOUR
To complete Perfume advert paying attention to layout, design and lighting effects
To begin analysis own ad in terms of the conventions used and target Audience
Objectives and Outcomes
Finished advertisement with close attention to detail
Secure understanding of basic functions in PS
To have started analysis

59. Finding and Analysing Your Work
Use this analysis sheet to record your
ideas, you can use the printout or you can
find the document in the machomes shared
area in the same place as your photos:
machomes/shared/2012 Year 10 Ad Photos
Logging on to Machomes

60. Step 1. Open your photo in photoshop Step 3. If needs be change to the normal eraser tool to
by dragging the photo over the PS icon remove areas that won't be picked up
Step 2. Click on the black cursor on the corner of the
eraser tool to find the magic eraser. Using the magic
eraser tool aim to remove the white background to Step 4. Now click and drag the layer over to your
your photo by clicking on it within the photo. perfume advert

61. Step 5. Your image should look like this, now you
need to resize it. Remember to keep the shift button
pressed to keep the dimensions.
Top Tip
You can always go to photoshop tutorial to
extend your skills at this address:
http://www.bgsu.edu/downloads/cio/
file17749.pdf
Step 6. Using the image tab/Adjustments/Brightness
you can change the separate layers an make them
look consistent.
Your advert should look something like this
with all the different conventions on; Main
image, Bottle, Brand, Background. Now
you need to change the brightness levels
for consistency.

62. Top Tips
1) Be careful not to remove any of the clothing or
features of the subject (reduce the tolerance if you find
the magic eraser tool is taking too much of the image
away.
2) Remember you can zoom in using CMD+ or CMD-
to ensure attention to detail.
3) Do play with colour and black and white features for
different effects
4) If you make a mistake just open the history window
and go back a step, be adventurous because none of
your mistakes will ever be permanent.

63. Step 7. Adjust the levels on the separate layers
remember to highlight them on the layers window
Stretch and challenge
Play with the different areas for
different effects, for example, hue and
saturation, colour balance, black and
white effects
Your finished product should look something like
this but better!

65. Find five different perfume adverts and resize
them in photoshop covering an a4 size paper
Consider technical codes
List all the commonalities

66. Find five different perfume adverts and resize
them in photoshop covering an a4 size paper
Consider technical codes
List all the commonalities

67. Role models to look up to
Pester Power
Physical beauty
Why do companies with established
brands feel the need to use stars to
promote their perfume? Use examples
Positive qualities in previous work

68. Advertising Commentary Unisex Perfume
Aims and Obs
To understand the written aspect of coursework
To consider differing representations over a time period
Perfume Analysis of Own Advert
Consider the setting and background and how it
relates to your target audience.
How does your typography reach its target
audience? Does it suggest anything about the
Brand of the perfume
How does the slogan speak to its Target
Audience? What does it suggest about
the perfume?
Consider the body language, facial
expressions and technical codes that your
images have used.