DIRT

Media Language for music videos:

• Camerawork
• Editing
• Mise-En-Scene
• Narrative style 

2.

Lighting in sk8er boi is dark, teenage dirtbag is bright.

Narrative style for sk8er boi is mostly performance with no real storyline, Teenage Dirtbag is about a boy and a girls relationship. 

4.

I could have mentioned the monochrome colour pallet keeping to the codes & conventions of rock.

The magazine uses male artists to match the stereotype of rock artists 

5.

We💖pop and MOJO

COME TO A CONCLUSION

6.

Games Rating Authority or The video Standards Council regulate age rating for games in the UK

7.

Extent marketing of film

Strengthen brand image

Exploit the success of a product 

8.

Blumler and Kat's uses & gratifications theory

Entertainment

Identification

Personal Relationships

Information

9.

Goes against genre codes as there is an unknown character in the centre.

The Lego Movie: Put it All Together

LO: To explore exam style questions and how to answer them effectively.

Question Format

• In this section there are 4 questions, two short, two long.
• First two, likely be general ?'s on Promotion techniques.
• long ?'s ask to use The Lego Movie as an example. 
• 1st ? simple fact based (1)
• 2nd ? 'give reasons why' state 2 reasons and explain (4)
• 3rd & 4th support ideas using an example (10) 

Example Q.

How have Propp's spheres of action been used to represent the characters in The Lego Movie poster campaign?

Analyse how the Lego Movie posters use stereotypes to create representations that are easily understood

The Lego Movies posters contain the movies main characters which each have a stereotype, Emmet is portrayed as a normal man through his high-vis work uniform, this would attract the parents in a family and also a fraction of young cinema goers who may have a job that relates to Emmet. He has a terrified facial expression to add to the normality of his character, he isn't used to the action that the 'master builders' bring him into. Wyldstyles poster shows her with a calm and collected look on her face, she has a rebellious look to her and looks like a stereotypical 'gothic' girl. This is easily understood due to her alternative costume and the streaks in her hair.

The Lego Movie: Poster Campaign

L/O: to explain the effectiveness of the campaign; to analyse using Uses & Gratification theory

The Lego Movies poster appeals to its target audience in many ways, the kid friendly art style and saturated colour palette will help draw in young children, the young cinema go-ers will see the pop-culture references such as Batman, Wonder-woman and green lantern which will draw them in if they are interested in any of them. 

It would appeal to family as well due to the popular voice actors/actresses voicing the characters, they would also have nostalgia of playing with the toy when they was younger as well. The main character may also be like the adults of the families, causing them to build a relationship with him as they can relate to his character. 

Explain the poster campaign and the representations created within it. Homework

The Lego Movie: Video game

L/O: to explain how vertical integration benefits companies; to analyse using Uses & Gratification theory

Resident Evil
The Simpsons Game
Harry Potter & The order of the Phoenix
Spider-man 2
Shrek the Third

       Reasons companies synchronise releases:

• Maximised Profit
• Familiarity
• Extends pleasure of film
• The game promotes film or vice versa 

Uses and Gratification (U&G)

Reasons for media:

1.Entertainment: offers distraction from the world

2.Personal Identity: helps us consider who we are;what ideas and values we identify with

3.Relationships: we find things we can share and discuss with others

4. Information: New information we want to know or take pleasure in knowing

Analysis of Video Game cover:

The main image is an overview of the characters highlighting the main ones.

The middle of the cover at the the top is the LEGO® logo, next to it is the title, The Lego Movie videogame. There is a bright and vivid colour pallete and the font used is quite angular and bricks.

The cover is represented very kid friendly and it is very aware of what the brand is.

Context

The pleasure offered by the game is mainly to play the roles of the characters that the audience has seen in marketing and the movie if they have seen it previously to the game.

The cover represents the movie posters by keeping the same style and characters on them. 

The Lego Movie: TV Advertising

L/O: To evaluate the methods used to market The Lego Movie; to link the method to the target audience

In Dancing on ice at 7.27pm on Sunday 9th February ITV broadcasted the worlds first ad break made entirely out of Lego.

'Stings' featuring the characters (where characters from movie pops up).

Same time it was shown live, they released it in full on YouTube.

The reaction on Social Media surpassed exception and the reception was overwhelming.

Reached almost six million live.

1.1 Million people watched it on YouTube in a week.

Number one movie in 2014.

Explain how the Lego Movie broke boundaries with branded marketing.

In the lead up the the global release for The Lego Movie, Warner Bros. and Lego was very smart regarding their marketing techniques for the movie. They made the people excited for the release fall in love with the movie before it even released by filling them with excitement and hype, creating walking adverts for the movie. They achieved this by avoiding the money hungry approach and making a love letter to the Lego franchise by putting huge amounts of passion into the production and not taking greedy shortcuts.

Warner Bros. & Lego aimed marketing at all three types of target audience and chose when and where to advertise carefully, they chose prime TV times (6pm-9pm) on ITV, during big entertainment shows, this was because traditionally this is when a family would most likely be in one place. Financially this wasn't the best choice, however the response to it was positive and helped them achieve a wider audience.

While some would argue that The Lego Movie is a child's movie, there is no denying the innovation it put into marketing and achieved marvels in its first week at the box office making $69,050,279.

The Lego Movie: Marketing

Posters
TV Adverts
Youtube Ads
Magazine adverts
Tie-in ride at a theme park
Trailers (Teasers & Theatrical)
Billboards

Synergy
Synergy is the simultaneous release of different products to boost both

                                                   The Lego Movie tie-in merchandise:

                                                         The lego Movie Video Game

                                                              17 Lego Worlds Set

                                                          16 collectible mini figures

                                                           Range of school supplies 

                                                          Sticker & Activity books 

Each week in January 2014, a new character poster was released.
Lego stores scheduled linked events
Free accessory packs were available in stores after building creative models in-store
video game released 4th February
On 7th February, McDonalds released collectible 3D cups with happy meals
A website enabled fans to make versions of themselves


Horizontal and Vertical Intergration

Guardian:
1. entertaining content aimed at audience
2. They created a genuinely funny and clever movie
3. By passing it down through generations

Lego Movie: Target Audience

L/O: To identify the target audience using demographics & psychographics

   
Audience of the lego movie:

•  Young kids who play with Lego®

Child friendly art-style, bright vivid colours, simple storyline in general, obvious humour, simple language, different worlds.

•  Parents who played with it when they were young too

Classic Lego figures for nostalgic purposes, Real world references, subtle adult humour, References to older adult films such as The matrix and Lord of the Rings, includes a message about creativity.

•  Young adult cinema-goers 

Both subtle and obvious adult humour, Love story between Emmet and Wyldstyle

•  Both genders

1. Both genders play a major role in the movie
2. Pink and 'pretty' worlds
3. 
   

Lego Movie: Intertextuality & TA

Postmodernism:

Uses the audiences perception of reality and shifts it on its head, it doesn't focus on immersion by letting the audience know that the universe the movie is in is one far from their own.

'Postmodernism questions what is real and what is absolute.'

             -Palmer 2014

The lego movie is postmodernist as it contains characters that contradict the typical movie protagonists, take Emmet who is far from a hero, he begins the movie with as much opportunity as everyone else. He greets his neighbours, goes to work and watches TV just like everyone else, at the beginning he is very sub-superior to the 'master builders' but through his own imagination and self-belief he turns himself into the hero he dreams to be.

The movie contains multiple genres and constantly flicks between them all, it begins as a light-hearted comedy but in the middle plays on action-adventure.

Intertextuality :

The movie starts on a lego figure starting the day who we learn is called Emmet, then he mistakenly gets imprisoned,  he meets a 'master builder' called WyldStyle that breaks him out and informs him that he is 'the special'. He meets Characters from pop culture that are part of the master builders such as Batman,Superman and Han Solo. They find out that Emmet is not a master builder and get angered by this, President Business sends his robots to kill the master builders. Emmet ends up having to partner up with Wyldstyle to save the city of BricksBurg by showing President Business that there is no point in killing all the master builders because he can believe in himself enough to become one.

The message is that if anyone believes in themselves enough they can conquer anything and achieve their dreams, all they need is imagination and creativity.

• The whole movie follows the same plot and idea of 'the matrix' 
• Contains characters from the superhero genre
• A game was released along with The Lego Movie 

Propp's Spheres of Action:

Exam Practise😿

Q: Explain one way in which Media videos use Media Language to differ from each other. Refer to one example of contrasting media language in two music videos you have studied to support your answer.




The location of both music videos are vastly different, Teenage Dirtbag by Wheatus is set in a wealthy town high school, this is where the majority of the music video is filmed including the performance segments, this helps the audience realise what type of characters they can expect to see in the video from the beginning and furthermore helps the audience believe it is real. The high school is filled with a saturated colour pallet and clothing choice, the impact this has on the audience is that when they find out about the protagonist being the target of the bullying it's a surprise due to how everything else in the video is vivid and colourful.

This is almost a complete juxtaposition to Sk8er Boi, the style is moody and de-saturated, the urban setting appears run down and drained. This helps to add punk-rock vibes to the video and helps to drain the estate of any character, this draws more attention to Avril Lavigne. The block of flats Avril, the bikers and skaters traverse through have no inhabitants and appear abandoned. This tells the audience that the group are punk by hanging out where they shouldn't be.

The location of the two music videos contrast one another immensely and one consists of a lived in urban high school and the other, a rundown set of flats with little to no colour.

Applying media theory

L/O: to apply media terminology when analysing music.



Sk8er Boi-
contains Hall's quote about teenagers commit crimes for happiness. At the end of the video the crowd smashes a car. Also contains Hedbridge's opinion. This contradicts Lara Mulveys opinion of girls being sex objects.

Teenage Dirtbag-

This follows Mackillons opinion that men are portrayed as alpha men in the media with the jocks.

it follows lara Mulvey opinion of women being just accessories for men

Music Video Analysis

L/O: To apply terminology when analysing music videos.


Wheatus- Teenage Dirtbag

The linear narrative (illustration) side of the video follows a boy that has a crush on a girl however, he can't have her because of her boyfriend that bullies him, after a while the girl realises her boyfriend is horrible and invites the antagonist to a concert.

The performance has the band in a school hall.

Camerawork

They use camera work to show as much of the scene off as possible, this is so you can see all of the stereotypical college, with the crowded corridors and stairwells. Wheatus effectively uses this to show storyline easier

Sound

The sound is predominately non-diegetic but when the girl approaches him at the end of the song her voice is heard by the song and the main character.

Mis-en-scene

Fits the school setting very well, the clothing is typical american-student wardrobe and you can clearly tell the different groups: jocks,geeks etc


Editing

Uses straight cuts for all of the video, the editing is very slow paced.

Avril Lavigne - sk8er boi

There is linear narrative elements in sk8er boi however, this is mostly just to go along with the performance montage.

Camerawork

The camerawork is documentary-style, there is handheld camerawork and varied shot types.

Sound
Diegetic sounds at beginning and end to help establish the setting


Mise-en-scene

Everything in this video has stereotypical punk vibes,the setting is urban, the costumes are scruffy and dark, the video follows the characters through abandoned buildings and it culminates to avril performing on top of a car and the police arrives.

















Editing

fast paced, and the colour is de-saturated to add to the punk vibes of this song.

Music Video Research

I chose:

Avril Lavigne- Sk8r boi:
Genre- Pop punk/Pop Rock
Release date UK- 27 August 2002
What the song is about-The song follows the story of a girl and her 'skater' boyfriend who rejected her because he is a 'snob'.
Type of music video-The music video has elements of narrative and performance throughout however, it is mainly narrative.
What happens in the video--In the video it follows the singer (Avril Lavinge) and a group of skaters and bikers riding through corridors and on rooftops, it culminates to the singer performing to a large group of people.
who features in the video-Avril Lavigne is the only famous person in the video but there are loads of extras.
normally the artist group is represented as-

Avril Lavigne is portrayed as punk in her magazine covers from her wristbands to her all black outfits.
In the video the artist is portrayed- as very punk as she is hanging round in abandoned buildings and with skaters.

https://www.azlyrics.com/lyrics/avrillavigne/sk8erboi.html





















Wheatus- Teenage Dirtbag
Genre:Power Pop/Pop Rock
Date song was released in UK-July 17th 2000
What the song is about-  The song is about the singer having the same taste in music as a teenage who committed homicide, and people thought the same about him because of this.
Type of music video- Performance and Narrative, similar to sk8r boi.
What happens in the video-A boy has a crush on a girl however, he can't have her because of her boyfriend that bullys him, after a while the girl realises her boyfriend is horrible and invites the antagonist to a concert.
who features in the video-

Mock Feedback

L/O: To review mock exam questions and make improvements 

       Question One:

• Gender
• Age
• Class (Social Grade ABC1)
• Taste in Music                                   (1)

        Question Two

• Media Language  = Masthead,  Cover lines, Puffs, Main Image, Colour Pallet, Typography
• Correct Terminology
• Representation = Stereotypes
• Specific Examples from Dave Grohl Cover                 (4)

Link to target audience 

• black top-black is a colour associated with rock and would probably appeal to a fan of the rock genre 

         Question Three

• Media Language  = Masthead,  Cover lines, Puffs, Main Image, Colour Pallet, Typography
• Correct Terminology
• Identify genre conventions of Rock/Alternative music magazine used/subverted.    (15)

   

• Colour pallet rebels against usual Rock standards
• Wearing brighter colours than normal