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AS MEDIADVD COVERS
Textual analysisRepresentation
Audience
Textual Analysis• What will I write about?
RepresentationLayout AudienceDesign Colour scheme
TerminologyMarketing StrategiesGenre/Visual Codes
ImagesText
Back Cover
Images
Mode of Address
Main Image
Blurb
Format logo
Certification/Classification
Title , Font, Colour
Institutional Information
Language
Format Logo
MarketingExclusivity
Audio Info Barcode
Spine- contains Blinder/ Class logo/Format logo
Tag lineRunning Time
DVD Covers Terminology
Genre Markers
• n Audience – Middle aged females Indicated by pink and white colour scheme, costume hair and makeup and actresses .
Sans Serif font- is soft, modern and stylish . Lower case has strong connotations of femininity
Tag line indicated a ‘feel good factor’ perhaps ‘ Chick flick’
‘Britishness’ sold via the star names
Perhaps ‘family entertainment’
Mirren’s smile is indicative of content. Her smile reflects the feel good nature of the film
Central Image
MCU - Two- ShotUsed to emphasise the ‘buddy movie’ aspect
Straight angle
Connotes ‘realism’
‘Bright’ Natural Lighting –Feel good film
Mode of addressLooking straight at the spectator establishes intimacy
Foreground – Character based drama indicated
Deep Focus – there are more characters and indicated ‘realistic’ drama
Pose ‘wry’ smile indicates a comical element.
Back Cover
• Discussion PointWhy is there so much information on the back of DVD Covers?
How will we be able to write about it all?
Back Cover
Images
Blurb
Audio InfoBarcode
Running Time
Back Cover
A synopsis of the film that teases the audienceInstitutional
Information
Key personel such as writer, director, producer
Often stills are taken from the film at key plot points to market the film to audiences
Marketing Technique – selling a notion of ‘exclusivity’
Graphics here may be appealing to ‘different’ femininities/audiences
Legal info
Used to identify and price the itemFunctional info is both useful and a
standard requirement
What do we know so far?
Task – Spend 5 minutes jotting down the answers to the following.
• Why is there so much ‘functional’ information on DVD covers?
• Where is most of this found?• How has colour been used in this DVD Cover?• Why do most DVD covers have a tag line?• Who is the target audience for this DVD?• How do we know?
SpineAn important almost miniature version of the entire marketing strategy of the DVD cover as this is reflective of how they are stored in homes or sometimes in stores.
The information on the spine is called the blinder
Conventional to have the same logo, colour scheme and font here.
Has all format logo and carries viewing certification
Recap
• What is the ‘blinder’?• What is a tag-line?• What is contained in the ‘blurb’?• What do we need to discuss in relation to the
central image?
Representation
How are women being represented on this DVD Cover?
Do you think that different types of femininity are being explored?
How is ‘ British-ness’ being represented here?
Which genre(s) are being explored?
Write up your answers in as much detail as you can
AudienceWho is the target audience?
How is the audience being positioned by the text?
Discuss two more possible audiences for this film and explain why?
Discuss in pairs a preferred, negotiated and oppositional reading of this DVD cover
What values and attitudes are evident here?
Write up your answers in as much detail as you can and hand them in
Discuss this DVD cover
How does it compare to the one we have just analysed?
How/why is it different ?
GenreWhat are the genre markers?
Is it a hybrid?
Discuss codes and conventions
RepresentationWho is being represented?
How?
What can we say about the images on the back cover?
Why is the director’s name so prominent?
AudienceWho is the target audience?
How are they being targeted?
Suggest another possible audience for this film
How are we being positioned by this text?
Explore a preferred, negotiated and oppositional reading of this cover.
Discuss this DVD CoverHow is it different from the last one?
What codes and conventions are used?
Why does it make use of other media products?
AudienceWho is the target audience?
How are they being targeted?
Describe their socio-economic status- are they ABC1’s or C2DE’s?
How do we know?
Who else might be attracted to this film?
RepresentationWho is being represented?
How?
What issues around representation does the DVD cover hint at?
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