| Theorist | What does it mean (in your own words) | How does it apply to the advert (in your own words) |
| Equilibrium | The theory is that as the story progresses the state of equilibrium can change, | At the beginning the bell boy is dressed inn all grey and at work whereas at the end has a fancy gold suit on showing the change. |
| Binary Opposition | opposing meaning to great contrast | the bell boy character and the tow man characters of the makeup artists who appear more glamorous. |
| character Types | This is a theory on the types of characters used. | The makeup artist represent the hero which saves everything with the massacre products and the damsel in distress is the bell |
Daily Archives: 11/07/2019
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THE LANGUAGE OF MOVING IMAGES
| Theorist | What does it mean (in your own words) | How does it apply to the advert (in your own words) |
| Equilibrium | https://prezi.com/y5gvfc_pngwb/todorovs-narrative-theory/ https://www.bbc.co.uk/bitesize/guides/zqdhrdm/revision/3 Todorov’s Theory argues that every moving image follows a structure/plot and includes a beginning, a middle and an end. However, these elements are in equilibrium (balanced) at the end of the film, thus identifying that a resolution has been made. Todorov also mentioned that these events follow a chronological order of a beginning, middle and end. These are the full steps of equilibrium in media: 1) The narrative starts with everything normal and characters follow their day to day lives 2) An event stirs and causes trouble to the character. 3) There is a quest to make everything return back to normality 4) The narrative continues and the quest to normality is found 5) A way to restore normality is found and everything returns back to normal. | In the advert, the beginning is that Shayla and Manny arrive into a penthouse in New York. The event that causes disruption is the bellboy that arrives with loads of suitcases and presents them with a golden suitcase. The quest to return everything to normality is that Manny and Shayla open the golden suitcase and is transformed into a world of luxury, however, reality is restored when they put on the mascara and are transformed to a better world full of luxury. |
| Binary Opposition | https://www.mytutor.co.uk/answers/8161/A-Level/Media-Studies/What-is-Levi-Strauss-Theory-of-Binary-Opposites/ https://en.wikipedia.org/wiki/Binary_opposition Straus claims that there are certain elements that oppose to each other in order to thicken the plot and take the narrative into more depth. An example of this is in a superhero film, they include a superhero, who defeats the villain that is plotting to change everything and disrupt normality. The only problem with binary oppositions is that they can create negative stereotypes towards something that might actually have an aim to be regarded as a positive stereotype. Overall, it is very important to identify binary opposites because it broadens the narrative and takes it into more depth. | In this advert, Manny and Shayla are opposite to the bell boy, as they are on holiday/work trip and are staying in this penthouse in New York, whereas the bellboy that delivers the suitcase is working. Another binary opposite used in this advert is the clothing all the characters wear: the bellboy is wearing a dull grey bellboy uniform (before the transformation) whereas Manny and Shayla are wearing clothing that aren’t a uniform and are quite casual everyday clothing. However, at the end of the advert, they are all wearing golden clothes, signifying wealth that goes against the beginning of the advert when they are in plain, everyday clothing/ a bellboy uniform. |
| Character Types | https://www.bbc.co.uk/bitesize/guides/zgydhv4/revision/1 https://en.wikipedia.org/wiki/Vladimir_Propp Propp had analysed that moving images follow a plot and this plot is determined by the characters included and what decisions they make. Propp also concluded that in an advert there are different types of people in moving images: the hero, the villain, the donor (prepares the hero for what they are going to do), the helper,the false hero, the dispatcher (the person that sends to hero to the event) and the princess. Propp also stated that one character can adopt multiple roles (ie a person might act as both the donor and the dispatcher. | In “That Boss Life” the mascara can be seen as a hero as it creates beauty and gives power to people, whereas at the beginning, Manny and Shayla (before applying makeup) could be seen as the villains because they are not wearing makeup. It can also be argued that Shayla can be seen as a hero for “Bossing up” herself and Manny. |
Theorists –
| Theorist | What does it mean (in your own words) | How does it apply to the advert (in your own words) |
| Equilibrium | Story Structure – All stories follow a certain structure Beginning Middle — disruption End – resolution | Manny meeting Shayla in hotel room Makeup box arrives – putting makeup on ‘Bossed up’ – wearing makeup |
| Binary Opposition | A pair of related items with opposite meanings | Working in as hotel – Staying in a hotel Wearing makeup – no makeup plain colours – gold |
| Character Types | Stock characters Hero and Villain How many stories are there – only one, all follow the same structure. In ‘Bossed Up’ advert the character types are the Bell Boy = victim. MannyMUA and Shayla are the heroes. Makeup is also the hero and the natural/no makeup is the vilian |
explaining 3 storyline theories
| Theorist | What does it mean (in your own words) | How does it apply to the advert (in your own words) |
| Equilibrium | is the balance in the story of 2 oppositions then disupted equilibrium is when the story becomes unbalanced which is considered more interesting | equilibrium is when the set is bland and normal before they get bossed up |
| Binary Opposition | binary opposites helps to thicken the plot and further the narrative since its 2 oppositions agains each other eg good and evil | this is displayed when th story has the further narrative of getting bossed up |
| Character Types | character types is the theory that every story needs 8 types of characters. villain, hero, sidekick, victim…etc | the protagonists of the advert are the heroes and the bell boy is the victim of being saved from his boring job by getting bossed up |
- Todorov’s Theory of Narrative Equilibrium
- Levi-Straus Theory of Binary Opposition
- Propp’s Theory of Narrative Characters Types
THEORISTS
| Theorist | What does it mean (in your own words) Todorovs theory talks about narratives having three part structure | How does it apply to the advert (in your own words) |
| Equilibrium | beginning middle end | BEGINNING – arrives in scene of hotel room MIDDLE – makeup is introduced – gold reflection floods the room END – transformed from original looks and clothing to sophisticated and glamorous up (bossed up ) |
| Binary Opposition | two words/sentences that are opposite of each other Levi Strauss theory talks about how binary opposite entail majority of media forms and how how help thicken the plot a further the narrative | Manny Mua and Shayla are all glamorous and bossed up, then theres the boy ball who is completely opposite in looks and clothing |
| Character Types | hero villain princess victim Prop’s Theory suggests that every narrative has eight different character types: hero, villain, helper, mentor blocker, prize. | HERO – makeup: as its introduced as something amazing that will VILLAIN – no makeup PRINCESS – Shayla VICTIM – bell boy |
Bossed up theorists
| Theorist | What does it mean (in your own words) | How does it apply to the advert (in your own words) |
| Equilibrium | The story structure eg. the beginning, middle and end | Before the use of the makeup, the beat drop and after the use of makeup. |
| Binary Opposition | A pair of relating things with opposing meaning. | The two makeup artists and the non makeup wearing bell boy. Working in a hotel – staying in a hotel. |
| Character Types | The villain and hero. And stock characters. | The makeup being the hero and not wearing makeup could be the villain. |
THEORISTS
| Theorist | What does it mean (in your own words) | How does it apply to the advert (in your own words) |
| Equilibrium | Beginning, middle, end | entering the room in regular close, middle is when they open the suitcase, apply make up then the beat drop and colors change. the end then occurs when the camera does slow motion shots and approaches both features who are posing. |
| Binary Opposition | pair of related terms or concepts that are opposite in meaning | Manny MUA and Shayla are all glamours with their make up and then the bell boy is also all BOSSD UP in his gold suit |
| character types | hero,princess,villain,victim | Hero- Make up Princess- Shayla/Manny MUA Villain- having no make up Victim- bell boy brings in the suitcases |
Narrative theories (csp3)
| Theorist | What does it mean? | How does it apply to the advert? |
| Equilibrium (Todorov) | Everything is equal. Todorovs theory suggests a beggining middle and end (Equilibrium, Problem, Solution) | The norm is represented as dull Golden suitcase with mascara is introduced The product is used and now the norm is golden |
| Binary Opposition (Levi-Straus) | Each media form such as a book contain opposing main characters – Villain and Hero. These binary opposites help to thicken the plot as well as introduce contrast or curiosity | The difference between the ‘models’ before using the mascara and after using the mascara. At first they were dull and then after using it they suddenly became a lot more glamourous. |
| Character Types (Propp) | Every narrative contains 8 ‘stock’ character types. Such as a villain who at some point will fight the ‘hero’ | The bell boy/ person working at the hotel would be considered the dispatcher as he distrupts the equalibirum to something that was already ‘everything’. To begin this character is pretty dull and has no dialogue using NVC in order to show his feelings. |
NARRATIVE THEORIES
Vladimir Propp
Propp was a structuralist and believed that there are 7 base characters that are in all forms of media. Not all types will be in all medias but at least one will be and can take on more than one part of the media.
- The protagonist. the thing the action revolves around
- The antagonist. opposes the hero
- The dispatcher. sends the hero on a quest
- The helper. aids the hero
- The donor. gives the hero advice
- The princess. motivation or reward for the hero
- The false hero. helper who turns on the hero
Tzvetan Todorov
Todorov believes that there is 5 parts to every story.
- Equilibrium. the story is at rest or normal
- Disruption. of the norm by an event
- Recognition. noticing that the disruption has occurred
- Repair. Attempt to fix the problem
- Resolution. of problem and a new Equilibrium
And recognized that you can use non chronological narratives
The Language of Moving Image
| Technical Code | Denotation (what is it) | Connotation (what does it signify) |
| Setting | A Hotel room in New York | New York is one of the worlds most financially rich city. |
| Clothing | At the start plain normally clothes but by the end it all the clothes are gold | Plain normal clothes are ordinary. Gold is linked with power and wealth and these unordinary |
| NVC – Non Verbal Communication | Before a more relaxed posture whereas after their posture changes to be more confident and strong. | Before are regular people but after they are more professional |
| Dialogue | casual friendly speech | these people are friendly and you have a good relationship with them |
| Sound Effect | sparkle SFX | makes it like the product is magic and will change your life |
| Music | the music is quite and not so noticeable until they get bossed up then the beat drops and the volume increases | Before your life is quiet and after getting “Bossed Up” your life is like a musical |
| Camera shot size | Mostly mid shot with a couple close ups | the mid shots are similar to the eye so feel natural. |
| Camera movement | tilt down with push in to the suitcase with the mascara | this empahsises the mascara |
| Editing | Smooth with no extravagant cuts and lots of slow motion. Most cuts are on the beat | This gives it a professional look |
Narrative Theories
| Theorist | What does it mean? (Own Words) | How does it apply to the advert? (Own Words) |
| Equilibrium ( Todorov ) | That every video has a beginning, middle and end. | The beginning is when they enter the room (“This room is EVERYTHING”) to the middle putting it on and finally the end when they have the make up on. |
| Binary Opposition ( Levi-Straus ) | We can understand stuff through opposites. e.g. East/West Straight/Gay Good/Bad | They are in New York so they are smart, modern, where dreams come true. And that without make up you are nothing and that with make up you are everything. |
| Character Types ( Propp) | This is a theory that suggests the type of characters that are used. For example, Harry Potter = hero and Voldemort = villain. However, not all of these types will be present in every video. | In the Bossed Up I think the hero is the make-up and the Helpers are Manny MUA and Shayla. |