| 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. |
Monthly Archives: November 2019
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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. |
CSP3 Table
Maybelline advert
boss life advert🍀👌🤩
| Technical Code | Denotation (ie what is it – simply describe what you see / hear) | Connotation (ie what does it signify) |
| Setting | a hotel room in new York | a luxurious hotel room in an expen-sive city |
| Clothing | top and trousers & shoes on both the main characters, bell boy wearing hot-el uniform | |
| NVC | winking | wink to communicate a ‘secret’ |
| Dialogue | lets get bossed up | connotes that the product will make you a ‘boss’ the slogan for the product |
| Sound Effect | twinkle sound | connotes magic |
| Music | music in the background after they get ‘bossed up’ | connotes life gets better and more exciting after using the product. |
| Camera shot size | ||
| Camera movement | 🎅😊🤩😘😀😆😉😊😶🤑🤡👺👹👽👨❤️👨👨👩👧👧🦗🦂👥🎟🧦⚾🔎🖌📌⏰🍟🍤🍴🌻☘🍀🚗🌚 | |
| Editing |
language of moving image
| Technical Code | Denotation (ie what is it – simply describe what you see / hear) | Connotation (ie what does it signify) |
| Setting | New York hotel room | Metropolitan, busy, wealthy |
| Clothing | Begins in casual, plain clothes, turns into gold | This mascara will make you rich and wealthy |
| NVC | Wink at the camera, bell boy has a smug expression & shrugs | Like they know something, as if he knew what was going to happen |
| Dialogue | “Bossed up.” | ‘Bosses’ are considered powerful and in charge |
| Sound Effect | Twinkle noise | Magic, transformation |
| Music | Hip-hop style, upbeat | Relates to younger audiences, captures attention |
| Camera shot size | Wide shots | Promotes product |
| Camera movement | Zooms in and out | Creates a focus on the product |
| Editing | Transition from plain to gold |
The language of moving image
| Technical Code | Denotation (ie what is it – simply describe what you see / hear) | Connotation (ie what does it signify) |
| Setting | New York apartment | Wealth and luxury and fame |
| Clothing | Plain and normal everyday clothing at first but once they’re bossed up their clothes are gold and glam. | That one you wear the mascara you look rich and super glam |
| NVC | Suitcase man had a smirk and shrugged his shoulders | He knows how amazing the mascara is and he knew it wouldn’t disappoint |
| Dialogue | The words ‘bossed up’ | That the mascara will make you look a ‘boss’ which is usually associated with the best therefore you’ll look great |
| Sound Effect | Twinkle sound effect | Implying that this mascara is magical and will transform your looks |
| Music | Upbeat hip hop style music | This mascara will make you look cool and the music catches your attention |
| Camera shot size | Wide shots of room | Showing how expensive and good your life will be once you buy the mascara and showing product in the background |
| Camera movement | Zooms into eyes and mascara | Showing the audience how great this mascara is and how nice your lashes will look and how great and expensive and golden it looks |
| Editing |
elements of maybelline
Dennotation and Connotation
Elements
