Media Studies

Genre helps to minimise risk and predict expenditure. This is important because companies require a predictable income and need to budget. Genre creates familial pleasures – we see what we expect and enjoy watching the things we like. Genre satisfies our needs for entertainment and escapism.  However... Genre can also lead to repetition of the same conventions, leading audiences to become bored. In order to maintain an audience’s interest, producers will need to maintain some conventions of the genre and use them in a traditional way, whilst also creating difference in others.  Steve Neale -  Repetition and Difference The idea that: Genres may be dominated by repetition, but are also marked by difference, variation and change. Genres change, develop and overlap with one another. Difference is essential to the economy of genre. For example, he discusses the growing sub-genres of music which appeal to wider audiences.  Hybridity  ...

How does the Lucozade 2013 'I Believe' Campaign use Media Language to promote the brand? Lucozade started off as a medicinal, health drink when it was created by Thomas Beecham in 1927. It was created in order to re-hydrate during one's illness until its re-branding in the 1980s. Within this re-branding, the company changed their labelling from a 'health drink' into an 'energy restoration drink', swapped their glass bottles/ packaging to plastic, and they were no longer sold in pharmacies. The medicinal qualities behind Lucozade were stripped from the brand. This is important when discussing the 'I Believe' campaign as it reconciles with this forgotten accusation. The Campaign uses a wide range of technical conventions and techniques to persuade in order to promote their brand, such as, celebrity endorsements, a bright/ vibrant colour palette and unfinished claims. The celebrity endorsement by Gareth Bale, paired with his costume of a spo...

Technological Changes in Film  Its important to consider all stages of the film-making process: Production Distribution Exhibition The main changes in technology on the production side of things have impacted visual and audio effects JB1967 Multi-plane animation created a rudimentary 3D effect Xerography quickened the animation process as it allowed animator's drawings to be photocopied onto a screen rather than the slow process of 'hand-inking' JB2016 Advanced CGI - John Favreau still wanted to emulate the style of classic Disney movies from the 1930s and 1940s All animals and landscapes created digitally Blue screen, puppets and actors Lots of post-production editing Film Distribution has massively transformed by the digital distribution JB1967 Physical film reels were costly to produce and had to be transported from cinema to cinema. JB2016 Cinemas can digitally download the film – allowing saturation distribution at lo...

Vertical integration is a strategy whereby a company owns or controls its suppliers, distributors, or retail locations to control its value or supply chain. Vertical integration benefits companies by allowing them to control the process, reduce costs, and improve efficiencies. Horizontal integration is the process of a company increasing production of goods or services at the same part of the supply chain. A company may do this via internal expansion, acquisition or merger. The process can lead to monopoly if a company captures the vast majority of the market for that product or service. Saturation distribution is a situation in which a product has become distributed within a market; the actual level of saturation can depend on consumer purchasing power; as well as competition, prices, and technology. Free market capitalism is a society in which an open market sets prices for the sole purpose of profits. This type of society operates on the principles of supply and demand. Pr...

Audiences feel that adverts offer us an idea of the ‘us’ we could be if we acquired their product. Celebrities offer role models, aspirational figures A celebrity endorsing the use of a product offers us a chance to be more like them This idea is termed intertextuality or, more correctly in the case of celebrity, borrowed interest.   Kevin Hart - Influencer Hartbeat Production is an entertainment company created by comedian Kevin Hart. the company produces, film, TV, live and digital entertainment for distribution across all digital platforms including theatrical, television, and emerging digital technologies. Kevin Hart’s What Now? tour, has become the highest grossing comedy tour ever reported to Billboard Boxscore, selling more than 600,000 tickets and grossing $35 million in less than one month. Instagram - 80.1m Followers Charity work:   Clara Lionel Foundation  Make-A-Wish Foundation  National Breast Cancer Foundati...

Media Language Conventions: Technical Conventions - This refers to the actual technical construction of the advert, for example colour palette or the shot type Techniques to Persuade - This refers to content, or the message created by the combination of technical elements, that persuade the audience to buy into the product

It was created by Thomas Beecham in 1927, produced by GlaxoSmithKline (GSK) , and is now owned by Suntory - a Japanese company.  The original purpose was to help re-hydrate during illness. The different drinks produced by Lucozade include Lucozade Energy and Sport. The 1980s Re-branding Changed from being a medicinal drink to being an energy drink No longer sold in pharmacies The bottle changed from glass to plastic The 1998 Lucozade campaign used the fictional figure of Lara Croft from the globally successful Tomb Raider Video-game series The iconic figure of Lara featured in a series of TV adverts and print poster campaign all aimed at establishing that Lara - a figure associated with vitality, strength, endurance, mental sharpness, and independence - relied on Lucozade to help her sustain that level of endurance and energy.  The campaign was seen as a logical evolution of 1980s Thompson campaigns. The target market has clearly evol...