music video essay question

Explain how representations in music videos are chosen to promote the artist(s). Refer to one of the music videos you have studied to support your answer. [10] 

In Corinne Bailey Rae's (Cbr) music video to the song 'stop where you are'  could have many different representations however there is one that stands out. The video and song is about helping others and the less fortunate. There are many different people to be shown who are struggling and the artist Cbr is shown to help them. In one scene there is a steroetipical teenager with their hood up looking lonley sitting on the stairs and the artist goes and sits next to her. This represents the artist as a helpful caring person. The video is chosen to promote the artist to show that any age of gender can be going through problems but can get through them. The artist seems to have a lot of power in the music video as there is a shot where there are angry teenagers running towards her and she has the power to stop it. The colour red on the artist could represent many things one of them being love that she is sending. There is a message behind the song used for the video which promotes the artist aswell. 

lucozade advert

History of the brand 

•  sports drink created in Uk made by Thomas Beckham in 1927
• was called Glucozade until 1929
• made more changes and their sales started to increase
• changed from being a medical drink to one that can be drunk by everyonein 1985
• first flavours orange and lemon 
• since 2003 releasing sports ones to keep brand healthier 

Aims of Campaign 

•  used famous people who are known well within the sports industry such as Gareth Bale to act like role models 

• used in the sports campaigns to support the claim that lucozade sports helps with their performances 

Date and time of campaign 

• advert first shown to the public in the week of July 30th 2013
• year later in in week of Jan 8th 2014 was banned because of claims that it hydrates you more than water. recieved 68 claims in total, including one from the national hydration council saying it broke advertising rules

 Use of social media 

• huge part of ' i believe' advert is the integratiion of social media and the product. the hashtag 'i belive' was created to get the advert trending on twitter and facebook 
• have own facebook and twitter page

Titanium, David Guetta

Stop where you are CBR

Shelter advert notes

Asa- Advertising standards authority

• Set strict rules for advertising in all media 
• have power to 'pull' any advertisements of the tv,radio or press
• ASA will investigate the complaint and make a choice to agree or disagree with the complaint
• advertisers have to adhere to the ASA rules and regulations of advertising

They also cover:

• how sales promotions are run- prize draws,competitions ect
• how advertisers use your personal information to advertise to you e,g emails, texts
• making sure consumers get the mail order goods or refunds when ordering from newspapers

Charity advertisement rules

• handle with care and discretion matters to arouse strong emotions  in the audience 
• not suggest that anyone will lack proper feeling 
• respect the dignity of those on whose behalf an appeal  is being made
• not contain comparisons with other charities
• not mislead or misrepresent in any way about the charity 
• avoid presenting an exaggerated impression of the scale

Media language & representation techniques in charity adverts

• creation of sympathy for the subject of the charity 
• creation of empathy for the subject of the charity (use of images)
  shock- make you feel that you have to contribute to the charitable cause
• involvement- ice bucket challenge, race for life
• annual budget £33.6 bn
  

Old spice

• Old spice was created in 1934 by William Lightfoot Schultz.

• 1937 introduced for women.

• 2012 iconic clipper ship logo replaced with yacht.

• 1938 introduced for male.

• Gender orientated (male).

• Perfect fathers day gift.

• Previous adverts follow traditional conventions of stereotypes.

• Masculine advertising, with representations of women that are irrelevant in the advertising. 

• 60% of mens body washes were purchased by women so Old Spice needed to attract female shoppers.

• Old spice market lacked masculine credibility.

• Target audience 12-34 men and their women shoppers.
• first advert aired at the super bowl on februauy 8th 2010, advert was 33 seconds long