Music Video Question

In CBR the main social aspects of the video are sexuality, gangs, violence and mental health. These key aspects are being represented by the various people that are highlighted within the music video. CBR is the light that helps people to rise up from this negative and social community and just enjoy life, rather than being afraid. She is comforting and is like a saviour which links to religious terms of Jesus being a saviour and helping people learn how to live properly and rise up from an oppressed society.

Everyone in the video is highlighted in their most stereotypical form in which CBR seems to be very opinionated about each individual person through the facial expressions in various shots. The same as in Titanium, the boy is being pressured by society because of his supernatural powers that have cursed him. He is very innocent and doesn’t want to hurt anyone, bust society is jumping to conclusions and are trying to force him out and isolate him. In both CBR and Titanium they both mainly focus on being oppressed by negative societies and how people need to rise up and stand for what they believe in and enjoy life.

In CBR, the whole video is set within a rundown estate/community in which the cultural aspects of the area represent the negative and oppressed opinions that are shared throughout. The representation of CBR in her music video Stop Where You Are associates her with the idea of transcending prejudice and inequality. In the video CBR is seen to transcend prejudice. This is achieved by placing her in an urban environment encountering young characters who are stereotypically on the edge of society. We see her interact with these characters at different points in the video. All of these actions show a balance in society when the chorus kicks in and the scenes become happier in the uplifting chorus.

However, in Titanium the boy is constantly under pressure and there is no uplifting moment for the boy. This is mainly due to the fact that society has pressured him and made him isolated and alone. This idea is represented by the DJ in various shots in which the world and certain places make the boy look small and insignificant. Such as the forest is an extreme long shot in which the boy looks really tiny, to show him becoming isolated and pushed out into the world by social impacts. It’s also shown when the boy runs into his empty house and the fact, he looks so much smaller than the house. This can show how out of place he has become and also the idea that he is not ready to live alone.

Stop Where You Are Screen Grab

Titanium screen grabs

Titanium Analysis

• Titanium was created by French DJ David Guetta
• Vocals are done by Sia
• No appearance is made by either artist
• Was pulled off American radio stations due to the gun related lyrics
• A song on inner strength and standing up for what is right
• Follows a young boy who also appeared in another film called Super Eight
• Was filmed outdoors and in Canada

GILE- Genre, Instruments, Lyrics, Emotion

• Uses a lot of electric guitar and drums. Every time the main chorus kicks in, he begins to panic again and the tension in the scene rises.
• His emotions also get higher at the chorus, in the verses he feels more relaxed and calm.

Levelled shot 

Close up

Tracking out

Side angle 

Over the shoulder

DISTINCT

Setting- The school is all derelict and destroyed cause he used his powers. His home was all messy and could show that he has been abandoned. The visuals show time passing by the sun going down.

The woods are muddy and covered in leaves showing it could be autumn.

FAM:

• The close up on his face shows him looking scared and confused looking at the destroyed school. Shows the fear and panic in his face
• The close up on the curtain with the gun slowly moving behind. Showing the tension is rising in that scene and also is shown by the fear and panic in his face.
• There is a long shot from a side angle with the sun shining through the grey in the background. As he steps up from the shadows of the bushes he straightens up his body showing confidence and relaxation by his body character.
• There is a over the shoulder shot when the boy throws away his bears to make room in his bag. This shows that the boy is throwing away his childhood and learning to become an adult.
• The last scene of the song the boy goes back to curled up in a ball on the floor which is a repeat of the first scene, showing how he is scared and worried.  

Stop Where You Are analysis

Corinne Bailey Rae

The song was released April 2016 as a single from the album 'The Heart Speaks in Whispers'.
She was a breakthrough artist in 2006.
She channelled her emotion into her music, and much of her work has been influenced by her experiences.

CBR said that "Stop Where You Are" is about being present, stopping and celebrating what's happening right at this very moment.

Uses a very uplifting message of rising from the darkness into light. Shown through loads of light beams shinning down.

Variety of racial minorities used in the video.

Class is shown through the various people in the video and how they are represented in stereotypes.
To make her stand out CBR is wearing a red dress, the red can be linked to love and power but also violence, very contrasting messages.

All the people are shown in a bad way and negative situations, until the song gets more uplifting and then it shows more positive things.

Androgynous- unsure if someone is masculine or female.

When the boy looks like he is considering to jump you get a low angled long shot from the view of the floor and then it flips to a high angled long shot from above and the ground below.

The homeless women is brought into focus when the business man is sat talking with her. Showing a equal level in social class.

Analysing This is America

FAM- Frame, Angle, Movement

Close up low angle
Tracking in and out shot
Over the shoulder
Panning up and down
Extreme long shot

Music videos are to promote artist, their music and their fanbase.

1. Relating to black stereotypes for example black people shooting people and gang warfare. Also relating to white supremacy in America.
2. Very destructive and causing loads of problems within the community, narrator.
3. He is showing that he can stand up against the white supremacy and fight for his human rights.

Charity analysis shelter

In this print advert, the social and cultural contexts are shown through the unknown individuals that are used to advertise the charities message. These individuals are unknown so that people won’t make initial judgements on the individuals and rethink the message shared by Shelter. The colour of the text is in red, which normally represents pain and despair. The text fades into the individual’s eyes to really show the troubles that being homeless is affecting them. This clever use of the print advert helps to make the audience feel sorry for them and really connected to help out these individuals. All the individuals in these pictures show signs of fatigue and despair which really conveys the ideas of how much of a serious problem homelessness is in this day and age. The adverts close up shot really helps to convey the ideas that homelessness is getting worse and needs to be taken seriously. The text also is relating to different reasons that these people are on the verge of being homeless. From losing a job, a rogue landlord and debt. All of this are problems that lead to anybody becoming homeless.

The individuals are mainly foreign and don’t look like they have lived in the UK. However, Shelter want to help people to understand that homelessness will affect anyone and not poor people or foreign people fleeing from war. These representations people have on these individuals show inequalities and conflicting social values of modern day. This is one of the main messages Shelter want to eradicate and share the idea that this issue needs to be addressed before this problem gets more out of hand.

On the advert, Shelter try to spread their message of “We can help”. However, people that may be in these situations who are from a middle class or above may not want to share the idea that they are in financial situation that they risk being homeless. Therefore, on a social context Shelter want to reach out to these people but don’t want to directly contact them/force their help. The main reason Shelter advertised in this way, was to spread a direct message to all different groups of people. They want to make sure that everyone has the right support. They wanted to advertise in a harsh way by indicating that these are real people and homelessness is a ever growing problem.

Charity Campaigns

Using children in adverts shows that they are vulnerable and innocent
Plays on the target audiences emotions
ABC1 target audience

We are becoming desensitised to charity adverts

Shelter was founded in 1966 the film Cathy Come Home was pivotal part in establishing the charity.
Aims to help with homelessness and bad housing.
Campaign was launched in 2011 to encourage people at risk of losing their home to ask for support earlier.
Main focus was poster ads and Facebook
The poster campaign was initially launched in four towns identified as hotspots.

The advertising campaign was created by Amplify on a pro bono basis
Raising awareness and provide information in various local areas

Losing your job
Debt Rising
Rogue Landlords

Aftershave

Lucozade

Old Spice

A more comical advert compared to other fragrance adverts.

Man 'wearing a beach', his facial expression is proud and smug
The beach is relevant because the brand is called Bahamas
Man has a volcano on his head because he is 'hot-headed' and very cocky 

1942 advert was first advertised to be bought as a fathers day gift
1953 advert was advertised to be bought by men only
Later on adverts were presented to make it seem more attractive, bringing in women to the main images therefore, increasing their target market.

History-

• 1934 founded by William Lightfoot Schultz
• 1937 introduced for women
• 1938 introduced for men
• June 1990 Procter and Gamble acquired old spice
• 2012 they changed the logo from the traditional ship to a yacht, targeting changed to young demographic due to the more modern influences.

60% of men's body washes were purchased by women, so they needed to attract female shoppers.
Many products on the market lacked masculine credibility so old spice could work on the idea of smelling like a man, hence why the adverts mention multiple times about really smelling like a man.

• Target audience - 12-34 year old men
• "the man your man could smell like" first appeared on YouTube and Facebook a few days before the super bowl, instead of spending a lot more money on the super bowl, this then created hype and word of mouth was a tactic to help spread awareness of the product.
• They launched the product the last day of the super bowl
• The product went quite viral, making people want to buy it after the big game due to the hype created previously. 
• Adverts would be shown in things which both sexes watch together, e.g. Olympics and cinema films. They also got gave BOGO's (buy one get one free)

At the time it got 10 millions views on YouTube and 55000 fans on Facebook

How was old spice traditionally advertised?

An advertising campaign developed in 2010 which became very popular and went viral after the first advertisement, which was titled 'the man your man could smell like'.

What are the similarities/differences (old and new ads)?

The old adverts are very masculine based. They are very stereotypical to the normal fragrance adverts whereas the newer ones are more comical. 

How did the new campaign fit with this historical strategy?

It fits because it promotes men being men, the older adverts are for the men around fathers day but the newer adverts are going through women to see if they think men are still the men they should be.

Which products/companies were the main competitors and in what ways?

The main competitor of Old Spice was Dove who released an advert during the SuperBowl and is a very well known and popular brand. By releasing the advert it was guarantied to be seen by millions due to the popularity of the event. 

What techniques are employed in:

The TV commercials/The print ads/The social media campaign -

Dove would be a vocal competitor, due to the placement and timing during the super bowl 

What social and cultural issues are raised by the campaign?

A social problem is the adverts could make men feel insecure because of the stereotype and expectation shown through the advert as to what men should be like. This can also be quite negative and could offend some men

Who is the actor (Isaiah Mustafa) is this campaign? Why was he chosen?
He is an American actor and American football player. He was chosen because he fits the expectation and stereotype of how a 'man' should be seen.

Old Spice Analysis

• The advert is very humorous
• Old Spice is very traditional
• An advert that has a very American theme and influence
• Has products that are typical for men but also is silly with the adverts
• 1934 founded by William Lightfoot Schultz
• 1937 introduced for women
• 1938 introduced for men
• June 1990 Procter and Gamble acquired Old Spice
• 2012 its iconic clipper ship logo replaced with a yacht and targeting changed to young demographic segment 

2010 Old Spice had been losing their market share as it was seen as outdated
Had direct competition with the Dove SuperBowl campaign
Research showed that 60% of mens body washes were purchased by women
Most products were aimed at mens masculinity

1. The man your man can smell like- create a buzz- seeding
2. Launching the product and using buzz words for the SuperBowl
3. Engaging with their audience

YouTube- 10 million views

Facebook- 55000 fans

Traffic increase- oldspice.com 9 times from previous year