three adverts codal analysis

Nike running trainers adverts codal analysis from olliedwyer

Sia Chandelier original and parody versions

In this video an 11 year old can be seen dancing to a song with lyrics which seem to be based around alcoholism and suicide. This meant that a lot of questions and controversy we're raised by viewers.
Some viewers may find it offensive that this young girl is dancing around to these lyrics, whilst wearing a leotard which is a very similar colour to that of her skin, which from a distance means that she looks naked at first glimpse. This also would of created a lot of controversy.

The young girl in this video challenges stereotypes of the stereotypical young girls aged around 11, as at one point in the video she pretends to strangle herself in the curtains. This in particular challenges the stereotype of young girls around her age being happy and joyful, as she acts out this sinister action of taking her own life.

It is also apparent that this young girl has been made to look like the singer of the song 'Sia'. Therefore self representation of the singer herself is in the young girl and also perhaps in the actions which she carry's out throughout the video.

It is likely that Sia used a child in the video rather then herself as she knew it would create more controversy and therefore get the video more viewings, and more publicity which would in turn lead to a larger amount of profits. The controversy within the video succeeded in getting it viewings as the video got 1 million views within the first 24 hours of its release.



This parody has been created using similar shot types and timings in order to show a clear representation of the original in some ways. However the character in the video has been adapted, to follow what would seem to be a more comical theme. First of all the character is not a young girl but is instead a women, this creates less controversy as stereotypically children are depicted as more innocent then perhaps and adult human being. The character in the video can also clearly be seen standing on two buckets whilst making faces at the camera in one of the first shots of the video, this highlights the comedy factor in the parody as at this point in the original the child is straight faced and is not standing on anything. This could perhaps be seen as the women in the parody's self representation of what she sees in the original character and perhaps even the singer Sia.

The creators of this parody have been clearly influenced by what they have seen on the original and have been able to take on their our representation of it using web 2.0. This proves that the original was successful in creating controversy as many people have gone on the make their own versions adapted from the original, and have still been able to gain many views. This particular parody has over 1.5 million views.

If I had to decide I would...

If I had to decide now I would make a advert. I would choose to make an advert for Nike's running campaign using the slogan 'Just do it'. I would make on advert for some running trainers produced by Nike and I would make an advert for a running jacket produced by Nike.

My main influences for this are the adverts that I have watched by Nike which promote these different products, which they sell in their running wear range. These adverts are very well pieced together, not only do they show many shots of the design of the product itself but also how that product performs and looks when it is put into action. Different techniques such as low level lighting and slow motion are used in some of these particular adverts to show the different products. These are techniques of filming and editing which I may take into consideration when making my advert as it shows the product in a interesting way which appeals to the audience.

The adverts which I would plan to create would both be around 30 seconds long, this would be enough time to show the products which I would choose to advertise, as these products would be better off being shown in action, rather then being spoken about.

These adverts dont focus solely on the products themselves, but also on what these products are meant to be used for and what they are capable of doing, for example track running. These adverts provide consumers with the ideology that they will be able to perform as these athletes do through mediation of the adverts themselves. People will feel like these running shoes will enable them to run like the people seen in the video.

If I we're to make an advert...

If I were to make an advert I could advertise:

• Sportswear - One advert for running trainers, one for sportswear e.g. running jacket

• Food - two adverts for two different food products from one provider e.g. Mr Kippling

• Fragrence's - one for men, one for women 

If I we're to make a trailer...

Genre - Action Thriller

I may decide to create my film trailer following the action/thriller genre as I think it is an easy way to attract the audience to the film production, these action trailers briefly line out the plot whilst including brief shots of the action which will take place within the film.

How have I used representation to create meaning in my film opening from last year?

Representation was used in a number of different ways during the course of my film opening to give the footage meaning, and also comparison to perhaps a real life situation.

Firstly the teenage boy who can be seen running at the start of the film opening is wearing clothes that may be stereotyped by a lot of people to be worn by young 'yobs', as he is wearing a tracksuit and trainers. When making the film opening I thought it would be a good idea to dress this character in these clothes as it would portray a representation of what many people in modern society would expect a lot of young boys to dress like. In a way the representation of these clothes and the surrounding area which the boy is running in, would create a visual image in the readers head of a deprived area, this is a good way to really show the genre of the film opening (crime), as these things would conform to stereotypes to that of areas which are deprived and therefore have higher crime rates.

The appearance of the characters and also the violent actions which take place between them could be seen as something that happens in the real world. This in a way conforms to Jean Baudrillard's hyperreality theory as the footage is simply simulating the real world but at the same time is distorting what actually may be real.

The action of the main character running could suggests to readers minds that he has done something wrong which he needs to run away from. This is likely to be what the readers will first think simply due to the age of the character, his appearance and setting around the character. This conforms to a stereotype that teenage boys in deprived areas often get themselves into trouble and perhaps commit crimes. As this plays on modern day stereotypes it could be seen to conform to David Chandler's theory that representation always involves the construction of reality.

When looking at the fight seen between the two characters in the film footage, a dominant ideology of male's can be seen. A particular dominant ideology for males rather then females is that males are more physically violent as a whole. This scene in which one of the males is stabbed in the stomach, would conform to this dominant ideology of males being more violent, as both the characters seem to have no hesitation in what they are doing.

An age representation is also shown by the characters in the film opening. Both these characters look young perhaps between the ages of 18 and 22. This would conform to the stereotypical dominant ideology that young males between these ages, are most likely to commit crimes and be involved with criminal activity rather then males of any other age range. Again this follows David Chandlers theory of construction of reality within the film opening footage.