Week 5, Lesson 1

Galaxy ad - narrative

By the end of the

lesson:

ALL will be able to

explain Hall’s reception

theory and apply it to our

CSP;

MOST will support ideas

with specific examples

from the CSP;

SOME will analyse

different readings of the

same text.

Recap starter: Try to answer these

without using your notes.

Unit: Advertising (CSPs)

Challenge: On the whole, does the

Galaxy advert conform to stereotypes

about gender or does it subvert them?

Explain.

1. What is the slogan at the end of

the galaxy advert?

2. Give two examples of

intertextuality in the advert.

3. What does the advert suggest

about Galaxy chocolate?

Hall’s Reception Theory

Watch this short video explaining

Stuart Hall’s Reception Theory,

then fill in the top section of page 8

of your booklet.

ALL will be able to explain Hall’s reception theory and apply it to our CSP;

MOST will support ideas with specific examples from the CSP;

SOME will analyse different readings of the same text.

Media text’s

intended

message

Dominant reading

Negotiated reading

Oppositional reading

Can you refer to the Galaxy ad in

your explanation?https://www.youtube.com/watch?v=gJd1rkDoURA

Hall’s Reception Theory

Dominant Oppositional

You need /

deserve the

luxury

chocolate.

It’s easy to

convince

yourself you

deserve a treat.

Cultural

reference to

1950s movie

star.

It’s unethical to

use someone’s

image without

their consent.

Representation

of Audrey

Hepburn as

feminine.

She represents

an outdated

stereotype of

women.

In the table on page 8,

explain why a person

may take a dominant

or oppositional

reading when

considering certain

factors.

Ext: What would the

negotiated reading be

in each case?

NHS Give Blood: Represent ft. Lady Leshurr

This is the next CSP in the advertising unit.

Watch the advert and answer the questions on page 9 of your

booklet. If there’s a question you can’t answer, check your

notes from previous units.

Ext: Do you think the advert is effective? Explain.

https://www.youtube.com/watch?v=4YUbquK_OaI

What is a niche audience? A niche audience is a smaller, more

specialised group of people.

What is a mass audience? A mass audience is the majority of people

– especially mainstreamers.

Who is the niche audience in the NHS Give Blood advert? The niche

audience here is the BAME community.

What does BAME stand for? Black, Asian and Minority Ethnic.

Why is there a need to advertise blood donation to the BAME

community? Only 3% of blood donors are BAME. (The UK BAME

population is approximately 14%. The best blood match comes from

people of the same ethnicity.)

How did you respond?

Watch the advert again and fill in the table on page 10 of your

booklet. You will watch three times; focus on a different code

each time.

Semiotic analysis

First column: semiotic codes

Mise-en-scene: Comment on

settings, costume, body language

and props.

Sound: Comment on music

(instruments and genre), lyrics and

shifts in tone.

Cinematography / editing:

Comment on shot types, camera

angles and movement, transitions

and length of shots.

Second column: overall effect

Why have these details been

used?

What message are they trying to

convey?

Challenge: Offer multiple

interpretations of single details.

Plenary:

What is the most memorable shot in the advert? Describe it

(using media language) and explain what makes it

memorable.

Week 5, Lesson 2

NHS ad – genre and representation

By the end of the

lesson:

ALL will be able to

explain the conventions

and stereotypes used in

music videos;

MOST will explain

whether the NHS advert

subverts stereotypes or

conforms to them;

SOME will analyse the

NHS advert in depth,

exploring issues of genre

and representation.

Recap starter: Try to answer these

without using your notes.

Unit: Advertising (CSPs)

Ext: How are young people usually

represented in the media? Explore at

least two different media platforms

(e.g. newspapers, music videos,

adverts).

1. Which TV channel did ‘Doctor

Who’ air on?

2. List three characters in ‘Class’.

3. Explain what is meant by the term

spin-off, giving an example.

Genre and hybridity

Answer the first two questions on page 11 of your booklet. Try

to give examples.

• What is genre?

• What is a hybrid genre?

ALL will be able to explain the conventions and stereotypes used in music videos;

MOST will explain how using tropes can cause problems;

SOME will analyse the NHS advert in depth, exploring issues of genre and representation.

Tropes in music videos

What iconography (e.g. props, costume, hair, settings, lighting)

would you expect to see in a rock music video?

What iconography (e.g. props, costume, hair, settings, lighting)

would you expect to see in a pop video?

What iconography (e.g. props, costume, hair, settings, lighting)

would you expect to see in a hip-hop video?

Hip-hop tropes:

• scantily-clad women

• money

• alcohol

• party / club

• shiny jewellery

• dance moves

• sportswear (without sport)https://www.youtube.com/watch?v=GeZZr_p6vB8

https://www.youtube.com/watch?v=ajmI1P3r1w4

Music videos (especially in the grime genre, a descendant of

hip-hop) have tended to move away from these tired tropes,

aiming for originality.

How does Lady Leshurr subvert the usual stereotypes in her

music videos?

https://www.youtube.com/watch?v=FyodeHtVvkA

Genre and hybridity

Answer the third and fourth question on

page 11 of your booklet.

• How does the advert follow the

conventions of a music video?

• Does the advert follow the conventions of

a rap / hip-hop video? Explain.

ALL will be able to explain the conventions and

stereotypes used in music videos;

MOST will explain whether the NHS advert subverts

stereotypes or conforms to them;

SOME will analyse the NHS advert in depth, exploring

issues of genre and representation.

Tropes:

• scantily-clad women

• money

• alcohol

• party / club

• shiny jewellery

• dance moves

• sportswear (without sport)

https://www.youtube.com/watch?v=4YUbquK_OaI

Narrative

What is the narrative of the advert?

Ext: Explain why you think this narrative has been used.

ALL will be able to explain the conventions and stereotypes used in music videos;

MOST will explain whether the NHS advert subverts stereotypes or conforms to them;

SOME will analyse the NHS advert in depth, exploring issues of genre and representation.

Representation

How many people do you recognise in the advert?

Fill in the table about BAME stereotypes and representation.

Ext: Refer to

specific shots in

the advert to

support your

ideas.

Watch this short video about the making of the advert.

What reasons do people give for being involved in the advert?

ALL will be able to explain the conventions and stereotypes used in music videos;

MOST will explain whether the NHS advert subverts stereotypes or conforms to them;

SOME will analyse the NHS advert in depth, exploring issues of genre and representation.

https://www.youtube.com/watch?v=oQfme3kekkM

Selection, mediation and construction

Read the information on page 13 of your booklet, then answer

the questions that follow. Try to refer to specific examples.

Ext: Complete page 14 on

Reception Theory.

Plenary: What are the main differences between the

Galaxy advert and the NHS advert? Use media

language.

Challenge: Are there any similarities between them?

ALL will be able to explain the conventions and stereotypes used in music videos;

MOST will explain whether the NHS advert subverts stereotypes or conforms to them;

SOME will analyse the NHS advert in depth, exploring issues of genre and representation.