Representation theory
Liesbet Van Zoonen
Bell Hooks
Judith Butler
Feminism:
- Started through Suffragette movement which fought for the vote for women.
- First Wave - 19th and early 20th century UK & US - improved rights for women in marriage and property. 1918 = Women over 30 owning property could vote. 1928 = All women could vote.
- Sex equality act was not passed until 1975.
- Second Wave - 1960s and 1970s - extended the fight beyond political rights to education, work and the home. In 'The Feminine Mystique' (1983), Betty Freiden argues women were restricted to role of housewife and mother, giving up on work and education.
- Third Wave - 1990s to present - widened feminist movement to all women (Race, ethnicity, Class).
Laura Mulvey - 'The male gaze' 1975 - Majority of films are viewed from perspective of a heterosexual male.
- Key words = Voyeurism (Practice of obtaining sexual gratification from observing others), Fetishism and Objectification (Degrading someone to object).
Todorov - Narratology
The idea that every story has the same pattern;
1) Equilibrium - Where everything is happy and good
2) Disruption - A problem occurs
3) Recognition - The main character realizes the problem
4) Repair - The character begins to fix the situation
5) New Equilibrium - The character has a new, better equilibrium - their life is better after the journey
1) Equilibrium - Where everything is happy and good
2) Disruption - A problem occurs
3) Recognition - The main character realizes the problem
4) Repair - The character begins to fix the situation
5) New Equilibrium - The character has a new, better equilibrium - their life is better after the journey
Jean Baudrillard - Postmodernism
The idea that in a postmodern culture, the boundaries between the 'real' world and the world of the media have collapsed and that it is no longer possible to distinguish between reality and simulation.
The idea that in a postmodern age of simulacra we are immersed in a world of images which no longer refer to anything 'real.'
The idea that media images have come to seem more 'real' than the reality they supposedly represent (hyper reality).
Postmodernism = After modernism
Modernity was serious
Post-modernity has a sense of humor and irony
In media:
- Intertextuality is post modern
- Self-referential = Breaks the 4th wall
- Style over substance - looks good rather than has depth
- Fragmentation of time and space and personal identity and temporality = Future is bad.
- Copying, pastiche or homage - recreation
- Irony
summer work
Task 1: Timeline of current affairs (2016/2017)
Task 2: Reflection of the Zeitgeist (2016 - 2018)
Task 3: Examples in the media of...
- Disability:
The Paralympics is publicised more and more each year showing pride in disabled athletes and encourages other disabled people that their disability doesn't define who they are and they can get involved within the sporting community. The last Paralympics was in Rio de Janeiro in 2016, which had 4342 athletes from 159 countries participate and the games was shown and is known worldwide. Leading up to the 2016 Paralympics, a trailer was released on channel 4 titled 'we're the superhumans.' The ad revolves around the idea that just because people have a disability, doesn't mean that they cannot do what people without a disability can. The song 'yes I can' is sung by a man in a wheelchair and the ad shows a range of different people with different disabilities doing not just sport but everyday things without any trouble. Many well known Paralympic athletes are shown within the video so that audiences see some familiar faces and also thee people are well known for competing in the Paralympics therefore can be seen as the face of the event. The video is a platform for inspiration to younger people with disabilities who may feel that they cannot do some things which is shown in the ad where a headteacher is telling a student in a wheelchair that 'he can't.' However in the next scene we see him (as an adult) playing Paralympic basketball showing that he can do it and the headteacher was wrong.
Also, Tv programmes, including soaps have had more coverage on disability, both physical, mental and emotional. This is shown through having characters that are relatable for people with disabilities. For example in Hollyoaks, a popular soap especially with younger audiences has included a character who is in a wheelchair named Courtney and recently has had a storyline relating to her having a baby and shows how she does not let her disability stop her looking after her baby. Coronation Street has also cast a character with down syndrome, EastEnders has cast a character in a wheelchair and all soaps tackle mental health issues in their storylines, especially more recently.
- Regionalism:
In the UK, regions are defined through stereotypes created in the media, usually on Tv in shows such as TOWIE which shows the drama and party life in Essex which creates the stereotype that all people from Essex are dramatic and are dumb. Made in Chelsea shows the region of Chelsea which is to be 'posh' and shows the 'higher class.' Geordie Shore shows the party and wild lifestyle of people from Newcastle and portrays them as loud and a bit annoying. For people who do not live in these regions, it gives them a stereotypical representation of people who do live there.
- Class:
There are many different tv programmes focussing on the class difference especially between ABC1 (higher classes who are wealthier) and working class. Shows like 'Rich kids go skint' focus on how people from the two lifestyles swap which shows the difficulty that children from higher classes find living in a working class environment off of a working class wage (minimum). Many Tv programmes targeted towards teens focus on problems within working class areas such as Netflix show, on my block which shows crime affecting teenage characters which is relatable to youth audiences who can connect with the storyline. Many crime shows usually show lower class/working class areas as being more chaotic as they include chavs (Council housed and violent) which are represented as thugs included in gangs and crime. This puts a negative representation on all young people who live in these areas such as London as it categorises all of them as to being dangerous. Aswell as portraying lower classes, many shows focus on how the rich and wealthy live showing how they spend their money, how they live etc. This can show the affect money can have on someone's lifestyle which usually shows children as being spoilt and privileged compared to working classes.
Class is a very big topic when discussing music as many artists write previous stories and experiences within their lyrics based on how they have been treated and what they do within their daily lifestyle. Some celebrate their wealthy lifestyle whereas others put messages of injustice within the class system that should be changed.
- Age:
There are many more shows and movies which include younger characters under 30 as this is the audience range that usually watch more tv and film. These include younger characters, more modern relatable topics and genres which appeal to younger generations such as horror, comedy and romance. There isn't much representations of older generations (over 50) in the media, many shows such as antiques roadshow and similar shows shown on the history channel tend to appeal more to these audiences. A modern tv show which showed an alternative representation of older people was called 'off their rockers' which showed over 60s play pranks on the general public using their age as humour which targeted all age audiences and became really popular in showing a positive representation which shows that older people can be modern too. 'The secret life of 4 year olds' shows the representation of he new generations of children showing what 4 year olds discuss with their friends and what activities they participate in. This show was good in seeing what younger children are interested in and how intelligent they actually are already as well as the humour side of the programme.
- Gender:
Gender has become a big topic in the media especially the difference between how mean and women have been treated. Social media has become a big platform for people to show their support for victims of issues such as sexual assault. For example the #metoo campaign which has a link with the Harvey Weinstein case which hit Hollywood and started the movement of people who started to speak out about sexual harassment in the workplace or how, especially women get treated differently to men. There also been a rise in the media of showing transgender people who have transitioned from being one gender to another one. India Willoughby, a transgender women who is a famous newsreader appeared on the 2018 celebrity big brother (2nd January) where she became very unlikable and ended up being evicted first. She was on the series which only included women at the start showing women from all areas of living. India was put on the show to represent people who are transgender and to show the public that they should not be treated differently. This is a modern gender issue so this was a good platform to publicise the issue.
- Ethnicity:
Ethnicity has always been in the mass media with issues surrounding discrimination and segregation but recently there has been many examples in the media which have contributed to change in wider society. There have been two massive music videos released lately which include many messages surrounding culture and ethnicity issues; The Carters 'Apes**t' and 'This is America' by Childish Gambino. The carters' (Beyoncé and Jay z) music video contains many messages around how black people have been treated showing messages around French slave trade during the Napoleonic era by showing the artists performing in front of many paintings in The Louvre where it is shot. Childish Gambino's music video shows messages relating to race and gun violence throughout history which reflects modern society. The video contains many racial messages relating to Jim Crow, death, gun laws, republicans, suicide, US history, racial shootings and police brutality. Both videos contain 17 seconds of silence in the middle of both which could be for the Parkland shootings in show of respect.
There have been recent movies and tv shows which all have a part in relating to the changes of wider society towards ethnicity. Black Panther, Get out and Dear white people are all included in this. Black Panther has virtually an all black cast and an African related storyline depicting the beauty of African culture. Get out is a horror film from the point of view of a black person which is uncommon in horror films according to the director of the film. Dear white people is a series on Netflix which shows the college life of black students which talks about the idea that discrimination towards black people is still common even though in media it is reported less and less in recent years.
North Korea has been in the mass media more recently due to its threat towards the world with Kim Jong um in charge. His problem with Donald Trump has been publicly shown through twitter showing some immature comments towards each other mocking how each other rule. North Korea has been represented as militaristic and almost robot-like when videos have been showing of their marches.
- Sexuality:
There have been more appearances from the LGBTQ... community in the mass media with more characters in movies, tv shows etc. showing that they are becoming more accepted in modern society thanks to support from the mass media. The official acronym in 2018 is LGBTQQICAPF2K+, stands for Lesbian, Gay, Bisexual, Transgender, Queer, Questioning, Intersex, curious, Asexual, Agender, Ally, Pansexual, Polysexual, Friends and family, kink and other. Many tv shows have been released lately which celebrate the community and contain people from the community. Shows like Rupaul's drag race and queer eye are big tv shows which show people from the community. To relate with younger audiences such as teens, films like Love, Simon have been released for people who are struggling to come out so by creating this film showing an average teenager who does so, it gives a message to others to accept everyone and don't judge.
BFI Notes
Long Form Tv Drama:
- Novelistic - Multiple storylines and characters that stretch over a number of episodes and seasons; range of complex characters and situations.
- Cinematic - high quality writing, direction, acting, production design etc.
- Ambitious themes that explore social issues - 'state of the nation' stories
- 'High concept' - unique central idea
- Narratives often based around 'systemic change' not focused on one individual - communities facing challenges, and dealing with them by embracing (or rejecting) their own diversity.
- 'Flow' - One 'chapter' flows into the next... easy to 'binge watch' (encouraged by 'dumping' and 'box set' distribution)
Favourite long form Tv dramas - Stranger Things, Orange is the new black, Santa Clarita diet
- All on Netflix (American)
- popular culture - highly discussed - conversations about characters, plot, twists etc.
Why is LFTVD beneficial for creatives?
- Creative Freedom (E.g. Netflix has very little editorial input once a show is commissioned)
- Commitment to story (Let writers be writers... "AMC: The home of story") - long running narrative, slow build, long-term consequences.
- No censorship - explicit sex, violence, language, adult themes.
- Complexity encouraged - intelligent audiences, topical issues, controversy
- Commercial Tv (Profits from adverts) avoid anything that might offend a wide audience - especially in USA.
Why do institutions invest in LFTVD?
- Audience commitment - highly engaged
- Prestige programming - award winning; very important for subscription channels
- Controversial plots and issues make them 'water-cooler' topics - marketing spread by word of mouth
- Subscription Tv - guaranteed income, so able to take risks, invest in new projects.
Case Study: Stranger Things
Genre and audience pleasures:
- Deborah Knight: Satisfaction of having expectations fulfilled
- Steve Neale: "repetition and difference", enjoyment from the subtle deviations and innovations of what is expected.
- David Chandler: 'Interpretive community' - using tastes to create collective identity
- Stranger Things genres; Sci Fi, Thriller, Teen, Supernatural, Horror, Drama, Action
- Why would audiences like this - range of genres means more direction and depth in storyline so audience is more engaged as there could be more twists and turns.
- Why is this good for institutions - Large range of audiences who are into different genres in one programme means more interest so more need for larger series and higher amount of episodes leading to more subscriptions.
Ideology: representation of gender
- 'Avoid the binary'
- Drama is generated by subverting expectations (Connie Fraser, Social services - Stranger Things)
- In the scene where the social worker is introduced, she is initially presented as sweet and innocent which gets her into the building as the guy trusts her but this actually turns out that she shoots him in the back of the head when he turns. This creates emotional engagement with the audience as it avoids stereotyping.
Nostalgia: Sentimental or glamorised version of the past - Major attraction for many viewers.
Fears/worries/pressures that don't exist in Stranger Things: Parents, School stress, Technology
- Deborah Knight: Satisfaction of having expectations fulfilled
- Steve Neale: "repetition and difference", enjoyment from the subtle deviations and innovations of what is expected.
- David Chandler: 'Interpretive community' - using tastes to create collective identity
- Stranger Things genres; Sci Fi, Thriller, Teen, Supernatural, Horror, Drama, Action
- Why would audiences like this - range of genres means more direction and depth in storyline so audience is more engaged as there could be more twists and turns.
- Why is this good for institutions - Large range of audiences who are into different genres in one programme means more interest so more need for larger series and higher amount of episodes leading to more subscriptions.
Ideology: representation of gender
- 'Avoid the binary'
- Drama is generated by subverting expectations (Connie Fraser, Social services - Stranger Things)
- In the scene where the social worker is introduced, she is initially presented as sweet and innocent which gets her into the building as the guy trusts her but this actually turns out that she shoots him in the back of the head when he turns. This creates emotional engagement with the audience as it avoids stereotyping.
Nostalgia: Sentimental or glamorised version of the past - Major attraction for many viewers.
Fears/worries/pressures that don't exist in Stranger Things: Parents, School stress, Technology
Music video essay question
The music video, Stop where you are, starts promoting Corinne Bailey Rae with having the first shot of the video as a mid close up of the artist giving direct mode of address as she emerges from the darkness into the light, taking up pretty much the whole screen. This opening represents her being introduced before the song begins and immediately connects her with her audience promoting her as being respectful. Although the shot only lasts for 2 seconds and there is no music, it already gives the video a face to connect with which is quite calming as she has a sombre and neutral face. The following shot is a close up of her lower leg and foot which could be seen as quite seductive which could grab the attention of the audience. Although we are not told whose legs they are, it is obvious that it could only be the artists so this gives her the representation of being free. She remains the focus of the beginning 20 seconds of the song whilst there is no one else introduced. The artist herself is promoted as being the light as juxtaposition between the dull, linear estate and her bright flowy red dress is used. The estate is filled with horizontal and vertical lines portraying the representation that life goes in one direction and everyone should follow the rules and stick within their boxes but the artist portrays as being different as she is colourful and happy which is shown through her smile and her freedom that she shows by waving her arms around. Low angle shots are used frequently looking up to her showing that she may be superior, setting an example? This could also represent her as a goddess figure as she is constantly shown with light behind her shining brightness through. Therefore, this promotes her as being a role model and someone who audiences can look up to as she is represented as being different. Finally, in the beginning she is represented as being confident with herself which is overall promoting her in a good light.
As the video continuous, more characters are introduced from all different backgrounds - ages, genders, cultures and ethnicities - showing an inclusion of everyone which reflects on the representation of the artist as embracing everyone no matter who they are. Throughout the video, she interacts with them by talking to them and sometimes helping them which promotes her as being compassionate, loving and caring. This is shown the mid shot of her with a tattooed man and his dog which in the beginning, he is represented as being sad and misunderstood but once she comes down to his level in this shot and interacts with the dog, it makes him smile and be happy and they laugh together which can promote her as being grounded and understanding which attracts audiences as they would not think that she is stuck up.
In one shot between Corinne Bailey Rae and some teenage characters, she is presented as being powerful as she tells them to stop where they are whilst they run towards her in a wide shot which immediately creates the shot to be in slow motion. This is done once she puts her hands up towards them which can show her as having the influence on them to stop and think. This promotes her as being wise and experienced as the characters are listening to her which means she must have some power.
Overall, Corinne Bailey Rae is promoted in this music video in many different ways, all in a positive light. She is presented as being different to other artists out there since she can relate to her 'misunderstood' audience containing a wide range of classes, genders, ethnicities and ages. She is mainly presented as being a role model containing all positive attributes such as compassion, love, experience and influence. Therefore, she is promoted well through the different representations portrayed.
Music video analysis
Video
|
Ed Sheeran - Perfect
|
||
Which
genre? How do you know? What generic features do you see (e.g. dance routine:
dance/pop music) Sound – genre, instruments, lyrics, emotion
|
- Pop
Artist is known for her pop music. Break up song |
- Pop
Very popular artist Love song |
|
Performance/narrative/concept?
How
much of each? Which parts? (e.g performance in chorus, narrative in verse)
How
does this link to genre?
|
- Narrative/Concept/ Performance.
- Singing throughout - Film based - opening is like a film. - Concept that the world is always moving and she cant stay still as she keeps falling. |
- Narrative
- Story of a couple and their love for each other which matches the lyrics of the song. - This is good for the genre as it shows a physical version of the words sung. |
|
Representation
DRCAGES
SETTINGS
THEMES
|
The character is represented as sad, lost, confused, fierce, struggling.
The setting is very abstract, full, bright |
The couple are represented as the best couple in love. New love, fun, exciting, packed with adventure. They are a young couple
|
|
Camera
shots – which types?
What
variety of shots is there?
What
are shots of?
Are
there shots of artist? How many? What are they doing/type?
|
- Variety of directions, low shot, high shot
- Tracking, level
|
- Tilted angles
- Sideways - Upside down - mirrored faces - Alot of pannign around her throughout |
- Follows the couples story - pan around the main characters with close ups to show expression for each other. Artist is in nearly every shot as he is also the main character.
|
Editing
– How are camera shots edited? What is the pace like? How does the editing
fit the music
|
- lighting in back ground is blurred showing distortion.
- The character is usually centered in the middle in every shot. |
The pace matches the song with the story in chronological order so that it is easy to understand.
|
|
Mise-en-scene
– comment on costume, setting, hair, props, make up, facial expressions etc
How
does this fit genre?
|
Different costumes in different settings showing a variety of personalities.
She is very glamorous |
The story is set in the mountains so they are wearing layers of clothes. Even though the setting is cold, their love warms them up.
|
|
How
does the artiste want to be seen? Does it link with any of their other
videos? Who does the video appeal to?
|
- Creative
|
- emotional
- Strong - fashionable - relatable |
- Relatable
- desirable - Popular - loved up - experienced |
Camera - FAM - Frame, Angle, Movement
Mise en Scene - CLAMPS - Costume, Lighting, Actors, Make-up, Props, Setting
Sound - GILE - Genre, Instruments, Lyrics, Emotion
Editing - STOPS - Screen time, Transitions, Order of narrative, Pace, Special effects
Music Videos intro
- Many music videos include performance of the artists as part of the video.
- Music videos developed from clips of performances.
Narrative based:
- Often the video tells a story either that features in the lyrics or is suggested by the lyrics.
- Like a mini film - Beginning, Middle, End
- Can be used for intertextuality (films)
Concept:
- Based around a single idea and are usually unusual or obscure, even surreal for an audience. The unusual content is an attraction to many consumers which draws them in.
- Thematic; lots of common themes in music videos depending on the genre of the music.
- Symbolic; Use of symbols to build up meaning. Use of montage - lots of images to create meaning which is sometimes contradictory. Lighting is often used to suggest mood. fast paced - often only few seconds per shot. Pictures can support or contradict lyrics.
Performance:
- features band or artist performing live.
- can be the artists in real life situations.
- Often includes close ups.
CAN BE A HYBRID OF MORE THAN ONE
Andrew Goodwin - Music videos demonstrate genre characteristics; stage performances for metal bands, dance routines for pop groups.
- Typically music videos are 3-5 mins long, they frequently include quick cuts, stylisations, fanciful and often erotic imagery, and computer graphics.
- Modern music videos are primarily made and used as a marketing device intended to promote the sale of music recordings.
- Music videos developed from clips of performances.
Narrative based:
- Often the video tells a story either that features in the lyrics or is suggested by the lyrics.
- Like a mini film - Beginning, Middle, End
- Can be used for intertextuality (films)
Concept:
- Based around a single idea and are usually unusual or obscure, even surreal for an audience. The unusual content is an attraction to many consumers which draws them in.
- Thematic; lots of common themes in music videos depending on the genre of the music.
- Symbolic; Use of symbols to build up meaning. Use of montage - lots of images to create meaning which is sometimes contradictory. Lighting is often used to suggest mood. fast paced - often only few seconds per shot. Pictures can support or contradict lyrics.
Performance:
- features band or artist performing live.
- can be the artists in real life situations.
- Often includes close ups.
CAN BE A HYBRID OF MORE THAN ONE
Andrew Goodwin - Music videos demonstrate genre characteristics; stage performances for metal bands, dance routines for pop groups.
- Typically music videos are 3-5 mins long, they frequently include quick cuts, stylisations, fanciful and often erotic imagery, and computer graphics.
- Modern music videos are primarily made and used as a marketing device intended to promote the sale of music recordings.
NSPCC Own Charity Ad
- The creation of sympathy for the subject of the charity (use of facts and stats)
- The creation of empathy for the subject of the charity (Use of images - how would you feel if you were in their shoes)
- Shock - make you feel that you have to contribute to the charitable cause (Disturbing images)
- Charity name/logo
- Slogan
- Image of victim maybe isolated
- Sombre mode of address
- use of colour
- colour associated with brand
- Web address
- Invitation to interact with company/donate
- Message will be text/image based
ASA and charity adverts
What do these terms mean? And how are they
related to advertising?
Definition
|
|
Legal
|
Permitted/related
to the law.
|
Ethical
|
relating
to moral principles or the branch of knowledge dealing with these
|
Recap – who are the ASA? What do they do?
Advertising Standards Authority
(ASA) is the self-regulatory organisation of the advertising industry in the
United Kingdom. The ASA is a non-statutory organisation and so cannot interpret
or enforce legislation.
Read
through the ASA codes specially aimed at charities. Highlight and summarise the
key findings that charity advertisements must adhere to
Charity
advertisements: An understanding of advertising content
Read
and highlight the information below. Summarise what you have learnt in the
table.
The
Ideal Victims
●
Charity campaigns constitute a very unique type of advertising, since they attempt to
generate action on the
behalf of the sufferers.
●
In order to serve this cause, these texts attempt to manipulate the audience’s
internal emotions and intend to generate responsibility and feelings of compassion
or sympathy using images
of suffering others.
●
According to
Kinsey(1987) advertisers have a longstanding awareness of the fact that
images of particular sufferers can be especially effective in getting
audience’s attention.
●
Taking into consideration the fact that the proximity created by
the media constitutes both social and physical approximation, and donating is a form of pro-social
behaviour (any action intended to help
others - the desire to help others with no expectation of reward), spectators may feel more
inclined to donate when particular sufferers are presented.
●
Christie (1996: 384) defines the ‘ideal victim’ as a ‘person or a category of
individual who when hit by crime, most readily is given the complete and
legitimate status of being a victim’.
●
Höijer (2004: 517) notes that in general, children, mothers and the
elderly are more suitable as ideal victims than men, since solely in the
case that victims are identified as genuine and real, and thus are connected with innocence,
they comprise candidates for compassion.
●
Pictures can generate compassion for two reasons: these victims
are perceived as more vulnerable by respondents and thus deserve their help, or
respondents may feel more compassionate about these sufferers through their own
experience of being more open or vulnerable.
Negative
versus Positive Appeals
●
A considerable number of consumer research studies agree that negative information and images
are more attention-grabbing and convincing than positive communication
efforts
●
The effectiveness of negative appeals is mainly attributed to the
fact that they are more likely to breach spectator’s expectations, by moving
beyond messages that are framed in a positive way, thus generating greater
scrutiny
●
These appeals render the viewer a witness of the horror of
suffering
When people are confronted
with threats of undesirable future social alterations, they tend to adjust
their behaviour in an attempt to deter the threat, which most of the times leads them to support
the cause of the charity
●
On the other hand, the use of negative appeals has been the subject of severe criticism.
At the centre of these critiques is the argument that these images, by dehumanizing the sufferers,
are for the most part responsible for causing sentiments of compassion fatigue
to the audience
●
However, despite criticisms against them, evidence suggests that
this is still the most
efficient way of appealing for imperative action – hence its
long-lasting existence in the public communication of suffering
●
‘Positive appeal’ campaigns
reject the representation of sufferers as helpless victims and focus on their agency and dignity.
●
Advertisements incorporating positive messages are more effective since they result
in the spectator feeling more favourable towards their subject
●
Moreover, positive appeal images offer the spectators the opportunity to watch the
results of their actions. Getting to see that their actions can actually lead to substantial change
in the sufferers’ lives, highly motivates viewers to undertake the actions
suggested by the advertisements
●
However, ‘positive appeals’ approach is not without disadvantages.
It has been argued that these images as well, generate a different type of-compassion fatigue.
Showing smiling faces of children, creates an impression that ‘everything is already taken care
for’ (Small, 1997: 581-593), while these images may ultimately lead to
inaction based on the assumption that ‘these are not really people in need’
Type of Action
●
Most times charity advertisements request for monetary donations
so as to fund the work of NGOs. These requests can be segmented into requests regarding a specified
amount, requests for an unspecified amount, requests for a bequest etc.
●
Loyal donors that develop long term relations with aid
organisations are more
likely to respond positively to any type of request, than those who are
uncommitted
●
Requests for money that do not specify the amount are less likely to generate positive
responses, since donors consider them as less concrete and trustworthy.
●
When the donor is only given the opportunity to respond to
suffering by offering money, this
could impede his/her moral response.
●
Particularly significant to the issue of audience’s reaction to
humanitarian appeals is Cohen’s research on denial (Cohen, 2001; Cohen &
Seu, 2002). Taking a different approach, Cohen focuses on what he calls the ‘black hole of the mind, a
blind zone of blocked attention and selfdeception’ (Cohen 2001: 6), referring
to the different ways of avoidance people use to shelter themselves from
unpleasant realities and their responsibility towards the sufferers. Following
Van Dijk (1992), Cohen crucially asserts that denial may appear in different
forms: from defensive strategy to a strategy of normalisation and
neutralisation.
The
Ideal Victim
|
Charity adverts have unique
advertising
Aim to manipulate audience’s emotions
by showing images of sufferers
the ‘ideal victim’ is a ‘person or a
category of individual who when hit by crime, most readily is given the
complete and legitimate status of being a victim’.
children, mothers and the elderly are
more suitable as ideal victims than men, since solely in the case that
victims are identified as genuine and real, and thus are connected with
innocence
|
Negative
versus Positive Appeals
|
negative information and images are
more attention-grabbing
When people are confronted with
threats of undesirable future social alterations, they tend to adjust their
behaviour in an attempt to deter the threat
the use of negative appeals has been
the subject of severe criticism as they dehumanized the sufferers
the most efficient way of appealing
for imperative action
Positive appeal’ campaigns reject the
representation of sufferers
, ‘positive appeals’ approach is not
without disadvantages. It has been argued that these images as well, generate
a different type of-compassion fatigue. Showing smiling faces of children,
creates an impression that ‘everything is already taken care for’
|
Types
of Actions
|
These requests can be segmented into
requests regarding a specified amount, requests for an unspecified amount,
requests for a bequest
aid organisations are more likely to
respond positively
Requests
for money that do not specify the amount are less likely to generate positive
responses, since donors consider them as less concrete and trustworthy.
|
Look
at the following charity advertisements. Using all your knowledge of advertising
– legal and ethical issues, the law, advertising techniques, the 4Ps, USP,
advertising content – annotate why these charity adverts were banned.
ASA 2012 Report
People
in the UK had a number of concerns about charity adverts they saw on TV; these
were:
• can go too far in their portrayal of violence, suffering or
hardship
• often make people feel guilty or uncomfortable in a way
they considered inappropriate, especially ones [that are graphic] distressing
and even offensive
• [graphic/shocking ads] are particularly problematic if encountered
unexpectedly or repeated excessively
• Targeted
their children
(in particular anim al
welfare ads) and put pressure on parents to donate money or do something about
the issue
•
Appear on children’s channels
• Prompted children to ask parents to adopt pets
from shelters
• Affected children emotionally or led to conversations that
were not necessarily age-appropriate
Look
back at the advertising techniques that are successfully used in adverts. Which
ones do you think apply specifically to charity adverts? Why?
Vulnerable characters – audiences
feel sorrier for them as they are innocent
Direct address – Speaks to the
audience and is more personal
Emotive language – to make the
audience aware of what is happening to the victims
Capital letters – Stands out more
Relatable – The audience is more
likely to donate if it affects them personally so by being relatable it targets
the viewer individually
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