Titanium music video

  ・2011- written by Sia, David Guetta, Giorgio Tuinfort and Afro jack
music video release- 11th December 2011

・Genre- house and urban dance 
supernatural scene and suburban setting for the recall of the science fiction film 'super 8' in which Lee (boy in video) stars in.

・The songs lyrics are about inner strength focusing on a young boy with supernatural powers. 
Filmed in Canada- school in Quebec.

meaning of lyrics-
- inner strength 
-not being knocked down
-always getting up again

themes- 
- supernatural
-special powers
-puberty affecting body and mind
-inner strength
-standing up for what is right/ believe in
-adults v children

distinct
Describe in detail, setting, theme,icons, narrative, characters, textual analysis 

D • innocent boy juxtaposes his character in he video as he is seen as danger
• character has uncontrollable power 
S • abandoned school , North American Suburban , autumn, his house empty, messy, no parental figure,woods, sun setting , dusk- shows time passing- to evening 
T • supernatural,inner strength, fear, bravery, adults v children, panic, violence, unexplained explosion, fiction v reality
I • toys, keys, bike, gun, paper, television, torches, floating teddy bears, hat, gloves, bag
N • a young brave child who has uncontrollable powers, he probably caused some chaos at school, cycles home, packs his bag to run away, being chased knock on door, gets his superpower to get keys, floating teddy bears, knock down the door, runs back out, through forest,chase, crawls, hand on head as surrendering and filled with fear, superpower cause police to bounce back
C • boy (protagonist, leads the narrative), teacher ( on phone in school panicking), sheriff at school, police officers, two jogging ladies.
TA•-

F- camera shakes when boy is on the bike to reinforce the amount of power he has.
A- level with boy sat on the floor, medium close- upshot -how normal he is, juxtaposing with his super powers. Long shot,tracking backwards to show the setting of the school. 
M- slow motion of teacher running, enhances her fear. Fast pace when boy is on the bike, shows his powers. 

C- normal, everyday clothing- Boys clothes look a bit ragged and worn. 
L- daylight, until end of video when it changes from dusk to dark. 
A- young innocent boy 
M- none
P- guns, gloves, hat, bike, bag, torches
S- suburban place in America.

Intertextuality- superargo film, relates to the boy in video.

Music Video-

G- genre
I-  instruments
L- lyrics
E- emotion

3rd Viewing-

 editing; Screen-time, transitions, order of narrative, pace, special effects
 Sound; genre, instruments, lyrics, emotion

S- little boy has most time 
T-  straight cuts, passing of time- dusk to evening 
O- Time order 
P- slow motion whilst in school parallel to slow pace of music, fast pace when beat drops- boy is on the bike- illustrating his powers. 
S-  teddies flying around, explosion and using his powers to bring keys to him. 

G- dance/pop 
I- 
L-
E-

stop where you are

CBR- Stop where you are

 Stop where you are- April 2016

Genre- Hybrid soul/pop- strong British vibe


Most of her work has been influenced from her husband passing.

'Stop Where You Are' is about being present, stopping and celebrate what's happening right at this very moment.

DRCAGES

Disability
Regionalism - rough area of London,
Culture-
Age - teens- 30
Gender - Both, unsure of gender at first due to rough clothes- i.e. girls wearing boyish clothes
Ethnicity-  all
Sexuality -

The Artist- share the message of equality
The setting- rough, estate flats
The Themes- spread love, treat everyone equally, stereotype , not judging people, living in the moment, seize the day
Intertextuality - none c

F- 
A- Low angle looking up at her- light through her hair , high angle- medium shot -man in suit giving her coffee- contrast with woman who is scary looking, man giving her a second chance, low angle showing the setting
M- waking slow,  slow motion , slow motion whilst dancing/ back flip


C- artist wearing red to stand out, everyone else wearing dark colour 
L- 
A-
M- man wearing makeup, looks quite feminine  
P-
S-

* either conform and subvert to stereotype

・teenagers are represented as lonely/ misunderstood figures.
・ the framing of the girl 20 secs in
・wide angle shot enhances the smallness of the teenager

this is america analysis

* camera- FAM
* mise en scene- CLAMPS

contrapuntal

1.       How is this video commenting on historical, social, cultural and political issues? 

The video comments on political issues as it represents shootings that occur in America frequently. The actor does  popular dance moves, despite all bad things going on in background, implying how America deal with their problems- by not caring and pretending like its not going on. 

Shocked, disgusted and outraged by the historical and contemporary persecution of black people in america. 

 There is mesmerising tension between the images and the juxtaposition between the dancing and violence, Its postmodernism as it employs of the hip hop genre but uses juxtaposition due to glovers dancing throughout. 

2.       What is the role of Glover in the video?
He portrays how American media is shown throughout and how easy It is to get a gun and shoot people.  He walks around casually and carries narrative, whilst setting a  good example to young children- influencing them what is good and bad.i.e. showing them dance moves.  

Glover shows how it is the country itself doing the killing so he continues to smile and dance and not paying attention, just like America is doing. 

He is seeking social change, and proving that black lives matter. 

3.       How does this promote him as an artist?

Seeks social change and values equality, therefore promotes him as an artist due to him using his status and platform in the media, to make a change and set an example. 

4.       In the opening scenes Glover uses grotesque smiles and exaggerated poses, why?

Jim Crow was a character created by a White man - played by a white person in black face, designed to mock black people and segregate them.
 Glover is commenting on racism In that era 'minstrel'- grotesque and cartoonish way black people were portrayed, trying to show how black people were portrayed in society once. 

5.       Guns vs black lives – what representation is constructed here?

There was two shootings not long after each-other which shows how frequent it is happening in America. One was more of a terrorist attack with gospel choir and the other was more of a gang violence related, illustrating how there are many different types of violence and massacres that happen. 
Guns are  treated with more respect than black lives in the video as the gun used to shoot a random person was carried off carefully by nice dressed man, whereas the corpse was dragged off and immediately disregarded- reinforced by framing of the scene.  

6.       What is the significance of the choir?

Representing the religious aspect of it all, due to it being a problem in America, causing wars and terrorist attacks etc. The shooting represents religions breaking  apart. 

It was a reference to the 2015 Charleston massacre  in which white supremacist opened fire in black church. 

There is polysemic(multiple meanings) he's tired of pressure to accumulate wealth. 

7.       Camera pan to black men on mobiles? What is the significance of this?

Instead of helping what's going on they film it- represents todays society with the media and teenagers so involved in technology and social media, they are oblivious to what's going on around them, so they can't make a change. 

It also refers to the case of Stephen clark who was shot dead a few weeks before the music video was released, who police assumed was armed but only had an iPhone on him.  

8.       Why the white horse in the background of the frame?

 Bible reference - appears in corner of the frame, unbeknownst to Gambino and his dancers. 
White represents innocence and purity, which juxtaposes what's going on in the frame around it. 

9.       Juxtaposition of dancing and violence, why?

 Dancing whilst riot ensues in background of frame, could be read as America avoiding the problems that occur. Also represents black culture as they are known for always dancing and having a good time, commemorating the lyrics 'we just want to party' , showing they don't want any violence or harm. Usage of entertainment as a literal and figurative distraction to the chaotic background. 
With the lyrics 'shake the frame'- distorts and blurs what's really going on i.e. the violence in the frame.

10.   What do the empty cars and burning police car signify?

Riots, violence, lack of police support. Number of black men killed during traffic spot.
Could also represent stolen cars as they are flashing in the frame- playing on the black stereotype that people may have in America, based on old fashioned views. 

11.   What is the significance of 17 seconds of silence?

Direct reference to the 17 students that died in parkland school in america- showing respect to them.

12.   What is the intertextual reference in the closing scene?

'Get Out' reference- as they are running away. 

Camera

Frame-  frame shifts all the time- long shots showing chaotic background as well as Glover dancing to distract. 

Angle- front view, zooming in and out of Glover dancing- showing full setting 

Movement- slowly moving closer to gutter on chair, 17 second silence, relates to children who was killed in shooting. 

Mise En Scene

costume- chain and trousers, 70's related

lighting- hard lighting throughout, until end when its low lighting

actors- topless, children in school uniform, stereotypes of black people 

makeup- simplistic- very little

props- masks, lots of cars, guns 

setting- basement setting, rough and run down 

Conventions of a music video-

* videos are used to promote artists- their music and fan base. This increases sales and their individual profile.

* can usually show development of the artist

* artists are given most screen time.

* a performance element of the video needs to be present, as well as a storyline. 

charity advert

shelter

essay

Analyse how social and cultural contexts can influence advertising. 

Shelter is a charity that helps people specifically with bad housing, homelessness or people face the threat of losing their house by the government that need advice and practical assistance, and fights for better investment in housing and for laws and policies. 

The shelter campaign advert consists of three close- up shots of faces with a blank and bland expressions. The pale plain faces connotes that the people may be feeling weak and vulnerable however the Shelter charity can help vigorously reverse this. There is a lack of diversity both socially and culturally, and the advert as a whole shows a lack of culturalization. As a result of this, it enables people to view homelessness from a different perspective because of the usual stereotype of them being viewed as normally dirty and scruffy. The three people In the advert are  normal and white , therefore going against the cliche.
The campaign helped people to realise that homelessness could happen to any normal person and to spread the awareness of how common it is nowadays.
The actors used in the advert are adults which makes it more realistic and gives an emotional attachment, as it is possible that is happening to them so makes it more relatable to the public.

The colour scheme of them adverts are very standard, due to the red, white and black which all complement each other. The simplicity of the colours mean that the message of the advert is carried across easier than it would be if there was more complex colour combinations. This idea could also highlight how it isn't a complex process to get advice from shelter but instead it is very simple and easy so people should do it before they into a bad housing situation. The use of the red connotes a sense of seriousness about the issue and that homelessness isn't a joke to to be taken lightly.

Each poster contains a difference scenario that shows how different people can become homeless in different situations. This is used to inform people that anyone is vulnerable but it can potentially happen in anyway! This creates links to social context of the audience of the luxury's they enjoy everyday however those in need don't even have a roof over the head again adding to the sympathy.

shelter campaign

Advert analysis

Each of the posters contains a different scenario that shows different ways people can have housing problems and face homelessness. This is employed to inform people that there are a number of ways that cause people to face them in case any happen to them. It creates a sense of realism about the problem and that it is a threat to many people.

The adverts follow the same sentence structure in the bold white writing underneath the mouths of the people. It has a declarative statement followed by the words 'we can help'. This reputation is used to make people in these situations feel reassured because it makes them feel as though the charity is there for them if needed.

The target audience for these posters is likely to be people over the age of about 25. By this time the majority of people would either have an owned property or rent, so these issues would effect them the most.

Charity Advertisement

conventions of a charity advert:

- empathy
- shocking images
- emotive language
- relatable to public
- slogan
- use of colour/ colour associated with brand
- web adress
- invitation to interact with company/ donate


Shelter Campaign 2011 -

- Founded In 1966 in London
- aims to help people with homelessness and bad housing
- main focus of campaign in poster ads, social media
- poster campaign initially launched in four towns identified as hotspots for housing problems, ran from August 21st for six weeks.
- created by Amplify on a pro bono basis (free)
- some of the slogans are eye-catching 'but where will we live?' - clear message across in direct manner