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1. Spring Assessment Feedback
Grades
Both questions in Section A require textual analysis
Textual analysis = describe and interpret [Describe specific examples from the text by identifying the technique used and
interpret, which involves discussing the impression created by the technique used
Flow Chart for analysis
The part of the Flow Chart that needs the most work:
• Denotation – Evidence! Evidence! Evidence!
• Theory – Specific and varied
What is the difference between denotation and connotation?
Denotation: In the Hoover advert the protagonist’s costume is a black figure hugging dress with high heel stiletto shoes.
Connotation: The protagonist looks glamorous.
Remember:
Denotations = describing and identifying
Connotation = interpreting
Representation (25 Marks)
Tip:
• This question is primarily focused on the portrayal of a social category.
• You are exploring how ideologies, beliefs, values and expectations concerning the highlighted social category are being
communicated.
• Exploring representation means discussing the impression created, which means it falls under the connotation section of the
analysis flow chart, because you are making an interpretation.
• Alternative words for representation or represented include: portrayal, depiction, presentation and characterised.
• It is useful to think of effective adjectives or nouns to help you describe the representation
MAIN EBI: NOT ANALYZING ENOUGH EXAMPLES FROM THE TEXT IN ORDER TO SHOW VARIETY. YOU SHOULD BE
AIMING TO ANALYSE A MINIMUM OF 5 DIFFERENT SIGNIFIERS FOR EACH TEXT.
Alternative way to look at it
TERMINOLOGY MEANING FOR THE CHARACTER MEANING FOR THE SOCIAL GROUP
Use a key piece of terminology to describe a
technical element
Explain what the meaning of this aspect is
and what it suggests about the character
it relates to
Explain what wider significance this has in
relation to representing the social group in
question eg gender / class etc
In ‘Feather Boy’, both the children and the
elderly residents exhibit negative body
language, backing away from each other on
first meeting.
This suggests that both groups are
unfamiliar and fearful of each other,
because of their different ages.
It represents the idea that in modern
Britain, the young and old no longer spend
time together and have grown far apart.
Representation Media Language Media Industry Audience Overall
A 20 A 8 A 12 A 8 A 48
B 17 B 7 B 11 B 7 B 42
C 15 C 6 C 9 C 6 C 36
D 12 D 5 D 8 D 5 D 30
E 10 E 4 E 6 E 4 E 24
U 9-0 U 3-0 U 5-0 U 3-0 U 23-0
The McDonalds Parallel Lives advertisement constructs representations of
age through:
The WaterAid campaign advertisement constructs
representations of age through:
• The opening establishing shot of high rise tower blocks in an urban
environment, paired with the cut to a low angle medium long shot of two
buildings side by side with minimal skyline, suggests this is where the
youths reside. This type of location is often stereotypically associated
with youths
• Middle-aged British female voice on the radio,
reinforcing stereotypes of power in developed
countries
• Forward tracking shot of Claudia’s feet with
primitive footwear representing youth in a

2. Spring Assessment Feedback
Compare the representations of age in the McDonald’s Parallel Lives advertisement and the set WaterAid advertisement you have
studied.
The purpose of the advertisements is different: Parallel Lives is an advert for a global fast food company that aims to persuade people
to buy the food; Claudia Sings is an advert for a charity that aims to raise awareness of issues in developing countries and encourage
audiences to donate money.
The McDonalds advertisement appeals to the audience by
juxtaposing seemingly contrasting representations of age in
western society only to build a connection in the final scene with
their embedded message that their audiences have their food in
common, targeting a wide ranging demographic. It could be
argued overall that there is predominantly positive representation
of age:
• The boys are part of a multicultural group who are often
captured in close proximity to one another, looking after each
other with happy facial expressions
• The warm lighting/colour tone around the youth represents
them as non-intimidating, subverting stereotypes associated
with youth
• Dennis is active/able. The camera tracks his movements and
variety of routines inside and outside. This active lifestyle
and ‘fitting in’ with society challenges stereotypes of fragility
associated with the elderly
• Crosscuts between the youth listening to music on their
phone and Dennis listening to a vinyl record, builds a
subliminal connection between the two and their love of
music
• The boys’ bedroom is well kept, warm lit and orderly. It is
also spacious with an extremely large window perhaps
challenging stereotypes around their lack of wealth or
associations with the insides of such housing areas
The Water Aid advertisement appeals to the audience by
constructing a predominantly positive and uplifting representation
of age, mainly youth, in a developing country to persuade
western audiences to pledge money and support their campaign.
It represents the struggles and hardships of life for young people
and so is different to the McDonald’s advert. It also represents
the global context:
• The lack of branded clothing/attire represents the poverty the
youth live in
• Wide shots of open landscapes represent the lack of living
areas/conditions youth have to live in
• Claudia’s singing without any portable device further
represents her poverty and lack of material goods
• The children play on self-made swings attached to trees and
whilst this creates escapism and happiness (captured in their
facial expressions), it represents their poverty.
• Claudia seems only connected with the other youth around
her through the task of collecting water from the local
communal tap. The carrying of her bucket or buckets on
heads of those around her represents their hardships and
lack of opportunities, as opposed to the young people
represented in the McDonald’s advertisement.
• The slow motion close-up shots around the tap of running
water and happy reaction shots of the youth collecting and
drinking it, brings both similar and contrasting connotations
• The Electro/Dance genre diegetic track ‘Chilli Pepper’ by Dusty Ohms
and Craig Lobey played by the youths through their mobile phone
(captured in close up) outside in an open area, could be perceived as
anti-social behaviour conforming to stereotypical social norms associated
with youth
• Costuming of the boys – they all wear tight jeans, one wears a baseball
cap, and branded footwear, fulfilling stereotypes of appearance and an
arguable sense of conformity. In a forward tracking shot, one of the
young men’s pants are captured in the foreground of frame hanging out
of his jeans, conforming to stereotypes of not caring about appearance
• Costuming of the older man wearing a knitted jumper, shirt, tie and
braces represents an arguably ‘dated’ style in binary opposition to the
youth, adhering to stereotypes
• The older man (captured in close up) playing a vinyl jazz track on his
record player – offering a sense of nostalgia connecting him to the past
with arguably dated ideologies
• The older man’s environment composed in a long shot is revealed to be
minimalistic, representing isolation and lack of wealth – stereotypes often
associated with the elderly. The loose framing might suggest he is
isolated/vulnerable
• The youth shaving each other’s hair in what appears to be their home.
The tight framing of the minimalistic environment and action arguably
represents their lack of wealth, stereotypically associated with youth in
such urban estates
• The older man, referred to as ‘Dennis’ at the barbers, has ‘the usual’
representing a sense of routine associated with older age. The wide shot
reveals no one else there, representing Dennis’s isolation/separation
from society, arguably associated with the older demographic
• The bird’s-eye-view of youth walking on the street into the shadows
arguably signifies them as intimidating, seemingly that of a gang culture
• The different age groups are represented as binary opposites, seemingly
detached from each other, for example in the long shot of youths
entering their flat in foreground of frame when Dennis is walking on the
pavement into the background. The youth playing video games in their
bedroom and in this case not working. The fast paced cutting around this
scene reinforces the energy/excitement this escapism gives them
• Dennis playing snooker captured in a long shot. The slow pace of the
shot relates to the slow pace of his life, stereotypically associated with
the older demographic.
developing country with limited
possessions/wealth
• Claudia wears a pink t-shirt and patterned cotton
skirt, not highly fashionable but colourful and
feminine, connoting a concern for appearance
typical of young females
• Claudia and other youths are collecting water, an
important domestic task suggesting a level of
responsibility that subverts youth stereotypes and
a collective activity where younger and older
people work together
• The close-ups used on the bucket she carries
represent her lack of wealth/luxuries - stereotypes
associated with youth in such predicaments.
• Claudia’s diegetic singing outside. She sings to
herself and does not have any portable device.
The western track she sings represents a yearning
for belonging in such a different society. Barthes’
Semantic Code could be applied to the lines from
the song here, “make me feel, make me feel like I
belong... don’t leave me, won’t leave me here”.
• Close-ups and long shots of elderly people cutting
crops suggest they still have to work at an older
age.
• Cross-cuts between medium shots of youth
playing on primitive swings and working
represents that their escape is closely linked to
work.
• Collective drinking from a water tap represents
their lack of basic needs

3. Spring Assessment Feedback
• The final scene utilises shot reverse shot between the young
black youth’s smile and direct eye contact with Dennis. The
reaction shot of Dennis smiling while they both eat the same
fries represents their parallel lives and the purpose/message
of the advert, suggesting McDonald’s is for everyone.
in relation to the McDonald’s advertisement. Similar – the
youth find a connection with water and are happy when
consuming it but contrastingly, this is a basic human need
(unlike McDonald’s fast food) that they are only fortunate
enough to have based on WaterAid and its patrons’ support
• The final shots of Claudia carrying the water on her head to
what is assumed to be her village and the blazing sun setting
arguably represents the reality of the situation where more
water is needed by all age groups in society, subliminally
building guilt for the target audience and persuading them to
contribute. A binary oppositional representation of age to the
McDonald’s advert.
Media Language (10 marks)
Tip:
• Avoid overusing representation theories, but try to implement more media language theories such as Levi-Strauss, Barthes,
and Neale.
• Provide more analysis of the convention try to link it to the genre.
• Avoid stating basic and obvious points such as: ‘the use of the colour red for the actor’s name makes it stand out’
• This is a meaning making question, which means you can make points about the mood, atmosphere or how it makes the
product appealing such as: the tagline line ‘James Bond is Back!’ implies that the film is a sequel, the tagline helps to
create the audience’s anticipation for Bond’s return through the use of capitalization and the exclamation mark, as it
makes the statement appear more commanding.
• Avoid discussing multiple signifiers at the same time, because it often leads to students summarizing the text rather analyzing.
It is better to discuss the connotations of each signifier separately and then discuss how they work together to create meaning.
• The best way to demonstrate more variety and range in your analysis is by breaking down the text into more specific and
detailed signifiers such as:
Signifier Things that you could analyse: Signifier Things that you could analyse:
• The use of 007 sign
• The colour of 007 sign
• The type of gun associated
with the character
• The discharged bullets
• Facial expression - the raised eyebrow and his head slightly
down
• The use of direct address
• The costume – black tuxedo
• Body language - arms cross
• Prop – the gun and it’s position next to the Bond’s face.
• Prop – the lit cigarette
Each one of these would be analysed separately in order word you should discuss the connotations of each one.
Both Questions in Section B you are required to demonstrate knowledge and understanding
Tip:
• You are not required to write a full essay with an introduction; you can use a basic sentence to that refers to the question to
start your answer.
• You just need to refer to examples in the case study, you don’t have to analyse them in the detail of Section A. However, the
examples have to be specific and not general.
Media Industry [Stepped question, which equals to 15 marks]
Tip:
• For the larger mark questions, when you are referring to evidence from the case study always link it to a key terminology e.g.
cross media convergence, proliferation of technology, diversification.
• Even though the question doesn’t explicitly tell to do this, but when relevant you should: discuss the strengths and
weaknesses/ advantages and disadvantages of a method or issue, you should talk the causes and consequences and make a
judgement about a certain issue.
3. (a) Give one example of a film industry conglomerate. [1]
1 mark for a correct example Film industry conglomerates, such as: Viacom, NBC Universal (Comcast), Time Warner, Sony,
21st Century Fox and Walt Disney Studios
0 marks No response attempted or no response worthy of credit
The representations relate to relevant contexts in the following ways:
§ The representations in Parallel Lives are constructed to suggest the difference and divide between youth culture and older age
groups, typical of western society.
§ The material possessions (mobile phones, vinyl records) reflect the wealth in developed countries, used here to show the cultural
differences between age groups. Both younger and older groups have leisure time, which reflects contemporary western society.
§ Fast food is shown to bring different age groups together; companies such as Macdonald’s are globally recognised, powerful
organisations that arguably play a dominant role in Western societies.
§ The representations in Claudia Sings reflect the context of a developing country where necessities such as water are not readily
available; younger and older people are involved in a common goal to collect clean water.
§ The images of young people walking through arid land emphasise the hardship and responsibility that they have in society
§ The lack of material possessions shows the poverty; however the positivity and joy shown by the young people at the water point
reinforces a positive message about the importance of the work of the charity.

4. Spring Assessment Feedback
Institutions like Universal Pictures [film production and distribution company] are subsidiaries of a conglomerate.
(b) Briefly explain two methods film conglomerates may use to reach a global audience.
1 mark (up to a maximum of 2
marks) for each method that is
stated
· Trailers (green band and/or red band either online, television and/or cinema)
· Use of stars/’star power’
· Viral marketing
· Specific website
· Posters
· Billboards
· Banners
· Publicity events
· Social media campaigns
· Online downloadable content
· Multiple release strategies (physical and digital)
· Global output
· Synergetic practice
2 marks (up to a maximum of 4
marks) for each valid
explanation of a marketing
method
• High production value trailers that will typically be exhibited online, television and/or in
cinema, targeting wide mainstream audiences.
• Highly bankable star(s) used to maximise profits and minimise risks, attracting fan-base.
The film might be a star vehicle.
• Interactive websites with exclusive content e.g. to target fans of existing material or
franchises or those who prefer similar genre. Audiences will often gain exclusive
content/perks.
• Posters – often distributed to cinema and/or retail outlets to target/attract specific audience
members. These may vary over time including announcement, teaser and theatrical ones.
• Billboards/banners ranging from still to digital found on buses, in cinemas, shopping
centres. Publicity events i.e. global red carpet events and interviews with key cast on chat
shows, creating hype.
• Social media campaigns – special ad sets, #trending on Twitter, Facebook, Instagram
exclusives etc. creating viral hype.
• Multiple release strategies (physical and digital) 4-6 months post theatrical run, 4KHD Blu-
ray, DVD, on- demand websites, including Netflix, Apple TV and/or Amazon Prime to
maximise profit.
• Synergetic practice - capitalising on tie-ins, merchandise and other products to maximise
revenue.
Audience (Stepped question, which equals to 10 marks)
Tip:
• When you are asked to define or identify a potential target audience for a product, it should be as specific as possible using
demongraphics and psychographic.
• Use GEARS [Gender, Ethnicity, Age (stage), Region/Nationality and Socio-economic group (occupation)] to help you specify
the demographic of the target audience.
4. (a) Identify two different audiences for Tide Advert.
1 mark for a correct each
example
Women aged 20-50, Housewives and mothers, Upper/middle class, Mainstreamers and
aspirers, city and suburban location
0 marks No response attempted or no response worthy of credit
(b) Explain how historical contexts influence audience interpretations of media products. Refer to the Tide advertisement you have
studied to support your points.
Tip:
• You should discuss the following:
§ How and why audiences may interpret the same media in different ways
§ The way in which different audience interpretations reflect social, cultural and historical circumstances
§ How different audiences might interpret the same product, using Hall’s Reception Theory
• You should support you discussion of the context with specific evidence from the text.
An audience in the 1950s might have been more likely to accept the intended meanings and ideological messages in the product
(preferred reading):
• In the post-war context, consumers may have taken pleasure in new consumer goods such as washing machines and their
associated products
• The advertisement constructs a positive message about cleanliness and brightness that upholds dominant ideologies relating
to domesticity
• The product, Tide, is presented as being highly effective and, therefore, desirable: it is ‘endorsed’ by Good Housekeeping
magazine (an opinion leader), it is stated to be the market leader and the reference to Proctor and Gamble suggests it is a
trusted, established brand.

5. Spring Assessment Feedback
• The use of media language, such as the bright colour palette and cartoon image, and construction of a positive representation
of an attractive and fulfilled young woman, communicates an aspirational message.
• The assumption that the role of the female in society is primarily domestic, and that women take pride and pleasure in tasks
such as washing, was more likely to be accepted as the norm in the 1950s.
However, some audiences in the 1950s would not necessarily have related to the intended meanings and may have interpreted the
advertisement in different ways. For example, people from lower socio-economic groups who may not have been able to purchase
consumer goods, or women who did not conform to the domestic ‘ideal’ but, for example, focused on a full time career.
A contemporary older audience, that remembers the 1950s context, may be likely to have a negotiated reading, accepting some of
the intended meanings and ideologies in the product, for example they may feel nostalgia for the past, identify with some of the
meanings and messages, and take pleasure in the familiar 1950s iconography. However they may reject other elements, reflecting
social changes over time.
A younger contemporary audience is more likely to reject the preferred reading and have an oppositional reading of the product, for
example:
• Rejecting the stereotypical, domesticated representation of women as being outdated and irrelevant due to developments in
gender equality.
• Rejecting the notion that such a product can be aspirational due to the development of consumer culture and the availability of
low cost goods such as washing machines.
• Feeling unable to identify with the iconography, representations and messages, finding the advertisement old fashioned and
irrelevant.
• Rejecting the idea that a clothes-washing product can bring fulfilment to a woman’s life.
• Finding the messages and use of imperatives patronising and reinforcing patriarchal values.
• A feminist perspective might argue that, while changes have occurred, women are still subject to inequality.
• Second wave feminist attacked the ideology created and circulated in popular culture, arguing that it is as sexist.
Useful theory Bullet points Applicable context
Cultivation
theory -
George
Gerbner
• The idea that cultivation reinforces mainstream
values (dominant ideologies).
• The idea that exposure to repeated patterns of
representation over long periods of time can
shape and influence the way in which people
perceive the world around them (i.e. cultivating
particular views and opinions).
1950’s context – relate to the fact that advert portrayal
stereotypical gender norms and in this context there was a
push in advertising to re-domesticate women by push what
Friedan calls ‘housewife heroine’ myth. Women were often
confined to the domestic sphere.
Reception
theory - Stuart
Hall
• The dominant-hegemonic position: the
encoder’s intended meaning (the preferred
reading) is fully understood and accepted.
• The oppositional position: the encoder’s
message is understood, but the decoder
disagrees with it, reading it in a contrary or
oppositional way.
1950’s context and contemporary context
Uses and
gratification
• Suggests that active audiences seek out and
use different media texts in order to satisfy a
need and experience different pleasures.
• Needs: Personal identification and personal
relationship
1950’s context and contemporary context – the product is
portrayed being an effective housewives this will appeal to
the personal relationship needs, because it suggests that it
will help target audience’s family relationship with one’s
husband and children by creating a beautiful home. The
repeated use of the plural women suggests the brand is
creating a community. The use of the main image is meant to
encourage women to identify protagonist and thus adopting
the preferred reading.