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Analysing DVD covers
This document analyzes the textual elements and visual codes used in DVD cover design. It discusses terminology related to different parts of the DVD cover like the central image, back cover, and spine. Color schemes, fonts, images, and other design elements are used to represent the genre, target particular audiences, and position viewers. Close analysis of these components can provide insight into how meaning is constructed and audiences are targeted for different films.
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Analysing DVD covers
- 1. AS MEDIA DVD COVERS Textualanalysis Representation Audience
- 2. Textual Analysis • Whatwill I write about? Representation Layout Audience Design Colour scheme Terminology Marketing Strategies Genre/Visual Codes Images Text
- 3. Back Cover Images Mode of Address Main Image Blurb Format logo Certification /Classification Title, Font, Colour Institutional Information Language Format Logo Marketing Exclusivity Audio Info Barcode Spine- contains Blinder/ Class logo/Format logo Tag lineRunning Time DVD Covers Terminology
- 4. Genre Markers • nAudience – Middle aged females Indicated by pink and white colour scheme, costume hair and makeup and actresses . Sans Serif font- is soft, modern and stylish . Lower case has strong connotations of femininity Tag line indicated a ‘feel good factor’ perhaps ‘ Chick flick’ ‘Britishness’ sold via the star names Perhaps ‘family entertainment’ Mirren’s smile is indicative of content. Her smile reflects the feel good nature of the film
- 5. Central Image MCU -Two- Shot Used to emphasise the ‘buddy movie’ aspect Straight angle Connotes ‘realism’ ‘Bright’ Natural Lighting –Feel good film Mode of address Looking straight at the spectator establishes intimacy Foreground – Character based drama indicated Deep Focus – there are more characters and indicated ‘realistic’ drama Pose ‘wry’ smile indicates a comical element.
- 6. Back Cover • DiscussionPoint Why is there so much information on the back of DVD Covers? How will we be able to write about it all?
- 7. Back Cover Images Blurb Audio Info Barcode Running Time Back Cover Asynopsis of the film that teases the audienceInstitutional Information Key personel such as writer, director, producer Often stills are taken from the film at key plot points to market the film to audiences Marketing Technique – selling a notion of ‘exclusivity’ Graphics here may be appealing to ‘different’ femininities /audiences Legal info Used to identify and price the itemFunctional info is both useful and a standard requirement
- 8. What do weknow so far? Task – Spend 5 minutes jotting down the answers to the following. • Why is there so much ‘functional’ information on DVD covers? • Where is most of this found? • How has colour been used in this DVD Cover? • Why do most DVD covers have a tag line? • Who is the target audience for this DVD? • How do we know?
- 9. Spine An important almostminiature version of the entire marketing strategy of the DVD cover as this is reflective of how they are stored in homes or sometimes in stores. The information on the spine is called the blinder Conventional to have the same logo, colour scheme and font here. Has all format logo and carries viewing certification
- 10. Recap • What isthe ‘blinder’? • What is a tag-line? • What is contained in the ‘blurb’? • What do we need to discuss in relation to the central image?
- 11. Representation How are womenbeing represented on this DVD Cover? Do you think that different types of femininity are being explored? How is ‘ British-ness’ being represented here? Which genre(s) are being explored? Write up your answers in as much detail as you can
- 12. Audience Who is thetarget audience? How is the audience being positioned by the text? Discuss two more possible audiences for this film and explain why? Discuss in pairs a preferred, negotiated and oppositional reading of this DVD cover What values and attitudes are evident here? Write up your answers in as much detail as you can and hand them in
- 13. Discuss this DVDcover How does it compare to the one we have just analysed? How/why is it different ?
- 14. Genre What are the genremarkers? Is it a hybrid? Discuss codes and conventions
- 15. Representation Who is being represented? How? Whatcan we say about the images on the back cover? Why is the director’s name so prominent?
- 16. Audience Who is the targetaudience? How are they being targeted? Suggest another possible audience for this film How are we being positioned by this text? Explore a preferred, negotiated and oppositional reading of this cover.
- 17. Discuss this DVDCover How is it different from the last one? What codes and conventions are used? Why does it make use of other media products?
- 18. Audience Who isthe target audience? How are they being targeted? Describe their socio-economic status- are they ABC1’s or C2DE’s? How do we know? Who else might be attracted to this film?
- 19. Representation Who is being represented? How? Whatissues around representation does the DVD cover hint at?