A guide to creating your Media Evaluation.

1. AS Evaluation: The following 7 questions must be answered

2. What conventions of Film Openings did you address? Consider the key generic conventions of your genre. How does your product use/ develop/ change these conventions? 1. In what ways does your media product use, develop or challenge forms and conventions of real media products?

3. Who is in your film opening? How are they represented? Consider: costume, actions, dialogue, role etc. Issues of stereotyping as a ‘short cut’ for your audience 2. How does your media product represent particular social groups?

4. Who is your Media institution/ company? What other films have they made and who distributes their films? Why? Research what a film Distribution company does and relate what might happen to your product. 3. What kind of media institution might distribute your media product and why?

5. Demographic Checklist Age Gender Profession Education level Household income level Marital status Geographic location Psychographic Conservative Liberal Conformist Environment-friendly Socially conscious Power-wielding Fun-loving Cutting-edge Trend follower Fashion-forward Family-oriented 4. Who would be the audience for your media product?

6. The socio-economic scale

7. Lifestyle: Young and Rubican Cross Cultural Consumer Characterization (4Cs for short) Resigned Rigid, strict, authoritarian and chauvinist values, oriented to the past and to resigned roles. Brand choice stresses safety, familiarity and economy. (Older) Struggler Alienated, Struggler, disorganised - with few resources apart from physical/mechanical skills (eg car repair). Heavy consumers of alcohol, junk food and lotteries, also trainers. Brand choice involves impact and sensation. Mainstreamer Domestic, conformist, conventional, sentimental, passive, habitual. Part of the mass, favouring big and well-known value for money 'family' brands. Almost invariably the largest 4Cs group.

8. Lifestyle: Young and Rubican 4Cs cont Aspirer Materialistic, acquisitive, oriented to image, appearance, charisma, persona and fashion. Attractive packaging more important than quality of contents. (Younger, clerical/sales type occupation) Succeeder Strong goal orientation, confidence, work ethic, organisation ... support status quo, stability. Brand choice based on reward, prestige - the very best . Also attracted to 'caring' and protective brands ... stress relief. (Top management) Explorer Energy - autonomy, experience, challenge, new frontiers. Brand choice highlights difference, sensation, adventure, indulgence and instant effect - the first to try new brands. (Younger - student) Reformer Freedom from restriction, personal growth, social awareness, value for time, independent judgement, tolerance of complexity, anti-materialistic but intolerant of bad taste. Curious and enquiring, support growth of new product categories. Select brands for intrinsic quality, favouring natural simplicity, small is beautiful.(Higher education)

9. How did you make your work interesting? What choices did you make and what were the outcomes? Barthes: enigma codes, cultural codes Todorov: Equilibrium theory Propp: Character roles Levi Strauss: Binary Opposites 5. How did you attract/address your audience?

10. What technology to film, edit, upload? 6. What have you learnt about technologies from the process of constructing this product?

11. 7. Looking back at your preliminary task, what do you feel you have learnt in the progression from it to the full product? Personal reflection on your ‘journey’