Assessment 1 - DIRT Analysis

ASSESSMENT 1A - GBHS MEDIA STUDIES A LEVEL Marksheet

Name: Kieran Grantham   Date:  29/10/18       Mark:  43

AO1: Demonstrate knowledge and understanding of the theoretical framework of media and contexts of media and their influence

AO2 Apply knowledge and understanding of the theoretical framework of media to:

Analyse media products/Evaluate academic theories/ Make judgement and draw conclusions

Level 3 57+ A/B	·         A comprehensive response to the set question ·         Comprehensive and accurate knowledge and understanding ·         Convincing, perceptive and accurate analysis ·         Convincing, perceptive and accurate evaluation ·         Highly developed and accomplished judgements and conclusions The response demonstrates a highly developed and detailed line of reasoning which is coherent and logically structured. The information presented is entirely relevant and substantiated.
Level 2 40-56 C/D	·         An adequate response to the set question ·         Adequate and generally accurate knowledge and understanding ·         Adequate and generally successful analysis ·         Adequate and generally successful evaluation ·         Adequate and generally well-reasoned judgements and conclusions The response demonstrates a line of reasoning with some structure. The information presented is in the most part relevant and supported by some evidence.
Level 1 Up to 40 D/U	·         A minimal response to the set question ·         Minimal application of knowledge and understanding ·         Analysis is minimal and/or largely descriptive and may not be relevant ·         Evaluation is minimal or brief, and is likely to be largely descriptive ·         Judgements and conclusions, if present, are minimal with limited support ·           Information presented is basic and may be ambiguous or unstructured. The information is supported by limited evidence.

Identify a strength or strengths in your assessment:

 My analysis of questions 1-3 were my best marked questions as I explained every interpretation I had of the poster given. In addition, I was strong analyzing the audience.

 What are the areas you need to improve?
 • Explain the icons and props used in the poster.
 • Explain why the left side of the poster is sad.
 • Get my years correct
 • Explain repetition and differences when analyzing Steve Neale
 • Genre
 • More analysis on Big 6

 What do you need to focus on for your next assessment?
 • Genre
 • Examples
 • How the poster makes the reader feel and why

Sports Drink Advert

Day 1:
We have been given a task in a group of three to create an advert for a sports drink aimed at men over 60. We have to create this advert with a logo and a name for this brand.

The name of our drink will be 'VOL'. This is because the first sports drink was made in Tennessee and in Tennessee there is a university called 'vol' which is for athletics/sports.

Our plan for making the advert is using 2 characters (Sam and Mr Dexter) to represent a younger boy and an older man. Our advert at current stage is as follows:

• Sam begins playing lots of different sport and being really good at them (these will be short clips of 5 or 6 different sports), to introduce the sport and energizing theme. The VOL will also be present in each one of these shots.
• Next Sam will fade into Mr Dexter, showing that he is an older version of Sam. We are going to do this by having Sam try to shoot a basketball into the hoop and as he jumps it fades into Mr Dexter, who then misses the hoop. This represents the fact hes older and he doesn't have the energy anymore. (This will be the only sport shot without the drink in it)
• We are the going to try and present time going past, for example a fat moving clock or a time-lapse of the clouds.
• Mr Dexter will be walking slowly and lonely, with duller colors and more sad toned music, this will present that hes not his young self. 
• He will then go to the shop (school diner) and walk past VOL. He then remembers the drink and buys it.
• He takes a sip which is then when it will fade back into Sam, showing that the drink has made him young and energized again. We will do the fade by Mr Dexter wiping his mouth after hes drank the drink, the getting Sam in the exact same position to carry on the wiping motion. 
• Then once the character is young again, we will have Sam recite the slogan we have created, "Volumize your energy".

Day 2:

After recieving the task to create an advert for men aged over 60 advertising sports drink and started to plan what we were filming during day 1, day 2 consisted of filming the 2nd half of the advert.

The 2nd half is the younger 'version' of the man, feeling younger and more energetic after drinking the VOL sports drink. Due to this character now being energetic, this section of the advert is Sam, who we are using as the younger person, running down a 100m sprint. The different shots that we filmed were:

- Walking up to the start line, which we filmed in slow motion
- The placement of the fingers on the line
- The head tilt upwards towards the finish line
- The beginning of the sprint
- Sam running, half way through his sprint

Also during this day of recording, we chose 2 songs that we wanted behind our shots. One of these would be a happy, energetic song for Sam, and a more dull, upsetting song for when Mr Dexter is shown on screen, during the first half of the advert. These songs are:

- Fury - Rogue (Happy, Energetic song)
- Cold - Jorge Méndes (Dull, Upsetting song)

Orignally we had an idea where Sam has just finished his race and someone throws him a VOL drink. He then catches the drink and says the brand's slogan 'VOLumizing your Energy'. However, when editing this section of the advert, we found that taking this out and replacing this with 3 seperate texts saying 'VOLumizing' , 'Your' , 'Energy' seemed for fitting for the style we wanted to present.

We also made an ending banner that shows a VOL sports drink on the left with the slogan on the right. This ends the advert with hype and positivity over this sports drink.




Day 3:
From our initial plans, we have partially changed part of it as we didn't want the advert to be too long, and for our audience to get bored of watching.

We changed Mr Dexter from being at the end to the beginning as we felt it would make the initial mood sad, which is what we wanted the audience to feel when watching as he is older and has no energy.

Our run through of our advert is now:


- Mr Dexter starts off walking alone and sad
- He gets thrown the bottle of VOL and takes a sip
- Within the sip is the transition of Mr Dexter to Sam, where we will get them both to drink it in the same position then merge them together
- Then the sad music will change to happy energized music, where Sam will 'go wild' with loads of energy
- We will then take loads of different angles of Sam at the running track with VOL in the clips

Day 4:

During day 3 we filmed the first part of the advert, because we ere able to get Mr Dexter to act as our sad, lonely and depressed old man. This all came to together quite nicely with some of the videos flipped and changed to add some consistency for other shots to have a solid narrative. We had also changed the first half to a noir style which showed of that it was a said theme and the fact that Mr Dexter is an old man.


Evaluation:
During day 3 we filmed the first part of the advert, because we ere able to get Mr Dexter to act as our sad, lonely and depressed old man. This all came to together quite nicely with some of the videos flipped and changed to add some consistency for other shots to have a solid narrative. We had also changed the first half to a noir style which showed of that it was a said theme and the fact that Mr Dexter is an old man.

Video Games

FeedBack:
What went well:
- "Good detail and knowledge on the subject"
- "Good on audience and how the games attract the audience"
- "Good examples"
- "Good flow between slides"
- "Elaborations were good"
- "Lots of facts"
- "Very good link to theorists"

Even better if:
- "A bit monologue"
- "Have the whole group speech"
- "All should speak equally"
- "More on companies and start ups"
- "Involve the audience"
- "Use key points as it was very long"
- "Be more enthusiastic and clear when speaking"

Media Industries Glossary

Brand Identity - The image a company constructs for itself through the use of logos, slogans and other marketing tools in order to appeal to an audience.

Cross-Platform - The appearance of a media text on more than one platform; cross-platform or cross-media advertising is used to market a product like a film on the web, TV and newspapers.

Endorsement - The act of supporting or backing something; celebrity endorsement is often used in advertising to sell a product.

Ethos - The purpose, attitude and beliefs of a person or an organisation.

Media Convergence - When audiences use one platform to consume various types of media texts.

Media Format - A media platform refers to whether the content is video, audio, print based, or a combination such as a website or video game.

Media Platform - A media platform is where a media text is presented; this can be TV, cinema, computer, games console, digital media player, smartphone, tablet, magazine or newspaper.

Media Text - Any media product such as a TV programme, film, magazine, video game, newspaper, music track,= or album created for an audience.

Public Service Broadcasting - Public service broadcasting is for the benefit of the public and not just for profit or commercial gain; the BBC is a public service broadcaster in the UK.

Smartphone - A mobile phone with a powerful processor that is capable of running applications and accessing the internet .

Tablet - A computer device a little smaller than a laptop but with a built-in touchscreen, usually without a keyboard.

Budweiser Ad Remake

Audiences

Demographic Profiling:

-A (Higher Management)
-B (Middle Management)
-C1 (Office Supervisors)
-C2 (Skilled Manual Workers)
-D (Semi-Skilled and Unskilled Manual Worker)
-E (Unemployed, Student, Pensioners or Casual Worker)

Psychographic Profiling:

-Mainstreamers (Seek security, tend to be domestic)
-Aspires (seek status, typically younger people who want to be higher up)
-Succeeders (seek control, strong goals, confidence)
-Resigned (seek survival, typically older people)
-Explorer (seek discovery, energy, values difference and adventure)
-Strugglers (seek escape, disorganised, buys junk food, alcohol, litter tickets)
-Reformers (seek enlightenment, social awareness, anti-materialistic but has a good taste)

Curran and Seaton - Theorists