Learning Intentions for Non Fiction Analysis...
Transcript of Learning Intentions for Non Fiction Analysis...
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Learning Intentions for Non Fiction Analysis Unit• Able to analyse in detail Media Content and Media Contexts used in a range
of advertisements (eg those shown via television, cinema, posters, magazines etc).
• Able to examine and show knowledge and understanding of Media: Language, Narrative, Representation, Audience, Institutions, genre, purpose and Technology in detail.
• Able to analyse media content in terms of context of society ie relevant factors of time and / or place a media text is made and consumed.
• Analysing media texts to show how it meets needs (entertainment, information, education); influences behaviours (intentionally and unintentionally); achieving particular purposes (profit, promotion, public service)
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http://www.barnardos.org.uk/what_we_do.htm
What we doBarnardo’s transforms the lives of the most vulnerable children across the UK through the work of our services, campaigning and research expertise.We believe we can bring out the very best in every child whether the issue is child poverty, sexual exploitation, disability or domestic violence.
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Our work with childrenAs one of the UK's leading children's charities, Barnardo's works directly with 240,000 children, young people and families every year. We run over 960 vital services across the UK, including counselling for children who have been abused, fostering and adoption services, vocational training and disability inclusion groups.Every Barnardo's service is different but each believes in the potential in every child and young person, no matter who they are, what they have done or what they have been through.
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Media Commentary on "Believe in Me" Barnardo's
http://www.thedrum.com/news/2016/09/23/barnardosintroducesfreshbelievemepositioningitripsupthecharityadrulebook
Barnardos introduces fresh 'Believe In Me' positioning as it rips up the charity ad rulebook to reach a more diverse audience
Barnardo’s has launched a fresh campaign dubbed ‘Believe In Me’ which aims to showcase the incredible things that can happen when people put faith in children who may not have had the best start in life.
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The push comes as the brand launches a new 10‐year corporate strategy which looks to reassert the relevance of Barnardo’s, and reach a more diverse audience that is reflective of modern day Britain. While name recognition of the non‐profit is high, the group wants to raise greater awareness of the breadth of the work it does for children around the UK.
At the heart of the new positioning is a 60‐second film which features five young stars performing dramatic reconstructions of true events, showing how their narratives transformed from victim to hero thanks to the charity.
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The spot aims to “rip up the rulebook,” of children’s charity advertising, eschewing sad eyes and melancholy music for something “far more powerful,” according to the creative agency behind it, FCB Inferno.
The children in the video are shown dancing, sparring, drumming and practicing other skills as text across the screen tells their stories. Lines like ‘I am not his little secret’, ‘I am not the toys I never had’ and ‘I am not my broken ribs’ turn into rallying cries like ‘I am strong’, ‘I am free’, ‘I am proud’ and ‘I am unstoppable’. Rather than working with actors, the stars of the campaign were street cast. Each was given the back story for their role, resulting in the raw performances seen on screen.
Soundtracked by a cover of Tears for Fear’s 80s classic ‘Everybody Wants to Rule the World’, the five performances in the ad each represent a key focus of Barnardo’s care, ending on the stapline: ‘Believe In Me’.
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As well as running across TV, the campaign will run across national press and specific BME media over the next few months with media being managed by John Ayling Associates. An online hub built by Dam Digital and Stand will showcase solo performances from the cast to encourage deeper engagement.
“We’ve been championing children for 150 years, because we believe a child’s future should never be defined their past," said Barnardo’s director of policy and comms, Gill Holmes. "We are announcing a bold new brand campaign to support our charity in transforming the lives of the UK’s most vulnerable children and their families."
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The song playing in this advert is a cover of Tears for Fears 1985 hit ‘Everybody Wants to Rule the World’, this time being performed by the female New Zealand singer Lorde.
Released as a single back in 2013, Lorde’s version of the song featured on the soundtrack to the movie The Hunger Games: Catching Fire.
The above 60‐second version of this ‘Believe in Me’ ad was posted to the official Barnardo’s YouTube channel on the 22nd of September, 2016.
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http://www.fcbinferno.com/work/casestudies/believeinme/
The Insight
No matter how tough the circumstances,
children have an incredible ability to
bounce back and transform their lives.
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The Idea
Show Barnardo’s children as the heroes of
their own stories, defiantly and directly
addressing our audience.
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The FilmDirected by Sara Dunlop, the film features five young children stepping up into spaces that
represent the trauma they’ve experienced. Using powerful, mesmerising performances, the
children demonstrate that no matter how dark their past, a brighter future awaits. 60 and 40
second edits will run on TV into Winter 2016, as well as cinema.
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5
street cast children with no previous acting
experience.
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Individual Stories
We also created bold short films that dive deeper into
the children’s stories, showing the full transformation
they go through. Focusing on one child per film and
shot in a single take each with their own haunting
soundtrack, these beautifully raw performances show
exactly what’s possible when you believe in children.
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Online
Online content encourages deeper engagement
with Believe In Me. Alongside the single
stories, users can dive into the case studies
behind the campaign and the work Barnardo’s
does across the UK. A tailored approach has
been adopted for each social channel, specific
to its strengths, etiquette and the difference in
user behaviour between each platform.
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PrintPrint focused on individual stories with bold statements from the
children taking them from victims to heroes. This ran in both national press and specific BME media
placements.
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1. What is the general ambience of the advertisement? What mood does it create? How
does it do this?
2. What is the relationship between pictorial/visual elements and written material and what
does this tell us?
3. What signs and symbols do we find? What role do they play in the ad's impact?
4. If there are figures (men, women, children, animals) what are they like? What can be said
about their facial expressions, poses, hairstyle, age, sex, hair colour, ethnicity, education,
occupation, relationships (of one to the other)?
5. What action is taking place in the advertisement and what significance does it have? (This
might be described as the ad's "plot.")
6. What theme or themes do we find in the advertisement? What is it about? (The plot of an
advertisement may involve a man and a woman drinking but the theme might be jealousy,
faithlessness, ambition, passion, etc.)
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Turning Point - How does language / tone change?
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Categories
There are a number of things you could consider.
Genre
What is the genre of the film?
How can we tell?
How do the characters and setting fit in with the genre?
Tone
What feeling do you get from the opening scenes?
Do we get the impression that it is serious or comic?
How can you tell?
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Categories
Genre
What is the genre of the film?
How can we tell?
How do the characters and setting fit in with the genre?
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Tone
What feeling do you get from the opening scenes?
Do we get the impression that it is serious or comic?
How can you tell?
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Language
Cultural codes
Which colours seem prominent in the opening credits?
Why is this relevant? What do they stand for?
Comment on the sounds you hear. What do they represent?
Are there any symbols? What do these things tell us about what is being
represented? Where does the action take place? How do you know?
Technical codes
What different camera shots are used? Why is this relevant?
Consider the different shots used. How are they relevant to the genre? What shots
are used and why? How quick is the editing? Does this change throughout the
trailer? Why? What different colours of light are used? Why is this relevant?
How are the above used to achieve a purpose?