Zianne's Blog

  Genre and Audience: The genre of the video is Indie Pop, because the video fits into both Indie and Pop there are many different interpretations of the lyrics and the scenes based on what genre they conform to. For example the video mainly followed the Indie genre as the mise en scene is very warm toned colours with the use of a washed out filter used and the vintage4 clothing the characters are wearing. However the video also follows the pop genre with females being sexualised and objectified which will attract a younger audience (particularly a male audience).  Representation: Society is represented as patriarchal this is shown when by the repeated images of women being sexualised and objectified, this is shown at the beginning of the video where a women is being shot from behind whilst taking off her bikini this links in to Van Zoomers representation theory that women bodies are treated like objects and are highly sexualised in the media as it is a core part of Western patriarchal

Dizzee Rascal Dream.     Narrative : The narrative of the video is Dizzees rise to success. It is also to show his young audience that it doesn't matter what background you come from weather its rich or poor you can still become successful and do what you love as long as you never give up. Genre:  pop/grime Technical Codes  Setting: Props, special effects and costumes:  The symbolism of puppets also shows the lack of control the working class and shows that the white middle class has all the control and power  The props used are puppets which shows people such as normal people fighting with the police. By using puppets makes the conflict look less graphic then what it really is in reality  Dizzie however isn’t a puppet as he doesn’t have string attached which shows as he has become successful he has gained control of himself and power    However even though he is no longer a puppet he still has to get permission to do his own thing such as sing his song as he lives in a little box

  Code Connotations   The gesture code of the woman hugging the Tide product. This has connotations of love and relationships and presents the product as having an important role in her life.    The use of superlatives, for example in ‘World’s cleanest wash’  This has connotations of superiority and conveys a sense of excitement. The words ‘no wonder women buy tide more than any other washday products’ This connotes that Tide is the elite/superior washing brand The main colour of the advert is red This connotes that women are in love with the Tide product as red is a colour that symbolises love The words ‘Tides got what women want’ This connotes that it is the best washing product as it cleans everything to the high standard women want their clothes to be cleaned at and that’s why they buy it      

 Women are represented as the domestic workers in the family household, this is shown in the advert as it is only women depicted on the poster which suggest that only women do all the domestic chores such as the washing in the household. This also fits in with the time time period the advert was created (the 1950s). Even though today the domestic work in the household is split more equally, in the advert the women don't really look  bothered that they are doing all of the housework this is shown by how the women depicted on the advert are smiling which connotes happiness and enjoyment of washing the clothes. You can also tell that women are the only ones who do the housework, because one of the texts says "tides got what women want" it doesn't say women and men it only says women which shows that the product is targeted at just women as they do the domestics work. The dominant colour of the advert is red including the women's make up. The fact that she is wearing

Camera and Editing There is only one camera shot used in the advert which is a close up shot and this is to show her emotions change throughout the advert. She is always in the middle of the camera shot and even though she isn’t making direct mode of address until the very end it feels like she is making direct mode of address. And when she makes direct mode of address when she goes to blow out the candle it is a sign to the audience to donate to help her, and could suggest that her wish is things too get back to the way they were before. In the editing the advert is Ridgely structured as each scene shown is only one second long and this is effective as it shows how quickly someone's circumstances can change.  Language The text at the end where it says 'just because it isn't happening here doesn't mean it isn't happening somewhere else' is a very powerful message as it shows the audience that even if its not here it is still having the same effect on families in

 Representation of the Uk The Uk is only represented at the beginning of the advert however it is a very powerful message. It shows a window where its raining outside with a digital radio and flowers on the window seal. The fact that its raining outside and people are inside it shows that we as an audience that live in a developed country we take rain for graunted because we are so used to rain. Which is in contrast to Africa where they don't take rain for granted as they're often in drought and don't have as much access to water as we do here in the Uk. It is also set in a middle class household which is shown by the fact they have a garden as many working class families don't have a garden as they live in a high rise building and because of this they would have a balcony instead of a garden. Lighting The lighting at the start of the advert when its in the Uk is blue however this isn't because its a poor setting its because of the weather. However when the advert c