Identity

Representation- A construction of reality.

Pot noodle, slag of all snacks, female representation- Women have to appease men sexually to be good enough. Pot noodles represent rough sex- 'filthy'. Misogynistic. Re-enforces an extremely negative type of women for a target audience of working-class men. Also suggests men only think sexually and can't commit to a loving marriage.

Establishing shot- Presents a stereotypically middle-class couple with the use of mise-en-scene, such as the neatness of the table and the leafy trees outside. The character Kate is a housewife trope who only has sandwiches to offer, as food represents sex sandwiches represent basic, unfulfilling sex. Whereas pot noodles are the opposite. The sandwich indicates that she is not a slag.

'Slag'- a derogatory term for a woman who 'sleeps around.'

In what ways can we define ourselves to others and ourselves?
Interests, ideology (system of beliefs), demeanour- body language, religion, clothes,

Key theorist no. 7, David Gauntlet- Theories of identity.

He believes that despite many negative perceptions of the media, audiences are capable of constructing their own identities through what they see on television.

Additionally, he writes that there are now many more representations of gender than the traditional 'gender binary.'

Stereotypical roles and characteristics of men
Strong, emotionless, physically capable, uncaring, domestically incapable, dominant, money-makers,

Stereotypical roles and characteristics of women
Physically weaker, in touch with emotions, carers, only domestically capable,

These stereotypes may come from religion, the media.

The purpose of a charity advert is to get people to donate, they guilt trip audiences by showing them a distressing environment and using a direct mode of address.

NSPCC- open your eyes (2000)

Positioning- positioned closely, you're next to the crib of the isolated child and you're looking down on the abuse victim. Put into the position of the abusers to make you feel guilty- encouraging you to help as you feel responsible.

Lighting- Lowkey, with a dim colour palette, so desaturated it's almost black and white. Sad and dark with no colour. Main source of colour is NSPCC logo- green to connote first aid. Anchors the shots of children alongside the music and narration.

Mode of address- consistently direct to involve the audience and evoke empathy.

Shots- lots of close-ups to intensify the emotions, high angles to make children appear vulnerable and position audience as abusers.

Music- Empty to show lack of action being taken, whimsical and sad. Acts as anchorage.

Issues with advert- audience gradually becomes desensitised, people who have not been abused getting paid to act abused, they're getting more attention than those who have dealt with abuse

Water aid

Established in 1981 in response to a UN campaign for clear water.
Patron has been Prince Charles since 1991

The advert was created by atomic London in October 2016 and features a 16 year old Zambian student- Claudia. Set in Zambia but not Lusaka (the capital) as it does not fit the agenda for how Zambia is represented.

Arguably this advert reinforces gender roles,