Advertising/Poster analysis Flashcards
Audience reception theory
preferred, oppositional, negotiated
preferred (audience reciption)
viewers agree with the message of the piece of media
oppositional (audience reception)
views disagree with the message of the piece of media
negotiated (audience reception)
viewers understand the message, however have conflicting feelings with it.
Establishing shot
sets the overall location of the scene
Close up
to show greater detail, from shoulders to the top of the head
medium close up
Clean OTS (shoulder is not shown)
Dirty OTS (shoulder is shown
POV shot
shows the perspective of the character
Mid shot
waist up
Wide angle shot
person visible from head to toe
Two shot
two people in a shot
extreme close up
object/person fills the frame to show detail
high angle
camera looking down at the subject, making them seem inferior
low angle
camera looking up at a subject, used to make subject seem superior
long shot
shows entire body of subject, shows character in relation to their immediate surroundings
lighting purpose
communicates the mood, the atmosphere, to help in telling a story
Psychographics
breaking down audiences based on their inner self
Aspirer
want status brands that show their place in society. Happy to invest in luxury items, often using credit. Consider themselves stylish and on trend. They seek status and are endorsed by celebrities
Explorer
want to discover new things. Attracted to new and innovative bands. Seek discovery.
Mainstreamer
makes up 40% of the population. They like tried and trusted brands that have value of money. Like to think they are a part of a larger group of like-minded people and are less likely to take risks. They seek security.
Reformer
defined by self esteem and self-improvement. They are not influenced or impressed by status and they are not materialistic. They are socially aware people who are inclined to invest in brands and products that are good for them or good for the environment. They seek enlightenment.
