Media Studies OCR Exam Blog - Kate Ovington

HOW FAR ARE THE VIEWPOINTS AND IDEOLOGIES COMMUNICATED BY THE MEDIA LANGUAGE USED IN ADVERTS? REFER TO SOURCE B TO SUPPORT YOUR ANSWER. Advertising is very much a gateway between brands and consumers in order to express the ideologies  and  viewpoints of the  brand to target a specific demographic.  In this case, Armani has used codes and conventions typical to male- targeted  fragrance  advertising norms in order to attract and appeal to the male gaze of  its   heterosexual  ABC1 male target audience.   The feature image of the print advert indicates a focus on the male  protagonist , protecting his woman from the world with her in his arms. The  audience, being the same  demographic  as the model, can almost envision  themselves  being him in an idealistic world , wanting to be able to  constantly  have a beautiful woman in their arms and look  classically  handsome with no effort. This...

EXPLAIN HOW MEANINGS ARE ESTABLISHED THROUGH INTERTEXTUALITY. REFER TO SOURCE A IN YOUR ANSWER [10]   Intertextuality establishes meaning through  its  connection to the real world and cultural significance.  It ’ s  used  throughout  all forms of  media;   however,  the Big Issue magazine  often imbeds  it into their house style , creating a  recognizably   unrecognizable   aesthetic  unique to them.   Though much representation through intertextuality within the Big Issue often goes back to pop culture iconography such as album covers  like Sgt Pepper’s Lonely Hearts Club Band and TV Shows like Grange Hill,  this particular cover from May 2020 is very much in tune with the world and social issues of the day.  The idea of using the  Government's  official statement surrounding the pandemic in order to address  it’s  audience not only targets its readers  or fans ...