MUSIC VIDEOS: STOP WHERE YOU ARE

corinne bailey rae - stop where you are

-2006
-bright, young woman 
-strong british vibe 
-from leeds 
-genre: soul/pop
-channelled emotion from dead husband into her music
-stop where you are from the album: heart speaks in whispers 
-spiritual lyrics in stop where you are 
-stop where you are is about being present, stopping and celebrating whats happening in the moment
-DRCAGES- disability, regionalism, class, age, gender, ethnicity, sexuality INTERTEXTUALITY (only in titanium) 

conform to stereotype / subvert to stereotype 

disability- 
region-
class- middle class
age- mostly young, adolescents, except for the homeless person
gender- androgynous genders, mix of sexes 
ethnicity- mixture
sexuality-ambiguous 

themes: stereotype,not judging people, carpe diem 


camera: clamps -



mise-en scene: fam - 


-alot of low angle shots to make her seem powerful and significant 
-slo-mo to highlight them slowing down 
-close-ups toward end highlighting their happiness when they realise they are not being judged and theyre happy 
-

CLAMPS&FAM&DRCAGES (music video)

mise en scene: CLAMPS (costume, lighting, actors, makeup, props, setting)

camera: FAM (frame(close-up etc.), angle of camera, movement(tracking shot etc.))

analysing a music video: DRCAGES (disability, region, class, age, gender, ethnicity, sexuality)

CHARITY AD CONTEXT ESSAY (SHELTER)

2. Advertising is heavily influenced by social and cultural contexts such as inequalities, social values, consumerism and postmodernism. Especially in charity adverts as they are made to create awareness and create the ‘shock’ aspect. However, generic charity advertising conventions can create controversy and conform to stereotyping in order for the audience to feel empathy and guilt toward the cause as they are already familiar with these.

For example, in the Shelter charity advert in figure 3, the use of similar ethnicities shows the community of people in the same position all facing the same sort of housing issues. The social values are clear here as their values are trying to find a new home and being able to provide care and safety for themselves and their family, as opposed to some people that value new technology etc. The use of the middle, working class subjects is very relatable for some people and they empathise with the people because the shock to the public makes them realise that this could happen to anyone, even themselves. Culturally, consumerism is suggested through any homelessness campaigns as some believe they only have themselves to blame and the more the campaign relies on people feeling sorry for the subjects, the more they will doubt the purpose. They may be desensitised toward these now as they all rely on empathy, guilt and sympathy which is becoming too generic and predictable. This then contributes to postmodernism. More social context is shown through the different reasons each subject has become homeless, each situation is personal and emphasises that you can become homeless for many different reasons even with similar ethnicities and emotions.

|I believe that they advertise in this way because, disregarding the desensitised people that have found faults in the stereotypes and conventions used in most advertising, as it makes the audience feel guilty and empathy toward the people affected in the advert. The realism used through the simple layout of figure 3, the main text being in a conversational tone and the use of unknown people just like you and me. This realism contributes to the social context as it is a very real issue in England for many people.

CHARITY AD CONVENTIONS

charity ad conventions:

-empathy
-Image of victim maybe isolated
-Sombre mode of address
-Use of colour
-colour associated with brand
-Web address
-Invitation to interact with company / donate
-Message will be text / image based
-The creation of sympathy for the subject of the charity (use of facts and statistics)
-The creation of empathy for the subject of the charity ( use of images - how would you feel if you

-were in their shoes?)
-Shock – make you feel that you have to contribute to the charitable cause (disturbing images)
-Charity name / logo
-Slogan

CHARITY ADVERTISING CAMPAIGN

SHELTER CHARITY

-2011 campaign
-founded in 1966 in london.
-ken loach's cathy come home was pivotal
-aims to help people with homelessness and bad housing.
-gives advice/ lobbies government to make changes to improve housing
-main focus of campaign is poster ads, facebook and mobile messaging
-campaign ran for 6 weeks
-texting is easy to donate money

-shelters campaign was created by amplify on a pro Bono (free) basis
-aimed to be shocking/ to stand out
-purpose: to campaign/ provide info
-aims: raise awareness - especially with the recession

(set texts)     (-conventions used)