Medua guardian story :)

Amnesty International is launching a new ad featuring a hard-hitting torture scene showing simulated "waterboarding" in a campaign to outlaw the controversial interrogation practice.
The ad, created by advertising agency Drugstore, is set to run in cinemas nationwide from May 9 and is being released online this week.
Amnesty's 90-second film, called Stuff of Life, opens in slow motion with stylish shots of crystal-clear water and an upbeat soundtrack in the style of a typical mineral-water TV ad.
However, after lulling viewers the ad transforms into an interrogation room where a man is strapped to a table being subjected to waterboarding. Waterboarding involves first tying detainees to a board face-up and tilted backwards, then pouring water over the face and into breathing passages to simulate drowning.
"For a few seconds our film-makers did this for real, they poured water up the nose and into the mouth of someone who was pinned down with his head tilted back," said Sara McNeice, campaign manager at Amnesty International UK.
"Even for those few seconds it is horrifying to watch. The reality, in a secret prison with no one to stop it, is much, much worse."
The launch of the ad, which Amnesty International has dubbed "the film the CIA doesn't want you to see", follows the publishing of a book called Torture Team, which claims to shed light on interrogation techniques used in places such as Guantanamo Bay.
Author Philippe Sands, a professor of law at University College London, alleges that interrogation techniques developed at Guantánamo were inspired by the extreme exploits of Jack Bauer, played by actor Kiefer Sutherland, in the American TV series 24.
The campaign is part of Amnesty International UK's "unsubscribe" initiative launched in October last year that aims to gather support for human rights in the era of the "war on terror".
Amnesty's ad has been created in conjunction with post-production company DarkFibre Films and visual effects company Prime Focus London.
The cinema campaign will break in 50 Picturehouse cinema screens nationwide from May 9.

basically the advert itself is advertising the chairty showing the forms of torture that certain people have to have. the advert was not faked. the individual may ave been an actor but he was actually waterboarded.
im sure ofcom will receive a complaint here and there about this. but whats most is important is that they get the message across rite?!?!

WC(shep) timeline 2000

2000
18th july 2000--BIG BROTHER launch,now extremely succesful
1st august 2000-- ITN news channel launched
13th novemebr 2000-- george bush is president
14th june 2001--wimbledon interactive for viewers
11th september 2001-- world trade center attack
12th september 2001--the blue planet returns with david attenborough
6th october 2001--pop idol launches beomes v successful spin offs include american idol and x factor
2nd march 2002--BBC four launches
31st may 2002-- 17th football world cup!
20th novemer 2002--first live autopsy shown on channel 4
7th january 2003-- wife swap--so successful has 4 series
12th january 2003-- the salon launches
20th march 2003--U.S missiles hit baghdad
16th september 2003--little britain starts
28th january 2004-- hutton report published
2004--hells kitchen and strictly come dancing start..celebrity endorsed partially reality tv shows
21st september 2004-- secret policeman documentary goes undercover in manchester plice force.
26th december 2004--TSUNAMI takes place kills hundreds of thousands
30th january 2005-- iraqi elections--shia's come first
5th january 2005-- desperate housewives begins--- new sex in the city 4.8 million viewers

WC(shep)timeline 1990

1990
29th april 1990-- BSB launches has financial difficulties...merges with sky TV 2nd november 1990
22nd november 1990-- margerat thatcher steps dwn
7th february 1992--EU union is signed...put in place in 1993
1st january 1993--czechslovakia splits into czech republic and slovakia
1st october 1993--QVC launched first shopping channel
29th june 1995--gaytime tv launched for gays and lesbians
4TH FEBRUARY 1996--GM food launched--tomato puree.
2th september 1996--changing rooms
23rd november 1996 --the simpsons on BBC
30th march 1997--channel 5 launches
1st may 1997-- tony blair wins election
23rd march 1998--jrry springer comes to ITV
27th march 1998--viagra goes on sale becomes the fastest selling drug
7th december 1998-- ITV 2 LAUNCHES
5th march 1999--itv news at ten last broadcast
21st september 1999-- walking with dinosaurs-technology advances
11th august 1999--total eclipse
1nd november 1999-cameras fixed in the hosue of commons

WC(shep)timeline 1980

1980
25th February 1980-- yes minister- sketch, margerat thatcher in there herself
5th march 1980--JR shot...conspiracy bbc news report
30th august 1980--british female cops distinctively seen on BBC
17th june 1980-- nuclear missiles located is announced-- not exactly the best idea in the world ! !
21st november 1980-- children in need launched
29th July 1981--princess diana and prince charles get married, aired on TV.
25th November 1981-- brixton riots...ethnic minority issues
2nd april 1982-- falklands war starts(argentinians invade falkland islands) 655 british soldiers killed, 255 argentinians
2nd november 1982-- channel 4 launched
5th march 1984 --- miners strike
16th october 1984-- the bill launched
25h october 1984--Michael buerk does news reports from ethiopia
19th february 1985-- eastenders launched
11th march 1985-- gorbachev becomes soviet union leader
28th april 1986--chernobyl accident, killed 10,000 people 3.5 million people ill, spread as far as the U.K
6th june 1986-- documentary on AIDS dont die of ignorance.
27th october 1986--daytime tv reduces ceefax
6th september 1986--casualty starts(holby city 1999)
26th february 1987--female priests exist
12th october 1987--kilroy begins very contraversial
5th february 1989--sky launches first satelitte dish
9th november 1989-- berlin wall is broken down

WC(shep) timeline 1970

1970
10th January 1971-- open university first BBC broadcast
15th February 1971-- british shilling removed, replaced by the pence system
30th january 1972-- bloody sunday, peaceful civil rights march british troopers open fire, kill 14 irish people, and stated they were snipers, but apparantly they were innocent. investigation is on going.
4th april 1972-- first newsround broadcast
4th January 1973-- ceefax (teletext) was invented, still popular!
8th january 1973-- president nixon involved in the bugging of the democratic party HQ!
2nd december 1974-- muhammed ali on parkinsons show for the second time!
17th december 1975-- "the naked civil servant" tells the true life story of persecuted homosexual Quentin Crisp..defining moment of gays portrayed in the media.
29th January 1976--jeremy thorpe affair- MP jeremy acused of killing a man who he had a homosexual relationship!
1st december 1976-- sex pistols member says the f word on daytime television live. they get dropped fromtheir record label the producer gets sacked, riot!
6th june 1977-- queens silver jubilee
3rd november 1978--delia smith's cookery course. feminist movement at that time.
18th november 1978-- jonestown massacre in guyana, 900 killed followers of reverend Jim Jones. poisened juice used to murder them
3rd may 1979-- margerat thatcher wins election first female prime minister of the U.K
2nd september 1979-- subtitles begins
25th september 1979-- question time because- educational programme

WC(shep) timeline 1960

1960s,

9th december 1960-- Coronation street launch. now the longest running soap drama.
25th december 1960-- queen pre-records her first christmas message, it used to be live.
12th april 1961-- first man to go into space Yuri Gagarin
29th april 1961-- ITV goes southwest and scotland
1st october 1961-- songs of praise first broadcast(religious views)
5th Augsut 1962-- marilyn monroe found dead
24th september 1962-- university challenge(educational programme)
22nd november 1963-- JFK assasinated
20th April 1964-- launch of BBC 2, distrupted by power failure.
12th June 1964-- nelson mandela caught
22nd august 1964-- match of the day launch
24th january 1965-- winston churchill funeral broadcasted on BBC and ITV
OCTOBER 1965-- thunderbirds are go! and the magic roundabout.
21 april 1966-- houses of parliament first broadcast.
30th July 1966-- engalnd v germany england wins 4-2 at Wembley
3rd July 1967-- news at ten 1/2 hour on ITV with 2 news readers like how htey do in the U.S.A
3rd december 1967-- first heart transplant successful!
3rd may 1968-- french students protest against closure of the citys university, thousands arrested.
20th july 1969-- neil armstrong first man to walk on the moon, broadcasted across the USA.

BBC REPORT AND SUN WEBSITE ESSAY

"Using the comparison of these two texts as your starting point, explore the media issues and debates which they raise."
BBC homepage
form & function-->
website aim to attract audiences from just print paper, allowing a diverse range of consumers.
similarities & differences key concepts (MIGRAIN)-->
MEDIA LANGUAGE
colours--> used red and white making a big statement,
typography-->sans serif(without flicks) allows a bold typeface, stands out and is bulky, almost representing the audience, also in itlaics, white background predominantly red/black font.
images-->medium sized, does not take up all page, but consist of celebrities not much political agenda. sports/showbiz
INSTITUTION
THE SUN News Group Newspapers Limited
also own the times, sunday times, news of the world, the london paper, page3.com, the times litery supplement

GENRE
Newspaper, informational, gossip, sports related, and political, keep consumers informed about things happening in the world.

REPRESENTATION
women--> negative, portrays women as sex objects.top story consists of madonna dressed provocatively
seperate section for females , titled WOMAN to address the female audience.

AUDIENCE
"the white van man"-->typical class c2, d, e males, who are interested in sports such as football, but not too much into politics. specifically for this website, focuses on teenagers, has a special section of agony aunt for teens low disposable income

NARRATIVE
N/A

theory issues & debates
Representation of women
wider contexts (SHEP)

BBC news report-->1989
amateur video voice over or white british female, formal language
story is international affects the world, has political agenda behind it, massacre started because of government issues. almost a story being told.

ESSAY

The Sun’s website and the BBC report from 1989, both focus on news for the consumers, but their audiences are very different. Both texts aim to inform the general public and new information, but they both exist in different decades.

The BBC news report was shown on Television in 1989, whereas the compared text is The Sun's website homepage from 2008. These two texts both revolve around the news but are portrayed through different types of media.

Firstly the colour difference between the two media is quite big. The fact that in 1989, technology was not in its advance stages therefore the quality of the news report is quite bland. It consists of darker dull colours, which isn’t intriguing for the audience. However the report was recorded in the dark in the night, whilst the bombings took place. It portrayed a realistic image of what was happening. The story focused on an international issue that would affect a lot of people around the world, therefore the story was also able to appeal to a much larger audience, than usual. People who may be culturally or relatively affected by the story would also take interest in listening to it.

In terms of institutions, BBC itself focuses on hard news which affects people nationally and internationally. It revolves around political issues because this is what their niche audience requires. BBC’s audience consists of intellectual males and females situated in socio economic group C and above. Whereas The Sun’s general audience consists of individuals from class C2 and lower, specifically men. This is because The Sun aims to attract “the white van man” this phrase is used to describe the unskilled individual men who enjoy the objectification of women (especially with the page 3 feature) and do not feel politics is of much importance. Therefore The Sun focuses on soft news, about celebrities, and smaller humorous issues. For the website, specifically it targets a younger age range, as it also has a special feature for teenagers and “agony aunt” columns just for teenagers. It also has a big feature at the top which consisted of Madonna. It seems as though Madonna is the biggest story to be told, whereas BBC would beg to differ.

However both texts aim to fulfill the audiences’ needs by letting them know what’s happening around the world. Although they do this, they focus on totally different issues. The fact that these two texts are from two different decades allows a lot of differences to occur.

The news report was covered by a white British female. This shows that other ethnic minorities were underrepresented, whereas The Sun is now able to provide some sort of justice. There are now news reporters with different ethnic background. This shows that the differences between the years these two texts were broadcasted / published, is able to represent the community of Britain at that time. The BBC was able to portray other ethnicities as “villains” as stated by Propp’s narrative characters. The news report showed the public of China but they were seen almost as terrorists, and the news report was able to create a sense of moral panic within the British audience. To see this massacre start because of government issues, the British public could have felt a sense of fear, especially towards people of other ethnicities.

The Sun’s website is covered with pictures of celebrities as if they were the most important thing happening on the planet right now. The website can be viewed from all around the world, which means that the sun’s readership has enlarged; therefore they may look into stories which can be recognized by everyone. Celebrities are known all around the world, so they can be a starting point, but the whole page is surrounded by celeb gossip. Other political issues are not raised on the home page.

Apart from this, the sun has also differentiated between its audiences. They have separated males from females, as they have a complete separate section for females. This shows that the homepage it self and probably the rest of the website targets young males, due to the use of technology etc, but there is one section targeted at females. The sun’s mass audience therefore consists of men.

Furthermore, the use of colours by the Sun’s homepage are the same as their newspaper, this is probably kept the same so that it is easily recognizable and is established by the audience. Once they see the homepage they should know what is expected of it as they should be able to understand that the website will cover the stories that the actual paper covers. Therefore it is easier for the sun to be able to target their primary audience range.

In terms of news values, Galtung and Ruge have stated 12 points of which newspapers and news programme situate their stories around. The sun conforms to most of these values, such as unexpectedness, continuity and other more general broad values such as frequency, unambiguity etc. for the sun, news is something either related to sport, objectification of women, celebrity gossip, or something completely unexpected, whereas the BBC takes the news very seriously and focuses on hard news, and serious issues which affect the world. To a certain extent, The Sun may be “dumbing down” its audience to allow them not to think, and take the news as a form of entertainment.

Overall, both texts raise different issues and debates in two different time spans, the BBC report raises cultural differences in the British community, and the Sun’s website is able to raise issues about the objectification of women, and what the news should really stand for. Both texts are arguable of being biased to a certain extent, and this would be because of the gatekeepers of these texts.

WORD COUNT: 967

WC(shep) timeline 1950

1950s,

Color television introduced in the U.S.

1959

Rumors of cheating on quiz shows erupt into a national scandal

11th july 1950

Andy Pandy--> ran from 1950 til 1969 and then returned back in the 70's and 2000.
25th june 1951
First colour programme--> although no colour TV's were sold.
4th January 1951
TV cameras allowed in 10 Downing Street-->to encourage political views
15th February 1952
Funeral of King George broadcasted on TV shared with mass audience
13th June 1952
programme for children with impaired hearing--> introducing new technology
18th december 1952
Bill and Ben-->introduced by creators of Andy pandy to educate kids on english, complaints received from parents about education.
2nd June 1953
Coronation of Queen Elizabeth II-->broadcasted on TV, raises social Issues, female ruling the country. also raises political issues, as the ruling of the country by a female would have raised alot of concerns.
2nd April 1954
the Grove family-->first Soap opera, tried to convey a social representation of the country at that time.1/4 of the U.K's population tuned into this programme.
5th july 1954
first newsreel-->first daily news programme, keep audiences informed about social, political and economical issues that may affect them.
12th december 1954
Nigel Kneale's 1984 adaptation, killed a woman, creating a contraversial programme howevr the ratings increased for the 2nd viewing.
17th February 1955
Kitchen magic--> female cook conforming to typical housewife roles, and then working with her husband on ITV re-inforcing the housewife role working in the kitchen for her husband
25th June 1955
Dixon of dock green-->male orientated occupation of police man, contains fatherly role for the community
22nd September 1955
ITV becomes and independent tv show
27th April 1956
First Ministerial broadcast, speech about thea ctions against the soviet union, political agenda!
9th January 1957
Anthony Eden resigns as prime minister after the suez crisis, focuses of political changes withint he country.
2nd April 1958
People in trouble- programme which focused on social issues within real people's lives, mixed marriages, unmarried mothers, and spinster hood, focused on downfalls of females being singles.
representation of women
14th June 1958
black and white minstrel show--> will now be seen as a racial statement. however was extremely peopluar at that time.

er and radio times essay

Using a comparison of the two texts as a starting point consider the issues and debates that they raise

You should consider:

© Key concepts

© Media theory

© Wider concepts

Two texts to analyse: Cover of Radio times from 3-9 April 1976 and the title sequence of ER’s 13 series

The cover of the radio times is from 1976, almost 32 years older than the more modern contemporary comparison text of ER’s title sequence from the 13^th series. The aim of both texts however even though one is print and one is moving image is to summarise the actual text and attract a particular audience to view the text itself.

The Radio times cover was originally in black and white, this is because of the time this issue was printed, which is the 70’s and colour print wasn’t yet established. The ER title sequence however is much more modern, and is a moving text therefore changes the messages sent across to viewers dramatically. The title sequence is able to engage the audience with its fast paced editing and music. These elements of media language have a very large impact on its viewers.

Both texts focus on hospital dramas, from different centuries. From this representation differences within the years the audience is able to relate to the programmes. For the radio times there are just 5 female nurses, all white. This would help the audience in the 70’s relate to these characters. The women were seen in maternal orientated roles, which were familiarised with because women in those days were just starting the revolution of feminism. They were happy to see women in other roles apart from housewives in any programme, but what they did not realise was the lack of females shown. For example in angels all these women are nurses, none are seen as doctors which keeps them very low in the hierarchy of hospital jobs. Nurses are usually midwives, or give patients bed baths etc, again giving them a maternal role. ER is able to subvert this idea, and not only do they show woman superior to men but also portray different ethnicities. The audience sees Black and Asian people working alongside white people. These individuals are not just placed in an act of tokenism, because the female Asian is a surgeon, whose life is immensely focused upon.

The radio times cover shows the females happy with their jobs, all 5 women are smiling and looking at an x-ray, this was a misrepresentation because women were seen to be consistently happy. ER’s title sequence alone is able to portray all kinds of emotion, panic, anger, sadness, ecstatic etc. This is a much more realistic view of normal people’s lives, allowing more people to relate to the characters.

The ER is broadcasted on NBC in the U.S and on channel 4 in the U.K whereas “angels” was broadcasted on BBC, who also owned the radio times. The radio times was the only TV listings magazine in that time whereas now the audience has many TV listing guides. At that time the Radio times had become a monopoly because it was the only of what was to come on TV for the next week, whereas now we have the internet and other magazines, this shows how much technology has developed allowing competitors to rise for BBC, and because the BBC owned the Radio times they were able to heavily advertise their programmes more than other channels.

Both texts show women but none are objectified, women’s are respectfully portrayed in order to avoid any disagreements. In the 70’s the feminist movement had just risen therefore producers and directors were very wary of how women were portrayed. The costumes provided for the “angels” were all white not only connoting them as real angels but also “Madonna’s” as described by Laura Mulvey there are only two stereotypes that female characters conform to, and they are either a Madonna, who is pure in every form or a whore who is sexually objectified for the male gaze. These women were not objectified but were placed on the cover for other real women to relate to them. However a sexually objectified form of women has always created a stereotype of nurses. Nurses for men don’t usually mean a person looking after an ill individual, but more of treating them in other ways. Therefore these nurses were seen through a fetishistic gaze, by males.

In terms of props, iconic elements within both texts are x rays. The nurses are holding an x ray, something which is directly linked to hospitals and it is also used within the title sequences throughout in the background. This therefore shows that audiences are able to pick up on these iconic elements to identify the hospital drama genre.

Overall both texts, however large the time space between them have elements which allow the audiences to identify the genre, but have dramatically changed in terms of representation because of the feminist movement which allows females to grasp the essence of equality within the media.

EsSaY

The two trailers to be analysed are “scream” (1996) and “The Ring” (2002). Both of these films conform to horror conventions but one is more of a slasher film and “The Ring” is more of a psychological panic.
Both trailers aim to persuade audiences to go watch the film. They usually do this by leaving the audience wanting more.

“The Ring” (2002) is a remake of the Japanese film ringu (1998), which worked extremely well. The narrative was unique and interesting, therefore Hollywood producers decided on a remake, using American actors and a better known language, English. This was a great decision as it worked so well with audiences. There was a follow up called “The Ring” 2. The original ringu won 6 awards, and “The Ring” itself won 7 awards. “Scream” is a well established film because it had its follow ups “scream” 2 and 3. Films such as “The Ring” and “scream” give audience a sense of satisfaction and many types of pleasures of which they may not receive from other genre films. Horror films allow a sense of emotional pleasure, because they encourage the audience to feel like the characters, so sense of fear arises within the viewers. Visceral pleasure is also gained form this as the audience may sometimes feel as if they are on a “rollercoaster ride”. They are able to feel the emotions of the protagonist so when they are secure the audience feels happy but as they are chased and killed, the audience feels the quick pacing heartbeat and the fear of the characters.

The first shot in the “scream” trailer is of the phone. This is a crucial prop within these films as they usually give a sense of someone there but allows no visual appearance of this character keeping them a mystery for the audiences to solve. The camera itself is ignored by the female within the shot therefore giving a feel of voyeurism by the audience, they are watching here in her home when they shouldn’t be, alongside the stalker, who is calling her. This allows interaction with the audience persuading them more to like the film and the narrative. “The Ring” first scene however is of the inside of a VCR. This allows the audience to understand that the focal point of the film is the film they watch within it. We then move on to watching the film, with the characters in the film. Although this may sound confusing this again allows interaction with the audience as they feel part of the main characters lives.

“The Ring” trailer starts off with a voice over of a female describing the video they watch that kills people. The music kicks in when she talks about the phone call which says “you will die in 7 days”. The music is from piano, but has low notes and high notes together creating confusion and anticipation within the audience. When the main protagonist (who is a female) decides she wants to try and avoid her death, the music gets stronger yet more discordant as it changes to stringed instruments. The music builds up and a choir joins in making the last few scenes more dramatic than they seem. The music has a great impact on its audiences because it draws them into the film. The music then fades out with a “scream” at the end of the trailer. “Scream” trailer has no music for the first 30 seconds. This is so the audience pays close attention to the conversation between the character and the stalker. The dramatic sound from the window breaking alerts the audience of the narrative behind the film.

Both films focus on people watching things they shouldn’t. In “The Ring” it’s the death video and in “Scream” its scary movies. The stalker in “scream” has become this way because of his love of scary movies and tries to re-act them in reality. This shows the characters going against the 3 vital rules of the 2 wise monkeys. “See no evil, hear no evil and speak no evil.” Most horror films do follow the act of a sin, whether this may be pre-marital sex, alcohol and drugs or anything which may not be right. Horror movies show audiences they must never do anything against what they were taught since childhood. This could be talking to strangers or going out in the dark etc. However films like these may also create a sense of an un-existing moral panic. The trailer for “scream” includes titles which say “do not pick up the phone” and “do not open the door”. This creates fear in the littlest most basic things in life, but because of these trailers and because of the impact of this, the audience wants more and go to watch the film.

The trailers both work well in attracting its audiences because it involves them within the plot and makes them feel part of the film.

coverwork essay

THE RING
a. Form/Function-->trailer...to persuade audiences to go and watch the films
b. M-I-G-R-A-I-N-->black and white, fuzzy images to allow fear and authenticity...close ups of reactions, close up of pupils dilated, showing fear. music builds up anticipation.dreamworks.horrow/thriller.woman strong and independant, but rattled by the mystery, has a man in the story in order to complete the female almost allow hope for a relationship. child, boy...makes him vulnerable but more stronger than a small girl.samara...female...showing females and cruel individuals.
c. Other related texts
d. WC (SHEP)---social, historical, economical, political...social rep of female stronger independent
e. Issues & Debates
f. Relevant Theories

SCREAM

a. Form/Function-->trailer...to persuade audiences to go and watch the films
b. M-I-G-R-A-I-N-->phone ringing sound is shocking almost, hear the man on the phone, seems normal at first bright lighting in the comfort of her home, Dimensionfilms.music builds up to anticipation/climax, girls getting chased around by a killer. almost slasher. teenagers, sinful.
c. Other related texts
d. WC (SHEP)social...teenage wasted , alcohol and sex driven
e. Issues & Debates
f. Relevant Theories

scream

The ring

Genre:horror/thriller

similarities: calling on the phone.

unknown "stalker"

slow editing at first, longer the trailer runs the quicker the editing gets

med guardian

Monkey gets big-screen tea break

Monkey, the star of the fondly-remembered ITV Digital ad campaigns and the current face of PG Tips, is to appear in a Michael Palin-esque cinema extravaganza this Easter.

In a film called "A Tale of Two Continents", Monkey gets to have his first big-screen kiss as he embarks on a light-hearted romp through the history of tea.

"What the world needed was a hero," opens the voiceover for the trailer for the five-minute cinema advert by advertising agency Mother. "What the world got was a monkey".

The film, which features Monkey playing roles including tea-drinking Chinese Emperor Shennong, a jungle explorer and captain of a tea clipper, will run in cinemas from March 21 to April 10.

A trailer for the short film has been released to MediaGuardian.co.uk.

"Inspiration for the style of the film came from the old public information films that used to run where a central character is used to portray a message in an engaging way," said Nicola Waymark, the senior brand manager at PG Tips.

PG Tips has negotiated to take a five-minute slot of advertising space to run the mini-adventure before family films including the Spiderwick Chronicles, Horton Hears a Who, Gameplan and Hannah Montana.

The short film forms part of a wider PG Tips campaign to raise awareness of its tie-up with the sustainability organisation Rainforest Alliance to source its tea.

In the film, which credits Monkey as both writer and director, "Britain's favourite knitted chimp" says his intention is to "change the world one cup at a time".

The tie-up with Rainforest Alliance will eventually see all of PG Tips tea sourced from certified growers by 2010. It will be promoted by a more traditional TV and press campaign starting on Wednesday.

"While we are running a standard campaign we also wanted to find a different way to entertain and engage," Waymark said. "The cinema is a great environment with a captive audience that will respond to you as long as you get it right and Monkey has great appeal."

Monkey made a return to TV after almost six years last January when he was reunited with Johnny Vegas to star in PG Tips advertising. The duo rose to fame as the faces of the ill-fated ITV Digital service that closed in 2002.

m e d g u a r d i a n s t o r y

AOL UK has struck deals with the Spectator and the Business to sell advertising across the two magazines' websites.
All campaigns for thebusiness.co.uk and Spectator.co.uk, part of the Barclay Brothers-owned Press Holdings Media Group, will be handled by AOL UK's sales force and delivered using its AdTech platform.
"AOL has a proven track record of selling to premium audiences whether they're sophisticated, hard to reach or both," said Mark Hopkins, the group digital director at PHM Group.
AOL launched its third-party ad sales service in August last year and has signed deals with companies including teen community website Habbo Hotel.
"The deals are another step towards our goal to grow the company's advertising business in the UK and across Europe," said Michael Steckler, the AOL UK managing director.
Earlier this week AOL bought online affiliate advertising network Buy.at, AOL's fifth acquisition in a year.
Buy.at is a network in which advertisers pay its member web publishers only when a visitor to the site takes action in response to an ad, such as making a purchase.

AOL has been able to advertise ther service over 2 large demographic targeting website. the websies focus on magazines, and when the websites are advertised in the magazine itself, the customers may want to view that website. along side this theyw ill see adverts OF AOL. this way aAOL is able to reach out to a larger audience.

media guardian story

Vodafone has signed up fewer than 10,000 UK residential broadband customers, despite launching its service a year ago.
Orange sparked panic among its mobile phone rivals in May 2006 when it merged its mobile business with residential broadband operator Wanadoo and offered customers a free "converged" fixed and mobile service.

O2 snapped up the small British internet service provider Be Broadband, while Vodafone signed a wholesale broadband deal with BT and started its service last January. But consumer take-up has been very low. While Orange leads the market with 326,000 British customers taking both mobile and broadband, O2 has just a few tens of thousands.

Vodafone said it has spent very little on marketing the service in the UK. Instead it uses it to retain customers in danger of defecting to a rival. Overall, Vodafone said yesterday, it had 3.1 million broadband customers across 11 countries but the bulk - 2.4 million - were in Germany.
Retaining customers has become increasingly important to Vodafone as it faces fierce competition, which has depressed prices by 15% to 20% in the past year. It has also been looking to newer markets for growth and yesterday's trading update showed that, for the first time, it has more mobile customers in eastern Europe, Asia and Africa than in its traditional western European business. Out of a total customer base of 252 million, nearly 135 million are outside western Europe.

The company still makes 60% of its profits from the rather more mature euro and pound-denominated markets but the chief executive, Arun Sarin, admitted yesterday: "It is obvious that emerging markets ... will contribute a much larger piece of our revenue and profit in future."
Vodafone said revenues rose by more than £1bn to £9.2bn in the three months to December. Growth was 2.2% in Europe but 13.8% elsewhere. The figures were slightly better than expectations but in a subdued market, Vodafone's shares were a little lower.

Vodafone has had problems establishing its broadband service within the U.K. this is because of stiff competititon from other broadband services. previous companies that only offered modile phone tarriffs now have to bring more revenue in, for example like virgin. t has branched out in to many services for customers. So in order to compete vodafone have to up their game. they do have more customers globally but are not recognized within the U.K. personally myself i didnt know Vodafone offered a broadband service until i read this article.

bee movie poster analysis

The bee movie is an animated fiction created by DreamWorks who have famously produced many other films such as shrek 2, Antz, and many other animated films, however they are also well known for films such as the ring and transformers. The aim of this poster is to initially attract the target audience to watch it in cinemas. This movie poster stands out of the normal everyday posters seen around. The colors, the images and the writing all suggest ideologies and values that are tried to be represented within the poster itself.

Firstly the color scheme suggests a lot about the narrative of the film. The fundamental colors used are black, white, orange and yellow. These are most likely used because they tend to stand out once they overlap. The black is very sharp and bright alongside the bright white background so it makes the written information stand out. Apart from this the colors are able to represent the film through the poster. As this is a still image it can almost make a first impression to the audience of the film. The film is represented as fun and bold. The connotations behind the use of the color yellow are very diverse but the main reason why yellow was used as part of the color scheme is the fact that the narrative follows the lives of bees. As Bees are usually yellow and black these colors are represented on the poster making it clear what the film is about, even though the main image would have possibly been able to convey this itself. The storyline can be left to the audience’s imagine as the poster should act as a basis of their imagination. The film is about the life of bees and as the colors are so bright they make sure this is conveyed clearly especially to the younger audience.

In addition to this, the copy on the poster is able to stand out, but the words also hold meaning. Renee Zellweger and Jerry Seinfeld are the two names at the top of the poster, as this comes before the films name it is clear to see the film is trying to appeal to a much wider audience than what is expected and trying to get individuals go watch the film because of this well known talented actor and actress. Right beneath this there is a quote probably made by a character in the film, by a reporter etc. the quotes is stated “honey just got funny” the use of small quick pronouncing words can relate back to the younger audience that the film is attracting, but alongside the picture this will make a more humorous understanding of the whole concept. The picture suggests that the bee will get squashed and as bees produce honey it would be ‘funny’ once it is crushed, this concept would probably not be understood by the younger audience. The hybrid genre is part comedy and part animated fiction, which caters to a very large target demographic. The primary audience who is generally the individuals who will consume this text for visual pleasure would be juniors around the age of 5-12 boys and girls.these chilren will range from all socio economic groups allowing a diverse and large target audience, but caters to all individuals expectations.

the font used throughout the poster is bold and thick. this allows each word to stand out on the poster attracting everyone's eyes. this is the best way to get the audience's attention because it allows visual impact, which heavily influences individuals to go watch a film because that is also a Visual pleasure for them. Belwo the film title there is some distribution information, and other titles considering music/editors of the film.this is in the smallest writing on the poster, showing it holds little importance.Dreamworks, the institution and distributor is just above the totle of the film, however it is quite small, however they are able to rely on their infamous logo to make people realize who they are. Dreamworks is very well known for many films they have produced and distributed, especially the animated films such as shrek.individuals are able to establish how much of a good film it is for it to have been produced or distributed by dreamworks, they are able to sibconciously set standards showing it is a trusted and valued institution for animated films. alongside animation the bee movie also fits in to the genre of comedy, it allows humerous moments for both its younger and older audience.

furthermore, the main image on the poster is of a tennis ball almost flying out of the poster, giving it a 3D affect and making it more realistic. The tennis ball is represented on a larger scale than usual, representing it as a large object about to crush the bee, however in terms of the Bee's point of view the ball will look this size and much larger than itself.This allows the audience to put themselves in the bee's position and giving them someone to relate to in the film.the ideology behind this can be motivated from every sense, whether its the editor of the film, or the creator of the poster.it gives the tennis ball a more dominating ideology towards the audience and the bee, as in to be afraid of the ball.this again allows the audience to realte themselves to the bee.

this poster is able to provide all the necessary information but also be able to appeal to a much wider audience range, because of the copy and the image. The bee movie is represented as a fun family time movie, which can be easily enjoyed by all age ranges.

MeDiA GuArDiAn sToRy

The Daily Telegraph has quietly dumped Telegraph PM, the daily printable pdf version of the paper.
Telegraph PM: introduced in September 2006 When the pdf version, designed for commuters to print out and read on their way home, launched in September 2006, the Telegraph said it demonstrated "our commitment to being at the cutting edge of the new-media age".
The project was enthusiastically backed by the Telegraph editor-in-chief, Will Lewis, but it is understood it was not popular enough to survive.
"No one has lost their job as it was simply part of the daily production cycle," a spokeswoman said.
"In essence all the information available in Telegraph PM is all available online at telegraph.co.uk, which is where we have channelled much of our resource."
Telegraph PM will still be produced occasionally, for big news occasions such as budget day.
Telegraph PM was published at 4pm from Monday to Friday, with an updated edition at 5.30pm. It had 10 pages of news, business, sport, entertainment, crosswords, sudoku puzzles and readers' comments taken from the telegraph.co.uk website.
The Guardian publishes its own pdf version, G24, which is automatically updated throughout the day.

the Guardian is able to do something like this and survive but the daily telegraph cannot be successful in doing this. they cannot survive with the competitiveness of other newspapers, there is so much diversity in the types of news we receive and choose to watch or read. there's entertainment news political news and many more. consumers are more tied up in soft news rather then hard news.

I AM LEGEND FILM POSTER ANALYSIS

The text analysed is a film poster of I AM LEGEND, the function of this poster is order to advertise the film and persuade the target audience to go and watch the film. the poster should be able to attract a wide audience range and allow people to perceive it in different ways.

Firstly, The Protagonist, Will Smith's name is stated on the top of the poster, which is the first thing you would see, this allows people to relate the film to Will smith, and he is known to do action films and have been very popular because of him.Will smith's preferred genre to see him in would either be comedy or action. I am legend is seen as a very serious film situated around action, what will smith is best known for. His target audience can range from late teens to 40+ as he is so well known for the many types of programmes and films he has featured in and produced himself.

Furthermore, The typography of the film poster is heavy and bulky. the font enlarges as it goes down on the poster, this builds up some sort of narrative. The word alone is almost a climax, of the whole poster, becuase the word "alone" is emphasised heavily, but the use of the word "not" right before it changes the storyline, making it seem like he's not alone, even though he has no one or nothing with him on the poster.the ideology behind the whole poster is extremely patriarchal, even though the colours are not directly masculine, the typography shows that it is heavily orientated around men, and is made for men to view and enjoy.

Moreover, The skyline in the background is made up of New york city, this enables the audience to set the scene where the story will be introduced and work around. Even though the copy states "the world" the setting will strongly be around New York City. The narrative sets around Will Smith and most probably is in New York. Will Smith is standing in the centre of all of this. the New york skyline is used because the audience can easily recognize this and understand the concept of the film.the way will smith is postioned and the background sets out the narrativeWill smith seems like he has either just accomplished something or is going on a mission, but the fact that he is walking out of new york city gives it a more indepth narrative within the poster.

Will smith is wearing a pair of jeans, a top and a jacket, alongside a bag. it is very casual making him seem very ordinary.this helps the imagination f the audience float abit, because his appearance isn't unreal so th efilm's narrative can seem more real to the audience.he is represented as an normal individual of the general public, allowing the audience to also make comparisons between them.As the primary audience is made up of males, it allows them to view themselves as will smith, as an object of their imagination.this allows some sort of narcissistic pleasure becuase they are able to feel good about themselves, as they follow through the narrative.the narrative will unfold into many action scenes.it follows dawn of the dead, in a way that the people are dead but still alive.a disease spreads which is incurable but was actually supposed to cure cancer.3 years later Will's character is probably the only human alive, but he isn't alone becuase the dead are now mutant evils, who are waiting for him. If the individuals within the audience are able to imagine themselves in his position they will feel a sense of accomplishment and great power.

the title of the film is only featured in the website address n the bottom right hand corner. it is not feautured anywhere else on the poster. This is because the film has already had enough exposure that people now directly relate will smith or the quote on the poster to the film. Will smith's name is right at the top sot hte audience can realise its either a comedy or an action film. the rest of the quote enables the audience to realise it is not a comedy. the genre is clearly noticeable especially because of the actor.

this poster is carefully and concisely put together to represent i am legend as a serious yet extremely interesting film, and it clearly advertises the film persuading individuals to go and watch it

re-take med1 essay 3

The print being analysed is a nina ricci perfume advert. This advert was published in glamour magazine for november 2007, featured on one single page. The function of the advert is to be able to appeal to the target audience and sell.

Firstly, The colour scheme throughout the advert follows all shades of pinks, reds and whites.The background is pain white, allowing a dream-like feature, or a blank canvas allowing imagination to be portrayed.All the real apples are "apple red" almost unreal to have every apple the right and perfect colour.The model in the centre of the advertisement is wearing a large, pink,feminine dress, with its flowing material again adds to the dream like essence.all these colours represent femininity, which gives the perception of perfect girls and women, all pink and girly.The genre of this advert is hard to catergorize as it falls into quite a few,feminine and beauty to name two. The genre is quite diverse allowing the audience to perceive it how they want to.it can also have a fairytale genre, allowing some sort of narrative to follow even though it is a still image, it convey's a lot.

Furthermore, The dress worn by the model is light pink representing femininity, it flows around and is quite large making her seem like a fairytale princess, who has everything, beauty, happiness etc. It is very traditional and stereotypical of a princess to be conveyed in this way.this is so the audience is able to recognise the values and ideology of the advert straight away. it has a very feminine ideology allowing everything to be beautiful and perfect, alongside this is connects with a typical fairytale and has the essence of a few fairytales put together. The consumer is able to relate to the female as they see themselves in her position and wanting the perfume.the ideal consumer for this advert(bearing in mind the advert is featured in GLAMOUR) would have to be 19-39 females ranging from socio-economic groups of A to D.females from socio economic group E are not seen buying glamour becuase they are either students, pensioners or unemployed.these women don't particularly fall in to the category because at most they probably dont read glamour, but also some may not be able to personally afford the perfume itself, so it would be pointless to target them with this subject.

Moreover, The models hair is quite long, blonde, and wavy/curly.a stereotypical view of a Princess.in many storiesin the past princesses would have long dreamy hair.the values behind this image is to push the fairytale ideology onto the audience.the stereotype is used in order for the audience to clearly understand the motive behind the image used. The image links to many fairytales and stories.Alice in wonderland is one of them, where alice is able to dwell in many adventures.this can also proceed into Narnia, the lion the witch and the wardrobe.the room behind has many apples in it, but she leaves that room and enters the next room with a silver tree and one apple, the perfume. The story is being built up through the background and foreground of the image. the model can be perceived as 'alice'walking through each room and being faced with an adventure or challenge.taking the audience back to their childhood, it allows to refresh many memories,especially the love for fairytales, bringing back the young girl into the 20+ woman.

The perfume bottle itself is in the foreground, placed in the top right hand corner.it is supposed to be hangin from the silver tree but almost looks like its floating in mid air. A phallic symbol is always upright and sometimes possibly sharp, however this bottle is almost the total opposite allowing the consumer relate it to women,how a phallic symbol is related to men. 'alice' is seen surrounded by apples, everywhere but seems to be infactuated by the floating apple bottle. Another story the advert relates to is Adam and Eve.the Nina ricci bottle acts like the forbidden apple, but also shows that the female is surrounded by apples but seems to want this one. The audience can understand this situation and see the resemblence to the forbidden apple and the perfume bottle, because of the agerange, they are old and mature enough to understand the story and see it has been adopted within this advert to have a persuasive approach. 'alice' wants the forbidden apple, and so does the consumer.

Finally, The advert uses sans serif font, giving the writing a more formal approach and look."NINA" is given a handwriting look, making the advert seem more personal.NINA RICCI below that, is in capitals and all the writing is in black, making it stand out against the white background.Alongside the advert is a little puff which states the perfume as "the new magical fragrance". The word magical allows the audience to relate the word to the narrative which seems to be prevailed within the picture.magical makes the whole image seem unreal and an image of the imagination, but gives hope within the individuals of the audience to believe they once wanted to be a 'alice in wonderland'

med1 re-take practice essay number 2

Sugar magazine cover analysis (february 2008 even though i bought it in december, it said february)
Form and function--> teenage magazine cover, to stand out and attract customers, conclude the magazine for the customer in order for them to buy it
M-->
Colour scheme- red white yellow black
font -bold modern(NOT in sans serif)
masthead--red bold not behind emma rigby so doesnt expect customers to know the magazine even though they used to do that before.
Puff-the no1 teen mag
Pug-yellow bold attract audience"2 mags 4 1"
Main image- Emma rigby well known teenage actress of hollyoaks, a soap watched by teens(fits with audience range) has acted in serious roles and can be seen as a role model for young teenagers
Biggest strapline-"Fashion miracles"
Background-silver/glitz and glam --connote party/fun
Costume-Emma wearing a party top, linking to the background
I -->Hachette Filipacchi (UK) Limited-->ELLE, ELLE Decoration, Red, Sugar, Psychologies,Real Homes, Inside Soap and All About Soap.
G -->teenage magazine(females)gossip, fashion, real life stories,advice (hybrid genre)
R -->males as a desire for girls and every girl must do what it takes to get a boyfriend.appearance is everything.fashion is a must to follow.life is all about beauty and boys.
A -->12-19 female teenage young girls ranging through all socio economic groups
I -->??????????????????
N -->no narrative

key concept flow paragraphs

image-->Emma rigby well known teenage actress of hollyoaks, a soap watched by teens(fits with audience range) has acted in serious roles and can be seen as a role model for young teenagers genre-->sugar:(females)gossip,fashion,real life stories,advice,love (hybrid genre) hollyoaks:love, teenage girls audience-->12-19 female teenage young girls ranging through all socio economic groups

Colour-->bright bold red black white and yellow Representation-->fun bright bold, giving a fresh look, representing the audience as fun attractive people,also represents the magazine as something fun bright and bold.audience-->represent audience as fun party people,12-19 female teenage young girls ranging through all socio economic groups.

Masthead-->not behind emma therefore doesn't believe it is well known enough for the target audience, this is possibly because of new competitors that weren't there a few years back.Genre-->as the genre of sugar is shared by many other teenage magazines this can have an affect of how the layout of the magazine is set out Institution-->Hachette Filipacchi (UK) Limited, their other magazines such as red and elle can also appeal to the same target audience

THE ESSAY
The text analysed is a Sugar magazine cover (february 2008) , the function of this text is to be able to stand out and attract customers, conclude the magazine for the customer in order for them to buy it. This is in order to appeal and attract the right target demographic.

The main and only image on the cover is of well known teenage actress Emma rigby. She is well known becuase of the shocking yet realistic role she has adopted in hollyoaks, a programme watched by a numerous amount of teenagers across U.K. She can be seen as a role model for young teenage girls which makes it easier for the audience to relate to the character. her role during her anorexia period, allowed many serious issues to surface within the programme and related to many girls who crash diet in order to become skinny. Emma was able to show that crashdieting is not the answer. In this picture she has gone back to her figure and seems healthy.The target audience for both hollyoaks and Sugar fit in well, therefore this may have been the reason to feature Emma on the cover. The niche audience of 13-19 young females fits into hollyoaks much larger audience ranging from 12-30+ males and females, becuase their stories relate to all kinds of people. If the focus stands on Emma's story within hollyoaks, then it is clear to see that the genre between sugar and Emma's story is very similar.Emma's life is surrounded by boys looks, apperance, fashion, gossip and health problems. Sugar covers all of these within its magazine therefore making the audience for Emma very similar to Sugar's audience.This is why Emma would have been an obvious cover image for Sugar.

The colour scheme on the cover is bright and bold which makes it stand out.the 4 main colours are black, white, red, and yellow. These colours against each other make each one stand out. The colours individually connote many different things, love , friendship, death etc. but this can also convey life and the different paths individuals folklow and feel, love, friendship, death etc. All together these colours on the cover convey fun and happiness.they also link in with the party theme with Emma's photo shoot. This also represents the magazine as a fun happy loving enjoyable magazine, but not only that this appeals to the audience because they themselves are being represnted with the use of these colours. the 13-19 female teenagers are fun loving partying people, especially with the season to party (with christmas and new years) it gives a sense of a fun exciting audience.

The masthead is stated in red, part of the colour scheme which is used, however it is the biggest copy on the cover. It is not hidden behind Emma's head which shows Sugar doesn't believe they are popular or well known enough to be covered yet still recognised, however previosuly , in other previous magazine covers a few years back, sugar was able to allow the masthead to be behind the image, which shows their ratings and revenue may have decreased of some sort. This could also mean that many other competitors have risen in the last few years and sugar feels they need to re-introduce their magazine. the hybrid/sub genre that sugar is so well known for has been taken over slowly by rivals such as cosmo girl bliss mizz and so many others. these new magazines may have taken many of sugars loyal customers therefore in order to get them back, sugars cover layout may have changed because of this reason. Sugar is published by Hachette Filipacchi (UK) Limited which has also published other magazines such as Red, All about Soap, ELLE etc. overall their target demographic is extrememly wide, they cater to many age ranges genders etc.
The straplines focus around fashion, real life, and love. the straplines communicate to the audience through words such as 'your'. these directly talk in "2nd person" allowing the consumer feel like they are being talked to on a one to one level.

Media guardian story

Bebo named as best social networking site in survey

They have transformed the way people communicate and attract millions of regular users keen to make virtual friendships or chat about common interests. Of the most popular social networking websites, Bebo is today named in a report as the top performer, beating its rivals Facebook and MySpace.

Computing Which? publishes the results of an independent test assessing the 10 most popular sites for ease of setting up and using the site, the range of features, and the way the sites protected privacy and security, including how easy it is to remove personal details.

Bebo and Facebook achieved the highest scores of 79% and 74% respectively, and were rated easier to use than MySpace and best for socialising. Bebo, which is used predominantly by the 13- to 24-year-old age group, is praised for working hard to encourage responsible networking. "Users can restrict who sees their information, and block users, and there's plenty of advice on security risks and how to avoid these," says the magazine.

The News International-owned site MySpace - also popular with younger users - received an overall score of 67%. Microsoft's Windows Live Spaces scored 65%, ahead of Friends Reunited site at 62%. Saga Zone - aimed at the over-50s - and BBC Talk were both given a maximum five star rating for their performance. They were also named as best buys for users interested in discussion groups. The photo-sharing site Flickr proved to be the best in the special interest category, scoring five out of five for both performance and ease of use.

A survey by the media regulator Ofcom published at the end of last year showed that British surfers are insatiable users of social networking sites. One in four log on to such websites at least 23 times each month, making the UK the most digital nation in Europe and second only to Canada among the world's most enthusiastic makers of virtual friendships.

Abigail Waraker, the editor of Computing Which?, said: "Social networking sites are growing in popularity and, as the success of Bebo in our test shows, sites like MySpace and Facebook can't rest on their laurels if they want to stay in the game. It's also encouraging to see that no matter what age you are or what interests you have, there is a social networking site out there for you."

I chose this story because i personally thought facebook would be on top of all social networking sites, because its has increasingly become popular, but HI5 is nowhere to be seen. i'm with bebo but barely ever go on it because i find it boring but it seems lyk a niche audience between 13-24's love it.However even young kids are able to access these social networking websites.i have cousins who are 10 AND THEY'VE JOINED FACEBOOK.its unbelievable i know, but these kids also like to keep up with the latest stuff. However there are many dangers on these sites, with paedophiles absolutely everywhere, and its quite simple to access individual email adds from facebook bebo hi5 myspace msnspace etc. i believe there should be some sort of restriction to avoid anyone too young to be able to post there personal information are pictures on the world wide web, making them accesible to anyone.Facebook, makes sure that not everyone can view your profile, you have to be a friend to access the profile, which is re-assuring.

MY FIRST ESSAY

Jamie Oliver advertisement essay

Jamie great Italian escape advertisement published in the BBC radio times aims to advertise and promote the new programme which features Jamie travelling through Italy trying to understand their eating values and enforcing British values in Italy. The advertisement is a double spread featured in the BBC radio times, a TV/Radio guide, which means it can directly aim towards the large audience for TV viewing. This also means it can attract many other individuals who may not have generally watched it.

The first and initial prop you see in the picture is the Jamie Oliver; he is hanging upside down and is in the foreground. He is prominent within the whole advertisement; this is so in order to promote the programme. It is almost a type of celebrity endorsement, the only difference is that he is in the programme himself and is literally the centralised character. Jamie is well known for two things; advertising for Sainsbury’s and doing documentaries or programmes on healthier eating, aired on Channel 4. It is a publicly owned corporation which commissions its programmes from other production companies. E4, E4 +1, ch4 OD, More4, film4 are all part of the channel 4 family. Channel 4 is funded completely through advertising. Jamie is directly related to channel 4, which shows he is well known because of the institution. Jamie is widely known for his style of cooking, with his documentaries, which have followed him to primary schools, and his own restaurant. His genre of programme is cooking and healthy eating, and has done many series, which involved a hybrid genre, of documentaries and cooking shows. These programmes have followed him around his house and his professional life, almost making it a reality TV show giving a sense of entertainment and also education.

The picture is set in a kitchen, it seems like a stereotypical Italian kitchen, but in fact it’s a small butcher’s kitchen. It is dim-light, giving it a sense of a horror genre. The background has a painting-like look to it allowing Jamie to stand out even more then usual. The kitchen seems very old fashioned, with old, unclean, unhygienic setting. The fans in the back suggest a high rising temperature, and within a slaughter house gives it even more of a horror feel. The place is in need of a renovation, and is represented as a really lower class, dirty place. This is why Jamie has gone to Italy. The advert suggests many things; one is that Jamie who is British and has a patriarchal ideology, with his handkerchief is there to almost save Italy, from itself. The kitchen has a patriotic ideology, its very Italian, and Jamie being part of it, a large part of it, shows he’s taking over, and making Italy more British. These ideologies give away a lot of the programme and the aim behind it.

There are many references towards Italy within the advert. Around the slaughterhouse/kitchen, there are many pictures on the walls and posters which represent a patriotic ideology. As the background does seem painted, Italy is well known for its artists, which re-inforces the patriotic ideology, alongside the pictures up on the wall, of large families, which follows stereotypes of Italian families, with references to large mafias. There is a large picture in the right hand side, of a pope or a priest allowing cultural stereotypes. The cupboard in the back also has a poster of the Italian football team, giving the whole setting a traditional Italian feel, and Jamie in the middle of it. The meat hanging alongside Jamie also has Italian stamps on them, making Jamie seem like an outsider, an invader who is disrupting the Italian environment. It represents Italy as a rock solid country and they stick together, allowing nothing to break them. All the references to Italy makes the people of Italy seem like they love their country, culture and values, and with Jamie in the middle, makes it seem like he wants to change this all in to a more British society with British values.

The male in the background o n the left hand side is an Italian butcher, who has a sharp butcher’s knife in his hand, it almost seems like a snapshot where he has stopped for a moment and is contemplating. The use of the knife within the image has a huge impact on the way Italians are perceived. The knife can act as a phallic symbol, and as the man is holding it, gives him dominance over everything, even though he is in the background. This can again link the Italian stereotype back to Italian Mafias. As Jamie is tied up he seems helpless and allows the audience to see the Italian butcher in control of the situation and can release Jamie. From both of their facial expressions we can also see who has authority. Jamie seems frightened crating a fear for the audience, and again allows stereotyping of Italian people to be part of the Mafia. According to all these values given from this advert the audience must be of an older age group. Jamie is very young compared to other cooks on television and has created programmes which have been aimed at large target audiences, however the great Italian escape must be aimed at an older group. This is because of the image shown and of the title. The dead carcasses show this programme won’t be for the faint hearted, and the title refers to an old British film called the great escape which would be more meaningful to an older audience.

The advertisement has kept writing to a minimum, it has the title and the date it starts, and the channel 4 icon. The font is contemporary and in sans serif. The use of the word escape is ironic towards the image and the situation that Jamie is in. The title does not state Jamie Oliver as, Jamie Oliver; it says Jamie, which almost makes it inevitable for the audience to know who Jamie is as he is so heavily linked to channel 4. The channel 4 icon is also cut off, making it seem like the audience knows what channel it would be on, just because of Jamie Oliver and the typography generally used. The general audience for channel 4 is an older more mature audience, and for Jamie Oliver, makes it more niche audience who enjoy watching interactive cooking programmes. The words suggest an actual film with a narrative which follows Jamie escaping out of Italy, but in fact he seems to go there to change things and make Italy a better place, just like what he did with the school dinners in the U.K