Introduction to representation

Key theory 6- Stuart Hall- Theories Of Representation:

Representation- The ways in which a media product constructs the world and aspects in it, including social groups, individuals, issues and events (to show something again)


Lindt Lindor advertisement - 'Do you dream in chocolate?'

• Suttle and soothing mode of address
• Luxurious, close up of the chocolate melted- smooth and pure
• Background music- strings and classical- soft and smooth and classy
• Sexualised- close up of face of women, muted lighting, in bed eating chocolate, if you buy it you don't need a man you need the chocolate
• Transitions between shots- smooth and some movement- fade- innocence 
• representation of chocolate

Superbowl advert break:

What groups are represented

• ethnic diversity
• Disabilities- They are unstoppable, still living life to the full, the car is strong like the woman, The American Dream (if you work hard, you will succeed)
• British- American revolution - Cultural code, dominant ideology 
• Women who can't drive, trying to get kid in car- quite dark
• Children 

• Truck advert- ACDC back on black - American, Empowering- King of the road

Stereotypes- Generalisation, a commonly held belief about a group of people

Richard Dyer- The role of stereotypes:

• An ordering process
• A short cut (for producers)
• A reference point (for audiences)
• An expression of dominant societal values