Analyzing Adverts

Rejuve

Release Date: August 9, 2021

The main product that Rejuve sells are cold-pressed juices that adopt the clean label principle.

Media Language

This advert uses a variety of shots such as full shots, extreme close-up shots, and medium shots. This creates focus on the actress's expression, where she is struggling in life and seems to be hating her daily life. This video also uses non-diegetic sounds such as a voiceover and music. The voiceover states that "living a healthy lifestyle must be enjoyable." The music used before the product was introduced is gloomy and slow and changes quickly after the product was introduced to become more cheerful and hopeful, encoding that the product will bring you joy. This advert also uses a variety of lighting to convey its message, when the actress was not introduced to the product she was always shot under a shadow, whereas after she was introduced to a product the lighting was warm and lit her face elegantly with a soft spotlight. The video also used fast cuts in the beginning (before the product was introduced) to emphasize the rush and discomfort of not having the product, this was also used to better convey the actress's emotions. The set used was a mid-high-class Indonesian household with a lot of greenery and a yoga mat to emphasize healthy lifestyle living.

Audience

The target audience for this advert are the people looking to change over to a healthy lifestyle while still enjoying the process as well as keeping things easy and simple, in the age range of the early 20s (young adults). This can be identified as the media language used in the video such as set design emphasizing people like this, an example of this is the yoga mat being used performing yoga. The product appeals to the audience by showing in the video that it is easier and more simple when compared to other options. This advert encourages the audience to switch over and change their lifestyle.

Representations

This advert can be seen to address that most people who try to live healthy lifestyles and that living a healthy lifestyle the normal way is slow and is the worse option. 

Industry

Since Rejuve is pushing the clean label principle, which means that they are required to produce products made of fully natural materials, scant processes, and transparent in the processing process. This can help the economy by battling pollution which can be bad for living standards. Economic factors such as policies to protect the environment definitely appear in the product because when the government creates policies to produce less waste, the product shown opts to push this clean label principle because of the given policy. Modern technology has helped in the production of this as recycled materials are now faster and more efficient to take and produce.

Boost

Release Date: June 1, 2020

Boost Juice Bars is an Australian multinational retail outlet owned by parent company Retail Zoo that specialise in fruit juice and smoothies.

Media Language

This advert uses a variety of shots such as long shots, POV shots, and medium shots. The set design used in this video uses a mainly green color that makes up a studio to imply a sports-casting-like set. This advert also started off at a fast pace, emphasized by the use of the camera technique (dolly shot). Mise-en-scene used in this advert included absurd costumes such as consumers wearing objects on their heads adapting to the pandemic in the most absurd ways. This video used a combination of non-diegetic sounds such as music and diegetic sounds such as monologue. The music used is an upbeat guitar, which is generally used in sports shows to emphasize the fast pace and intense setting. Editing also added non-diegetic sounds such as a cheer when the actress reached her goal. This advert also uses animations to emphasize the app and capture the audience's attention with bright colors such as orange and green. 

Audience

The target audience for this advert is anyone who is already regularly consuming Boost Juice, because the thing they are mainly promoting in this video is the service, which in this case is the app to improve the efficiency of consumers when purchasing. 

Representations

This advert is generalizing malls and retail stores as always being overcrowded with absurd people always near you.

Industry

An economic factor that is evident within the products sold by Boost Juice Bars is government regulations and policies. An example of this is a policy on the reduction of plastic waste, which is evident in the juice they sell because the materials used in the products are recyclable and eco-friendly.

nakedpress

Release Date: October 25, 2021

nakedpress juice is an Indonesian business that sells Detox Cold Pressed Juice.

Media Language

This advert mainly focuses on the use of medium shots, this allows the audience to draw more attention to the actress's expressions. This is further emphasized with the editing of the actress's eyes being blown up in size to create a blank, almost lifeless expression while living her daily life. The sound used in this video is non-diegetic sounds such as a voiceover and music. The voiceover used in this video started off with a robotic voice before the product was introduced, further emphasizing the concept of lifelessness. This advert uses a lot of zoom-ins and outs to make the video seem more full of life after the product is introduced.

Audience

The target audience for this advert are the people looking to change over to a healthy lifestyle while still enjoying the process as well as keeping things easy and simple. The product appeals to the audience by showing in the video that it is easier and more simple when compared to other options. This advert encourages the audience to switch over and change their lifestyle.

Representations

This advert can be seen to address that most people who try to live healthy lifestyles and that living a healthy lifestyle the normal way is slow and is the worse option. 

Industry

Technological advancements can aid in the production of the product produced because of the ability to mass produce the juice and bottles. Raw materials used that are usually made more efficient with advancement in technology, this is because farmers are aided in the process of mass farming which overall creates a more efficient process.

How Media Targets Audiences

In most cases, the success of a media product is determined by the audience. This is the main point that drives producers. As a producer you can, give the audience what it wants, get feedback to improve, and find a gap in the market.  

The media then uses codes and conventions that the targeted audience will enjoy to keep them engaged. Media codes are everything.

Demographics 

• Age
• Gender
• Social class
• Ethnicity/race
• Income
• Location
• Political leanings
• Star appeal 

Psychographics

• Personality
• Behavior (passive & active)
• Values
• Interests
• Spending habits

Genre

Categorizing media products is by grouping them together via their shared characteristics. These characteristics in media are known as codes and convictions. They're creating restrictions and developing templates for media producers to follow. 

Subgenre

Categorization of media a step further. It goes beyond the generalization of the genre. 

Genre Convention

Different elements are commonly found in a particular genre. 

Advert 1 (Gatorade)

Target Audience: The target audience for this advert are aspiring athletes. This is because the products they are pushing is an energy drink.

CODES used: This advert uses a variety of shots such as medium shots and close ups to create a focus around the athletes. The non-diegetic sound in this video, or the music uses upbeat and intense drums to convey the power and speed of the actors, whereas, the diegetic sound used in this video, such as the basketball noises are focused on to further grab attention. The fast cuts showing the actor failing to reach a goal grabs the viewers' attention, contrasting to the ending, which uses a long shot being held for a long time showing the actor after consuming the product making the dunk or successfully reaching their goal. High contrast and eye-catching colours such as neon green was encoded in the video to engrain the correlation for the viewers. The colour grading on this video creates a dark scene, which creates a more dramatic effect.

Advert 2 (Ride Safe) 

Target Audience: The target audience for this advert are little kids learning how to ride bikes this can span from the age of 5-12

CODES used: This advert uses only one type of shot, a still medium shot, this creates focus on the actors and their dialogue. The bright yellow subtitles text that pops up with an animation makes it seem more bubbly and fun, the colour yellow also insinuates happiness, therefore making it easier to attract children's attention and getting the point across while still making it fun for the children watching. The costume used in this advert, are bicycle helmets and jackets, this provides and sets an example of what the advert is advertising.

How Audiences Consume Media (Passively/Actively)

The ways that audiences consume media have changed over time, as the way people think of how they consume it differently each time passes. 

A passive audience is more likely to accept the messages encoded in a media text without challenge and are therefore more likely to be directly affected by the messages.

An active audience engages, interprets and responds to a media text in different ways and is capable of challenging the ideas encoded in it.

Passive Theories:

Hypodermic Needle Theory

The hypodermic needle theory is a model of communication suggesting that an intended message is directly received and wholly accepted by the receiver. This theory suggests that the consumer believes everything the media says essentially being Brainwashed! This theory is one of the first media theories to exist and it is not really considered accurate.

Desensitisation

Desensitisation theory proposes that with continual exposure to a stimulus our responses to that stimulus are decreased. Therefore, if aggression is presented to us on a daily basis, there is reduction in our response to the aggression.

Active Theories:

Uses & Gratification Theory

A theory where, we as consumers are actively using the media to satisfy our base social needs. These base social needs include:

• Diversion - A form of escapism from the stress and strain of everyday life. Maybe all media falls into this group. Audiences consume media texts to escape from their everyday lives. They choose entertaining texts that allow them to divert their attention from the real world, perhaps by watching a fantasy film like Harry Potter or reading a fashion magazine like Vogue.
• Personal Identity - The media supplies us with role models, ways of understanding our own place in society.  Some audiences like to watch or read media texts because they can compare their life experiences with those represented in it.
• Social Relationships - People make personal connections with the performers they see on screen, People can build their own relationships discussing media with friends  
• Surveillance -  People use the media to inform themselves about the world around them. Keeping up to date with entertainment/fashion trends. Satisfying curiosity.

Reception Theory

The cultural theorist, Stuart Hall, explored how people make sense of media texts and claimed audiences were active not passive. Reception theory is a version of reader response literary theory that emphasizes each particular reader's reception or interpretation in making meaning from a literary text. Reception theory is generally referred to as audience reception in the analysis of communications models.

• Preferred Reading - The audience decodes the text exactly as the producer intended. Maybe they have the same ideological position.
• Negotiated Reading - The audience understands the meaning and connotations of a text, but they may reject certain elements too. 
• Oppositional Reading - The audience rejects the texts meaning. Might not even engage with the text.