A (B)yron (S)tory Media Studies Blog

Claudia sings Sunshine on a Rainy Day Water Aid (2016) Codes and conventions: Following Roland Barthes' theory of codes, we see a referencial code in the form of the British radio presenter, it immediately helps the audience to locate and understand where the scene is taking place, this is also paired up with that of rain, something that people in the UK are stereotypically (and often truly) annoyed by and it's presence. - This makes it more impactful and thought provoking to the viewer when they see the barren location that is devoid of rainfall immediately afterwards, subverting the annoyance. Applying Claude Lévi-Strauss' theory of Structuralism, we can see the advertisement using this to their advantage in numerous ways, it is day where Claudia's village is not night time, thus it is hot and not cold, arid and not lushious, etc. Camera work:   The character of Claudia is framed centre of the screen for a majority of the shots, asserting her as th

This Girl Can advertisement: What is the advertisement for?: The 'This Girl Can' campaign funded by The National Lottery and Sport England to promote women's fitness and getting active regardless of their culture, size, disabilities, etc. It's clearly an intention to break the stereotypical mold of women only appearing like in the prior 1950s advertisements we've  been analysing as of late... Cinematography : - Large amounts of close-ups are used to draw focus to the women's emotions and to display them in a poor state, sweating and whatnot. - Focus is often pulled to taboo or unattractive. -Wide shots give a sense of community to the women playing group sports, etc. Editing: - Body positive messages - On screen a fairly long time. - Synchronised sound+cuts (Displayed like a music video.) - Extremely fast pacing throughout the advertisement. Sound: Get your freak on - Missy Elliot playing through out the video- Significant because they decid