'Me Me Me Millennials' Propaganda poster

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"Explore how audiences are positioned by the representations in this advert"

Define..
A representation is a RE-presentation, and representations reflect the ideology of the producer. 

Positioning refers to how the target audience is placed by the producer of the media text.

Argue
The direct form of address used is serious and confrontational in an attempt to secure a target audience of young, potentially female black people to join the army.

Z-line
capital sans-serif letters -> Eye catching, and firm.
Lexis of achievement -> Text implies it knows that /You/ will find betterment via 'self-belief'
Red holds connotations of strength, action, vigor and war.
The mise-en-scene of  professional camouflage, a UK flag badge and beret reinforces symbolic tradition. 
UK Monarchy
Sepia tone, paper texture, and overall construction of the advertisement harkens back to old war recruitment posters.
Usage of Black female model for photograph emphasises YOU refers to anyone, an extremely wide target audience of young people.

Michael version:
Model appears to be looking down on the audience, with the symbolic connotation of  looking down upon the audience of superiority, etc.
MES: professional camouflage, and Union Flag, both connotate professionalism and patriotism.
The mise-en-scene of the model's serious facial expression connotes seriousness.
Sans-serif text
Connotations of the black text 
Intertextuality: An Intertextual reference towards WW2 'Your country needs you' posters, of which are extremely well-recognised pieces of propaganda. A far more gentle mode of address than the original poster.
Drawing attention to commonly held stereotypes about young people in order to provoke the target audience.

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