Paper 1 assessment

1.      Explain how meanings are established through intertextuality. Refer to source A in your answer [10]

Magazines typically use intertextuality to convey their meanings to the audience, because the reader will more likely be interested in it if its something they are culturally aware if, or make the front cover relatable to another so it also reflects their values, and add deeper meanings into the text.

The Big Issue is a good example of a magazine that frequently uses intertextuality in its front covers each edition. They need to make it relevant, interesting and attractive in order to appeal to its ABC1 audience demographic, which is sold by street vendors,  who are typically homeless people. This automatically gives the magazine a better reason to buy it, as 50% of its value goes to the vendors. Because the average big issue reader Is likely to be well educated, interested in politics and high culture, as well as wanting to make a difference in society, they will need to be influenced by the front cover in order to interest them to buy it. Intertextuality refers to the process of creating references to any kind of media text through another text. The reference to the UK Governments guidance and support poster in relation to the situation of Coronavirus has been used on this edition of the Big Issue reflects the magazine’s social values and to also implement being safe. This is especially important because as Street vendors haven’t been outside during these difficult times, Big Issue struck a deal with big supermarket chains such as ASDA, in order to get their magazines sold there, meaning it will reach a bigger audience.

In this edition, The Big Issue has changed the words from the original poster from the government: Stay safe, Control the virus, save lives , to its own version of; stay alert, 500,000 at homeless risk, what needs to be done. They have done this specifically so that the population recognise it, and therefore it catches their eye, since the governments poster has been shown across a variety of media products etc. The big issue are aware that the governments scheme has successfully helped homelessness since the start of lockdown, however there could be another wave and since thousands have been financially struggling it seems as though they are on the blink of going homeless. Therefore, the reference to the governments poster is creating awareness to the families struggling during this pandemic, and In a way are mocking the government for not having a huge focus on the struggling families. This source of intertextuality will convey a meaning that the government do need to step up and help the situation, and its more significant that the Big Issue are portraying this social issue since they help millions of homeless people globally each year.

2.      How far are Viewpoints and ideologies communicated by the media language used in adverts. Refer to source B to support your answer [15]

Producers use a variety of elements of Media language in their adverts to portray viewpoints and ideologies. Each element of the media language used can be referred to as a sign that helps the producer construct meaning in some way. This shows that its important that the producer carefully produces an advert with specific media language so that the audience can reflect on the viewpoints and ideologies it conveys.

In Source B, the entire feel and look of the advert creates a mysterious and seductive feel to the audience, which can be seen through multiple elements of its media language. It also helps convey an ideology that the product is meant to be alluring, and for women to be attracted to men if they wear it. For example, the rule of thirds is significant and conventional, because the Armani product is placed in the right side of the frame, and the models towards the left, which makes are eyes drawn to the product immediately, however we still find the models attractive. Another way in which they have promoted this ideology is through the use of costume, makeup and body language. The man is clearly seen as dominant, wearing his suit and looking handsome, which will challenge men to look like him, but at the same time be alluring and sexualising towards the woman who would buy the fragrance for their partners. The female model on the other hand, is appearing to be draped over the man in a sexualising manner, wearing a short, revealing dress. This again creates an ideology for Armani that if you wear this fragrance you will attract lots of beautiful women. The models contrast against the black background/colour scheme which brings out the ‘sexy’ feel in the advert. The advert also includes persuasive language under its logo, “the ultimate code of seduction” to show that this fragrance is the ‘secret’ to becoming alluring and seductive. The text is in simple writing; however it seems clean and fresh to match up with the alluring side of it. The mode of address in this advert seems quite formal and serious, which we can tell by the way the male is looking on his facial expression: looking away from the female to appear more dominant and having patriarchal power over her.

The media language in the advert makes the Armani brand seem strong and powerful, since their products are the ‘secret’ to seduction, and the black- white colour scheme enforces the power in the brand, making it seem fresh but serious as well. The audience are positioned to feel all type of ways; sexualised, challenged and allured by the advert. The male audience want to look like the male model and will want to have woman attracted to them, while the female audience will want to buy this product for their partner in order to look like the model. This emphasises patriarchal power, and the dominance of men over woman. This will enforce a viewpoint that men have a lot more power over women, which we can also see in the advert with the male’s attention not on the woman, who is attracted to him. The advert could be making us feel fear in a sort of way, that if men don’t wear this product then they won’t look or feel like the male model. This advert can be seen as photo manipulated, because of the way the models look. They both look flawless and we can see the lighting from the studio lights shining down on them, this could make Armani seem dominant again.

To conclude, I think media language is highly significant in conveying the ideologies and viewpoints from brands in their adverts, since the Armani advert uses any different media language techniques to create signs and meanings of the brand. I think this advert is very conventional of other media products in the same genre, as it seems to be attracting both men and woman, but for different reasons, and uses similar media language techniques in order to convey its messages to us, the audience.