Representation Analysis

Television advertisements can certainly be a very viable way of reaching large audiences. Buy some space, and get your ad running multiple times a day; organize spacing so your ad comes on during a program watched by a certain audience; get your message across and get yourself more business. 

Representation in advertising is important for this reason. So many people see these ads every single day, so it’s important to cater towards and include minority groups in marketing -- not only is it realistic, but it makes people feel seen.

I watched two samples for this study on advertising representation. They certainly presented … I’ll say ‘different levels’ of representation and portrayal. 

The first ad presented a grim and disconcerting experience for me. Women clad in bikinis running like animals in packs towards a man spraying AXE body spray all over himself. The ad also ended by saying ‘spray more, get more,’ in reference to women or sex … overall it left me with a very yucky feeling. This ad blatantly wants to cater towards ‘macho’ men who like to impose their dominance and sexual prowess over women in their lives, and AXE played on this by making their product seem like the secret to success (it reminded me of an episode of Regular Show where one of the main characters watches a similar ad on TV and buys a body spray hoping to attract his crush).

Perhaps AXE aimed to present a satirical caricature of these feelings that their main demographic holds towards women, by overly objectifying them into this race of man-hungry predators, but whether it was a joke or not it certainly does not do any favors for the female population. The normalization of women being portrayed as sexual objects for men has been a prevalent issue in advertising for decades, and this ad is just one example of such.

The second ad, however, one for H&M’s recyclable clothing campaign, was much better in terms of representation. It shows people of different genders, ages, races, physical stature, and other demographics, all dressing in different and sometimes ‘unconventional’ clothing styles. The message of the advertisement is that style and expression should not be denoted and controlled by ‘rules.’ The diversity in the ad’s ensemble is something that I and certainly other groups respected, as it normalizes the very real existence of non-white, heteronormative, 20-something year old men in life (crazy, right?). 

This diversity definitely caters towards people in any minority group, and markets H&M’s brand towards these groups as a result. Members of these groups could have felt pride, validity, or otherwise contentedness at seeing themselves represented positively in the media, especially in the fashion world which has been so heavily dominated by skinny white women in recent years.

Advertising is a large, sometimes cutthroat world, and in terms of representation, a little can go a long way. The first ad was disgusting, a good satire at best, but it would be successful in marketing towards the brand’s desired demographic. The second offered more diversity in a minute and a half than some people have seen in their lifetimes. Different audiences and demographics expect different things, and it'd be for the best if advertisers just agreed (pretty please?) to maybe let the minorities get the spotlight more often.

the Perfect Crime

Crime and mob films have been my favorite genre for many years, so I thought it would be fun to research them for my genre assignment!

Films about gangsters and other criminals allow for an experience that many filmgoers look forward to: being able to escape reality and become someone else, experiencing things that one normally never would. For many, watching as a likeable mobster commits his biggest heist, or even the two buddy cops investigating their biggest bust, gives them the thrill and excitement of these situations without putting themselves at risk. Many crime thrillers become cult classics, admired for generations after their release and becoming thousands of people’s all-time favorites. The genre has also evolved greatly, from early beginnings deriving from the post-war neo-noir of the 1950s and developing during the New Hollywood industry boom of the early 70s.

Content:

The narrative of a crime film often depicts the committing of, well, a crime. The crime in question can range from a heist, killings, or general conspiracy within a mafia family or group of criminals. Alternatively, films that take another perspective follow the police or another outside perspective as these crimes take place. These different perspectives provide thrilling experiences for the viewer as they side with either party: that of justice or that of the criminal. The process of organizing and committing a crime, or investigating it, can be full of twists and turns. Additionally, due to the innately violent nature of many crimes, these films are often action-packed, adding another layer to enjoyment.

Ex) Black Rain (1989) follows two cops as they
investigate the criminal underworld of Japan after
becoming involved with the Yakuza (Japanese mob).

Mafia films often contain heavy elements pertaining to Italian-American culture or the culture of America in general throughout the 20th century. These elements can range from how the characters interact with each other, the language they use, and dynamics in the family. Films made during the 'New Hollywood' period of the 1970s often told stories taking place in the 1920s-50s and had themes involving family, tradition, and trust/betrayal dynamics. 

Ex) Familiar ties, succession, and betrayal are all touched
upon in Francis Ford Copolla’s the Godfather (1971), often
regarded as the masterpiece of the gangster genre and
one of the greatest films of all time.

The stories in mafia films are often told in a three-act rise and fall structure, highlighting the successes and downfalls of a mobster and/or their family’s life. Those in other crime films such as those with police as main characters may consist of a single case or different perspectives during the span of a crime for others.

Ex) Pulp Fiction (1994) is famous for its nonlinear
storytelling, following seven different narratives
as they intersect and explore a world of crime.

Crime films may span a large amount of time, such as those exploring the inner workings of a mafia family or and its wider story, or take place over a few days (sometimes even one) such as those involving investigations or commission of a crime.

Characters are followed closely, whether it is criminals or the police. The audience gains insight into the family, background, and motivations of the character, whether it is through their interactions with others or direct narrative involvement through flashbacks. This aids in character development and maintaining interest in the events taking place, as stakes and personal consequences are often discovered in addition to the legal ones.

Ex) Point Break (1991) follows two enigmatic

characters: a hard-boiled senior agent (Gary Busey)

and his charismatic young FBI assistant (Keanu Reeves).

Production Techniques:

Crime films often take place in recognizable, Metropolitan areas. The majority of popular mafia films involve Italian-Americans living in New York City and its surrounding areas, and other crime films take place in large cities such as Los Angeles, Miami, and Tokyo. This can make the film more accessible to wider audiences as well as incorporating the dangers of big-city nightlife. Occasionally, however, a crime film can be set in a suburban or small-town area, which, alongside set design and other elements, can evoke a sense of either mystery or familiarity and aid in the thrill of the situation.

Ex) The 1996 film Fargo takes place in the

snowy outdoors of Minnesota, adding mystery to the investigation of three men conspiring to kidnap and hold a woman for ransom.

Some crime films can get very long, bordering on three hours in some cases. This is both a benefit and a downside, as it gives the audience more time to absorb information and get to know the characters and story, but can obviously be fatiguing and cause some to avoid watching the film. This length can be countered, however, using fast-paced editing and dynamic narratives. Fast-paced editing is often employed in high-action scenarios, with several cuts between shots as the scene plays out. A long story that details the life of a single person or group can also contain several key moments and smaller climaxes, keeping the film interesting.

Several films employ detailed set design, with multiple locations and well-researched props used. Films set in earlier decades, such as the aforementioned mafia sagas, contain older models of cars, guns, and ordinary items like cigarettes or clothing. This helps to integrate the audience within the story and convey specific eras more genuinely.

Ex) Martin Scorsese's Casino spans from the early 1970s until 1981 and its rich set design mirrors this era while creating a unique and captivating atmosphere.

Additional production techniques often used include dark lighting and dramatic contrast in tense or dangerous situations. The presence of darkness relates to the nature of the crimes taking place and imposes a general feeling of unease or danger. Other aspects that contribute to building a strong, dark atmosphere are props including guns, drugs, and other elements of set design associated with illegal activity and violence.

Another device used in more contemporary crime films is a soundtrack containing popular songs originating from the time period the film is set in. A well-structured soundtrack can help in the success and reputation of a film, with audiences associating a specific song with a scene or the film itself. Song choice can also induce a sense of nostalgia or familiarity and further integrate the viewer within the story, increasing enjoyment.

Marketing:

The audience for crime films can vary, but is mostly made up of males aged 18-29. This can be attributed to younger people enjoying thrilling situations and males in specific enjoying blood, violence, and other aspects present in such films. However, both genders up to the age of 44 have shown interest in this genre, and many films within it grow to be cult classics enjoyed for decades after their release.

Many crime film posters have dark, usually black, backgrounds, with the main characters' faces blown up and cut off below the head. This helps to focus marketing on the cast, as several actors may star in similar films and marketing that highlights their presence boosts the film's popularity and reception. The simplicity of these posters, some with unique designs, makes them easily recognizable among fans. The darkness in these posters can also sometimes partially obscure the faces of the characters, adding a sense of mystery and hinting at the grim nature of the activities taking place. Posters for films starring the police also often feature characters in sunglasses with stoic expressions.

Ex) In this poster for Carlito's Way, Al Pacino's

character is obscured to the point of silhouette,

with a gun visible in his hand. This adds mystery,

but the famous actor's name in large lettering

makes the film retain marketability.

Ex) In this poster for Heat (1995), the famous cast's

faces are seen clearly while still being partially obscured

to impose a sense of mystery or darkness. Robert De Niro's

character is a police officer, and his character wears sunglasses here.

Samples:

Goodfellas (1990) is my favorite film of all time and one that I find exemplary of the mob film genre. The film, directed by Martin Scorsese and based off the nonfiction book Wiseguy by Nicholas Pileggi, follows Henry Hill as he rises through the ranks growing up among mobsters. His heists, prison sentences, relationships, and other ups and downs are explored, with an emphasis on Henry's personal experiences within and relating to power and success. Goodfellas follows all the conventions of the mob genre, and arguably popularized the new wave of this type of film that dominated the 1990s. Henry and his fellow mobsters are shown conspiring to commit crimes, people are shot and killed, and the culture of 1950s-70s New York and its Italian-American mafia families are ever-present throughout.

The film has a clear rise-and-fall narrative, narrated by Henry himself with a fast-paced and very action-oriented visuals. The characters of Henry and his wife, Karen, are followed closely as their relationships with other mob members develop throughout the span of the film. The set design is rich and well-researched, with different car models, cigarette brands, and interior design applying to all three decades of the story being employed. Lighting is used in tense situations to convey violence, with higher contrast and darkness as well as intense red used in several scenes, one of which shows the main characters digging a grave -- representative of the violence that took place beforehand and the blood that has been shed.

Additionally, the soundtrack (also spanning the 50s-70s) is full of popular songs from said periods, and the scenes using these songs are often remembered for the impact of the music choice. One memorable scene is that which uses the latter half of Derek & the Dominos' 'Layla' as slow panning shots reveal the dead bodies of people who 'betrayed' the mob. The scene is chilling and sticks in viewers' memories, also forming a connection with the song. The film's poster also follows conventions, with a black background and the three main characters' busts in the center: below them is a corpse, conveying the violence of the crimes that take place within the film.

Another favorite crime film of mine that I think epitomizes the crime genre is Michael Mann's 2006 film Miami Vice, based on the 1980s TV series of the same name. The film follows two detectives, Sonny Crockett and Rico Tubbs, as their personal lives intertwine with a drug-smuggling investigation in South Florida.

The poster, unlike many other examples shown, has a white background. This can suggest the good and positive nature of the main characters, whose stoic faces donning sunglasses are seen blown up and in blue.

As per the title, the film takes place in Miami Beach, a highly recognizable metropolitan area. The scenes taking place at night are shot in sleek digital photography that makes the dark world of crime seem almost artificial. One scene where lighting is used to create this dark atmospheric tone is one where the two detectives stop on the highway after a car chase and witness the death of an informant. The highway lights illuminate the scene in a hazy orange, perhaps representing how the presence of the detectives illuminates the city's 'darkness' of crime.

The film is 2 and a half hours, with the director's cut reaching three: however, the length allows for development in the characters' personal lives and relationship, adding layers and nuance to the typical crime story being presented. However, intense action scenes with fast-paced editing and large shootouts as well as car chases and boat rides keep the action interesting and pace the film well.

Other crime films I would recommend:

Aside from the films I have used, which are some of my favorites in the genre, here are some other examples worth noting.

   
   

welcome 2 my world

Hi! My name is Aurea. 

I made this blog for my AICE Media Studies AS class, and it serves to document the progress and creative process of my Cambridge portfolio project as it is developed. 

I was excited to create this blog due to my interest in the old web and HTML coding! I am also very passionate about film, music, and professional wrestling. I have a cat.