Introduction To Representation

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Introduction To Representation

Stuart Hall 
REPRESENTATION - To show something again, the ways in which a media product constructs the world and aspects in it.The Producer builds the product.)


Lindt Lindor - "Do you dream in chocolate?" 2011
The music in the background is very soothing and relaxing (harp etc) and classical which has connotations of upper class and being expensive. The chocolate comes across as luxury due to the close ups of melted chocolate - which has connotations of smoothness and purity. 
The advert is very sexualised, the close up of her face when biting into the chocolate. The lighting is soft,golden and smooth. She's in bed eating chocolate by herself which could have sexual connotations. Suggests the product will replace sex - or it is better than sex. The advert shows her being very sensual with her eyes closed whilst she is enjoying the chocolate.
All the shots transition smoothly into each other which give the impression that the chocolate is smooth and relaxing. It is not sharp yet it is innocent and pure. It suggests that if you have the chocolate you could live the life of luxury like her.

NFL Superbowl Halftime Break 2015
The Japanese car is represented is be unstoppable like the disabled women. Everyone can get what they want if they work for it - The American Dream. 
The First advert used empowering, American music (ACDC) to represent how American it is. It gives the message that it is powerful and this truck alike it is strong too. It suggests that if you buy this truck you will be king of the road.
The third advert represented the American revolution, was a cultural code - it makes the assumption you know American history.
The Woman who turned up to the school couldn't drive well and suggests she was trying to pick up the child. Women are supposed to be kind an motherly to children - this goes against the stereotype.

Richard Dyer - The Role of Stereotypes

STEREOTYPE - A commonly held belief about certain groups of people.

They exist to make sense of the world, an ordering process.They are short cuts for producers and audiences so they make things easier to understand. They are an expression of dominant societal values.


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