How do visual elements create meaning in this music video extract?

In Dave’s music video “funky Friday”. The video references different gang lifestyles which Dave and Fredo have partaken in. The scene starts with an extreme long shot of the countryside with a Lamborghini. This links the reference to the “country” in the song as a place where drug dealers go, as well as the expensive car to showcase their wealth. The music video throughout is relatively fast paced and a part of British hip-hop and grime. The music video shows Dave wearing designer brands such as Gucci and referencing that he shops at Harrods, further introducing the idea that he has fame and power in the world.

Dave mentions an “island girl” that he likes, which is further portrayed through the use of a tropical setting, with flower and fruit growing in the background. The use of clothing in the scene shows the girl dressed in pink and Dave dressed in a silk blue jacket, suggesting that he has money to be comfortable in every situation. Throughout this scene there is a continuous use of red and blue contradicting each other, perhaps highlighting the modern Romeo and Juliet scenario. Roland Barthes’ theory relates to the concept of semiotics (the study of signs) and, more specifically, denotation and connotation. Denotation is the literal meaning of the text whereas connotation is a more inferred and ‘hidden’ meaning. In this music video, there is a presence of the literal hip hop/grime lifestyle of money whereas in connotation it refers to how Dave and Fredo got into their position in the first place. There are also mentions of knife crime through the reference of his girlfriend holding a “dipper” (knife).

There is a use of Rottweiler in the music video, these types of dogs are usually feared and used in music videos to symbolise power and how the artist is entitled to have the protection of the dog. Dogs of this type of breed are usually portrayed in a lot of rap songs and albums. Offset, 21 Savage & metro Boomin’s album “Without Warning” portrays a dog of a similar breed (Doberman) attacking someone/thing. Neale’s genre theory is the idea that genres may be dominated by repetition, as it shows in this case. This music video portrays most stereotypical rap videos with the use of expensive cars, clothing and dangerous animals, rappers such as Cardi B, the Migos & Travis Scott all use these methods to show off their wealth.

Dave suggests that he is self-made by the reference of “one hand on the cash I’m making” whilst he is holding a Gucci bag. Both rappers also reference the American justice and British prison system by mentioning him running away from the police whilst a bald eagle appears on screen, suggesting that he is running from both the British and American police.

How do visual elements create meaning in this advertising extract?

The beginning setting show it is set in the UK and is therefore familiar to the audience, the Warburtons van makes it clear to the audience what it is advertising. This is reinforced by what we assume is the ‘top man’ in the Warburtons industry as he wears an orange tie, the same as the iconic Warburtons logo. The use of Robert De Niro in the extract shows a celebrity figure in the advert which the British public are familiar with and recognise as he featured in many films such as Goodfellas. Throughout the interaction between the Warburtons manager and De Niro there are a continuous use of close-ups to make it appear more personal and direct. The change in lighting with the blinds mimics the style of interrogation in many New York mob films, something which De Niro is associated with.

The use of extreme electric guitar in the background during the montage makes it clear to the audience that it is only a joke and is not to be taken seriously. The advert is meant to be more comical to therefore stand out from other competitors in the industry. Neale’s genre theory is the idea that genres may be dominated by repetition, but are also marked by difference, variation and change. The Warburtons advert supports this theory that the brand is trying to sell their identity as something which isn’t as ‘serious’ as most advertisements out there, so consequently their product will stick in more people’s heads as a result.

Gerbner’s cultivation theory is the idea that exposure to repeated patterns of representation over long periods of time can shape and influence the way in which people perceive the world around them. This theory applies to this advert because the audience are familiar with the New York style mob movies and the portrayals and popular actors as a result, so the crossover between an American actor and a British advertisement is a more unique concept and stands out more than most basic adverts.

It is made clear to the audience that the advert is a skit of other films. The reference to Bolton, a commonly known British town being taken over by American mobsters over bagels is a funny concept so therefore the advert succeeds in sticking in people’s heads. The cross-over of these types of feared characters are also seen in the Direct Line adverts with the use of the fictional character of Winston Wolf.

How do visual elements create meaning in this film extract?

The film extract of the film creates meaning through the use of eerie silence at the beginning of the scene, as the audience expects something to happen in the scene. The costumes make it clear that is a historic event, the clothing suggest it is during WW2 (It is set in 1940-Dunkirk). The close-up of the leaflet flying down on the soldier’s heads suggests helplessness as it reads “we (the Germans) surround you”. It represents the idea that they are truly trapped on the beach much like the historical event.

There is no dialogue in the beginning of the scene, showing anticipation for something to happen. The silence is then broken by the sounds of gunfire at the soldiers as the fast-paced music begins, a common use in chasing scenes. The positioning of the soldiers running away show every soldier around the main character be shot dead, highlighting the harsh but true reality of war. The fast-paced music shows the pressure that soldiers are put under in life-threatening conditions. Neale’s genre theory is the idea that genres may be dominated by repetition, but are also marked by difference, variation and change. The film supports Neale’s theory by being a traditional war film, however it plays on the true events of Dunkirk as represented by Christopher Nolan.

Throughout the chasing scene there is a use of a handheld camera to symbolise the true panic of the soldier as he is attempting to escape. The idea of these soldiers being helpless is reinforced when he appears to escape only to be shot at again, yet this time is saved by the French. The music comes back as the French are attacked and there is a shot of the camera tracking the soldier as he runs away from the confrontation, symbolising that he can’t escape the conflict. He then enters Dunkirk beach where there are many more soldiers awaiting their fate, showing the beginning scene of the film. Todorov’s narrative theory is the idea that all narratives share a basic structure that involves a movement from one state of equilibrium. The scene starts off as peaceful, using silence within the film, however the disruption comes as the Germans attack the group of soldiers. The resolution shows the soldier at the end of the scene getting to safety on the beach, yet it is only the beginning of the film so therefore there are more disruptions throughout, with the text at the start predicted.