The charity Water-Aid (established in 1981) as a response to a United Nations campaign for clean water, sanitation & water hygiene education. Created by Atomic London in October 2016 this advert stars a 16- year old Zambian student Claudia and aims to show how communities benefit from clean water by depicting everyday chores.
Cultural Context in relation to media language
After the 1984 ‘Do they know its Christmas?’ single for Band-Aid. This was the first global charity event aiming to raise funds for relief of the ongoing famine in Ethiopia. The comic relief was launched with the same initial famine relief aim, and went on to raise over £1bn for charitable causes across Africa and in the UK.
Genre- Water aid advert reinforces charity advertisement conventions by including key information about the concern, a personalised narrative. However it explores a non-diegetic voiceover and black & white visual codes could all be seen as unconventional of this advertising sub-genre.
Codes & Conventions- Opening medium shot with a pull focus between digital radio and the rain against the window establishes the advert in a modern, British setting.
Visual & audio codes work together to construct a narrative of ‘sunshine’ 9in Africa) on a rainy day (In Britain). With associated problems of drought and ‘lack of access to clean drinking water’
Social Context in relation to representations
Launching the Rain For Good campaign, Water-Aid said that it had ‘deliberately broken away from the traditional charity ad formula’.
The stereotypical ‘victim’ needing our help is an archetype with which the audience would be familiar from many other charity adverts. This would perhaps make the more positive representation of Claudia as a healthy, independent and musically talented woman stand out to an audience who might otherwise become immune from the emotive representations conventionally deployed by this advertising sub-genre.
Social and cultural context in relation to audience
In December 2016, the advert had been viewed roughly 47,000 times on YouTube and actively encourages the sharing of the advert through social networks. Further evidence that the likely target audience are literate with technology is that donations are encouraged through the imperative to text a number. The advert cover of Zoe’s 1990 song “Sunshine on a rainy day” could indicate that the target audience are in their 30s-40s and get pleasure from the nostalgic value of hearing a song which they’re familiar.
Audience demographic is constructed through the advert’s use of a young woman with whom they might personally identify (Uses & Gratifications Theory). Parents might make similar readings, identifying empathetically with the ‘better life’ Water Aids clean water provides for the children.
Opinion Leader for the target audience who would assume the “650 million people…” statistic is true and reliable.
Unconventionally positive visual codes, audio codes and representations would, give the advert some unique selling points compared to other charity appeals
A criticism of these programmes and charity campaigns is that, in order to raise money they only offer negative representations in order to elicit an emotional response from the audience. Water-Aid presents a more positive representation, highlighting how the money spent and the effect of clean water on a community.
Procter & Gamble launched Tide in 1946 and quickly became brand leader in America.
DMB&B (advertising agency which handled P&G’s accounts) used print & radio in order to quickly build audience familiarity with the brand. Both media forms used the “housewife” character and the ideology that its customers “loved” and “adored” Tide.
Historical and Cultural Context context in relation to media language
Print advert from the 1950’s conventionally used more copy than we’re used to seeing today. With development and many ‘new’ brands and products entering markets. Potential customers typically needed more information about them than the modern audience, so companies used more advertising, marketing and branding. However, conventions of print-based advertising are recognisable in this text. Representations of women-
Bright primary colours connote the positive associations that the audience would have with the product
Headings, sub-headings and slogans are written in a sans-serif font, connoting an informal mode of address.
Reinforced with the comic strip style image in the bottom right-hand corner with two women ‘talking’ about the product using an informal lexis.
Historical Context in relation to audience
The advert reflected historical attitudes and beliefs which seem outdated. In the post-war boom of the 1950’s (particularly in America) new technologies developed and became desirable products and the status related to the American Dream. These products tended to be advertised in slots in American domestic melodramas watched by women.
Post WWII included the rapid development of new technology for the home, designed in order to make domestic chores easier. Vacuum cleaners, microwaves, ovens & washing machines all became desirable product of the 1950’s consumer. These products link with new technologies also developed during this time (e.g. washing power)
Social and Political Context in relation to representation
Interexts to consider would be the WWII adverts “Rosie The Riveter- We Can Do It!” advert for the War Production Co-Ordinating Committee.
The representation in these adverts challenge stereotypical views of women being confined in the domestic atmosphere. Traditional ‘male roles’ were vacated as men left to fight.
In the 1950’s, while men were being targeted for the post-war boom in America’s car industry, women were the market for the technologies and products being developed for the home. These stereotypical representations of domestic perfection became more linked to a modern need for speed.
Dress code of the advert’s female main character include a stereotypical 1950’s hairstyle. The fashion for women with short hair had a practical use as longer hair was considered hazardous for women.
Social and Cultural context in relation to audience
Once the war was over, women returned to mainly domestic roles, as a result- cleaning and other domestic products were still largely targeted at women.
Rationing ended in 1954, and as a result the post-war economy rebounded. Inflation was low giving most people a more disposable income, which through advertising were encouraged to spend on more consumable products (washing machines & steam irons). These sales of these products increased by 70% in the 1950’s – aided by advertising. The ‘boom’ of purchasing was also aided by the arrival of commercial television in the 1950’s, therefore increasing platforms for advertising and reaching audiences.
Hall believes that all representations are constructed through signs/codes which are understood by the audience. He asserts that stereotyping reduces people and social groups to a few characteristics which are recognisable to audiences because they are reinforced over time. He argues that stereotypes tend to occur when there are inequalities of power.
Stereotypes- Often used in media as showcasing a culture.
Applying Hall’s Theory of representation: Consider-
What stereotypes are prevalent in advertising? How are they constructed? What key elements of stereotypes are therefore recognisable by the audience?
Are the stereotypes constructed by the audience either/both positive/negative?
How are subordinate (minority) groups constructed as ‘different’?, and the effects this has
Theory 2: David Gauntlett’s theory of identity
Gauntless asserts that the media provides us with the tools/ resources that we use to construct our own identities. Advertising offers us ‘role models’ suggest that we often ‘pick & mix’ which aspects of these products we want to use in the construction of our own identity.
He argues that the media today, unlike in the past, offer a more diverse range of stars, icons & characters. The 2018 JD advert is an example of this
When applying Gauntlett’s theory of identity, consider:
To what extent do the representations of gender differ from those in the past?
Do different sub-genres of advertising offer different types of representation?
How might an audience respond to the representations they see in advertising?
Audience
Demographic profiling: A way of categorising by dividing consumers into groups based on: (e.g. YouTube can tailor ads due to the content that you watch)
Age
Gender
Income
Education
Occupation etc
This means that this information can help advertisers determine their target audiences for products and develop adverts that focus on a specific demographic.
Psychographic Profiling: A way of categorising audiences based upon personality, values, opinions, attitudes & lifestyles.
There are 5 types:
Mainstreamers: (make up about 40% of the population), they like security, tried and trusted brands and like to think they belong to a group of like-minded people. They are persuaded by value for money and are less likely to take risks.
Aspirers: They want status and prefer brands which show their place in society. They are happy to live on credit and will buy designer label items. They are stylish and may be persuaded by celebrity endorsement.
Explorers: This group like to discover new things, they are attracted by brands and products that offer new experiences and instant results. “I knew them before they were famous”
Succeeders: People who already have status and control, have nothing to prove. They prefer brands which are serious and reliable and believe they deserve the best.
Reformers: This group is defined by their self-esteem and self-fulfilment. They tend to be less impressed by status and not materialistic. They are more inclined to buy brands which are environmentally friendly/healthy.
Audience Theories
Theory 1: Stuart Hall’s reception theory
Hall believes that audiences are active- not passive. They engage with/repond to texts.
He suggest three main ways in which audience may respond to a media product:
The preferred reading
Audiences accepts the messages contained within a product, in the way the producer intended. Usually the case if a product reflects the ideas and beliefs of the audience (e.g. when you read a newspaper)
The negotiated reading
When the audiences accepts someof the product’s messages and disagrees with others.
Oppositional reading
Where the audience does not agree with the values, attitudes and beliefs of the product/its content.
This may be related to culture, age, gender or other factors affecting audience response.
Example: Straight Outta Compton’s representations of African Americans
Preferred Reading: Accept the meaning behind the film and sympathise with the characters from their tough lifestyles. The cultural significance of N.W.A and the positive aspect these had. Links to a realistic African American experience in areas like Compton. -Prejudice police & brutality.
Negotiated Reading:Understand the messages behind the film about life in Compton, and the positive aspect of the men yet disagree with the representations of African American women in the film.
Oppositional Reading: The audience sees a mis-representation of African Americans (stereotypes) as rebellious and violent. That the film portrays all police are corrupt and therefore a dishonest outlook on society. Disagree with excessive use of drugs, violence and bad language being shown. Racism and prejudice against African Americans.
Theory 2: Albert Bandura’s Media Effects
Albert Bandura is an American psychologist who conducted research into media effects.
Social learning theory: Suggested that audiences may learn aggressive behaviour from viewing others. AKA The Hypodermic Needle Theory
He therefore theorised that:
The media implant ideas in the mind of the audience directly.
Audiences acquire attitudes, emotional response and new ways of behaving through copying those they observe.
This theory is criticised by many, (including David Gauntlett) as being outdated and unhelpful because it assumes that all audience members are passive and not actively engaging with the product.
Theory 3: George Gerbner’s Cultivation Theory
The idea that the exposure to repeated patterns of representations over long periods of time can shape and influence the way in which people perceive the world around them. (e.g. 1950’s sexist adverts are an example of this)
The idea that cultivation reinforces often outdated values or stereotypes. A reflection of the time period it is set in.
There is minimal clothing in the advertisement that suggests something sexual. The woman is being held down by another man, which has connotations to dominance and forceful behaviour. She is also the only person wearing makeup, this implies that she is seen as a beauty object and therefore desired. The advert sparked controversy over the simulated gang rape perceived by the gestures, expressions and lack of eye contact- suggesting a lack of emotional connection. The men are also presented as emotionless and all are wearing the same colour clothing and therefore only desire one thing. The print advert includes a large transparent “Dolce & Gabbana” logo to make the brand bold and stand out to the audience at first glance, with the logo positioned where the man is holding the woman down. The use of colour in the print is dull with a basic background and dark clothing, this portrays a sense that the woman is trapped in the situation. The lighting further reinforces this idea with high key lighting focusing on her facial expression in contrast to the men’s blank expression.
The print advert is constructed with coke bottles in the centre of the picture and everyone else in the image is focused on the bottles. This produces a piece of clear advertisement of the product to the target audience. It is also made in a paint like style, which in the 1950’s was used for many different types of advertising and throughout the products history. Coca Cola used these print styles which audiences began to associate with the product. These print styles was commonly used among advertisements during the 1940’s through to the 1960’s.
The text at the bottom of the advert sets a clear picture with a border to highlight the main image. The white background makes the red coca cola logo stand out more to the potential audience that is viewing it, therefore promoting the brand further. The central image depicts a mother serving bottles of the product to her children, this shows that the brand is reliable. Coke communicates the product brings together the family by the representation of a loving home and the mention of “family circle”. Coca Cola used this scene which underlines the stereotypes of women and their duties in the 1950’s as a lot of companies used misogyny in order to promote their products. The second image below the main image portrays a man carrying a crate of coca cola with the caption “Take enough home”, this reinforces the ideology of men and women roles in the 50’s as well as the clear expression of happiness on everyone’s faces, creating the message that consumers wouldn’t be disappointed with the product. In both the main image and the second image show more bottles than there are people, this represents that consumers will still want more of the product.
Coca Cola used a colour scheme in the piece, in the girls dress and flowers there is a use of red which is strongly associated with the company logo. The use of warm colours also symbolise coming together as a family and the warmth of a family home. The main source if light in the picture is the fireplace which generate a more personal touch and comfort to the advert. This is further illustrated by an eye level angle in order to suggest the audience are part of the family depicted in the picture. The target audience are families, this connotes that the product includes absolutely everyone. The repetition of “home” in the advert further outlines theme of coming together, and this presents a sense that family is a theme in this advert.
The advert mirrors many social beliefs at the time, including the roles of women and mothers within a family looking after the children. The stereotypical father role was going out and working, which is subsequently narrated by his exclusion from the main image.
Historical print advert 2- Alcoa Advert 1953
The advert is constructed in a way that is sarcastic, and in the modern era has a shock factor to it. The image is placed at the top in order to attract the audience to it, on first thought it appears to be an advertisement for a bottle company. However, the advert is in actual fact for an aluminium company, which is made clear through the logo and description. This type of advert is interesting because it includes a long paragraph on a print advertisement which are typically short and snappy.
The central image is of a woman with a shocked look on her face, presumably because she just found out that women can open bottles too. It communicates the 1953 context of the stereotypes and stigma around women and highlights the difference between modern day society and how it has changed. Colour is used in several different ways in this advert, what the woman is wearing and the background both have relatively neutral tones to them. This use of simple colours conveys to the audience that women think simply until they are told otherwise. This idea is further portrayed by the use of red on her lips, her nails and the bottle, which highlights how women consider beauty over practicality. The expression on the woman’s face is one of surprise, illustrating that the woman did not know this fact and had to be told it, this form of subtle misogyny was used in many adverts in the 1900’s targeted at women for stereotyping, and the idea that women could not think on her own (shown by the dehumanisation in this advert) and her husband had to do manual labour on her behalf. The image has been edited to give a 50’s style to it, as well as being airbrushed to convey the message of how women were more objects of beauty rather than productive.
The font styles in this piece are relatively simple, with the main title reading “You mean a woman can open it?” this rhetorical question and use of direct address signifies women seeking approval as well as demonstrating the product and how it works. “Woman” is underlined in order to attract women to the product. The background of the text is an off white which has strong connotations to Aluminium and typical manufacturing colours.
The advert speaks to its audience by having a woman on the cover as well as talking from the perspective of a woman. This shows that the beliefs of the creators of the company at the time were prejudice against women and their roles so therefore constructed an advertisement based on those views. At the time, this advert would not have been shocking to an audience as it was common belief of womens roles.
Audio-Visual Advert- Nike 2018
The advert begins with a close up of a boy on a skateboard which immediately cuts to the skateboarder attempting to do a trick yet subsequently fails. There is a continuous montage of the skateboarder trying it again and again until there is a low angle shot of him standing up, the expression on his face conveys the pain he is physically suffering. However, this cuts to several different people of various cultures and ethnicities with serious expressions on their faces, highlighting the important message behind the video. Throughout the video there are many tracking and panning shots due to the amount of action and fast pace sports involved. There are also several scenes with a projector in the background, symbolising that your dreams can become reality to the viewer.
The narrator is successful NFL and human rights activist Colin Kaepernick who had previously come under controversy in 2016 as he refused to stand during the American national anthem. Nike also come under criticism after the video was released, with people protesting and cutting the logo from their socks. The video was controversial due to the message behind it, and the many influential non-white figures that featured in it.
The clothing throughout the video isn’t obvious it is Nike, and therefore is not demonstrative action. This is an example of soft cell advertising as it isn’t clear what the video is promoting until the end. The video depicts a strong sense of diversity and has been named “one of the most diverse advertisements that Nike has ever done”. With people from various different backgrounds to people with disabilities and even young children are featured it is clear that the diversity that Nike was going for was extremely successful.
The advert is constructed in order to tell a story of resilience, it intends to portray the message of “just do it” and to follow your ambitions. There is a subtle tint of white on the video which are the company’s main colours- black and white. In context this can equally we applied to the movement of black and white that this video is applying. The narrator of the video Colin Kaepernick, has previously criticised the American justice and police system on the attack and killings of young African Americans.
Nike have demonstrated diversity in this video- Most activities were sports such as tennis/American football, nevertheless it is clear that Nike does not discriminate against anyone who identifies with the brand, and consequently the target audience is very varied.The narrator talks to the audience in order to communicate to them. This is done by the use of direct address to make it personal as well as statements and rhetorical questions about your future. The video is made to make you think about it after watching it, it keeps the video in your mind and as a result further promotes the product. Nike also uses emotive language to make people feel inspired, and emotionally touched.
At the end of the video it has different scenes from the video projected onto city buildings as it pans out. The iconic “just do it” slogan appears as well as the Nike logo, this form of advertising is subtle as it is presented as more of a motivational video.
Audio-Visual Advert BT Sport
The initial clothing in the advert shows the young girl wearing school uniform. After this, it cuts to her brother in the same uniform. Throughout the video her mother and father both attempt to speak to her, yet neither of them are identified. Even in scenes when the girl is at school, everyone is wearing the same uniform besides the professional sports players, this presents these celebrities as special and significant. The girl is wearing dull school clothing which enforces the message that school is boring to her and sport is the only thing on her mind, which is also shown by the lack of scenes at school or in the classroom. BT used identifiable sports figures in their advertisement in order to attract various different audiences involved or interested in that sport, this is also shown by the wide range of sports demonstrated throughout the video. Football, Tennis, motorcycle racing & rugby are all extremely popular sports directly chosen to appeal to the target audience. In this case, there is a form of identity and familiarisation that the viewer has with the sports stars and activities shown on screen. In order to attract audiences, BT have created a character of a young aspiring child in order to set off a sympathetic response, they do this by mentioning her name as “Charlotte” at the beginning for the viewer to feel like they really know her, reinforced with the close up shot.
The advert begins with this close-up on the main character of the advert- a young girl, which is presumably not the intended target audience. However, she is watching football and the scene quickly cuts to her leaving her house referencing a footballers celebratory gesture as the commentary continues. The girl begins to run commentary about the actions she is doing herself, simulating that she is in control and further proves this by the girl beating the professional players at their own games. There is a comedy aspect that the audience would feel as she outsmarts the players, therefore now triggering a more humoured response from the viewer. The upbeat music plays throughout the advert after she leaves the house, imitating that she is physically getting involved with sport and the happy music is how it makes her feel. Her facial expression for the full duration of the video is serious, reflecting the viewer’s beliefs of their own sport as well as the celebrities maintaining that level of seriousness suggesting that she is really playing them. The lighting is mostly natural daylight, however this changes to softer lighting with close up shots at the beginning and end of the advert, presenting intimacy that the audience feels connected to the character. At the end there is a brief close up of the girl for a final time with a blue tint, representing the blue she is wearing as well as in the BT logo which is also presented.
BT sends the message of independence as Charlotte narrates her own achievements, it enforces the topic of women in sport and the potential power they have if they ‘dream big’. It communicates to the viewers to stand out, which is conveyed through Charlotte wearing the same uniform as everyone else but being the only one actively and passionately involved with sport. BT named the advert ‘Take them all on’, referencing Charlotte taking on high sports figures. Nevertheless, with the use of an imperative ‘take’ this directs the viewer to take action themselves. The advert shows innocence and imagination in a concept that is not widely covered in sports and illustrates that the purchase of BT Sport can make you as involved as the players you are watching.
Makers of consumable products-food, drink, beauty products etc
Charities- to raise awareness and encourage donations
Government Departments- raise awareness of social issues/health issues etc
Organisers of events- boost ticket sales/ television views
Educational establishments-
Media Companies- film posters, trailers etc
How do advertisers use media language?
Establishing the genre-
The ‘type’ of advert is important, the codes and conventions of a beauty product.
Visual Codes-
Visual Codes include clothing, gestures, expression, colour and lighting. In charity adverts, the expressions used are often downbeat, elicits empathy from the audience.
A slogan-
A catchy phrase that is memorable and becomes associated with the product.
Language of persuasion-
Advertisers often use hyperbole and emotive written and spoken language to engage the audience. The definition of hyperbole: exaggerated language used to create a dramatic effect (not to be taken literally). e.g. The Borat film used a particular review “so funny it’ll burst half the blood vessels in your face”
Soft sell technique-
The audience is sold a lifestyle- main product isn’t the focus (it may only make one appearance in the advert) e.g. Heineken product in the James Bond film ‘Skyfall’
Hard sell technique-
This is the employment of more ‘in your face’ advertising. Used to get a clear message to the audience- technique used by charities to raise awareness.
Demonstrative action-
This is where the product is seen to be used in the advertisement, (cleaning products, cars)
Logos-
Many companies include a recognisable logo design on all the products. Association with products through repetition- logo for Apple, McDonalds, Nike etc.
The mode of address: This is the tone and the written/spoken style of the media product that establishes communication with an audience. When analysing the mode of a product, consider:
Informal mode of address- Use of slang, direct involvement through the use of personal pronouns “I”, “you”, “we” etc. Often to younger audiences.
Formal mode of address- Use of complex vocabulary and writing styles -averts for serious issues use this. Suggests the target audience are more sophisticated.
Direct mode of address- Where product communicates directly to the audience- use of eye contact & direct speech. This occurs most of the time in advertising.
Indirect mode of address- In some audio-visual adverts (particularly one with a clear story attached), there is little engagement with the audience. e.g. John Lewis advert
Intertextuality- When one text is used or referenced within another. e.g. use of memorable scenes/characters from an iconic film in a advert.
Celebrity endorsement- Audience attracted by the ‘endorser’. Some celebrity become brand ambassadors and appears in several adverts in the same campaign. It can become an issue is there are controversies, some companies use non celebrities have brand ambassadors like Barry Scott.
Unique Selling Point- This is the element that makes the product different from its competitors and will be used in marketing. For a beauty product this could be “reduce signs of ageing”.
Layout and design (print/audio visual)
How is the advert constructed? Consider the placement of images and text in conjunction with each other.
Central Image (Print media)
What is the image and why has it been chosen? What does it communicate about the product?
Typography (font style) and graphics (print/audio visual)
What can you say about the different font styles used or any graphics that appear on the advert.
Visual Codes (print/audio visual)
How has the print advert communicated messages through the use of colour, expression and gesture.
Colour (print/audio visual)
Is there a colour scheme (if so, what does this suggest? Does it link to some elements of the product? Is it part of the branding? What connotations does it communicate about the product itself?
Print technical codes
Consider the camera angles, shots, lighting, editing techniques (airbrushing, sharpening of the image, removal of blemishes, marks etc) that are used in the advert. What are the connotations of these?
What kind of words or language devices, e.g. alliteration are used
Attitudes and beliefs (print/audio visual)
What attitudes and beliefs are conveyed through the advert?
Some adverts suggest that purchasing the product will change your life in some way
Associations (print/audio visuals)
Does the advert use intertextuality so that we make associations between the product and other media forms? Why have they done this? (e.g. Yoda in the Virgin Media advert)
Film Posters
A product of film advertising. They are a visual hook for the audience. There are two types of film posters:
Teaser posters- quite empty, creates questions for the audience, gets them excited for the film.
Theatrical posters- shows more characters and enigmas
Different types of poster- Analysing film posters
Key conventions of film posters:
Genre indicators- Images/typography/language indicate genre of film
Visual Codes- How has the poster communicated genre through colour, expression and gesture
Iconography- Another indicator to the genre of the film. Includes props, backgrounds, clothing, setting, character looks
Star Billing- Positioning of the images, hierarchy of the importance of the characters.
Stars- Can indicate the genre of the film too, e.g. Liam Neeson is associated with Action/Adventure films.
Tag line and the image- a memorable phrase or slogan that becomes associated with the film and appears on its posters. e.g. Jurassic Park “a film 60 million years in the making”
Language and mode of address- This will be persuasive and often uses hyperbole
Expert criticism- Quotes from newspapers, film magazines and online reviews suggesting the quality of the film- making it a ‘must see’.
Mark of quality- This is the use of the film logo, the directors name/references to other successful films made by this director. This is included to convince the audience that it is a high quality product.
Advertising is one of the most powerful forms of media. Generally used to promote/sell product, but is used to generate awareness of issues/events. To do this, it is important that advertisers establish a recognisable brand identity.
Brand Identity: The image that a brand projects and the associations the audience makes with the brand. (e.g. Nike suggests good quality sports clothing that is also fashionable leisure wear. The high budget advertising campaigns, sponsorship at world events and use if celebrity endorsement have helped reinforce the brand)
Research and write a 300-word summary of the political response to I,Daniel Blake during the film of the release of the film.
The political response to the film starts with the conservative party politician Iain Duncan Smith who worked as The Secretary of state for work and pensions (and is responsible for over £15 bn of cuts to the benefits system in five years since 2010) claiming that Ken Loach “painted an unrealistic picture and treated Jobcentre staff unfairly”. Many conservatives MPs such as Tim Laughton have also attacked the film and its creators for being “unrealistic” with its portrayal of the benefits system and the film has been mentioned in Parliament.
In the press at the time of the release of the film, many right-wing newspapers such as The Sun criticised the anti-conservative message behind it. Even to date, most articles written about the film cover the same negative aspects and very few compliment the film for its overall message. The Guardian reported that the film “doesn’t represent reality”, a common phrase found around the context of the film when looking through articles. This claim was made by the senior manager at Jobcentre Plus that the film focuses almost entirely on the very worst case. Reports like these all have the same element of denial to them, which is all part of the problem itself.
Right-wing viewpoints highly criticised the film yet put this further into the public’s view, not only the film itself but the message it brings. Likewise, many viewers of the film have had similar experiences with the benefits system and therefore it represents their untold story. Many of these people were glad that Ken Loach was raising this awareness, and left-wing politicians such as Jeremy Corbyn supported the film and told conservative Prime Minister Theresa May to watch it to understand the benefits system. This is not the first time Ken Loach has released a controversial piece, nearly 50 years ago he released ‘Cathy Come Home’, a drama (which was like a documentary) about a homeless woman and her family, which sparked its own controversy.
Task Two
Write a 400 word report on how the film I,Daniel Blake represents class and age.
The film represents people who have been cheated by the benefits system, and does so with two main characters Daniel Blake and Katie Morgan. Daniel represents a hard-working old man with ill-health being treated badly at the hands of the state and Katie, a single parent, being forced by the housing system to move 400km north away from her family to Newcastle with her children. These two characters portray both northern and southern working-class people having the same experiences and problems with the benefits system. This film was created with a working-class viewpoint to underline the issues with the state itself.
Daniel Blake is depicted living on a council estate to suggest that there are many people living like him and he is not as lonely as he may feel. The audience see many scenes in Katie’s house where it is badly damaged which Daniel attempts to repair for her, portraying a sense of community coming together to help each other, which is further reinforced by Daniel’s neighbour helping him as well. The food bank scene also shows many working-class people queuing outside beforehand to constitute the vast number of people living like this. This scene depicts the harsh reality of a single parent mother being so desperate and practically starving for food that she literally could not wait to eat it. Both Katie and Daniel are kicked out of the benefits agency at the same time which further regarded towards the discrimination of classes.
The prejudice against people using the benefits system is also presented in the film, from Daisy being bullied at school to Daniel being bullied by the employees at the Jobcentre. This is done to further highlight the issue of how poverty effects all ages. Many of the people throughout the film are close in age to Daniel and should therefore show a presence of sympathy towards him but do not. The inclusion of Katie’s children conveys the idea of pure and innocence in society and how future generations suffer at the hands of people older than them. Younger people offer to help Daniel throughout the film, particularly in scenes where he is trying to understand the concept of a computer as most of the services for the system were created online/over the phone. Daniel’s next door neighbour assists him online, developing the idea of the future generations taking control and dictating the present day. The ending of the film summarises that although Daniel Blake had died, Katie was still affected by poverty and consequently generations are still affected by this issue and will continue to be until governments take control.
Production Companies: Sixteen films, Why Not Productions and Wild Bunch
Distributor: eOne
Budget: Unknown (Low budget)
Box Office: $15.8m
What major award/prize did it win? Palme d’or at Cannes
What is a British film?
The notion of what makes a ‘British Film’ can be a complex subject.
Institutional (Origin of filmmakers, financial backers, studios etc), Cultural Factors (Film based in the UK/focused on British characters)
This is complicated by the large amounts of US production filmed in the UK, as well as US-backed film like James Bond and Harry Potter.
Marketing- I,Daniel Blake
Often films utilise the actors in films to sell their films, however this is not the case with I,Daniel Blake
Ken Loach, the director of I, Daniel Blake was the star of the marketing campaign, his name was over many posters and trailers, he appeared on number of TV/Radio shows, often with a political edge.
Left-Wing political figures like labour leader Jeremy Corbyn supported the film.
The films are anti-conservative/anti-right wing message was criticised by many in the press, typically right-wing newspapers such as The Sun yet these political issues propel the film more into the public eye.
Exhibition
Low budget independent films like this often find it more difficult to get into multiplex cinemas in the UK.
I, Daniel Blake’s message was shown as a controversial choice for the multiplex cinemas.
Across the UK, 100 cinemas showed I, Daniel Blake compared to 600 in France.
As a result of the lack of multiplex support, eOne decided to put on free/”Pay what you want” screenings in the community. It was available on Amazon Prime
Compton is mainly working class city in California
65% of the population is Hispanic/Latino, 32.9% is African American, 0.8% is non-hispanic white
26.3% of the population is living in poverty- It is one of Americas least funded cities
Known for notorious gang culture- partiucarly the rival gangs ‘The bloods’ and ‘The Crips’
Many musicians deprived from Compton including NWA and Kendrick Lamar.
1992 LA Riots
March 3 1992- A video shot by George Holliday where Rodney King was stopped by and beaten by several police officers.
29 April 92- The police officers were aquitted for the charges in court.
On the same day, In Florence and Normandie avenues reports of beer cans being thrown at passing motorists, The riots retreat and dont continue for three hours,
Social, Cultural & Political Context
African American group
Set in late 1980’s/ early 1990s but was made in 2015, it shows the link between both time periods that “nothing has changed”.
N.W.A both positive (musical progression) and negative (gang association and misogynistic lyrics) stereotypes
The film mirrors these stereotypes, including positive representations of black characters but the film has also been called misogynist for the lack of representation of women.
#BlackLivesMatter campaign
#OscarsSoWhite campaign – producers and actors feel like the lack of oscar nominations were down to the race representation in the film
Economic Context
Commerical success- highest grossing music biopic of all time
Ice Cube & Dr Dre produced- They were used as a marketing tool
N.W.A have an established set of fans
Synergy- link to soundtrack for the film, as well as Dr Dre’s first studio album in 16 years, Compton
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