Stuart Hall's theory of encoding /decoding 

The theory states that audiences of the media would interpret messages in different ways depending on their culture,economic standing and religion.The theory states that the media is viewed in 3 different ways:

Dominant- What most people would think 

Negotiated- People that would view both sides

Oppositional - Disagrees with the general opinion.

Dominant Reading: A group of Muslim extremists who want to rule the world and should be stopped.

Negotiated Reading: A group of extremists who are committing crimes due to them not having money.

Oppositional Reading: A group who want to instill Muslim beliefs in a Muslim country whats wrong with that?

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Trailer Analysis

Fast and Furious 6 Trailer analysis

The first couple of shots in this trailer are classic of the fast and furious franchise Fast cars and good-looking females in ridiculous outfits. They used close-ups of the females and the cars. This creates a calm scene and makes the audience feel happy that there would be another film in this franchise. The shots are very short and snappy, which again is typical of the action-thriller genre. Most of the sound you could hear is of an engine gearing up for a race. The numerous close ups and snappy scenes helps build up tension amongst the audience who’d be anticipating something going wrong. Thought this trailer they are numerous close ups of all of the things you would associate with the action-thriller genre.

The fast editing stops when Dwayne Johnson’s voice-over starts and the issue of the films begins. The dialogue almost seems like the person he’s addressing has no choice. The clarity of the voice-over which seems so confident could suggest that what the FBI agent is offering could be beneficial for both parties. The Scenes accompanying the voice-over is of another group of drivers who seem to be more dangerous. This is the exact opposite to the other films in the franchise which had the main group causing the carnage. The lighting of the scene with the driver who speeds off and blows up the building is interesting. The lighting of this shot could connote a dark, evil character the manner he left the building could suggest that he’s reliant on speed to get away from the criminals.

 Toward the ends of the trailer the film-makers leave the audience with an enigma because the viewers of the trailer would want to know what happens with the plane. The pace and the words in the music in the background could suggest that something is going to happen to one of the characters. The incorporation of the females fighting could’ve been done to broaden fast and furious audience to a female audience. The clothing becomes tighter towards the end which could suggest that the people are ready for a fight.

Flim Noir

Film noir is a genre based around investigations and mystery. Film noir was a big around the 1950's and they usually had similar types of characters:the tough detective,the attractive violent female and the respected villain who's surrounded by gun-holding thugs.This genres visual style is based around, deep-focus shots, high contrast lighting and distorted camera angles. Film noir has recently been adopted by the gaming industry with blockbuster releases like: La Noire and the Mafia series. According to Wikipedia which states that film noir originated in Germany

Lighting

This image uses key lighting to illuminate the cat’s whiskers. It also has a light at the back to show something that looks like a cage or a cell. The use of the lighting at the front could so that the person who took the image wanted the viewer to feel guilty for this cat, perhaps even suggesting innocents. Furthermore, the use of the backlight could also suggest violence and abuse.

                                  

Advert Analysis 

Colour-The colour in the background is dark and it looks like it’s raining. The main image is of David Beckham sporting a very metro-sexual tanned complexion.

Framing- The photography does place David Beckham right In the middle by doing this they’ve used the rule of thirds. The framing could also suggest that the star selling the perfume is more important than the product itself.

Pose- The facial expression of David Beckham is a rather intense one. His eyes look like the primed to do something, perhaps attract a female. This could suggest that if somebody uses this perfume he could be more attractive.

Subject Matter- This is a photograph of David Beckham, a retired footballer and ones who seems to have established himself as a global icon for his metro-sexual look.  

Type of Shot- I think this shot is a close-up; I think this because David Beckham eyes are in the shot. The way you could see the facial hair of David Beckham makes the audience feel that he’s ordinary guy.

Lighting- The lighting of the shot is natural; it looks like it is raining. The mood the lighting sets is tense and edgy .It seems like something is going to happen if somebody purchases this perfume.

Composition- The photo is made out of 3 images. The main focus is on David Beckham. The positioning of the actual product is rather interesting because if a company is going to sell a perfume, then shouldn't the perfume be in the focus or is the star selling the perfume? However, the advert has used the rule of thirds to position the perfume

Setting- The photograph look like it’s taken in a studio and the photographs background was artificially created.

Size- The size of the photograph is greater than the product itself. This could point towards the star being more important than the fragrance.

Film lighting

The use of lighting on this clip is used to create a sense of tension.The low-key lighting is used to increase tension and suspense amongst the audience. The colour used is dark blue which could connote evil and danger.The light seems to be coming from the top, which could suggest that something extra-teristial  might be doing something like this.             http://www.youtube.com/watch?v=Mpvv9sNOPng                                                      

Apple promotional video

I Phone 5c

The video is very simplistic and this was done to resemble the phone design and function .The Voice-over is very spaced out –it’s almost like somebody in love with their phone and wants the audience to feel the same. The American voice towards the end of the video says what a promotional video should say and this adds legitimacy to the video. The background is white; this could've been done because the company would want the audience to focus on the phone. Also the way the phone was spinning it was almost like a prize in arcade or something that you should desire and buy because It makes you cooler.