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Upon looking at the JVC advertisement, there were five key ideas to analyse. These were media language, representation, media audiences, values and ideology and finally institutions. When looking at media language several ideas must be considered. Layout and design, use of verbal language, use of non-verbal codes, colour, use of illustration and narrative codes are all included in this. This is a double spread advert, which is illustrated in a comiccartoon way. The fact it is a double page spread connotes that JVC has a lot of money to spend on advertising, and therefore implies that the product is worth advertising so much.

I believe that this advert is drawn in a cartoon style to try and draw a wider audience, and allow more people to understand it. Often, you see adverts for similar products and it is full of glossy pictures and technical jargon. This narrows the audience down somewhat, as this often intimidates people. The flat is shown with a lot of film posters on the wall, rubbish on the floor, a beautiful woman, lots of films and other luxurious items. This represents what we as an audience believe to be a typical “bachelor pad” for a single, thirty-something, rich man. This can be assumed because all of the DVDs and videos shown are under the titles of thriller and action – these are stereotypically male genres. All of the equipment in this flat is very modern and high tech. This connotes that Seb only has the best of everything.

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Therefore, this home entertainment system is obviously good. The woman stood on the stairs in her underwear doesn’t seem to have made a real mark on the flat, as everything in there except her clothes are filmwork related. A dog is visible in the bottom left hand corner, with a lead in its mouth. In Seb’s description it says he likes the gym. However, he hasn’t taken his dog out for a walk. All attention on this advert is drawn to Seb, as he seems to have control of the television, the woman and the dog. There is very little verbal language on this advert. There is a strip along the bottom where there is a small description of the JVC digital cinema system. However, it isn’t large or highly noticeable. This seems to be due to allowing those people who don’t understand the technical terms to still be interested in this equipment.

The only other piece of verbal language is a small description of Seb. It is noticeable that Seb is the only person with a description. Therefore, it can be assumed that he is the most important thing in this apartment. The woman is looking seductively at Seb, and is trying to attract his attention. This parallels her with the dog, which is also fighting for his attention. Since people are looking at this from Seb’s point of view, he is again seen as more important, but he is looking directly at the woman and the television. This implies that these are the most important things in his life, and therefore, to be as rich and “cool” as him, you need the beautiful woman and the expensive equipment. The colour theme of this advertisement is very retro e.g. orange and avocado colours. This is significant because as an audience, we are expected to know that this is in fashion.

The second key idea to be discussed is representation. Within this, gender, age, class and lifestyle will be considered. This couple are shown to be in their late twenties or early thirties. They also appear to be fairly wealthy because Seb has all of this state of the art equipment. They both appear to be representing good-looking people, and Seb is presented to be a successful businessman. Men are represented as slobs, who are mostly interested in action and thriller films, and women.

This is shown from the flat. Women are shown only to be there for his pleasure. She is also already mostly naked, which implies she is either only interested in sex, but also possibly easy. This is negative imagery for the woman. It is noticeable that Seb has the remote control in one hand, with work on his lap, and finally the woman has distracted him. This gives the impression that he is superficial as he is trying to finish his work, but the ideas of pleasure is influencing him. These two people appear to be in their early thirties. People of this age group have been represented as wealthy, successful, and good-looking people. However, it is very unlikely that you will be a successful film director by this age. Therefore, it sets very high standards for people of this age group to comply with. I believe that Seb is a middleupper class person.

It is noticeable that people of this class will have been to university and then straight into their perfect job. When looking at lifestyle, it must be taken into account that this has a very close relationship with class, and so the two merge together. However, due to the class that Seb is, he is able to have the lifestyle he has. He enjoys films, the gym and women. The order of these is fairly significant because films are involved in his job, which is obvious from the illustration he has failed to complete due to the woman’s attraction. The next thing he enjoys is the gym. However, he has failed to take his dog for a walk and exercise because the woman has distracted him. Therefore, it becomes noticeable that the woman is, overall, more important.

When looking at media audiences, the target audience is an important factor, as is how the audience are positioned and finally who the real audience are likely to be. The target audience has certain demographics that must be discussed. These are including the gender, age and class. The gender would most probably be male because the main focus in this advert is a semi naked woman. Therefore, it would attract a larger male audience to view the advert further. The average viewer would around the age of Seb, as it is possible that they want the life that Seb has. This advert would be aimed at middle class and above because it is quite expensive equipment. However, all of the demographics would depend entirely on what publication they are in. The audience are quite literally positioned on this advertisement, so they are looking over Seb’s shoulder.

This means that we look at what Seb is looking at, e.g. we look at the woman, and then around the rest of the room. Depending on where this is published depends on the response because, for example, if it was published where women would read it, it would generally generate a negative response, and they would be unimpressed by it. However, men would often look at the woman, look at Seb, and the rest of the apartment, and think that if Seb has all of this why couldn’t they. The real audience would probably be quite a lot older, as they are more likely to be able to afford this equipment. However, this advert could also be viewed by women, as they may look at the advert and think that the woman was good looking, and that if you wanted a good looking boyfriend, then the television suddenly becomes more important

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