Codes in KFC advert.

In the KFC advert, the man/father in the family is shown sitting down reading the newspaper, while the wife/mother is seen working in the kitchen, despite being pregnant. This suggests the stereotype that the male is either lazy or is sticking to societies values that women do housework while men go out to work. The man is dressed in red, a colour normally associated with power, strength and passion, while the wife and son are dressed in pale/passive colours. This again is a stereotype that men are the dominating or controlling force in a family environment.

In the restaurant, the male is seen leaning over the counter, showing his dominance over the woman serving him. The fact he is ordering from a fast food restaurant  This may not have been intentional but again it reinforces the opinion that this male is the most important person in this advert. However the last scene of the advert, the man is seen sitting out on the doorstep with flowers, in order to apologise to his wife. This is a common stereotype that once men have messed up and want to be forgiven, the will come back on their knees to make up for their mistake. Although he isn't kneeling, he is sat down on the step with slumped shoulders, flowers in hand looking sorry for himself.

These stereotypes have been exploited fully to make the advert comical, yet it is very judgemental on men.

The technical elements of this advert do contrast with the visual codes, with the camera being used to show the change in status as the advert progresses. At first, the camera angle is level for the father and son on the sofa, however the camera shots of the woman are angled upwards, making her seem more dominating or important. When the man makes the joke about his wife, the camera angle then changes, showing a close up shot, yet it is now angled down towards him giving him a lesser status. The woman and son receive close up shots either empowering them or showing equality, showing they have the moral high ground once the man has made the joke.

The lighting in the advert are used to show the differences in mood throughout the advert. For instance in the first scene, bright lighting is used to show a happy, inviting, clean environment for the family yet when the man is trying to apologise on the doorstep, the lighting is dark and gloomy reflecting the mans mood.

Audio isn't a dominating factor in the advert however it does reflect some stereotypes. For example, the first time music is used is when the "Filler" is introduced, blues music is played. This could be seen as a representation of the brand as KFC originates from the Southern states in America, as does Blues music. Blues music is heavily related to black people as is the opinion that black people like to eat fried chicken so it could be seen that the advert appeals more so to the black community.

Wolfman Poster Analysis

1.  Close up shots of main characters: Anthony Hopkins, world renowned actor known for his horror roles. Audience will expect something of him or question him. Emily Blunt is the "damsel in distress" or the main love interest, attracive yet timid/scared. Benicio Del Toro has a strong gaze, almost focused on Hopkins connotates conflict between the two. Hugo Weaving, in the background conntates a complication or further interest in with the other characters.
2. Space betwee the characters connotates they are all interlinked and are central to the plot.
3. Dark colour scheme, blacks and blues dennotes night and evil, yet is contrasting with the moonlight surrounding Wolfman. May show contrast between good and evil, inside the character

Dracula Analysis

1. Unlike normal horror posters/films, Love is an unusual concept in horror films.
2. Unexpected contrast between vampire and wolves/werewolves. Normally seen as opposites in horror films.
3. Teeth Connotation: Blood sucking, pain.
4. “Bram Stoker’s” shows is the original story, so audience will have an understanding of the plot.
5. Acclaimed film director (Ford Coppola) , audience will have high expectations.
6. November release, dark nights, similar to the setting in the film. Will play with the audiences mind. Not a half term film, so would connotate adult themes e.g sex or violence.
7. Typography is gothic typical for vampire films. Red in colour  connotating  blood or it is written in blood.
8. Denotation: A monster, Vampire from Transylvania. Blood sucking, shape shifting stalker.



How are stereotypes used as a shorthand to represent certain groups of people?

The media is responsible for everyones opinions and representations of people, whether they be positive or negative. This happens either with pictures or photographs, films or television depictions. In these short amount of time, the audience may not see the the "group" or "person" for what they really are.

The film "Murderball" is a good example of this. However within the first 10 minutes the audience is presented with this stereotypical contradiction. The quadraplegic "stars" of the film are firstly shown as althletic, wheelchair bound phsycopaths playing wheelchair rugby. This contradicts how the media represents disabled members of society.

Horror Conventions

How are cinematic horror conventions challenged in "SCREAM"?

Perhaps the most apparent challenged convention, is the main character and how they are percieved by the audience. Drew Barrimore appears as the typical vunerable, sweet, blonde American girl. She is home alone, and from this the audience will excpect something sinister will happen. Inevitably it does happen, however the opening of the film ends with Barrimore dying and let mutilated hanging from a tree. Normally the heroine/victim would survive the onslaught as the audience would excpet yet this is not the case.

There are many intertextual references made, in the first 10 minutes. These all stem from the horror genre, making homages to films such as Halloween. This can be seen when Barrimore takes firstly plays with a large carving knife then when she is being terrorised she uses it in self defence. Yet this again contradicts horror conventions, as it is normally the serial killer (Micheal Myers) armed with a monstrous weapon yet now it is the defencless victim.

• Almost religious text,“road tested” in this font connotates it is strong and can be punished 
• " At the Heart of Rock and Roll" Shows reliability, trusted, famous.
• Elegant picture frame contrasts with the dirty background.
• Key Signifier: Shows what the product is, “roto blues” shows is for bluesy guitar players.
• Endorsed by the band “Godsized”. Big, hairy man connotates strength and toughness so the strings will also be tough and strong. 
• British flag denotes a British company.