Disability In Media

Above The Line & Below The Line Advertising

'Above The Line' is a type of advertising through media such as television, cinema, radio, print, web banners and web search engines to promote brands. This type of communication is conventional in nature and is considered impersonal to customers.


'Below The Line' is efficient and cost-effective for targeting a limited and specific group. This can take the form of tie in's with other products and companies.

Four Quadrant Picture

A Four Quadrant Picture is a marketing term used to describe a film targeted to all audience quadrants: men over 25, men under 25, women over 25, women under 25.

Usage
In the movie business, , everyone is looking to maximize the audience for their picture. A four-quadrant picture is the type of film to atrtract both parents and kids, men and women, and brings in huge amounts of revenue on opening weekend. In the term “four-quadrant,” the quadrants refer to gender (male and female) and age (under 25 and over 25).
For most studios, the goal is to get enough details to line up so that they have broad-based, family-friendly appeal in designing a blockbuster or four-quadrant film. An important aspect of getting that appeal is the ratings system. An 18 Rating can be the kiss of death for a studio trying to market a film featuring pre-teen characters. A lowering from PG-13 to PG can mean millions more in revenue as parents feel more comfortable bringing young children to a given film like Evan Almighty.


Examples
One of the most famous four-quadrant, blockbuster films is Star Wars and all of its sequels. Jaws is another landmark blockbuster film. Other more current examples include Night at the Museum, Journey to the Center of the Earth, Shrek (1-3), Spiderman (1-3), Pirates of the Caribbean (1-3), andWall-E.


Implications
Another interesting by-product of the rise of four-quadrant films in the industry is cross marketing. Those films often are associated with toys and other products that both advertise the film and bring in revenue on their own. In addition, four-quadrant films are powerful vehicles for product placement advertisers looking to show their wares to the largest audience possible.
On the down side, many wonder how much effort is placed on credible, engaging story lines as opposed to marketing opportunities in these behemoth cinematic endeavors.

Audience And Institutuion

Audience

In covering this topic you need to be aware of a broad shift from a perception of a ‘mass 

audience’ to one which recognises that, whatever the size of audience, it is made up of 

individuals. Along with this altered view is a shift in emphasis from what the media do to 

the audience to an acceptance that audiences bring many different approaches to the media with which they engage.

In its earliest form audience theory believed that an audience was a mass, Blumer set out 4 stages

First, its membership may come from all walks of life, and from all distinguishable social 

strata; it may include people of different class position, of different vocation, of different 

cultural attainment, and of different wealth. .....

Secondly, the mass is an anonymous group, or more exactly is composed of anonymous 

individuals [Blumer means anonymous in the sense that unlike the citizens of earlier 

communities, the people who are members of the mass audience for the media do not know each other].

Third, there exists little interaction or change of experience between members of the mass. They are usually physically separated from one another, and, being anonymous, do not have the opportunity to mill as do members of the crowd.

Fourth, the mass is very loosely organised and is not able to act with the unity of a crowd. 

The Male Gaze

This shows the singer being seductive towards the camera as well as the other man in the video, they are also using a super smiler effect do enphasise the mouth and what is being said. The towards the end an editing technique called a 'Film burn' has been used to make the video seem more old or 'vintage' and throughout all of that it is very grainy and black and white to also give across the impression that the footage is old. Like most music videos there are very fast cuts between clips to keep the video intresting an fun to watch.

The Male Gaze

Chocolate Box

This is when a male or female model, usually male will look slightly away from the camera and show a slight smile, usually showing as little teeth as possible. They will usually have their lips closed or be covering their mouth.

Invitational

This will mainly focus on the models eyes. They will often be smiling with the chocolate box effect, so showing minimal amount of teeth and their mouths will be closed. Their heads will be tilted to one side and will often be looking down on the person looking at them, giving the model a higher authority. As you can see from the picture, the model, George Craig has had his eyes edited to be more blue and he is looking slightly down on the camera.

Super Smiler

With the super smiler effect you will find that the models have a lot of teeth showing when they do a huge grin or smile but can sometimes be done subtly  and will often be a close shot with their heads tilted forwards or backwards and their hair quite wind swept.

Romantic/Sexual

This is often used to for both male and females that are looking at the picture. It is done to give the impression that the model is avalible and allows you to think that you have a chance with them. It can often be used with two models.

Seductive

This is when the model has their eyes closed or is looking directly through the camera lense at you. They will often be doing something seductive and the expression will be small but will still be noticable. The model will often look confidant and comftable with what he is doing.

Carefree

This is when the model is looking carefree, it is often found in sport magazines or adverts and it gives the impression that they are healthy and active.

Practical

This is when the model is focusing on the product that the advertisment is trying to sell. Their eyes will often be focused on that product and their mouth will be closed. They will usually be using the product and look like they are enjoying using it, this is often used during cosmetics adverts.

Comic

This is when the model is looking llike he is having fun and is often funny and stupid. They will often esxagerate what is being done in the picture.

Catalogue

This is when their eyes are wide open with a big smile, as

 well as being pleased on their purchase.

'The Male Gaze'

The woman in the picture is an example of ‘The Gaze In Advertising’ she could be seeing herself as a man is trying to see her. For instance she is trying to look more provocative. They make the female look like an object, and have used a low angle shot to give the impression that the men looking at it have more power.

The clothing that she is wearing, or isn’t wearing makes men notice her more if they’re flicking through a magazine, and see this advert. She is only wearing underwear and tights and the stockings make her legs look longer, also she is standing on her tip toes and a taller woman are seen as more attractive to men. She has probably been sprayed with water to give the impression that she is all sweaty.

Her body language seems to contrast in both pictures, with the left one making her looking more weak and feeble, as though she needs help. But the picture on the right makes her look strong and independent.

Wes Anderson

Wes Anderson on Prezi