Representation Analysis

Tide Representation

In the Tide commercial, a daughter who is not the typical “feminine” daughter is shown building with wooden blocks is accompanied by her mother. The mother is skeptical of the way her daughter is choosing to dress and act. This is clear through the way she is talking about her daughter and the way she is dressed and composed. Not only this but she also states how she wishes Tide wasn't as effective so that she would have no choice but to throw out her daughter’s stained clothes.

This commercial conveys the idea that females should be following certain expectations revolving around the idea of feminism. Leading to the audience thinking females will only be accepted in society if they dress a certain way and hold a level of femininity. This advertisement can affect females, especially developing females who are struggling with acceptance. By having them believe they will not be accepted unless they act and dress a certain way, this will lead them into feeling insecure leading to several negative outcomes such as a lower self esteem, the development of possible eating disorders, and several mental illnesses.


Axe Representation

In the Axe commercial, hundreds of women are objectified, portrayed as savages desperately trying to reach a man who is spraying on axe. The Axe spray is shown to attract many, hence the slogan: “spray more get more.” In the advertisement, it is clear that unrealistic expectations of both genders and masculinity are being made.

This advertisement is conveying the idea that masculinity is measured by the amount of women you attract. Hence why you should invest in the axe spray. The advertisement also demonstrates the unrealistic expectations society has for men and women. Leading to many feeling insecure about the way they look physically. In addition, it depicts the expected role of men and women. The advertisement conveys the idea that women are only useful for serving men. This can affect the way that men view women due to the way women are being objectified in the advertisement. Resulting in the audience believing it is acceptable.

Genre Research- Horror

Genre Conventions- Content

Horror films are designed to frighten and captivate the audience by keeping them on edge. They usually do this through common fears such as alienation, vulnerability, and fear of the unknown throughout the entirety of the film. There is almost always a group that is constantly being tormented by the opposer. The opposer has some sort of advantage or power over the victims, and the plot is overcome the opposer. The problem in most cases are resolved after several attempts, and is usually resolved by the most "unexpected" person or way.

Example:The tormenting of the characters in the movie "It"

In the movie "It," one of the main characters, the group of children are being tormented by the opposer, the clown. The clown has some type of power that the humans lack, presenting a challenge for them to overcome. Not only is vulnerability used to create a challenge for the protagonists, but it is also used to engage the audience and keep them on edge. The main characters make several attempts and many fail, but determine to overcome it as a team in the most unexpected manner. 

Genre Conventions- Production Techniques

There are many different production techniques are used to create suspense and the viewer wanting more. Other techniques are also use to get a reaction from the audience such as special effects. This ranges from prosthetic make-up to virtual holograms. This is used to make a scene more dramatic, engaging, and also to invoke fear. This can lead the film to become more gory and most likely to receive a reaction. The sound used is another major component that is used in the production of horror films and plays a major role in creating suspense for the viewer. 

Example: Murder scene in the movie "Us"

The picture above is a scene from the movie "Us." In the scene a women has been stabbed and is struggling on the floor.  Special effects such as the use of fake blood is used to emphasize the pain being endured during this scene. This also causes a reaction from the audience due to the gory scene presented.

Institutional Conventions- How is Genre Marketed

Every genre of film approaches marketing from a different manner. Horror films however are much more distinguishable. Due to the element of suspense and mystery, horror requires much less to produce.  For example, since the sense of isolation and the fear of the known needs to be emphasized, it is usually dark and less subjects present. Consequently making it much more inexpensive as a whole. 

Example: An add for the movie "Halloween"

In the advertisement shown above of the movie "Halloween," the main character, Michael Myers is shown with very little detail because of the low brightness and the background for the most part is dark. This implies a sense of mystery and fear of the unknown. This attracts the audience who are interested in horror and makes them want more. 

A Quiet Place 

2018

Krasinki

The movie A Quiet Place embodies the genre of horror in several ways. Although this film is much more different from the norm since it utilizes very minimal audio, it also reinforces the idea of suspense because of this. The setting is also located in an isolated location with no one present, increasing the sense of isolation and reduces the amount of costs. The opposer in the movie were supernatural animals that had super hearing. The humans were at an obvious disadvantage and would have to manage their way around the animals by learning sign language and several other different forms of communication. The humans are vulnerable and make several attempts to overcome it and eventually do. This embodies the genre since they follow the typical format of horror films by presenting a certain character that has an obvious disadvantage and creating suspense and mystery within their attempts of overcoming the obstacle present. 

Paranormal Activity 

2007

Peli

 movie Paranormal Activity is about a family who continues to be haunted by demons. During the entirety of the film, deaths and the tormenting of the humans take place. This film embodies the genre of horror because there is a lack of subjects and background leading the film to be more suspenseful fort he viewer. The setting is also very limited creating a sense of restriction. All these factors that allow the film to be much more inexpensive is what allows it to embody the genre.  The film is also no great quality which is also done to create a sense of mystery and fear of the unknown. Which results in reducing the cost of the overall film and embodies the genre of horror as a whole as well. 

Watch List:

Us

Get Out

Hush

The Conjuring 2

Hereditary

Sources:
https://blog.sprinklr.com/horror-movie-marketing/
http://iconicpictures.weebly.com/conventions-of-horror.html