Classwork

This blog page is where I will summarize about what I learned in Media Studies class with Mr. Nick.

Term 1

Genre ⋆｡°✩

Definition of Genre

Genre is a way of categorizing media. This includes movies, songs, art, etc. For example, in movies, genres include action, comedy, romance, sci-fi and many more. In songs, genres include rock, classical or pop. Genre helps people know what to expect. 

Definition of Genre Convention

Genre conventions are features that show up in a specific genre. For example, in horror movies, you often see jump scares and hear creepy music. Whereas in romance movies, you'd usually see couples being in love.

Long Legs by Osgood Perkins

This movie has a hybrid genre, that being a combination of horror, thriller, crime fiction and mystery. The genre conventions are as the following:

Setting

• An eerie looking, secluded white house in the middle of a forest, surrounded by tall trees with no one else around. 
• A mysterious FBI hideout decorated by dim lightings with no one else other than the main characters in sight.
•  The antagonist’s gloomy secret hideout under the protagonist's house that nobody else knows about except the protagonist's mom

Characters

• FBI special agent (Lee Harker)
• Lee's single mom (Ruth Harker)
• Serial killer, also satan worshipper (Long Legs)
• FBI leader (Agent Carter), etc

Sound/music

• Scary music
• Loud sound effects for jump scare
• Creepy singing
• Screaming, etc

Events

• Murder
• Case investigations, etc

This movie does a great job appealing avid horror enjoyers who are looking for a unique plot, because it is different from typical horror movies with predicted story plots. You really can't predict what's about to happen next with this movie. I highly recommend it!

Mr. Nick also gave us a link to a YouTube video about genre that we can learn from:

Camera ᯓ★

In this lesson, we studied about how important camera work is in media. Camera work is important because it helps tell the story without words. In movies, they are very careful and precise about their camera work, because it will greatly affect how the audience feels and helps them understand what is happening. 

Different camera angles

Here are the different types of camera angles. Each camera angles has their own effect towards the audience:

• Long shot: shows the entire scene from a distance. Often used to show a character in a big setting, or to show multiple things happening at once
• Extreme long shot: shows an extremely wide shot of a large area, e.g. a city. Often used to show how big a place is
• Medium shot: shows a person from the waist up. Often used to focus on a character's action and expression 
• Cowboy shot: shows a person from mid-thigh up. Often used in American or old Western movies to show cowboys
• Close up: shows a specific detail very closely. Often used to highlight emotions or important details
• Extreme close up: shows a small detail very closely, e.g a person's eye or mouth
• POV: shows what a character is looking at. Often used to help the audience understand things from the character's perspective
• Over the shoulder: shows a character from the back (shoulder and head) and another character in front of them. Often used to show two characters interacting with each other
• High angle: shows something from a high angle, as if it's looking down on them. Often used to make the character seem smaller or weaker
• Low angle: shows something from a low angle, as if it's looking up on them. Often used to make the character seem stronger and intimidating
• Dutch angle: shows a tilted landscape, so the scene look slightly slanted. Often used to make the audience feel uneasy
• Establishing shot: shows a wide or long shot, usually at the start of a movie. Often used to show the audience where the story is taking place

After learning about all 12 camera angles, we were all given a task as a group of two to draw and describe a camera angle that we were assigned to:

Me and my teammate, Lamiya, made our own on over the shoulder shot.

Mr. Nick also gave us a Youtube video about camera angles that we can study from:

Different camera movements

Mr. Nick also taught us about different camera movements used in media. Camera movements make scenes look more interesting:

Storyboard ͙͘͡★

Mr. Nick gave us a lesson on storyboards as well. He said that this will be needed for our tourism ad project.

Storyboards are visual plans that will help us organize how our advertisement will look. Mr. Nick made us practice on making storyboards in class based on a short clip. Here's an example of a great storyboard that I found on the internet:

            

Sound ⋆.˚𖦹⋆✮⋆.˚

We also learned about the importance of sound as well as their types. Sound is important because it adds emotion to the scene. For example, when a movie shows a scene of someone crying, it will be accompanied by melancholic or depressing music. 

Other than music, sound also includes sound effects. Sound effects can make a scene look more realistic. For example, in fight scenes, dramatic sound effects are usually added after every action (punching, hitting, kicking, etc) to add more tension. 

Here are the different types of sounds and their effects:

Non-diegetic tones

Additionally, non-diegetic sounds are broken down into three other categories:

Mise-en-scene ‧₊˚✩彡 

Mise-en-scene refers to the arrangement and design of visual elements within a frame or a scene. It is important because it involves everything you see in a scene. A good mise-en-scene are able to give the audience clues about the character and their backstory. For example, characters who carry guns and are dressed in a police attire can easily be distinguished as a police officer. 

This is what's included in mise-en-scene:

Mr. Nick also made us practice drawing a scene and then highlighting the mise-en-scene in the scene. I wasn't there because I was sick, but here's an example of what my classmates did in class:

Mr. Nick also gave my classmates another class activity, where they had to label the mise-en-scene of different paper cutouts and explain the feelings each category creates: 

Lastly, Mr. Nick gave us a link to a YouTube video about mise-en-scene that we can use to learn from:

Edit ⋆⭒˚.⋆

We also had a class about editing. However, I wasn't present throughout the whole lesson because I had to leave early. This summary will be based on Mr. Nick's presentation and what my friends told me. 

Editing is the process of selecting, arranging and manipulating footage to create a cohesive and engaging story. It is important to movie makers because it helps control the pacing and the mood that they're trying to aim for. 

Here are two types of takes and their effects:

Other than that, there are two types of editing, which are continuity and non-continuity editing:

Continuity editing

• Straight cut: a simple transition where one shot immediately changes to the next without any special effects used
• Eye line match: when a shot shows a character looking at something, and the next shot shows what they are looking at
• Shot/reverse shot: when it shows a character looking at something or someone, and then the shot after that shows what they are looking at. Often used in conversations
• Cutaway/insert: a shot that shows something related to the main action, like a closeup of something. Often used to highlight something important or to add information

Non-continuity editing

• Cross cut (parallel cut): when two or more scenes are happening at the same time but in different locations. Often used to add tension
• Flash back: when a scene jumps back into the past to show what happens then. Often used to add background information
• Flash forward: when a scene jumps into the future to show what's gonna happen. Often used to create suspense
• Jump cut: a sudden change between two shots of the same scene. Often used to create a dramatic effect

Last but not least, my classmates told me that Mr. Nick told them to do a practice on making our own timeline edit. 

Here is an example of one of it made by my classmates:

Reflection ⊹.✮₊⋆

Making this blog page definitely helps me keep in track of what I've learned from every media class I have with Mr. Nick. A lot of these lessons are very useful to me, because I can apply most of these into my first tourism ad project. Additionally, I can also start applying the knowledge I've gained from these lessons into my daily life, for example when I'm watching movies at home or at the cinema. I will continue updating this blog page for future lessons. 

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Term 2

Genre theories✧˚.⋆𖧧

Steve Neale

A text must be SIMILAR enough to be recognised as a particular genre. But it must also be DIFFERENT enough to be new and exciting. 

Because:

- It provides the audience with expectations

- It provides the writer/director with a blueprint

- It provides distributors with a target audience

This gives the audience variety to enjoy, also it diversifies the financial risk for the production company.

Let's take the Batman franchise as an example. Both of these shows are about Batman, but portrayed in different ways. In the original Batman (mostly targeted towards older audiences) the themes are serious and explicit: murder, crime, death, etc. On the other hand, Batwheels are targeted towards younger audiences who are familiar with Batman and his friends. The characters are portrayed in different ways (using super cars). This way, they made it unique and different enough to attract a wider range of audience. 

David Buckingham

David Buckingham’s theory says that genres change over time; they are not always the same. He thinks that genres are influenced by the audience, creators, and society. As things like culture and technology change, genres change too, to keep people interested. So, genres like horror or comedy may look different as people’s tastes and interests change.

We can use the Spiderman franchise as an example. As we can see in Spiderman 2004, Tobey Maguire as Spiderman is seen wearing a simple, fabric suit, almost like normal everyday clothes. On the other hand, Tom Holland in Spiderman 2022 is seen wearing an incredibly high tech suit. His suit is obviously better than Tobey Maguire's, as it possesses incredible features, such as: spider legs, can be tough and act as an armor, 

Narrative theories*❆ ₊⋆

Binary opposites

Binary opposites are pairs of opposites used to make stories more interesting, like good vs. bad, hero vs. villain, or light vs. dark. These opposites help show conflict and make the story more exciting.

Mr. Nick also showed us this video from YouTube to help us understand better about binary opposites. I think the video is really funny.

The 5 narrative codes

A code is an aspect of a text from which the audience can derive meaning. We can do this through decoding or deconstructing the text. Here are the 5 narrative codes:

Hermeneutic codes

Hermeneutic codes are clues or mysteries in a story that make the audience curious and keep them watching. These codes raise questions, like “Who did it?” or “What will happen next?” By revealing answers slowly, they build suspense and keep the audience engaged. In the poster above, people might think about several questions that the movie might slowly answer as the audience watches. The explosions and planes crashing helps the audience predict that a war/fight might happen. 

Proairetic codes

Proairetic codes are clues in a story that create suspense and make the audience curious about what will happen next. They are usually small actions or events, like a character hearing a strange noise or reaching for a weapon. These moments keep the audience interested by hinting that something important is about to happen, building tension and moving the story forward.

Semantic codes

Semantic codes are hints that help us understand what’s happening in a scene. These hints can be things like colors, symbols, or objects. For example, a red rose might show love, or dark lighting might show danger. Semantic codes give extra meaning, helping the audience feel or understand things without being told directly.

Symbolic codes

Symbolic codes are simple things that stand for bigger ideas. For example, in the picture above, the red light saber indicates that the character holding it is evil and strong. These things help the audience understand the story better without using words.

Cultural codes

Cultural codes in media are signs or symbols that show ideas or beliefs in a culture. These can be things like clothes, music, colors, or how people act, which help explain a story. For example, in the picture above, we can see Islamic symbols mixed in with fonts that look similar to the Arabic letters. This indicates that the picture is leaning to the Islamic culture. These codes help the audience understand what’s happening based on what people know from their culture.

Stages of media texts‧₊˚𖤣 𖥧‧₊⚘ ❀༉˚.

Production

The production stage in media texts is when ideas are turned into actual recordings. It includes filming scenes, recording sound, setting up lights, and creating sets and costumes. The director leads the actors and plans each shot to bring the project to life. Here are some examples of media production companies:

Distribution

The distribution stage in media is when the finished product, like a movie or show, is shared with the audience. This includes deciding where to release it, like in theaters, on TV, or online, and promoting it so people know to watch. Simply put, distribution is about getting the media to viewers. Here are some examples of distribution companies:

Exhibition

The exhibition stage in media is when the audience finally watches or views the finished product, like a movie, show, or ad. This happens in places like cinemas, on TV, or through streaming services or platform. Exhibition is all about showing the media to the public. Here are some examples of exhibition companies:

During this lesson, we also had a debate about which and why each stages of production are the most important and crucial. I was in the production team and I'm happy I was, because I personally think that production is the most important stage. 

Practice

This is a practice that we did as a class in our classroom notes. We were given a company to research on (their stage of production, when it was founded, reason, etc.) I was in charge of Netflix, as you can see.

Media consolidation࿐ྀུ ❀ꦿ֗ 

Definition

Media consolidation is the concentration of ownership of our media sources (news, film, TV, radio, video games etc)  into the hands of fewer and fewer corporations. It is also when big media companies buy smaller ones, so a few large companies control most of what people watch, read, or listen to. This means a small number of companies have more control over what media people see.

Theory: Curran & Seaton

The Curran & Seaton theory says that some of the big companies control most of the media, which affects what people see, hear, and read. These companies focus more on making money than giving different opinions or information. The theory shows that big companies have the power to affect and change what people think.

Example

Here are some examples of media consolidation by different companies in different aspects. In the example above, we can see that Disney owns a lot of companies, even video game and printing companies. 

Advantages & disadvantages

There are advantages & disadvantages for both the audience and the company. To the audience, it's all about the service they receive. To the company, it's all about the profit they gain. 

Media funding⊹₊˚ꕤ˚₊⊹

How is content influenced by the ownership/funding of a media company?

This is a practice we did as a class in our joint classroom notes. We were told to answer this exam question. To answer this question, Mr. Nick advised us to use "Bluey" as a reference to our answer, because we have just learned about the show in class. 

Marvel Comics

This is an example of how media ownership can affect how media is distributed. Ever since Disney took ownership of Marvel Comics, some aspects of the comics have been changed to appear more family friendly. These aspects include: violence, alcoholism, sexualization, etc. In order for their younger audiences to be able to read the Marvel Comics, numbers of inappropriate factors need to be altered. 

Deadpool

Deadpool is also a similar case. Due to it being heavily violent, Disney would have to put effort into altering some aspects of the franchise to make it more appropriate to younger audiences. 

Vertical integration⋆˚✿˖°✧˖

As explained in the picture above, vertical integration is when a company owns more than one stage of the media chain. Let's use the Deadpool & Wolverine franchise again as an example. The franchise was produced both by Marvel Studios and 21st Century Fox, indicating their collaboration. Disney then distributed the franchise themselves, and later exhibited as well through their own platform (Disney+) and the cinemas. 

Advantages

In the world of media ownership, bigger is always better. To what extent is this true in the media area you have studied?

We also practiced answering an exam question in our joint classroom notes. Mr. Nick told us to follow a certain structure in order to get full points. We also helped each other improve by checking each others' work at the end of the lesson using highlights for different informations. 

Horizontal integration❁༺ ˎˊ-  

As the picture states, horizontal integration is when a company owns more than one stage within the same level. Let's take Warner Bros. Discovery as an example. They produce different content with the different companies they own. They create games, comics, animated shows, etc. 

Example

Advantages

Just like vertical integration, horizontal integration also has many benefits to both the company and the audience. For the company, it's all about allowing them to make more unique/interesting content. For the audience, it's all about how entertaining the contents are and how it can get more interesting in the future as they expect for more. 

Classroom notes

This is another practice that we did in our joint classroom notes. As a group, we were told to select a property and list down the different media texts that they have. We chose the Black Widow from Marvel as our property. 

Synergy⋆˚✿˖° 𐙚 

Definition

In media, synergy means that different parts of a company work together to make a bigger impact than they could alone. For example, a movie company, a music label, and a toy company might team up to promote a movie, so they all reach more people and become more successful together.

Synergy in James Bond

Cross media convergence is when different kinds of media (like movies, music, and games) work together to promote one product. For example, a movie might also have a video game, songs, and social media posts, all helping to reach more people and make the product more popular. 

Let's take James Bond as an example. As we can see on the picture above, James Bond was marketed in many ways. You can even see him pasted on a random bus, allowing a large amount of people in the streets to notice him. This was done to attract peoples' attention and let them know about the existence of the media. They also have official social media accounts for James Bond on different platforms, such as their own Instagram, Twitter, website, etc. 

Synergetic relationships with other brands

Heineken partnered up with James Bond in order to be featured in the movie. This is a form of synergetic relationship as Heineken has the chance to become more popular when associated with a well-known character that a lot of people look up to. It's also good to the James Bond company because they earn a lot of money for agreeing to these partnerships. Due to this, they can be featured in more markets in the future. 

Synergy with other media

Other than with commercial products, synergy can also happen with other medias, such as music. For James Bond, the franchise synergized with Billie Eilish for their official song (featured in the movie), titles "No Time To Die". 

Advantages of synergy

This is a table showing the advantages of synergy for James Bond and the companies collaborating with them. In conclusion, synergy is good for the James Bond company because it increases awareness and helps make the franchise more widely known. For other companies, they get to make use of the characters from James Bond to promote more of their products. 

Classroom notes practice

Reflection໒꒱ ‧₊˚

This blog was so time consuming. Thank god Mr. Nick told us it's okay to continue the theories on industry next term. I managed to finish the genre theories, guided by his classroom presentation. Overall, I'm proud of my layout and the hard work I put into this blog. 

Research

This is my research for my tourism ad project.

Ad #1

Travel Commercial: MOVE

1. Who is the target audience?

The target audience is most likely young to middle aged males of 20-40 who enjoy traveling, the diversity of the world and males who love to document their traveling experiences such as vloggers, bloggers, etc.

2. How is this audience usually targeted?

Usually through social media or websites specifically for traveling such as vlog youtube channels, websites for travelers and other people to share their experiences or reviews about a certain country as well as their tradition, or traveling websites that promotes a number of authentic places to the public.

3. Did this advert conform or subvert the normal way?

This advert conforms to its purpose because the content is closely related to travels. Judging from the title of the ad “Move-STA Travel Australia”, audiences would most likely assume that the ad’s purpose will strongly relate to travelling. In this case, the ad does conform the normal way, just how the audience expect it to turn out like.

4. What images/locations were used to appeal the audience?

The clips in the video was always recorded when the weather looks nice and sunny. This creates a good impression on the audience as good weather brings good mood. The locations being shown are meant to look interesting and unique, aided by colourful backgrounds and busy streets (indicating a lively environment).

5. What sounds/music were used to appeal to the target audience?

The music being used in the video sounds joyful and upbeat to support the visuals. The change and transitions in clips also depend on the beat of the music, and this makes the ad more appealing to the audience as it brings better vibe to the table. 

6. What people were shown in the ad? How do they appeal to the audience?

The main guy shown throughout the whole video seem to look like a young traveller (backpack, clothing, etc.). This shows that the ad would be appealing to mostly male audiences like him, young and likes to travel. Other than that the happy group of people in the background shown in different clips tells the audience that the places are well and thriving with a lot of locals or tourists visiting. This appeals the audience and makes then imagine how they would have an equal of fun if they were there to experience it themselves.

7. What is the message of this advert?

This advert is trying to show us that there are countless of beautiful places that we have yet to explore through short clips and videos.

Ad #2

Korean Food Commercial: Feel The Rythm Of Korea With New Jeans - Korea: K-food.

 1. Who is the target audience?

There are multiple target audiences chosen by this ad. The first possible group of target audiences are New Jeans’ fans who are simply attracted to the thumbnail because the group of girls are shown in it. This group of people usually includes men and women ages 12-25, most of them being K-Pop listeners. The second possible group of audiences are men and women who are planning their trip to Korea and are researching about the locals’ favourite foods for them to personally try out when in Korea (food bloggers, travellers, food critiques, etc.)

2. How is this audience usually targeted?

The target audiences can really easily be targetted with the use of several social medias. Teenagers would most likely discover the ad through Youtube, Instagram, Tiktok, etc as teenagers in this generation are most familiar with these applications. On the other hand, while adults may also discover them from the same applications, most of them would interact more in Twitter (X), Facebook, etc. 

3. Did this advert conform or subvert the normal way?

This advert conforms to its purpose because the content shown is related to the title of the video, “Feel The Rythm Of Korea With New Jeans - Korea: K-food.” This title tells the audience that the highlight of the video would be introducing Korean food while featuring the K-pop girl group New Jeans, which is correctly shown in the video just as advertised in the title and thumbnail.  

4. What images/locations were used to appeal the audience?

The clips in the video are shot through different angles, using several effects and many other techniques to appeal the audience. The variety of food zoomed in and shot with slow motion allows the audience to be able to notice the details of the dishes, making them look good, hence persuading them into trying it. Other than that, the locations being used to shoot the videos look colourful and eye catching, (the beautiful sunset, the busy food court with bright lights) making the audience picture how it would feel like to be in the actors’ position (emitting different emotions from the audience).

5. What sounds/music were used to appeal to the target audience?

The music being used is upbeat and fun as the ad is trying to convey the positive vibes that its trying to bring to the audience. Additionally, the New Jeans members are also talking over the music, explaining and guiding the audience as the members go through the list of korean foods being presented. Lastly, the sound effects of the food being cooked (sizzles, crunch, etc.) are added on purpose as if trying to make the audience hungry. 

6. What people were shown in the ad? How do they appeal to the audience?

The New Jeans members are the star of the advert. Their collaboration in the ad alone appeals a large group of audience who are their fans, and this gains the ad a lot of views. People are usually more affected and influenced by their idols. In the ad, actors are meant to look like they absolutely enjoy the food being eaten, almost like being dramatic, to give the audience an idea about how delicious korean foods are and why they’re worth to try. 

7. What is the message of this advert?

A lot of the Korean foods are worth to try especially for tourists. Skipping them while still in Korea would be such a shame!

Ad #3

Snickers Commercial: Snickers x Dr. Stone 

1. Who is the target audience?

    

One of the target audiences chosen by this ad are particularly people who are already "Dr. Stone" fans. This collaboration attracts this group of people because the commercial combines a well-known anime with a popular snack brand. These anime fans include teens and young adults, possibly ages 12-25 or older. The thumbnail of this advert seems very inviting and interesting to anime fans, especially Dr. Stone fans because it's something they never usually see in the series. 

2. How is this audience usually targeted?

Dr. Stone x Snickers collaboration would focus on popular apps like Instagram, TikTok, Twitter, and YouTube, where many anime fans and young people spend time. The content would include memes, short videos, and interactive posts like polls and quizzes, showing Senku, the main character, with Snickers products, allowing the audience to feel more immersed. Popular hashtags (#DrStoneXSnickers) would be used to help spread the algorithm and allow the content to reach the target audience.

Additionally, a Dr. Stone x Snickers collaboration would involve working with influencers who have a large following in the anime community who can help promote and spread the news of the collaboration.

3. Did this advert conform or subvert the normal way?

This advert conformed the normal way because it targets anime fans and young adults. Collaborations like this usually follow the usual tactics, like using social media, working with influencers, and creating themed content that fans already enjoy. By using popular platforms and famous influencers, the ad conforms to the common ways of reaching and attracting the audience. 

4. What images/locations were used to appeal the audience?

The ad uses the deserted forest from Dr. Stone, a place that fans know well from the anime. This location connects with the audience because it reminds them of the show's survival story. It also adds an adventurous and mysterious vibe to the ad, making it more fun and familiar for fans of the anime. This advertisement aims to create a unique collaboration with Dr. Stone while keeping some of the obvious factors present (people turning into stones, the deserted forest from the future, etc.)

5. What sounds/music were used to appeal the target audience?

The characters in the ad speak Japanese, which appeals to fans of the anime by following the sub version of the original show. It is proven that most anime fans prefer watching anime in sub rather than dub because it feels more exciting. Their conversation is followed by sound effects when the main character shows the Snickers bar, adding excitement and drawing attention to the product, showing that the Snickers bar is the highlight of the advertisement.

6. What people were shown in the ad? How do they appeal to the audience?

In the ad, Senku, the main character is shown, as well as one funny supporting character which appeals to fans because they are loved from the anime. Senku is dressed in his usual outfit and is doing things that fans recognize. In the ad, he is shown to be collecting materials for his science experiments. They also talk and act like they do in the show, keeping the same tone and personality that fans enjoy. Overall, using these well-known characters makes the ad more interesting to the audience.

7. What is the message of this advert?

The message of the Dr. Stone x Snickers ad is to show that Snickers is a fun snack that fits well with the excitement of the Dr. Stone anime. By using familiar characters and places from the show, the ad gives the audience an idea that just like the characters get energy for their adventures, you can also get energy from eating Snickers.

Ad #4

Heinz Advertisement: Ed Sheeran x Heinz

1. Who is the target audience?

The Ed Sheeran Heinz Ketchup ad is aimed at a few different groups of people. It targets Ed Sheeran’s fans ranging from teenagers to adults. The ad also attracts people who already like Heinz Ketchup, especially those who are familiar with the brand’s concept for ads (funny and humorous). Finally, it’s also for anyone who enjoys pop culture and follows what’s trending in music and celebrity collaborations. By combining Ed Sheeran’s popularity with the also popular Heinz brand, the ad reaches a wide range of audiences.

2. How is this audience usually targeted

Brands often use social media platforms like Instagram, Twitter, and TikTok, where the ad can be easily shared. They might use hashtags and even add behind the scenes content to keep the audience interested, showing the excitement experienced by the cast and actors while filming the advertisement. Ads that are funny usually connect better with young adults, especially millennials of this generation because they can relate to them. The ad would also be shown on different places like TV or YouTube, so it can reach a wider audience.

3. Did this advert conform or subvert the normal way?

The ad followed some usual advertising tactics but also did some things in a different way. Like many ads, Heinz chose to collaborate with a famous singer to grab attention, Ed Sheeran, attracting his fans and using humor to connect with young adults. This worked especially well because people see Ed Sheeran as an oddly "goofy" figure. However, the ad also did something unexpected by merging a basic home ketchup with a famous singer. Instead of just being a common endorsement, the ad showed Ed Sheeran as a fan of Heinz Ketchup, making it different and unique from other advertisement involving celebrities.

4. What images/locations were used to appeal the target audience?

The Ed Sheeran x Heinz Ketchup ad was set in a fancy restaurant, showing guests wearing classy attires and the employees wearing neat and proper uniforms. However, Ed Sheeran seemed to be the only guest dressing casually with his everyday simple clothes, which made it funny. This contrast made the ad relatable. The ad also showed close-up shots of the ketchup bottle and Ed Sheeran using it on his food, making the ketchup the highlight of the advertisement.

5. What sounds/music were used to appeal the audience?

Classical music plays softly in the background, which matches the fancy aesthetic of the setting. However the contrast of the classical music with the scenes is slightly odd because the scenes shown are quite humorous and silly. Throughout the ad, Ed Sheeran talks as if he's narrating what’s happening, using his own voice to make the ad more engaging. There are also dramatic sound effects, like the loud tap of Ed Sheeran hitting the ketchup bottle in slow motion, which connotes that he shouldn't ruin a perfectly fancy dish by topping it off with a cheap, basic ketchup (this is what the waitress probably thought). These sounds and music choices work together to make the ad entertaining.

6. What people were shown in the ad? How do they appeal to the audience?

The main person shown is Ed Sheeran himself. His presence appeals to the audience, especially his fans, which makes the ad fun and leaves the viewers wondering, "Why would Ed Sheeran, out of all celebrities, collaborate with a ketchup brand?" The ad also includes restaurant staff who react humorously to Ed Sheeran pulling a ketchup bottle out of his bag, which indicates that he came well prepared to an expensive restaurant to make sure that the food there suits his taste. This makes the ad even funnier. 

7. What is the message of this advert?

The message is that Heinz Ketchup has that delicious nostalgic taste that even Ed Sheeran, a celebrity, thinks his expensive meal wouldn't be complete without it. By showing a well-known singer asking for ketchup in a fine dining restaurant, the ad gives the audience an idea that Heinz Ketchup is everyones' number one choice, no matter where they are or what moment they're caught up in.

Here is my tourism target audience analysis

Ad #1

Jakarta Nightlife Advertisement

1. Who is the target audience?

The target audience would likely be young adults, tourists, and locals who enjoy going out at night. These people usually love to explore the city's amusement parks, restaurants, and entertainment spots. They could be at their early 20s or even early 30s, looking for relaxing places to hangout. The ad could also attract tourists visiting Jakarta who wants to experience Jakarta's version of nightlife and see if it's any different from what they're used to.

2. How is this audience usually targeted?

This audience is usually targeted through social media, like Instagram, TikTok, or Facebook, where they spend a lot of time. Ads often show images or clips of people having fun and enjoying the time of their lives dancing, eating delicious food, playing and many more to appeal to the audience. 

3. Did this advert conform or subvert the normal way?

This advert conformed the normal way by using upbeat music, high quality and well filmed clips as well as showing the two main young speakers who represents young people having fun in popular nightlife spots in Jakarta. The ad mainly focuses on encouraging the audience to not hold back and go all out in order to experience nightlife in Jakarta to the fullest. 

4. What images/locations were used to appeal the target audience?

Images of popular nightlife locations like bars and lounges, restaurants, exciting nightclubs and many more are shown in the advertisement. The lighting and angle of the clips are well thought out to showcase the view well. For example, when showcasing the collection of drinks on the shelf, the camera is slightly tilted and it moves slowly.

5. What sounds/music were used to appeal the audience?

The advert used upbeat, energetic music, to match the nightlife vibe it's trying to achieve. The music used is more to the exciting side and this appeals to the audience (young adults) because it creates a party vibe. Most importantly, the video highlights two female speakers who guides and presents to the audience about everything they have to know regarding Jakarta nightlife. This is very helpful for the audience because it helps them understand better. It also feels more immersive because the speakers act like they are talking to the audience.

6. What people were shown in the ad? How do they appeal to the audience?

In the advertisement,  the two female speakers are the main characters. Just like how I mentioned them in the previous questions, their purpose is to direct the audience. For each location, they used different outfits and makeup to show the different vibes each location gives off. For example, at the restaurant, both of them chose to dress casually and apply soft makeup, which implies that they intend to have a chill and relaxing time together. However, at the club, we can see them using bolder makeup (bright red lipstick, vibrant eyeshadow) and stylish party dresses. This implies that they are planning to have a good time and go "all out", just like one of the girls mentioned in the video. It is an indirect way of telling the audience that they should do the same when partying in Jakarta. 

7. What is the message of this advert?

The advert is trying to tell the audience that Jakarta’s nightlife is fun, and that it's a suitable city for young adults to enjoy themselves.  It also tells the audience that the city has a lot to offer. It opens opportunities for people to make new friends, bond with each other while dancing or eating out. The ad pushes the audience to avoid missing out on the fun.

Ad #2

1. Who is the target audience?

The target audience for this ad is likely young adults and tourists who enjoys nightlife in general, or nightlife in Bangkok specifically. The ad targets people ages 20-30 because most nightlifes includes bars, clubs, and many more that is suitable for legal individuals. However, Bangkok also offers night market consisting of street foods and street shops which can be visited by people who aren't looking for parties. This ad focuses on portraying the fun and excitement you can experience in Bangkok's nightlife.

2. How is this audience usually targeted?

This audience is usually targeted through social media platforms like Instagram, Facebook, and YouTube because most young adults or adults are found frequently using these three apps. For this type of audience, ads try to use bright visuals, DJ music (upbeat), and most importantly shows people having the best time of their lives at parties and other fun spots. They also ask for help from well-known influencers to help attract more audiences.

3. Did this advert conform or subvert the normal way?

This advert conformed the normal way by successfully showcasing clubs, bars, night markets and many more to target young adults, adults and tourists. It looks just like the typical tourism nightlife ad: using bright clips and visuals, fun music, etc. The ad focuses on bringing out the anticipation and excitement of the audience. 

4. What images/locations were used to appeal the target audience?

The ad uses interesting images and clips to show Nana Plaza, Soi cowboy, Khao San road and the rooftop bar in Bangkok, while also showing individuals having fun at the crowded locations in particular. Colorful lights in Nana Plaza and Khao San road helps to appeal the target audience. Young people and adults are seen roaming around the streets, dancing and hopping to the music, bonding with each other. 

5. What sounds/music were used to appeal the target audience?

In the ad, we can hear fast paced, energetic music to give off an enthusiastic vibe which matches the nightlife atmosphere the ad is trying to go for. This kind of beat appeal to the target audience because it makes the clips look more persuasive. For example, a slow paced, chill music won't fit well with a video of a group of people jumping and dancing, hence a fast paced, upbeat music would fit the scene better. And most importantly, throughout the video, the video creator explains each scene with his own voice recording. This helps guide the target audience well, ensuring that they understand the message of the advertisement. 

6. What people were shown in the ad? How do they appeal to the audience?

In the ad, we can see the two main characters which are the video creator and his partner. They are seen visiting different locations together, using different outfits and doing different things. For example, in the rooftop bar scene, they are seen having drinks together dressed in a formal attire, indicating that they are having a great quality time with each other as a couple. This appeals to the audience because it might give them an idea for places to visit with their loved ones. In general, the ad features young adults and adults approximately ages 20-30, and the two main individuals seem like they are between that range of age. Additionally, the people in the background were shown dancing, exploring the streets of Bangkok and many more, which attracts the audiences' attention because the. creator successfully made the scene look fun.

7. What is the message of this advert?

The message of this advert is that Bangkok's nightlife is a must experience for young adults-adults who love engaging in busy streets and crowded parties. This ad strongly encourages the audience to experience nightlife in Bangkok for themselves and discover everything it has to offer to make memorable experiences for everyone who visits. 

Here is my tourism ad analysis on camera angles and their effects

Japan Commercial: Where tradition meets the future

1. What do they show?

The advertisement shows different types of shots and angles: establishing shots which showcases Japan's natural beauty and landscape, close up shots which showcases Japan's tradition (calligraphy, clothing details, etc) and crane shots which showcases the skyline and many other breathtaking views.

Establishing shots

Close up shots

Crane shots

2. Why are they used?

The use of different camera angles represents how Japan combines old traditions with modern technologies and trends in the advertisement. Establishing shots mostly focuses on both the beauty of Japan's nature and the view of the large city, telling the audience that Japan is mesmerizing in every way. Close up shots highlights the traditional activities like embroidering and designing to show the audience that Japan still appreciates their tradition to this day. Lastly, crane shots shows the audience the tall buildings, such as the skyline.

3. Why are they important?

They are all very important because they provide a meaning to every aspect of Japan, starting from their tradition to their outstanding natural view. The establishing shots shows the audience that although both the natural and city beauty looks beautiful, they are different in their own ways. For example, the natural beauty gives off a more relaxing and fresh vibe, whereas the city gives off busy, crowded and exciting vibes. The close-up shots tells the audience the dedication the Japanese people put into their tradition, such as embroidering. Lastly, crane shots showcases how there is a connection between the modern side of Japan with the nature, such as the innovative skyline.

4. What does this make the audience feel?

All of the elements shown in this ad aims to make the audience admire Japan for their uniqueness. By showcasing both Japan's traditions and modern life equally, it tells the audience that Japan is trying to develop as a country but has never forgotten about its roots. This amazes the audience and is worthy of earning their respect.

5. How are the locations being represented?

The locations in the ad are represented very positively to make Japan's peace and harmony standout to the viewers. The establishing shots mainly focuses on the details of the nature and the city which clearly shows their differences. The close up shots directs the viewers attention to the traditional activities to show Japan's endless love for their tradition. The crane shots are shown in an exciting way with crazy camera movements to showcase every aspect of the modern buildings to imply to the viewers how far Japan has gotten to. 

Self-reflection٠ ࣪⭑

This blog is a lot of work. I must admit that I procrastinated a lot before completing this blog, however it was also so much fun to make as I kept on learning new things throughout the process. Despite it being time consuming, the process teaches me to deal with my procrastination. Overall, this blog really helped with my tourism ad project as there are lots of elements and concepts that could be added to the project and many other future projects. I realized that doing my research before starting on a media studies project is significantly important to create a guidance for me and keep me on track so that I don't get lost. I am proud of how this turned out. I strive to be more organized next time and do better.