22/09/23

Structuralism- the exploration of how the world is structured.

Myths- a story which teaches a moral.

Binary opposition- Where 2 concepts, messages or values are presented in direct opposition with one another.

Narrative- how a story is told 

Ideology- The beliefs and values of an individual, media product or a society.

Dominant ideology-The ideology or culture that is most commonly accepted and most widespread in any given society.

Key theory 4

 Claude Levi-Strauss- Structuralism (interested in myths)

Binary opposition- Levi Strauss suggested that our perception of the world is based on binary oppositions.

• examples: sad vs happy , young v old, inside v outside, awake v asleep, up v down, black v white, light v dark.

Levi-Strauss said every culture is based on binary opposition by concept of knowing what things aren't.

Givenchy analysis

A binary opposition is formed between quiet and loud. At the start of the advert, a sense of quietness is constructed , with very few people on the screen and very few people moving. However, towards the middle of the narrative, the model enters the Metro and a noisy and chaotic atmosphere is constructed through the mise-en-scene of trains and eccentric performers. Finally, towards the end of the narrative, the model enters an extremely busy setting, reinforcing these conflicts.

A binary opposition is formed between the isolated central model and the groups of people constructed in close up shots, which emphasises their happiness  which is reinforced by the mise-en-scene of their energetic smiling faces.

Calm and chaos. The model's flat and surrounding streets are shot in a golden low key lighting, which connotes wealth and power. However, she descends in to the Paris Metro, a public transport system which is associated with working class people. The glamorous and beautiful model does not belong in the setting, creating conflict.

The advert commences on the dark low key lit streets of Paris, before entering the bright artificial lighting of the metro. The mise-en-scene of the harsh light of the train creating shadows, which construct a sense of mystery.   

The inclusion of beautiful models in a setting associated with crime, threat and danger constructs a fascinating binary opposition.

Z-line- Positioning of things on an advert that make your eyes go down in a z shape

Rule of three- The idea that you can split an image into 3

Headings and sub-headings- The titles normally the bigger text on the page

Serif font- Font that has the flick on it (formal)Example

Sans-serif font- Font that doesn't have a flick on it (informal) Example

Lexis- The choice of language. Informal and formal.

Mode of address- The way a media product speaks to its audience. Informal and formal.