Representation Analysis

In the Axe commercial, an abundant amount of different groups of women in provocative swimsuits are running through jungles and swimming through the ocean in a savage manner. They are doing so in order to reach a smiling man who is spraying axe body spray on him. The commercial is using an appeal to pathos as it is trying to convince men (particularly young men) that if they use this body spray, more women will be attracted to them. This is also reinforced by the slogan, "Spray More- Get More- The Axe Effect."

Right off the bat, the audience is presented with the MTV logo. Just with this, we can assume that the commercial is attempting to reach a younger audience in a punk, young, and neoconservative way, which is just what the advertisement did. All of the women in this commercial are depicted as savage and desperate for this man's attention as they try to push and outrace one another to get to him. All of these women acting vulnerable and fighting over him make him be seen in a masculine, superior light which is supposedly due to the body spray. Additionally, these women are all in tiny bikinis and have bodies that can be deemed as sexy and attractive in society today. The women also are separated into groups by bikini color, all the women in a group have a characteristic in common, their appearance. Some women in a group have the same hair color, others have the same skin color and others have the same ethnicity. This shows the variety of women that the body spray could attract. It is also degrading to females across the globe and grouping them in ways they should not be grouped for. The savagery of the women in the video also serves to show how this magical body spray will cause women to do whatever is necessary to get the attention of a man wearing it. The "Get More," part of the slogan is also very degrading to women as it objectifies them and signifies that they are just a number and that more is better. This whole commercial represents men's sexual attraction to women and manipulates the concept so that a man's desires could possibly be fulfilled just by using this body spray. 

In the Tide ad, the representation is not much better than the Axe body spray commercials. In this commercial, a mother speaks, in a disappointed tone, about how all her daughter likes to wear are hoodies and cargo shorts. When her daughter left crayons in her pockets, Tide detergent, to the mother's dismay, washed all the stains away instead of ruining the clothes so that she had to throw them away. The slogan, "Style is an option. Clean is not." comes off as quite ironic. 

The mother in this ad is representing femininity. She does not have a hair out of place and is extremely well put together. She is wearing a pink sweater as well as a skirt and a hairpiece, an outfit that can easily be seen as girly in society today. She is sitting at the complete center of the frame, it is all very symmetrical giving us a feeling us tidiness and organization, a sense mostly provided by women. The furniture includes pink and feminine patterns and is all organized in a very neat way. There are flowers and a tea kettle, more elements that can connect back to women. Her daughter, however, is wearing gray, a dull color, with camouflage, a usually masculine pattern, on top. She is playing with cars and you can see toy dinosaurs on the floor, not toys that girls usually play with when they are young. Throughout the ad the mother is speaking of how she has attempted to get her daughter to wear more pink, or be more feminine, but that she simply will not give in. The mother's diction and facial expressions tell us all we need to know, she does not like this one bit and is not very accepting of it. The video represents the mother longing for her daughter to fit in with gender norms. She is even trying to look for an excuse to throw out the clothes her daughters want to wear and what she feels comfortable in just because it is not what a feminine girl would want to wear. This mother is portrayed as upset that her daughter does not fit the stereotype of a young female, which is wearing pink or playing with dolls or tea sets. I believe the slogan is a bit contradictory because it states, "Style is an option." Is that to say that anything other than the typical styles is not accepted? The little girl has just favored a different style, one that shouldn't be deemed as anything less than a feminine style.

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Horror Genre Research

The Horror Genre

A movie that falls under this genre is one that seeks to elicit fear in its audience for entertainment purposes. They are known for provoking and targeting a viewers’ worst nightmares as well as an anxious, uneasy and fearful feeling. The typical target audience for horror is the group of 15- to 24-year olds made up of mostly men. Although, it sounds dreadful, many people love to watch these movies as they can be seen as an opportunity to confront one's fears as the viewer withstands the horror. Others simply enjoy the suspense as it builds up a kind of excitement within. Whatever the reason is, this genre is one of the most popular. 

Content

The content of these movies usually revolve around topics like death and murder, revenge, religious beliefs, survival, supernatural occurrences and ultimately, the unknown. All of these topics are portrayed in a very similar way, evoking a sense of fear and suspense. 

The overall target of every horror movie is to incite fear in the audience. The genre does so by using different methods of scaring people. For example, a common method are jump scares where a frightening element unexpectedly and rapidly appears, shocking the audience. However, the plot of the movies always already have a sinister feel to them as the main characters are usually trying to fight off their own fears. Those fears can include, but are not limited to, possessed people, killers, dolls, monsters, ghosts, extraterrestrial creatures, large animals, demonic creatures, bad spirits, etc.

These movies also contain an abundant amount of suspense. As movies under this genre go on, the audience goes learning more about the main characters. In doing so, the audience forms an emotional connection with this character and begins to fear for them and actively becomes more concerned with their well-being. These movies typically use foreshadowing techniques to show how a certain element could later have a menacing effect on the plot. This creates a sense of anxiety in the viewer and keeps them on the edge of their seat. The anxiety is caused by the audience being presented with more information about the plot line than the character in the movie.

Production Techniques

The production techniques in films under this genre are all extremely similar. 

As for location, it can take place anywhere. However, these movies usually take place in isolated or abandoned areas. For example, a common setting is in a house in the middle of nowhere or in the woods. This also helps create suspense as usually the main character is in a secluded place with the antagonist or menacing element of the movie.

Lighting is also a very important aspect of horror movies. They are almost always shot in low key lighting to create an ominous and eerie atmosphere. This allows the protagonists in the movie to seem more vulnerable and also creates tension. Darkness is also a very common and basic fear. This also contributes to shadows and silhouettes which can add disturbing feels in certain situations. 

Costumes play a big role in these movies too. The antagonists are almost always portrayed as very dark and frightening to fit in with the ongoing feeling of mystery that these characters are supposed to bring to light in the movie. The protagonists of the movie normally wear lighter colors to signify hope. 

Props also have an important play in these movies. Things such as fake blood, masks, weapons, etc. play a big role in forming situations and inducing fear and suspense.

Colors help further the genre and its goals. Horror movies have a great use of colors like white, black and red. White signifies isolation, innocence, emptiness, a cold feeling and detachment. Black signifies mystery, darkness, fear, power, death, an outcast from society and evil. Red signifies danger, the devil, blood, threats and violence. All help build more suspense and fear subconsciously. 

I believe sound has the greatest impact on movies under this genre. Noir diegetic sounds are always playing in the background of these movies to help build tension. These slow paced sounds serve in creating an eerie and disturbing feel. Synchronous sounds are also quite common. These very sudden and loud noises help exaggerate a scary and shocking scene.

How is genre marketed?

As stated before, the typical target audience for horror is the group of 15- to 24-year olds made up of mostly men. Teenagers and young adults are normally more attracted to this type of movie as they are seeking to watch something exciting that will keep them entertained and at the edge of their seats. As males are the main target audience, a lot of blood and gory images are typically used to capture their attention. 

A common method used in posters and horror movie thumbnails consist of eerie elements such as props that will have a big impact and be used throughout the movie, the protagonist with a fearful or worried look on their face or even just the antagonist.

Sample #1: Hereditary 

The horror movie Hereditary, released in 2018, is a good representation of the horror genre. It is a movie based on a family. When the grandmother of this family passes away, her daughter and grandchildren begin to understand and become aware of terrifying secrets about their ancestors, they fight to escape these evils secrets and sinister fate they have inherited. Throughout the whole film, noir diegetic sounds are played to disturb the audience and to foreshadow how their escape of these secrets will turn out. The unsettling editing methods also serve to create a disturbing mood. These editing strategies include the sudden and quick switches from night to day and how their house is seen as upside down (a method also seen in other horror movies). The constant use of ticking noises create anxiety within the viewer and foreshadows how things will not work out in the family's best interest, only creating more fear within the audience as they are now emotionally connected to the characters and concerned for their well-being.

Sample #2: The Ring

The Ring is a horror movie made in 2002. Throughout the whole movie a low saturation is used in addition to a dark blue, grey hue. This represents despair and a gloomy mood. The whole movie revolves around a woman fighting for her child against what seems to be a possessed video that leads people to their grave. As the story develops, the audience is presented with the actual antagonist, a possessed girl. This girl is dressed in a stained and worn out white dress and has long dark hair covering her face, creating a sense of mystery and suspense as the audience does not know what lies behind this shield of hair or what she went through to get her dress so wore down. The white also represents an ironic sense of innocence, making the audience even more curious about this character and her past. Big parts of the storyline are discovered in an isolated and abandoned home, fitting into the production techniques typically used in horror movies. The weather throughout the movie also usually remains stormy and grey to create a desolate mood. Suspense remains throughout the whole movie and as the plot advances sudden scares occur to induce fear in the audience.

Other film examples within the genre

Intro to my blog!

 Hi! It's Paula ☺ I'm creating this blog for my AICE Media Studies class. It's a course all about media and shows us, students, how it impacts our everyday lives. We analyze examples from existing media and examine why things are done in a specific way, how, and what they achieve. A lot of our work and opinions on certain topics will now be submitted through here, so if seeing any of that work interests you, please stay tuned!