The images below are a dominant representation of the upper class people and their way of living.

These images are alternative representations of upper class people compared to the working class.

Stuart Hall

STUART HALL - CULTURAL THEORIST.

Stuart Hall (1980) discovered the theory of encoding/decoding. Hall discovered different types of readings and came up with a theory in order to describe the effects media texts have on an audience. Firstly, he discovered the dominant ideology, typically known as the 'preferred reading' in a media text. This is what readers, viewers and listeners are lead to believe, but do not necessarily have to believe. This is done by the way something is portrayed in the media. Secondly, the 'oppositional reading' are conflict ideas with the preferred reading. This is where ideas of an audience do not meet the creator’s intentions of the media text. Finally, the 'negotiated reading' is a non bias view, where the audience take both preferred and negotiated readings into account.

Hall's ideology has been criticised, for being 'at the expense of the importance of ownership and control' - Stevenson 1995:35

Theories

Vladimir Propp - The little cottage in the woods

The villain: Danyaal, the princess’s ex fiancé who wants to destroy everything of hers.

The donor: Mariam, gives the price her diamond which will guide him the right way

The helper: Daniel, gives vinesh a soda drink which will give him extra powers to destroy the evil forces

The princess to be: Vandna – is in danger when she finds out her cottage in the woods is on fire

The dispatcher: Mr Bush, must allow vinesh to go and destroy all evil in the woods.

The hero: Vinesh, goes on a mission given to him by his granddad the dispatcher/

Roland Barthes-

Enigma/Hermeneutic codes: We find out during the climax of the narrative that Ronald is evil. Therefore throughout the story mystery and suspense is built.

Action codes: When Ronald pulls out his sword, the audience know that a battle is about to take place.

Multi strand narrative: It is not a multi strand narrative as there is only one plot built up in a single episode.

Linear pattern: The story follows a chronological order, beginning, climax and end (resolution).

Tzvetan Todorov-

Equilibrium: The story begins with the princess to be Vandna is in the woods with her family and sets her eyes on a prince.

Disequilibrium: Vandna notices her ex fiancé wondering around her family cottage and wonders why he is here and what he is up to. She informs the country’s prince and flea’s from her cottage without telling anyone to bring woods so that there is always light outside so she knows what is going on.

New Equilibrium: Danyaal is defeated, and prince quickly extinguishes the fire, he asks Vandnas hand in marriage and get married and live happily ever after. 

Iphone 5c

The iPhone 5c is representing a new form of the original and traditional Black and white iPhone  This year they have decided to go for a different look and make the back of the iPhone plastic but also in colour. The audience of the iPhone 5c is Chinese young people, as they are the ones the phone has been designed for; this is because Chinese people like coloured things and would spend money on it. In the demo students are shown experimenting and ‘showing off’ the features of the new Apple product. The price of the iPhone 5c is not very high, it is priced at £460 aimed at the working class young people, and this price is low compared to the other Apple product release.

In the advert, the man who describes the features and explains the manufacturing process is an English man, he is the first one shown in the video to emphasise values and traditional beliefs. This will impress the iPhone 5c buyers. The background of the advert is purely white and is in that colour to enhance the phone and make it stand out even more. The camera angles used in the demo are mostly close-up shots; this is so that the main focus of the customers watching is on the beauty of the new product.

The story-line of the advert is to portray the iPhone 5c in a very positive way by showing the manufacturing process and impressing customers showing the way the iPhone

 is something unique. Apple products are always shown in a close-up shot and with a white background.  The white background shows a modern feel, and the type of text is promotional text.