Psychographics: pair presentations

Structure

Who you are working with: Harkiran and Katie

The psychographic group you are researching: Resigned
Rigid, strict, authoritarian and chauvinist values, oriented to the past and to Resigned roles. Brand choice stresses safety, familiarity and economy. (Older)

Introduce your example couple that represents your group:

Their names:

There names where Margret and Patrick Dubois


Where do they work/study?

They are both currently retired but Margret is an ex receptionist at an independent journalist and Patrick is an ex security guard. 


What do they do in their spare time?

Well, they like to watch the BBC whilst playing bingo along side their nice hot tea at their wooden family table for four. But, realistically they just watch the BBC to complain about the world whilst telling of their bored grandchildren. 


Now suggest their media consumption:

Print: What newspapers/magazines does your group read (if any)? Is this on paper or tablet? 

They read various newspapers, such as the times, guardian, independent but their favorite is the telegraphy (occasional the daily mail)

Broadcast: What TV programmes/channels do your group watch? Radio stations? TV package – Freeview or Sky? Films?

They have a freeview box set (and one of those mini tv's with cable in their bedroom) but they usually just watch the terrestrial channels (in the daytime only obviously to watch their daily soaps)

E-Media: What technology do they own? What websites do they visit (if any)?

The most technology they have is their landline, a old Motorola flip phones and an out of date computer their son left behind. 

Some extra information;

• they're family orientated
• have a lot of old clothes
• have a huge china cabinet
• Patrick's bold
• they have those old floor centerpieces at their family table
• they watch Jeremy Kyle and moan about the people on it (its a guilty pleasure of theirs)

We did make a picture but sadly we cannot share that at the moment. :(

Narrative blog task

Divergent

Enigma and Action Codes - Roland Barthes:

The enigma codes:

• The protagonists dismissive expression causes the audience to wonder is she is really giving up or if she'll fight back.
• The male characters stern expression causes the audience to question if he'll be okay and if Tris will be able to help him.
• The protagonist trying to call four causes the audience to wonder if Tris will keep trying and if she will succeed.

The action codes:

• The older women walking towards to protagonist questions if there is going to be conflict between the two. 
• The anger and hurt in the protagonists expression suggesting that they might try to fight back of prove the other women wrong. 

Todorov: equilibrium

• The equilibrium is that four and tris are both in trouble
• The disequilibrium is that the women comes and talks down to the protagonists and tells her she cannot do anything
• The equilibrium isn't made yet but is beginning as the women leaves the male and female characters alone. 

Character theory: Propp

(only regarding the scene given)

• The Villain: The older women 
• The Princess: in this case its four (the male character)
• The Hero: Tris (the girl)

The 100

Enigma and Action Codes - Roland Barthes:

The enigma codes: 

• The character rushing in - what happened?
• demanding for the bottle - whats wrong with it? why is she asking for it?
• the girl who's tied up - why is she tied up? 
• the girl bleeding a lot - is she going to be okay?

the action codes:

• gustus being captured? - will he do something now? 
• intense eye contact between the two characters- will there be further fights or complications?
• the boy breaking the code- whats this going to lead to?

Todorov: equilibrium

• equilibrium: They are trying to save their friend
• disequalibrium: they realise who the harm is and try to prove it
• equilibrium: they successfully prove their friends innocence and is freed. 

Character theory: Propp

• The Villain: The man who's arrested
• The Donor: Belammy (the boy who accuses the man)
• The Helper: The girl who gets the guy arrested
• The Princess: oxtavia (the girl bound on the tree)
• The Hero: Clark (the blond girl)

Go compare advert

Enigma and Action Codes - Roland Barthes:

the enigma code: 

• the close ups of the clothes - who is it?
• he silences everyone- whats going to happen

the action code:

• (linked to previous chain of adverts) hes singing- is anyone going to stop him?

Todorov: equilibrium

• equilibrium: The man is making his way onto stage about to proform
• disequalibrium: The guy silences everyone and is singing
• equilibrium: everyone applauds him and dont try to stop him (linked to previous series of adverts)

Character theory: Propp

• The Donor: The stage crew
• The Helper: The other musicians?
• The Hero: The go compare man

Institution: CoolBrands research

1) Choose five brands from the top 20 that YOU personally admire and explain what you like about them.

1. Apple: They have created such a strong brand that 90% of people all want an apple product or already have one.
2. YouTube: Due to Youtubers its recently had such a huge up-rise and its unique, you always go to YouTube not anything else.
3. Netflix: Its convenient and nearly everyone has an account and one thing i'm sure is that all Tumblr users have to know about Netflix.
4. Instagram: Its just really popular and everyone has an account, its basically just one of the most social networking accounts everyone sort of has to have. 
5. Sony: They make so many improvements and their products always have a sleek appearance, really clean cut. 

2) For each of those five brands, write a sentence/paragraph summing up their brand values. Remember: brand values are the words or qualities that the brand would like to be associated with. You may also wish to use Dyer's Lines of Appeal theory here.

1. Apple: They have created such a strong brand that 90% of people all want an apple product or already have one.
2. YouTube: Due to Youtubers its recently had such a huge up-rise and its unique, you always go to YouTube not anything else.
3. Netflix: Its convenient and nearly everyone has an account and one thing i'm sure is that all Tumblr users have to know about Netflix.
4. Instagram: Its just really popular and everyone has an account, its basically just one of the most social networking accounts everyone sort of has to have. 
5. Sony: They make so many improvements and their products always have a sleek appearance, really clean cut. 

3) Lastly, explain why you think those five brands made the list of the coolest brands in Britain. What is cool about them?

1. Apple: Extremely popular and in demand no matter what the price is. 
2. YouTube: Its sudden up-rise due to the ability to openly express yourself and others through videos.
3. Netflix: Extremely talked about, especially on social media. 
4. Instagram: Becoming increasingly popular and a simple means of self-expression throgh photography. 
5. Sony: Unique and smart despite the competitive market. 

Learner Response

Feedback from sir,

WWW: Some very good work and clear engagement with the topic – I also like the informal nature of some of your posts which fits the blog format well! Your analysis of the 50 Cent advert is very impressive in places (e.g. your point about the connotation of the fingerprint).  

EBI: A couple of minor things – make sure images display correctly in your blog. Your own choice of advert for analysis won’t display – perhaps the image is too large or you didn’t save it to file first? 

Make sure you’re analysing each aspect in enough depth too. Finally, looking at your media 
consumption audit you definitely need to expand your interaction with the media – watching more films to start with!

LR: Reflect on your first month of AS Media. What is your strongest piece of work so far? What is your weakest? What specific skills or knowledge do you need to develop over the rest of the course?

LR Response:
I think my "Advert classwork analysis : Basic readings" was my strongest piece of work because of my interpretations but my weakest piece of work was my "Brand Values" task as i wasn't too good at keeping to a certain word limit. 
I need to develop my analysis by going into depth with each of the point i make as well as develop my over all presentation techniques. On top of that i need to keep up with a lot of general media. 

Brand values task 100-10-1

For EACH brand:

1) Sum up the brand values in 100 words, making reference to Dyer’s lines of appeal.

2) Distil the brand values into one sentence of no more than 10 words. 

3) Sum up the brand in ONE word.

Disney:

1) Disney is a brand that applies to many of the brand values most likely due to the fact that it’s been around for a long time. The large number of family films and resorts they have helped to add to the concept of happy families and glamorous places. The next is the fact that the genre of their movies helps to create the value of humour and comedy as well as successful romance and love and also dreams and fantasy. The main one is childhood as they have kept their brand strong over many years.

2) Largely happy families who have a love of humour and romance that takes place in a place of fantasy.

3) Magical  

Nike:

1) Nike creates a brand full of determination and professionalism within each sport. The brand value of being associated with them is elite people as they often hire professional athletes as well as also creating the idea of successful careers due this. Nike also expresses self importance and pride regarding your physical fitness and talents. 

2)A brand that promotes successful careers through elite professionals hence increasing the concept of self importance and pride. 

3) Determined 

Apple: 

1) Apple is a huge technology brand that values rich, luxurious life styles  which is reflected by the price of their products. Successful careers in order to fund for the phone and accessibility to its large functions and high amounts of self importance and pride as its a brand known for being a bit of a show off. 

2) Apple promotes the life style of the rich with well done careers as well as a large amount of pride.

3) Premium. 

McDonalds

1) This is a brand that continuously tries to promote itself as a place for the family to eat through the variety of meals hence applying to the value of happy families. The brand as also tried to associate itself with comedy and humour thorough its previous adverts with a clown and to some extent childhood as it promotes its happy meals highly. 

2) A family valued store focusing on the children and making their environment happy. 

3)Up-beat 

Asda

1) Asda is a food brand that prides itself on their value for money and being competitive against other food stores such as Tesco’s and lidle. As the brand tries to highlight their prices and offers, that are for both the family and each of the individuals the company highlights the value of happy families. The brand also, to a slight extent, promote self-importance as they try to promote taking care of yourself through healthy eating and living a life style where most needs are efficiently met.

2) A family orientated store that focuses of low prices.

3) Value

Google

1) This is a huge mass market brand that tries to promote accessibility and aid for the whole family giving it a happy family value as well as associating it with elite experts due to the fact that they try to have an answer for all questions. Due to the fact that they try to focus of experts they also focus of successful careers as they aim to aid all professionals as well as normal families. 

2) The brand is family orientated as they try to promote success and expertise. 

3) Innovation 

Institution feedback and learner response

Learner response feedback: (sir)

• Technical issue not your fault! However, starts more like a presentation than a lesson. 
• Starter activity could be clearer and more engaging although you did get some responses.
• Good history and establish importance and influence well. "European equivalent of sky" is a great way to put  it and hopefully how people will remember this.
• Some key points covered but id have liked to see more depth and visual material (clips are okay)

Reflection: 

WWW: 

• Thought of a good way to summarise the institution
• Spoke clearly and loud enough for the audience to understand 
• Covered the key aspects

EBI: 

• Gave the lesson in more detail
• Made it more engaging
• Addressed the audience more often. 

Trinity Mirror 

Left winged newspapers (also locals)

History: Started in 1832 for 7p

Began publication in 1895

Had its highest circulation in Europe in 1964

They merged with PLC

Influence and control: It is the influence of the daily mirror and supports labour (so is left wing)

It was pitched at a middle class audience but soon started to aim at the working class in order to gain a larger audience. 

Synergy: The Daily and Sunday mirror and own a lot of local titles also eg. The West London 

In 2013 the launched a website which is due to close down this year. 

BSkyB

  British broadband company specializing in sports 

History: Was originally part of the British broadcasting company but broke away to become sky on its pwn.

The company formed in November 1990 and is owned by Rupert Murdoch (based in Austria)

The tv channels: They have joint ventures with Nickelodeon and have sport channels, sky Atlantic and sky movies (and many more- this is amazing as they started with only one channel and that was sky one on its own)

The company is starting a huge rivalry with BT who provide a lot of competition regarding sport and broadband and can become a major threat if it carries on developing like it is. 

The channel has a lot of influences such as the audience, Economy, Sport, Government etc. 

News Corporation

Like sky it is also a Murdoch company. And has stakes in many companies such as Mercury, Vouge and The Australian telegraph. 

Sony

High quality products on a global scale
History: Was founded on May 7th 1946 and is now a multi-national company. 

Sony pride themselves on their high quality products and are a huge global franchise. 

They have as many stakes in 60 countries. 

Synergy: The best aspect of owning such a large brand and so many sections is that they can promote their other franchisee throughout - The ability to cross promote. 

Vivendi 

(my presentation) The European equivalent to sky.

Time Warner 

The US version of Virgin Media

Viacom 

American based mass media company 

The BBC

Public service broadcaster.

Mass media institution that Follows the BBC trust code stating they will do their work all without bias.

The mission statment is to inform, educate and entertain

independent, impartial and honest 

They also use multi-media bases (online, tv etc.)

The Walt Disney Company
gAmerican bases multinational mass media instituition
 It is the world's second largest media conglomerate in terms of revenue, after Comcast.
Flagship family orinatated brands

Disney also owns and operates the ABC broadcast television network; cable television networks such as Disney Channel, ESPN, A+E Networks, and ABC Family; publishing, merchandising, music, and theatre divisions; and owns and licenses 14 theme parks around the world

The Walt Disney Company operates through four primary business units(business segments) Studio Entertainment, which includes the company's film, music recording label, and theatrical divisions; Parks and Resorts, featuring the company's theme parks, cruise line, and other travel-related assets; Media Networks, which includes the company's television properties; and Disney Consumer Products and Interactive Media, which produces toys, clothing, and other merchandising based upon Disney-owned properties, as well as including Disney's Internet, mobile, social media, virtual worlds, and computer games operations(information from wikipedia)

Comcast

American multinational mass media company and is the largest broadcasting and largest cable company in the world by revenue
Comcast Cable is the largest division of Comcast Corporation, providing cable television, broadband internet, and voip telephone under the Xfinity brand. Comcast Cable also provides connections to business through its Comcast Business brand.
As the owner of the international media company NBCUniversal since 2011,[10][11][12][13] Comcast is a producer of feature films and television programs intended for theatrical exhibition and over-the-air and cable television broadcast. (information from wikipedia)