Theories

Propp's Theory - Characters
Whilst analysing a whole series of Russian folk- tales prop found some common similarities in the character roles in which he later used to develop his character theory. He suggested that every story/narrative consists of a variety of different character types. This includes:

• The villain - disputes with or goes against the hero in some way.
• The dispatcher - much like an informative, this is the character who reveals the villains intent and makes the hero aware of this.
• The helper - also known as the loyal sidekick, accompanies the hero on his conquest 
• Princess/prize - somebody in which is seen as 'just out of reach' within the majority of the sequence e.g. kept from marrying the hero due to outside forces. However, sun a character is traditionally retrieved/saved by the hero near the end of the narrative; therefore resulting in the defeat of the villain. 
• The donor - the character who assists the hero through preparation, commonly a magical object.
• False hero - takes credit for the actions/bravery of the hero in order to get to the princess/prize.

Barthes Theory - Narrative Codes
Barthe suggested that within a narrative there would be one or more codes that describe the meaning of the text. He also stated that texts may be presented as 'open' (the text may be perceived in many ways and there may be multiple interpretations) or 'closed' (the is only one way in which the text can be unravelled). These are the 5 codes:

• Hermeneutic/enigma code -
• Proairetic/action code - 
• Semantic code -
• Symbolic code -
• Referential code -

http://www.slideshare.net/sarahlambe/barthes-5-narrative-codes-12063567?related=1



Todorov - Equilibrium
Strauss- Binary Opposition

My Chosen Brief & Why I Chose It

I have chosen to partake in the construction of a short film.
I chose this brief for a variety of different reasons:

• I am interested in the social and cultural issues that impact everyday modern society- issues such as mental health, racism and homelessness are topics that I feel passionate about therefore contributing to my decision in creating a documentary. 
• The deadlines and plan of action for this brief seemed best suited to me personally; as somebody who struggles with time management I decided that a brief which addressed the main product primarily before the ancillary tasks would be more beneficial. 
• I also considered choosing the advertisement brief; however after looking into the ancillary tasks in comparison to my own set of skills I decided that as an inspiring writer/journalist the task of a magazine review was best fitted to my strengths. 
• After watching a few documentaries I decided I wanted to focus on the issue of homelessness and the grotesque nature of modern consumer society. 
• The location is another benefit to choosing this genre as the streets of London possess many homeless people in which I could portray; it is also easily accessible to me.
• After looking into the codes and conventions of the film noir genre I decided that through presenting my product in black and white I could then explore semiotics and the metaphorical image of contrast; this relates back to the overall meaning of the product.
• Voice-over; passive, camera looking over them. Interview? Vox-pop. (voice of the people) narrative- follow one story? Hand-held camera. Iconic?  

Short Film Research

HISTORY The very first films were presented to the public through a Kinetoscope designed for individual viewing; all films were short in length up until the early 20th century where improvements in recording and editing technology allowed multi-shot films to develop in both length and quality.



The first feature films were introduced from 1910 onwards in which provoked an increase in demand, popularity and profitable income. The construction of 'picture palaces' were soon funded through receiving middle-class custom over he next three decades. However, during the 1970's the arrival of the blockbuster movie diverted attention away from short films therefore having an impact on dedicated screen time; adverts and trailers being the only exception. Instead, short film makers have resorted to other media platforms such as the internet to distribute their products. The production context for short films consists of a considerably lower budget than feature films, therefore making it very unlikely that a distribution company will invest. On the other hand, independent makers of shorts are faced with less financial pressure and fewer career consequences at stake; this allows filmmakers to challenge the typical conventions displayed through cinematography- ultimately provoking a greater freedom of expression.



TODOROVS THEORY

DECREASING POPULARITY SINCE 1930's- NICHE AUDIENCE

MEANINGS/MORALS: GIVES DEPTH/PURPOSE

DIALOGUE IS NOT ALWAYS NEEDED

WATCH RIGHT PLACE

POV SHOTS- FOLLOW STORY

QUICK BUILD UP

WATCH TYLER

DAZZLE

FUTURE SHORTS

IRELAND TV

SHORTS INTERNATIONAL


DOCUMENTARY CONVENTIONS:

HAND HELD CAMERA

VOICE OF AUTHORITY

VOICE OF GOD

INTERVIEWS

Advertisement Research

What is advertising?

Advertising is a way of promoting products, services and information through numerous media platforms as well as hard copy advertising locations (e.g. on buses, posters etc). Advertisements serve as a form of communication and relationship between manufacturer and consumer; an example of this is the high-speed distribution of new ideas through the use of single images/clips, slogans and logos.

"Audience research is a vital part of any campaign, and is these days a painstaking and complex process. Research must take into account current and predicted trends, consumer values and how these drive popular culture" -http://www.mediaknowall.com/as_alevel/Advertising/advertising.php?pageID=research

Wieden and Kennedy is one of the largest independently owned advertising agencies in the world, headquartered in Portland. Some of it's leading clientele are positioned in Portland, New York, Sao Paulo, London, Amsterdam, Delhi, Shanghai and Tokyo; consisting of ties with Coca-Cola, Nike, Facebook, Tiffany & Co and other well-known brands/companies.

Honda Civic advert created by Wieden & Kennedy

This advert consists of no script or speech other than the catch-phrase "some say the most powerful thing you can build... is a feeling". This is very effective as the voice-over (the source of speaking is not visible to the audience) does not appear to be selling or promoting the intended product, however the slogan alongside the graphics and audio instantly provokes a feeling of desire through the audience, causing them to lust over the product itself.

The advertising industry took off during the Second World War through the use of biased propaganda (although it had been around for many years before) in order to entice everyday citizens to either join the force (males) or participate in the industrialisation of weapon construction (females). In support of the hypodermic needle theory, such advertisement glamorised certain ideas/concepts in order to push similar opinions onto others; this had a massive impact on society due to the misleading information being presented by authority figures and individuals of higher power in order to convince others into having similar beliefs.

Such propaganda played on the stereotyped roles of both gender and class in order to entice the desired target audience.