Match the band/artiste with the genre of music most commonly associated with them:1 BOB MARLEY A RAP2 AKON B ROCK3 THE STONE ROSES C SKA4 GIRLS ALOUD D INDIE5 MADNESS E REGGAE6 BOB DYLAN F POP7 EMINEM G R&B8 THE KOOKS H FOLK

Match the band/artiste with the genre of music most commonly associated with them:1 BOB MARLEY E REGGAE2 AKON G R&B3 THE STONE ROSES B ROCK4 GIRLS ALOUD F POP5 MADNESS C SKA6 BOB DYLAN H FOLK7 EMINEM A RAP8 THE KOOKS D INDIE

MUSIC INDUSTRY AND PROMOTION

Starter: Media Language

• We give labels to things in order to classify them, to make clearer the meaning we are trying to convey.

Table

Chair

Donkey

• In using a name or a label which our audience has used before we evoke a meaning for our audience.

• This is the meaning which we intend to evoke.

• This is DENOTATION

• However, in using a name or a label which our audience has used before, we evoke not only the meaning we intend but also a varying range of personal memories of other occasions when this word or label has been encountered.

• These memories or thoughts which we inspire by using these labels is what we call

• CONNOTATION

At the denotative level this is a photograph of the movie star Marilyn

Monroe.

At a connotative level we associate this photograph with Marilyn Monroe's star qualities of

glamour, sexuality, beauty - if this is an early photograph…

but if it is one of her

last photographs we may

also associate it

with her depression, drug-taking

and untimely death.

My Grandparent’s Wedding

A photograph of my grandparents’ wedding

denotes them: they are unquestionably defined in

the picture.

The connotations, on

the other hand, are stimulated by factors such as

the viewer’s prior knowledge or

experience of the characters portrayed.

For my grandmother the picture evokes many memories and it is

invariably a trigger for much character description. For me,

her grandchild, all the resonances are second or third

hand and for most people "reading" this image the text must be "open" to speculation

merely.

So, in a movie, an insert shot in a kitchen of a knife denotes a domestic implement designed

for cutting.

However, if the music is moody, the mis-en-scene is dark and gloomy, or possibly thunder and lightening

can be seen outside the kitchen window and two characters are having a ferocious argument in the

kitchen, then, by including a close-up shot of the knife, the connotations are as a possible weapon of

violence or even murder.

What we see and the meanings associated with what we see are often very different. We use the term denotative to refer to the actual process of

seeing an object and we use the term connotative to refer to meanings associated with

what we see.

Denotation refers to the basic interpretation of the light hitting our eyes, but connotation refers to the meanings we then associate with what we

are seeing. Knowing this is crucial to understanding the significance of images, whether they be static photographs, moving

video, or animated graphics.

This picture denotes (we could say depicts, shows,

presents) a sunset, (or possibly sunrise) over the water on a tropical island.

This is unarguable!However, its

connotations, the emotions it may suggest or provoke, could be a combination of many

things depending on the reader: peace and

calmness; oneness with nature; an impossible dream; a memory of a

holiday. These are generally positive connotations …..

…but think about the film

“Castaway” – in this case the

connotations of the sun setting over a vast expanse of

water may be very different for the

“reader” of the text if they have spent

four traumatic years trapped on

an island!

So, you now understand the difference between

DENOTATION – what you actually seeand

CONNOTATION – what you associate this image with. Different audiences may make

different associations depending on the cultural influences they have experienced.

Preferred and Oppositional Readings

• If you make the connotations that the producer of the media text meant you to make, then this is called a preferred reading

• If you make different connotations from those which the producer intended you to make, then this is called an oppositional reading

I am a 15 year old girl and I have stretch marks on my thighs, I hate it and it's really getting me down. Is there anything I can do to get rid of them? None of my friends seem to have them?

Preferred Reading:

Audience: Teenage girls

“I can identify with this problem.”

“I am interested in the answer because

I have similar worries.”

Oppositional Reading:

Audience: Teenage boys

“This is funny!”“What a stupid

problem!”“Why doesn’t she get

a life?!”

Preferred Reading (what the producers intended):

Audience: 1959“This is really scary.”

“The special effects were great.”

“You could really believe that this woman turned into a

wasp”.Oppositional Reading:Audience: 2005

“This is really pathetic.”“The special effects were

really weak”.“It was so bad it made me

laugh”.

What is the preferred reading for this

advertisement (i.e. the one that the producers of

the image intended)?

What is the oppositional reading of this

advertisement (i.e. the one that some audiences may

make which is not that intended by the

producers)?

Producers will spend time, effort and money to try to

ensure that audiences make their “preferred reading” of a

text.This is especially true when it

comes to newspapers (including photographs) and

advertisements.

Summary

• What is meant by DENOTATION?• What is meant by CONNOTATION?• What is a preferred reading of a media text?• What is an oppositional reading of a media

text?

Media Controlled Assessment

Today you need to:

analyse an existing media product to conclude howit appeals to a target audience.

Learning Intention:To analyse and evaluate the effectiveness of debut album covers.To begin to plan the promotion for your own band.

How to achieve your target grade …

Grade Breakdown

A

convincing and effective analyses of media texts. Media terminology is used extensively and effectively. The consumption of texts by particular audiences is discussed in detail. Responses are cogent and well structured with precise and accurate use of language and arguments clearly supported by evidence.

B

good-quality analyses of media texts. They use technical terminology with confidence. A sound understanding is shown of the role of audiences in the consumption of media texts. Responses are clear and well-organised with generally accurate use of language and evidence used to support points.

C

a solid analysis of a media text. Able to use appropriate technical terminology. The role of audiences in the production and consumption of media texts is identified. Responses are well organised with reasonably accurate use of language and arguments are usually supported by evidence.

Music and Image

How important is the image of an artiste?

1. Communicates important messages to the audience2. Look is associated with a style of music3. Audiences can idolise bands and singers, seeing

them as sex symbols or fashion icons.

What do these debut album cover images have in common?

Music PostersMusic Posters are a common component of any marketing

strategy.

They appear in magazines, on billboards, as fly-posters, on buses, in calendars and on bedroom walls.

Some posters have become very famous, and iconic images have helped retain the popularity of existing and legendary artistes.

How important is a strong visual image to the success of a band or artiste?

How are the band Green Day and their music represented on this promotional poster?Refer to:

•font•image•colour•album title

Who is the target audience of this album cover:•age•gender•life style•values

How are Rhianna and her music represented on this promotional tour poster?

Refer to:•font•image•colour•album title

Who is the target audience:•age•gender•life style•values

Music PostersAll popular music posters are about promotion. They fall into three main categories:

1.Promotion of a single or album release.2.Promotion of a tour or live appearance.3.General fan posters of an artiste or band.

Most music posters are carefully constructed to communicate certain messages about the particular artiste or band. Images may consist of an album cover artwork, photos, graphics and text. You need to deconstruct this and analyse the messages they contain. You also need to evaluate how the poster promotes the artiste.

Independent Task

How is the artiste and their music represented? Comment on …

•font•image•colour•album title

Who is the target audience of this album cover? Comment on their:

•age•gender•life style•Values

Now you’ve annotated, deconstruct it:1. What is the type of poster and what is its purpose?2. How is the band/artiste represented in the image?3. How is the music of the band/artiste represented in the image?4. If the band/singer is absent, why?5. How are graphics used on the poster?6. How has the image been constructed (layout)?7. What are the main colours? What are their connotative

meanings?8. What symbols are used? What do they say about the artiste?9. Who is the intended audience?10. How effective do you think the poster is at promoting the

artiste?

How to achieve your target grade …

Grade Breakdown

A

convincing and effective analyses of media texts. Media terminology is used extensively and effectively. The consumption of texts by particular audiences is discussed in detail. Responses are cogent and well structured with precise and accurate use of language and arguments clearly supported by evidence.

B

good-quality analyses of media texts. They use technical terminology with confidence. A sound understanding is shown of the role of audiences in the consumption of media texts. Responses are clear and well-organised with generally accurate use of language and evidence used to support points.

C

a solid analysis of a media text. Able to use appropriate technical terminology. The role of audiences in the production and consumption of media texts is identified. Responses are well organised with reasonably accurate use of language and arguments are usually supported by evidence.