In the lesson we examined the John Lewis advert more than a woman. We saw how what was the intention of the store to communicate what they termed 'the DNA of the brand' and to 're position the brand in the marketplace' lead to the construction of an advert that drew heavily on the influence of an Italian hosiery company's successful campaign. The advert was encoded with what they thought to be the core values of the brand - always there to support customers through the journey of life - and then how this was decoded by the audience in two very different ways.
One section of the audience saw a nostalgic glimpse of a woman's life, one that stressed the brand's attempt to lock in with its key demographic, whilst the other had many women seeing instead a sexist and regressive stereotype of womanhood.
This allowed us to consider STUART HALL'S encoding-decoding theory again where we could think about intention versus outcome.
We also considered how the advert used media forms such as music and editing to compress a life into a 60 second slot.
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