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AQA Media Studies MEST3 Critical Perspectives Sec A Captain America Exemplar

| Monday June 09, 2014

Categories: A Level, AQA A Level, AQA A2, Advertising, Marketing, Film, Film Trailers, Key Concepts, Audience, Genre, Ideology, Media Language, Hot Entries, Admin, Staffroom, Exemplar Materials

click on image to enlarge

Trailer Captain America: Winter Soldier

SKY Advert

Question 1 (Media Concepts)

How do the two texts (the SKY Advertisement, and The Captain America: Winter Soldier Trailer) use Media Language (Media Concept) to attract its target audience?
(8 marks)

Both tests use fast paced action and establishing shots to place the audience right in the centre of the main events. (Note how the candidate managed to identify key media language features and then move on to analysing its effect). The Sky Advertisement starts off with an epic battle scene from The Captain America: Winter Soldier (CAWS) film, which then shifts to the control room where the audience is introduced to Samuel L Jackson. However, the advertisement creates the illusion of an action film, but the diegetic sound and dialogue is used to highlight to the audience that is not the film but an advert, and something is out of place. (Note how the candidate is focusing on a range of Media Language features with close analysis of the text in mind). This is a highly effective approach as the audience can relate to Jackson, as one of the leads in the Captain America (CA) franchise, a character radiating integrity and honour, and he now introduces the Sky product as the solution to possible threats and dangers to offer protection, similar to his character in the CA film. (Notice how audience theories are referred to in the analysis). On the whole Jackson is often typecast in this way and the characters he often portrays are perceived in a positive and trustworthy way like Frozone in The Incredibles for example. (Note how the candidate is able to demonstrate critical autonomy by exploring a wider range of texts). This therefore provides the product with credibility.

Similarly, in the CAWS the main character is introduced first. The established audience can immediately relate and pick up on their relationship with him and attracts a loyal audience base....


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