Ÿ  Codes and conventions: What techniques does he ad use to persuade the audience to consume the Guardian?

The narrative (theory by Todorov) in the trailer, focuses on the foreground of the children’s tale “The three little pigs”. However, the typical tale is somewhat twisted to convey how the pigs are considered the “baddies” and the wolf as the victim. This not only creates a sense of strauss’s theory of  Binary opposition (good. Vs. evil). Although the denotation focuses on a children’s tale, semiotically the connotations behind this story focuses on the political issues of “failing to pay monthly bills”, “committing “Insurance fraud” and “Homeowners rights to protect their properties”, whist depicting what happens when the innocent is wrongly accused by the government (I,e the three little pigs as the victims and the wolf as the government.) The Guardian newspaper has not only used this to convey the controversy of this subject but to advertise the newspaper by showing that the guardian focuses on real life serious political issues that then cause cracks and flaws in the foundations they live in. They are trying to show that these real ordeals happen everyday and the Guardian using this sensitive subject connotes how sophisticated  and mature they are. This also allows the audience to be informed and educated (uses and gratifications Blumler and Katz) about this topic, whilst allowing particular audiences to self-identify with similar experiences that are becoming hugely popular in England, further connoting a sense of realism, allowing the audience to sympathise with the innocent pigs (Hyperdermic syringe innoculation).

There are many techniques the ad uses in order to persuade the audience to consume the guardian. One of them is conveying “The Guardians” popularity through the use of different media products. In this trailer, the institutions have depicted “The guardian” through e-media platform. This not only connotes to the audience that “The Guardian” have become up to date with recent technology but connotes that they are trying to target a wider range of audiences. A few years ago, The guardian was only viewed through the use of print and was considered as a newspaper that targeted older audiences. However, now that they have started to inform and educate their readers online, connotes that they are also trying to target a younger audience too. An example of this is in 0.44 secs of the trailer where the medium shot splits into different sections conveying  younger people accessing “The Guardian” online. This not only connotes the popularity of lean-forward readers who are being informed and educated about these issues but the use of the logo right at the end of the trailer saying: “The Guardian, web/print/tablet/mobile” connotes how the Guardian is accessible from many new electrical devices.

Another technique is the use of voiceovers that are depicted throughout the whole trailer. The sound of the non-diegetic different ethnic accents conveyed throughout the trailer conveyed also depicts to the audience how popular the newspaper is, whilst connoting how the newspaper is reached by readers globally. This also connotes how important the issues are in the magazine and how The guardian bring them forward and turn them into viral marketing. Viral marketing starts of at 0.33 seconds on the trailer where peoples voices and messages are conveyed along the from of the close up to medium shots. The voiceovers of the real people connotes a sense of realism, whilst connoting that the Guardian is letting the readers have their say in the matter. This then further connotes that “The Guardian” include the audience within their newspaper and encourage the social discussion (Uses and gratifications-Blumler and Katz) about the issues they bring up. An example of this is: “Uche Ezugw- You have every right to protect your property”. The name “Uche Ezugw” not only connotes that this issue is being raised globally but connotes that people are socially interacting on the Guardian website, further allowing the institutions and other companies to view their opinions on the topic.

The general mise-en scene is also conveyed to be a major technique that is used to persuade the audience to consume “The Guardian”. The low key lighting, voiceovers of the readers and the slow non-diegetic music (creating enigma) not only connotes how serious this film but connotes a sense of sophistication and importance. The character within the trailer seem to be police, members of parliament, fbi and the general public which connotes  how the Guardian can unravel these stories and make them known to the world. It also connotes the type of people the newspaper is involved with and how their stories can have an astounding effect on the rest of the world. The use of these characters also informs and connotes to the newspaper how they  give the full story about these political issues and the type of people who work on these investigations, further giving us a sense of realism. Whilst, the lack of  direct mode of address throughout the trailer further gives us a sense that were are looking through the eyes of “The guardian” newspaper and that we’ll believe everything they’ll tell us.

During the disruption and recognition of the trailer, the producers of the trailer focus on the case from the “Three little pigs” perspective to the wolfs perspective of the political case. An example of this is when the newspaper headline online comes out “Three little pigs arrested for murder” and “ccTv: wolf with Inhaler”. The use of other websites such as “you tube” and “face book” not only connotes how large this issue went viral due to “The guardian” but connotes that The Guardian are trying to convey to the reader that they are an unbiased newspaper and are trying to show both sides of the opinon. This also links to Strauss’s theory of Binary opposition.

Media Institutions: How is the news represented in the advertisement

The news in the advert is conveyed all through the eyes of “The Guardian” newspaper, this is not only used to promote them but to connote that “The Guardian” are probably the most reliable and informative newspaper the audience will come across. The news in the trailer is used to how we and others reflect on society in today’s timing and convey the real life ordeals that seem to be  found quite common around the world. An example of this is: “Insurance fraud”, “Mortgage repayments” and “Homeowners right to protect their properties”. As the films based in England but their’s a lot of input globally, this connotes  that the audience will be able to self-identify experiences and simliarites between the political issues shown in the trailer.

Throughout the trailer, both diegetic and non-diegrtic voiceovers are conveyed from both Guardian” news reporters and from the audience who are protesting against the political issues, focusing on “The three little pigs”. The voiceovers of the news reporters (“how can you protect yourself in your own home“) focuses on both sides. I noticed that many of the voiceover voices that were supporting the pigs were female reporters which connotes a matriarchal society where female audiences are used because they are stereotypically more sensitive and caring.  The police/FBI voiceovers (“Little pig, little pig, let us in”) gives the audience a sense of irony and mocking of the situation  as this is similar to what the wolf says to the three little pigs in the children’s tale. However, this is then contrasted as the wolf isn’t the one looking for the pigs, the government is .This could further connote that “The Guardian” are trying to convey that in the end the government is partly to blame for these events and actions happening.. Also unlike the female reporters, the police are dressed in black clothes connoting not only dominance but a sense of patriarchal soicerty. The general mise-en scene for this clip is portraying them with guns aimed at the little pigs heads, connoting that this film takes a more serious reality approach. This then contrasts and connotes mixed messages of whether the public and the government think the pigs are in the right or wrong. It is never made quite clear who is the villain and who is the hero which could not only connote propps theory but could also connote that “The guardian” are a type of newspapr that lets it up to the audience to decide. The audience are then conveyed to being using these lean-forward emedia products and getting informed and educated aobut this issue and what is happening . The way they seem to be holding a lot of new technological equipment (I,e ipads, ipods, mobiles, web)  not only connotes that the setting of the film is set to this time but conveys how “The guardian” is accessible everywhere people go. The readers opinions  not only give us a sense of realism and connotes how popular “The guardian” is but connotes how the political issue have gone viral globally, allowing the audiences around the world to interact with each other and bond.

Near the disruption of the trailer, quotes have been taken from the “The guardian” online and used in white and black writing along the general montage and mise-en scene of the trailer. An example of this is: “Is killing the intruder ever justified” which was shown on a wall where s criminal investigator dressed in blue is walking past carrying evidence. Using this text on the wall, not only connotes that “The Guardian” are trying to inform and educate the audience as much as possible but that this topic but could also be connoting to the audience that the news from “The Guardian” is everywhere we go and that it plays a big impact in our lives. Also the headlines can be used to allow the audiences to read thorugh them briefly and leave them with rhetorical questions, leaving them to make up their own opinion.

The trailer conveys how many audiences globally are becoming involved in the political issue by the writing scrolled across the front of the camera and the news reporters voiceovers. An example of this is shown in the disruption part of the trailer where the readers of “The Guardian” are heatedly discussing and protesting against “The three little pigs” being wrongly accused. This connotes that “The Guardian” focus on real life scenario’s which have the possibility to impact the whole world.

In the trailer “The guardian” also looks at both the three littlep igs, the three little pigs and the audiences perspective which not only links to strausse’s theory of Binary opposition but also connotes that they are not a biased newspaper and will always tell both sides of the story, allowing the audience then to create an opinion which can be then posted on their website (as  shown in the trailer) This then informs and educates the reader that “The guardian” isn’t am misleading newspaper and that they will always supply the audience with enough information to allow the audience to take part in social discussion, displaying counter arguments with others about their points on whether this is right or wrong?

Audience: On the basis of this ad, who does “The Guardian” brand appeal to?

On the basis of this advertisement “The Guardian” seems to appeal to both patriarchy and matriarchy target audiences. The reason for this is that the film trailer focuses on a sensitive subject that many people are aware of nowadays and affects everyone in the world. However, the use of low-key lighting and action within the film could then connote a more matriarchal edge to the trailer as men stereotypically seem to be more interested in the news and social politics.

 “The guardian’s” use of technology within the trailer could connote that the newspaper are also trying to target a younger audience as well as an older audience. The newspaper has always been seen to be seen as quite sophisticated and stereotypically read by higher class society. However, the young actresses/actors conveyed to be using the emedia lean-forward media connotes that “The guardian” isn’t just targeting older audiences but younger audiences because they are keeping up with recent technology. Primary audience is people such as business people and working class and secondary being students or young journalists.

The way the film uses quotes from the newspapers texts not only are used to inform and educate the audience but irony

3. What issues of new technology does this ad raise and what does it tell us about the values of The Guardian?
 The issue of new technology this ad raises is that technology has changed. An example of this is 0.10 seconds into the ad, the audiences focus is on the newspaper as the guardian wants to connote with the use of cross-dissolve that now (Lean-backward media) print is in decline and (lean-forward media) Moving image and E-media platform is the most common platform as it is consumed more. This tells us that the value of the Guardian is increased as it is available on the media platform E-media connoting that the guardian is accessible to people worldwide through Internet and has used convergence of social networks to raise it values more. As social networks are the most common form used in today’s diverse society (as postmodernist society will argue) this increases values for the guardian as it will involve younger generations to read the guardian through E-media instead of purchasing. This will keep audiences interactive as well as today’s generations are more capable of using technology than a pen.