Binary opposites.

The finished and marked piece of work on binary opposites, this was my first piece of work for media so there came many faults which were mainly based on the use of 'we' instead of audience and the way in which i used other media words. The marking and advice will certainly help me improve in the near future.

Opening sequence analysis - American Psycho

Opening sequence analysis - American Psycho

Opening sequence analysis on American Psycho

Camera - shots and angles: 

in the opening sequence of American psycho there are various camera shots and angles.

• Over the shoulder shot - outside the club, a man handing money over to get into the club, this gives the audience a secret insight into what dodgy stuff might be going on.

• Close ups - close up on the money to connote the value of getting into the club, when Patrick is speaking to the bar lady there is a close up of his face to connote to the audience his anger. And lastly a close up of Patrick peeling a mask off his face signifying that hes not what he says he is.

• Low angle - A slow rise of the camera tricks the audience and connotes that the door women is tall. However, this does connote how much power the door woman may hold as she decides who she lets in.

• Wide shot - There is a wide shot on the women pole dancing/stripping as the audience can see their full body. This is so that the audience can understand what "type of bar" it might be.

• High angle - shows a range of different people dancing in the club which connotes that everyone is having fun. This can be used again, so that the audience knows what type of bar it is e.g cross between a strip club and/or just a night club.

• Long shot/eye angle - The audience can really understand and feel what is being said when patrick is rude to the bar lady (cleverly done, Patrick is saying it in his head but is made to look like he did say it). Another long shot is into Patrick's bathroom. This is so that the audience can see how he easily gets up in the morning.

      




Editing - 

• The scenes cut straight into each other, this fast pace goes with the pace of the club making the audience feel like they are actually there as well and that they can in some ways feel the vibe of the bar.

• The scene in the shower has focus on the bathroom items such as shampoo, and other items, this is done so that the audience can understand how finicky Patrick is, may be as he shows great attention to certain things that he will use such as the showering items.

• Basic editing of scenes cutting into each other creates flowing clips so that the audience don't get bored. This is so that something different and interesting is always happening in the scene.

Sound - 

• There is 80's disco music playing in the background of the nightclub, the audience is then able to understand the time in which the movie is set.

• When Patrick is at the bar he threatens the bar lady saying "I'm gonna stab you to death and play around with your blood, this sick use of language use connotes that Patrick is a very unusual and abusive person and so possibly is a psychopath, however the bar lady is not able to hear this as Patrick is not actually saying it out loud, he is saying it in his head but is metaphorically speaking out loud. 

• Scenes at home shows non - diegetic music of a piano. This connotes a calm and sophisticated atmosphere in which Patrick lives in. This is to show the audience the binary opposites between sophisticate and calm when at home and informal, loud and crazy when outside in bars or nightclubs, intending the two different sides of Patrick. 

• The audience can hear a voice over of the character talking about his health, daily routine and what products he uses. This is again to explain patricks detailed and finicky nature towards the audience.

• The voice over describes his character, "No real me", "disguised in a cold glaze" suggests that he hides behind his facial products and only the audience is able to understand his alternative side.

Mise en scene - 

• Wads of cash is being held by the man at the door and the door women is wearing a lot jewellery, this may connote quite a wealthy theme within the movie. This may also make clear to the audience that the scene is for adults.

• Men in suits and slick backed hair, this connotes the sophistication in the 80's. This is so the audience can get a sense of what their style was like back then. Also, in those days men with slicked back hair were usually associated with mafia type people and so they could be seen as dangerous people.

• The bar lady is wearing quite a revealing top, the audience can then see that its not a very appropriate bar and may start to understand why "men" were bringing in so much "money". And again highlights the adult maturity of the scene and movie as a whole.

• People are dancing on the dance floor, there are flashing lights and it is very crowded which connotes to the audience that this place is specifically meant for adults and possibly most of the audience can relate to this if they are middle aged as they may of experienced these places themselves.

• There is a dark green light shining on Patrick connoting that he may be quite mysterious. The audience can understand this as the colour green is associated with a mysterious feel which immediately tells the audience that patrick is a mysterious character.

• Patrick's house is quite open, white walls and a telescope in corner of the room connotes how much space is left, all of this shows that he is simple, possibly too simple?. The audience can then understand that patrick has quite an enigmatic but simple life style at home.

• His bathroom is very big and everything inside is either black or white - binary opposites are used as they connote his two sides? The audience is then able to see this and so is able to understand that patrick has a split personality.

• Lots of healthy food in his fridge and has a pre set workout in the morning and depending on if his eyes are puffy or not he will wear a cool pack over his eyes while doing stomach crunches. This again connotes to the audience how detailed and planned patrick's daily routine is.

• He has a large collection of facial products connotes he is face conscious and to hide his dark passenger he uses these facial products, this connotes his secrets towards the audience and hints towards his split personality.

Ideologies - 

In the opening sequence, the representation of Patrick Bateman's ideologies are that he values the importance of staying healthy and having a daily routine as it is what keeps him intact, his attitudes towards society are very crude and ruthless as he seems to be annoyed with anyone who make his look stupid and or rude towards him so possibly feels the need to murder, and lastly he believes that by taking care of himself it may take his mind of his murderous side but knows he will always be two opposites as the audience sees when he takes off his facial product mask.

Genre - 

There are many elements in the opening sequence which signify the thriller genre. Elements such as objects; Patrick's facial and washing products connote that he is trying to wash away his bad side. Colour; a dark black is used in the club along with a dark green shining on his face at the bar, showing that he is quite ruthless and mysterious. lastly the locations are quite odd but signify much more powerful meanings behind them e.g when he is in the shower, the audience doesn't expect much but soon enough starts to explain itself about who he actually is.

Audience Reception - 

The uses and gratification theory explains the ways in which the audience may take the opening sequence into consideration. This opening sequence could allow the audience to be entertained as the theme is quite different and is something that the audience would not expect to see adding many narrative enigma's to get the audience thinking resulting in the audience engaging with the film more. The audience could also be allowed to form a sense of their own identity as the movie discusses about what Patrick hides behind his normal personality.

Narrative - 

In the opening sequence of  'American Psycho', the audience is able to see that the company has signified the possible narrative structures such as todorov's narrative structure; the audience can see that the opening sequence starts with an equilibrium then goes to a disruption where Patrick gets annoyed by the bar lady and says horrible things to her, but then goes to a resolution and then a new equilibrium which connotes that todorov's theory works. The company also has also signified that due to his split personality, Patrick is a big protagonist but may also be a antagonist giving reference to propp's character type. Lastly, many narrative enigma's have been used including some mentioned above, such as who is this man?, Is he actually a bad person?, Why is he so rude?.

Here is the opening sequence for 'American Psycho' -

Part 1.

Part 2.

Opening sequence analysis - Tucker and Dale vs Evil'

Opening sequence analysis on 'Tucker and Dale vs Evil'

Opening sequence analysis on Tucker and Dale vs Evil

Camera - shots and angles: In the opening sequence of Tucker and Dale vs Evil, various camera shots and angles are used such as -


Close ups - Within the first 40 seconds of the opening sequence the audience sees two close ups, one of the killer and one of the deceased. These close ups show how much ruthless damage has been done and shows the killer who looks very dirty, bloody and angry.          

                                                                                            

Medium shot/eye level - In the 58 second of the opening sequence, the camera zooms out to capture the all the people in the car, this middle shot is shot from the waist up, this shows the audience more detail as to who they may be. The same shot also shows eye level as the audience can feel like they are actually sitting in front of the actors.

Extreme Long shot/high angle/Establishing shot - In this shot, the audience is able to see a long shot as a bigger picture is seen of a wide open range of land as well as a high angle as the audience can see from a higher view point where the car is going. This can also be useful for the audience to establish where the scene is shot.

Low Angle - This low angle shot is taken to emphases to the audience about where they have come (gas station) shows a more creepy angle of the place they have come to. This also helps the audience to understand that the group of teens may not have come to the right place.

Wide shot/long shot - This shot has been done to show the full bodies of the people in car as we do not get to see them in full while they are sitting down, this then gives the audience a bigger picture about who they might be.

Editing - 

• At the start when the man gets hit over the head, he drops the camera and the camera makes a fuzzy sound and look, this is done by editing so that it can create a realistic feature of what would happen if you were to drop a camera in real life, that is if it breaks.

• When the title appears, blood is splattered onto the title to create a horror/scary effect on the audience. This is done by editing for special effects to create that authentic horror connotation to the start of the movie.

• When both cars are passing each other, a slow paced tracking shot is used to create tension and fear between the group in their car towards the two in the truck. This also makes the audience seem as though they are also in the scene looking at the two men in the truck meaning that they are able to almost feel the tension themselves.

• Basic editing of scenes being cut into each other creates a nicely flowing scene meaning that the audience won't get bored and are always watching something different in each segment of the scene.

Sounds - 

• Low banging at the start with an eerie buzzing creates a sense of something slowly coming towards the audience. This will then get the audience hyped about what could happen next.

• screaming, running footsteps and the sound of a hit across the head also gives a shock value to the audience and makes them wonder what other surprises there could be and who could it be?.

• muffled and scratchy sound when the camera is dropped makes it seem real towards the audience as that is what generally happens when a camera is dropped. But when dropped you cant necessarily hear the muffled sound and is generally just used a special effect meaning that this is something new that the audience can hear.

• When it says 3 days ago, there is very happy music being played. This maybe to connote that the bad part is still yet to come and that the audience is very slightly getting eased into the scene. this can also be used to get the audience excited about the best bits.

• enigmatic music when the two cars pass each other connotes that something is not right and so the audience can understand that immediately.

Visual: Mise en scene - 

• A presenter is holding a camera, recording the women in a setting of an old abandoned shack, This already signifies conventional features of a horror movie as abandoned shacks and using cameras are highly conventional for horrors.

• Blood is dripping from the man killed in the start of the opening sequence, this connotes that unpleasant surprises are still yet to come and so the audience are on their feet waiting for the next one.

• A non verbal communication between the killer and the audience denotes that he is not playing around and that he may have some sort of dangerous mental problem.

• Low key Lighting is used as it is quite dark most of the time which is very conventional for horrors. The audience 

• props such as weapons, watering pump and old pick up trucks are used to set the scenery perfectly of a southern outback state if America, presumably Texas. The audience can recognise these features and then link it to a southern background and find out where the scene maybe set.

• Modern costumes are worn by the teenagers whereas overhauls and checkered shirts are worn by the "hillbillies", this is so that the audience can understand the characters backgrounds.

Ideologies - 

In the opening sequence, the representation of teens in society carries an ideological perspective that is very conventional. Teenagers representation of misbehaving, having fun, rude is constructed to reflect the values, attitudes and beliefs of society and will impact the ideologies of the target audience.

This representation of teens as rude and misbehaving people connotes that the movie's institution believes that their target audience will be ideologically aligned with their own ideology as the audience will pay to see this movie due to the strong language and adult humor.

Genre - 

There are many elements in the opening sequence which signify the horror genre. elements such as objects; a camera is a conventional use as it creates a more real life feel towards the audience, and weapons such as the one used in the first few seconds of the sequence connote murder and blood. Colour; a very dark black is used in the opening sequence which connotes danger and evil, green in the trees connote quite a mysterious feeling about everything e when the cars pass each other. lastly the location is perfectly set as in the first few seconds the audience is watching two people in an old abandoned shack and also further into the opening sequence the scene is set in the middle of nowhere in quite a western location so that the audience can sense something is not right.

Audience Reception - 

The uses and gratification theory explains the ways in which the audience may take the opening sequence into consideration. This opening sequence could allow the audience to be thoroughly entertained as there is a lot of narrative enigmas and interesting parts which engages with the audience so that they keep wanting to watch on. The audience could also see if some parts such as the teenagers, fit into their identity/form as sense of their own identity, and lastly those that love and engage with the movie can interact with each other meaning they can have more to talk about.

Narrative - 

In the opening sequence of 'Tucker and Dale vs Evil', the audience is able to see that the company has signified possible narrative structures such as todorov's narrative structure; the audience can see that the sequence starts with a disruption and then moves on to a equilibrium signifying that todorov's theory is not correct. The company has also signified that the two "hill billies" may be the protagonists and the teens are the antagonists giving reference to propp's character type. Lastly, many narrative enigma's have been used including some i have mentioned above, such as who are those "hillbillies"?,where are those teens going? 

Here is the trailer of the opening sequence of 'Tucker and Dale vs Evil' -

Opening sequence analysis - 'World War Z'

Opening sequence analysis

Opening sequence analysis on 'World War Z'

Camera - Shots and angles:

In the opening sequence of 'World War Z', various camera shots and angles are used such as -

•  Close-ups - In the first five seconds of the opening sequence we get a close up of brad pitt playing his character, the close up is used to show the audience how happy and well brushed up he is. 

• Medium shot/eye level - In the 10th second of the opening sequence the camera zooms out more creating a more open shot/middle shot from the waist up. This shows more detail of what is going on. The same shot also shows eye-level as when sitting and watching the scene, the actors are also sitting down. The characters are therefore represented to the audience as though they are actually with with them.

• Long shot/wide shot/Establishing shot - In this part of the scene there is both a long shot to show fully show the whole city and what is going on and the wide shot as the shot is able to get a good view of a full image and standing bodies. This is so that the audience can see where the scene may be shot.

  

Low angle - The low angle shot shows part of the scene which is rarely viewed most of the time creating a new thing to look at and connotes that something very serious may happen causing the audience to start thinking about what might happen.

High angle - The high angle shot shows a much bigger picture of the scene like where they are as this is very important for a film so that the audience can instantly understand the background details.

Editing: 

• Explosions when brad pitt's character gets out of the car, sounds such as sirens and screaming mostly made by special effects. This is to get the audience thinking about what it could be happening.

• A police man gets hit by a lorry, this is done to surprise the audience and muffled sound when the family have crashed creates a real effect of what it would sound like if the audience crashed with them.

• People are running, jumping and flying around and smashing into glass, this is made by special effects. This draws the audience's attention to many different things to again make out like they are also in the movie.

• Basic editing of scenes being cut into each other creates a fast pace scene which gets the audiences adrenaline going.

Sound:

• Inevitably in Philadelphia, there are sounds of beeping horns, loud traffic and people talking which is very stereotypical of city's, this makes the audience feel like they are also there as the connotations of horns and loud traffic etc make the scene seem very realistic.

• Sounds of helicopters flying over the city and police sirens start going off. These act as sudden alerts towards the audience so that they know something is happening and to get ready for it.

• sounds of wild explosions, people screaming and shouting, engines revving and wheels screeching makes it seem as if the audience is there and creates a fast pace adrenaline rushing scene for the audience.

• When the car is hit there is a slow muffled sound and a low pitched voice for a few seconds. This is to make the audience feel like they have just crashed themselves and they are in the scene, as when you crash or there are explosions your ears will tend to muffle for a bit and thus being able to hear a faint sound of someone's voice. This is  also similar to being underwater. which is shown in the scene.

• very diegetic sounds creating an ambient sound is present as the music grows and grows as everything around it is so loud, this is to create tension among the audience as if it is building up to a surprise.

Mise en scene: 

• The audience will be able to see the Big busy city of Philadelphia in quite a dull and rainy day  which may connote that something big may happen as something that is dull usually connotes that something bad will come along with it.

• Crazy flash mob of infected people running around and attacking people. This acts as a surprise factor to the audience as they don't understand what is happening, and may be thinking why are these people running? why are they so destructive?. The audience is able to see why when people start get bitten by the people running and soon enough turn into one of them.

• Conventional Philadelphia taxi's sitting in the street crowded together, this also helps the audience to be able to establish where the scene is set. unconventional helicopters flying around as only once in a while would a helicopter be present which would be when there is a crime committed.

• Conventional everyday costumes worn by the main actors is to show the audience how the characters were living a comfortable life. police in police uniforms are there to show there authority to the audience making it seem like something must be happening for the police to be there.

• Quite a dull lighting to connote a bad day, possibly denotes that something bad must come along with the bad day. It is conventionally quite dull in Philadelphia in General.

• The daughter's teddy bear gets dropped and the dad picks it up may connote that the brad Pitt who plays the dad is not going to let anything happen to his daughters and wife and the audience could say that he is the protagonist as he leads them to safety and moves to different places to combat the virus that has infected the population.

• Streets full of infected people while fighter jets fly above creates a scary apocalyptic feel to the audience and is quite unconventional as very rarely will fighter jets be seen.

• Smoke and explosions seen from a far connotes how much damage has been done to the city. This is watched by a helicopter above making it seem as though the audience is also in the helicopter.

Ideologies: 

In the opening sequence, the representation of Philadelphia carried with it an ideological perspective that is inherently a very busy city. Philadelphia's representation is constructed to reflect the values, attitudes and beliefs of USA as they know what sort of city Philadelphia really is.

This representation of Philadelphia as a busy city connotes that the institution paramount pictures/sky-dance productions and USA, believes that their target audience to view 'World War Z' will be be ideologically aligned with their own ideology as the audience may want to visit the city one day and so purchase/pay to see the movie as its set in such a big city. 

Genre: 

There are many elements in the opening sequence such as objects, colour and locations. The genre of the film which is horror/thriller, really signifies the different conventions as firstly, objects like the conventional american taxi connotes a busy city along with the location of Philadelphia sets up a great scene for something action packed/thriller. The use of dull colours such as grey show a side of horror, as grey is quite a conventional colour associated with horror.

Audience Reception: 

The uses and gratifications theory. The way in which an audience may react when watching the opening sequence of 'World War Z' are to be entertained and to interact with others. Some may get a thrill out of watching it and find the sequence entertaining, this engages the audience due to the amount of action and narrative enigma's that follow as the audience start to get really into the movie because they are blissfully unaware of what will happen next or what that was. Those who love this type of genre/movie will really engage as they can have the opportunity to interact with each other as they will have a lot to talk about considering there is such a niche sub-genre to discuss. 

Narrative: 

In the opening sequence of World War Z, the audience can see that company has signified possible narratives such as todorov's narrative structure, which can be seen at the start through just and equilibrium and disruption throughout. The company has also signified that there is already a protagonist and antagonists within the first 2 minutes giving reference to propp's character types. Lastly, the company has used many narrative enigma's which are signified towards the audience e.g, what was that explosion?, why are there helicopters?, why are people running?

Here is the opening sequence of World War Z -

Conventions of an opening sequence

Conventions of an opening sequence

When analyzing opening sequences, it has become conclusive that the conventions that are used in opening sequences strongly connote and become much clearer to the audience, the genre of the film. I chose to analyse horror/thriller opening sequence from the film 'dark skies'.

When watching the opening sequence of 'dark skies' the audience find themselves reading a quote which states "Two possibilities exist... Either we are alone in the universe or we are not. Both are equally terrifying" - Arthur C. Clarke. The reason this has been done is to make the audience start thinking about the quote given and so that they are instantly aware of a possible hint of mystery. This successfully helps create a strong narrative enigma connoting that the audience will be on the blind side, wondering what the significance of this quote is. The opening sequence purposely makes its audience want to watch more so that they are able to unravel the hidden connotations that lye beneath the quote. Example screenshots of the quote are shown below.

The title that is shown in the opening sequence connotes again the mystery within the genre, the title has been dramatically faded into the dark background to create an enigmatic style through editing so that the audience can start to think even more about what is going on. The audience is also able to see in the last sentence where it says " Both are equally terrifying" it is in the colour of a dark red which could be a strong connotation for blood and danger, even death.  Although we never get a see into the credits and characters straight away, we can assume that they are the ones who created this quote.

However, despite the uses of genre conventions through the font, colour and text in the opening sequence, the music is also a considerably important factor used in the sequence. At the start the audience hears a quiet muffle and scratching sound which builds up and up showing variation in volume, this creates an eerie and tense situation for the audience as they are unaware of what is to come, thus again creating a mysterious vibe possibly not for the light-hearted.

Finally, as the audience can see how this film may connote cliche conventions from this genre. soon enough the audience can see that the film does not only connote stereotypical conventions of this genre but also challenges these typical conventions. The way in which this has been done is shown at 01:10 of the opening sequence where the audience is able to see a more happier environment showing the credits and names of the actors. immediately we question the genre of the film as the audience knows that happy sceneries don't come under the conventions of said genre and so they await to see how the movie will turn out with such a happy start.

The film 'Dark skies' have produced a successful opening sequence which used convention from the horror/thriller genre to create narrative enigma, e.g The quote along with the red colour of of the last sentence of the quote also with the speed of the music. Also the film included the challenging conventions of the film to make a unique copy of the genre. When producing my own opening sequence i would also like to use typical conventions but also challenge them so the audience is entertained.

Research into genre

Research into genre

                                                              Research into genre

The type of genre that my group proposed to look at for our opening sequence is the horror/thriller genre. There are many different conventions within this genre which i will discuss throughout the following.

Conventions of Horror and Thriller:

Colours: In many horrors, the colours that are usually associated are mainly quite dark/dull. These colours include black, brown, red, and grey. The reason these colours are seen like this is because people react to them due to the lack of light, which is why people find the night particularly scary and so the audience not knowing what is going on, are condemned with a slight fear.

The thriller genre is fairly similar, however leans into a more violent and mysterious content rather than a particularly scary content. So colours such as white and green may be more appropriate for the theme as they connote quite an unknowing feeling to the audience.

Black - Death, dark, night.
Brown - dilapidated content (old,broken).
Red - Blood, fury, anger.
Grey - weapons, thoughts.
White - paranormal, mysterious.
Green - unknown, unanswered questions.

Props: The props that are used in horror/thriller are quite varied throughout. For example, the stand out props that we associate with horror are sharp objects, cloaks, flying objects. The use of these props create tension and fear within the audience and then the murder happens leaving the audience stunned, the investigation unit then appears and takes the case.

Costumes: The costumes that are used in horrors are mainly seen as dark overcoats, hooded cloaks and white dresses, these again connote a mysterious feeling towards the audience as they are seen as very secretive. In thrillers, costumes may consist of detective coats/hat and  has-mac suits as this associates with an investigation, to inform the audience about what is happening, for example in breaking bad it shows two men in has mac suits and in scream the killer wears a hooded cloak.

     

Locations: In many horrors, certain locations are used as they are the perfect fit most of the time, for example haunted houses and hospitals are used as they are the most conventional uses for horrors. Locations are quite limited when making a horror as they need to be the perfect place such as basements in houses and forests which are quite isolated areas, each area could determine what is made within the shoot as each factor can denote a specific part of horror. However thrillers we see a investigation scene rather that something scary, for example a scene from dexter which shows an investigation in process.

Audio: The audio in horrors vary depending on the type of horror. In this this genre, audio takes up a dramatic tone and serious tension. The audio builds up with the tension to get the audience waiting for something to happen. The speed of the sound also affects the way in which a scene in portrayed for example if the sound is fast, it creates an anti climax and the intensity of the tension increases to alert the audience that there will be something crazy going to happen or create so much tension to make the audience think that something will happen but wont.

Characters: In this genre the characters that are portrayed are quite normal everyday people but always have some story behind them that the audience will learn throughout the horror movie, which is very conventional of the horror genre.

Here are some of the movies that portray the horror/thriller genre and which are asasociated with murder, violence and investigative:

Director: Martin scorsese

Actors: Leonardo Di caprio, Mark Ruffalo. 

Actors: Michael C Hall, Jennifer Carpenter.

Director: Drew Goddard
Actors: Chris Hemsworth, Kristen Connolly.

Audience and Theorists.

AUDIENCE AND THEIR THEORIES

WAYS OF DESCRIBING AUDIENCES IN MEDIA STUDIES 

Socio-Economic group/scale - This is a way of describing an audience based on the kind of job they have. 

A - High managerial jobs earning top salaries e.g footballers

B - middle managerial jobs earning good salaries e.g teachers

C1 - junior managerial jobs or supervisory jobs earning average salaries e.g secretaries

C2 - skilled manual worker e.g mechanics

D - semi-skilled and unskilled manual worker e.g gardeners 

E - pensioners, students, the unemployed 

Demographic group - This is a way of describing an audience based on the factual information about them. It might include aspects such as:

.Age

.sexuality

.gender

.ability/disability

.class 

.relationship status

.ethnicity

.number of children

.nationality Lifestyle 

This is a way of describing an audience based on other aspects of their lives. it might include things such as: 

.Fashion/style

.personality

.behavior

.values

AUDIENCE THEORIES  

BLUMLER AND KATS USES AND GRATIFICATION THEORY - Suggests that audiences enjoy products which offer them opportunities to: 

.ESCAPE 

.BE ENTERTAINED 

.INTERACT WITH OTHERS 

.BE EDUCATED OR INFORMED 

.TO FORM A SENSE OF THEIR OWN IDENTITY

MASLOW'S HIERARCHY OF NEEDS THEORY - SUGGESTS THAT ALL HUMANS NEED THE FOLLOWING THINGS

PHYSICAL NEEDS e.g food, water, sleep.

SAFETY AND SECURITY NEEDS e.g safe, healthy.

LOVE AND BELONGING e.g a sense of belonging, community.

ESTEEM e.g self esteem, confidence, respect.

SELF ACTUALIZATION e.g creativity, independence, fulfillment.

YOUNG AND RUBICAM'S AUDIENCE 

TYPE THEORY - SUGGESTS THAT ALL AUDIENCES FALL INTO ONE OR ONE MORE OF THE 

FOLLOWING CATEGORIES:

THE EXPLORER - like a challenge, often the first to try out new ideas and experiences. 

THE ASPIRER - materialistic people, worry about what others think of them, superficial values, care about appearances.

THE SUCCEEDER - strong goal and know where they want to be. They often reach positions of responsibility in society. they seek out the best because they want the best and feel like they deserve it. they like being in control.

THE REFORMER - they pride themselves on tolerance and are often seen as being intellectual. they wont buy things just because they are new. They want enlightenment.

THE MAINSTREAM - they like being part of a big group and feeling as though they fit in. They respond to family brands and values for money they like security.

THE STRUGGLER - These people believe 'you only live once' and make few plans for tomorrow. They are often associated as wasters and losers. Their lives are apparently associated with alcohol and junk food and visual and physical impact and sensations are important in their brand choices. These people seek escape

THE RESIGNED - Mostly older people with in changing values that have built up over time, they respect institutions and enjoy traditions, safety, familiarity. Their aim in life is to simply survive.

Lighting

Lighting by snapb003

In this piece of work you will see how i tried to use lighting within pictures. To do this i used pixelmator which is a special software that enables one to be able to change the lighting in pictures, to change the lighting i changed the different styles around until i got what i thought felt right. overall, this was a very fun piece of work to do but can get difficult depending on what you may be looking for.