Cumnock Media Class
Tone?
Camera angles and movements?
Lighting?
Special effects?
A sense of time?
Diegetic and non-diegetic sound?
Role of media – purpose of ad? How do you know it is really a commercial for a supermarket?
Preferred reading?
Differential decoding?
Can you read the text? Are you a media know-it-all yet?
How are they structured? What media techniques are being used?
What is the tone of each one?
What is the preferred reading?
What might a differential decoding be?
What role of media is shown here?
Analysis of technical codes for Derek The Cuckoo
As you watch the Irn Bru advert, note the following:
Frame 1
Setting: Interior library 4.10pm
Action: Student sits motionless at desk
Distance: Extreme long shot (ELS) student
Angle: Slight high angle
Movement: Track forward
Audio: Sound of ticking clock
Continuity: Ticking clock across first 3 shots
Frame 2
Action: Librarian stamps book beside photo of her giving a “shush” gesture
Distance: Medium close up (MCU) librarian with head obscured by framing
Angle: Slight high angle
Movement: Static
Audio: Ticking clock and sound of library book being stamped
Frame 3
Action: Bored student at desk gazes vacantly into empty space
Distance: Medium close up (MCU) student
Angle: Low angle
Movement: Static
Audio: Ticking clock
Frame 4
Action: Student sits motionless at desk
Distance: Extreme long shot (ELS) student
Angle: Slight high angle
Movement: Static
Audio: Creak … crash!
Continue this analysis yourself and for each frame you look at, state what meaning is conveyed to the viewer.
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