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\author{Suzie C Dixon (suzie22dixon)}
\pdfinfo{
  /Title (advertising-a-level-media.pdf)
  /Creator (Cheatography)
  /Author (Suzie C Dixon (suzie22dixon))
  /Subject (ADVERTISING a level media Cheat Sheet)
}

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        \hspace*{-6pt}\includegraphics[width=5.8cm]{/web/www.cheatography.com/public/images/cheatography_logo.pdf}}
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    \vspace{-2pt}\large{\bf{\textcolor{DarkBackground}{\textrm{ADVERTISING a level media Cheat Sheet}}}} \\
    \normalsize{by \textcolor{DarkBackground}{Suzie C Dixon (suzie22dixon)} via \textcolor{DarkBackground}{\uline{cheatography.com/212965/cs/46379/}}}
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  \mymulticolumn{2}{p{5.377cm}}{\bf\textcolor{white}{Cheatographer}}  \\
  \vspace{-2pt}Suzie C Dixon (suzie22dixon) \\
  \uline{cheatography.com/suzie22dixon} \\
  \end{tabulary}
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  \mymulticolumn{1}{p{5.377cm}}{\bf\textcolor{white}{Cheat Sheet}}  \\
   \vspace{-2pt}Published 18th May, 2025.\\
   Updated 18th May, 2025.\\
   Page {\thepage} of \pageref{LastPage}.
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  \mymulticolumn{1}{p{5.377cm}}{\bf\textcolor{white}{Sponsor}}  \\
  \SetRowColor{white}
  \vspace{-5pt}
  %\includegraphics[width=48px,height=48px]{dave.jpeg}
  Measure your website readability!\\
  www.readability-score.com
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\begin{tabularx}{5.377cm}{X}
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{INTRODUCTION TO ADVERTISING}}  \tn
% Row 0
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\mymulticolumn{1}{x{5.377cm}}{{\emph{Advertisements}} are messages promoting something which one organisation has paid another to carry} \tn 
% Row Count 2 (+ 2)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Approx 'adspend' in the UK in2024 was 40.5 billion. A 10.6\% increase since 2023 due to digital growth and increased investment around the 'Euros' and the General Election.} \tn 
% Row Count 6 (+ 4)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Areas of advertising that {\bf{declined}} in 2019: Direct mail (i.e. junk mail) – down 4.5\% Regional newsbrands – down 11.7\% Radio – down 2.8\% In 2024 advertising on Twitter (X) and traditional media were all down.} \tn 
% Row Count 11 (+ 5)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Areas of advertising that {\bf{grew}} in 2019: Video-on-demand – up 16.7\% Out-of-home digital (i.e. digital billboards and posters) – up 17.1\% In 2024 online, TV and mobile advertising grew.} \tn 
% Row Count 15 (+ 4)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{FOUR THINGS}} an advert must do to be {\emph{effective}}: get noticed, persuade the audience, be memorable, identify the product} \tn 
% Row Count 18 (+ 3)
% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{What might an ad persuade the audience to do?: \{\{nl\}\} 1. donate to charity \{\{nl\}\} 2. join an organisation \{\{nl\}\} 3. change our behaviour \{\{nl\}\} 4. vote for a political party} \tn 
% Row Count 22 (+ 4)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
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\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Tide main image}}  \tn
\SetRowColor{LightBackground}
\mymulticolumn{1}{p{5.377cm}}{\vspace{1px}\centerline{\includegraphics[width=5.1cm]{/web/www.cheatography.com/public/uploads/suzie22dixon_1747496748_Screenshot 2025-05-17 at 16.45.36.png}}} \tn 
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\begin{tabularx}{5.377cm}{X}
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{TIDE - context and representation}}  \tn
% Row 0
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Historical context 1950s}} \{\{nl\}\} - post WW2 consumer boom \{\{nl\}\} - new technologies \{\{nl\}\} - designed to make domestic life easier \{\{nl\}\} - washing machines became desirable products \{\{nl\}\} - these needed new types of washing powder \{\{nl\}\} During WW2 women assumed traditionally male roles, and after the war men returned to these jobs and women mainly returned to domestic jobs. the 1950s media wanted to encourage a return to pre-war gender roles.} \tn 
% Row Count 10 (+ 10)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{TIDE}} \{\{nl\}\} - particularly made for machine cleaning \{\{nl\}\} - {\emph{proctor and gamble 1946}} \{\{nl\}\} - brand leader \{\{nl\}\} - DMB\&B advertising agency \{\{nl\}\} - print ads were supported by radio and tv creating {\bf{brand identity}}} \tn 
% Row Count 15 (+ 5)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Stuart Hall defintion of stereotype}}: representation that consists of a few simple characteristics or traits. \{\{nl\}\}\{\{nl\}\} Stereotypes are widely held but fixed and oversimplified images/ideas and are constructed in media through a limited range of codes, repeated often.} \tn 
% Row Count 21 (+ 6)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Gender stereotypes in adverts now are regulated by the Advertising Standards Agency - harmful gender stereotypes are not allowed} \tn 
% Row Count 24 (+ 3)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Women in Tide advert are: \{\{nl\}\} - all white \{\{nl\}\} - dressed similarly \{\{nl\}\} - similar hair and make up \{\{nl\}\} - domestic/family oriented \{\{nl\}\} - all very happy} \tn 
% Row Count 28 (+ 4)
% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{GAUNTLET: identity theory}}: \{\{nl\}\} Media provides us with the tools we use to construct our identities. \{\{nl\}\} In the past this tended to be singular, reductive images of gender identities. \{\{nl\}\} Media representation is now more diverse \{\{nl\}\} We are offered a range of identities and can pick and mix ideas to construct our identities} \tn 
% Row Count 35 (+ 7)
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{TIDE media language}}  \tn
% Row 0
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\mymulticolumn{1}{x{5.377cm}}{The tide advert has a lot of text, technological advancements needed to be explained in more detail in the 1950s} \tn 
% Row Count 3 (+ 3)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Tide, in comparison to modern adverts, are more gendered, focusing on images with housewives and outdated ideas that laundry is a "woman's job"} \tn 
% Row Count 6 (+ 3)
% Row 2
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\mymulticolumn{1}{x{5.377cm}}{Connects clean clothes to status} \tn 
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\mymulticolumn{1}{x{5.377cm}}{} \tn 
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% Row 4
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Levi-strauss BINARY OPPOSITES}}} \tn 
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\mymulticolumn{1}{x{5.377cm}}{- Strauss argued that we define our values through their opposites} \tn 
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\mymulticolumn{1}{x{5.377cm}}{- Binary means there are two options} \tn 
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\mymulticolumn{1}{x{5.377cm}}{- can be thought of as an idea or characteristic versus its opposite} \tn 
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\mymulticolumn{1}{x{5.377cm}}{} \tn 
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% Row 9
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Binary opposites in Tide}}} \tn 
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% Row 10
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\mymulticolumn{1}{x{5.377cm}}{Tide vs other brands - "tide gets clothes cleaner than any other washday product you can buy!"} \tn 
% Row Count 16 (+ 2)
% Row 11
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\mymulticolumn{1}{x{5.377cm}}{Tide vs soap - "no soap, no other suds"} \tn 
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% Row 12
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\mymulticolumn{1}{x{5.377cm}}{Tide vs dirt - "clean" repeated} \tn 
% Row Count 18 (+ 1)
% Row 13
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\mymulticolumn{1}{x{5.377cm}}{Tide vs dirty laundry - the add offers the "whitest" and "brightest" wash} \tn 
% Row Count 20 (+ 2)
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{TIDE - other theories}}  \tn
% Row 0
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\mymulticolumn{1}{x{5.377cm}}{GAUNTLET IDENTITY THEORY: Tide advert characters – familiar to 1950s female audience as representation of own lives  Characters act as 'role models' for domestic perfection. Construction of 'identity'. The depiction of the passive housewife throughout the twentieth century was increasingly being replaced by images of assertive women taking control of their lives, epitomised by the "girl power" endorsed by those such as the Spice Girls.} \tn 
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% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{GERBNER CULTIVATION THEORY: mainly studies the long-term impact of television on the audience, in a specific group of people: The longer it watches TV, the closer the audience's perception of reality is, to the content of the TV.} \tn 
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% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{USES AND GRATIFICATIONS THEORY BULMER AND KATZ: suggests that media users play an active role in choosing and using the media. Bulmer and Katz believed that the user seeks out the media source that best fulfils their needs.} \tn 
% Row Count 20 (+ 5)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{bell hooks:}} Lighter skinned women are considered more desirable and fit better into the western ideology of beauty. Promotes the 'oppositional gaze' – The 'housewife' might be a symbol of sexist/patriarchal oppression. Ideology of 'domination'} \tn 
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% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{LIEBST VAN ZOONEN: The display of women's bodies as objects to be looked  being a core element of western patriarchal culture. Women as submissive and passive. Construction focuses on an 'ideal' shape.} \tn 
% Row Count 31 (+ 5)
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\vfill
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{TIDE - other theories (cont)}}  \tn
% Row 5
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{JUDITH BUTLER: Identity is 'performed' through the construction of what 'gender' is considered to be. Gender performativity is not a 'singular' act, but  a repetition of what has gone before and a ritual} \tn 
% Row Count 5 (+ 5)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Kiss of the Vampire poster}}  \tn
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\mymulticolumn{1}{p{5.377cm}}{\vspace{1px}\centerline{\includegraphics[width=5.1cm]{/web/www.cheatography.com/public/uploads/suzie22dixon_1747497557_Screenshot 2025-05-17 at 16.58.51.png}}} \tn 
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{KISS OF THE VAMPIRE context}}  \tn
% Row 0
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\mymulticolumn{1}{x{5.377cm}}{Kiss of the Vampire was released in 1963} \tn 
% Row Count 1 (+ 1)
% Row 1
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\mymulticolumn{1}{x{5.377cm}}{Early stages of second-wave feminism} \tn 
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% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Made by the British studio Hammer - strongly associated with horror and monster movies} \tn 
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% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Women as victims was a recognisable convention of monster movies in the 1960s} \tn 
% Row Count 6 (+ 2)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Tendency to combine passive women with sexualised representations} \tn 
% Row Count 8 (+ 2)
% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Most posters use images of passive female victims...} \tn 
% Row Count 10 (+ 2)
% Row 6
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{... {\bf{BUT}} ... Kiss of the Vampire also depicts a woman with connotations of power} \tn 
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% Row 7
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Similarity {\bf{+}} difference (Neale genre theory)} \tn 
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% Row 8
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Cold war:}} Period of tension between Communist / East and Capitalist / West. Widespread feelings of fear and paranoia- of communist states, spies, double agents and nuclear war.} \tn 
% Row Count 17 (+ 4)
% Row 9
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{'Profumo Affair':}} John Profumo – Secretary of State for War (age 46) and had an affair with a showgirl – Christine Keeler (age 19). She was also having 'relations' with a Russian (rumored to be a spy). Profumo lied about this in an investigation. Newspapers covered the story in great detail for months. Profumo confessed and resigned, but Keeler was blamed and shamed by the press} \tn 
% Row Count 25 (+ 8)
% Row 10
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Everyone in the audience would be aware of the Profumo affair The female vampire shares a similar 'look' to Christine Keeler} \tn 
% Row Count 28 (+ 3)
% Row 11
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{'Femme fatale' stereotype} \tn 
% Row Count 29 (+ 1)
% Row 12
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{The Kiss of the Vampire poster uses established objectified representations of women} \tn 
% Row Count 31 (+ 2)
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{KISS OF THE VAMPIRE context (cont)}}  \tn
% Row 13
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\mymulticolumn{1}{x{5.377cm}}{BUT ALSO representations that might challenge this} \tn 
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\begin{tabularx}{5.377cm}{X}
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{KISS OF THE VAMPIRE representation}}  \tn
% Row 0
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\mymulticolumn{1}{x{5.377cm}}{WOMAN ON THE LEFT: Slumped, lifeless – unconscious or even dead. Carried / supported by male character. Weak, vulnerable, victimised. Not an empowering representation of women. Head tipped back – exposes her neck. Tight silky dress. Exposed neck and upper chest. Both sexualised and passive / submissive} \tn 
% Row Count 7 (+ 7)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{WOMAN ON THE RIGHT: Far more active – captured in motion. The woman is in control of a lifeless male figure. She is being bitten – but presents resistance. Dress tightly fitted around the chest and exposing skin. Although her dress is looser than the other woman's, it still shows her figure.} \tn 
% Row Count 13 (+ 6)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{MAN ON THE LEFT: he seems fearful – readable in his expression. Defensive gesture – shielding his body.} \tn 
% Row Count 16 (+ 3)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Male fears of powerful women} \tn 
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% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Men had always been more powerful than women, not this was being challenged} \tn 
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% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{They might identify with the male vampire – scared and defensive in proximity to the powerful woman} \tn 
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% Row 6
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Most likely to be drawn to the female vampire: Brighter colours. Sharper lines. She's in front of the text – the male vampire is partially obscured by it} \tn 
% Row Count 26 (+ 4)
% Row 7
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{The left hand side of the poster could be seen as the 'old' way – passive woman being controlled by a man} \tn 
% Row Count 29 (+ 3)
% Row 8
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{The right hand side represents a challenge to this} \tn 
% Row Count 30 (+ 1)
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{KISS OF THE VAMPIRE representation (cont)}}  \tn
% Row 9
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\mymulticolumn{1}{x{5.377cm}}{As the right hand side is more prominent, it could suggest the old way being 'edged out'} \tn 
% Row Count 2 (+ 2)
% Row 10
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\mymulticolumn{1}{x{5.377cm}}{{\bf{HOWEVER...}}} \tn 
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% Row 11
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\mymulticolumn{1}{x{5.377cm}}{... Feminism was still 'new' and not widely recognised} \tn 
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% Row 12
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Audiences with more conservative views of gender get what they expect on the left hand side of the poster} \tn 
% Row Count 8 (+ 3)
% Row 13
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Younger, more progressive audiences might read a subtle social message into the poster} \tn 
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\hhline{>{\arrayrulecolor{DarkBackground}}-}
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{SUPER. HUMAN. link}}  \tn
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\mymulticolumn{1}{x{5.377cm}}{\seqsplit{https://www.youtube.com/watch?v=OjIP9EFbcWY}} \tn 
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{SUPER. HUMAN. context}}  \tn
% Row 0
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\mymulticolumn{1}{x{5.377cm}}{Created to promote the 2020 Paralympic Games by Bradford Young, the Oscar nominated cinematographer and the first African American cinematographer to be nominated for an award in 2017 for his work on the film Arrival.} \tn 
% Row Count 5 (+ 5)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Devised and created by Channel 4's in house creative agency 4Creative and produced by Serial Pictures and Somesuch} \tn 
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% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{This trailer is the third campaign for the Paralympics undertaken by Channel 4} \tn 
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% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Explores the sacrifices made and the trials endured by Paralympic athletes in preparation for the 2020 Tokyo Paralympic Games.} \tn 
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% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{So You Wanna Be a Boxer (from the soundtrack to Bugsy Malone)} \tn 
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% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{So You Wanna Be a Boxer has a similarly positive message but also includes the idea of being determined to succeed when others might not believe in you} \tn 
% Row Count 19 (+ 4)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{SUPER. HUMAN. media language}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Images focusing on mundane, every-day routine} \tn 
% Row Count 1 (+ 1)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Images focused on personal life outside of sport} \tn 
% Row Count 2 (+ 1)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{But also hobbies, such as playing drums} \tn 
% Row Count 3 (+ 1)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Direct mode of address:}} Athletes shown outside of the context of sport, showing their personalities} \tn 
% Row Count 6 (+ 3)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Uses of video shot on a phone, authentic and immediate – a sense of the 'real'} \tn 
% Row Count 8 (+ 2)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{SUPER. HUMAN. representation}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Medical model of disability}}: Established in Victorian era. Understood disability as a "problem" with the body that stopped it from performing to the norm} \tn 
% Row Count 4 (+ 4)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Social model of disability}}: Established 1960s. Distinguishes between impairment and disability. People with impairments are only disabled if society fails to accommodate them} \tn 
% Row Count 8 (+ 4)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{The ad shows how much disabled people can achieve} \tn 
% Row Count 9 (+ 1)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{But something as small as a step (and an ignorant café owner) can stop them from accessing parts of life that others take for granted} \tn 
% Row Count 12 (+ 3)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{This is part of the broader awareness-raising purpose of the ad} \tn 
% Row Count 14 (+ 2)
% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{It is designed to advertise the Paralympic footage on Channel 4} \tn 
% Row Count 16 (+ 2)
% Row 6
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{But also to raise awareness around disability in general} \tn 
% Row Count 18 (+ 2)
% Row 7
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Media producers actively choose elements of media language … and place them alongside others to construct representations} \tn 
% Row Count 21 (+ 3)
% Row 8
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{The advert has been careful to avoid stereotypes of disabled people} \tn 
% Row Count 23 (+ 2)
% Row 9
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{3 common representations of disabled people}}: victim, villain, hero} \tn 
% Row Count 25 (+ 2)
% Row 10
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{} \tn 
% Row Count 25 (+ 0)
% Row 11
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Rather than construct disabled people as 'other', the producers emphasise shared experience by including footage of athletes in everyday situations such as waking up in the morning, eating breakfast and spending time with their families.} \tn 
% Row Count 30 (+ 5)
\end{tabularx}
\par\addvspace{1.3em}

\vfill
\columnbreak
\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{SUPER. HUMAN. representation (cont)}}  \tn
% Row 12
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{The frequent use of close-ups and point-of-view shots support this by personalising the athletes and aligning the audience with them.} \tn 
% Row Count 3 (+ 3)
% Row 13
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{The focus of the advert is on athletes striving to achieve at an elite level. Focusing on their commitment and the physical effects of their training prevents them from being stereotyped as 'heroes'.} \tn 
% Row Count 8 (+ 5)
% Row 14
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{There is diversity in terms of gender, race and ethnicity, as well as different kinds of disability being represented} \tn 
% Row Count 11 (+ 3)
% Row 15
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{} \tn 
% Row Count 11 (+ 0)
% Row 16
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Consider Gauntlet identity theory}}} \tn 
% Row Count 12 (+ 1)
% Row 17
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{The way the advert focuses on what disabled people can do, rather than what they can't} \tn 
% Row Count 14 (+ 2)
% Row 18
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{The focus on aspects of disabled identity not often seen in media (such as the café sequence)} \tn 
% Row Count 16 (+ 2)
% Row 19
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{This woman is wearing a bonnet - something black women sometimes wear to care for their hair} \tn 
% Row Count 18 (+ 2)
% Row 20
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Representation of natural black hair is still relatively uncommon} \tn 
% Row Count 20 (+ 2)
% Row 21
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{} \tn 
% Row Count 20 (+ 0)
% Row 22
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{consider bell hooks theory}}} \tn 
% Row Count 21 (+ 1)
% Row 23
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Recognizes that social classifications (e.g., race, gender, sexual identity, class, etc.) are interconnected, and that ignoring their intersection creates oppression towards women and changes the experience of living as a woman in society} \tn 
% Row Count 26 (+ 5)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{SHOT example 1}}  \tn
\SetRowColor{LightBackground}
\mymulticolumn{1}{p{5.377cm}}{\vspace{1px}\centerline{\includegraphics[width=5.1cm]{/web/www.cheatography.com/public/uploads/suzie22dixon_1747498764_Screenshot 2025-05-17 at 17.19.05.png}}} \tn 
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{This shot emphasises the distance the athlete has to travel carrying the heavy weight \newline Tracking shot  \newline The soundtrack includes heavy his heavy, emphasising exertion}  \tn 
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{SHOT example 2}}  \tn
\SetRowColor{LightBackground}
\mymulticolumn{1}{p{5.377cm}}{\vspace{1px}\centerline{\includegraphics[width=5.1cm]{/web/www.cheatography.com/public/uploads/suzie22dixon_1747498798_Screenshot 2025-05-17 at 17.19.38.png}}} \tn 
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{This exertion is sometimes so extreme the athletes are sick! \newline Soundtrack includes visceral gagging sounds \newline  \newline also clip showing bruise \newline Emphasising the pain and discomfort that comes with training at this level}  \tn 
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{SHOT example 3}}  \tn
\SetRowColor{LightBackground}
\mymulticolumn{1}{p{5.377cm}}{\vspace{1px}\centerline{\includegraphics[width=5.1cm]{/web/www.cheatography.com/public/uploads/suzie22dixon_1747498907_Screenshot 2025-05-17 at 17.21.03.png}}} \tn 
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{THE ABOVE SHOT IS FROM A SEQUENCE - same action, different shirt \newline  \newline This part of the advert uses jump cuts \newline Combining two non-continuous shots \newline Same person, same scenario, same camera angle \newline But the change in clothes mean the shots can't be continuous: time must have passed in between them \newline The effect here is to condense time \newline And communicate that this is a routine activity for this athlete}  \tn 
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{SHOT example 4}}  \tn
\SetRowColor{LightBackground}
\mymulticolumn{1}{p{5.377cm}}{\vspace{1px}\centerline{\includegraphics[width=5.1cm]{/web/www.cheatography.com/public/uploads/suzie22dixon_1747499027_Screenshot 2025-05-17 at 17.23.25.png}}} \tn 
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{What connotations does this image have? (followed by athlete training) \newline Discipline \newline Order \newline Hard work \newline Routine \newline What meaning is created when it is combined with this image? \newline The athlete's training regime requires a similar kind of dedication and discipline as being in the army}  \tn 
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{SHOT example 5}}  \tn
\SetRowColor{LightBackground}
\mymulticolumn{1}{p{5.377cm}}{\vspace{1px}\centerline{\includegraphics[width=5.1cm]{/web/www.cheatography.com/public/uploads/suzie22dixon_1747499102_Screenshot 2025-05-17 at 17.24.29.png}}} \tn 
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{What connotations does this image have? \newline Pain! \newline Joyful once the baby is born – but the process is long and painful \newline What meaning is created when it is combined with this image? \newline The facial expression is very similar \newline Draws parallels between the pain of childbirth and the hard work of training}  \tn 
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{SUPER. HUMAN. - intellectual montage}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Taking two images that each have their own meaning…} \tn 
% Row Count 2 (+ 2)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{... and combining them to create a different meaning} \tn 
% Row Count 4 (+ 2)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{The third meaning is a result of the combination of the two images} \tn 
% Row Count 6 (+ 2)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Based on a film experiment by Lev Kuleshov} \tn 
% Row Count 7 (+ 1)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Highlighted the power of editing in controlling audience's perception of emotion and their own emotional responses} \tn 
% Row Count 10 (+ 3)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{CAFE SEQUENCE}}  \tn
\SetRowColor{LightBackground}
\mymulticolumn{1}{p{5.377cm}}{\vspace{1px}\centerline{\includegraphics[width=5.1cm]{/web/www.cheatography.com/public/uploads/suzie22dixon_1747499629_Screenshot 2025-05-17 at 17.28.25.png}}} \tn 
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{This moment in the advert emphasises the social model of disability \newline There is no reason someone in a wheelchair cannot eat a fry-up in a café… \newline … unless the café hasn't accounted for disabled customers and made the building accessible}  \tn 
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}


% That's all folks
\end{multicols*}

\end{document}