Representation Analysis

Representation Analysis

Advertisement 1 - Tide

In the ad a white mother is shown talking to the camera complaining about her young daughter's tomboyish natures. The mother is represented as well off as shown by the nice house interior and also very feminine which is represented by the pink, white, and flowers in the scene. The mother also seems to be in her 30's. In the ad the mother talks about how she wishes her daughters tomboyish clothes(hoodies and cargo shorts) were ruined but tide saved them. At the end of the commercial the mother makes a snide comment about her daughter building a car garage with blocks. This represents the need for women to conform to a girly standard of clothing and mannerisms and being looked down on by others who decided to follow that social norm. Audiences viewing this may agree with the advertisements stance as many people still believe in the feminine social norms. The slogan "Style is a option. Clean is not." at the end may be used by the audience as fuel for their argument of women having the choice of wanting to be feminine or not.

Advertisement 2 - Axe

In this ad women in bikinis flock to a singular man spraying Axe body spray on himself. The women are all white and run to the man as if they are animals. The women are represented as being mindless and drawn to men. The male in this ad is represented as something valued highly by females that does not have to try to gain their affection. They are simply an object for him to choose out of many. The audience of this advertisement could be led to believe that Axe has a sort of "charming" effect on women that they find irresistible. This is a very toxic way of thinking as men could start to view women as objects that they deserve and have a right to.

Genre Research - Action

Genre - Action

Context

The action genre is typically defined by being very fast paced with lots of stunts throughout the film. Movies in the action genre revolve around a protagonist or group of protagonists going against one main antagonist. They also contain a large amount of fight scenes or action packed chase scenes or scenes where the protagonist is fighting time.

Captain America fighting his former self in "Avengers: Endgame"

The films in this genre also typically have a white male as the protagonist. The role is dominated by a few actors, some of them being Keanu Reeves, Sylvester Stallone, Tom Cruise, Jason Statham, and Dwayne Johnson. In this genre females are not normally cast as leads and instead have a supporting role or are a love interest. In the films characters use a variety of weapons ranging from guns and knives to blasters and lightsabers depending on the world the film takes place in. Action movies can take place in any setting but the most common setting used is the modern world.

Tom Cruise in "Mission: Impossible"

Production Techniques

Action movies use a couple techniques to really draw the viewers attention. One technique used is high shutter speed. Using a high shutter speed allows the movements of characters and objections to become much more pronounced on screen. Films also use a lot of closeups and extreme closeups. This makes it much easier to make fights and other action seem realistic and also makes the final edit easier. Action films also use a ton of visual effects to make the stunts preformed seem as realistic as possible.

Before and after visual effects in "John Wick: Chapter 3"

Marketing

Action movie marketing is typically done by showing action scenes in trailers. Movie studios capitalize on people paying attention to fast things and show as much action as they can without spoiling the movie in marketing campaigns. Studios also make flashy posters with the most well known actors so people rush to see famous actors in new movies.

Films

                     Deadpool

The movie Deadpool is about a superhuman man who is trying to take revenge on the evil scientist who conducted experiments on him. In this film the protagonist is a white male(Ryan Reynolds) and there is only one main antagonist. The movie is advanced by gruesome fight scenes that all take place in a realistic modern world. The film is extremely fast paced and the fight scenes have loads of closeups adding to the mayhem, both staples of the action genre.

Avengers: Endgame

Avengers: Endgame is an action film in which the remaining avengers must find a way to defeat the main villain Thanos and revert the damage he did to the universe. This film has a lot of visual effects and fight scenes throughout the movie. The movie has non-stop action and includes fight scenes where the characters use both modern weapons and mythical devices to fight the enemy. 

Spider-Man: Far From Home (2019)

John Wick (2014)

Rambo: Last Blood (2019)

Mad Max: Fury Road (2015)

The Terminator (1984)