Representation and identity

Stereotyping as a form of representation, reduces people to a few characteristics or traits. It is useful as the audience can easily decode them.

Subvert - to go against something.

The National Lottery - This Girl Can

• This is a campaign charity piece
• It is supposed to motivate larger women. The stereotype of larger women is that they are embarrassed to exercise, this advert is saying that women should have no shame. The montage of close-up shots of the women is reinforced by the word 'jiggle'. In particular, close up shots of stomachs (for example), and overall jiggling female body parts.
• This girl can advert subverts stereotypical representations of women in sports-adverts. 
• 'Jiggling' is commonly used in a negative way. The onscreen graphics contrasts the typical use of the word, and changes it positively.
• Another example of this subversion is the inclusion of the word 'pig' in the onscreen graphics, as once again, it is used in a positive light instead of negatively.
• We are initially positioned in a voyeuristic point of address, as the opening shot is a close-up of the woman. The advert is forcing us to confront the truth.
• The woman is confident, and allowing the camera nearby.
• By allowing the camera nearby, the producer is subtly introducing the dominant ideology that all women are attractive, regardless of weight.
• 'Feel Like A Fox', the connotations of the word, 'fox', is that the women is sexually attractive, unlike the stereotypes of overweight women.
• The mise-en-scene of light and dark lighting provides binary opposition for the audience.
• The audience provides polysemic meanings.
• It is targeted at all women.
• But there is a huge flaw with this advert, as it suggests that overweight women should embrace their appearance, but then it shows them trying to change their appearance by exercising. 
• This advert is trying to say that you can exercise regardless of what you look like.
• The idea is that if you are exercising you will draw attention to yourself, which will make you look more attractive to men. If you exercise you will look attractive.
• Sweating is unladylike.
• The national lottery are funding this campaign because they are popular, and they are hoping to get recognition out of this, and therefore they will make more money as more people will buy tickets, because they will feel more included. 

Intertextuality- Where one media product makes reference to another media product.

Pot Noodle - You can make it (2015)

- we cut to stereotypical gyms

- it's based on the North Of England

- It's making intertextual references to Rocky, because a lot of people know this film and we've seen this story before.

- He is training in run-down streets with council houses, further reinforcing the idea that he is working class.

- He is standing in Las Vegas, which creates binary opposition. This is conflict and excitement. It is the first scene at night and the first scene that is exciting as it juxtaposes the colour scheme in his room.

- The advert is aimed at working-class men.

- When we see him at the end, the preferred reading is to go 'ew', because he is doing a ladies job. 

- He is portraying the role of a ring-girl, which is typically associated with an attractive looking woman, which he is not, and therefore it makes us go 'ew'.

- He doesn't have muscle, he is skinny, he is not a sexually attractive man. 

- The referee is representative of the audience, because his facial expression is judgemental.

- The armpit hair is gross to the audience, but it gets their attention.

- In the shot of the family, there is a big family so stereotypically they are trying to claim benefits. They are wearing pyjamas so it can be inferred they are lazy.

- The stereotype is that black men stare at women and are sexually predatory, we know this because he licks his lips. We know that he has made it because this man looks at him.

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