Looks angry almost like terrorist, but we don’t know as Detournement – hijacking or re-routing – ‘culture jamming’ -Adbusters is an anti-capitalist magazine
Mise-en-scene of model’s
magazine lacks anchorage Culture jamming – this practice of criticising and subverting advertising and consumerism in the mass media, by methods such as producing -Marxism is the idea of the manipulation of the working class by the ruling class. All money is given to those
facial expression is angry – Cover line ‘post-west’ anchors the image. The better off. This is the exploitation of the working class. Society has been put up by the ruling class in order for
advertisements parodying those of global brands
looks like belongs in army lexis ‘west’ has connotations of Western the working class not to be rich. Marx argued that the working class will keep going and get to the point where
culture and society- could mean that they revolt
Masthead is in sans serif, bold, clear and magazine targets Western cultures – such as Product context
Mode of
stands out. But looks like it has low production address is North American, UK. This creates binary -set edition – May/June 2016
value, as ifs been printed badly and there is opposition with the East. This shows cultural -website – www.adbsuters.org Binary opposition between people at top Binary opposition between harsh, high contrast black & white and
straight
mud on masthead differences – the West symbolises Capitalism -magazines frequently published – 6 times a year, buy monthly who are refugees struggling to push rich colour – creates symbolic connotation of a desirable lifestyle vs a
forward
and East there are third world countries. The -published by Adbusters Media Foundation – 1989 to present beyond the fence and the fashion hateful, horrible existence. Accuses the target audience of being
Magazine gives no context to what genre it is – genre -price - £10.99 – the price varies widely as barcode is difficult to find, no price written on it runway – constructs an ideological guilty of forcing people into poverty. Criticises the capitalist ideology
lexis ‘post’ means something we don’t know
is ‘in yer face’ – suggests the magazine is different and -circulation – 120,000 readership – small for indie magazine perspective of struggle, poverty & that in order for one person to be rich another must be exploited &
has happened as it has happened and there is
in world of its own. It doesn’t have a genre – hybrid -genre – independent/campaigning/culture jamming exploitation poor. Additionally, even high end brands are often constructed in
no other anchorage
genre -subtitle – ‘journal for the mental environment’ – Adbusters is not for-profit magazine, fight back against the hostile takeover of our ‘third-world’ & developing countries for much less than it would cost
Masthead is plain white Title of this
psychological environments by commercial forces otherwise. Countries such as Bangladesh have lower wages to pay &
Front cover almost like old sans serif, clearly visible edition is
-anti-adverts and anti-capitalist – Capitalism is a society based around money. Communism – they want to be the same fewer laws protecting workers
video as there are lines – top of cover, although ‘post-west’
-not for-profit, focuses on ideology and doesn’t make money
symbolises that videos and partially covered by in same
-completely lacks advertising
cameras are Western ‘pasted over’ effect white font as Extremely sparse layout, with little copy. Forces
-the masthead on every magazine is different – by having the same masthead for every magazine it gives it brand identity. Commercially
culture. The fact that it masthead, audience to construct their own meaning. Complete lack
that is a bad idea because it lacks brand identity, won’t make it recognisable and people won’t buy it
looks distorted suggests Front cover image dominantly of anchorage. A funny joke?
-Adbusters goes against other media products because it is not to make money
something negative about not fully anchored – positioned in
-for example, Donald Trump is shown on the cover of one copy suggesting he is Hitler
Wester culture assumes level of lower third
-no anchorage on any front covers
understanding for Front cover cover lacks -just like other magazine brands they have a UK and international edition Runway page
audience convention- e.g. -magazines do not have age restrictions
Black background, main -brand identity – random & rebellious – conventional and offensive
cover lines, price,
image of male in
barcode – reflects
camouflage jacket, angry
Front cover independent & Key Theory 1 – Roland Barthes – Semiotics
expression, clenched fist,
subversive nature of -media products communicate a series of meanings through visual codes & technical codes. These include: proairetic, symbolic &
image partially posted
Social/political message – image linked magazine hermeneutic
over – subverts the codes
to article ‘Time for a racial rethink of -After may years of codes being repeated their meaning can become agreed upon by society Commodity fetishism
of consumer/lifestyle
magazine what is considered normal life in the -this is the process of ascribing magic qualities to an object, where-by the human labour to make the object is
decadent West’. Also suggesting ‘post- Key Theory 4 – Claude Levi-Strauss associated with a monetary value for exchange
truth’ -All media products have an underlying structure & knowledge of this structure helps them analyse them -Marxist concept. This is the manipulation of the working class meaning they are not concerned about money &
-Binary oppositions are two diametically opposed concepts that end up defining each other inequality
Binary opposition constructed between well-known -Binary oppositions and the way they are used by producers in narratives demonstrate their ideological significance
No anchorage for Shocking & controversial Mise-en-scene of wrinkly hands shows
high end fashion designer & clearly home-made shoes
image & we are ideology Advantages of capitalism Disadvantages of capitalism Lacks anchorage – assumes the audience has excess water. This is not a luxurious Page shows
worn by model. Constructs ideological perspective
seeing something -the harder you work, the more money you will get -by not buying it can destroy things geographical knowledge as audience may be image, elements of mise-en-scene that inequality
that fashion industry is inclusive & harmful to people
stereotypically & Confidential & -simple hierarchy -it is extremely critical of situations in society. Adbusters published an unaware of Osasco could make it luxurious are bubbles &
in developing countries
potentially racist potential racist -gives people goals – people rewarded for working hard article describing Israel similar to Nazi Germany. Adbusters pulled the showing the person. This is a binary Preferred reading –
Expectation of audience knowledge. -makes the world simple edition in many areas due to accusations of anti-semitism This image completely audience should feel
mode of address opposition between the soap advert in
Adbusters expects audience to be -buying nice things subverts & challenges the sorry for people in
Extremely low Woman magazine
familiar with high-end fashion representations of women – San Paulo for having
production values
on ‘red soles’ image, brand, indicating middle class
audience
ADBUSTERS MAGAZINE goes against Van Zoonens
theory that women only
little water
like old camera Adbusters is a multi-media
appear in media products to
phone. Symbolic of experience – wants people to
be looked at by heterosexual
poverty, conflict & Hermeneutic code of dirty feet research to gain information
men
terrible life presents a question to the audience –
‘why are these feet so dirty?’ Ideological perspective of Adbusters is they talk about how everyone is doing wrong Assumes the audience Little shown of the woman as they
High angle birds eye Adbusters is a savage, angry & focused magazine but it is targeting an audience that already agrees with these things. The target audience knows about Zucchetti want the focus to be on the
view shot ‘looking is likely to be white. What is the point if it isn’t converting anyone? taps – targeting a middle information as the bottom instead.
down’ on model is Breaking the hegemonic class audience & if They don’t want the woman to be
audience don’t know they Double page sexualised, which subverts &
symbolic as we as norms & values – bottles are
consumers of the clearly not shoes. They lack can research it challenges the representation of
Adbusters website – adbsuters.org
shoes are having an comfort and fashion -makes Adbusters available women – not to please heterosexual
impact on those in -website targets larger audience – young teenage audience – informal lexis, more likely to target this audience as always online. It uses Lacks anchorage – assumes the audience men
developing counties Postcolonial perspectives convergence, the coming together of two media products, different to other magazines (e.g. Woman) as couldn’t use online media so had knows about Sao Paulo & Zucchetti taps Commodity fetishism – people want
& indeed ‘looking – a guttural mode of to appeal to large audience Zucchetti taps
down’ on those less Louiboutons address, testing the -website exists to promote magazine – Adbusters brand identity is anti-capitalist & edgy and is not for profit, makes money through people
fortunate than us The image on the
audience & suggesting buying the magazine
right goes into the First image is close up of
they are part of the
Intertextual reference to charity page on left – woman’s face & focuses on her
problem
adverts such as WaterAid – a criticism Constructing audiences & brand identity using digitally convergent media suggesting poverty eyes & symmetrical face
of Louboutins marketing strategy – -Adbusters constructs its audience as anti-capitalist & wanting them to make a change in society is larger issue in
Representations of ethnicity
selling a deliberate lifestyle vs hateful -website is loud & different to other magazine websites, which is similar to Adbusters brand identity. The website doesn’t include any society Dramatic & high key lighting which
-Black African people represented as poor, shown through
& horrid existence adverts only uses photography of black &
mise-en-scene of bottle shoes
-magazine & website have messy layout, poor type set, both use informal lexis – no clear ‘house style’ High angle long shot on the white
-mise-en-scene of dust & sand and his black skin suggests
-website includes merchandise, such as shoes – if people buy the shoes more people will hear about the brand right emphasises her
he is African Dull lighting which relies
-magazine website uses social media, includes links to latest edition to buy & Facebook significance
-mise-en-scene of the charity advert is intertextual on natural lighting
-website includes interactive features, sound & images on website, for example ‘Get involved’ page & the Facebook page includes videos Doesn’t include any Go You Own Way –
reference shows reality
for audience to watch anchorage double page
-post-colonialism
Binary opposition between the two Adbusters presents nuanced &
How do these representations reflect the industry context/ideology of Adbusters? Article includes direct mode of address directly targeting Not only lacks anchorage but
Dark colours – women – one woman on a complicated ideology to the
-anti-capitalist magazine – making a joke. One reading that the magazine could be racist about them audience showing they are responsible for climate change its meaning is extremely
written in bold photoshoot, the other on the streets target audience
being poor, this is dark humour. The joke requires knowledge of Louiboutons. Sinical humour – always polysemic
smudged Save The Planet Kill Yourself Preferred reading is that you should be doing
see the worst in people, another form of humour is satire
something to save the planet, puts pressure
Satire – a form of humour that attacks an institution, person etc. -Adbsuters is trying to make the audience make a different world
on audience
• Audience positioned as potentially the person making the joke and not the person -Adbusters is hypocritical to its readers, but doesn’t provide a solution
whose feet it is Article discusses how Written in chapters – not typical No distracting Repetitive & blunt – listing things -Adbusters is unlikely to change the world – uses paper, price of magazine, target audience of middle class,
-it reflects the ideological perspective of the producer. It constructs a stereotype that people already climate change effects of magazine – more like book images – makes that impact the environment, alternative people – the magazine is preaching to the converts
know about. The magazine uses these stereotypes in order to challenge society & make a point. The the planet audience focus on however it is horrible as is one bad -the people that read the magazine already know the problems
magazine also does this to be controversial. The reason to be controversial is to deliberately upset copy thing after another
someone. Bad type setting is symbolic code – Adbusters ‘trolling’ the
symbolises that the earth is falling audience - deliberately trying Says the only way to change the planet is to completely change your way of living
apart & world is being destroyed to upset them Repetition of possessive pronoun ‘your’ – makes it seem like
it’s the audience fault
