Documenti di Didattica
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notebook
January27,2017
LearningIntentionsforNonFictionAnalysisUnit
AbletoanalyseindetailMediaContentandMediaContextsusedinarange
ofadvertisements(egthoseshownviatelevision,cinema,posters,magazines
etc).
AbletoexamineandshowknowledgeandunderstandingofMedia:
Language,Narrative,Representation,Audience,Institutions,genre,purpose
andTechnologyindetail.
Abletoanalysemediacontentintermsofcontextofsocietyierelevant
factorsoftimeand/orplaceamediatextismadeandconsumed.
Analysingmediatextstoshowhowitmeetsneeds(entertainment,
information,education)influencesbehaviours(intentionallyandunintentionally)
achievingparticularpurposes(profit,promotion,publicservice)
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http://www.barnardos.org.uk/what_we_do.htm
Whatwedo
BarnardostransformsthelivesofthemostvulnerablechildrenacrosstheUK
throughtheworkofourservices,campaigningandresearchexpertise.
Webelievewecanbringouttheverybestineverychildwhethertheissueis
childpoverty,sexualexploitation,disabilityordomesticviolence.
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Ourworkwithchildren
AsoneoftheUK'sleadingchildren'scharities,Barnardo'sworksdirectly
with240,000children,youngpeopleandfamilieseveryyear.Werun
over960vitalservicesacrosstheUK,includingcounsellingforchildren
whohavebeenabused,fosteringandadoptionservices,vocational
traininganddisabilityinclusiongroups.
EveryBarnardo'sserviceisdifferentbuteachbelievesinthepotentialin
everychildandyoungperson,nomatterwhotheyare,whattheyhave
doneorwhattheyhavebeenthrough.
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The push comes as the brand launches a new 10year corporate strategy
which looks to reassert the relevance of Barnardos, and reach a more
diverse audience that is reflective of modern day Britain. While name
recognition of the nonprofit is high, the group wants to raise greater
awareness of the breadth of the work it does for children around the
UK.
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The children in the video are shown dancing, sparring, drumming and
practicing other skills as text across the screen tells their stories. Lines
like I am not his little secret, I am not the toys I never had and I am
not my broken ribs turn into rallying cries like I am strong, I am free,
I am proud and I am unstoppable. Rather than working with actors, the
stars of the campaign were street cast. Each was given the back story for
their role, resulting in the raw performances seen on screen.
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As well as running across TV, the campaign will run across national
press and specific BME media over the next few months with media
being managed by John Ayling Associates. An online hub built by Dam
Digital and Stand will showcase solo performances from the cast to
encourage deeper engagement.
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The song playing in this advert is a cover of Tears for Fears 1985 hit Everybody
Wants to Rule the World, this time being performed by the female New
Zealand singer Lorde.
Released as a single back in 2013, Lordes version of the song featured on the
soundtrack to the movie The Hunger Games: Catching Fire.
The above 60second version of this Believe in Me ad was posted to the
official Barnardos YouTube channel on the 22nd of September, 2016.
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http://www.fcbinferno.com/work/casestudies/believeinme/
TheInsight
Nomatterhowtoughthecircumstances,
childrenhaveanincredibleabilityto
bouncebackandtransformtheirlives.
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TheIdea
ShowBarnardoschildrenastheheroesof
theirownstories,defiantlyanddirectly
addressingouraudience.
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TheFilm
DirectedbySaraDunlop,thefilmfeaturesfive
youngchildrensteppingupintospacesthat
representthetraumatheyveexperienced.Using
powerful,mesmerisingperformances,the
childrendemonstratethatnomatterhowdark
theirpast,abrighterfutureawaits.60and40
secondeditswillrunonTVintoWinter2016,as
wellascinema.
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5
streetcastchildrenwithnopreviousacting
experience.
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IndividualStories
Wealsocreatedboldshortfilmsthatdivedeeperinto
thechildrensstories,showingthefulltransformation
theygothrough.Focusingononechildperfilmand
shotinasingletakeeachwiththeirownhaunting
soundtrack,thesebeautifullyrawperformancesshow
exactlywhatspossiblewhenyoubelieveinchildren.
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Online
Onlinecontentencouragesdeeperengagement
withBelieveInMe.Alongsidethesingle
stories,userscandiveintothecasestudies
behindthecampaignandtheworkBarnardos
doesacrosstheUK.Atailoredapproachhas
beenadoptedforeachsocialchannel,specific
toitsstrengths,etiquetteandthedifferencein
userbehaviourbetweeneachplatform.
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Printfocusedonindividualstories
withboldstatementsfromthe
childrentakingthemfromvictimsto
heroes.Thisraninbothnational
pressandspecificBMEmedia
placements.
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1. Whatisthegeneralambienceoftheadvertisement?Whatmooddoesitcreate?How
doesitdothis?
2.Whatistherelationshipbetweenpictorial/visualelementsandwrittenmaterialandwhat
doesthistellus?
3.Whatsignsandsymbolsdowefind?Whatroledotheyplayinthead'simpact?
4.Iftherearefigures(men,women,children,animals)whataretheylike?Whatcanbesaid
abouttheirfacialexpressions,poses,hairstyle,age,sex,haircolour,ethnicity,education,
occupation,relationships(ofonetotheother)?
5.Whatactionistakingplaceintheadvertisementandwhatsignificancedoesithave?(This
mightbedescribedasthead's"plot.")
6.Whatthemeorthemesdowefindintheadvertisement?Whatisitabout?(Theplotofan
advertisementmayinvolveamanandawomandrinkingbutthethememightbejealousy,
faithlessness,ambition,passion,etc.)
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TurningPoint-Howdoeslanguage/tonechange?
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Categories
Thereareanumberofthingsyoucouldconsider.
Genre
Whatisthegenreofthefilm?
Howcanwetell?
Howdothecharactersandsettingfitinwiththegenre?
Tone
Whatfeelingdoyougetfromtheopeningscenes?
Dowegettheimpressionthatitisseriousorcomic?
Howcanyoutell?
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Categories
Genre
Whatisthegenreofthefilm?
Howcanwetell?
Howdothecharactersandsettingfitinwiththegenre?
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Tone
Whatfeelingdoyougetfromtheopeningscenes?
Dowegettheimpressionthatitisseriousorcomic?
Howcanyoutell?
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Language
Culturalcodes
Whichcoloursseemprominentintheopeningcredits?
Whyisthisrelevant?Whatdotheystandfor?
Commentonthesoundsyouhear.Whatdotheyrepresent?
Arethereanysymbols?Whatdothesethingstellusaboutwhatisbeing
represented?Wheredoestheactiontakeplace?Howdoyouknow?
Technicalcodes
Whatdifferentcamerashotsareused?Whyisthisrelevant?
Considerthedifferentshotsused.Howaretheyrelevanttothegenre?Whatshots
areusedandwhy?Howquickistheediting?Doesthischangethroughoutthe
trailer?Why?Whatdifferentcoloursoflightareused?Whyisthisrelevant?
Howaretheaboveusedtoachieveapurpose?
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