Blog 5 - Samuel Wilson

FOREIGN OFFICE MTV A-CUT
What are the major signs in the piece and what do they signify and why?

The stars used in the typography signify the 70s. The colors also signify the 70s. The aesthetic choice resembles Grand Theft Auto. By the aesthetic choice I mean the silhouetted aspect of the 3D. The 3D itself signifies the in-game graphics where the silhouetted style resembles the cover art for GTA games. The choice of apparel brings gangster fashion to mind.

What paradigm was used in the conceptualization of the piece?

The paradigm used was the fashion and idealized life of African American gangsters. Also, the Grand Theft Auto series of games was used in conceptualizing this piece.

What are major symbols used in the piece and why do you think they were used?
The Hummer 2 shown is a symbol of living “large.” It has been modified to make it larger and more powerful than a stock Hummer 2. This was used make the driver seem “badass” and living the idealized life. It is a status symbol.

The particular style of motorcycle shown is a symbol of owning the road. The driver may not be as rich as the H2 driver but he is equally as “badass” in his own rights. It is a status symbol as well.

The typography and color choice together is a symbol of the 70s. This was used to symbolize the idealized pop-culture lifestyle of the 70s which is glamorized in this ad.

What was the piece’s denotative message?

Buy these shoes. They have style.

What was the piece’s connotative message?

If you buy these shoes you will be fast, badass, rich, gangster, stylish, and have women. These shoes are made for this lifestyle and these are the rewards that will come to you if you wear these shoes. Many different stereo-typical lifestyles of African Americans are shown. All the lifestyles that are shown are the ones that are glamorized on MTV, BET, movies, and in music. It does not show lifestyle of the majority of African Americans; just the few and the rich. This in turn connotes that these shoes will make you like the men shown in this ad.

What myth(s) were at work in the piece and how do you know?

The myth of the gangster lifestyle was at work in this piece. Signifiers such as the clothes the people wore, the vehicles they drove, the violence they partook in; all come together to make up the gangster lifestyle.

Did the piece use official or unofficial language? Was it affective?

This piece uses unofficial language. It is effective to reach its target market. The dialect is used often by African Americans that see the gangster/hip-hop lifestyle as ideal.

What was the purpose of the piece?

The purpose of this piece was to advertise the new Nike Shox Neo line of shoes in a glamorous way.

What was the intended demographic of the piece? Did the piece successfully target that demographic? How did it accomplish this or why did it fail?

The intended demographic of the piece was young African American males and other young males who idealize the African American gangster culture. The young males are likely to be between the ages of 14 to 28. Yes this peace successfully hit its demographic target by combining a number of different aspects such as resembling video games, idealizing violence and money, glamorizing the gangster lifestyle, and using effective music and voiceover.

How do you feel the piece substantiated brand?

This peace was very effective in establishing a brand identity for this line of shoes. The identity comes across as “this shoe is a necessary component of the gangster lifestyle.” Throughout the piece, the camera identifies the shoes on the characters. One scene the camera has a close-up of someone walking with these shoes. Other scenes have the characters wearing the shoes, but the shoes are slightly large on the characters to give the shoes emphasis. Also the camera angle is low to the ground which adds even more emphasis on the shoes. Throughout the piece you see shoes without knowing it is a shoe ad to the very end. The piece leads you to associate this brand of shoe with this lifestyle.

WAYTION NICKELODEON KIDS CHOICE AWARDS

What are the major signs in the piece and what do they signify and why?

The major signs in the Nickelodeon piece is the portraits and the amusement park picture at the end.

What paradigm was used in the conceptualization of the piece?

The paradigm used in the piece is a marionette stage.

What are major symbols used in the piece and why do you think they were used?
The major symbols are the frames of the portraits. They were used to signify the starts of the Nickolodeon Choice Awards. The carousel and the tent used are also symbols. They were used to symbolize that Nickelodeon and the Choice Awards are fun.

What was the piece’s denotative message?

Its denotative message is that you will see the actor stars in this show and that it will be fun to watch.

What was the piece’s connotative message

Its connotative message is that it is more than just a show. The marionettes break loose of their strings which signifies freedom. From the cameras perspective the viewer gets pulled on stage which signifies more than just watching the show. You, the viewer, gets to participate in the show. The aesthetics of the piece also connotes a fairy tale world.

What myth(s) were at work in the piece and how do you know?

The myth shown is one of a fairy tale world. This is shown by the style of the artwork which is cartoony yet reminiscent of artwork depicted in fairy tale stories. Also there is a man in the moon which is associated to “the cow jumped over the moon.” The girl sitting on the moon could also be associated with Dreamworks Pictures’ logo with the boy fishing from the moon. There are also stars flying around which only happens with the magic wands in the fairy tales.

Did the piece use official or unofficial language? Was it affective?
This piece used hardly any language at all. However the music has a singer making a few noises that are close to words. This would be unofficial language. It works well to highlight the whimsical nature of this piece. The Nickelodeon Kids Choice Awards text on the logo at the end is official language which works fine to show what the piece is promoting.

What was the purpose of the piece?

The purpose of this piece is to set the mood of the Kids Choice Awards and to introduce the show.

What was the intended demographic of the piece? Did the piece successfully target that demographic? How did it accomplish this or why did it fail?
Intended audience is 8 through 15 year olds. The piece successfully targeted the demographic by creating a playful atmosphere. It is a piece that would keeps kids attention or grab their attention.

How do you feel the piece substantiated brand?

This piece reflects Nickelodeon’s brand by being playful and unusual. It takes on aspects of the tv shows Nickelodeon airs.