Shelter

 Institutons/ Ownerships

England and Scotland. It provides advice, information and advocacy to people in need, and tackles the root causes of bad housing by lobbing goverenment and local authorities for new laws and policies to improve the lives of homeless and poorly housed people.

It's partnership with shelter cymru (wales) and housing rights service ( northern ireland)

Founded on 1st december 1966 by Bruce kendrick*

Focuses on the housing and homelessness

Revenue is worth GBP 60,902,000

*Envolving out of the work on the behalf on homeless people being carried on in Notting hill, London

Sources of funding

• Donations and legacies                                          54%
• Housing advice and support services                     29%
• Shelter shops                                                          14%
• Training and publications                                         2%
• other                                                                          1%

Fundraising costs: £ 18,852,000

Total cost of charitable activities: £44,022,000

Product Context 

• Target audience : Shelter mainly provides help for people in need of better housing therefore their target audience are ABC adults who are able to donate money into the charity. + the people who are homeless 
• Facts and figures: -Budget: Less than £150,000                                                                                          -Revenue: 60.9million GBP                                                                                                             -Shelter has always worked with people who, while not necessarily consigned to living on the streets, live in unfit, temporary, or insecure housing. But the public were largely in the dark about this huge - but hidden - problem of bad housing.
• To most people, Shelter was a well-respected "homelessness" charity, concerned with getting people away from living on the streets and into housing. Yet, in reality, "street homelessness" was only a small element of the charity's work.
• When Hooper Galton began working with Shelter, the charity's biggest problem was that its "issue" wasn't an "issue" in many other people's minds. All of this meant that Shelter was in danger of slipping down the league of "must-support" charities. With a very limited budget, it was felt that a bold approach was the only way forward. The strategy was to focus on the one million children living in sub-standard housing conditions in the UK. The agency decided to relate the message during moments when people were thinking about their own housing situations. 
• The UK spends more money per head on DIY and watches more home improvement television programmes than any other nation in Europe. This meant an array of touch-points existed to engage the public with Shelter's message, but it also left an opportunity for a focused campaign around one event in particular - the Ideal Home Show at Earl's Court during October.
• - Brand development : Before any media work could take place, the brand itself had to be tackled. Hooper Galton led the strategic process of reframing the way people thought about "homelessness". The agency developed a long-term strategy through workshops, team meetings and visits to Shelter's clients.The agency produced a brand strategy document, which gave the charity a fresh perspective on its brand personality. Shelter's voice is now louder, clearer and more intrusive.
• Brand identity: Hooper Galton then briefed the design agency Johnson Banks on the new corporate identity, with the two agencies working closely together before client presentation.

Lucozade

Institution / Ownership 

• Lucozade is a soft drink manufactured by the Japanese company Suntory and marketed as a range of sports and energy drinks. 
• Origanally created as "Glucozade" in the UK in 1927 by a Newcastle pharmacist, William Walker Hunter. Hunter sold the product to Beecham Group in 1938 and it was eventually renamed to Lucozade.
• The company's advertising slogan was "Lucozade aids recovery".
• A stated purpose of sports drinks, which provide many calories of energy from sugars, is to improve performance and endurance
• The drinks are marketed as soft drinks; a soft drinks industry spokesman said in response "By helping people participating in sport to perform better and to recover more quickly, sports drinks can encourage people to exercise more"

Product context

• First launched in 1927 in the UK.
• The companys' slogan is " Lucozade aids recovery"
• It is a sports drink, the main prupose is for the people who particapate in sports perform better and make them more active. As the softdrink industry spokesman has stated "sports drink encourages people to excerise more"
• The brand initally began as " Glucozade" , invented by William Walker Hunter in 1927 in Newcastle, after he had taken over the buisness of Pharmaist William Owen.
• In 1938 , Hunter sold the product to Beecham group and the brand was renamed ' Lucozade'.
• They sold energy drinks for the sick as Lucozade
• Lucozade was origanally avaliable in only one flavour/variety, which was effervescent with a distinctive sweet citric flavour
• It was a glucose-water drink sodl in a glass bottle wrapped in yellow cellophane wrap until 1983
•  Pharmacists sold it, children were given it when ill, and hospital visitors would regularly arrive with a bottle
• Here shows one of the very first lucozade ads (date unknown) to a side compariosn of the 2013 'i believe' campaign ad poster featuring Gareth Bale. Firstly, We can noticably recognise the difference and rebranding of lucozade by the style of the ads. For example, the 2013 one features more vibrant and energetic colours, whereas the the earlier one is alot more subtle when it comes to the colour, resprenting lucozade as more of a recovery beverage for the sick. 
• The more recent lucozade advert creates several impacts on the brand image: 

- Makes the brand become associated with health and fitness/energy rather than sickness

-Appeals to the younger generation

-Could appeal to Garath Bale's fanbase

Advertising

The 4 P's

Product  = the media product itself that needs to be sold to the audience
Placement=  when in the year a media product is released e.g. summer clockbusters , horror films during october family films during the holiday seasons
Promotion= the way in which medis texts and products are marketed e.g trailers, posters and interviews
Price = the amount thatb peoiple are willing to pay for the product

Advertisers use a tried and tested method you're probably not familiar with:
1. create an alluring and attractive fictional world
2. Invite the audience to identify with or imagine themslves within this fictional world
3. hint that your life will be better if you buy or use their product

Advertising phychology
Advertising is designed to sugget that a product will supply something that the audience wants or needs.
Some needs that advertisers play on include:

• To be superior to others or part of a superior group
• To be up to date and a trendsetter
• To be a member of a happy family or social group
• To be attractive to look at
• To be popular
• To be wealthy

The advertisements that work in terms of creating interest and desire tend to sell us a lifestyle we desire or represent beliefs and values that we hold to be true

This is achieved through the careful slection of signifers from the broad range of available semantic choices

Unique selling point (USP)
Marketing involves identifying the USP of the media text. This could be the actors, the narrative, director or the other media texts. These are the things that would attract the target audience - anything that makes the product 'sellable'. It is something that the competitors either won't or can't deliver. It differentiates the product from the competitors in a new way that customers will immediately notice the difference.


Advertering techniques:
Direct gaze: Person in the advert looking directly at the consumer
Composition: How it's layed out and put together ( e.g foreground, background, how is it put together?)

Shock tactics: An unexpecetd turn of events in the advert or shocking content to create impact
Repetition: Repeated sound, imagery, phrase
Association: A connection or cooperative link between people and organisations
Slogan: A catch phrase - usually short and striking so it's memorable for the audience, It can be importants in putting your brand message across
Body language: The way you portary the people in the advert can convey the messages the brand wants to promote
Colours: to promote moods and emotions
Intextuality: Links to other ads, films,celebs,pop culture ect
Rule of thirds:
Appealing to the head (practicalities): Financial offers to grab attention
Focal point: Draws in your attention
Testimonials: Showing loyalty to a company
Appealing to emotion: Connects or relates to the audience, evokes emotion so the audience becomes more engaged
Symbolism: The use of symbols to represent ideas/qualities
Celebrity endorsement: A marketing strategy used by brands/companies/non-profit organisations which involves a celebrity, using their status to promote a product

Post-modernism advertising:

                What is postmodernism?

• Following 'modernism'. The modernist world consisted of :                                                           - scientific discovery, belief in science/religion,objectively/being objective, logical,rational, The search for meaning, Unity/authority, Believing in a truth - there is a point to the world and all that is in it and looking for it...  

Post-modernism - follows modernism and questions its foundations

• Post-war
• Lack of belief in anything-rejection of grand narratives like religion, science, scepticism 
• No truth, no meaning

Some features of postmodernist advertising:

hyper reality: The stimulated world blurs with reality - and is often a more attractive place to be...

fragmentation: A fragmented world made up of hundred of parts/no unity

indenturing of the subject/identity:

the audience customers/constructs the meaning and interacts

playfulness and irony

intextuality,homage and parody

randomness

History of EMI

EMI is considered one of the greatest recording brands in British history. EMI (officially EMI Group Limited, often known as EMI Records and EMI Music) was a British multinational conglomerate It stands for electric and musical industry, founded in March 1931 and was based in London.

• At the time of its break-up in 2012, it was the fourth-largest business group and family of record labels in the recording industry and was one of the big four record companies (now the big three)
•  Its EMI Records Ltd. group of record labels included EMI Records, Parlophone, Virgin Records and Capitol Records.
• Revenue : $1.65 billion (2009)
• Alan Blumlein, an engineer employed by EMI, conducted a great deal of pioneering research into stereo sound recording many years prior to the practical implementation of the technique in the early 1950s.
• During and after World War II, the EMI Laboratories in Hayes, Hillingdon developed radar equipment (including the receiver section of the British Army's GL-II anti-aircraft fire-control radar), microwave devices such as the reflex klystron oscillator (having played a crucial role in the development of early production types following on from the British Admiralty Signal School's pioneering NR89, the so-called "Sutton tube"), electro-optic devices such as infra-red image converters, and eventually guided missiles employing analogue computers.
• For the first 30 years EMI was run as a very traditional business, men focusing on the business and women were in the typing pool  - early contracts were with classical artists such as Sir Edward elgar. During this time EMI appointed its first A&R managers. These included George Martin, who later brought the Beatles into the EMI fold.
• From 1960 to 1995 their "EMI House" corporate headquarters was located at 20 Manchester Square London, England, the stairwell from which was featured on the cover of the Beatles' Please Please Me album.
• Post-war, the company resumed its involvement in making broadcasting equipment, notably providing the BBC's second television transmitter at Sutton Coldfield
• It also manufactured broadcast television cameras for British television production companies as well as for the BBC. The commercial television ITV companies also used them alongside cameras made by Pye and Marconi. Their best-remembered piece of broadcast television equipment was the EMI 2001 colour television camera, which became the mainstay of much of the British television industry from the end of the 1960s until the early 1990s
• With the rise of the teenage culture and the success Elvis presley's early singles which EMI had lisenced and released in the UK, suddenly the music industry was booming
• Pushed boundaries of popular music, suited the taste of the younger generation at the time
• The 60's were considered to be a decade of pop singles, whereas the 70's became the decade of mass selling albums.
• From the late 1950s to the early 1970s, the company enjoyed huge success in the popular music field under the management of Sir Joseph Lockwood. The strong combination of EMI and its subsidiary labels (including Parlophone, HMV, Columbia and Capitol Records) along with a roster of stellar groups such as the Hollies, the Shadows, the Beach Boys and the Beatles along with hit solo performers such as Frank Sinatra, Cliff Richard, and Nat 'King' Cole, made EMI the best-known and most successful recording company in the world at that time.
• During the late 60's and early 70's the company started to emerge more into the progressive rock genre - e.g. Pink floyd 
• Since the 1930s, the Baak Doi label headquartered in Shanghai had been published under the EMI banner, and since then, EMI had also been the dominant label in the cantopop market in Hong Kong until the genre's decline in the mid-1980s. Between the years 2004–2006, EMI then completely and totally divested itself from the c-pop market, and after that, all Hong Kong music artists previously associated with EMI have had their music published by Gold Label, a concern unaffiliated with EMI and with which EMI does not hold any interest.
• Pop star Robbie Williams signed a six-album deal in 2002 paying him over £80 million ($157 million), which was not only the biggest recording contract in British music history at the time, but also the second biggest in music history behind that of Michael Jackson.
• In May 2006, EMI attempted to buy Warner Music Group, which would have reduced the world's four largest record companies (Big Four) to three; however, the bid was rejected.Warner Music Group launched a Pac-Man defense, offering to buy EMI. EMI rejected the $4.6bn offer.
• The company was also for many years an internationally respected manufacturer of photomultipliers.
• Faced financial troubles and USD $4 billion in debt, leading to its acquisition by Citigroup in February 2011
• Defunct on 28 September 2012

Radiohead- Burn the witch analysis

Burn the witch by popular English rock band Radiohead, was released on May 3rd 2016. The plot homages to 1970's British horror film "The wicker man" in which corrupt leader and villagers burn the police investigator searching for a reported missing girl alive. They manged trapped him into believing that a girl is missing and have her for human sacrifce but instead the target is in fact the christain police man himself.

The music video opens with a bird singing on a tree, the imagery here is innocent and simple reflecting the idea of a child-like video. As the inspector arrives, the mayor is gathered by the people of the town. Initally, they appear to be a peaceful and normal town as the plot progresses, this begins to slowly esculate (e.g people wearing animal masks gathered around a girl seemingly practicing a ritual). At the end, the mayor convinces the inpector to climb up the huge statue of the "wicker man" setting it alight making him into a human sacrifice. However, to much of the viewers surprise, the inspector is revealed to survive, ending on a much lighter note in comparison to the actual horror movie.

https://www.youtube.com/watch?v=yI2oS2hoL0k

Mis en-scene:
-To begin with, since the video does not feature real people, this analysis will exclude hairstyle and makeup ect. but will instead focus on the style in which this video is presented.
- On first glance, the video appears to be set in a child-like TV show model village, and very innocent looking.
-It's inspired by 1967's British stop motion children's television series, Trumptonshire trilogy.
 -As no real people are presented in the video, it's also fait to suggest that the video MES is "artifical".
-The lighting throughout the video remains the same, visually quite colourful but in terms of lighting, we could argue that there's a mix of warm/bright and dullness to the ambiance. However, towards the end of the video (specifically when the large wicker man statue is introduced and the villagers burn the inspector alive) the lighting and artifical sky turns into a very sinister dark red and pink colour. - this reflects what is happening in the scene and further intensifies the horror of the plot, making the viewer feel uncomfotable.

Camerawork:
-A series of long shots showing the daily chores of the villagers at the opening of the video, and they initally seem very normal ( e.g. people decorating the town with flowers)
-Limited use of close ups or extreme close ups or close ups because no facial features or expressions can be conveyed with stop motion figures.
- Therefore mid shots or long shots are commonly used to give more of a visual action to present what the charcters might be saying and feeling ( body language or hand gestures)
-For example, when the inspector is trapped, his actions are more vigorous conveying the idea that he is panicing while everyone else waves to the camera in an establishing shot, which signifies that they are happy
-Another commonly used shot is two shot, featuring the mayor and the inspector, key figures in the video
- A high angle is used at one point where a decorated hang is shown to the inspector. This could be used to symolise how powerless the inspector feels at that point through the tour and forshadow the ulimate fate in which the mayor has planned for him.

Editing:
-The editing is continuous, following through a story with the previous shot conected to the next
-Fade to black is used when the inspector visits the next location in town
- Progression of time
-Match on action

Sound / Lyrics:
                                    
                                                    

Stay in the shadows
Cheer at the gallows                                               
This is a round up

This is a low flying panic attack
Sing a song on the jukebox that goes

Burn the witch
Burn the witch
We know where you live

Red crosses on wooden doors
And if you float you burn
Loose talk around tables
Abandon all reason
Avoid all eye contact
Do not react
Shoot the…

Red crosses on wooden doors
And if you float you burn
Loose talk around tables
Abandon all reason
Avoid all eye contact
Do not react
Shoot the messengers

This is a low flying panic attack
Sing the song of sixpence that goes

Burn the witch
Burn the witch
We know where you live                          
We know where you live

                                                      

As the people of the town wave to the audience and the inspector is forced to burn alive inside the wicker man statue, the pitch of the Col legno grew higher, creating more of an uncomfortable tone      ( similar to the 1960 horror movie "physco" shower murder scene). The sound here fits perfectly to the whats just been presented to the audience and the m/v plot.

Intepretation:
This music video explores various themes and ideas. One in which i believe is the idea being that the town is part of a Cult with the mayor being the lader of this cult. They object to outsiders and people who belong to a different background as them, therefore kill them. (This also liks into the issue of groupthink ;a psychological phenomenon that occurs within a group of people in which the desire for harmony or conformity in the group results in an irrational or dysfunctional decision-making outcome. Group members try to minimize conflict and reach a consensus decision without critical evaluation of alternative viewpoints by actively suppressing dissenting viewpoints, and by isolating themselves from outside influences). Here the people are convinced by the mayor for the inspector to be killed as he is different. The town itself is very colourful and a typical native is brightly dressed, by contrast, the visitor/ inspector is dressed in black and white - this could be visual representation of the differences between the rest of the town and the inspector. In the bigger picture, this could symbolise the issues in todays society as well as groupthink but also racial concerns and divergent relgions.The stylistic element of the video additionally adds to the effect of a "simple" and "innocent" town which turns out to have such deranged mindsets and/or rituals - it makes the viewers feel a sense of nostaliga that ends with shock since the style and plot does not correlate (misleading).
However, it makes the audience realise the intentions and social issues in which Radiohead tries to address. In my opinion, it's a very well made music video, that some viewers may not completely understand the first time coming across it but gradually understand messages after re-watching. The group manages to address this message in a clever and direct style.

Editing terminology

cut A visual transition created in editing in which one shot is instantaneously replaced on screen by another.

continuity editing Editing that creates action that flows smoothly across shots and scenes without jarring visual inconsistencies. Establishes a sense of story for the viewer.

cross cutting Cutting back and forth quickly between two or more lines of action, indicating they are happening simultaneously.

dissolve A gradual scene transition. The editor overlaps the end of one shot with the beginning of the next one.

editing The work of selecting and joining together shots to create a finished film.

errors of continuity Disruptions in the flow of a scene, such as a failure to match action or the placement of props across shots.

establishing shot A shot, normally taken from a great distance or from a "bird's eye view," that establishes where the action is about to occur.

eyeline match The matching of eyelines between two or more characters. For example, if Sam looks to the right in shot A, Jean will look to the left in shot B. This establishes a relationship of proximity and continuity.

fade A visual transition between shots or scenes that appears on screen as a brief interval with no picture. The editor fades one shot to black and then fades in the next. Often used to indicate a change in time and place.

final cut The finished edit of a film, approved by the director and the producer. This is what the audience sees.

iris Visible on screen as a circle closing down over or opening up on a shot. Seldom used in contemporary film, but common during the silent era of Hollywood films.

jump cut A cut that creates a lack of continuity by leaving out parts of the action.

matched cut A cut joining two shots whose compositional elements match, helping to establish strong continuity of action.

montage Scenes whose emotional impact and visual design are achieved through the editing together of many brief shots. The shower scene from Psycho is an example of montage editing.

rough cut The editor's first pass at assembling the shots into a film, before tightening and polishing occurs.

sequence shot A long take that extends for an entire scene or sequence. It is composed of only one shot with no editing.

shot reverse shot cuttingUsually used for conversation scenes, this technique alternates between over-the-shoulder shots showing each character speaking.

wipe Visible on screen as a bar travelling across the frame pushing one shot off and pulling the next shot into place. Rarely used in contemporary film, but common in films from the 1930s and 1940s.

Mainstream music videos: Liam payne - strip that down

https://www.youtube.com/watch?v=vSW2M-BB1NE
"Stripe that down" is by a debut solo single by British singer/songwriter liam payne, who was a member of popular boy band, One direction. The song also features American rapper Quavo as guest vocals. The 3 minute and 24 second song was released on 19th may 2017, becoming a popular summer hit song. It's a mix between the Pop and R'n'B  genres. 

Music video
The music video itself was released on Paynes' vevo channel on 18th of may 2017. The video opens with an establishing shot of a female dancer, then zooms closer to her as the video proceeds. It then cuts to a black and white scene of liam just as the music starts. This is then followed by a series of extreme close ups (e.g. of his hand), long shots, mid shots and close ups of the singer as he sings. In between some of these cuts, shows dancers performing to the song. As the chorus comes up the video transitions from black and white to a neon world, showcasing Payne in a world of colourful bright lights. The setting also changes from a plain white area to a more exotic/tropical looking room full of green plants. The music video remains in the neon theme throughtout and continuously cuts to shots where the Payne and Quavo are lip syncing to the song and dancers performing to the beat.

Social context and how does the video fit mainstream?
During the whole video, i've noticed alot of outfit changes sets for both males and females in the featured in the video. These outfits sit well as todays fashion trends and what the younger generation prefer to wear today. This is an element of mainstream music that can be depicted from this video. Also, another obvious element that this video belongs to the mainstream genre is the fact that it features another Artist, in this case it's rapper Quavo. (This is a fairly typical trait of any mainstream pop music in the 21st century). 

Rather than being indepenedant, the song is signed to the big record labels Capitol Records in the UK and Republic Records in the US, further adding to the fact that it's mainstream music. 

In terms of meaning, it's definetly safe to say that just like any typical mainstream music video; for example, there's some sexual innuendos within the dance moves and song lyrics which is a general factor in todays popular music. ( Although there's nothing too extreme in this particular video in comparison to others). Unlike alternative videos or other more extreme mainstream m/v, this song did not cause controversy or have an major backlash. However, there are some parts of the song which is more personal , specifcally the line " you know i used to be in 1D, now i'm out free"- where he touches on the fact that he's now a solo artist ( like the other members) and no longer in a part of the band.