In what ways can advertisements use media language to present
an ideological perspective? Make reference to the 'Just Eat & Katy Perry' advert you have been shown.
You may wish to make reference to mise-en-scene, montage, intertextuality
1. underline key terms
2. knee jerk reaction
2. knee jerk reaction
The advert presents a straightforward, repetitive and highly manipulative mode of address for the purpose of power and profit.
3. plan (jot down key words, phrases and examples from the unseen text)
"did somebody say"
bright colours
lettuce bra
Alice in Wonderland
Muppet
Animation
50s hairstyle
Heavy utopia
DAC- Definition, Argument, Context → does not have to be in this order, but paragraphs containing this structure are good!
PEA- Point, Evidence, Argument
Ideology refers to the ways in which the producer of a media product presents their views and beliefs. Ideologies are always encoded through media language. In this essay, I shall argue that the Just Eat Katy Perry advert uses a highly persuasive and manipulative mode of address to address the target audience in a number of ways.
One way in which this advert encodes ideology through media language is through its startling and surprising use of mise-en-scene.
Another way in which the producer encodes meaning is through the heavy use of intertextuality.
Yet another way in which ideology is constructed is through the selection of the song and the artist herself.
The advert shifts from live action footage of Perry to an animated sequence which creates a startling mode of address for the audience. The cartoon Perry is standing on top of a stereotypical cartoon mushroom, which constructs an exciting fantasy world. However, a polysemic interpretation of this could be a hallucinogenic qualities of the mushrooms, which is further reinforced through the druggy, psychedelic mode of address to the advert. This potentially could be referring to the addictive qualities of takeaway foods, but it is potentially appealing to a young, edgy audience.
The mise-en-scene of Perry's costume is often associated with food, including the mise-en-scene of a fried egg sitting on her left breast. This highly odd and even confusing stylistic choice constructs clear sexual symbolism. The egg is a symbolic code for a breast, which constructs a range of polysemic interpretations, including a highly sexualised mode of address. Perry is utilised throughout the advert as an object for a heterosexual male gaze (Mulvey). Other examples of highly sexualised mise-en-scene include her suggestive lettuce bra as well as her exaggerated hourglass figure in the animated insert. These elements combine to construct a highly sexualised representation that reinforces and reconfirmed the hegemonic expectations which exists around women in our society. The producers are clearly using an appealing and suggestive representation of women to sell a product.
Does the advert sell an unrealistic body image?
The song itself is a highly repetitive and conventional pop song that will traditionally appeal to a younger and potentially female audience. Pop conventions used here include bright, candy colours used in the advert repetitively, as well as synths, drum machines, and autotuned vocals.
The advert uses media language to construct a highly cynical and invasive ideology to the target audience. While it is presented in a humorous and tongue in cheek way, Perry looks directly into the audience, breaking the forth wall and commanding the audience to 'eat, just eat'. This mode of address however could be considered to be highly ironic and humorous, which may resonate and appeal to younger, edgy audiences.
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