Britney Spears: Baby one more time

Genre Pop Promo
- Dance routines
- Lip sync
- matches the beat

Narrative
Daydream/fantacy
> Diagetic sound signals the end of the fantacy

There is one moment when the lyrics link with the Narrative (The boy she sings about is present)

Representation
-Stereotypes:
Her as a young, hip and trendy girl
The boys, represented as 'jocks'
The boring teachers

Shots
-Close up on the 'star' She is always centre stage
-Wide shots to capture dance dance action (large set piece)
-Frantic energy/movement
-Soft focus > Signifies the daydream

Editing
-Fast-paced, matches the beat
-Jump cuts

Mise-en-scene
-Costumes > Britney always dresses differently to the others in the shots, making her stand out.
-Locations: Mathces the stereotype of typical American high school.

Applying Andrew Goodwin's music video theory
-He says the star needs to be the centre of attention and Britney is centre of attention the whole way through the promo.
-There are lots of close ups of Britney which provides the audience with a sense of voyerism, but not feel guilty for it.
-The visuals most definatly have a link with the lyrics and also the beat. This is aparent when she is singing about the boy and he comes into shot and when the music's pace is fast or slows down, the visuals also do the same .

"Hypodermic Syringe Model" powerpoint

Hypodermic Syringe Theory

editing

Last week (before half term) our group finished editing! I feel as though we all worked well together and nobody was left out when creating the adverts. Firstly, we outlined both our adverts and got together all the important shots we needed to make the advert. After putting all these clips together, we then had the challenge of making the advert last exactly 30 seconds, which after careful and tedious planning, we got done. when doing this we had to take into consideration the music and transitions, which would make a difference to the timings.  For both adverts we are using only dip to black  and  the cross fade transition as we feel these two transitions look effective and professional, whereas other ones don't make the advert look serious such as spiral. too make sure we completed the adverts in time, we booked extra editing time outside the lesson which we used to refine the adverts and make them the best we could with the shots we had to work with. 

Knife crime statistics

•
Statistics on the number of recorded crime offences in which a knife is used was published for the first time on 17 July 2008. For the selected serious violence categories, 7% or 37,830 offences involved knives in 2008/09.
•
The offence coverage was extended from April 2008 to include other violent and sexual offences likely to involve knife use. The total numbers of offences involving knives recorded are not comparable between 2007/08 and 2008/09.
•
During the period July to September 2009 there were 8,485 recorded offences involving knives or other sharp instruments, a 12% decrease on the previous year.
•
With the exception of homicide the recorded crime statistics had not previously separately identify crimes involving knives. Provisional data shows there were 255 homicides using a sharp instrument in 2008/09, accounting for 39% of all homicides.
•
According to the British Crime Survey (BCS) in 2008/09 a knife was used in 7% of all BCS incidents of violence, similar to the previous year’s proportion. The estimated number of BCS incidents of violence in which a knife was used has fallen from 181,000 in 2006/07 to 108,000 in 2008/09.
•
According to the 2006 Offending Crime and Justice Survey 3% of young people had carried a knife in the previous 12 months. Males were significantly more likely than females to have carried a knife (5% and 2% respectively). The peak age of knife carrying was 14 to 17 (7%).
•
NHS data suggests there were 4,914 people admitted to English hospitals in 2008/09 due to assault by a sharp object.
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In 2008 6,368 offenders were found guilty in England and Wales of carrying a knife in a public place or on school premises, 84% of people prosecuted. Of those offenders found guilty 21% were given a custodial sentence.
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My anti knife crime poster

After researching many other existing anti knife posters, i came to the conclusion that the simpular, the better. I came to this conclusion because after asking people 'What do you think of this poster?' The overall response was that it is easier to understand a simpular message and layout, rather than one that is very in your face and 'full'. It also become clear that a simular poster with a clever message makes a much bigger impact on the audience than one that has just tried to fit as much on it as possible.

Therefore, i decided to create a simple poster, with a clever message saying 'knife crime isn't just black and white!' (It doesn't just end there when you pull out a knife on someone- the effects can last a life time) To go along with this i just used an image of a person standing looking over a grave with the caption 'I have to live with what i did everyday' This shows a person that has stabbed someone and actually killed them - It wasn't just black and white for them, they now have to live with  the consequences of their actions for the rest of their life.

• When talking the picture i decided to use a gravestone that is very aged, making the message even more horrific - it has been so long since the subject of the photo actually killed the person, yet they still have the burdon of what they did hanging over them everyday, it never and will never go away.

My poster is designed to not only to make it's audience realise knifes SHOULD NOT be carried as self defence, it also makes the audience realise that the affects of knife crime can last a life time.
Once you pick up a knife, everything becomes out of your control.

Like other posters i researched, i have used an action help line on my poster which is positioned at the bottom left hand corner. This is designed to be seen by young adults and if they do happen to be carrying a knife, they can ring this number for advice, and even hand in their weapons.
This decison is helped along the way but the small fonted sentence running along the bottom of the poster saying 'Once you pick up a knife, everything becomes out of your control. Take control and take your knife to your local authorities.'

Feedback for my poster....

I showed my poster to my peers and family members and asked what they thought...

Firstly, i said 'Do you think this is a good poster for knife crime?'
An answer i recieved was 'Yes, i think it is good because it has a clear message which is clever enough to make you think and take note of what it's saying'

I also asked; 'How effective do you think this poster is, up against other posters out there campaigning against knife crime?'
An answer i got was 'I think it is just as effective as other posters and the picture has a massive impact on you about just how serious knifing someone can be, which is what the poster should be wanting to do'.

Knife crime posters to inspire me for my own poster (secondary research) Also asked peoples opinions anonymously (primary research)

 These posters are what inspired me when creating my own knife crime campaign poster. As well as just researching posters however, i also asked peers anonymously what they thought about the posters and how effective they thought they were and recorded what they said- This helped me with my primary research.
This is what i found...



Very simple design but very effective. The catchy slogan goes hand in hand with the image and would make any possible knife handler think twice about walking the streets with a knife.
Using black and white also adds to the simple quality of the poster.
Peoples ideologies about the red written slogan: made them associate it with blood.

I asked, 'What do you think about this poster campaigning against knife crime?'
(anonymously) they answered: "I think it's pretty clever but also simple which makes you appreciate it more"



 This poster is MUCH more graphic, which would make more of an impact in that sense however, didn't prove as effective as some of the other posters..
I asked 'How effective do you think this poster is campaigning against knife crime?'
They answered: "Your shocked when you first see it, and quite disgusted. but once you get over the shock of seeing such a gross image it just becomes a bit of a joke, which is completely not what it is meant to do"




This poster is absaloutly vile! And completely makes you think about the dangers of using a knife as a weapon- unlike the previous poster, this image is not so extreme therefore, has no reason to be turned into a joke. The big lettering makes the message of the poster stand out a lot more than if it was done in a small font.
I asked 'How effective is this poster is campaigning against knife crime?'
They answered "I think it's very good and actually made me grab my wrists when i first saw it. It gives a very clear message aswell".

Other posters i looked at for research... 

primary research

http://www.asa.org.uk/Resource-Centre/Reports-and-surveys.aspx

Questions about ads featuring knives and guns
• Where should the ASA draw the line on images of knives and
guns?
• How does the context of the ad influence how acceptable it is?
• How does the way a weapon is featured affect the impact of an
ad?
• What elements of an ad might serve to glamorise guns or knives?
• What elements of an ad might serve to condone gun or knife
violence?
• What other elements of an ad contribute to making it
unacceptable?

3. Advertisements featuring guns and knivesThe ASA has investigated a range of advertisements for different products
featuring knives and guns. Examples shown to delegates can be found
on pages 19 and 20). Coincidentally, the ASA published its ruling on the
Shoot ‘Em Up posters on the day of the conference. There were 55
complaints about the posters and the ASA’s ruling is available at:
www.asa.org.uk/asa/adjudications/Public/TF_ADJ_43573.htm.
General discussion revealed wide concern amongst participants about the
depiction of knives and guns in ads. Many of the delegates were opposed
to any use of guns and knives in advertising. One delegate said she was
concerned that the portrayal of weapons in advertising gave them a
certain ‘coolness’ which did nothing to help keep knife and gun possession
down amongst young people; another said he was concerned that images
of guns were depicted in the media when there were such efforts being
made to bring gun crime down. A third delegate questioned why highly
creative people within the advertising industry needed to use images of
guns and knives in order to get advertising messages across.
The Reebok television commercial featuring the rapper 50 Cent was
shown (see page 19). Delegates were unanimous in finding the ad
unacceptable and all agreed that it glamorised violence. Some questioned
how it had appeared on TV at all; while another person said they also
found the strapline: “I am what I am” offensive on religious grounds.
One delegate said that many music videos were interlinked with films, for
example Get Rich or Die Trying which linked the movie and the music
video and, in his view, deliberately glamorised violence. The ASA should
take a ‘plan for the worst and hope for the best’ approach in the context of
guns in ads. He questioned whether young people had the emotional
skills to think about other forms of conflict resolution and the impact of
their actions, particularly around using guns. In these situations the ASA
should not be thinking about what the general public thinks or does, but
about those who are more likely to be affected, such as vulnerable
youngsters.