Burger King Averet Assessment

Media Assessment

1.      Representation of men- in the BK advert, men are shown to be strong, hungry and powerful. The main man in the advert is angry about being served “chick food” in a restaurant (referring to his small portion). The men started protesting because they are hungry, which means small portions won’t be enough for them. In many of the frames, the men are in a big crowd, this shows us that men work together to get what they want. The soundtrack for this advert is called the burger king “manthem”. The word “Man” means an adult human male. The word “anthem” is a rousing or uplifting song identified with a particular group, body, or cause. So putting them together to make a neologism means that the men are gathering in groups to fight for a cause. This tells me the advert will celebrate the fact that men are strong, and independent. This shows me that the target audience is for men, because BK are saying that with the burger, you can be powerful and strong. So all men without the burger will think they are weak. However it can also appeal to women because they may think that BK are saying women cannot eat the burger.

2.      Representation of women- the women in the advert are not really involved, they just keep appearing in the background. The women in the advert are wearing short cheerleading outfits, or tight pink clothes. This makes the women look like they are supporting the men, cheering them on. This would mean that some women may not like the advert because they are being pushed into the background. However some women may like the advert because we can laugh at it. This is because the stereotypes are very exaggerated, so we know they cannot be serious, this means we can laugh at them. 

3.      Social Class- The man in the advert is wearing casual clothes, whereas the other people in the restaurant are dressed more sophisticatedly. This tells me that the man is out of place in the restaurant, he is the odd one out. The man in the advert is given food that is only a small portion and his facial expression tells me that he is not happy with it. He feels this way about the food because it won’t fill him up. The man looks out of place in the restaurant because his facial expressions show he is not satisfied and his clothing is different to what the rest of them are wearing. The man would prefer a bigger portion of food, like the whopper from BK because it is big enough to fill his stomach. I think the target audience is for men. This is because I think BK is showing men that they can put down the small portions of food and protest to being given them. BK is showing they can satisfy the men’s needs more than other restaurants can because they have the full-sized portions that they need&want.

4.      The men in the advert are wearing working class/ casual clothes. This shows they do jobs such as building, construction, plumbing or maybe office work. It is important for BK to show this range of jobs because that is usually a ‘male’ job (stereotypically) so it applies to most men. In the advert, the men copy the stereotype of how men are supposed to behave, this tells me that the target audience could be for men that do not act like the traditional man, e.g. men that care for their looks, weight etc. this is because the traditional man doesn’t worry about any of that stuff, because they believe that is what the women are supposed to worry about. Therefore BK are trying to make every man live up to the stereotype, and they can do this because they are basically saying to keep up their ‘manly’ reputation, a man has to have the BK burger.

5.      The use of a soundtrack- The song ‘manthem’ is based on Helen Reddy’s song ‘I Am Woman’. The original lyrics are about women’s independence and strength. For example she says ‘I am strong, I am invincible, I am woman’. The purpose of the original song was to show men and other women that women really do have power and men shouldn’t dominate everything and that women are just as equal in capabilities as men are. BK changed the song because men then felt that they were being left out, as their strength wasn’t being showed like the women’s was. BK are suggesting that to get back at the women, the song change will bring back male domination, through just one burger. This changing of message would appeal to men because through this song, men will agree that they will no longer be put to the side while women talk about how strong they are. However it also appeals to women because the men are trying to steal their song, which could mean stealing their equality.

6.      Psychographic profiles- the men in this advert want a big portion of food, like a traditional man would. This shows us that the psychographic profile of the target audience would be mainstreamers. This is because mainstreamers like to keep traditional values, which is what the men in the BK advert are doing. The BK advert is promoting the idea that men should stick to the traditional values that they had before men started worrying about health, weight and looks.

Shooting Script

Job description:

In my group, the role I am going to take is the assistant director. My responsibilities will be:

·         breaking down the script into a shot-by-shot storyboard

·         working with the Director to determine the shoot order

·         deciding how long each scene will take to film

·         drawing up the overall shooting schedule (a timetable for the filming period).

·         in charge of making sure that every aspect of the shoot keeps to this schedule once the film is in production.

·         assisting the Director

·         co-ordinating all production activity

·         supervising the cast and crew

Recce

My Presentation Evaluation.

My presentation was a pitch for our Mockumentary. My presentation included the recce, the storyboard (for the first scene), the target audience, the main character profiles, and the treatment. The role that I played in preparing this presentation was making the main character profiles and explaining it to the class. When I got up in front of the class, I projected my voice so everyone could hear me, and I tried to use as many body and hand gestures as I could to engage people in the presentation. During the presentation I felt confident in what I was talking about, and I knew exactly what to say without looking at the script I thought I was going to need. I also interacted with the audience by asking them a question so that I could see whether or not they understood the character profiles and what they were supposed to mean. People said I was good at effectively explaining my ideas and I projected my voice so everyone could hear and understand me. The skill I was most proud of from my presentation was the fact that I spoke clearly without any mistakes and I didn’t hesitate or pause whilst explaining the character profiles. I am most proud of this because I usually can’t explain things to other people very well, and I usually use sentence fillers like “uhm, like, yeah” but I didn’t. Another skill I was pleased with was the fact that I used hand gestures when speaking. I was proud of this skill because I thought holding my book would make me forget to use hand gestures, but I still used them.one skill that I did not use as effectively was my tone of voice. This is because I didn’t change my tone of voice to emphasise my points, I just used my normal tone of voice. I should of done this because it would have been effective for the reader to listen to, and they could have been more engaged in what I was saying. To do this, I should read through the work before hand, and see which emotions I could use in my voice to explain my points.