Basic textual analysis: Walkers MAX x KFC crisps

 How does media language combine to create meaning?

Media language combines to specifically targets a young, urban ethnically diverse audience. It does so by contructing an edgy, exciting and working class setting.

Setting is run down, crime genre, edgy

many different locations, news agent, barbers, bus stop

low key lighting contrasts to the bright light in shop windows

Opening shot is a mid shot which zooms into the packet of crisps and Gary Lineker eating a crisp

Fast paced editing makes it exciting and upbeat for the younger targeted audience

Celebrity endorsement 

Intertextuality

Branding and franchising

Repetition of logo

Extreme variation of pace and camera movement 

Wip Pan

Urban setting

Informal lexis 

Binary opposition between dark allyway and hologen lighting

Set in london, the wet ground, concrete pavement, allyways

Ethnically diverse 

Post colonalism - how black people are portrayed in the media. Black people are represented differently in media products because of UK's colonial past

Binary oppostion of Gary Lineker, he does no fit in here

Intertextual reference to a grime music video

High production values, continuous branding nearly every shot shows KFC or the walkers crisps

The Wip panning is fast paced and exciting making it attract to the younger targeted audience. This is anchored by the young male voice over using an informal lexis and the upbeat edgy music.  

This advert subverts the typical conventions of a food advert, it pans through different locations eg, the news agent, barbers, bus stop, run down street allyways. It uses intertextual reference to a grime music video through the mise-en-scene of low key lighting contrasting to the bright street lights and reflections in the shops window. aswell as other conventions like faced paced editing and speed ramps.

The MES of GL reflected in shop window superimposes his head on a white suit, connotation and suggestive of the KFC colonel. This functions as a referential code, and forms a cross promotion, which allows walkers to target a existing KFC fanbase.

Gary Lineker is the main subject in the video, he appears as a white saviour which suggests racial hierarchy.

The audience is presented with a symbolic annihilation of the covid-19 pandemic, which allows the advert to target it's audience more effectivness and also associates the KFC x Walkers brand with the positive and optimistic connotations of life before covid. 

Fast paced editing and MES of bright nean halogen lights is a clear reference to the icongraphy of grime music video, which allows walkers to target a pre-excisting young, ethnically diverse urban audience who are fans of this genre. 

MES of nean arrows feature throughout guiding the eyes of the audiecne towards the most important parts of the screen. This emphasises the idea of the brand and the product as being an important final destination for the audience. 

Modern notions of britshness is shown through a range of stereotypical british iconography. The hegemony of football is constructed through the MES of a football match being shown in the Barber shop.  

The theory of identity can help us to understand how audiences can relate to and take identiy from this video. 

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