Stop Where You Are video analysis

Stop Where You Are (2016)

·      Rising star in 2006.

·      Genre a hybrid of soul/pop

·      Her husband died in 2008

·      New album in 2016 which included ‘Stop Where you are’

‘stop where you are is about being present, stopping and celebrating what’s happening right at this very moment.

Stop where you are video:

·      Different representations, minorities, people on the fringes on society.

·      Beams of light coming through in darks places.

Representation:

Setting – derelict area

Class – lower class homeless people/teenagers being represented.

teenagers – stereotypical teenage girl – hoodie, alone – long shot wide angle – framed her to the side, with the environment taking up the shot. She is irrelevant in the video – low-key lighting.

Then a jump cut towards her (mid shot), she has turned round so we can identify her. High-key lighting. – CBR is saying don’t judge people straight away or people who are on the fringe of society.

Then later in video – close up, light on her face.

A man is then shown, out of focus, with tattoos, close up, opposite to the girl, he gets too much attention. He isn’t in the video much at first – small screen time.

Homeless woman – angle looking down on her like society does on homeless people. Then there is more light on her, still looking down on her, but also looking down on the businessman helping her. Then there is a cut to looking up at both of them – they are equal. Then they are cut to being level, the man is out of focus, she is in focus.

Ethnicity – black, white, Asian

Music Videos introduction

Music videos

Titanium – David Guetta

Stop where you are – Corrine Bailey Rae

Camera analysis:

FAM – frame, angle movement.

Mise en scene – CLAMPS – costume, lighting, actor, makeup, props, setting

This is America video analysis:

Significant shots:

Juxtaposition – dancing and violence.

Track out – empty cars – black men killed by traffic stops.

Police car burning – police brutality needs to stop

long shot of glover shooting someone.

Close – up eye-level tracking shot of glover running away from white people. – Get Out – intertextuality.

Shooting the choir – Charleston, south Carolina massacre.

Dancing with school children – he is their role model.

The gun is treated with more respect than the black people

Distinct:

Themes – violence, white supremacy

History of racism in US.

The role of Glover – he is representing America

He is promoting 'black lives matter.'

·      Videos are used to promote artists – their music and fan base. This increases sales.

·      Can usually show the development of the artist.

·      Artists given the most screen time.

·      Performance and storyline so the audience will watch over again.

·      Artists act as performer and narrator to make it more authentic.

Shelter essay

Analyse how social and cultural contexts can influence advertising. Use fig 3 to support your answer.

In your answer you should – analyse how social and cultural contexts influence advertising, and make judgements and reach a conclusion on why they advertised in this way.

Social and cultural contexts influence advertising in different ways. Figure 3 is an advertisement about homelessness, from the company Shelter. There are normal people being represented with one man and two women to show equality. This will give people confidence that no matter who they are or what they look like, they can get help from Shelter. Each one is in the same situation but have different circumstances. The women on the left advert has lost her job, the man in the middle had problems with his landlord, and the woman on the right is in debt. They have purposely used the same close up camera angle and the same font and colour to show that anyone can be homeless, and it isn’t just the stereotypical people involved with drugs and alcohol who are homeless. They have used the close-up camera angle to clearly show their facial expressions, with all of them looking exhausted. They look like this to show people that they should get help if they are at risk of going homeless. The font is bold and red, with it being slightly translucent so the red goes into their eyes. This shows the pain they are in from their situation, and Shelter have done this to try and persuade people to donate by feeling sympathetic for the people represented in the adverts.

The social stereotypes of homelessness are normally it is the persons’ fault. This is due to the general consensus of people being involved with drugs and gangs end up being homeless. This advertising campaign by Shelter is trying to show the opposite, by using normal people to show that anyone can go homeless, and this is backed up by the typography showing that it can happen for a number of reasons which can be out of our control, so it is important to not judge people who are homeless as it probably won’t be their fault, and it is the negative stereotype associated with homelessness which makes people reluctant to get help, which is Shelter’s main aim of this campaign.  

Another motivation for Shelter’s campaign was the fact that so many of the homeless are unaccounted for. A lot of these cases are due to soaring rent prices which people struggle to pay monthly, especially when they have a family to look after. Also, cuts in household benefits, so people who need to look after children who cannot go to work are struggling to pay the bills too.

Overall, social and cultural contexts can influence advertising heavily, and the Shelter campaign has taking into account these contexts and stereotypes, and they have tried to show the opposite, so instead of presenting a stereotypical person on the street with gangs, they have shown that more people need help with potentially going homeless than we think, so they have presented three normal people, and shown a few different ways in which people go homeless, none of those were drugs or gang related. So, in this case, the social and cultural contexts have influenced advertising in a positive way, as it has sent a new message which should make more people aware about the causes of homelessness.

Charity Adverts