AS Media - Exam Revision - Olympics 2012: Visual Analysis, Representation and Audience through audio visual adverts

In this blog post we will consider how the London Olympics and Paralympics 2012 were used by various companies to advertise both the games and themselves.

You need to consider the visual analysis techniques of denotation and connotation, paying attention to the use of colour, symbols, setting, locations, props, people, costume.

You should identify the use of sound (particularly music and dialogue) and why this has been chosen.

You also need to consider how different camera shots and angles help to convey 'meaning' - these will include Extreme Long Shots (to show space and location), Long Shots (to show character), Mid Shots (for dialogue), Close Ups (for emotions) and Extreme Close Ups (for details). Also consider low angle and high angle shots - what might these mean to the audience?

Finally, for technical codes, you need to identify how each text has been edited and for what possible result - pace, cutting to music, to deliver 'meaning' etc.


Representation - for each text use the WHO, WHAT, WHY, HOW model

Consider the use of London as a setting and 'iconic' locations - what do these add to the message and the 'meaning'?

How are athletes, celebrities and the public used to represent the games?

How are the issues of 'sport', 'pride' and 'patriotism' represented to the audience?

British Airways - "London Calling"

Samsung - "Take Part - Everyone's Olympics"

Samsung - "Paralympics: Sport Doesn't Care Who You Are"

Visa - "Usain Bolt"

BBC - "Imagine"