Writing Task: Analyze an Advertisement – Vauxhall Zafira Advert.

  Vauxhall Zafira is a brand of a car, it was selling on the advertise, I would like to talk about the target market of this type of car and how it attracted the customers by the Maslow’ hierarchy needs and the Vanee Packard’s Eight Hidden theories.

  First of all, in the demographic aspect, I think the target market is about 30 – 40 years old, the gender of the customers are mainly male character, because the target Is the family group, and according to the stereotype, male character is in a dominance role that decide to pursue cars. Moreover, the income of the target should be stable, because the price of a car would be a burden if they don’t have a stability income. However, one of the selling point of thecar is cheap, thus the customers would not be very rich, and the target would be the middle class.

   Secondly, the geographic aspect, it is obvious that the advertisement is in English, therefore it is possible that the target is British. Moreover, the car is a mid – size car, it is stable and the speed of the car would not be too fast, thus it is suitable for any climate and weather in different places, there are no restriction on climate.

  For the psychographic, this advertise have shown that what kind of people suitable for buying this car. In the advertise, the owner of Vauxhall Zafira is moving in their house, which represented their value is to gaining a better living standard and want to have a comfortable living, thus the target market are people who have request to their living. Furthermore, the can is a mid – size car, there are a lot of spaces at the back of the car, thus this car is for people who like to buy huhe amount of stuff, and the interest is going shopping. In addition, the capacity of the car is large, it is enough for a family, so the target customers should love to held family activities and going out with a group of people, and they would love to be out – going. Therefore, this car is for people who always go out and travelling with family and friends.

  After talking about the target market, I would like to discuss the reason why the customers would buy this car. According to the Maslow’ Hierarchy Needs, the basic need is to physiological needs, all people are alive and they can pursue the car. The next one is the safety. This car is large, and it has glass roof, that are very hard enough to protect people in the car, besides, it has twin front and side airbag, so it is high stability control, very secure while driving it. The third level is love and belonging, this car is large enough, it can carry more than five people, so it is very convenient for the owner to travel with their friends and family, can link a close relationship with them. In addition, the upper level is the esteem, although this car is not for show off, it have some cool facilities such as glass roof and a storage in above the chairs, this will make the car stable and strong enough, so while the car owner travel with their friends, they will feel confident, people appreciate their car, they will respect by others and it will rise their self – esteem. The highest level is self – actualization. This car is very large and allow driver to store lot of stuff, it can be solving the problem of buying too many stuff. Later on, this can have many functions and can carry many passengers, so people can do many activities in the car, such as sleep in the car, travelling for long distance, so it is having a sense of creativity in the product, which will attract the customers to but it.

  This is a commercial advertisement, I think it will put on some platform that citizens would easily be aware of it. Firstly, this advertise will appear on the television in the golden period of time, about 8 – 10 o clock in the evening, the audiences of this period of time is parents and children, they are the target customers. Moreover, this advertisement would be on some internet social network, for example YouTube and Facebook, it will attract large amount of internet users to watch this advertise and increase the reputation. 

Consumer Motivation: McDonalds

  

  McDonald is a big company that always fulfill human being's need, the advertisement always show how they persuade customers to buy  their products, and I will explain it by the Maslow's hierarchy of needs.

  In the Maslow's theory, all needs should be fulfill one after another. For the basic level, it s the physiological,, they are the basic need that everyone needs. In the McDonald's advertise, they people are alive, and the basic element is need is eat, eat can make me not being hungry. In the advertise, the people are very hungry, so they will find McDonald to cure the hunger. So it can give enough food for the customers.

  The second level is the safety and security, the customers are already have the job and can take care of themselves, so they are already secure because they can take care about themselves. Moreover, the McDonald also have also emphasis the health. In the advertisement, the people who eat food that are not from McDonald is disgusting and not enough at  all, the food are disgusting and make people do not have appetite, thus it is not full enough. However, the man eat the chicken wrap from the McDonald make the people very full, so it is good for the health of people.

  The third level is about the love and belonging, eating in McDonald, it is a place for gathering with friends and relaxation, one of the target group is the youth, so eating in McDonald can provide a place for youth and chatting with each other, enhance the relationship, thus people will have more friends.

   The forth level is about the esteem. McDonald is a popular brand, it is world famous brand, so people who eat in McDonald will feel confident because it is a choice that many people choose, there are a guarantee in eating the food. Moreover, in the advertise, the man who eat in McDonald feel happy and satisfied, so he eat something tasty and fresh, so people will feel cool and rise their esteem.

  The fifth level is the self - actualization. It is about the overall feeling of people, I think people will feel satisfaction in eating McDonald. Moreover, the choice in McDonald have a huge range, thus people will be creative and have a wide range of choice to choose for the food. Besides, McDonald have promote people to make it become the first choice when you feel hungry, so you will naturally think of McDonald while eating, so it maybe spontaneity.

  

Celebrity Endorsement - Tiger Woods

Celebrity Endorsement is a gambling, it will brought large amount of profits to the brand company, but on the contrary, it will bring great lost too, it is very risk. In the following, there are a representable example about celebrity endorsement that result in both profitable and dropping by the advert.

A brand of a watch, TAGHeuer have chosen Tiger Woods as the spokesperson, and his background and image have echoed to the brand identity. Tiger Woods is a world famous golfer, he is well – known and famous, and he is one of the highest – paid athletes in the world, which represented that he is wealthy. In his early career, Woods attending Western High School at the age of 15, he became the youngest U.S. Junior Amateur champion and the record stay for 20 years, later on he graduated at 18 years old (Lawrence J. L. 2006), which means that he is talented in golf, intelligence and hardworking. Later on, Woods won his first major, the Masters, he set the record for the fastest-ever ascent to No. 1 in the Official World Golf Rankings. Moreover, Woods' victory made him become the first player to hold all four major professional golf titles at the same period of time. Thus there are a significant sign of being number one, the leader of golfer, all the titles have proved that he has high ranking and reputation. Besides, Woods broke a large amount of world records, he has won 79 official PGA events (Lawrence J. L. 2006), this signifies his identity, and he cannot be defeated, always being the champion, which means that he is successful.

Besides the golf business, Tiger Woods have set up the Tiger Woods Foundation to promote golf to children, let the next generation understand golf. Furthermore, he also set up Tiger Woods Learning Centre for educate the youth. In addition, Woods have written a golf instruction book which become the bestselling golf book. Due to the foundation and his writing, it means that he have a sense of mission and responsible.

Looking at his appearances, he is very cool and confident, this was what men are looking for. Customers would attracted by Tiger Woods because of his identity, he is attractive in his career, awards and achievements, an icon of getting both virtue and rewards, customers would admire him and buy the product he endorse. In addition, some customers would want to be like him, the characteristics Woods have are the aims of men in the age of 30 – 40, so the garget would possess the persona he have. As a result, it will increase the sales of the brand.

However, in 2009, there are a series of negative news that lead to negative image of Tiger Woods, thus one brand company dropped him, it is the Nike Company. Nike dropped Woods because of inly one reason, it is the scandal about infidelity to his wife, Tabloid newspaper have claim that Woods have an external affair with another women which is a nightclub manager (Maureen C. 2013), this made the citizens doubt about his image. Woods started not appeared in any of the event and his image have already not trust worthy. However, in his sport achievement, it is powerful to prove that he is number one in the heart of golf fans. Since 1996, Tiger Woods become the Nike endorser, he is one of the Nike’s iconic athletes in the world, and thus Tiger Woods has a high reputation around the golf players. Therefore, he helped Nike brought big profit, because he has helped Nike resonate with the customers in the market, and also recruiting other golf players to become the become the tour staff, it can also maintain Nike’s brand accuracy in the golf brand, Woods has a great influences in the brand and without him, Nike may lost the customers of the golf players (Tiger Woods signs new endorsement deal with Nike. 2013). While Woods have an enormous impact toward the selling of Nike, Nike will stand for him while he continue to win through the competitions, Nike believe that the endorsement portfolio can be rebuild. Moreover, using a new celebrity endorsement may need to build the image of Nike and it takes a long time to experiment an unfamiliar person, so Nike stay with Woods can guarantee that there are a group of fans with buy Nike (Kyle P.2013). As a result, Nike sign a new contract with Woods and keep him for many years.

       

References:

l   Lawrence J. L. (2006). Tiger Woods: A Biography. Greenwood Press. USA. Av

l   Tiger Woods signs new endorsement deal with Nike. (2013). Golf week. 17 July Available from: http://golfweek.com/news/2013/jul/17/tiger-woods-nike-new-endorsement-deal/

l   Maureen C. (2013). The night Tiger Woods was exposed as a serial cheater. New York Post. 24 Nov. Available from: http://nypost.com/2013/11/24/the-night-tiger-woods-was-exposed-as-a-serial-cheater/

l   Kyle P. (2013). Report Nike is about too re – sign Tiger Woods. CBS Sports. 3 June. Available from: http://www.cbssports.com/golf/eye-on-golf/22346033/nike-is-about-to-resign-tiger-woods

Horror movie: Orphan

Horror movie: Orphan

Character:
- Monster:

•  The orphan, Esther, adopted by John and Kate was the boss. 
• She is normal and natural in front of people. However behind she has some secrets.
• She was already 33 years old although her appearance looks 9 years old , has a hormone disorder that stunted her physical growth, and spending most of her life pretending a little girl.
• Esther has serious violent and previously she had already killed 7 people.
• Previously she lived in a psychiatric hospital.

- Victims:

• John, who adopted the orphan. 
•  John was killed by Esther
• The chile  of John and Kate, son Daniel.
• Esther killed Daniel and he was in a great injury
• Moreover, the classmate of Esther was one of the victim, she was die because Esther push her down from the sliding board.
• Sister Abigail, the sister in the orphanage. Esther killed her with a hammer.

- Survivors:

• Kate, John's wife, Kate has lost her third baby because of  miscarriage.
• The  little daughter of John and Kate, death - mute daughter Max.

Plot:

1. Show the setting was mainly in a isolated house, it is not threatening setting but with the snow, it feels that it was difficult to escape.
2. Because Kate and John has lost their baby, they would want to adopted one from orphanage and they will forget the nightmare.
   
3. A orphan called Esther have finally enter their house, become one of the family member, the daughter likes Esther a lot but the son Daniel was not welcoming at all. 
4. Later on, there are some weird things happened, Esther can tell about the sex knowledge in a calm way, besides Esther has hurt a girl in her class and the girl broke her arm.
5. At this moment, the mother, Kate has already suspicious about Esther, she told her feeling to his husband but no one trust her.
6. Esther further killed Sister Abigail and threaten Max don't tell others, or else Max will die.
   
7. Daniel found out that and want to show the guilt of Esther, however Esther know his plan and arson to let him in great  injury.
8. While Kate warn John, John didn't trust her, and let Kate in a great danger
9. Then, there are a dramatic slowdown, Kate go the do some research of Esther, and find out the secret of her.
10. Esther tried to seduce John but not success, then she killed John with knife.
    
11. Further, there are a fighting between Kate and Esther.
12. At last, Kate kick Esther face, breaking her neck and then sending her sinking back into the pound.

Props:

• Gun and bullet            
  
    
•  Knife
• Scissors
• Hammer
• Fire for commit arson
• Bricks
• all of them are the tools for killing people.
• Scares on the monster's body, show the horrible appearance of Esther

Cinematography:

• A lot of shots are straight cut, and most of the shots are fast and sharp, just in a few second, the action have finished, it can create a shock and frighten effect on the audiences. The pace is very fast.
• Using a lot of extra low angel of the camera, it is showing the facial expression of the evil person, show the dangerous and terrify expression.

Mise en Scene:

- Setting:

• It was in the winter time, let the audiences feel the coldness of the atmosphere.
• At the beginning, it was in a orphanage, a very normal place which the main character, Esther appeared in a normal and natural way.
• The tone of the picture was dull and no brightness, create a sorrow mood, reflect the feeling of Kate.
• The other main setting was the house of the family, it was an independent house that no other houses besides, it was isolated.
• The house was isolated that show that it was difficult to escape from there, a very hostility environment without any neighbor. 
• In the hospital is an important place, because in horror movie, there are always someone get injured.

- Custom:

• All character are wearing casual wear, jeans and t - shirt, however, the color are very dull and dark, no any bright color, its create a very sad and depress atmosphere
• The main character, Esther is wearing something different, she was always wearing dress, and necklace in black color, it may signifies the characteristic of Esther, she has a lot of secret behind 

- Make up:

• Almost the end of the movie, Esther have a heavy makeup, that make her become a grown woman. This makeup also let the audiences knowing her secret and true age. Moreover, her makeup create a very horrible feel for the audiences, they can feel Esther's evil and anger.

- Lighting:

• Using hard light, show a sense of danger involved, many shadows were shown while Esther approach.
• A lot of time using low key, because there are showing the inside world of Esther was very dark, and also shown the audiences about the background of the story, the family was in a sorrow mood after the death of Kate's third baby. 

Use of Sound:

• It has use a lot of sharp sound, for example sound of open the cupboard, laughter of the orphans, these sound are what Kate have heard, reflect Kate was very sensitive.
• Another diegetic sound was before dangerous approach, in the playground, there are sound of the seesaw, sound of footsteps, and swing, they are all high pitch.
• Thunder used often in this movie to show the dark and abnormal characteristic of Esther, and also thrilled the audiences.
• They are all very high pitch, and makes the audiences very uncomfortable, feeling a sense of horror.
• there are some off screen sound to create the horrible atmosphere before an incident happened. Mostly, they are low pitch music with a short end, the instruments they used may be cello. 
• While Esther fell on the ground and do not have any movement, there are some peaceful music such as some flat string instrument, these music create a misconception that the people are safe.
• The non - diegetic sound also included some little tinkle sound, it was small and like water drops, but it makes the audiences feel careful and focus on the scene. it wasn't very scary but it affect your heart. 

Casablanca vs Mr. and Mrs. Smith

Casablanca	Mr. and Mrs. Smith
ü   Narrative Narrative Structure: l   Linear and chronological l   Most accessible to audiences by following the story line. Narrative Element: l   At the beginning, it establish the background of the story, it was inside Casablanca, a city which was not yet invade by Germen army, there are a nightclub that held by Rick, and he is fall in love with a pretty women. l   Rick and Liza was fall in love, however, there are wars and Rick and Liza promise to leave together. Nevertheless, Liza was leave alone and do not keep the promise, that makes Rick very depress. l   The turning point was Liza was back to Casablanca and meet Rick, Rick was so angry about the leaving of Liza and sad about Liza already has a husband. l   While he knew the painful embarrassment of Liza, at last, he restore the equilibrium, he decided to help Liza and her husband Victor escape the riots, and he stay in Casablanca. Ø   Using third person narrative, from the outside angel.	ü   Narrative Narrative Structure: l   Using flash back to remind where John and Jane met. l   It was just a little part of the scene at the beginning, so do not bring a shock effect. Narrative Element: l   Opening scene was John and Jane were meeting a professional of marriage, and then flash back to where they met and married in a quick speed, let audiences knowing the relationships between them but not clear about their career. l   While audiences realize the career of John and Jane, they were both killer, then the turning point came, in a mission, John and Jane noticed that that their lover was a professional killer, this began their fight and tried to kill each other by using various types of methods. l   While they know they still love each other and conspiracy behind, they tried to restore the problem and fight for survival of both of them. l   At last, they won the fight and then a new equilibrium built, they live happily with trust and honesty. Ø   Using the third person narrative, the audiences will know both of the character are the killers.
ü   Theme l   Very romantic and poignant love story l   The male character was the superhero. l   There are conflicts in the war, and also conflicts between twin main character, Rick and Liza. l   Do not have a line between good and evil, but the hero can do everything for love l   It was an success at last, he finally send Liza and her husband to America l   Rick is fail on his love relationship, but success in save the woman he loved	ü   Theme l   Action movies with romance inside the story l   Both of the male and female characters, are the hero. l   There are a lot of conflicts between Mr. and Mrs. Smith, and also killers and their companies l   A clear line separate two groups of people, l   Mr. and Mrs. Smith het a great success fight against the killer companies. l   There are a self – discovery through their fighting, they realize that they love each other a lot. l   Bring a message out: communication is important in   a relationship, or else it would like a bomb and explode in one day.
ü   Content l   It was about war and historical events l   The love scenes were not undisguised, it was very conservative, and .even they were kissing in a dark atmosphere. l   Do not have meaningless violence, the war was the background of the story was very important.	ü   Content l   It was about action and romantic movie. l   There are a lot of love scenes, they are very open, many scenes are kissing to show their passion. l   Some sex scenes was shown in the movie, both of them were not nude, but the scenes are very hot and outrageous to show their enthusiastic l   It was not a controversial topic, but it exaggerate the conflicts between a pair of couple.
ü   Characters l   The male character is the hero, Rick restore the equilibrium, he help Lisa and his husband board on plane escape to America. l   He was very brave and clever, he didn’t fear of Renalt and the police. l   The female was the princess, she was helpless while she and her husband cannot escape from Casablanca. l   The helper was the Renalt, although Rick shoot the police, he didn’t arrest him and let him go.	ü   Characters l   Different from the classic Hollywood movie, the female character was not the victim, Mrs. Smith is also a hero too, she and Mr. Smith are very brave and fearless in the serious situation l   The helper in the movie, which was the friend of Mr. Smith, he was not helping to restore the equilibrium, he is making some conflicts between the couple, he is enlarging the conflicts. l   In some ways, he was also a donor, he gave some advices to Mr. and Mrs. Smith.
ü   Music Ø   Using a lot of diegetic sound l   E.g. German army sang the national anthem l   The French sang the La Marseillaise to against the invasion of the German l   Using the songs to represent the fight on the war l   Character’s dialogue l   Music create by instruments in the opening scene. Ø   Non diegetic sound l   The early scene, gun shooting was added, when a man fall on the ground Thus it use just a little non- diegetic sound	ü   Music Ø   Diegetic Sound l   A lot of gun shooting scene, so there are sound about shooting in many scenes. l   There are a fighting on the highway, there are a lot of crashing with cars, they are all the sound inside the movie. Ø   Non – Diegetic Sound l   At the beginning, John and Jane was attracted to each other, there are a part of dancing, the background music was inside the scene l   At the middle part of the movie, Mr. and Mrs. Smith are dancing tango, the music was insert through editing.
ü   Principle interest of the film producers l   Generate money, the war and romantic film are very popular at that time. l   The beautiful women fall in love with a hero was the most classic and generic topic at that time.	ü   Principle interest of the film producers l   Efficiency economics, this was a very commercial movie l   There are action scenes, love scenes, and famous Hollywood superstar. To support this movie. l   Guarantee this movie will get a good result l   A lot of high technology and special effects enrich the movie.
ü   Others Places: l   Most of the time was in the studio, in the nightclub called Café Américain l   Some outdoors camera shooting while there are	ü   Others Places: l   It was in a real apartment, this was the house of Mr. and Mrs. Smith’s house. l    At the last scene, there are some a gun shooting scene, it is in the stdio because it is in a large area

Stardom research project - Marlon Brando

Opinions to Marlon Brando

-  Stella Adler: “I taught Marlon nothing.  I opened up possibilities of thinking, feeling, experiencing, and as I opened those doors, he walked right through.” 

What kind of role did he play?

- Most of them are appeared in crime movie.

- Handsome guy with a sense of rebel, like fighting a lot

1   Who did they work with? Are they associated with any studio/director etc?

      - He was a full-fledged actor on Broadway before the Studio opened in 1947.

      - He was utterly skeptical about the category of “method acting.”

      - Brando’s schooling as an actor in a year (1943-1944), at the New School for Social Research where he took classes with Stella Adler, daughter of the actor Jacob Adler

      - Sometime he will go to the Actors Studio in Saturday Morning

       

        

      What awards did they win?

      - He won 33 winning awards and 22 nominations, nominates the Oscar for 8 years and won two times.

      - Significant awards: 

•      1973 and 1955 won the Golden Globe Best Motion Picture Actor by The Godfather and On the Waterfront.
•      Won three times BAFTA Film Awards by On the Waterfront, Julius Caesar and Viva Zapata!
•      1955, he won the Oscar Best Actor Award by the On the Waterfront, and in 1973, he won the Oscar by the Godfather.
•       In 1972, he won the KCFCC Best Actor Awards by the Godfather.

3.    What are their most memorable performances?

 - There are a Broadway show, A Streetcar Named Desire catapulted the 23-year old to worldwide fame.  Huge success    in Broadway

 - Brando’s first Hollywood role, as a paraplegic veteran in Stanley Kramer’s low-budget social

problem picture, The Men (1950) 

-     - The Godfather was the turning point and let him back to top ten and won his second Oscar Award. The Godfather become a model of patriarchy, Brando is as much cultural icon as actor. 

      - On the Waterfront also very impress by the audiences, Because it is defining an ideal of failure and redemption in On The Waterfront.  

        

   

      What notable information do you know about their real lives?

      - Brando had a number of affairs with women, and was married twice - to Anna Kashfi (1957) and Movita Castenada (1960) - to legitimate his children.  

      - He also have a romantic relationship with Tahitian Tarita Teriipaia, and he had two children     with her, and adopted two of her other children. He had three children in his seventies with Maria Ruiz. 

      - Brando was notorious for his ability to attract women and preserve their loyalty over time, and also for his inability to be loyal to them.  But he always supported his children, those he adopted as well as those who were his by blood.

      - Social life:

• He has an early promoter of women’s suffrage
• Black civil rights
• protections for migrant laborers

Brando was moved by the unjust treatment of North American Indians, in 1973, he refused the Academy Award  to protest Hollywood’s negative stereotyping of Indians, he had been active on their in two decades and was planning to held an agressive Indian film project. 

He responded by making his own film with a 16-millimeter camera about the starving Bihari Children in India.--  Brando considered himself a global citizen, so he always care about the issue all over the world, especially the different nationality.

    

     In what way do their role cross over from their real lives?

 -     - In the Wild One, Marlon Brando play Johnny Strabler. The character is quite rebel and desire for justice. It was quite similar with Marlon when he was young, he was kind of rebel but on the other hand he concern the society so much.

      E.G. Protect the Black movement 

Anything else?
- Marlon Brando had dancing lessons with Katherine Dunham when he was young actor in Manthattan, and he had a native flexibility, described as a panther.
- He had a broad taste, he love to collect books about religion and philosophy, politics and histories, and language like French and Spanish.

Video Clip: 

Top 10 Marlon Brando Performances