Compare and contrast the target market for the 3 car adverts giving reasons for your assessments

The similar demography of three adverts is that all of them targets at 30-40 years old people. They should have a fundamental income that can afford the price of the car. However, there are some differences between them.

For the demography of BMW M5, it mainly focuses on 30-40 male businessmen. BMW M5 is defined as a kind of luxury and executive car in its industry. Therefore, those who can afford the price of BMW M5 should possibly have a high income and successful career. Besides, it has a high performance which fascinates professional people searching for a more efficient car. On the other hand, family may not be the main target market since it is solely suitable for a small-scale family. Hence, BMW M5 is principally targeted at 30-40 male businessmen who are mostly in class A and class B that can afford the price.

For the demographic of Vauxhall Zafira, it is a more family-based brand. Vauxhall Zafira is spacious and multi-functional car which is suitable for parents aged 30-40 to comprise children in the car. In addition, the safety and stability are proved in the adverts which are usually the most significant factors for family to decide whether buying a car or not. Apart from that, it may target at those who have a stable income that can afford the reasonable price of Vauxhall Zafira. Hence, it more targets at class A to class C1.

For the demographic of Jaguar, similar to BMW M5, it targets at 30-40 years old people. It is specially designed for 30-40 years old professional male since it is a luxury brand. Men would be fascinated more because they would be more like a man. Moreover, it suits different race as the slogan at the end is ‘it’s your turn’ which means that it can be driven by any race of you. However, family may not be attracted by this brand because the seat and space are limited. Therefore, it specially targets at people in class A and B who can afford the price.

For the geographic of BMW M5, it is more suitable for urban area in all countries. The appearance and performance of BMW M5 is designed for those who are living and working urban area to show their taste and profession. Indeed, the targeted location should have a high density on the grounds that people probably have a higher living standard.

For the geographic of Vauxhall Zafira, the target place is more worldwide. The family-based car could be appeared in both urban and rural area as every country has a great amount of families. Nonetheless, it may target more on urban cities due to the higher density of location. Therefore, Vauxhall Zafira is targeting more global than others.

For the geographic of Jaguar, it may be more suitable for countries which have more sunshine than raining as it is open-top. The car can be driven extremely fast and, therefore, the car would be more suitable to be driven in places which have open and large area. Besides, the place should have a high density as the lifestyle should be higher and hence people would be more interested to have a car of this brand.

For the psychographic of BMW M5, it specially targets at people who are interested in cars and fashionable. The design of BMW M5 is suitable for people who are stylish and like showing off themselves in front of others. Their lifestyle should be more luxurious as the price of the brand cannot be easily afforded by everyone. Those who aspire to have a successful life can also be the targeted market because the brand can signify a success and higher living standard. On the other hand, people who prefer an efficient life and car are attracted as BMW M5 has a higher performance than a normal car. Thus, the targeted group can be the explorers as they pay more attention on the brand name to see whether it can fulfill their satisfaction.

For the psychographic of Vauxhall Zafira, it targets at family which includes children and want to be more convenient. The brand may be more suitable to those who always go out with their family in their leisure time and have to carry a great amount of things due to the spacious area in car. Their lifestyle is not always busy as they should have time to spend on their family. Therefore, the mainstreamers should be the target market because they focus more on family brand and security. 

For the psychographic of Jaguar, it particularly targets at people who like to flaunt their wealth and status. The car has a dazzling red color and outfit while the motor sound is especially loud and attractive that people can be easily drawn attention on and recognize it. Thus, the car targets at those who want to attract others and have a sophisticated lifestyle. People may be also fashionable and interested in cars. On the other hand, the targeted people should have a successful life as the car is exclusive to be owned. Hence, the target market should be the succeeders since professional people having this car should take more account of the car quality and be confident.

Tiger Woods Endorsement

What meanings does celebrity endorsement bring to the brand in this advert?

The celebrity endorsement brings that the brand has been the first place of the industry for a long time on the grounds that Tiger Woods had set the record in the Official World Golf Rankings for 264 weeks, which is the longest domination. This also symbolizes a successful life like Tiger Woods before when having a TAG Heuer watch. In addition, the brand would be seen as a long-established brand as either golf industry or the golf career of Tiger Woods has begun from a long time ago. Besides, the watch of TAG Heuer is considered as a professional, high-end, fashionable and detailed since golf industry is usually seen as a high-class sport activity and every stroke needs to include many considerations that may affect the stroke. However, Tiger Woods has won lots of awards, which signifies that the brand has also emphasized as much detailed as they could.

Why do you think Nike was under pressure to drop him?

In 2009, Tiger Woods admitted his infidelity in his marriage. His marital problem has stirred up controversies among society. Moreover, Tiger Woods had announced that he would indefinitely withdraw from golf industry. Therefore, not only had the image of Nike suffered damage, but also its sales of golf equipment products would be adversely affected. Financially, Nike also had to consider its shareholders loss attributing to Tiger Woods’ affair. On the other hand, Nike had to take account of the sensitivity of some customers, in particular, women, due to his infidelity.

Life of Pi

Life of Pi (2012), which is directed by Ang Lee, is a American live-action computer-animated adventure drama film based on Yann Martel's 2001 novel of the same name.

Mise-en-scene:

• Conformed to realism
• Location
• Zoo: the place Pi has lived
• Ship: had a wreck
• Lifeboat: Pi and the tiger has lived on it and it was floating on the ocean
• A secret and mysterious island
• Hospital in Maxico
• Costume
• Simple
• Woman were wearing Indian clothes
• Pi’s clothes were dirty, messy and broken, later he was even half-naked: to show that his situation became worse gradually
• Pi was saved eventually and he wore white clothes: clean, new life
• Time
• Pi’s past and present day
• When the accident happened: storm, at night

Cinematography:

• Focus
• Rack focus
• From LAN to tiger
• From Vishnu to those who were throwing something on them
• From Pi’s face to his shaky hand holding a meat to Richard: show his reckless and nervous
• From Anandi to Pi: show their connection
• Selective focus
• Only focus on Pi but not his father and brother: show the main character
• Focus on Pi and his brother but not his father as they were mumbling that his father can’t hear
• Camera angle
• Low angle
• When father was telling Pi how dangerous the tiger was: to exaggerate the danger and scare of the tiger
• Showed Pi’s power and determination when Pi was extremely hungry and there were a huge amount of fish on the lifeboat
• When Pi was dying and looked up to the sky: to show that he was talking to his family who were in the heaven
• High angle
• The tiger became a little bit scared of Pi because of his threat and determination
• Eye-level
• When there were many fish flying towards Pi, it has used his eye to present what was happening in front of him
• Lighting

• source
• Always available especially when Pi and the tiger were on the lifeboat: came from nature: more realistic
• Mixing sources? At night, but there were many jellyfish which provided the light in the ocean
• Available? The light came out from the sky when Pi met up the storm again
• Colour saturation
• Saturated: at the beginning: showed the wild animals in zoo
• Desaturated: in the past: greyish, washed out, like ‘Slumdog Millionaire’: poor and simple places, like slum
• Camera distance
• MCU
• When father was blaming Pi: to emphasize the father’s anger on Pi
• When Pi was saved and calling his family: his loneliness on the lifeboat
• Pi was crying when it was back to the present at last: focus on presenting the true feeling about his life
• CU
• The face of the tiger: to focus on its facial expression in details
• When Pi was looking up to the sky: to show his worse situation on the lifeboat
• XLS
• When Pi was inside the warehouse of animals: to show his loneliness
• When Pi was jumping into the ocean and nothing was there except the fish: he was the only human there
• After the storm, his boat was floating on the ocean with nothing around him
• When there was a whale passed by: openness, freedom, comparison between the enormous whale and Pi with the lifeboat
• Nothing else except the lifeboat on the ocean and became peaceful again after second storm
• XCU
• The tiger’s eyes when Pi opened the cloth to see the tiger: emphasized its hostility through its eyes
• From LS to CU
• At last Pi told people another story: to help focusing and build up the emotion gradually
• Camera movement
• Aerial shot
• There was a storm when Pi’s family was on the ship: to show what was happening on the ocean and the seriousness of the storm
• There was nothing left except the boat, Pi and the tiger after those animals being eaten by the tiger
• Handheld
• When Pi was running on the deck: to show how shaky the ship was
• Always used when Pi and the tiger were on the lifeboat to be more realistic
• Tilt
• Pi was running on the deck: to show the ship was extremely shaky and inclined

Editing:

• Continuity editing
• Establishing shot
• house surrounded by trees and wild animals
• the church and the surrounding when Pi was 12
• Shot/ Reverse/ Shot
• When dad was blaming Pi angrily
• Eyeline match: use a lot but just some special moment
• Always used as Pi looking at the tiger
• When Pi was saved and looking at the place that the tiger went away: means that Pi wanted to see the tiger
• Re-establishing shot
• Always showed the ocean again to remind the audience that Pi and the tiger were still on the lifeboat drifting on the ocean
• Shot transition
• Fade in/out
• at the beginning: animals to animals
• always used as eliminating the time or the progress
• brought back to the past and present
• fade to black
• when Pi was the only one in his family to be saved and then: fade to black, the storm was over
• wipe
• when Pi was describing his life with the tiger and the lifeboat, the scene was wiping another aside to start to present what he has experienced

Use of sound:

• Non-diegetic sound
• Soft tone at the beginning: create a wild, natural and comfortable atmosphere
• The background music was like an orchestra when Pi met up the storm again: a bit passionate to lift audience’s emotion
• Pi was as a narration to tell his story in the past
• When Pi was fighting with those left animals, there was always no non-diegetic sound: more realistic, can focus more on what they were doing
• Dialogue privileged over other sounds: escapist, illusion of real space and time

Others:

• Allow space for memorable dialogue: ‘Above all, don’t lose hope.’
• Theme
• Life
• Region
• Treasuring
• Stories and narrative structure
• Types: adventure
• Linear, backstory: flashback, dialogue
• Closure
• Not exactly following the Todorov’s theory as it had many difficulties and Pi solved them
• Who appears in them
• ‘hero’: Pi (and the tiger): a young boy ( and an animal)
• Villain: Pi’s family
• Use of stars
• Not a particular star that has been used in another film before
• But the type, Indian, is always used in such kind of film
• i.e. bad situation: have no money, living in a poor place
• e.g. ‘Slumdog Millionaire’
• Technology

• Production perfection
• Meet audiences expectations and experiences of changing technologies e.g. special effects: animals, lighting
• Digital technology
• filmed in studio

Orphan

Orphan (2009), which is directed by Jaume Collet-Serra, is a American psychological thriller horror film.

Characters:

• Everyday family and people
• Monster: human: the psychotic orphan: Esther
• Victims: 
• father: Johnny
• the son: Daniel: reckless
• Sister Abigail (Respectable member in society)
• Survival:
• mother: Kate (a lone woman eventually)
• daughter: Max (an almost completely deaf girl)

Plot:

• Results in  wave of violence leaves many dead
• Esther first killed Sister Abigail and then the son and finally the father
• She wanted to kill the mother and the daughter but failed
• She hurt other classmates who has teased her before
• Survivors begin to fight back
• When Esther wanted to use a stone to kill Daniel, Max came out to stop her
• Kate found out Esther's genuine background and wanted to send her back to the orphanage
• Kate tried to call Johnny to leave with their children to avoid being killed
• When Esther was trying to kill Max, Kate protected Max and wanted Esther to be arrested
• When Esther was pulling Kate's legs into the water, Kate has killed her
• Dissent in the group as a result of tiredness/ fear puts the group at greater risk
• Johnny didn't believe Kate that Esther is abnormal
• Johnny and the psychiatrist thought that Kate misunderstood Esther
• Kate was in the hospital but Johnny still insisted on taking care of Esther without taking Kate's advice
• àEsther had the chances to kill Daniel and Johnny
• Those who have come into contact with the monster may try to warn the larger community
• Sister Abigail told Kate and Johnny some terrible facts about Esther's past in order to remind them being careful but then she was killed by Esther immediately
• They may go to the authorities but are met with disbelief
• Kate brought Esther to see psychiatrist Dr Browning so as to figure out Esther's problem but failed
• Dramatic showdown: climax with varying results
• Esther put on her make-up and wore Kate's dress, revealing her adult identity to Johnny while Kate was told the truth of Esther and going back to the home to save her family

Mise-en-scene:

• Beginning setting
• dream: like heaven, mysterious
• bloody floor and baby
• Costume of Esther
• Before: (like a child)
• exaggerated dresses
• always wear those ribbons on her wrists and her neck all the time (foreshadowing)
• like little princess
• After: (like an adult)
• wore adjusted Kate's dress and put on her make-up
• Setting
• Location
• a barren isolated big house: no one can help them
• a little tree house ( to kill Daniel and hide the corpse)
• Time
• winter: snowy
• usually at night
• thunderstorm
• the day when Johnny was killed
• snowy day
• at night
• dark house without electricity

• Props (to kill or threaten people)
• hammer
• gun
• cutter
• stone
• knife
• Props (to irritate Kate)
• alive flowers for Jessica, who died in Kate's tummy 

Cinematography:

• Beginning: dream
• soft and high key lighting
• colour: cool light (relaxing)
• selective focus: focus on the couple
• bird's eye, dolly and pan
• Lighting colour
• always cool: white blue, grey: cold
• Lighting
• artificial
• thunderstorm is the source to light up Esther’s face when she standing behind max
• source: fish tank, turned on and off by Esther, blue light on her faceà cool and scary
• mixing sources
• mixing by natural and torch: more realistic and torch can help focusing, soft intensity
• Camera distance
• MCU/ CU
• Esther's and Johnny's hands connected: new family member and the story began
• swing swaying
• how Esther used the gun: familiar to use it
• words on the search screen: Kate thought Esther was Borderline Personality Disorder, antisocial personality disorder, character disturbed children, children who kill
• Esther’s shoes, machine showing the heart beat, her face: tell us she wanted to kill Daniel, her happy face felt like victory
• knife: shadowy manifestation: wanted to kill Johnny if thing went wrong
•  the knife hurting Kate
• XLS
• look from Max’s eyes: Esther standing on the slide: powerful, scary, everything is controlled by Esther
• showing Max was going to pick up the gun while Esther was trying to kill Kate
• the back of Kate and Max: the end of this tragedy and Max and Kate were going to have their new life
• XCU
• the crack was made: to show that the ice floor was going to crack
• Camera angle
• low angle
• look from Max’s eyes: Esther standing on the slide: powerful, scary, everything is controlled by Esther
• Esther was threatening Daniel: powerful
• high angle
• Daniel was threatened by Esther: reckless, scared, fearful
• eye-level
• use it to represent the one who was walking e.g. Esther, Max
• Camera movement
• handheld: shaky: nervous, scary
• pretend someone looking down from the rooftop
• Esther was walking on the corridor: edgy
• quick moving towards Kate: realistic, scary
• Frame: Esther got out from the little frame (the orphanage): new story of her began
• Position: Max and Esther playing outside the window and out-focused but always in the frame: main characters as grandma and mum were also talking about them

 Editing:

• Simultaneous events: help creating the tension, let audience wait for the moment when two events meet up and what will happen next
• Johnny and Kate were arguing when Esther was painting and smiling
• the psychiatrist Dr. Browning was describing something good about Esther when she was acting madly and angrily in the toilet
• Esther was cutting the dress when Johnny was drinking wine and smoking
• Kate was told the truth about Esther when Esther was crying and removing her make-up and feeling angry about Johnny hurting her
• Kuleshov effect
• turning the pages of scrapbook while Esther was smiling
• Esther was looking at the fish tank which had some scary drawing on it and she looked scary
• Eyeline match
• always used as someone turned around/ looking for someone
• e.g.: the girl was looking around including the swaying swing, child coming out from the slide etc.
• create tension because she didn't know where Esther was
• Action match
• Esther pushed the girl down the slide
• Esther was using the hammer to strike and kill the Sister Abigail
• Esther was killing Johnny by knife many times
• Kate stood back when she heard the shot
• Esther was using knife to hurt Kate
• Re-establishing shot
• when the house was without electricity

Use of sound:

• Diegetic sound
• Esther was singing inside a room: attracted Johnny to find her, which connect them
• some boys were suddenly laughing with echo when the girl was finding Esther: give audience a scare
• Esther was suddenly growling from the back of the girl
• Non-diegetic sound
• violin: always high pitch suddenly
• always have some deep bass music e.g. cello, double bass
• mysterious, control the audience's feeling, terrify the audience, create a nervous atmosphere 

 Others:

• Use a dream and story to give a background
• Use the same scene but different result: Johnny appeared in the mirror: scared
• Manifestation
• Esther used a stone to kill the bird, which started to show Esther's character and afterwards killed people
• If Esther's ribbons were touched, she would scream out: Esther wanted to hide something behind the ribbons

Judy Garland

Judy Garland (1922-1969) was a renowned American Actress, singer and vaudevillian. She had received numerous awards and had been nominated a lot throughout her life. She had been honored a special Academy Juvenile Award in 1940, Golden Globe Cecil B. DeMille Award in 1962 and Grammy Lifetime Achievement Award in 1999. In addition, she had won Best Actress - Motion Picture Musical or Comedy in 1955, Album of the Year and Female Solo Vocal Performance in 1962.

She first appeared in Vaudeville with her two older sisters, which had led her to be signed to Metro-Goldwyn-Mayer as a teenager. After being signed to MGM, she started to be well-known by filming lots of films and the one that brought her to be most identified was being the main role as Dorothy Gale in "The Wizard of Oz" in 1939. Her performance had led her to receive an Academy Juvenile Award. After that, she was called as one of MGM's most bankable stars due to this recognition. In addition, she had starred "Ändy Hardy Meets Debutante", "Strike Up the Band" and "Little Nellie Kelly" had made a huge success which secured her position at MGM as a major property.

Although it seems that Garland had a successful career life during her life, there were some stories behind her ac一tress face. Garland was always criticized her appearance as unattractive by film executives. Her self-image had then been influenced since she was young.Although she became more fashionable and glamorous, she was still in lack of confidence of her appearance and could not escape the image of "girl-next-door"which had been created for her. Apart from that, when it comes to her death, she died at the age of 47 and mainly on the grounds of her long battle with drugs and alcohol.

Analyse the Photo from 'The Wild One'

The Wild One

 In the photo from a black and white movie called The Wild One, there are one lady and one man in a normal place like a restaurant. For the lady, she looks like a common and calm lady. First is her face which looks very calm without any emotion. She can even look straight at the man without any fear. Looking down at her costume, we can say that it is very clean and nothing special. It seems that she just wanted a comfortable knitwear. For the man, he looks very fierce and angry at that moment. He had a solemn expression on his face. Plus, he wore a leather jacket, gloves and a cap which strengthen his fierceness. 

Talking about the position of them, the lady is on the left side of the photo and her space is obviously less than the man. It seems that the man is more powerful than the lady. Meanwhile, the body of the man was a little bit leaning forward, seeming that he wanted to control the lady. He grabbed her collar like threatening her, however, she wasn't scared of him with her calm face. Based on the aforementioned, it shows their bad relationship that the man was arguing with the lady. And we can conclude that the genre of this film is like a usual story film. 

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