Media language

Front cover

• Minimalistic

• No ads suggest independent nature of the magazine

• Conventions of conflict

• Clenched fist and agressive facial expression

Louboutin page

• High angle shot of a black persons feet placed in bottles

• A stereotypical representation of africa is presented

• Lack of anchorage makes us think - shows us we are complicit in stereotyping

• Taking a real advert and placng an actual image of people suffering positions the audience in a guilty and bleak mode of address

• The image looks like it was taken from an ancient camera, further emphasising inequality

• This blunt binary opposition creates a narrative where the audience are selfish and pathetic for allowing these things to happen.

Zucchetti DPS

• Zucchetti exists to brand tap warer

  • They’re branding something we need to use for survival which shows how ridiculous it is

  • The luxury style way it is presented makes it seem fashionable like a high end perfume

  • When the audience buy those taps, they buy a luxorious lifestyle, which reinforces and cultivates a capitalist/consumerist ideology

  • The audience should know who zucchetti is, indicating the middle class audience

Water deprivation in Brazil

• The page suggests certain people live in absolute poverty and cannot access clean water

  • The placement of this right next to a luxury tap creates a binary opposition between absolute poverty and ridiculous luxury where some live life free of challenge and others struggle

• The image in the top left features a nude woman in a bath. However this image is in no way sexualised.

  • This contradicts Zonnens assertion that the sole function of women is to be sexualised for the male gaze.

    • The nudity is contextualised. The emphasis on her knees constructs a sad, negative connotation

• The womans tattoos is stereotypically less feminine - subverts stereotypical beauty standards

• The woman curled up suggests a small bath, she is cold, and creates connotation of vulnerability

• The page constructs a hierarchy, where those in relative poverty are significantly better off than those in absolute poverty. Suggests an unfair world.

How zucchetti links to consumerism

The idea that people are so obsessed with consumerism they will spend hundreds on a tap, while showing the opposite with people who dont have basic needs

Homeless DPS

• Binary oppositon between the model and homeless person reminds the audience of the different ways people live.

• 350PPM, a reference to the safe limit of CO2 molecules in the atmosphere, functions as a hermeneutic puzzle for the target audience

  • Requires audience to do research

The model in the Homeless DPS

The perfectly symmetrical face gives her a clean look, contrasting to the woman on the right who looks messy, dirty and scruffy

The homeless woman in the homeless DPS

• The audience are positioned as a passer by - this is made by the direct address of the woman, making us feel more sympathetic as we choose whether or not to donate money

Save the planet, C1 article

The fact its talking about a supermarket already creates relatability to the audience

• “You” “your” direct address makes the reader feel as if they’re actually being talked to

• “Catastrophe” “Magnitude” dramatic words to exaggerate the situation

• “Clothes you wear to the food you purchase” is again relatable so it directly targets the consumer again.

Chapter 2 1st page

Photo

• Implies we are attached to our phones

• Lack of branding and colour suggests anti consumerism'

Copy/anchorage

• “Have you heard” rhetorical question makes the audience actually think rather than passively reading it

All of humanity’s problems stem from our inability to sit quitly in a room alone

• Refers to addiction

• Could be over exaggerated to make the issue seem more extreme

Photo of person laying down

• Contrast between light and dark shows how the person is “blinded”

• Even in a calm setting, like bed, they are still attached

US government article

Inclusive words like we, us, our :

• Makes the audience feel as if they are speaking from themselves

“The joy of being advertised nothing”

• Unprofessional photo shows that Adbusters focuses on the message rather than aesthetics

• “Just STOP” capitals show urgency and call to action

• The fact the copy was given for a Birthday shows it is spread by word of mouth

• “We need to start being extreme” - Something needs to happen - inclusive language