Lighting

• Low-key lighting is created here 
• There is an element of back lights used here as the lighting shines on her face 
• The lighting in this image makes it seem like the female is the main character and focus

• Low-key lighting is used here because there is a contrast of light and dark colours. Automatically, this gives a suspenseful, gloomy and mysterious feel. Over-lighting is used in this shot to make it seem more gloomy.

• This shot uses high-key lighting as the light exposes all of the actor's face. A realistic feel is created and generates a serious feel. 

• This shot uses low-key lighting because only half of the actor's face is exposed. This makes the actor seem more dominant and important.

• This shots uses high-key lighting, this is because the majority of her face is exposed. It's a dimly lit scene with only a little shadow created.

• This shot uses both high-key and low-key lighting. There is a strong contrast between light and dark - shadows are created. It could be argued that the shadows are formed from natural daylight, as a result this creates a sense of realism.

• This shot uses low-key lighting, this is used to create dramatic shadows. This shot gives a mysterious and gritty. 

• This shot uses both high and low key lighting. The high key lighting is used to expose the face of the female. You can clearly identify her emotions through her facial expressions, this makes the shot gives a gloomy feel. In addition, the low-key shot is used through the filler light, this creates a dramatic shadow. 

• This shot uses majority high key lighting. No shadows are created and this gives a sense of realism. 

• This shot uses low-key lighting, also back lighting is key.

Parallel and Contrapuntal

Rocko - U.O.E.N.O  (ft. Rick Ross & Future) - 

Parallel - 

• These images all reinforce all the things most likely to be associated with the song (drinking, partying, gang violence, consumption of drugs and alcohol) and the genre of music (hip hop). 

Contrapuntal - 

• All of these images are the opposite of what is associated with this song (romance being the main genre).

Development of sound technology - 1920s

The transition to sound-on-film technology occurred mid-decade and developed in 1926 - 1927, following experimental techniques begun in the late 1910s. Fox Studios and the Warner Brothers were crucial in the development and acceptance of the technology of sound in motion pictures.The primary steps in the commercialization of sound cinema were taken in the mid- to late 1920s.

With sound, the concept of the musical appeared immediately, as in 'The Jazz Singer' (1927), because silent films had been accompanied by music for years when projected in theatres. Sound also greatly changed the Hollywood approach to storytelling, with more dependence on dialogue and less creative use of the visual element.

Dr Dre - Beats By Dr. Dre Analysis

• Colour scheme - the colours used in this ad consist of dull, moody colours; this includes black and grey. These colours create a serious feel and reveals how the brand are genuine about promoting the greatness of music.

• Composition - the image of Dr. Dre (a well-established hip-hop artist/producer and a business mogul in the music industry) is placed next to the quotation. The image is facing the quotation to reinforce the importance of music. The importance of music is represented through the brand and also could be interpreted that if you love music than the beats headphones are essential to buy and have as a necessity.

• Lighting - the lighting exposes only Dr. Dre's face, while the rest of the ad remains dark. This highlights Dr. Dre's wealth and success, followed by also making the brand appealing and looking more successful and valuable.

• Type of shot - this shot is a close-up, the effect of this is that it enhances how the brand is thriving but yet still seems to have an element of seriousness along with it. 

• Dominant reading - the dominant/preferred reading this ad is trying to reinforce is that the Dr. Dre beats headphones are the best quality headphones due to the success of Dr. Dre himself. In recent months, Dre signed a new contract with a joint collaboration between Apple and Beats By Dre. This signifies how the brand is the best overall and symbolises how buying these particular headphones will ultimately boost people's self-esteem and gives them a higher status in society.

• Oppositional reading - it could be argued that Dr. Dre was influenced by gang violence in his younger years and that he was involved with high-profile criminals and gangsters in the music industry (when he was signed to Death Row records). This could be a factor which has a negative influence towards his brand. Ultimately, this factor could make people hesitant about buying Beats By Dr. Dre headphones. 

Nike Ad - analysis

• Who is the product aimed at?

The product is aimed towards teenagers who live urban lifestyles, this is because there is a young guy in the central image wearing clothes (which appear designer) to give him a high status in society. This ad will potentially influence other teenagers.

• How can you tell? 

The background is gritty and gives a youthly feel.

• What does the font and copy say about their product?

The font of the tagline is very street-like (graffiti). The rhetorical question "Who rules?" is written in a medieval type-style and could connote winning as the word "rule" refers back to the medieval period when there were loads of kings and queens ruling.

• Colour

The colours used in the background of this ad are very dull, this emphasises how this product is targeted mainly at youth who live in towns and cities (or ordinary lifestyles). The young guy in the central image is wearing a bright red jacket and has a bright yellow football - this is essential as it reflects how the young guy could be the next star (in reference to the rhetorical q "who rules?") and overall makes him stand out.

• Framing 

At the top of the ad there are grey and green lines pointing towards the central image - this shows how the central image is the main star.

• Type of shot / subject matter

The shot is a long shot - this is because it promotes Nike's clothing.

• Setting

The setting of the image is around a council area, this gives a gritty and youthly feel. It was taken outside to reflect the urban lifestyle.

• Pose

The central image is almost showing a football skill - this reinforces how Nike is a brand mainly associated with sports (football in particular).

Mise-en-scene

Takers 

• Costume - half the characters are smart and the other half are casual. This emphasises how the movie is an action movie and how different types of characters unite to plot a bank robbery, hence the title "Takers"

• Setting - this shot is taken in the middle of California. The use of a helicopter emphasises how the actors are in a wealthy and industrial area.

• Props - the actors are holding duffle bags - this emphasises wealth.

• Actors - Idris Elba and Chris Brown are the main actors in this shot. These actors are known for being in successful movies.

50 Cent Reebok Ad - Analysis

• Colour scheme - the colours used in this poster are grey and black. These colours give an urban and gritty feel which symbolise youth and status. 

• Composition - The image of 50 Cent (a well-established and modern rapper) is placed to the side next to the quote to give a serious mood and this reflects how the brand is also well-established. The phrases "no plan b" is the quote emphasises how Reebok, as a brand, are down for business.

• Lighting - the lighting is effected by the colour scheme and gives a profound feel.

• Medium close- up - this camera shot clearly focuses on the expression of the central image. Overall, this shows how Reebok are trying to be modern and fit in with what the youth take interest in.