Representation: clip analysis - dominant and alternative representations

1) List the different people/groups represented in the trailer (men/women/Americans etc.)

Males - There were representations of males trying to take charge and control a specific situation. This is apparent in the scenes when the men are trying to forger a fight back against the terrorists. This is clear as the men are giving instructions towards women. Also, all the main jobs that has authority is occupied by men which also strengthens the argument that men are more emotionally stable.

Women - Women in this film are shown to be the inferior gender in terms of confidence. The were distinct representations of women seeking assurance from the male counterparts. They were also obeying instructions from the men in the film.

Middle Eastern - This origin is mainly shown to be the cause of the terror. People are afraid of these people; there is examples of culture stereotypes in this film. The middle eastern characters are shown to be the terrorists.

2) For each group, decide whether the representation is a dominant or alternative portrayal.

Males -  The film shows a dominant portrayal for men as they are taking control of the predicament that occured.

Women - The film shows a alternative portrayal with the characters having a dismissive role.

Middle Eastern -  The film shows a alternative portrayal for middle easterners as they are shown to be the cause of the predicament that occured.

3) What stereotypes can you identify in the trailer?
There are stereotypes shown for each group. Males are shown to be the people that always have to take charge and control a specific situation. In the movie, the main jobs that has authority is occupied by men which also strengthens the argument that men are more emotionally stable and have the better jobs. Women in this film are shown to be the inferior gender in terms of confidence. The were distinct representations of women seeking assurance from the male counterparts. The constant obeying from the men in the film indicates that women need the physical and mental assurance. The middle eastern characters are shown to be the terrorists.

Psychographics

Institution: brand values

Nike

Sum up the brand values in 100 words, making reference to Dyer’s lines of appeal
Nike is famous for its advertising as well as its athletes. They are the twin pillars of Nike promotion. The company does not hire athletes simply as mobile posters. They are the brand as much as products, advertising, or the people who work at Nike. Nike's advertising has been as diverse as its athletes. Much of it has featured top names, but not all. One example that is well-known for reaching out to the global audience is the campaign ‘Just do it’. Ordinary athletes, people who might not even describe themselves as athletes; have found direct inspiration from Nike advertising.


Distil the brand values into one sentence of no more than 10 words.
Promoting their brand with the use of inspirational campaigns.

Sum up the brand in ONE word.
Sports

Adidas

Sum up the brand values in 100 words, making reference to Dyer’s lines of appeal
Adidas has a genuine respect for sport and this is apparent in its obsession for making the best performance products for athletes. The mission for Adidas is quite simply to become the "best sports brand in the world" and the leading performance brand in all competing sporting goods categories. The Adidas brand positioning is clear and distinct. This is achieved by producing the highest quality performance products at marketplace prices. Products will continue to be designed and developed to enhance the performance of all sports participants, irrespective of their age, gender or ability.

Distil the brand values into one sentence of no more than 10 words.
Adidas has an obsession of being the best sports brand.

Sum up the brand in ONE word.
Obsession

Amazon

Sum up the brand values in 100 words, making reference to Dyer’s lines of appeal

In the fast-growing world of e-commerce, there's Amazon and then there’s everyone else. Through Amazon Marketplace, it’s also created a vast village green where users can buy and sell items without ever leaving the site. It’s this breadth that has inspired customer loyalty that’s unparalleled among major retailers and increased Amazon’s brand value. The Amazon brand positioning is clear. This is achieved by producing the highest quality products for their marketplace prices. Products will continue to be sold in Amazon to enhance the loyalty of their customers.

Distil the brand values into one sentence of no more than 10 words.

Promoting their brand with the reliability of selling good products.

Sum up the brand in ONE word.
Dominance

Beats by Dr Dre

Sum up the brand values in 100 words, making reference to Dyer’s lines of appeal

Beats Electronics comprises the Beats by Dr. Dre family of consumer headphones, earphones, and speakers as well as patented Beats Audio software technology and streaming music subscription service Beats Music.  The Beats by Dr Dre brand positioning is clear. This is achieved by producing the highest quality products for their target audience.


Distil the brand values into one sentence of no more than 10 words.

Providing the best headphones, earphones and speakers in the world.

Sum up the brand in ONE word
Headphones