Quick Fire
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Todorov Propp
Levi-Strauss Barthes
What do you remember about the following…
Todorov• Todorov studied fairy tales and concluded that all stories followed
the same steps to make their stories
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Equilibrium •A state of normality
Disruption•Something happens to disrupt the normality
Recognition •Hero realises the disruption
Complications•Hero meets issues trying to restore the equilibrium
New Equilibrium
•Hero restores a new normality
04/09/2014 Term 1, Lesson 1 3
For an answer…
• The advert for …… uses Todorov’s theory by showing _____________stage
• This can connote_________
04/09/2014 Term 1, Lesson 1 4
Propp• Vladimir Propp studied fairy tales and recognised the same stock characters
in every story
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HeroCharacter• Character who seeks something. The Protagonist.
VillainCharacter• Opposes the heroes quest. The Antagonist.
PrincessCharacter• The heroes reward – not necessarily a person!
DonorCharacter• Gives the hero something to help with his quest
DispatcherCharacter• Sends the hero on his quest
HelperCharacter• Helps the hero – often a sidekick
False HeroCharacter• Looks heroic but disrupts the hero in their quest
Princess’ FatherCharacter• Rewards the hero by giving him the princess
04/09/2014 Term 1, Lesson 1 6
For an answer…
• The advert for …… uses Propp’s theory by showing _____________ characters
• This can connote_________
04/09/2014 Term 1, Lesson 1 7
Levi Strauss
• Claimed stories could only exist with BINARY OPPOSITES, elements that are against each other
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Binary Opposite Examples
WomanBeauty
StrengthDecisive
LoudOldRich
Exciting
MenUgliness
WeaknessIndecisive
QuietYoungPoor
Boring
04/09/2014 Term 1, Lesson 1 9
For an answer…
• The advert for …… uses Levi-Strass’ Binary Opposites theory by showing _____________ against _____________
• This can connote_________
04/09/2014 Term 1, Lesson 1 10
Barthes• Roland Barthes explored how an audience decodes a text and
the different codes used to construct meaning from a text
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Enigma CodeAnything that sets up a
mystery or question
Action CodeActions and behaviours that are universally understood
Symbolic CodeUse of psychological
symbols or binary opposition (can go
against expectations)
Cultural CodeCodes that are
understood across the world as culture
04/09/2014 Term 1, Lesson 1 12
For an answer…
• The advert for …… uses Barthes’ Codes theory by showing _____________
• These can connote_________ and ________ which is positive for the brand image because__________________
04/09/2014 Term 1, Lesson 1 13
Other Narrative Devices
Device Definition
OpenGives the audience the full storyline so they feel fully engaged – feeling of respect.
ClosedGives the audience a partial glimpse of the story and leaves out details. Engages the audience to “solve” the story.
Dramatic IronyGives audience information the people in the advert don’t know – feeling of empowerment
Cliff-hangerThe story has a dramatic moment which lacks resolution – feeling of tension and mystery.
InteractiveAdvert gets the audience to be included, maybe by making choices – Feelings of being part of community and special.
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Structure of TV Adverts
Establishing
Problem/Situation
Benefits of Product
Call to Action
Shots You Must Include
18/04/2023 GCSE MEDIA MOCK REVISION GUIDE 16
Establishing
Problem/Situation
Benefits of Product
Call to Action (Pack Shot)
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