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Representation: 1


Media theorist Stewart Hall studied representation.

 Representation - The ways in which a media product instructs the world and aspects in it including social groups, individuals, issues and events
LINDT LINDOR "Do you dream in chocolate?" Analysis
Soft lighting - romance, relaxation, sexual desire, relaxed - chocolate makes you feel like this
Voice over - relaxing, mellow, soothing - chocolate is these things
Chefs - exclusive, rare, elite, luxurious 
Lone woman closeups - having a kind of erotic relationship with the chocolate. Blissful face - savour the feeling and emotions.
Layering/melting transition intertwines all these aspects as well as symbolic of chocolate.
Gold and brown colouring - idea that the chocolate is a luxury and a sort after commodity

Stereotype - Repetition of a commonly held belief about a certain group of people


 Richard Dyer - the Role of Stereotypes

  • An ordering process
  • A short cut (for producers)
  • A reference point (for audiences)
  • An expression of dominant social values 
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