Representation Analysis!

The AXE Body Spray is a product that targets young men from ages 18 to 30. The company attracts straight white men by using sexy women in their advertisements. This commercial focuses on several skinny females who are wearing very little clothing. The vast majority of the females are white, and they are running ambitiously towards a man. It is not revealed until the end of the advertisement, that the women are running towards the man because he is wearing the AXE Body Spray. This advertisement represents females terribly and uses their figures to attract males to their product. None of the females are ugly or overweight, which sends a bad message to the females watching this ad. Not only that, but it does not display a variety of races or ethnicities. It is commercials like this one that makes females believe they have to be white and skinny to be attractive, which is not true. The male lead of the advertisement is an average white man whom the company aims to target with their product. This ad is very stereotypical and does a terrible job of representing people from different ethnicities, social classes, ages, and body images. The company of AXE Body Spray could attract so many more costumers if they did a better job of representing people in society. The product could obtain the potential to be much more relatable.

In contrast to the AXE Body Spray advertisement, H&M does a great job of representing people in society. The idea behind the commercial is that "there are no rules in fashion." The company conveys this idea by showing a variety of people in a variety of clothing. It demonstrates all the possible looks that their clothing can capture and attracts all kinds of people. Within the advertisement, the representation is phenomenal. There are people of many different ethnicities, cultures, ages, genders, sexualities, and social classes displayed. Throughout the advertisement, the voice-over lists all the possibilities of H&M clothing. The advertisement does not exclude anybody and is very diverse. Audiences of this commercial will understand that H&M is a very inclusive company that designs its products for everybody. There are no limits within H&M. Overall, H&M does a great job with this commercial and sends a positive message to its costumers by using representation effectively.

Horror Genre Research!

Horror films are designed to entertain the audience while frightening them with
unsettling content. They typically contain lots of thrills, which is why the target
audience is from ages 15 to 25. Younger people find thrills more exciting and
are more capable of handling the intense violence and gore that is shown.
Not only that, but horror films are stereotypically targeted at males because
they are “immature” and more likely to be entertained by blood, guts, and
graphic violence. 

The narrative of horror films is very predictable; nevertheless, there is a wide
range of themes. Murder, survival, supernatural, revenge, and religion are all
potential themes or a horror film. They work to develop fear, suspense, and
mystery. For example, The Exorcist (1973) is a horror film that revolves around
religion. In the plot, a priest requests to perform an exorcism on a girl
that he believes to be consumed by the devil, which reflects Christian beliefs. 

The main characters that are used in horror films are typically young and
inexperienced. This sets them up to fail within the plot of the film. Furthermore,
the main characters are also children, teenagers or young adults that can be
relatable to the target audience. On the other hand, the antagonist can be a serial
killer, monster, zombie, ghost, clown, etc. The antagonist is not always a human.
In Jaws (1975), the antagonist is a shark that tries to kill all of the main characters.
In other cases, the antagonist is supernatural, such as Toby in Paranormal Activity
(2007).

                     

Costumes and colors are crucial to the characters in horror films. Protagonists
are usually dressed in light colors to represent hope while antagonists are
always dressed in dark colors to represent darkness, evil, and power. Not only
that, but red and white are big contributors to horror films. White is used a lot to
further portray the idea of isolation, coldness, emptiness, and innocence. Red is
also used to reinforce the idea of danger, threat, and violence within the film.
Costumes used in these colors have become iconic, especially in Halloween
costumes.  

This is the mask from the film Scream (1996) that is extremely iconic to the film's
young audience.

Props are also big contributors to horror films. The most commonly used props are saws, guns, knives, and other weapons that enhance the violence occurring in a film. Other props such as crucifixes and dolls are used depending on the context of the plot and the theme. There are some plots that are specific to the film and develop the main idea of the film. For example, in It (2017) a red balloon is used as a prop and it signifies a very important concept in the movie. Whenever there is a red balloon floating, a child nearby is in danger.



Many production techniques have become quite common within horror films.
Regarding camera use, many horror films use close up shots to emphasize
the facial expression of the victim in a horrifying scenario. In Psycho (1960)
the film uses close ups of the girl’s face while she is being murdered in the
shower. These shots help the audience understand the fear and
helplessness that she is feeling in the situation. 

Psycho Shower Scene

Furthermore, some horror films use a handheld camera to make the scene
look more realistic. In The Visit (2015), a handheld camera is used periodically
throughout the film. The children are making a movie and film their creepy
grandparents. The shaky videography helps convey this idea. 

The Visit Hide and Seek Scene 

The Visit Death and Diapers Scene

Some other shot techniques used in horror films include tilt disorientation,
Point of view shots, and dolling. Tilt disorientation emphasizes the chaos
occurring in a film. Point of view shots show the audience what is happening
in the character’s perspective at a given moment to further highlight the
intensity and fear that they are experiencing. Lastly, dolling is often used
to tell the audience that the main character is being followed. This technique
generates suspense and mystery. 

Horror films are known for using low key lighting. This helps create a dark
and eerie effect in the atmosphere. The darkness makes the audience feel
more vulnerable because they are unable to see what lies in the dark. This
sets up the scene for obstacles and jump scares. Not only that, but
silhouettes are often created by artificial lighting to infuse the scene with
uneasiness and mystery.

The Hitcher (1986) uses this iconic silhouette in their movie cover to portray
the mystery and potential horror of the film.

Sound makes up a crucial part of horror films. Non diegetic sound is usually
used in the background to increase the intensity of a scene. This is often
portrayed through the use of slow piano or violin music. Creaking floors and
doors are also added sound effects that increase the eeriness of a scene.
Synchronous sounds add depth to horror scenes while maintaining the realism.
They help contribute to pop up scares that make the audience jump. Diegetic
sound used in horror films often consists of screaming from the characters. 

The Purge (2013) is a thrilling horror film that relies on jump scares, intense
violence, and a creepy atmosphere. The movie takes place in a mansion
where the main characters try to protect themselves from the “purgers”
that remain outside. The costume design is crucial in this movie. The
wealthy family is dressed in relatively nice clothing, while the crazy purgers
are masked to hide their true identity. Not only that, but the purgers are wearing
creepy costumes to intimidate the family inside the mansion. Props
such as guns, saws, and knives are used throughout the film and enhance
the violence and killing that is occurring. Low key lighting is also used inside
the house to develop the suspense and hide potential obstacles inside. The
movie seems very realistic and non diegetic sounds are used efficiently
within the jump scares. 

A Quiet Place (2018) is a dramatic horror film that uses minimal sound throughout the whole movie. The film is based on the idea “if they hear you, they hunt you.” The main characters in the film try to protect themselves and their children in silence. The antagonists are never truly revealed in the movie, and are portrayed as wind and echoing sounds that will swallow the characters alive. There is a lot of non diegetic sound used in the film that is used to enhance the characters movements and the little noise that they make. Not only that, but the footsteps they make are all foley sounds. The main characters are shown wearing dirty, old clothing to represent the hardships they have endured in the last few days. The set design from the forest to the abandoned homes is very intricate and helps to develop the plot of the movie. Overall, this horror film keeps audiences alert because there is very little sound used.